BOSSTORQUE — Full Campaign Brief v4.2

Exec Summary

Read This First, Armen

What This Campaign Is

BOSSTORQUE is promoting itself to tree care business owners (5–100 employees, $1M–$20M revenue) in OR, WA, ID, NV, AZ, CA, and BC Canada. Rob Miron — Owner of Sperry Tree Care, Eugene OR — is our on-camera case study. He speaks on video about his results working with BOSSTORQUE. We use that footage to attract other tree care owners who have the same problems.

Phase 1

Organic (Weeks 1–8): LinkedIn posts Mon/Tue/Thu build audience and generate engagement data. Jason engages post viewers directly — connecting, commenting, DMing — and is already booking meetings this way.

Phase 2

VA/SMM Outreach (Weeks 2+): VA/Social Media Manager (Philippines, Jason hires) handles LinkedIn connection requests, comment responses, and DMs at volume via Sales Navigator. Reports to Jason. Coordinates with Armen daily on campaign tasks.

Phase 3

Paid (after organic data, ~Week 4–5): LinkedIn Sponsored Content + Lead Gen Forms with VIDEO A and VIDEO B. Meta follows if LinkedIn CPL is green.

⚠ Armen's Priority This Week (Week 0, Mar 16–22)

Write Posts 1 & 2 (Tue Mar 24 + Thu Mar 26). Build Kit landing page. VIDEO A rough cut. Attend pre-launch meeting Mon Mar 23 with everything ready to demo. First regular weekly meeting: Wed Mar 25, 1:30 PM PT. See Pre-Launch section for full checklist.

Armen's compensation: Tiered share of Contribution Margin (CM) generated by Armen-sourced leads, paid quarterly in arrears on collected revenue. Clawback applies if BOSSTORQUE issues refunds on leads Armen sourced. See Section 6 for full CM rules.

Pre-Launch

Must Complete Before First Post (Tue Mar 24)

Pre-Launch Meeting · Mon Mar 23 · Time TBD

Jason schedules this meeting by Wed Mar 18. Agenda: review open items, confirm system readiness, align on Posts 1–2, go/no-go on Post 1 same day. Armen must come prepared — posts drafted, Kit LP built, VIDEO A rough cut ready to demo.

Jason — Complete Before Pre-Launch Meeting

Jason

Schedule pre-launch meeting with Armen for Mon Mar 23.

Due: Wed Mar 18

Jason

Pipedrive pipeline: 6 stages + custom fields (Track, Lead Source, Routing Answer, Campaign ID, Call Prep URL).

Due: Thu Mar 19

Jason

Pushover: DND bypass confirmed, custom alert sound, test notification sent.

Due: Fri Mar 20

Jason

Approve VA/SMM job description (Armen posts, Jason handles all hiring from the post onward).

Due: Thu Mar 20

Jason

FTC/TCPA compliance: certification + consent language for all forms. No SMS sends until complete.

Due: Fri Mar 28 (before SMS activates)

Jason

Review and approve VIDEO A rough cut.

Due: Tue Mar 24

Jason

LinkedIn profile update. Jason handles independently.

Due: Week 1

Jason

Post VA/SMM job on Onlinejobs.ph (after approving JD). Lead all screening, interviewing, and hiring.

Job post: Sat Mar 21 · Target hire: Mar 31

Jason

Write VA/SMM playbook: connection templates, comment templates, DM sequence, VA task list, escalation rules.

Due: Wed Apr 1

Armen — Complete Before Pre-Launch Meeting (Sun Mar 22)

Armen

Write Posts 1 & 2 (Tue Mar 24 + Thu Mar 26). Schedule in LinkedIn.

Due: Sun Mar 22

Armen

Build Kit landing page. Native Kit form. UTMs set.

Due: Sun Mar 22

Armen

VIDEO A rough cut assembled. Ready to demo at pre-launch meeting.

Due: Sun Mar 22

Armen

bosstorque.ai/privacy page confirmed live (required for LGF).

Due: Sun Mar 22

Armen

TidyCal booking link confirmed live and routing correctly.

Due: Sun Mar 22

Armen

GTM installed. GA4 conversion events. Meta Pixel. LinkedIn Insight Tag. Clarity.

Due: Thu Mar 26

Armen

Zapier: form submit → Pipedrive + Pushover + Twilio + Slack.

Due: Fri Mar 28

Armen

Kit Track A email sequence (4 emails) built and tested.

Due: Mon Mar 30

Armen

Kit Track B email sequence (4 emails) built and tested.

Due: Mon Mar 30

Armen

Twilio SMS sequences: immediate + 10-min follow-up + meeting reminders 3d/1d/AM/1hr. Activate ONLY after Jason confirms FTC approval.

Due: Fri Mar 28

Armen

Test end-to-end: form submit → all alerts fire → Pipedrive deal → Kit tag → email fires.

Due: Fri Mar 28

Armen

VIDEO A final: captions burned, overlays, 4:5 Meta crop, thumbnail exported.

Due: Fri Mar 28

Armen

Write Post 3 (Mon Mar 30) and Posts 4–5 (Tue Mar 31, Thu Apr 2).

Due: Sun Mar 29

01

Campaign Overview

Campaign name	BOSSTORQUE — Tree Care Vertical — Organic-First LinkedIn Campaign
Case study client	Rob Miron, Owner — Sperry Tree Care, Eugene OR (35 years in business)
Target audience	Tree care business owners. 5–100 employees. $1M–$20M revenue.
Geography	OR, WA, ID, NV, AZ, CA (US) + BC Canada — organic and paid
Week 0 (build)	Mar 16–22. No posts. Systems build, brief delivery prep, pre-launch meeting scheduled.
Week 1 start	Mon Mar 23. Pre-launch meeting + brief delivered. Posts: Tue Mar 24 + Thu Mar 26 (2 posts, Mon is meeting/launch day).
Weeks 2–8+	Mon/Tue/Thu cadence. 3 posts/week. First post of each week lands on Monday.
Total posts	24 posts across 9 weeks (Week 1 has 2 posts; Weeks 2–8 have 3; Post 24 = Mon May 18 cycle wrap).
Phase 1	Organic LinkedIn (Weeks 1–4+). Build audience, collect engagement data.
Phase 2	VA/SMM outreach (Weeks 2+). Sales Navigator prospecting. Jason manages VA.
Phase 3	Paid LinkedIn + Meta (after organic data, ~Week 4–5). Decision at Wed Apr 15 meeting.
Primary CTA	Book a No-BS Business Call (30 min, free) at bosstorque.ai/call
Lead response hours	10 AM – 4 PM PT, Mon–Fri. Jason responds within 10 minutes during these hours.
Lead capture	Kit landing page (native platform forms preferred). Pipedrive for all leads.
Video assets	VIDEO A (55–65s, primary) and VIDEO B (40–50s, secondary). Source: original iPhone .MOV files from Sperry HQ + equipment yard, Mar 14, 2026.
Weekly meeting	Wednesdays at 1:30 PM PT. Jason + Armen. 30 minutes.

