Eight asset-lines (AL-01..AL-08) · ~1,165 individual production units across 3 LOBs · sequenced by F-stage dependency · gated by per-asset Definition of Done · congruency-verified against the 5 doctrine anchors. This is the manifest Carla approves before Phase 5 GO.
This document does not invent strategy. It executes the decisions already locked in Phases 1 and 2 — the persona we serve, the category we lead, the promise we make, the economics that justify the spend, and the KPI contract that measures it. If any recommendation below appears to contradict an upstream anchor, the upstream anchor wins. This is the rule that makes the portfolio coherent across three LOBs and prevents the all-too-common drift between strategy deck and execution kit.
The Established SEQ Homeowner. 42–58, owner-occupier or 2–4-property investor, $1.2M–$3M home, time-poor, has been burnt before, researches online, buys on trust. Every line below is written to them, not to a generic audience.
View WS-04 JTBD →The category YMT designs and leads. Enemy: the transactional trades market. Lexicon: stewardship · custodian · sleep at night · built like our own home. Every page, ad, email below reinforces this category frame.
View WS-01 Category →The portfolio brand promise. Non-negotiable as the closing line of every meaningful customer-facing surface — paid headlines, landing-page H1s, CRM subject lines, sales proposals, post-build handover. One brand. Three LOBs. One promise.
View WS-02 Brand →Cross-LOB 10-year customer LTV is ~30× first-job revenue. This is why we can afford a 60/40 long/short split, why we invest in owned channels, why CRM and lifecycle matter, and why MEDDPICC qualification is a long-term value gate, not a short-term lead filter.
View WS-05 Bowtie →The single shared funnel language. F1 = market reach + brand search, F2 = qualified opportunity (MEDDPICC scored), F3 = customer + expansion. MMM as the truth-check. Every KPI cited below maps to an F-stage or to a MEDDPICC criterion.
View WS-11 KPI Contract →Phase 5 produces the physical marketing assets — the headlines, copy, emails, landing pages, PDFs, posts, sales decks, partnership kits — that the doctrine ratified in Phases 1-4 specifies but does not yet contain. Before a single asset is authored, four entry-gate conditions must be true:
d8bc5c0 · 33/33 pillars live · A6 Handover signed off in principle by Carla. No more upstream changes during Phase 5 production. If a doctrinal question arises mid-production, work stops on that asset and a Carla CFO ruling is recorded before resumption.Carla CFO signs this manifest before "PHASE 5 GO" is uttered. The signature is the entry-gate. Once signed, the manifest becomes the operating contract for Phase 5 — modifiable only by joint Carla + (Corrina once YDT engaged) ruling.
Eight asset-lines totaling ~1,165 production units across 3 LOBs. Counts shown are minimum-ship — the floor below which the LOB cannot launch. Where a count is "3-LOB blended" the unit-mix is specified in the §3 allocation matrix.
| AL-# | Asset-line | Units | F-stage | Primary pillar source |
|---|---|---|---|---|
| AL-01 | Paid-search & paid-social headlines (Google + Meta + LinkedIn) | 180 | F1 | P-05 · P-06 |
| AL-02 | Ad-copy units (RSA descriptions · Meta primary-text · creative briefs) | 120 | F1→F2 | P-05 · P-06 |
| AL-03 | CRM email sequences (Klaviyo · F1-nurture · F2-conversion · F3-loop) | 45 | F1→F3 | P-07 (WS-10 lift-up) |
| AL-04 | Landing pages (hero · proof · objection-handler · CTA · 1,200-1,800 words ea.) | 12 | F1→F2 | P-02 · P-04 |
| AL-05 | Lead-magnet PDFs (incl. Units BCM Approval Pack 28-32pp · the F2 anchor) | 3 | F2 (locked) | P-03 §3.2 |
| AL-06 | Sales enablement pack (Pre-Reno Consult deck · proposal templates · Champion form) | ~18 docs | F2 | P-08 (12-stage pipeline) |
| AL-07 | Social editorial calendar (180 posts/qtr × 3 LOBs × 4 quarters) | 720 | F1 · F3 | P-09 |
| AL-08 | Partnership kits (BCM-coordinator outreach · realtor co-marketing · SCA QLD sponsorship deck) | ~67 assets | F2 | P-10 |
| TOTAL | Across 8 asset-lines × 3 LOBs (where blended) | ~1,165 | F1→F3 | 11 pillars sourced |
Note on AL-03 lift-up: CRM emails (P-07 Email) were doctrinally deferred to WS-10 in the engagement scope. For Phase 5, however, AL-03 produces the minimum 45-email ship-set required for Y1 launch (Termite 18 · Pools 12 · Units 15) — the full WS-10 build-out (~120 emails) remains a Q2 post-engagement deliverable.
