PAVING MARKETERS MASTER SERVICES AGREEMENT
This Master Services Agreement (the “Agreement”) shall govern the provision of services to the undersigned client (the “Client”) by Heaviside Group LLC (“Agency”), DBA Paving Marketers. Additional terms, such as the services and deliverables to be provided hereunder, the schedule for the delivery thereof and the amount of fees payable therefore are set forth on the appropriate Schedule of Work (the “SOW”) which is hereby incorporated herein by this reference and may, from time to time, be amended. In the event of any conflict between the terms of any SOW and the terms of this Agreement, the terms of the Agreement shall control.
1. ADDITIONAL SERVICES, PROJECT CHANGES
Any services outside the scope of the SOW or changes to previously approved work requested by the Client shall be the subject of an additional SOW or Change of Scope to be approved in writing by both parties. Each such additional SOW or Change of Scope is hereby incorporated herein by this reference.
2. EXPENSES
Client will be notified in advance for pre-approval of any additional expenses in excess of those set forth on the SOW. At Agency’s discretion, Client shall either pay such fees directly to the third-party vendor or reimburse Agency therefore upon presentation of applicable invoices. Agency shall maintain records of expenses.
3. TIME OF PAYMENT AND LATE-PAYMENT CHARGES
The Client shall pay Agency for the work performed hereunder as set forth on the applicable SOW. In no event will any payment under this Agreement be contingent on receipt of any monies or other compensation by the Client. For the avoidance of doubt, fees or commissions payable to Agency for media planning and buying services are in addition to, and not inclusive of, Agency’s fees for other services which may be listed in the SOW, such as design, branding, hosting, and content distribution and syndication. Delays resulting from the action or inaction of Client may result in an adjustment in fees by Agency, subject to Client approval. Each invoice hereunder is due and payable within 15 days after its invoice date. All rights of the Client herein are conditioned on Agency’s receipt of full payment.
In addition, Agency may suspend performance of services and withhold delivery of materials until payment in full of all amounts due - including taking the Client website offline. Agency shall not be liable for any damages, losses or liabilities that may arise out of Agency’s suspension of performance and/or withholding of materials due to Client’s non-payment.
Late payments may accrue interest at the rate of 1.5% per month. Agency shall be entitled to all of its costs of collection of amounts outstanding hereunder, including without limitation, the fees of its attorneys.
4. CLIENT REPRESENTATIVE
In order to avoid miscommunication, the Client shall appoint a sole representative with full authority to provide or maintain any necessary information and approvals that may be required by Agency (the “Client Representative”). Unless the Client notifies Agency otherwise, Agency shall assume the Client Representative is the person with whom Agency corresponds. The Client Representative shall be responsible for timely coordination and review of the Agency’s services and notifying Agency of Client instructions, change orders and approvals. The signature or e-mail approval of the Client Representative shall be final and binding on Client. If after the Client Representative has approved a design, the Client or any authorized person alters the scope of work or requires additional services, the Client shall pay all fees and expenses arising from such changes and additional services as set forth in section 1 above.
5. OBLIGATIONS AND MATERIALS
The Agency’s ability to perform its obligations under this Agreement may be dependent on the Client fulfilling its obligations. The Agency shall not be liable for any costs, charges or losses sustained by the Client arising directly from any failure of the Client to fulfill its obligations under this Agreement.
Client's failure to fulfill obligations such as providing access to necessary systems, accounts, platforms, or any other relevant material shall not delay billing on subscription plans, and the Agency shall continue to perform work at its sole discretion.
Client's failure to respond to Agency communications shall not delay billing on subscription plans, and the Agency shall continue to perform work at its sole discretion.
All copy provided by the Client shall be in electronic format such as email or a Microsoft Word document. Where photographs, illustrations or other visual materials are provided by the Client, they shall be of professional quality and in a form suitable for reproduction without further preparation or alteration. The Client shall pay all fees and expenses required to bring nonconforming materials up to such standards.
The Client warrants that all assets, concepts, materials, specifications, information and instructions provided by Client or its agents may be exploited pursuant to this Agreement and any applicable Statement of Work, including on the Internet, without violating any laws and without violating or infringing any rights of any third parties.
Client represents and warrants to Agency that:
(a) To the best of Client’s knowledge, use of the Client Content does not infringe the rights of any third party;
(b) Client shall comply with the terms and conditions of any licensing agreements which govern the use of Third Party Materials;
(c) Client will obtain all necessary and appropriate rights and licenses to grant license to Agency to use Third Party Materials.
Agency represents and warrants to Client that:
(a) Agency will provide the services identified in the Agreement in a professional and workmanlike manner;
(b) Agency shall secure all necessary rights, title, and interest in and to the final deliverables, including Agency Tools, sufficient for Agency to grant the intellectual property rights provided in this Agreement;
(c) To the best of Agency’s knowledge, the deliverables will not violate the rights of any third parties;
(d) If Client or third parties modify the deliverables or use the deliverables outside of the scope or purpose of this Agreement, all representations and warranties of Agency shall be void.
EXCEPT FOR THE EXPRESS REPRESENTATIONS AND WARRANTIES STATED IN THIS AGREEMENT, AGENCY MAKES NO WARRANTIES WHATSOEVER. AGENCY EXPLICITLY DISCLAIMS ANY OTHER WARRANTIES OF ANY KIND, EITHER EXPRESS OR IMPLIED, INCLUDING BUT NOT LIMITED TO WARRANTIES OF MERCHANTABILITY OR FITNESS FOR A PARTICULAR PURPOSE OR COMPLIANCE WITH LAWS OR GOVERNMENT RULES OR REGULATIONS APPLICABLE TO THE PROJECT.
6. APPROVAL OF WORK
Work shall not commence until the initial payment has been received at the Agency's sole discretion. Within five business days following receipt of any deliverables, the Client will provide Agency with either (a) written approval and acceptance of such deliverable (which will not be unreasonably withheld), or (b) a written list of reasonable modification guidelines that will bring the deliverables into compliance with the SOW. Each deliverable hereunder will be deemed accepted by the Client if, within five business days of its delivery to the Client, the Agency does not receive the foregoing written notice.
