/Users/russgoerend/Desktop/Portfolio HTMLs/Marketing Analytics Playbook.html

Analysis & Findings

Use the metrics plan to guide your analysis and surface the strongest insights.

Analysis Priorities

Baseline current performance and identify trends.

Segment by audience, channel, and campaign.

Test assumptions against actual data.

Document any data quality issues and how you addressed them.

Analysis & Findings

Use the metrics plan to guide your analysis and surface the strongest insights. This is the hardest step — take your time here.

                🔬

                    Reporting vs. Analysis — know the difference.

                    Reporting says: "Our CTR was 2.4%."

                    Analysis says: "Our CTR of 2.4% was 40% above industry average, but it was driven entirely by the retargeting campaign — cold traffic CTR was actually below average, which suggests our top-of-funnel creative needs work."

                    Your job is analysis, not reporting. Every number needs context, comparison, and a "so what."

How to Actually Do the Analysis

Follow these steps in order. Don't skip to conclusions before you've looked at the data.

Get everything in one place. Export the relevant data from each platform (GA4, Meta, Google Ads, etc.) into a single Google Sheet. One tab per source is a clean way to start.

Build a comparison table. Create a simple table: this period vs. the previous period (or this campaign vs. another). Use the same metrics across all rows. This alone will surface most of the interesting patterns.

Sort by your primary metric. What's highest? Lowest? Most changed? You're looking for outliers — the things that are unusually good or unusually bad are where the story usually lives.

Segment before you conclude. If you see a trend, ask: does this hold across all channels, or is one channel driving the whole result? Same for device type, geography, and audience. A top-line number can hide very different realities underneath.

Write one sentence per finding. Before moving on from any pattern, write one sentence that explains what it means for the client — not just what the number is. This forces you to actually interpret the data instead of just restating it.

Note data quality issues. If a metric looks wrong, flag it. Missing tracking, inconsistent definitions across platforms, or gaps in data all need to be documented — they affect how confident you can be in your conclusions.

Analysis Priorities

Baseline current performance and identify trends.

Segment by audience, channel, and campaign.

Test assumptions against actual data.

Document any data quality issues and how you addressed them.


Is this still working? I accidentally clicked update thinking it would update the preview, but it updated VS Code.


The file /Users/russgoerend/Desktop/Portfolio HTMLs/Marketing Analytics Playbook.html has been updated successfully. (file state is current in your context — no need to Read it back)

Analysis & Findings

Use the metrics plan to guide your analysis and surface the strongest insights.

Analysis Priorities

Baseline current performance and identify trends.

Segment by audience, channel, and campaign.

Test assumptions against actual data.

Document any data quality issues and how you addressed them.

Analysis & Findings

Use the metrics plan to guide your analysis and surface the strongest insights. This is the hardest step — take your time here.

                🔬

                    Reporting vs. Analysis — know the difference.

                    Reporting says: "Our CTR was 2.4%."

                    Analysis says: "Our CTR of 2.4% was 40% above industry average, but it was driven entirely by the retargeting campaign — cold traffic CTR was actually below average, which suggests our top-of-funnel creative needs work."

                    Your job is analysis, not reporting. Every number needs context, comparison, and a "so what."

How to Actually Do the Analysis

Follow these steps in order. Don't skip to conclusions before you've looked at the data.

Get everything in one place. Export the relevant data from each platform (GA4, Meta, Google Ads, etc.) into a single Google Sheet. One tab per source is a clean way to start.

Build a comparison table. Create a simple table: this period vs. the previous period (or this campaign vs. another). Use the same metrics across all rows. This alone will surface most of the interesting patterns.

Sort by your primary metric. What's highest? Lowest? Most changed? You're looking for outliers — the things that are unusually good or unusually bad are where the story usually lives.

Segment before you conclude. If you see a trend, ask: does this hold across all channels, or is one channel driving the whole result? Same for device type, geography, and audience. A top-line number can hide very different realities underneath.

Write one sentence per finding. Before moving on from any pattern, write one sentence that explains what it means for the client — not just what the number is. This forces you to actually interpret the data instead of just restating it.

Note data quality issues. If a metric looks wrong, flag it. Missing tracking, inconsistent definitions across platforms, or gaps in data all need to be documented — they affect how confident you can be in your conclusions.

Analysis Priorities

Baseline current performance and identify trends.

Segment by audience, channel, and campaign.

Test assumptions against actual data.

Document any data quality issues and how you addressed them.

-
Use the metrics plan to guide your analysis and surface the strongest insights.

+
Use the metrics plan to guide your analysis and surface the strongest insights. This is the hardest step — take your time here.

+            <div class="callout callout-blue">

+                    Reporting vs. Analysis — know the difference.

+                    Reporting says: "Our CTR was 2.4%."

+                    Analysis says: "Our CTR of 2.4% was 40% above industry average, but it was driven entirely by the retargeting campaign — cold traffic CTR was actually below average, which suggests our top-of-funnel creative needs work."

+                    Your job is analysis, not reporting. Every number needs context, comparison, and a "so what."

+
Follow these steps in order. Don't skip to conclusions before you've looked at the data.

+                <ol class="how-to-list">

+
Get everything in one place. Export the relevant data from each platform (GA4, Meta, Google Ads, etc.) into a single Google Sheet. One tab per source is a clean way to start.

+
Build a comparison table. Create a simple table: this period vs. the previous period (or this campaign vs. another). Use the same metrics across all rows. This alone will surface most of the interesting patterns.

+
Sort by your primary metric. What's highest? Lowest? Most changed? You're looking for outliers — the things that are unusually good or unusually bad are where the story usually lives.

+
Segment before you conclude. If you see a trend, ask: does this hold across all channels, or is one channel driving the whole result? Same for device type, geography, and audience. A top-line number can hide very different realities underneath.

+
Write one sentence per finding. Before moving on from any pattern, write one sentence that explains what it means for the client — not just what the number is. This forces you to actually interpret the data instead of just restating it.

+
Note data quality issues. If a metric looks wrong, flag it. Missing tracking, inconsistent definitions across platforms, or gaps in data all need to be documented — they affect how confident you can be in your conclusions.


Quick final check to confirm everything is in order:


Bash

grep -n "step-orientation\|step-setup\|step-metrics\|step-analysis\|STEPS\s*=\|nav-orientation" "/Users/russgoerend/Desktop/Portfolio HTMLs/Marketing Analytics Playbook.html"

Verify all five changes landed correctly


208:            <button class="step-btn active" id="nav-orientation" onclick="goTo('orientation')">

🎓 Before You Start</button>
242:

292:

443:

495:

676:    const STEPS = ['orientation','setup','discovery','brief','cp1a','data','cp1','metrics','analysis','cp2','insights','report','cp3'];


Everything landed. Here's the full summary of what was added to the Marketing Analytics Playbook:

**New Phase 0 — "Before You Start"** (new first step)
- Plain-English explanation of what marketing analytics actually is and why it matters
- Full glossary of 9 key terms (Conversion, CTR, CPC, CPA, ROAS, Bounce Rate, Session Duration, Segment, Benchmark) — each defined in student-friendly language
- Tool guide covering GA4, Meta Ads Manager, Google Ads, Google Sheets, and Looker Studio
- Callout that normalizes not having access to everything
- Callout describing what a finished project looks like

**Expanded Metrics Plan**
- North-star metric callout to help students focus before building a metrics plan
- New definitions card covering each metric with real context — including the ROAS vs. ROI distinction that trips up beginners
- Expanded Measurement Framework note connecting Outputs to Outcomes

**Expanded Analysis & Findings**
- Callout showing the difference between reporting and analysis with a concrete side-by-side example
- Step-by-step numbered how-to card: get data in one place → comparison table → sort → segment → write one sentence per finding → flag data quality issues


<ide_opened_file>The user opened the file /Users/russgoerend/Desktop/Portfolio HTMLs/APEX_Professional_Dashboard.html in the IDE. This may or may not be related to the current task.</ide_opened_file>

Love it. Please evaluate the Social Media Playbook to see if it also needs the type of stuff you just added to the Marketing playbook. And if it does need it, go ahead and do it.


The user wants me to evaluate the Social Media Playbook and add similar foundational content if needed. Let me read through the full content of the Social Media Playbook to assess it.


Let me read through the full content of the Social Media Playbook.


wc -l "/Users/russgoerend/Desktop/Portfolio HTMLs/Social Media Playbook.html"

Get line count


1712 /Users/russgoerend/Desktop/Portfolio HTMLs/Social Media Playbook.html


Read

/Users/russgoerend/Desktop/Portfolio HTMLs/Social Media Playbook.html


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659	                📱 Social Media Playbook
660	                Dashboard
661	                Portfolio
662	                Social
663

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673
Social Media

674
New Project

675

676	                    <select id="project-select" onchange="switchProject(this.value)"></select>
677

678	                        <button type="button" class="btn-small" onclick="newProject()">+ New</button>
679	                        <button type="button" class="btn-small" onclick="duplicateProject()">Duplicate</button>
680	                        <button type="button" class="btn-small" onclick="renameProject()">Rename</button>
681	                        <button type="button" class="btn-small btn-danger" onclick="deleteProject()">Delete</button>
682

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0 of 14 steps complete

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◆ Phase 1: Strategy & Planning

693	                <button class="step-btn active" id="nav-setup" onclick="goTo('setup')">
694

695	                    📱 Project Setup
696	                </button>
697	                <button class="step-btn" id="nav-discovery" onclick="goTo('discovery')">
698

699	                    🔎 Client Discovery
700	                </button>
701	                <button class="step-btn" id="nav-brief" onclick="goTo('brief')">
702

703	                    📋 Creative Brief
704	                </button>
705	                <button class="step-btn" id="nav-cp1a" onclick="goTo('cp1a')">
706

707	                    ✅ Checkpoint: Strategy Review
708	                </button>
709	                <button class="step-btn" id="nav-audience" onclick="goTo('audience')">
710

711	                    👥 Audience Research
712	                </button>
713	                <button class="step-btn" id="nav-calendar" onclick="goTo('calendar')">
714

715	                    📅 Content Calendar
716	                </button>
717	                <button class="step-btn checkpoint" id="nav-cp1" onclick="goTo('cp1')">
718

719	                    ✅ Checkpoint: Content Plan
720	                </button>
721

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◆ Phase 2: Content Creation

726	                <button class="step-btn" id="nav-cp2a" onclick="goTo('cp2a')">
727

728	                    ✅ Checkpoint: Content Kickoff
729	                </button>
730	                <button class="step-btn" id="nav-content" onclick="goTo('content')">
731

732	                    🎨 Content Creation
733	                </button>
734	                <button class="step-btn checkpoint" id="nav-cp2" onclick="goTo('cp2')">
735

736	                    ✅ Checkpoint: Content Review
737	                </button>
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◆ Phase 3: Publishing & Engagement

743	                <button class="step-btn" id="nav-publish" onclick="goTo('publish')">
744

745	                    🚀 Publishing
746	                </button>
747	                <button class="step-btn" id="nav-engage" onclick="goTo('engage')">
748

749	                    💬 Engagement
750	                </button>
751	                <button class="step-btn checkpoint" id="nav-cp3" onclick="goTo('cp3')">
752

753	                    ✅ Checkpoint: Performance Review
754	                </button>
755	                <button class="step-btn" id="nav-review" onclick="goTo('review')">
756

757	                    👀 Client Review
758	                </button>
759

760
761

762	                <button class="task-board-btn" onclick="openTaskBoard()">
763	                    📋 Project Task Board
764	                </button>
765
Use this task board anytime to keep your project tasks visible and organized. It saves locally in this playbook.

