No. 01A marketing strategy + creative studio for people who care

You don't need more attention. You need more buy-in.

HFHunter Floyd
Hunter FloydFounder, Metricculture

Metricculture helps founders, brands, and organizations turn what they care about into stories and campaigns that people understand, believe in, and act on.

  • Strategy
  • Messaging
  • Video
  • Web
  • Email
  • Campaigns
Start a conversation See the work
Recent work with
  • The Renewal Center
  • Accelerate Sport & Spine
  • PAKMULE
  • Optiblast
METRICCULTURE▸ 21AFIELD NOTES
FIG. 01You mid-conversation with a client. Listening, notebook out.
FIG. 02Close-up: a hand marking up a journey map
FIG. 03On set in a client's space, mid-shoot
FIG. 04Whiteboard after a research call. Messy is fine.
2121A2222A
No. 02Why buy-in stalls
Buy-in looks different for everyonesame problem underneath
  • Customers buy.
  • Donors give.
  • Investors invest.
  • Users adopt.
  • Members join.
  • Communities rally.
  • Partners say yes.

When people don't fully understand what makes you different, your marketing has to work way too hard.

Sound familiar?Check what applies
  • People visit, look around, and leave without reaching out.
  • You keep re-explaining what you actually do, even to people who already know you.
  • Your website, social, and sales conversations each tell a slightly different story.
  • You're getting attention, but it isn't turning into sales, donations, or sign-ups.
  • When someone finally gets it, they say "why didn't you lead with that?"
  • You think you need a new video, site, or ads. You're just not sure that's the real problem.

You're probably not missing effort. You may be missing clarity.

Most of the people I talk to are already working hard on their marketing. The problem usually isn't how much they're doing.

It's that something important is getting lost between what you know about your work and what the people you need actually understand. Until that's fixed, every new piece of marketing has to carry more weight than it should.

Two or more of these? That's usually the tell.
No. 03The wrong problem

Most businesses are solving the wrong problem.

Not because they aren't smart. Because the thing that feels broken is rarely the thing that's broken. You see the symptom, so you buy the fix for the symptom.

They ask forBecauseWhat's often underneath
They ask for
A new video
Because
the website isn't converting.
What's often underneath
The page never says who it's for or what happens next. A better video lands on the same confusing page.
They ask for
Ads
Because
leads are slow.
What's often underneath
The leads you already get go cold before anyone follows up. More traffic just fills a leaky bucket faster.
They ask for
More social
Because
awareness feels low.
What's often underneath
People know you exist. They just can't explain what you do, so they can't recommend you.

Sometimes the thing you asked for is exactly right. I'll tell you when it is.

Sometimes it's treating the symptom. That's when it pays to slow down for a week before spending a quarter's budget on the wrong fix.

Before we make anything, we figure out what actually needs fixing.

Guessing is the most expensive marketing there is.

and most of it is invisible on the invoice
Hunter Floyd
PORTRAITYou in a real working environment. Mid-thought, not mid-pose.
I like finding the thing under the thing.
No. 04Who you'd be working with

I'm Hunter. I care about why you're doing this.

Then I want to know what's actually getting in the way.

I want to understand the dream, the business, the audience, and the problem. Then I want to get down to brass tacks and figure out what will actually move it forward.

I spent years making creative work, especially video, and eventually realized that giving someone the thing they asked for wasn't always the same as solving the problem.

So now I start with the business.

Then we build what makes sense.

My background is in e-commerce and direct-to-consumer, where every dollar has to prove itself. I care how it looks, and I care whether it works.

Hunter
Based in New Braunfels, TXWorks with founders, brands & nonprofitsBackground e-commerce, DTC, film
No. 05How we work

Research. Diagnose. Recommend. Build.

No packages picked off a menu. Every engagement starts the same way and ends wherever your business actually needs it to.

1

Research

Tell me what you're building, why it matters, where you're trying to go, and where things feel stuck.

A research call
2

Diagnose

I step away and look across the whole customer journey to find where understanding, trust, or action is breaking down.

I do the homework
3
this is where the proposal happens

Recommend

I come back with a point of view and a proposal built around your actual business. Not a package I was waiting to sell you.

A custom recommendation
4

Build

If it's a fit, Metricculture builds the strategy, message, creative, or marketing needed to fix it, then measures whether it did.

