Support HQ — GTM Execution Portfolio

Modules

Ready

Open Decisions

Apr 1

Launch Target

⚠ DEC-002 (checkout mechanism — defers to live site), DEC-003 (DX Blueprint), and DEC-014 (Early adopter offer) are unresolved. Partner marketing (C6) is paused until further notice. Assets dependent on open decisions are in PLACEHOLDER or PAUSED state in Module 5.

Module Status

Module 1Updated

GTM Intelligence Layer

5 territory profiles (incl. Guyana) · 4 personas · Persona × Market matrix · Intelligence completeness assessment. Foundation for all downstream work.

Module 2Ready

Campaign Architecture

Waypoint Library (W1–W11), campaign index (C1–C7, C-DX), persona journey maps, launch calendar.

Module 3Ready

Content Creation Framework & Workflow

Content taxonomy, brief standard, brief intake form, 8-step workflow, HITL gate map, quality standards.

Module 4Ready

Channel Playbooks

Klaviyo email, WhatsApp/ManyChat, organic social, Health Check funnel, partner outreach. Territory channel notes.

Module 5Draft

Asset Portfolio

All GTM assets with live status: PLACEHOLDER / DRAFT / REVIEW / FINAL. Blocked assets linked to open decisions.

Module 6Draft

Reactive Playbooks

Competitor response, crisis management, regional opportunity triggers, reputational attack protocols. Territory nuance.

Module 7Draft

Analytics & Measurement Flags

KPI framework, trigger-based action protocols, review thresholds, response workflows. Intelligence layer integration.

Module 8Draft

HITL Governance

Full gate specifications: 4 types × 3 severities × GTM context. Links to overarching governance policy in Notion.

ℹFull regional research is in the supporting document: Support HQ — Caribbean Market Intelligence (Regional Deep-Dive) → · Tech stack reference files are linked at the bottom of this module.

🗺CMIF Cross-Reference: This module is now aligned with the Caribbean Market Intelligence Framework (CMIF) — the broader WG-21 governance document covering the full Webgold GTM universe (not just Support HQ). The CMIF contains the 4D Delivery Framework, competitive positioning matrix, 3-level messaging architecture, brand voice framework, and the canonical persona set confirmed under DEC-006. Where M1 references differ from CMIF, the CMIF is the master record. Open CMIF →

Territory Intelligence

Five territories covered. Select a tile to open the full market intelligence deep-dive: competitive landscape, business culture, entry tactics, digital infrastructure, and campaign calendar anchors. Guyana added as Priority 2 emerging market — oil economy boom creates first-mover opportunity.

🇹🇹

Trinidad & Tobago

Primary Market

Population1.4M

Internet~79%

GDP/capita$20K+

Key platformLinkedIn · WhatsApp

View Intelligence →

🇧🇧

Barbados

High-Value Market

Population288K

Internet~82%

GDP/capita$18,500

Key platformLinkedIn · Facebook

View Intelligence →

🇯🇲

Jamaica

Greenfield — High SME

Population3M

Internet~65%

GDP/capita~$6,000

Key platformWhatsApp · Instagram

View Intelligence →

🇬🇾

Guyana

Emerging — Oil Boom

Population~800K

Internet~52% ↑

GDP/capita$20K+ (rising)

Key platformFacebook · WhatsApp

View Intelligence →

🏝

Eastern Caribbean

Trust-Led — OECS

Combined pop.~650K

Internet60–72%

GDP/capita$8K–$16K

Key platformWhatsApp · Facebook

View Intelligence →

★ Each tile opens a full market intelligence deep-dive: Overview · Business Culture · Entry Tactics · Digital Infrastructure · Competitive Landscape · Calendar Anchors. Full research document: support-hq-market-intelligence-regions.html →

Canonical Personas

Five canonical buyer personas confirmed. DEC-006 resolved 2026-03-26 (Sam, Grace, Edwin, Garvin). Persona E — Maya (Merchant Maya) added 2026-03-31 to resolve the EMP Coverage Gap. Visual renders pending DEC-013 (now covers all 5 personas). Select "View by Market →" on any card to see how messaging, channel, trigger, and brand voice shift across TT · BB · JA · GY · EC.

💡 The personas are universal archetypes — but what you say, where you say it, and what triggers action changes materially by territory. Use the Persona × Market matrix to calibrate every campaign brief.

Persona A Sam Solo Trader Sam

Sole trader / micro-business owner · 1–5 employees · All territories

Sam built or commissioned a website years ago and hasn't touched it since. His digital presence is a liability he knows about but keeps pushing down the to-do list. He doesn't want to learn WordPress — he wants the whole thing handled, quietly and professionally, without his involvement.

Pain Points

Site outdated, unmonitored, no backups
Fear of public-facing failure — downtime or hack
No in-house digital capability, no desire to hire

Motivators

Peace of mind — it's handled
Peer validation before committing
Frictionless, low-effort onboarding

Channels

Google Search (problem-aware query)
WhatsApp groups, Facebook
Peer referral (primary trust signal)

SMP Lite / Essential Starter C1 · C2 Health Check Push Decision trigger: near-miss incident or peer recommendation View by Market →

Persona B Grace Growth-Stage Grace

SME owner / Marketing Manager · 10–50 employees · Professional services or retail · TT / BB primary

Grace owns the digital channels for a growing brand. She knows what good strategy looks like — her problem is execution capacity and operational infrastructure. She is doing a 10-person department's work with a team of three. She needs a partner who brings both strategy and execution.

Pain Points

Outgrowing freelancer — no SEO, no strategy
Site not generating leads, paid media ROI unclear
Senior management demands results, won't fund headcount

Motivators

Results she can report upward
Reduced cognitive load
Access to expertise without hiring

Channels

LinkedIn (primary discovery)
Industry newsletters, professional networks
Long-form content & case studies

SMP Essential Business / Professional C3 Nurture · C5 Retention & Upsell Decision trigger: agency underdelivers again View by Market →

Persona C Edwin Enterprise Edwin

C-suite / digital lead · 50–500+ employees · Tech-adjacent or scaling service business · TT / JA / BB

Edwin has built something that works. His business is past the founding chaos — systems, clients, recurring revenue. Now he's thinking about scale and professional digital infrastructure. He is digitally sophisticated, has strong opinions about tools, and wants the standard he sees internationally applied to his own business.

Pain Points

Need compliance, reporting, board visibility
Digital infrastructure doesn't match business maturity
No clear digital growth roadmap

Motivators

Infrastructure that matches business ambition
A real strategic partner, not contractors
Clear roadmap with measurable milestones

Channels

LinkedIn, industry events
Caribbean entrepreneurship communities
Direct referral from trusted peers

SMP Professional / Complete · DX Assessment C-DX ⛔ blocked DEC-003 Decision trigger: funding event or expansion milestone View by Market →

Persona D Garvin Government Garvin

IT Director / Procurement lead · Public sector entity · Any territory

Garvin manages technology procurement for a public sector organisation. He is not responding to advertising — he responds to direct outreach, tenders, and peer referrals from trusted vendors. His priorities are vendor reliability, compliance documentation, data sovereignty, and board-level reporting. He needs a provider he can defend to a procurement committee.

Pain Points

Accessibility compliance (WCAG) requirements
Data sovereignty & vendor reliability concerns
Procurement process demands documentation

Motivators

Defensible vendor selection
Published SLAs, compliance certs
Board-level reporting capability

Channels

Direct outreach only
Government tenders / RFP process
Referral from trusted vendors

SMP Professional Enterprise / Complete Direct outreach · Tenders Decision trigger: compliance audit or procurement cycle View by Market →

Persona E Maya Merchant Maya ✅ Added 2026-03-31 — resolves EMP Coverage Gap

Retail / F&B / Online store owner · 1–10 employees · WooCommerce or Shopify · TT / JA / BB primary

Maya runs an independent retail or food business that has moved sales online — a fashion boutique, a bakery with an order page, a local F&B brand selling direct. She has a WooCommerce or Shopify store that underperforms: slow load times, abandoned carts, payment friction, no automated email sequences. She's running a real business and the online store is a revenue channel she can't afford to let fail. She needs someone to own the store's technical health so she can focus on buying, merchandising, and fulfilment.

Pain Points

Store slow, abandoned carts, payment friction
No automated sequences (cart, post-purchase)
Mobile experience broken on some devices

Motivators

Store performance = sales performance
Clean, fast, secure store before next campaign
Email automation running without her managing it

Channels

Instagram / TikTok (primary discovery)
Facebook groups, WhatsApp communities
Google search (ecommerce problem queries)

EMP Starter / Essential C7 Ecommerce Track · EMP Health Check Decision trigger: bad sales period or pre-campaign store audit View by Market →

📷 Visual renders pending DEC-013 — image brief needed (now covers all 5 personas: Sam, Grace, Edwin, Garvin, Maya). AI prompts are documented in the Market Intelligence & Target Personas doc (WG-21 Document 3 of 10).

Intelligence Layer — Status & Gaps

A world-class GTM intelligence layer needs more than competitive maps and persona profiles. This assessment shows what exists, what is partially built, and what is missing. Items marked CMIF are sourced from or cross-referenced with the Caribbean Market Intelligence Framework. Gaps should be prioritised for resolution before scaling GTM investment beyond Phase 1.

Market & Persona Intelligence

✅

Canonical Personas (5) · DEC-006 + EMP Gap Resolved

Sam · Grace · Edwin · Garvin (DEC-006, resolved 2026-03-26) + Maya — Merchant Maya (Persona E, added 2026-03-31 to resolve EMP Coverage Gap). Pain points, channels, triggers, per-market breakdowns for all 5. Canonical across all WG-21 GTM documents.

✅

Competitive Landscape

5 territories · competitor maps · attack angles · threat ratings · Competitive Positioning Matrix (CMIF Tab 2)

✅

Territory Profiles (5)

TT · BB · JA · GY · EC — market intelligence, entry tactics, culture, digital infrastructure

✅

Persona × Market Matrix

Each persona across each territory — messaging, channel, voice shifts. Interactive modals in this module.

✅

Calendar Anchors

Business and cultural calendar events per territory — in each territory modal

✅

Market Sizing / TAM-SAM-SOM

5 territories · TAM ~$466M · SAM ~$68.8M · SOM base case 66 clients / ~$291K Y1 ARR · pricing confirmed ($300–$9,000/mo SMP · $650–$11,000/mo EMP). See Market Intelligence doc → 📊 Market Sizing tab.

🔶

Pricing Elasticity Guide

Directional price sensitivity noted per territory and persona. Quantified price testing not yet done.

🔶

ICP Scoring Criteria

Persona profiles define ICP qualitatively. Scoring rubric for lead qualification not yet formalised.

✅

EMP Persona Coverage Gap — RESOLVED

Persona E — Maya (Merchant Maya) defined and added 2026-03-31. Retail / F&B / online store owner (WooCommerce / Shopify) · 1–10 employees · TT / JA / BB primary. C7 Ecommerce Track and A-010 EMP Health Check Variant now correctly attributed to Maya. Garvin (Persona D) remains Government/Public Sector only.

❌

Regulatory & Compliance Map

Data protection laws per territory (T&T Data Protection Act, GDPR applicability in BB, JA data laws, GY) — not yet documented. Needed before enterprise sales.

❌

Payment Infrastructure Map

How deals close per territory (bank transfer, card, LINX, mobile payments). Not yet documented. Required for billing system setup. See open decision DEC-002 (Stripe/checkout).

❌

Win / Loss Framework

No formal mechanism for tracking why deals are won or lost by territory/persona. Required for intelligence layer to improve over time.

❌

Objection Library

Common objections noted in territory modals but not compiled as a structured, searchable library by territory and persona stage. Required for CON Guide and sales team.

❌

Digital Maturity Curve

Qualitative assessment exists. A quantified digital maturity score per territory — to track progress and calibrate investment — is not yet built.

❌

Macro Indicators Dashboard

FX rates (TTD, BBD, JMD, GYD vs USD), inflation rates, economic cycle tracking per territory — not yet integrated. Relevant for pricing decisions.

❌

Linguistic / Dialect Guide

TT Creole, Jamaican Patois, Guyanese Creole nuances vs. standard business English — not yet documented. Required for campaign copy calibration per territory.

Framework Intelligence (Sourced from CMIF)

✅

4D Delivery Framework · CMIF

Diagnose → Design → Deliver → Sustain. Documented in CMIF Tab 2 (Brand & Framework). Applies across all engagement types. The full cycle including Sustain is Webgold's primary competitive differentiator.

✅

Competitive Positioning Matrix · CMIF

5 competitor archetypes mapped (Commodity Agencies, Freelancers, International Agencies, DIY Platforms, Consultants-Only). Webgold's unique position: Caribbean-native, strategy + execution, Diagnose-to-Sustain model. CMIF Tab 2.

✅

Messaging Architecture (3 Levels) · CMIF

L1 Brand Positioning (awareness), L2 Capability Messaging (consideration), L3 Offer Activation (conversion). Documented in CMIF Tab 2. Governs copy hierarchy across all campaigns and channels.

✅

Brand Voice Framework · CMIF

5 voice attributes: Direct · Expert · Grounded · Confident · Human. Documented in CMIF Tab 2. Apply in all campaign copy, landing pages, and content produced under WG-21.

✅

Digital Trust Layer · CMIF

Cross-cutting messaging strategy for the Caribbean market — addresses digital purchasing hesitancy at all conversion moments. 4 components: Merchant Legitimacy Signals · Transaction Safety Signals · Social Proof Mechanics · Risk Mitigation Copy. Applies across all tracks. Mandatory on conversion assets (A-001, A-005, A-010). Documented in CMIF Tab 2 — Messaging Architecture.