The Client's written approval of any deliverables, materials, plans or other Work created or produced by the Agency in the course of the provision of the Services, or any cost estimate, will constitute the Agency’s authority to purchase, publish, and make contracts for talent, space, time and other facilities and otherwise to do any other act or thing which the Agency considers it reasonable to do in order to carry out its obligations under this Agreement or any Statement of Work.
The Agency will not be obliged to commit to any expenditure on behalf of the Client without first receiving written confirmation of the Client's instructions and the Agency will not be responsible for the consequences of any delay on the part of the Client in providing such written confirmation.
7. SUPPLIERS
Unless otherwise stated in this Agreement or agreed by the parties in writing, the Agency’s contracts with suppliers in respect of the Services shall be made in accordance with suppliers’ standard terms or such other terms as the Agency is able to negotiate with the relevant supplier.
The Agency shall act as principal in all such contracts, but all rights and liabilities as between the Client and the Agency shall correspond to those between the Agency and the various suppliers under such conditions, including in particular any service levels and any rights of amendment, omission and cancellation. The Agency shall use reasonable efforts to procure best commercial terms for the Client, and on the Client’s written request the Agency shall supply the Client with the relevant terms and conditions.
Notwithstanding the above, unless the parties agree to different arrangements in writing, the Agency shall negotiate with any talent or celebrities (if applicable) on behalf of the Client, but the Client shall contract with such suppliers directly in order to derive maximum benefit from the relationship.
8. LEGAL CLEARANCES
The Client is responsible for obtaining all legal clearances required for the performance of services hereunder. The Client shall indemnify, defend (at its own cost and expense) and hold Agency and its officers, employees and agents harmless from and against any and all claims, suits, demands, damages, losses and expenses arising from any breach, misrepresentation or other act or omission of the Client.
9. INDEMNIFICATION AND LIABILITY
Client shall indemnify Agency from any and all damages, liabilities, costs, losses, expenses or attorney fees arising out of any claim, demand, or action by a third party arising out of any breach of Client’s responsibilities or obligations, representations or warranties under this Agreement. Agency shall promptly notify Client in writing of any third party claim or suit. Client shall have the right to fully control the defense and any settlement of such claim or suit.
In the case of a third party lawsuit or proceeding based on a claim that deliverables breach the third party’s intellectual property rights, and it is determined that such infringement has occurred, Agency may at its own expense, replace any infringing content with non-infringing content.
Agency shall not be held responsible for delays or nonperformance caused by activities or factors beyond its reasonable control, including delays and nonperformance caused by viruses, denial of service attacks, other acts or omissions by third parties, Internet service providers, the Client or its contractors, strikes, lockouts, work slowdowns or stoppages, accidents, fires, acts of God, terrorism, failure by the Client to timely furnish information or approve or disapprove work, or faulty performance by the Client or others, including third-party contractors hired by Agency or by Client. Agency shall not be liable for any indirect, third-party, incidental, special, consequential, exemplary or punitive damages arising out of this Agreement.
THE SERVICES AND THE WORK PRODUCT OF AGENCY ARE SOLD “AS IS.” IN ALL CIRCUMSTANCES, THE MAXIMUM LIABILITY OF AGENCY, ITS DIRECTORS, OFFICERS, EMPLOYEES, DESIGN AGENTS AND AFFILIATES (“AGENCY PARTIES”), TO CLIENT FOR DAMAGES FOR ANY AND ALL CAUSES WHATSOEVER, AND CLIENT’S MAXIMUM REMEDY, REGARDLESS OF THE FORM OF ACTION, WHETHER IN CONTRACT, TORT OR OTHERWISE, SHALL BE LIMITED TO THE NET PROFIT OF AGENCY. IN NO EVENT SHALL AGENCY BE LIABLE FOR ANY LOST DATA OR CONTENT, LOST PROFITS, BUSINESS INTERRUPTION OR FOR ANY INDIRECT, INCIDENTAL, SPECIAL, CONSEQUENTIAL, EXEMPLARY OR PUNITIVE DAMAGES ARISING OUT OF OR RELATING TO THE MATERIALS OR THE SERVICES PROVIDED BY AGENCY, EVEN IF AGENCY HAS BEEN ADVISED OF THE POSSIBILITY OF SUCH DAMAGES, AND NOTWITHSTANDING THE FAILURE OF ESSENTIAL PURPOSE OF ANY LIMITED REMEDY.
10. CONFIDENTIAL INFORMATION; NON-SOLICITATION
Confidential information is that which relates to the Client’s or Agency’s research, development, trade secrets or business affairs and includes, in the case of Agency’s confidential information, concepts presented to, but not selected by, the Client; it does not include information that is generally known or easily ascertainable by third parties. Agency and the Client shall mutually respect and maintain each other’s confidential information and shall use it only to perform their respective obligations hereunder. For the avoidance of doubt, confidential information does not include information which is public knowledge, was in the recipient’s possession before receipt or is independently developed by the recipient. Neither party shall solicit the other’s employees, independent contractors or consultants or engage them in any work independent the parties’ relationship under this Agreement during the term of the Agreement and for two years thereafter.
11. RIGHTS, OWNERSHIP AND USAGE
Subject to Agency’s receiving full payment under this Agreement, Agency assigns to the Client, without representation or warranty, all rights, title and interest Agency may have in any work specifically created by Agency for the Client pursuant to this Agreement, except that:
(a) Agency may use and distribute such work as part of its portfolio for promotional purposes;
(b) Agency shall own and retain all rights to any and all concepts, ideas, designs, proposals and other work and materials (collectively, “Work”) which have been presented to the Client but not included in the final work product;
(c) Agency shall own and retain all rights to any technology, technical documentation, inventions, algorithms, software, architecture, logic, navigation, 3d modeling files, animation files and other source files for front-end deliverables, computer programs, source codes, game engines or other backend and background elements, files and features incorporated into or utilized by the Work (collectively, “Background Technology”). Unless the parties agree otherwise in a written and signed Statement of Work, Agency shall retain ownership of any and all Background Technology, including any and all associated intellectual property rights. Agency hereby grants to Client a nonexclusive, royalty-free, perpetual, irrevocable, worldwide license to use, reproduce, distribute, display and perform Agency’s Background Technology, in compiled machine readable object code form only, to the extent incorporated into deliverables provided hereunder strictly for the purposes and in the territories set out in the applicable Statement of Work. Use of Background Technology for any other project, on any other website or in any other medium shall be subject to additional fees and licenses which may be granted or withheld by Agency in its sole discretion; and
(d) If the Client desires to utilize any of the Work, whether accepted or rejected by the Client hereunder, for any marketing campaign, promotion, product, service, advertisement or any other purpose outside the scope of this Agreement, then the Client shall hire Agency to design, create, develop, market and otherwise implement such work. The Client may solicit or hire a third party to implement such Work if, and only if, Agency declines to do so and such third party is hired on terms in no way more beneficial than the terms first offered to Agency.
