Channel Plan  ·  Day 14  ·  DTC  ·  Everleaf Co.

Your Channel
Plan.

Based on the audit and business review, here's how we're going to market. Built around your peak season.

$67k/mo Total Budget
5 Active Channels
Oct – Dec Q4 Window
CAC $28 Primary Goal
Co-Pilot MH1 Lead
Section 1 · Channels
Primary Channels & Targets
Five channels active this cycle. Weighted toward paid acquisition with a strong email base and creative as the enabling layer.
Meta / Paid Social
Facebook + Instagram · Prospecting + Retargeting
Primary
Budget / mo
$28k → $45k
CAC Target
$28 from $42
ROAS Target
4.2×
Scale Month
October
Highest volume channel. Creative refresh + audience restructure needed immediately. Peak ramp begins Oct — must have new creative library and audience architecture in place before then.
Co-Pilot · Paid Social
Google Search
Branded + Category Keywords · Shopping
Primary
Budget / mo
$14k → $22k
CAC Target
$28
ROAS Target
4.5×
Scale Month
October
Branded search is efficient and must be protected. Non-branded needs ad copy refresh — holiday decor keywords ramp in September, so we need to be in market with strong copy before then.
Co-Pilot · Paid Search
Email / SMS
Lifecycle Automation + Campaign Calendar
Core
Budget / mo
~$2k platform
Blended CAC
$8
Revenue Target
38%
Current Rev %
34%
Flows to build: Welcome Series, Browse Abandon, Win-Back, VIP, Holiday Countdown. Highest-efficiency channel by CAC — significant lift available from automation gaps.
Co-Pilot · Email
SEO / Organic
Holiday Gift Guides · Product Pages · Local Seasonal
Build
Budget / mo
$3k
Traction Timeline
60–90 days
Priority keywords: "christmas village sets," "holiday door wreaths," "personalized ornaments." Content + technical work starts now so organic traffic is contributing by Q4.
Co-Pilot · SEO
Creative / UGC
Enabling Layer · Feeds All Paid Channels
Enabling
New Concepts / mo
3 concepts
UGC Briefs / mo
2 briefs
Creative is the #1 lever for Meta CAC reduction. Brief → Produce → Launch on 2-week cycle. UGC sourcing program launches in Month 1.
CMO + Creative Team
Section 2 · Budget
Budget Allocation
$67k/mo baseline · Scaling to ~$95k/mo in October. Reserve held for Q4 ramp.
Meta 42%
Google 21%
8%
Reserve 22%
Meta / Paid Social $28k
Google Search $14k
Email / SMS $2k
SEO / Content $3k
Creative / UGC $5k
Reserve / Q4 Test $15k
Section 3 · Roadmap
30 / 60 / 90 Day Plan
What gets done, by when, across every channel. Q4 prep is the clock.
Channel 30 Days 60 Days 90 Days
Meta Creative refresh (3 concepts). Audience restructure. New CAC baseline established. Scale spend 30%. UGC testing live. A/B on landing pages. Full Q4 ramp. Retargeting sequences active. Holiday-specific creative in rotation.
Google Ad copy refresh. Branded bid strategy locked. Shopping feed audit complete. Non-branded expansion. Holiday keyword ramp begins. Ad extensions updated. Peak-season budget scaling. Competitor conquest campaigns live.
Email Welcome Series + Browse Abandon live. VIP segment tagged in ESP. Win-Back flow + Holiday Countdown series built. A/B subject lines running. Full holiday campaign calendar deployed. Post-purchase LTV nurture active.
SEO Technical audit + UTM framework. Core product category pages optimized. 4 gift guide articles published. Internal linking structure built out. Organic traffic contributing 15% of revenue. Ranking on priority terms.
Creative 3 new Meta concepts briefed + produced. UGC sourcing program launched. UGC program live with first assets. 2 new video concepts in production. Full creative library ready for Q4. All concepts tested and iterated.
Section 4 · Performance Creative Strategy
Creative System
Customer value signals → creative strategy → paid media execution. One continuous loop.
Value Profiles → Creative Direction
The Holiday Gifter
Seasonal
Oct – Dec buyer AOV $95 Gift-driven purchase 1× / year
Angle Gift-giving emotion, urgency, "ships by the holidays." Stress the gifting occasion and the joy of finding the perfect thing.
Channels Meta prospecting, Google non-branded, Email holiday campaigns
Hooks "Ships by Dec 22." · "Gift they'll keep forever." · "Sells out fast every year."
The Décor Collector
Repeat
Year-round buyer LTV $220+ Collection mindset Repeat purchaser
Angle New collection drops, subscriber exclusives, loyalty rewards. The thrill of adding to a curated collection.
Channels Email VIP flows, Meta retargeting, SMS loyalty program
Hooks "New collection just dropped." · "VIP early access." · "Complete the set."
Creative Funnel Map · Format × Stage
TOF · Awareness
Formats: Lifestyle video, UGC unboxing, static hero shots
Angles: Brand story, aspirational lifestyle, seasonal narrative, emotional hooks
