Prepared for Arcus Printers by Kinetic Society — paid social, landing pages, creative, and email. Three engagement levels so Arcus can match investment to appetite for volume.
Starter
$5,000 /mo
5 landing pages · 15 creatives
Recommended
Growth
$8,500 /mo
18 landing pages · 20 creatives
Scale
$13,500 /mo
30 landing pages · 32 creatives
Engagement
Month-to-month, 3-mo minimum
Channel
Meta (Facebook + Instagram)
01
The Objective
Run and manage Arcus's paid Meta advertising to generate qualified sales leads — not just for the flagship DTF printer, but across every machine category Arcus sells. Every dollar spent should tell us something: which machine, which audience, and which offer actually converts into a lead worth following up on.
Regardless of tier, decisions are based on real cost-per-lead data from 1:1 trackable landing pages, not guesswork. But raw creative volume isn't the only lever that moves that number — a real email program and a bank of reusable founder footage both compound the same spend. This version folds those in directly, rather than pricing them as a separate engagement later.
02
Diagnostics: What We Found
Two things came out of pulling the account and running a quick competitive scan — both point the same direction.
3–4×
Lifetime frequency on the live ads
The same audience has already seen these exact ads three to four times over the life of the campaign. At that frequency, more spend against the same creative and the same audience buys fatigue, not new demand — it's a large part of why the account has plateaued instead of growing.
20–30+
Ads competitors are running right now
Epson and two other DTF printer companies are each running at least 20–30 live ads — mostly static images, nothing elaborate. Arcus has run 31 ads total, spread across the last two years. That gap is the opportunity: competitors are proving the format works at volume; Arcus just hasn't matched it yet.
Pulled directly from Arcus's Meta Ads account and a manual scan of competitor ad libraries — not modeled or estimated.
03
Us vs. Pulse Marketing
Same channel, similar budget range — the difference is whether anything is actually being tested.
Kinetic
Pulse Marketing
Audience Testing / Building
New audiences built and tested every month
Same audience, unchanged for 2 years
Creative Testing
Ongoing pool, retired and refreshed weekly
Limited — 31 ads total, over 2 years
Landing Page Testing
Custom, trackable page per offer
Same landing page as the main site, every time
Offer Testing
A different offer is always live somewhere
No offer testing
See Section 02 for what that difference actually looks like in the account.
04
Monthly Deliverables
Media Buying & Account Management
Full management of the Meta Ads account — campaign structure, audience building, budget pacing, bid strategy
Daily monitoring and mid-flight optimization
Continuous A/B testing across audiences, offers, and placements
Landing Pages
See Section 05
Custom, single-purpose lead pages — same caliber as the Pioneer 24 concept already shared
Each page tests one specific machine, offer, or audience angle
Live within 2–3 business days of creative approval
Ad Creative
See Section 05
A pooled monthly creative budget, weighted toward whichever pages are actively testing — not spread evenly across every page by default
Mix of static and short-form motion, matching the "in the wild" production-floor style already demonstrated
Volume here runs lighter than a pure-production retainer would carry — the difference is what funds email and the founder content bank below
Underperformers retired weekly; winners get more budget
Email Marketing
Included — Growth & Scale
Core flows built once — welcome, inquiry follow-up, post-show — then kept current every month (see Exhibit A)
A real send calendar tied to whatever's already live on Meta that month, so a new machine or offer doesn't sit unmentioned in the inbox
Reuses the footage, angles, and founder-video clips already produced for the ad program — nothing gets built twice
Available at Starter as an add-on — +$2,000/mo
Founder Content Session
Quarterly — Growth & Scale
One in-person session — about 30 minutes, single take, mic'd — with Vic and/or Brian talking through the business and the machines
Cut into a running bank of clips for ads, LinkedIn, email, and landing pages: a permanent asset library, not a one-off video
Available at Starter a la carte — $750 / session
Message & Positioning Testing
Custom landers are a safe place to test bolder claims than the main site carries today — for example, a direct value comparison like Arcus performance matching machines 3–4× the price
Nothing untested touches arcusprinters.com; once a message proves out on a custom lander, we move it onto the main site together
Losing angles get retired — no permanent record on the main site, no downside to swinging big
Lead Capture & Delivery
Every lead is captured through our tracking layer first, for attribution and quality control
Delivered to Arcus in real time — CRM, email, or Slack, whichever Arcus already runs on
Full raw lead data visible to both sides — nothing withheld on either end
Reporting & Strategy
Weekly snapshot: spend, leads, and cost per lead, broken out by machine category
Sales-quality sync and strategy-call cadence scale with tier — see Section 05
05
Choose Your Tier
The 3-month testing window works at any level. What changes is how much of the program runs as raw creative volume versus the standing infrastructure below it — and how tightly we stay in the loop with your sales team.
Starter
Growth
Scale
Monthly fee
$5,000
$8,500
$13,500
Landing pages / mo
5
18
30
Creative pool / mo
15
20
32
Email marketing
Add-on (+$2,000/mo)
Included
Included
Founder content session
Add-on ($750/ea)
Quarterly, included
Quarterly, included
Sales-quality sync
Bi-weekly
Weekly
Weekly
Strategy call
Monthly
Monthly
Bi-weekly + Slack channel
Effective cost / page
~$1,000
~$472
~$450
Effective cost per page is the monthly fee divided by landing pages delivered — it reflects the full program, not the page alone. Draft numbers above — creative pool, add-on pricing, and session cadence are exactly the levers we're tuning together.
