# 📦 Surfbox Portable Storage — Social Media Program
## April 30, 2026 Go-Live — Content Framework & Calendar
*Created March 31, 2026*

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## Program Overview

**Target:** April 30, 2026 launch — one video per store per week
**Platforms:** Facebook (primary), Instagram (secondary), TikTok (growth experiment)
**Stores:** Ocean County NJ + North Carolina
**Content Manager:** Rob Lobster 🦞

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## Content Pillars (5 Rotating Themes)

### 1. 📦 "The Drop" — Delivery Action Shots (40% of content)
The bread and butter. Show the truck arriving, the container being placed, happy customers.
- Before/after driveways with container
- Time-lapses of container placement
- "Another Surfbox landed!" quick clips
- **Why it works:** Visual, satisfying, shows the product in action

### 2. 🏠 "Life Happens" — Use Case Stories (20% of content)
Real-world scenarios where Surfbox solves problems.
- Renovation storage (tie-in with TLC!)
- Moving between houses
- Seasonal storage (beach gear, boat stuff)
- Estate cleanouts
- Contractor jobsite storage
- **Why it works:** People see themselves in the scenario → conversion

### 3. 🌊 "Shore Life" — Local Community Content (15% of content)
Position Surfbox as a Shore/local brand, not a faceless storage company.
- LBI beach shots with Surfbox branding
- Local events, seasons changing
- "Summer's coming — where are you putting all that stuff?"
- Storm prep content (timely, shareable)
- **Why it works:** Builds brand affinity, gets shares from locals

### 4. 💡 "Pro Tips" — Quick Value Content (15% of content)
Establish authority and get saves/shares.
- "5 things to pack first when renovating"
- "How to protect stored items from humidity"
- "Moving checklist" graphics
- "What fits in a Surfbox?" visual guides
- **Why it works:** Educational content gets saved and shared

### 5. 🦞 "Behind the Box" — Company Culture (10% of content)
Humanize the brand. Show the team, the operations.
- Meet the driver
- Container being prepped/cleaned
- Fun team moments
- Customer testimonials (video preferred)
- **Why it works:** Trust-building, differentiates from PODS/1-800-PACK-RAT

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## Monthly Content Calendar Template

### Week 1 — "The Drop" Video
- Film actual delivery at customer site
- 30-60 second edit with music + text overlay
- Post: Tuesday 11 AM (NJ) / Wednesday 11 AM (NC)

### Week 2 — "Life Happens" Scenario
- Script a specific use case
- Can be photo carousel OR video
- Post: Tuesday 11 AM

### Week 3 — "Shore Life" or "Pro Tips"
- Alternate between these two pillars each month
- Graphics + short video mix
- Post: Tuesday 11 AM

### Week 4 — "Behind the Box" + Monthly Promo
- Team/culture content + any current promotion
- End-of-month push if running specials
- Post: Tuesday 11 AM

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## Pre-Launch Checklist (Before April 30)

### Brand Assets Needed
- [ ] Surfbox logo files (high-res PNG + SVG)
- [ ] Brand colors confirmed (for consistent graphics)
- [ ] Standard text overlay template (Canva or CapCut)
- [ ] "Surfbox Portable Storage" watermark for all video content
- [ ] Approved tagline(s) — suggestions:
  - "Storage that comes to you."
  - "Your stuff. Our box. Zero hassle."
  - "From shore to door."

### Platform Setup
- [ ] Facebook Business Page audit — ensure hours, contact info, service area are current
- [ ] Instagram Business account linked to Facebook
- [ ] Meta Business Suite configured for scheduling
- [ ] TikTok Business account created (optional for launch)
- [ ] Google Business Profile — ensure photos and reviews are current

### Content Pipeline (Need from Joe/Team)
- [ ] 3-5 delivery photos/videos from recent jobs (NJ + NC)
- [ ] Customer testimonial — even one text quote works for launch
- [ ] Driver willing to appear on camera (even briefly)
- [ ] List of current promotions or seasonal specials

### Technical
- [ ] Video editing tool selected (CapCut recommended — free, mobile-friendly)
- [ ] Canva account for graphics templates
- [ ] Content calendar in shared doc (Google Sheets or Notion)

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## Launch Week Content (April 27 – May 3)

**Monday April 27** — Teaser: "Something's coming to your feed..." (Surfbox logo reveal)
**Wednesday April 29** — "Pro Tip" carousel: "5 Signs You Need a Surfbox This Spring"
**Thursday April 30 (LAUNCH DAY)** — Hero video: Best delivery footage with full branding, CTA
**Saturday May 2** — "Shore Life" post: Seasonal/location shot
**Monday May 5** — Customer testimonial or "Life Happens" story

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## Competitive Landscape

| Competitor | Social Presence | Weakness |
|---|---|---|
| PODS | National, polished, impersonal | Zero local feel — generic stock content |
| 1-800-PACK-RAT | Moderate, corporate | Same — no community connection |
| Zippy Shell | Minimal social activity | Barely posting |
| Local competitors | Little to none | Non-existent social |

**Surfbox's Edge:** We're local. We're on LBI. We know the Shore. That's our entire social strategy — be the storage brand that feels like your neighbor, not a 1-800 number.

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## KPIs to Track Monthly

- **Reach:** How many people see each post
- **Engagement rate:** Likes + comments + shares / reach
- **Saves:** Especially on "Pro Tips" content
- **Website clicks:** From social profiles and posts
- **Lead inquiries:** DMs, comments asking about pricing/availability
- **Video views:** 3-second and through-play rates

Target: 500+ reach per post in month 1, growing 20% monthly through summer

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## Budget Estimate

- **Organic only** for first 60 days — prove the content format works
- **After 60 days:** $200-300/month Facebook/Instagram ads budget
  - Target: Ocean County NJ + 25 mi radius from each store
  - Boost best-performing organic posts (cheapest, most effective)
  - Retargeting website visitors with "The Drop" videos

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## Next Steps for Joe
1. **Approve content pillars and calendar structure**
2. **Send Rob 3-5 existing delivery photos/videos** — any quality, from anyone's phone
3. **Confirm brand assets** (logo, colors, tagline preference)
4. **Identify one driver willing to be on camera** even briefly
5. **Confirm: are we doing NC content too, or NJ only at launch?**

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*Rob's ready to build. Just need the raw material.* 🦞