The north star
By day 90, marketing is a system, not a scramble.
Everything in this plan points at one outcome, the one I set out on the workspace page.
Make Envera the name HOA boards trust first, and give every piece of content a clear next step.
- 01A steady rhythm: LinkedIn, Instagram, blog and email publishing on a calendar a quarter ahead, with fast approvals.
- 02Proof on tap: two finished case studies and a sales kit for boards, managers and developers.
- 03A line from content to demos: HubSpot properties, UTMs and a monthly scorecard that shows what drives pipeline.
Day 0 · The extra step
I don't want to start at zero, so I've already started.
Most people arrive on day one with questions. I'd arrive with drafts, a plan and a list of better questions.
ALREADY DONE
A head start you can open today
- Content pillars, audiences and a posting cadence for LinkedIn (see it)
- Four company posts and sample posts for your profile, ready to adapt
- Two board-ready blog drafts and a case-study template
- A four-phase trade-show campaign with email and landing-page drafts
- A HubSpot nurture workflow, lifecycle stages, properties and UTM convention
- An executive LinkedIn program with post ideas for each leader
BEFORE DAY 1
What I'll do before I walk in
- Read six months of Envera's LinkedIn, Instagram, blog and emails, and note what landed
- Map the products: Virtual Gate Guard, Smart Access Control, Active Video Surveillance and the MyEnvera app
- Learn the buyer's world: HOA board cycles, budget season, CAI chapters and expos
- Write my day-one question list for you, sales, customer success and the central station
- Prepare a one-page baseline sheet, ready to fill with real numbers in week 2
The 30-60-90
Three worlds, thirteen weeks.
Pick a phase. Every week has a list of work and one clear output. Tick the deliverables as we go: your ticks stay in your browser.
Zoom in · Week 1
The first five days, hour by hour in spirit.
Week one is about people and context. One small, visible win by Friday.
MON
Welcome & alignment
- Access to HubSpot, Canva, LinkedIn page, Instagram, the CMS
- 1:1 with you: priorities, how you like to work, what “great” looks like at day 90
- Brand guide, past campaigns, asset library
TUE
Sales
- Shadow two or three sales calls
- Walk the pipeline and lead sources in HubSpot
- Collect the questions buyers ask most
WED
Service & central station
- How a Virtual Gate Guard shift actually runs
- Customer success: what residents praise and complain about
- List of happy communities for future stories
THU
Content deep dive
- What has performed, what hasn't, and why
- Agree an approval flow for posts and emails
- Draft the first quick-win post
★ Quick win: first post scheduled
FRI
Wrap-up #1
- Friday note to you: what I learned, open questions, next week's plan
- Start the content and HubSpot audits
- Book central-station and customer interviews
Across the 90 days
Every workstream, and where it lands.
The same six areas, moving from understanding to a working system.
| Workstream | By day 30 | By day 60 | By day 90 |
|---|---|---|---|
| SocialLinkedIn · Instagram | Audit done, pillars agreed, 3 posts a week live | Quarter calendar and template kit; Instagram rhythm running | Steady cadence, repurposing system, monthly content review |
| Executive LinkedInYou + leadership | Voice notes and post ideas agreed with you | Program live for you and one or two leaders | Three or four leaders posting, one hour a week each |
| Blog & SEOBoard-ready education | One blog post live, top pages reviewed | Two a month, linked to demo offers | SEO refresh of top pages, five posts live |
| Email & HubSpotData, nurture, tracking | HubSpot health check and baseline numbers | Persona and renewal-date properties, lists, UTMs, first nurture live | Monthly newsletter, A/B tests, scorecard v1 |
| Proof & sales kitCase studies, one-pagers | 20-question FAQ bank from sales and service | Case study #1 shipped as one-pager, carousel and video script | Case study #2 and a sales kit per persona |
| EventsTrade shows, CAI | Event calendar and goals agreed | Reusable before / during / after playbook | One event or seasonal campaign run end to end |
How we'd work
A rhythm that keeps you in the loop, not in the weeds.
DAILY
Two-line update
What shipped, what's next, anything blocked. Async, so it never costs you a meeting.
WEEKLY
Monday plan · Friday wrap
A short plan on Monday, a wrap-up on Friday, and a 30-minute 1:1 to decide what matters.
WEEKLY
Batch approvals
Next week's posts and emails arrive together on Thursday. Two weeks of buffer, so nothing is ever rushed.
MONTHLY
Scorecard + review
One page: what we published, what it drove in HubSpot, what we'll change next month.
The scorecard
How we'll know it's working.
Proposed targets. I'd set real numbers with you in week 2, once I've seen the baselines.
| Measure | Day 30 | Day 60 | Day 90 |
|---|---|---|---|
| Company LinkedIn posts | 3 a week | 3 a week + exec posts | Calendar a quarter ahead |
| LinkedIn engagement rate | Baseline set | Up vs. baseline | Up and holding |
| Demo requests from content | Baseline set | Tracked with UTMs | Reported monthly |
| Case studies | 2 stories lined up | 1 shipped | 2 shipped |
| Blog posts live | 1 | 3 | 5 |
| HubSpot contacts with a persona | Baseline set | 60% | 85% |
| Follow-up after events | Playbook drafted | Within 48 hours | Within 48 hours, automated |
| Newsletter | Plan agreed | Issue #1 sent | Issue #2 + A/B test |
Numbers without a baseline would be guesses, so the first month sets them. Everything else gets measured against that.
Honest about the hard parts
What could slow us down, and what I'd do about it.
If I'm new to security…
I learn it at the source: a central-station shift, sales calls and a 20-question FAQ bank. Ops checks every technical claim before it's published.
If approvals slow things down…
Batch approvals once a week, a two-week buffer in the calendar, and templates that need fewer edits.
If there's too much to do…
We agree the top three priorities each month. Everything else goes in a visible backlog, not in your inbox.
If the HubSpot data is messy…
Clean-up comes before automation. No nurture goes live on lists we can't trust.
If customer stories are hard to get…
Ask customer success for five happy communities in week 1, and use a simple consent and interview kit.
If a channel isn't working…
The monthly scorecard says so early, and we move the effort to what is.
WHAT I'D NEED · ACCESS
- HubSpot (marketing + reporting)
- LinkedIn page and Instagram
- Canva / Figma brand kit
- Website CMS and analytics
WHAT I'D NEED · PEOPLE
- A sales lead for call shadowing
- The central-station supervisor
- Customer success for story leads
- 30 minutes a week with you
WHAT I'D NEED · DECISIONS
- Top three priorities for month one
- The approval flow for content
- Which metrics matter most to you
- Any events already on the calendar
World 3-4 · Day 90
The 90-day review I'd bring you.
One honest document: what worked, what didn't, and what's next.
Not a highlight reel. A clear read on results against the scorecard, and a proposal for the next quarter you can say yes or no to.