(e) Subject to the services provided hereunder, Agency shall retain all rights to any illustrations and other proprietary artwork, if any, listed in any SOW (each item, a “Design”), provided that Agency shall not, without Client’s prior written consent, use, license, sell or otherwise authorize the use of any Design for use in connection with the marketing or promotion of any consumer product, in any format or medium, electronic or otherwise, for a period of one year from date on which such Design is first published. Except as otherwise set forth in this Section 11, Agency grants Client the limited, exclusive, irrevocable right to use the Designs as set forth in any SOW.
12. RELATIONSHIP OF THE PARTIES
Agency is an independent contractor. Agency shall determine, in its sole discretion, the manner and means by which the Services are accomplished. No agency, partnership, joint venture, or employee-employer relationship is intended or created by this Agreement. Neither party is authorized to act as agent or bind the other party except as expressly stated in this Agreement. Agency and the work product or deliverables prepared by Agency shall not be deemed a work for hire as defined under Copyright Law. All rights granted to Client are contractual in nature and are expressly defined by this Agreement.
Agency shall be allowed to use third parties as independent contractors in connection with the services (“Design Agents”). Agency shall remain fully responsible for Design Agents’ compliance with this Agreement.
This Agreement does not create an exclusive relationship between the parties. Client is free to engage others to perform services of the same or similar nature to those provided by Agency, and Agency shall be entitled to offer and provide design services to others, solicit other clients and otherwise advertise the services offered by Agency.
13. HOSTING
In addition to all other services set forth herein, Agency may provide the Client with hosting services in accordance with the Hosting terms set forth in the SOW. In consideration for such hosting services, the Client shall pay Agency the Monthly Hosting Fee set forth in the SOW.
14. TERM AND TERMINATION
Either party may terminate this Agreement for any reason upon giving 30 days’ prior written notice to the other. Upon termination of this Agreement by Client without Agency’s fault or consent, Client shall pay Agency, in addition to all of the fees earned by Agency pursuant to the terms hereof, an early termination fee equal to 100% of any wavied costs (such as setup project fees), plus any and all expenses and third-party costs reasonably incurred by Agency through the effective date of cancellation. At Agency’s election, Client’s delay of work under this Agreement for a cumulative period of more than 30 days without Agency’s fault or consent shall be considered a termination of this Agreement by Client within the meaning of the immediately preceding sentence. If Client desires to terminate this Agreement due to Agency’s fault, Client shall give Agency written notice detailing the nature of Agency’s fault and possible remedies, whereupon Agency shall have a reasonable period of time (but in no event less than 30 days) to cure such fault. Termination by Client without providing the foregoing notice and cure period shall be considered “termination without Agency’s fault’ as described above.
15. GOVERNING LAW; JURISDICTION
This Agreement shall be interpreted and construed in accordance with the laws of the State of Wisconsin, without regard to any conflict of laws principles. Each party hereby irrevocably consents to the exclusive jurisdiction of the State and Federal courts sitting in Waukesha County, Wisconsin for the purpose of hearing and deciding any and all disputes, claims and controversies arising out of and relating to this Agreement. The prevailing party in any such action or proceeding shall be awarded all of the costs and fees incurred by it reasonably related thereto, including the fees of its attorneys.
16. GENERAL
Failure by either party to enforce any right or seek to remedy any breach under this Agreement shall not be construed as a waiver of such rights nor shall a waiver by either party of default in one or more instances be construed as constituting a continuing waiver or as a waiver of any other breach.
All notices under this Agreement shall be given in writing either by: (a) Fax or Email, with return confirmation of receipt; (b) Certified or Registered mail, with return receipt requested. Notice will be effective when received, or in the case of email or fax, on confirmation of receipt.
Rights or obligations under this Agreement shall not be transferred, assigned or encumbered without the prior written consent of the other party.
Headings and numbering used in this Agreement are for convenience and reference only and shall not affect the scope, meaning, intent or interpretation of this Agreement, and shall not have any legal effect.
If any provision of this Agreement is held invalid or unenforceable, the remainder of this Agreement shall remain in full force and effect. Where possible the invalid or unenforceable provision shall be interpreted in such manner as to be effective and valid under applicable law.
Agency may, at any time, in our sole discretion, modify this Agreement with or without notification to the Client. Any such modification will be effective upon public posting. Client’s continued use of our Services and/or payment of invoices following any such modification constitute acceptance of these modifications.
This Agreement is the entire understanding of the parties and supersedes all prior understandings and documents relating to the subject matter of this Agreement.
PAVING MARKETERS SCHEDULE OF WORK
PPC
This Schedule of Work (the “SOW”) sets forth the services and deliverables, the schedule for the delivery thereof and the amount of fees payable for our PPC service (the “Service”).