The work, and the numbers

Not sure what's actually getting in the way? Let's find the disconnect.

Start a conversation
No. 06Case files

What they asked for. What we found. What we built.

Every one of these clients came in asking for a deliverable. The bigger win was hiding somewhere else.

Case file 01

PAKMULE

Founder-led, conservation-minded e-commerce brand
The askAds and some viral content.
The disconnect
A 20,000-person email list was sitting underused. The fastest new revenue was already in their inbox, not in new traffic.
The work
An email engine on a regular sales, drop, and holiday calendar. A customer avatar and 3 test commercials to find the tone that worked, then a landing page funnel and awareness content built on it. Plus an affiliate and UGC creator team, built from zero to 20.
Watch the work
The result: revenue
+23%
Driven by an audience they already had.
20K list activated0 → 20 creators3 tone tests
Case file 02

Accelerate Sport & Spine

Physical therapy clinic
The askPhotos and videos for Instagram engagement.
The disconnect
Only 40% of evaluations turned into treatment packages. The leak was after the first visit, not before it. More followers wouldn't touch that.
The work
An email and text flow that educates patients before their evaluation and moves them toward a package. Rewritten website copy and a VSL to set expectations early.
Watch the VSL
The result: evaluation to package close rate
40%→72%
Nearly twice as many evaluations turning into treatment.
Email + text flowWebsite copyVSL
Case file 03

The Renewal Center

Nonprofit
The askA video for their gala.
The disconnect
One video on one night can't carry a fundraising goal. Donors needed time with the story before they were asked to give.
The work
A fundraising campaign that built for 3 to 4 months before the gala, drawn from 11 interviews and 2 campaign videos. By the night of the ask, donors already knew the story.
Watch the campaign
The result: raised
$130K
From a gala ask donors had been hearing about for months, not minutes.
3 to 4 month campaign11 interviews2 campaign videos
Case file 04

Optiblast

Recycles plastic into dustless blasting media
The askProduct photos and help explaining the product.
The disconnect
Buyers didn't understand where recycled plastic media fits in their blasting process. Better photos of the product wouldn't fix that.
The work
A brand video and a set of trade-show videos that show exactly where Optiblast fits in the process, so the booth explains itself.
Watch the brand film
The result: from product photos to a sales tool
Trade-show ready.
Videos that explain where Optiblast fits, working every booth they set up.
Brand videoTrade-show videos
No. 07Results

Clarity is nice. Action is better.

+23%

Revenue growth, driven by an email list the brand already had.

PAKMULE
40→72%

Evaluations that turned into treatment packages.

Accelerate Sport & Spine
$130K

Raised through a campaign built around one gala night.

The Renewal Center
He knows what's effective and what's a waste of money.
M
Michael T.Client
A brilliant marketer, super creative, and always goes above for his clients. No shortage of tools in his tool chest.
J
Justin L.Client
A true creative who understands business and growth marketing.
T
Tamara E.Client
No. 08What we believe

The story matters.So does the money.

If you're building something that can improve someone's life, change a community, solve a problem, or move an industry forward, it deserves marketing that actually works.

  • NotMore content for the sake of content.
  • NotVague brand bullshit.
  • NotA prettier Instagram.
Instead
  1. 1Get clear about who you are.
  2. 2Tell the story in a way people understand.
  3. 3Build campaigns that move them.
  4. 4Make money.
  5. 5Create impact.
  6. 6Keep going.
in that order, more or less
No. 09Capabilities

What we build depends on what we find.

We figure out what needs to happen, then build it. This is the toolbox, not the menu. The research decides which tools come out, and in what order.

01Strategy

Get clear.

Know who it's for and what to say.

  • Customer research
  • Positioning
  • Messaging
  • Customer journey
  • Campaign strategy
  • Creative direction
02Story + creative

Tell the story.

Make people understand it and feel it.

  • Brand films and video
  • Photography
  • Content
  • Campaign concepts
03Web + conversion

Build the path.

Make the next step obvious and easy.

  • Websites
  • Landing pages
  • Email and automation
  • Funnels
  • Conversion paths
04Campaigns

Move people.

Get it in front of the right people, and follow through.

  • Launches
  • Paid media
  • Lead generation
  • Donor and member campaigns
  • Nurture and follow-up

Most of the work is led and made by Metricculture. When a project needs a specialist, I bring in people I trust and direct the work, so you still have one point of view and one person accountable.

you won't need all of it
No. 10Who this is for

Built for true believers.

