Summit Metabolic (REHEARSAL — fictional) Partner Academy - Module 3

THE MARKETING ENGINE

Your build ships with a complete marketing kit: a 30-day launch calendar, a 30-caption social bank, 12 reel scripts, 12 ad concepts, a print kit, a lead magnet, and a local-discovery kit. This module teaches you to OPERATE that machine - in the right order, through the right gates, without inventing a single new claim.

After this module you canRun the 30-day launch calendar as your operating spine - knowing which gate opens each day.
After this module you canPublish from the caption, reel, and ad banks on a steady cadence without breaking a publish gate.
After this module you canRoute every ad by traffic temperature: cold to education, warm to the conversation.
After this module you canDeploy the print kit, referral cards, and the 4-channel scorecard machine - and (clinic) stand up your local profile correctly.
Time: about 60 minutes  |  Files referenced live in your build folders: marketing/  |  Model: clinic
3.1

THE 30-DAY LAUNCH CALENDAR IS THE SPINE

One file runs the month
Concept

Most owners market by mood: post when inspired, print when bored, boost when panicked. Your kit replaces mood with a spine - marketing/LAUNCH_CALENDAR_30DAY_v1.md is a day-by-day table where every row names the asset, the channel, the accountable owner, the dependency gate, and the success check. If it is not on the calendar, it does not happen. If a row's gate has not cleared, that row waits while unrelated cleared work continues.

The rhythm inside the 30 days: week 1 builds the foundation (launch brief, website live, profiles configured, email plumbing tested - nothing sent externally). Week 2 goes quietly public (first education posts, citation waves, warm-email batch 1). Weeks 3-4 build to the grand-opening push, then day 30 closes out the launch and approves your month-2 cadence.

The one rule that outranks every other rule Day 1 begins only after your launch authorization is recorded and the pre-launch tests pass. The calendar also requires its campaign fields filled in before a row activates - launch date, website release, social account set, marketing owner, warm-email segment, review-request route, and the grand-opening facts. A blocked channel stays held; it never gets improvised around.
Exactly how to run it
  1. Open marketing/LAUNCH_CALENDAR_30DAY_v1.md and read the "Use rule" and "Channel boundaries" sections FIRST - they are short and they are the law of the file.
  2. Fill in every campaign instance field at the top (launch date, GBP URL or "N/A", citation list, social account set, marketing owner, warm-email segment, review route, opening date). "Sam Summit (fictional)" is the default owner when no one else is assigned.
  3. Print the day-by-day table or copy it into your task tool. Assign a real human name to every row in the "Accountable owner" column - "someone" ships nothing.
  4. Each morning, read today's row plus tomorrow's row. Check today's dependency column before touching the task. Gate not cleared = the row moves, the gate does not.
  5. Each row has a success check. Do the check, record the evidence (screenshot, send log, receipt URL), and only then mark the row done.
  6. Day 14 and day 26 are audit days - name, phone, hours, summit-metabolic.example, and CTA routes must agree everywhere. Drift is a defect with an owner, not a shrug.
  7. Day 30: write the closeout - what published, what stayed held, what got corrected - and approve your month-2 cadence (Lesson 3.2 gives you the cadence template).
StretchWhat is happeningWatch for
Days 1-7Foundation: launch brief, website release + smoke test, GBP claim (clinic, if eligible), citation fact sheet, social profiles + intro post, email plumbing seed-testedNothing sends externally yet. Day 6 email checks are internal only.
Days 8-14Quiet public phase: citation wave 1, warm-email test then batch 1, first education post from the bank, review process configured (not fired), week-2 presence auditWarm email goes ONLY to the approved permission-based segment.
Days 15-21Momentum: FAQ post, citation wave 2, grand-opening packet built (day 17), community calendar submissions, behind-the-scenes post, review-request dry runDay 17 builds the packet; it publishes nothing yet.
Days 22-30Opening push: announcement live, print file delivered, warm invitation sent, logistics post, readiness audit, event-day execution, monitoring, first live review requests, closeoutDay 29 review requests require a genuine eligible interaction - never before.
Do this now

Open marketing/LAUNCH_CALENDAR_30DAY_v1.md. Fill in the campaign instance fields you already know, write "HELD" next to the ones you cannot fill yet, and put a real name in the owner column of days 1-7. That single pass tells you exactly how ready Summit Metabolic (REHEARSAL — fictional) actually is.

