Architecture Overview
Two parallel pipelines share a brand but require entirely separate audience logic, messaging themes, and attribution windows.
Parent Funnel Retargeting Architecture
CLV-Based Retargeting Budget Logic
Principle: Hot audiences (0-7 days post-eval, booking abandoners) receive 2-3x the budget per user vs. cool audiences (14-30 day site visitors) because CLV probability is dramatically higher at hot stage.
Operator Funnel Retargeting Architecture
Behavior Signal to Audience Temperature Mapping
| Behavior Signal | Temp | Window | Stage |
|---|---|---|---|
| Visited any page | Cool | 14-30d | Awareness |
| Watched 25-75% of video | Warm | 7-14d | Consideration |
| Downloaded lead magnet | Warm | 7-14d | Consideration |
| Took parent quiz | Warm-Hot | 7-14d | Consideration |
| Visited eval booking page | Hot | 0-7d | Conversion |
| Watched 75%+ of video | Hot | 0-7d | Conversion |
| Booked eval, no-show | Recovery | 0-3d | Conversion |
| Completed eval, did not enroll | Highest | 0-10d | Post-eval |
| Enrolled member | Excluded | N/A | Post-conversion |
Audience Segment Definitions
10 parent segments + 4 operator segments. Each segment has a temperature, channel assignment, and message strategy a media buyer can execute directly.
Parent Funnel Segments
Operator Funnel Segments
Retargeting Sequences by Segment
Day-by-day orchestration for each segment. Ads shown, frequency caps, duration windows, creative rotation, and burn logic.
Day 0-1: "Something came up? Your evaluation slot is still available." Director photo. Specific date/time. Direct booking link.
SMS: 1x | Meta Feed: 3x/wk | Email: 1x
Day 2-3: Social proof: parent testimonial. "Here's what other parents said after their first evaluation." Quote + photo.
Meta: 3x/wk | GDN: 2x/wk
Day 4-5: 30-second facility culture clip. Phones-in-bucket moment. Director calling kid by name.
Meta: 3x/wk
Day 6-7: Urgency: limited slots. "[Director Name] has [X] evaluation slots this week." Real scarcity only. Final nudge email from director.
Meta: 2x/wk | Email: 1x
Schedule event fires. All channels suppress immediately.
Day 0-1: VALD report delivery. "[Child]'s bilateral asymmetry data. Here's what 6 weeks of training does." + Director's training prescription via SMS.
Day 1-3: Parent video testimonial: "I wish we hadn't waited." + Quick stat story: athletes starting within 2 weeks see faster improvement.
Day 3-7: Personal director email + 6-week progress carousel (before/after VALD) + objection-handling: "Less than one showcase entry fee. With data every six weeks."
Day 7-10: Urgency creative + final SMS: "VALD baseline data is most actionable within 2-3 weeks. [Director] has openings."
CompleteRegistration fires = all channels suppress. Move to onboarding.
| Day | Channel | Creative | CTA |
|---|---|---|---|
| 0-2 | Meta Feed, GDN | Static: "No sales pitch. Just data." + responsive text display | "See what happens in 40 min" |
| 2-4 | Meta Feed+Stories | Parent testimonial: "I expected a tour. I got a clinical report." | "Book a free evaluation" |
| 4-7 | Meta Feed, GDN | Director intro: name + photo + 3-month boot camp credential | "Meet [Director Name]" |
If no booking by day 7, move to Warm audience (lower frequency, different angle).
Runs alongside email Sequence 1. Ad retargeting is secondary channel.
"The guide told you what to look for. [Director] shows you in person."
Culture video: phones in bucket, director calling athlete by name.
Social proof: parent testimonial carousel. 3 families, 3 sports.
