This section lays out three investment levels so you can see what each one gets you and what it costs. These are based on what KSHB presented and what was negotiated in the meeting. The recommendation is the middle option -- it was the counter-offer KSHB accepted. But you have the final say on which level (or none) makes sense for BSP right now.
This is not traditional TV. CTV means your commercials play on streaming apps (Tubi, Hulu, Disney+, Pluto) but only on screens in Johnson County homes that match your customer profile. Here is how it works, step by step.
Most advertising proposals talk about impressions and reach but never answer the one question that matters: how many booked jobs does this need to generate to pay for itself? Here is that answer using BSP's real numbers.
Every item below is included at no additional cost. These were confirmed in the April 9 meeting. This is not marketing fluff -- these are real deliverables KSHB provides to every partner at this investment level.
BSP received a competing proposal from Audacy (radio/digital company) at $20,500/month. This section compares the two proposals side by side so you can see exactly what each one costs and what it includes. The reason this comparison matters is that without the KSHB meeting, Audacy would have been the only option on the table -- and they are nearly 4x the price for similar streaming capability.
Most advertising is a recurring expense. What surfaced in the meeting is a strategy where the advertising generates membership revenue that permanently covers its own cost. If this works, KSHB advertising becomes free.
KSHB is not just "buying TV ads." It connects to BSP's event strategy, email plans, and membership goals in a way that makes each one more effective. Every piece feeds the next. Here is how it all works together.
This section shows when things would happen if you approve the partnership. The most important thing to understand is that nothing can launch until the ServiceTitan data cleanup is complete -- otherwise the attribution tracking that proves whether KSHB is working will be unreliable. Robert owns the cleanup. The earliest realistic start is July.
ServiceTitan has $492K in stuck jobs, 71% zero-invoice rate, and Sold-By field issues. Must be fixed before any campaign launches. Robert owns this. Target: end of April (optimistic) to mid-May (realistic).
KSHB expects a check-in in 2-3 weeks to discuss feedback on investment level and data cleanup progress. No commitment required at this check-in.
Landing pages live. Sewer camera page deployed. Tracking infrastructure ready. Brand guidelines sent to KSHB for commercial production. CRM customer list provided. No KSHB spend yet.
Kansas City is a host city. If data cleanup finishes early and landing pages are ready, this is the premium window. Massive local viewership on KSHB. BSP becomes "your hometown plumber during World Cup."
CTV test begins. Pixel tracking live. Attribution dashboard active. First 90 days of measurable data collection starts here.
OP Fall Festival (Sep 25-26). KSHB 2-week burst + event booth + geofencing. TV + event + email + retargeting all firing simultaneously.
JOCO Home Show (Oct 23-25). Full activation. Also: 90-day performance review. Data proves whether KSHB is generating booked jobs. Decision point: continue, scale up, or stop.
KC Remodel Show. Membership push fills January slow season with TV + event combo. If the 6-month test proved ROI, this is where you consider scaling to $10K/month.
This section captures the specific commitments and confirmations from the April 9 meeting, verified against the full transcript. These are not assumptions or marketing promises -- they are things KSHB explicitly stated on the record. Knowing exactly what was confirmed protects BSP in any future negotiation.
Audrey attended the KSHB meeting for 75 minutes to take notes and evaluate KSHB's production quality. She was not assigned any project work related to KSHB. Her primary assignment remains landing pages until Kalen and Stephanie say otherwise.
If the KSHB partnership is approved, Audrey's potential role would be:
Total Audrey time if approved: ~5-6 hours over the entire 6-month campaign. This does not impact landing page delivery. But this is Stephanie and Kalen's decision, not Robert's or Audrey's.
Notable: Mat's last name is literally "Plummer." He grew up doing plumbing (4 summers in high school/college). His father was a master plumber. He has personal understanding of the trade.
During the meeting, Mat shared that a contractor drilled into a PVC pipe in his home. Water leaked into insulation and drywall for months. When he filed an insurance claim, the insurance company denied it because the damage had been present for over 30 days -- which voids coverage under most homeowner policies, even though the cause was piping.
Why this matters for BSP:
BSP has three customer personas. Each one responds to different messaging. KSHB's targeting lets you serve different creative to different audiences -- Emergency Eric sees an urgent "same-day service" spot, while Maintenance Mike sees a "protect your home with annual inspections" spot. Here is how each persona maps to the KSHB campaign.
Here is what this means for you in the simplest terms. No narrative. Just what happens, what it produces, and when.
| 🔨 What You Do | 💰 What Happens | 📅 When |
|---|---|---|
| Review this document with Stephanie | You decide: approve $5,500/mo test, go bigger at $10K/mo, or pass entirely | Before late April check-in |
| If approved: Provide 3,000 customer list export from ST | KSHB targets your existing customers with CTV ads for free (retention play) | When you say go |
| If approved: Decide if Audrey co-directs commercial or Robert handles it | KSHB produces BSP's TV commercials at no cost. You own the footage. | Before production (May) |
| Nothing else. Robert handles data cleanup, tracking, and KSHB communication. | Campaign launches when data is clean. Dashboard shows ROI weekly. | July target |