GRADUATED MONEY
Account Audit · What We Need to Move · Content Strategy · 90-Day Roadmap · Revenue Calculator
From $30-60K months back to $100K. Here is exactly how we get there together.
Fraternal Co. was organically closing in on $100K a month before a series of bad agency decisions stalled the momentum. The winners got turned off. The losers stayed active. Budget got burned on the wrong objectives entirely. Over the last 6 months the data tells the real story: a 0.59% site conversion rate, a AOV of $77.44 last year climbing to $91.37 YTD, a 13.2% customer return rate, and a 2.0x ROAS across the ad account. None of those numbers are ceiling numbers. They are all fixable. The brand never got weak. The strategy did. This is the plan to fix it.
Your brand did not fall off because the product got weak. Your product is strong. The demand is real. What happened is your best performing campaigns, the ones running at 3.6 to 3.7x ROAS, got turned off while the weakest campaigns stayed active. Over $6,000 was spent on a lead generation objective for a streetwear brand that returned 0.45x ROAS. And the ad account has averaged a 2.0x ROAS while the site converts at under 1% with an AOV that has room to grow. That is not bad luck. That is a broken system. And that is exactly what we are here to fix.
Here is what the data actually says about your account before we came in and where things stand right now. No spin. Just the numbers.
This is the full breakdown. Look closely at what was turned off versus what was left running.
| CAMPAIGN | SPEND | PURCHASES | ROAS | CPP | STATUS |
|---|---|---|---|---|---|
| SG WAY // ABO // BROAD | $44,706 | 1,614 | 3.70x ⭐ | $27.77 | TURNED OFF |
| SG SCALE ADV+ Campaign | $19,281 | 744 | 3.60x ⭐ | $25.95 | TURNED OFF |
| WINNER VARIABLE SG | $2,184 | 75 | 2.61x | $29.51 | TURNED OFF |
| SHALIN ABO PRODUCT TEST | $919 | 41 | 3.46x | $22.42 | TURNED OFF |
| ZUHAIR BLITZ NOV 17TH | $5,364 | 131 | 2.13x | $40.94 | TURNED OFF |
| New Leads Campaign | $6,150 | 33 | 0.45x | $186 | LEFT RUNNING |
| DON CBO $100 (inherited) | $18,082 | 354 | 1.82x | $51.08 | LEFT ACTIVE |
To build this the right way and hit $100K, there are things we need from your side. Every item below directly shapes how we build your campaigns, price your offers, and structure the entire growth plan.
We cannot tell you whether your ads are actually profitable without knowing your real margins. This is the foundation everything else gets built on.
Your site converted at 0.59% in January. Industry standard for a premium streetwear brand doing paid traffic is 2 to 3%. That gap is costing you more than your ad spend inefficiency. Here is what we are addressing.
The ads are only as strong as the creative behind them. Without this we are limited. With it, we can build a real testing machine.
Your community is one of your most underutilized assets. We want to understand where it is right now and where it can go as part of the growth plan.
We know adding more ad spend feels like a risk after what happened with the last agencies. That is a fair instinct. But here is the reality of what the numbers actually support right now.
The DON CBO campaign we inherited was returning 1.82x ROAS at $200 a day. In one week we got that to 2.63x without touching the budget. That same spend is now generating 45% more revenue than it was when we started. That proof matters because it tells us the account is responding. The next step is giving us room to run our own campaigns alongside it.
| SCENARIO | DAILY BUDGET | WHAT IT UNLOCKS |
|---|---|---|
| Right now | $200 per day | DON CBO only, very limited testing ability |
| Add $50 | $250 per day | DON CBO plus catalog testing — recommended starting point |
| Add $100 | $300 per day | DON CBO plus catalog plus a product specific campaign on a winning SKU |
| Scale phase | $400 to $500 per day | Full funnel running: prospecting, retargeting, Messenger, the full SG rebuild |
Your product is dope. People need to see it the right way to feel it. Here is the content we need to build a real creative pipeline across ads, organic, and community.
Camera two inches from what makes your pieces special. The pearl sleeves. The stones. The French terry texture. People cannot want what they cannot see. Short vertical video, 5 to 15 seconds, let the product do the talking. No narration needed.
You on camera. Why you started Fraternal. What the name means. What you are actually building. Raw. No teleprompter. No script. 60 to 90 seconds of the real story. This is your highest trust cold audience ad and you only have to make it once.
5 to 10 real customers on their phones. Unboxing. First wear. Why they keep coming back. Real people beat polished production for cold traffic every single time. If you have loyal customers who are excited about Fraternal, it is time to put them to work.
You are already making these and they work. Keep going. We just need more of them across more products and more drops. Film them every time something new comes out. Quick, low production, high frequency. This is your bread and butter creative format.
The editorial feel. Music, cuts, real locations, models that look like your customer. This is what makes someone willing to spend $80 to $200 on a piece they have never touched. At least one quality shoot per major drop going forward.
Shipping day. Design process. Sample review. Pop up prep. People buy into the people behind the brand. Give them that access. This feeds the community between drops and keeps the brand alive in the feed without always having to sell.
Short clips teasing upcoming drops inside Discord before they go anywhere public. Giveaway announcements. Behind the scenes moments only members see. This is what turns customers into community. It is not just content. It is culture you are building around the brand.
Every drop going forward needs a 30 day runway. Teaser clips. Cryptic posts. Discord previews. Countdown content. Your collection sold out in 10 minutes organically. Imagine what happens with a full month of paid and organic buildup behind the next one.
Put the brand in real environments with real people who did not know they were going to be on camera. Stop strangers, ask what they think of the piece, get their reaction on the spot. Authentic opinions from everyday people build trust faster than any produced ad. Works on Reels, TikTok, and as raw UGC-style ad creative. Low cost to film, high return on attention.
Branded graphics for drops, announcements, price reveals, collection previews, and community moments. Clean, on-brand static and motion graphics that travel well in Stories, feed posts, and Discord. Keeps the brand visually consistent between drops and gives you a content format that does not require a full production day to execute.
| PLATFORM | CONTENT TYPE | FREQUENCY | PURPOSE |
|---|---|---|---|
| Facebook and Instagram Ads | Product detail, UGC, lifestyle cuts | 3 to 5 new creatives per week during drops | Cold traffic conversion |
| Instagram Reels | BTS, text on screen, fits | 4 to 5 times per week | Organic reach, build retargeting pools |
| Instagram Stories | BTS, polls, countdowns, Discord CTAs | Daily | Community warmth, list building |
| TikTok | Trend formats with product, UGC style | 3 to 4 times per week | New audience discovery |
| Discord | First looks, exclusive drops, giveaways | Multiple times per week | Community loyalty, pre-sell momentum |
| Email and SMS | Drop alerts, abandon cart, post purchase | Automated flows plus 2 campaigns per week | Retention and repeat purchase revenue |
Three clear phases. This is the path from where you are right now back to $100K months.
What hitting $100K actually requires and the specific levers we are pulling to get you there.
Last year your AOV averaged $77.44. Year to date it has climbed to $91.37 which is real progress but still not enough. To hit $100K a month at $91 AOV you need 1,098 purchases. At a 0.59% conversion rate that requires over 186,000 monthly sessions just from your online store. That is not a traffic problem you can ad-spend your way out of. AOV and conversion rate both have to move before throwing more budget at it makes any sense.
AOV moved from $77.44 to $91.37 year over year on its own. That is solid. Now we accelerate it intentionally. Get it to $130 to $140 through bundles and a free shipping threshold and you only need around 740 purchases to hit $100K. That is 33 percent fewer transactions for the same revenue. And when conversion rate moves from 0.6% to 2.5% on 33K sessions, you go from 198 orders to 825. At $130 AOV that is over $107K from the online store alone, before other channels even factor in.
$300 per day in ad spend times 30 days = $9,000 per month in ad spend
At 3.5x ROAS = $31,500 in revenue attributed to paid ads
Plus organic, email, SMS, and repeat buyers = an additional $60,000 to $70,000
This is why email, SMS, community, and repeat purchase rate matter just as much as the ad account. Ads bring people in. Everything else keeps them and gets them to buy again.
| LEVER | WHERE YOU ARE | WHERE WE TAKE YOU | IMPACT | DIFFICULTY |
|---|---|---|---|---|
| Site Conversion Rate | 0.59% | 2.5% to 3% | At 2.5% with current traffic you are generating 2.5x more orders from the same sessions you are already paying for | Medium — product pages, trust signals, site speed |
| Average Order Value | $77.44 last year / $91.37 YTD | $130 to $140 | Getting to $130 is a 42% revenue increase per transaction without touching ad spend — and momentum is already moving in the right direction | Low — bundle offers or a free shipping threshold |
| Ad Account ROAS | 2.0x (last 6 months) | 3.5x and above | At 3.5x every $200 you spend generates $700 instead of $400 — that gap is your lost revenue | Medium — creative, structure, testing |
| Customer Return Rate | 13.2% | 30% plus | Doubling your repeat rate means every customer you acquire is worth twice as much over time — makes every ad dollar cheaper to justify | Medium — email flows, community, loyalty |
| Email and SMS Revenue | Underbuilt | 35 to 40% of total revenue | Free revenue from traffic you already paid for — at current volume this is likely $10K to $20K per month sitting on the table | Medium — setup time required |
| Ad Spend Scale | $200 per day | $400 to $500 per day | 2 to 2.5x revenue from paid once ROAS is proven — but not a dollar more before that | Medium — ROAS must be proven first |
Drag the sliders and see exactly what happens to your revenue when we move the right needles. Sessions, conversion rate, AOV. Adjust any one of them and watch the numbers shift in real time.
Loaded with your real January 2026 numbers as the baseline — 33K sessions, 0.6% CVR, $90 AOV, and $8.5K from Shop and other channels. Drag any slider to see how each lever changes your total monthly revenue.
Shop app, Facebook Shop, in-person, etc. — revenue that does not run through your online store sessions
Where You Are Now
0.59% conversion rate
AOV of $77.44 last year climbing to $91.37 YTD
13.2% customer return rate
2.0x ROAS
Revenue stuck in place
With the Strategy Running
2.5% conversion rate via CRO
$120 AOV via bundles and thresholds
30% plus return rate via community and email
3.5x plus ROAS via proper structure
$100K months are the baseline
You never lost the brand. You never lost the demand. You never lost the product. You lost the strategy. The product is strong, the community is there, and the numbers are already moving in the right direction. With a rebuilt ad infrastructure, a real AOV play, email and SMS doing their job, and a community that actually pops, $100K months are not a comeback. They are the new baseline.
Let us Graduate That Bag. 💰