The Build — Campaign Brief

Status: Ready for desktop execution Date: 2026-03-29 Event dates: April 20-22, 2026 (Mon/Tue/Wed), 12:00-1:30 PM Eastern Brand: Practice Builders (CYP visual style) URL: thepracticebuilders.ai Price: $47 (normally $97) Ad launch target: Thursday, April 2, 2026 (aggressive — more data, more leads). Fallback: Monday, April 6 if setup runs long. Ad budget: $20/day × 18 days (April 2-19) = $360. Or $280 if April 6 start (14 days).

The Funnel

Meta Ad (FB + IG)
    ↓
Landing/Delivery Page (free CIB skill — email capture on MailerLite)
    ↓
Thank You Page (sells The Build — $47 Stripe link)
    ↓
[IF NO BUY] Nurture Sequence (3-5 emails → sells The Build)
    ↓
[IF BUY] Buyer Sequence (warmth, excitement, Practice Brain pre-work, prep for sessions)
    ↓
The Build — 3 sessions, April 20-22

Assets to Build (Desktop Session)

1. CIB Delivery Page — CYP Brand (Landing Page for Ads)

What: Rebuild the advisoryos.ai/client-intelligence-brief-skill delivery page in CYP branding (deep teal/cream/gold, Fraunces + Montserrat). This is where the ad sends traffic. Golden example: ~/claude-inbox/creatingyourplan-homepage-v17.html Design system: ~/claude-inbox/cyp-design-system.html Brand reference: business-aos/reference/brand/visual-style-cyp.md Original to adapt: The AOS delivery page for the CIB skill (advisory-os-vault campaigns folder) Email capture: MailerLite form embed (Kathryn configures the form in MailerLite, provides embed code) Output: Full HTML file, paste into Convertri custom code section CTA: "Get the Client Intelligence Brief — Free" → email capture → delivers skill file

2. Thank You Page

What: Page shown after email capture. Immediately sells The Build. Content:

• "Your Client Intelligence Brief is on its way. While you're here..."
• Pitch The Build — 3 sessions, April 20-22, 12:00-1:30 PM Eastern, $47
• What they get: 3 live build sessions + Practice Brain (immediate on purchase) + 3 skills
• Stripe payment button ($47)
• Testimonial snippet(s) from CYP homepage
• "Normally $97 — $47 for the first cohort" Output: Full HTML, CYP brand, Convertri-ready

3. Sales Page — thepracticebuilders.ai/the-build

What: Standalone sales page for The Build. Linked from nurture emails, FB page, anywhere. Content:

• Hero: "The Build — 3 Sessions. 3 Systems. One Week." (or similar)
• What it is: 3 live sessions (April 20-22, 12-1:30 PM ET)
• What they walk away with: Practice Brain + 3 functioning systems + skills they keep
• Who it's for / not for (mirror CYP homepage pattern)
• The 3 sessions — what happens in each
• Proof/testimonials
• Price: $47 (normally $97) — Stripe button
• FAQ / objection handling
• Risk reversal Output: Full HTML, CYP brand, Convertri-ready

4. thepracticebuilders.ai Homepage

What: Simple page so the root domain doesn't 404. Can be minimal. Content:

• Practice Builders brand header
• Brief intro — what Practice Builders is
• Featured: The Build (link to sales page)
• Footer with links Output: Full HTML, CYP brand, Convertri-ready

5. Nurture Email Sequence (Non-Buyers)

What: 3-5 emails sent to people who got the CIB but didn't buy The Build Platform: MailerLite Timing: Email 1 = day after signup, then every 2 days Arc:

• Email 1: "Did you run the CIB? Here's what to look for." (value + soft mention of The Build)
• Email 2: Teaching email — one of the 3 bottlenecks. "This is what The Build fixes."
• Email 3: Proof/story — results from past clients. Direct pitch.
• Email 4: Urgency — "X spots left" or "Price goes to $97 after April 15"
• Email 5: Last call — "Starts Monday. You in?" Output: Copy for each email (subject + body), Kathryn pastes into MailerLite

6. Buyer Email Sequence (Post-Purchase)

What: 3-5 emails sent after someone buys the $47 ticket Platform: MailerLite Purpose: Keep them excited, get them working on the Practice Brain, reduce no-shows Arc:

