OUR PLAYS
SCOUTING, DRAFTING, SIGNING, SCORING
At Free Agency, we take a systematic approach to marketing that maximizes both short-term wins and long-term growth. Our strategy focuses on building from the bottom up—scoring first, then signing, drafting, and finally scouting. This ensures that every dollar works harder while preventing diminishing returns and oversaturation in your market.
ROAS 0–2
Brand visibility through TV, radio, sponsorships, and outdoor.
ROAS 4-6
Lead generation via paid search, social, and direct mail.
ROAS 10-25
Conversion optimization through
branded search & remarketing.
ROAS 100-10,000
Revenue maximization through SMS,
referrals, and customer loyalty.
While scoring yields the highest returns, there’s only so much database potential to work with. That’s why we focus on drafting—the hard, unglamorous work of lead generation—to continuously fill the funnel with high-quality opportunities. It’s not the most visible part of the process, but it’s where the free agency magic happens.
Here’s a refined take on Scouting, with an emphasis on its foundational importance while tying it to the sports theme:
1
SCOUTING
BUILD THE HYPE
Where thespotlight shines.
Scouting is all about visibility—making sure your brand gets noticed and stays top of mind. It’s not the phase with the clearest attribution, but it sets the tone for everything else. Like scouts identifying future stars, this is where we position your business as the one to watch.
Scouting focuses on creating trust, awareness, and recognition that fuels every other stage of the funnel. It’s about showing up consistently in your market and proving your brand’s value to customers before they even know they need you.
KEY PLAYS
- TV and radio campaigns that make your name impossible to ignore
- Sponsorships that connect your business to local communities and events
- Outdoor advertising for constant visibility in high-traffic areas
- Social media and display ads to build awareness and engagement
SPORTS TIE IN
Scouting is like being at the combine
—you’re not signing contracts here, but you’re building the hype that attracts attention, builds credibility, and fuels future wins.
BUDGET ALLOCATION
25%
ROAS
0-2
2
DRAFTING
BUILD THE BENCH
The grind that sets up the win.
Drafting is the engine of your growth. This is where we fill the pipeline with high-intent, ready-to-play leads who have the potential to become loyal customers. It’s not flashy, but it’s the most critical phase—because if you don’t stack the bench with the right players, there’s no game to win.
Drafting takes precision, strategy, and endurance. It’s the heavy lifting of finding, targeting, and nurturing prospects until they’re ready to make their move. This is where the math matters most—targeting the right leads in the right ways to ensure you’re building depth without wasting resources.
KEY PLAYS
- Local listings and directories to ensure discoverability for cold searches
- Paid search campaigns to intercept high-intent audiences ready to take action
- Paid social ads to engage new audiences based on interest and behavior targeting
- Print and direct mail campaigns to break through the noise and grab attention
SPORTS TIE IN
Drafting is where teams are built. The picks you make here determine the strength of your bench and the depth of your pipeline—it’s all about laying the foundation for future wins.
BUDGET ALLOCATION
60%
ROAS
4-6
3
SIGNING
CAPTURE THE WIN
Where all the hard work pays off.
Signing is where your efforts in Scouting and Drafting come to fruition. This phase isn’t about creating demand—it’s about catching the leads you’ve already worked to poach. By focusing on branded search and remarketing, we ensure that prospects who already know your name convert seamlessly into customers. It’s efficient, effective, and a vital piece of the puzzle.
KEY PLAYS
- Branded search captures high-intent leads searching specifically for your business
- Remarketing ads to re-engage warm leads and guide them to the finish line
- Website optimization to ensure a smooth and frictionless conversion process
SPORTS TIE IN
Signing is the clean-up crew—the moment where all the groundwork pays off, ensuring no opportunity is left on the table. It’s not a huge point effort, but it’s how you lock in the win from everything you’ve built so far.
BUDGET ALLOCATION
10%
ROAS
10-25
4
SCORING
MAXIMIZE REVENUE
The fun part—time to dominate.
Scoring is where you take the customers you’ve already scouted, drafted, and signed and start dunking on the competition. It’s pennies to reactivate existing customers, and this phase is all about printing money by nurturing, educating, and keeping them in your ecosystem. The hard work is done—now you get to enjoy the rewards.
KEY PLAYS
- Upsell and cross-sell campaigns to increase customer lifetime value
- Referral programs that turn happy customers into your best salespeople
- SMS and direct mail campaigns to re-engage and retain customers
- Educational content and loyalty initiatives to deepen relationships
- Partnerships and retail opportunities that capitalize on relationships you already have
SPORTS TIE IN
Scoring is where you run up the scoreboard. The foundation is set, the game is in your hands, and every point you add now is pure momentum.
BUDGET ALLOCATION
5%
ROAS
100–10,000
WHY IT WORKS
This systematic, sports-driven approach ensures every stage of the game plan contributes to the win. We bottom-load the funnel for maximum impact, starting with scoring and signing, then expanding into drafting and scouting to prevent market saturation.
It’s not just a strategy—it’s a proven playbook. With experience scaling businesses from 8 to 9 figures and delivering 100% growth, we know what it takes to win big. And one day, we’ll be the team that takes it from 9 to 10.
