Marketing Agency Retainer Template — Multi-Service Allocation & Strategy
Structure marketing retainers with flexible service allocation, strategic planning, and comprehensive reporting that demonstrates ongoing value.
Contract Template
1. Parties & Agreement
Identifies the marketing agency and client entering into an ongoing retainer relationship.
This Marketing Agency Retainer Agreement ("Agreement") is entered into as of [DATE]:
Marketing Agency: [YOUR NAME/COMPANY] ("Agency")
Client: [CLIENT NAME/COMPANY] ("Client")
This Agreement establishes an ongoing marketing services relationship.2. Retainer Services & Allocation
Specifies marketing services included and how monthly allocation can be used across services.
Agency will provide marketing services under this retainer: Available Services: - Search Engine Optimization (SEO) - Content Creation & Marketing - Social Media Management - Pay-Per-Click (PPC) Campaign Management - Email Marketing - Marketing Strategy & Planning Monthly Allocation: - [X] hours per month across all services - Allocation flexible based on campaign priorities - Agency will optimize allocation for best results - Monthly allocation report shows hours by service Services NOT Included: - Advertising spend (separate budget) - Media buys (separate) - Major design projects (separate)
3. Strategic Planning & Account Management
Defines strategic planning sessions, account management, and communication expectations.
Strategic Planning: - [MONTHLY / QUARTERLY] strategy sessions included - Campaign performance review - Strategy adjustments and planning - Goal setting and KPI review Account Management: - Dedicated account manager - Response time: Within [X] business hours - Scheduled check-in calls: [WEEKLY / BI-WEEKLY] Communication: - Primary contact: [NAME/EMAIL/PHONE] - Requests via: [EMAIL / PORTAL / PROJECT MANAGEMENT TOOL] - Emergency contact: [AVAILABLE / NOT INCLUDED]
4. Monthly Allocation & Rollover
Establishes monthly service allocation and rollover policies for unused capacity.
Monthly Allocation: [X] hours Rollover Policy: - [OPTION A - No Rollover]: Use it or lose it - [OPTION B - Limited Rollover]: Up to [X] hours roll over - [OPTION C - Full Rollover]: All unused hours roll over Rollover Expiration: Unused hours expire after [X] months Overage: - Hours beyond allocation: $[RATE]/hour - Agency will notify Client when [X]% of allocation is used - Overage requires Client approval
5. Advertising Spend & Budget Management
Clarifies separation of retainer fees from ad spend and approval requirements.
Ad Spend vs. Retainer: - Retainer fee: Paid to Agency for services - Ad spend: Paid directly to advertising platforms (separate) Ad Spend Management: - Agency will manage ad campaigns within approved budgets - Monthly ad spend budget: $[AMOUNT] (Client provides) - Campaigns exceeding $[AMOUNT] require pre-approval - Agency will report on ad spend monthly Ad Spend Approval: - Client approves monthly ad budgets - Agency cannot spend beyond approved budgets - Ad spend is separate from retainer fee
6. Reporting Requirements
Defines comprehensive monthly reporting including work completed and performance metrics.
Monthly Reports Delivered By: [DATE] each month Reports Include: - Work completed during the month - Hours allocated by service area - Campaign performance metrics - SEO rankings and traffic (if applicable) - Social media performance (if applicable) - PPC performance (if applicable) - Content published (if applicable) - Strategic recommendations Report Format: [PDF / PORTAL / PRESENTATION] Report Review: Included in monthly strategy session
7. Performance Expectations & Guarantees
Sets realistic expectations about marketing results and focuses guarantees on work performed.
Agency Guarantees: - Professional marketing services per industry standards - Strategic campaign management - Regular optimization and adjustments - Monthly reporting and strategy sessions Agency Does NOT Guarantee: - Specific ROI or return on ad spend - Specific traffic or conversion increases - Specific ranking positions - Specific business results or sales Marketing results depend on many factors: - Market conditions and competition - Product/service quality - Website and landing page quality - Industry trends and seasonality
8. Fees & Payment
Establishes monthly retainer fee, payment schedule, and terms.
Monthly Retainer Fee: $[AMOUNT] Payment Due: 1st of each month Setup Fee: $[AMOUNT] (one-time, due upon signing) Payment Terms: Net [X] days from invoice Late Payment: - Services may be paused if payment is [X] days overdue - Late fee: [X]% per month on overdue balances Additional Services: - Services outside retainer scope: Quoted separately - Rush requests: +[X]% premium
9. Term & Renewal
Defines initial term, renewal provisions, and rate adjustment caps.