3.2

THE CONTENT BANKS: CAPTIONS AND REELS

Never write from a blank page
Concept

You never need to invent a post. marketing/social/SOCIAL_CAPTION_BANK_v1.md holds exactly 30 counsel-swept captions in a 10/10/10 split: 10 educational (SC-EDU-01 to 10, structure and set-point themes), 10 engagement (SC-ENG-01 to 10, questions that invite comments), and 10 soft-CTA (SC-CTA-01 to 10, the only ones that carry a link). marketing/reel-scripts/reel-script-bank.html holds 12 short-form scripts (VS-01 to VS-12), each 20-30 seconds with hook, spoken beats, on-screen text, b-roll, and CTA rows - and each pairs 1:1 with an Ad Bank concept so ads and reels run ONE message system.

The banks are an instrument, and cadence is how you play it. A steady 3-posts-per-week rotation (one EDU, one ENG, one CTA) makes the 30 captions last a full quarter before you repeat - and repeating is fine, because your audience did not memorize them.

Publish gates - reels and captions Owner or staff on camera only; phone-shot is fine, authentic beats polished. No outcome or medical claims - ever. No client footage without written consent. Every reel's caption comes from its Social Caption Bank pairing. "Link in bio" resolves ONLY to an active, tested route - CTA captions (SC-CTA) publish only when their destination link is live and tested; EDU and ENG captions may run without any link. Never publish a literal token like #PublicBrandName - swap in your real local tag or delete it.
Exactly how to run the cadence
  1. Open marketing/social/SOCIAL_CAPTION_BANK_v1.md and skim all 30 captions once so you know the voice: structure over hype, questions over pressure.
  2. Build a simple 4-week grid: Mon = SC-EDU, Wed = SC-ENG, Fri = SC-CTA. Week 1 uses -01s, week 2 uses -02s, and so on. Each caption ships with a "Suggested visual" line - hand that line plus your brand kit (in DELIVERY/brand-kit/social/ - three post templates, avatar, header) to whoever makes the graphic.
  3. Before scheduling any SC-CTA caption, click its destination yourself on your phone. Dead or untested link = swap in an EDU caption and hold the CTA.
  4. For reels: open marketing/reel-scripts/reel-script-bank.html, pick a script, and shoot it as written - hook in the first 2 seconds, beats as your talk track, on-screen text exactly as listed. One session of batch-shooting 3-4 scripts covers a month.
  5. Post the reel with its paired caption (VS-01 pairs with AD-01's theme, and the bank names the caption pairing on each script). This keeps every channel saying the same thing the same week.
  6. Engagement captions ask questions - so answer the comments. The bank's SC-ENG-09 even invites audience questions; route anything personal or health-specific to a private conversation at (000) 555-0100, never a public medical answer.
Caption familyIDsJobLink rule
EducationalSC-EDU-01 to 10Teach the structure-first worldview; build trustNo link required; may run anytime after brand facts configured
EngagementSC-ENG-01 to 10Start comment conversations; feed the algorithmNo link; reply to comments within a day
Soft CTASC-CTA-01 to 10Invite the next step without pressurePublishes ONLY when the education page or inquiry route is live and tested
Reel scriptsVS-01 to VS-12Same 12 messages as the Ad Bank, on cameraAll caption-bank rules apply; link in bio = active tested route only
Do this now

Draft your first 2-week grid: pick SC-EDU-01, SC-ENG-01, SC-CTA-01, SC-EDU-02, SC-ENG-02, SC-CTA-02. Test the CTA links. Then pick the one reel script you could shoot tomorrow on your phone - VS-01 ("Your metabolism isn't broken. Your plan was.") is the classic first pick.

3.3

THE AD BANK AND THE TEMPERATURE RULE

Cold traffic never meets a booking page
Concept

marketing/ad-bank/ad-bank.html holds 12 ad concepts, each pre-built in three formats (1080x1080 feed, 1080x1920 story, wide banner) with your palette baked in. They come in four families of three: HOOK (AD-01 to 03 - pattern interrupts like "YOUR METABOLISM ISN'T BROKEN"), MECHANISM (AD-04 to 06 - how the system works), EDUCATION (AD-07 to 09 - guide and question-list creatives), and OFFER (AD-10 to 12 - the no-pressure consultation invitation).

