HOW WE WORK — FIRST CALL TO COMPOUND
Evidence first.
Then the plan.
Two practices, one way of working. It starts with a conversation, then a proper discovery, so the plan is built on what’s actually there. Five stages follow, on one calendar, at a quarterly cadence.
05 STAGES · TWO TRACKS · ONE CADENCE
ONE CALENDAR · BOTH PRACTICESCOUNTED FROM KICKOFF
HOW IT STARTS
A conversation,
then a proper look.
A plan is only as good as what it’s built on. Three steps before anything gets designed or bought, and the plan is the last of them.
/01
The conversation
A partner reads your brief the day it arrives, then thirty minutes on where the story stands, who you need to reach, and where they lose interest.
WITHIN ONE BUSINESS DAY
/02
The discovery
Then we go and look properly. Your analytics, your spend, your filings, your search footprint, and how the story reads to someone who has never held the stock.
THE PART MOST AGENCIES SKIP
/03
The plan
Stages, dates, deliverables, and the metric each one is meant to move. Built on what the discovery found, not on what we assumed on the call.
YOURS TO KEEP
EVERY PLAN IS BUILT ON A DISCOVERY
THE FIRST MONTH SETS THE BASELINE
THE SPRINT CYCLE
Five stages,
either track.
Building the home, running the reach, or both: the work moves through the same five stages. Read the column that applies to you. Durations are in the calendar below.
01 · BASELINE
BEFORE THE PLAN
Know where you stand
The discovery in detail. What exists, what it’s doing, and what it’s costing you now.
THE HOME
An inventory of what you have: pages, content, brand assets, and what disclosure requires you to publish.
THE REACH
A diagnostic from your own analytics: what’s working, what it costs, and the KPIs we’ll be judged on.
AUDIT
SPEND REVIEW
KPIS SET
02 · SHAPE
FROM KICKOFF
Decide what it says
The argument for owning the stock, in words a generalist can repeat back.
THE HOME
Pick a tier and we theme it to your brand. For bespoke, interviews come first: what the asset is, who needs convincing, where the story loses them.
THE REACH
The structural fixes that make you findable: site, search, and social profiles telling one consistent story, so search engines and AI assistants reference you correctly before a dollar goes to paid media.
NARRATIVE
ART DIRECTION
SEARCH & PROFILES
03 · SHIP
THROUGHOUT
Real work, in the browser
You review real pages and actual drafts as they’re built. Nothing waits for a big reveal.
THE HOME
Pages built and content loaded on a staging link that goes up in the first week. Comment on the page itself, not on a PDF of it.
THE REACH
Plain-language content matched to your news flow, and a subscriber list that starts growing from the first send.
STAGING LINK
CONTENT
LIST GROWTH
04 · LIVE
AT LAUNCH
In market before the next call
Go-live is timed to your calendar: a catalyst, a raise, or results day.
THE HOME
QA across devices, disclosure review, then launch on your domain with your team trained to update it.
THE REACH
The first wave goes out against your next catalyst, not against our calendar, with every placement labeled where the rules require it.
QA
DISCLOSURE REVIEW
GO-LIVE
05 · COMPOUND
EVERY QUARTER
The cadence takes over
Launch is week zero of the rhythm, not the finish line.
THE HOME
Updates on demand for a monthly fee, earnings-day support, and a site that stays current instead of aging quietly.
THE REACH
Read the numbers, move the budget toward what works, and report it in language your board can use.
THE CALENDAR
How long it
actually takes.
There isn’t one answer, because you’re not buying one thing. Every track on the same calendar, counted from kickoff, so you can see where yours lands.
TIMELINE
W01W02W03W04W05W06W07W08W09W10W11W12
PRACTICE 01 · THE HOME
Foundation
ONE PAGE · 1 WEEK
Momentum
THE FULL TEMPLATE · 2–4 WEEKS
Tailored
PLUS CUSTOM WORK · 4–6 WEEKS
Bespoke
ONE OF ONE · FROM 6 WEEKS
PRACTICE 02 · THE REACH
Baseline
DIAGNOSTIC · FIRST MONTH
Shape
FINDABILITY · INSIDE 60 DAYS
Ship
CONTENT & LIST GROWTH · ONGOING
BUILDS SHIP FIXED-SCOPE · THE RETAINER STARTS THE SAME WEEK
BOTH AT FULL CADENCE BY MONTH THREE
HOW WE RUN
Four rules,
no exceptions.
no exceptions.
Process only matters when it survives contact with a quarter. These are the rules that keep the dates honest.
THE SAME ON EVERY ENGAGEMENT
/01
The senior room
The partner who pitches the program stays on it. Builds are staffed by our own designers and developers, never an account manager between you and the work.
/02
Work you can see
You review the work itself, not a mockup or a PDF of it. What you approve is what ships.
/03
Numbers attached
Work starts with the number it’s meant to move and the date we’ll report back. Good or bad, you get the result.
/04
You keep what’s yours
Content, files, subscriber lists, the data, and the domain. Thirty days’ notice and it all goes with you.
YOUR SIDE
What we need
from you.
Less than you’d expect, but not nothing. The programs that hit their dates all have one thing in common: one person who can decide.
/01
One decision-maker
One person who can approve copy and design without convening a committee. Adding reviewers is the single most reliable way to miss a date.
/02
About an hour a week
A standing thirty-minute call plus review time. Heavier in the first stage, lighter once the cadence takes over.
/03
The raw material
Filings, technical reports, imagery, and access to the people who know the asset. We do the shaping. The substance has to be yours.
DISCLOSURE
Compliance is part of the process, not a step at the end.
+
Nothing publishes without your sign-off. Not a page, not a post, not a placement.
+
Quiet periods go in the calendar before we plan a wave, so nothing has to be pulled.
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Material information goes through your filings first. Marketing follows the disclosure, never leads it.
BUILT FOR TSX · TSXV · CSE · GLOBAL
Q
AFTER LAUNCH
A quarter,
on cadence.
Launch isn’t the finish line: it’s week zero of the rhythm. Thirteen weeks, the same beat, every quarter.
WEEKS 01–02
EARNINGS
Results day, run like a launch
Hub live by market open, deck and release aligned, the story told the same everywhere it appears.
EVERY QUARTER, NO SURPRISES
WEEKS 03–06
READ
What moved, what didn’t
The engagement report: holder movement, content performance, and the one thing to fix next quarter.
BOARD-READABLE IN FIVE MINUTES
WEEKS 07–10
REFRESH
The next wave ships
New content, site updates, and campaign flights, timed to the catalysts on your calendar.
ALWAYS IN MARKET
WEEKS 11–13
PREP
Staged before the quiet period
Next quarter’s materials drafted, reviewed, and scheduled before the window closes. No scramble.
READY ON DAY ONE
THE REPORT YOUR BOARD ACTUALLY READS
NO SURPRISE INVOICES, EVER