Strategic Growth Proposal, 2026
Ja Nice Media

Digital reporting infrastructure, content production and earned media, all under one roof. One agency. One relationship. One invoice.

Cape Town josh@ja-nice.co.za ja-nice.co.za
Prepared for
Tiletoria

A strategic repositioning from generic product visibility into an integrated brand narrative, based on new, detailed business and marketing strategies, enhancing credibility, influence and unique differentiation.

Confidential Proposal Valid 14 Days
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01
Where We Are

The Situation & Opportunity

Tiletoria has a strong brand legacy of over 30 years—an authority advantage that newer competitors simply cannot replicate. The gap now is strategic depth, leveraging this legacy through earned credibility, and fully integrating the narrative.

What's Been Delivered

Deon has been managing a large portion of Tiletoria's content ecosystem: from creative concepts, radio scriptwriting, voiceovers, briefs and direction, to social media, video shoots, edit direction, on-screen presentation and personal platform amplification. The tagline "They're so BIG!" is established.

Erin supplies Facebook, TikTok and Instagram content, highlighting products and special offers as well as in-depth blog posts. There is no suggestion of underperformance. Deliverables met the brief, but often struggled for clarity on overall marketing strategy.

With more strategic direction and deeper agency/client engagement, the daily creative content can have a more focused direction, extending into a fully integrated offering.

Content Production Social Media Radio & VO Video Direction

The Strategic Gap

Competition has intensified, and Tiletoria feels momentum has shifted to nimbler rivals. Tile Africa is reportedly spending large budgets on radio and in-store activations for new launches. Competitors are rapidly building brand authority through trending content, promotions, and a digital presence that intercepts Google search traffic using Tiletoria's own keywords.

Internal stock monitoring systems have not been integrated; execution of promotions is often siloed rather than part of a longer-term strategy, and there is no PR function to generate earned media.

Earned media is coverage, mentions and endorsements that are not paid for. A journalist writing about Tiletoria, an interior designer recommending your tiles to a client, or a trade publication featuring a new range. It is the most trusted form of marketing because a third party is vouching for the brand with no financial incentive to do so. Without a structured PR function, Tiletoria is missing the credibility layer that advertising alone cannot buy, and that competitors are quietly building.

No PR Function Siloed Execution No Earned Media
01
From
Product → Influence

Move from channel-based activity to an integrated strategy that builds credibility and category authority.

02
From
Visibility → Credibility

Strengthen integration across digital, content, production and PR into one cohesive narrative engine.

03
From
Price → Value

Reposition the brand from product and price into influence, strategic partnership and legacy.

02
Strategic Framework

Four Pillars

The four Pillars create an integrated foundation that elevates execution into lasting brand equity. The accumulated trust, recognition, and preference that makes customers choose Tiletoria by name, without needing to be sold on price. All delivered through a single agency partnership, with one point of contact and one invoice.

01: Signal
Signal Quality

Audit and improve messaging quality across every platform. Weak signals become invisible to AI-driven discovery, which is how the brand is found online. We need to out-inform the algorithm, feed it as much detail as possible, not simply seek to optimise it.

02: Reach
Integrated Distribution

Multi-format posting across all platforms. Cross-post daily content to GBP—your free Google Business Profile, the listing that appears on Google Maps and Search when someone types "tiles Cape Town". An active GBP with a Products tab showing your best sellers and pricing puts Tiletoria directly in front of searchers before they even click through to the website. Minimum 2× weekly cadence, informed by performance data and Tiletoria feedback.

03: Authority
Earned Authority

PR as the credibility layer that underpins everything else, especially in a category where trust and specification happen before the sales conversation. Mediajacking, TV, lifestyle programming, key calendar moments, thought leadership, trade publications, and speaking engagements. It builds the foundations, awareness of who you are. Prime the room before entering it.

04: Data
Measurable Accountability

'One cannot manage what you can’t measure'. Create a unified dashboard: digital metrics, narrative performance, and earned media impact in one view. Monthly review meetings to discuss performance and data feedback and adapt accordingly. We need named Tiletoria team members with clear accountability.

03
The New Advertising Reality

AI & Signal

The game has fundamentally changed. Here is how we compete.

