• Multi-entity portfolio of four operating companies based in the St. Louis metro area
• AB Traffic Solutions — Traffic control, equipment rental, and safety products (B2B, national)
• AB SignWorks — Custom sign fabrication and productized sign ordering (B2B + B2C)
• Above & Below Plumbing — Residential and commercial plumbing services (regional lead-gen)
• Above & Below Contracting — General contracting and infrastructure services (credibility presence)
• AB Companies — Corporate umbrella and portfolio brand (parent entity site)
• Approximately 150 employees across all entities
• Owners: Tim Holloway and Jared Wehner

We are looking for a long-term digital partner who can serve the full portfolio — not just one entity. All five entities need to be represented in scope.

We require five website builds. All must be included in the proposal. Platform must be client-owned (WordPress or equivalent open-source — not a proprietary CMS).

• Establish national credibility in the traffic safety and control industry
• Compete with established national operators
• Convert high-intent visitors into quote requests and online orders

• Full e-commerce capability — online ordering and product catalog

• Configurable product options: size, type, quantity, sheeting, substrate
• Dynamic and tiered pricing engine
• Municipal and bulk quote request functionality
• SKU capacity to be defined and agreed in writing before signing

• Industry segmentation pages: Municipal, DOT, Construction, Events
• National SEO architecture — not local only
• Conversion-first homepage with clear CTAs and quote request forms
• Case studies / project gallery template
• Compliance and resource hub
• GA4 + key conversion event tracking
• Basic on-page SEO hygiene at launch

• Adding, editing, and removing products and SKUs
• Managing configurable product options and pricing rules
• Processing and managing orders end-to-end
• Running promotions and discount codes
• Pulling sales and performance reports
• Adding case studies and page edits without vendor involvement
• Vendor must provide written documentation / user guide at handoff

• QA + mobile testing + post-launch checklist

• Scalable online store with clean buying experience and full order management
• Enable direct online revenue from sign products

• Shopify or WooCommerce store — platform to be confirmed at kickoff
• Configurable and dynamic pricing by material, quantity, color, size
• Product page templates and collection architecture
• Checkout configuration: payments, taxes, shipping rules
• Order confirmation and notification emails
• SKU count and catalog scope to be defined and agreed in writing before signing
• GA4 e-commerce tracking and purchase event configuration

• Adding, editing, and removing products, collections, and SKUs
• Managing configurable product options, materials, sizes, and pricing rules
• Processing, tracking, and fulfilling orders without vendor involvement
• Setting up and managing promotions, discount codes, and seasonal pricing
• Managing shipping rules and tax configurations
• Pulling order history, revenue reports, and customer data
• Vendor must provide written documentation / user guide and recorded training sessions at handoff

• QA + mobile testing + post-launch checklist

• Drive phone calls and booked jobs from local and regional search

• Call-first responsive design (especially mobile)
• Service lineup and service area pages
• Lead capture: click-to-call, quote form, optional scheduling embed
• GA4 + conversion event tracking; optional call tracking integration
• Local SEO hygiene at launch
• Admin training — service edits, promos, review workflow

• Establish professional web presence to support legitimacy and perceived value

• 4–6 page presence site: Home, Services, About, Projects/Gallery, Contact, Careers
• Clean, professional design aligned to AB portfolio brand standards
• Responsive design + basic SEO hygiene
• GA4 installed
• Admin walkthrough at handoff

• Represent the parent brand; link to all operating entities

• Portfolio overview with entity navigation
• Leadership profiles
• History and mission
• Careers page or redirect
• Press/news section (can be linked or embedded)
• Contact routing by entity
• GA4 installed + basic on-page SEO

• WordPress or equivalent open-source CMS — no proprietary lock-in
• 8–12 custom pages per site (40–60 total pages across portfolio)
• Mobile-responsive on all devices
• Defined revision rounds to be stated in SOW before signing
• Build milestones and go-live dates to be defined in SOW
• Hosting solution to be confirmed — client must retain control of hosting account
• SSL, daily backups, uptime monitoring, and security hardening included

Vendor must provide a milestone-based schedule in the SOW. We will hold the vendor to these dates contractually.

• Week 1 — Kickoff, access collection, requirements capture
• Weeks 1–2 — Sitemaps, page outlines, content strategy
• Weeks 2–5 — Design concept, revisions, client approval
• Weeks 4–9 — Development and content implementation (timeline may extend based on SKU count)
• Weeks 9–11 — Tracking setup, QA, pre-launch checklist
• Weeks 11–12 — Launch, admin training, post-launch performance check

Target portfolio completion: 10–12 weeks from signed contract and access collection

• National SEO architecture — not local only
• Keyword strategy targeting national B2B and government search intent
• Industry and segment-specific landing pages (Municipal, DOT, Construction, Events)
• SEO-optimized blog content — minimum one post per month per entity
• Technical SEO foundation: indexability, metadata, schema, internal links, site speed
• Monthly performance reporting and optimization

• Local keyword strategy — minimum 5 targeted keywords
• Google Business Profile optimization (7x7 grid, 49 pinpoints)
• Citation management — minimum 50 directory submissions + 3 data aggregators
• Monthly GBP posting — minimum 4 posts per month
• Google review management — responses to 4 and 5 star reviews
• Monthly performance tracking and reporting

• Optimized metadata and page titles
• Proper sitemap creation and submission
• Optimized code for site speed
• Internal linking structure