02

Audience Definition

Industries	Tree care, arborist services, land clearing, tree removal, tree health and maintenance
Business size	5–100 employees. $1M–$20M annual revenue.
Owner profile	Hands-on operator. Founder or family business inheritor. Skeptical of tech. Burned before. No time for experiments.
Geography — US	Oregon, Washington, Idaho, Nevada, Arizona, California
Geography — Canada	British Columbia
LinkedIn job titles	Owner, President, CEO, Founder, Principal, Partner, Co-Owner
LinkedIn company size	5–100 employees
Pain points	Seasonal volatility, no CRM, missed leads, admin overload, database not monetized, no re-engagement system, stagnant Google reviews, phone tag
What resonates	Reliability, craftsmanship, hard work, integrity, community, plain language, peer proof, specific numbers
What repels	Tech jargon, AI hype, corporate language, fake urgency, enterprise anything

LinkedIn Audience Build Strategy

Goal: 500+ tree care connections/followers within 60 days. Organic reach scales with audience size.
Sales Navigator: Industry = Landscaping/Arboriculture/Horticulture. Company size = 5–100. Geography = OR, WA, ID, NV, AZ, CA, BC.
VA/SMM daily target: 20–25 connection requests/day with Jason's personalized note template. No pitch in first message.
Jason's direct approach: Engage post viewers. Comment on tree care content. Connect with anyone who engages with BOSSTORQUE posts.
Engagement before connection: Like/comment on a prospect's recent post before connecting. 2–3× higher acceptance rate.
Hashtags: #treecare #arborist #treecarelife #arboristlife #landscaping #fieldservice #oregontrees

03

Brand Voice, Messaging, and Copy Rules

Tone	Plainspoken. Gritty but respectful. No corporate language. Practical. Human-first. Confidence without hype.
Persona	Speaks like someone who's swung a hammer. A trusted peer from the jobsite — not a tech vendor.
Lead with	Pain, benefit, outcome. Never the tool or the technology.
Tagline	"Built for the folks who build, fix, and run the real world."
Colors	#1E3A8A (Deep Blue) + #FF6B35 (Orange). Use on all overlays and branded assets.
Font	Barlow Condensed (headlines) / Barlow (body). No decorative or script fonts.
Favicon/logo	BOSSTORQUE favicon and logo on all Kit LPs and BOSSTORQUE-branded pages. Pull from bosstorque.ai CDN.

✓ Do Use

"Run smoother."
"Book work faster."
"Take the admin off your plate."
"Fix the bottlenecks slowing you down."
"Turn past customers into new work."
"2–4 hours a week. That's the total investment."
"Work is hard enough — your systems shouldn't be."

✗ Do NOT Use

AI-powered automation platform
Machine learning workflows
Next-generation agents
Enterprise-grade anything
Maximize your digital transformation
Any language that sounds like a software pitch

04

Lead Flow Architecture

Full Funnel: Organic Post → Booked Call → Power Leak → Retainer

Discovery: Prospect sees organic post (or paid ad, Phase 3). Engages or clicks.
Engagement: VA/SMM (or Jason) responds to comment, connects, or DMs same business day.
Capture: Prospect clicks CTA → Kit landing page or LinkedIn LGF (paid). Submits name, email, company, business type, Track A/B routing question.
Instant Alert: Zapier → Pipedrive deal created → Quad-alert (Pushover + Twilio + Slack + Pipedrive) to Jason.
SMS Warm-Up (after FTC approval): Immediate confirmation SMS. 10-min follow-up if no response. Explicit SMS consent captured at form submission.
Email Warm-Up: Kit fires Track A or Track B sequence. Pushes to book at bosstorque.ai/call.
Jason Responds: Within 10 minutes during response hours (10 AM–4 PM PT). Personal outreach by phone, email, or LinkedIn DM.
Meeting Booked: TidyCal confirmation + SMS reminders at 3 days, 1 day, morning of, 1 hour before.
Call: 30-min No-BS Business Call. Track A: call IS the diagnostic. Track B: Power Leak bundled.
Power Leak: Under $1,000 assessment. Delivers ROI model. Moves to retainer.
Close: Retainer at $2,000/mo starting point. Boost projects scoped separately.
Attribution: Pipedrive deal tagged with lead source, campaign ID, UTM, Track A/B. Armen's CM clock starts from deal close date.

Systems Architecture

Kit (ConvertKit)	Landing pages, native forms, email sequences, lead tagging, reporting. Armen builds all Kit assets.
Pipedrive	CRM. Stages: New Lead → Notified → Responded → Call Scheduled → Call Complete → Power Leak Proposed → Closed Won/Lost. Jason configures.
Zapier	Form → Pipedrive + Kit tag + quad-alert. TidyCal → SMS reminders. Armen builds all Zaps.
Twilio	SMS. Requires FTC/TCPA compliance + consent before any sends. Jason handles compliance.
Pushover	Push to Jason's phone. High priority. DND bypass. First alert on every lead.
TidyCal	Booking tool. bosstorque.ai/call. 30-min No-BS Business Call.
LinkedIn Sales Navigator	Audience prospecting. VA/SMM uses daily for tree care owner outreach.
GA4 + GTM	Conversion events: form_submission, booking_page_visit, tidycal_booking_complete. GTM manages all tags. ID: G-XM0VGC7GSV.
Meta Pixel	ID: 2239103156358864. Retargeting audience build. Must fire on booking confirmation.
LinkedIn Insight Tag	Retargeting + conversion tracking. Installed via GTM.
Microsoft Clarity	Session recordings + heatmaps. Free. bosstorque.ai/call and case study pages.
Google Search Console	Connected to GA4. Organic search monitoring.

SMS Sequence (Twilio — FTC/TCPA Compliance Required)

⚠ No SMS Sends Until Jason Confirms FTC/TCPA Compliance

Form must include explicit SMS consent checkbox. Armen builds the Zaps but does NOT activate SMS until Jason gives the green light. Target: Fri Mar 28.

Trigger	Timing	Message	Owner
Form submitted	Immediately	"Hey [First Name] — got your message. Jason from BOSSTORQUE. I'll be in touch within the hour. Jump ahead: bosstorque.ai/call"	Armen builds Zap
No response	10 min after submit	"Hey [First Name] — Jason here. Quick question: is the biggest issue in [Company] on the ops side or marketing side? Either way I've got a path. bosstorque.ai/call"	Armen builds Zap
Meeting booked	3 days before	"Hey [First Name] — reminder: call booked [Date] at [Time]. No prep needed. Reply CANCEL to reschedule."	Armen builds Zap
Meeting booked	1 day before	"[First Name] — see you tomorrow at [Time]. Here's the link: [TidyCal link]"	Armen builds Zap
Meeting booked	Morning of (8 AM local)	"Morning [First Name] — today at [Time]. [TidyCal link]. Reply CANCEL to move it."	Armen builds Zap
Meeting booked	1 hour before	"[First Name] — 1 hour out. [TidyCal link]. See you soon."	Armen builds Zap

Email Warm-Up Sequences (Kit — Armen Builds)

Track A — Unaware/Skeptical

Answer: "I'm not totally sure — that's part of the problem"

Email 1 (immediate): Confirm receipt. "The call IS the diagnostic — 30 min and I'll find the leak." CTA: Book.
Email 2 (Day 2): Sperry case study. $200K in the database. 31x ROI.
Email 3 (Day 4): Top 5 leaks in tree care businesses. "Is this you?"
Email 4 (Day 7): Last nudge. Rob's San Francisco referral quote. Book or reply.

Track B — Self-Aware/Ready

Answer: "I have a pretty good idea what the problem is"

Email 1 (immediate): "Knowing the problem is half the battle." Power Leak puts a dollar figure on it. CTA: Book.
Email 2 (Day 1): $1,000 in, $129K Year 1 out. CTA: Book.
Email 3 (Day 3): "2–4 hours a week. That's all it took." Rob's time quote verbatim.
Email 4 (Day 6): Direct. "You know what's broken. I know how to fix it. 30 minutes."