✅

Content Audience Profiles (4) · CMIF

Local Digital Consumer · Diaspora Buyer · Pre-Store Entrepreneur · Social Commerce Seller. Not pipeline targets — editorial audience profiles that govern Market Education content strategy. Relevant to EMP track, A-023 Pillar F, and the Caribbean ecommerce market development rationale. Documented in CMIF Tab 1.

✅

ICP Summary & Sectors · CMIF

Established Caribbean organisations (10–200+ employees). TT-first priority sectors: Financial Services, Professional Services, Retail & Commerce, Hospitality & Tourism, Healthcare, Energy, Education, Real Estate. CMIF Tab 1.

🔶

Service Tier Nomenclature · CMIF

Provisional Entry / Growth / Enterprise tier language defined for non-Support HQ services. SMP and EMP tier names (Lite/Essential/Professional/Complete and Essential/Growth/Enterprise) are reserved exclusively for Support HQ products. Classification of non-SMP/EMP tier names is a pending WG-21 sub-task. CMIF Tab 3.

🔶

WG-21 Sub-Project Structure · CMIF

WG-21.1 Brand Authority, WG-21.2 Digital Products & Suites, WG-21.3 Partnerships & Channel, WG-21.4 Regional Expansion. Status tracking in CMIF Tab 4.

❌

Persona Visual Renders · DEC-013

AI image brief for Sam, Grace, Edwin, Garvin, and Maya (Persona E) not yet produced. Required before persona cards are used in public-facing content or campaigns. Decision DEC-013 — image brief needed for all 5 canonical personas.

❌

Early Adopter Programme · DEC-014

Offer design for inaugural TT-first onboarding incentive not yet resolved. Open decision DEC-014. Blocks early adopter campaign activation and C1 Health Check Push pricing decisions.

❌

Partner Commission Structure · DEC-015

Referral Partner Programme mechanics and fee structure not yet confirmed. Open decision DEC-015. Blocks Referral & Affiliate Architecture (WG-21 Channel Architecture sub-task).

❌

DX Blueprint Classification · DEC-003

DX Blueprint product classification (project tier assignment) is unresolved. Blocks C-DX campaign and Edwin persona's primary acquisition path. Open decision DEC-003.

❌

Checkout / Stripe Integration · DEC-002

Payment system for self-serve SMP/EMP onboarding not yet confirmed. Open decision DEC-002. Blocks M5 asset cards and C1/C2 self-serve funnel completion.

🔑 Priority gaps for Phase 1 (do not stall on these): ICP Scoring Criteria · Objection Library (needed by CON Guide) · DEC-014 Early Adopter Offer (needed before TT launch). Block watch (these will stall specific tracks if unresolved): DEC-002 Checkout (blocks self-serve funnel) · DEC-003 DX Blueprint classification (blocks C-DX) · DEC-015 partner commissions (blocks referral programme). Phase 2 prerequisites: Regulatory & Compliance Map · Win/Loss Framework · EMP Persona gap resolution.

Open Decisions Affecting Intelligence Layer

These decisions are unresolved and have a direct impact on the accuracy or completeness of this module. Resolving them does not block all other work — but they must be flagged here so downstream modules can handle them correctly.

Decision	What It Is	What It Blocks in M1	Status
DEC-002	Stripe / checkout integration decision — how SMP/EMP self-serve onboarding is processed	M5 asset card pricing links · C1/C2 self-serve funnel · Payment Infrastructure Map	Open
DEC-003	DX Blueprint product classification — which project tier it maps to	Edwin persona acquisition path · C-DX campaign activation · Campaign Architecture (M2)	Open
DEC-013	Visual renders / AI image brief for the 4 canonical personas	Persona cards cannot be used in public-facing assets without confirmed renders. M5 asset cards for persona-driven content.	Open
DEC-014	Early adopter programme offer design — TT-first launch incentive for inaugural SMP/EMP clients	C1 Health Check Push pricing/offer · M5 offer-activation asset cards · TT launch sequencing	Open
DEC-015	Referral Partner Programme commission structure and mechanics · Programme paused pending resolution	Channel Architecture (WG-21.3) · Referral programme asset brief · Partner recruitment copy — all blocked while paused	Open ⏸ Paused

These open decisions do not stall all GTM work. Campaigns C1–C5, brand authority content, persona development, and framework delivery continue without them. They must be resolved before M5 (Asset Portfolio) is fully activated.

Framework & Tech Stack Reference

Master Framework

Caribbean Market Intelligence Framework

WG-21 governance document. Full Webgold GTM universe: 4D Framework · competitive positioning · personas (canonical) · messaging architecture · brand voice · service tier model · revenue architecture. Open CMIF →

Reference

Ecosystem Map

Full Webgold organism structure. Open Map →

Reference

Operations Hub

PCC + Nucleus Observer portal prototype. Open Prototype →

Reference

Project Control Centre

PCC mockup. Open Mockup →

Reference

Nucleus Block Map

All Nucleus blocks mapped to programmes. Open Map →

Waypoint Library — W1 to W11

Standardised journey stops governing how a prospect moves through the GTM system. All campaigns reference waypoint entry and exit points.

Awareness

Prospect first encounters Webgold. Organic, paid, or referral. No intent signal yet.

Interest Signal

Prospect engages with TOFU content. Blog, social, or health check page visit.

Health Check Entry

Prospect completes or begins the Health Check. Primary BOFU entry mechanism.

Assessment Complete

Health Check results delivered. Warm prospect with documented pain point.

Conversation

Discovery call or Fin AI qualification interaction. Intent confirmed.

Proposal

Plan tier recommended. Proposal sent via HubSpot.

Nurture

Prospect has not converted. Active nurture sequence triggered.

Decision

Prospect commits or declines. Payment initiated.

Onboarding

Client confirmed. MGT-001 cycle initiated. Observer portal provisioned.

W10

Active Delivery

Monthly cycle running. HITL gates active. Hours tracked.

W11

Expansion / Referral

Client upgrades plan or refers another prospect. Referral programme (C6) ⏸ paused — DEC-015 unresolved. Expansion via plan upgrade is the primary W11 path while C6 is on hold.

Campaign Index

SME Awareness

TOFU. Broad SME audience. Territory-segmented. Drives W1→W2.

Health Check Push

MOFU→BOFU. Drives W2→W3. Primary conversion campaign.

Nurture Sequence

W7. 5-email sequence. Warm leads re-engaged.

Onboarding Welcome

W9. Confirmation and welcome flow.

Retention & Upsell

W10. Monthly value delivery content. Plan upgrade triggers.

Partner Outreach

W11. Referral partner activation. ⏸ PAUSED — partner-based marketing is on hold until further notice.

Ecommerce Track

EMP-specific. Maya — Persona E (Merchant Maya). Entry via EMP Health Check (A-010). Instagram / TikTok / Facebook primary discovery. Market education context: Webgold understands the Caribbean digital consumer (CMIF Tab 1 · Content Audience Profiles). This knowledge informs how EMP clients attract first-time online shoppers and builds authority in authority content produced for Pillar F.

C-DX

DX Authority Pathway

Edwin (Persona C). BLOCKED on DEC-003 (DX Blueprint classification).

Persona Journey Maps

How each canonical persona moves through the W1–W11 waypoint sequence. Active waypoints are filled; skipped waypoints are greyed. Campaign codes shown at the waypoints they activate. Read left to right.

Sam — Persona A SMP Lite / Essential Starter · C1 → C2 → C3 → C4 → C5

Awareness

Interest Signal

Health Check

Results Delivered

Conversation

—

Proposal

skip*

Nurture

Decision

—

Onboarding

W10

Active Delivery

W11

Expansion

C6⏸

Entry: Google Search (problem-aware query) or peer referral → TOFU blog or Health Check page (C1) → Health Check completion (C2) → results PDF delivered → self-serve checkout for Lite; brief call for Essential (W5). If no conversion at W4: C3 nurture sequence triggers at W7 (5 emails over 21 days). W6 Proposal is skipped for Lite/Essential self-serve track — Sam selects plan directly from the plans page. W9 onboarding sequence (C4) activates immediately post-payment. C5 retention content runs monthly from W10. W11 expansion: plan upgrade or referral — referral programme (C6) is currently paused.

Grace — Persona B SMP Essential Business / Professional · C1 → C3 → C4 → C5

Awareness

Interest Signal

Health Check

optional

Results

if W3

Discovery Call

—

Proposal

HubSpot

Nurture

Decision

—

Onboarding

W10

Active Delivery

W11

Expansion

Upsell

Entry: LinkedIn content or industry newsletter surfaces Webgold (C1) → Grace visits solution page or reads a case study → she may or may not complete a Health Check (W3/W4 optional — Grace is more strategic, often skips direct to conversation). W5 is always a discovery call, not self-serve checkout. W6: solution scoping → proposal sent via HubSpot. If proposal goes quiet: C3 nurture sequence triggers at W7. W8: decision. W9 onboarding (C4). W10 monthly delivery with C5 value content. W11 expansion: most likely tier upgrade (Essential → Professional) or addition of Growth/Content solutions.

Edwin — Persona C SMP Professional / Complete + DX Assessment · C-DX ⛔ blocked DEC-003

Awareness

Community

Interest Signal

C-DX⛔

DX Assessment

C-DX⛔

Blueprint Delivered

C-DX⛔

Scoping Call

—

Full Proposal

HubSpot

Nurture

Decision

—

Onboarding

W10

DX Delivery

W11

Full Engagement

SOW

Entry: Caribbean entrepreneurship community, thought leadership content, or direct peer referral (C1) → DX Assessment entry point at W2/W3 — this is Edwin's Health Check equivalent; the assessment surfaces his digital maturity gap and produces a Blueprint (W4). W5 scoping conversation → W6 full multi-service proposal via HubSpot. If proposal stalls: C3 nurture at W7. W8 decision. W9 onboarding with formal engagement structure (C4). W10 active DX delivery. W11: expansion into full SOW engagement across Development, Identity, Growth suites. Note: C-DX campaign is currently blocked on DEC-003 (DX Blueprint classification — paid product vs internal tool). Edwin's journey cannot be fully activated until DEC-003 resolves.

Garvin — Persona D SMP Professional Enterprise / Complete · Public Sector · Direct outreach & tender track

Awareness

Direct

Interest Signal

skip

Health Check

skip

Results

skip

Qualification Call

—

Formal Proposal

+ docs

Procurement

long hold

Committee Decision

—

Onboarding

Formal

W10

Active Delivery

W11

Contract Renewal

—

Entry: Direct outreach from Webgold, government tender notification, or referral from a trusted vendor. W2–W4 (digital content funnel) are skipped — Garvin does not self-serve. W5 is always a formal qualification call, often with multiple stakeholders. W6: formal written proposal with SLA documentation, compliance credentials, and pricing — sent with service-level brochure and multi-site pricing sheet where applicable. W7 (Nurture) here means procurement hold — committee review, internal sign-off, budget approval. This can take weeks to months; nurture is relationship maintenance (check-ins, relevant compliance content) not a standard email sequence. W8: committee decision. W9 onboarding with formal contract. W10 delivery with board-level reporting. W11: annual contract renewal or scope expansion.

Maya — Persona E EMP Starter / Essential · Merchant / Online Store Owner · C7 Ecommerce Track New · Added 2026-03-31

Awareness

Interest Signal

EMP Health Check

Store Audit Delivered

Conversation

—

Proposal

skip*

Nurture

Decision

—

Onboarding

W10

Active Delivery

W11

Expansion

Email/Ads

Entry: Instagram / TikTok content or peer referral in Facebook/WhatsApp groups (C7) → EMP Health Check landing page (A-010). EMP Health Check is Maya's entry equivalent of the SMP Health Check — it audits store speed, mobile experience, cart abandonment, and automation gaps. W3: health check completed. W4: store audit PDF delivered. W5: conversation — Maya is more likely to self-serve at Starter tier or take a brief call for Essential tier. W6 (Proposal) is skipped for EMP Starter self-serve track. If no conversion at W4: C3 nurture sequence activates at W7 (adapted for EMP/ecommerce context). W8: decision. W9 onboarding with Klaviyo sequence activation (C4). W10: monthly EMP delivery with C5 value content. W11: expansion most likely via Klaviyo Email Growth Suite or Paid Advertising (Meta/IG) for ecommerce campaigns.

Launch Calendar — 90 Days

Three-phase activation schedule from product launch through the first 90 days of GTM operation. Sourced from the Warfare Playbook content calendar and GTM Framework phasing model.