Goal: Stop the scroll, introduce the brand, build desire
MOF · Consideration
Formats: Carousel, social proof static, UGC reviews, product education
Angles: Customer testimonials, press mentions, quality proof, collection showcase
Goal: Build trust, overcome objections, deepen consideration
BOF · Conversion
Formats: DPA retargeting, urgency static, offer-led video, cart abandon
Angles: Limited inventory, shipping deadlines, offer + CTA, reviews overlay
Goal: Convert browsers into buyers, maximize AOV
Copy & Hook Strategy
Driven by high-value cohort behavior, VoC data, and performance history. Refreshed quarterly based on new learnings, product changes, and evolving customer behavior.
Motivator 1: Gift-giving perfection — "I need it to be memorable"
Motivator 2: Quality that lasts — anti-disposable, premium materials
Motivator 3: Collector identity — "My home, my aesthetic"
Motivator 4: Urgency + scarcity — limited runs, peak season ship dates
Creative Mix Target
Balanced between new concept development and iteration on proven winners. Prevents creative fatigue while scaling what works.
Net New Concepts50–70%
Iteration on Winners30–50%
Format Balance
Static GIF / Motion Video <15s Carousel UGC
Creative Scorecard
Creative tied to business KPIs — not just engagement metrics.
CAC impact per creative concept
Contribution margin by creative angle
First-order profitability by TOF creative
ROAS by format across funnel stages
Fatigue Monitoring
Always-on signals that trigger creative refresh automatically.
CTR drops 25% WoW → ad set paused
Frequency > 3.5 → creative brief triggered
CPA +20% above target → concept refresh
ROAS sustained 4.5×+ 14 days → scale 25%
Concept → Production Pipeline
How ideas move from insight to live creative.
1Insight — VoC + performance data
2Brief — angle, format, hook, CTA
3Production — lo-fi or hi-fi based on stage
4Test — live, scored, iterated
Channel-Specific Creative Strategy
Meta / Instagram
Story + Reel for TOF UGC. Feed static for MOF social proof. DPA carousel for BOF retargeting. Hook in first 2 seconds. Lifestyle over product-only.
TikTok
Lo-fi UGC performs. Trend-aware hooks. 15–30s storytelling format. Unboxing, "worth it" reveals, and seasonal décor montages test well for this category.
Creator / UGC Strategy
Home décor category benefits strongly from creator content. Prioritize authentic home tours and unboxings over polished product demos. 3–5 active creators minimum entering Q4.
Section 5 · Scope Alignment
Who Does What
Channels confirmed, deliverables defined, and creative plan aligned within budget.
◈ Media Plan System
Channel Deliverable Frequency Owner
Meta Campaign management, creative briefs, weekly performance reporting Weekly Co-Pilot (Paid Social)
Google Bid management, ad copy refresh, keyword expansion, Shopping feed Weekly Co-Pilot (Paid Search)
Email / SMS Flow builds, campaign calendar, A/B tests, list hygiene Bi-weekly Co-Pilot (Email)
SEO Technical audit, content briefs, gift guide articles, link strategy Monthly Co-Pilot (SEO)
Creative Concept briefs, UGC sourcing, asset management, channel-specific formats Bi-weekly CMO + Creative Team
Reporting Weekly performance digest (all channels) + monthly QBR deck Weekly / Monthly Co-Pilot Lead
Media Plan Media Plan defined: planned spend, channel allocation, CAC targets, and revenue benchmarks set before execution begins Per Engagement Co-Pilot Lead
Pacing Framework Plan vs Actuals tracked weekly across spend, revenue, ROAS, and new customer acquisition Weekly Co-Pilot Lead
Section 5 · How We Optimize · DTC
Optimization Framework
How we make decisions week over week — the operating model behind the plan.
Weekly Pulse
What we track every 7 days
  • ·CAC by channel vs. target
  • ·Creative CTR and hook rate
  • ·Email revenue % of total
  • ·New vs. repeat buyer mix
  • ·Optimization log updated
Decision Rules
When we act vs. wait
  • ·CAC +20% above target → creative brief triggered
  • ·CTR drops 25% WoW → ad set paused
  • ·Email open rate drops → deliverability audit
  • ·ROAS > 4.5× sustained 14 days → scale spend 25%
Reporting Cadence
How you stay informed
  • ·Weekly digest (M/W/F) — performance + next steps
  • ·Bi-weekly sync — walk through results together
  • ·Monthly Vercel dashboard — live at all times
  • ·QBR every 90 days — full review + next quarter
  • ·Weekly Vercel report: pacing vs plan, AI insights, creative performance, action items
  • ·Always-On platform health monitoring with severity-scored alerts
Action Plan · DTC
Next 30 Days
Three priority workstreams. Each has a clear owner, deliverable, and deadline.
Priority 01
Creative Refresh (Meta)

3 new creative concepts briefed to the creative team. Each concept tested against a distinct angle: lifestyle gifting, product quality close-up, and social proof. Launch by Day 14 to capture learning before Q4 budget ramp.

Live by Day 14
Priority 02
Email Flow Expansion

Build 3 missing flows: browse abandon (3-email), win-back (2-email + SMS), and VIP welcome series. Targeting $40k+ incremental monthly email revenue within 60 days of activation based on current list size and engagement rates.

Live by Day 21
Priority 03
Attribution Fix

UTM framework built and documented. All active channels tagged consistently. GA4 audit complete. Custom channel groupings configured. Goal: clean, trustworthy data before any media spend decisions for Q4 are finalized.

Done by Day 10
Section 6 · What's Next
Week 4: Channel Execution
The plan is approved. Here's how we go live — and what to expect in the first 30 days of execution.
Right After Today
  • ✓Scope confirmed + co-pilots activated
  • ✓Creative brief sent to creative team
  • ✓Email flows briefed to email co-pilot
  • ✓Tracking / attribution framework confirmed
Q4 Success Looks Like
  • ◎Meta CAC at or below $28 target
  • ◎Email revenue ≥ 38% of total
  • ◎High-Value segment growing MoM
  • ◎Q4 creative library fully deployed by Oct 1
Systems You'll Have Access To
Weekly Reporting System

Standardized Vercel report every week. Executive summary, creative performance, paid social, paid search, CRM, and action items. AI-supported insights throughout.

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Client Performance & Planning System

Pacing vs plan at the top of every report. Creative fatigue monitoring, budget allocation view, weekly narrative continuity.

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Always-On Platform Health

Daily monitoring of pixel integrity, feed health, spend anomalies, and ad disapprovals. Severity-scored and mapped to actions.

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Media Plan System

Single source of truth for budget, channel allocation, and performance benchmarks. Plan vs Actuals tracked weekly.

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Zero churn since launch · 100% trial-to-hire rate · Month-to-month, cancel anytime. We earn the relationship every month.