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📍 90-Day Marketing Activation Plan

Foundation → Activation → Optimization.

Aspen Buying Group has the product, the studio, and the manufacturer relationships. The next 90 days turn that into a predictable partner pipeline across paid, social, email, and podcast/video — measured against this dashboard.

Month 1 · Days 1–30 · Foundation
Month 2 · Days 31–60 · Activation
Month 3 · Days 61–90 · Optimization
$4K/month · 6-month initial term
🗺 The 90-Day Flow

Each phase builds on the previous one. Instrument first, activate second, optimize third. Non-profit launch support runs in parallel.

1
Month 1 · Days 1–30 Owner: Damaris + ABG Marketing Director

Foundation & Audit

Goal: Instrument every channel and find the leaks before pouring in spend.
🚀
Kickoff & access setup
Tool access (Google Ads, LinkedIn, Meta, ESP, podcast host, CRM). Stakeholder intros. Working session cadence locked.
🔍
Full channel audits
Paid (Google / LinkedIn / Meta), ESP / deliverability, social baselines, podcast positioning, partner CRM hygiene.
📐
KPI baseline & dashboards
Stand up this dashboard with real baseline numbers so every later result is measured against a documented starting point.
📅
Q1 content calendar live
Social posts (12–16/mo), executive ghostwriting topics, email send schedule, podcast episode lineup, partner-marketing calendar.
🎯
Paid campaigns scoped
Campaign architecture (EPC Acquisition, Installer Onboarding, Brand Defense, Non-Profit Awareness). Targeting, creative briefs, landing-page guidance.
✓ Month 1 Success Metrics
  • Baseline documented for every KPI in the dashboard
  • ESP audit complete · SPF/DKIM/DMARC verified · segmentation schema approved
  • Paid campaigns staged and ready to launch Day 31
  • Q1 content calendar approved by Marketing Director
2
Month 2 · Days 31–60 Owner: Damaris + ABG Marketing Director + Studio

Activation

Goal: Turn the audit into action — campaigns live, flows triggering, studio producing.
💰
Paid campaigns launched
EPC acquisition · installer onboarding · brand defense · non-profit awareness. Weekly optimization cadence kicks in immediately.
📧
Lifecycle flows live
Welcome / onboarding (new partner sign-ups). Re-engagement (60+ days dormant). Post-purchase. Monthly partner newsletter on cadence.
📱
Social cadence in production
LinkedIn (company + executive ghostwriting) running on the 12–16 post/mo calendar. Engagement playbook in execution.
🎙
Podcast strategy + first 2 episodes
Show bible, format, audience, distribution playbook. Eps 1 & 2 planned + guests booked. Studio production scheduled.
🤝
First partner co-marketing pilot
One manufacturer-sponsored asset (podcast slot or webinar) launched as the template for the broader partner program.
🌱
Non-profit positioning drafted
Mission narrative, donor personas, launch comms framework. Cross-promotion strategy with the for-profit brand.
✓ Month 2 Success Metrics
  • Paid campaigns live with conversion tracking firing on partner applications + sample orders
  • Lifecycle flows triggering with measurable open / click / conversion data
  • Social cadence on schedule — 12–16 LinkedIn posts/mo with executive ghostwriting
  • First podcast episodes in production · partner co-marketing pilot live
  • Non-profit positioning approved internally and ready for Phase 3 launch planning
3
Month 3 · Days 61–90 Owner: Damaris + ABG (cross-functional)

Optimization & QBR

Goal: Double down on winners, formalize the partner story, lock the non-profit launch.
📊
First paid optimization pass
Pause underperformers · scale winners · refine ICP targeting · land target CPL ranges (EPC $80 / installer $48).
💸
Email driving measurable conversions
Lifecycle flows showing attributable order volume. Newsletter clicks landing on partner applications + sample orders.
🎬
Pilot podcast episodes published
First 3–4 episodes live with repurposing engine in motion: 1 ep → 1 video, 4–6 clips, 1 newsletter, 3–4 social posts.
🤝
Partner Marketing program codified
Sponsored-podcast slot, joint-webinar template, co-branded email pattern — productized and offered to top 10 manufacturers.
📅
First QBR delivered
Quarterly business review · 90-day results · scope adjustments · path-to-pipeline-target for Months 4–6.
🌱
Non-profit launch plan finalized
Launch date locked. Donor-facing content built. Press & partner cross-promotion sequenced. Ready to ship in Months 4–6.
✓ Month 3 Success Metrics
  • Paid pipeline predictable · CPL trending toward target · partner application volume rising MoM
  • Email-attributed revenue measurable and growing
  • Podcast distribution live · YouTube / Spotify / Apple Podcasts / LinkedIn / Newsletter all firing
  • Partner Marketing program with at least one signed manufacturer-sponsored asset
  • Non-profit launch scheduled and resourced for Months 4–6
  • First QBR delivered with clear Months 4–6 plan
📊 The KPI Framework — What This Dashboard Measures

Five channels, one funnel, measured weekly. Every channel rolls up to partner applications, first orders, and partner-attributed revenue.

🎙 Podcast · 14%

Podcast & Video

Episodes / mo2
Downloads / mo2.8K Month 3
Sponsor-ready eps3 by Month 3
Distribution channels5 active
🤝 Partner · cross-channel

Partner Marketing

Co-marketing campaigns6 Month 3
MDF captured / Q$72K
Partner-attrib pipeline$340K / Q
Active manufacturer brands35+
💵 Investment & Engagement Model

$4,000 / month · 6-month initial term

Hours / month≈ 45 hrs
Term6 months, m2m after
Notice30 days to adjust scope
Ad media spendpaid by ABG to platforms
Travelbilled separately

Working Cadence

Strategic working sessionWeekly · 45 min
Channel deep-diveBi-weekly · 30 min
Monthly performance reviewMonthly · 60 min
QBRQuarterly · 90 min
Async (Slack / email)daily as needed
Roadmap prepared by Damaris Solutions · Helping the good guys do better business. · Original proposal: April 2026