# Surfbox Portable Storage — Social Media Marketing Plan ### Shore Season 2026 | Go-Live: April 30, 2026 *Prepared for Joe Lynch, Managing Member, Tuckerton Group* *Working document — share with Paul Devaney, Edwin, and team* --- ## 1. Executive Summary Surfbox Portable Storage is approaching $1M in revenue, built from scratch, covering one of the most seasonally concentrated markets in the Northeast — the Jersey Shore, Cape May to Seaside Heights. That seasonal compression is both a challenge and an edge: when the Shore wakes up, it wakes up *fast*, and portable storage demand spikes hard from April through September. The opportunity here isn't just to run ads. It's to become the name everyone on LBI, in Tuckerton, in Beach Haven, in Manahawkin — thinks of first when they need a box. That's a brand-building play, not just a lead-gen play. What makes Surfbox different from every other portable storage company in this market: - **We own a lumber yard.** No competitor can say that. Tuckerton Lumber Company is 90+ years deep in this community. That trust, those contractor relationships, those walk-in customers — they're already half-sold. - **We're local.** PODS and 1-800-PACK-RAT are national brands with local franchises. Surfbox is from here. We know what "down the shore" means. We know the difference between LBI and the mainland. That localness is a weapon. - **We're in the relationship business.** Joe's wife Keli is a realtor with offices on the island and in Burlington County. We have connections to contractors, lumber buyers, homeowners, seasonal renters. Social media is just the amplifier. **The strategy in one sentence:** Show up consistently on Facebook (primary), Instagram, and TikTok with hyper-local, personality-driven content — and let the TLC connection do the heavy cross-selling. **Go-live: April 30, 2026.** Shore season starts that weekend. There is no better moment to launch. --- ## 2. Target Audiences ### Segment 1 — Homeowners **Who they are:** - Year-round residents on LBI, in Tuckerton, Manahawkin, Stafford Township, Barnegat - Doing spring cleanouts, garage cleanouts, renovations - Empty nesters downsizing, families accumulating stuff **What they need:** - A box in the driveway while they sort through 20 years of stuff - Short-term storage during a kitchen or bathroom renovation - A place to put the garage contents while the floor gets epoxied - Somewhere to stash the summer furniture during the off-season **How we reach them:** - Facebook — this is their platform - "Before/After" content (messy garage → clean space with Surfbox in the driveway) - Seasonal hooks: spring cleanout, pre-summer prep, fall closeup - Target by zip codes along the Shore corridor **Message that lands:** - "No truck rental. No driving anywhere. We bring it, you fill it, we pick it up — or leave it as long as you need." - "Your garage back, in one weekend." --- ### Segment 2 — Contractors **Who they are:** - General contractors, framers, electricians, plumbers working job sites on LBI and the Shore - Already buying lumber at TLC — this is the warm handoff - Small-to-mid-size crews who need on-site material and tool storage - Renovators doing flip projects, shore house gut-renos **What they need:** - Secure job site storage — tools, materials, equipment, cabinets waiting to be installed - A box that can sit on-site for weeks or months without being a headache - Weather-tight storage in a market where off-season weather is brutal **How we reach them:** - Facebook and Instagram - TLC counter — every lumber sale is a potential Surfbox conversation - "Contractor job site feature" content — real boxes on real job sites - TLC email list cross-promotion (with opt-in permission) **Message that lands:** - "Your job site. Your materials. Secured." - "Pick up your lumber and your storage solution in one stop." --- ### Segment 3 — Realtors **Who they are:** - Agents working the LBI market, Ocean County, Burlington County - Listing agents whose sellers need to declutter before photos and showings - Buyers agents whose clients need temporary storage during transition - Part of Keli Lynch's professional network — this is a warm channel **What they need:** - A fast, easy referral they can hand to sellers: "Surfbox will bring a container to your driveway. Spend the weekend clearing out. Your house will show better. Period." - A reliable local partner they can trust — because their reputation is on the line too **How we reach them:** - Direct outreach through Keli's network (Ship Bottom and Crosswicks/Burlington County offices) - Realtor-specific referral program (see Section 6) - LinkedIn for professional outreach - Facebook targeted at real estate professional groups in Ocean/Burlington County **Message that lands:** - "Help your listings sell faster. Surfbox is the easiest declutter solution your sellers have ever used." - "One call. Box delivered. Staged home. Sold." --- ### Segment 4 — Summer