The ten observations are the diagnosis. This page is the inventory of the tools we will use to resolve them.
Jekyll + Hyde and Ryze Agency operate as a single team with two clear leads. J+H owns the work of creating demand — television, creative, national buy, local coordination. Ryze owns the work of capturing and converting it — digital, search, CTV, lifecycle, attribution, CRO. Every capability listed below maps to at least one of the ten observations. None of them is decorative.
"Advertising has one purpose: selling products."
A 30-year boutique agency built in Northville, Michigan, and built specifically for challenger brands. Founded by Dr. Mark Young in 1995, J+H has spent three decades turning category underdogs into $100M+ businesses. The core craft is television — direct-response, national buy, challenger-brand creative — supported by a full traditional and digital media stack. The agency's working principle is that the only number that matters is sales at the register, and every capability below is built against that standard.
The national TV buy launched in July 2025 is already producing the clearest causal signal in The Good Feet Store's data — a -6 point CPO swing against a two-year seasonal baseline. Our job is to protect it, extend it into under-penetrated DMAs, and tune the network, daypart, and weight mix for continued same-store lift.
"Back in the Picture" and "Caution Tape" are working. The Mass General clinical claim is not yet in them. We own the craft work of weaving the MGH reference into the next creative rotation so the claim lands as earned, not pasted — a three-second end-card that moves The Good Feet Store from a retail pitch into an adjacent credibility tier.
The Good Feet Store is, structurally, a DRTV business — a TV-led acquisition engine funneling into an in-store fitting. Our 30 years of DR experience are directly transferable: we build every spot against booked-appointment and same-store sales outcomes, not vanity reach metrics.
Your own Radio Analysis identifies Medium DMAs at 10-40% radio allocation as the sweet spot — with Extra Small DMAs running negative. We deploy that intelligence market-by-market rather than spreading radio uniformly, turning a partially-cannibalizing channel into a disciplined supporting layer.
The weekly TV + radio flight calendar — shared 48 hours before each flight window, by DMA, network, daypart, and spend — becomes the input that lets Ryze surge brand search, activate non-brand, and time CTV correctly. Integrated flight planning is what turns two agencies into one operating model.
The Good Feet Store has 3% unaided awareness in a $2B+ market dominated by Dr. Scholl's. This is the challenger playbook we have run 200+ times — for RectiCare, Cremo, Orgain, Hylands, Nauzene. The product is superior; the awareness is not. Our 30-year method is how that asymmetry gets closed.
"Walk pain-free in under 90 days" scores as the #1 RTB across every persona in your consumer research. The positioning work is protecting and sharpening that claim — making sure it leads every TV spot, reads through every digital surface, and earns the category credibility the MGH study unlocks.
Audience mapping, creative testing, RTB validation, ad-effectiveness analysis. When gender-matched creative results showed "Caution Tape" at 67% intent-to-book for women vs. 46% for men, the implication was specific: targeted placement of gender-matched creative, not one spot for everyone. We read research the way operators do — for decisions, not for decks.
J+H has spent 30 years inside the specialty retail and CPG world — working inside every major national retailer, understanding fitting-based and consultation-based sales models. We speak the language of store operations, not just media. For a 300-location franchise system, that fluency translates into recommendations franchisees can actually execute.
Half of U.S. households no longer subscribe to cable — but the 50+ audience The Good Feet Store sells to is still watching. Your own CTV test showed 8.5% branded search lift in month one and 3.4 walk-in demos per attributed appointment. We scale CTV in lockstep with the national TV buy, reaching streaming-only households with the same creative, the same week, in the same markets.
"We are operators as much as marketers."
A Fort Lauderdale-based digital agency built for performance-first execution across the full consumer funnel — search, social, programmatic, lifecycle, CRO, analytics. Ryze is structured to sit downstream of TV demand and convert it into appointments, shows, closes, and repeat customers. The practice is built on in-house production (strategy and execution live on the same team), direct accountability, and a bias for measuring every intervention at the register.
Brand CPCs are up 22% and impression share is saturating. Our job is precision allocation, not more spend — 95%+ impression share during TV flight weeks, dialed back to the efficient frontier during dark weeks. The dollars freed up redeploy into the channels that actually grow the pool.
Twelve percent in-market capture today. Thirty Adtaxi-managed stores dark on non-brand entirely. This is the single highest-confidence intervention in the document — problem-based keyword clusters, landing pages built on the 90-day RTB, deployed in dark markets within the first 30 days of the engagement.
Franchise groups running Meta at $3,000-3,700 per store outperform corporate at $1,000 per store — that's not efficiency, that's under-investment. We run Meta as a full-funnel channel: prospecting against category intent, retargeting against site behavior, with gender-matched creative that mirrors the TV rotation.
With 300+ locations across 135 DMAs, local SEO is either a major traffic engine or a massive waste. We audit GBP completeness, review volume, and local page authority site-wide, then deploy category content that captures the same problem-based queries non-brand paid search buys — without the CPC.
The single largest unowned revenue opportunity in your business. A three-touch pre-appointment sequence — confirmation in five minutes, education at 48 hours, reminder the morning-of — deployed through Tableau CRM, targeting a move from 25% cancellation to under 18% and 58% show rate to above 68%.
The 12.5% system-wide appointment booking rate has meaningful headroom. We rebuild landing pages around the MGH clinical claim, front-load CareCredit financing to kill price shock before the fitting, and A/B test every element that touches the conversion decision.
Three agencies, no unified matchback, a national TV buy that's working but unprovable by market. We build the branded-search-as-TV-proxy layer, the cross-channel funnel dashboard, and the weekly reporting rhythm that turns fragmented data into one defensible view — owned by The Good Feet Store, not locked behind vendor tooling.
Cost per appointment ranges from $73 to $354 across your 22 franchise groups — a 4.8× variance. We build the three-tier digital playbook (Tier 1 full-funnel → Tier 3 foundational), audit each franchise group against it, and work through the advisory structure to lift underperformers. Enablement, not mandate.
The Mass General claim belongs on seven more customer touchpoints than it currently lives on — landing page hero, confirmation email, reminder SMS, post-purchase sequence, retargeting creative, POS collateral, fitting room one-pager. We own the deployment of the claim into every surface between the TV spot and the register.
The weekly reporting and testing rhythm is automated through n8n-backed performance dashboards — the same architecture we run on our own account book. Reports land in inboxes; dashboards stay fresh; the media team spends its time making decisions, not assembling spreadsheets.
Every capability on this page exists for one reason: to close a specific gap we found in your data. Jekyll + Hyde creates demand at the scale of national television and the precision of challenger-brand craft. Ryze captures that demand with the discipline of a digital operator and converts it with the architecture of a performance system. One dashboard. Shared accountability. No handoff gaps between two agencies, because it is one operating model with two clear leads.
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