American Grill & Hearth operates in one of the most visually compelling and purchase-driven categories in home improvement. Outdoor kitchens, fireplaces, and luxury living spaces are aspirational products — and aspirational products are sold through content that makes people feel something before they ever pick up the phone.
The brands dominating this space right now are not the ones with the biggest budgets. They are the ones with the clearest voice, the most consistent presence, and the deepest product knowledge on display. Every project completed is a marketing asset. Every installation is a story worth telling. Every question a homeowner has is an opportunity to be the expert who answers it.
Our role is to build the content infrastructure that captures all of it — and distributes it in a way that grows the brand, builds trust, and drives qualified enquiries month after month.
Position American Grill & Hearth as the go-to expert in outdoor kitchens, fireplaces, and premium outdoor living — not just a retailer or installer.
Homeowners research extensively before investing in outdoor living. The brand that educates them first earns their trust — and their business.
Consistent, high-quality content combined with SEO-optimised project uploads creates compounding local visibility that paid advertising alone cannot replicate.
Every video, graphic, and project upload is a permanent digital asset. The content library grows in value over time — building a moat that competitors cannot easily close.
We want to be direct with you: the original brief — 30 videos per week at 3–5 minutes each — is not the right approach. We are not saying that to reduce scope. We are saying it because it would not deliver the results you are looking for, and we would rather give you honest advice than take a brief that sets you up to fail.
That volume of long-form content creates extreme production pressure, is expensive to edit consistently, and is genuinely difficult for audiences to consume at that frequency. More critically, it is structurally misaligned with how platform algorithms reward content and how modern audiences actually engage with brands. You would be producing at a pace that burns out your team, dilutes quality, and delivers diminishing returns — all at significant cost.
The brands dominating the home improvement and outdoor living space right now are built on one core principle: a single long-form content engine that feeds a high-frequency short-form distribution system. You produce less, but you produce it with intention — and then you extract maximum value from every piece of content you create. That is how you build authority, grow an audience, and generate leads without burning through resources.
The primary volume driver. 20–30 short-form videos per month across Facebook, Instagram, TikTok, and YouTube Shorts. Each video is 30–90 seconds — ideally 45–60 — and built to stop the scroll, deliver value, and drive brand recognition.
The authority builder. 4–6 long-form videos per month at 5–15 minutes. These become YouTube SEO assets, website content, email content, and the source material from which all short-form clips are extracted.
1–2 structured production days per month. Planned in advance, scripted for maximum output, and executed efficiently so that a single day of filming generates weeks of content across both formats.
This is how efficient content production works. A single outdoor kitchen installation — filmed and documented properly — does not produce one video. It produces an entire content ecosystem that serves every channel, every audience, and every stage of the buying journey.
The content topics themselves are equally important. Every piece of content should serve a clear purpose: educational advice, project walkthroughs, product guidance, design inspiration, mistakes to avoid, installation processes, luxury outdoor living lifestyle, seasonal content, FAQs, and behind-the-scenes. That mix builds an audience that trusts you — and trust converts.
The retainer covers four core service areas — content production, graphic design, website management, and social media management — delivered as a fully integrated monthly programme. Below is the complete scope of what is included every month.
| Deliverable | Status | Detail |
|---|---|---|
| Short-Form Video Production | Included | 20–30 short-form videos per month, 30–90 seconds each, optimised for Facebook, Instagram, TikTok, and YouTube Shorts. Includes editing, formatting, platform-specific optimisation, and caption guidance for every video. |
| Long-Form Video Production | Included | 4–6 long-form videos per month at 5–15 minutes. These serve as YouTube authority content, website assets, and the source material for all short-form extraction. Includes full editing and formatting. |
| Content Planning & Scripting Support | Included | Monthly content planning session to map topics, formats, and production priorities. Scripting support and direction provided ahead of each production day to maximise output and ensure every video has a clear purpose. |
| Thumbnail Support | Included | Custom thumbnail design for long-form YouTube content. Thumbnails are designed to maximise click-through rate and maintain consistent brand presentation across the channel. |
| Social Support Graphics | Included | 8–12 supporting graphics per month for use across all social platforms. Includes promotional graphics, educational posts, quote graphics, carousels, and seasonal offer visuals — all designed to complement the video content and maintain a cohesive brand presence. |
| Marketing Collateral | Included | 2–4 marketing collateral items per month. This covers flyers, sales sheets, brochures, event materials, merchandise visuals, signage concepts, and any other print or digital sales support materials required. |
| Paid Ad Creative Support | Included | Ad creative design support integrated into the monthly workflow. Creative variations are developed to support campaign testing, seasonal messaging, and offer rotation — the three pillars of effective paid advertising in the home improvement sector. Note: ad spend is not included. |
| Promotional & Merchandise Design | Included | Ongoing design support for promotional materials and merchandise visuals as required. Allocated within the monthly design hours to ensure planned work is delivered without reactive scope creep. |
| Social Media Account Management | Included | Full management of Facebook, Instagram, TikTok, and YouTube Shorts accounts. Includes scheduling and publishing of all content, community management, comment monitoring and responses, direct message handling, and ongoing profile optimisation. Content is produced by the content team and distributed by the social media manager — ensuring a consistent, professional presence across every platform without the client needing to touch it. |
| Platform Strategy & Optimisation | Included | Monthly review of platform performance across all channels. Includes profile optimisation, posting schedule refinement, hashtag and keyword strategy, and audience growth tactics tailored to each platform's algorithm. Recommendations are fed back into the content planning process to continuously improve reach and engagement. |
| Reporting & Performance Review | Included | Monthly social media performance report covering reach, engagement, follower growth, top-performing content, and key insights. Delivered by the project lead alongside the monthly strategy session to inform the following month's content direction. |
| Project Uploads & SEO Optimisation | Included | 4–8 completed project uploads per month. Each upload includes optimised images, SEO-friendly copy, product tags, location optimisation, and internal linking. Completed project uploads are one of the most powerful SEO tools available to a home improvement business — and most companies neglect them entirely. |
| Ongoing Website Updates | Included | 2–6 website updates per month covering homepage updates, seasonal promotions, product changes, CTA optimisation, and promotional landing page support. The website is treated as a living growth asset, not a static brochure. |
| Technical Maintenance | Included | Ongoing technical maintenance including plugin updates, security monitoring, speed optimisation, backups, and form testing. The site stays fast, secure, and fully functional at all times. |
Every month, the retainer delivers a defined minimum output across content, design, website, and social media — structured to work together as a single, compounding growth programme rather than four isolated services.