Advertisers aren't competing against each other inside auctions anymore - the old model where you bid against rivals for the same audiences and the highest bidder won. Today, Meta and Google's AI systems analyse the quality and consistency of your content across every channel to determine who your audience is, and then find more people like them automatically. They're competing on how well they train the machine.

AI reads ad content across all channels to find the right audience. If AI sees organic engagement, it amplifies the ads.

Our goal is not to optimise the algorithm. The goal is to out-inform the A.I. algorithm.
01

Content determines audience, not settings. The focus, quality and clarity of messaging is the targeting strategy.

02

Weak signals become invisible. Consistent, high-quality posting across all channels builds discoverability.

03

Engagement, not impressions. Organic engagement signals the AI to distribute content and ads further.

04

Podcasts and blogs build web-discoverable authority. AI still depends on the web to validate and contextualise brands. With better understanding of brand and marketing direction, this strong base can be built on and focused.

This is why our integrated content, PR, and SEO model is designed specifically to out-inform the algorithm, generating the exact signals required to capture market share in this new reality.
04
Content Strategy

Post Type Mix

Four tested formats. Best performers repurposed. Each piece of content is mapped directly to one of the five Customer Archetypes.

01
Format 01

Trend Translation

Global design trend → local purchase. Tiletoria as the local gateway to international aesthetics. See the trend. We stock the product.

"Terrazzo is back, slip-resistant, 600×600mm, indoor/outdoor, commercial durability at a residential price."
CTA: View the Range
Target: The Emotional
02
Format 02

Pain Point & Solution

Grout mould, slippery tiles, small spaces. Address real frustrations. Show the solution used by top developers. Needs a spec sheet landing page.

"Stop struggling with slippery floors. Here's the solution used by top hospitality developers."
CTA: Get the Specs
Target: The Sceptic, The Researcher
03
Format 03

Stock Drop

Urgency-led. Limited stock, week-only pricing, new arrivals. Pallet or box-opening video. Monday launches, in-store only. Great price, never cheap.

"Grey wood-look porcelain. Deal of the week. 200m² left. Just landed, limited stock."
CTA: Claim the Offer
Target: The Impulse
04
Format 04

Engagement Poll

Two-way conversation. Matte vs Gloss. Left or Right. Builds algorithm signal through genuine interaction. Top performers repurposed across all channels.

"Matte or Gloss, which finish for your Airbnb bathroom? Left or right? Comment below."
CTA: Comment Below
Target: The Social
05
Audience Intelligence

Dual-Track Archetypes

Same product. Five different stories. Translating the specifier vs consumer tracks into real commercial impact, not just awareness.

Sceptic
The Sceptic

Needs proof. Show credentials, reviews, certifications and real project results.

Researcher
The Researcher

Wants to be educated. Spec sheets, technical detail, expert blog content.

Impulse
The Impulse

Driven by urgency. Limited stock drops, week-only pricing, FOMO mechanics.

Emotional
The Emotional

Loves transformation. Before/after makeovers, renovation journeys, get-the-look.

Social
The Social

Trusts others. Testimonials, project documentaries, staff stories, community proof.

Advertising says you are good.
PR gets others to say you are good.
This creates trust and long-term brand equity.

06
P.R. Integration Model

The PESO Framework

Four channels. One cohesive narrative. PR as the strategic multiplier for all other efforts.

PR functions as the strategic storyteller and credibility engine that social can then amplify.

P
Paid

Ad spend, boosted posts, and targeted Google campaigns. Rather than broad, inefficient advertising, we use controlled spend to act as a precision amplifier boosting organic content that is already proven to engage, ensuring maximum ROI.

Controlled spend
E
Earned Authority

Advertising says you are good. Earned media gets others to say it. This is the credibility layer that advertising alone cannot manufacture, built on Tiletoria's 30-year legacy. (See detailed PR model below)

Third-party credibility
S
Shared

Social amplification across Facebook, Instagram and GBP. A 2× weekly minimum cadence cross-posting daily content, engagement bait, and polls to feed the algorithm.

Social amplification
O
Owned

Your website, GBP, WhatsApp, and email list. These are brand-controlled platforms immune to algorithm shifts. We optimise these as your ultimate conversion destinations, housing rich, AI-discoverable content like blogs and spec sheets.

