So, what's included in a retainer?
We’ve organized what an organization needs into three buckets: strategy, creative, and media. There is a lot here and knowing what you need can be overwhelming. We often recommend starting with a marketing audit to determine where to spend time and effort. Most people have a handful of the items below they know they need on a recurring basis, but they also wonder what else could help them improve.
- Creative direction
- Marketing strategy
- Persona development
- Marketing planning
- Content planning
- Optimizing operations
- Paid search
- Social media advertising
- Analytics & reporting
- Social media management
- Website additions/revisions
- Graphic design
- Promotional (shirts, pens, banners, etc.)
- Identity (business cards, proposals, email signatures)
- Brochures, annual reports, one-pagers
- Social media graphics, reels, and stories
- Search Engine Optimization (SEO)
- Content creation
- Digital storytelling
- Brand voice development
- Website page content
”We started working with Two Tone just over a year ago and they have revolutionized our marketing, branding and overall presence to our customers and prospects. They are the greatest group of people to work with because they are smart, friendly, responsive and a company you can really trust with your image. They listen well and take input from us and turn it into world class content for all to see. They have quickly become one our most trusted partners and I highly recommend them to anyone looking for help in today’s “influencer” culture. We love Two Tone!Roger DeWaardCEO, Hopkins Roofing
Jenny has also invested her time by mentoring me—she has helped me grow professionally and personally. Her drive and passion for marketing inspires me. Jenny has played a major role in helping me find my voice and transforming our business's marketing strategy.
Frequently Asked Questions
Our clients have unique needs, which we discuss during our initial free Discovery Call. Based on your workload, we’ll provide a retainer package that’s a perfect fit for your organization. The monthly retainer pricing can vary from $2,500/month to $30,000/month. Some retainers are larger than this, but those are generally due to ad spend investments.
While it may initially seem cheaper to pay hourly, those hours can add up. As a retainer client, you’ll be eligible for a few extra perks that hourly clients don’t receive:
- All of our retainer clients automatically receive 15% off our hourly design rate, as well as priority support for all projects.
- Retainer clients receive a guaranteed response within 24 hours.
- We’ll schedule regular calls with you or your team to discuss the creative direction, strategy, upcoming projects, and communication priorities to create cohesive and consistent brand messaging.
For more information, you can read this article comparing freelancers, agencies, and in-house marketing support.
Based on our experience working with hundreds of clients, a retainer of 24 hours per month ($3,500/month) is equivalent to the work of one full-time employee. For more on the difference between a new employee and hiring a creative team, read the pros and cons in our recent article.
Sometimes workloads expand—and that’s OK! If you end up needing more retainer hours, we can grow with you.
If you’re looking for a complete rebranding of your organization or a full website redesign, those projects are typically outside of a retainer and done on a project basis. Additionally, longform video creation is not included.