campaign.md — Project Folder Convention v2

What it is

The strategic playbook for the project. Audiences, landing pages, budgets, benchmarks — and a dated, append-only status log of operational events.

Owner

AM curates the playbook sections. AM + Media co-own the Status Log — anyone touching the campaign appends a dated entry.

Structure

Frontmatter (client, project, type, updated, cycle, convention version)
Project Overview table
Ad Accounts table (mirrors CLAUDE.md but project-specific)
Campaign Structure (live campaign IDs + names)
Audiences (high-level — geographic, demographic, language)
Landing Pages
Conversion Events
Default Benchmarks (CPL targets, warning thresholds)
Budget table
Cycle History — every past cycle as a row
Active Cycle — single paragraph describing what's running now
Open Flags — numbered list of unresolved items
Status Log — append-only dated entries, newest at top. Each entry has cycle, status, author header

Real Elmwood example

Active Cycle paragraph:

2026-05-now-selling-launch. V1 launched 2026-05-05 (8 Meta + 9 Google Search
+ 10 Google DG, all PAUSED pending Meta/Google review). V2 additive 2026-05-12
(8 Meta + 5 Google DG single image, all PAUSED). Total live rotation: 16 Meta
ads + 9 Search RSAs + 15 DG ads (31 ads total). Awaiting Meta/Google review
clearance (~24-48h after build) → Alex QA in Ads Manager → V2 ads activate
(filter name contains -V2).

Status Log entry (most recent):

### 2026-05-12 — V2 deployed (Meta + Google DG) + naming convention correction

Cycle: 2026-05-now-selling-launch · Status: built-paused · Author: Alex Wan

- Meta V2: 8 ads built PAUSED via Markifact meta_ads_create_* ops with
  corrected naming (CAR_NSELL_Feed-{Broad/Prosp}-V2, IMG_NSELL_Feed-...).
  Attached to existing 4 ad sets — V1 ads untouched.
- Google DG V2: 5 ads built PAUSED via gads_create_demand_gen_single_image_ad
  (bulk). IMG_NSELL_MAY2026_v2 deployed across 5 ad groups.
- BURQUITLAM typo fix: Claudia delivered corrected V2 exports. 4 files
  re-rendered; old typo'd files archived to assets/v2/_superseded/.
- Total live rotation: 31 ads (16 Meta + 9 Search + 15 DG). All V2 PAUSED
  pending Meta/Google review + Alex QA.
- Opened: Multi-advertiser ads setting bug (skill default was ON; Periphery
  standard is OFF) — 21+ ads affected. See Open Flags #0.

Why Status Log matters: when someone asks "what happened in this campaign last week?" — you don't dig through Slack, Calendly notes, ClickUp comments. You read campaign.md. When a new PM picks up the project, the Status Log is the briefing document.

How this file gets updated

The only sanctioned write-path is the /update-context skill (in the clients plugin). It routes natural-language updates to the right file, applies a rubric, and appends every change to a ## Change Log at the bottom. The file is its own audit trail.

Default owner: AM (Account Manager).

Invocation

/update-context marcon --project elmwood
# then describe the change in plain English, e.g.:
# "Move CTA button to Learn More across V1 + V2"

What routes to `campaign.md`

Strategic decisions, dated status events, cycle rollovers
"Launch pushed to ", "budget cut to $X", "now targeting Y"
Structural changes to the Audience, Benchmark, or Budget tables
Open Flags / Resolved-Flag archive entries

Rubric — what the skill does with your update

Actor / fragment type	Behavior
AM writes	Silent — applies the edit + appends Change Log entry
PM / Digital writes	Confirm — shows a diff preview, asks before writing; logged as cross-role
Other / unknown role	Always warns; still writes if approved
Performance number (CPL, spend, conv)	Rejects — that's `performance.md` (agent-only). Redirects to Status Log if it's a flag the team needs to see.