April 1, 2026

GTM Launch Date — Support HQ

All infrastructure live · Fin AI active · Klaviyo loaded · Tracking configured · System operational from Day 1

Stage

TOFU MOFU BOFU Retention Internal

Persona

Sam Grace Edwin Garvin Maya

Phase 1 · Days 1–30

Foundation

1 Apr – 30 Apr 2026 · Infrastructure live · First content · Baseline data

Week 1 · D1–7

System Live

TOFUBlog: "5 Signs Your Website Is Costing You Customers"

TOFULead magnet: Caribbean Business Website Checklist PDF

MOFUHealth Check landing page live

MOFU5-email nurture sequence loaded & active (C3)

TOFUSocial: "Website Health Tip" carousel #1

BOFUEarly Adopter Offer launches — Phase 1 window open (A-009)

InternalAll tracking configured · Team briefed

Week 2 · D8–14

Content & Nurture

TOFUBlog: "The True Cost of a Website Hack"

TOFUSocial: Health Tip carousel #2

MOFUNurture D2 + D5 emails fire (C3 active)

InternalOrganic indexing begins (3–6 month horizon)

InternalReferral programme readiness assessed

Week 3 · D15–21

Plans Page Live

MOFUBlog: "Website Management vs. Freelancer: The Real Cost"

BOFUPlans page fully live with checkout (C7 for EMP)

MOFUCase study #1 drafted (anonymised)

InternalCTA A/B testing begins on conversion pages

MOFUD21 Last Touch nurture email fires (C3 close)

Week 4 · D22–30

First Outreach + Data

TOFUBlog: "Why Your Website Doesn't Show Up in AI Search"

BOFUOutreach Batch 1 — 15 prospects + HC PDFs (C2)

TOFUSocial: "Caribbean Digital Pulse" edition #1

InternalFirst waypoint conversion data collected

BOFUEarly Adopter Offer — Phase 1 closing push, D30 deadline (A-009)

🎯 Target: 15–20% HC recipients → paid plan

Phase 2 · Days 31–60

Acceleration

1 May – 30 May 2026 · Referral programme ⏸ paused · Webinar · Second outreach wave

Week 5 · D31–37

Referral Programme ⏸

PAUSEDReferral programme activation — ⏸ PAUSED. C6 Partner Outreach is on hold until DEC-015 (commission structure) is resolved. This week pivots to NPS & retention activities below.

TOFUBlog: "What SOC2 Certification Means for Caribbean Business"

MOFUWebinar registration opens: "Is Your Website AI-Ready?"

InternalWeek 1–4 data analysed · Optimisations flagged

RetentionFirst NPS & testimonial responses expected

BOFUEarly Adopter Phase 2 follow-on activates — extended window for unconverted D1–30 leads (A-009)

Week 6 · D38–44

Webinar + Outreach

MOFUWebinar delivered + recording published

MOFUBlog: "Shared vs. Managed vs. Premium Cloud Hosting"

BOFUOutreach Batch 2 — 20 prospects (C2)

MOFURecording: YouTube + blog + email distribution

Week 7 · D45–51

AI Guide + Optimise

TOFULead magnet: "AI Readiness Guide" PDF

MOFUCase study #2 prepared / published

InternalD45 conversion rate analysis milestone

InternalOptimisation adjustments from Wk 1–2 data

Week 8 · D52–60

60-Day Review

InternalD60 performance review · MRR targets assessed

InternalChurn tracking initiated (<5% monthly target)

InternalQuarterly review prep & targets updated

Retention30-day testimonial requests to early clients

BOFUEarly Adopter offer window closes at D60 — final activation (A-009)

Phase 3 · Days 61–90

Expansion

1 Jun – 30 Jun 2026 · Advocacy activation · Third outreach wave · Quarterly review

Week 9 · D61–67

Testimonials + Outreach

TOFUBlog: "WCAG Accessibility: What Caribbean Businesses Need to Know"

MOFUTestimonial video #1 published

BOFUOutreach Batch 3 — 25 prospects (C2)

InternalBuild in Public content compounding (12–24mo horizon)

Week 10 · D68–75

ROI Tool + Upsell

TOFUBlog: "The Hidden Costs of Website Downtime"

MOFUROI calculator tool live

RetentionFirst 90-day cohort → upsell horizon (C5)

InternalDiscovery call flow optimised (60+ days data)

Week 11 · D76–82

Partnership + Advocacy

TOFUPartnership: Chamber of Commerce guest article

BOFUOutreach Batch 4 — conditional on performance

RetentionAdvocacy loop: case study co-creation requests

Week 12 · D83–90

90-Day Review

RetentionQuarterly "Digital Pulse" newsletter #1

InternalWaypoint conversion + MRR vs. actuals · Churn <5%

InternalQuarterly targets updated for Month 4+

RetentionD90 NPS + testimonials · First cohort milestone

🎯 Strategy adjustments planned for Month 4+

Always-On Operations · Continuous Across All 90 Days

Weekly Cadence

▸ "Website Health Tip" social carousel (52/yr)

▸ Waypoint conversion rate monitoring

▸ Email open rate tracking (>30% newsletters · >40% transactional)

▸ Fin AI conversation data review

Monthly Cadence

▸ Client reports — AI-generated from Notion

▸ MRR tracking + churn analysis (<5% target)

▸ Content production pipeline for next month

▸ Campaign performance review + adjustments

Post-Purchase Triggers

▸ Confirmation email <2 min post-checkout (C4)

▸ Onboarding sequence: immediate → Day 7 (C4)

▸ NPS survey: D30 + D90 milestones

▸ Testimonial request: defined milestone moments

▸ Upsell trigger: usage threshold signals (C5)

ℹThis framework applies to all Webgold GTM packages — not just Support HQ. Where role names appear, they refer to functional roles (STRAT Guide, CON Guide, QA Guide), not individuals. See the HITL Governance module for full role definitions.

Layer 1 — Content Taxonomy

Five content types, each with a distinct brief template, workflow path, and gate configuration.

Type 1

Campaign Content

Pre-planned, tied to a campaign code (C1–C7). Has a brief. Goes through the full 8-step workflow. Examples: Health Check landing page, email sequences, social posts tied to a campaign calendar event.

Type 2

Reactive Content

Triggered by an external event. Abbreviated workflow (Steps 1, 3, 4, 7 only). Time-sensitivity is part of the value. Examples: response to a competitor announcement, a regional news TOFU moment. See Module 6 for trigger protocols.

Type 3

Evergreen Content

Reference assets that don't expire. Most rigorous process — two full HITL gates plus a STRAT Guide strategic review. Examples: service explainer pages, DX pathway guide, persona-targeted landing pages.

Type 4

Operational Content

Client-facing communications as part of service delivery — not marketing. Abbreviated gates (Type 1 REVIEW only). Uses CON-013 and INFRA-009 blocks. Examples: onboarding emails, cycle reports, Observer portal updates.

Type 5

Social Content

Short-form, high-cadence posts. Lightweight gate design — T1 Informational with 4-hour default-approve window. Full blocking gate only if content references a competitor or makes a claim. Volume requires speed.

Layer 2 (cont.) — 8-Step Production Workflow

Applies to Campaign Content (Type 1) and Evergreen Content (Type 3) in full. Reactive (Type 2) uses Steps 1, 3, 4, 7. Social (Type 5) uses Steps 3, 6 (light), 7. Operational (Type 4) uses Steps 3, 4, 7.

Brief Intake

A complete 7-field brief is submitted via the Brief Intake Form above. Airtable content record created. Campaign code, persona, funnel stage, channel, objective, key message, and constraints are all confirmed before any draft work begins. AI-suggested fields reviewed by the initiating Guide.

Initiated by: STRAT Guide or Campaign Manager

Intelligence Pull

Before drafting, the CON Guide pulls the full intelligence context from Module 1 and the CMIF. Four mandatory checks:

1. Persona context — Open the relevant persona card (Sam / Grace / Edwin / Garvin). Pull their specific pain points, motivators, decision trigger, and channel preferences for this territory. Do not write a generic brief. Write to this specific person's specific problem.
2. Messaging Architecture Level — Confirm the L1 / L2 / L3 level from the brief. L1: brand positioning only — who Webgold is, the problem we solve, do not push product. L2: capability and methodology — the 4D Framework (Diagnose → Design → Deliver → Sustain), Caribbean context, why our approach wins. L3: offer activation — specific plan, pricing, CTA, Health Check next step.
3. Competitive context — If the content is Reactive (Type 2) or addresses objections, identify the competitor archetype from CMIF Tab 2: Commodity Agency / Freelancer / International Agency / DIY Platform / Consultant-Only. The counter-positioning angle is different for each archetype.
4. Territory context — Pull the territory profile from Module 1 (TT / BB / JA / GY / EC). Check calendar anchors, channel priorities, and any messaging shifts specific to this market.

Executed by: CON Guide · Sources: M1 persona cards + territory profiles · CMIF Tab 2

Draft Generation

AI-assisted via Claude API (OP-06) or direct CON Guide authorship. Draft is written against the brief, intelligence context, and all five Brand Voice Attributes (Direct · Expert · Grounded · Confident · Human). The Messaging Architecture Level (L1/L2/L3) governs copy hierarchy — do not mix levels within a single asset. For L2 content, the 4D Framework (Diagnose → Design → Deliver → Sustain) is the primary structural and positioning asset — use it. Output is recorded in the Airtable content record. The asset card in Module 5 updates from PLACEHOLDER to DRAFT at this step.

Executed by: CON Guide or Claude API (OP-06) · Voice: Direct · Expert · Grounded · Confident · Human

⛊ HITL Gate 1 — Content Validation (Type 1 GATE · T2 Soft)

Quality and fitness review. Does the draft meet brand voice standards? Is it accurate? Does it serve the stated objective? Is the CTA correct? Rejection returns the draft to Step 3 with annotated feedback recorded in Airtable. The asset card in Module 5 shows REVIEW status while gate is open.

Gate Owner: QA Guide (quality) + STRAT Guide (strategic accuracy)

Channel Adaptation

Approved canonical draft is adapted for each channel it will run on. An email sequence becomes a social caption becomes a WhatsApp message. This step is primarily AI-assisted — the canonical draft clears the gate once, and channel variants are generated from it. No new brief required for variants of an approved canonical draft.

Executed by: CON Guide or Claude API (OP-06)

⛊ HITL Gate 2 — Adaptation Review (Type 1 REVIEW · T1/T2 by channel)

Lighter review of channel variants. Email and WhatsApp: T2 Soft-Gate — a blocking review because the consequence of error is direct and irreversible. Organic social: T1 Informational — 4-hour default-approve window. If no flag is raised within 4 hours, the post is scheduled. Landing pages: T2 Soft-Gate.

Gate Owner: QA Guide (email/WhatsApp) · CON Guide (social, default approve)

Schedule & Publish

n8n (OP-03) orchestrates the scheduled send via the appropriate channel block: Klaviyo (OP-07) for email, ManyChat (OP-08) for WhatsApp, CON-006 Social Scheduling block for organic posts, HubSpot (OP-01) sequences for prospect outreach. Asset card in Module 5 updates to FINAL on confirmed send.

Executed by: n8n automation (OP-03) · confirmed by OPS Guide

Performance Capture

7 days post-publish (48 hours for social), the analytics pull runs. Open rate, CTR, and conversion against the campaign waypoint target are recorded in Airtable and surfaced in Module 7. If performance is below a defined threshold flag, Module 6 (Reactive Playbooks) is triggered and a review task is created in PCC.

Executed by: n8n + Airtable · reviewed by STRAT Guide

Layer 3 — HITL Gate Map

Every gate in the production workflow has a Type (what is being validated), a Severity (what happens if not cleared), a Gate Owner (functional role), and a Rejection Action. The three-layer framework: Type (1–4) × Severity (T1/T2/T3) × Context label.

Gate	Step	Type	Severity	Gate Owner	Rejection Action
Content Validation	4	Type 1 — GATE	T2 Soft	QA Guide / STRAT Guide	Return to Step 3 with annotated feedback in Airtable
Adaptation Review — Email / WhatsApp	6	Type 1 — REVIEW	T2 Soft	QA Guide	Hold send; return to Step 5 for revision
Adaptation Review — Social	6	Type 1 — REVIEW	T1 Info	CON Guide (default approve 4hr)	Flag within 4 hours to hold; auto-approved if no flag
Client Fit Assessment Client-facing content via CON-013	4 equiv.	Type 2 — REVIEW	T2 Soft	Account Lead Guide	Return to brief with client feedback recorded
Exception Flag Competitor named, guarantee claim, paid channel	Any	Type 3 — STRATEGIC	T2 → T3	STRAT Guide → Senior Guide	T2: Hold pending STRAT Guide review. T3: Escalate to Senior Guide / Programme Manager. Triggers if: competitor named by name, financial claim, legal-risk language, paid channel with wrong claim.
Escalation / Brand Risk	Any	Type 4 — EXCEPTION	T3 Hard	Senior Guide / Programme Manager	Immediate hold. Senior Guide + Programme Manager notified. Content cannot be published until resolved. Incident logged in Airtable.

Channel Index

CH-01 · MKT-002

Email — Klaviyo

Klaviyo (OP-07) + HubSpot sync. C3 Nurture (D0/D2/D5/D10/D21) · C4 Onboarding · C5 Retention (monthly). Territory-segmented lists. Target: >30% open rate newsletters · >40% transactional.

CH-02 · MKT-07

WhatsApp — ManyChat

ManyChat (OP-08) + n8n webhook. Fin AI pre-qualification fires within 30 seconds on landing page. 3-question flow → self-serve or discovery call routing. EC critical · TT/JA strong.

CH-03 · CON-006

Organic Social

Instagram (TT/BB/JA primary) · LinkedIn (BB/professional/Edwin) · Facebook (EC). Weekly Health Tip carousel · Quarterly Digital Pulse · Monthly blog share. CON-006 scheduling. T1 gate (4-hr window).

CH-04 · C2

Health Check Funnel

Primary BOFU. W2→W3→W4. Blog/social/email CTA → A-001 landing page → form → auto audit → PDF via Klaviyo → HubSpot → C3 nurture D+2. Target: 15–20% HC recipients → paid plan / 30 days. Blocked on WG-25.

CH-05 · C6

Partner Outreach

Referral programme email and direct outreach. ⏸ PAUSED — partner-based marketing is on hold until further notice. Do not activate.