1. DELIVERABLES
The deliverables for the Service are summarized in the table below.
| PPC | ||||
| Monthly Recurring | $695 | |||
| Setup Project - One Time Cost | $495 | |||
| General | ||||
| Paving Marketers Results Or Its Free Guarantee | Yes | |||
| Unlimited website updates | No | |||
| Dedicated Account Manager | Yes | |||
| Leads and rankings reporting | Yes | |||
| Monthly strategy review and call | Yes | |||
| PPC (separate ads budget required, $1,000/mo min recommended) | ||||
| Set up high-converting landing pages | Yes | |||
| Set up phone call tracking | Yes | |||
| Set up Google Analytics UTMs and tracking | Yes | |||
| Set up one (1) geofenced Google Search Network campaign | Yes | |||
| Set up one (1) geo-modified keywords Google Search camp | Yes | |||
| Set up one (1) Google Display Network retargeting campaign | Yes | |||
| Set up one (1) Facebook Ads Retargeting campaign | Yes | |||
| Weekly management and optimization | Yes | |||
| Dedicated PPC Expert | Yes | |||
| Website Redesign | ||||
| New local-optimized sitemap | No | |||
| On-page SEO optimization | No | |||
| Current content and page migration plan | No | |||
| Develop content for new pages | No | |||
| Custom design based on conversion-optimized layout | No | |||
| Build and deploy to high performance hosting | No | |||
| SEO | ||||
| On-page SEO recommendations and implementation | No | |||
| Service + City Pages | No | |||
| Paving industry related content | No | |||
| Authority building backlinks | No | |||
| Google Business Page optimization | No | |||
| Google Busines Page posting | No | |||
| Hyperlocal content | No | |||
| Optimized reviews | No | |||
| GBP Rank Signals manipulation | No | |||
| Dedicated SEO Expert | No | |||
| Reputation Management | ||||
| Implement review automation system | No | |||
| Review generating campaigns | No | |||
| Advanced | ||||
| Outreach representative - call and email old customers and leads | No | |||
| Lead follow up automation | No | |||
| Email marketing | No | |||
| Social Profile Refresh | No | |||
| Social Media Posting | No | |||
| Facebook Ads (separate ads budget required, $300/mo min recommended) | No | |||
2. SCHEDULE OF DELIVERY
The Service shall deliver a landing page and Google Search campaign within 7 business days of the signature date of the Agreement.
Exact details of the number, type, and scope of all Ads campaigns shall be decided with the Client on the project kickoff call and/or during subsequent discussions with the Account Manager, with build and delivery completed within a reasonable timeframe.
Additional campaigns may be requested at any time during the Agreement and will be built and delivered within a reasonable timeframe.
An Agency digital marketing specialist shall perform weekly management and optimization of the campaign(s).
3. FEES
The monthly fee for the Service shall be $695, paid in full at the beginning of each service month.
The first month shall include a one-time Setup Project fee of $495. This covers the work required to set up the landing page(s), accounts, campaigns, and project management and other general tasks required to onboard a new client.
The termination penalty is prorated depending on the month and day of cancellation. The amount is determined as follows:
Total Contractual Commit - Total Billing = Termination Fee
Example: Client signs up and must cancel in the middle of month two, and gives 30 day notice. The third month will bill during that notice, and so no termination fee shall be assessed.
4. MISCELLANEOUS
This Service requires a minimum monthly advertising spend commitment of $600. A minimum advertising spend of $1,000 is highly recommended. Based on the market conditions, the Agency may recommend higher or lower advertising spend based on ad costs and Client goals.
Most advertising spend is paid directly to the media company (Google, Facebook,etc). The Agency is not liable for this advertising spend, and in no circumstance will collect or pay for it on the Client’s behalf. If you have a remaining balance due to the advertising platform at the end of your service, we will notify you. You will be responsible for paying off your remaining balance with said platform.
For Yelp, we are a partner agency. In that case, we will collect your ad spend at the beginning of the service month. It will be held and used to pay for your ads during that month. Any unused ad spend will be kept in the account and used in the following month. Should you cancel Yelp ads and/or service with us, any unused ad spend will be refunded to you after the end of the billing month.
PAVING MARKETERS SCHEDULE OF WORK
Maps SEO
This Schedule of Work (the “SOW”) sets forth the services and deliverables, the schedule for the delivery thereof and the amount of fees payable for our Full SEO service (the “Service”).
1. DELIVERABLES
The deliverables for the Service are summarized in the table below.
| Maps SEO | ||||
| Monthly Recurring | $795 | |||
| Setup Project - One Time Cost | $595 | |||
| General | ||||
| Paving Marketers Results Or Its Free Guarantee | Yes | |||
| Unlimited website updates | No | |||
| Dedicated Account Manager | Yes | |||
| Leads and rankings reporting | Yes | |||
| Monthly strategy review and call | Yes | |||
| PPC (separate ads budget required, $1,000/mo min recommended) | ||||
| Set up high-converting landing pages | No | |||
| Set up phone call tracking | Yes | |||
| Set up Google Analytics UTMs and tracking | Yes | |||
| Set up one (1) geofenced Google Search Network campaign | No | |||
| Set up one (1) geo-modified keywords Google Search camp | No | |||
| Set up one (1) Google Display Network retargeting campaign | No | |||
| Set up one (1) Facebook Ads Retargeting campaign | No | |||
| Weekly management and optimization | No | |||
| Dedicated PPC Expert | No | |||
| Website Redesign | ||||
| New local-optimized sitemap | No | |||
| On-page SEO optimization | No | |||
| Current content and page migration plan | No | |||
| Develop content for new pages | No | |||
| Custom design based on conversion-optimized layout | No | |||
| Build and deploy to high performance hosting | No | |||
| SEO | ||||
| On-page SEO recommendations and implementation | No | |||
| Service + City Pages | No | |||
| Garage Door industry related content | No | |||
| Authority building backlinks | No | |||
| Google Business Page optimization | Yes | |||
| Google Business Page posting | Yes | |||
| Hyperlocal content | Yes | |||
| Optimized reviews | Yes | |||
| GBP Rank Signals manipulation | Yes | |||
| Dedicated SEO Expert | Yes | |||
| Reputation Management | ||||
| Implement review automation system | Yes | |||
| Review generating campaigns | Yes | |||
| Advanced | ||||
| Outreach representative - call and email old customers and leads | No | |||
| Lead follow up automation | No | |||
| Email marketing | No | |||
| Social Profile Refresh | No | |||
| Social Media Posting | No | |||
| Facebook Ads (separate ads budget required, $300/mo min recommended) | No | |||
2. SCHEDULE OF DELIVERY
The Service shall deliver an optimized Google Business profile along with proprietary signal-generating actions to improve impressions and reach within 14 days.
