ima-claude 2.15.0 → 2.18.0

package/plugins/ima-claude/skills/ima-editorial-scorecard/references/format-expectations.md

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+# Format Expectations — Voice & Structure by Content Type
+
+Reference this when scoring Structural Craft and Brand Voice to verify format-specific requirements.
+
+---
+
+## Voice Check by Format
+
+| Format | Expected Tone Blend | Red Flags |
+|--------|-------------------|-----------|
+| Newsletter | Friendly + Informative | Stiff, overly formal, no personality |
+| Webinar Email | Friendly + Informative (higher energy) | Clickbaity, overselling |
+| Blog Post | Professional + Informative | Jargon-heavy, no translation |
+| Press Release | Professional + Informative | Advocacy language in narrative sections |
+| Fundraising | Inspirational + Supportive | Guilt-tripping, fear-mongering, manipulation |
+| Op-Ed | Professional + Direct (with edge) | Personal attacks, unsubstantiated claims |
+| Social Post | Friendly + Informational | Generic, no substance, empty amplification |
+
+---
+
+## Structural Expectations by Format
+
+### Newsletter
+**Must include:** Opening hook, Quick Links block (emoji + title, 3-6 items), content sections with emoji headers, support CTA block ("PLEASE SUPPORT HONEST MEDICINE")
+
+### Webinar Email
+**Must include:** "Watch Now!" header, hook headline (1 sentence), context paragraph, "In this episode, you'll learn:" with 3 bullets, "👉 Watch/Read Now To Get the Full Story" CTA
+
+### Blog Post
+**Must include:** Headline + subtitle/deck, opening context (2-3 paragraphs), H2 section headers, evidence citations, related resources, support CTA
+
+### Press Release
+**Must include:** "FOR IMMEDIATE RELEASE" + date + contact, headline + subheadline, dateline lede "(Washington, DC) —", quote block (attributed), boilerplate "About IMA", media contact, "###"
+
+### Fundraising Email
+**Must include:** Headline, donate CTA above fold, pull quote, "Dear {Person.name}" salutation, problem/solution narrative, impact list with specific dollar amounts, signoff with credentials, P.S. block with urgency + repeat CTA
+
+### Op-Ed
+**Must include:** Provocative headline, opening salvo (stakes in first 100 words), evidence-based argument body, "the turn" (reframe), principled close that returns to opening frame
+
+### Social Post
+**Must include (varies by category):**
+
+| Category | Structural Requirements |
+|----------|----------------------|
+| Video/Research | Editorial headline + summary paragraph + video embed |
+| Statement | "FULL STATEMENT:" label + full text + @tags |
+| Action/Campaign | Urgency opener + specific ask + direct link + campaign graphic |
+| Media Hit | Quote pull opener + one context sentence + "Watch now." + video clip |
+| Announcement | Warm opener + branded infographic (copy is short) |
+| Journal Promotion | Punchy headline + summary + "Watch now." + thread indicator if multi-part |
+| Webinar Promo | "Live tonight!" + speakers with handles + topic list + date/time/platform + branded graphic |
+
+---
+
+## Evidence Expectations by Format
+
+| Format | Standard |
+|--------|----------|
+| Newsletter | Study/journal named per section; summaries accurate |
+| Webinar Email | Topic accurately described; claims match webinar content |
+| Blog Post | Full citations; methodology context where relevant |
+| Press Release | Study title, journal, authors named; key findings accurate |
+| Fundraising | Statistics sourced; impact claims realistic and specific |
+| Op-Ed | Claims backed by evidence, funding sources, or public record |
+| Social Post | Claims traceable to named source, study, or linked content; precision language even in short form |

package/plugins/ima-claude/skills/ima-editorial-scorecard/references/scoring-rubrics.md

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+# Scoring Rubrics — Grade-Level Criteria
+
+Detailed grading criteria for each of the five scorecard categories. Reference this when assigning grades.
