Shepherd Boy Farms

The first 14 days lock the brand foundation, take all eleven lifecycle flows live, and put the first paid creative batch in market against the agreed direction. From week three onward, the cadence is 4–5 net-new paid creative concepts shipping per week and 2–3 email blasts per week, with a standing weekly call as the set time to align on outstanding decisions, approvals, and broader strategy.

Everything below describes how that runs.

7–10 Net-new paid creative concepts shipped over the last 90 days

0 Email blasts sent

0 Lifecycle flows live in Klaviyo

• Standing weekly client call. A set time to align on outstanding decisions, approvals, and broader strategy reviews.
• Weekly written update. Paid creatives shipped this week, blasts sent this week, flow status, what's queued, what needs your eyes. Sent every Monday morning.
• Approved-assets folder. Every creative — paid, email, social — pulls from a single shared library. Nothing ships from elsewhere.
• Decision/feedback log. Every call, every email, every direction-setting message gets captured in a shared log within 24 hours, so context never walks out the door.

Locking the brand foundation this week is the gating unlock for everything downstream — every creative cycle gets faster, every approval gets shorter, and the team stops re-litigating direction with every new piece of work.

We come into this week with a working hypothesis built from prior input the SBF team has already shared. The alignment session this week confirms or corrects, and the output governs every creative cycle from there forward.

Outputs by end of week 1

• Locked brand foundation document
• Approved-assets folder live and populated
• Decision/feedback log live in the shared workspace
• First paid creative batch in flight against the locked foundation
• Email flow creatives finalized, ready for Klaviyo build in week 2

Days 1–30

Email / Lifecycle

• Week 1: Flow creatives finalized against the locked brand foundation
• Week 2: Build in Klaviyo
• All eleven lifecycle flows live by day 14, in priority order: Welcome → Cart Abandon → Browse Abandon → Post-Purchase → Replenishment → Subscription Nurture → Cross-sell → Winback → Review Request → VIP Series → Sample Followup
• Blasts: 2 per week starting day 14; ~5 blasts shipped in days 14–30

Paid Social

• Week 1: First creative batch in flight, off-brand asset audit on currently running ads
• 4–5 net-new creative concepts per week, sustained
• Inheriting the planned campaign roadmap (organic-feel angles, owner-story content, subscription LP test)

Days 31–60

Email / Lifecycle

• All eleven flows in optimization layer (subject A/B, send time, segment refinement)
• Blast cadence ramping to 3 per week by day 60; ~10–12 blasts in window
• Segmentation activated: repeat vs. one-time, treats vs. food

Paid Social

• 4–5 net-new concepts per week, sustained
• Audience expansion based on what worked days 1–30
• Subscription LP test live
• Budget reallocation toward winners

Days 61–90

Email / Lifecycle

• Blast cadence steady at 3 per week; ~12–13 blasts in window
• Predictive sends tested (next-purchase, churn-risk)

Paid Social

• 4–5 net-new concepts per week, sustained
• Channel test if budget supports

Cadence at a glance

This cadence assumes the brand foundation locks in week 1 — the gating unlock for everything downstream.

Weekly written update

Sent every Monday morning. Contents:

• Paid creative concepts shipped this week + queued for next week
• Email blasts sent this week + scheduled
• Lifecycle flow status (live, in build, in review)
• Approval queue (what needs your eyes)
• Anything blocking shipping

Standing weekly call

Same time every week. Agenda is built from the weekly written update — review the week, align on the approval queue, set direction on next week's work.

What we need from your side

• Brand foundation alignment session this week
• Standing weekly call attendance