Rental Owners **Who they are:** - The people who own shore houses and rent them out Memorial Day to Labor Day - Need to clear personal belongings out before renters arrive - Need storage between tenant changeovers - Often repeat customers — same need every year **What they need:** - Seasonal storage for personal items, off-season gear, family stuff they don't want renters touching - Reliable pickup and delivery with short lead times (the rental market moves fast) - Someone who understands the Shore rental calendar **How we reach them:** - Facebook — this is their platform without question - Timing-targeted content: late April (prep for season), late August/September (seasonal closeup) - Messaging that speaks directly to the rental owner experience **Message that lands:** - "Your stuff. Stored. Your house, ready for renters." - "Own a shore rental? We make changeover season a lot less stressful." --- ## 3. Platform Strategy ### Facebook — Primary Platform **Why Facebook is king for this market:** - LBI and Shore community groups are extremely active on Facebook - Year-round residents, seasonal homeowners, and contractors all skew Facebook-heavy - Local community groups (LBI Locals, Tuckerton community pages, LBI Homeowners, etc.) are where word-of-mouth actually happens - Facebook Ads targeting by zip code and homeowner status is precise and affordable **What lives on Facebook:** - All primary promotional content - Customer testimonials and before/after videos - Boosted posts for seasonal campaigns (Memorial Day, July 4th, Back to School) - Community group sharing (organic, non-spammy — contribute, don't just broadcast) - Facebook Events for any promotions or open houses - Realtor partnership announcements **Posting cadence:** 4–5 posts per week (mix of video, photo, and text/link) **Key Facebook groups to participate in (organic, value-first):** - LBI community and homeowner groups - Tuckerton/Manahawkin local groups - Ocean County homeowner and contractor groups - Shore area real estate groups --- ### Instagram — Visual Brand Building **Why Instagram matters:** - Younger homeowners, contractors under 40, and realtors are active here - Before/after content and "Surfbox in the wild" photos perform well - Reels get significant organic reach — worth investing in short video - Links in bio + Stories with swipe-up (if follower threshold reached) for lead capture **What lives on Instagram:** - Before/after Reels and photos - "Where's Surfbox?" series — visually satisfying location content - Behind-the-scenes delivery and pickup content - Contractor job site features (with permission) - Seasonal mood content (LBI summer vibes + Surfbox in the frame) **Posting cadence:** 3–4 posts per week (Reels prioritized for reach) --- ### TikTok — Awareness and Virality Play **Why TikTok is worth attention:** - Organic reach is still real — one good video can reach thousands with zero ad spend - Younger audience now, but 35–55 demographic is the fastest-growing segment on TikTok - Shore content performs well (tourism, local life, coastal aesthetic) - This is where AI-assisted content creation shines — faster production, test what resonates **What lives on TikTok:** - Satisfying delivery/pickup videos — the truck, the box, the drop - "Did you know?" education content (how portable storage works, what fits in a box) - Trending audio + Shore-themed content - Behind-the-scenes of the operation - Light humor — storage problems people recognize **Posting cadence:** 2–3 posts per week (repurpose from Instagram Reels where possible) **Realistic expectation:** TikTok is a bonus channel for Shore Season 2026. Don't let it drain production bandwidth. If a Reel works, post it on TikTok. Don't create TikTok-exclusive content until the core Facebook/Instagram rhythm is solid. --- ### Google Business Profile — Local SEO Priority **Why this matters more than people realize:** - "Portable storage near me" and "storage containers NJ" searches happen constantly - Google Business shows up before the website for local searches - Reviews on Google directly impact conversion — people check before calling **What to do with Google Business:** - Post weekly (yes, Google Business has posts — most competitors ignore this) - Collect reviews aggressively — every satisfied customer is an ask - Add photos regularly: fleet, deliveries, job sites (with permission), team - Keep hours, service area, and contact info current - Answer every review — the good ones and the tough ones **Review collection system:** - Text or email follow-up after every completed delivery/pickup with a direct Google review link - Paul/Edwin/team should verbally ask happy customers "Would you leave us a Google review?" - Respond to all reviews within 24 hours --- ## 4. Content Calendar — April Through August 2026 ### APRIL — "Shore Season Ready" Launch Campaign *Go-live April 30. Build up the week before.