Campaign Goal
Convert Owens Corning Area Sales Managers into Top Rep advocates and distribution channels. Phase 1 builds ASM trust via a physical mailer + landing page opt-in. Phase 2 activates ASMs to share a contractor-facing tool/link, capturing roofing contractor leads into the Top Rep ecosystem. Success = ASMs opted in, contractors booking implementation calls with Ashley.
How It Works
Audience: ~120 OC Area Sales Managers across 13 U.S. regions. List provided by Jon Gardner (Sr. Leader, Strategic Partnerships & L&D, OC Roofing). Jon has approved the concept and must review materials before anything ships.
Trigger: Physical mailer ships to all ASM home addresses (from the OC Field Sales list). Package includes Pivot Points black cards + outreach card with QR code.
Sequence:
ASM receives physical package → scans QR → lands on oc.topreptraining.com Landing page gives 3 free resources (no opt-in required) ASM opts in to weekly training content → tagged [oc] asm-opted-in → Email Sequence A fires (5 emails + ongoing weekly tips) After ~5 weeks, E4 activates ASM as distributor — they receive a shareable link/QR to pass to contractors Contractor scans → contractor landing page → opts in for free Flight School trial + 30-min implementation call with Ashley → tagged [oc] contractor-lead → Email Sequence B fires (5 emails) Contractor books implementation call → Ashley closes to Flight School Teams or VSM
Branching logic: ASMs who don't opt in go to low-frequency re-touch via OCU Live! events. Contractors who don't book after C5 go to monthly drip; any engagement re-triggers active sequence.
Assets Needed
Funnel / Landing Page
ASM landing page: oc.topreptraining.com — build in Lovable. ASM-specific, not the main Top Rep site. (Owner: Jet + Paul) Contractor landing page: Separate page, contractor-facing. (Owner: Jet + Paul) HTML mockups drafted and ready for build.
Email / SMS Sequence
Sequence A — ASM nurture (sender: Chuck)
E1 (immediate): Welcome + resource delivery E2 (Day 7): Field tip — price conversation framing E3 (Day 14): Contractor success story / social proof E4 (Day 35): Distribution activation — ASM gets shareable contractor link E5+: Weekly field tips, ongoing. Every 4th email includes soft CTA.
Sequence B — Contractor nurture (sender: Ashley)
C1 (immediate): Welcome + Flight School access + book implementation call C2 (Day 2): Value tip — what top contractors do differently C3 (Day 5): Short re-engagement "honest question" email C4 (Day 10): Social proof story C5 (Day 18): Last chance before monthly drip
Full copy drafted for all emails — see campaign build plan HTML.
Automation
GHL workflow: ASM opt-in form → tag [oc] asm-opted-in → trigger Sequence A GHL workflow: Contractor opt-in → tag [oc] contractor-lead + [oc] source-asm-[region] → trigger Sequence B GHL tag: [oc] asm-distributor-activated (fires when E4 sends) Dynamic QR redirect: toprep.com/next (Paul manages — reroutes to current offer) Bootcamp QR: toprep.com/bootcamp (fixed, never changes)
(Owner: Paul + Jet)
Graphics / Video
Outreach card design (front of physical mailer) — HTML mockup complete, needs print file (Owner: Jet → designer) ASM landing page design — HTML mockup complete (Owner: Jet → Paul to build) Contractor landing page design — HTML mockup complete (Owner: Jet → Paul to build) Chuck objection handling video clip (3 min) — needs to be recorded (Owner: Chuck) Sales Rep Scorecard PDF — needs to be created or repurposed (Owner: TBD) Pivot Points usage guide PDF — needs to be created (Owner: TBD)
What Can Break
Jon Gardner doesn't approve materials → campaign stalls before launch. Mitigation: Chuck submits card + landing page copy to Jon ASAP. Don't print or build until Jon confirms. QR code not connected to funnel (same issue that happened at OC events) → ASMs scan and land nowhere. Mitigation: Alea/Mitch to QA the QR destination before mailer ships. GHL automation doesn't fire on opt-in → ASMs opt in but get no emails. Mitigation: Paul to test trigger conditions end-to-end before launch. Notify Paul. AE list has outdated contacts (Florida region has turnover noted) → physical mail gets returned or goes to wrong person. Mitigation: Mitch/Sherry to clean list, flag turnover entries before print. Notify Mitch. ASM landing page not live before mailer ships → QR scans with nowhere to go. Mitigation: Page must be live and QA'd before ship date. Hard dependency. Contractor opt-in offer not finalized → Sequence B can't be built. Mitigation: Ashley to confirm offer (Flight School trial + implementation call) before Paul builds contractor workflow. Emails land in spam → check domain warm-up and unsubscribe rate. Notify Jet + Paul. Chuck video clip doesn't get recorded → one of the 3 free resources is missing at launch. Mitigation: Can soft-launch without it; add when recorded.