05

Team, Roles, and Division of Labor

Role	Owns	Does NOT Own
Jason (BOSSTORQUE)	Lead response (10 AM–4 PM PT, 10-min target), sales calls, Power Leak delivery, retainer close, Pipedrive setup, CM tracking, weekly meeting facilitation, VA/SMM management and playbook, FTC/TCPA compliance, LinkedIn profile	Campaign execution, video editing, post scheduling, funnel builds, tracking setup
Armen	All campaign execution: video cuts, post copy and scheduling, Kit LPs and sequences, Zapier builds, GTM/GA4/pixel setup, weekly HTML report, LinkedIn Campaign Manager (when paid activates), CM reporting inputs	Lead response, sales, delivery, VA management, playbook writing
VA / Social Media Manager To hire · Philippines	LinkedIn connection requests (20–25/day via Sales Navigator), comment responses on BOSSTORQUE posts, DMs to post engagers, basic VA support for BOSSTORQUE. Reports to Jason. Coordinates with Armen daily on campaign activities.	Ad spend, copy strategy, email sequences, closing, client management. Armen has no role in VA hiring — Jason posts the job and handles everything.
SDR/Setter Future hire	Meeting booking from warm leads, follow-up on stale Pipedrive deals, qualifying inbound before Jason's time	Closing, delivery, copy, campaign management. Hire when inbound volume consistently exceeds Jason's response capacity.

VA/SMM Role Details

Role type	VA + Social Media Manager. Dual role: LinkedIn outreach/engagement AND general VA support for BOSSTORQUE.
Platform	Onlinejobs.ph (preferred) or Upwork Philippines
Hours	~20 hrs/week to start. Scale with volume.
Reports to	Jason (directly). Coordinates with Armen daily on campaign-specific tasks.
Hiring	Jason posts the job and leads all interviewing, screening, and hiring. Armen has no role in the hiring process.
Playbook	Jason writes the full playbook: connection note templates, comment templates, DM sequences, VA task list, escalation rules.
Rate	$5–$8/hr USD typical for this combined role in Philippines
Target start	Tue Mar 31

06

Campaign Goals, Metrics, and Reporting

Organic Phase (Weeks 1–4)

Metric	Green	Yellow	Red
Post impressions (avg)	500+	200–499	<200
Followers gained/week	10+	5–9	<5
New connections/week	30+	15–29	<15
Engagement rate/post	3%+	1–2.9%	<1%
Comments per post	3+	1–2	0
Reposts per post	2+	1	0
Profile visits/week	50+	20–49	<20
Meetings booked	2+/week by Wk3	1/week	0
Form submissions	3+/week by Wk3	1–2/week	0

Paid Phase (Phase 3)

Metric	Green	Yellow	Red
CPL (cost per lead)	<$100	$100–$150	>$150
LGF submissions / 14d	5+	3–4	<3
Video completion 25%	50%+	30–49%	<30%
Video completion 75%	25%+	15–24%	<15%
CTR	0.4%+	0.2–0.39%	<0.2%
LGF completion rate	60%+	40–59%	<40%
Track A/B split	≥20% each	—	One track 0%

Lead Source Attribution (UTMs)

LinkedIn organic post	utm_source=linkedin&utm_medium=organic&utm_campaign=tree-care-2026&utm_content=[post-slug]
LinkedIn paid — VIDEO A	utm_source=linkedin&utm_medium=paid&utm_campaign=tree-care-2026&utm_content=video-a
LinkedIn paid — VIDEO B	utm_source=linkedin&utm_medium=paid&utm_campaign=tree-care-2026&utm_content=video-b
Meta Feed	utm_source=meta&utm_medium=paid&utm_campaign=tree-care-2026&utm_content=video-a-4x5
Meta Reels	utm_source=meta&utm_medium=paid&utm_campaign=tree-care-2026&utm_content=video-b-reels
Bio / direct link	utm_source=linkedin&utm_medium=bio&utm_campaign=tree-care-2026
Pipedrive 'Lead Source'	Values: LinkedIn Organic / LinkedIn Paid / Meta Paid / Referral / Direct. Auto via Zapier where possible. Manual fallback.
Kit tags on submission	bosstorque-lead + track-a or track-b + source-[channel]
Attribution rule	No UTM = no CM credit for Armen. Every shared link must have UTM parameters. No exceptions.

Contribution Margin and Armen's Compensation

CM Calculation and Payout Rules

CM formula: Collected revenue − pass-through costs − direct delivery costs − ad spend = Contribution Margin.
Collected revenue only. CM is calculated on money actually received by BOSSTORQUE. Not invoiced, not projected.
Clawback: If BOSSTORQUE issues a refund on an Armen-sourced client, CM is recalculated and Armen's payout adjusted accordingly. Applies during the 12-month earning window.
Payout rates (Booster, months 1–6): 8% on first $50K CM / 10% on next $50K / 12% above $100K.
Payout rates (Standard, month 7+): 6% / 8% / 10% on same tiers.
Loyalty bonus: +2% after 4 paid months / +3% after 7 paid months (while client active).
Quarterly accelerator: +2% if quarterly CM ≥$25K / +4% if ≥$50K.
Earning window: 12 months from deal close date, per client. Tiers reset per client.
Paid: Quarterly, in arrears. Jason sends CM statement to Armen with full calculation breakdown.
Tracking: Jason calculates CM manually now. Will automate as volume grows.
Attribution source of truth: Pipedrive campaign ID field. No campaign ID = not eligible for CM payout.

Weekly Report (Armen — Sundays by 8 PM PT)

Format	Fillable HTML report. Dated file. Sent to Jason via Slack DM.
LinkedIn organic	Impressions per post, engagements, followers gained, connections, top post, comments, reposts, profile visits.
LinkedIn paid (when live)	Impressions, CPL, CTR, video completion, LGF submissions, spend vs cap.
GA4	Sessions on bosstorque.ai/call, form clicks, booking page visits.
Kit	New tagged subscribers, Track A/B counts, email open rates.
Pipedrive	New deals, stages, deals by lead source, deals moved to Call Scheduled+.
SMS	Twilio: messages sent, delivery rate. (After FTC approval.)
VA/SMM activity	Connections sent, accepted, DMs sent, replies. (Once hired.)
Lead log	Every submission: name, company, track, date, Pipedrive stage, source.
CM inputs	Deal IDs closed this week, revenue collected, pass-throughs. For Jason's CM calc.
Armen's take	What's working. Root cause on anything yellow/red. Next week recommendation.

Weekly Alignment Meeting

Day / Time	Wednesday at 1:30 PM PT
Participants	Jason + Armen. VA/SMM invited once hired.
Duration	30 minutes
Agenda	5 min: metrics (Armen presents). 10 min: what's working/not. 10 min: next week priorities. 5 min: blockers and decisions.
Output	Written decisions + task updates in Slack #bosstorque-campaign within 2 hours of meeting.

07

Organic Post Calendar — 24-Post Cycle

Week 0 = build week (Mar 16–22, no posts). Week 1 = Mar 23–29. Cadence: Mon/Tue/Thu each week. Week 1 has 2 posts (Tue+Thu only — Mon Mar 23 is brief/meeting day). Post 24 is the cycle wrap on Mon May 18.