Messaging Architecture Level × Channel Map · CMIF Tab 2 · Use this table when setting the Messaging Architecture Level in Module 3 briefs

Channel	Primary Level	Copy Direction	Primary Personas
CH-03 Organic Social	L1	Brand positioning. Who Webgold is, the problem we name, the standard we hold. The brand rides quietly — insight and value lead. Do not push plans or pricing at L1. The 4D Framework as thought leadership (not as a sales pitch) is appropriate here.	Sam · Grace · Edwin (LinkedIn)
CH-01 Email — Nurture (C3)	L1→L2→L3	Sequence progresses through all three levels. D0 (L1 — you're in the right place) · D2 (L1/L2 — score explanation + capability) · D5 (L2 — social proof, the 4D methodology, case study) · D10 (L2/L3 — plan recommendation, specific fit) · D21 (L3 — last touch, friction-free CTA).	Sam · Grace
CH-04 Health Check Funnel	L3	Pure offer activation. Landing page, results PDF, and follow-up CTA are L3 throughout. The person arrived from L1/L2 content — they are ready to act. Do not re-introduce brand positioning here. One clear next step.	Sam · Grace · Garvin (post-qualification)
CH-02 WhatsApp	L3	Qualification and conversion channel only. Copy is conversational but direct. Qualification questions, booking confirmations, onboarding nudges. Never use WhatsApp for L1 brand positioning — it violates the channel's personal nature and damages trust.	Sam · Grace (EC/TT/JA primary)
CH-01 Email — Retention (C5)	L2→L3	Existing clients — capability deepening and upsell. L2 value reinforcement (what's working, what the plan is doing) moving to L3 upsell prompts (next tier, EMP if store added, DX Assessment). Not acquisition copy.	All active clients
DX Authority / C-DX	L2	Capability and thought leadership exclusively. The 4D Framework, DX Assessment framing ("where are you really in your digital maturity?"), Caribbean digital transformation narrative. Edwin persona. ⛔ C-DX blocked pending DEC-003.	Edwin

CH-01 — Email · Klaviyo

Setup

Klaviyo (OP-07) · HubSpot contact sync (OP-05) · UTM tracking per campaign code · Territory-segmented lists (TT / BB / JA / EC) · Active clients suppressed from cold acquisition sequences · Suppression list reviewed monthly

Sequences

C3 Nurture — 5 emails post-Health Check: D0 (results delivery) · D2 (score explanation) · D5 (social proof / case study) · D10 (plan recommendation) · D21 (last touch)
C4 Onboarding — 2 emails post-purchase: D0 (confirmation <2 min) · D1–7 (welcome kit + next steps)
C5 Retention — 1 email/month per active client, tier-calibrated (Essential / Professional / Complete). NPS request at D30 + D90 milestones.

One-Off Sends

C2 Health Check push to cold list segments (batched: 15 / 20 / 25 prospects per Wk 4 / Wk 6 / Wk 9 outreach cadence) · Product or plan update announcements · Seasonal territory campaigns (post-budget TT Sep/Oct, tourism BB/EC Dec–Apr, Independence tie-ins)

Send Windows

Tuesday–Thursday preferred · 7:00–9:00am territory time (AST) · Avoid Monday (high inbox competition) · Avoid Friday (lower engagement). Transactional emails fire immediately on trigger — no window restriction.

Persona Coverage

Sam — C3 nurture (self-serve lean) · C4 onboarding · C5 retention Grace — C3 nurture (proposal lean) · C4 onboarding · C5 retention Edwin — C3/C4/C5 post-conversion (C-DX blocked DEC-003) Garvin — C4 onboarding + C5 retention only

KPIs

Open rate >30% (newsletters) · >40% (transactional) · Click-through rate >4% · Unsubscribe <2% · Spam complaint <0.3% · Reviewed weekly in M7 analytics cadence

CH-02 — WhatsApp · ManyChat

Setup

ManyChat (OP-08) · WhatsApp Business API · n8n webhook (OP-04) for HubSpot contact handoff · Fin AI qualification flow embedded in landing page widget · Discovery call booking via Calendly integration

Use Cases

1. Fin AI pre-qualification — fires for prospects who don't self-serve within 30 sec on landing page 2. Discovery call flow — booking confirmation + 24hr reminder + 1hr reminder 3. Post-checkout activation — confirmation message (backup to Klaviyo) 4. Operational client comms — check-in triggers, cycle report nudges (not marketing)

Qualification Flow

Q1 — "What type of business website?" → eCommerce / Services / Portfolio / Other Q2 — "Roughly how many pages or products?" → ≤10 / 10–50 / 50+ Q3 — "Self-manage or full support?" → Self-manage → plans page CTA Full support → discovery call CTA · HubSpot contact created at completion · n8n fires to tag W5

NOT Used For

Bulk marketing campaigns · Newsletter distribution · Cold outreach without prior engagement. WhatsApp is a personal channel — overuse damages trust and violates platform guidelines.

Territory Priority

🌴 EC — Critical. Primary comms channel. Email open rates lower; WhatsApp outperforms automation. 🇹🇹 TT — Strong. Preferred direct comms for SMEs. High morning + evening engagement. 🇯🇲 JA — Strong. Mobile-first — qualify via WhatsApp before email. 🇧🇧 BB — Moderate. LinkedIn preferred for professional tier; WhatsApp for existing relationship follow-up only.

Business Hours

Human responses: Mon–Fri 8:00am–6:00pm territory time (AST). After-hours: Fin AI flow handles with auto-acknowledgement — response queued for next business window.

KPIs

Qualification completion rate >60% · Discovery call booking rate >25% of qualified leads · Human response time <5 min during business hours · Opt-out rate <1%

CH-03 — Organic Social · CON-006

Platforms

Instagram — Primary: TT / BB / JA. Carousels, Reels (JA priority), Stories. LinkedIn — Secondary: BB / professional sector / Edwin (DX/AI angle). Thought leadership + carousels. Facebook — EC + older SME demographic. Repurposed Instagram content + community group engagement.

Cadence

Weekly — "Website Health Tip" carousel A-015 (52/yr) — educational, persona-relevant, territory-varied Monthly — Blog post share (link + branded visual) across all platforms Quarterly — "Caribbean Digital Pulse" social edition A-017 (first: Week 4, D22 · April 22, 2026) Ad-hoc — Case study spotlights · Testimonial clips · Build in Public posts

Platform Specs

Instagram carousels: 5–7 slides · Brand palette + orange accent · Single insight per slide · CTA on last slide Instagram Reels: 30–60 sec · JA-first priority · Subtitled for accessibility · Hook in first 3 seconds LinkedIn: 500–800 words (thought leadership) · Carousels for frameworks · No external links in post body Facebook: Repurposed from Instagram · Longer captions · Community group share for EC

Scheduling

CON-006 Social Scheduling block executes delivery · Content queued in scheduling tool (Buffer / Publer) · Editorial calendar anchored to M2 Launch Calendar milestones · STRAT Guide owns calendar; CON-006 executes

Gate Type

T1 Informational — 4-hour default-approve window. Volume requires speed. Upgrades to T2 REVIEW if content references a competitor by name, makes a specific claim, or uses client data. HITL gate map defined in M3.

Hashtag Clusters

Territory: #TrinidadBusiness #BarbadosBiz #JamaicaEntrepreneur #EasternCaribbean #CaribbeanSME Product: #WebsiteManagement #SupportHQ #CaribbeanDigital #ManagedHosting Authority: #DigitalTransformation #AIReadiness #WebsiteHealth

Persona Coverage

Sam — Health Tips · Blog reposts · Cost-focused content Grace — Thought leadership · Case studies · Brand-led content Edwin — AI/DX content · LinkedIn authority posts · Compliance angles Garvin — Compliance/standards posts · LinkedIn · Chamber of Commerce content

KPIs

Follower growth rate (monthly delta) · Post reach / impressions per post · Story view rate · DM-to-lead conversion rate · Profile visit → link click CTR · Reviewed monthly in M7 cadence

CH-04 — Health Check Funnel · C2

Entry Points

Blog post CTAs · Social post links (C1 awareness) · Direct URL / bio link · C2 outreach batch email links (prospect list: Wk 4 / Wk 6 / Wk 9) · WhatsApp CTA for mobile users on landing page

Funnel Steps

W2 — Landing Page (A-001): Prospect arrives · Fin AI widget fires within 30 seconds for non-self-serve visitors
W3 — Form Submission: Website URL (required) · Email (required) · Company name (optional) · Territory: TT/BB/JA/EC (optional)
W4 — Results Delivery: Automated audit runs → Branded PDF generated → PDF delivered via Klaviyo → HubSpot contact created with health scores → C3 nurture triggered D+2
W5 — Routing: Score-based. High score → plan recommendation + checkout CTA direct. Low score → discovery call CTA (Calendly) + nurture continuation.

Fin AI Questions

Q1 — Site type (eCommerce / services / portfolio / other) · Q2 — Business size (pages / products) · Q3 — Support preference (self-manage / full support) → Routes to correct plan tier or discovery call path

Conversion Target

15–20% of Health Check recipients convert to a paid plan within 30 days of W4 results delivery. First data point: end of April 2026 (Day 30 post-launch). Measured at W3→W8 close rate. Reviewed in M7 analytics.

Gate Status

A-001 copy in DRAFT (sourced Warfare Playbook — not yet through M3 Gate 1 Content Validation). Live deployment blocked on WG-25 go-live. Unblocks at site launch — deploy immediately post-WG-25.

Persona Coverage

Sam — Primary. Self-serve path. W3 → W5 checkout direct. Grace — Primary. Discovery call path. W3 → W5 call → W6 proposal. Edwin — Secondary (EMP variant A-010 planned; C-DX blocked DEC-003). Garvin — Does not enter via funnel. W2–W4 skipped — direct outreach and formal qualification path only.

Key Metrics

W2→W3 form completion rate · W3→W4 PDF delivery confirmation rate · W4→W5 routing accuracy · W3→W8 close rate (target 15–20% / 30 days) · W5 discovery call show rate (>70% target) · Reviewed weekly (M7)

Territory Channel Nuance

🇹🇹

Trinidad & Tobago

Primary Market

Business calendar anchors: Carnival (Feb/Mar) — content pauses or pivots to celebration themes; post-budget cycle (Sep/Oct) — high financial planning attention. Dominant channels: Instagram (high SME engagement), WhatsApp (preferred direct comms). Tone: Direct, community-oriented, Trinidadian humour where appropriate. Best send times: Email: Tue–Thu 7:00–9:00am AST · WhatsApp: 7:00–8:30am, 12:00–1:30pm, 7:30–9:00pm AST · Instagram: 11:00am–1:00pm + 7:00–9:00pm AST · LinkedIn: Tue–Thu 9:00–11:00am AST. Refine with 30-day post-launch analytics.

🇧🇧

Barbados

High-Value Market

Business calendar anchors: Independence Day (Nov 30) — brand pride content. Tourism high season (Dec–Apr) drives hospitality sector engagement. Dominant channels: LinkedIn (professional services), Instagram (tourism/lifestyle). Tone: Professional, polished, quality-signalling. Channel specifics: LinkedIn stronger here than any other territory — financial services and professional services penetration is higher; prioritise LinkedIn thought leadership for BB. WhatsApp used for established business relationships, not cold contact. Facebook declining. Instagram relevant for tourism/hospitality adjacency during Dec–Apr high season. Competitor note: See M1 BB competitive landscape matrix. Digital Avenue is the primary local incumbent — differentiate on operational continuity and subscription model. Best send times: Email Tue–Thu 8:00–10:00am AST; LinkedIn Tue–Thu 9:00–11:00am AST.

🇯🇲

Jamaica

High SME Density

Business calendar anchors: Independence Day (Aug 6), post-Carnival. Dominant channels: Mobile-first audience — WhatsApp essential, Instagram Reels strong. LinkedIn underutilised but growing. Tone: Energy, aspiration, entrepreneurial confidence. Infrastructure note: Digicel/FLOW network — consider load speeds in visual content. Competitor note: See M1 JA competitive landscape matrix. Freelancer market is dense — position Support HQ on operational continuity and accountability vs. one-off project work. Simply Intense has multi-territory regional presence but is agency-positioned, not subscription. Execution notes: Mobile-first always — compress all visual assets and test at 4G speeds before publishing. Instagram Reels outperform carousels for organic reach in JA — prioritise short video. WhatsApp-qualify leads first before email outreach. LinkedIn is underutilised in JA — first-mover opportunity for managed web services positioning in the professional sector.

🌴

Eastern Caribbean

Relationship-Driven

Business culture: Constituency-level trust networks. Word-of-mouth and referral-driven — C6 partner programme is especially high-value here. Smaller deal sizes but high loyalty. Dominant channels: WhatsApp (critical), Facebook (older SME demographic). Email opens tend to be lower; personal outreach outperforms automation. Calendar anchors: Carnival periods vary by island — Grenada (Aug), St. Kitts & Nevis (Dec–Jan); adjust content tone during these periods. Independence days: Grenada Feb 7, St. Kitts & Nevis Sep 19, Antigua & Barbuda Nov 1, Dominica Nov 3. Tourism high season Dec–Apr — hospitality clients under active pressure; emphasise uptime and performance messaging. CARICOM intersessional meetings (quarterly) — relevant for Garvin/government sector engagement. Cultural note: Easter and Christmas are high community engagement periods — pause promotional campaigns; shift to warm, community-oriented content. EC content must feel locally informed, not generic Caribbean — name islands specifically where possible. C6 partner programme (when it resumes) is especially high-value in EC given constituency-level trust networks.

