The BD team operating portal.

Locked May 6, 2026. Chase tiers. You don't. But know the rules so you can flag misfits.

The four niche lanes

Follower bands

The single Owner column

The filter formula

Owner = [your first name]
AND Funnel Stage NOT IN (Closed-Won, Closed-Lost, Disqualified)
AND Next Touch Date ≤ TODAY()

Everything that matches is actionable today. Everything else is either not yours, terminal, or scheduled for later.

How to set it up in Google Sheets

1. Open master_prospect_spreadsheet.xlsx from the Drive folder.
2. Click Data → Create a filter.
3. On column K (Owner), filter to your first name only.
4. On column M (Funnel Stage), exclude Closed-Won, Closed-Lost, and Disqualified.
5. On column R (Next Touch Date), set the condition to "Date is on or before" with the value =TODAY().
6. Save as a Filter view: Data → Filter views → Save as filter view. Name it [Your Name] daily worklist.
7. Bookmark the filter view URL in your browser. Open it as the first action of every IG block.

What you'll see

Your worklist will show 8 to 15 prospects on a normal day. Sort by Next Touch Type if you want to group warm-up touches together and DM sends together. Work the list top-down.

Day 0. Follow + first watch

Action:

1. Open the prospect's IG profile from @scrollmedia.co.
2. Tap Follow.
3. If they have active stories, watch them.
4. Scan their grid for 30 seconds. Note what they actually post (the niche, the visual style, the obvious strengths).

Time: ~90 seconds per prospect.

Don't:

• Don't DM yet. Day 0 is observation only.
• Don't story-reply yet. That comes Day 1-2.
• Don't engage with personal-life stories ever (only tactical / business stories).

Day 1-2. Warm-up engagement

Action: Engage 2 to 3 of their recent posts with comments that earn the right to land in their DMs three days later.

Time: ~5 to 8 minutes per prospect across Day 1 and Day 2 combined.

Day 3. Cold DM #1

Action: Send DM 1 from templates/03_ig_dm_system/scrollmedia_co_team_voice/02_dm_templates.md, DM Type 1.

Required ingredients in every DM 1:

• Operator-first identification: "Riley here from Scroll Media."
• One specific observation pulled from your warm-up (a real post, a real pattern).
• No ask. No link. No pitch.
• Close: Cheers, [your first name].
• Under 250 characters total.

Day 5-7. DM 2 (only if no response to DM 1)

Action: Send DM 2. Different angle. Still no pitch. The goal is to make the second touch feel like a continuation of attention, not a follow-up nag. If you write "just bumping this" or "wanted to circle back," you've failed.

Three angles that work:

1. The peer observation. "We saw a [niche] in [neighborhood] run a similar post last week that hit ~3x their normal save count. The pattern under it is the [tactical detail]."
2. The open question. "Curious which content type is pulling the most discovery for you right now. Reels, carousels, or stories?"
3. The small value-add. A one-line tactical observation they can use this week. Not a teardown. A nudge.

Day 8-10. Share the Manual (only if warm reply landed)

Trigger: Prospect replied to DM 1 or DM 2 with any non-hostile message. Even "thanks!" counts as a warm signal. Especially a question, a follow-back, or a real reply.

Action: Drop the Manual link inside a one-message frame that makes it feel like value, not a download wall.

Voice check:

• "Free, no email required" is the line that earns the click. Don't bury it.
• Don't pitch the agency in this message. The Manual is the pitch. Let it land.
• One link only. Never stack the Manual + Calendly + audit offer in the same message.

Day 12-14. Audit offer (only if engagement continued after Manual share)

Trigger: Prospect engaged after Manual share (clicked, replied, asked a follow-up, kept the conversation alive).

Action: Offer a Loom audit. Reference templates/05_loom_audit_system/01_audit_script.md.

If they say yes:

• Ask for their email so the Loom lands in a real channel.
• For A-tier: Chase records or reviews before sending.
• For B-tier: you record using the self-checklist.
• Send within 48 hours. Slow audits kill momentum.

Day 14+. Calendly handoff to Chase

Trigger: Prospect watched the audit and replied with intent (asked about pricing, asked to talk, asked "what's next").

Action:

1. Reply within 4 hours.
2. Use the canonical handoff line (see Section 8).
3. Once they send their email: Slack Chase using the hot handoff format.
4. Move conversation to email (Chase takes it from there).

You don't paste the Calendly link in the DM. Chase owns the email handoff and the link share. This keeps the operator-to-founder handoff clean.

The visit is the Cincinnati-local moat made literal. Asynchronous to the 14-day digital sequence and runs in parallel.

Trigger: Prospect replies to a team @scrollmedia.co DM with positive interest or a buying signal. Other engagement signals (content engagement, follows, Manual link opens) still move the prospect to Engaged Funnel Stage but do not independently trigger a visit. The visit is reserved for prospects who have explicitly indicated they want to engage further via a DM response.