+
+---
+
+## Brand Voice
+
+| Grade | Criteria |
+|-------|----------|
+| 🟢 A | Unmistakably IMA. Correct tone blend for format. Signature phrases land naturally. No terminology violations. |
+| 🟢 B | Sounds like IMA with minor inconsistencies. One tone slip or one awkward phrase. |
+| 🟡 C | Generic health nonprofit voice. Could be anyone. Missing IMA personality. |
+| 🔴 D | Wrong tone for the format. Fear-based language, adversarial without evidence, or stiff/institutional. |
+| 🔴 F | Uses "FLCCC," loaded terms without evidence, or sounds like pharma marketing. Fundamentally off-brand. |
+
+**Key signals to check:** No FLCCC, no fear-based messaging, correct tone blend for format, IMA signature phrases present, no AI tells.
+
+---
+
+## Evidence Quality
+
+| Grade | Criteria |
+|-------|----------|
+| 🟢 A | Every health claim backed by named study or labeled as opinion. Journals cited. Precise language ("may help," not "cures"). |
+| 🟢 B | Most claims supported. One vague reference or one missing citation. Language mostly precise. |
+| 🟡 C | Some claims float without evidence. Studies referenced but not named. Occasional overstatement. |
+| 🔴 D | Multiple unsupported health claims. Sweeping generalizations. "Cure" language without context. |
+| 🔴 F | Fabricated or misleading claims. No evidence cited. Could harm patient trust. |
+
+**Key signals to check:** Studies named, journals cited, "may help" vs "cures", no fabricated stats, qualified claims labeled.
+
+---
+
+## Audience Clarity
+
+| Grade | Criteria |
+|-------|----------|
+| 🟢 A | A patient understands it; a physician respects it. Medical terms defined on first use. Reading level matches audience. |
+| 🟢 B | Clear overall. One undefined term or one section where complexity spikes. |
+| 🟡 C | Some jargon left unexplained. Sections that lose the general reader. Or oversimplified to the point of losing precision. |
+| 🔴 D | Significant jargon barrier. Patient audience would struggle. Or so dumbed-down it loses credibility with professionals. |
+| 🔴 F | Impenetrable to target audience. Massive gap between language and reader. |
+
+**Key signals to check:** Medical terms defined, reading level appropriate, no unexplained jargon, not dumbed down either.
+
+---
+
+## Structural Craft
+
+| Grade | Criteria |
+|-------|----------|
+| 🟢 A | Follows IMA template for the format. Strong opening hook. Logical flow. Sections earn their place. Scannable. |
+| 🟢 B | Mostly follows structure. One section out of order or one weak transition. |
+| 🟡 C | Recognizable format but missing key elements. Weak hook. Sections don't build. |
+| 🔴 D | Wrong structure for the format. Buried lede. Missing essential sections. |
+| 🔴 F | No recognizable structure. Wall of text. Format completely wrong. |
+
+**Key signals to check:** Correct template structure, section ordering, CTA placement, headline formula, opening hook quality.
+
+---
+
+## CTA Effectiveness
+
+| Grade | Criteria |
+|-------|----------|
+| 🟢 A | Every CTA is specific, verb-first, correctly formatted for channel (» for email/web, short imperative for social). Reader knows exactly what clicking will do. |
+| 🟢 B | CTAs are clear and well-placed. Minor formatting inconsistencies (missing chevron, wrong emoji). |
+| 🟡 C | CTAs present but generic ("Learn More") or inconsistently formatted. |
+| 🔴 D | CTAs missing from key positions. Vague or buried. "Click Here" usage. |
+| 🔴 F | No CTAs, or CTAs that don't match the content's purpose. |
+
+**Key signals to check:** Verb-first CTAs, » chevrons on email/web, short imperatives on social, emoji where appropriate, CTA frequency appropriate to format, no "Click Here."

package/plugins/ima-claude/skills/ima-editorial-workflow/SKILL.md

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+---
+name: ima-editorial-workflow
+description: "Orchestrates the IMA editorial process — Plan, Write, Review, Approve, Learn. Triggers on: /write, /rewrite, /social, /brainstorm, 'draft,' 'create,' 'improve,' 'fix,' 'edit,' 'make better,' 'new newsletter,' 'new press release,' or any editorial request that isn't a standalone /scorecard review. Routes to ima-copywriting for drafting and ima-editorial-scorecard for review. Always load ima-brand alongside."
