Sperry Tree Care — Q2 Digital Growth System

BOSSTORQUE Confidential — Prepared for Sperry Tree Care

Q2 2026 Engagement Proposal

The Sperry Tree Care Digital Growth System

Four interconnected projects that build a digital engine — one that captures demand, warms new leads, nurtures relationships, and compounds in efficiency over time.

SOW #3 — Web Security + Phase Zero SOW #4 — Q2 Member Marketing SOW #5 — Meta Paid Social SOW #6 — Lead Warming & Club Welcome

March 2026 · Prepared by BOSSTORQUE

BOSSTORQUEThe System

The Big Picture

One System. Not Four Purchases.

Each project is valuable on its own — but together they multiply.

SOW #3 · BT-STC-003 — Foundation

Web Security + Phase Zero Design

$3,500

Harden the site against breaches
Feature architecture spec
3 production design comps
Blueprint for Q3 full build

SOW #4 · BT-STC-004 — Relationship

Q2 Member Marketing + Spring Pruning

$3,500

11-email Club nurture sequence
Spring Pruning broadcast campaign
Landing pages + Jobber integration
Automated booking sequences

SOW #5 · BT-STC-005 — Reach

Meta (Facebook/Instagram) Paid Social Q2

$7,500

Cold audience + lookalike campaigns
Retargeting layer (weeks 2–3+)
Residential homeowner focus
Audience + pixel data for Q3

SOW #6 · BT-STC-006 — Engage

Lead Warming & Club Member Welcome

$2,500

New lead warming sequence (3-email)
Club member welcome + onboarding (4-email)

The critical insight: Ads without a converting website is a leaky bucket. A great website with no traffic is a billboard in the woods. Email without new leads is a shrinking pool. And leads without a warming sequence leak revenue every day. All four running together create a self-reinforcing loop — each piece makes the others more effective.

BOSSTORQUEThe Customer Journey

From Stranger to Champion

The Sperry Marketing & Sales Funnel

Every homeowner starts as a stranger. The system's job is to move them — efficiently and automatically — all the way to Sperry Champion.

1

Attract

Top of Funnel · TOFU

Meta ads, organic search, Home Show traffic, referrals, yard signs

SOW #5

2

Engage

Middle of Funnel · MOFU

Website visit → lead warming sequence → retargeting ads → email nurture

SOW #5, #6

3

Convert

Bottom of Funnel · BOFU

Estimate request submitted → Jobber-connected quote → booked job

SOW #3, #5

4

Deliver

First job completed

Service delivered → post-job email → Google review request → Club upsell

Retainer

5

Retain

Loyalty · Club membership

Club welcome sequence → seasonal campaigns → renewal → ongoing value

SOW #4, #6

6

Grow

More revenue per customer

Upsell (pruning → removal → stump), cross-sell, neighbor referrals, annual renewal

SOW #4

7

Champion

Peak loyalty · Zero ad cost

Posts on Nextdoor, sends referrals, leaves reviews. Earns new customers at $0 ad spend.

Long-term equity

BOSSTORQUEThe Growth Engine

How It Works

The Digital Growth Engine

How a homeowner moves from first ad to loyal Club Member — and the data loop that makes it cheaper every quarter.

What is retargeting? When someone visits your site or clicks your ad but doesn't call, Meta automatically shows your ad to them again over the next several days — like a polite follow-up that runs 24/7 without you lifting a finger. Because they already know you, they book at 2–3× the rate of a cold stranger.

"You must be spending a fortune on ads!" You're not. Retargeting only shows your ad to your past visitors — a small, targeted pool. Reaching 500 website visitors with daily reminder ads can cost as little as $3–5/day. The high visibility is an illusion — and a powerful one.

Why Club Member feeds the ad engine: Your Club member email list gets uploaded to Meta as a Custom Audience. Meta then finds new people in your area who "look like" your best customers — this is called a Lookalike Audience. The bigger your Club grows, the better Meta's targeting gets, and the lower your cost per lead becomes.

