Two problems. One method.
Featured case
Single-location business / Indoor golf simulators / Houston, Texas
The number says
$175.87 per customer.
Accurate. And completely wrong.
The account reported a cost of $175.87 per conversion. The problem was not the number. It was that a conversion was being read as a customer.
The advertising platform counted phone calls. Bookings happened through a system it could not see.
The number was real. The story it told wasn’t.
Strategic decision
The recommendation was not more advertising. It was to understand the customers already creating value, and build from there.
Persona evidence
Eight behavioral hypotheses were developed. Six were retained after client validation. Together, they represented 89.2% of recorded bookings.
Four kinds of proof
The booking existed. The reporting system could not see it.
The first recommendation was not more acquisition.
Personas, message architecture and campaign directions were built from evidence that could be tested.
The two rejected hypotheses remain part of the record beside the six the client retained.
Outcome status
Month one is measured. The first campaign targeted one of the six validated personas and reached people with clear local intent: 79 direction requests, 4 phone calls and a 1.49% click-through rate, with 93% of clicks coming from phones. During the same month, 50 customers new to the business’s records booked a bay, and 12 of them came back at least once. Revenue reconciles to the cent across every system. The next step is closing the gap between an ad click and a booking, so the next result can be claimed, not just observed.
Case
Black Basalt Foundation
Sector
Nonprofit / cultural memory
Brand and strategy for a new foundation, built from the ground up: positioning, identity, messaging, and the program strategy behind its public work.
Its first community memory campaign, the Living Memory Award, drew 130 creative submissions from 8 countries. 116 works entered a permanent community archive.
Pro bono. Add Chapter’s principals volunteer in the foundation’s leadership.
Two decades of brand and campaign work preceded this. See the agency archive