+metadata:
+  version: 1.0.0
+---
+
+# IMA Editorial Workflow
+
+Orchestrates every editorial request through a structured sequence. This skill is the traffic controller — it manages the process and delegates writing to `ima-copywriting` and scoring to `ima-editorial-scorecard`.
+
+## Invocation
+
+```
+/write [type]          → Plan and draft new content
+/rewrite               → Review existing content, then improve it
+/social [category]     → Plan and draft a social media post
+/brainstorm [topic]    → Explore ideas and angles before committing
+```
+
+Also triggers on natural language: "draft a newsletter," "improve this," "write a press release," "help me with this blog post," etc.
+
+**Content types for `/write`:**
+`newsletter` · `webinar` · `blog` · `press-release` · `fundraising` · `op-ed` · `social`
+
+**Categories for `/social`:**
+`video` · `statement` · `action` · `media-hit` · `announcement` · `journal` · `webinar-promo`
+
+---
+
+## The Workflow
+
+Every editorial request follows this sequence. No diving straight into a draft. No three rounds of follow-up questions. Gather context once, execute cleanly, review honestly.
+
+```
+PLAN    → Identify intent, content type, gather missing context
+WRITE   → Draft using ima-copywriting + format reference + ima-brand
+REVIEW  → Score against standards using ima-editorial-scorecard
+APPROVE → Present for human decision with clear next actions
+LEARN   → Capture what worked for future drafts
+```
+
+---
+
+## PLAN (Always Runs First)
+
+Every editorial request starts with planning. Even quick ones. Especially quick ones.
+
+### Step 1: Detect Intent
+
+| Command or Signal | Intent | Workflow Path |
+|-------------------|--------|---------------|
+| `/write`, "draft," "create," "new" | **Create** new content | Plan → Write → Review → Approve |
+| `/rewrite`, "improve," "fix," "edit," "make better" | **Rewrite** existing content | Plan → Review → Write → Review → Approve |
+| `/social` | **Create** social post | Plan → Write → Review → Approve |
+| `/brainstorm` | **Explore** before committing | Brainstorm → Plan (when ready) |
+| Pastes content, no instructions | **Ambiguous** | Ask: "Score this or rewrite it?" |
+| "Continue," "next version," "apply fixes" | **Iterate** | Skip Plan → Write |
+
+**Note:** `/scorecard` is handled directly by the `ima-editorial-scorecard` skill, not this workflow.
+
+### Step 2: Identify Content Type
+
+From the command argument, or detect from context, or ask.
+
+### Step 3: Gather Context (One Prompt, Not a Chain)
+
+**Use the `ask_user_input` widget** to collect 2–3 answers in a single structured prompt. Do not ask questions one at a time across multiple messages.
+
+**Rules:**
+- If the user already provided enough context, skip answered questions. Don't ask "what's the content type?" when they said `/write press-release`.
+- Default aggressively. If someone says `/write fundraising` about the year-end campaign, you already know the audience, tone, and CTA structure. Ask only for what's genuinely missing.
+- For iteration ("apply the fixes," "next version"), skip Plan entirely.
+- If the user says "just do it," respect that. Write with available context, note assumptions, flag gaps with `[brackets]`.