Other Month 1 Deliverables:
- Citation cleanup and deployment via Yext
- SEO essentials checkup (indexing, robots.txt, etc)
- Rank tracking setup
- Google Business Profile posting
- Hyperlocal content to improve maps
- Review-gathering implementation
Other Month 2 Deliverables:
- SEO-optimized press release
- GBP posting
- Proprietary Google Maps signaling
Other Month 3 Deliverables:
- GBP posting
- Hyperlocal content
- Proprietary Google Maps signaling
Additional months include some of these deliverables, the exact set of which shall be determined by the Agency SEO Manager, as follows:
At the beginning of each service month, reporting such as keyword rankings and geogrid maps results will be assessed. Based on these results, and feedback from the Account Manager (who will be aware of Client goals and objectives), a mix of elements intended to target improvement in strategic areas will be assigned to the SEO team.
3. FEES
The monthly fee for the Service shall be $795, paid in full at the beginning of each service month.
The first month shall include a one-time Setup Project fee of $595. This covers the work required to set up the website, one-time SEO tasks, as well as project management and other general tasks required to onboard a new client.
The termination penalty is prorated depending on the month and day of cancellation. The amount is determined as follows:
Total Contractual Commit - Total Billing = Termination Fee
Example: Client signs up and must cancel in the middle of month two, and gives 30 day notice. The third month will bill during that notice, and so no termination fee shall be assessed
4. MISCELLANEOUS
Some law firms have started to target websites for ADA Compliance lawsuits. Therefore, Agency recommends the purchase of software to help mitigate Client risk and exposure to this practice. In the event of any third-party action regarding the accessibility of the Client website, the Client shall indemnify the Agency from any and all related damages, liabilities, costs, losses, expenses or attorney fees. The Agency will install and maintain such software on the Client website.
PAVING MARKETERS SCHEDULE OF WORK
Full SEO
This Schedule of Work (the “SOW”) sets forth the services and deliverables, the schedule for the delivery thereof and the amount of fees payable for our SEO service (the “Service”).
1. DELIVERABLES
The deliverables for the Service are summarized in the table below.
| Full SEO | ||||
| Monthly Recurring | $1,495 | |||
| Setup Project - One Time Cost | $1,295 | |||
| General | ||||
| Paving Marketers Results Or Its Free Guarantee | Yes | |||
| Unlimited website updates | Yes | |||
| Dedicated Account Manager | Yes | |||
| Leads and rankings reporting | Yes | |||
| Monthly strategy review and call | Yes | |||
| PPC (separate ads budget required, $1,000/mo min recommended) | ||||
| Set up high-converting landing pages | No | |||
| Set up phone call tracking | Yes | |||
| Set up Google Analytics UTMs and tracking | Yes | |||
| Set up one (1) geofenced Google Search Network campaign | No | |||
| Set up one (1) geo-modified keywords Google Search camp | No | |||
| Set up one (1) Google Display Network retargeting campaign | No | |||
| Set up one (1) Facebook Ads Retargeting campaign | No | |||
| Weekly management and optimization | No | |||
| Dedicated PPC Expert | No | |||
| Website Redesign | ||||
| New local-optimized sitemap | Yes | |||
| On-page SEO optimization | Yes | |||
| Current content and page migration plan | Yes | |||
| Develop content for new pages | Yes | |||
| Custom design based on conversion-optimized layout | Yes | |||
| Build and deploy to high performance hosting | Yes | |||
| SEO | ||||
| On-page SEO recommendations and implementation | Yes | |||
| Service + City Pages | Yes | |||
| Paving industry related content | Yes | |||
| Authority building backlinks | Yes | |||
| Google Business Page optimization | Yes | |||
| Google Busines Page posting | Yes | |||
| Hyperlocal content | Yes | |||
| Optimized reviews | Yes | |||
| GBP Rank Signals manipulation | Yes | |||
| Dedicated SEO Expert | Yes | |||
| Reputation Management | ||||
| Implement review automation system | Yes | |||
| Review generating campaigns | Yes | |||
| Advanced | ||||
| Outreach representative - call and email old customers and leads | No | |||
| Lead follow up automation | No | |||
| Email marketing | No | |||
| Social Profile Refresh | No | |||
| Social Media Posting | No | |||
| Facebook Ads (separate ads budget required, $300/mo min recommended) | No | |||
2. SCHEDULE OF DELIVERY
The Service shall deliver an optimized Google Business profile along with proprietary signal-generating actions to improve impressions and reach within 14 days.
A new website shall be delivered within 30 days. Slow Client response times and/or revision requests will extend this timeline, but the Agency will make all efforts to deliver the website by a reasonable date.
A series of custom city-service pages shall be delivered in the second month of service, targeting the main cities and towns within the Client-specified service area.
Other Month 1 Deliverables:
- Unlimited website updates
- SEO migration sitemap
- Citation cleanup and deployment via Yext
- SEO essentials checkup (indexing, robots.txt, etc)
- Schema/structured data implementation
- Rank tracking setup
- On-page SEO for main city applied to new website
- Google Business Profile posting
- Hyperlocal content to improve maps
- Review-gathering implementation
Other Month 2 Deliverables:
- Unlimited website updates
- SEO-optimized press release
- GBP posting
- Proprietary Google Maps signaling
Other Month 3 Deliverables:
- Unlimited website updates
- GBP posting
- Hyperlocal content
- Proprietary Google Maps signaling
Additional months include some of these deliverables, the exact set of which shall be determined by the Agency SEO Manager, as follows:
At the beginning of each service month, reporting such as keyword rankings and geogrid maps results will be assessed. Based on these results, and feedback from the Account Manager (who will be aware of Client goals and objectives), a mix of elements intended to target improvement in strategic areas will be assigned to the SEO team.
3. FEES
The monthly fee for the Service shall be $1,495, paid in full at the beginning of each service month.
The first month shall include a one-time Setup Project fee of $1,295. This covers the work required to set up the website, one-time SEO tasks, as well as project management and other general tasks required to onboard a new client.