Comparison: cost of one showcase season vs. 12 months of ETS.
| Day | Creative | Theme |
|---|---|---|
| 1-7 | Culture Reel (30s) | Show what ETS looks like. No pitch. |
| 7-14 | Education post | "Iron Sharpens Iron" -- story-driven. |
| 14-21 | Social proof | Parent testimonial. A real family talking. |
| 21-30 | Soft offer | "Free evaluation. No commitment." |
Budget: 20-25% of retargeting budget. Majority goes to Hot and Warm.
| Day | Channel | Message |
|---|---|---|
| 0-1 | LinkedIn + Email | "Application takes 12 minutes. You're worth more than what the college S&C ladder offers." |
| 2-3 | Director story: former college S&C coach who almost didn't apply. | |
| 4-5 | Objection handler: "What if it doesn't work out?" Security section. | |
| 6-7 | "12 minutes between where you are and where you could be." |
| Day | Channel | Message |
|---|---|---|
| 0-3 | Email + SMS | "Your child's last VALD baseline was [date]. A lot changes in [X] months." Free re-evaluation. |
| 3-7 | Meta Feed | "Re-test shows the most change when athletes return after a gap." |
| 7-14 | Meta Feed | Social proof: returning family's daughter's re-test data surprised everyone. |
| 14-30 | Meta Feed | Director-specific slots. Low pressure. |
SMS & Hormozi Nurture Integration
78% of leads buy from the first business to respond. SMS is the rescue channel. Hormozi's speed-to-lead framework applied to ETS.
Speed-to-Lead Protocol
Key SMS Templates (Under 160 Characters)
"ETS: You almost booked with [Director Name]. Direct link to finish: [short link] Reply STOP to opt out."
"ETS: [Director Name] is ready! Your ETS eval starts in 1 hour. See you at [Time]. [Address]"
"ETS: Great meeting [Child Name] today. [Director Name] put together a training prescription -- summary: [link] Reply STOP to opt out."
"ETS: [Sport] tryouts are [X] weeks away. [Director Name] has 6 evaluation slots left this month: [link] Reply STOP to opt out."
SMS + Email Coordination Rules
| Scenario | SMS | Rule | |
|---|---|---|---|
| Eval reminder | 24hr before | 1hr before | Different timing, no duplication |
| Booking abandon | 1hr after | 2-3hr after | SMS backup if email not opened |
| Post-eval | 5 emails / 10d | 3 SMS / 7d | SMS amplifies key moments, never duplicates |
| Promotional | Full list AM | Non-openers only | SMS fires 24hr later to non-openers only |
| Win-back | 3-email seq | 1 SMS (wk 1) | Single warm reach-out, not a sequence |
| Re-engagement | 3-email seq | No SMS | Unsolicited SMS to cold list = TCPA risk |
TCPA Compliance -- Non-Negotiable
Explicit SMS opt-in separate from email opt-in
Opt-in NOT a condition of booking or enrollment
STOP immediately unsubscribes (platform-automated)
Consent records: timestamp, source URL, exact language, IP
Quiet hours: no messages before 9am / after 8pm local
A2P 10DLC registration required with carrier
Max 2 promotional SMS/month per contact
Unsubscribe rate > 2% on any send = pause and audit
Creative Fatigue & Rotation System
In small local markets (under 200K), retargeting audiences are 10-50K. Without rotation, effectiveness drops 40-70% by week three.
90-Day Creative Calendar
A1: "Phones in the Bucket" Reel (30s) / A2: Director Introduction Static / A3: "Not a Sales Pitch" Static
B1: Matt-type testimonial / B2: Rachel-type testimonial / B3: Evaluation experience walkthrough Reel
C1: "What a force plate measures" video / C2: Cross-age mentorship / C3: Cost comparison carousel
D1: Faith question -- show don't tell / D2: Director = owner narrative / D3: $219/mo value reframe
E1: 6-week re-test before/after VALD / E2: New testimonial, different sport / E3: Director "day in the life"
F1: Seasonal relevance (tryouts, combines) / F2: Real scarcity slots / F3: Family pricing ($596/mo framing)
Weekly Monitoring Protocol (Every Monday)
1. Pull impressions frequency metric per audience in Meta Ads Manager
2. Any ad set above 7 frequency (per 7-day period): flag for immediate creative swap
3. Any ad with CTR decline >30% from first 48-hour baseline: rotate out
4. Any ad with 0 clicks in 5+ days at sufficient delivery: pause and replace
Campaign Naming Conventions
The taxonomy for organizing hundreds of ad variations across locations. Prevents reporting chaos as the library grows.