Operator judgment: when a DM reply lands, read it. Positive interest or a buying signal (warm question, asks about pricing, asks about your work, asks to talk, replies with a genuine yes to the Manual share or audit offer) opens the visit window. A non-committal "thanks" or a polite deflection does not. When in doubt, default to "no visit yet" and keep the digital cadence running.

Tier scope

• A-tier · Mandatory before Audit Shared. Visit before the Loom drops.
• B-tier · Strongly recommended. Operator's call based on geographic convenience to your zone.
• C-tier · Opportunistic. If you're already in the neighborhood, swing by.

Mechanic: Unannounced drop-in. No scheduling, no appointment, no formal sales-call energy.

Format (light guidelines, not a script)

• Drop in
• Introduce yourself
• Say hello

One-time intro per prospect. Subsequent relationship stays digital.

Log: Update Visit Date (col V) with today's date. Asynchronous to Funnel Stage; does not advance the stage enum.

Source: playbooks/team_ig_outreach_playbook.md · Visit motion subsection.

Illustrative. All names, neighborhoods, and details are composites or white-labeled.

Example 1. Hyde Park med spa (Riley owns IG@scroll, A-tier). Hot path.

Day 0 (Wed May 13): Riley follows from @scrollmedia.co. Watches three active stories. Notes: visually clean, save-rate hooks already strong, no booking flow in stories.

Day 1-2: Riley comments on the founder's "what to know before your first Botox consult" carousel with a specific observation. Reacts to a credential story.

Day 3 (Mon May 18): Riley sends DM 1 referencing the carousel save numbers. No ask.

Day 5: Sarah replies asking what Riley has seen work for booking conversion. Warm reply with a real question.

Day 5 same day: Riley shares the Manual, pointing at Section 6 (DM-to-booking flow). Funnel Stage = Manual Shared.

Day 9: Riley offers the audit. Sarah says yes Day 10. A-tier governance: Chase QAs script. Loom goes out Day 12.

Day 14: Sarah replies asking to talk through implementation. Funnel Stage = Discovery Booked. Riley Slacks the hot handoff to #bd-team.

Example 2. Oakley fitness studio (Riley, A-tier). Slow build.

Day 0-3: Riley follows, warms up, sends DM 1. No reply.

Day 6: DM 2 with a peer-observation angle on member-led testimonial reels. No reply yet.

Day 11: Mike replies. "Interesting. We've been running mostly class-shot content." Warm reply.

Day 12: Riley shares the Manual. Funnel Stage = Manual Shared.

Day 16: No engagement. Riley appends Engaged-Silent [date] to Engagement Signals, sets a soft check-in for Day 22.

Day 28: Mike DMs back about a new content series in July. Hot signal. Riley offers the audit and Slacks Chase. Sequence resumes from Audit Shared.

Example 3. Northside coffee shop (Emily, B-tier). Manual share, then quiet.

Day 0-3: Emily follows, warms up, sends DM 1 referencing an espresso supplier post. No reply.

Day 7: DM 2 with an open question on what content is pulling foot traffic.

Day 10: Maya replies. "Honestly we don't really track it." Real reply, not hot.

Day 10 same day: Emily shares the Manual, pointing at Section 4 (cadence for small accounts).

Day 14: No further engagement. Funnel Stage stays at Manual Shared. Emily appends Engaged-Silent [date] to Engagement Signals, next touch 21 days out. No audit offer fires (B-tier, no continued engagement signal yet).

Scenario 1. Prospect replies hostile or annoyed

Signal: "Take me off your list," "stop messaging me," "not interested."

Action: Reply once with one line: "Got it, appreciate the response. Cheers, [your first name]." Don't defend. Don't pitch. Update Funnel Stage = Disqualified. Append the reply context to Notes (col U).

Scenario 2. Ghost after Manual share

Signal: Warm reply, you shared the Manual, then silence 4+ days.

Action: Wait 4-5 days. Send one soft check-in on Day 14: "Hey {first name}, did the Manual land? Curious if anything in there hit." If no response, leave them alone 21 days.

Scenario 3. Follow-back without a DM reply

Signal: Prospect follows @scrollmedia.co back but hasn't responded to DM 1 or DM 2.

Action: Real signal but not a green light. Stay in sequence. React to one story within 24 hours of the follow-back. Comment on one new post within 3 days. Continue DM sequence as scheduled. Append Follow-back [date] to Engagement Signals.

Scenario 4. Prospect asks for pricing too early

Signal: Before audit, before discovery call, they ask "how much do you charge?"

Action: Never send pricing in DM. Reply with a redirect: "Pricing depends on the scope. Easiest to walk you through on a 15-min call. Going to loop in Chase, our co-founder. Could you send your email so he can pick it up?" Slack Chase with the hot handoff alert.

