In a funnel, people fall out. In a flywheel, momentum builds. Every happy customer adds energy — and conversion doesn't wait for the bottom.
Click any stage to explore how it works — and how conversion happens everywhere.
Click a stage to explore how it works
The Constellation system connects the flywheel, creative, channels, and measurement into one interconnected strategy. What follows is how each piece comes to life.
Creative is now our primary optimization lever. Modern ad platforms have gotten remarkably good at finding the right people — which means our energy shifts from manual targeting to giving those platforms exceptional material to work with.
Hero content for positioning. High-production storytelling. The anchor of CTV and top-of-flywheel campaigns.
Authentic, relatable. Real customers, real stories. Lower production, higher trust. Powerful in the Engage stage.
Animated from existing static designs. Quick-turn, high-volume. The workhorse for testing and creative rotation at scale.
To sustain the volume this strategy demands, we recommend a dual-track production approach.
Professional video production for hero positioning ads and campaign anchors.
Separate budget required
Track 1 requires a dedicated production budget from NextLight, outside the existing retainer. We'll scope this together during the March alignment phase.
In-house animation workflow built on our existing static ad design process.
Broad targeting, high creative volume, test and scale. We redirect our energy from manual audience management to creative quality — and let the platforms do what they're built to do.
↑ Explore all 3 channels above
Broad advertising and specific capture paths aren't contradictory — they're complementary. We cast a wide net and create intent-appropriate landing experiences.
"Check availability at my address"
"Compare plans & pricing"
"Get connected today"
The existing tracking and form infrastructure stays in place. We evolve within this system, with an eye toward the 2027 technology overhaul.
Aggregate KPIs. Birds-eye view of flywheel performance. Campaign-level data flowing in real time. The "how are we doing right now" view.
Campaign-level views showing full impact. LTV correlation. Cohort analysis. The "what's actually working and why" view — our foundation for quarterly strategic reviews.
Five months of meaningful prep. Then a system that compounds — where every happy customer powers the next connection.
Let's build this together.