Brand-controlled platforms

PR Integration: What Earned Media Means for Tiletoria

Advertising says you are good. Earned media gets others to say it, and that distinction is everything in a category where trust determines specification before the sales conversation even begins. A journalist writing about Tiletoria's expertise, an interior designer recommending Tiletoria to a developer client, a trade publication featuring a new range in a specification context: these carry weight precisely because no financial incentive produced them. This is the credibility layer that advertising alone cannot manufacture. Competitors, regardless of spend, cannot simply buy it.

Tiletoria's position here is uniquely strong. Thirty years of completed projects, of product specified into buildings that are still standing, of relationships with developers who have built entire estates on Tiletoria's expertise: that is an authority asset no new entrant can manufacture. PR is the mechanism that makes that asset visible and persuasive in the rooms where decisions are made, before Tiletoria ever makes first contact.

Two Audience Tracks. One Always-On Strategy.

PR for Tiletoria operates across two audiences simultaneously. The emphasis between them adjusts based on where commercial pressure sits at any given time, but neither track is ever switched off.

Specifier Track

Architects, interior designers, quantity surveyors and property developers specify Tiletoria into projects before their clients ever see a showroom. When a developer has encountered Tiletoria's expertise across multiple trade publications, and their designer has seen a product spread in Spaces or Architect & Builder, the sales conversation changes fundamentally. The question moves from 'why should we pay that?' to 'how do we make this work?' Authority is built before the room is entered, and before price becomes the frame.

Consumer Track

Homeowners, renovators and aspirational buyers. Drives desire, showroom traffic and conversion. Target publications: House & Leisure, WANTED, Real Simple SA, Gardens & Home, VISI and high-quality lifestyle digital platforms. This audience needs to desire the brand before they compare prices anywhere.

What Earned Media Looks Like in 2026

01Trade and Consumer Press

Third-party editorial about Tiletoria: feature stories, product spreads, trend pieces and expert commentary in print and digital publications across both audience tracks. This is the core of the earned media programme. A well-placed feature in a publication that a developer's interior designer reads regularly is worth more than multiple mentions in the wrong context. Placement strategy is audience-first, always.

02Thought Leadership and Mediajacking

Tiletoria's expertise, positioned as a category resource. Opinion pieces on renovation trends, specification insight, commercial flooring innovation and design direction, placed in business, property and design media. Speaking opportunities at industry events, developer forums, the Interior Design Show and Design Johannesburg. Breakfast television and lifestyle programming, pitched proactively around Decorex, renovation season (January to March and September to November are the genuine peaks) and new development launch cycles. Airtime and placement remain editorial decisions; that is precisely what makes them credible.

03Digital PR and Backlink Generation

Placements on high-authority online platforms that perform two jobs simultaneously: building brand credibility and generating quality backlinks that strengthen organic search ranking. This is where the PR workstream connects directly to the SEO workstream. One well-placed digital feature earns reputation and improves discoverability at the same time. Every digital placement is tracked and reported alongside SEO metrics monthly.

04Creator and Designer Relationships

Interior designers and renovation content creators who choose to feature Tiletoria because the product and the relationship merit it. This sits in Earned, not Paid, and the audience knows the difference. These relationships take time to build correctly. Once established, they generate organic amplification into communities the brand cannot reach through owned channels alone, with a level of specificity and trust that paid influencer activity cannot replicate.

05Reputation Architecture and Word of Mouth

The most commercially powerful layer. Architects, interior designers and developers make supplier recommendations constantly, in professional networks, at industry events and in collaborative project briefings. Engineering Tiletoria's presence in those conversations, not through advertising but through genuine expertise and product quality that is worth talking about, is a strategic PR function. The objective is simple: when someone in the right room asks who they use for large-format commercial tile, Tiletoria is the answer that surfaces without prompting.

06Media Monitoring and Opportunity Identification

Ongoing monitoring of the editorial and events calendar, Decorex, the Interior Design Show, Design Johannesburg, hospitality refurbishment cycles, new development launches, renovation season peaks, to ensure Tiletoria is positioned for editorial insertion at the right moment rather than the convenient one. This is the always-on intelligence layer that makes every other channel more effective.