• Campaign management for AB Traffic Solutions, AB SignWorks, and AB Plumbing
• Minimum 4 targeted campaigns per quarter per entity
• Audience strategy: primary, human-made, and AI lookalike audiences
• Dynamic creative testing — multiple ad variations tested simultaneously
• Custom graphics — minimum 13 per quarter per entity
• Retargeting infrastructure — website visitor retargeting for minimum 5 pages
• 1st party data collection and audience building
• Weekly ad management and budget reallocation
• Quarterly reporting on leads, purchases, phone calls, and web sessions

• LinkedIn page management for AB Traffic Solutions, AB SignWorks, and AB Contracting
• Page creation if not currently active
• Content strategy aligned to B2B, government, municipal, and construction audiences
• LinkedIn advertising campaigns for qualified lead generation
• Quarterly performance reviews and optimization

• Campaign management for AB Traffic Solutions, AB SignWorks, and Above & Below Plumbing
• Keyword research and strategic planning per entity
• Minimum 3 ad groups per entity with 6 ads per group at launch
• Ad copy creation, review, and optimization
• Conversion tracking and attribution setup
• Monthly optimization: bid management, negative keywords, audience refinement
• Monthly performance reports; biweekly sprint meetings

• 8–12 custom pages per site at launch (40–60 pages total across portfolio)
• Photography and visual assets: sourced, licensed, or custom-created for each entity

• 2 blog posts per month per entity (10 posts/month total)
• 12 social media posts per month per entity across Facebook, Instagram, and LinkedIn (60 posts/month total)
• Quarterly email campaign per entity (5 campaigns per quarter)

• 13 custom ad graphics per quarter per entity (39 graphics/quarter total)
• Dynamic creative testing assets for paid social campaigns

• Drone footage, testimonial videos, site videos
• Priced separately per shoot — see Section 7A Optional Add-Ons

Both integrations listed below are anticipated within the first 90 days. Vendors should be prepared to scope both.

All pricing must be fully itemized. We will not accept bundled or opaque fee structures. Each line item must be a standalone cost that can be independently evaluated.

Payment structure options: (A) Upfront payment — 5% discount ($55,575), (B) 12-month amortization at $4,875/mo added to monthly management. Vendor recommends Option B for cash-flow flexibility.

Static costs are fixed management fees paid to the vendor regardless of ad performance. These must be fully itemized. We will not accept bundled pricing.

Dynamic costs are platform ad spend budgets paid directly by AB Companies to Facebook, Instagram, Google, LinkedIn, etc. These are not vendor fees. These are pass-through media costs. We do not mark up ad spend.

Note: Year 1 static monthly management total of $177,000 excludes build amortization ($58,500) to avoid double-counting. If amortization is selected (Option B), the monthly payment is $19,625/mo (includes $4,875 amortization), and the build line becomes $0.

Year 2 should represent a material decrease. Build is paid off. Maintenance replaces development. Monthly management reflects pure service delivery.

Year 2 represents a $82,500 annual decrease from Year 1 ($325,500 → $243,000), reflecting the completed build investment. Management fees decrease across SEO, paid media, and LinkedIn as systems mature and require less foundational work.

These terms are mandatory. Any vendor SOW that does not address each of these will not be considered.

1. Full intellectual property transfer. AB Companies owns all work product — websites, content, creative, data, and code — outright. No shared licenses.
2. No proprietary platform lock-in. WordPress or equivalent open-source CMS. We must be able to migrate freely at any time.
3. Full admin and backend access. AB team retains full admin credentials for all platforms, accounts, and tools from day one.
4. Defined revision rounds. SOW must specify the number of revision rounds included in the build cost. Overages must be priced in advance.
5. SKU and catalog ceiling. E-commerce builds must specify the SKU count and overage pricing in writing before contract execution.
6. 12-month initial term. Annual commitment with clearly defined cancellation provisions.
7. 30-day cancellation notice. Either party may terminate with 30 days' written notice after the initial term.
8. Auto-renewal only by mutual agreement. No automatic renewal clauses without both parties opting in.
9. Fully itemized pricing. Every fee must be its own line item. No bundled packages. We must be able to evaluate — and if needed, remove — any individual service.
10. ACH payment accepted. Net-15 or Net-30 terms preferred.
11. No collections or escalation language. Contract must not include collections agency referral, interest accrual, or punitive language for late payment.
12. Quarterly business reviews. Vendor must participate in formal QBRs every 90 days to review performance, ROI, and strategic direction.
13. Ad spend is pass-through. No markup on ad spend. Management fees are separate. Spend is paid directly to platforms by AB Companies.
14. Data portability. All data, analytics, reports, audience lists, and tracking configurations must be fully exportable and transferable.
15. No non-compete or exclusivity clause. AB Companies retains the right to work with other vendors or internal marketing resources at any time.
16. Scope change process. Any work outside the defined SOW requires a written change order with cost estimate and timeline before execution.

We expect the vendor to operate with a performance mindset. Every dollar spent must be traceable. Vanity metrics (impressions, reach, followers) are secondary. We evaluate performance on cost per lead, cost per acquisition, and revenue attributed to marketing.

• Revenue attribution by channel and entity
• Cost per lead and cost per acquisition tracking
• 60-day formal reporting cadence (minimum)
• Daily dashboard access for AB team — real-time data
• Quarterly business reviews (QBRs) with strategic recommendations