* **Week of April 20 (Pre-Launch Teaser):** - Tease the social media launch — "Something's coming April 30" - Introduce the brand voice: who Surfbox is, where we operate, what we do - Behind-the-scenes: fleet shot, team photo, box delivery setup - Instagram/Facebook: "Shore season is almost here. Is your house ready?" **Week of April 27 (Go-Live Week — Shore Season Launch):** - **Launch post:** Official "We're live" announcement with strong visual — full fleet shot or dramatic box-in-driveway image - **April 30 is Joe's birthday AND go-live day** — lean into it if it feels right. "30 years of shore seasons. Time to clear some space." Something memorable. - "Shore Season Ready" campaign kicks off: what does it mean to get your shore house ready? Surfbox is part of that checklist. - Before/after teaser — set up the series --- ### MAY — Homeowner Spring Push + Memorial Day **Week 1 (May 4):** - Before/After Series Launch: Garage Edition - Shoot a real before/after. Messy garage, Surfbox in driveway, clean garage after - Caption: "One box. One weekend. Your garage back." - Homeowner targeting — spring cleanout season is peak **Week 2 (May 11):** - Customer Testimonial #1 — 30-second phone video, authentic, real customer - Ask 2–3 customers proactively: "Would you do a quick 30-second video for us?" - Keep it casual — kitchen or driveway, phone quality is fine - "What fits in a Surfbox?" educational content **Week 3 (May 18):** - Contractor Feature #1 — Job site box on LBI or in Ocean County - Get permission from contractor (TLC cross-sell — ask at the counter) - Real job site, real crew, real materials - "Keeping your job site organized from Cape May to Seaside Heights" **Week 4 (May 25 — Memorial Day Weekend):** - Memorial Day hook: "The season officially starts. Is your house ready?" - Shore rental owner content: "Renters arriving Friday? We've got you." - Boosted post this week — worth $50–100 in paid reach targeting LBI zip codes - "Where's Surfbox?" Series Launch — post a photo of a box at a recognizable LBI or Shore location, ask followers to guess where it is --- ### JUNE — Build the Rhythm + Contractor Push **Week 1 (June 1):** - TLC Cross-Promotion #1: "Same family. Two businesses. One stop." - Post featuring both brands — Surfbox and Tuckerton Lumber - Message: "Buy your lumber at TLC. Store your materials on-site with Surfbox." - Tag TLC in the post, post from both accounts **Week 2 (June 8):** - Before/After Series: Renovation Edition - Kitchen renovation storage, furniture in the Surfbox while floors get done - This one speaks to both homeowners and contractors - Summer rental owner education: "Here's how the seasonal rental storage process works" **Week 3 (June 15):** - Customer Testimonial #2 — Realtor or contractor testimonial - If Keli's realtor network has provided a referral by now, spotlight it - Realtor Partnership announcement (if program is ready — see Section 6) **Week 4 (June 22):** - "Where's Surfbox?" Series — Week 2 - New location, ask followers to guess - LBI landmarks: Barnegat Lighthouse area, Bridge Road, Beach Haven boardwalk area - Engage with comments, reward whoever guesses correctly with a shoutout --- ### JULY — Peak Season Content + July 4th **Week 1 (June 29 — July 4th Week):** - July 4th hook: "The busiest weekend on LBI. Make sure your house is ready." - Rental owner content: "Mid-season changeover coming up? We can help." - Boosted post — July 4th week is peak reach time in the Shore market. Budget $100–150. - Behind-the-scenes: fleet on the road, busy delivery week content **Week 2 (July 6):** - Contractor Feature #2 - Find a job site with a good visual — renovation on LBI or in Tuckerton/Manahawkin - Focus on the security angle: tools, materials, theft prevention - "Did you know?" content — what people don't realize about portable storage (delivery logistics, weight limits, how far we go) **Week 3 (July 13):** - Customer Testimonial #3 - Summer rental owner testimonial — perfect timing, peak rental season - Before/After Series: Shore House Edition - Personal belongings cleared out, house staged for renters **Week 4 (July 20):** - TLC Cross-Promotion #2 - Feature a contractor who uses both: buys lumber at TLC, stores on-site with Surfbox - Video format if possible — real contractor, real story - "Where's Surfbox?" Series — Week 3 **Week 5 (July 27):** - Midseason check-in content — "Peak season update" - User-generated content push: ask customers to tag Surfbox in photos of their box - Contest idea: best photo with a Surfbox gets a discount on next rental --- ### AUGUST — Back to School + End of Season Setup **Week 1 (August 3):** - Back-to-school hook: "Kids heading to college? We've got the storage." - College student move-out storage is an underserved angle - Parents clearing out rooms, students needing short-term storage - Homeowner content: "Before summer ends — finally tackle that garage" **Week 2 (August 10):** - Customer Testimonial #4 - College/student or homeowner