reference marketing resource inventory

The constraint

$0 incremental marketing budget. Source: user directive 2026-04-29: "we're maximizing a nonexistent budget to prove our resourcefulness and effectiveness."

What's included in SkyRun franchise fees (already paid via national fee)

Per SkyRun Premium Marketing Services 2026.pdf slides 3-5:

Website

Brand-wide webpage maintenance + SEO optimization
2 homeowner case studies per year + social promotion
Monthly brand-wide blogs + social promotion

Social media

6 dedicated posts/year on SkyRun social channels
6 carousel or story inclusions/year

Email — Guest

Inclusion in 3 system-wide eblasts per year (Phase 1 = guest scope, deferred)
Templates for guest marketing emails

Email — Homeowner

Templates for homeowner newsletters
HubSpot Marketing Hub (in-process per HQ deck)
Suggested copy templates for cold email campaigns

Direct mail

Postcard templates
Letter templates
Bifold mailer templates

Paid digital ads

National brand-wide paid social campaigns
National brand-wide paid search campaigns
National brand-wide display ad campaigns

Branding & design

Brand style guide (logo / fonts / colors / photography)
3 licensed seats in Marq (template tool)
Logo management
Branded swag & apparel storefront

Public relations

Brand-wide PR + earned-media efforts
Media training as needed

Tracking + analytics

Unlimited trackable QR codes
Google Analytics, Tag Manager, Search Console maintenance
3 trackable phone numbers per year

Brand voice & training

Brand voice / tone / personality guidance
Brand-wide copy blocks + sample copy
Training, webinars, tips & best practices

Partnerships

National partnerships + preferred vendor relationships
National brand-wide awards
Co-Op initiatives across locations

What's already paid (GC-specific, not franchise fee)

Grand County Board of Realtors membership ($200/yr — paid per 03_MARKETING_DEMAND_GEN.md)
SmartLead AI account (Joseph-owned, set up by Jasmine 2026-04-03 per historical_insights.jsonl) — 3 active campaigns, 201 enrolled
HubSpot CRM seat (Joseph-owned)
BeenVerified Premium (400 reports/mo, throttled to 12/day per reference_beenverified_rotation.md)
970-817-8700 GC tracking phone (CTM via Jasmine)
Joseph.Bowens@SkyRun.com Workspace seat
Marq seat (provisioned 2026-02-12)
Cloudflare Pages + KV for brief.josephbowens.com PWA (~$0-5/mo)
Anthropic / Claude Code stack (~$10/mo per reference_subscription_costs.md)

What's free public infrastructure (tap fully)

Search + analytics

Google Search Console
Google Analytics 4
Google Tag Manager
Bing Webmaster Tools (powers ChatGPT search)
Google Trends
Answer the Public (free tier)

Local + maps

Google Business Profile (need access confirmed)
Bing Places
Apple Maps Connect

Press + earned media

Sky-Hi News (local press pitches)
Winter Park Times
Grand County Chamber of Commerce newsletter
Visit Grand County partner listings
Grand County Board of Realtors blog

Directories / citations

BBB (Boulder DMA)
Yelp business listing
Foursquare/Yext free tier
Nextdoor for Business
Realtor.com vendor directory
VRMA member directory (HQ-level)

LLM-era discoverability

ChatGPT, Perplexity, Gemini, Claude.ai (test prompts monthly — see reference_seo_independent_playbook.md Phase 6)
Wikipedia / Wikidata grooming for Winter Park / Grand County entries

Schema generators

schema.org / Merkle / RankRanger free schema generators

Content distribution

LinkedIn (Joseph's personal profile + company page if it exists)
Realtor association content syndication
Cross-post to Medium / Substack (free)