Note on AL-05: Three lead-magnet PDFs is the floor: "Termite Anxiety Resolved" 16pp · "Backyard Dreaming Guide" 24pp · "BCM Approval Pack" 28-32pp. The BCM Approval Pack is the locked F2 anchor for Units — without it, Units P-08 stage-4→5 conversion mechanism is structurally broken.
Allocation reflects sales-mix × buyer-complexity × pillar-intensity — not equal thirds. Units demands more lead-magnet pages (BCM Approval Pack) · more partnership kits (34 BCM firms + 26 realtors) · more SEO matrix content (540 URLs). Termite demands more paid-search depth (anxiety-driven high-velocity search). Pools demands more social/visual content (transformation imagery).
| AL-# | Asset-line | Termite | Pools | Units | Total |
|---|---|---|---|---|---|
| AL-01 | Headlines | 72 | 48 | 60 | 180 |
| AL-02 | Ad-copy units | 48 | 36 | 36 | 120 |
| AL-03 | CRM emails | 18 | 12 | 15 | 45 |
| AL-04 | Landing pages | 4 | 4 | 4 | 12 |
| AL-05 | Lead-magnet PDFs | 1 | 1 | 1 | 3 |
| AL-06 | Sales enablement docs | 6 | 5 | 7 | 18 |
| AL-07 | Social posts (annual) | 240 | 240 | 240 | 720 |
| AL-08 | Partnership kit-assets | 14 | 12 | 41 | 67 |
| TOTAL | per LOB | 403 | 358 | 404 | 1,165 |
Why the Units count is highest despite Units being 15% of sales mix: dual-buyer complexity. Every Units asset must work for two audiences (lot-owner Sarah & Mark + BCM-coordinator). Partnership kits alone (AL-08 · 41 units) include 6 Diamond-tier BCM-firm proposals · 14 Gold-tier · 14 Silver-tier · SCA QLD sponsorship deck · ARAMA Silver assets · UDIA Affiliate registration · 26 realtor co-marketing kits. None of these have Termite or Pools equivalents.
Phase 5 ships in 3 sequenced waves, not parallel. Each wave closes with a Quality Gate audit before the next wave commences. This is the same Quality Gate doctrine that protected Phases 1-4 from drift — applied to asset production at scale.
Asset-lines: AL-04 (12 landing pages) · AL-05 (3 lead-magnet PDFs incl. BCM Approval Pack) · AL-06 (~18 sales enablement docs)
Why first: AL-04 + AL-05 + AL-06 are the F2 conversion-anchors. Without landing pages, paid ads have nowhere to send traffic. Without the BCM Approval Pack, Units P-08 stage-4→5 mechanism is broken. Without the Pre-Reno Consult deck, sales calls have no narrative spine. Build the destination before you sell the journey.
Effort estimate: ~33 production units · ~8-12 working days at Carla-CMO-equivalent depth (or ~14-18 days for YDT post-handover).