The termination penalty is prorated depending on the month and day of cancellation. The amount is determined as follows:
Total Contractual Commit - Total Billing = Termination Fee
Example: Client signs up and must cancel in the middle of month two, and gives 30 day notice. The third month will bill during that notice, and so no termination fee shall be assessed.
4. MISCELLANEOUS
Hosting is provided as a part of the service. Upon termination of the Agreement, the website must be transferred to Client-paid hosting within 30 days or the website will be taken down. A backup of the files will be emailed to the Client, to redeploy as they see fit.
“Unlimited” website updates is to be understood as no limits on reasonable requests, with reasonable defined at the discretion of the Agency.
Some law firms have started to target websites for ADA Compliance lawsuits. Therefore, Agency recommends the purchase of software to help mitigate Client risk and exposure to this practice. In the event of any third-party action regarding the accessibility of the Client website, the Client shall indemnify the Agency from any and all related damages, liabilities, costs, losses, expenses or attorney fees. The Agency will install and maintain such software on the Client website.
PAVING MARKETERS SCHEDULE OF WORK
SEO+PPC
This Schedule of Work (the “SOW”) sets forth the services and deliverables, the schedule for the delivery thereof and the amount of fees payable for our SEO+PPC service (the “Service”).
1. DELIVERABLES
The deliverables for the Service are summarized in the table below.
| SEO + PPC | ||||
| Monthly Recurring | $1,895 | |||
| Setup Project - One Time Cost | $1,790 | |||
| General | ||||
| Paving Marketers $1 Million Guarantee | Yes | |||
| Unlimited website updates | Yes | |||
| Dedicated Account Manager | Yes | |||
| Leads and rankings reporting | Yes | |||
| Monthly strategy review and call | Yes | |||
| PPC (separate ads budget required, $1,000/mo min recommended) | ||||
| Set up high-converting landing pages | Yes | |||
| Set up phone call tracking | Yes | |||
| Set up Google Analytics UTMs and tracking | Yes | |||
| Set up one (1) geofenced Google Search Network campaign | Yes | |||
| Set up one (1) geo-modified keywords Google Search camp | Yes | |||
| Set up one (1) Google Display Network retargeting campaign | Yes | |||
| Set up one (1) Facebook Ads Retargeting campaign | Yes | |||
| Weekly management and optimization | Yes | |||
| Dedicated PPC Expert | Yes | |||
| Website Redesign | ||||
| New local-optimized sitemap | Yes | |||
| On-page SEO optimization | Yes | |||
| Current content and page migration plan | Yes | |||
| Develop content for new pages | Yes | |||
| Custom design based on conversion-optimized layout | Yes | |||
| Build and deploy to high performance hosting | Yes | |||
| SEO | ||||
| On-page SEO recommendations and implementation | Yes | |||
| Service + City Pages | Yes | |||
| Paving industry related content | Yes | |||
| Authority building backlinks | Yes | |||
| Google Business Page optimization | Yes | |||
| Google Busines Page posting | Yes | |||
| Hyperlocal content | Yes | |||
| Optimized reviews | Yes | |||
| GBP Rank Signals manipulation | Yes | |||
| Dedicated SEO Expert | Yes | |||
| Reputation Management | ||||
| Implement review automation system | Yes | |||
| Review generating campaigns | Yes | |||
| Advanced | ||||
| Outreach representative - call and email old customers and leads | No | |||
| Lead follow up automation | No | |||
| Email marketing | No | |||
| Social Profile Refresh | No | |||
| Social Media Posting | No | |||
| Facebook Ads (separate ads budget required, $300/mo min recommended) | No | |||
2. SCHEDULE OF DELIVERY
SEO:
The Service shall deliver an optimized Google Business profile along with proprietary signal-generating actions to improve impressions and reach within 14 days.
A new website shall be delivered within 30 days. Slow Client response times and/or revision requests will extend this timeline, but the Agency will make all efforts to deliver the website by a reasonable date.
A series of custom city-service pages shall be delivered in the second month of service, targeting the main cities and towns within the Client-specified service area.
Other Month 1 Deliverables:
- Unlimited website updates
- SEO migration sitemap
- Citation cleanup and deployment via Yext
- SEO essentials checkup (indexing, robots.txt, etc)
- Schema/structured data implementation
- Rank tracking setup
- On-page SEO for main city applied to new website
- Google Business Profile posting
- Hyperlocal content to improve maps
- Review-gathering implementation
Other Month 2 Deliverables:
- Unlimited website updates
- SEO-optimized press release
- GBP posting
- Proprietary Google Maps signaling
Other Month 3 Deliverables:
- Unlimited website updates
- GBP posting
- Hyperlocal content
- Proprietary Google Maps signaling
Additional months include some of these deliverables, the exact set of which shall be determined by the Agency SEO Manager, as follows:
At the beginning of each service month, reporting such as keyword rankings and geogrid maps results will be assessed. Based on these results, and feedback from the Account Manager (who will be aware of Client goals and objectives), a mix of elements intended to target improvement in strategic areas will be assigned to the SEO team.
PPC:
The Service shall deliver a landing page and Google Search campaign within 7 business days of the signature date of the Agreement.
Exact details of the number, type, and scope of all Ads campaigns shall be decided with the Client on the project kickoff call and/or during subsequent discussions with the Account Manager, with build and delivery completed within a reasonable timeframe.
Additional campaigns may be requested at any time during the Agreement and will be built and delivered within a reasonable timeframe.
An Agency digital marketing specialist shall perform weekly management and optimization of the campaign(s).
3. FEES
The monthly fee for the Service shall be $1,895, paid in full at the beginning of each service month.
The first month shall include a one-time Setup Project fee of $1,790. This covers the work required to set up the website, one-time SEO tasks, one-time PPC tasks, as well as project management and other general tasks required to onboard a new client.
The termination penalty is prorated depending on the month and day of cancellation. The amount is determined as follows:
Total Contractual Commit - Total Billing = Termination Fee
Example: Client signs up and must cancel in the middle of month two, and gives 30 day notice. The third month will bill during that notice, and so no termination fee shall be assessed
4. MISCELLANEOUS
SEO:
Hosting is provided as a part of the service. Upon termination of the Agreement, the website must be transferred to Client-paid hosting within 30 days or the website will be taken down. A backup of the files will be emailed to the Client, to redeploy as they see fit.
