taketomarket 0.1.0

package/playbooks/email.md

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+---
+discipline: email
+asset_types: [newsletter, drip-email, promotional-email, transactional-email, nurture-sequence]
+version: "1.0"
+---
+
+# Email Playbook
+
+## Production Guidance
+
+Email marketing succeeds when content reaches the inbox and compels action. Every email must clear two hurdles: deliverability (does it arrive?) and engagement (does the reader act?). Production guidance covers both.
+
+### Subject Line Craft
+
+Write subject lines between 30-60 characters. Avoid spam trigger words: free, guarantee, act now, urgent, limited time, congratulations, winner, no obligation, risk-free, order now, buy now, cash, credit, discount, double your, earn money, lowest price, save big. Do not use ALL CAPS words. Do not use excessive punctuation (no `!!!`, `???`, or `$$$`). One exclamation mark maximum. Personalization tokens (e.g., `{first_name}`) are acceptable and encouraged.
+
+### Preview Text
+
+Write preview text between 40-130 characters. Preview text must be distinct from the subject line -- it extends the subject's promise, not repeats it. If no preview text is specified, email clients pull the first line of body copy (often "View in browser" or navigation links), which wastes the preview slot.
+
+### Structure
+
+Use single-column layout for mobile compatibility. Keep text dominant -- 60:40 text-to-image ratio minimum. Place the primary CTA above the fold (visible without scrolling on mobile). Use minimum 14px body font and 22px+ headlines for mobile readability. Keep paragraphs short (2-3 sentences maximum).
+
+### Dark Mode Compatibility
+
+Use transparent backgrounds or dark-mode-safe colors (#1a1a1a, #2d2d2d). Never rely on background images for text readability. All text must be readable on both light and dark backgrounds -- test with high contrast. Provide descriptive alt text on every image so the email remains functional with images blocked (common in dark mode clients).
+
+### Deliverability
+
+Email deliverability has two dimensions:
+
+1. **Content-side:** Word choice, image ratio, formatting, and compliance elements. Checked by DISC-EMAIL-01 through DISC-EMAIL-06. These are evaluated by the AI verifier against the email asset content.
+
+2. **DNS-side:** SPF, DKIM, and DMARC records must be properly configured for the sending domain. Checked by DISC-EMAIL-07 via automated DNS lookups per D-11. These are publicly queryable TXT records; the AI verifier runs `dig` or `nslookup` commands at verify time to confirm the sending domain has proper authentication. The sending domain is specified in the campaign brief or email asset metadata.
+
+### Compliance by Default
+
+Every email must include:
+- **Unsubscribe link:** Clear, easy to find, functional. One-click unsubscribe preferred (required by Gmail/Yahoo for bulk senders as of Feb 2024).
+- **Physical mailing address:** Required by CAN-SPAM Act. Can be a PO Box.
+- **Sender identification:** "From" name and email must accurately identify the sender.