Post Format Standards

Length: 150–300 words for text-heavy posts. 50–100 words for video posts. Hook must land before LinkedIn "see more" truncation (~2 lines).
Hook: Statement, question, or stat. No intro. No "Hi my name is." Start mid-thought.
CTA structure: Engagement CTA in post body. Conversion CTA in first comment ("Full story at bosstorque.ai/call — link below").
Hashtags: 3–5 per post. Always: #treecare #arborist. Rotate: #treecarelife #arboristlife #landscaping #fieldservice #oregontrees
Images: Real footage from Sperry HQ/equipment yard or Jason's property. No stock. BOSSTORQUE colors on overlays.
Video: Clip from approved quote bank. Burned captions required. See Video Brief v3 for source timecodes.
After cycle 1: Review all 24 posts. Results dictate — repeat top performers, replace bottom third, or build new set.

Week 0 — Build Week Mar 16–22 · No Posts

Date	Activity	Detail
Mar 16–22 (Mon–Sun)	Build Week	Systems build. Pre-launch prep. Posts 1–2 written. Kit LP built. VIDEO A rough cut. Pre-launch meeting scheduled for Mon Mar 23.

Week 1 Mar 23–29 · 2 Posts (Tue + Thu)

Date	Post #	Format	Asset	Hook + Angle + CTA
Mon Mar 23	Pre-launch meeting + brief delivered. Mon Mar 23 is NOT a post day.
Tue Mar 24	Post 1	Text + image	Sperry equipment yard photo	HOOK: "10,800 customers. No system to reach them. $200K+ sitting untouched." DATABASE OPPORTUNITY. No pitch. ENGAGEMENT: "Does this sound like your database?" CONVERSION: Link in first comment.
Thu Mar 26	Post 2	Video (60s)	IMG_2563: 1:41–2:35	HOOK: "$1,000 in. $300–$500K projected out. Here's what Rob said." ROI STATEMENT. Rob's exact words. ENGAGEMENT: "What would a 31x return change for your business?"

Week 2 Mar 30 – Apr 5 · 3 Posts

Date	Post #	Format	Asset	Hook + Angle + CTA
Mon Mar 30	Post 3	Text only	None	HOOK: "Most tree care owners I talk to are great at the work. The business side is where it leaks. Here are the 5 most common leaks." PAIN POINTS LIST. ENGAGEMENT: "Which one hits closest to home?"
Tue Mar 31	Post 4	Video (30s)	IMG_2564: 2:23–2:40	HOOK: "2 to 4 hours a week. That's the total time Rob's team invested." TIME OBJECTION KILL. ENGAGEMENT: "Is admin eating your day? Tell me where."
Thu Apr 2	Post 5	Text + stat graphic	Branded stat card (#1E3A8A)	HOOK: "60 Google reviews in 20 years. 200 in 4 months. Same business. One system." BEFORE/AFTER PROOF. ENGAGEMENT: "What's your current Google review count?"

Week 3 Apr 6–12 · 3 Posts

Date	Post #	Format	Asset	Hook + Angle + CTA
Mon Apr 6	Post 6	Video (45s)	IMG_2562: 1:23–2:00	HOOK: '"Wildly successful." That's the exact phrase Rob used.' CAMPAIGN RESULT. ENGAGEMENT: "Full case study — link in first comment."
Tue Apr 7	Post 7	Text only	None	HOOK: "Seasonal revenue roller coaster. Busy 6 months, slow 6. Tree care owners know it. Here's how one company is smoothing it out." SEASONALITY PAIN. ENGAGEMENT: "How does your slow season compare?"
Thu Apr 9	Post 8	Video (50s)	IMG_2564: 5:21–5:57	HOOK: "He told an arborist in San Francisco to call us. Unprompted. Here's what he said." SAN FRANCISCO REFERRAL. ENGAGEMENT: "Tag a tree care owner who needs to hear this."

Week 4 Apr 13–19 · 3 Posts · PAID LAUNCH REVIEW Wed Apr 15

Date	Post #	Format	Asset	Hook + Angle + CTA
Mon Apr 13	Post 9	Text + image	Sperry crew at work (B-roll)	HOOK: "35 years of reputation. Zero system to stay in touch with past customers. Here's the before and after." RE-ENGAGEMENT STORY. ENGAGEMENT: "How often are you reaching out to past customers?"
Tue Apr 14	Post 10	Video (45s)	IMG_2561: 1:27–2:01	HOOK: '"Not cluttering up my to-do list." That's how Rob described it.' SYSTEMS RELIEF. ENGAGEMENT: "What's on your to-do list that shouldn't be?"
Thu Apr 16	Post 11	Text only	None	HOOK: "The Power Leak assessment costs under $1,000. Most owners find $100K–$300K in leaking revenue. Here's how the math works." POWERLEAK EXPLAINER. CONVERSION: "Book one at bosstorque.ai/call — link in first comment."

Week 5 Apr 20–26 · 3 Posts

Date	Post #	Format	Asset	Hook + Angle + CTA
Mon Apr 20	Post 12	Video (40s)	IMG_2560: 5:40–6:21	HOOK: "20 years of Google reviews. Quadrupled in 4 months." REVIEWS STORY. ENGAGEMENT: "How many Google reviews does your tree care business have right now?"
Tue Apr 21	Post 13	Text + image	Jason at Sperry job site	HOOK: "I'm a former electrician. Ran software companies. Advised Siemens and John Deere. I built BOSSTORQUE for Rob — exceptional at his craft, just needed the business side to catch up." JASON CREDIBILITY. ENGAGEMENT: "What's the gap between your craft and your business systems?"
Thu Apr 23	Post 14	Text only	None	HOOK: "Phone rings. Admin stops what she's doing. Answers. Qualifies. Schedules. Repeats 15 times a day. That's $15,000/year in productivity walking out the door." PHONE INTERRUPT TAX. ENGAGEMENT: "How many interruptions does your office handle daily?"

Week 6 Apr 27 – May 3 · 3 Posts

Date	Post #	Format	Asset	Hook + Angle + CTA
Mon Apr 27	Post 15	Video (55s)	IMG_2562: 12:18–12:55	HOOK: '"Hundreds of thousands of dollars. Not communicating with them." Rob's words, not mine.' DATABASE BEFORE-STATE. ENGAGEMENT: "How big is your customer database?"
Tue Apr 28	Post 16	Text only	None	HOOK: "The TorqueCheck is free. 10 minutes. Tells you exactly where your business is leaking time and profit. 200+ owners have taken it. Here's the most common finding." TORQUECHECK INTRO. CONVERSION: "bosstorque.ai/call — link in first comment."
Thu Apr 30	Post 17	Video (45s)	IMG_2564: 2:47–3:18	HOOK: '"Before a single piece of marketing went out, you really took the time to understand who we are." Rob.' BRAND ALIGNMENT. ENGAGEMENT: "Does your marketing actually sound like your company?"

Week 7 May 4–10 · 3 Posts

Date	Post #	Format	Asset	Hook + Angle + CTA
Mon May 4	Post 18	Text + stat graphic	57% open rate stat card	HOOK: "Tree care industry email open rate: 26%. Sperry Tree Care: 57%. Here's what was different." OPEN RATE STAT. ENGAGEMENT: "What open rate are you getting on your emails?"
Tue May 5	Post 19	Text only	None	HOOK: "I've talked to dozens of tree care owners in OR, WA, CA, and BC in the last 6 months. Same 3 problems keep coming up." REGIONAL INSIGHT. ENGAGEMENT: "Which one is yours?"
Thu May 7	Post 20	Video (60s)	IMG_2562: 2:48–3:13	HOOK: '"That's part of the reason I had confidence to enter into a retainer agreement." Here's what changed his mind.' RETAINER CONFIDENCE. ENGAGEMENT: "What would it take to give you that kind of confidence in a consultant?"