Change Log entry format

Every accepted write appends one entry to the ## Change Log section at the bottom of the file (newest on top):

- 2026-05-17 14:32 PT — Alex (AM) — Claudia departed; Jason now primary — fields: Team table, Client Contacts table
- 2026-05-17 11:08 PT — Helena (Digital, cross-role write) — Q3 Meta ad set roster updated — fields: Ad set roster

Cross-role writes include the override in the summary line. Entries are append-only — the skill never deletes log lines, even when correcting a prior write.

View the full real campaign.md from Marcon — Elmwood

Source: Marcon/Elmwood/campaign.md · Snapshot date: 2026-05-13 · Live file may have evolved since.

---
client: marcon
project: elmwood
type: campaign
updated: 2026-05-12
convention_version: 2026-05-12
---

# Marcon — Elmwood Campaign Playbook

**Project:** Elmwood (Upper Residences Re-Launch)
**Property type:** Pre-sale condo (Now Selling)
**Location:** Coquitlam, BC — 612 Elmwood St (Burquitlam). Sales Gallery: 567 Clarke Rd Suite 103.
**Brand:** Elmwood by Marcon
**Naming convention:** See `../naming-conventions.md` (Marcon taxonomy, `ELM_630_*` prefix)

## Ad Accounts

Elmwood runs under the existing Marcon Sales accounts (shared with Hue):

| Platform | Account ID | Account Name | Status |
|----------|-----------|--------------|--------|
| Meta | `act_31334812` | Marcon - Sales | Active (Hue campaigns running) |
| Google | `9376895237` | Marcon Corporate/Sales | Active (reactivated May 5 for Elmwood) |

Filter Elmwood campaigns by naming prefix `ELM_630_`.

## Campaign Structure

### Meta (Live)

| Campaign | ID | Objective | Status | Notes |
|----------|----|-----------|--------|-------|
| `ELM_630_RESI_BOF_CONVER_STAND_EN` | `52544107272041` | Conversions (website) | ACTIVE | Primary lead gen — 4 ad sets, 16 ads (8 V1 + 8 V2) |

### Google (Live)

| Campaign | Type | Status | Notes |
|----------|------|--------|-------|
| `ELM_630_RESI_BOF_CONVER_SEAR_EN` | Search | ACTIVE | Branded + 8 non-branded intent ad groups (9 V1 RSAs PAUSED pending review) |
| `ELM_630_RESI_MOF_CONVER_DGEN_BROADER` (`21137370191`) | Demand Gen | ACTIVE | 5 ad groups × ~3 ads (15 V1+V2 in rotation: 10 V1 + 5 V2) |

Channel split (Meta vs Google): 60% / 40% per SoS.

## Audiences

- **Geographic focus:** Coquitlam + 15-mile radius (HSAC minimum) — covers Burquitlam, Port Moody, Port Coquitlam, Burnaby east, Vancouver east
- **Audience buckets:** Broad (Advantage+) / Prospecting (interest stack) / Retargeting *(deferred to June after pixel data accrues)*
- **Demographics:** End users (90%); Tri-Cities / Vancouver / Burnaby; demographics include Korean, Persian, Chinese, Caucasian
- **Age:** 18-65 (HSAC floor)
- **Language:** English only

> Full HSAC-compliant targeting spec (interest IDs, placements, exclusions, ad set roster + IDs): see [`digital.md`](./digital.md) Targeting Spec section.

## Landing Pages

| Page | URL | Purpose |
|------|-----|---------|
| Main | https://elmwood.marcon.ca/register | Registration form |

Campaign type: Website conversion only (no Meta lead forms — Claudia decision Apr 29).