Naming Structure
Examples
| Full Name | What It Is |
|---|---|
| MPLS-CK-CONV-FB-VID-V1-2026Q1 | Minneapolis, Covenant Keeper, conversion, Facebook video, V1 |
| NATL-AO-RETARG-LI-STAT-VA-2026Q1 | National, Aspiring Operator, retargeting, LinkedIn static, variant A |
| ANKN-RTG-BOOKABND-META-STAT-V1-2026Q2 | Ankeny, booking abandoner retargeting, Meta static, V1 |
| NASH-RTG-POSEVAL-EMAIL-TXT-V1-2026Q1 | Nashville, post-eval non-enroller, email text, V1 |
UTM Parameter Convention
utm_source=[channel]&utm_medium=[medium]&utm_campaign=[location-audience-stage]&utm_content=[creative-code]
Examples:
utm_source=facebook&utm_medium=paid_social&utm_campaign=mpls-ck-conv&utm_content=vid-v1
utm_source=sms&utm_medium=sms_automated&utm_campaign=mpls-bookabnd-recovery&utm_content=sms-step1
Attribution Model
Last non-direct click as primary model. Multi-touch path reports monthly. Quarterly incrementality lift studies.
Attribution Windows by Channel
| Channel | Click | View | Rationale |
|---|---|---|---|
| Facebook (parent) | 7-day | 1-day | 1-2 week research cycle |
| Facebook (operator) | 28-day | 7-day | 3-12 month operator decisions |
| Google Search | 30-day | None | High-intent, full credit |
| Google Display | 7-day | 1-day | Retargeting amplification only |
| YouTube | 3-day | 1-day | Education, not conversion |
| 30-day | 7-day | Long B2B cycles | |
| SMS | 24-hour | N/A | Direct intent signals |
| 5-day | None | Click = strong intent |
Multi-Touch Attribution Model
Parent Funnel KPI Targets
Quarterly Incrementality Lift Study
Platform-reported conversions overstate retargeting impact. Many retargeted users would have converted anyway. Run quarterly holdout tests.
Design: 80% test (ads) / 20% holdout (no ads). Min 1,000 users per cell. Pool multi-location in small markets.
Pre-Launch Checklist
Every item verified before any new location launches paid retargeting or SMS campaigns. Printable format.
1. Pixel & Tracking Infrastructure
2. Audience Setup
3. SMS Compliance & Setup
4. Campaign Structure + Creative Readiness
5. Speed-to-Lead + Email/SMS Coordination
6. Post-Launch Monitoring Schedule
Budget Allocation by Segment
Per-location monthly budget: $2,700-$5,000. Concentrate spend during high-conversion windows.
Budget Phase Allocation
Retargeting Budget by Segment Temperature
Intra-Day Pacing + Weekly Review Triggers
Facebook: CBO with day pacing (not lifetime)
Avoid weekday delivery before 9am (low parent engagement)
Optimize for 11am-1pm and 7-9pm local time
SMS: Never before 9am or after 8pm local (TCPA)
Retargeting-Specific KPI Targets
| KPI | Target | Alert Threshold |
|---|---|---|
| Retargeting ROAS | > 5x | < 3x = reduce budget |
| Booking abandonment recovery | 15-25% | < 10% = audit creative |
| Post-eval enrollment lift (from retargeting) | 10-15% lift | < 5% lift = not incremental |
| Ad frequency (hot audience) | < 7x/wk | > 8x = fatigue |
| SMS delivery rate | > 95% | < 90% = carrier issue |
| Meta Pixel match rate | > 85% | < 70% = audit CAPI |