Week 8 May 11–17 · 3 Posts

Date	Post #	Format	Asset	Hook + Angle + CTA
Mon May 11	Post 21	Text + image	Rob at equipment yard	HOOK: "Rob Miron has run Sperry Tree Care for 25 years. Best crew in Eugene. The systems weren't keeping up. Here's what we built together." FULL CASE STUDY TEASE. CONVERSION: "bosstorque.ai/call."
Tue May 12	Post 22	Text only	None	HOOK: "Emerald ash borer is coming to the Pacific Northwest. Millions of Oregon ash trees at risk. Tree care companies that are systematized now will capture the most of that opportunity." FORWARD-LOOKING URGENCY. ENGAGEMENT: "Are you preparing for the ash borer wave?"
Thu May 14	Post 23	Video (45s)	IMG_2561: 0:33–0:56	HOOK: '"It cost us practically nothing to recommend it, and it made the biggest difference." Jobber story.' TOOL VALUE WITHOUT THE PITCH. ENGAGEMENT: "What's one tool that changed how your business runs?"

Week 9 May 18 · Post 24 + Cycle 2 Decision

Date	Post #	Format	Asset	Hook + Angle + CTA
Mon May 18	Post 24	Text only	None	HOOK: "8 weeks of posts. Here's what I learned about what tree care owners actually want to talk about. And what's coming next." CYCLE WRAP + TEASE. ENGAGEMENT: "What topics do you want more of? Reply below." Then review all 24 posts and decide: repeat top performers / replace weak ones / build new set.

08

Paid Campaign (Phase 3 — After Organic Data)

Paid Launch Triggers — Do Not Launch Before All Are Met

Minimum 2 full weeks of organic posts live.
At least 1 post with 500+ impressions.
At least 3 form submissions from organic sources.
Kit Track A and Track B sequences tested end-to-end.
FTC/TCPA SMS compliance confirmed by Jason.
Quad-alert system live and tested.
Go/no-go decision: Wed Apr 15 weekly meeting (Week 4).

LinkedIn objective	Lead Generation
Ad format	Single video + Lead Gen Form (in-platform native form)
Geography	OR, WA, ID, NV, AZ, CA + BC Canada
Audience	Tree care owners, arborists, landscaping. 5–100 employees.
Bid strategy	Maximum Delivery
Starting budget	~$35/day. Hard cap TBD at paid launch review.
Week 1 paid	VIDEO A + Ad Set A copy (one headline variant, one intro variant). Single ad.
Week 2 paid	Add VIDEO B as second ad. A/B now meaningful.
Boost candidates	Top organic posts (highest impressions + engagement) reviewed weekly for paid boost consideration.
Meta paid	Only after: LinkedIn CPL <$100 AND 100+ LinkedIn site visitors for lookalike AND Meta Pixel has 30+ events.
BC Canada — Meta	Armen confirms Meta Canada ad policy eligibility before Meta paid launch.
Retargeting	LinkedIn: VIDEO A 25%+ viewers → VIDEO B. Meta: website visitors (Pixel) → VIDEO A 4:5 crop.

09

Tracking, Analytics, and Retargeting

GTM	Google Tag Manager on bosstorque.ai. All tags managed through GTM. Armen installs and configures.
GA4	ID: G-XM0VGC7GSV. Events: form_submission, booking_page_visit, tidycal_booking_complete, pdf_download.
Meta Pixel	ID: 2239103156358864. Must fire on booking confirmation. Build retargeting: website visitors 30d, booking page visitors 30d.
LinkedIn Insight Tag	Via GTM. Retargeting + conversion tracking in Campaign Manager.
Microsoft Clarity	Session recordings + heatmaps. Free. bosstorque.ai/call and case study pages.
Google Search Console	Connected to GA4.
UTM discipline	Every link in every post, email, and SMS must have UTM. No UTM = no CM credit. Armen maintains UTM tracking sheet.
Favicon + logo	BOSSTORQUE favicon and logo on all Kit landing pages. Pull from bosstorque.ai CDN.
Audience analysis	Monthly: LinkedIn audience insights review. Compare to target definition. Tune if diverging.
Build retargeting now	Meta: website visitors 30d, booking visitors 30d. LinkedIn: video viewers 25%+, website visitors, LGF openers. Build now, activate with paid.

10

Full Marketing Calendar

Date	Milestone	Detail
Mon Mar 16	TODAY / WEEK 0 START	Brief being built. Jason + Armen alignment on scope. Build week begins.
Wed Mar 18	MEETING SCHEDULED	Jason schedules pre-launch meeting with Armen for Mon Mar 23.
Thu Mar 19	PIPEDRIVE	Jason: Pipedrive pipeline + custom fields configured.
Thu Mar 20	SMM JD APPROVED	Jason approves VA/SMM job description.
Fri Mar 20	PUSHOVER	Jason: Pushover DND bypass confirmed, test sent.
Sat Mar 21	SMM JOB POSTED	Jason posts VA/SMM role on Onlinejobs.ph. Jason handles all hiring from this point.
Sun Mar 22	ARMEN PREP DUE	Posts 1–2 written and scheduled. Kit LP built. VIDEO A rough cut ready. Privacy page + TidyCal confirmed.
Mon Mar 23	WEEK 1 START	Brief v4.2 delivered. Pre-launch meeting (time TBD). Systems go/no-go. Post 1 ready to fire tomorrow.
Tue Mar 24	POST 1 LIVE	Text + image. Database opportunity hook.
Wed Mar 25	WEEKLY MEETING #1	Jason + Armen. 1:30 PM PT. First regular weekly alignment.
Thu Mar 26	POST 2 LIVE	Video clip. Rob ROI quote. IMG_2563 1:41–2:35.
Thu Mar 26	GTM/GA4/PIXEL	Armen: GTM + GA4 + Meta Pixel + LI Insight Tag + Clarity installed and verified.
Fri Mar 28	ZAPIER + SMS	Zapier quad-alert live and tested. SMS activates only after Jason confirms FTC compliance.
Fri Mar 28	FTC TARGET	Jason: FTC/TCPA compliance complete. Confirm to Armen. SMS activates.
Fri Mar 28	VIDEO A FINAL	Armen: captions burned, overlays, 4:5 Meta crop, thumbnail.
Mon Mar 30	WEEK 2 START	Post 3 live (Mon). Email sequences built and tested.
Tue Mar 31	POST 4 LIVE + SMM HIRED	Post 4 live. Target hire date for VA/SMM (Jason leads hiring).
Wed Apr 1	WEEKLY MEETING #2	1:30 PM PT. Week 1 review. VA/SMM onboarding status.
Wed Apr 1	VA PLAYBOOK	Jason: VA/SMM playbook written and shared with new hire.
Thu Apr 2	POST 5 LIVE	Stat graphic. Google reviews 60→200.
Mon Apr 6	WEEK 3 START	Post 6 live (Mon).
Tue Apr 7	POST 7 LIVE	Text. Seasonality pain point.
Wed Apr 8	WEEKLY MEETING #3	1:30 PM PT. Week 2 review.
Thu Apr 9	POST 8 LIVE	Video. San Francisco referral. IMG_2564 5:21–5:57.
Mon Apr 13	WEEK 4 START	Post 9 live (Mon).
Tue Apr 14	POST 10 LIVE	Video. Systems relief. IMG_2561 1:27–2:01.
Wed Apr 15	WEEKLY MEETING #4 + PAID REVIEW	1:30 PM PT. 4 weeks organic data. Paid launch go/no-go decision.
Thu Apr 16	POST 11 LIVE	Text. PowerLeak explainer.
Mon Apr 21 (if paid triggered)	PAID LAUNCH	LinkedIn Campaign Manager. VIDEO A. Max Delivery. LGF live.
Apr 20 – May 14	POSTS 12–23	Continue per calendar. Armen writes Weeks 5–8 during Weeks 1–4.
Mon May 18	POST 24 + CYCLE 2	Cycle wrap post. Review all 24 posts. Decide: repeat / replace / rebuild.
Wednesdays ongoing	WEEKLY MEETINGS	Every Wednesday at 1:30 PM PT.
Sundays ongoing	WEEKLY REPORTS	Armen delivers HTML report by 8 PM PT.
Quarterly	CM PAYOUT	Jason calculates CM per Armen-sourced client. Sends statement. Pays in arrears.