Scenario 5. Prospect asks to be removed

Action: Reply once: "Got it, will stop. Cheers." Unfollow immediately. Funnel Stage (col M) = Disqualified. Notes (col U) = "Asked to be removed [date]. Do not re-engage." Flag the row in red.

Scenario 6. Prospect replies with a strategy question that needs depth

Action: Don't fake an answer. Reply with a small piece of real insight + a redirect to the Manual section that goes deeper: "Quick answer: [insight]. The longer answer is in section 4 of our Local Brand Instagram Growth Manual. Want me to send the link?" If yes, that's a Manual Share trigger. Real questions are the best signal you'll see. Treat them like gold.

Spreadsheet hygiene (after every touch, within 60 seconds)

1. Funnel Stage (col M) advanced if the action moved the prospect to a new stage.
2. Last Touch Date (col P) updated to today.
3. Last Touch Channel (col Q) = IG@scroll.
4. Next Touch Date (col R) set to the next scheduled action date.
5. Next Touch Type (col S) set to what's next.
6. Engagement Signals (col T) appended with the new signal (date format [YYYY-MM-DD]).
7. Notes (col U) appended if there's relationship context worth capturing (reply text, intel, etc.).

Daily IG block order of operations (60-90 min)

Total daily target: 10-15 IG@scroll touches across all stages.

• Never send the same prospect two unanswered DMs in 24 hours.
• Never pitch the agency in the cold DM. The Manual is the pitch.
• Never name a Scroll Media client by name anywhere. White-label only.
• Never use Chase signature phrases ("Grind season," "Hot take:," "We're building something special").
• Never close with "Peace." That's Chase video sign-off only.
• Never paste the Calendly link from a team DM. Chase owns the email handoff.
• Never send pricing in DM. Route to Chase, every time.
• Never skip the warm-up. The warm-up is the whole point.

Why agency warm-up reads differently than personal

@chase.scrolls is a personal handle. Engagement reads as a peer noticing. @scrollmedia.co is the agency. Engagement reads as the brand paying attention, which converts well when it's substantive and dies when it's spammy.

Two implications: keep per-prospect frequency low (2–3 touches across the warm-up window, not 5+), and make every comment reflect agency expertise rather than fan energy.

Day-by-day

What good agency comments look like

Source: templates/03_ig_dm_system/scrollmedia_co_team_voice/01_warm_up_protocol.md.

Length: 200–250 chars. Operator-first identification required. One specific observation pulled from warm-up. No ask. No link.

Body template

{OPENING_LINE} {ONE_SENTENCE_SPECIFIC_OBSERVATION}.

No ask. Cheers, {OPERATOR_FIRST_NAME}.

Worked example · Hyde Park med spa, Riley sending

Hey Sarah, Riley here from Scroll Media. Been watching Radiance this week. Your "what makes botox last longer" carousel is doing the kind of save numbers most Cincy med spas don't get close to.

No ask. Cheers, Riley.

Char count ~245.

Opening line library (20 options)

1. Hey {FIRST_NAME}, Riley here from Scroll Media. Been following {BUSINESS_NAME} this week.
2. {FIRST_NAME}, Rachel from Scroll Media. Your last reel jumped out.
3. Hey {FIRST_NAME}, Emily here. Picked up your account through {SOURCE}.
4. {FIRST_NAME}, sliding over from your story. {OPERATOR} from Scroll Media here.
5. Hey {FIRST_NAME}, your {SPECIFIC_POST} caught the team.
6. {FIRST_NAME}, Riley from Scroll Media. One observation, no pitch.
7. Hey {FIRST_NAME}, been watching {BUSINESS_NAME}'s account this week.
8. {FIRST_NAME}, sliding over from a comment thread. Rachel from Scroll Media.
9. Hey {FIRST_NAME}, your hook on the {TOPIC} carousel is sharp.
10. {FIRST_NAME}, Emily here. Spotted a pattern on {BUSINESS_NAME}.
11. Hey {FIRST_NAME}, Scroll Media looking your way.
12. {FIRST_NAME}, picking up your account through the {NEIGHBORHOOD} {NICHE} crowd.
13. Hey {FIRST_NAME}, Riley from Scroll Media. Quick thought after watching.
14. {FIRST_NAME}, your last few reels have been hitting differently.
15. Hey {FIRST_NAME}, Rachel here. Saw your latest carousel.
16. {FIRST_NAME}, sliding into the dm with a small note from the agency side.
17. Hey {FIRST_NAME}, Emily from Scroll Media. {BUSINESS_NAME} caught us this week.
18. {FIRST_NAME}, one observation from the team after a few days of watching.
19. Hey {FIRST_NAME}, Riley here. Spotted something on your grid.
20. {FIRST_NAME}, your account stands out on the {NICHE} side. Rachel from Scroll Media.

Source: scrollmedia_co_team_voice/02_dm_templates.md · DM Type 1.

Trigger: No reply to DM 1 by Day 5. Length: 1–2 sentences. Voice: continuation of attention, not nag.