Results / Notes
[Fill in after campaign launches. Track: ASM scan rate, opt-in rate by region, E4 activation rate, contractor leads generated, implementation calls booked, Flight School/VSM closes from this campaign, revenue attributed.]
Status: Plan + Result (updated 2026-06-09)
Plan
Two phases. Phase 1 builds ASM trust: physical mailer + QR to oc.topreptraining.com, 3 free resources (no opt-in), then opt in to weekly field tips. Phase 2 activates the ASM as a distributor: at email 4 they get a shareable contractor link, the contractor lands on the capture page, gets a free Flight School trial + 30-min implementation call with Ashley, runs contractor Sequence B, and closes to Flight School Teams or VSM. Co-branding uses "OCU Live! Partner" text only until Jon Gardner approves OC logo use. Growth strategy: https://topreptraining-docs.pages.dev/campaign-growth-strategy/
Result (done so far, updated 2026-06-08)
Both email sequences written AND built into GHL as draft workflows, inside the "Campaign Drafts - Reactivation + OC ASM" folder. DRAFT only, cannot fire or send: "OC ASM - Sequence A (ASM Nurture) (DRAFT)" (id d3a29264, trigger [oc] asm-opted-in attached), 4 Chuck emails + waits (7d / 7d / 21d) + the E4 distributor-activation tag [oc] asm-distributor-activated (8 steps). Open in GHL: https://app.scalingengine.com/location/dTYhTEq6MOhUBvzfpCyp/workflow/d3a29264-e12c-4713-b9b8-23a8d50955ac "OC Contractor - Sequence B (DRAFT)" (id 725fc935, trigger [oc] contractor-lead attached), 5 Ashley emails + waits (2d / 3d / 5d / 8d). Open in GHL: https://app.scalingengine.com/location/dTYhTEq6MOhUBvzfpCyp/workflow/725fc935-7a70-42ef-8f7e-6ccb212e0b9a 3 ASM landing-page sample directions (Toolkit / Field-ops / Partnership story) + chooser: https://topreptraining-docs.pages.dev/oc-asm/ Contractor capture page built (companion): https://topreptraining-docs.pages.dev/oc-contractor/ Build report for this campaign (flow + status): https://topreptraining-docs.pages.dev/oc-asm/report/
Open / blocked
Team: pick the ASM landing direction (build for oc.topreptraining.com). Jon Gardner: approve materials + OC logo usage. Chuck: pick the outreach-card headline (3 options), confirm existing assets, record the objection-handling video. Ashley: confirm the contractor offer wording. Mitch / Sherry: clean the ASM list (flag turnover). Still to produce: Pivot Points usage guide + Sales Rep Scorecard. Triggers ATTACHED ([oc] asm-opted-in on Seq A; [oc] contractor-lead on Seq B); workflows still draft, cannot fire. Seq A E4 distributor-activation tag now built (8 steps). Remaining in the builder before publish: region tag on Seq B contractor opt-in, QR redirects, confirm senders + CTA links.
Due 2026-08-07