BOSSTORQUESOW #3 — BT-STC-003

SOW #3 — Foundation

Web Security + Phase Zero Design

Harden what you have. Design what comes next. Lock in the Q3 blueprint.

Workstream A — Security Hardening (~2 weeks)

Full WordPress security audit + immediate remediation
SSL/TLS (encrypted connection), WAF/Cloudflare (Web Application Firewall — blocks attacks before they reach your site), 2FA (two-factor authentication), Wordfence
Malware scan + Core Web Vitals (site speed score) baseline
Complete by ~Apr 6

Workstream B — Phase Zero Design (~6 weeks)

Site feature architecture spec: Jobber estimate flow, Club integration, service-specific pages, Elder Tree Forum framework, GA4 + Meta Pixel built in
3 production-quality design comps: Homepage, Services Hub, Estimate/Contact
Direct input to Q3 build — dev team starts Day 1, no re-scoping delay
Delivered by ~May 11

Investment

$3,500

$500 infrastructure + $3,000 Standard Boost tier · 100% due at signing

ROI Projection

Security protection: Average WordPress breach costs $3,000–$15,000 in cleanup, downtime, and reputation damage. SOW #3 eliminates that exposure.

Conversion lift (at Q3 launch): Phase Zero enables a site that converts visitors to estimate requests at 3–4% vs. 1–2% today. At 800 monthly visitors, 35% close rate, $750 average job:
+$2,000–$3,500/month in additional revenue once Q3 site is live.
Payback: Under 2 months of post-launch lift

Assumes: 800 monthly organic visitors; conversion improves from 1.5% → 3.5% post-Q3 site build; 35% close rate; $750 average job value. Revenue lift is realized at Q3 site launch, not at SOW #3 delivery. Projections are estimates only.

BOSSTORQUESOW #4 — BT-STC-004

SOW #4 — Relationship

Q2 Member Marketing + Spring Pruning

Activate your full list for Spring Pruning season. Build Club nurture sequences that drive renewals and upsells. Lay the automation foundation for Q3 and beyond.

What We Build

11-email Club member nurture sequence (welcome → value → retention → renewal)
Spring Pruning broadcast campaign to 1,100 opted-in members — target launch ~Apr 20
Kit landing pages connected to Jobber estimate flow
Q2 email calendar — 5 additional seasonal broadcast campaigns
Zapier automations: Kit → Jobber → Kit (estimate triggers, follow-ups, Club enrollment)
All sequences live by ~Apr 27

On automation and seasonal campaigns: The Club nurture sequence and booking automations built in SOW #4 continue running through Q2 and beyond. Seasonal broadcasts (Spring Pruning, Fall, etc.) will be refreshed annually as part of retainer work — you don't get one broadcast forever, you get the system that makes each one faster and better. Dedicated lead warming and Club welcome automation is covered in SOW #6, which fires automatically for every new estimate request and new Club signup.

Investment

$3,500

Standard Boost tier · 100% due at signing

ROI Projection

11-email Q2 Club nurture sequence (Spring Pruning embedded as emails #3 & #5):
~$72,000–$132,000 first-year revenue influence
Model: 5% incremental booking uplift on 1,100 opted-in Club members. Floor: 55 incremental bookings × $1,300 avg Club deal = $71,500 (~$72K). Ceiling: 5% applied to avg annual member spend — 1,100 × 5% × $2,409 avg annual revenue/member (confirmed from historical client data) = $132,495 (~$132K). Range reflects conservative per-booking floor vs. data-backed annual-spend model. Triangulated against direct email-attribution model using actual Sperry Kit benchmarks (46% open, 6% click, 65% close, $1,300 avg) → ~$84,700 gross attribution — sits inside the range.

