Why a system · 03 of 06
Agency expertise,
in-house.
Marketing best practice built into the system, with your team at the controls.
Book a conversationThe problem
Expertise you rent leaves when the contract does.
An agency brings strategists, writers, designers and analysts. You brief them, wait, review, and pay again next month. What they learn about your business stays with them, and the work stops when the retainer does.
The agency’s bench, in your system
What an agency knows, written into a system your team directs.
| An agency’s role | Where it lives now | Directed by |
|---|---|---|
| Strategist | Your positioning, audiences and messages, written down and used in every brief. | Your team |
| Copywriter | Your voice and a playbook for every channel, applied to every draft. | Your team |
| Designer | Your design toolkits, brand rules and source files, so every piece looks like one company. | Your team |
| Campaign manager | The plan, the schedule and each piece’s status, in one place. | Your team |
| Analyst | The numbers gathered and summarized on your schedule, ready for a decision. | Your team |
The brief cascade
How the best agencies brief the work.
The best agencies deliver top-quality work because nothing starts without a brief, and every brief comes from the one above it. An initiative sets its campaigns, each campaign sets its projects, and each project sets every piece of content, every message and every post. In a small team wearing a lot of hats, that step is usually the first to go. The system keeps it: each brief is written from the one above, so your strategy reaches every post.
One initiative developed by a walk-in cooler manufacturer
Initiative
Nothing spoils on our watch
Win the independent kitchens that lose a weekend’s stock when a cooler fails.
Campaign 1 of 3
The Friday night failure
Most coolers fail when no one’s there to hear the alarm.
Project 1 of 3
What a lost weekend costs
A calculator page, and the launch around it.
Article
The weekend the walk-in died
Landing page
Price your last failure
Email series
Three alarms before Friday
Sales note
For the chef who’s lived it
Posts
Stories from the 2 a.m. calls
Project 2 of 3
Ask the night tech
4 pieces
Project 3 of 3
The Monday morning checklist
3 pieces
Campaign 2 of 3
Pass the inspection cold
3 projects
Campaign 3 of 3
The power bill nobody reads
2 projects
Whose hands
Your team directs. The system does the specialist work.
Nothing goes out that your team hasn’t shaped and approved.
What you keep
Everything we build is yours.
The strategy, the playbooks, the toolkits, the design files and the record of every campaign live in your own tools. Much of what you’d pay an agency for is kept in-house, on a few good tools, and directed by your team.
- Your strategy and messages
- Your voice and channel playbooks
- Your toolkits, brand rules and design files
- Every campaign’s record
What delivers it
The Hub, and the capabilities built on it.
The core system
Solo Signal Hub
One system that knows your business: your company and market, your audiences, each author’s voice, your channels and your brand.
Capabilities extend it, one at a time
Brand and channels
8 capabilities
Look and sound like one company, everywhere you publish.
Intelligence and sales
5 capabilities
See what’s working, and give sales what it needs.
Knowledge and data
4 capabilities
Your research, your documents and your customers’ own words, in one place.
Security, teams and AI
4 capabilities
Keep it private, share it across teams and take it further.
Read more on this
Guide · 12 min
Own your marketing. Don’t rent it.
Read it
Own your marketing.
Don’t rent it.