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◆ Phase 1 · Strategy & Planning

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Project Setup

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Before anything else, name this project and answer a few quick questions. This information will appear throughout the playbook to keep you grounded in the goal.

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📋 Your Project Info

780
Project Name

781	                    <input class="field-input" id="proj-name" type="text" placeholder="e.g., APEX Alumni Social Media Campaign 2026" oninput="saveState(); updateSidebarLabel();">
782
Client / Organization

783	                    <input class="field-input" id="proj-client" type="text" placeholder="e.g., Waukee APEX, Waukee Community Theatre" oninput="saveState();">
784
Project Type

785	                    <select class="field-input" id="proj-type" onchange="saveState();">
786	                        <option value="">— Select one —</option>
787	                        <option value="campaign">Social Media Campaign</option>
788	                        <option value="event">Event Promotion</option>
789	                        <option value="brand">Brand Awareness</option>
790	                        <option value="engagement">Community Engagement</option>
791	                        <option value="other">Other</option>
792	                    </select>
793
Final Delivery Deadline

794	                    <input class="field-input" id="proj-deadline" type="date" oninput="saveState();">
795
Your Role on This Project

796	                    <input class="field-input" id="proj-role" type="text" placeholder="e.g., Social Media Manager, Content Creator" oninput="saveState();">
797

798
799

800	                    💡
801
Add this to your Task Board. Open the Task Board (button in the lower-left sidebar) and add your first tasks now: "Schedule strategy meeting with client" and "Review this playbook through Phase 1." Use it throughout the semester to track progress. This board is your project-specific tracker for this playbook.

802

803
804

805	                    <button class="btn-prev" style="visibility:hidden;"></button>
806	                    <button class="btn-next" onclick="markCompleteAndNext('setup', 'discovery')">Mark Complete & Continue →</button>
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◆ Phase 1 · Strategy & Planning

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Client Discovery

814
Talk to the client and collect their goals, audience insights, and expectations. Use this discovery to shape the content strategy.

815
816

817	                    ⚠
818
Don't skip the prep. Review these questions before your discovery meeting. Arriving prepared signals professionalism; arriving unprepared signals the opposite.

819

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822
🔍 Questions to Ask Every Client

823

824
What is the purpose of this campaign — inform, inspire, promote, recruit, or build awareness?

825
Who is the audience? Age, context, platform habits, and what do they already know?

826
Where will the content live? Instagram, TikTok, Facebook, email, website, event screen, or another platform?

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What is the hard deadline for launch? Are there earlier review or approval dates?

828
Can you share examples of content you like? What specifically makes those examples work?

829
Who are the decision-makers and approvers? Who signs off on the final deliverable?

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What brand guidelines, tone, colors, imagery, or music rules must we follow or avoid?

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What does success look like for this project? How will we know it worked?

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📣 Additional Questions for Social Campaigns

837
If this project is for social media, also ask:

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839
What content formats are needed — posts, stories, reels, short videos, or graphics?

840
Do we need captions, hashtags, campaign copy, or ad creative?

841
Will this be organic only, or are paid promotions part of the plan?

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Who will monitor comments, respond to messages, and engage the audience?

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Are there legal or permissions issues for talent, locations, music, or logos?

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848
📎 Capture Your Final Artifact · Maps to S1: Client Relationships · S4: Technical Skills

849

/Users/russgoerend/Desktop/Portfolio HTMLs/Social Media Playbook.html

                📱 Social Media Playbook
                Dashboard
                Portfolio
                Social

Social Media

New Project

                    <select id="project-select" onchange="switchProject(this.value)"></select>

                        <button type="button" class="btn-small" onclick="newProject()">+ New</button>
                        <button type="button" class="btn-small" onclick="duplicateProject()">Duplicate</button>
                        <button type="button" class="btn-small" onclick="renameProject()">Rename</button>
                        <button type="button" class="btn-small btn-danger" onclick="deleteProject()">Delete</button>

0 of 14 steps complete

◆ Phase 1: Strategy & Planning

                <button class="step-btn active" id="nav-setup" onclick="goTo('setup')">

                    📱 Project Setup
                </button>
                <button class="step-btn" id="nav-discovery" onclick="goTo('discovery')">

                    🔎 Client Discovery
                </button>
                <button class="step-btn" id="nav-brief" onclick="goTo('brief')">

                    📋 Creative Brief
                </button>
                <button class="step-btn" id="nav-cp1a" onclick="goTo('cp1a')">

                    ✅ Checkpoint: Strategy Review
                </button>
                <button class="step-btn" id="nav-audience" onclick="goTo('audience')">

                    👥 Audience Research
                </button>
                <button class="step-btn" id="nav-calendar" onclick="goTo('calendar')">

                    📅 Content Calendar
                </button>
                <button class="step-btn checkpoint" id="nav-cp1" onclick="goTo('cp1')">

                    ✅ Checkpoint: Content Plan
                </button>

◆ Phase 2: Content Creation

                <button class="step-btn" id="nav-cp2a" onclick="goTo('cp2a')">

                    ✅ Checkpoint: Content Kickoff
                </button>
                <button class="step-btn" id="nav-content" onclick="goTo('content')">

                    🎨 Content Creation
                </button>
                <button class="step-btn checkpoint" id="nav-cp2" onclick="goTo('cp2')">

                    ✅ Checkpoint: Content Review
                </button>

◆ Phase 3: Publishing & Engagement

                <button class="step-btn" id="nav-publish" onclick="goTo('publish')">

                    🚀 Publishing
                </button>
                <button class="step-btn" id="nav-engage" onclick="goTo('engage')">

                    💬 Engagement
                </button>
                <button class="step-btn checkpoint" id="nav-cp3" onclick="goTo('cp3')">

                    ✅ Checkpoint: Performance Review
                </button>
                <button class="step-btn" id="nav-review" onclick="goTo('review')">

                    👀 Client Review
                </button>

                <button class="task-board-btn" onclick="openTaskBoard()">
                    📋 Project Task Board
                </button>

Use this task board anytime to keep your project tasks visible and organized. It saves locally in this playbook.

◆ Phase 1 · Strategy & Planning

Project Setup

Before anything else, name this project and answer a few quick questions. This information will appear throughout the playbook to keep you grounded in the goal.

📋 Your Project Info

Project Name

                    <input class="field-input" id="proj-name" type="text" placeholder="e.g., APEX Alumni Social Media Campaign 2026" oninput="saveState(); updateSidebarLabel();">

Client / Organization

                    <input class="field-input" id="proj-client" type="text" placeholder="e.g., Waukee APEX, Waukee Community Theatre" oninput="saveState();">

Project Type

                    <select class="field-input" id="proj-type" onchange="saveState();">
                        <option value="">— Select one —</option>
                        <option value="campaign">Social Media Campaign</option>
                        <option value="event">Event Promotion</option>
                        <option value="brand">Brand Awareness</option>
                        <option value="engagement">Community Engagement</option>
                        <option value="other">Other</option>
                    </select>

Final Delivery Deadline

                    <input class="field-input" id="proj-deadline" type="date" oninput="saveState();">

Your Role on This Project

                    <input class="field-input" id="proj-role" type="text" placeholder="e.g., Social Media Manager, Content Creator" oninput="saveState();">

                    💡

Add this to your Task Board. Open the Task Board (button in the lower-left sidebar) and add your first tasks now: "Schedule strategy meeting with client" and "Review this playbook through Phase 1." Use it throughout the semester to track progress. This board is your project-specific tracker for this playbook.

                    <button class="btn-prev" style="visibility:hidden;"></button>
                    <button class="btn-next" onclick="markCompleteAndNext('setup', 'discovery')">Mark Complete & Continue →</button>

◆ Phase 1 · Strategy & Planning

Client Discovery

Talk to the client and collect their goals, audience insights, and expectations. Use this discovery to shape the content strategy.

                    ⚠

Don't skip the prep. Review these questions before your discovery meeting. Arriving prepared signals professionalism; arriving unprepared signals the opposite.

🔍 Questions to Ask Every Client

What is the purpose of this campaign — inform, inspire, promote, recruit, or build awareness?

Who is the audience? Age, context, platform habits, and what do they already know?

Where will the content live? Instagram, TikTok, Facebook, email, website, event screen, or another platform?

What is the hard deadline for launch? Are there earlier review or approval dates?

Can you share examples of content you like? What specifically makes those examples work?

Who are the decision-makers and approvers? Who signs off on the final deliverable?

What brand guidelines, tone, colors, imagery, or music rules must we follow or avoid?

What does success look like for this project? How will we know it worked?

📣 Additional Questions for Social Campaigns

If this project is for social media, also ask:

What content formats are needed — posts, stories, reels, short videos, or graphics?

Do we need captions, hashtags, campaign copy, or ad creative?

Will this be organic only, or are paid promotions part of the plan?

Who will monitor comments, respond to messages, and engage the audience?

Are there legal or permissions issues for talent, locations, music, or logos?

