# 30-Day FreshClean Execution Plan (Low- vs Medium-Budget)

| Phase | Low-budget actions (est. spend ~£1-2k) | Medium-budget actions (est. spend ~£5-7k) |
| --- | --- | --- |
| **Days 1-7: Positioning & Asset Prep** | - Finalise FreshClean messaging toolkit (value props for FM, hospitality, schools, offices, contractors).<br>- Create short explainer video (smartphone + Canva) and two case-study one-pagers.<br>- Build LinkedIn post carousel + organic email to current database teasing upcoming toolkit. | - Produce polished 60-second brand video and design print-ready folder for distributor meetings.<br>- Commission paid LinkedIn creative (carousel + lead gen form) targeting facility managers + contractors.<br>- Prepare sustainable sample kits (branded sachets, ROI card) for dispatch. |
| **Days 8-14: Launch & Lead Magnet Activation** | - Publish "Facility Manager FreshClean Survival Kit" landing page on RJN site with form that pushes to team.<br>- Run LinkedIn content using the prepared carousel (organic boosting via employee sharing).<br>- Email existing clients with compliance checklist and link to survival kit. | - Activate LinkedIn Sponsored Content + InMail to targeted cities, promoting "Compliance Concierge" and video.<br>- Send sample kits to top 20 distributor partners with follow-up calendar invites for demos.<br>- Launch Facebook/Instagram hospitality ads to drive smell audit bookings (funnel uses video). |
| **Days 15-21: Engagement & Training Push** | - Host 20-minute "FreshClean innovation lab" webinar using in-house experts; promote via email and LinkedIn groups.<br>- Share a mop-head infographic showing dosing reductions vs current powder in use.<br>- Start outreach to contractors with referral programme messaging via email template. | - Run retargeting ads to survivors of Days 8-14 campaign (video and case study) across LinkedIn+Meta.<br>- Sponsor content in trade newsletter (e.g., Facilities Management Journal) highlighting FreshClean sustainability story.<br>- Deploy Clorox-style microlearning module teaser on site (interactive checklist) + use paid search for "facility cleaning powder UK". |
| **Days 22-30: Conversion & Follow-up** | - Send personalised follow-up emails to kit downloaders and webinar attendees; include sample offer and request discovery call.<br>- Post customer testimonial highlight (short quote + stats) on LinkedIn and use as email case study.<br>- Offer limited-time trial-case discount for contractors who sign before Day 30. | - Engage dedicated inside sales reps to call and book compliance concierge visits for high-probability leads generated earlier.<br>- Run a 7-day LinkedIn lead-gen form blitz (FreshClean certified contractor badge) to fill calendar.<br>- Deploy outdoor digital screens (if accessible) in trade park near key clients promoting RJN FreshClean as the "trusted clean". |

> **Notes:** Low-budget track relies on owned channels, lean media and repurposed content. Medium-budget track layers in paid social, paid search, trade sponsorships and premium video/samples to accelerate pipeline.