The rule that makes them work is the direct-response temperature rule: match the destination to how warm the viewer is. A stranger who just met your brand three seconds ago is COLD - sending them straight to a booking page is asking a stranger to commit. Cold traffic goes to an education or briefing page (your guide, your how-it-works page) where the page does the warming. WARM traffic - people who read the guide, follow the page, opened your emails - can meet the OFFER ads and land on the conversation: https://summit-metabolic.example/book.

Hard rules baked into the bank No product claims, no outcome claims, no testimonial claims, no income claims - the hooks sell structure, mechanism, and honesty. CTA destinations bind to route state: an ad may only point at a page that is live and tested. Pair ad copy with its caption from the Social Caption Bank so paid and organic say the same thing. Never edit a hook to "punch it up" with a result - the bank is compliant as written; your edits are where trouble starts.
Exactly how to deploy by temperature
  1. Open marketing/ad-bank/ad-bank.html in your browser - it renders all 12 concepts in all three formats for screenshot/export.
  2. Map destinations before money moves: HOOK and MECHANISM ads (AD-01 to 06) point to your education/how-it-works pages on summit-metabolic.example. EDUCATION ads (AD-07 to 09) point to the guide or briefing page they name. OFFER ads (AD-10 to 12) point to https://summit-metabolic.example/book - and are shown to warm audiences only (site visitors, video viewers, page engagers, email list).
  3. Cold campaign structure: start with the three HOOK ads to a cold local audience in Boise, ID, destination = education page. Let the strongest hook win, then feed that audience MECHANISM and EDUCATION creatives.
  4. Warm campaign structure: retarget everyone the cold layer touched with AD-10 ("20 MINUTES. STRAIGHT ANSWERS."), AD-11, and AD-12, destination = https://summit-metabolic.example/book.
  5. Before any ad goes live, click its destination on your phone, on cellular, in a private window. Broken route = campaign stays paused.
  6. Keep spend decisions boring: one change at a time, seven days between judgments, and the calendar's audit-day discipline applies to ad destinations too.
FamilyIDsTemperatureDestination
HOOKAD-01, 02, 03ColdEducation / how-it-works page - never the booking page
MECHANISMAD-04, 05, 06Cold-to-coolEducation / system overview page
EDUCATIONAD-07, 08, 09Cold-to-coolThe guide / briefing page the creative names
OFFERAD-10, 11, 12Warm onlyhttps://summit-metabolic.example/book (live and tested)
Do this now

Write your destination map on one line per family: HOOK to ____, MECHANISM to ____, EDUCATION to ____, OFFER to https://summit-metabolic.example/book. If any blank is a page that is not live and tested yet, that family is HELD - and you just found this week's real to-do.

3.4

PAPER STILL WORKS: PRINT KIT AND REFERRAL CARDS

The kit that lives on counters
Concept

Digital ads rent attention; paper occupies a counter. Your print kit is two files: marketing/print/flyer-2sided.html (a two-sided 8.5x11 flyer - front: the "YOUR METABOLISM ISN'T BROKEN" argument plus the four pillars; back: the five-step process, what-we-will-tell-you / what-we-won't-do, and the this-is-for-you-if honesty block) and marketing/print/referral-card.html (a 3.5x2 two-sided card: "A friend thought of you" - built to be handed by a happy client to a friend). Both carry (000) 555-0100 and summit-metabolic.example, both are tokenized to your brand, and both contain [CONFIG: ...] blocks (the offer line) that must be resolved before printing.