📎 Capture Your Final Artifact · Maps to S1: Client Relationships · S4: Technical Skills


/Users/russgoerend/Desktop/Portfolio HTMLs/Social Media Playbook.html


850	                        <input type="text" class="artifact-link-input" id="art-discovery-link" placeholder="Link to your discovery notes or client meeting doc..." oninput="saveState();">
851

852	                    <textarea class="artifact-note-input" id="art-discovery-note" placeholder="What did the client say? What are the agreed priorities and audience insights?" oninput="saveState();"></textarea>
853

854	                        <button class="btn-save-artifact" onclick="saveArtifact('discovery')">Save Artifact</button>
855	                        <button class="btn-send-portfolio" onclick="openPortfolioModal('discovery', 'Client Discovery Notes', 'S1')">Send to Portfolio →</button>
856

857
✓ Artifact saved

858

859
860

861	                    <button class="btn-prev" onclick="goTo('setup')">← Back</button>
862	                    <button class="btn-next" onclick="markCompleteAndNext('discovery', 'brief')">Mark Complete & Continue →</button>
863

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◆ Phase 1 · Strategy & Planning

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Creative Brief

870
The creative brief is a living document that captures what you and the client agreed on. Build it together, share it with the client, and use it to resolve disagreements later.

871
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873	                    📄
874
Create your brief in Google Docs. Copy the fields below, fill them in, and share the doc with your client and instructor before moving on.

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📋 Creative Brief Template

879
Your brief should cover all of these. No blank fields — if you don't have the answer, that's a question for your next client touchpoint.

880

881
Project Name

882
Client / Organization

883
Project Lead(s)

884
Final Deadline

885
Approval Contact

886
Purpose of the Campaign

887
Target Audience

888
Key Messages (3 max)

889
Tone / Feeling

890
Approximate Length / Format

891
Where it will live

892
Music — yes/no/licensed

893
Captions needed?

894
Brand guidelines / logos

895
Anything to avoid

896
Number of revisions included

897

898

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901	                    🤝
902
Tone vocabulary to share with your client. When you ask "what tone should this feel?" most clients don't know how to answer. Try: Inspiring, Warm, Professional, Energetic, Cinematic, Playful, Emotional, Informative. Ask them to pick 2–3.

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906
📎 Capture an Artifact · Maps to S1: Client Relationships

907

908	                        <input type="text" class="artifact-link-input" id="art-brief-link" placeholder="Link to your completed Creative Brief document..." oninput="saveState();">
909

910	                    <textarea class="artifact-note-input" id="art-brief-note" placeholder="Any key decisions made? Anything that changed from discovery?" oninput="saveState();"></textarea>
911

912	                        <button class="btn-save-artifact" onclick="saveArtifact('brief')">Save Artifact</button>
913	                        <button class="btn-send-portfolio" onclick="openPortfolioModal('brief', 'Creative Brief', 'S1')">Send to Portfolio →</button>
914

915
✓ Artifact saved

916

917
918

919	                    <button class="btn-prev" onclick="goTo('discovery')">← Back</button>
920	                    <button class="btn-next" onclick="markCompleteAndNext('brief', 'cp1a')">Mark Complete & Continue →</button>
921

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◆ Phase 1 · Strategy & Planning

927
Checkpoint: Strategy Review

928
Before diving into audience research, review your initial strategy with Maria & Kayt. This ensures your social media approach aligns with DCS standards and client goals.

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931
👩💼

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933
Maria & Kayt

934
Social Media Mentors · Content Strategy & Brand Alignment

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🤔 Questions to Ask Maria & Kayt Before Starting

940

941
Is this approach consistent with our DCS social media quality expectations, brand voice, and platform strategy?

942
What platforms should we prioritize for this audience?

943
Are there existing brand guidelines or past campaigns to reference?

944
What are the key performance indicators for success?

945

946

947
948	                <textarea class="field-input" id="cp1a-notes" placeholder="What did Maria & Kayt say? What should we adjust in the strategy?" oninput="saveState();"></textarea>
949
950

951	                    <button class="btn-prev" onclick="goTo('brief')">← Back</button>
952	                    <button class="btn-next" onclick="markCompleteAndNext('cp1a', 'audience')">Checkpoint Complete — Audience Research →</button>
953

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958
◆ Phase 1 · Strategy & Planning

959
Audience Research

960
Understand who you're talking to. Research your audience demographics, interests, and online behavior to create content that resonates.

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963
🔍 Audience Analysis Checklist

964

965
<input type="checkbox" id="aud1" onchange="saveState();">Defined primary audience demographics (age, location, interests)

966
<input type="checkbox" id="aud2" onchange="saveState();">Identified preferred social media platforms

967
<input type="checkbox" id="aud3" onchange="saveState();">Analyzed competitor social media presence

968
<input type="checkbox" id="aud4" onchange="saveState();">Researched trending topics in your niche

969
<input type="checkbox" id="aud5" onchange="saveState();">Documented audience pain points and interests

970

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974
📎 Capture Your Final Artifact · Maps to S1: Client Relationships · S4: Technical Skills

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976	                        <input type="text" class="artifact-link-input" id="art-audience-link" placeholder="Link to your audience research doc..." oninput="saveState();">
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978	                    <textarea class="artifact-note-input" id="art-audience-note" placeholder="What did you learn about the audience? How will this inform your content?" oninput="saveState();"></textarea>
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980	                        <button class="btn-save-artifact" onclick="saveArtifact('audience')">Save Artifact</button>
981	                        <button class="btn-send-portfolio" onclick="openPortfolioModal('audience', 'Audience Research', 'S1')">Send to Portfolio →</button>
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✓ Artifact saved

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987	                    <button class="btn-prev" onclick="goTo('cp1a')">← Back</button>
988	                    <button class="btn-next" onclick="markCompleteAndNext('audience', 'calendar')">Mark Complete & Continue →</button>
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◆ Phase 1 · Strategy & Planning

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Content Calendar

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Plan your content in advance. Create a calendar that outlines what you'll post, when, and on which platforms.

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📅 Content Calendar Checklist

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<input type="checkbox" id="cal1" onchange="saveState();">Defined content pillars and themes

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<input type="checkbox" id="cal2" onchange="saveState();">Scheduled posts for at least 4 weeks

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<input type="checkbox" id="cal3" onchange="saveState();">Balanced mix of content types (images, videos, stories, etc.)

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<input type="checkbox" id="cal4" onchange="saveState();">Included calls-to-action for each post

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<input type="checkbox" id="cal5" onchange="saveState();">Coordinated with any events or promotions

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📎 Capture Your Final Artifact · Maps to S4: Technical & Digital Skills · S5: Professional Skills

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1012	                        <input type="text" class="artifact-link-input" id="art-calendar-link" placeholder="Link to your content calendar..." oninput="saveState();">
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1014	                    <textarea class="artifact-note-input" id="art-calendar-note" placeholder="Describe your content strategy and posting schedule." oninput="saveState();"></textarea>
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1016	                        <button class="btn-save-artifact" onclick="saveArtifact('calendar')">Save Artifact</button>
1017	                        <button class="btn-send-portfolio" onclick="openPortfolioModal('calendar', 'Content Calendar', 'S4')">Send to Portfolio →</button>
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✓ Artifact saved

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1023	                    <button class="btn-prev" onclick="goTo('audience')">← Back</button>
1024	                    <button class="btn-next" onclick="markCompleteAndNext('calendar', 'cp1')">Mark Complete & Continue →</button>
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◆ Phase 1 · Strategy & Planning

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Checkpoint: Content Plan

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Before starting content creation, review your audience research and calendar with Maria & Kayt. Ensure your plan is solid and aligned.

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👩💼

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Maria & Kayt

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Social Media Mentors · Content Strategy & Brand Alignment

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🧭 Review Guidance

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Have we confirmed the campaign goal, target audience, and messaging?

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Is the content calendar aligned with client events, deadlines, and promotion windows?

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Are platform priorities and post formats clearly defined?

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Does the team have the assets and production plan needed to hit the schedule?

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Are roles, approvals, and communication expectations agreed for Phase 2?

<input type="text" class="artifact-link-input" id="art-discovery-link" placeholder="Link to your discovery notes or client meeting doc..." oninput="saveState();">

                    <textarea class="artifact-note-input" id="art-discovery-note" placeholder="What did the client say? What are the agreed priorities and audience insights?" oninput="saveState();"></textarea>

                        <button class="btn-save-artifact" onclick="saveArtifact('discovery')">Save Artifact</button>
                        <button class="btn-send-portfolio" onclick="openPortfolioModal('discovery', 'Client Discovery Notes', 'S1')">Send to Portfolio →</button>

✓ Artifact saved

                    <button class="btn-prev" onclick="goTo('setup')">← Back</button>
                    <button class="btn-next" onclick="markCompleteAndNext('discovery', 'brief')">Mark Complete & Continue →</button>

◆ Phase 1 · Strategy & Planning

Creative Brief

The creative brief is a living document that captures what you and the client agreed on. Build it together, share it with the client, and use it to resolve disagreements later.

                    📄

Create your brief in Google Docs. Copy the fields below, fill them in, and share the doc with your client and instructor before moving on.

📋 Creative Brief Template

Your brief should cover all of these. No blank fields — if you don't have the answer, that's a question for your next client touchpoint.

Project Name

Client / Organization

Project Lead(s)

Final Deadline

Approval Contact

Purpose of the Campaign

Target Audience

Key Messages (3 max)

Tone / Feeling

Approximate Length / Format

Where it will live

Music — yes/no/licensed

Captions needed?

Brand guidelines / logos

Anything to avoid

Number of revisions included

                    🤝

Tone vocabulary to share with your client. When you ask "what tone should this feel?" most clients don't know how to answer. Try: Inspiring, Warm, Professional, Energetic, Cinematic, Playful, Emotional, Informative. Ask them to pick 2–3.

📎 Capture an Artifact · Maps to S1: Client Relationships

                        <input type="text" class="artifact-link-input" id="art-brief-link" placeholder="Link to your completed Creative Brief document..." oninput="saveState();">

                    <textarea class="artifact-note-input" id="art-brief-note" placeholder="Any key decisions made? Anything that changed from discovery?" oninput="saveState();"></textarea>

                        <button class="btn-save-artifact" onclick="saveArtifact('brief')">Save Artifact</button>
                        <button class="btn-send-portfolio" onclick="openPortfolioModal('brief', 'Creative Brief', 'S1')">Send to Portfolio →</button>

✓ Artifact saved

                    <button class="btn-prev" onclick="goTo('discovery')">← Back</button>
                    <button class="btn-next" onclick="markCompleteAndNext('brief', 'cp1a')">Mark Complete & Continue →</button>

◆ Phase 1 · Strategy & Planning

Checkpoint: Strategy Review

Before diving into audience research, review your initial strategy with Maria & Kayt. This ensures your social media approach aligns with DCS standards and client goals.