How PR Multiplies Every Other Investment

PR is not a parallel workstream. It is the credibility infrastructure that makes every other investment in the proposal compound faster.

  • • Quality digital placements generate backlinks that strengthen the SEO rankings.
  • • Broadcast and editorial moments produce high-authority material that feeds the content engine with third-party credibility no shoot day can manufacture.
  • • Creator relationships generate organic social amplification beyond Tiletoria's own channels, extending reach into communities owned posts cannot access.
  • • Trade and specifier coverage primes developer and architect conversations before Tiletoria makes first contact, reducing the sales cycle and the price resistance that comes with being an unknown quantity.
  • • Reputation architecture ensures that the word-of-mouth layer, the one that operates in rooms where no advertising reaches, is working in Tiletoria's favour, consistently and cumulatively.

Tiletoria's proof record is the one thing no competitor can replicate with spend. PR is how that proof becomes visible, in the right publications, on the right platforms and in the right rooms, before the sales conversation begins.

07
Monthly Content Programme

Production Scope

One professional shoot day per month. Everything needed to feed every channel, from social reels to trade podcasts.

Monthly Shoot Programme

1 Day Pro Video Shoot: Speclab Style
Deon to Project manage with guidance from Tiletoria
PD
Podcast × 2: Industry Expert Series
Designer or interior decorator discussing large slab tile, design trends and trade insights, e.g. design trends, spec insights, large format tile applications. Authority content discoverable by AI systems and shareable across all platforms.
RL
Reels × 4: Awareness & Brand Personality
Quirky TikTok-style reels in the Speclab/Ryan/Deon fun-hype format. Creative direction, presentation and edit by Deon. Monthly trend influencer or internal staff member (e.g. Angela) can be included per month. Cost to include Ryan is a separate negotiation between Tiletoria and Ryan.
PF
Product Features, Highlights & Showroom
Pricing, on-trend positioning, new launches, limited availability. Monthly showroom visits and staff interviews. Includes Speclab and Spec Studio updates. Johannesburg showroom visits are an additional travel cost.
DC
Project Documentaries & Before/After
Project progress, client and rep interviews. Transformation storytelling that drives WhatsApp consultation bookings.
PR
Promos: Weekly Specials, Yard Sale, Blackout Sale
Urgency-led product promo content formatted for all platforms. Drives in-store foot traffic and WhatsApp enquiries.
RD
Radio: Concepts, Scripts, Direction & VO
Full radio creative suite included in retainer. If the strategy determines that a short-term radio campaign is required (e.g. Yard Sale), we will coordinate station placements using independent specialists (Lauren, Denver, or Irina, depending on the nature of the campaign). Costs-to-air are separate to this quote, based on stations, frequency and duration.
Note: Buy-in and active commitment from Tiletoria is essential; product, personnel and shoot-day access must be provided by their team. Ryan appearance costs are a separate negotiation directly between Tiletoria and Ryan. Johannesburg travel (flights and accommodation quoted separately) and studio production costs (radio, audio post) are over and above. Deon leads creative content, presentation and direction for every reel.

All Deliverables Include

Pro Shoot + Final Edit
  • Professional shoot day, full production
  • Final edited output for all formats
  • Creative concept, scripting and on-screen direction by Deon
  • Multi-format optimisation per platform
  • Repurposing of top-performing content
  • Podcast recording, edit and publish-ready delivery
  • Project documentary capture and edit
  • Promo content for weekly specials and sale events
  • Radio script, concept and voiceover
  • Erin's costs for content capture/supply are included

Tiletoria Must Supply

Client Commitments Required
  • Dedicated internal point of contact
  • Product access and staging for shoot days
  • Staff availability for reels, interviews and podcasts
  • Timely supply of specs, pricing and launch information
  • Feedback and sign-off within agreed windows
  • Real stats, store data and customer stories
08
Investment

Full Agency Retainer

All fees exclude VAT. Minimum 6-month commitment. One invoice, one brief, every workstream covered.