testimonial - Season recap content: "Here's what Shore Season 2026 looked like for Surfbox" - Fleet stats, deliveries, service area map **Week 3 (August 17):** - Contractor Feature #3 — highlight a multi-month job site rental - Frame it as "set it and forget it" — the box was there all season, no hassle - TLC Cross-Promotion #3 — end of season lumber/materials push - "Fall renovation season is coming. Get your materials and your storage sorted now." **Week 4 (August 24 — Labor Day Setup):** - "Shore Season closing up?" content — rental owners, seasonal homeowners - Labor Day week: "Season ending. Stuff not going anywhere? We pick it up." - Boosted post targeting shore rental owners — worth $75–100 - Preview fall pricing or promotions --- ## 5. The TLC Cross-Sell Advantage This is the section competitors can't copy. PODS doesn't have a lumber yard. 1-800-PACK-RAT doesn't have 90 years of contractor relationships in Ocean County. Surfbox does. **The opportunity at the TLC counter:** - Every contractor who walks into TLC to buy lumber, plywood, or framing materials is a potential Surfbox customer - Paul Devaney and the TLC team should be trained on a simple one-liner: "If you need on-site storage for this job, Surfbox is our sister company. Here's a card." - Consider a small Surfbox display at the TLC counter — a QR code, a rate card, a "ask us about job site storage" sign - This is warm outreach, not cold calling. These people already trust Tuckerton Lumber. **The reverse cross-sell:** - Surfbox delivery drivers should carry TLC materials (business cards, flyers) - When dropping a box at a renovation site, mention: "If you need lumber for this project, TLC in Tuckerton and Surf City is our sister company — we can usually get you a good deal." - Homeowners doing renovations often don't know where to buy materials locally **Social media execution of the cross-sell:** - TLC and Surfbox should cross-tag each other on relevant posts - Run a joint promotion: "Book a Surfbox AND buy lumber at TLC this month — get X% off your storage rental" - Feature joint content: "Two businesses, one family, one mission — helping Shore homeowners and contractors get the job done" **The long game:** - A contractor who buys lumber at TLC for 5 years and starts using Surfbox for job site storage is a customer for both businesses for decades - That lifetime value is enormous — treat those relationships accordingly --- ## 6. Realtor Partnership Program Keli Lynch has real estate offices in Ship Bottom (LBI) and Crosswicks (Burlington County). That's a direct line to two of the most relevant real estate markets for Surfbox — the Shore market and the inland/suburban market that feeds into it. **The core offer to realtors:** - Surfbox becomes the declutter/staging partner that realtors recommend to sellers - Fast delivery, flexible rental terms, local service — makes the listing agent's life easier - Simple referral: "Call Surfbox. They'll bring a container to your driveway. Clear your stuff out. Your house will show better." **Realtor referral program mechanics:** - Realtors who refer clients get a referral credit (either cash per referral or a discount for future personal use) - Suggested rate: $25–50 per referred customer who converts - Simple tracking: referral code or "how did you hear about us" at booking - No complicated admin — keep it easy so agents actually do it **Outreach plan through Keli's network:** - Keli introduces Surfbox to her office colleagues in Ship Bottom first — warm room - Follow up with a simple one-page PDF or email: what Surfbox is, the referral rate, how to book - Then expand to other Ocean County and Burlington County offices - LinkedIn outreach to local real estate agents works well for this — professional context, not spammy **Why this works:** - Staging and declutter is a constant pain point for listing agents - Sellers need somewhere to put their stuff fast — a box in the driveway is the easiest solution - Realtors are influencers in their market. One agent who becomes a regular referrer can send 10–20 customers a year. **Content angle for social media:** - Feature realtor partnership stories: "Agent Jane called us on a Tuesday. Box delivered Wednesday. House showed clean on Thursday. Offer accepted Friday." - Before/after: cluttered seller's house → staged, clean, ready to show — Surfbox in the driveway - Tag cooperating realtors in posts where appropriate (with their permission) --- ## 7. Content Production Workflow The goal is sustainable, consistent content — not a heroic burst in April that burns out by June. Here's how to make that happen. ### The Weekly Rhythm **Monday — Plan the week** - Review what's performing from last week (Facebook Insights, Instagram reach) - Confirm what content is scheduled for the week - Identify any local news, community events, or seasonal hooks to use - If a customer testimonial is needed this week, make the ask on Monday **Tuesday/Wednesday — Shoot and create** - One primary piece of content shot in the field (delivery, job site, before/after) - Use AI tools (see below) to generate caption drafts, hashtag sets, and ad copy variations - If a customer video is coming in, edit it — or use it raw (raw is often better) **Thursday — Review and schedule** - Review content before posting - Schedule the week's posts using Facebook Creator Studio or Meta Business Suite (free) - Prep the Google Business post **Friday — Engage and respond** - Reply to comments from the week - Respond to DMs - Check reviews and respond - Share anything worth sharing from community groups **Saturday/Sunday — Light monitoring** - Shore market is active on weekends — check engagement, respond quickly to any leads - If something is performing well, boost it (keep a $25–50 budget available for opportunistic boosts) --- ### AI-Assisted Content Creation (for Rob) AI tools dramatically reduce the time from "idea" to "published post." Here's the workflow: **For captions and copy:** - Give AI a brief: the photo or video concept, the target audience, the call to action - Example prompt: "Write 3 variations of a Facebook caption for a before/after garage cleanout video. The box is a Surfbox portable storage container. Audience is Jersey Shore homeowners 35–65. CTA is to call or DM for a quote. Keep it under 100 words each." - Review and edit — AI gets you 80% there, human touch gets it to 100% **For content ideas:** - Use AI to brainstorm 20 content ideas for the month given the seasonal hook - Filter down to the best 8–10, then shoot/create **For hashtag strategy:** - Ask AI for hashtag sets by audience and platform: contractor hashtags, LBI hashtags, Jersey Shore homeowner hashtags - Build a saved set for each category — copy/paste on each post **Video production (low-tech works):** - Phone video is fine — authenticity beats production value on Facebook - Use CapCut (free, mobile) for quick edits, captions, and transitions - For more polished content: Canva video (templates that look professional with minimal effort) - Aspect ratios: 9:16 for Reels/TikTok, 1:1 or 4:5 for Facebook feed **Content batching:** - Once a month, do a dedicated "content day" — visit 2–3 job sites, shoot before/afters, collect one customer video - That one day produces 8–12 pieces of content - Batching beats trying to create content every day --- ## 8. Pricing & Promotional Ideas ### Shore Season 2026 Promotions **Spring Cleanout Special (April–May):** - "Shore Season Ready" pricing — introductory rate for first-time customers - Suggested: 10% off first rental for bookings made in April or May - Promote as limited-time: "Early bird pricing before summer rates kick in" **Memorial Day Package:** - Special rate for rentals booked for the Memorial Day–Labor Day period - Message: "Lock in your summer storage now. Beat the rush." **Contractor Monthly Rate:** - Monthly flat rate for contractors who keep a box on-site for 30+ days - Loyalty discount for repeat contractors — 3rd box rental gets 15% off - Consider a "TLC Customer Discount" — show your TLC receipt, get X% off Surfbox **Summer Rental Owner Seasonal Package:** - Pre-season/post-season package: box delivered before Memorial Day, picked up after Labor Day - Price the package as slightly better than month-by-month, with the simplicity benefit front and center **Referral Program:** - Customer refers a friend → both get $25 off next rental - Realtor refers a client → realtor gets $40 per converted customer - Simple, trackable, easy to administer **Back-to-School Move-Out Special (August):** - College student or young adult move-out special - Short-term rental pricing for 2–4 week terms - Market through Facebook to parents in Shore communities --- ## 9. KPIs & Success Metrics ### Weekly Tracking (Rob + Paul should review every Monday) **Social media reach and engagement:** - Facebook: weekly reach, post engagement rate, page follows gained - Instagram: Reel plays, profile visits, follower growth - TikTok: video views, follower growth (if active) - Target: 10–15% engagement rate on Facebook posts, growing reach week over week **Lead generation:** - DMs and comments asking for pricing or booking — track these manually - Phone calls attributed to social media (ask "how did you hear about us?" on every call) - Google Business profile clicks and calls **Google Business:** - New reviews per week (target: 2+ new reviews per week during peak season) - Profile views and call clicks ### Monthly Tracking (Joe reviews) **Revenue attribution:** - How many bookings in the month came from social media vs. other channels - Average revenue per booking (track whether social media customers skew toward certain package types) **Content performance:** - Which post types perform best (before/after, testimonials, contractor features, "Where's Surfbox?") - Which platform is driving the most leads - Audience growth: total followers on each