Exactly how to deploy
  1. Open each HTML file in your browser and proof every line - especially phone, domain, and any remaining [CONFIG: ...] mark. A CONFIG mark in print is a reprint bill.
  2. Print to PDF (Letter, margins none, background graphics ON). The matching PDFs already sit next to the HTML files; regenerate if you changed anything.
  3. Send to your print vendor with the baked-in spec: vendor adds 0.125in bleed; flyer is two-sided 8.5x11; referral card is two-sided 3.5x2 business-card stock.
  4. Flyer placement: front counter, consult-room take-one, community boards where permitted, and inside every grand-opening packet (calendar day 17 builds that packet, day 23 delivers the print file).
  5. Referral cards: keep a stack at checkout. The handoff script is one sentence: "If someone you care about is stuck in the restart cycle, this card is for them - no pressure attached." Cards go to happy clients, who hand them to a friend - that is the whole mechanic.
  6. Restock weekly during your calendar audit; an empty counter stack is a silent channel outage.
ClinicFull deployment
  • Counter stack + consult-room copies of the flyer.
  • Referral cards at checkout, offered at natural happy moments.
  • Front-desk staff briefed on the one-sentence handoff (see operations/STAFF_HIRING_TRAINING_PACK.md).
PlatformAdapted deployment
  • No counter to stock - use the flyer as a PDF one-pager attached to inquiry follow-ups and community outreach where appropriate.
  • Referral cards work at in-person events, markets, and partner locations you legitimately attend.
  • Never imply a physical location you do not have - the print pieces state facts only.
Do this now

Open marketing/print/flyer-2sided.html and marketing/print/referral-card.html, hunt for [CONFIG: marks, and list what still needs a decision (usually the offer line). That list goes to whoever approves your public copy before the vendor sees the file.

3.5

THE SCORECARD MACHINE + BEING FOUND LOCALLY

One magnet, four channels - and the map pin
Concept - the lead magnet

Your lead magnet is marketing/lead-magnet/consumer-metabolic-scorecard.html - "The 5-Minute Metabolic Scorecard," a 6-page printable habit self-assessment (25 yes/no questions, five totals). Its runbook is marketing/lead-magnet/LEAD_MAGNET_DEPLOYMENT_SHEET.md - read it end to end; this lesson is the guided tour, the sheet is the law. Framing rule that survives every copy: it is a HABIT self-assessment that supports a better first conversation. It is never presented as a medical test, and the built-in plain-language note plus the [CONFIG: legal text - counsel] block must survive every format.

Exactly how - the four channels (from the deployment sheet)
  1. Prep once: confirm tokens resolved and the counsel block cleared, print to PDF (Letter, no margins, backgrounds ON), host the PDF (GHL Media Library or under summit-metabolic.example), and record the hosted link - the SCORECARD URL. Nothing goes live until that URL loads AND https://summit-metabolic.example/book is live and tested.
  2. Channel (a) - Site: on the inquiry form's thank-you step, add a download block: "While you wait: The 5-Minute Metabolic Scorecard" with a download button to the SCORECARD URL. The booking push stays the primary CTA; the scorecard is the worth-the-click-even-if-they-never-book layer.
  3. Channel (b) - Email: the delivery send is W1 in marketing/email-bank/consumer-email-bank.html (fires instantly on opt-in). Attach the PDF or link the URL and add the sheet's verbatim P.S. - "bring your five totals to the call." Optional one-line reinforcements in W3 and NS1 only; every other email stays exactly as written because the bank is counsel-swept as a set.
  4. Channel (c) - Front desk (CLINIC MODEL ONLY): counter stack + clipboard + pencils. Staff line: "Takes about five minutes - if you'd like, bring it to your consult and we'll start from your answers." The completed scorecard belongs to the consumer; staff never collect or file one unless it is handed over at a consult. Platform partners skip this placement.
  5. Channel (d) - Social "comment SCORE": any reel from the bank can run as a scorecard variant by swapping its CTA row for the sheet's approved line ("Comment SCORE and we'll send you the free 5-minute scorecard"). Strongest pairings: VS-01, VS-05, VS-08. A SCORE comment triggers a DM with the URL plus one booking nudge. No DM automation and no same-day manual replies = do not post the CTA.
  6. Run the sheet's install checklist at the bottom of the file - eight boxes, and the last one repeats the golden gate: the booking route must be live and tested before anything sends or posts.
Concept - the local kit

marketing/local-seo/LOCAL_SEO_GBP_KIT_v1.md is your local-discovery kit: a ready Google Business Profile description (under 750 characters, deliberately free of links, prices, and unverified service claims), a category decision table, ten pre-written GBP Update posts (each mapped to caption-bank themes), and QA checklists. Its gates are non-negotiable: one profile for one real business; eligibility requires genuine in-person customer contact at a qualifying location or service area.