150
Complete Agency Partnership
Full-Service Monthly Retainer
R150k
Per month · Ex VAT · 6-month minimum
Everything included
  • ✓Monthly pro shoot day (Speclab style) + full post-production
  • ✓Podcast × 2 with industry experts, edited and distributed
  • ✓Reels × 4, Deon creative direction, presentation and edit
  • ✓Product features, showroom visits, project documentaries
  • ✓Weekly specials promos, Yard Sale and Blackout Sale content
  • ✓Radio: concepts, scriptwriting, creative direction and voiceover (airtime/station placement billed separately)
  • ✓Social Media Management (Authority Plan): Full platform management across Facebook, Instagram, TikTok and LinkedIn. Daily content scheduling, algorithm-feeding engagement, community management, comment and DM response, and monthly performance reporting, building sustained platform authority so organic reach grows before any paid amplification is added
  • ✓SEO Growth Engine (ASEO): A structured Advanced SEO programme. Full technical site health audit, domain authority building, schema markup, AI discoverability optimisation, and active rank tracking for 10 agreed priority keywords. The goal is to make Tiletoria more visible to both Google and the new generation of AI-powered search assistants
  • ✓GBP management, daily cross-posting, Products tab, review strategy
  • ✓PR integration, Bradly: trade placement, thought leadership, profiling
  • ✓Blog package, 4 SEO-optimised posts per month
  • ✓Online reputation management, review generation and monitoring
  • ✓Unified performance dashboard, live and always accessible
  • ✓Monthly strategy review, 60 min, full data, honest assessment
  • ✓Deon as single point of contact, full agency coordination
What's included
Production Programme
R26,000
Social Media Management
R30,000
SEO Growth Engine
R20,000
PR & Earned Media
R30,000
Strategy, Reporting & Dashboard
R25,000
Blog Content Package
R8,000
Reputation Management
R6,000
Agency Coordination
R5,000
Monthly Retainer Total
R150,000
Billed separately at cost
  • ›Google + Meta Ads Management & Strategy, quoted per campaign brief
  • ›Paid ad spend (Google + Meta), passed through at cost
  • ›Studio production costs (radio, audio post)
  • ›Johannesburg travel (flights and accommodation at cost)
  • ›Ryan appearance fee, negotiated directly with Tiletoria
  • ›Website Conversion optimisation: targeted tweaks to calls-to-action, contact forms, product display and load speed (daily rate), or full conversion rebuild (R85k–R110k) if a complete overhaul is required
  • ›CRM platform (R18k–R35k) A Customer Relationship Management system connects your WhatsApp enquiries, walk-in leads and website contacts into one organised view. Every lead is tracked from first contact through to quote, follow-up and closed deal, so no enquiry falls through the cracks.
  • ›Multi-Agent WhatsApp API (R12k–R25k) The standard WhatsApp Business app only allows one person to manage conversations. The API enables multiple team members to handle enquiries simultaneously, with automated first responses and smart routing (e.g. tiles vs grout vs trade), integrated with your CRM so every conversation is logged.
09
Growth Journey

The Phased Roadmap

Ja Nice is built to be Tiletoria's long-term growth partner, not a once-off supplier.

Month 1–2 · Foundation
Launch & Signal
R150k pm

Full retainer live from day one. Content cadence and social management active. GBP optimised. SEO baseline audited. Archetype model built. Podcast series launched.

Month 2–4 · Momentum
Integrate & Amplify
R150k pm

SEO keyword rankings tracked. PR outreach initiated. Earned media placements targeted. Blog and reputation engine running. Dashboard live. Top content repurposed across all channels.

Month 4–6 · Infrastructure
Build & Own
+ Builds

Once-off infrastructure added alongside retainer. Website Optimisation: Strategic conversion tweaks at a daily rate (or full conversion rebuild at R85k–R110k if required). CRM Integration (R18k–R35k): A structured lead management platform to track enquiries to closed deals. WhatsApp API (R12k–R25k): Automated, multi-agent WhatsApp routing for high-volume sales. Retainer continues unchanged.

Ongoing
Compound Value
Monthly

The longer the engagement, the stronger the compounding effect on SEO, earned media, brand authority and lead generation. Digital infrastructure that builds value month-on-month.

10
Commercial Terms

Pricing Policies

Standard Ja Nice 2026 framework terms. No surprises, everything stated upfront.

