Make It Easier for Customers to Choose You.

I’m Chip Gregory, Fractional Marketing & Creative Director. I help small businesses shape how they’re seen, remembered, and repeatedly chosen.

YOU'RE DOING THE MARKETING-
BUT SALES AREN'T SHOWING UP

You’ve learned enough marketing to be dangerous. You know the language, you’ve tried doing it yourself, and you’ve probably hired help before—only to find yourself managing, fixing, or redoing the work anyway.

X You’re involved in marketing because no one else fully understands the business

X You’ve hired help before, but still had to manage, correct, or redo the work

X You know enough marketing to see problems—but not enough to fix them cleanly

X Marketing keeps competing with operations, staff, and customers for your attention

X Growth feels harder to sustain than it should be for a business this good

X You’re tired of resetting marketing instead of building on something that lasts

You Don’t Have to Carry This Anymore.

Here’s what it looks like when someone actually owns your marketing and creative direction:

Marketing stops being a constant mental load and starts becoming a steady system you can rely on.
There’s clear direction, fewer decisions landing on your desk, and a consistent point of view guiding what gets said, what gets repeated, and what gets left alone.
Customers recognize you faster and trust you sooner.
Customers recognize you faster, remember you longer, and come back more often—not because you’re louder, but because everything feels intentional.
You’re no longer managing marketing by default
There’s one person accountable for coherence, continuity, and follow-through, so you can focus on running the business while marketing quietly does its job.

This is what relief looks like when marketing finally has leadership.

Hassle-Free Phone Call

Real Marketing & Creative Direction in the Real World

Positioning, campaigns, and creative direction tied to real business outcomes—not vanity metrics.

Downtown Marion, Inc

Clear Messaging

So the right people understand you quickly and stop comparing you to everyone else.

Conversions That Count

Turn attention into real calls, real bookings, and real revenue.

Lower Marketing Cost

Stop paying for activity that doesn’t convert.

Marketing Mad-Lab

The Mad Lab strips marketing down to what actually works—no BS, no trends, no hacks, just clear thinking about how people choose, trust, and buy.

Enter the Mad-Lab

Trusted by Small Businesses That Need Marketing to Actually Pull Its Weight

From local shops, nonprofits, and trades to service, restaurant, and entertainment brands, I've guided marketing that shows up in revenue, attendance, and growth—not just activity.

Give Me A Call

Chip and team helped us meet all of our KPI's within 30 days exceeding our goals for lunch and happy hour sales. We were struggling post-pandemic and within 6 weeks we had to hire more staff to keep up!

David Medina, Juanita Tacos, Columbus, OH

More Client Reviews

What Working Together Looks Like

Marketing finally has a clear owner—and it’s no longer you by default. There’s a clear lead, a capable team behind the work, and less for you to manage day to day. Most clients start feeling clarity and momentum within the first 30 days.

Clear Direction

Your business gets a single point of direction, so what you say, how you show up, and what customers remember stays consistent.

Real Support

You’re supported by me and my Mad-Lab team, working alongside your people or partners so execution happens without you carrying it.

Scaled to Fit

Your access to me and my team scales based on the package you choose, giving you the right level of leadership and support without hiring full-time.

FAQ'S

Today’s marketing treats marketing as design, messaging, and strategy.

Mad-Science Marketing takes it further. We operate with Art, Story, and Science—each doing a specific job, in a specific order, for a specific reason.

We fly high with Art to seize attention and create emotional pull.

We drive hard with Story to give that attention meaning, direction, and momentum.

Then we drill deep with Science, applying human behavior, decision psychology, and systems thinking to turn attention into action.

This isn’t surface-level branding. We engineer marketing at the subatomic level, where perception forms, belief locks in, and buying decisions are actually made.

That’s where marketing stops being creative—and starts being predictable.

Anyone promising guaranteed results is ignoring reality. Marketing outcomes depend on variables — and we’re clear about which ones we control and which ones we don’t.

What we control is direction, system design, and execution logic. We bring a proprietary Mad-Science Marketing system that aligns art, story, and science to influence how people notice, trust, and choose. When clients follow the strategy, allow us to lead, and implement recommendations without constant micromanagement, the system performs consistently.