ROI on $3,500: ~20x–38x
Payback: Spring Pruning emails (#3 & #5) cover the investment within the first weeks of the sequence

Revenue influence range: Floor — 5% uplift × 1,100 Club members = 55 incremental bookings × $1,300 avg deal = $71,500 (~$72K). Ceiling — 5% applied to total annual member spend: 1,100 × 5% × $2,409 avg annual revenue/member (confirmed from historical Jobber/Kit client data across 1,842 contacts) = $132,495 (~$132K). $1,300/booking figure validated by same dataset ($2,409/yr ÷ 1.8 jobs/yr = $1,338/job). Email-attribution model using actual Sperry Kit benchmarks (46% open, 6% click, 65% close, $1,300 avg) yields ~$84,700 gross — sits inside the range, providing independent triangulation. Club members have expressed eagerness for the nurture stream; high-intent existing audience. Lead warming and Club welcome automation scoped separately in SOW #6. Projections are estimates only.

BOSSTORQUESOW #5 — BT-STC-005

SOW #5 — Reach

Meta Paid Social — Q2 Residential Campaign

The Home Show proved the demand is there. This puts it on digital autopilot — 24/7, targeting residential homeowners in your service area.

Home Show data: Friday alone — a light show day — generated 16 estimate requests in 9 hours. Full 3-day projection: 70–110 estimate requests. That's the residential demand signal Q2 campaigns are designed to replicate at scale.

Campaign Architecture — Live by ~Apr 6

Cold prospecting: Lookalike Audiences — Meta finds new people in your area who match the profile of your best customers, built from your email list
Retargeting layer (activates ~Apr 20): Automatically shows your ad to past website visitors who didn't call — 2–3× cheaper per lead than cold; makes you look like you're "everywhere" for a few dollars a day
Conversions API — tracks bookings even with iOS privacy blocks
Meta Pixel baked into Phase Zero spec from Day 1
3–5 ad sets tested; top performers scaled through Q2

Project Fee — Cold Lead Gen Tier

$7,500

Ad spend is separate (recommend $2,500–$4,000/mo)

$3,750 at signing · $3,750 at 30 days
Post-Q2 campaign management covered under existing monthly retainer

ROI Projection

At $70 CPL (Cost Per Lead), $2,500/mo ad spend:
~36 leads/month → ~107 Q2 leads

At 28% close rate, $850 avg residential job:
$25,000–$32,000 direct Q2 revenue Plus: Q3 starts with warm retargeting pools — est. 40–60% lower CPL than starting from scratch.

ROI on $7,500 project fee: 3x–4x direct
Payback: ~6–8 weeks of campaign runtime (~May 18)

CPL = Cost Per Lead. Assumes: $2,500/mo ad spend; $70 blended CPL; 28% close rate; $850 avg residential job. Project fee covers campaign build and active Q2 management. Ongoing post-Q2 optimization is covered under your $2,000/month retainer. Projections are estimates only.

BOSSTORQUESOW #6 — BT-STC-006

SOW #6 — Engage

Lead Warming & Club Member Welcome

Every estimate request that doesn't immediately book is a warm lead going cold. Every new Club member who doesn't hear from you is a retention risk. SOW #6 fixes both — automatically.

What We Build

Lead Warming Sequence (3 emails, 7-day cadence) — fires automatically whenever a new estimate request is submitted in Jobber. Keeps Sperry top of mind while the homeowner is still comparing quotes.
Club Member Welcome Sequence (4 emails, 14-day cadence) — fires automatically when someone joins the Club. Onboards them to Club benefits, sets seasonal expectations, drives first spring booking.

Why this is the missing piece: SOW #5 drives leads. SOW #4 campaigns to existing Club members. But the gap between "estimate submitted" and "booked job" — and between "new Club member" and "engaged loyal customer" — has been leaking revenue. SOW #6 seals that gap with automation that runs 24/7 without anyone lifting a finger.

Investment

$2,500

Standard Boost tier · 100% due at signing

ROI Projection

Lead warming sequence: 15 non-converting estimate requests/month × 12% incremental close × $1,300 avg job × 12 months:
~$25,000–$30,000 first-year recovered revenue Club enrollment broadcast: Re-engagement campaign to opted-in Club members — revenue modeled within SOW #4 nurture sequence (no double-count).