11

Task Assignments and Deadlines

Armen — Pre-Launch (Complete Before Pre-Launch Meeting, Sun Mar 22)

☐	Task	Owner / Deadline
☐	Write Posts 1 & 2 (Tue Mar 24 + Thu Mar 26). Schedule in LinkedIn.	Armen / Sun Mar 22
☐	Build Kit landing page. Native Kit form. UTMs set.	Armen / Sun Mar 22
☐	Confirm bosstorque.ai/privacy page is live.	Armen / Sun Mar 22
☐	Confirm TidyCal booking link live and routing correctly.	Armen / Sun Mar 22
☐	VIDEO A rough cut assembled. Ready to demo at pre-launch meeting.	Armen / Sun Mar 22
☐	GTM installed. GA4 conversion events. Meta Pixel. LinkedIn Insight Tag. Clarity.	Armen / Thu Mar 26
☐	Zapier: form submit → Pipedrive + Pushover + Twilio + Slack.	Armen / Fri Mar 28
☐	Kit Track A email sequence (4 emails) built and tested.	Armen / Mon Mar 30
☐	Kit Track B email sequence (4 emails) built and tested.	Armen / Mon Mar 30
☐	Twilio SMS: immediate + 10-min follow-up + meeting reminders (3d/1d/AM/1hr). Activate ONLY after Jason confirms FTC approval.	Armen / Fri Mar 28
☐	Test end-to-end: form submit → all alerts fire → Pipedrive deal → Kit tag → email fires.	Armen / Fri Mar 28
☐	VIDEO A final: captions burned, overlays, 4:5 Meta crop, thumbnail exported.	Armen / Fri Mar 28
☐	Write Post 3 (Mon Mar 30) and Posts 4–5 (Tue Mar 31, Thu Apr 2).	Armen / Sun Mar 29

Jason — Pre-Launch (Complete Before Pre-Launch Meeting, Mon Mar 23)

☐	Task	Owner / Deadline
☐	Schedule pre-launch meeting with Armen for Mon Mar 23 (time TBD).	Jason / Wed Mar 18
☐	Pipedrive pipeline: 6 stages + custom fields (Track, Lead Source, Routing Answer, Campaign ID, Call Prep URL).	Jason / Thu Mar 19
☐	Pushover: DND bypass confirmed, custom alert sound, test notification sent.	Jason / Fri Mar 20
☐	Approve VA/SMM job description before Armen posts.	Jason / Thu Mar 20
☐	FTC/TCPA SMS compliance: obtain certification + consent language for forms. No SMS sends until complete.	Jason / Fri Mar 28
☐	Review and approve VIDEO A rough cut.	Jason / Tue Mar 24
☐	LinkedIn profile update. Jason handles independently.	Jason / Week 1
☐	Post VA/SMM job on Onlinejobs.ph. Lead all screening, interviewing, and hiring.	Jason / Post: Sat Mar 21 · Hire: Mar 31
☐	Write VA/SMM playbook: connection templates, comment templates, DM sequence, task list, escalation rules.	Jason / Wed Apr 1

Ongoing — Both

☐	Task	Owner / Cadence
☐	Pre-launch meeting: Mon Mar 23 (time TBD). Jason schedules.	Jason + Armen / Mon Mar 23
☐	Weekly meeting: every Wednesday at 1:30 PM PT.	Jason + Armen / Ongoing
☐	Weekly HTML report: every Sunday by 8 PM PT.	Armen / Ongoing
☐	Lead response within 10 min during hours (10 AM–4 PM PT).	Jason / Ongoing
☐	Posts 6–24 written on rolling 2-week lead time.	Armen / Rolling
☐	Quarterly CM statement sent to Armen with full calculation.	Jason / Quarterly

12

QA and Testing Protocol

Armen owns QA. Nothing goes live without a completed QA pass. Document results in Slack #bosstorque-campaign with a brief summary ("QA complete — all systems green" or list of issues found and resolved).

Jason Approves All Copy and Video — Until Otherwise Noted

Every post, email, video cut, ad copy variant, and Lead Gen Form copy must be reviewed and approved by Jason before it goes live or is scheduled. No exceptions. As content quality becomes consistently strong, Jason may grant Armen autonomous approval — but that decision is Jason's to make explicitly. Until then, assume approval is required for everything.

Posts: Armen submits draft to Jason via Slack with the scheduled date. Jason approves or returns with notes. Target turnaround: same business day.
Video cuts: Rough cut sent to Jason before captions or overlays are added. Final cut sent again after. Both require explicit approval.
Ad copy: All headline and intro text variants reviewed by Jason before loading into Campaign Manager.
Email sequences: Track A and Track B sequences reviewed by Jason before activation in Kit.
LGF copy: Jason reviews in Campaign Manager before the form is saved.

Phase 1 — Pre-Launch System QA (Complete by Fri Mar 28)

How to Run the End-to-End Test

Use a personal email address (not bosstorque.ai or any known domain). Submit the Kit landing page form as if you are a real prospect. Fill in every field. Choose Track A on one test, Track B on a second test. Verify every downstream step fires correctly.