+
+---
+
+## Discipline Gates
+
+### DISC-EMAIL-01: Subject/Preview Spam Scan -- Tier 1
+
+**Checks:** Subject line and preview text for spam trigger patterns
+**Against:** Known spam trigger word list and formatting rules
+
+#### Evaluation Criteria
+
+1. **Spam triggers**
+   - PASS: No spam trigger words found in subject or preview text
+   - WARN: 1 borderline trigger word present with mitigating context (e.g., "free trial" in a product context)
+   - FAIL: 2+ spam trigger words present, OR ALL CAPS subject, OR excessive punctuation (multiple `!`, `?`, or `$` symbols)
+
+2. **Subject formatting**
+   - PASS: No ALL CAPS words, no more than 1 exclamation mark, no `$$` or percentage-off claims in subject
+   - WARN: One minor formatting issue (e.g., single ALL CAPS word used for emphasis like "NEW")
+   - FAIL: Multiple formatting red flags (ALL CAPS + excessive punctuation + monetary claims)
+
+### DISC-EMAIL-02: Dark Mode Rendering -- Tier 2
+
+**Checks:** Content compatibility with dark mode email clients
+**Against:** Dark mode rendering best practices
+
+#### Evaluation Criteria
+
+1. **Background safety**
+   - PASS: No hard-coded light backgrounds that would create white blocks in dark mode, or explicit dark-mode-safe alternatives provided
+   - WARN: Background colors used but may render poorly in dark mode -- manual dark mode test recommended
+   - FAIL: Email relies on background images for text readability or uses white backgrounds without dark mode alternatives
+
+2. **Image handling**
+   - PASS: All images have descriptive alt text and email is fully readable without images loaded
+   - WARN: Images have alt text but email depends on images for key information (e.g., CTA is image-only)
+   - FAIL: Image-only email with no alt text or text fallback
+
+### DISC-EMAIL-03: Unsubscribe Presence -- Tier 1
+
+**Checks:** Legal compliance elements in email content
+**Against:** CAN-SPAM Act and GDPR requirements
+
+#### Evaluation Criteria
+
+1. **Unsubscribe mechanism**
+   - PASS: Unsubscribe or opt-out link clearly present and easy to find (typically in footer)
+   - WARN: Unsubscribe present but buried in very small text or requires multiple steps
+   - FAIL: No unsubscribe link present in the email
+
+2. **Physical address**
+   - PASS: Physical mailing address present (required by CAN-SPAM)
+   - WARN: Address present but incomplete (e.g., city only, no street/PO Box)
+   - FAIL: No physical address present in the email
+
+### DISC-EMAIL-04: Content-to-Image Ratio -- Tier 2
+
+**Checks:** Text-to-image balance for deliverability and accessibility
+**Against:** Deliverability best practices (60:40 text dominant)
+
+#### Evaluation Criteria
+
+1. **Text dominance**
+   - PASS: Text content is clearly dominant -- email is fully readable and meaningful with images blocked
+   - WARN: Roughly equal text and image content -- email communicates core message without images but loses significant context
+   - FAIL: Image-heavy email -- more image area than text, or image-only email with minimal supporting text
+
+2. **Alt text coverage**
+   - PASS: Every image has descriptive alt text that conveys the image's purpose
+   - WARN: Some images missing alt text, or alt text is generic (e.g., "image", "photo")
+   - FAIL: No alt text on images, or alt text on fewer than half of images
+
+### DISC-EMAIL-05: Subject Line Length -- Tier 2
+
+**Checks:** Subject line and preview text length optimization
+**Against:** Email client display limits and engagement data
+
+#### Evaluation Criteria
+
+1. **Subject length**
+   - PASS: Subject line is 30-60 characters (optimal display across desktop and mobile clients)
+   - WARN: Subject line is 20-29 or 61-80 characters (may truncate on some mobile clients)
+   - FAIL: Subject line is under 20 characters (too vague) or over 80 characters (truncated on most clients)
+
+2. **Preview text**
+   - PASS: Preview text present, 40-130 characters, and distinct from subject line
+   - WARN: Preview text present but too short (under 40 chars), too long (over 130 chars), or repeats the subject line
+   - FAIL: No preview text specified (email client will pull first line of body copy)
+
+### DISC-EMAIL-06: Single Clear CTA -- Tier 2
+
+**Checks:** CTA clarity and prominence in email layout
+**Against:** Email content structure and visual hierarchy
+
+#### Evaluation Criteria
+
+1. **Primary CTA**
+   - PASS: One clear primary CTA above the fold with action-oriented button text (e.g., "Start Free Trial", "Download the Guide", "Register Now")
+   - WARN: CTA present but below the fold, or uses weak text like "Click here", "Learn more", or "Read more"
+   - FAIL: No CTA present, or multiple competing CTAs of equal visual weight above the fold
+
+2. **CTA hierarchy**
+   - PASS: If secondary CTAs exist, they are visually subordinate to the primary CTA (smaller, text-link style, or lower in layout)
+   - WARN: Secondary CTAs are nearly as prominent as the primary CTA (similar button size/color)
+   - FAIL: N/A -- linked to primary CTA presence above
+
+### DISC-EMAIL-07: DNS Deliverability -- Tier 1
+
+**Checks:** Sending domain has SPF, DKIM, and DMARC records properly configured. These are public DNS TXT records that can be queried programmatically at verify time.