06
Machine Coverage Plan
Every tier tests every category — Starter simply runs a smaller slice per category, while Growth and Scale widen the sample size Arcus gets per machine line. Starting allocation, reweighted after month one based on real cost-per-lead data.
Category
Starter
Growth
Scale
Direct to Film (DTF)
2
7
12
UV Printers
1
5
8
Dye Sublimation
1
4
7
Accessories & Supplies
1
2
3
Total landing pages
5
18
30
Creative variants are pulled from each tier's shared pool (Section 05) based on what's actively testing, rather than split evenly across categories in advance.
07
What We Need From Arcus
This program runs on Arcus's product knowledge as much as our production. A few things on your end keep it moving, at any tier:
Footage and photos of whichever machines are featured that month — existing product photography is enough; we handle cutouts, motion, and editing from there
A standing slot with your sales team to validate lead quality against what's actually closing (weekly for Growth/Scale, bi-weekly for Starter)
Floor access and about 30 minutes of Vic and/or Brian's time each quarter for the founder content session (Growth/Scale, or on request at Starter)
Sign-off before any tested message moves from a custom lander onto the main site
08
Build-Out Timeline
Whatever tier we land on, the first month is standing up the machine — pages, tracking, and, at Growth/Scale, email and the founder session. Here's how weeks one through four actually run, and what continues after.
Week 1Kickoff
Access & foundations
Access handoff: Meta Ads account, existing brand and product assets
First month's machine coverage priorities locked with Vic and Brian
Founder content session scheduled, if this month's tier includes one
Week 2First pages live
Launch
First batch of landing pages and matched creative built, approved, and live
Campaigns launch on Meta; a live test lead confirms tracking and delivery end-to-end
Founder content filmed, if scheduled this month — one sitting, cut over the following weeks
Week 3Read & refine
First read
First sales-quality sync — are these leads actually good, not just cheap
Early winners get more budget; early losers get retired, not defended
Email flow drafts circulate for approval, where email is in scope
Week 4Close the loop
Report & reweight
Month 1 report: cost-per-lead by machine category, what's working and why
Next month's page and creative allocation reweighted off real data, not the original guess
Email flows go live; founder clips start seeding into ads, LinkedIn, and email, where in scope
Months 2–3Compounding
Same loop, wider surface
Weekly optimization and sales-quality syncs continue on the cadence set in Section 05
By day 90: real sample size across every machine category — enough to make the next tier and budget call on data, not a guess
09
Investment
All three tiers cover strategy, landing pages, creative, media management, testing, and reporting — the difference is monthly volume, plus whether email and the founder content bank are included or add-on.
A single custom landing page at this quality typically runs $1,500–$3,000+ at a traditional agency — before email or a founder video bank are even part of the conversation.
Ad Spend — Billed Separately
Media spend is paid directly by Arcus to Meta and is not part of the service fee at any tier. Recommended starting budget: to be set together before launch — enough that each active landing page collects a real sample, not just impressions.
10
Not Included
Meta ad spend (see Section 09)
Channels outside Meta — Google, TikTok, etc. — available as an add-on if we want to expand later
CRM or help-desk software licensing
Additional physical photo/video shoots beyond the quarterly founder session — general product and floor footage is still sourced from existing photography plus AI-generated motion, as already demonstrated
11
Term & Success
Term
Initial 3-month commitment at any tier — testing needs a real sample size to mean anything. Month-to-month after that, with 30 days' notice to cancel. Tiers can be changed at renewal.
What Success Looks Like
By day 90: a ranked cost-per-lead for every machine category and a working email cadence — so next quarter's budget and tier go where the demand actually is.
12
Looking Ahead: Trade Shows & In-Person
Once digital testing has a track record, the same approach can extend past Meta:
Custom landers matched to whichever machines Arcus is bringing to a specific show
An offer built for that show, or a booth email-capture experience tied to it
Those emails become a retargeting audience, or upload straight into Meta as a warm list — and the founder content bank already gives the show a face people recognize
Directional for now — scope and pricing to be defined once we pick a show to test against.
Exhibit A
Email Flow Specifications
The three core flows referenced in Section 04, included wherever email marketing is in scope — Growth and Scale by default, or as the Starter add-on. Each is built once at kickoff, then kept current as machines, offers, and founder content change.
Welcome
Trigger
New signup — landing page opt-in or newsletter subscribe
Cadence
3-email sequence over the first 7 days
Goal
Set the first impression before a sales rep ever calls
Content
A message from the owner (founder-video clip), what Arcus does differently, what to expect next
Inquiry Follow-Up
Trigger
Lead submitted, no sales activity logged within 7 days
Cadence
Up to 6 touches over 3 weeks; exits the moment a rep logs activity
Goal
Never let a paid lead go cold from inaction alone
Content
Courtesy check-in, machine specifics, an easy next step to book a call
Post-Show
Trigger
Booth email capture at a trade show (see Section 12)
Cadence
Recap email within 48 hours, then folds into Inquiry Follow-Up
Goal
Convert show-floor attention into a trackable lead before it fades
Content
Recap of what they saw, the specific machine demoed, the show-only offer if one existed
Exact cadence and copy angles are tuned after month one against Arcus's real reply and close data — this is the starting spec, not a locked script.