What we don’t control are broken operations.

Marketing cannot overcome rude or dismissive customer service, unanswered phones, broken transactions, dirty spaces, poor online checkout, unreliable supply chains, or shady practices. Any amount of marketing will fail if the experience underneath it repels customers.

That’s why this always begins with an audit.

We evaluate the full customer journey — calls, in-person experience, service quality, sales flow, cleanliness, digital platforms, and fulfillment. If something outside marketing is blocking results, we identify it and give clear, actionable recommendations before scaling anything.

Marketing doesn’t create reality. It amplifies it.

When the system is sound and leadership stays intact, marketing compounds. When it’s not, no strategy — ours included — can save it.

→ Start with an honest audit before scaling anything

Most agencies deliver pieces. We build the system and drive it to completion.

For the cost of a single full-time marketing hire, we step in as your Fractional Marketing & Creative Direction team, supported by senior-level talent. Strategy, creative, messaging, and execution stay aligned under one operating system instead of scattered across vendors, platforms, and opinions.

This isn’t outsourced busywork. It’s leadership without the overhead.

Lucerna Group operates as a DBA, with Rogue Theatrics as the producing entity. When you engage us at the cost of a full-time marketing hire, that funding goes to Rogue Theatrics to support the production and execution of its live shows and experiences.

In return, Lucerna Group provides marketing direction, creative leadership, and execution oversight—without you hiring internally or managing multiple agencies.

If you don’t need another vendor but do need clear, accountable direction, this is what that looks like.

→ See if Fractional Direction is the right fit

That’s understandable. When money is tight, every decision feels dangerous.

What usually makes things worse isn’t waiting — it’s leaving the real problem uncorrected. Broken marketing doesn’t pause. It keeps draining time, attention, and cash quietly in the background.

I don’t work for free, and I don’t pretend money doesn’t matter.

My role is to stop the damage, remove what’s failing, and stabilize the system so you’re not bleeding while you figure out next steps.

If you can’t afford to fix everything today, that’s okay. Pretending it will fix itself is what usually makes the damage permanent.

When you’re ready to stop guessing, I’m here to step in and stabilize it.

→ Get clarity before you spend another dollar

You pay about what a full-time marketing hire would cost — without the salary, benefits, taxes, onboarding, or ramp-up time.

That fee buys you senior-level marketing and creative direction, execution oversight, and a working system — not junior labor, not scattered deliverables, and not guesswork billed by the hour.

This isn’t priced to be cheap.

It’s priced to replace inefficiency.

Most clients come in already spending money — just without leadership. The cost isn’t whether you’re paying for marketing. The cost is how much you’re losing without direction.

If you’re looking for the lowest bid, this isn’t it.

If you’re looking to stop wasting time, money, and momentum, this is usually less expensive than continuing the way you are.

→ See if the investment makes sense for your business

Marketing doesn’t usually fail because of strategy. It fails when leadership breaks, execution fragments, or recommendations get overridden.

"Culture Eats Strategy For Lunch"

-Peter Drucker

Mad-Science Marketing works when clients allow us to lead the strategy, respect the system, and implement recommendations as designed. When direction stays intact, results compound. When decisions get overridden, fragmented, or constantly second-guessed, performance degrades — every time.

This doesn’t require blind trust. It requires clear roles.

You stay focused on running the business. We take responsibility for marketing direction, creative logic, and execution flow.

Micromanagement, constant pivots, and half-implemented decisions are the fastest way to break any marketing system — not just ours. That’s why expectations are set early and revisited often.

This works best as a partnership, not a tug-of-war.

When leadership is clear on both sides, marketing stops feeling chaotic and starts behaving like a system.

If This Resonates, We Should Talk.

I don’t take on many clients at once. That’s intentional.

If you’re looking for clear direction, fewer decisions, and marketing that actually compounds — let’s see if there’s a fit.

Give Me A Call

Make It Easier for Customers to Choose You.

I’m Chip Gregory, Fractional Marketing & Creative Director. I help small businesses shape how they’re seen, remembered, and repeatedly chosen.