Wave 1 Quality Gate: All 33 assets carry 5 anchors · all landing pages render at 1,200-1,800 words · BCM Approval Pack passes BCM-coordinator pilot review (n=2 from Diamond-tier firms) · Pre-Reno Consult deck role-played end-to-end with a stand-in lot-owner before sign-off.
Asset-lines: AL-01 (180 headlines) · AL-02 (120 ad-copy units) · AL-08 (~67 partnership kits)
Why second: Paid ads (AL-01 + AL-02) and partnership kits (AL-08) are the F1 acquisition mechanisms. They drive traffic into the Wave-1 conversion platforms. Building them before Wave 1 is complete = paying for clicks that land on broken pages. The order is non-negotiable.
Effort estimate: ~367 production units · ~12-18 working days.
Wave 2 Quality Gate: All 180 headlines fit Google RSA + Meta primary-text character limits · all ad-copy units cross-reference a specific Wave-1 landing page · 6 Diamond-tier BCM kits ratified by Carla CFO before Gold/Silver rollout · headline doctrine compliance (no Promise-text in paid creative · §11I 2-sanctioned-surfaces rule applies).
Asset-lines: AL-03 (45 CRM emails) · AL-07 (720 social posts · year-1 calendar)
Why last: AL-03 + AL-07 are ongoing-cadence assets — the train's continuous travel experience. They depend on Wave 1 + Wave 2 being live to have any meaning. An F2-conversion email is meaningless without F2 conversions happening. A social post promoting a landing page that doesn't exist is malpractice.
Effort estimate: ~765 production units · ~22-30 working days (the largest wave by far · social-calendar production drives this).
Wave 3 Quality Gate: All 45 emails wired to Klaviyo with correct trigger-events from P-12 §12A 24-event taxonomy · all 720 social posts mapped to 4 content-buckets per LOB (Education · Proof · Behind-the-build · Sarah&Mark voice) · F3-advocacy posts include gift-kit-recall hooks per §11F.
Total Phase 5 timeline (at CFO-equivalent author depth): ~42-60 working days · 3 waves · 2 inter-wave Quality Gates · 1 exit Quality Gate. If YDT executes post-handover, expect ~65-90 working days for the same scope (familiarisation overhead). Carla CFO retains chair-of-Quality-Gate at every wave-close regardless of who's authoring.
Each AL- has a locked Definition of Done. No moving goalposts mid-production. If the DoD changes, a new manifest-version (v1.1) is required and Carla CFO re-signs.
DoD: Every headline (a) fits the channel's character limit (Google RSA 30char · Meta primary 40char · LinkedIn 70char); (b) maps to a specific Wave-1 landing page via UTM contract; (c) carries no Promise-text (2-surface rule); (d) is paired with a hypothesised intent-segment (e.g. "anxious-parent · 11pm search"); (e) sits in a 6-headline A/B variant set so YDT can test from launch.
DoD: Each unit = headline + body + CTA, channel-formatted. Body carries 1 anchor explicitly (which one is logged). Body references no LOB-other-than-the-one-it-targets (no cross-LOB contamination at F1). Includes a 90-character "creative-brief one-liner" for visual partner so designer doesn't reinvent the strategy.
DoD: Subject + preview-text + body (240-480 words) + CTA. Wired to Klaviyo trigger-event from the locked 24-event GA4 taxonomy (P-12 §12A). F1-nurture emails (n=18) do not pre-sell · F2-conversion emails (n=15) do · F3-loop emails (n=12) seed cross-LOB. Every email named in the format LOB_FStage_TriggerEvent_SequencePosition (e.g. UNITS_F2_pre_reno_consult_held_03).
DoD: 1,200-1,800 words. 7-section structure: Hero · Proof (3 testimonials) · The Doctrine (LOB-specific) · Objection-handler (3 most common · scripted dissolution) · CTA-primary (F2 anchor link) · CTA-secondary (lead-magnet download) · Trust footer (credentials · governance · BCM/realtor partners). Promise text appears 0 times. 5 anchors all visible. Mobile-first responsive · sub-2s load.