Payment & VAT

Commercial Terms

  • All prices exclude VAT, add 15% for client-facing invoicing
  • Monthly retainers billed on the 1st of each month
  • Once-off builds: 50% upfront, 50% before launch
  • Proposal valid for 14 days from issue date
  • Onboarding / account setup fee: R5,000–R10,000 (first month only). This covers the work done before the retainer is fully live: technical audits, consolidating account access, pixel and tracking setup, and establishing the baseline reporting from which all future performance is measured. It is a once-off cost that ensures month one starts with clarity, not guesswork.
Commitment & Cancellation

Retainer Policy

  • Minimum 6-month retainer commitment; results in SEO and social require time
  • 30 days written notice required to cancel any retainer
  • Early exit within 6-month commitment period may incur exit fee
  • Scope changes billed at R950/hr (rush/emergency at R1,500/hr)
  • All change requests in writing, approved before work begins
Travel & Exclusions

What's Not Included

  • Studio production costs (radio, audio post), quoted separately
  • Ryan appearance costs, negotiated directly between Tiletoria and Ryan
  • Johannesburg travel (flights and accommodation at cost), quoted separately
  • Paid ad spend (Google + Meta), billed separately, passed through at cost
  • Our retainers are priced at fair market value from the start. We believe in transparent pricing rather than inflating fees to manufacture discounts; it means you know exactly what you're getting and why, with no hidden markups or negotiating games.
Key Competitive Position

One agency.
Full suite.
One person to call.

Tiletoria's feedback is clear: they don't want to pull together five different freelance pieces. They want a single agency that owns the full picture and takes accountability. This is where we win. Deon leads the client relationship, coordinates the brief, and brings in Josh (digital) or Bradly (PR) based on what's required. The client experiences one seamless, coordinated agency, not a juggling act.

No confusion. No gaps. No finger-pointing between suppliers. One invoice. One briefing. One point of accountability across every workstream. And if Tiletoria chooses a different route for web or PR: Deon's production, presentation and creative direction skills stand on their own at R26k/month.

What the Full Suite Covers

  • Production: Monthly shoot, podcast × 2, reels × 4, promos, radio (Deon)
  • Digital: Web, SEO, GBP, performance dashboard, CRM (Josh)
  • PR & Earned Media: Trade placement, thought leadership, executive profiling (Bradly)
  • Strategy: Brand narrative, archetype model, PESO integration (all three)
  • Reporting: Unified dashboard: digital + narrative + earned media in one view
  • Coordination: Deon as single point of contact; R5k/month added to Production
  • Standalone Option: Production retainer alone at R26k/pm if Tiletoria goes another route on web/PR
11
Accountability

Actions by Owner

Clear accountability from day one. Elevate and integrate, not replace. We would like to meet as a team and present the following to Tiletoria, based on the above overview.

Deon: Production & Lead

Creative & Coordination

  • Lead the client relationship, single point of contact for full offering
  • Monthly pro shoot: podcast × 2, reels × 4, product features, showroom
  • Project documentaries, before/after, client and rep interviews
  • Weekly specials promos: Yard Sale, Blackout Sale, stock drops
  • Radio: concepts, scriptwriting, creative direction and voiceover
  • Radio Placement: Coordinate short-term ad placement (station airtime billed separately)
  • Archetype-led comms model, 15–20 touchpoints per audience type
  • Brief, coordinate and integrate Josh and Bradly per workstream
Josh: Digital & Data

Digital Performance

  • Explain the AI-era shift in boosting, ad spend and Google ranking
  • Build unified dashboard: digital + narrative + earned media in one view
  • GBP optimisation, cross-post all daily content, add Products tab
  • Outline how META's AI engines (Andromeda, Gem, and Lattice) now dictate content discovery, proving why algorithmic signalling beats traditional targeting
  • Identify a physical person at Tiletoria / Ja-Nice who owns daily posting
  • Quote on WhatsApp API, CRM and website rebuild (phased roadmap)
Bradly: PR & Earned Media