Three angles that work

1. Peer observation. "We saw a [niche] in [neighborhood] run a similar post last week that hit ~3x their normal save count. The pattern under it is the [tactical detail]."
2. Open question. "Curious which content type is pulling the most discovery for you right now. Reels, carousels, or stories?"
3. Small value-add. A one-line tactical observation they can use this week. Not a teardown. A nudge.

Worked example · Oakley fitness studio, Riley sending

Quick follow on the reels side. We've watched 3 fitness studios in Cincy run member-led testimonial opens recently. Average save count was 4x their class-shot reels. Worth testing on your account.

Cheers, Riley.

Char count ~230.

Story reply alternative (Day 5–7 if no DM reply)

Instead of DM 2, sometimes a single story reply lands better. Under 100 chars. Example pulls:

• "Saved this for the team."
• "The {SPECIFIC_DETAIL} is the move."
• "The framing here is sharp."
• "This is exactly what most {NICHE} accounts miss."
• "The contrast with most {NICHE} content is real."

Use sparingly. One story reply per week per prospect, max. Tactical / business stories only, never personal life.

Source: scrollmedia_co_team_voice/02_dm_templates.md · DM Type 1 follow-up + DM Type 2 story reply.

Trigger: Warm reply landed (even "thanks!" counts). Length: 2–3 sentences with the link.

The frame

Hey {FIRST_NAME}, we put together a free Local Brand Instagram Growth Manual specifically for Cincy brands like {BUSINESS_NAME}. Walks through bio, content pillars, Reels, and a 7-day kickstart. Free, no email required.

https://tools.scrollmedia.co/growth-manual/

Worked example · Northside coffee shop, Emily sending

Hey Maya, we put together a free Local Brand Instagram Growth Manual specifically for Cincy brands like {Northside Coffee}. Section 4 is on cadence for small accounts, should land hard given where you're at right now.

https://tools.scrollmedia.co/growth-manual/

Cheers, Emily.

Voice check

• "Free, no email required" is the line that earns the click. Don't bury it.
• Point them to a specific section if their reply gave you a real hint of what they need. Generic = lower click rate. Targeted = higher.
• Don't stack the Manual + Calendly + audit offer in one message. One ask per touch.
• Don't pitch the agency. The Manual is the pitch. Let it land.

Source: playbooks/team_ig_outreach_playbook.md · Day 8–10 + Manual lead magnet.

Trigger: Continued engagement after Manual share. Length: 200–250 chars. Includes the "5 min, free, no pitch" line.

Body template

{OPENING_LINE} {SPECIFIC_LEVER_OR_OBSERVATION}.

5 min, free, no pitch. Cheers, {OPERATOR_FIRST_NAME}.

Worked example · Fitness studio, Rachel sending

Hey Mike, Rachel from Scroll Media. Want me to record a quick Loom on Peak Strength? One specific lever. Your reels are class-shot heavy where the move is member-led.

5 min, free, no pitch. Cheers, Rachel.

Char count ~225.

Opening line library (20 options)

1. Hey {FIRST_NAME}, Riley from Scroll Media. Want me to record a quick Loom on {BUSINESS_NAME}?
2. {FIRST_NAME}, Rachel here. Audit offer.
3. Hey {FIRST_NAME}, Emily from Scroll Media. One specific lever for {BUSINESS_NAME}.
4. {FIRST_NAME}, Riley here. Want a 5-min Loom on your IG?
5. Hey {FIRST_NAME}, mind if I record a quick walkthrough for {BUSINESS_NAME}?
6. {FIRST_NAME}, Rachel from Scroll Media. Would a Loom be useful?
7. Hey {FIRST_NAME}, one tactical move for your IG. Emily here.
8. {FIRST_NAME}, Riley from Scroll Media. Want me to send a Loom?
9. Hey {FIRST_NAME}, real quick on {BUSINESS_NAME}. Want a free walkthrough?
10. {FIRST_NAME}, Rachel here. Specific lever for your account.
11. Hey {FIRST_NAME}, audit offer from the team. Emily here.
12. {FIRST_NAME}, Riley from Scroll Media. Want a 5-min read on your IG?
13. Hey {FIRST_NAME}, mind if I record? Rachel from Scroll Media.
14. {FIRST_NAME}, Emily here. Quick walkthrough offer.
15. Hey {FIRST_NAME}, want a free Loom on {BUSINESS_NAME}? Riley from Scroll Media.
16. {FIRST_NAME}, Rachel from Scroll Media. One move you're not making yet.
17. Hey {FIRST_NAME}, free Loom offer. Emily here.
18. {FIRST_NAME}, Riley from Scroll Media. Want a 5-min read?
19. Hey {FIRST_NAME}, mind if I send a Loom on {BUSINESS_NAME}? Rachel here.
20. {FIRST_NAME}, Emily from Scroll Media. Specific tactical lever for your IG.

