Detailed creative specs for all pre-launch content pieces supporting the Scroll Media biz dev campaign.
To: Scroll Media Design Team (Allison)
From: Manus (Chief Strategist)
Date: March 12, 2026
Project: Biz Dev Campaign Pre-Launch
This document contains the visual production briefs for all 7 content pieces in the pre-launch sequence. The copy for each piece is finalized in PRE-LAUNCH-CONTENT-PLAN.md. These briefs provide the visual direction, format specs, and brand guidelines for each asset.
Brand Guidelines to Follow:
- Fonts: Inter (for all body copy and headlines)
- Colors:
- --navy: #0A1628 (primary text, dark backgrounds)
- --azure: #0C3387 (accent, links, buttons)
- --highlight: #E2ED7A (lime green for callouts, accents)
- --ghost: #F6F8FA (light grey backgrounds)
- --white: #FFFFFF
- Logo: Use the primary Scroll Media wordmark logo where applicable.
- Style: Clean, minimalist, text-focused, with strong typographic hierarchy.
carousel_slide_1.png, carousel_slide_2.png, etc.| Slide | Content | Visual Direction |
|---|---|---|
| 1 | Hook: The real reason you’re inconsistent on Instagram has nothing to do with your work ethic. | Layout: Centered text, large headline font size. Use --highlight for the words "real reason" to create contrast. Background: --navy. Text: --white. |
| 2 | It’s because you’re starting from a blank page every day. You’re relying on willpower to create, and willpower is a finite resource. | Layout: Standard text block. Emphasize "willpower is a finite resource" in a slightly larger font or with --highlight color. Background: --ghost. Text: --navy. |
| 3 | The fix? Stop creating. Start executing a system. A system doesn’t need willpower. It just needs to be run. | Layout: Use a visual element like a line or arrow to separate "Stop creating" from "Start executing a system." Make "system" the hero word on this slide. Background: --navy. Text: --white. |
| 4 | A real content system has three parts: 1. A clear strategy (what you say). 2. A content architecture (how you say it). 3. An execution rhythm (when you say it). | Layout: Numbered list. Use icons for each of the three parts (e.g., a brain for strategy, a blueprint for architecture, a calendar for rhythm). Background: --ghost. Text: --navy. |
| 5 | CTA: If you’re tired of the blank page, you have two options. 1. Build a system. 2. Have a system built for you. We do both. Link in bio to see how. | Layout: Strong CTA. Use a button-like visual for "Link in bio to see how." Add the Scroll Media logo at the bottom. Background: --navy. Text: --white. |
story_roi_1.png, etc.| Slide | Content | Visual Direction |
|---|---|---|
| 1 | Quick question for service business owners… | Layout: Simple, centered text. Background: --azure. Text: --white. |
| 2 | Poll: Do you know the direct ROI of your social media efforts right now? (Poll sticker will be added in Instagram) | Layout: Leave space for the poll sticker. Headline text should be large and clear. Background: --ghost. Text: --navy. |
| 3 | If you answered #2 or #3, you’re not alone. The problem isn’t you — it’s that you’re tracking the wrong metrics. | Layout: Standard text block. Background: --navy. Text: --white. |
| 4 | Vanity metrics (likes, followers) don’t pay the bills. Business metrics do (leads, inquiries, discovery calls booked). | Layout: Use a strikethrough on "likes, followers." Use --highlight for "leads, inquiries, discovery calls booked." Background: --ghost. Text: --navy. |
| 5 | CTA: Tomorrow, I’m breaking down the only 3 metrics that matter for service businesses on Instagram. Turn on notifications. | Layout: Add a visual cue for notifications (e.g., a bell icon). Background: --azure. Text: --white. |
Reel Cover (reel_cover_metrics.png):
- Headline: The Only 3 Metrics That Matter
- Sub-headline: (for service businesses on Instagram)
- Visual: A striking, high-contrast photo of Chase.
- Branding: Scroll Media logo in a corner.
On-Screen Text Graphics (Transparent PNGs):
- text_graphic_1.png: 1. Inbound DMs
- text_graphic_2.png: 2. Profile Visits
- text_graphic_3.png: 3. Link in Bio Clicks
- text_graphic_4.png: Everything else is noise.
- text_graphic_5.png: You don’t have a content problem. You have a CTA problem.
Direction: The text graphics should be clean, bold, and easy to read. Use Inter Black. They will be overlaid on the video, so they need to have high contrast (e.g., white text with a subtle dark outer glow or background). The editing will be fast-paced, so the text needs to be instantly legible.
linkedin_funnel_framework.pdf, with 4 pages (1200x1500px each).| Page | Content | Visual Direction |
|---|---|---|
| 1 | Hook: Your Instagram content is failing for one simple reason: you’re asking for the sale on the first date. | Layout: Large, bold headline. Background: --navy. Text: --white. |
| 2 | The Funnel-Aware Framework: TOFU / MOFU / BOFU | Layout: Create a simple funnel graphic. Top section labeled "TOFU: Attract," middle labeled "MOFU: Educate," bottom labeled "BOFU: Convert." Use icons for each stage. Background: --ghost. Text: --navy. |
| 3 | Most businesses spend 90% of their time at the bottom of the funnel, talking to 1% of their audience. Flip the ratio. | Layout: Use a visual to represent the 90/10 split. Maybe a pie chart or a bar graph that’s dramatically skewed. Background: --navy. Text: --white. |
| 4 | CTA: This is the framework we build for every client. See the system. | Layout: Strong CTA. Add the Scroll Media logo and a clear call to action to "See the system in the comments." Background: --azure. Text: --white. |
twitter_cost_comparison.png (1600x900px).Visual Direction:
- Create a simple, clean table comparing the costs.
- Column 1: In-House Team
- Social Media Coordinator: $3,000
- Photographer: $1,000
- Strategy: $1,000
- Tools: $200
- Total: $5,200/mo
- Column 2: Scroll Media
- Signature Package: $2,750/mo
- Total: $2,750/mo
- Headline: The Real Cost of Social Media
- Branding: Use Scroll Media colors and logo.
- Style: Make it look like a slide from a professional presentation. Clean, credible, and instantly understandable.
email_header_blueprint.png (1200x400px).Visual Direction:
- Headline: The Instagram Growth Blueprint
- Sub-headline: Your complete 90-day strategy, built with you.
- Visual: Use abstract geometric shapes or a blueprint-style grid in the background. Keep it clean and professional.
- Branding: Scroll Media logo.
- Colors: Use the core brand palette (--navy, --azure, --highlight, --white).
launch_announcement.png (1080x1080px).Visual Direction:
- Headline: It’s Live.
- Sub-headline: The new Scroll Media experience.
- Body: List the three core offers with short descriptions:
- The Instagram Growth Blueprint
- The Signature Package
- The Audience-to-Action Playbook
- CTA: Link in Bio
- Style: Bold, confident, and minimalist. This is a statement. Use strong typography and a clean layout. Background: --navy. Text: --white. Use --highlight for the offer names.