• Email 1 (immediate): "You're in. Here's your Practice Brain — start now." (delivers Practice Brain access/instructions)
• Email 2 (day 2-3): "Here's what to expect in Session 1." (preview, build anticipation)
• Email 3 (day 5-7): "Have you finished your Practice Brain?" (nudge, show what it unlocks)
• Email 4 (day before): "Tomorrow at noon. Here's how to show up ready."
• Email 5 (morning of): "We start in 3 hours. Link inside." Output: Copy for each email, Kathryn pastes into MailerLite

7. Facebook Reactivation Posts (3-5 posts)

What: Posts on facebook.com/creatingyourplan to make the page look active before ads run Timeline: Post 1-2 before ads launch (April 1-2), then 1/week during campaign Content: Value posts that match the CIB/Build themes — bottlenecks, systems, practice owner pain points. Not selling. Being present. Output: Copy for each post. Kathryn posts manually.

8. Facebook + Instagram Profile Refresh

What: New header image and profile area for CYP Facebook page + Instagram Requirements:

• Match CYP brand (deep teal, cream, gold)
• Feature Practice Builders positioning
• Professional, current Output: Image concepts/specs + copy for bio. Kathryn may need Canva or similar for final images.

9. Ad Creative (3-5 Variations)

What: Facebook/Instagram ad copy + image direction Use: /ads skill Variations: Test different hooks:

• Pain-based: "Every client requires YOU personally. That's the problem."
• Outcome-based: "What if you could prep for every client meeting in 2 minutes?"
• Curiosity-based: "This free tool found $76K one practice owner was leaving on the table."
• Speed-based: "2 minutes. 5 emails. The clearest client read you've ever had." Image direction: CYP brand colors. Not stock photos. Clean, professional, pattern-interrupt. Output: Ad copy (primary text, headline, description) + image specs for each variation

10. Meta Campaign Setup — Step by Step

What: Baby-step walkthrough for Kathryn to set up the campaign in Meta Ads Manager Covers:

• Business Manager setup (if needed)
• Creating the campaign
• Audience targeting (professional services, practice owners, etc.)
• Budget settings ($20/day)
• Uploading creative
• Connecting to the landing page
• Installing the pixel on Convertri
• Launching and monitoring Output: Step-by-step doc with screenshots descriptions. NOT a general guide — specific to THIS campaign.

Dependencies / Blockers

Critical path: Practice Brain must be built before buyer email 1 can deliver it. Everything else can be built in parallel.

Build Order (Recommended)

Day 1 (Today — Desktop session):

1. Sales page (thepracticebuilders.ai/the-build) — this is the core asset everything points to
2. CIB delivery page (CYP brand) — this is where ads land
3. Thank you page — connects delivery to sales

Day 2 (March 30):

1. Nurture email sequence (5 emails)
2. Buyer email sequence (5 emails)
3. Practice Brain (must exist before buyer email 1 delivers it)

Day 3 (March 31):

1. Ad copy + image direction
2. Facebook reactivation posts (post first 2 immediately)
3. FB + IG profile refresh
4. thepracticebuilders.ai homepage

Day 4 (April 1-2):

1. Meta campaign setup (with step-by-step walkthrough)
2. Kathryn: MailerLite forms, Stripe product, Convertri pages live
3. Test full funnel end-to-end

April 2 (Thursday): Ads go live. FB reactivation posts already up. Full funnel tested. Fallback April 6 (Monday): If setup runs long, launch Monday for clean weekly data.

Reference Files for Desktop Session

Chief of Staff Notes

• This campaign exists to solve ONE constraint: not enough people know about Kathryn. Everything in this brief serves that goal.
• The CIB is the lead magnet because it EXISTS. No build time. Ship what's live.
• The Practice Brain is the only new build that blocks the funnel. Prioritize it.
• First ad run is a DATA run, not a profit run. $340 buys information about what works. Act on the data.
• Kathryn dislikes paid traffic setup. The Meta walkthrough must be specific, sequential, and assume zero familiarity. No jargon. Baby steps.
• Facebook page must look alive before ads run. People check.
• The $47 price is a test. If conversions are strong, keep it. If not, test $27 or free-with-upsell. Let data decide.
• Monday ad launch (April 6) gives the algorithm clean weekday data from day one. B2B audiences are most active Mon-Fri. April 2-5 is buffer for testing and FB warmup.