👩💼

Maria & Kayt

Social Media Mentors · Content Strategy & Brand Alignment

🤔 Questions to Ask Maria & Kayt Before Starting

Is this approach consistent with our DCS social media quality expectations, brand voice, and platform strategy?

What platforms should we prioritize for this audience?

Are there existing brand guidelines or past campaigns to reference?

What are the key performance indicators for success?

                <textarea class="field-input" id="cp1a-notes" placeholder="What did Maria & Kayt say? What should we adjust in the strategy?" oninput="saveState();"></textarea>

                    <button class="btn-prev" onclick="goTo('brief')">← Back</button>
                    <button class="btn-next" onclick="markCompleteAndNext('cp1a', 'audience')">Checkpoint Complete — Audience Research →</button>

◆ Phase 1 · Strategy & Planning

Audience Research

Understand who you're talking to. Research your audience demographics, interests, and online behavior to create content that resonates.

🔍 Audience Analysis Checklist

<input type="checkbox" id="aud1" onchange="saveState();">Defined primary audience demographics (age, location, interests)

<input type="checkbox" id="aud2" onchange="saveState();">Identified preferred social media platforms

<input type="checkbox" id="aud3" onchange="saveState();">Analyzed competitor social media presence

<input type="checkbox" id="aud4" onchange="saveState();">Researched trending topics in your niche

<input type="checkbox" id="aud5" onchange="saveState();">Documented audience pain points and interests

📎 Capture Your Final Artifact · Maps to S1: Client Relationships · S4: Technical Skills

                        <input type="text" class="artifact-link-input" id="art-audience-link" placeholder="Link to your audience research doc..." oninput="saveState();">

                    <textarea class="artifact-note-input" id="art-audience-note" placeholder="What did you learn about the audience? How will this inform your content?" oninput="saveState();"></textarea>

                        <button class="btn-save-artifact" onclick="saveArtifact('audience')">Save Artifact</button>
                        <button class="btn-send-portfolio" onclick="openPortfolioModal('audience', 'Audience Research', 'S1')">Send to Portfolio →</button>

✓ Artifact saved

                    <button class="btn-prev" onclick="goTo('cp1a')">← Back</button>
                    <button class="btn-next" onclick="markCompleteAndNext('audience', 'calendar')">Mark Complete & Continue →</button>

◆ Phase 1 · Strategy & Planning

Content Calendar

Plan your content in advance. Create a calendar that outlines what you'll post, when, and on which platforms.

📅 Content Calendar Checklist

<input type="checkbox" id="cal1" onchange="saveState();">Defined content pillars and themes

<input type="checkbox" id="cal2" onchange="saveState();">Scheduled posts for at least 4 weeks

<input type="checkbox" id="cal3" onchange="saveState();">Balanced mix of content types (images, videos, stories, etc.)

<input type="checkbox" id="cal4" onchange="saveState();">Included calls-to-action for each post

<input type="checkbox" id="cal5" onchange="saveState();">Coordinated with any events or promotions

📎 Capture Your Final Artifact · Maps to S4: Technical & Digital Skills · S5: Professional Skills

                        <input type="text" class="artifact-link-input" id="art-calendar-link" placeholder="Link to your content calendar..." oninput="saveState();">

                    <textarea class="artifact-note-input" id="art-calendar-note" placeholder="Describe your content strategy and posting schedule." oninput="saveState();"></textarea>

                        <button class="btn-save-artifact" onclick="saveArtifact('calendar')">Save Artifact</button>
                        <button class="btn-send-portfolio" onclick="openPortfolioModal('calendar', 'Content Calendar', 'S4')">Send to Portfolio →</button>

✓ Artifact saved

                    <button class="btn-prev" onclick="goTo('audience')">← Back</button>
                    <button class="btn-next" onclick="markCompleteAndNext('calendar', 'cp1')">Mark Complete & Continue →</button>

◆ Phase 1 · Strategy & Planning

Checkpoint: Content Plan

Before starting content creation, review your audience research and calendar with Maria & Kayt. Ensure your plan is solid and aligned.

👩💼

Maria & Kayt

Social Media Mentors · Content Strategy & Brand Alignment

🧭 Review Guidance

Have we confirmed the campaign goal, target audience, and messaging?

Is the content calendar aligned with client events, deadlines, and promotion windows?

Are platform priorities and post formats clearly defined?

Does the team have the assets and production plan needed to hit the schedule?

Are roles, approvals, and communication expectations agreed for Phase 2?


Love it. Please evaluate the Social Media Playbook to see if it also needs the type of stuff you just added to the Marketing playbook. And if it does need it, go ahead and do it.


/Users/russgoerend/Desktop/Portfolio HTMLs/Social Media Playbook.html


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1053	                <textarea class="field-input" id="cp1-notes" placeholder="What did Maria & Kayt confirm about the strategy, calendar, and next steps?" oninput="saveState();"></textarea>
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1056	                    <button class="btn-prev" onclick="goTo('calendar')">← Back</button>
1057	                    <button class="btn-next" onclick="markCompleteAndNext('cp1', 'cp2a')">Checkpoint Complete — Content Kickoff →</button>
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◆ Phase 2 · Content Creation

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Checkpoint: Content Kickoff

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Start content creation with a quick check-in. Confirm your tools, resources, and creative direction.

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👩💼

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Maria & Kayt

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Social Media Mentors · Content Strategy & Brand Alignment

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🧭 What to check in about

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Is the creative direction aligned with the approved audience profile and campaign goals?

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Which platforms and content formats are we prioritizing first?

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Do we have the visuals, copy, captions, hashtags, and brand voice ready?

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Who owns each step: content creation, review, editing, posting, and analytics?

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What metrics or quality standards will we use to decide if content is ready?

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1086	                <textarea class="field-input" id="cp2a-notes" placeholder="What did Maria & Kayt say? What are the confirmed content roles, formats, and review expectations?" oninput="saveState();"></textarea>
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1089	                    <button class="btn-prev" onclick="goTo('cp1')">← Back</button>
1090	                    <button class="btn-next" onclick="markCompleteAndNext('cp2a', 'content')">Checkpoint Complete — Content Creation →</button>
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◆ Phase 2 · Content Creation

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Content Creation

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Create engaging content according to your calendar. Focus on quality, consistency, and audience value.

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🎨 Content Creation Checklist

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<input type="checkbox" id="con1" onchange="saveState();">Created content that aligns with brand voice

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<input type="checkbox" id="con2" onchange="saveState();">Used high-quality visuals and graphics

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<input type="checkbox" id="con3" onchange="saveState();">Included compelling captions and hashtags

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<input type="checkbox" id="con4" onchange="saveState();">Optimized content for each platform's format

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<input type="checkbox" id="con5" onchange="saveState();">Prepared content in advance for scheduled posting

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1112	                    <button class="btn-prev" onclick="goTo('cp2a')">← Back</button>
1113	                    <button class="btn-next" onclick="markCompleteAndNext('content', 'cp2')">Mark Complete & Continue →</button>
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◆ Phase 2 · Content Creation

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Checkpoint: Content Review

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Before publishing, review your content with Maria & Kayt. Ensure it meets quality standards and strategic goals.

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👩💼

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Maria & Kayt

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Social Media Mentors · Content Strategy & Brand Alignment

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🧭 Review Guidance

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Does each post match the approved audience, tone, and campaign message?

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Are captions clear, on-brand, and ready for the chosen platform?

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Do images, video clips, and text follow the brand style and quality standards?

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Are platform-specific requirements met (length, aspect ratio, caption format)?

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Is the publishing and engagement plan confirmed, including who posts, who monitors, and who responds?

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1142	                <textarea class="field-input" id="cp2-notes" placeholder="What did Maria & Kayt recommend? What needs editing, approval, or repost planning?" oninput="saveState();"></textarea>
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1145	                    <button class="btn-prev" onclick="goTo('content')">← Back</button>
1146	                    <button class="btn-next" onclick="markCompleteAndNext('cp2', 'publish')">Checkpoint Complete — Publishing →</button>
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◆ Phase 3 · Publishing & Engagement

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Publishing

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Launch your content according to the calendar. Monitor initial performance and engagement.

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🚀 Publishing Checklist

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<input type="checkbox" id="pub1" onchange="saveState();">Posted content at optimal times for audience

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<input type="checkbox" id="pub2" onchange="saveState();">Used appropriate hashtags and tags

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<input type="checkbox" id="pub3" onchange="saveState();">Enabled analytics tracking

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<input type="checkbox" id="pub4" onchange="saveState();">Cross-promoted content across platforms

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<input type="checkbox" id="pub5" onchange="saveState();">Monitored initial engagement metrics

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1168	                    <button class="btn-prev" onclick="goTo('cp2')">← Back</button>
1169	                    <button class="btn-next" onclick="markCompleteAndNext('publish', 'engage')">Mark Complete & Continue →</button>
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◆ Phase 3 · Publishing & Engagement

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Engagement

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Interact with your audience. Respond to comments, build community, and foster relationships.

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💬 Engagement Checklist

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<input type="checkbox" id="eng1" onchange="saveState();">Responded to comments and messages promptly

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<input type="checkbox" id="eng2" onchange="saveState();">Engaged with user-generated content

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<input type="checkbox" id="eng3" onchange="saveState();">Participated in relevant conversations

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<input type="checkbox" id="eng4" onchange="saveState();">Collaborated with influencers or partners

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<input type="checkbox" id="eng5" onchange="saveState();">Tracked engagement metrics and insights

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1191	                    <button class="btn-prev" onclick="goTo('publish')">← Back</button>
1192	                    <button class="btn-next" onclick="markCompleteAndNext('engage', 'cp3')">Mark Complete & Continue →</button>
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◆ Phase 3 · Publishing & Engagement

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Checkpoint: Performance Review

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Review campaign performance with Maria & Kayt. Analyze metrics and plan for future improvements.

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👩💼

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Maria & Kayt

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Social Media Mentors · Content Strategy & Brand Alignment

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🧭 Review Guidance

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Which metrics show the campaign met its objectives, and which need improvement?