PR Integration

  • Build PR as the credibility layer underpinning sales conversations
  • Strategic mediajacking around key calendar moments
  • Radio, TV, and lifestyle programming broadcast opportunities
  • Leverage the 30-year legacy as an unreplicable authority advantage
  • Target placement in trade and design publications (developers, architects)
  • Provide measurable KPIs that integrate directly into Josh's reporting dashboard
  • Months 1 & 2 Foundation: Messaging architecture, narrative pillars, and media baseline
  • Monthly PR Brief: Present deployment plan, active channels, and calendar targets
  • Thought Leadership: Proactive placement of expert opinion pieces and speaking engagements
  • Reputation Architecture: Cultivate presence in professional communities for organic word-of-mouth
  • Digital PR: Target high-authority online placements to build credibility and SEO backlinks
Erin: Social Media

Social Management

  • Day-to-day social media management across all platforms
  • Daily posting cadence: Facebook, Instagram, TikTok, YouTube
  • Community management, comments and DM responses
  • Content scheduling and platform-specific optimisation
  • Coordinate with Deon for shoot-day assets and brief inputs
  • Monthly reporting on reach, engagement and follower growth
Theo: Website & Digital

Web & Performance

  • Website management, updates and conversion optimisation
  • Google Business Profile management and product listings
  • Performance dashboard setup and weekly data reporting
  • Technical SEO audits, schema markup and rank tracking
  • WhatsApp API integration and CRM configuration
  • Ad campaign setup and performance monitoring
12
Service Level Agreement

KPIs & Honest Targets

We've reviewed the SLA benchmarks circulating in this pitch. Here's our honest position on what's achievable, what's realistic, and what actually matters.

Our Position
Credible targets
beat impressive slides.
The SLA benchmarks you've been shown—"+40% traffic in 6 months", "99.9% uptime", "Top 3 rankings within 90 days"—are marketing language. Some are achievable. Some depend entirely on factors outside any agency's control. We'd rather tell you which is which upfront than disappoint you in month four.
KPI / Metric What They Claim Our Honest Target Why / Conditions
Website & Performance
Site Uptime 99.9% guaranteed Not our promise to make 99.9% is a hosting provider SLA, not something any agency can guarantee. We use quality infrastructure and monitor proactively, but we won't put a number on something we don't fully control.
Page Load Speed Under 2 seconds Audit first We won't quote a load-time target until we've audited the current site. Sub-2s typically require a full rebuild. We'll tell you what's achievable after seeing what we're working with.
Mobile Performance Score 90+ Post-audit target 90+ without a rebuild is rarely achievable on image-heavy retail sites. We'll baseline the current score in month one and set a realistic improvement target from there.
SEO
Organic Traffic Growth (6 months) +50% +10–20% +50% in 6 months is only realistic starting from near zero. On an established site in a competitive retail market, consistent SEO work delivers +10–20% in the first 6 months, meaningful, measurable, and compounding from there.
Top 3 Rankings: Priority Terms Within 90 days 6–12 months For competitive terms like "tiles Cape Town", Top 3 in 90 days simply isn't honest. Branded and long-tail terms can rank faster. Category terms take 6–12 months of consistent effort. We track monthly and show you the trajectory.
Domain Authority Growth (6 months) +15 points +2–4 points DA is a third-party metric nobody controls directly. +15 in 6 months would require an unusually aggressive link-building campaign. +2–4 points from quality content, GBP signals and earned backlinks is realistic and healthy growth.
Social Media
Follower Growth (quarterly) +30% +5–10% Organic follower growth in South African retail is slow. +30% quarterly needs significant paid spend or a viral moment. With quality content and modest boosting, +5–10% per quarter is steady, real growth from the right audience.
Engagement Rate 5%+ 2–4% South African retail average sits around 1–2%. Getting to 2–4% with strong reels, polls and stock drops is genuinely good performance. 5%+ sustained is exceptional; we'll celebrate it if it happens, not promise it upfront.
Posting Frequency 5×/week Instagram, 4×/week LinkedIn 2–3×/week Daily posting without a content factory produces filler, not signal. Our monthly shoot day delivers quality material for 2–3 purposeful posts per week. The AI reads quality and intent, not volume.
PR & Earned Media
PR Foundation (Months 1–2) "Immediate viral reach" Delivered by end of Month 2 Messaging architecture, narrative pillars, media segmentation, spokesperson briefing and media exposure baseline established. This is the structural work that makes every subsequent placement deliberate. No placements before the foundation is solid.
Earned media placements "20+ mentions a month" 4 per quarter Split across specifier/trade (Spaces, Architect & Builder, SA Home Owner) and consumer/lifestyle (House & Leisure, VISI, etc.). Emphasis between tracks adjusted based on commercial priority. Requires spokesperson availability. Quality of placement over volume, always.
Thought leadership & broadcast "Guaranteed TV interviews" 2 pitches per quarter Expert opinion pieces and broadcast editorial pitches at relevant calendar moments (Decorex, renovation season peaks). Alkemi commits to well-timed, expert pitching. Placement and airtime remain editorial decisions; that is what makes them credible.
Digital PR & SEO backlinks "50+ backlinks a month" 1–2 quality placements per quarter High-authority online domains only. Each placement earns brand credibility and generates a quality backlink for the SEO workstream. Tracked and reported alongside digital metrics monthly.
Media exposure & sentiment "Millions in PR value (AVE)" Monthly report Baseline established at the end of Month 2. Volume and quality of coverage tracked monthly. Sentiment monitored to ensure Tiletoria is consistently positioned as an expert, preferred supplier and category authority. This is the most honest indicator.
Conversion & Reporting
Enquiries & WhatsApp Leads (6 months) +50% +10–20% Conversion growth depends on traffic quality, CTA clarity and offer strength. With optimised GBP, clear WhatsApp CTAs and improved content signal, +10–20% in 6 months is realistic and measurable. We need a baseline first.
Reporting Delivery Weekly + Monthly Monthly + Dashboard Weekly reports without strategic action are noise. We deliver a comprehensive monthly review plus a live dashboard accessible anytime. Weekly check-ins on request, or whenever something needs attention.
Response Time <4 business hours Same business day We commit to same-day responses during business hours. Deon is directly reachable as your single point of contact; no ticketing system, no account manager chain.
90
First 90 Days