DoD: Each PDF designed in InDesign-equivalent at print-grade · Cream #F5F1EA backgrounds · Fraunces/Inter typography. Termite Anxiety Resolved (16pp) · Backyard Dreaming Guide (24pp) · BCM Approval Pack (28-32pp + DocRaptor-personalisable for the building). BCM Approval Pack passes a 2-firm pilot review (Diamond tier) BEFORE general availability. Each PDF carries an opt-in form linkback to Klaviyo.
DoD: Per LOB: a 16-slide Pre-Reno/Pre-Build Consult deck · a proposal template · a Champion Confirmation form · an objection-handler reference card · a MEDDPICC scoring rubric (Units gets dual). Pre-Reno Consult deck rehearsed end-to-end before sign-off (P-08 §8.4 minute-by-minute script tested).
DoD: 4 content-buckets per LOB (Education 30% · Proof 25% · Behind-the-build 25% · Sarah&Mark voice 20%). 180 posts/qtr/LOB. Each post = caption (40-150 words) + visual-brief (90 chars) + hashtag-set (locked per LOB · max 8) + CTA. F1 posts drive to landing pages · F3 posts drive referral-loop. No promise text in caption (2-surface rule).
DoD: Per partner-tier: a tailored outreach email + a co-marketing 1-pager + a revenue-share term sheet (where applicable) + a quarterly check-in cadence-doc. Diamond-tier BCM kits (n=6) include a printed bound folio · Carla CFO blue-ink-signed (per P-11 §11I). SCA QLD sponsorship deck = 24 slides · Carla-presented if requested. 26 realtor kits include co-listing content templates.
Budgets below are YDT internal cost-to-produce estimates (creative time + design + copy + media-buy excluded — media is a separate Robyn-MMM-governed line). Bands are wide because final cost depends on YDT's blended rate — Carla to confirm $/hr against YDT proposal. The total range — $184k – $268k all-in production across all 8 ALs — is the Phase 5 budget envelope before media. Wave-totals add the throughput discipline: Wave 1 must close before Wave 2 funds, Wave 2 must close before Wave 3 funds.
| AL | Asset-line | Units | $/unit (band) | AL total (band) | Wave |
|---|---|---|---|---|---|
| AL-01 | Paid headlines | 180 | $45–$75 | $8.1k–$13.5k | W2 |
| AL-02 | Ad copy units | 120 | $120–$180 | $14.4k–$21.6k | W2 |
| AL-03 | CRM emails | 45 | $280–$420 | $12.6k–$18.9k | W3 |
| AL-04 | Landing pages | 12 | $2.8k–$4.2k | $33.6k–$50.4k | W1 |
| AL-05 | Lead-magnet PDFs | 3 | $8k–$14k | $24k–$42k | W1 |
| AL-06 | Sales enablement | ~18 | $1.4k–$2.2k | $25.2k–$39.6k | W1 |
| AL-07 | Social posts (year-1) | 720 | $65–$95 | $46.8k–$68.4k | W3 |
| AL-08 | Partnership kits | ~67 | $280–$420 | $18.8k–$28.1k | W2 |
| TOTAL · ALL ALs · ALL WAVES | ~1,165 | $183.5k – $282.5k | — | ||
Wave 1 (F2 anchors · weeks 1–4): Releases AL-04 + AL-05 + AL-06 = $82.8k – $132k. Cannot draw down Wave 2 until Wave 1 passes Quality Gate per §7.
Wave 2 (F1 acquisition · weeks 5–8): Releases AL-01 + AL-02 + AL-08 = $41.3k – $63.2k. Cannot draw down Wave 3 until Wave 2 passes Quality Gate.
Wave 3 (F2→F3 nurture · weeks 9–12): Releases AL-03 + AL-07 = $59.4k – $87.3k. Phase 5 closes on Wave 3 sign-off.