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Did the content perform best on the expected platforms?

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What lessons should be written into the next social media brief?

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Were there any unexpected audience responses or opportunities?

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Is the post-campaign follow-up plan ready for the next phase?

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1221	                <textarea class="field-input" id="cp3-notes" placeholder="What did Maria & Kayt say about campaign results, learning, and next steps?" oninput="saveState();"></textarea>
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1224	                    <button class="btn-prev" onclick="goTo('engage')">← Back</button>
1225	                    <button class="btn-next" onclick="markCompleteAndNext('cp3', 'review')">Checkpoint Complete — Client Review →</button>
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◆ Phase 3 · Publishing & Engagement

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Client Review

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Present your social media campaign results to the client. Gather feedback and document lessons learned.

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👀 Client Review Checklist

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<input type="checkbox" id="rev1" onchange="saveState();">Compiled performance metrics and insights

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<input type="checkbox" id="rev2" onchange="saveState();">Prepared campaign summary report

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<input type="checkbox" id="rev3" onchange="saveState();">Scheduled and conducted client presentation

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<input type="checkbox" id="rev4" onchange="saveState();">Gathered client feedback and suggestions

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<input type="checkbox" id="rev5" onchange="saveState();">Documented lessons learned for future campaigns

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📎 Capture Your Final Artifact · Maps to S1: Client Relationships · S5: Professional Skills

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1249	                        <input type="text" class="artifact-link-input" id="art-review-link" placeholder="Link to campaign report or presentation..." oninput="saveState();">
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1251	                    <textarea class="artifact-note-input" id="art-review-note" placeholder="Describe the campaign results, client feedback, and what you learned." oninput="saveState();"></textarea>
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1253	                        <button class="btn-save-artifact" onclick="saveArtifact('review')">Save Artifact</button>
1254	                        <button class="btn-send-portfolio" onclick="openPortfolioModal('review', 'Social Media Campaign Review', 'S1')">Send to Portfolio →</button>
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✓ Artifact saved

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1260	                    <button class="btn-prev" onclick="goTo('cp3')">← Back</button>
1261	                    <button class="btn-next" style="visibility:hidden;"></button>
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📋 Project Task Board

1273	                <button class="modal-close" onclick="closeTaskBoard()">✕</button>
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1276	                <input type="text" class="task-add-input" id="new-task-input" placeholder="Add a task..." onkeydown="if(event.key==='Enter')addTask();">
1277	                <button class="btn-add-task" onclick="addTask()">+ Add</button>
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📋 To Do

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⚡ In Progress

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✅ Done

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Send to Portfolio

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Which Standard does this artifact best support?

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1302	                <input type="radio" name="std-pick" value="S1"> S1 — Servant Leadership & Client Relationships
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1305	                <input type="radio" name="std-pick" value="S4"> S4 — Technical & Digital Skills
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1308	                <input type="radio" name="std-pick" value="S5"> S5 — Professional Skills
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1311	                <button class="pm-cancel" onclick="closePortfolioModal()">Cancel</button>
1312	                <button class="pm-confirm" onclick="confirmSendToPortfolio()">Send to Portfolio →</button>
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                <textarea class="field-input" id="cp1-notes" placeholder="What did Maria & Kayt confirm about the strategy, calendar, and next steps?" oninput="saveState();"></textarea>

                    <button class="btn-prev" onclick="goTo('calendar')">← Back</button>
                    <button class="btn-next" onclick="markCompleteAndNext('cp1', 'cp2a')">Checkpoint Complete — Content Kickoff →</button>

◆ Phase 2 · Content Creation

Checkpoint: Content Kickoff

Start content creation with a quick check-in. Confirm your tools, resources, and creative direction.

👩💼

Maria & Kayt

Social Media Mentors · Content Strategy & Brand Alignment

🧭 What to check in about

Is the creative direction aligned with the approved audience profile and campaign goals?

Which platforms and content formats are we prioritizing first?

Do we have the visuals, copy, captions, hashtags, and brand voice ready?

Who owns each step: content creation, review, editing, posting, and analytics?

What metrics or quality standards will we use to decide if content is ready?

                <textarea class="field-input" id="cp2a-notes" placeholder="What did Maria & Kayt say? What are the confirmed content roles, formats, and review expectations?" oninput="saveState();"></textarea>

                    <button class="btn-prev" onclick="goTo('cp1')">← Back</button>
                    <button class="btn-next" onclick="markCompleteAndNext('cp2a', 'content')">Checkpoint Complete — Content Creation →</button>

◆ Phase 2 · Content Creation

Content Creation

Create engaging content according to your calendar. Focus on quality, consistency, and audience value.

🎨 Content Creation Checklist

<input type="checkbox" id="con1" onchange="saveState();">Created content that aligns with brand voice

<input type="checkbox" id="con2" onchange="saveState();">Used high-quality visuals and graphics

<input type="checkbox" id="con3" onchange="saveState();">Included compelling captions and hashtags

<input type="checkbox" id="con4" onchange="saveState();">Optimized content for each platform's format

<input type="checkbox" id="con5" onchange="saveState();">Prepared content in advance for scheduled posting

                    <button class="btn-prev" onclick="goTo('cp2a')">← Back</button>
                    <button class="btn-next" onclick="markCompleteAndNext('content', 'cp2')">Mark Complete & Continue →</button>

◆ Phase 2 · Content Creation

Checkpoint: Content Review

Before publishing, review your content with Maria & Kayt. Ensure it meets quality standards and strategic goals.

👩💼

Maria & Kayt

Social Media Mentors · Content Strategy & Brand Alignment

🧭 Review Guidance

Does each post match the approved audience, tone, and campaign message?

Are captions clear, on-brand, and ready for the chosen platform?

Do images, video clips, and text follow the brand style and quality standards?

Are platform-specific requirements met (length, aspect ratio, caption format)?

Is the publishing and engagement plan confirmed, including who posts, who monitors, and who responds?

                <textarea class="field-input" id="cp2-notes" placeholder="What did Maria & Kayt recommend? What needs editing, approval, or repost planning?" oninput="saveState();"></textarea>

                    <button class="btn-prev" onclick="goTo('content')">← Back</button>
                    <button class="btn-next" onclick="markCompleteAndNext('cp2', 'publish')">Checkpoint Complete — Publishing →</button>

◆ Phase 3 · Publishing & Engagement

Publishing

Launch your content according to the calendar. Monitor initial performance and engagement.

🚀 Publishing Checklist

<input type="checkbox" id="pub1" onchange="saveState();">Posted content at optimal times for audience

<input type="checkbox" id="pub2" onchange="saveState();">Used appropriate hashtags and tags

<input type="checkbox" id="pub3" onchange="saveState();">Enabled analytics tracking

<input type="checkbox" id="pub4" onchange="saveState();">Cross-promoted content across platforms

<input type="checkbox" id="pub5" onchange="saveState();">Monitored initial engagement metrics

                    <button class="btn-prev" onclick="goTo('cp2')">← Back</button>
                    <button class="btn-next" onclick="markCompleteAndNext('publish', 'engage')">Mark Complete & Continue →</button>

◆ Phase 3 · Publishing & Engagement

Engagement

Interact with your audience. Respond to comments, build community, and foster relationships.

💬 Engagement Checklist

<input type="checkbox" id="eng1" onchange="saveState();">Responded to comments and messages promptly

<input type="checkbox" id="eng2" onchange="saveState();">Engaged with user-generated content

<input type="checkbox" id="eng3" onchange="saveState();">Participated in relevant conversations

<input type="checkbox" id="eng4" onchange="saveState();">Collaborated with influencers or partners

<input type="checkbox" id="eng5" onchange="saveState();">Tracked engagement metrics and insights

                    <button class="btn-prev" onclick="goTo('publish')">← Back</button>
                    <button class="btn-next" onclick="markCompleteAndNext('engage', 'cp3')">Mark Complete & Continue →</button>

◆ Phase 3 · Publishing & Engagement

Checkpoint: Performance Review

Review campaign performance with Maria & Kayt. Analyze metrics and plan for future improvements.

👩💼

Maria & Kayt

Social Media Mentors · Content Strategy & Brand Alignment

🧭 Review Guidance

Which metrics show the campaign met its objectives, and which need improvement?

Did the content perform best on the expected platforms?

What lessons should be written into the next social media brief?

Were there any unexpected audience responses or opportunities?

Is the post-campaign follow-up plan ready for the next phase?

                <textarea class="field-input" id="cp3-notes" placeholder="What did Maria & Kayt say about campaign results, learning, and next steps?" oninput="saveState();"></textarea>

                    <button class="btn-prev" onclick="goTo('engage')">← Back</button>
                    <button class="btn-next" onclick="markCompleteAndNext('cp3', 'review')">Checkpoint Complete — Client Review →</button>

◆ Phase 3 · Publishing & Engagement

Client Review

Present your social media campaign results to the client. Gather feedback and document lessons learned.

👀 Client Review Checklist

<input type="checkbox" id="rev1" onchange="saveState();">Compiled performance metrics and insights

<input type="checkbox" id="rev2" onchange="saveState();">Prepared campaign summary report

<input type="checkbox" id="rev3" onchange="saveState();">Scheduled and conducted client presentation

<input type="checkbox" id="rev4" onchange="saveState();">Gathered client feedback and suggestions

<input type="checkbox" id="rev5" onchange="saveState();">Documented lessons learned for future campaigns

📎 Capture Your Final Artifact · Maps to S1: Client Relationships · S5: Professional Skills

                        <input type="text" class="artifact-link-input" id="art-review-link" placeholder="Link to campaign report or presentation..." oninput="saveState();">

                    <textarea class="artifact-note-input" id="art-review-note" placeholder="Describe the campaign results, client feedback, and what you learned." oninput="saveState();"></textarea>

                        <button class="btn-save-artifact" onclick="saveArtifact('review')">Save Artifact</button>
                        <button class="btn-send-portfolio" onclick="openPortfolioModal('review', 'Social Media Campaign Review', 'S1')">Send to Portfolio →</button>

✓ Artifact saved

                    <button class="btn-prev" onclick="goTo('cp3')">← Back</button>
                    <button class="btn-next" style="visibility:hidden;"></button>

📋 Project Task Board

                <button class="modal-close" onclick="closeTaskBoard()">✕</button>

                <input type="text" class="task-add-input" id="new-task-input" placeholder="Add a task..." onkeydown="if(event.key==='Enter')addTask();">
                <button class="btn-add-task" onclick="addTask()">+ Add</button>

📋 To Do

⚡ In Progress

✅ Done

Send to Portfolio

Which Standard does this artifact best support?