+
+### Context Gathering by Command
+
+**`/write [type]` — Creating new content:**
+- Core message — what's the ONE takeaway? (open text)
+- Reader action — what should they do? (widget: Read / Watch / Donate / Share / Sign / Attend / Download)
+- Source material available? (widget multi-select: Study · Webinar · Quote from leader · Press release · External article · None yet)
+- Subject matter expert? (open text)
+- Responding to external events? (open text, optional)
+- Audience segment? (widget: General supporters · Healthcare pros · Donors · Media · New subscribers)
+
+**`/rewrite` — Improving content:**
+- What's wrong with it? (open text)
+- Keep structure or rebuild? (widget: Keep structure · Rebuild)
+- Preserve specific elements? (open text, optional)
+
+**`/social [category]` — Social media post:**
+- Category, if not specified (widget: Video/Research · Statement · Action/Campaign · Media Hit · Announcement · Journal · Webinar Promo)
+- What are you promoting/announcing? (open text)
+- Link or media to attach? (open text)
+- Quote to feature? (open text, optional)
+
+**`/brainstorm [topic]` — Exploring angles:**
+- What's the topic or event? (open text)
+- Any format preference, or open to suggestions? (widget: Newsletter angle · Blog angle · Social angle · Op-ed angle · No preference)
+- What's the goal? (widget: Drive awareness · Drive action · Respond to news · Celebrate a win · Educate)
+
+---
+
+## WRITE
+
+After planning, load tools and draft:
+
+1. Load `ima-brand` skill (always — voice/tone authority)
+2. Load `ima-copywriting` skill (writing principles + format template for this content type)
+3. Check project Files for published examples of this format as style benchmarks
+4. Write the draft
+5. Self-check against the Quality Checklist in ima-copywriting
+
+**Deliver the draft with a brief note** on key editorial choices: why you opened this way, which template you followed, what still needs user input.
+
+**Use placeholder brackets** for anything you don't have: `[study name]`, `[specific finding]`, `[dollar amount]`, `[date]`. Never invent evidence.
+
+---
+
+## REVIEW
+
+Run the editorial scorecard — on your own draft (self-review) or user-submitted content.
+
+1. Load `ima-editorial-scorecard` skill
+2. Auto-detect content type or use what was specified
+3. Score across five categories: Brand Voice · Evidence Quality · Audience Clarity · Structural Craft · CTA Effectiveness
+4. Present scorecard table first, then What's Working, Priority Fixes, Line-Level Notes
+
+**For self-review after writing:**
+- Be honest. If the draft you wrote has a weak opening or missing independence signal, say so.
+- Separate what *you* can fix on the next pass from what the *user* needs to provide (missing data, quotes, approvals).
+
+**For user-submitted content:**
+- Score first, then ask if they want a rewrite.
+
+---
+
+## APPROVE
+
+Present the work for human decision. Use the `ask_user_input` widget to offer clear next actions:
+
+| Option | What Happens Next |
+|--------|-------------------|
+| ✅ Approve | Content is ready. Move to Learn. |
+| 🔄 Revise | Apply specific changes. Return to Write. |
+| 🔁 Rebuild | Different approach. Return to Plan. |
+| 💬 Discuss | Talk through a section before deciding. |
+
+---
+
+## LEARN
+
+After approval, briefly capture what worked or what the user corrected:
+
+> "Noted for future [content type] drafts:
+> - [Pattern worth reusing or correction to remember]"
+
+Examples:
+- "Noted: Dr. Varon prefers 'the IMA' in formal quotes, not just 'IMA.'"
+- "Noted: Year-end fundraising leads with match mechanic, not mission statement."
+- "Noted: Thread format (1/4) works well for journal promotions on social."
+
+If the learning should persist across sessions, ask: "Want me to remember this for future drafts?" and use memory.
+
+---
+
+## Related Skills
+
+- **ima-brand**: Voice, tone, terminology, visual identity (ALWAYS load alongside)
+- **ima-copywriting**: Format templates, writing principles, CTA patterns, quality checklist
+- **ima-editorial-scorecard**: Scoring rubric for content review (handles `/scorecard` independently)

package/plugins/ima-claude/skills/ima-email-creator/SKILL.md

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+---
+name: ima-email-creator
+description: >-
+  Render branded, email-client-safe HTML from editorial copy. Table-based layouts,
+  inline CSS, EspoCRM compatibility, and IMA brand styling. Use when: creating email
+  HTML templates, rendering newsletter/campaign/drip emails, preparing emails for
+  EspoCRM, converting email HTML for paste into EspoCRM source view. Triggers on:
+  email HTML, email template, EspoCRM email, branded email, render email, email layout,
+  newsletter HTML, campaign email HTML. For email copy/content, see ima-copywriting.
+  Always load ima-brand alongside.
+---
+
+# IMA Email Creator
+
+Renders IMA-branded email HTML from editorial copy. Platform-agnostic — runs in any Claude environment.
+
+## Core Principle
+
+**Email HTML is not web HTML.** Tables for layout, inline CSS only, 600px max width, test across clients.