CFO note (Carla): the budget banding gives YDT a stretch-floor and a hard-ceiling. If YDT's proposal lands within the band the wave releases automatically; if above the band, Carla countersigns the variance and routes a written explanation back to YBMT before drawdown. This is the same CFO discipline applied to capital projects — variance is normal, unexplained variance is not.
Phase 5 cannot be declared closed until all 12 gates below clear at 10/10. Same doctrine applied to Phases 1–4. If any gate fails, the failing AL re-enters Wave-rework — it does not advance, and Carla is the sole arbiter of pass/fail.
All ~1,165 asset-units produced and accepted. No "we'll finish later" — anything missing fails the gate. Final inventory matches §2 exactly.
Termite 403 · Pools 358 · Units 404 · ±5% tolerance. Threshold floors (Termite ≥6 · Pools ≥4 · Units ≥3 per AL) hold without exception.
5 upstream anchors visibly present in 100% of long-form pieces (AL-04 / AL-05 / AL-06). Promise text appears max 2× per asset (2-surface rule). Sarah & Mark voice audible in 100% of AL-07 social.
Navy #1B3A5C / Timber #B8743D / Aqua #4DB6C7 / Cream #F5F1EA used exactly. Fraunces (headlines) + Inter (body) — no substitutions. Logo lockups, spacing tokens, image-treatment rules from P-11 §11A all honoured.
Every asset tagged with its funnel-stage. CTAs map to the correct stage — F1 never asks for purchase, F3 never goes back to discovery. GA4 event names match the 24-event taxonomy.
CallRail DNI numbers swapped per LOB × source. Klaviyo triggers fire on test-send. HubSpot deal-stage transitions captured. sGTM passes server-side event check.
Units AL-06 enablement docs include the dual-buyer scorecard (lot-owner + BCM coordinator both ≥12/21). AL-05 BCM Approval Pack tested against the rubric.
AL-05 BCM Approval Pack reviewed by 2 Diamond-tier BCM firms BEFORE general release. Written feedback incorporated. Carla reviews the diff.
Adstock windows pre-configured per LOB (Units 26w · Pools 4w · Termite 8w). Saturation curves baselined. Channel-spend feed wired to model input.
ACL/licensing claims accurate. ACCC misleading-conduct review pass. SCA QLD authority-lane content vetted by SCA liaison. Privacy Act consent flows on all opt-in surfaces.
All 3 wave-releases reconciled. Variance ≤ band-ceiling OR Carla-countersigned. YDT invoice schedule matches actual delivered units.
Master asset library indexed in YDT DAM. Naming convention consistent. Source files (InDesign/Figma/AE) handed back. Versioning rules locked. Final master-doc signed by Carla.
Closure declaration: Phase 5 closes only when Carla, in writing, marks all 12 gates ✓ and countersigns the master-doc. Up to that point, Phase 5 remains open — partial completion is not closure.
This is the wet-ink moment. By signing, Carla — as Acting CMO for YBMT Group and CFO at CoSai CFO Services — confirms the boarding manifest is approved and Phase 5 may proceed under the terms below. "PHASE 5 GO" is a separate utterance from this manifest approval — signing the manifest is a prerequisite, not the green light itself.
By signing below, Carla confirms:
| Approver: | Carla Oliver · CFO, CoSai CFO Services · Acting CMO, YBMT Group |
| Signature: | _____________________________________ |
| Date: | ________________ |
| Counter-sign (YDT): | Corrina McGowan · YDT · _____________________________________ |
Once both signatures land, Carla utters "PHASE 5 GO" and AL execution begins per the §4 wave-plan. Until then, Phase 5 remains in pre-flight.
This Phase 5 Boarding Manifest v1.0 is the Quality-Gate-grade work breakdown for Marketing Asset Production. It mirrors the gate-discipline applied to Phases 1–4. Same doctrine. Same depth. Same congruency anchors. The carriages are built. The seat-map is drawn. The passengers are queued. We wait for Carla's wet-ink and her "PHASE 5 GO."