First-year revenue influence: ~$25,000–$30,000
ROI on $2,500: ~10x–12x
Payback: ~3–4 bookings recovered from warming sequence (~May 2026)

Lead warming: 15 non-converting estimate requests/month × 12% incremental close rate × $1,300 avg job × 12 months = $28,080/yr (~$25K–$30K range). $1,300 avg job validated by historical Jobber/Kit client data ($2,409/yr avg annual spend ÷ 1.8 jobs/yr = $1,338/job). Club enrollment broadcast targets opted-in Club members only; revenue influence included in SOW #4 nurture model — not double-counted here. Sequences run automatically via Kit + Zapier + Jobber integration. Projections are estimates only.

BOSSTORQUEQ2 → Q3 Bridge

Strategic Value

Q2 Doesn't Just Deliver Q2 Results

Every asset built this quarter makes Q3 faster, cheaper, and higher-converting — before Q3 even starts.

What We Build in Q2	What It Unlocks in Q3	SOW
Phase Zero design comps + feature architecture spec	Q3 full site build starts with a complete blueprint. No discovery delay, no re-scoping. Dev team executes Day 1.	#3
Security-hardened WordPress install	Q3 build inherits a clean, protected foundation. No cleanup time lost.	#3
Meta Pixel + Conversions API running all Q2	Retargeting pools are warm on Day 1 of Q3 campaigns. CPL (Cost Per Lead) drops an estimated 40–60% vs. starting cold.	#5
Lookalike Audiences from email list + Q2 pixel data	Q3 campaigns target proven high-intent profiles — not guesses. Every ad dollar works harder.	#5
Q2 creative performance data (CTR/CPL/CPC by audience)	Q3 brief starts from proven winners. Faster path to scale. CTR = Click-Through Rate; CPC = Cost Per Click.	#5
Club sequence A/B data + engagement benchmarks	Q3 automation improvements are already informed. No blind iteration on what converts.	#4
Spring Pruning campaign performance (open rates, conversions)	Q3 seasonal campaigns built on what actually converts for Sperry's specific audience.	#4

Bottom line: Q2 is not just revenue generation — it's infrastructure investment. By Q3 you're not starting from scratch. You're compounding.

BOSSTORQUEThe Flywheel

Long-Term Value

How the Flywheel Works

What is a flywheel? A self-reinforcing business system where each win builds momentum for the next — like a heavy industrial wheel that takes effort to start, but once spinning, requires only a small push to keep accelerating. The goal: a system that grows more efficient over time, not one that needs constant new investment just to maintain its current level.

1

More Leads → Better DataMeta's pixel accumulates. Each week the platform learns exactly who your best customers are and where to find more of them.

2

Better Data → Lower CPL (Cost Per Lead)Warm retargeting audiences deliver 2–3× better cost per lead than cold outreach. Q3 campaigns start cheaper than Q2 did.

3

Lower CPL → Club GrowthMore affordable leads, nurtured by automated sequences, convert to Club Members — your highest-value, most loyal customers.

4

Club Growth → Higher LTV (Lifetime Value)Club Members spend more per year, stay longer, and book more consistently than one-time customers. LTV = total revenue per customer over their lifetime.

5

Higher LTV → Referrals → More LeadsLoyal Club Members refer neighbors. Happy customers leave reviews. The flywheel closes — and each revolution requires less outside energy than the last.

BOSSTORQUEROI Summary

Return on Investment

What These Projects Return

Conservative estimates. Clearly stated assumptions. Designed to be beaten, not just met.