## Conversion Events

- **Primary:** Custom event `ELM_REG_COMP_RESI` (registration complete) — Meta pixel `1299089964458388` + Google conversion action ID `894809669`
- **Secondary:** `ELM_REG_STR_RESI` (registration started), `ELM_APPT_COMP/STR`, `ELM_CLK_PHN_INAD/PHN/EML` (+ GA4 mirrors)
- **Attribution window:** 7d-click + 1d-view (Meta default)
- **Tag stack** (verified 2026-05-04 via Tag Assistant): GTM `GTM-NXGTHLD` · Google Ads `AW-471869587` · GA4 `G-XPWFSX0R9Q` · Floodlight `DC-14734274` · Meta pixel `1299089964458388`
- **Other Meta pixels firing on `/register`:** `730854324621874`, `2037469969980248` (purpose unknown — see CLAUDE.md Known Issues)

## Default Benchmarks

Based on BQ analysis of Elmwood 2024 + Soenhaus 2024 + 20+ portfolio projects ($1.2M+ Google spend analyzed):

| Metric | Target | Warning | Critical |
|--------|--------|---------|----------|
| Meta CPL | $95-120 | >$120 | >$180 |
| Google CPL | $65-85 | >$85 | >$130 |
| Blended CPL | $83-110 | >$110 | >$160 |

Realistic projection: ~379-506 leads at $40K spend (May-Sep).

## Budget

| Month | Ad Spend | Mgmt Fee (18%) | Total |
|-------|----------|----------------|-------|
| May | $10,000 | $1,800 | $11,800 |
| June | $10,000 | $1,800 | $11,800 |
| July | $5,000 | $900 | $5,900 |
| August | $5,000 | $900 | $5,900 |
| September | $10,000 | $1,800 | $11,800 |
| **Total** | **$40,000** | **$7,200** | **$47,200** |

May daily pacing: Lowest Cost / CBO Meta @ $193.55/day · Maximize Conversions Google Search @ $96.77/day + DG @ $32.26/day. Google budget split locked at Search $3,000 / DG $1,000 of $4K monthly.

## Project Details

- **57 homes:** 1-Bed (19), 1-Bed+Den (8), 2-Bed (24), 3-Bed (6)
- **Goal:** Quality leads — 2-3 homes/month
- **Pricing:** Not shared publicly — drive to Sales Gallery
- **Demographics:** Korean, Persian, Chinese, Caucasian (target mix)

## Build Spec

Ad set targeting, conversion mapping, bid strategy, daily budget pacing, ad matrix, per-channel allocation, build sequence — see [`digital.md`](./digital.md).

## Key Links

- Statement of Services: `Reference/Elmwood 2026 - Statement of Services.gsheet`
- Live Ad Copy Sheet: `Deliverables/Elmwood 2026 Digital Ad Copy.gsheet`
- Live Client Preview (V1): https://marcon-elmwood-ad-preview-may-2026.vercel.app
- V2 Preview Board: `Deliverables/ad-preview-elmwood-may2026-v2/index.html`
- Brand Voice: `Reference/brand-voice.md` (v2.3)
- Budget Estimator: https://interactive-demo-vert.vercel.app/marcon/elmwood/budget-estimator/ *(pw: `elmwood2026`)*
- Figma source: https://www.figma.com/design/fwq2vQbzqvJ68epi39Y948/2026-Elmwood-Campaign

## ClickUp

- List: Marcon - Elmwood (`901113661418`)
- Launch task: https://app.clickup.com/t/868jf5fr2

## Cycle History

| Cycle | Status | Launch | Key Files | ClickUp |
|---|---|---|---|---|
| **2026-05-now-selling-launch** | live (V1 + V2) | 2026-05-05 | [`production.md`](./production.md) · [`digital.md`](./digital.md) · [`copy-meta.md`](./copy-meta.md) · [`copy-google.md`](./copy-google.md) | [868jf5fr2](https://app.clickup.com/t/868jf5fr2) |

## Active Cycle

**2026-05-now-selling-launch.** V1 + V2 live as of 2026-05-13. Total active rotation: 16 Meta ads + 9 Search RSAs + 15 DG ads (31 ads). Claudia approved V2 push-live 2026-05-13 10:01a; Alex flipped V2 ENABLED same morning. **Client transition:** Cici Ip (cip@marcon.ca) + Jason Wong (jwong@marcon.ca) take over Elmwood from Claudia going forward (per Claudia 2026-05-11). First-week perf snapshot sent to Claudia (cc Cici + Jason) 2026-05-13.