☐	QA Check	Expected Result
☐	Submit Kit landing page form (Track A). Verify form submission completes without error.	Thank-you message displays. UTM parameters captured.
☐	Submit Kit landing page form (Track B). Separate test submission.	Thank-you message displays. Correct track tagged.
☐	Pushover alert fires within 60 seconds of form submit.	High-priority push notification on Jason's phone. Custom alert sound plays. DND bypassed.
☐	Twilio SMS fires within 60 seconds of form submit (after FTC approval).	Immediate confirmation SMS received at test phone number.
☐	Slack #bosstorque-leads alert fires within 60 seconds.	Rich card appears in channel with prospect name, company, track, source.
☐	Pipedrive deal created automatically.	New deal in "New Lead" stage. Lead Source, Track, Campaign ID fields populated correctly.
☐	Kit Track A sequence fires for Track A submission.	Email 1 received within 5 minutes. Subject line matches Track A spec. CTA link works.
☐	Kit Track B sequence fires for Track B submission.	Email 1 received within 5 minutes. Subject line matches Track B spec. CTA link works.
☐	All Kit tags applied correctly on both test submissions.	Subscriber tagged: bosstorque-lead + correct track (track-a or track-b) + source tag.
☐	bosstorque.ai/call booking page loads correctly. TidyCal embed displays and is interactive.	Page loads under 3 seconds. TidyCal calendar shows available slots. Can select a time.
☐	Book a test meeting via TidyCal. Verify confirmation email fires.	TidyCal confirmation email received. Meeting appears in calendar.
☐	SMS meeting reminder sequence fires (3 days before test meeting).	SMS received 3 days before. Correct message text. TidyCal link functional.
☐	GA4 form_submission conversion event fires on form submit.	Visible in GA4 Realtime > Events within 60 seconds of submission.
☐	GA4 booking_page_visit event fires on bosstorque.ai/call visit.	Visible in GA4 Realtime.
☐	Meta Pixel PageView fires on bosstorque.ai/call. Use Meta Pixel Helper browser extension to verify.	Pixel Helper shows PageView event. No errors.
☐	LinkedIn Insight Tag fires on bosstorque.ai/call. Verify in LinkedIn Campaign Manager > Insight Tag.	Tag shows "Active" status.
☐	UTM parameters pass through correctly from post link → Kit LP → Pipedrive Lead Source field.	Source, medium, campaign, content all visible on the Pipedrive deal.
☐	bosstorque.ai/privacy page loads. SMS consent language visible on Kit form.	Privacy page accessible. Form consent checkbox present and required.
☐	BOSSTORQUE favicon and logo display correctly on Kit landing page.	Correct favicon in browser tab. Logo displays at correct size and color.
☐	Kit landing page renders correctly on mobile (iOS + Android).	Form usable. No layout breaks. CTA button tappable.
☐	Delete all test deals from Pipedrive after QA complete. Remove test subscribers from Kit.	Clean slate before real leads arrive.

Phase 2 — Post Content QA (Each Post Before Scheduling)

☐	QA Check	Expected Result
☐	Hook lands in first 2 lines before LinkedIn "see more" truncation.	First 2 lines make the reader want to click "see more." No intro. No "Hi my name is."
☐	Post length is within spec (150–300 words text posts, 50–100 words video posts).	Character/word count confirmed. Not too short to be dismissible, not so long it loses readers.
☐	Engagement CTA is in the post body. Conversion CTA is in the first comment (not the post body).	Post ends with engagement prompt. First comment has "Full story at bosstorque.ai/call — link below" + UTM link.
☐	UTM parameters on every link in the first comment.	Link includes utm_source, utm_medium, utm_campaign, utm_content with correct values for that post.
☐	3–5 hashtags included. Always includes #treecare and #arborist.	Hashtags at end of post or in first comment (LinkedIn best practice — test both).
☐	Brand voice check: no tech jargon, no AI hype, no corporate language. Reads like a trades peer.	Re-read against Section 3 do/don't list. If any flagged phrase appears, rewrite.
☐	Any stat used is from the approved stat reference list (LinkedIn Ad Copy doc, Section 5).	No invented or unverified numbers. Source confirmed.
☐	Any Rob quote is verbatim from the approved quote bank (Video Brief v3, Section 7).	Exact wording matches transcript. No paraphrasing presented as a direct quote.
☐	Image or video asset confirmed for posts that require one. Not a placeholder.	Actual image/video file ready. Not "TBD."
☐	Post scheduled at correct time in LinkedIn. (Recommended: Tue/Thu 8–9 AM PT or Mon 8–9 AM PT for Week 2+ Mon posts.)	Correct date and time confirmed in LinkedIn scheduler before saving.

Phase 3 — Video QA (Before Upload to LinkedIn Campaign Manager)

☐	QA Check	Expected Result
☐	VIDEO A rough cut reviewed and approved by Jason before captions or overlays are added.	Jason confirms via Slack. Written approval logged.
☐	Captions are verbatim — match Rob's exact words. No paraphrasing.	Cross-check against transcript (Video Brief v3, Section 7). Every line matches.
☐	Captions position: bottom third of Rob's face area. Never below letterbox bar.	Watch full video. No caption obscures Rob's face or drops into the navy bar.
☐	Text overlays appear at correct timecodes per Video Brief spec.	Overlay timing matches spec exactly. No overlay appears too early or lingers too long.
☐	Letterbox bars are solid #1E3A8A. No gradient, no texture, no black.	Color picker confirms #1E3A8A on exported file.
☐	URL overlay in final seconds: "bosstorque.ai/call" and "Book a Free 30-Min Call" both visible and readable.	Text is legible at normal viewing size. No overlap with captions.
☐	Audio normalized: −14 LUFS for LinkedIn, −16 LUFS for Meta.	Loudness meter in editing software confirms target level.
☐	Exported codec is H.264 MP4. Not H.265.	File properties confirm codec. File size is reasonable (not over-compressed).
☐	Thumbnail: Rob direct to camera, engaged expression, face fully visible, 1200×627 JPG.	Thumbnail reviewed at actual display size. No blurry or off-expression frame.
☐	Play VIDEO A from start to finish on mute. Does it tell the story without audio (captions only)?	Story is clear muted. LinkedIn auto-plays muted — this is how most users first see it.
☐	File naming matches spec: VIDEO_A_LinkedIn.mp4 / VIDEO_A_Meta_4x5.mp4 / VIDEO_B_LinkedIn.mp4 / VIDEO_B_Reels.mp4	Correct filenames confirmed before upload.

Phase 4 — Paid Campaign QA (Before Activating Spend)

☐	QA Check	Expected Result
☐	LinkedIn Lead Gen Form copy matches approved spec (LinkedIn Ad Copy v1, Section 3) exactly.	Jason reviews and signs off in writing before form is saved in Campaign Manager.
☐	Track A/B routing question appears correctly with both answer options in LGF.	Both options present. Option A routes to Track B sequence. Option B routes to Track A sequence. (Counterintuitive — confirm mapping is correct.)
☐	LGF thank-you message reads exactly: "You're on the list. Expect a message from Jason within 30 minutes."	Text confirmed in Campaign Manager preview.
☐	LGF privacy policy link points to live bosstorque.ai/privacy page.	Link tested. Page loads. No 404.
☐	Submit a test LGF entry. All four alerts fire (Pushover + Twilio + Slack + Pipedrive) within 60 seconds.	All four confirmed by Jason. Written confirmation in Slack before spend activates.
☐	LinkedIn audience targeting confirmed: tree care/landscaping, 5–100 employees, OR/WA/ID/NV/AZ/CA + BC.	Screenshot of audience settings shared with Jason for approval.
☐	Bid strategy set to Maximum Delivery. Daily budget set to $35. No end date.	Campaign settings confirmed in Campaign Manager before activation.
☐	Jason gives final written go-ahead in Slack before Armen activates spend.	"Go" message from Jason in #bosstorque-campaign. Armen does not activate without it.

QA Reporting

How to Document QA Results

After each QA phase, Armen posts a brief summary in Slack #bosstorque-campaign:

Pass: "Phase [X] QA complete — all systems green. [Date]"
Issues found: List each issue, the fix applied, and the retest result. "Issue: Twilio SMS not firing. Fix: Corrected Zapier trigger field. Retest: Confirmed firing. [Date]"
Jason acknowledges each QA summary before the next phase activates.
Weekly report includes a one-line QA status: "All systems nominal" or specific issues open.