Source: scrollmedia_co_team_voice/02_dm_templates.md · DM Type 4.

Trigger: Prospect comments on an @scrollmedia.co post (or occasionally on @chase.scrolls). Highest reply rate of any DM type. Treat as a warm conversion mechanic.

Body template

{OPENING_LINE} {SPECIFIC_FOLLOW_UP_QUESTION_OR_OBSERVATION}.

Cheers, {OPERATOR_FIRST_NAME}.

Worked example · Real estate, Riley sending

Hey Marcus, picking up your comment on the buyer journey post. Riley from Scroll Media here. Curious if you're running buyer journey content for your listings yet, or still mostly listing-led. Want to see how you're approaching it.

Cheers, Riley.

Opening line shortlist (top 8)

1. Hey {FIRST_NAME}, appreciate the comment on the {TOPIC} post. Riley from Scroll Media here.
2. {FIRST_NAME}, your comment on the {TOPIC} reel landed. Rachel from Scroll Media.
3. Hey {FIRST_NAME}, your take in the thread had me check out {BUSINESS_NAME}.
4. {FIRST_NAME}, Emily here. Picked up your comment, slid over.
5. Hey {FIRST_NAME}, sliding over from the comment thread. Riley from Scroll Media.
6. {FIRST_NAME}, sliding from comment to dm so it's easier to track. Riley from Scroll Media.
7. {FIRST_NAME}, picking up the comment thread. Rachel from Scroll Media.
8. Hey {FIRST_NAME}, your take on this was the right one. Emily from Scroll Media.

Always reference the specific comment topic so they remember the context. One question per DM. Don't overload.

Source: scrollmedia_co_team_voice/02_dm_templates.md · DM Type 3.

Paste at the top of a new Claude conversation. Fill the bracketed variables with prospect data. Get a draft + one alternate back in agency voice.

You are writing an Instagram DM in Scroll Media's agency voice for the @scrollmedia.co
agency account. The DM is being sent by a team-member operator (Riley, Rachel, or Emily)
who works at Scroll Media.

CONTEXT
Scroll Media is Cincinnati's Instagram agency for local brands. The @scrollmedia.co
account is the agency surface (NOT a personal handle). DMs from this account come from
the agency speaking through one of three operators. The operator identifies themselves
in the DM ("Riley here from Scroll Media") because the account is a brand account, not
a personal handle.

The agency-voice DM is calibrated to feel like an experienced agency thoughtful about
the prospect's brand, NOT like a sales account or a fan. Calm, expert, brand-led.

VOICE RULES (NON-NEGOTIABLE)
- Proper grammatical capitalization in body (sentence case). Casual but not lowercase.
- Operator-first identification ("Riley here from Scroll Media") on cold first DMs and
  comment-to-DM transitions. On story replies and re-engagement, identification is optional.
- Reads like a thoughtful agency operator talking, not a sales rep.
- Short. Under 250 chars total. Openers under 150 chars.
- No links. The Manual link goes through ManyChat keyword trigger or DM 3 only.
- No CTAs in cold DMs. First DM is observation, not ask.
- No em-dashes. No hyphens used as em-dash substitutes.
- No hype words: "transform," "unlock," "elevate," "synergy," "leverage" (verb).
- No hedging: "I just wanted to," "I hope this finds you well," "circling back."
- No double exclamation points.
- White-labeled client proof only. Never name a client. Format: niche + neighborhood + result.

BANNED IN AGENCY VOICE (allowed for Chase voice, NOT here)
- "kinda," "honestly," "man" (warm landing only). Too casual for agency.
- "Grind season," "Hot take:," "We're building something special." Chase signatures only.
- "Peace." Chase Reel sign-off, never used here.
- First-person founder framing ("I built this"). Operator framing only.

WHICH DM TYPE
[Specify one: cold_dm_1 / story_reply / comment_to_dm / audit_offer / re_engagement]

LENGTH TARGETS
- cold_dm_1: 200-250 chars (1-3 sentences)
- story_reply: under 100 chars (1 line)
- comment_to_dm: 200-245 chars (1-2 sentences)
- audit_offer: 200-250 chars (2-3 sentences)
- re_engagement: 180-220 chars (1-2 sentences)

WHO IS SENDING
- Operator first name (Riley / Rachel / Emily): [OPERATOR_FIRST_NAME]

PROSPECT DATA
- First name: [FIRST_NAME]
- Business name: [BUSINESS_NAME]
- Niche: [med spa / fitness studio / interior designer / etc.]
- Cincinnati neighborhood: [NEIGHBORHOOD]
- Tier: [A/B/C]
- Instagram handle: [@HANDLE]

WARM-UP CONTEXT (for cold_dm_1)
[What the operator observed during 5-day warm-up: a specific post that hit, a hook
pattern, save rate signal, recent shift.]

