---
title: "Statement of Work : projet média payant et lifecycle pour Ashlar Running"
description: "SOW-ASH-01 de Mortice : dix semaines de mise en place de la mesure et du lifecycle, puis six mois de média payant géré, avec objectifs, références et tests de recette clairs."
canonical: "https://pr-99.preview.formlio.com/fr/documents/manchester-cahier-des-charges-marketing"
locale: "fr"
type: "document"
lastModified: "2026-10-20"
alternates:
  en: "https://pr-99.preview.formlio.com/documents/manchester-marketing-statement-of-work.md"
---

# Statement of Work : projet média payant et lifecycle pour Ashlar Running

## Cover

### Statement of work for Ashlar Running

*Running jacket and shoes on a studio set*

*Blank digital screen on a city street at night*

*Monitors with abstract dashboards*

*Runners on a canal towpath at dawn*

*Phone showing an abstract email layout*

*Mortice*

## Summary

### Scope summary

This SOW sits under the master services agreement signed on 14 June 2027. It covers a ten-week build from 12 July to 17 September 2027, then six months of managed paid media and lifecycle from 1 October 2027 to 31 March 2028.

- Client: Ashlar Running Ltd, Manchester
- Agency: Mortice Ltd, Ancoats
- Reference: SOW-ASH-01, version 1.2
- Term: 12 July 2027 to 31 March 2028

### The problem we are fixing

Ashlar turns over £14.2M, 63 percent of it from paid social and search. Email and SMS bring in 11 percent, with three flows live. Browser tracking loses an estimated 22 percent of conversions, so Meta optimises on partial data. Ashlar Club launches on 5 October.

**Target, not guarantee:** email and SMS at 24 percent of revenue and blended MER from 2.6 to 3.2 by March 2028.

## Principle

Fix the measurement first. Then spend. Then automate what works.

## Baseline

### Baseline and target path

Revenue split from Shopify and GA4, twelve months to 31 May 2027. MER is total revenue over total marketing spend; the target path is ours and reviewed monthly.

### Revenue by channel today

| Label | Value |
| --- | --- |
| Paid social | 41 |
| Paid search | 22 |
| Organic and direct | 17 |
| Email and SMS | 11 |
| Other | 9 |

### Blended MER, target path

| Label | Value |
| --- | --- |
| Oct | 2.6 |
| Nov | 2.7 |
| Dec | 2.8 |
| Jan | 2.9 |
| Feb | 3.1 |
| Mar | 3.2 |

## Delivery method

Six stages. Nothing goes live until it has passed the acceptance tests in this SOW.

### 1. Audit

GA4, Shopify, Klaviyo and all three ad accounts reviewed against a 64-point checklist. Output: a risk register with every tracking gap sized in revenue.

### 2. Instrument

Server-side GTM on a first-party subdomain, Meta Conversions API, Google enhanced conversions and TikTok Events API. Consent Mode v2 throughout.

### 3. Build

Nine Klaviyo flows, 38 emails and 12 SMS. Paid accounts restructured to four campaigns per platform with one naming convention.

### 4. Test

Every flow tested on 14 email clients and three devices. Event match quality above 8.0 on Meta before go-live.

### 5. Accept

You sign off each deliverable against its criteria within five working days. Defects are fixed before the run phase starts.

### 6. Run

Six months of managed media and lifecycle, with a weekly test and a monthly report against target.

## Acceptance and data

### Acceptance, data and change control

These terms apply to this SOW only. Where they differ from the master services agreement, this SOW wins.

### Acceptance criteria for the build

Tracking: server-side events firing for all six purchase-funnel events, Meta event match quality of 8.0 or above, GA4 and Shopify revenue within 3 percent over seven days.

Flows: each flow triggers correctly on test profiles, renders on 14 email clients and respects suppression and consent.

### Review period and deemed acceptance

You have five working days to accept or list defects against the criteria. If neither arrives, the deliverable is deemed accepted. Defects are fixed within three working days and re-tested once.

### Data processing

Mortice acts as processor under UK GDPR and the Data (Use and Access) Act, under the data processing agreement in schedule 2. Customer data stays in Ashlar's Klaviyo, GA4 and BigQuery, hosted in the UK or EU. We never export profiles to our own systems.

### Accounts, ownership and exit

Ad accounts, pixels, audiences, Klaviyo flows and templates belong to Ashlar from day one. Mortice works as a partner with named user access. On exit we hand over documentation and remove access within five working days.

### Change control

Anything outside this SOW is raised as a change request with a day-rate estimate and the effect on dates. Nothing is started until you approve it in writing.

### Notice during the run phase

The run phase is fixed for three months, to 31 December 2027, then cancellable with 30 days' written notice.