                <input type="radio" name="std-pick" value="S1"> S1 — Servant Leadership & Client Relationships

                <input type="radio" name="std-pick" value="S4"> S4 — Technical & Digital Skills

                <input type="radio" name="std-pick" value="S5"> S5 — Professional Skills

                <button class="pm-cancel" onclick="closePortfolioModal()">Cancel</button>
                <button class="pm-confirm" onclick="confirmSendToPortfolio()">Send to Portfolio →</button>


Now I have a complete picture of the Social Media Playbook. Let me assess it against the same criteria I used for Marketing Analytics.

**Assessment:**

The Social Media Playbook is significantly stronger than the Marketing Analytics Playbook was before I improved it. Here's why:

1. **Discovery step** — much better than Marketing Analytics. Has specific, well-written question lists with context, callouts like "Don't skip the prep," and additional platform-specific questions. This mirrors the Video Production Playbook quality.

2. **Creative Brief** — solid. Has a complete template checklist, a callout about tone vocabulary (really practical), and artifact capture.

3. **Audience Research** — checklist-based but actionable, with clear items like identifying platform preferences and analyzing competitors.
4. **Content Calendar** — covers the basics, though "Content pillars and themes" gets mentioned without much explanation.
5. **Content Creation** — this is where it falls short. The checklist items like "optimized content for each platform's format" lack any actual guidance on how to execute them, which would leave someone without social media experience pretty lost.
6. **Publishing** — barely there. "Posted at optimal times" is vague without specifics on timing.
7. **Engagement** — similarly sparse. Terms like "responded promptly" and "engaged with user-generated content" need concrete definitions and examples.
8. **Performance Review** — asks the right metric questions but doesn't define what to measure or how.
9. **Client Review** — works fine as a checklist.

The real issues are the missing glossary for jargon like "content pillars," "organic vs. paid," and "engagement rate," plus the Content Creation and Publishing sections need actual how-to guidance rather than just checkboxes.

Compared to the Marketing Analytics playbook, this one's stronger on discovery and has better mentor-specific checkpoints with teaching callouts. But it still needs a Phase 0 orientation covering platform terminology, an expanded Content Creation section with format guidance for each platform, a Publishing section that explains posting strategy and hashtag research, and a dedicated metrics framework.

I'm planning to add a "Before You Start" phase that covers what professional social media management entails, defines key terms like reach, impressions, engagement rate, organic versus paid, content pillars, and platform-specific formats, then gives an overview of which platforms work best for different goals.

For the Content Creation and Publishing sections, I need to expand beyond checklists with actual guidance on platform-specific formatting, caption writing, hashtag research, and posting strategy. I'm also noticing there's no dedicated analytics step in the workflow—the Performance Review checkpoint asks questions but doesn't teach how to read metrics, so I should either expand that checkpoint or add a separate analytics card to help students understand what to monitor after posting. Now I'm defining the key metrics they'll need to understand — reach versus impressions, what makes a good engagement rate, and the difference between organic and paid content, plus the concept of content pillars as their thematic foundation.

I'm also covering the tactical elements: CTAs to drive specific actions, how algorithms work to amplify content, user-generated content as social proof, and hashtag strategy to avoid looking spammy while staying discoverable.

Then I'm starting to break down platform specifics, beginning with Instagram's visual-first approach and how Reels get algorithmic priority.

Now I'm moving through the other major platforms—TikTok's organic reach potential and trend-driven nature, Facebook's strength with older audiences and community groups, LinkedIn for professional B2B content, and Pinterest's long-lasting visual discovery model.

I'm getting into the technical specs for content creation, starting with Instagram's dimension requirements and caption best practices, then moving into Reel specifications and timing.

Now I'm laying out the format requirements for Stories, TikTok, and Facebook posts, emphasizing how the first few seconds are critical for hooks across video platforms.

I'm working through caption strategy—leading with a strong hook, keeping things scannable with line breaks, and ending with specific calls to action rather than generic engagement asks. Emojis work fine as long as they fit the brand voice.

I'm starting to think through hashtag research strategy, moving away from just chasing popular tags...

For hashtags, I should mix broad, mid-tier, and niche tags to reach a targeted audience rather than getting buried in oversaturated ones. I can research hashtag activity directly on the platform to see if the content quality aligns with my brand.

When it comes to posting timing, the platform analytics matter more than generic guidelines—I should check my own audience data rather than relying on general best practices.

Right after posting, I need to jump on engagement immediately since the algorithm rewards quick responses to comments and messages, avoid editing the post since that disrupts distribution, and consider boosting reach through Stories.

Now I'm looking at the key performance metrics I should track—reach and engagement rate are foundational, but I also want to pay attention to which posts performed best and whether the campaign actually grew followers. Saves are particularly valuable since they indicate content worth saving for later, and I should check click-through rates if there are links involved.

I'm reviewing what CSS classes are already available in the Social Media Playbook so I don't duplicate work—there are callouts, cards, question lists, checklists, and phase badges I can leverage directly. I'll need to add a few new styles like glossary term formatting and a how-to list style to round out what's missing.

Looking at the steps array, there are currently 14 steps defined, and I'm planning to add an orientation step to make it 15. My next move is to add those missing CSS classes and then start implementing the content structure.


I've read all the content. Here's my assessment:

**The Social Media Playbook is meaningfully better than Marketing Analytics was** — the Discovery and Creative Brief steps are genuinely strong, mentor checkpoints are specific, and there are real callouts with teaching context throughout.

But it still has the same core gaps in different places:

1. **No orientation** — terms like "reach," "impressions," "engagement rate," "content pillars," "organic vs. paid," and "algorithm" are used or implied but never defined
2. **Content Creation step is a bare checklist** — "optimized for each platform's format" with zero guidance on what that means
3. **Publishing step has no how-to** — "post at optimal times" and "use appropriate hashtags" with nothing to back them up
4. **No metrics primer** — the Performance Review checkpoint asks whether metrics were met, but never teaches students what to look for or how to read them

I'll add a Phase 0 orientation, expand Content Creation and Publishing, and add a "What to Measure" card to the Performance Review checkpoint.


Bash

grep -n "\.callout\b\|\.callout-teal\|\.question-list\|\.checklist\b\|\.card-title\b\|\.step-section\b" "/Users/russgoerend/Desktop/Portfolio HTMLs/Social Media Playbook.html" | head -20

Find existing CSS classes and where to insert new ones


259:        .step-section {
262:        .step-section.active {
297:        .card-title {
318:        .checklist {
321:        .checklist li {
327:        .checklist input[type="checkbox"] {
331:        .checklist label {
336:        .callout {
346:        .callout-teal {
350:        .callout-icon {
1479:            document.querySelectorAll('.checklist input[type="checkbox"]').forEach(el => el.checked = false);
1532:            document.querySelectorAll('.checklist input[type="checkbox"]').forEach(el => {
1545:            document.querySelector('.step-section.active')?.classList.remove('active');


Read

/Users/russgoerend/Desktop/Portfolio HTMLs/Social Media Playbook.html


336	        .callout {
337	            background: #ECFDF5;
338	            border: 1px solid #A7F3D0;
339	            border-radius: 6px;
340	            padding: 16px;
341	            margin-bottom: 20px;
342	            display: flex;
343	            gap: 12px;
344	            align-items: flex-start;
345	        }
346	        .callout-teal {
347	            background: #F0FDFA;
348	            border-color: #5EEAD4;
349	        }
350	        .callout-icon {
351	            font-size: 1.2rem;
352	            flex-shrink: 0;
353	        }
354	        .artifact-zone {
355	            background: #FEF3C7;
356	            border: 1px solid #FCD34D;
357	            border-radius: 6px;
358	            padding: 16px;
359	            margin-bottom: 20px;
360	        }
361	        .artifact-zone-title {
362	            font-size: 0.9rem;
363	            font-weight: 700;
364	            color: #92400E;
365	            margin-bottom: 12px;
366	        }
367	        .artifact-row {
368	            margin-bottom: 12px;
369	        }
370	        .artifact-link-input {
371	            width: 100%;
372	            padding: 8px 12px;
373	            border: 1px solid #D97706;
374	            border-radius: 4px;
375	            font-size: 0.9rem;

        .callout {
            background: #ECFDF5;
            border: 1px solid #A7F3D0;
            border-radius: 6px;
            padding: 16px;
            margin-bottom: 20px;
            display: flex;
            gap: 12px;
            align-items: flex-start;
        }
        .callout-teal {
            background: #F0FDFA;
            border-color: #5EEAD4;
        }
        .callout-icon {
            font-size: 1.2rem;
            flex-shrink: 0;
        }
        .artifact-zone {
            background: #FEF3C7;
            border: 1px solid #FCD34D;
            border-radius: 6px;
            padding: 16px;
            margin-bottom: 20px;
        }
        .artifact-zone-title {
            font-size: 0.9rem;
            font-weight: 700;
            color: #92400E;
            margin-bottom: 12px;
        }
        .artifact-row {
            margin-bottom: 12px;
        }
        .artifact-link-input {
            width: 100%;
            padding: 8px 12px;
            border: 1px solid #D97706;
            border-radius: 4px;
            font-size: 0.9rem;


Good. I can see the callout CSS. I need to add:
- `.callout-yellow`, `.callout-blue`, `.callout-green`, `.callout-purple` variants (they only have `.callout-teal`)
- `.glossary-term` styling
- `.how-to-list` styling

Wait, looking at the content I read earlier, lines 816 and 900 use `.callout-yellow` and `.callout-blue`:
```html
<div class="callout callout-yellow">
...

<div class="callout callout-blue">
```

But those styles aren't defined in the CSS! Let me check... Actually, looking at the existing CSS, the base `.callout` has `background: #ECFDF5` (green-ish), and `.callout-teal` overrides it. But `.callout-yellow` and `.callout-blue` are used in the HTML without being defined in the CSS.

So those callouts are already styled but just using the default `.callout` green background because `.callout-yellow` and `.callout-blue` aren't defined. I should add those missing callout variants too.

Adding the missing color variants...