“Unlimited” website updates is to be understood as no limits on reasonable requests, with reasonable defined at the discretion of the Agency.
Some law firms have started to target websites for ADA Compliance lawsuits. Therefore, Agency recommends the purchase of software to help mitigate Client risk and exposure to this practice. In the event of any third-party action regarding the accessibility of the Client website, the Client shall indemnify the Agency from any and all related damages, liabilities, costs, losses, expenses or attorney fees. The Agency will install and maintain such software on the Client website.
PPC:
This Service requires a minimum monthly advertising spend commitment of $600. A minimum advertising spend of $1,000 is highly recommended. Based on the market conditions, the Agency may recommend higher or lower advertising spend based on ad costs and Client goals.
Most advertising spend is paid directly to the media company (Google, Facebook,etc). The Agency is not liable for this advertising spend, and in no circumstance will collect or pay for it on the Client’s behalf. If you have a remaining balance due to the advertising platform at the end of your service, we will notify you. You will be responsible for paying off your remaining balance with said platform.
For Yelp, we are a partner agency. In that case, we will collect your ad spend at the beginning of the service month. It will be held and used to pay for your ads during that month. Any unused ad spend will be kept in the account and used in the following month. Should you cancel Yelp ads and/or service with us, any unused ad spend will be refunded to you after the end of the billing month.
The SOW includes the Paving Marketers Results Or It’s Free Guarantee, please see the Guarantee document for details.
PAVING MARKETERS SCHEDULE OF WORK
COMPLETE
This Schedule of Work (the “SOW”) sets forth the services and deliverables, the schedule for the delivery thereof and the amount of fees payable for our Complete service (the “Service”).
1. DELIVERABLES
The deliverables for the Service are summarized in the table below.
| Complete | ||||
| Monthly Recurring | $2,995 | |||
| Setup Project - One Time Cost | $2,495 | |||
| General | ||||
| Paving Marketers $1 Million Guarantee | Yes | |||
| Unlimited website updates | Yes | |||
| Dedicated Account Manager | Yes | |||
| Leads and rankings reporting | Yes | |||
| Monthly strategy review and call | Yes | |||
| PPC (separate ads budget required, $1,000/mo min recommended) | ||||
| Set up high-converting landing pages | Yes | |||
| Set up phone call tracking | Yes | |||
| Set up Google Analytics UTMs and tracking | Yes | |||
| Set up one (1) geofenced Google Search Network campaign | Yes | |||
| Set up one (1) geo-modified keywords Google Search camp | Yes | |||
| Set up one (1) Google Display Network retargeting campaign | Yes | |||
| Set up one (1) Facebook Ads Retargeting campaign | Yes | |||
| Weekly management and optimization | Yes | |||
| Dedicated PPC Expert | Yes | |||
| Website Redesign | ||||
| New local-optimized sitemap | Yes | |||
| On-page SEO optimization | Yes | |||
| Current content and page migration plan | Yes | |||
| Develop content for new pages | Yes | |||
| Custom design based on conversion-optimized layout | Yes | |||
| Build and deploy to high performance hosting | Yes | |||
| SEO | ||||
| On-page SEO recommendations and implementation | Yes | |||
| Service + City Pages | Yes | |||
| Paving industry related content | Yes | |||
| Authority building backlinks | Yes | |||
| Google Business Page optimization | Yes | |||
| Google Busines Page posting | Yes | |||
| Hyperlocal content | Yes | |||
| Optimized reviews | Yes | |||
| GBP Rank Signals manipulation | Yes | |||
| Dedicated SEO Expert | Yes | |||
| Reputation Management | ||||
| Implement review automation system | Yes | |||
| Review generating campaigns | Yes | |||
| Advanced | ||||
| Outreach representative - call and email old customers and leads | Yes | |||
| Lead follow up automation | Yes | |||
| Email marketing | Yes | |||
| Social Profile Refresh | Yes | |||
| Social Media Posting | Yes | |||
| Facebook Ads (separate ads budget required, $300/mo min recommended) | Yes | |||
2. SCHEDULE OF DELIVERY
SEO:
The Service shall deliver an optimized Google Business profile along with proprietary signal-generating actions to improve impressions and reach within 14 days.
A new website shall be delivered within 30 days. Slow Client response times and/or revision requests will extend this timeline, but the Agency will make all efforts to deliver the website by a reasonable date.
A series of custom city-service pages shall be delivered in the second month of service, targeting the main cities and towns within the Client-specified service area.
Other Month 1 Deliverables:
- Unlimited website updates
- SEO migration sitemap
- Citation cleanup and deployment via Yext
- SEO essentials checkup (indexing, robots.txt, etc)
- Schema/structured data implementation
- Rank tracking setup
- On-page SEO for main city applied to new website
- Google Business Profile posting
- Hyperlocal content to improve maps
- Review-gathering implementation
Other Month 2 Deliverables:
- Unlimited website updates
- SEO-optimized press release
- GBP posting
- Proprietary Google Maps signaling
Other Month 3 Deliverables:
- Unlimited website updates
- GBP posting
- Hyperlocal content
- Proprietary Google Maps signaling
Additional months include some of these deliverables, the exact set of which shall be determined by the Agency SEO Manager, as follows:
At the beginning of each service month, reporting such as keyword rankings and geogrid maps results will be assessed. Based on these results, and feedback from the Account Manager (who will be aware of Client goals and objectives), a mix of elements intended to target improvement in strategic areas will be assigned to the SEO team.
PPC:
The Service shall deliver a landing page and Google Search campaign within 7 business days of the signature date of the Agreement.
Exact details of the number, type, and scope of all Ads campaigns shall be decided with the Client on the project kickoff call and/or during subsequent discussions with the Account Manager, with build and delivery completed within a reasonable timeframe.
Additional campaigns may be requested at any time during the Agreement and will be built and delivered within a reasonable timeframe.