## Open Flags

These remain open as of 2026-05-12:

0. ⚠️ **Multi-advertiser ads setting incorrect on live ads** (Periphery standard = OFF, all live ads currently ON). 21+ ads affected: 8 V1 Meta (built 2026-05-05) + 8 V2 Meta (2026-05-12) + 5 V2 DG (2026-05-12); V1 DG (10 ads) may also be affected. Fix path: `meta_ads_get_ad_creative` → modify payload → `meta_ads_create_ad_creative` → `meta_ads_replace_ad_creative`. **Alex decision needed:** (a) bulk-update all 21+ now, (b) keep existing + apply standard going forward, or (c) delete + recreate. Skills now corrected.
1. ⚠️ **Sales Gallery hours / appointment-only** — needed for "Visit the Sales Gallery" CTA on copy-google.md sitelinks. If appointment-only, swap CTA to "Book Your Appointment." Not blocking Search/DG but blocks sitelink finalization.
2. ⚠️ **Specific fall move-in month** — keep seasonal "Move in this Fall" unless Claudia approves a specific month.
3. ⚠️ **Photography rights / talent releases** — confirm carousel photos with people are cleared for paid social use.
4. ⚠️ **Logo lockup placement** — "Elmwood by Marcon" co-brand visible on Cards 1 + 6 only; confirm Claudia is OK with this vs every-card lockup.
5. ⚠️ **Realtor budget add-on** — Claudia's Apr 23 ask: $3K for realtor integration similar to Hue's Lauren Keen partnership. Pending Alex response on timing.
6. ⚠️ **DG video ratio gap** — Marcon delivered 9:16 reel only. DG performs best with 16:9 + 9:16 + 1:1 set. Ask Claudia for horizontal cut from same shoot. Non-blocking.
7. ⚠️ **Meta custom event verification** — `ELM_REG_COMP_RESI` exists as Google conversion action (`894809669`, ENABLED) but not verified on Meta pixel side. Confirm event appears in Meta optimization picker; if not, ping Marcon dev to add via CAPI/pixel config (mirror Hue's `HUE_REG_COMP_RESI` setup).
8. ⚠️ **Two unknown Meta pixels firing** — `730854324621874` and `2037469969980248` active on `/register` alongside our target pixel. Non-blocking but flagged for Marcon to identify.

## Status Log

### 2026-05-13 — V2 push-live + Claudia approval + first-week perf reply

**Cycle:** 2026-05-now-selling-launch · **Status:** live · **Author:** Alex Wan

- **Claudia approved V2 push-live** at 10:01a PT in "Re: Elmwood Ads" thread: *"looks good! Please push live."* — scoped to the 4 V2 Meta preview links Alex sent 2026-05-12 11:52a.
- **Alex flipped V2 Meta ads ENABLED** in Ads Manager same morning. Cycle now fully live (V1 + V2 — 31 ads total).
- **First-week perf snapshot** (May 6 → 12, 7 full days): $2,756 spend · 28 registrations · $98 blended CPL.
  - Meta: $1,674 / 16 regs / **$105 CPL** — higher than typical but in line with Conversion-campaign expectations (on-site form completion vs cheaper Instant Forms; trade-off: higher CPL, better lead quality).
  - Google Search Branded: $273 / 8 / **$34 CPL** — standout; people searching "Elmwood" directly.
  - Google Search Non-Branded: $466 / 2 / $233 CPL — learning phase.
  - Google Demand Gen: $343 / 2 / $171 CPL — learning phase.
- **Reply sent** to Claudia (cc Cici Ip + Jason Wong) confirming push-live + perf snapshot + frame on Conversion-campaign CPL expectations + V2 watch window (5-7d).
- **Account handoff acknowledged:** per Claudia's 2026-05-11 note, Cici Ip + Jason Wong take over Elmwood relationship going forward.
- **Open: BQ reporting view double-counts Meta conversions** — `reporting.blended_overview` sums `website_leads + website_registrations + on_facebook_leads`, but Meta tags the same registration under multiple `action_type` labels (`lead` + `offsite_conversion.fb_pixel_lead` both = 30 for last 9d, while custom event = 16). All client perf pulls via this view affected — flagged for Jonathan / data-warehouse fix.