## Tasks and dates

Build 12 July to 17 September 2027, run 1 October 2027 to 31 March 2028. Assumes admin access to every account by 9 July and a named Ashlar approver for each phase.

| Task | Start | End | Duration | Label |
| --- | --- | --- | --- | --- |
| Tracking audit and risk register | 2027-07-12 | 2027-07-23 | 5 days | Discovery |
| Server-side GTM and conversion APIs | 2027-07-26 | 2027-08-06 | 5 days | Data |
| Paid account restructure, three platforms | 2027-07-26 | 2027-08-06 | 5 days | Media |
| Consent and profile data model | 2027-08-09 | 2027-08-13 | 5 days | Data |
| Creative testing framework | 2027-08-09 | 2027-08-13 | 5 days | Media |
| Nine Klaviyo flows, 38 emails, 12 SMS | 2027-08-09 | 2027-09-03 | 5 days | Lifecycle |
| Looker Studio dashboard and geo test design | 2027-08-16 | 2027-08-27 | 5 days | Data |
| QA, UAT and acceptance | 2027-09-06 | 2027-09-17 | 5 days | Acceptance |
| Go-live and hypercare | 2027-09-20 | 2027-09-30 | 5 days | Acceptance |
| Managed run, Ashlar Club launch on 5 October | 2027-10-01 | 2028-03-31 | 5 days | Run |

## Past work and team

### Comparable builds and who delivers this one

Imran Shah, Technical Director, is accountable for this SOW. Claire Openshaw architects the CRM, Ben Kowalski leads paid media, Nadia Rehman owns tracking and Ellie Marsden runs delivery. Mortice is 19 people in Ancoats, founded in 2015.

### Tarn Skincare, server-side rebuild

### Gritstone Climbing, membership lifecycle

*Indoor bouldering wall*

### Cask & Clover, wine club relaunch

*Wine bottles on a stone plinth*

## Reporting cadence

Fixed for the run phase. Every number comes from the one Looker Studio dashboard, so nobody argues about whose figure is right.

### Live dashboard

Spend, revenue, MER, CPA and flow revenue, refreshed hourly from BigQuery. Shared with your whole team.

### Tuesday performance call

Thirty minutes, 9:30 every Tuesday. Last week's numbers, this week's tests, decisions needed.

### Weekly test log

Every creative, audience and flow test with its hypothesis, result and what we changed.

### Monthly report

Issued on the third working day. Results against the MER and email-share targets, with the next month's plan.

### Tracking alerts

If event volume drops more than 20 percent in an hour, Nadia is paged and you hear from us within two hours.

### Quarterly review

January and March. Incrementality results from the geo test and the budget split for the next quarter.

## Fees

### Fees and payment schedule

In GBP, plus VAT at 20 percent. Day rates: technical director 980, analytics engineer 940, CRM architect 920, paid media 880, delivery 820, design 720, copy 690, QA 610. Media spend, planned at 85,000 a month, is billed to Ashlar by the platforms.

### Build, fixed fee

#### Build

| Item | Price |
| --- | --- |
| Tracking audit and risk register | $7,340.00 |
| Server-side GTM and conversion APIs | $8,460.00 |
| Consent and profile data model | $5,520.00 |
| Nine flows, 38 emails, 12 SMS | $23,960.00 |
| Paid account restructure | $7,040.00 |
| Creative testing framework | $5,520.00 |
| Dashboard and geo test design | $6,580.00 |
| QA, UAT and acceptance | $3,660.00 |
| Delivery management | $6,808.00 |

### Run, monthly

#### Each month

| Item | Price | Frequency |
| --- | --- | --- |
| Paid media management | $6,160.00 | monthly |
| Lifecycle operations | $7,680.00 | monthly |
| Analytics and reporting | $2,585.00 | monthly |
| Technical oversight | $1,470.00 | monthly |
| Delivery management | $1,640.00 | monthly |

- VAT: 20%

## Clients

### From clients who signed a Mortice SOW

> Their audit found our purchase event firing twice on Apple Pay. Fixing that one bug changed how Meta spent 40,000 a month. CPA dropped from 31.40 to 24.90.

— Lydia Pemberton, Ecommerce Director, Tarn Skincare

> Claire wrote acceptance tests for every flow before building any of them. Nothing went live broken, and email went from 9 to 26 percent of revenue.

— Callum Briggs, Founder, Gritstone Climbing

> The Tuesday call is thirty minutes and it is always thirty minutes. Two quarters in, our MER was 3.3 and our finance director stopped asking for a separate report.

— Priyanka Desai, CRM Manager, Cask & Clover

## Signature

### Signature and start

Sign by Friday 2 July 2027 to hold the 12 July start. We need admin access to GA4, Shopify, Klaviyo, Meta, Google Ads and TikTok by 9 July; each working day of delay moves go-live by one day.

### Prepared by

**Imran Shah**
Technical Director, Mortice Ltd

Unit 4, 21 Blossom Street
Ancoats, Manchester M4 6AJ
imran@mortice.agency

### For approval by

**Hannah Birtwistle**
Head of Ecommerce, Ashlar Running Ltd

Kick-off at your Chorlton office on Monday 12 July at 9:30.

### Sign SOW-ASH-01

You agree SOW-ASH-01: a fixed build fee of 74,888 GBP and a run fee of 19,535 GBP a month from October 2027 to March 2028, 192,098 GBP in total plus VAT (230,517.60). We invoice 29,955.20 plus VAT on signature, 40 percent of the build.