</div>


I can see `.callout-yellow` and `.callout-blue` are used in the HTML but not defined in the CSS — those are rendering as the default green. I'll fix that and add the new helper classes in one edit.


Edit

/Users/russgoerend/Desktop/Portfolio HTMLs/Social Media Playbook.html

        .callout-icon {
            font-size: 1.2rem;
            flex-shrink: 0;
        }

        .callout-icon {
            font-size: 1.2rem;
            flex-shrink: 0;
        }
        .callout-yellow { background: #FFFBEB; border-color: #FDE68A; color: #78350F; }
        .callout-blue   { background: #EFF6FF; border-color: #BFDBFE; color: #1E3A5F; }
        .callout-green  { background: #DCFCE7; border-color: #86EFAC; color: #14532D; }
        .callout-purple { background: #F5F3FF; border-color: #DDD6FE; color: #3B0764; }
        .glossary-term { font-weight: 800; color: #500778; }
        .card p { font-size: 0.92rem; line-height: 1.65; color: #374151; margin: 0 0 12px 0; }
        .card p:last-child { margin-bottom: 0; }
        .how-to-list { list-style: none; padding: 0; margin: 10px 0 0 0; counter-reset: how-to; }
        .how-to-list li { counter-increment: how-to; display: flex; gap: 14px; align-items: flex-start; padding: 10px 0; border-bottom: 1px solid #F3F4F6; font-size: 0.92rem; line-height: 1.5; color: #374151; }
        .how-to-list li:last-child { border-bottom: none; }
        .how-to-list li::before { content: counter(how-to); background: #500778; color: white; border-radius: 50%; width: 22px; height: 22px; display: flex; align-items: center; justify-content: center; font-size: 0.72rem; font-weight: 800; flex-shrink: 0; margin-top: 1px; }
        .platform-grid { display: grid; grid-template-columns: 1fr 1fr; gap: 14px; margin-top: 10px; }
        .platform-card { background: #F9FAFB; border: 1px solid #E5E7EB; border-radius: 10px; padding: 14px 16px; }
        .platform-card-name { font-size: 0.82rem; font-weight: 800; text-transform: uppercase; letter-spacing: 0.06em; color: #500778; margin-bottom: 6px; }
        .platform-card p { font-size: 0.84rem; margin: 0; color: #374151; line-height: 1.5; }
        @media (max-width: 680px) { .platform-grid { grid-template-columns: 1fr; } }


The file /Users/russgoerend/Desktop/Portfolio HTMLs/Social Media Playbook.html has been updated successfully. (file state is current in your context — no need to Read it back)

        .callout-icon {
            font-size: 1.2rem;
            flex-shrink: 0;
        }
        .callout-yellow { background: #FFFBEB; border-color: #FDE68A; color: #78350F; }
        .callout-blue   { background: #EFF6FF; border-color: #BFDBFE; color: #1E3A5F; }
        .callout-green  { background: #DCFCE7; border-color: #86EFAC; color: #14532D; }
        .callout-purple { background: #F5F3FF; border-color: #DDD6FE; color: #3B0764; }
        .glossary-term { font-weight: 800; color: #500778; }
        .card p { font-size: 0.92rem; line-height: 1.65; color: #374151; margin: 0 0 12px 0; }
        .card p:last-child { margin-bottom: 0; }
        .how-to-list { list-style: none; padding: 0; margin: 10px 0 0 0; counter-reset: how-to; }
        .how-to-list li { counter-increment: how-to; display: flex; gap: 14px; align-items: flex-start; padding: 10px 0; border-bottom: 1px solid #F3F4F6; font-size: 0.92rem; line-height: 1.5; color: #374151; }
        .how-to-list li:last-child { border-bottom: none; }
        .how-to-list li::before { content: counter(how-to); background: #500778; color: white; border-radius: 50%; width: 22px; height: 22px; display: flex; align-items: center; justify-content: center; font-size: 0.72rem; font-weight: 800; flex-shrink: 0; margin-top: 1px; }
        .platform-grid { display: grid; grid-template-columns: 1fr 1fr; gap: 14px; margin-top: 10px; }
        .platform-card { background: #F9FAFB; border: 1px solid #E5E7EB; border-radius: 10px; padding: 14px 16px; }
        .platform-card-name { font-size: 0.82rem; font-weight: 800; text-transform: uppercase; letter-spacing: 0.06em; color: #500778; margin-bottom: 6px; }
        .platform-card p { font-size: 0.84rem; margin: 0; color: #374151; line-height: 1.5; }
        @media (max-width: 680px) { .platform-grid { grid-template-columns: 1fr; } }

+        .callout-yellow { background: #FFFBEB; border-color: #FDE68A; color: #78350F; }

+        .callout-blue   { background: #EFF6FF; border-color: #BFDBFE; color: #1E3A5F; }

+        .callout-green  { background: #DCFCE7; border-color: #86EFAC; color: #14532D; }

+        .callout-purple { background: #F5F3FF; border-color: #DDD6FE; color: #3B0764; }

+        .glossary-term { font-weight: 800; color: #500778; }

+        .card p { font-size: 0.92rem; line-height: 1.65; color: #374151; margin: 0 0 12px 0; }

+        .card p:last-child { margin-bottom: 0; }

+        .how-to-list { list-style: none; padding: 0; margin: 10px 0 0 0; counter-reset: how-to; }

+        .how-to-list li { counter-increment: how-to; display: flex; gap: 14px; align-items: flex-start; padding: 10px 0; border-bottom: 1px solid #F3F4F6; font-size: 0.92rem; line-height: 1.5; color: #374151; }

+        .how-to-list li:last-child { border-bottom: none; }

+        .how-to-list li::before { content: counter(how-to); background: #500778; color: white; border-radius: 50%; width: 22px; height: 22px; display: flex; align-items: center; justify-content: center; font-size: 0.72rem; font-weight: 800; flex-shrink: 0; margin-top: 1px; }

+        .platform-grid { display: grid; grid-template-columns: 1fr 1fr; gap: 14px; margin-top: 10px; }

+        .platform-card { background: #F9FAFB; border: 1px solid #E5E7EB; border-radius: 10px; padding: 14px 16px; }

+        .platform-card-name { font-size: 0.82rem; font-weight: 800; text-transform: uppercase; letter-spacing: 0.06em; color: #500778; margin-bottom: 6px; }

+        .platform-card p { font-size: 0.84rem; margin: 0; color: #374151; line-height: 1.5; }

+        @media (max-width: 680px) { .platform-grid { grid-template-columns: 1fr; } }


Now update the sidebar and progress label:


/Users/russgoerend/Desktop/Portfolio HTMLs/Social Media Playbook.html

0 of 14 steps complete

◆ Phase 1: Strategy & Planning

                <button class="step-btn active" id="nav-setup" onclick="goTo('setup')">

0 of 15 steps complete

◆ Phase 0: Orientation

                <button class="step-btn active" id="nav-orientation" onclick="goTo('orientation')">

                    🎓 Before You Start
                </button>

◆ Phase 1: Strategy & Planning

                <button class="step-btn" id="nav-setup" onclick="goTo('setup')">


0 of 14 steps complete

◆ Phase 1: Strategy & Planning

                <button class="step-btn active" id="nav-setup" onclick="goTo('setup')">

0 of 15 steps complete

◆ Phase 0: Orientation

                <button class="step-btn active" id="nav-orientation" onclick="goTo('orientation')">

                    🎓 Before You Start
                </button>

◆ Phase 1: Strategy & Planning

                <button class="step-btn" id="nav-setup" onclick="goTo('setup')">

+                <button class="step-btn active" id="nav-orientation" onclick="goTo('orientation')">

-                <button class="step-btn active" id="nav-setup" onclick="goTo('setup')">

+                <button class="step-btn" id="nav-setup" onclick="goTo('setup')">


Now add the orientation step and fix setup's active class and back button:


/Users/russgoerend/Desktop/Portfolio HTMLs/Social Media Playbook.html

            <!-- ═══════════════════════════════════ STEP: SETUP -->
            <div class="step-section active" id="step-setup">

◆ Phase 0 · Orientation

Before You Start

Professional social media work is different from managing your own accounts. Read through this page before your first client meeting — it will give you the vocabulary and platform knowledge to show up prepared.

                    📱

What social media management actually means in a professional context. You're not just posting content — you're building and executing a communication strategy on behalf of a client. That means understanding their audience, their goals, their brand voice, and the metrics that define success. The creative work is only part of it. The strategy, the client relationship, and the reporting are what separate a professional from someone who just knows how to use Instagram.

📖 Key Terms You Need to Know

These will come up constantly. Come back here any time you see an unfamiliar term.

Reach — The number of unique people who saw your content. If 500 different people saw a post, the reach is 500. This is your primary measure of how many people your content touched.

Impressions — Total number of times your content was displayed, including repeat views. One person seeing a post 3 times = 3 impressions but 1 reach. High impressions with low reach means you're showing content to the same people repeatedly.

Engagement Rate — Percentage of people who interacted with content (likes, comments, shares, saves) out of those who saw it. Formula: Engagements ÷ Reach × 100. Above 3% is considered strong on most platforms.

Organic — Content that reaches people through the algorithm without paid promotion. Your regular posts are organic. Organic reach has declined on most platforms over the last several years, which is why strategy matters more than ever.

Paid / Boosted — Content you pay to show to a broader or more targeted audience. Boosting a post can significantly expand reach but requires a budget and a clear goal.

Content Pillars — The 3–5 recurring themes your account posts about consistently. Example pillars: Behind the Scenes, Education, Client Stories, Community Highlights, Promotion. Pillars keep an account cohesive and make planning easier.

CTA (Call to Action) — The specific action you want the audience to take: "Click the link in bio," "Share this with someone," "Comment below." Every post should have one. Vague posts get vague results.

Algorithm — The platform's system for deciding which content to show which users. On Instagram, saves and shares signal the algorithm to push content to more people. On TikTok, watch time and replays matter most. Understanding what each platform rewards helps you create content that actually gets seen.

UGC (User-Generated Content) — Content created by your audience or community, not by you. Reposting a customer photo or a student's story is UGC. It builds community and trust because it's not the brand talking about itself.

Hashtag — A keyword preceded by # that makes content discoverable. Using very popular hashtags (#love, #instagood) means your post gets buried instantly. A mix of mid-sized and niche-specific hashtags typically reaches a more relevant audience.