### 2026-05-12 — V2 deployed (Meta + Google DG) + naming convention correction

**Cycle:** 2026-05-now-selling-launch · **Status:** built-paused · **Author:** Alex Wan

- **Meta V2: 8 ads built PAUSED** via Markifact `meta_ads_create_*` ops with corrected naming (`CAR_NSELL_Feed-{Broad/Prosp}-V2`, `IMG_NSELL_Feed-{Broad/Prosp}-V2`, `CAR_NSELL_Story-{Broad/Prosp}-V2`, `VID_NSELL_Reel-{Broad/Prosp}-V2`). Attached to existing 4 ad sets — V1 ads untouched. 6 prior mis-named V2 ads (from 2026-05-11) deleted by Alex first.
- **Google DG V2: 5 ads built PAUSED** via Markifact `gads_create_demand_gen_single_image_ad` (bulk). `IMG_NSELL_MAY2026_v2` deployed across 5 ad groups (LAL/CUSTOM/INMARKET/LIFEEVENT/RETRG_EN). DG-specific static + 1:1 supporting. CTA Learn More.
- **BURQUITLAM typo fix:** Claudia delivered corrected V2 exports via `Inbox/Set 2 Elmwood Updated/`. 4 files re-rendered (Carousel Card 1, Story Card 1, Single Image 1:1, Static 9:16); 9 byte-identical. Old typo'd files archived to `assets/v2/_superseded/2026-05-12-burquitlam-typo/`. New Drive file IDs granted Anyone-Reader.
- **Total live rotation:** 31 ads (16 Meta + 9 Search + 15 DG). All V2 PAUSED pending Meta/Google review + Alex QA.
- **Resolved:** V2 BURQUITLAM typo, V2 ad naming convention, V2 carousel CTA alignment
- **Opened:** Multi-advertiser ads setting bug (skill default was ON; Periphery standard is OFF) — 21+ ads affected. See Open Flags #0.

### 2026-05-11 — V2 creative + CTA alignment (V1 + V2 → Learn More)

**Cycle:** 2026-05-now-selling-launch · **Status:** built-paused · **Author:** Alex Wan

- **V2 creatives delivered by Claudia** (`Inbox/Set_2/` — 13 files: 5-card mixed image+video carousel, 4-card mixed image+video story carousel, 1 reel video, 3 statics). Copy pulled from Figma Variant 2 spec (`fwq2vQbzqvJ68epi39Y948` node `255:43`) — GST forefront in primary text, drops tagline tail.
- **CTA migrated V1 + V2 → `LEARN_MORE`** per Claudia. V1 was `SIGN_UP`; Alex updated directly in Ads Manager. V2 ships with Learn More per Figma. Sweep applied across copy-meta.md, digital.md, brand-voice.md §7 CTA hierarchy.
- **BURQUITLAM typo identified** on V2 single image + flagged to Claudia.
- **First V2 Meta deploy** (Ops 1, 3, 4 — Path B, held Op 2 Single Image pending typo fix) used mis-named pattern `ELM_630_carousel_now-selling_v2__BROAD` which violated Marcon ad naming convention (project-level prefix in ad name). Caught + corrected.

