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A Custom Approach · Prepared for

Shawn Harrison

RE/MAX Fine Properties and TATEJONES

Paradise Valley, Scottsdale and tatejones.us

Two brands, one approach. Your personal brand, and the TATEJONES ambassador brand you share with Stacey, run side by side on one system. Qinary runs strategy, brand, avatar, social, platforms, private Slack and the portal for both. You generate the content. We edit, caption and publish. No AI content, so what goes out still sounds like you.

00 / Where this starts

You are already two brands. We are going to run them like it.

Most people we sit down with have one story to tell. You walked in with three that belong to the same person: a lifelong Paradise Valley local selling the place you grew up in, a wellness and design sensibility that shows up in everything you touch, and a clothing line you and Stacey have built by hand since 2018. Pushed through one account, those compete for the same feed and none of them lands. Split into two brands, each with its own audience, its own voice and its own camera plan, they feed each other. The real estate audience meets the founder. The TATEJONES buyer never gets sold a house.

Chapter one: Shawn Harrison

Your personal brand
  • Audience: buyers and sellers in Paradise Valley and Scottsdale, and the people who follow you for the life around it
  • Voice: yours, first person, the way you talked to us in the office
  • On camera: you
  • Publishes to: your own Instagram and Facebook
  • The line shows up as part of who you are, never as a pitch

One subscription, $997 a month.

Chapter two: TATEJONES

The ambassador brand, with Stacey
  • Audience: the TATEJONES buyer, modeled from third party data, not guessed
  • Voice: the brand's, carried by two founders who wear it
  • On camera: you and Stacey, splitting the time
  • Publishes to: the TATEJONES Instagram and Facebook
  • Real estate never appears here

One subscription, $997 a month, covering both founders.

Same person, two rooms. Each room gets its own strategy, its own avatar and its own prompts, and one team runs both so nothing you do in one ever undercuts the other.

Start with one, or run both from day one. Your call at the bottom of this page.
01 / Chapter one

Shawn Harrison. Everything you are, in one voice.

This is the brand that sells homes. It is built on a local who never left, who understands what Paradise Valley and Scottsdale buyers want their lives to feel like, and who happens to have a designer's eye and a founder's story. The four pieces below are built in order for your accounts alone.

01

Brand Strategy

A full study of who you are and the position only you can own: the Paradise Valley native, with wellness, design and the founder story behind TATEJONES all part of the same person. Built first, then reviewed as the work runs.

  • Full brand study across every account you own
  • Competitive landscape across Paradise Valley and Scottsdale
  • Category definition and positioning statement
  • Unique differentiator, defined and defensible
  • Emotional attributes and perception targets
  • Voice, tone and messaging framework
  • Narrative architecture: real estate, wellness and the line, woven into one story you repeat
  • Full Brand OS document
02

Avatar Strategy

Your buyer and your seller, modeled from real third party data. What they value, what they are afraid of getting wrong, and what actually makes them reach out to you instead of the agent next door.

  • Ideal client avatar, modeled and documented
  • Third party syndicated consumer and lifestyle panels
  • Psychographic profiling, values, motivations and status drivers
  • Demographic and household modeling for the people you actually want to work with
  • Life stage and buying signals mapped to content
  • Buying triggers and objections mapped to content
  • Platform and consumption behavior per avatar
  • Your own avatar, modeled for your brand alone
03

Social Storytelling

You generate the content. We edit, caption and publish. No AI content, because your audience has to trust it is you. Private Slack sits next to the portal.

  • Weighted content pillar architecture, with the line as one pillar among several
  • Daily prompts to your private portal, built from your pillars
  • You shoot. We edit, caption, design and publish
  • Published to your Instagram and Facebook
  • Private Slack for the working conversation
  • No AI-generated content, ever
  • Community management on comments and DMs
  • Hashtags, covers and calendar handled for you
  • Analytics in the same portal, and prompts retuned around the winners
04

Studio Production

In-studio head-and-shoulder in Arizona is included for subscribers at no extra cost. You are local, so come as often as it suits you.

  • Free in-studio head-and-shoulder in Arizona for subscribers
  • Two hours and three outfits covers about thirty days
  • On camera coaching and direction throughout
  • Full edit, color, captions and delivery
  • Each session cut into a month of short form
  • Come every month or every other, whatever suits your calendar
02 / Chapter two

TATEJONES. Two founders, one brand, the camera time split.

This is the brand that sells the line. Made in Los Angeles, domestic fabric, limited runs, and two founders who have worn it since before anyone else could. The ambassador program puts you and Stacey in front of the TATEJONES accounts as the faces of the brand, taking turns, with one team behind both of you. Four pieces, built for the brand alone.