13

VA / SMM Role — AI Requirements and Tool Access

AI Fluency is a Hiring Requirement

The VA/SMM role requires demonstrated AI fluency — not just awareness. The hire will be given a seat on one or more BOSSTORQUE AI accounts with specific project folders shared with appropriate permissions. They must be able to use AI tools productively for daily tasks from day one.

AI Fluency Requirements (Screen for These in Hiring)

Requirement	What to Screen For
Prompt writing	Can write clear, specific prompts that produce usable output on the first try. Understands how to give context, set tone, and constrain output. Does not just ask vague questions.
AI-assisted drafting	Uses AI to draft LinkedIn connection notes, comment responses, and DMs from templates — then edits for accuracy and tone. Does not send AI output unreviewed.
Research and summarization	Can use AI to research a prospect (company, owner name, recent activity) and produce a brief summary before outreach. Useful for personalizing connection notes.
Task documentation	Can use AI to document daily activity logs, summarize outreach results, and draft the VA activity section of Armen's weekly report.
Tool familiarity	Has hands-on experience with at least one AI tool (Claude, ChatGPT, Gemini, Copilot). Can demonstrate a real workflow — not just describe it.
Claude Cowork Preferred	Experience with Claude Cowork (Anthropic's desktop automation tool for file and task management) is a strong differentiator. Candidates who can demonstrate Cowork usage will be prioritized. The VA will be given access to Cowork as part of their BOSSTORQUE toolset.
Judgment on AI output	Understands that AI output requires human review. Does not publish or send AI-generated content without reading it. Flags anything that looks wrong.

BOSSTORQUE AI Account Access

Access granted by	Jason. No AI account access is granted before the hire is confirmed and onboarded.
Tool(s)	One or more BOSSTORQUE AI accounts (Claude, ChatGPT, or equivalent). Jason determines which tools and which seats based on the hire's demonstrated proficiency.
Project folders	Specific project folders shared with the VA with appropriate read/write permissions. VA does not have access to all BOSSTORQUE projects — only those relevant to their role.
Permissions model	Read access to: BOSSTORQUE brand guide, messaging guide, approved templates, post calendar, VA playbook. Write access to: designated VA activity logs and output folders only.
Prohibited use	VA may not use BOSSTORQUE AI accounts for personal tasks. May not share access credentials. May not use AI to generate outreach messages outside the approved template framework without Jason's review.
Review cadence	Jason reviews VA's AI-assisted outputs in the first 2 weeks of onboarding. Spot-checks monthly thereafter. Issues flagged in weekly check-in.

AI-Assisted Daily Workflow (VA)

Task	AI Use	Human Check Required
Connection note personalization	Use AI to adapt Jason's approved template to the specific prospect (name, company, recent post, location).	VA reads every note before sending. No batch-send of unreviewed messages.
Comment response drafting	Use AI to draft a reply to a comment on a BOSSTORQUE post. Use the post content + BOSSTORQUE voice guide as context.	VA reviews for tone and accuracy before posting. Flags anything requiring Jason's input.
DM follow-up drafting	Use AI to draft follow-up DMs for connections who haven't responded after 5–7 days. Use approved DM sequence as base.	VA reviews. Does not send a DM that deviates from approved tone or makes promises not in the playbook.
Prospect research	Use AI to quickly summarize a prospect's company, size, and recent LinkedIn activity before outreach. Improves personalization.	VA verifies key facts (company name, role) against LinkedIn directly before using in outreach.
Daily activity log	Use AI to format and summarize daily outreach activity (connections sent, accepted, DMs sent, replies) for Slack report to Armen.	VA confirms numbers are accurate before posting.

14

Gaps, Risks, and Open Items

Open Gaps

☐	Gap	Owner / Due
☐	FTC/TCPA SMS compliance — no SMS sends until complete.	Jason / Mar 28
☐	VA/SMM not yet hired.	Jason hires / Target Mar 31
☐	VA/SMM playbook not written.	Jason / Apr 1
☐	Post copy for Weeks 3–9 (Posts 6–24) not yet written.	Armen / Rolling by Apr 7
☐	SDR/setter not yet hired — hire when volume triggers it.	Jason decides trigger
☐	Meta Canada (BC) ad policy eligibility not confirmed.	Armen research before Meta launch
☐	Paid ad copy — headline and intro text variants need Jason's final approval before paid launch.	Jason / Apr 15
☐	Cycle 2 post strategy — deferred until cycle 1 results are in.	Jason + Armen / May 18

Key Risks

Risks — Read and Acknowledge

SMS compliance: No SMS sends until Jason completes FTC/TCPA certification. All forms must include explicit SMS consent checkbox. Armen builds Zaps but does NOT activate SMS until Jason gives green light.
Lead response SLA: 10-minute response target is on Jason during hours (10 AM–4 PM PT). Leads outside those hours: respond at 10 AM next business day. Quad-alert must be live before any form is promoted.
Attribution: Every link must have UTM parameters. No UTM = no CM credit for Armen. Non-negotiable.
VA quality: Generic LinkedIn connection messages damage Jason's LinkedIn reputation. Jason writes and approves all note templates. VA uses only approved templates. Jason reviews first 50 connections sent.
CM clawback: If BOSSTORQUE issues a refund on an Armen-sourced client, CM is recalculated and Armen's payout adjusted. Applies during the 12-month earning window.
Track A/B: Both Kit sequences must be tested manually before any form is live. Wrong track fires = wrong follow-up = lost lead.
Cycle 2 decision: Without clear metrics agreed upfront, cycle 2 defaults to "build more." Commit to the green/yellow/red framework in Section 6 now so the May 18 decision is data-driven.

Full CampaignBrief

Read This First, Armen

What This Campaign Is

Must Complete Before First Post (Tue Mar 24)

Campaign Overview

Audience Definition

Brand Voice, Messaging, and Copy Rules

Lead Flow Architecture

Systems Architecture

SMS Sequence (Twilio — FTC/TCPA Compliance Required)

Email Warm-Up Sequences (Kit — Armen Builds)

Team, Roles, and Division of Labor

VA/SMM Role Details

Campaign Goals, Metrics, and Reporting

Organic Phase (Weeks 1–4)

Paid Phase (Phase 3)

Lead Source Attribution (UTMs)

Contribution Margin and Armen's Compensation

Weekly Report (Armen — Sundays by 8 PM PT)

Weekly Alignment Meeting

Organic Post Calendar — 24-Post Cycle

Paid Campaign (Phase 3 — After Organic Data)

Tracking, Analytics, and Retargeting

Full Marketing Calendar

Task Assignments and Deadlines

Armen — Pre-Launch (Complete Before Pre-Launch Meeting, Sun Mar 22)

Jason — Pre-Launch (Complete Before Pre-Launch Meeting, Mon Mar 23)

Ongoing — Both

QA and Testing Protocol

Phase 1 — Pre-Launch System QA (Complete by Fri Mar 28)

Phase 2 — Post Content QA (Each Post Before Scheduling)

Phase 3 — Video QA (Before Upload to LinkedIn Campaign Manager)

Phase 4 — Paid Campaign QA (Before Activating Spend)

QA Reporting

VA / SMM Role — AI Requirements and Tool Access

AI Fluency Requirements (Screen for These in Hiring)

BOSSTORQUE AI Account Access

AI-Assisted Daily Workflow (VA)

Gaps, Risks, and Open Items

Open Gaps

Key Risks

Full Campaign
Brief