SPECIFIC OBSERVATION (for cold_dm_1, comment_to_dm, audit_offer)
[1 sentence specific observation rooted in agency expertise. Real. Not flattery.]

AUDIT LEVERS (for audit_offer only)
[1-2 specific levers from Audit Research Brief Compiler.]

DELIVERABLES
1. The DM (within length target)
2. ONE alternate version with different opening line
3. Char count for both

DO NOT include @ mentions or # hashtags (DMs are private).
DO NOT include links of any kind.
DO NOT use em-dashes.
DO NOT name clients (white-label only).
DO NOT use Chase signature phrases.
DO NOT use first-person founder framing.
DO use operator-first identification on cold_dm_1, comment_to_dm, audit_offer.

Pre-send checklist

• Sentence case in body, under length target, no em-dashes, no links.
• No client names (white-label only).
• Operator identification present on cold_dm_1, comment_to_dm, audit_offer.
• References real warm-up content (not generic).
• {FIRST_NAME} and {BUSINESS_NAME} substituted correctly.
• Cheers signoff appropriate for length.
• Warm-up complete before cold_dm_1 (5 days A-tier, 3–5 days B/C-tier).

Source: scrollmedia_co_team_voice/03_compile_prompt.md.

You never name a client in cold outreach. The format is: "A [neighborhood] [niche] we work with [shifted X to Y]. Their [metric] went from [baseline] to [result] inside [timeframe]."

Source: customer_acquisition/proof_library.md. Don't make up metrics. If a proof point isn't in the library, skip it.

Slack alert format

@chase Loom audit pending review

Prospect: [BUSINESS_NAME]
Recorded by: [OPERATOR_FIRST_NAME]
Spreadsheet row: [link]
Loom URL: [link]
Niche: [NICHE]
Tier: A

Hot signals leading to this audit:
- [signal 1]
- [signal 2]

What gets escalated to A-tier review (even if prospect is B-tier)

• Prospect responded with technical pushback that needs careful handling
• Prospect is high-followers / high-revenue and you're unsure
• You're uncertain about audit quality
• You're auditing a niche you haven't audited before

Length cap: 8 min firm. Target 6 to 7. Loom analytics show watch-through drops sharply after minute 6.

Format: Cam Bubble + Screen mode. Screenshare of prospect's IG profile and relevant peer accounts. Face visible in corner. Voice: Chase voice (Track 1) or Team voice (Track 2).

1. Open · 0:00-0:30 · 30 seconds

Purpose: Identify yourself, anchor the prospect, set expectations for the next 6 min.

• Quick intro: name + role.
• Reference the one real signal that triggered the audit.
• What they'll get from the next ~6 minutes.

Never: apologize for the audit, open with gratitude, promise brief then run long.

2. What's working · 0:30-1:30 · 60 seconds

Purpose: Earn the right to critique. Prove you consumed their account before opening your mouth.

• 2 to 3 genuine specifics. Reference actual posts, hook patterns, content themes, or result signals.
• Specifics beat platitudes. "Great content" is dead. Point at the screen.
• If you can't find 2-3 real strengths, you're auditing the wrong prospect.

3. The biggest opportunity · 1:30-4:30 · 3 minutes

Purpose: The meat of the audit. ONE strategic lever, not five.

• Name the lever clearly. "Your biggest opportunity is X."
• Show the gap on their grid or content.
• Explain why this is the lever in 1-2 sentences. Not a lecture.
• Cite the broader pattern in their niche.

Frame as opportunity, not failure. Never "you're doing this wrong." Show, don't tell.

4. Niche context · 4:30-5:30 · 60 seconds

Purpose: Show what good looks like in their niche. White-labeled peer references.

• 2 to 3 peer references using neighborhood + niche + result format.
• Pull up peer's account if accessible. Tie back to the lever from Section 3.
• White-label per proof_library.md. Never name the client. Never trash competitors.

5. Tactical fixes · 5:30-7:00 · 90 seconds

Purpose: Hand them the playbook. 2 to 3 specific moves to test in the next 14 days.

• Sequenced: first, second, third. Not a flat list.
• Each move scoped and runnable. "Pin the silent-worry carousel to top of grid" beats "think about content prioritization."
• Achievable in 14 days, not 6 months.
• Tie each move back to the lever from Section 3.

6. Soft close · 7:00-7:30 · 30 seconds

Purpose: Close gracefully. Open the door without a hard pitch.

• "If you want to talk through any of this, my Calendly is in the email."
• "If not, take what's useful."
• No urgency. No scarcity. No pitch. The audit IS the pitch.
• Sign-off: Cheers, Chase. (Track 1) or Cheers, [Team First Name]. (Track 2). "Peace." allowed on Chase video only.

Source: templates/05_loom_audit_system/01_audit_script.md. The markdown is the source of truth.

Word count: 60 to 90 words. The Loom is the value. The email is the wrapper.

