Build a Contractor Marketing and Reputation System

A. Finished-Project Specification

Quantity: one approved brand-position statement, one set of channel profile standards, one project-photo consent form, one testimonial and review-request procedure, one complaint and negative-review response procedure, and one annual marketing plan, each dated and signed by the owner and reviewed by at least one qualified professional.

B. Document Schedule (Component Schedule)

Document	Quantity	Format	Content Required	Preparation / Purpose
Brand-Position Statement	1	Written statement, one paragraph	Brand position and evidence for each supporting advantage	The controlling claim reference for every channel
Channel Profile Standards	1	Table by channel	Name, logo, color, voice, contact, licensing, and insurance presentation per channel	Keeps every advertising surface consistent and accurate
Project-Photo Consent Form	1	Signable form	Interior, exterior, address, people, possessions, schedule, and publication scope	Required before any project photograph is used in marketing
Testimonial and Review-Request Procedure	1	Procedure document	Request timing, approved milestones, editing rule, and prohibited practices	Governs how reviews and testimonials are collected and published
Complaint and Negative-Review Response Procedure	1	Procedure document	Response timing, factual-response rule, privacy protection, and escalation triggers	Governs how the business responds to negative public feedback
Annual Marketing Plan	1	One-page plan	Objectives, audience, channel, message, budget, owner, and measurement	Aligns lead generation with screening and delivery capacity

C. Information Takeoff

• Business model and authority information: the approved Chapter 1 business model, current Chapter 3 license status, and current Chapter 4 insurance status, gathered before Step 1.
• Service content: the complete Chapter 6 scope library, gathered before Step 7.
• Capacity information: Chapter 12 pipeline history and Chapter 18 job-cost capacity data, gathered before Step 27.
• Professional input: at least one qualified reviewer identified before Section H, and additional reviewers (attorney, advertising-compliance advisor) as the specific question requires.

D. Acceptance Standards

Check	Standard
Claim traceability	Every published claim traces to the business model, license file, insurance file, or scope library, with named evidence; every removed claim is documented with a reason
Channel consistency	Business name, logo, color, voice, and contact presentation match across every channel listed in Section E
Photo consent	No project photograph is placed in the library or used in marketing without a completed consent form on file
Testimonial integrity	Every published testimonial preserves the customer's meaning and was collected without a conditioned benefit
Complaint response	The response procedure protects private customer and project information and escalates legal, safety, or insurance matters to professionals
Capacity alignment	The marketing plan's lead-volume target does not exceed documented estimating, field, and customer-service capacity
Professional review	At least one qualified reviewer has reviewed the completed draft and their comments are recorded and addressed before approval
Approval	The marketing and reputation system and its six supporting documents are signed, dated, and stored in the company record system

E. Brand, Claims, and Channel Standards

1. Import the approved business model, service area, service menu, licensing status, insurance statements, capacity, and customer profile. Record each source document and its current date on the brand-position statement template before continuing.
2. Define the brand position in one clear statement. Write one sentence naming who the business serves and why it is chosen.
3. Define the evidence supporting each promised advantage. For every advantage named in the brand position, record the specific, producible evidence supporting it.
4. Remove claims that are vague, exaggerated, unverifiable, or outside authority. Move each removed claim to a documented removed-claims log with the reason and reconsideration condition.
5. Create approved business-name, logo, color, typography, voice, and contact standards. Record each standard on the channel profile-standards template.
6. Verify trade name, domain, social account, and advertising-name consistency. Confirm every public-facing name matches the Chapter 2 registered trade name.
7. Create service descriptions from the Chapter 6 scope library. Draft one description per approved service using scope-library language, not new claims.
8. State service geography, project size, exclusions, and qualification accurately. Match each description to the Chapter 1 geography and Chapter 6 project-size limits.
9. Create approved licensing and insurance statements with jurisdictional context. Draft the exact statement wording using current Chapter 3 and Chapter 4 status.
10. Do not imply that insurance guarantees workmanship or customer recovery. Review each insurance statement for this specific overreach and correct it.
11. Create website, directory, social, print, vehicle, sign, proposal, and email profile standards. Complete one row per channel on the channel profile-standards template.
12. Identify advertising, platform, accessibility, privacy, telemarketing, email, text, review, promotion, and consumer-protection rules requiring professional review. List each open compliance question and the professional responsible for answering it.

F. Photo Consent and Testimonial Procedures

1. Create a project-photo consent form covering interior, exterior, address, people, possessions, schedule, and publication. Draft the form using the fields named in this step.
2. Obtain permission before photography is used for marketing. State the point in the project timeline at which consent must be obtained and confirmed.
3. Create photo-capture standards for safety, cleanliness, progress, details, before, after, and final work. List the required shot categories and the condition each must meet before use.
4. Do not stage deceptive before-and-after comparisons or use work performed by others without disclosure. Add this rule directly to the photo-capture standards.
5. Create a secure photo library with project, date, permission, scope, photographer, and usage rights. Define the library's field structure and access controls.
6. Create testimonial and review-request procedures after legitimate service milestones. Name the specific project milestones at which a request may be sent.
7. Do not condition warranty, discount, payment, or correction on a positive review. Add this prohibition directly to the request procedure.
8. Do not create, purchase, direct, or conceal fake reviews. Add this prohibition directly to the request procedure.
9. Create a testimonial approval and editing rule that preserves meaning. State the specific limits on shortening or editing a customer's words.

G. Complaint Response, Referral Sources, and Marketing Plan

1. Create a complaint and negative-review response procedure. Draft the response timing, tone, and approval steps.
2. Respond factually without revealing private customer or project information. Add this rule directly to the response procedure.
3. Escalate threats, extortion, defamation, legal claims, safety, or insurance matters to professionals. Name the specific triggers and the professional each is routed to.
4. Create referral-source categories such as customers, trades, suppliers, designers, property managers, search, and community. List each category to be tracked.
5. Create a basic annual marketing plan with objectives, audience, channel, message, budget, owner, and measurement. Complete one row per planned campaign on the marketing-plan template.
6. Align lead volume with estimating, field, and customer-service capacity. Compare the planned lead-volume target against the Chapter 18 capacity data.
7. Do not generate more leads than the business can screen and serve professionally. Reduce the plan's targets if the comparison in the previous step shows a mismatch.
8. Create campaign identifiers and source tracking. Assign a unique identifier to each planned campaign.
9. Measure qualified leads, site visits, proposals, conversion, contract value, gross profit, acquisition cost, repeat work, referrals, reviews, and backlog. List each measurement the plan will track.
10. Do not evaluate marketing only by likes, impressions, or gross revenue. Confirm the measurement list includes at least the qualified-lead and conversion figures from the previous step.
11. Create a content calendar based on real services, education, maintenance, project stories, and seasonal needs. Draft a basic calendar referencing only approved services and claims.

H. Testing, Review, and Approval

1. Review all claims, photographs, promotions, financing references, discounts, and testimonials before publication. Route the complete draft system to the reviewing professional.
2. Test one service page, one project case study, one review request, and one referral campaign. Produce one sample of each using the approved templates and standards.
3. Approve the marketing system and schedule quarterly reputation and compliance review. Sign and date the final system and set the first quarterly review date.