+**Against:** DNS TXT records for the sending domain specified in the campaign brief or email asset metadata
+
+#### Evaluation Criteria
+
+1. **SPF record**
+   - PASS: `dig TXT {domain}` returns a valid SPF record (`v=spf1`) that includes the email service provider's sending servers (e.g., `include:_spf.google.com` for Google Workspace, `include:servers.mcsv.net` for Mailchimp)
+   - WARN: SPF record exists but uses `+all` (overly permissive) or is missing the ESP's include directive
+   - FAIL: No SPF TXT record found for the sending domain
+
+2. **DKIM record**
+   - PASS: `dig TXT {selector}._domainkey.{domain}` returns a valid DKIM public key record (`v=DKIM1; k=rsa; p=...`)
+   - WARN: DKIM record exists but uses a weak key (< 1024 bits) or selector cannot be determined from the campaign brief
+   - FAIL: No DKIM record found for the expected selector. Note: selector is typically provided by the ESP -- check brief for ESP name and use their default selector (e.g., "google" for Google Workspace, "k1" for Mailchimp, "s1" for SendGrid, "smtp" for Amazon SES)
+
+3. **DMARC record**
+   - PASS: `dig TXT _dmarc.{domain}` returns a DMARC policy record with `p=quarantine` or `p=reject` (active enforcement)
+   - WARN: DMARC record exists but uses `p=none` (monitoring only -- not enforcing, which means spoofed emails are still delivered)
+   - FAIL: No DMARC record found for the domain
+
+---
+
+## Base Gate Overrides
+
+| Base Gate ID | Default Tier | Override Tier | Reason |
+|-------------|-------------|---------------|--------|
+| GATE-07 | Tier 2 (advisory) | Tier 1 (blocking) | Email compliance (CAN-SPAM, GDPR) is legally required; non-compliance risks sender reputation, inbox placement, and legal liability |
+
+---
+
+## Format Rules
+
+Email-specific structural requirements enforced during production:
+
+- **Subject line:** 30-60 characters
+- **Preview text:** 40-130 characters, distinct from subject line
+- **Body layout:** Single-column for mobile compatibility
+- **CTA button:** Minimum 44x44px touch target, contrasting color against background
+- **Unsubscribe:** Must be present and functional (one-click preferred)
+- **Physical address:** Must be present (CAN-SPAM requirement)
+- **Font size:** Minimum 14px body text, 22px+ headlines for mobile readability
+- **Image alt text:** Required on every image
+- **Text-to-image ratio:** 60:40 minimum (text dominant)
+- **Link count:** Avoid excessive links (>10 unique URLs can trigger spam filters)
+
+---
+
+## Examples
+
+### Good: Clean Subject with Dark-Mode-Safe Layout
+
+```
+Subject: Your Q2 pipeline report is ready (42 chars)
+Preview: 3 insights your team should see this week (46 chars)
+
+[Single-column layout]
+[Dark background: #1a1a2e, light text: #e0e0e0]
+[Transparent PNG logo with alt text: "Acme Analytics"]
+
+Hi {first_name},
+
+Your Q2 pipeline report just generated. Here are the highlights:
+
+1. Deal velocity increased 18% month-over-month
+2. Two enterprise accounts moved to negotiation stage
+3. Your top-performing rep closed 4 deals this week
+
+[Primary CTA button: "View Full Report" -- contrasting color, above fold]
+
+---
+[Footer: unsubscribe link | company address | privacy policy]
+```
+
+**Why it works:** Subject under 60 chars, no spam triggers, preview extends the promise, single CTA above fold, dark-mode safe colors, alt text on images, compliance footer present.
+
+### Good: Nurture Sequence Email with Clear Value
+
+```
+Subject: The 3-step framework we use for ABM (43 chars)
+Preview: Most teams skip step 2 -- here's why it matters (51 chars)
+
+[Text-dominant email, minimal images]
+
+{first_name}, here's something we learned running ABM for 200+ accounts last quarter...