01

Brand Strategy

A full study of TATEJONES as a brand, separate from either of you, and then an ambassador framework that sets how each of you shows up for it and the story you share. Built first, then reviewed as the work runs.

  • Full brand study across the TATEJONES accounts and site
  • Competitive landscape across luxury basics and premium everyday wear
  • Category definition and positioning statement for the line
  • Unique differentiator: made in LA, domestic fabric, limited runs, worn by its founders
  • Ambassador framework: two voices, one brand, and the lanes each founder owns
  • Voice, tone and messaging framework for the brand accounts
  • Narrative architecture, the story you both repeat
  • Full Brand OS document for TATEJONES
02

Avatar Strategy

The TATEJONES buyer, modeled from real third party data. What they value, where they already shop, what they will pay for fabric and fit, and what actually makes them add to cart.

  • Ideal customer avatar for the line, modeled and documented
  • Third party syndicated consumer and lifestyle panels
  • Psychographic profiling, values, taste and status drivers
  • Demographic and household modeling for the people you actually want wearing it
  • Buying triggers and objections mapped to content, price and fabric included
  • Platform and consumption behavior per avatar
  • Where the avatar overlaps with each founder's own following, and where it does not
  • The TATEJONES avatar, modeled for the brand alone
03

Social Storytelling

You and Stacey generate the content, in the clothes. We edit, caption and publish to the brand accounts. No AI content, because the TATEJONES audience has to trust it is the two of you.

  • Weighted content pillar architecture for the line: drops, fabric, fit, the founders, the life it is worn in
  • Daily prompts to a shared private portal, each one assigned to Shawn, to Stacey, or to both
  • Either of you shoots. We edit, caption, design and publish
  • Published to the TATEJONES Instagram and Facebook
  • Private Slack for the working conversation, both founders in it
  • No AI-generated content, ever
  • Community management on comments and DMs
  • Hashtags, covers and calendar handled for you
  • Analytics in the same portal, read per founder and per pillar, and prompts retuned around the winners
04

Studio Production

In-studio in Arizona is included for subscribers at no extra cost. Both founders shoot in the same session, wearing the line, so the brand always has polished content in reserve.

  • Free in-studio production in Arizona for subscribers
  • Two hours with both of you and three looks each covers about thirty days
  • On camera direction for two people sharing one brand voice
  • Full edit, color, captions and delivery
  • Each session cut into a month of short form for the brand accounts
  • Run it on the same day as your personal studio session if you are doing both
03 / How the two run together

One system, two lanes.

About a week from the strategy session to your portal. The steps below are how the first ninety days actually run with both programs on. If you start with one, the same steps run for that brand alone, and the second lane switches on whenever you add it.

Step 01
Week one

Kickoff, in two parts

Two hours with you on your own brand: unique identifiers, emotional attributes, and what this should build toward. Then an hour with you and Stacey together on TATEJONES: the line, the lanes each of you owns, and what the brand should be known for. Everything downstream comes out of these sessions.

Step 02
Weeks one to three

Two brands, two avatars

Position, differentiator and voice for each brand, then two separate third party data pulls: one to model your buyer across Paradise Valley and Scottsdale, one to model the TATEJONES customer. Each gets written into its own Brand OS, and each gets its own weighted content pillars.

Step 03
About one week

One portal, two lanes

About a week from the strategy session to portal install. You get the private portal as an app on your phone, Stacey gets it too, and Slack for the working conversation. Every morning's prompt names the brand it is for and who should shoot it. Whoever it names shoots a short clip and uploads it. We edit, caption and publish to the right accounts. The prompt is a starting point and you can take it wherever you want.

Step 04
Around week four

Studio day, both brands

One visit to the studio covers both. Two hours and three outfits for your own brand, then Stacey joins and the two of you shoot the line. That gives each brand roughly a month of polished content. Daily shooting keeps running, because that is still where most of the reach comes from.

Step 05
Monthly

One strategy call

We get on the phone each month and cover both lanes in one sitting: what ran for you, what ran for the line, what to push next, and anything changing in your listings, the drops or the market that should show up in the prompts.

Step 06
Ongoing, formal review at 90 days

Analytics, read per brand

Both sets of numbers sit in the same portal, kept separate, so there is never a question of which brand is working. We read them every month and we teach you to read them too, down to which pillars are pulling and, on TATEJONES, which founder's clips are turning into real conversations. Each brand's prompts then get rewritten around whatever is winning.

04 / The commitment

About two hours a week for you. About an hour each for the line.

You generate the content. Everything after the clip sits with us. No AI content on either brand.