You don't have to be a nonprofit.

You don't have to call yourself mission-driven.

But you're building something because you believe it should exist.

It does at least one of these
  1. 1It helps people heal.
  2. 2It protects something worth protecting.
  3. 3It solves a real problem.
  4. 4It advances something useful.
  5. 5It makes a community stronger.
probably more than one

The money matters. It's just not the only reason you're doing this.

Usually a good fit

  • ✓You believe in what you're building and want it to work.
  • ✓People who understand you tend to love you. Too few of the right people get there.
  • ✓You're open to being challenged on what you think you need.
  • ✓You want a real recommendation, not an order-taker.
  • ✓You care about creative quality and about results.

Probably not a fit

  • ×You need something shipped by Friday with no plan behind it.
  • ×You're shopping for the cheapest option you can find.
  • ×You'd rather not look at the numbers.
No hard feelings. I'll point you to someone who's a better fit.
No. 11Before we talk

A few minutes on how I think.

If you'd rather get a feel for me before you reach out, start here. If it clicks, the conversation will be a lot more useful.

  1. 01Why I start with research, not deliverables
  2. 02How I find the disconnect
  3. 03What working together actually looks like
Find the disconnect. Then make the thing.
Play4 min
sound on helps
No. 12Start here

You don't need to know what you need yet.

Tell me what you're building, where you're trying to go, and what feels stuck.

I'll ask questions, do the research, and if I think Metricculture can genuinely help, I'll come back with what I believe should happen next.

Start a conversation
It starts with a research call: 30 to 45 minutes about the business.
  1. 1
    A research callWe talk about the business, the people you need to reach, and where things feel stuck.
  2. 2
    I do the homeworkI look across your journey, your messaging, and your marketing to find the disconnect.
  3. 3
    You get a recommendationA clear point of view and a proposal built for you. Yours to take, adapt, or leave.
either way, you'll know what to fix

Not ready to talk yet? Run a quick check on your own marketing first.

Get the Marketing Leaks Checklist

WHO WE WORK WITH

FOR GROWING BUSINESSES THAT ARE BETTER THAN THEIR MARKETING.

  • You run a service business — consulting, professional services, healthcare, finance, or something similar — and you know your service is excellent but your marketing doesn't reflect that yet.

  • You've invested in a website, maybe some ads, possibly a video or two — and you're not sure any of it is working together.

  • You're generating some leads but the quality, the volume, or the conversion rate isn't where it needs to be.

  • You'd rather understand the strategy behind what you're building than just hand it off and hope for the best.

  • You're thinking about the next 12 months of growth, not a quick campaign.

Book a free 30-minute call. I'll tell you exactly where your marketing is leaking and what I'd do about it. No pitch, no pressure.

WHAT CLIENTS SAY

REAL BUSINESSES.

REAL RESULTS.

"He knows what's effective"

"Tons of social media experience, integrated video content as well. He knows what’s effective and what’s a waste of money."

- Michael T.

"No shortage of tools in his tool chest"

"He's a brilliant marketer, super creative, and always goes above for his clients. No shortage of tools in his tool chest."

- Justin L.

"Understands growth marketing"

"Hunter makes magic in everything he touches - a true creative who understands business + growth marketing."

- Tamara E.

WHO WE ARE

Hunter Floyd

Video Strategist

I spent years making good videos for good clients and watching some of them underperform. Not because the production was lacking, but because nobody had mapped the journey those videos were supposed to serve.

That's the problem I solve now.

My background is in e-commerce and direct-to-consumer marketing, where every dollar has to prove itself. I'm based in New Braunfels and work with businesses across San Antonio, the Hill Country, and beyond.

HOW WE CAN GET STARTED

A STRATEGY SESSION.

NO PITCH. NO PRESSURE

The first step is a 30–45 minute call where we look at your current customer journey together. We'll identify where prospects are dropping off, what's missing, and what would move the needle most.

You'll leave with clarity on what to fix — whether you work with us or not. If there's a fit, we'll tell you what we'd recommend and what it would look like to work together. If there isn't, we'll point you in the right direction.

We take on a limited number of new clients each quarter. If you're serious about fixing what's not working, let's chat.

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