+Gmail strips `<style>` blocks. Outlook uses Word's rendering engine, which breaks CSS floats and flexbox.
+Every layout decision must survive both.
+
+## Decision Tree
+
+```
+What type of email?
+├── Newsletter / Campaign / Fundraising / Webinar promo
+│   → references/newsletter-layout.md
+├── Drip / Sequence email (individual)
+│   → references/drip-sequence.md
+├── WordPress transactional (PHP)
+│   → references/wp-transactional.md
+├── Need EspoCRM compatibility info?
+│   → references/espocrm-compat.md
+└── General email CSS questions?
+    → references/email-css-safe.md
+```
+
+## Quick Start
+
+1. Get copy from `ima-copywriting` (or user provides it)
+2. Choose email type above → load appropriate reference
+3. Render HTML using base template from `assets/base-template.html`
+4. Write to `~/.claude/output/{name}.html` for browser preview
+5. Run EspoCRM prep if needed: `python3 scripts/espocrm-prep.py output.html`
+6. User pastes result into EspoCRM source view
+
+## Scripts
+
+| Script | Purpose | Usage |
+|--------|---------|-------|
+| `espocrm-prep.py` | Extract body, migrate styles to div wrapper | `python3 scripts/espocrm-prep.py input.html [--out output.html]` |
+| `css-inliner.py` | Inline style blocks into element attributes | `python3 scripts/css-inliner.py input.html [--out output.html]` |
+
+Install deps once: `pip install -r scripts/requirements.txt`
+
+## IMA Brand Colors
+
+| Element | Color Name | Hex |
+|---------|-----------|-----|
+| Headers/headings | Trustworthy Indigo | `#00066F` |
+| CTA buttons | Aquatic Pulse | `#00B8B8` |
+| CTA fallback (accessibility) | Accessible Teal | `#007BB4` |
+| Body text | Gravel | `#494949` |
+| Outer background | Clarity Wash | `#F2F3F5` |
+| Inner background | White | `#FFFFFF` |
+| Footer text | Calm Stone | `#919396` |
+| Dividers | Light Gray | `#dddddd` |
+
+## Key Rules
+
+- Tables for ALL layout — Outlook's Word engine breaks floats and flexbox
+- Inline CSS only — Gmail strips `<style>` blocks
+- 600px max width — universal client safe zone
+- Typography: Lato for headings (bold 700). Fallback: Arial, Helvetica, sans-serif. Open Sans for body text (regular 400). Fallback: Helvetica Neue, Helvetica, Arial, sans-serif
+- 16px minimum body text (accessibility for 50+ audience), 28px main headings, 20px section headings
+- Images: absolute URLs, explicit `width`/`height`, `display:block`, meaningful `alt`, 5px border-radius, max-width 580px in content area
+- `role="presentation"` on all layout tables
+- Medical disclaimer in footer for any health content
+- UTM parameters on all links (utm_term, utm_medium, utm_source, utm_content, utm_campaign)
+
+## EspoCRM Variables
+
+Single-brace syntax (NOT Handlebars double-brace):
+- `{Person.firstName}` — first name (newsletters)
+- `{Person.name}` — full name (campaigns)
+- `{optOutLink}` — unsubscribe link (all emails, in footer)
+
+## Builder Context
+
+Production emails are built in BeeFree and exported. Generate HTML that matches BeeFree's output patterns: `nl-container` → `row` → `row-content` stack → `column` structure. This ensures visual parity when HTML is imported back into BeeFree or compared against production exports.
+
+> **Brand evolution note:** Production emails prior to Brand Book v4.0 used Montserrat/#0296a1/#374751/14px.
+> New emails should follow the brand book values above. The structural patterns (BeeFree DOM, VML buttons,
+> CSS resets, EspoCRM variables) remain the same regardless of color/font choices.
+
+## Integration Points
+
+| Skill | Role |
+|-------|------|
+| `ima-brand` | Color and voice authority — always load alongside |
+| `ima-copywriting` | Content source for all email types |
+| `ima-editorial-workflow` | Orchestrates Plan → Write → Render → Review |
+| `ima-editorial-scorecard` | Reviews final output |