+
+[Educational content: 3 steps with brief explanations]
+
+[Primary CTA: "Get the Full ABM Playbook" -- button]
+[Secondary CTA: "Reply to this email with questions" -- text link, smaller]
+
+---
+[Unsubscribe | 123 Market St, San Francisco, CA 94105]
+```
+
+**Why it works:** No spam words, educational value before ask, single primary CTA with subordinate secondary, text-dominant, full compliance footer.
+
+### Bad: Spam Trigger Subject Line
+
+```
+Subject: FREE GUARANTEED RESULTS!!! Act Now -- Limited Time Offer!!!
+Preview: Don't miss this incredible opportunity to save BIG $$$
+
+[Image-only email body with no text]
+[No alt text on images]
+[No unsubscribe link]
+[No physical address]
+```
+
+**Why it fails:** DISC-EMAIL-01 FAIL (spam triggers: "FREE", "GUARANTEED", ALL CAPS, "!!!", "Act Now", "Limited Time"), DISC-EMAIL-03 FAIL (no unsubscribe, no address), DISC-EMAIL-04 FAIL (image-only), DISC-EMAIL-05 FAIL (subject over 80 chars).
+
+### Bad: Image-Only Email with White Background
+
+```
+Subject: New product launch (18 chars -- too short)
+Preview: (none specified)
+
+[White background #FFFFFF]
+[Single large image containing all text and CTA]
+[No alt text]
+[Unsubscribe link in tiny 8px gray text]
+```
+
+**Why it fails:** DISC-EMAIL-02 FAIL (white background, no dark mode alternative, image-dependent), DISC-EMAIL-04 FAIL (image-only), DISC-EMAIL-05 FAIL (subject under 20 chars, no preview text), DISC-EMAIL-06 FAIL (CTA is inside image, not a real button).
+
+---
+
+## Anti-Patterns
+
+1. **Spam trigger words in subject line:** Using "free", "guarantee", "act now", "limited time", "congratulations", "winner" -- these words trigger spam filters and reduce inbox placement rates.
+
+2. **ALL CAPS in subject or body:** Writing entire words or phrases in capitals signals spam to both filters and readers. One word for emphasis (e.g., "NEW") is borderline acceptable; full caps subjects are not.
+
+3. **Image-only emails:** Emails composed entirely of images with no text fallback are flagged by spam filters, broken when images are blocked (common in corporate email clients), and inaccessible to screen readers.
+
+4. **Missing unsubscribe link:** Legally required by CAN-SPAM (US), GDPR (EU), CASL (Canada), and most jurisdictions. Missing unsubscribe is a compliance violation, not just a best practice issue.
+
+5. **White backgrounds without dark mode alternatives:** Over 80% of email opens occur on devices with dark mode available. White backgrounds create jarring bright blocks in dark mode email clients.
+
+6. **Multiple competing CTAs:** Three equally prominent buttons confuse the reader about what action to take. One primary CTA per email; secondary actions should be visually subordinate.
+
+7. **Sending from unconfigured domains:** Sending email from a domain with no SPF, DKIM, or DMARC records means anyone can spoof your domain, your emails land in spam, and your sender reputation degrades over time.
+
+---
+
+## Metrics
+
+What to measure post-ship for email campaigns:
+
+- **Open rate:** Subject line and sender name effectiveness. Benchmark: 20-25% for B2B, 15-20% for B2C.
+- **Click-through rate (CTR):** CTA effectiveness and content relevance. Benchmark: 2-5%.
+- **Unsubscribe rate:** Content relevance and send frequency appropriateness. Healthy: under 0.5% per send.
+- **Spam complaint rate:** Deliverability health signal. Must stay under 0.1% (Gmail/Yahoo threshold).
+- **Conversion rate:** Outcome metric alignment -- did the email drive the intended action? Track against the campaign brief's outcome metric.
+- **DNS authentication pass rate:** SPF/DKIM/DMARC alignment percentage from ESP reports. Target: 100% alignment.
+- **Bounce rate:** List hygiene indicator. Hard bounces above 2% signal list quality issues.

package/playbooks/events.md

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+---
+discipline: events
+asset_types: [event-landing-page, webinar-script, sponsorship-brief, post-event-recap]
+version: "1.0"
+---
+
+# Events Discipline Playbook
+
+This playbook extends the base playbook contract (`base.md`) with events-specific production guidance, discipline gates, and format rules. It is loaded by ttm-producer during content generation and parsed by ttm-verify for gate evaluation.
+
+---
+
+## Production Guidance
+
+### Pre/During/Post Campaign Phases
+
+Every event campaign must plan content and actions across all 3 phases. Single-phase planning (just the event itself) is the most common failure mode:
+
+**Pre-event phase:**
+- Registration/landing page with clear event value proposition, speaker bios, agenda, and registration CTA
+- Promotional email sequence: announcement (4-6 weeks before), detail reveal (2-3 weeks), early-bird deadline (1-2 weeks), final reminder (48h and 24h before)
+- Social promotion cadence: teaser content, speaker spotlights, countdown posts
+- Partner/sponsor cross-promotion coordination
+
+**During-event phase:**
+- Live engagement plan: polls, Q&A, chat moderation, social sharing prompts
+- Real-time social coverage: live-tweeting key moments, backstage content, attendee reactions
+- Technical contingency: backup plan for audio/video failures, moderator scripts for dead air
+- Attendee experience touchpoints: welcome message, mid-event check-in, closing thank-you
+
+**Post-event phase:**
+- Recording delivery to registrants (within 24 hours) and no-shows (within 48 hours)
+- Follow-up email sequence: thank-you + recording (day 1), key takeaways + resources (day 3), CTA or next-event invite (day 7)
+- Post-event survey for attendee feedback
+- Content repurposing plan (see Section 2, DISC-EVENTS-05)
+
+### Webinar Funnel Structure
+
+Webinars are funnel assets, not standalone events. Build the complete funnel before producing any individual piece:
+
+1. **Registration page:** Headline (benefit-focused, not topic-focused), 3-5 bullet points of what attendees will learn, speaker bio with credibility markers, date/time with timezone, registration form (name, email minimum)
+2. **Confirmation email:** Thank-you, calendar invite (.ics attachment), "add to calendar" links, pre-event resource or teaser
+3. **Reminder sequence:** 24 hours before (agenda preview), 1 hour before (join link), 5 minutes before (final nudge with join link)
+4. **Live event script:** Opening hook (first 60 seconds determine drop-off), content sections with timing, engagement prompts every 8-10 minutes, Q&A segment, closing CTA
+5. **Recording delivery:** Hosted recording link, key timestamps, supplementary resources, next-step CTA
+6. **Post-event CTA:** Product demo offer, free trial, consultation booking, or next webinar registration
+
+### Community Building at Events
+
+Events are community touchpoints, not isolated transactions. Plan at least 2 community actions:
+
+- **During event:** Launch or promote a community channel (Slack workspace, Discord server, LinkedIn group) where attendees can continue conversations
+- **Post-event:** Create a discussion thread in the community channel about event topics, share exclusive post-event content, invite speakers for follow-up Q&A
+- **Ongoing:** Use event attendee lists to seed community membership, track community engagement as a leading indicator of customer retention
+
+### Sponsorship ROI Calculation
+
+Before committing sponsorship budget, project the return:
+
+- **Cost inputs:** Sponsorship fee, booth/setup costs, travel, swag, staff time
+- **Expected outputs:** Estimated reach (attendee count x booth traffic %), leads collected, meetings booked
+- **Cost-per-lead projection:** Total cost / expected leads. Compare to other channel CPLs.