A retainer is only as good as the system behind it. We do not simply produce content and hand it over — we run a defined content engine that moves from strategic intent through to live distribution, with accountability at every stage. This is what separates a managed programme from a production service.
Monthly planning session to define content priorities, campaign themes, seasonal angles, and platform objectives. Every piece of content produced has a clear strategic purpose before a single frame is filmed.
Scripting support, shot lists, and creative direction provided ahead of production. The project lead ensures the team understands the product deeply enough to communicate it with authority and authenticity.
Structured production days executed with maximum efficiency. Long-form and short-form content captured simultaneously, with design assets and website content planned in parallel to compress the overall workflow.
Edited content formatted, optimised, and distributed across all platforms. Website uploads completed with full SEO treatment. Performance reviewed monthly to inform the next cycle of strategy and production.
One of the most common failures in agency relationships is the lack of a single accountable person who truly understands the client's business. You will have that. Your retainer is built around a dedicated project lead who owns the relationship, drives execution, and is personally responsible for the quality and consistency of everything produced.
Lisa is your single point of contact and the person accountable for everything this retainer delivers. She is not a coordinator passing work between departments — she is the strategic driver who ensures every piece of content, every design, and every website update is executed with purpose and aligned to your goals.
Her role goes beyond project management. Lisa will develop deep product knowledge of American Grill & Hearth's offering — the brands you carry, the installations you complete, the customers you serve — and that knowledge will directly improve the quality and authenticity of everything produced.
Ezekiel leads on creative direction and production execution — bringing the visual and editorial standards that ensure every video and graphic produced reflects the premium positioning of the American Grill & Hearth brand.
Chloe handles graphic design, content formatting, and platform-specific creative work — ensuring the visual output across social, print, and digital is consistent, on-brand, and built to perform.
The following are outside the scope of this retainer. Each can be discussed and quoted separately if required.
Ad creative support is included in the retainer. The actual cost of running paid campaigns on Meta, Google, or any other platform is not included. Ad spend is billed directly to the client through their own accounts.
This retainer covers editing, formatting, and distribution. On-site filming and videography are not included unless separately agreed. Production days are planned and directed by the team, with filming handled by the client or a separately contracted videographer.
Professional photography of completed projects and products is not included. High-quality photography is strongly recommended and significantly improves the output of both content and website uploads. This can be scoped separately.
Website management covers content updates, project uploads, and technical maintenance on the existing site. New page builds, structural redesigns, or platform migrations are outside this scope and can be quoted separately.
Website hosting, domain registration, and any third-party platform subscription costs are the responsibility of the client and are not included in the monthly retainer fee.
To deliver this programme at the level it deserves, we need a few things from your side. These are not administrative requirements — they are the inputs that directly determine the quality of the output.
1–2 structured production days per month require access to your showroom, installation sites, or other relevant locations. Advance scheduling and cooperation from your team on production days is essential to maximise the content captured and keep the programme running efficiently.
For website project uploads and content creation, we need timely access to completed project information — location, products used, before/after photography, and any relevant details. The faster this information reaches us, the faster it becomes a live SEO and marketing asset.
Logo files, brand guidelines, product catalogues, and any existing marketing materials should be shared at the start of the retainer. The deeper our product knowledge, the better the content — and building that knowledge is an ongoing process that Lisa will drive from day one.
Admin access to the website CMS is required for project uploads, content updates, and technical maintenance. This should be provided at the start of the retainer so the website management work can begin immediately.
A nominated point of contact who can review content, approve direction, and respond to queries within 48 hours. This is the single biggest factor in keeping the programme moving at pace and ensuring the output reflects your vision for the brand.
Here is how we get started. The process is straightforward and the first step costs nothing.