Existing in-house automation the agent inherits

Skill / cron	Purpose	Owner
`postcard-ledger` (Mon 10am)	Auto-builds next postcard round, drafts handoff email	VP Marketing supervises strategy; VP DG executes
`postcard-updater.skill`	Adds new prospects to postcard targets	VP DG
`smartlead-bounce-handler` (Daily 11am)	Classifies hard/soft bounces, queues HS proposals	VP DG
`commitment-tracker` (Daily 8:30am)	Captures "I'll do X by Y" promises; surfaces drafts when overdue	EA + VP Marketing for Jasmine commitments
`live-ea`	Drafts inbound replies, classifies, pushes to PWA queue	EA
`transcript-scan` (3x daily)	Pulls new transcripts from Gmail + indexes	EA
`nightly-consolidation` (11pm)	Reconciles PWA dismiss queue, updates SoT, refreshes brief	EA + VP Sales Ops
`qb-quarterback` (every 30min 6am-10pm)	Persistent strategic advisor / nerve center	All personas read; QB synthesizes
`referral-watchdog` (Sundays 8pm)	90-day owners get auto-drafted referral asks	VP Marketing
`close-to-onboarding-handoff` (Daily 12pm)	Word doc + email to Rachel on close-won	VP Ops
`deal-postmortem-capture` (Daily 12:15pm)	Won/lost lessons → predictive scoring v2	VP Sales Ops
`daily-data-quality-check`	SoT↔HS reconciliation	VP Sales Ops
PWA Approval Queue (`brief.josephbowens.com`)	All channels for Joseph to approve/dismiss	All personas push here
Quick Capture (＋ button on PWA)	Voice/text dump → live-ea classifies	EA
Knowledge graph + last_seen relationships	Surfaces hot/dormant/stale contacts	VP Sales Ops + VP Marketing

Existing in-house brand/content assets

Brand & Marketing/Blog Post - Grand County STR Regulations Update.md (+ docx)
Brand & Marketing/Blog Post - Hot Tub ROI Analysis.md (+ docx)
Brand & Marketing/Blog Post - Major Developments Coming to Grand County.md (+ docx)
Brand & Marketing/Postcard_Template_GrandCounty_Boutique.pdf
Brand & Marketing/Logos/ (GC logo + master logos + signature size)
Brand & Marketing/SkyRun_Brand_Guide_FINAL_2023.pdf (image-only — needs OCR or editable source)
Brand & Marketing/SkyRun_SPMS_Pricing_2025-26.pptx
Marketing Plan Template 2025.pptx (Jasmine-supplied template)
SkyRun Premium Marketing Services 2026.pdf
SEO_Details.png (Dry Fly offering screenshot)
Branding-20260429T194500Z-3-002.zip (national kit — 304 entries, AI/EPS/PNG logos for 24 markets, no GC subfolder)
GC_Outreach_Messaging_Reference_v2.1.docx (Rachel-approved cold messaging)
GC_Cold_Outreach_Sequence_Review.md
SkyRun_Management_Agreement_Narrative_v5.1.docx
Joseph_Bowens_Bios_SkyRun.docx + Joseph.docx + Headshot.jpeg

Existing data sources for credible/verifiable claims

Track (PMS) — actual rental performance for comp/case-study numbers
KeyData (market analytics) — seasonal patterns, market benchmarks
HubSpot — lead lifecycle, conversion rates, pipeline value
SoT workbook (Grand_County_STR_Engine_v3.5_filtered.xlsx) — 812+ leads, scoring, attribution
Call Transcripts index (58 files / ~830K chars) — owner-confirmed property facts
Knowledge graph — relationships, last-seen, recency

Hard caps (do NOT exceed)

No new SaaS subscriptions — every tool above is free or already paid
No paid ads — no Google Ads, Facebook Ads, LinkedIn Ads, sponsored posts
No agency retainers — Dry Fly stays at HQ scope; no GC-direct contract
No paid PR distribution (PR Newswire / BusinessWire) — earned-media only
No paid press placements / advertorials
No paid backlink services

How to apply

When Joseph asks "can we do X" — first check this file for existing free/included resources before proposing anything new.
When the agent proposes a new tactic, name the resource it uses from this file.
If a tactic requires something not in this file → flag explicitly and ask Joseph before proceeding.