Templates Registry

Every production asset requires an approved template before it can be produced to brand standard. Templates are governed by the Brand System (Notion) — Sections 5, 7, and 9. Status below reflects current availability. Assets with a Blocked or Pending template cannot advance to FINAL status until the template exists. Wire these into the corresponding asset cards once templates are built in Sections 5 and 7.

⚠Sections 5, 7, and 9 of the Brand System are red. No social, email, PDF, presentation, or web templates currently exist. Three .docx templates exist (case study, proposal, one-pager) but must be uploaded to the asset library from the "Project review and gap analysis" chat outputs. Template build is a prerequisite for M5 production — this needs its own tracked workstream with deadlines.

T-01

Website Landing Page

Source: Section 9 + WG-25

Used by: A-001 · A-005 · A-009 · A-010

⛔ Blocked — WG-25 go-live

T-02

Klaviyo Email — Campaign / Nurture / Newsletter

Source: Section 5 (Digital Presence)

Used by: A-002 · A-019

⚠ Pending — Section 5

View Spec →

T-03

Lead Magnet PDF

Source: Section 7 (Brand Applications)

Used by: A-011 · A-013

⚠ Pending — Section 7

View Spec →

T-04

Webinar / Presentation Deck

Source: Section 7 (Brand Applications)

Used by: A-012

⚠ Pending — Section 7

View Spec →

T-05

Case Study (.docx)

Source: Section 7 — results-first format

Used by: A-014

🔄 In Development — work started

Open Template Guide →

T-06

Social Carousel (Instagram + LinkedIn)

Source: Section 5 (Digital Presence)

Used by: A-015 · A-017

⚠ Pending — Section 5

View Spec →

T-07

Interactive Web Tool

Source: Section 9 (Technical Implementation)

Used by: A-016

⚠ Pending — Section 9

View Spec →

T-08

Video Production Brief

Source: Section 7 (Brand Applications)

Used by: A-018

⚠ Pending — Section 7

View Spec →

T-09

Conversation Script (Fin AI / WhatsApp)

Source: Section 7 (Brand Applications)

Used by: A-006

⚠ Pending — Section 7

View Spec →

T-10

DX Pathway Web + Report

Source: Section 7 + Section 9

Used by: A-008

⛔ Blocked — DEC-003

View Draft Spec →

T-11

Proposal Template (.docx)

Source: Section 7 — outcome-led 8-section

Internal use — client proposals

🔄 In Development — work started

Open Template Guide →

T-12

One-Page Brand Summary (.docx)

Source: Section 7 — single-page overview

Internal use — client leave-behinds

🔄 In Development — work started

Open Template Guide →

T-13

Klaviyo Onboarding Email — Transactional + Welcome

Source: Section 5 (Digital Presence) — onboarding/transactional variant

Used by: A-020

⚠ Pending — Section 5

View Spec →

T-14

Government Outreach Pack (Direct Email + SLA Summary)

Source: Section 7 (Brand Applications) — formal B2G procurement format

Used by: A-022

⚠ Pending — Section 7

View Spec →

T-15

Blog Post (Long-Form Authority Article)

Source: Section 7 (Brand Applications) — editorial / thought leadership format

Used by: A-023

⚠ Pending — Section 7

View Spec →

Templates still to be created (from Brand System Section 7): Report template (.docx) · Letterhead (print-ready) · Business card (print-ready) · Brochure templates · Event booth graphics · Banner specs (pull-up 850×2000mm · backdrop 3m × 2.4m). These are brand identity and print production assets and do not directly block GTM campaign production.

Campaign Assets

A-001 · C2Draft

Health Check Landing Page

Type 3 · Evergreen · All territories · W2→W3 entry mechanism

Page Structure

Headline: Is your website helping your business — or holding it back?
Subhead: Free, no-obligation website health check. We scan your site for security vulnerabilities, performance issues, SEO gaps, AI readiness, and accessibility problems.
Body: Most Caribbean businesses don't know what's happening under the hood of their website. Our automated scan covers 5 critical areas and delivers a branded PDF report with scores and recommendations.
CTA: Enter your website URL below to get started.
Trust copy: No spam. No sales calls unless you ask.

Form Fields & Funnel Logic

Fields: Website URL (required) · Email (required) · Company name (optional) · Territory: TT / JA / BB / EC (optional)
Post-submit: Automated audit runs → branded PDF generated → PDF delivered via Klaviyo email → HubSpot contact created with scores → C3 nurture sequence triggered on Day 2
Conversion target: 15–20% of Health Check recipients convert to paid plan within 30 days

Gate Status

⚠ Copy draft complete (Warfare Playbook). Not yet through Module 3 Gate 1 (Content Validation). Blocked on WG-25 go-live for live deployment.

Brand Brief

Palette

Signature Six + Water family (Caribbean audience)

Photo

Webgold Grade (warm monochrome)

Type

Quanta Grotesk Pro H1 hero · DM Sans body + form labels

Voice

Confident · Direct · Expert — BOFU activation register: clear problem-statement headline, authoritative but accessible, no softening language

Msg Level

L3 Offer Activation — BOFU. Drive the Health Check action. CTA is the conversion mechanism. No product education needed at this layer.

Key Message

"Most Caribbean businesses don't know what's happening under the hood of their website — find out for free in 60 seconds."

Lead pillar: Pillar 05 — "Solving problems, not creating them." · Orange 5–10% rule: CTA button + accent bar only · Glare #FFF0D9 page background · Template: T-01 Website Landing Page — ⛔ Blocked (WG-25)

A-002 · C3Draft

5-Email Nurture Sequence (Post Health Check)

Type 1 · Campaign · Klaviyo · All territories · W7 activation · 21-day sequence

Sequence Structure

Email	Timing	Subject Line	Purpose
E-01	Immediate	Your website scored [SCORE]/100 — here's what it means	Deliver results PDF. Surface top 3 findings. Invite reply for walkthrough.
E-02	Day 2	What a [GRADE] score means for your business	Contextualise scores in business impact terms (security, SEO, performance). Personalised by worst-scoring category.
E-03	Day 5	How a [territory] business went from a D to an A	Case study relevant to their worst-scoring category. Links to plan comparison page. Social proof via territory-specific example.
E-04	Day 10	Your site doesn't have to stay at [SCORE]/100	Plan recommendation mapped to their scores. Friction-free CTA: subscribe online in 5 min or book a 15-min call. No contract messaging.
E-05	Day 21	One last thing about [domain]	Soft final touch. One free actionable tip from their worst-scoring category. Low-pressure — "we'll be here when you're ready."

Personalisation variables: [SCORE], [GRADE], [domain], [territory], [Name] — all pulled from Health Check submission data in Airtable/HubSpot. Sequence activates automatically via n8n (OP-03) → Klaviyo (OP-07) on Health Check completion. ⚠ Copy draft complete (Warfare Playbook). Not yet through Module 3 Gate 1.

Brand Brief

Palette

Signature Six only (email context — no secondary family)

Photo

Webgold Grade sparingly · or no imagery (plain-text preferred)

Type

DM Sans throughout · max 600px email width

Voice

Expert · Grounded · Human — nurture register: data-led opening, territory-specific grounding, warm close · E-01/E-02 lean Expert/Grounded · E-04/E-05 lean Human

Msg Level

L2→L3 — E-01/E-02: L2 Capability (score explanation, business impact). E-03: L2 (case study). E-04/E-05: L3 Offer Activation (plan recommendation, CTA).

Key Message

"Your Health Check score is the starting point — here's what it means for your business, and how easy it is to fix with the right plan."

Lead pillar: Pillar 04 — "Sustain, not disappear." · E-01/E-02 data-led (results-first) · E-03 territory social proof · E-04/E-05 value anchor · Never "affordable" or "cheap" · Template: T-02 Klaviyo Email — ⚠ Pending Section 5

A-003 · C6Paused

Referral Programme Email

Type 1 · Campaign · Klaviyo · Partner

⏸ PAUSED — partner-based marketing is on hold until further notice · DEC-015 (partner commission structure) unresolved

Brand Brief — Reserved for when C6 is reactivated

Palette

Signature Six (email · partner context)

Voice

Direct · Confident · Human — partner activation register: business-to-business tone, commission clarity, mutual-win framing

Msg Level

L3 Offer Activation — Partner offer/referral mechanics. Blocked DEC-015.

Key Message

TBD — pending DEC-015 commission structure resolution and C6 reactivation decision.

A-004 · C6Paused

Partner Outreach Template

Type 1 · Campaign · Direct email

⏸ PAUSED — partner-based marketing is on hold until further notice · DEC-015 (partner commission structure) unresolved

Brand Brief — Reserved for when C6 is reactivated

Palette

Signature Six (email · partner context)

Voice

Expert · Direct · Grounded — B2B outreach register: proposition clarity, professional not salesy, business value to the partner is the lead

Msg Level

L3 Offer Activation — Partner proposition outreach. Blocked DEC-015.

Key Message

TBD — pending DEC-015 commission structure resolution and C6 reactivation decision.

A-005Blocked

Plans Page Copy

Type 3 · Evergreen · Website (WG-25)

⛔ Blocked on WG-25 go-live — checkout will use whatever mechanism is live on the site at launch

Brand Brief

Palette

Signature Six + Tier colours on pricing table (Gold / Gold Plus / Platinum)

Photo

Webgold Grade · or none (pricing pages are copy-led)

Type

Quanta Grotesk H2 plan names · DM Sans body + pricing

Voice

Confident · Direct · Expert — pricing register: no contract language, results-anchored copy, every plan statement earns its place

Msg Level

L3 Offer Activation — BOFU conversion page. Plan selection and subscription CTA. No education required — buyer is already consideration-stage.

Key Message

"The plan that fits your business today — with the room to grow. No contracts. Cancel any time."

Lead pillar: Pillar 01 — "We don't just build — we architect." · Orange on recommended plan ribbon only · Gold/Gold Plus/Platinum exclusive colours approved on tier labels · Template: T-01 Website Landing Page — ⛔ Blocked (WG-25)

A-006Blocked

Fin AI Qualification Scripts

Type 4 · Operational · WhatsApp / Chat

⛔ Blocked on WG-25 go-live — qualification scripts reference the live site checkout flow

Brand Brief

Palette

N/A — text/conversation format, no visual design

Photo

N/A

Type

DM Sans only (interface text context)

Voice

Direct · Expert · Human — conversational register: short sentences, no jargon, complexity is Webgold's problem not the client's, always warm never robotic

Msg Level

L3 Offer Activation — BOFU qualification assist. Three questions that route the prospect to the right plan recommendation.

Key Message

"Three questions. No pressure. We'll recommend the right plan for your business and you can be live within the hour."

3 qualification questions per CH-02 playbook · Complexity is Webgold's problem to solve, not the client's · Template: T-09 Conversation Script — ⚠ Pending Section 7

A-007Placeholder

Persona Visual Renders (×4)

Reference · All modules

⚠ Pending DEC-013 — image brief needed to produce visual renders

Brand Brief

Palette

Signature Six + Water (Caribbean persons — regional context)

Photo

Webgold Grade preferred · Orange in physical environment commands the eye

Type

DM Sans captions (name + role labels)

Voice

N/A — visual reference asset. No copy-bearing function.

Msg Level

N/A — visual reference. Used to support copy/design across all messaging levels.

Key Message

N/A — canonical visual representations of Sam, Grace, Edwin, and Garvin for use across all GTM assets once DEC-013 is resolved.

Found not forced — orange elements in the scene; never added artificially · Caribbean business environment contexts for each archetype · Image brief: ⚠ Awaiting DEC-013 resolution from Gem

A-008 · C-DXPlaceholder

DX Pathway Content Suite

Type 3 · Evergreen · Edwin (Persona C)

⛔ Blocked on DEC-003 (DX Blueprint classification)

Brand Brief

Palette

Signature Six + Sky family (enterprise/institutional — Edwin)

Photo

Quiet Frame (editorial / thought leadership)

Type

Quanta Grotesk H1/H2 · DM Sans body

Voice

Expert · Confident · Direct — enterprise authority register: strategic framing, 4D Framework as structural backbone, no retail language, Edwin archetype

Msg Level

L2 Capability — 4D Framework home. DX Authority content track. Capability demonstration for Edwin. Blocked DEC-003 until DX Blueprint classification resolved.

Key Message

"Your website is infrastructure. Managing it strategically — through Diagnose, Design, Deliver, Sustain — is the difference between reactive fire-fighting and a compounding digital advantage." (Blocked DEC-003)

Lead pillar: Pillar 03 — "Building what's next." · Sky/Windward/Fathom unlocked for enterprise enterprise content · Sandstone section bgs for documents · Template: T-10 DX Web + Report — ⛔ Blocked (DEC-003)

A-009Placeholder

Early Adopter Offer Assets

Type 1 · Campaign · Phase 1 (D1–30) + Phase 2 (D31–60) · All territories

D1–30 · Phase 1 Launch offer — first-cohort pricing or bonus for subscribers who join within the first 30 days of GTM. Primary acquisition driver for Sam + Grace in Phase 1.
D31–60 · Phase 2 Extended or follow-on offer — adjusted messaging for warm leads who didn't convert in Phase 1. Urgency framing shifts from launch energy to "closing window".

🚨 CRITICAL — LAUNCH DAY: Today is April 1, 2026 — Phase 1 GTM is now live. DEC-014 (offer terms) deadline passed 25 March 2026 and remains unresolved. This asset was needed from Day 1. Escalate DEC-014 immediately to resolve offer terms so Phase 1 copy can be produced.