🌐 Platform Overview — What Each One Is For

Instagram

Visual content — photos, Reels, Stories. Algorithm heavily rewards Reels right now. Strong for brand-building, community, and showcasing creative work. Best age range: 18–34.

TikTok

Short-form video. The highest organic reach potential of any major platform right now. Trend-driven — authenticity and hooks matter more than polish. Skews younger but growing across all ages.

Facebook

Older demographic (35+), but strong for event promotion, community groups, and paid advertising. Organic reach is low for pages — boosting and groups are where it still works well.

LinkedIn

Professional network. Best for B2B content, employer branding, job/internship campaigns, and thought leadership. Engagement is lower but audience intent is higher.

                    ✅

What a finished project looks like. At the end of this playbook, you'll have: a documented content strategy, a published body of work (posts, reels, stories, or campaigns), and a performance report you can present to the client and add to your portfolio. The strongest projects connect creative decisions back to strategy — you should be able to explain why you made every choice, not just show the output.

                    <button class="btn-prev" style="visibility:hidden;"></button>
                    <button class="btn-next" onclick="markCompleteAndNext('orientation', 'setup')">I'm Ready — Start the Project →</button>


            <!-- ═══════════════════════════════════ STEP: SETUP -->
            <div class="step-section active" id="step-setup">

◆ Phase 0 · Orientation

Before You Start

Professional social media work is different from managing your own accounts. Read through this page before your first client meeting — it will give you the vocabulary and platform knowledge to show up prepared.

                    📱

What social media management actually means in a professional context. You're not just posting content — you're building and executing a communication strategy on behalf of a client. That means understanding their audience, their goals, their brand voice, and the metrics that define success. The creative work is only part of it. The strategy, the client relationship, and the reporting are what separate a professional from someone who just knows how to use Instagram.

📖 Key Terms You Need to Know

These will come up constantly. Come back here any time you see an unfamiliar term.

Reach — The number of unique people who saw your content. If 500 different people saw a post, the reach is 500. This is your primary measure of how many people your content touched.

Impressions — Total number of times your content was displayed, including repeat views. One person seeing a post 3 times = 3 impressions but 1 reach. High impressions with low reach means you're showing content to the same people repeatedly.

Engagement Rate — Percentage of people who interacted with content (likes, comments, shares, saves) out of those who saw it. Formula: Engagements ÷ Reach × 100. Above 3% is considered strong on most platforms.

Organic — Content that reaches people through the algorithm without paid promotion. Your regular posts are organic. Organic reach has declined on most platforms over the last several years, which is why strategy matters more than ever.

Paid / Boosted — Content you pay to show to a broader or more targeted audience. Boosting a post can significantly expand reach but requires a budget and a clear goal.

Content Pillars — The 3–5 recurring themes your account posts about consistently. Example pillars: Behind the Scenes, Education, Client Stories, Community Highlights, Promotion. Pillars keep an account cohesive and make planning easier.

CTA (Call to Action) — The specific action you want the audience to take: "Click the link in bio," "Share this with someone," "Comment below." Every post should have one. Vague posts get vague results.

Algorithm — The platform's system for deciding which content to show which users. On Instagram, saves and shares signal the algorithm to push content to more people. On TikTok, watch time and replays matter most. Understanding what each platform rewards helps you create content that actually gets seen.

UGC (User-Generated Content) — Content created by your audience or community, not by you. Reposting a customer photo or a student's story is UGC. It builds community and trust because it's not the brand talking about itself.

Hashtag — A keyword preceded by # that makes content discoverable. Using very popular hashtags (#love, #instagood) means your post gets buried instantly. A mix of mid-sized and niche-specific hashtags typically reaches a more relevant audience.

🌐 Platform Overview — What Each One Is For

Instagram

Visual content — photos, Reels, Stories. Algorithm heavily rewards Reels right now. Strong for brand-building, community, and showcasing creative work. Best age range: 18–34.

TikTok

Short-form video. The highest organic reach potential of any major platform right now. Trend-driven — authenticity and hooks matter more than polish. Skews younger but growing across all ages.

Facebook

Older demographic (35+), but strong for event promotion, community groups, and paid advertising. Organic reach is low for pages — boosting and groups are where it still works well.

LinkedIn

Professional network. Best for B2B content, employer branding, job/internship campaigns, and thought leadership. Engagement is lower but audience intent is higher.

                    ✅

What a finished project looks like. At the end of this playbook, you'll have: a documented content strategy, a published body of work (posts, reels, stories, or campaigns), and a performance report you can present to the client and add to your portfolio. The strongest projects connect creative decisions back to strategy — you should be able to explain why you made every choice, not just show the output.

                    <button class="btn-prev" style="visibility:hidden;"></button>
                    <button class="btn-next" onclick="markCompleteAndNext('orientation', 'setup')">I'm Ready — Start the Project →</button>

+            <!-- ═══════════════════════════════════ STEP: ORIENTATION -->

+            <div class="step-section active" id="step-orientation">

+
Professional social media work is different from managing your own accounts. Read through this page before your first client meeting — it will give you the vocabulary and platform knowledge to show up prepared.

+                <div class="callout callout-blue">

+
What social media management actually means in a professional context. You're not just posting content — you're building and executing a communication strategy on behalf of a client. That means understanding their audience, their goals, their brand voice, and the metrics that define success. The creative work is only part of it. The strategy, the client relationship, and the reporting are what separate a professional from someone who just knows how to use Instagram.

+
These will come up constantly. Come back here any time you see an unfamiliar term.

+
Reach — The number of unique people who saw your content. If 500 different people saw a post, the reach is 500. This is your primary measure of how many people your content touched.

+
Impressions — Total number of times your content was displayed, including repeat views. One person seeing a post 3 times = 3 impressions but 1 reach. High impressions with low reach means you're showing content to the same people repeatedly.

+
Engagement Rate — Percentage of people who interacted with content (likes, comments, shares, saves) out of those who saw it. Formula: Engagements ÷ Reach × 100. Above 3% is considered strong on most platforms.

+
Organic — Content that reaches people through the algorithm without paid promotion. Your regular posts are organic. Organic reach has declined on most platforms over the last several years, which is why strategy matters more than ever.

+
Paid / Boosted — Content you pay to show to a broader or more targeted audience. Boosting a post can significantly expand reach but requires a budget and a clear goal.

+
Content Pillars — The 3–5 recurring themes your account posts about consistently. Example pillars: Behind the Scenes, Education, Client Stories, Community Highlights, Promotion. Pillars keep an account cohesive and make planning easier.

+
CTA (Call to Action) — The specific action you want the audience to take: "Click the link in bio," "Share this with someone," "Comment below." Every post should have one. Vague posts get vague results.

+
Algorithm — The platform's system for deciding which content to show which users. On Instagram, saves and shares signal the algorithm to push content to more people. On TikTok, watch time and replays matter most. Understanding what each platform rewards helps you create content that actually gets seen.

+
UGC (User-Generated Content) — Content created by your audience or community, not by you. Reposting a customer photo or a student's story is UGC. It builds community and trust because it's not the brand talking about itself.

+
Hashtag — A keyword preceded by # that makes content discoverable. Using very popular hashtags (#love, #instagood) means your post gets buried instantly. A mix of mid-sized and niche-specific hashtags typically reaches a more relevant audience.

+
🌐 Platform Overview — What Each One Is For

+                    <div class="platform-grid">

+                        <div class="platform-card">

+
Visual content — photos, Reels, Stories. Algorithm heavily rewards Reels right now. Strong for brand-building, community, and showcasing creative work. Best age range: 18–34.

+
Short-form video. The highest organic reach potential of any major platform right now. Trend-driven — authenticity and hooks matter more than polish. Skews younger but growing across all ages.

+
Older demographic (35+), but strong for event promotion, community groups, and paid advertising. Organic reach is low for pages — boosting and groups are where it still works well.

+
Professional network. Best for B2B content, employer branding, job/internship campaigns, and thought leadership. Engagement is lower but audience intent is higher.

+                <div class="callout callout-green">

+
What a finished project looks like. At the end of this playbook, you'll have: a documented content strategy, a published body of work (posts, reels, stories, or campaigns), and a performance report you can present to the client and add to your portfolio. The strongest projects connect creative decisions back to strategy — you should be able to explain why you made every choice, not just show the output.

+                    <button class="btn-prev" style="visibility:hidden;"></button>

+                    <button class="btn-next" onclick="markCompleteAndNext('orientation', 'setup')">I'm Ready — Start the Project →</button>

-            <div class="step-section active" id="step-setup">

+            <div class="step-section" id="step-setup">

Before anything else, name this project and answer a few quick questions. This information will appear throughout the playbook to keep you grounded in the goal.


Update the back button on Project Setup and the STEPS array:


/Users/russgoerend/Desktop/Portfolio HTMLs/Social Media Playbook.html

                    <button class="btn-prev" style="visibility:hidden;"></button>
                    <button class="btn-next" onclick="markCompleteAndNext('setup', 'discovery')">Mark Complete & Continue →</button>

                    <button class="btn-prev" onclick="goTo('orientation')">← Back</button>
                    <button class="btn-next" onclick="markCompleteAndNext('setup', 'discovery')">Mark Complete & Continue →</button>


                    <button class="btn-prev" style="visibility:hidden;"></button>
                    <button class="btn-next" onclick="markCompleteAndNext('setup', 'discovery')">Mark Complete & Continue →</button>

                    <button class="btn-prev" onclick="goTo('orientation')">← Back</button>
                    <button class="btn-next" onclick="markCompleteAndNext('setup', 'discovery')">Mark Complete & Continue →</button>

-                    <button class="btn-prev" style="visibility:hidden;"></button>

+                    <button class="btn-prev" onclick="goTo('orientation')">← Back</button>


/Users/russgoerend/Desktop/Portfolio HTMLs/Social Media Playbook.html


// ── State ──────────────────────────────────────────────

const STORAGE_KEY = 'apex_dcs_social_v1';

const PROJECT_STORE_KEY = 'apex_dcs_social_projects_v1';

-        const STEPS = ['setup','discovery','brief','cp1a','audience','calendar','cp1','cp2a','content','cp2','publish','engage','cp3','review'];

+        const STEPS = ['orientation','setup','discovery','brief','cp1a','audience','calendar','cp1','cp2a','content','cp2','publish','engage','cp3','review'];

const DEFAULT_PROJECT_ID = 'project-default';


Now expand the Content Creation step: