Pet business owners comparing TailWerks marketing packages and growth priorities with a strategist

TailWerks Packages

Three Packages, Plus Essentials on Its Own

Foundation, Growth, and Scale are levels of one marketing system. Each one builds on the one before it, so moving up adds capability instead of starting over. Essentials handles customer communication and follow-up. It is available on its own or as an optional addition to Foundation or Growth for $297 per month per location. Its service scope is included in Scale, with no separate Essentials service fee. Usage and applicable outside costs remain separate.

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Runs on its own Essentials

Answer, follow up, remind, and win back the customers you already earned.

Where most start Foundation

Get found in search, and give that demand a website that converts.

The step up Growth

Add Meta advertising, managed social, and more content production.

Earned, not bought Scale

Growth plus Essentials, advanced AI, and custom automation. Available after six months on Growth.

How It Builds

How Essentials Fits the Three Packages

Foundation builds visibility and captures demand. Growth includes Foundation and adds channels and production. Scale includes Growth, the Essentials communication system, and approved advanced automation. Essentials is also available on its own or as an optional addition to Foundation or Growth.

Standalone option

Essentials

Communication and follow-up

Before more traffic is worth buying, a business has to answer, follow up, and hold on to the customers it already earns. Essentials installs and manages that layer. It is available without a marketing package, as an optional addition to Foundation or Growth, or as part of Scale.

  • Core CRM setup and managed infrastructure
  • Unified inbox your team supervises, with approved automated replies for routine questions
  • Missed-call text-back and lead follow-up
  • Reminders, review requests, rebooking, and reactivation
  • One prioritized workflow improvement per month once the core system is operating
Package level one

Foundation

Visibility and demand capture

Foundation goes after the demand. Search advertising and local SEO bring pet owners in, and a complete website build gives them somewhere worth landing.

  • Google Ads and Local Service Ads management
  • Core SEO, local visibility, Google Business Profile, citations, and reputation work
  • Service and location content, tracking, and GEO and AI SEO
  • A complete website build
Package level two

Growth

Channel breadth and production

Growth widens the front. Meta advertising and managed social media reach pet owners before they search, and content, links, and website work move from setup into ongoing production.

  • Everything in Foundation, still running
  • Facebook and Instagram advertising
  • Managed social media planning, production, publishing, and campaigns
  • Link building and authority work begins here
  • More SEO and content production, plus ongoing website improvement work
Six months on Growth first

Scale

Advanced automation and output

Scale is for businesses where the constraint has moved from visibility to operations. It is privately quoted after six months on Growth and includes Growth, the Essentials service scope, and approved advanced automation. The separate $297 monthly Essentials service fee per location ends when Scale starts. Communication usage and applicable outside costs remain separate.

  • Everything in Growth, plus the Essentials service scope
  • AI phone answering, and advanced AI text and website conversations
  • Lead qualification, booking, and routing
  • Custom workflow automation, automation audits, and fallout detection
  • Heavier link building, authority, content, testing, and production
Two things stay custom no matter what you are on

vCMO is a custom strategic engagement that sits on top of anything else. It is not a package tier and it is never automatic. Multi-location and franchise systems, whether that is website architecture, social publishing, or location-level automation, are scoped in a requirements conversation before we price them. A complex franchise build is never folded into a package price.

Packages and Essentials

Start Where Your Business Is

Higher is not automatically better. The right choice is whichever one solves the constraint you have right now, and for some businesses that is Essentials alone. The complete line-item comparison is further down this page.

Standalone option

Essentials

Best for a pet business losing booked appointments to missed calls, slow replies, and follow-up nobody has time for.

$297 per month per locationStandalone or optional with Foundation or Growth. The Essentials service scope is included in Scale, with no separate $297 service fee.

Six-month rolling contract. Usage and applicable outside costs are separate.

  • Missed calls get an automatic text back
  • One inbox for supported conversations, supervised by your team
  • Approved AI replies for routine questions, with escalation to a person
  • Reminders, review requests, rebooking, and reactivation running on schedule
  • One prioritized workflow improvement every month
See the full Essentials package
Where most businesses start

Foundation

Best for a business that needs more pet owners finding it, and a website that turns that attention into booked appointments.

Starting at $997/month per locationStarting point. Your number depends on locations, services, and market competition.

Initial six-month commitment.

  • Google Ads and Local Service Ads managed per location
  • Core SEO, Google Business Profile, citations, and reputation work
  • Service and location content, plus GEO and AI SEO
  • A complete website build within the approved scope
  • Tracking that ties visibility to real lead paths
See the full Foundation package
The step up

Growth

Best for a business already winning search that wants demand generation, a real social presence, and more production behind it.

Starting at $1,497/month per locationStarting point. Your number depends on locations, services, and market competition.

Six-month rolling contract.

  • Everything in Foundation, still running
  • Facebook and Instagram advertising
  • Managed social planning, content, reels, and campaigns
  • Link building and authority work
  • More SEO pages and content production
  • Ongoing website improvement and conversion work
See the full Growth package
Opens after six months on Growth

Scale

Best for a busy or multi-service business where the bottleneck has moved from visibility to operations and staff hours.

Privately quotedIncludes Growth and Essentials. The separate $297 monthly Essentials service fee per location ends when Scale starts.

Six-month rolling contract. Requires six months on Growth first. Usage and applicable outside costs are separate.

  • Everything in Growth, plus the Essentials service scope
  • AI phone answering for approved routine calls
  • Advanced AI text and website conversations
  • Lead qualification, booking, and routing
  • Custom workflow automation and automation audits
  • Heavier link building, content, testing, and production
See the full Scale package
The Essentials service fee and Foundation and Growth starting prices are per location. Scale is privately quoted and includes the Essentials service scope, with no separate $297 monthly Essentials service fee for participating Scale locations. Final scope defines platforms, production, locations, revisions, and setup work. Ad spend is paid directly by you to the advertising platforms. Phone number fees, call, SMS and email usage, applicable carrier and registration fees, AI usage, premium automation, integrations, and third-party software charges remain separate, including on Scale, and are disclosed before activation.
Full Comparison

Every Line Item, Grouped by What It Does

This is the full scope of what we do, grouped by the job it does, with the level each piece belongs to. The Essentials column shows its standalone scope. It is optional with Foundation or Growth and included in Scale. A Foundation or Growth label of Not included means the item is outside that base package; Essentials can be added separately. This is not a quote, and it does not replace a signed service agreement.

What the labels mean: Included More production Advanced By included channel As applicable Custom Not included

Included means the work is part of the package at that level. More production means the same work continues with higher volume or more output. Advanced means a build that only exists at Scale. By included channel means the method supports an SEO, advertising, social, website, or Scale deliverable already in scope. It is not a separate unlimited-content allowance. As applicable means the access rule matters only when the scope uses a client-owned account. Custom means the scope and price are set in a conversation, not by the package. Not included means it is not part of that level.

The Essentials service is $297 per month per location on its own or as an optional addition to Foundation or Growth. Its service scope is included in Scale, with no separate Essentials service fee. Communication usage and applicable outside costs remain separate in every case. Full detail: AI Growth Partner Social Media

Core CRM Setup and Managed Infrastructure

The TailWerks-managed CRM, messaging and calling setup, calendars, pipelines, permissions, and connected tools that the communication system runs on.

Details: AI Growth Partner

EssentialsIncluded
FoundationNot included
GrowthNot included
ScaleIncluded

Note: Phone number fees, call, SMS and email usage, applicable carrier and registration fees, AI usage, premium automation, integrations, and third-party platform charges are separate, including on Scale. Multi-location businesses set the account structure with us before rollout.

Unified Communication Inbox

Supported connected conversations land in one place, with approved automated replies for routine questions. Your team supervises the inbox. TailWerks does not staff it for you.

Details: AI Growth Partner Social Media

EssentialsIncluded
FoundationNot included
GrowthNot included
ScaleIncluded
Missed-Call Text-Back and Lead Follow-Up

Missed calls and new inquiries get a consistent first response, then approved follow-up continues until the customer replies, books, opts out, or needs a person.

Details: AI Growth Partner

EssentialsIncluded
FoundationNot included
GrowthNot included
ScaleIncluded
Reminders, Reviews, and Reactivation

Confirmations, reminders, review requests, rebooking prompts, and lapsed-customer follow-up, built around the business milestones and data that are actually available.

Details: AI Growth Partner

EssentialsIncluded
FoundationNot included
GrowthNot included
ScaleIncluded
Monthly Workflow Improvements

Once the core system is live and tested, we work an agreed priority list one small workflow improvement at a time.

Details: AI Growth Partner

EssentialsIncluded
FoundationNot included
GrowthNot included
ScaleIncluded

Note: Scale includes the Essentials workflow service and adds implementation capacity defined in the approved Scale roadmap.

Reviews and Reputation Management

Review monitoring, response support, and a compliant review-request process without review gating. This is broader reputation work than the automated review requests Essentials configures.

Details: SEO

EssentialsNot included
FoundationIncluded
GrowthIncluded
ScaleIncluded

Implementation

What the First Six Months Actually Look Like

Every engagement follows the same four beats. What changes is how much gets built and how fast. The timelines below are the shape of the work, not a task list, and the detailed plan for your business is built during onboarding.

First Fit and access review

Market, services, current systems, existing accounts, and where customers or tasks are already falling through. Access gets arranged, and we confirm the level is right rather than too much.

Then Setup and priorities

The core system is configured for your business, and everything in scope is built and queued against an agreed priority list instead of an arbitrary order.

Then Launch and testing

Triggers, messages, handoffs, booking paths, opt-outs, and escalation get tested with your real operating details. Tracking is wired before any spend starts.

Ongoing Work and reporting

Work continues on a monthly rhythm against the priority list. Reporting shows what changed, what it produced, and what comes next.