What We Actually Deliver

A structured start: no overpromising, no underdelivering. Specific outputs with named owners.

30
Days 1–30 · Foundation
Audit, Signal & Setup
  • ›Full digital audit: GBP, website, social, SEO baseline
  • ›Signal quality assessment across all platforms
  • ›Analytics and dashboard infrastructure live
  • ›GBP optimised: Products tab, cross-posting active
  • ›First shoot day: podcast × 1, reels × 2, product content
  • ›Archetype model and content calendar drafted
  • ›Internal champion identified at Tiletoria
60
Days 31–60 · Build
Content Engine Live
  • ›Month 2 shoot day, full programme running
  • ›SEO keyword targets and content strategy delivered
  • ›First podcast episodes published and distributed
  • ›Stock drop and promo content format tested and live
  • ›WhatsApp CTA active on all platforms
  • ›PR brief developed: Bradly initiates earned media outreach
  • ›Month 1 performance report and strategy review
90
Days 61–90 · Momentum
Results & Direction
  • ›Month 3 shoot, trend influencer or staff member included
  • ›SEO initial ranking movements visible and tracked
  • ›Top-performing content identified and repurposed
  • ›First earned media placement targeted (PR)
  • ›90-day performance review, full data, honest assessment
  • ›Phase 2 upgrade recommendation presented with ROI case
  • ›WhatsApp API and CRM scope agreed if Tiletoria is ready
We commit
Same-day response

Deon is your direct contact. No ticketing systems. No account managers passing messages.

We commit
Monthly reviews

60-minute monthly strategy review. Dashboard always live. Full data, honest assessment, wins and gaps both reported.

We commit
No vanity metrics

We track what moves business: enquiries, WhatsApp leads, keyword rankings, engagement quality; not follower counts and impressions.

We commit
Honest escalation

If something isn't working, we tell you first. We'd rather adjust strategy early than defend a number that isn't moving.

Strategic Proposal, 2026

Elevate.
Integrate.
Own the narrative.

This is not about replacing what exists. It is about moving from strong execution to genuine influence, making Tiletoria the brand every developer, designer and renovator already knows before they pick up the phone.

Proceed, josh@ja-nice.co.za →