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Marketing · Campaign Slate
One story, every week.
Campaigns from now through the shop launch, mapped to the posting schedule. We set the direction and build every post. Jana and Abdul post them from the command center. This page reads the same post file, so windows and post counts are always current.
The timeline
One hero campaign at a time takes most of the week. The always-on series fill the rest. The orange line is today.
Hero campaignMonthly (The Signal)Always-on series
The usual week
Five new posts a week plus two Facebook repeats. Usually the hero campaign takes three of the five and a series takes Wednesday. Launch and last-call weeks can go all in on the hero. Times are Pacific. Abdul sees his local time on every card.
Tuesday
LinkedIn · heroAbdul · 11:30
Instagram · heroJana · 12:00
Facebook repeatAbdul · 1:00
Wednesday
Instagram · seriesJana · 12:00
Thursday
LinkedIn · series or heroAbdul · 11:30
Instagram · heroJana · 12:00
Facebook repeatAbdul · 1:00
The campaigns
What each one is for, what it asks people to do, and what we still need before it can run at full strength.
Search and reach
Built into every post
- Keyword first. The search phrase sits in the opening line, where Instagram, LinkedIn and Google read it.
- Alt text on every photo. A search signal most brands skip.
- Location tag on Instagram and Facebook.
- 3 to 5 Instagram hashtags including #biozenic. LinkedIn gets 3 at most.
- No links in LinkedIn posts. The link goes in the first comment, which keeps reach up.
- Built to be sent and saved. Send prompts and carousels, the two strongest reach signals.
- The deploy check refuses any post that skips one of these.
Beyond the feed
- Google Business Profile posts. The strongest local search lever for "plantscaping San Diego". Needs Biozenic's Google Business access.
- A page for each campaign on biozenic.com. Holiday decor, gifts, workshops, leasing. Possible once the new site launches on the domain.
- The Signal archive. Every issue becomes a public page that search engines index.
- Paid search, optional. A small Google Ads test on "office holiday decor San Diego" during booking season. Kelly's budget call.
What we need
Straight from the slate file. When an ask is answered, it comes off the list.