Build and launchRunning and refiningNot started yet
Essentials workstreamMonth 1Months 2-3Months 4-6Month 7+
Access review and account setup Month 1: build and launch, Months 2-3: not started, Months 4-6: not started, Month 7+: not started
Core communication build Month 1: build and launch, Months 2-3: not started, Months 4-6: not started, Month 7+: not started
Journey testing and go live Month 1: build and launch, Months 2-3: running and refining, Months 4-6: not started, Month 7+: not started
Reminder, review, and rebooking flows Month 1: build and launch, Months 2-3: build and launch, Months 4-6: running and refining, Month 7+: running and refining
Reactivating lapsed customers Month 1: not started, Months 2-3: build and launch, Months 4-6: running and refining, Month 7+: running and refining
One prioritized improvement per month Month 1: not started, Months 2-3: build and launch, Months 4-6: build and launch, Month 7+: build and launch
Monitoring, reporting, and adjustments Month 1: running and refining, Months 2-3: running and refining, Months 4-6: running and refining, Month 7+: running and refining

Essentials is a small system built properly, not a long project. Most of the build lands in the first month, then the work shifts to running it and improving one thing at a time.

Responsibilities

What TailWerks Handles and What You Handle

Most package disappointments come from a split nobody wrote down. This is the split, and it applies at every level.

TailWerks handles

  • Building, configuring, and maintaining the CRM, workflows, and automations in scope
  • Campaign strategy, build, management, and optimization for the channels in your package
  • SEO, content, website, and social production at the level your package includes
  • Testing the customer journey before you rely on it, including escalation and opt-out paths
  • Reporting on what was changed, what it produced, and what is prioritized next
  • Telling you when something is out of scope, unsupported, or not worth doing yet

TailWerks stays responsible for applying current account evidence, pet-industry experience, testing, and human review.

You handle

  • Account access for Google, Meta, your website, your booking or practice-management tools, and any platform we need
  • Accurate business information: hours, services, pricing rules, policies, staff, locations, and offers
  • Approvals on content, campaigns, offers, medical and service claims, and anything representing the business
  • Operational responses: answering conversations in the shared inbox, and handling sensitive, urgent, medical, or unusual messages
  • Ad spend, paid directly to Google and Meta
  • Phone number fees, call, SMS and email usage, applicable carrier and registration fees, AI usage, premium automation, integrations, and third-party software charges
  • Supplying photos and video when your package includes social content production

Your team stays responsible for decisions, exceptions, sensitive issues, and the relationships that need judgment.

Evidence and Access

Work You Can Audit Yourself

Package descriptions are easy to write. What matters is whether you can check the work without taking an agency’s word for it. Every package is structured so you can.

Veterinary practice owner and TailWerks strategist reviewing marketing dashboards, website activity, and campaign reports
Client-owned accounts stay in your control

Google and Meta campaigns, Search Console, analytics, Google Business Profile, and tracking stay connected to client-controlled accounts when those channels are in scope. TailWerks-managed software, licenses, phone and messaging assets, and workflow infrastructure follow the written service and offboarding terms.

Changes are documented

Reports show which pages, technical issues, profile elements, links, content, and campaign settings were changed during the period, not just a score that went up.

Workflows are observable

Triggers, messages, waits, handoffs, alerts, and outcomes stay visible, so your team can see what the automation did and what needs a person.

Approvals stay with you

Service, staff, medical, pricing, event, and promotional details move through the agreed review process before anything represents the business publicly.

Every location stands on its own

Multi-location businesses see each market reported on its own line, so a winning location cannot hide a losing one.

Limits are stated, not hidden

Where the available data cannot prove an outcome, we say so. Calls, forms, and platform metrics alone do not prove a booked appointment.

No package includes a guarantee of rankings, leads, or revenue. Reliable reporting depends on the access, tracking, and booking data actually available in your business, and we identify the gaps rather than reporting around them.

Pet Industry Fit

How Packages Land in Each Pet Vertical

The package structure is the same everywhere. What changes is which level solves the actual constraint. A grooming salon with a full book and a missed-call problem needs a different starting point than a new daycare with no search visibility. Vertical strategy, benchmarks, and examples live on the industry pages.

Veterinary, grooming, dog training, and daycare professionals serving pet owners in one modern pet care facility
Veterinary Clinics Pet Grooming Dog Training Dog Daycare and Boarding Multi-Location and Franchise
Multi-location and franchise pricing is not published. Location count, brand controls, approvals, routing, reporting, and integrations change the scope enough that a starting price would mislead. That one starts with a requirements conversation.

Every service behind these packages

Paid Advertising SEO Website Development Social Media AI Growth Partner vCMO
Resources by Package

Reading, Tools, and Workshops for Each Level

These are free resources related to each package, not package deliverables. Nothing below is part of what you are buying.

Free tools, articles, podcasts, and workshops that pair with Essentials. These are resources, not package deliverables.

All free tools All articles All podcast episodes All workshops
Questions

Package Questions, Answered

The packages are a starting structure, not a cage. The line items in each level are what we have found a pet business actually needs at that stage, so we start there and adjust for your services, your locations, and what you already have working. What we will not do is quietly swap capability out to hit a number. If the scope changes, the price changes, and you see both before you agree to anything.

Find Out Which Level Your Business Actually Needs

Availability depends on your market, requested services, and current TailWerks capacity. We will identify the package that addresses the real constraint, even when it is a lower level than expected.

Check Availability in Your Market