Brand Brief

Palette

Signature Six + Water (Caribbean launch audience)

Photo

Event Duotone — Phase 1: Blackout + Orange (energy) · Phase 2: Blackout + Gold (premium/closing)

Type

Quanta Grotesk H1 hero · DM Sans body + offer detail

Voice

Confident · Direct · Human — Phase 1: launch energy, Human warmth, Confident authority · Phase 2: Direct urgency, Confident close — "window is narrowing"

Msg Level

L3 Offer Activation — Primary D1–60 acquisition driver. Phase 1: first-cohort offer. Phase 2: closing-window urgency. Both variants BOFU-focused.

Key Message

Phase 1: "Be among the first Caribbean businesses on Support HQ — launch offer, first 30 days only." · Phase 2: "The window is closing. Here's what early movers are already getting." [DEC-014 OVERDUE — offer terms not yet defined]

Lead pillar: Pillar 02 — "Two decades of building what's next." · Two asset variants required: Phase 1 launch version + Phase 2 follow-on version · Template: T-01 Website Landing Page — ⚠ Blocked (DEC-014)

A-010 · C7Placeholder

EMP Health Check Variant

Type 3 · Evergreen · Maya — Merchant Maya (Persona E) · ✅ EMP Coverage Gap Resolved 2026-03-31

EMP-specific Health Check landing page for ecommerce store owners (retail / F&B / online store). Persona E — Maya — is the confirmed buyer. Brief now fully activatable. Build after SMP A-001 (A-001) is final. Store audit results PDF (parallel to SMP Health Check report) as follow-up deliverable. Fin AI route: Maya track (C7).

Brand Brief

Palette

Signature Six + Sky family (enterprise/institutional — Garvin)

Photo

Webgold Grade (warm monochrome)

Type

Quanta Grotesk H1 · DM Sans body + form labels

Voice

Expert · Confident · Direct — ecommerce operator register: ROI-anchored, revenue/performance language, mirrors A-001 structure · EMP persona register TBD once persona is defined

Msg Level

L3 Offer Activation — BOFU. EMP version of the HC activation mechanism. Mirrors A-001 but for online store context.

Key Message

"Is your Caribbean online store optimised for performance, security, and revenue? Get your free store health score." [Provisional — EMP persona pending]

Lead pillar: Pillar 01 — "We don't just build — we architect." · Sky/Fathom for enterprise trust signals · Mirrors A-001 structure — build off same template · Template: T-01 Website Landing Page — ⛔ Blocked (WG-25, build after A-001 final)

Calendar-Derived Assets — Required by 90-Day Launch Plan

A-011 · C1Placeholder

Caribbean Business Website Checklist PDF

Type 2 · Lead magnet · All territories · W2 capture mechanism

TOFU entry asset for Sam + Grace. Required live by Week 1 (April 1). Downloadable PDF checklist for self-diagnosing website health. Gates entry into C3 nurture sequence.

Brand Brief

Palette

Signature Six + Water (Caribbean audience)

Photo

Quiet Frame (editorial / approachable)

Type

DM Sans throughout (checklist format — no Quanta)

Voice

Grounded · Expert · Human — TOFU self-diagnosis register: practical, Caribbean-relevant examples, no jargon, confidence-building not intimidating

Msg Level

L1 Brand Positioning — TOFU awareness. Self-diagnostic tool that builds Webgold's authority in the prospect's mind. Gates entry into C3 nurture.

Key Message

"10 things your website should be doing for your Caribbean business right now — and how to know if yours is."

Lead pillar: Pillar 05 — "Solving problems, not creating them." · Sandstone/Glare section bgs · Water family on Caribbean-specific callouts · Template: T-03 Lead Magnet PDF — ⚠ Pending Section 7

A-012 · C1Placeholder

Webinar: "Is Your Website AI-Ready?"

Type 2 · Campaign event · Zoom · All territories · W2→W3 driver

MOFU live event. Registration opens Week 5 (D31), delivered Week 6 (D38), recording published Week 6 same day. Broad audience: Sam, Grace, Edwin. Recording repurposed as blog embed + email clip.

Brand Brief

Palette

Signature Six + Water (Caribbean) · Sandstone content slides

Photo

Quiet Frame (editorial / thought leadership)

Type

Quanta Grotesk H1/H2 titles · DM Sans body + bullets

Voice

Expert · Confident · Direct — thought leadership / live event register: data-led, Caribbean business context, Webgold as authority not advertiser

Msg Level

L1→L2 — Opens L1 (brand authority, awareness). Transitions to L2 (AI readiness capability demonstration, 4D Framework reference). Recording repurposed across L1 channels.

Key Message

"AI is already reshaping how Caribbean businesses are found, ranked, and judged online. This is what you need to understand — and what you can do about it today."

Lead pillar: Pillar 03 — "Building what's next." · Cover slide: Blackout bg + Orange bar · Content slides: Glare/Sandstone bg · 60/40 content-to-whitespace rule · Template: T-04 Webinar Deck — ⚠ Pending Section 7

A-013 · C1Placeholder

AI Readiness Guide PDF

Type 2 · Lead magnet · All territories · W2 capture mechanism

TOFU/MOFU lead magnet targeting Grace and Edwin. Required by Week 7 (D45). Positions Webgold as AI-readiness authority. Pairs with webinar recording distribution.

Brand Brief

Palette

Signature Six + Water (Caribbean primary) — Sky only for enterprise-facing sections; never mix families within a page

Photo

Quiet Frame (editorial / thought leadership)

Type

Quanta Grotesk Pro cover + chapter openers · DM Sans body throughout

Voice

Expert · Confident · Direct — authority lead magnet register: Caribbean business context, positions Webgold as the regional AI-readiness expert, Direct on what's changing and what to do

Msg Level

L1→L2 — Opens L1 (brand authority via thought leadership). Transitions into L2 capability framing (AI readiness methodology, 4D Framework as answer). Grace + Edwin primary audience.

Key Message

"The Caribbean business guide to AI readiness — what's changing, what's at stake, and how to make sure your digital infrastructure is ready for what's next."

Lead pillar: Pillar 03 — "Building what's next." · Cover: Blackout bg + Quanta title + Gold sub · Body: Glare bg · Callout boxes: Sandstone bg (note) · Chalkboard bg + Teal border (tip) · Template: T-03 Lead Magnet PDF — ⚠ Pending Section 7

A-014 · C1/C2Placeholder

Case Study Template (×2 planned)

Type 1 · Campaign · Website + email · MOFU conversion tool

Case study #1 anonymised: drafted Week 3 (D15). Case study #2 with client permission: Week 7 (D45). Shared format: problem → Webgold solution → measurable outcome. Sam + Grace primary audience.

Brand Brief

Palette

Signature Six — Client Standard rules apply (no secondary family)

Photo

Client Standard ONLY — always clean, always full colour, NEVER Webgold Grade on client imagery

Type

DM Sans throughout (results-first format)

Voice

Expert · Direct · Grounded — social proof register: results-first, territory-specific, metric-led opening, client voice is the hero — Webgold context is secondary

Msg Level

L2→L3 — L2 Capability proof (what Webgold delivered). Transitions to L3 consideration prompt (plan recommendation linked in CTA). Sam + Grace primary.

Key Message

"Results first. Here's how a [territory] business moved from [problem] to [measurable outcome] with Support HQ — and what it took to get there."

Format: problem → Webgold solution → measurable outcome · Always open with the result ("47% uplift in qualified leads" format) · No Webgold Grade treatment on client faces or environments · Template: T-05 Case Study .docx — ✅ EXISTS (upload from "Project review and gap analysis" chat)

A-015 · C1Placeholder

"Website Health Tip" Social Carousel Series

Type 1 · Campaign · Social (IG/LinkedIn) · Always-on · 52/yr cadence

Weekly TOFU social series. First edition live Week 1 (D1). Single tip per carousel, territory-relevant, territory-segmented where possible. Primary awareness engine for Sam + Grace.

Brand Brief

Palette

Signature Six + Water (Caribbean · IG/LinkedIn feed)

Photo

Webgold Grade (warm monochrome on imagery tiles)

Type

DM Sans Bold headline · DM Sans Regular tip body

Voice

Direct · Grounded · Human — social feed register: one insight per card, Caribbean-relevant context, conversational not clinical, brand rides the insight not the other way

Msg Level

L1 Brand Positioning — TOFU always-on awareness engine. Builds association: Webgold = Caribbean digital intelligence. No offer, no CTA beyond "follow for more".

Key Message

"One website health tip, every week — built for Caribbean business owners who want to understand what their site should be doing."

Orange 5–10% rule: header accent bar + CTA tile only · One tip per carousel · Territory-relevant imagery · Lead with the insight, brand rides quietly · Template: T-06 Social Carousel (IG + LinkedIn) — ⚠ Pending Section 5

A-016 · C2Placeholder

ROI Calculator Tool

Type 3 · Evergreen · Website embed · MOFU conversion asset

Interactive calculator: cost of website downtime / unmanaged hosting vs. Support HQ subscription. Required live Week 10 (D68). Strongest conversion tool for cost-conscious Sam and value-presenting Grace; also decision-support for Garvin.

Brand Brief

Palette

Signature Six + Data viz exception: Orange primary · Water secondary · Sky tertiary (only approved context for two secondary families)

Photo

N/A — interactive data tool

Type

DM Sans throughout (data display · UI context)

Voice

Expert · Confident · Direct — tool/data register: let the numbers speak, labels are clear and specific, no persuasion copy inside the tool itself — results are the persuasion

Msg Level

L2→L3 — L2 Capability (demonstrates the cost of unmanaged infrastructure). Output triggers L3 consideration — calculator result is the offer prompt.

Key Message

"The real cost of unmanaged hosting vs. Support HQ — calculated for your Caribbean business. Enter your numbers. See the difference."

Data viz cross-palette exception is the only approved context for two secondary families coexisting · Sky/Fathom for enterprise UI trust signals · Glare/Canvas background · Template: T-07 Interactive Web Tool — ⚠ Pending Section 9

A-017 · C1Placeholder

"Caribbean Digital Pulse" Social Edition

Type 1 · Campaign · Social (IG/LinkedIn) · Quarterly cadence

Quarterly territory-specific social magazine-style post. First edition Week 4 (D22). Caribbean business digital landscape data, curated insights, Webgold commentary. Broad reach — all personas.

Brand Brief

Palette

Signature Six + Water (Caribbean editorial)

Photo

Quiet Frame (editorial / thought leadership treatment)

Type

DM Sans throughout (social format · no Quanta)

Voice

Expert · Confident · Grounded — editorial intelligence register: data-led, Caribbean context is essential not decorative, Webgold as co-sign not headline

Msg Level

L1 Brand Positioning — TOFU brand authority. Quarterly data/intelligence edition. Positions Webgold as the regional digital intelligence source. All-persona reach.

Key Message

"The Caribbean digital landscape in numbers — what's changed this quarter, what it means for your business, and what Webgold is watching."

Orange only on stat callouts and data highlights · Lead with Caribbean digital intelligence, brand rides quietly as co-sign · Sandstone/Glare magazine-style layout · Template: T-06 Social Carousel (IG + LinkedIn) — ⚠ Pending Section 5

A-018 · C5Placeholder

Testimonial Video #1

Type 1 · Campaign · Website + social · MOFU social proof asset

First client testimonial video — conditional on having a willing client by Week 9 (D61). Short format (60–90 seconds). Sam or Grace archetype client preferred for widest resonance. NPS requests from Week 5 seed the pipeline.

Brand Brief

Palette

Signature Six — Client Standard rules apply to all footage

Photo/Video

Client Standard — NEVER Webgold Grade on client footage or face

Type

DM Sans lower thirds · Orange accent bar in lower thirds only

Voice

Human · Grounded · Direct — testimonial register: client is the narrator, Webgold context minimal, authenticity is the brand signal — no polish that reads as staged

Msg Level

L2 Capability — Social proof. Real Caribbean business outcomes told in the client's own words. Deepens consideration-stage trust for Sam + Grace prospects.

Key Message

"Real Caribbean business. Real results. In their own words." — Lead with the outcome the client names, not the product feature that produced it.

Webgold Grade treatment NEVER applied to client face or environment · Orange accent bar in lower thirds only · Clean full-colour client footage = Client Standard · Template: T-08 Video Production Brief — ⚠ Pending Section 7

Gap-Fill Assets — Added from M5 Portfolio Audit (2026-03-31)

Four assets referenced in M4 Channel Playbooks but previously without M5 cards. Added with full brief form data including Messaging Architecture Level and Key Message.

A-020 · C4Placeholder

Client Onboarding Email Sequence (×2)

Type 1 · Operational · Klaviyo · C4 Onboarding · Triggers on subscription confirmation

Two-email sequence triggered on plan subscription. D0: Confirmation + immediate next steps. D1–7: Welcome kit with plan overview, team introduction, and what to expect in Month 1. Sam + Grace primary (SMP Essential Starter through Complete). Garvin secondary (SMP Professional Enterprise/Complete via direct path).

Sequence Structure

Email	Timing	Subject Line	Purpose
OB-01	D0 — Immediate on sign-up	You're in — here's what happens next	Confirm subscription. Deliver plan details, login/portal access, team contact. Set expectation for Month 1 activation. Eliminate post-purchase anxiety.
OB-02	D1–7 — Welcome kit	Your Support HQ welcome kit — everything you need for Month 1	Full welcome kit: what's included in their plan, how the 4D cycle works in practice, how to reach their Guide, what the first monthly report will look like. Builds confidence and reduces early churn risk.