platform, month-over-month **Review score:** - Google average rating — protect this number - Any negative reviews addressed within 24 hours **Cross-sell metrics:** - TLC referrals to Surfbox (track via promo code or verbal "how did you hear about us") - Surfbox referrals to TLC - Realtor referrals received ### Quarterly Review (April 30 → July 30 → Oct 30) - Total bookings attributable to social media - Revenue generated from social-sourced customers - Cost per lead from paid social (divide monthly ad spend by leads generated) - Target for Shore Season: social media contributing 20–30% of new customer acquisitions by end of summer --- ## 10. Budget Considerations The goal is lean and effective — not big-budget. Here's how to allocate a modest paid social budget for maximum impact. ### Monthly Paid Social Budget: $300–500/month during Shore Season **Facebook Boosted Posts — Primary allocation ($200–300/month):** - Boost 3–4 posts per month, $50–75 per boost - Prioritize boosting: before/after content, customer testimonials, and seasonal hooks - Targeting: Ocean County + Cape May County homeowners, age 30–65, homeowner status - Run boosts for 5–7 days — don't run indefinitely **Key boost moments (spend more here):** - Memorial Day week: $100–150 boost on the strongest seasonal post - July 4th week: $100 boost - Labor Day week: $75 boost - These three weekends represent peak Shore market attention **Instagram Reels promotion ($50–100/month):** - Promote 1–2 Reels per month for reach - Target younger homeowners and contractors, 25–50 age range - Before/after Reels and contractor features perform best as paid content **Google Ads (optional, evaluate after 60 days):** - Search ads for "portable storage NJ" and "storage container delivery Shore" are worth testing - Start with $100/month budget, keyword-targeted - Only worth it if organic Google Business isn't generating enough search traffic - Do not start Google Ads until the Google Business profile is fully optimized and has 15+ reviews **What not to spend on:** - Influencer marketing — not the right market (LBI is community-driven, not influencer-driven) - LinkedIn ads — too expensive for this use case; use organic LinkedIn for realtor outreach instead - TikTok ads — not yet. Build organic following first. ### Content Production Budget - Rob's time is the biggest investment — paid salary vs. ad spend is the right tradeoff here - Tools: Canva Pro ($13/month), CapCut (free), Meta Business Suite (free) - AI tools for copy: ChatGPT Plus or Claude ($20/month) — easily worth it for content speed - No need for expensive video equipment — iPhone + good light + CapCut is enough for 90% of content ### Total Shore Season Budget Estimate - Paid social (April 30 – September 1): ~$1,500–2,000 for the season - Content tools: ~$200 for the season - Rob's time is separate (staffing cost, not marketing budget) - Total cash outlay: under $2,500 for a full shore season social media push That's a lean budget. Done right, one week of peak-season leads will pay for the entire season's spend. --- ## 11. North Carolina Satellite Operation The NC operation (~20 boxes, one truck) is smaller and should be treated as a secondary market for now. **Approach:** - Separate Facebook page for the NC market (or a section of the main page with geo-tagged content) - Google Business profile for the NC location — critical for local search - Content can be lighter: 1–2 posts per week, primarily box photos and customer testimonials - As the NC operation grows, replicate the Shore Season playbook there --- ## Implementation Checklist — Before April 30 Go-Live **Platform setup (complete by April 23):** - Facebook Business Page — fully set up with cover photo, about section, contact info, service area - Instagram Business Account — linked to Facebook, bio complete, highlight reels set up - TikTok Business Account — created, linked - Google Business Profile — fully optimized, service area defined, photos uploaded **Content ready to go (complete by April 28):** - 5–7 pieces of content scheduled and ready to post the first week - Launch post drafted and approved by Joe - "Shore Season Ready" campaign creative done - First before/after photo/video shot and edited **Operations setup (complete by April 25):** - "How did you hear about us?" added to booking process - Referral program mechanics confirmed (discount codes or tracking method) - Google review request link created and saved (use Google Maps review link generator) - Paul and Edwin briefed on TLC counter cross-sell talking points **Team alignment:** - Rob knows the weekly rhythm and has the tools he needs - Joe has reviewed and approved the content calendar and brand voice - Paul and Edwin know to collect customer testimonials and to mention Surfbox at the TLC counter --- *Document version 1.0 — March 2026* *Next review: May 15, 2026 (after first two weeks of live content)* *Owner: Joe Lynch | Prepared by: Rob Lobster 🦞*