### 2026-05-05 — V1 launch (Meta + Google) — built-paused

**Cycle:** 2026-05-now-selling-launch · **Status:** built-paused · **Author:** Alex Wan

- **Meta V1: 8 ads built PAUSED** on campaign `ELM_630_RESI_BOF_CONVER_STAND_EN` (`52544107272041`) across 4 live ad sets (`LGWEB_BROAD_EN`/`52544107272241`, `LGWEB_BROAD_EN_Story&Reel`/`52544108776441`, `LGWEB_PROSP_EN_RealEstate`/`52544108566241`, `LGWEB_PROSP_EN_RealEstate_Story&Reel`/`52544108683841`). 6-card carousel, 6-card story carousel, single image, reel video.
- **Google Search V1: 9 RSAs built PAUSED** across 9 intent-bucketed ad groups (Branded + 8 non-branded). SkyTrain canonicalization swept (Burquitlam Station retired per Claudia).
- **Google DG V1: 10 ads built PAUSED** (5 ad groups × 2 ads — `IMG_NSELL_MAY2026_v1` + `CAR_NSELL_MAY2026_v1`). 48 stale `*_SEP2024_*` DG ads paused first.
- **Final approvals locked (2026-05-05):**
  - GST extension to Google copy (Claudia 2026-05-04 email). Canonical rule: full "First time home buyers save on GST" wherever 35+ chars allow; short "Save on the GST" for tight slots. Asterisk OUT unless Marcon supplies disclaimer.
  - SkyTrain phrasing canonicalized: "Steps from SkyTrain" (headline/desc/callout) and "Above Burquitlam, Steps from SkyTrain" (two-beat). Lead/primary copy uses "in Burquitlam" only. Brand-voice.md → v2.3.
  - `copy-meta.md` restructured to mirror Claudia-approved preview board: 4 ads (Carousel / Single Image / Story Static / Reel Video) × 2 audience buckets (BROAD / PROSP) × placement split = 8 ad-instances.
- **Open carousel CTA flag:** carousel ads defaulted to `LEARN_MORE` instead of `SIGN_UP` due to Markifact carousel schema (no ad-level CTA, only per-card). Resolved 2026-05-11 when full V1 migrated to LEARN_MORE.

### 2026-05-04 — Build-readiness audit + Claudia feedback received

**Cycle:** 2026-05-now-selling-launch · **Status:** ready-to-build · **Author:** Alex Wan

- **Hue ad set audit complete** (`act_31334812` via Markifact): campaign objective `OUTCOME_LEADS`, optimization `OFFSITE_CONVERSIONS`, custom event `HUE_REG_COMP_RESI`, bid strategy `LOWEST_COST_WITHOUT_CAP`, CBO daily budget $160, attribution 7d-click + 1d-view, HSAC HOUSING, geo Coquitlam + 15mi radius, age 18-65, 9-interest stack, Advantage+ audience ON, manual placement split Feed + Story&Reel per audience bucket.
- **Elmwood Google conversion actions verified ENABLED** via GAQL (7 ELM_* actions on `9376895237`: `ELM_REG_COMP_RESI` primary + `ELM_REG_STR_RESI` + `ELM_APPT_*` + `ELM_CLK_PHN_*` + GA4 mirrors).
- **Page IDs pulled** from live Hue creative `1606834830534481`: FB Page `143586382336889` + IG `17841400906683113`.
- **Tag stack verified** via Tag Assistant + Meta Pixel Helper on `elmwood.marcon.ca/register`: GTM, AW, GA4, Floodlight, Meta pixel (`1299089964458388`) + 2 unknown (`730854324621874`, `2037469969980248`).
- **Claudia reply (2026-05-04):** focus on V1 only, Figma WIP variants are noise, website will align with Campaign 1, GST-only-on-Carousel-Card-3 confirmed. **Resolved 6 flags:** tagline mapping, FB Page IDs, bid strategy, HSAC blueprint, front-end tags, ELM_612 sweep.
- **Doc updates:** swept ELM_612 → ELM_630 across 7 .md files (40 references); added Targeting Spec + Conversion Setup + Bid Strategy & Budget Pacing to campaign.md; updated Marcon CLAUDE.md with Page IDs + Tag Stack.
- **Google budget split locked:** Search $3,000 ($96.77/day, 75%) + DG $1,000 ($32.26/day, 25%) of $4K monthly.
- **Production-readiness cross-check:** pulled Figma "Ads" page (4 variants visible: V1, V2, Campaign 2, Campaign 3). **Drift fixes applied:** capitalization sweep "this fall" → "this Fall" (8x copy-meta + 1x copy-google + preview); GST language upgrade in copy-google.md Branded RSA D2 + DG D2; Search RSA H6 swapped to clean "Save on the GST"; RSA D3 anchored to Figma Card 3 phrase; gsheet B88 + B141 GST phrasing updated. **Variant scope locked:** V1 = production; V2 noted as WIP.

