//Strategy
A marketing plan you can run,
not a deck you file.
Most businesses do not have a marketing problem. They have a sequencing problem: six channels funded a little, none funded enough, and nobody sure what to do first. We write the plan that decides who to win, why they pick you, what to run first, and how you will know it worked. Then we hand it over, or we run it.
A real marketing plan fits on a few pages and answers four questions: who is the customer we can win most easily and keep longest, why do they pick us over the alternative, which channels do we fund first and in what order, and what numbers tell us it is working. Everything else, the calendar, the budget, the ninety-day playbook, follows from those answers. Most plans skip the questions and go straight to the calendar, which is why they read like a list of tactics with no priority and no link to revenue.
We write custom marketing plans and playbooks for businesses in Orange County and across the US, from a base in Irvine, California. We have sat in the owner's seat: our founders built a juice bar brand from a folding table to a celebrity hotspot, with the customer base up 600%, by deciding what to do first and doing that. The plan we write for you is specific enough to check, honest about your stage, and yours to keep. If you want us to run it, we do that too, month to month.
//What you get
What a marketing plan includes.
The customer, from your data
Your last couple of years of sales, read for the customers who were easiest to win, fastest to onboard and longest to keep. That profile decides everything downstream.
Positioning in plain words
What category you are in, what you do differently, and the alternative a buyer would otherwise choose, written the way a real person would say it.
Channel selection and sequence
The two or three channels that fit where your customers are and how they buy, funded in order, with the third added only when the first two produce.
Measurement, decided up front
The leading and lagging indicators, the baseline on day one, and the few diagnostic numbers that tell you what to change.
The 90-day playbook
What gets done, by whom, in what order, with the budget and the checkpoints, so the plan starts on Monday rather than sitting in a drawer.
A plan you own
The document, the research and the playbook, delivered in your name, with the option of us running it or coaching your team through it.
//What is usually broken
Why your marketing feels busy and flat.
You are doing a little of everything across six channels, so none of them ever gets enough fuel to prove itself.
Your ideal customer is a persona with a stock photo, not a precise description drawn from who actually buys and stays.
Positioning could belong to any of your three nearest competitors, so nobody can say why they should pick you.
Measurement was an afterthought, so the tracking is wrong, the baseline is missing, and nobody can tell what is working.
Want this for your business?
Sound familiar?
Most owners recognize at least one of these. The fix is usually smaller than the problem looks, and the first conversation costs nothing.
Not ready? Keep reading
//How we work
The order that actually matters.
Define the real customer
We pull your revenue history and find the customers who are easiest to win, fastest to onboard and longest to keep. That profile decides everything downstream.
Sharpen positioning
What category you are in, what you do differently, and the alternative the buyer would otherwise choose, in language a real person uses, not a slogan.
Pick and sequence channels
Two channels funded well beat five funded poorly. We choose based on where your customers are and how your buying cycle plays out, then add the third only when the first two produce.
Write the playbook
Ninety days of specific work, with owners, budget and checkpoints, and the measurement set up before the first task starts.
Want this for your business?
That is the process.
Nothing exotic, just done properly and in the right order. Want it run on your business?
Not ready? Keep reading
//Receipts
What this work has produced.
Body Juice
Customer base up 600%, revenue up 350%
Our founders' own juice bar. An education-based Instagram campaign reached 76,000 people and was shared 12,000 times, and NFL players, a Bachelor lead and a vlogger with millions of followers came through the door.
Read the case studyMethod of Beauty
406 keywords ranking from zero in three months
A med spa with page one for its name and page two for most of what it sells. Search impressions rose 46%, and 138 non-brand terms landed in Google's top three, including the near-me searches that bring people through the door.
Read the case studyWant this for your business?
Want the same rigor on your account?
Every number above has a case study behind it, and a founder who can walk you through how it happened.
Not ready? Keep reading
//Two-minute quiz
Is a marketing plan your next dollar?
Four questions. At the end you get our honest read, including when the answer is “not this, not yet.”
Question 1 of 4
How many channels are you running right now?
//Why trust us with it
A plan you can run, not a deck you file.
Strategy that fits on a page
If your team cannot say the strategy in a sentence, it is fiction. We aim for a document specific enough to check, not a beautiful deck nobody opens.
Honest about your stage
The plan for your first ten customers should look nothing like the plan for your next thousand. We scope to where you are now, and we will not sell you a program built for a different size of business.
We prioritize ruthlessly
Not everything is worth doing at once. We sequence the work so the highest-yield plays ship first and every quarter earns its keep.
