Marketing Plan Walkthrough
Marketing Plan - AI Marketing Department
Content Calendar
Channel Performance
Assessment Funnel
Speaking & Events Calendar
Atlas Task Queue
Messaging & Positioning
Q3-Q4 2026 Strategy Dan Vehar · Full Bird Creative Group · June 2026
What to do. Who does it. When it ships. How we measure it. Built to 4x MRR by December. Every action feeds the list, the list feeds the funnel.
Current MRR
$25K
Target MRR Dec 2026
$100K
Email List Today
162
Email List Target
1,000+
Active Clients
10-11
Client Target
20-25
Bottleneck: 162 email contacts. Nothing works at scale until this is 1,000+. Every action feeds the list first. Target: +75 contacts/week.
The $100K Math
Revenue Mix at $100K MRR
Retainer clients, 12 × $5K avg$60,000
AI Audits, 5 × $1,500$7,500
Discovery engagements, 2 × $6,000$12,000
Campus Connect pilots, 8 × $400/mo$3,200
Workmate upsells, 3 × $2K/mo$6,000
Existing retainer base$12,000
Monthly Recurring Revenue$100,700
Two-Lane Marketing Architecture
60% consulting funnel. 30% Campus Connect. 10% brand presence. Attention is finite. This is how we allocate it.
LANE 1: PRIMARY
60%
Consulting Funnel
EMAILKlaviyo sequences: cold intro, quiz nurture, post-assessment upsell, retainer renewal
LINKEDINJonathan + Diego 3-4x/week. Atlas drafts, Dan reviews, founders post
ADSGoogle (high-intent) + Facebook quiz funnel geo-targeted Atlanta
OUTBOUNDDavid: 20+ LinkedIn connections/week + 50+ cold emails/week
REFERRAL3-5 partners by Week 6, 10-15% of first engagement
CHAMBERSMetro Atlanta, 2-3 events/month, event-to-pipeline system
WEBINAR"AI Office Hours" monthly. Jonathan hosts, Dan promotes
LANE 2
30%
Campus Connect
Warm intros to principals via Dan's network
Cobb County case study, Week 6
One-pager: problem → solution → funding (Week 3)
Funding guide: Title I, IV-A, ESSER, E-Rate
Campus Connect Lite landing page, Week 6
LANE 3
10%
Brand
LinkedIn brand 2-3x/week
Instagram 2-3x/week
TikTok 1-2x/week
14 Moves. In Order.
Each move has an owner and a ship date. Foundation before content, engine before distribution.
1
Build the Outbound Engine
Separate cold outreach domain. Instantly or Smartlead. David runs LinkedIn Sales Navigator targeting COOs, ops managers, firm partners in Atlanta metro. 20+ LinkedIn connections/week. 50+ cold emails/week.
Week 2David + Sales Reps
2
Launch Referral Partner Program
10 potential partners: fractional CFOs, accountants, business coaches, EOS implementers, IT MSPs, HR consultants. 10-15% of first engagement on close. 3-5 active partners by Week 6.
Week 4Dan + Jonathan
3
Activate Founder-Led Content
Jonathan and Diego both post from personal LinkedIn 3-4x/week. Jonathan: business strategy, AI transformation, client wins. Diego: technical POV, product deep dives. Atlas drafts → Dan reviews → Founder approves/posts → Brand reposts.
Week 1Atlas · Dan · Founders
4
Build Event-to-Pipeline System
Every event produces booked calls, not just handshakes. Day 0: Collect email. Day 1: Personal follow-up. Day 3: Klaviyo drip. Day 5: LinkedIn connection. Day 7: Call top 5 warm contacts. Day 14: Quiz invite. Day 21: Assessment offer. Target: 3-5 booked calls per event.
Jonathan + Diego + David · Ongoing
5
Mine Existing Clients
Case studies with real numbers (1/month). Email all 10-11 clients for Google + Clutch reviews, 5+ in 30 days. Add "Who else faces this?" as a formal referral step in delivery. Identify expansion candidates for SIC upgrade.
Week 1Dan + Jonathan
6
Write Competitive Positioning
vs. Accenture/Deloitte: "Accessible, affordable, ships in weeks not months." vs. freelancer: "AI employees that integrate into real workflows, not demos." vs. assessments: "Not a PDF on a shelf, the first week of doing the work." Add to homepage, assessment page, email, LinkedIn.
Week 2Dan
7
Run a Monthly Webinar
"AI Office Hours with Jonathan," bring your workflow, we'll map it live. 45-60 min, free. Attendees become warm assessment leads. Recordings become content: YouTube, LinkedIn clips, blog, email.
First: Week 5Jonathan hosts · Dan promotes
8
Publish Anonymized Assessment Content
After each assessment, anonymize and publish findings. "We audited a 12-person accounting firm. 40% of their time was going to manual data entry." One per month. Proves competence, creates urgency, SEO-rich.
1x/month · Dan + Atlas
9
Pitch Podcasts
Atlas builds target list: SMB operators, accountants, healthcare ops, business coaches. 2-3 appearances/month for Jonathan. 30-60 min of uninterrupted pitch. Clips become social content.