Personalisation variables: [Name], [PlanName], [Territory], [GuideFirstName] — pulled from HubSpot/Airtable subscription record via n8n. OB-01 triggers via n8n (OP-03) → Klaviyo on subscription event. OB-02 queues automatically after D1–7 window. Sequence tone calibrates by plan tier: Essential Starter = warmer/simpler · Professional/Complete = more structured/SLA-forward.

Brand Brief

Palette

Signature Six only (email context · transactional + operational)

Photo

Minimal — or none (plain-text preferred for transactional OB-01 · subtle brand header graphic acceptable for OB-02 welcome kit)

Type

DM Sans throughout · max 600px email width · Clear hierarchy: plan name prominent, action steps bulleted

Voice

Direct · Grounded · Human — onboarding register: confident reassurance, clear next steps, warm but not effusive · "You made the right call" energy without overselling

Msg Level

L3 Operational — Post-conversion. Not an offer email — an operational transition. The prospect is now a client. Messaging shifts from acquisition to activation and retention foundation.

Key Message

"You've made the right call. Here's exactly what happens next — and who you can call if you need us." (OB-01) / "Here's everything you need to get the most from Support HQ in Month 1." (OB-02)

Lead pillar: Pillar 04 — "Sustain, not disappear." · OB-01 plain-text preferred (deliverability + authenticity) · OB-02 light brand design acceptable · Never upsell in onboarding sequence — this is a trust-build moment · Template: T-13 Klaviyo Onboarding Email — ⚠ Pending Section 5

A-019 · C5Placeholder

Quarterly "Digital Pulse" Newsletter

Type 1 · Campaign · Klaviyo · Retention · Quarterly cadence

Caribbean market insights digest for active clients + warm leads. First edition Week 12 (D83). Positions Webgold as a trusted industry intelligence source. All-persona reach — retention and re-engagement function.

Brand Brief

Palette

Signature Six + Water (Caribbean editorial focus)

Photo

Quiet Frame (editorial / thought leadership)

Type

DM Sans throughout (email newsletter · max 600px)

Voice

Expert · Confident · Grounded — retention newsletter register: Caribbean intelligence source, editorial not promotional, Grounded in territory realities, Expert framing of what it means

Msg Level

L2 Capability — Retention/re-engagement. Reinforces Webgold's capability and intelligence authority with existing clients and warm leads. Reduces churn risk for active subscribers.

Key Message

"Your quarterly Caribbean digital intelligence brief — what changed this quarter, what it means for your business, and what Webgold sees ahead."

Lead pillar: Pillar 04 — "Sustain, not disappear." · Orange on key stats and pull-quote accents only (5–10% rule) · Glare/Sandstone section backgrounds · Lead with Caribbean market intelligence, position Webgold as the authority · Template: T-02 Klaviyo Email — ⚠ Pending Section 5

A-021 · C5Placeholder

Monthly Retention Email (Tier-Calibrated)

Type 1 · Operational · Klaviyo · Retention · Monthly cadence · Active subscribers

Monthly email to active Support HQ subscribers. Tone and content calibrated by plan tier: Essential Starter/Business = value reinforcement · Professional = capability expansion · Complete = strategic partnership framing. NPS prompt sent at D30 and D90.

Email Variants by Tier

Tier	Primary Persona	Content Focus	Upgrade Prompt
Essential Starter / Business	Sam	What we handled this month. One highlight metric (uptime / security scan / updates applied). Simple, plain-text-first format.	Soft — "Your site is protected. Here's what's included in the next tier when you're ready to grow."
Professional Starter / Business / Enterprise	Grace	Monthly performance summary (uptime, security, SEO movement). One strategic insight relevant to their business stage. Links to self-serve resources.	Contextual — feature or capability they're not yet using. Framed as "did you know your plan includes…"
Complete (Starter / Business / Enterprise)	Grace + Garvin	Full monthly report summary. Strategic recommendations for next 30 days. Territory digital landscape note. Guide signature.	None — Complete tier is the flagship. Cross-sell DX Assessment if applicable (blocked DEC-003).

Personalisation variables: [Name], [PlanName], [TierLabel], [Territory], [GuideFirstName], [NPS_Trigger] — pulled from HubSpot subscription record. NPS email (separate trigger) fires at D30 and D90 automatically. Monthly send date aligned to subscription anniversary date per client.

Brand Brief

Palette

Signature Six only (email retention context) · Essential = warm Signature Six · Complete = Signature Six + Fathom/Sky accent for enterprise register

Photo

Minimal or none (Essential tier) · Optional brand graphic header (Professional/Complete) · Never Webgold Grade on client-facing retention emails

Type

DM Sans throughout · max 600px · Essential: minimal headers · Professional/Complete: structured report layout with clear section hierarchy

Voice

Expert · Grounded · Direct — retention register: report-to-client tone, no upsell pressure, results-focused · Essential: simpler/warmer · Complete: strategic/Guide-led

Msg Level

L2→L3 — L2 Capability reinforcement (what we did, what it means for your business). L3 soft upgrade prompt where appropriate by tier. Never hard-sell retention email.

Key Message

"Your plan is working. Here's what we handled this month — and what to think about for next month." (All tiers, register calibrated to tier.)

Lead pillar: Pillar 04 — "Sustain, not disappear." · Three variants per tier — do not send Essential copy to Complete subscribers · NPS trigger is a separate email asset (same template, short-form) · Never "affordable" or "cheap" · Template: T-02 Klaviyo Email — ⚠ Pending Section 5

A-022 · Garvin TrackPlaceholder

Government Outreach Materials Pack

Type 4 · Operational · Direct outreach · Government / Public Sector · No funnel path — direct account development

Garvin bypasses W2–W4 entirely. No paid social, no health check funnel, no email nurture sequence. Direct relationship-led approach: outreach to procurement contacts, MIS/IT officers, and digital transformation leads in government ministries and state-owned enterprises. Pack = four asset types that together enable the full Garvin engagement cycle.

Pack Contents

GOV-01 · Direct Outreach Email Template
Cold/warm introduction email for procurement contacts. Short (under 200 words). Links to credentials brief. Request: a 20-minute introduction call. Variants: Ministry/Government Dept · State-Owned Enterprise · Statutory Body.

GOV-02 · SLA Capability Summary (1-page)
One-page document: uptime SLA commitments, security certifications/standards, disaster recovery, update cadence, dedicated Guide model. Formal document format — leaves behind after intro meeting.

GOV-03 · Compliance Credentials Brief (1–2 pages)
Webgold's security and compliance posture. Data residency, backup policies, access controls, vulnerability disclosure. Relevant to procurement officer sign-off.

GOV-04 · Formal Proposal Template Reference
Points to T-11 Proposal Template (.docx) — customised for government procurement language. Outcome-led 8-section format adapted for public sector context (scope, SLA, pricing, references, T&Cs).

Engagement Sequence

Step 1 — Identify: STRAT Guide identifies target government accounts in territory. Research procurement process (open tender vs. direct award).
Step 2 — Reach: GOV-01 outreach email to procurement/MIS contact. No bulk send — personalised per ministry/entity.
Step 3 — Meet: 20-min intro call. Leave GOV-02 SLA summary after call.
Step 4 — Qualify: Is there a live website management need? Budget holder identified? Procurement route confirmed?
Step 5 — Propose: GOV-03 compliance brief if required by procurement officer. GOV-04 proposal generated using T-11.
Step 6 — Close: SMP Professional Enterprise or Complete subscription. Multi-site variants priced separately on SOW.

Territory note: TT government procurement is quota/committee-led with longer decision cycles. JA public sector responds well to regional-precedent framing. BB and EC have smaller ministries where direct relationship with the PS or IT officer can accelerate procurement.

Brand Brief

Palette

Signature Six + Sky family (government/institutional — Garvin · Fathom/Windward for formal document context)

Photo

Quiet Frame (editorial) for any imagery · No Webgold Grade on formal government documents · Client Standard on any client reference material

Type

Quanta Grotesk for document headers (GOV-02/03 cover pages) · DM Sans body throughout · GOV-01 email: DM Sans only, plain-text preferred

Voice

Expert · Confident · Grounded — formal procurement register: no casual language, no lifestyle framing, commitment-clarity over aspiration · GOV-01 email: Direct/Human (opening door) · GOV-02/03 documents: Expert/Confident (credentials)

Msg Level

L2 Capability — Government procurement context. Not a funnel asset. Capability and credential demonstration is the primary function. No TOFU awareness layer — Garvin track begins at L2 from first contact.

Key Message

"Managed website infrastructure that meets government standards for uptime, security, and accountability — with a dedicated Guide and a clear SLA, not a helpdesk ticket."

Lead pillar: Pillar 01 — "We don't just build — we architect." + Pillar 04 — "Sustain, not disappear." (SLA/accountability framing) · Orange 5–10% rule applies: use as accent only, not as the dominant brand signal in formal gov docs (Sky family leads) · Four asset components managed as a single pack — do not produce GOV-03 without GOV-02 in place · Template: T-14 Government Outreach Pack — ⚠ Pending Section 7 · GOV-04 uses existing T-11 Proposal Template .docx — ✅ EXISTS

A-023 · C1Placeholder

Blog Post Series — Monthly Authority Articles

Type 2 · Evergreen · Blog (Website) · Always-on · Monthly cadence · Repurposed across CH-03

Monthly long-form blog post. Primary always-on TOFU/L1 content engine referenced in CH-03 (Organic Social) playbook. Caribbean-business-relevant digital topics — SEO, AI, website management, regional market intelligence. Shared to IG/LinkedIn via CH-03. Repurposed from webinar content where available (e.g. webinar recording → blog transcript + insight article). All-persona reach, Sam + Grace primary.

Post Structure (Standard Format)

Length: 800–1,500 words (authority article, not thin content)
Hero angle: Caribbean business context first, global trend second
Structure: Hook (local stat or question) → Problem framing → Insight/solution → Caribbean-specific application → Webgold perspective close
SEO target: One primary keyword per post (assigned in content calendar)
CTA: Soft — relevant lead magnet download or Health Check link. Never hard-sell from a TOFU blog post.
Repurpose path: Blog → Social carousel (A-015 template) → Webinar clip embed where applicable → Email teaser in A-019 Quarterly Pulse

Topic Pillars (Aligned to CMIF)

Pillar A — Website Performance: Speed, Core Web Vitals, Caribbean hosting context
Pillar B — Security: WordPress vulnerabilities, SSL, backup practices for SMBs
Pillar C — AI & Search: AI readiness, SGE impact on Caribbean businesses, voice search
Pillar D — Digital Business: E-commerce readiness, digital payments, Caribbean market data
Pillar E — DX Authority: 4D Framework application, managed infrastructure strategy, Edwin/enterprise-adjacent topics
Pillar F — Digital Commerce Education: Market Education · Content Audiences C1–C4 Safe online shopping in the Caribbean · Trust signals for buyers · Social selling vs. structured ecommerce · Diaspora buying guides · Pre-store entrepreneur education · Written for the Caribbean digital consumer, not the Webgold buyer. Indirectly warms EMP pipeline and supports client store conversion rates. See CMIF Tab 1 — Content Audience Profiles for full brief context.
Cadence: 1 per month, topic assigned in 90-day content calendar · First post due Week 3 (D15) · Pillar F posts approximately quarterly (1 in 4 months)

Brand Brief

Palette

Signature Six + Water (Caribbean editorial · blog context) · Teal/Lagoon for pull-quote callouts · Orange for key stat callouts only (5–10% rule)

Photo

Quiet Frame (editorial / thought leadership) for hero images · Webgold Grade acceptable for abstract/tech imagery · Client Standard ONLY for any client reference imagery

Type

Quanta Grotesk Pro for post title/hero · DM Sans body throughout · H2/H3 in DM Sans Bold · No decorative fonts

Voice

Expert · Direct · Human — thought leadership editorial register: Caribbean-relevant expertise, conversational authority not academic distance · Human enough to share, Expert enough to cite

Msg Level

L1 Brand Positioning — TOFU always-on. Builds Webgold's authority in Caribbean digital topics. No direct offer. Soft CTA to relevant lead magnet or Health Check at end of post only.

Key Message

"Caribbean digital authority — Webgold's perspective on what matters for regional businesses online." (Series positioning.) Per-post key message assigned in monthly content brief.

Lead pillar: Varies by topic (Pillar 03 or 05 most common) · Never pitch Support HQ directly in the body of a TOFU blog post — let the insight earn the CTA · Repurpose first: webinar content → blog transcript + insight layer, before writing from scratch · Monthly content brief required 2 weeks before publish date · Template: T-15 Blog Post (Long-Form) — ⚠ Pending Section 7

Scenario 1 — Competitor Response

Trigger

Competitor launches a price war or undercut offer

Do not react to the price — respond with value. The instinct to match a discount creates a race to the bottom and signals insecurity.

Within 24 hours: STRAT Guide documents the competitor move in the Airtable Competitive Intelligence log (Module 1 input).
Assessment: Is the competitor's offer credible? Is it eroding existing pipeline? STRAT Guide + Senior Guide assess within 48 hours.
If pipeline threat is confirmed: Activate a BOFU campaign (C2 variant) that leads with a value anchor — not a price counter. Emphasise what is included in the current plans that the competitor cannot match.
Content brief: Type 2 Reactive. Campaign code C2-REACTIVE. Fast-track through Module 3 (Steps 1, 3, 4, 7). STRAT Guide owns Gate 1.
If pipeline threat is not confirmed: No public response. Log the intel. Observe for 2 weeks before reassessing.

Territory note: EC and JA markets are more price-sensitive. In those territories, the value anchor message must be more specific about ROI and risk reduction, not brand prestige.