Send window: Within 24 to 48 hours of prospect saying yes to Email 4 / DM 3.

Subject: Lowercase per cold-email convention. Body: sentence case.

Track 1 · Chase voice · subject options

• your {BUSINESS_NAME} audit, {LENGTH} min
• here you go, the audit
• the audit + 3 moves to test
• loom for {BUSINESS_NAME}
• {LENGTH} min on your IG, free

Track 1 · body template

Hey {FIRST_NAME},

Audit's recorded. {LENGTH} min, walks through one specific lever for {BUSINESS_NAME} plus {NUMBER_OF_FIXES} tactical moves you can hand to whoever runs your content.

The Loom: {LOOM_URL}

If anything sparks, just reply. Otherwise take what's useful.

Cheers,
Chase.

Track 2 · Team voice · subject options

• your {BUSINESS_NAME} audit, {LENGTH} min
• the loom
• {LENGTH} min on {BUSINESS_NAME}
• here you go
• the audit + tactical moves

Track 2 · body template

Hey {FIRST_NAME},

Audit's recorded. {LENGTH} min, walks through one specific lever for {BUSINESS_NAME} plus {NUMBER_OF_FIXES} tactical moves you can hand to whoever runs your content.

The Loom: {LOOM_URL}

If anything sparks or you want to walk through it with Chase, just reply.

Cheers,
{Team First Name}.

Voice rules (delivery emails specifically)

• Reference what the audit covers in ONE sentence: length + one lever + N tactical moves.
• Loom URL on its own line.
• Soft close: "If anything sparks, just reply."
• Track 2 includes a Chase reference ("walk through it with Chase") so the handoff path is obvious.
• No em-dashes. No hype words. No follow-up commitment ("I'll check in next week" is meta-commentary, dead).

Reply scenarios (high-level)

• Positive reply. Track 1 offers Calendly directly. Track 2 routes to Chase via handoff protocol (Slack alert + spreadsheet update).
• Tactical question. Answer with substance in 2-3 sentences. Don't pitch. Soft close: "Let me know if you want to dig deeper."
• Not ready. One gracious line, mark Closed-Lost, 12-month re-engagement reminder.
• No reply within 7 days. ONE follow-up only. Then move to Engaged-Silent and let Email 5 fire on schedule.
• Pushback / disagreement. Don't argue. Acknowledge their specific point. Offer to talk live, but don't push.

Source: templates/05_loom_audit_system/04_delivery_emails.md. The markdown is the source of truth. Governance workflow + team checklist stay OS-only at templates/05_loom_audit_system/.

Suggested agenda (30 min, Monday morning)

1. Last week's pulse (5 min). Which posts saved hardest. Which DMs came in from the grid. Any patterns to repeat or kill.
2. This week's slate (15 min). 5 feed posts minimum (push for daily where bandwidth allows). One from each pillar minimum. Who has the hook for each. Whose Canva queue gets the build. Emily anchors the daily-post push.
3. Stories rotation (5 min). Who runs Monday stories, Tuesday, Wednesday, etc. Behind-the-scenes vs proof vs neighborhood spotlight rotation.
4. Inbound DM coverage (5 min). Who has DM watch for the week. 4-hour reply SLA during business hours.

Rotating ownership across the team

No fixed role assignments. The frame Riley / Rachel / Emily land on is your call. A reasonable shape:

• Pillar rotation. Each operator takes the lead on one pillar per week. Lead means: drafts the hook, builds the post in Canva (or briefs whoever's on Canva that week), writes the caption, schedules. Rotate weekly so no operator owns the same pillar twice in a month.
• Stories rotation. Pair stories with the IG@scroll outreach block. Whoever is on shift for outreach that day handles the story slot. Aim for 1 to 2 stories per shift.
• Reels. Chase records 1 to 2 per week. Team repurposes for additional formats (carousel breakdown, story sequence) when the Reel lands hard.
• Inbound DMs from grid traffic. Whoever is on DM watch that day handles inbound. If a warm prospect surfaces who fits another operator's geo zone, hand off the prospect (not the conversation midway).

Cadence (locked for the current build phase)

Strategic logic

Stories are the heartbeat. Five types rotate through the daily story slot. Cadence is daily (Monday through Friday minimum, weekends opportunistic).

Every poll or question gets answered in DM within 24 hours. Don't waste warm signals.

Standard 8-hashtag stack (use on most feed posts):

1. #cincinnati
2. #cincymade OR #cincyliving OR #lovecincy (rotate)
3. #cincinnatibusiness OR #cincysmallbusiness (rotate)
4. #[neighborhood] (Hyde Park, OTR, Oakley, Northside, etc., when relevant)
5. #[niche] (medspa, fitnessstudio, coffeeshop, when relevant)
6. #cincinnatimarketing OR #cincinnatistrategy (rotate)
7. #instagramforbusiness OR #instagramtips (variation)
8. #localbrand OR #localmarketing (variation)

Don't use: more than 10 hashtags (diminishing returns), trending hashtags unrelated to the niche or geo (vanity reach), generic high-volume tags like #marketing or #business (drowns us).