+- **Brand visibility metrics:** Logo impressions, speaking slot value, content distribution reach
+- **Success/failure thresholds:** Define in advance what makes the sponsorship a success (e.g., 50+ qualified leads at <$100 CPL) or failure (e.g., <10 leads or >$500 CPL)
+
+### Content Repurposing from Events
+
+Event recordings and materials are high-value source content. Plan repurposing before the event:
+
+- **Blog recap:** 800-1200 word summary of key insights, published within 1 week
+- **Social clips:** 3-5 short video clips (30-90 seconds) of the best moments
+- **Email highlight:** Key takeaway summary sent to broader email list (not just attendees)
+- **Podcast episode:** Audio extracted and edited into a podcast episode or interview segment
+- **Slide deck:** Published on SlideShare or as a downloadable PDF with added context
+- **Quote graphics:** Speaker quotes formatted as shareable social images
+
+---
+
+## Discipline Gates
+
+### DISC-EVENTS-01: Campaign Phase Coverage -- Tier 1
+
+**Checks:** Event campaign covers all 3 phases (pre, during, post) per PLAY-11
+**Against:** Event brief and campaign plan
+
+#### Evaluation Criteria
+
+1. **Phase completeness**
+   - PASS: Brief defines distinct content and actions for pre-event (promotion, registration), during-event (engagement, live content), and post-event (follow-up, recording, recap)
+   - WARN: Two of three phases covered with specific actions defined
+   - FAIL: Only one phase covered (typically just the event itself with no pre-promotion or post-follow-up plan)
+
+2. **Phase depth**
+   - PASS: Each phase has at least 3 specific action items with owners and timelines
+   - WARN: Phases defined but with only 1-2 vague actions per phase
+   - FAIL: Phase mentioned in passing without specific actions
+
+### DISC-EVENTS-02: Webinar Funnel Integrity -- Tier 1
+
+**Checks:** Webinar has a complete registration-to-follow-up funnel per PLAY-11
+**Against:** Webinar campaign assets and plan
+
+#### Evaluation Criteria
+
+1. **Funnel stage coverage**
+   - PASS: Funnel includes registration page, confirmation email, reminder sequence (24h and 1h before), live event script, recording delivery, and post-event CTA
+   - WARN: Has registration and event but missing reminder sequence or post-event follow-up
+   - FAIL: No registration funnel defined, or event with no follow-up plan
+
+2. **Funnel continuity**
+   - PASS: Each stage connects to the next with a clear handoff (registration triggers confirmation, confirmation includes calendar link, reminder includes join link)
+   - WARN: Stages exist but transitions are not explicitly defined
+   - FAIL: Stages are disconnected with no clear flow from registration to post-event
+
+### DISC-EVENTS-03: Sponsorship ROI -- Tier 2
+
+**Checks:** Sponsorship brief includes ROI projection and success criteria per PLAY-11
+**Against:** Sponsorship brief and budget documentation
+
+#### Evaluation Criteria
+
+1. **ROI projection**
+   - PASS: Brief includes sponsorship cost, expected reach/leads, cost-per-lead projection, brand visibility metrics, and success/failure thresholds
+   - WARN: Cost and expected reach stated but no per-lead math or success thresholds
+   - FAIL: Sponsorship brief with no ROI projection or success criteria
+
+2. **Comparison baseline**
+   - PASS: CPL projection is compared against at least one other channel's CPL to justify the investment
+   - WARN: CPL calculated but not compared to other channels
+   - FAIL: No CPL calculation present
+
+### DISC-EVENTS-04: Community Building -- Tier 2
+
+**Checks:** Event plan includes community engagement beyond the event itself per PLAY-11
+**Against:** Event campaign plan and post-event strategy
+
+#### Evaluation Criteria
+
+1. **Community actions**
+   - PASS: Plan includes at least 2 community actions (e.g., Slack/Discord invite, LinkedIn group creation, follow-up discussion thread, user group formation, exclusive post-event content channel)
+   - WARN: Single community touchpoint defined
+   - FAIL: No community building element in the event plan
+
+2. **Community continuity**