ClinicGBP deployment
  • Claim/verify the profile on calendar day 3, only when the business is eligible and facts are verified.
  • Paste the kit's description; pick the category using the "This business IS a ..." sentence test; default to NO secondary category.
  • Publish from the ten post templates as Update posts. No phone number in a post description - use the verified Call button. "Book" button only after https://summit-metabolic.example/book is verified live.
  • Real, rights-cleared imagery only - no stock photos posing as your location, no synthetic imagery presented as real.
  • Reviews: live requests start at calendar day 29, only for genuine interactions - never bought, gated, filtered, or drafted for the customer.
PlatformNo profile build
  • An online-only Platform model receives NO Google Business Profile and no category - creating one for an ineligible business is a policy violation that can take down the listing and worse.
  • Your local presence runs through content, ads geo-aimed at Boise, ID, the scorecard machine, and community relationships instead.
  • Re-open the GBP section only if the business later meets the in-person eligibility bar with verified local facts.
Do this now

Open marketing/lead-magnet/LEAD_MAGNET_DEPLOYMENT_SHEET.md and score yourself against its install checklist: how many of the eight boxes can Summit Metabolic (REHEARSAL — fictional) tick today? Clinic partners: also run the GBP kit's description QA - four checkboxes, five minutes, and it catches the drift that erodes local trust.

MODULE 3 OPERATING CHECKLIST - THE MARKETING ENGINE

Summit Metabolic (REHEARSAL — fictional) - serving Boise, ID - print this page and pin it where the work happens

Before anything publishes

Launch authorization recorded; campaign fields in LAUNCH_CALENDAR_30DAY_v1.md filled or marked HELD
Every destination route clicked and tested on a phone (booking route, education pages, scorecard URL)
No literal tokens or [CONFIG: ...] marks anywhere in public copy
Copy comes from the installed banks - zero invented claims, zero "punched up" hooks

Daily (5 minutes)

Read today's + tomorrow's calendar row; check today's gate before the task
Reply to comments and DMs; SCORE comments answered same day
Record evidence for completed rows (screenshot / log / receipt)

Weekly

Schedule the week's grid: 1 SC-EDU + 1 SC-ENG + 1 SC-CTA (CTA only if link tested)
Shoot or schedule one reel from VS-01 to VS-12 with its paired caption
Restock flyer + referral card counter stacks (clinic)
Check ad destinations still resolve; one change at a time, 7 days between judgments

Ad temperature map

HOOK AD-01/02/03 - cold - education page only
MECHANISM AD-04/05/06 - cold - system overview page
EDUCATION AD-07/08/09 - cold - the guide/briefing named
OFFER AD-10/11/12 - warm audiences only - booking route
Cold traffic NEVER lands on the booking page

Scorecard machine (4 channels)

(a) Thank-you page download block live
(b) W1 email P.S. installed; test send received
(c) Front-desk stack + pencils out (clinic only)
(d) SCORE comment trigger + DM reply tested before any CTA posts
Habit self-assessment framing everywhere; counsel block intact; free means free

Local (clinic) / audits

GBP facts match website facts exactly; posts from the ten templates only
Day 14 + day 26 presence audits done; every discrepancy has an owner
Review requests: genuine interactions only, from day 29, per the approved process
3.6

SELF-CHECK: SEVEN QUESTIONS

Pass bar: 6 of 7

1. When does Day 1 of the 30-day launch calendar begin?

2. A HOOK ad (AD-01) is running to a cold audience. Where must it send people?

3. Which caption family may publish ONLY after its destination link is live and tested?

4. Why do the reel scripts (VS-01 to 12) pair 1:1 with the Ad Bank concepts?

5. How is the 5-Minute Metabolic Scorecard always framed?

6. You want to post a reel with the "comment SCORE" CTA, but DM automation is not set up and nobody can reply by hand today. What do you do?

7. An online-only Platform partner asks about their Google Business Profile. What does the local kit say?