Geo strategy. Tag the post location to a real Cincinnati / NKY / Dayton location whenever possible. A post tagged to OTR + #cincinnati + #otrcincinnati hits the local-discovery surface three different ways.

Example post ideas (seed the current build phase)

• Pillar 2 carousel. "The 4-part local brand bio framework" (6 slides; hook, offer, proof, CTA, worked example).
• Pillar 3 carousel. "A Cincinnati med spa we work with held an 8.0+ composite score for 6 months. Here's what changed in month 1." (7 slides, white-labeled).
• Pillar 4 Reel. "Why we don't run paid ads as a primary growth channel for clients" (45-60 sec, strong POV).
• Pillar 1 carousel. "The OTR boutique playbook" (5 slides, hyperlocal).
• Pillar 2 carousel. "3 Reel hooks that work for local fitness studios (and 2 that flop)" (6 slides, niche-specific).
• Pillar 4 carousel. "How we choose which clients to take on" (5 slides, reverse-pitch positioning).
• Pillar 1 carousel. "Cincinnati neighborhoods we work in" (7 slides, hyperlocal proof at neighborhood level).

Daily checklist

1. Post stories daily (Type 1-4 rotation, Monday through Friday minimum).
2. Reshare any @chase.scrolls feed post (Reel or carousel) to @scrollmedia.co stories same day or next morning.
3. Reshare any other Chase / Allison content drop within 24 hours.
4. Check DMs. Reply to any new replies within 4 hours during business hours.
5. Check story poll / question replies. Move warm DMs into the prospect spreadsheet if relevant.
6. Engage with 5-10 Cincinnati local brand accounts as @scrollmedia.co (genuine comments, story reacts).

Daily feed-post target (5/week minimum)

1. Pick the pillar (rotate; don't post the same pillar 3 days in a row).
2. Pull the hook from the working hook library or write fresh.
3. Build in Canva using the @scrollmedia.co brand template.
4. Write caption (3-paragraph max, hook + body + soft CTA).
5. Pull the 8-hashtag stack appropriate to the topic.
6. Tag geo location.
7. Schedule via Plan platform or post live.
8. Within 1 hour of posting: reply to first 3-5 comments to seed engagement.

Weekly (Friday review)

Pull the week's feed posts. Note save count, share count, profile visits per post. Flag the strongest post for repurposing. Move any warm DM threads into the prospect spreadsheet. Plan next week's posts at a high level (one from each pillar minimum, daily push baseline).

• Never names a Scroll Media client by name in any feed post or story.
• Never uses Chase signature phrases ("Grind season," "Hot take:," "We're building something special").
• Never closes a caption with "Peace." (Chase video sign-off only).
• Never runs first-person founder framing in agency-voice posts.
• Never posts content that would read as Chase's personal hot take unchanged.
• Never pitches the agency directly in a feed caption. The Manual is the soft conversion. Never "DM us for pricing."
• Never uses em-dashes in caption copy.
• Never uses banned hype words.

Example combinations

The ideation prompt (use in weekly huddle)

For [pillar]:

  Which obstacle (1-5) does this idea hit?
  Which dream outcome (1-5) does it paint?

  If neither: kill it.
  If both: sharpest possible angle.
  If one: ship it.

Step 1 · reply within 4 business hours

Hey {FIRST_NAME},

Appreciate the reply. Going to loop in Chase, our co-founder. He runs initial conversations with new brands and would be the right person to walk through this with you.

Could you send your email so we can get it on his radar? He'll reach out today or tomorrow with a couple times that work.

Cheers, {Your First Name}.

Step 2 · spreadsheet update (immediate)

• Funnel Stage (col M) → Discovery Booked (or Audit Shared if audit triggered the handoff and discovery isn't yet on calendar)
• Last Touch Channel (col Q) → IG@scroll
• Engagement Signals (col T) → log the positive reply with date
• Notes (col U) → paste the prospect's reply text verbatim

Step 3 · Slack #bd-team handoff alert

@chase Hot handoff

Prospect: [BUSINESS_NAME]
Owner: [your first name]
Spreadsheet row: [link]
Reply text: "[paste prospect's reply verbatim]"
Channel: IG@scroll
Day in sequence: __
Engagement signals: [summary]

Ready for you when you are.

Step 4 · Chase takes over within 24 hours

He emails the prospect, references you by name (so the prospect doesn't feel handed off), books the call.

• #bd-team is the operational channel. Handoffs, audit alerts, pattern sharing, daily standups. All BD lives here.
• #general, #wins, #strategic exist but aren't BD. Don't put handoffs in them.
• Don't DM Chase 1:1 for BD work. Visibility matters. The whole team should see handoff patterns and audit cadence.