Initial Term: [X] months, beginning [START DATE] Renewal: - Auto-renews monthly unless either party provides [X] days written notice - Either party may terminate with [X] days notice Rate Adjustments: - Agency may adjust rates annually with [X] days notice - Increases will not exceed [X]% without Client consent - Rate adjustments reflect market conditions and service value
10. Termination
Allows termination with notice, requiring payment for services rendered.
Termination: - Either party may terminate with [X] days written notice - Setup fee is non-refundable - Client pays for services rendered through termination date - Unused retainer balance: [REFUNDED / NOT REFUNDED] Early Termination Fee: - During initial term: [X] months of retainer fee - After initial term: No early termination fee Upon Termination: - Agency completes work in progress - Agency transfers account access and assets - Agency provides final report
11. Limitation of Liability
Limits agency liability to fees received and excludes indirect damages.
Agency's liability limited to total fees paid in the [X] months preceding any claim Agency not liable for indirect, consequential, or punitive damages Agency not liable for lost revenue, lost profits, or business interruption Marketing results depend on many factors outside Agency's control Agency not responsible for platform algorithm changes or market conditions
12. Signatures
Executes the marketing retainer agreement with dated signatures.
Both parties agree to the terms above. Agency: _________________ Date: _________ Client: _________________ Date: _________
Disclaimer: This template is provided for informational purposes only and does not constitute legal advice. We recommend having a qualified attorney review any contract before use to ensure it meets your specific needs and complies with applicable laws in your jurisdiction.
Pro Tips
- Separate retainer fees from ad spend clearly—this is a common source of confusion
- Provide flexible allocation—clients appreciate ability to shift focus as needs change
- Report regularly—demonstrates value and prevents questions about retainer worth
- Include strategic planning—retainers should be strategic, not just tactical
- Set realistic performance expectations—marketing results depend on many factors
- Require minimum term—ensures commitment and justifies setup costs
Key Features of This Contract
Multi-Service Allocation Flexibility
Allows agencies to allocate retainer hours across multiple marketing services (SEO, content, social media, PPC, design) based on client needs and campaign priorities. Provides flexibility to shift focus as campaigns evolve while maintaining consistent monthly revenue. Includes reporting on how hours were allocated, demonstrating value across service areas and helping clients understand where their investment goes.
Ad Spend Separation & Approval Process
Explicitly separates marketing retainer fees from advertising spend, requiring client approval for ad campaigns and establishing clear budget management procedures. Prevents confusion about costs and protects agencies from liability for ad spend decisions. Includes monthly ad spend reporting and approval thresholds that ensure clients control their advertising budgets.
Strategic Planning Session Requirements
Requires regular strategic planning sessions (monthly or quarterly) included in retainer to review performance, adjust strategies, and plan upcoming campaigns. These sessions demonstrate value, keep clients engaged, and ensure alignment on priorities. Prevents retainer relationships from becoming transactional service delivery without strategic oversight.
Performance Reporting & Transparency
Requires comprehensive monthly reports showing work completed, campaign performance, hours allocated, and strategic recommendations. Regular reporting demonstrates value and helps identify underutilization early. Proactive reporting prevents clients from questioning retainer value and helps right-size retainers when clients consistently use less than allocated.
Campaign Performance Guarantee Limitations
Focuses guarantees on work performed (campaign management, optimization, content creation) rather than specific business results that depend on many factors. May include expected performance ranges based on industry benchmarks, but avoids specific ROI or conversion guarantees. Protects agencies from being held responsible for factors outside their control like market conditions or client execution.
Service Level Commitments for Retainer Clients
Establishes priority service levels retainer clients receive including faster response times, dedicated account management, and scheduled check-in calls. Creates value differentiation between retainer and project-based clients, justifying the monthly commitment. Sets clear expectations about service availability and response windows that retainer clients can expect.
Frequently Asked Questions
How should I allocate hours across different marketing services?
Allocation should be flexible based on campaign priorities and client needs. Start with an initial allocation plan, then adjust monthly based on what's driving results. Report on allocation so clients understand where their investment goes.
Should unused hours roll over?
It depends. No rollover is simpler and ensures consistent engagement. Limited rollover (up to 10-20% of monthly allocation) offers flexibility without creating massive backlogs. Full rollover can lead to capacity problems.
Can I guarantee specific marketing results?
No. Marketing results depend on many factors including market conditions, competition, product quality, and client execution. Focus guarantees on work performed (campaign management, optimization, reporting) rather than specific outcomes.
How do I handle clients who don't use their full allocation?
Proactively reach out with suggestions for using remaining hours. Send regular usage reports. If underutilization persists, discuss right-sizing the retainer—better to keep a smaller retainer than lose the client entirely.
Should I separate ad spend from retainer fees?
Yes, absolutely. Retainer fees are for services (strategy, management, content). Ad spend is separate and paid directly to platforms. This separation prevents confusion and protects you from liability for ad spend decisions.
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