+   - PASS: Community actions are connected to ongoing engagement (not one-off), with a plan for sustaining activity after the event
+   - WARN: Community channel created but no plan for ongoing engagement
+   - FAIL: N/A (linked to community actions result)
+
+### DISC-EVENTS-05: Content Repurposing Plan -- Tier 2
+
+**Checks:** Event recording and materials have a repurposing plan for other channels
+**Against:** Post-event content strategy
+
+#### Evaluation Criteria
+
+1. **Derivative asset count**
+   - PASS: Plan specifies at least 3 derivative assets from event content (e.g., blog recap, social clips, email highlight, podcast episode, slide deck, quote graphics)
+   - WARN: 1-2 derivative assets planned
+   - FAIL: No repurposing plan for event content
+
+2. **Channel mapping**
+   - PASS: Each derivative asset is mapped to a specific distribution channel with a timeline
+   - WARN: Assets listed but distribution channels or timelines not specified
+   - FAIL: N/A (linked to derivative asset count result)
+
+---
+
+## Base Gate Overrides
+
+| Base Gate ID | Default Tier | Override Tier | Reason |
+|-------------|-------------|---------------|--------|
+| GATE-05 (Funnel Integrity) | Tier 2 | Tier 1 | Event funnels (registration to attendance to follow-up) are critical to ROI; broken funnels waste the entire event investment |
+
+---
+
+## Format Rules
+
+### Event Landing Page Structure
+
+1. **Headline:** Benefit-focused, 8-12 words (what attendees will gain, not just the topic)
+2. **Subhead:** Event type, date, time with timezone, duration
+3. **Value bullets:** 3-5 specific takeaways attendees will leave with
+4. **Speaker section:** Photo, name, title, 2-3 sentence bio with credibility markers
+5. **Agenda/outline:** Timed agenda or topic outline showing the event flow
+6. **Social proof:** Past event metrics, testimonials, notable past attendees (if applicable)
+7. **Registration CTA:** Above the fold AND at page bottom. Minimal form fields (name, email, company).
+8. **Calendar integration:** Auto-generated .ics file or "add to calendar" links upon registration
+
+### Webinar Script Format
+
+```
+[0:00-1:00] OPENING HOOK
+- Attention-grabbing question, statistic, or story
+- Brief overview of what attendees will learn
+- Housekeeping (recording available, Q&A at end, mute/unmute)
+
+[1:00-5:00] SPEAKER INTRO + CONTEXT
+- Speaker credibility (why should they listen to you)
+- Problem framing (why this topic matters now)
+
+[5:00-35:00] CORE CONTENT (3-4 sections)
+- Section 1: [Topic] (8-10 min)
+  - Key point + supporting evidence
+  - ENGAGEMENT PROMPT: [Poll/question at 10-min mark]
+- Section 2: [Topic] (8-10 min)
+  - Key point + supporting evidence
+  - ENGAGEMENT PROMPT: [Poll/question at 20-min mark]
+- Section 3: [Topic] (8-10 min)
+  - Key point + supporting evidence
+  - ENGAGEMENT PROMPT: [Poll/question at 30-min mark]
+
+[35:00-45:00] Q&A
+- Prepared seed questions (in case of slow start)
+- Moderator selects and reads questions
+
+[45:00-48:00] CLOSING
+- 3 key takeaways (repeat the value)
+- CTA: [Specific next step with link]
+- Thank you + where to continue the conversation
+```
+
+### Sponsorship Brief Template
+
+1. **Event overview:** Name, date, location, expected attendance, audience profile
+2. **Sponsorship tier:** What is included (logo placement, speaking slot, booth, leads)
+3. **Cost breakdown:** Fee + estimated additional costs (travel, booth setup, swag)
+4. **ROI projection:** Expected leads, CPL, comparison to other channels
+5. **Success criteria:** Specific thresholds that define success vs. failure
+6. **Measurement plan:** How leads and brand visibility will be tracked
+7. **Go/no-go deadline:** Date by which decision must be made
+
+### Post-Event Recap Format
+
+1. **Headline:** Key insight or outcome from the event
+2. **Event context:** 1-2 sentences on what the event was and who attended
+3. **Key takeaways:** 3-5 numbered insights with supporting detail
+4. **Quotes:** 2-3 notable quotes from speakers or attendees
+5. **Data points:** Attendance numbers, engagement metrics, survey highlights
+6. **Resources:** Links to recording, slides, related content