Your side

You, and Stacey on TATEJONES
  • Read your prompt each morning. It names the brand and who it is for, so you know what to look for in a normal day
  • Shoot short clips on your phone, thirty to sixty seconds, no editing and no captions
  • Upload straight from the portal app on your phone. Stacey does the same for her TATEJONES prompts
  • Use private Slack when something needs a real conversation
  • Come to the studio when it suits you, with Stacey when you are shooting the line
  • Tell us about new listings, drops, restocks and new pieces before they land, so we can steer

Neither of you ever writes a caption or schedules a post.

Our side

Every day, both brands
  • Brand strategy, positioning and a full Brand OS for each brand
  • Avatar modeling, third party data and psychographic research, run twice
  • Weighted content pillar architecture per brand
  • Every prompt written, assigned to a brand and a founder, and scheduled to your portal
  • All editing, captions, copywriting, design and covers
  • Publishing to the right accounts, never crossed
  • Private Slack, staffed
  • No AI-generated content on either brand's accounts
  • Studio, crew, direction and the full post production
  • One monthly strategy call covering both lanes
  • Monthly analytics per brand, read for you and explained to you
  • Prompts rewritten around whatever the data says is working

If you uploaded it, we treat it as approved. Nothing sits waiting in your inbox.

Ninety days is where we start, because that is how long it takes the platforms to trust a new rhythm.

Consistency is the largest ranking signal there is

Stopping and restarting puts you back at zero. Inside the first ninety days you should see new reach on your own account and on the TATEJONES account, and the numbers to prove it are sitting in your portal the whole time.

05 / Investment

Pick one, or run both.

Each program is its own $997 a month subscription with a ninety day minimum. Select both and it is one checkout, one card and one monthly charge of $1,994. Start with one and the other can be added any time.

Both programs selected. $1,994 a month, one subscription, one card.

Start both programs

Service Agreement & Resource Reservation

By submitting payment, Client agrees to the following terms. This payment constitutes a binding service agreement between Client and Closing Day Agency, d/b/a Qinary ("Company").

Upon execution of this agreement, a dedicated team is assembled and assigned exclusively to Client's account. All fees are billed in advance to reserve team capacity and production resources. Payment is due in full regardless of utilization. Non-participation, including missed meetings, unanswered communications, or failure to submit required materials, does not constitute grounds for cancellation, pause, credit, or refund.

Minimum Term & Cancellation

All execution services require a minimum 90-day commitment. Following the initial term, services continue on a month-to-month basis and require 30 days written notice prior to the next billing date to cancel. Early termination during the initial term requires payment of all remaining months in the commitment period. Where both programs are purchased, each program carries its own 90-day minimum from its own start date and may be cancelled independently on the same notice.

Scope

This page offers two separate programs, each billed at $997 per month, and this agreement covers whichever program or programs Client selects at checkout.

The Shawn Harrison Personal Brand Program covers brand strategy, avatar strategy, management of Client's personal Instagram and Facebook accounts, private Slack, the client portal, and in-studio head-and-shoulder production in Arizona as described above. Client generates content. Company edits, captions and publishes. This program covers Client's personal accounts only.

The TATEJONES Ambassador Brand Program covers brand strategy, avatar strategy, management of the TATEJONES Instagram and Facebook accounts, private Slack, the client portal, and in-studio production in Arizona as described above. For this program, "Client" means TATEJONES, appearing through its two principals, Shawn Harrison and Stacey Horton, as brand ambassadors. Both principals may generate content, appear in studio and use the portal and Slack under this single subscription. This program covers the TATEJONES brand accounts only, and Stacey Horton's personal accounts are not included.

Company does not publish AI-generated content on any Client account. A third ambassador, an additional brand, or a business partner or colleague's personal accounts are a separate engagement, separately quoted and separately billed. Additional platforms, paid media, public relations, blogging and AI search optimization are available and quoted separately. Studio sessions are held at the Qinary studio in Arizona, and travel is Client's responsibility. Unused studio sessions do not roll over.

Content & Intellectual Property

All content, strategies, brand assets, and deliverables created by Company on behalf of Client remain the intellectual property of Client upon full payment. Company retains the right to showcase work in portfolio, case studies, and promotional materials unless Client provides written objection. Client is responsible for providing accurate information, timely approvals, and any materials required for content production. Delays caused by Client do not extend deadlines or reduce fees.

Approvals

Material uploaded by Client, or by either TATEJONES principal, to the content portal is treated as approved for publication. Company writes captions and copy on Client's behalf and publishes on the agreed calendar without a separate approval step.

Refunds

Closing Day Agency, d/b/a Qinary, does not issue refunds under any circumstances. Payment of any invoice constitutes acceptance of these terms.

Liability

Company is not liable for missed publishing dates, reduced engagement, or performance outcomes resulting from third-party platform changes, algorithm updates, or client delays in approval or content submission. Services are provided on a best-effort basis and no specific results are guaranteed.

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