No growth-hack theater
There is no single trick that compounds on its own. The compounding lives in a system you can run again and again, and that is what we write.
Want this for your business?
This is how we work.
If it sounds like the way you would want it done, the next step is a ten-minute conversation with a founder.
Not ready? Keep reading
//What you can count on
How we operate.
//Learn the work first
The thinking behind the work.
Our hub for building a plan from customer to measurement.
Customer first, positioning second, channels third, with worked examples.
What the finished artifact contains, and what AI search and signal loss changed.
Five real patterns that worked, and how to borrow the thinking.
Why viral tricks fizzle and what compounding growth actually looks like.
The five numbers that run the business and the dashboards that quietly mislead.
How to pick services for the stage you are actually in.
For owners who do not have a marketing team yet.
A plain map of what each service does and how the pieces interact.
Concrete maps you can adapt to see where your experience breaks.
//Related services
The work this connects to.
Paid search and paid social run as one account, measured by booked customers.
Technical, on-page and content SEO that turns into calls, forms and booked revenue.
Messaging, friction and proof, fixed in the order that moves the number.
Welcome, nurture, win-back and newsletter flows to the people who opted in.
Design and engineering as one job: fast, crawlable, on brand, built to convert.
Every Door Direct Mail: the offer, the piece, the routes, the printing and the drop.
Press releases, local features, awards and the outreach to the outlets that matter.
Practices, med spas and clinics: local search, ads that clear policy, and trust.
Every service we offer, grouped the way buyers look for them.
The receipts, with the numbers and how they happened.
Local help if you are in our home county.
//Our work
See this work in the wild.
Four businesses we have grown, including our own. Every number on these pages is one we can show you.
Body Juice
We built a juice bar that fought human trafficking and went viral
600% customer growth, on a founder's budget.
Read itMethod of Beauty
We put a med spa on the map
80+ guests from one campaign, 406 new keywords from zero.
Read itRomée
From a name to a brand, four cans and a store
A whole brand, live before launch day.
Read itWheelhouse
From page 3 to the top 3 for 300+ keywords
Five Dispensary of the Year wins came with it.
Read it//Common questions
Things we get asked first.
What is in a custom marketing plan?
The customer profile drawn from your own sales data, positioning in plain words, the channels to fund and the order to fund them, the measurement set up before anything starts, and a ninety-day playbook with owners, budget and checkpoints. A few pages, specific enough to check, not a sixty-slide deck.
Is this just a document, or do you execute too?
Either. Some clients need clarity, a real plan they can run with their own team, and that is where it ends. Others want us to run it across search, ads, email, the website and the rest. We are honest about which one you actually need, because hiring the wrong one is the most common reason engagements fail.
We already have a marketing plan. Why would we need this?
Many plans are a list of tactics with no priority and no link to revenue. A plan decides what to do first, what to skip, and how you will know it worked. If your team can already say the plan in a sentence and defend the order, you may not need us, and we will say so.
How long does it take to write the plan?
A few weeks, most of it spent reading your data and talking to you and, where it helps, your customers. The playbook is ready to start the Monday after we hand it over.
What does a marketing plan cost?
A fixed price for the plan and the playbook, quoted after a short conversation about your size and stage. Running it afterward is month to month, and you keep the plan either way.
How is this different from hiring a marketing consultant?
Consultants often deliver advice and leave. The plan we write is built to be run, by your team or by ours, with the measurement and the ninety-day playbook attached. And because we run channels every day for clients, the channel recommendations come from current practice, not theory.
Want this for your business?
Still have a question?
Ask a founder directly. No call center, no sales guy, and no obligation.
Not ready? Keep reading
About Mining Wells
We're on a mission to fix bad marketing.
Maybe:
- You are spending thousands on marketing tools, ads, and your website, with zero revenue increase to show for it.
- Every campaign you have tried gets minimal results.
- You have a great product that nobody seems to find.
- You are getting interest, but it never converts to a sale.
- You have a low retention rate.
- You have been paying a marketing agency for over a year and have not seen results.
You are not alone. Many founders and leaders live with the results of bad marketing without ever finding the reason.
And often that is because it can be many reasons. Sometimes it is the wrong ICP, sometimes the wrong messaging, sometimes the wrong targeting chasing impressions.
We are here to take the hard guesswork out and provide that clarity before it is too late.
At Mining Wells, we help founders and leaders grow their businesses the right way.
Tired of bad marketing?