An Agency digital marketing specialist shall perform weekly management and optimization of the campaign(s).
Advanced:
Agency will assign an “Outreach representative” who will do the following:
- Handle and disposition inbound leads, including following up with them up to 6 times
- Call previous customers to seek 1) new business 2) referrals and/or 3) reviews
- Call potential commercial customers to find leads (we provide the lists)
Agency will set up automated lead follow-up sequences in a dedicated CRM.
Agency will set up email marketing such as newsletters, previous customer follow-up, etc.
Agency will set up and/or refresh social media profiles including Facebook, Twitter, LinkedIn, and Instagram, and will post content to Facebook and syndicate to other platforms if possible.
Agency will create and manage Facebook Ads to generate leads.
3. FEES
The monthly fee for the Service shall be $2,995, paid in full at the beginning of each service month.
The first month shall include a one-time Setup Project fee of $2,495. This covers the work required to set up the website, one-time SEO tasks, one-time PPC tasks, set up and train the outreach representative, set up the CRM for lead automation and email campaigns, refresh social media profiles, and create initial Facebook campaigns, as well as project management and other general tasks required to onboard a new client.
The termination penalty is prorated depending on the month and day of cancellation. The amount is determined as follows:
Total Contractual Commit - Total Billing = Termination Fee
Example: Client signs up and must cancel in the middle of month two, and gives 30 day notice. The third month will bill during that notice, and so no termination fee shall be assessed
4. MISCELLANEOUS
SEO:
Hosting is provided as a part of the service. Upon termination of the Agreement, the website must be transferred to Client-paid hosting within 30 days or the website will be taken down. A backup of the files will be emailed to the Client, to redeploy as they see fit.
“Unlimited” website updates is to be understood as no limits on reasonable requests, with reasonable defined at the discretion of the Agency.
Some law firms have started to target websites for ADA Compliance lawsuits. Therefore, Agency recommends the purchase of software to help mitigate Client risk and exposure to this practice. In the event of any third-party action regarding the accessibility of the Client website, the Client shall indemnify the Agency from any and all related damages, liabilities, costs, losses, expenses or attorney fees. The Agency will install and maintain such software on the Client website.
PPC:
This Service requires a minimum monthly advertising spend commitment of $600. A minimum advertising spend of $1,000 is highly recommended. Based on the market conditions, the Agency may recommend higher or lower advertising spend based on ad costs and Client goals.
Most advertising spend is paid directly to the media company (Google, Facebook,etc). The Agency is not liable for this advertising spend, and in no circumstance will collect or pay for it on the Client’s behalf. If you have a remaining balance due to the advertising platform at the end of your service, we will notify you. You will be responsible for paying off your remaining balance with said platform.
For Yelp, we are a partner agency. In that case, we will collect your ad spend at the beginning of the service month. It will be held and used to pay for your ads during that month. Any unused ad spend will be kept in the account and used in the following month. Should you cancel Yelp ads and/or service with us, any unused ad spend will be refunded to you after the end of the billing month.
The SOW includes the Paving Marketers Results Or It’s Free Guarantee, please see the Guarantee document for details.
Advanced:
This Service requires minimum monthly Facebook advertising spend commitment of $300. A minimum advertising spend of $1,000 is highly recommended. Based on the market conditions, the Agency may recommend higher or lower advertising spend based on ad costs and Client goals.
PAVING MARKETERS RESULTS OR ITS FREE GUARANTEE
Summary
Some Statements of Work include a “Results Or It’s Free Guarantee” which is defined as follows:
- By the end of the third month of service (90 days), you will be consistently getting enough “quality leads” (defined below) to write and sell estimates exceeding 4x your total agency fees + ad spend each month (4:1 ROI)
- A “quality lead” is defined as an inquiry from a potential customer (regardless of whether they have worked with you previously) that is intended to get a quote/estimate for a project for a service you deliver
- This excludes spam form fills and requests for quotes for services you do not provide
- If that is not the case, and you have met the guarantee qualifications established below, then we will work for free up to three service months or until your lead flow meets the criteria established.
- If, at the end of the three free service months, you are still not exceeding 4:1 ROI, we will refund in full all agency fees.
- In cases where the 12 month agreement is paid-in-full at the beginning of term for the 5% discount, the free months will be added to the end of the term.
Note that the 4:1 ROI is the absolute minimum, and that our goal is to make this as high as possible. A reasonable expectation is 10-15:1 or more depending on your estimating and sales processes.
Marketing Language
The marketing language of this guarantee may include:
“We will get you results guaranteed, at least 4:1 ROI or your money back.”
Qualifications
In order to qualify for the guarantee, the following conditions have to be met by the client:
- Must offer paving services to commercial and residential customers
- Other related services eligible by prior Agency management approval
- Must purchase and keep active any qualifying plan
- Must spend at least $2,000 in Google Ad spend per month. This amount may be higher if the client is in an area with a higher CPL (>$40). We require ad spend to sustain at least 50 Google Ad leads per month.
- The client’s service area must be able to support this level of ad spend
- Can ramp up spend: $1k month one, $1.5k month two, $2k month three
- Agency management may waive this requirement at its sole discretion
- Must respond to all of our calls and emails promptly, and provide access and other requests in a timely manner (no more than one business day)
- Must disposition and report on leads in the leads.pavingmarketers.com portal
- If you are not providing estimates on at least 80% of quality leads, you may not qualify for the guarantee
- I.e. we are not responsible for client’s failure to follow up with leads, or the client rejecting quality leads, or other similar non-marketing, estimating-related issues
- If you are not providing estimates on at least 80% of quality leads, you may not qualify for the guarantee
- Must report on revenue sold from leads generated in the leads.pavingmarketers.com portal
- If you are not closing at least 40% of your estimates, you may not qualify for the guarantee
- I.e. we are not responsible for client’s failure to write competitive estimates, or client’s failure to follow up consistently to close the sale, or other similar non-marketing, sales-related issues
- If you are not closing at least 40% of your estimates, you may not qualify for the guarantee
- Must consistently and regularly submit customer review requests (and get at least 5 per month)
- Must consistently and regularly submit customer project case studies (at least 12 per month)