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How work starts
The task brief
Nothing gets built until the campaign is documented. Every campaign is opened as a task in the project tracker and written to one fixed brief format before any page or automation is touched. This is the brief that drove this build (filled in, anonymized).
# Field-Rep Outreach Campaign
## Campaign Snapshot
- Type: Outreach + distribution
- Audience: ~120 manufacturer field reps (physical mailer + QR), then the contractors they serve
- Channel: Physical mailer → landing pages → email + SMS nurture
- Owner(s): Strategy = client ops lead; build = me; list = client list owner
- Launch: phased
## Campaign Goal
Convert field reps into a referral channel: each rep shares contractor-facing tool pages, and captured contractors enter a nurture sequence that drives to the client's subscription plan or one-time course.
## Growth Plan
- Traffic Source: physical mailer to field reps + reusable pages that also work for paid, email, social, event QR
- Offer + Urgency: free tools now; reps win when their contractors close more
- Proof: named, numeric results placed in the nurture emails
- Referral / Loop: each rep forwards tracked links; every referred contractor credits the rep
- Attribution: per-page UTMs + a tracking namespace tied to revenue
## How It Works
Rep scans the mailer QR → lands on a Toolkit page with 3 free tools and share buttons. Rep opts into weekly tips (tag fires nurture Sequence A) and/or shares tools with contractors. Referred contractors land on a public page, opt in (tag fires Sequence B), and both sequences drive to a single plan-comparison page or a discovery call.
## Assets Needed
Landing pages: Toolkit, contractor page, 3 free-tool pages, 2 product pages
Sequences: Sequence A (rep nurture, 4 emails), Sequence B (contractor nurture, 5 emails)
Automation: opt-in capture webhook, referral webhook, share-link-by-email webhook
Tracking: ad-attribution script on all pages + revenue attribution via the payment gateway
## What Can Break
Capture tag must exactly match the tag the nurture triggers on (or no enrollment). Cross-links must point at live URLs. Referral webhook must credit the correct rep. Each failure point: how it shows, who to notify.
## Results / Notes
Filled after launch: opt-ins, referrals, page conversions, revenue. What to change next run.
Why this matters
This single document is the north star for the whole build. It locks scope, names owners, and lists every realistic failure point before a line of code or a single automation step exists. The next page turns it into a planned build.