Trigger

Competitor launches a new product or service

Log: STRAT Guide documents in Competitive Intelligence log within 24 hours.
Assess gaps: Does the new product fill a gap in the Webgold catalogue? Note but do not react publicly.
If it directly overlaps with a Webgold product: Update the relevant Module 1 competitive card. Schedule an evergreen content refresh (Type 3) to sharpen differentiation messaging.
No public response required unless the competitor's launch creates direct confusion in the market about Webgold's offering.

Scenario 2 — Crisis Management

Trigger

Client posts a public complaint (social media or review)

Within 2 hours: OPS Guide acknowledges publicly — one sentence, professional, empathetic. Does not escalate or defend publicly. Example: "We've seen your post and a member of our team will be in touch directly within the hour."
Within 1 hour of acknowledgement: Account Lead Guide contacts the client directly (WhatsApp or phone, not email).
Root cause: Is this an isolated incident or a systemic issue? HITL Type 4 gate triggered if it involves a service failure, billing dispute, or SLA breach.
Resolution: Resolved privately. No public defence. Once resolved and client confirms satisfaction, the public post context is noted in Airtable Incident Log.
Content freeze: If the complaint is gaining public traction, pause all scheduled social posts in that territory until resolved.

Territory note: In TT, social complaints can escalate quickly via Facebook and WhatsApp broadcast lists. The 2-hour acknowledgement window is non-negotiable in TT.

Trigger

Webgold is the subject of a reputational attack
(false claim, coordinated negative review, bad-faith content)

Do not engage the attacker directly on public channels.
Assess: Is the claim false and verifiable? Is it gaining reach? Senior Guide + Programme Manager notified immediately (T3 Hard Gate).
Legal threshold: If the content is defamatory or commercially damaging, document everything and assess legal options. Do not delete evidence.
Positive counter-signal: If the attack is gaining reach, activate a content piece (Type 2 Reactive) that demonstrates credibility through client outcomes or social proof — without referencing the attack directly.
Client communication: If existing clients may have seen the content, the Account Lead Guide proactively reaches out with a calm, factual update.

Scenario 3 — Regional Opportunity (TOFU Moments)

Trigger

Regional news creates a live TOFU moment
e.g. A major Caribbean business is hacked or suffers a data breach

These are high-value moments where audience anxiety meets Webgold's solution. Speed and tone matter more than polish.

STRAT Guide identifies the moment within 4 hours of the news breaking. Confirms it is relevant to the Webgold audience (SME digital security, website management, ecommerce risk).
Brief initiated immediately: Type 2 Reactive. Fast-track Module 3 (Steps 1, 3, 4, 7). 4-hour production target from brief to publish.
Tone: Empathetic and informative — not opportunistic. Do not name the affected company. Focus on the risk category and the protective action. Example angle: "Why Caribbean businesses are more exposed than they think — and what you can do today."
Channel: Social (Instagram + Facebook) first for reach. WhatsApp broadcast for existing warm contacts. Email sequence variant if the moment has a longer tail (e.g., an ongoing security incident).
Health Check CTA: Every TOFU moment piece should connect to the Health Check as the conversion action — the moment of anxiety is the best time to offer a diagnostic.

Territory note: In TT, news travels extremely fast via WhatsApp. Being first and credible on WhatsApp in TT is more valuable than any platform ad spend in the first 24 hours of a news cycle.

Trigger

Major regional business event or announcement
e.g. National budget, new business regulation, major employer hiring freeze

Assess relevance: Does this affect SME spending on digital? Does it create urgency or anxiety that Webgold can address?
If relevant: Brief a Type 2 Reactive piece within 24 hours. Tone: practical guidance, not political commentary.
If uncertain: STRAT Guide + Senior Guide decide within 6 hours. Default is "observe and log" rather than react.

ℹPerformance data sources: HubSpot (OP-01) for CRM metrics and pipeline conversion, Airtable (OP-04) for operational data and cycle tracking, Klaviyo (OP-07) for email performance. n8n (OP-03) aggregates and routes flag triggers to the appropriate response workflow.

Trigger-Based Analytics — Flag Conditions & Response Protocols

Metric	Baseline / Target	Flag Threshold	Level	Response Protocol
Health Check Completion Rate W2→W3 conversion	PLACEHOLDER — set at launch	Drop below target for 2 consecutive weeks	RED	STRAT Guide initiates a C2 campaign review. Check: landing page copy (A-001 review), channel distribution, territory performance split. If TT is underperforming specifically, check against Carnival/post-budget calendar.
Health Check → Conversation Rate W3→W5 conversion	PLACEHOLDER — set at launch	Drop below target for 2 consecutive weeks	RED	Review the W4 results delivery experience. Is the Health Check output compelling enough to drive a conversation request? Brief a Type 3 Evergreen refresh of the results page. HITL Type 3 Strategic gate — STRAT Guide decision.
Email Open Rate — Nurture Sequence (C3) 5-email sequence	PLACEHOLDER — set after first 200 sends	Below 20% on Email 1 or below 10% on Email 3+	AMBER	CON Guide reviews subject lines against A/B test data (MKT-008). Brief a variant brief for lowest-performing email. Fast-track through Module 3 (Steps 1, 3, 4, 7).
Monthly Client Churn Rate Support HQ active clients	Target: <3% monthly	Exceeds 3% in any calendar month	RED	Account Lead Guide conducts exit review with churned clients (within 5 business days). Root cause logged in Airtable. If pattern identified across 2+ churns: Senior Guide + Programme Manager strategic review. Retention content (C5) brief initiated if messaging gap is identified.
Plan Upgrade Rate W10→W11 expansion	PLACEHOLDER — set at Month 3	Below target for 2 consecutive months	AMBER	Review C5 (Retention & Upsell) campaign performance. Are upsell touchpoints reaching clients at the right time? Check MGT-002 hours consumption data — clients consistently at <50% hours are candidates for upgrade conversation, not upsell email.
Referral Programme Activations C6 · ⏸ PAUSED	—	—	PAUSED	Partner-based marketing is on hold. This trigger row is inactive until the programme resumes. Do not act on.
WhatsApp Qualification Completion ManyChat flow — W1→W2	PLACEHOLDER — set after first 100 flows	Drop-off above 50% at any single step	AMBER	CON Guide reviews the drop-off step. Brief a revised message variant for that step. Test with 50 contacts before full rollout. All WhatsApp message changes require T2 Soft Gate before deployment.
HITL Gate Rejection Rate Module 3 Gate 1	Target: <20% first-pass rejection	Above 30% in any 4-week period	WATCH	If Gate 1 is rejecting more than 30% of content first-pass, the problem is upstream — the brief standard or intelligence pull (Steps 1–2). QA Guide and CON Guide review the brief quality in the Airtable record. Likely cause: briefs are insufficiently detailed or intelligence pull is being skipped.

Review Cadence

Weekly

Performance Scan

n8n automated pull from Klaviyo + HubSpot. Slack summary to STRAT Guide every Monday. Flags highlighted. No action required if all GREEN.

Monthly

Full KPI Review

STRAT Guide + Senior Guide review full KPI set. Campaign performance vs. waypoint targets. Decision on any campaign adjustments. Logged in Airtable.

Quarterly

Strategy Review

Competitive intelligence updated in Module 1. Territory performance compared. Campaign architecture reviewed against actual conversion paths. Persona cards updated if behaviour data warrants.

ℹThis module defines GTM-specific HITL gates only. The overarching Webgold HITL policy (ORG-02 dependency) will house the canonical framework across all programmes. When that policy is published to Notion, a link will replace this notice. [Notion HITL Policy link — add when live]

The Three-Layer Framework

Dimension 1 — Type

What Is Being Validated

Type 1 GATE: Approval before proceeding. Work stops until cleared.
Type 2 REVIEW: Output quality review. Can proceed with annotation if flagged.
Type 3 STRATEGIC: Direction-setting decision. A Guide with strategic authority must weigh in.
Type 4 EXCEPTION: Error handling, escalation, brand/legal risk. Immediate halt.

Dimension 2 — Severity

Operational Consequence

T1 Informational: Non-blocking. Awareness only. Default-approve after defined window.
T2 Soft-Gate: Blocking. Work cannot proceed until a Guide confirms. Standard SLA: 4 business hours.
T3 Hard-Gate: Blocking + escalation. Senior Guide or Programme Manager notified immediately. Work suspended until resolved.

Dimension 3 — Context

Application-Specific Label

The operational name for the gate in its specific context. In the GTM system: Content Validation, Adaptation Review, Client Fit Assessment, Exception Flag, Brand Risk Escalation. Labels enable the team to communicate without referencing the underlying framework.

Role Definitions

STRAT Guide

Strategy & Campaign Lead

Initiates briefs, owns campaign architecture decisions, approves strategic accuracy at Gate 1. Programme Manager escalation path.

CON Guide

Content Creation

Drafts and adapts content. Owns Step 3 and Step 5. Default-approves social content at Gate 2 if no flag within 4 hours.

QA Guide

Quality Assurance

Primary gate owner for content validation (Gate 1) and email/WhatsApp adaptation review (Gate 2). Reviews against brief and brand voice.

OPS Guide

Operations

Manages scheduling and publish step (Step 7). Monitors n8n workflow health. First responder for public-facing crisis acknowledgement.

Account Lead Guide

Client Relationship

Gate owner for client-facing content in CON-013 flow. Escalation contact for client complaints and churn risk.

Senior Guide / Programme Manager

Senior Authority

T3 Hard-Gate escalation point. Owns Exception Flag and Brand Risk gates. Strategic decision authority on campaign direction changes.

Page Structure

        /overview — Dashboard · Status summary · Open decisions notice · Module status grid

        /m1 — Intelligence Layer · Competitive landscape cards (4 territories) · Persona cards (blocked DEC-006) · Tech stack reference links

        /m2 — Campaign Architecture · Waypoint Library W1–W11 · Campaign Index C1–C7 + C-DX

        /m3 — Creation Framework · Content taxonomy (5 types) · Brief standard (7 fields) · Brief intake form (interactive) · 8-step workflow · HITL gate map

        /m4 — Channel Playbooks · 5 channels · Territory nuance (TT, BB, JA, EC)

        /m5 — Asset Portfolio · Asset cards with live status (PLACEHOLDER/DRAFT/REVIEW/BLOCKED/FINAL) · Decision block links

        /m6 — Reactive Playbooks · Competitor response (2 scenarios) · Crisis management (2 scenarios) · Regional opportunity/TOFU (2 scenarios)

        /m7 — Analytics & Flags · 8 trigger conditions with thresholds and response protocols · 3-tier review cadence

        /m8 — HITL Governance · 3-layer framework · Role definitions (6 roles) · Notion policy link placeholder

        /sitemap — This page

        /decisions — Open decisions tracker (5 open decisions with DEC references)

Notion Integration (Planned)

When a GTM package is finalised and live, its URL is added to the Webgold GTM Index in Notion — a personal space for Gem that will surface for the team. The Notion GTM Index lists one entry per product GTM package with: product name, link to HTML file, status (Live / In Build / Draft), and date published. Governance documents (HITL policy, content standards, role definitions) will also be linked from that space. [Notion GTM Index link — add when live]

DEC-002Watch

Checkout Mechanism

Affects: A-005 (Plans Page copy), A-006 (Fin AI Scripts)

Defers to whatever checkout mechanism is live on the site at WG-25 launch — no specific tool locked. Assets unblock when WG-25 goes live.

DEC-003Critical

DX Blueprint Classification

Blocks: A-008 (DX Pathway Content Suite), C-DX campaign

Owner: Stephan De Roche · Due: Week 1 April 2026 — URGENT (GTM launches April 1)

DEC-014Critical

Early Adopter Offer — Terms & Structure

Blocks: A-009 (Early Adopter Offer Assets) · Affects Phase 1 (D1–30) and Phase 2 (D31–60) of 90-Day Launch Plan

⛔ Deadline passed: 25 March 2026 — URGENT action required. Phase 1 launches April 1. A-009 requires two variants: a Phase 1 launch offer (D1–30) and a Phase 2 follow-on/closing offer (D31–60). Offer terms, pricing or bonus structure, and eligibility window must be defined before either variant can be produced.

DEC-015Paused

Partner Commission Rate

Affects: A-003, A-004, C6 Partner Outreach

⏸ Partner-based marketing is paused — this decision is deferred until the programme resumes

Full Decision Log: Webgold 2026 — Decision Log.md · WG-21 specific: WG-21 — Decision Log.md

GTM Execution Portfolio
Support HQ

GTM Intelligence Layer

Campaign Architecture

Creation Framework

Brief Intake

Intelligence Pull

Draft Generation

⛊ HITL Gate 1 — Content Validation (Type 1 GATE · T2 Soft)

Channel Adaptation

⛊ HITL Gate 2 — Adaptation Review (Type 1 REVIEW · T1/T2 by channel)

Schedule & Publish

Performance Capture

Channel Playbooks

Asset Portfolio

Reactive Playbooks

Analytics & Measurement Flags

HITL Governance

Site Map

Open Decisions

GTM Execution PortfolioSupport HQ

GTM Intelligence Layer

Campaign Architecture

Creation Framework

Brief Intake

Intelligence Pull

Draft Generation

⛊ HITL Gate 1 — Content Validation (Type 1 GATE · T2 Soft)

Channel Adaptation

⛊ HITL Gate 2 — Adaptation Review (Type 1 REVIEW · T1/T2 by channel)

Schedule & Publish

Performance Capture

Channel Playbooks

Asset Portfolio

Reactive Playbooks

Analytics & Measurement Flags

HITL Governance

Site Map

Open Decisions

GTM Execution Portfolio
Support HQ