+7. **Next steps:** Upcoming events, community link, CTA
+
+---
+
+## Examples
+
+### Good: Complete 3-Phase Event Plan
+
+```
+PRE-EVENT (4 weeks before):
+- Landing page with benefit headline, speaker bios, timed agenda
+- Email sequence: announcement (week 1), speaker spotlight (week 2),
+  early-bird deadline (week 3), final reminder (24h + 1h before)
+- Social: 8 posts across LinkedIn and X (2/week) with speaker quotes
+- Partner cross-promotion with 2 co-marketing partners
+
+DURING-EVENT:
+- Live polls every 10 minutes via webinar platform
+- Dedicated chat moderator for Q&A curation
+- Live-tweeting 5 key moments with event hashtag
+- Technical backup: co-host can take over if primary speaker drops
+
+POST-EVENT:
+- Recording sent within 24h to attendees, 48h to no-shows
+- Follow-up sequence: thank-you (day 1), takeaways (day 3), CTA (day 7)
+- Blog recap published day 5 with key insights
+- 4 social clips (60s each) from recording, published over 2 weeks
+- Attendees invited to Slack community channel
+- Post-event survey sent with recording email
+```
+
+### Bad: Single-Phase Event Plan
+
+```
+EVENT:
+- Host a webinar about our product on Tuesday
+- Send recording to people who signed up
+
+Problems:
+- No pre-event promotion or registration funnel
+- No reminder sequence (expect 50%+ drop-off)
+- No engagement plan during the event
+- Recording sent but no follow-up sequence or CTA
+- No content repurposing
+- No community building
+- No measurement plan
+```
+
+---
+
+## Anti-Patterns
+
+1. **Events with no follow-up** -- Hosting a webinar or conference session and never contacting attendees again. The event is the beginning of a relationship, not the end. Post-event follow-up within 48 hours is when intent is highest.
+
+2. **Sponsorships with no ROI tracking** -- Paying $10K for a conference booth without defining what success looks like or how leads will be tracked. Every sponsorship needs a CPL projection and measurement plan before committing budget.
+
+3. **Webinars without registration funnels** -- Sending a single "join our webinar" email with a direct meeting link. Without a registration page, you lose the ability to send reminders, measure attendance rate, and follow up with no-shows.
+
+4. **Single-phase planning** -- Planning only the event itself without pre-promotion or post-follow-up. This is the number one event marketing failure mode. All 3 phases must have defined actions.
+
+5. **No content repurposing** -- Investing 20+ hours in an event and generating zero derivative content. Every event should produce at least 3 derivative assets (recap, clips, email highlight).
+
+6. **Engagement-free webinars** -- A 45-minute monologue with no polls, questions, or interactive elements. Attendees start dropping off after 8-10 minutes without engagement prompts.
+
+7. **Community as afterthought** -- Launching a Slack channel at the end of an event with no plan to sustain it. Community channels without ongoing content and moderation become ghost towns within 2 weeks.
+
+---
+
+## Metrics
+
+Track these indicators for event content after shipping:
+
+- **Registrations** -- Total registrations and registration conversion rate (landing page visits to registrations)
+- **Attendance rate** -- Percentage of registrants who actually attended. Benchmark: 35-45% for webinars, 60-80% for in-person.
+- **Engagement during event** -- Poll participation rate, Q&A questions submitted, chat messages, average watch time (for webinars)
+- **Post-event conversions** -- Actions taken from post-event follow-up (demo requests, trial signups, content downloads)
+- **Content repurposing output** -- Number of derivative assets created from event content and their individual performance metrics
+- **Sponsorship ROI** -- Actual leads and CPL compared to pre-event projections. Actual vs. projected comparison.
+- **Community growth** -- New community members attributed to the event, 30-day retention of event-sourced members
+- **NPS/satisfaction score** -- Post-event survey results, likelihood to attend future events
+- **No-show recovery rate** -- Percentage of no-shows who engaged with the recording delivery email