Example only. These are not client results.
The agency below is made up. The work did not happen. We chose round numbers to make the math easy to follow. The numbers are not a target or a promise.
This sample shows what a one-year marketing plan could include. Read our four-step guide for the main plan.
Start of the sample
The made-up agency starts with:
- 2,000 members.
- $50,000 in marketing costs each month. Two vendors get all of it.
- 500 leads each month. That equals $100 for each lead.
- 50 new members each month. That equals $1,000 for each new member.
- Proof of consent for about half of the leads. The vendors hold that proof.
- No lead source report, monthly cost report, or follow-up log.
No real agency gave us these numbers.
Step 1, months 1 and 2: set clear rules
The agency writes down what counts as a lead and a new member. It lists every cost used in the cost of one new member. It also picks one rule for matching a lead to its source.
The agency uses forms and phone numbers it owns. Each new lead gets a source tag and consent record. The consent record saves the date, words shown, and type of contact allowed.
New records: one list of terms, one ID for each person, a consent record the agency owns, and new data rules in each vendor deal.
Step 2, months 2 to 6: build lead sources the agency owns
The agency writes useful local pages for people who turn 65. In this sample, its website brings no leads in month 2 and 100 leads in month 12.
The agency keeps buying leads. It drops one vendor that lacks good proof. Vendor costs fall to $40,000 per month in month 6.
New records: a list of all websites and content, a lead source report, and a list of costs by source.
Step 3, months 3 and 4: fix missing consent proof
The agency checks old leads. It saves clear proof when it can find it. It marks leads with missing proof and does not contact them. A log shows each choice.
In this sample, complete consent proof rises from 50% to 100% of the leads the agency can contact by month 6. This is a made-up number.
New records: consent proof for each usable lead, a list of leads with missing proof, and a rule for how long to keep consent records.
Step 4, months 4 to 12: make a monthly cost report
The agency uses the same math for every lead source. In month 12, $40,000 buys 320 vendor leads. Each vendor lead costs $125. The agency also spends $10,000 on its website and content. That work brings 100 leads, so each of those leads costs $100 in this sample.
The sample uses a 10% sales rate. The agency gets 42 new members at a cost of $1,190 each. This cost is higher than the old $1,000 figure.
The higher number does not show better results. It shows better math. The agency can now prove which costs it used.
New records: a monthly cost report for every source, counts for each sales step, and a log of changes to the math.
Step 5, months 5 to 12: follow up with members
The agency plans four service contacts for each member per year. The team logs each contact. It also tracks members who leave or change plans and saves a reason when the member gives one.
This sample does not claim that more members stay. It only shows the plan and work log.
New records: a contact calendar, work log, list of people who leave, and a written rule for the member stay rate.
Sample numbers at month 12
These numbers are made up. They do not come from a client.
| Measure | Month 0 (model) | Month 12 (model) |
|---|---|---|
| Monthly marketing spend | $50,000 | $50,000 |
| Vendor lead costs | $50,000 | $40,000 |
| Website and content costs | $0 | $10,000 |
| Inquiries per month | 500 | 420 |
| Owned-channel share of inquiries | 0% | ~24% |
| Consent completeness (contactable records) | ~50%, vendor-held | 100%, agency-held |
| Written cost-per-enrolled-member definition | none | versioned, applied monthly |
| Blended cost per enrolled member | $1,000 (undocumented) | $1,190 (documented) |
| Follow-up plan | none | 4 contacts each year, logged |
| Records a buyer can check | Bills | Lead report, consent proof, cost report, contact log |
The sample spends the same amount in month 12. It gets fewer leads and shows a higher cost for each new member. Better records can reveal a higher cost. The team can now see the true number and decide what to fix.
What this sample does not show
- Real results. This sample has no client sales, costs, growth, or member stay rate.
- A promised timeline. A real plan may take more or less than one year.
- A shortcut around rules. A real agency still needs current CMS checks and legal help when needed.
What to ask a marketing firm
Ask for a lead source report, consent proof, a written cost rule, a monthly cost report, and a follow-up log. A real case study should have proof behind its claims.
We will mark a future client story as real only after we have proof and written permission. For now, this site shows samples. Ask our team how this plan could fit your agency.
Want a plan like this for your agency?
We can review the reports you have, find what is missing, and give you a short list of next steps.