Bring the brand back. For Harry Arnett.

What we found

The product is not the problem.

MUNICIPAL Rebuild Brief · 30 July

“Approximately 50% repeat purchase rate, AOV above $155, conversion around 2.4%, and returns below 10%. The people who discover and buy Municipal often like it, keep it, and come back.”

Half your buyers come back. Fewer than one in ten send anything back. People who find MUNICIPAL keep it.

A new customer used to cost about sixty five dollars. Now it costs about a hundred.

So the product is doing its job. We need to get more people to it. That is the work we do.

What we found

You are not quiet. You are empty.

We have been on your email list since April. Eighty-four emails in 106 days. That is 3.7 a week, plus 2.9 posts a week on Instagram.

Here are your last sixteen subject lines.

Get ready to run · Staff Picks: Our best tees & shorts · A Total Performance Fit · Comfort Has a New Standard · Play Well. Dress Better · Your New Training Uniform · Chase Every Terrain · Elevate Your Wardrobe · Bundle Our Best Socks & Underwear · Premium Shorts. Zero Compromise · End of Season Sale is Here! · These Are Flying Off The Shelves · Season's Over. The Deals Aren't · Comfort. Stretch. Versatility. Enduro · Our best cardio gear · Dive Into the Caribbean Color Drop

Read them with the logo taken off. Any apparel brand on earth could have sent all sixteen.

Only four of your fifty-seven campaigns spoke for the Brand. The rest sold a product or a discount.

What we found

The category talks. You are not in it.

Handle	Followers	Library	Eng / post
malbon	593,380	10,361	840
greysonclothiers	140,572	2,187	415
travismathew	487,900	5,182	285
municipal	572,714	1,316	271

Malbon is your size. 593,000 followers to your 572,000, same world, same customer. Every post they make gets three times the response yours does. Greyson is a quarter your size and still beats you.

We searched the category on YouTube. Sixteen results, naming Travis Mathew, Ben Hogan, Jordan, even Skechers. MUNICIPAL was in none of them.

Skratch made two videos about you in April, one with you on camera. 3,102 views between them. Not one comment on either.

Your name is also a common English word, so nobody finds you by accident.

We need your accounts to finish this. Instagram, TikTok, Google Analytics, Klaviyo and Shopify. Read only. Twenty minutes for whoever holds the logins, and we will send the exact list.

What we would do

Three things we would run.

One piece we publish every week, all year.

WeeklyOne main piece, four smaller ones

It goes out in the same place, on the same day, whether or not a campaign is running. A campaign lasts a few weeks and then stops, and the next one starts from nothing. Something people can expect every week builds an audience that comes back on its own.

The subject we would start with is work. Not golf, not gear. Jobs, ambition, and what a career takes out of a person. We went looking for where the biggest conversations in your world are already happening, and that is what they are about. The most liked thing we read:

The reason why corporate jobs suck so bad is because the work is too abstract. There is no definitive tangible end to the work. Top comment, 309 likes, in a thread with 1,007 replies

A stranger wrote that. It is a MUNICIPAL brief.

Join conversations we did not start.

DailyFive a week

Nobody talks about MUNICIPAL because MUNICIPAL never joins in. This needs a point of view and one person allowed to hit send. It does not need a media budget.

Product stories that start when the product does.

Per launchStory starts with the product

Not after the samples arrive. CRT-1 in Q4 is the first one, and it is already in the calendar, so it sets our start date.

And one thing to stop. Fourteen emails went out in your last twenty two days. Two were sale emails. The other twelve sell a product, and only one of the fourteen reaches for an idea. We would cut the number back and put that room into the weekly piece.

Action plan

Day one.

Week one

Access to all your accounts
Deep dive and analysis
We write the brand voice and the strategy

Weeks two to four

We start talking for the brand
The weekly piece starts, and goes out every week from then on
We join five conversations a week that somebody else started
Your dashboard goes live

Day thirty

Everything we run is written down. Who owns it, and how often it goes out
We start the CRT-1 story before the shoe ships, not after

Day ninety

Analyze

None of this needs a new site, a new channel, or more agencies.

Who does it

Four of your five seats are open. We cover three.

Inside MUNICIPAL

VP, Demand CreationOpen. Your hire
Director, Ecom + GrowthYou have this person
GTM IntegratorOpen
Publisher / CreatorOpen
Digital Creative BuilderOpen
Ambassador + CommunityStays, alongside the team

Taco Truck

Travis, Dave, Matt and DevinCreative direction
DevinPublisher / Creator, until you hire one
ErnieGTM Integrator, until you hire one
TJDigital Creative Builder, until you hire one
FrizVideo and live. Phase two

The VP is your hire. You called it the most important one in the company. We fill the other three from Monday instead of in six months.

Everyone here is cross trained, so an idea can be agreed in the room and published the same day.

Who does it

Creators in your building five days a week.

Mon

TravisDevinDaveEveryone inYour operating review

Tue

Travis

Wed

Devin

Thu

TravisDaveYour creative review

Fri

Devin

Who does it

You said you want to see if it is working.

So this is the dashboard. Live, all the time.

MUNICIPAL Live · Week of 6 October

This week's theme

The part nobody sees. Training before the day starts.

Decision to
live story 2days Baseline set in week one

Published
this week 9 Your rate today: 2.9 a week

Decision to
live site change 1day Baseline set in week one

New customers
from what we published 148 Needs your analytics

438 median engagement against your 271 today 1,382 library from 1,316 21 conversations entered in public

What went out

The trail does not care how the shoe photographs. Built for the rocks you actually run on.

IdeaInstagram Tue 8:12am · Devin

1,204Engagements

POWER SHIFT. Built for the women who never asked permission to take up the room.

CampaignInstagram Wed 11:40am · Devin

612Engagements

Nobody sees the 4am part. That is the part that counts.

IdeaReel Thu 6:05am · Devin

2,940Engagements

Six pieces. Forty ways to wear them. Keep building.

Email Fri 7:00am · 46,200 sent

3.1%Click rate

So what. The trail work beats the studio product shots three to one. Next week leans there and we stop shooting product on white. Updated 4 minutes ago

Example view, to show the shape. Your 2.9 posts a week, the 271 engagement baseline and the 1,316 library are real. Everything else is made up until we are running.

What it costs

71,000 a month.

The team, per monthStart date is yours to set	71,000
Four months, through year end	284,000
ProductionYour ceiling. 15% management fee inside it, not on top	125,000
Through the end of the year	409,000

Friz is not in this number. You called the studio and the live show phase two. We will price it when you want it.

The point of all of it

It has to run without you.

At six months. The calendar, the brand voice and the asset library are defined and running, not habits in one person's head. The seats are filled by people you picked.
We can start Monday.

Keep building.

Taco
Truck

Prepared for Harry Arnett, MUNICIPAL. Confidential.