Project	Fee	Projected Revenue Influence	ROI on Fee	Estimated Payback
#3 — Web Security + Phase Zero	$3,500	+$2,000–$3,500/month post-Q3 site launch (conversion lift); $3K–$15K security risk avoided	7x–12x annualized*	Under 2 months post-launch (est. late Aug 2026)
#4 — Q2 Member Marketing	$3,500	~$72,000–$132,000 from 11-email Q2 Club nurture sequence (Spring Pruning embedded as emails #3 & #5). Floor: 55 incremental bookings × $1,300 = $71,500. Ceiling: 1,100 × 5% × $2,409 avg annual member spend (confirmed from historical client data) = $132,495. Email-attribution model (~$84,700 gross) triangulates inside the range. Members have expressed eagerness for the nurture stream.	~20x–38x	Spring Pruning emails cover investment within first weeks of sequence
#5 — Meta Paid Social	$7,500 project fee†	$25,000–$32,000 direct Q2 revenue (ad spend separate). Warm retargeting/lookalike assets carry into Q3.	3x–4x on project fee	~6–8 weeks of campaign runtime (~May 18)
#6 — Lead Warming & Club Welcome	$2,500	~$25,000–$30,000 first-year. Lead warming: 15 non-converting requests/mo × 12% close × $1,300 avg × 12 mo = $28,080. Club enrollment broadcast to opted-in Club members — revenue included in SOW #4 model, not double-counted here.	~10x–12x	~5–8 incremental bookings from warming sequence (~Jun 2026)
Total Q2	$17,000	$122,000–$194,000+ revenue influence (Q2 direct + first-year retention and lead warming)	7x–11x blended	Q2 investment pays back in Q2

† SOW #5 project fee vs. retainer: The $7,500 is a one-time project fee (Cold Lead Gen tier) covering campaign build and active Q2 management. It is separate from your $2,000/month retainer. After Q2, ongoing optimization of these live campaigns rolls into the retainer as active campaign management — you're not paying twice.

*SOW #3 annualized ROI is realized at Q3 site launch, not at SOW #3 delivery. | SOW #5 all-in Q2: $7,500 project fee + est. $7,500 ad spend ($2,500 × 3 mo) = $15,000 total → $25K–$32K revenue = 1.7x–2.1x all-in direct. Q3 audience assets extend the return beyond Q2. | SOW #6 lead warming ROI assumes 15 non-converting estimate requests/month; 12% additional close rate from sequence; $1,300 avg job. All projections are estimates based on stated assumptions. Actual results vary.

BOSSTORQUETimeline & Next Steps

Q2 Execution Plan

From Kickoff to Q2 Close — All Within Q2

All four SOWs kick off the week of March 23. Every deliverable lands before June 30.

Mar 19
Thursday

In-person kickoff meeting — Sperry's office, 1:30 PM. SOW review, access confirmation, Elder Tree Forum scoping, Q2 calendar alignment.

Mar 23
Monday

All four SOWs kick off. Security audit begins. SOW #4 + #6 sequence mapping begins. Meta account audit + creative brief underway.

Apr 6
Monday

Security hardening complete (SOW #3-A). Site protected; baseline report delivered. Meta campaigns go live (SOW #5) — cold prospecting + first creative tests running.

Apr 20
Monday

Spring Pruning campaign launches (SOW #4). Email + landing pages live, Jobber connected. Retargeting layer activates (SOW #5) — warm pool building.

Apr 27
Monday

All email sequences live (SOW #4 + SOW #6). Full Q2 automation running — Club nurture, lead warming, Club welcome, estimate follow-up, seasonal calendar.

May 11
Monday

Phase Zero design comps delivered (SOW #3-B). Feature architecture spec + 3 production design comps for Sperry review and approval.

May 25
Monday

Q3 build SOW scoped and ready. Dev vendor selected; Phase Zero comps approved; Q3 site build ready to kick off in July.

Jun 30
Tuesday

Q2 closes. All deliverables complete. Retargeting pools built. Campaigns running. Automation live. Q3 starting position locked.

To Move Forward

Sign all four SOWs — or individually if phasing the investment
Confirm platform access: WordPress, Kit, Zapier, Jobber, Meta Business Manager
Mar 19 kickoff — bring Elder Tree Forum vision for scoping discussion
Confirm Q2 monthly ad spend budget for SOW #5 planning

On the Horizon — Q3 and Beyond

Q3 Full Site Build — Phase Zero output is the blueprint
SOW #6 — Lead Warm-Up Nurture Sequence ($2,500–$3,000) for new leads from all channels
Elder Tree Forum buildout — scoping at Mar 19 meeting
SEO (Search Engine Optimization) strategy — Q2–Q3 roadmap
LinkedIn commercial campaign — separate future SOW

Questions or ready to sign?

Jason · BOSSTORQUE

jason@bosstorque.ai