### 2026-05-01 — Official creative drop received

**Cycle:** 2026-05-now-selling-launch · **Status:** in-review · **Author:** Alex Wan

Official Marcon creative drop received (`Inbox/Dropbox Ads/` — 90 MB zip): 6-card Carousel (2160×2160), 6 Story variants (2160×3840), 3 Statics (1x1, 9x16, DG 1200×628), 1 Reel video (12.5sec). All assets carry verified Elmwood branding (green CTA bar, "Final Release. 1, 2 & 3 Bedrooms", "Surrounded by Sky. Filled with Light." tagline). **3 outstanding flags RESOLVED:** bedroom mix (1,2,3 confirmed everywhere), master tagline ("Surrounded by Sky" canonical; website "Above the City" treated as legacy), Reel composite (real Elmwood Reel delivered, replaces kreatli placeholder). Apr 29 batch moved to `assets/_superseded/`. Banner switched amber→green "V1 — First Ad Set · Launch May 1, 2026". **V1 = first ad set launching now; V2 = second ad set coming next week.** May 4 refresh batch arrived — 8 files changed (all 6 stories + Static 9x16 + Static DG); old versions archived to `assets/_superseded/2026-05-04/`.

### 2026-04-29 — Now Selling launch direction locked

**Cycle:** 2026-05-now-selling-launch · **Status:** draft · **Author:** Alex Wan

Single multi-hour session that took the project from messy folder + brief-only brand voice to launch-ready:
- **Folder restructured** per Project Folder Convention. Root went from 14 items to 6 (Logs/, Inbox/, Deliverables/, Reference/, + CLAUDE.md, campaign.md).
- **Brand voice rewritten to v2.1.** All 3 v1 pilot flags resolved (Phase = Now Selling, Bedroom mix = 1,2,3, Languages = EN only). Atmospheric voice attribute added.
- **Marcon delivered creative set via Figma** (`fwq2vQbzqvJ68epi39Y948`): 8 carousel-1x1 + 6 story-9x16 + 4 videos + 12 raw photos + library.
- **Production brief + cycle files generated.** ClickUp task `868jf5fr2` created.
- **Live ad copy gsheet populated** via Markifact: 100 cells col B rows 40-142. Preserved Claudia's existing entries.
- **Client ad-preview wireframe wired with real composites.** Default tab = "All Variants".
- **4 pre-launch flags raised** for Claudia: GST legal phrasing, master tagline (carousel vs website), bedroom mix conflict, Reel composite wrong content.

### 2026-04-06 — Budget reviewed

**Cycle:** 2026-05-now-selling-launch · **Status:** planning · **Author:** Alex Wan

$40K ad spend + $7.2K mgmt (18%), May–Sep 2026. Claudia moving forward with recommendations. Formal sign-off on initiation fee + June/July budgets pending.

## Notes

- Elmwood shares the Marcon Sales Meta account with Hue — `ELM_630_` prefix isolates (never mix with `HUE_623_`)
- HSAC compliance applies (Marcon - Sales Meta account is Housing Special Ad Category)
- Marcon providing all creatives — no Periphery design hours in this scope
- High end but approachable positioning — Burquitlam, end-user focused
- Waiting on: Cici (Hue team) for lead-to-sales data to benchmark conversion rates