CAAIRENonprofit
Youth development: arts, athletics, STEM.
Orlando, Florida
We identify the reason a customer should choose your business, then put that message everywhere they’re looking.
Your site, your content, your ads and your emails all come from the same source. Each piece makes the next one stronger, instead of quietly pulling in a different direction.
SpecSourceBuildReviewShipRefactor
Most marketing gets written one piece at a time.
Ten years of it or none yet, the pattern is the same. Each piece gets written from scratch, by whoever is doing it that week, with their own idea of what the business does. Nothing agrees with anything else, so nothing adds up.
01No source
Nobody has written down the one true reason a customer should choose you, so every asset starts from a blank screen.
02No compounding
Each piece is a fresh start rather than another expression of the same idea, so the tenth costs as much as the first and adds no more.
03No agreement
The ad, the site and the sales conversation end up describing three slightly different businesses, and the customer notices before you do.
Nothing starts from a blank screen.
Five stages, applied to everything we make for you, not just the writing. The same way you would build anything you intend to keep.
- 01Spec
One document, in your words, saying what actually makes you different.
- 02Source
What competitors claim, what people search for, and anything you have published before.
- 03Build
Every format written from that one document, never from a blank screen.
- 04Review
A person reads it. What does not pass gets sent back and rebuilt.
- 05Ship
Published everywhere at once, not one channel a month.
Refactor. When your business changes, the spec changes and everything rebuilds.
Note, the human stageReview is the one stage a machine doesn’t finish. Everything is read by a person before it goes out, and things get sent back.
What actually arrives.
One message, and every place it has to show up. No dashboards to learn, no account manager to brief. These are the things that arrive.
01
The one-page spec
What makes you different, written down and agreed. Everything else is built from it. Yours to keep, whether or not we keep working together.
02
A plan, in order
Everything you could be doing, ranked, with the one thing we would do first. Revisited monthly rather than set once and forgotten.
03
Content that earns the answerMain pillar
The heaviest lifting, and where most of the work goes. Properly sourced writing on the questions your customers actually ask, which is what Google and ChatGPT quote, and what every other channel is then built from.
04
The rest of the program
Your website, landing pages, search presence, ads, emails, social and local listings. Built from the spec rather than written fresh, so they stop contradicting each other.
05
Published and running
Straight onto your site, your list, your social profiles and your ad accounts. You approve, we handle the rest.
06
A monthly note on what moved
What people searched for, what they clicked, what they got in touch about. Plain language, one page, no charts you have to interpret.
The message has to hold up in all of these, so all of them are in scope. Never sold à la carte:
PositioningMarketing strategyContent marketingSEOAI searchWebsite developmentPaid mediaEmail marketingSocial mediaLocal marketingAnalytics and reporting
We show our work.
A youth nonprofit, a furniture brand, a software platform and a designer swimwear label. Four businesses with nothing in common except the thing that mattered: each needed one written source before the marketing could work.
Cave SuppliesRetail
Man-cave furniture, built from zero.
ILLIXISSaaS
The platform we run on. Ours, so read it as a demonstration.
Ir Al SolFashion
Colombian handcrafted swimwear.
No inflated numbers here, on purpose. We publish results when they are real, attributable, and ours to share. See the work, or read one piece going through the process.
More content was never the bottleneck.
Producing more got easy. Producing more that is worth reading did not. Volume was never the thing standing between a business and its next customer. The bottleneck is almost always the same two things, and they are the two things we do.
01Positioning
Knowing the one true reason a customer should pick you, in words they would actually repeat, written down so everything can be built from it.
02Distribution
Getting that reason in front of the people already looking. On the site, in the search result, in the answer an assistant gives, in the ad and in the inbox.
Put plainlyThe easy part got easier. The hard part didn’t move. Doubling the output of an unclear message just produces twice as much unclear message.
We built the system underneath.
Getting one message into every channel is a lot of ground to cover. Refactory runs on ILLIXIS, our own marketing platform, which does the research, the production and the distribution. That is why the whole program goes out together instead of one channel a month, why it costs a fraction of a hire, and why there is nobody standing between you and the work. It is how we do it, not what you are buying.
1source document, which every other format is built from
11capabilities in scope, from positioning to paid media, none sold separately
0account managers between you and the work
Start with a call.
Free, about an hour. We go through your business and build you a one-page plan: everything you could be doing, ranked, with the one thing we would do first. You keep the page whether or not we work together.
$997/mo
Then, if it is a fit. Each month we name the highest-return thing you could do, and then we do it. No contracts, no retainer minimum.