5 pitches/month · Atlas researches · Jonathan appears
10
Pick a Vertical
Go deep in one vertical instead of shallow across six. Options: Accounting/CPA, Healthcare Staffing, Legal/Law Firms, Real Estate Ops. Or let client work decide by Week 8.
Decision: Week 8Jonathan decides
11
Segment and Grow the Email List
Immediately: Tag and segment Get Networked event list in Klaviyo. Ongoing: every touchpoint feeds the list. Target: +75 contacts/week → 1,000+ by December.
Week 1Dan
12
Full Team LinkedIn
Jonathan 3-4x/week (founder vision, client wins). Diego 2-3x/week (technical builds). David 1-2x/week (sales insights). Dan 2-3x/week (marketing strategy). Brand 2-3x/week (reposts, announcements).
All · Starting Week 1
13
Tap Metro Atlanta Chambers
Join 3-4: Metro Atlanta Chamber, Cobb, Gwinnett, Sandy Springs/Perimeter. Volunteer for "lunch and learn" AI workshops. Small sponsorships ($500-2K) get booth space + attendee lists. Apply event-to-pipeline system every time.
Join 2-3 by Week 4Jonathan + Diego
14
Launch PR & Media Campaign
Atlas builds 50-journalist media list. 3 pitch angles: founder story, AI employee concept, vertical transformation. Forbes Councils application for Jonathan. Atlanta Business Chronicle + Hypepotamus first. Product Hunt launch at Week 8-10.
Week 3Atlas + DanProduct Hunt: Week 8-10
90-Day Execution Roadmap
FOUNDATION
Weeks 1-2
Build the Engine Before Creating Content
Infrastructure first. Traffic second.
DANAlign Jonathan on two-lane strategy
DAVIDSet up cold outreach domain + Instantly or Smartlead
DANTag and segment Get Networked email list in Klaviyo
DANEmail all 10-11 clients requesting Clutch + Google reviews
DANBuild 3 email sequences + launch Google Ads + Facebook quiz funnel
FOUNDERSJonathan + Diego start posting from personal LinkedIn
JONATHANJoin 2-3 metro Atlanta chambers
PIPELINE
Weeks 3-6
Turn On Demand Generation
Engine is live. Drive traffic and convert it.
DAVIDAt 20+ LinkedIn connections/week + 50+ cold emails/week
JONATHANHost first "AI Office Hours" webinar
DAN + ATLASPublish first anonymized assessment case study
DAN + JONATHANRecruit 3-5 active referral partners
DANShip Campus Connect one-pager + funding guide + landing page
DANPitch Atlanta Business Chronicle + Hypepotamus + Forbes Councils application
JONATHANAttend first chamber event
SCALE
Weeks 7-12
Double Down on What's Working
Week 6 checkpoint first. Cut what's not producing. Double what is.
DAN2x spend on whichever paid channel produces calls at <$150 CPL
DAN + ATLASPublish Cobb County case study
DAVIDFull velocity: 80+ outbound touches/week
ALLProduct Hunt launch + first contributed article
ALLWeek 12 checkpoint: on track for $100K? Diagnose and shift if not.
Metrics That Matter: Track These, Ignore the Rest
+75/wk
Email list growth
3-4/wk
Assessment calls booked
40%+
Assessment close rate
$50K+
Pipeline value
<$150
Cost per qualified lead
5%+
Outbound response rate
20+
Webinar attendance/session
15+/wk
Quiz completions
$100K MRR
North Star, Q4 2026
Ignore These
Instagram follower count
TikTok views
Social media impressions
LinkedIn company page followers
Website bounce rate (without conversion context)
Open Questions for Jonathan
These need answers before execution is finalized. Each one unblocks a specific move.
PRODUCT
Campus Connect Lite pricing: $20/mo per user + setup fee (principal can approve without procurement), or $200-500/mo flat rate?
PRODUCT
Wells timeline: Q4 2026 priority or 2027 play?
STRATEGY
Vertical focus: Pick one (accounting, healthcare staffing, legal, real estate) or let the work decide by Week 8?
STRATEGY
Team content commitment: Jonathan 3-4x/week, Diego 2-3x/week, David 1-2x/week on LinkedIn. Confirmed?
STRATEGY
Referral partner program: 10-15% of first engagement on close. Approved? Unblocks Move 2.
BUDGET
Paid ads budget: Dan recommends $1,000-2,000/mo combined Google + Facebook. Confirm before Week 2 launch.
BUDGET
Cold email tool (Instantly/Smartlead): ~$100-200/mo. Approved for David?
BUDGET
Forbes Councils membership: ~$2K/year. Worth it for contributed articles + SEO credibility?
BUDGET
Chamber memberships: 2-3 chambers at ~$500-1,500 total/year. Confirm before Move 13 begins.
This plan is reviewed at Week 6 and Week 12. If a channel isn't producing, it gets cut. If something's working, it gets doubled. No channel survives on hope.
Version History Last reconciled: 2026-06-07
A running log of major changes to this plan. This workspace has no git history, so entries before 2026-05 are reconstructed best-effort from dated milestones in the file and are approximate. Newest first.