This is your guide. One page. Everything you need to know about what to post, when, and where. No data dumps. No guessing. Just clarity.
Brand & Trust (Your 80%)
Team photos, trucks, Tuesday mornings, community outreach, behind-the-scenes, Sunny & Casey merch, events, KC tourism, office life, the rubber duck, anything that tells the Bright Side story your way.
Service (Robert's 20%)
One post per week. Robert gives you the topic, keywords, and a suggested hook. You design it.
This repeats every week. Same rhythm. Adjust photos and topics as needed. Both BSP and 100 Year follow this pattern.
Your pick. Team photo, truck shot, office moment, community visit. Whatever feels right for the week.
The one service post. Robert provides the blog link + hook. You design the graphic. This is the measured post (UTM tracked).
Your pick again. Before/after, team highlight, sewer job photo (the beautiful kind, not a trench hole), KC neighborhood.
IG Story or Reel. TikTok test. Silly stuff is fine here. Iterate until something clicks. No pressure.
Your brand posts are the top of this funnel. Without them, nobody knows Bright Side exists when they need a plumber. The one service post per week is the nudge that turns a follower into a customer. Both matter. Your work drives the whole thing.
Robert gives you the topic and keywords. You pick the photo and design the graphic. One per week on Tuesday.
WEEK 1
Sewer Camera Inspection
Photo idea: tech running the camera, screen showing pipe footage
Hook: "Ever wonder what is inside your pipes?"
WEEK 2
Sewer Smell in Your House
Photo idea: team diagnosing a problem, tools out, focused
Hook: "That smell is not normal. Here is what it means."
WEEK 3
Tree Roots in Sewer Lines
Photo idea: root intrusion camera footage, before/after
Hook: "KC's clay soil is eating your sewer line."
WEEK 4
Sewer Line Replacement
Photo idea: trenchless vs traditional side by side, team at work
Hook: "Replacement does not have to destroy your yard."
Primary
Secondary
Tertiary
Mobile-first. These are the specs for everything you design -- social, blog headers, landing pages, email. One reference. No more scrolling through multiple documents.
Social Media Image Sizes
| IG Feed (Square) | 1080 x 1080px |
| IG Feed (Portrait) | 1080 x 1350px |
| IG Story / Reel | 1080 x 1920px |
| FB Post | 1200 x 630px |
| FB Cover | 820 x 312px |
| LinkedIn Post | 1200 x 627px |
| GBP Post | 1200 x 900px |
| TikTok | 1080 x 1920px |
Typography (Mobile-First)
| H1 (Hero) | 28-36px / Bold 800 |
| H2 (Section) | 22-28px / Bold 700 |
| H3 (Subsection) | 18-22px / Semi 600 |
| Body Text | 15-16px / Regular 400 |
| Caption / Small | 12-13px / Regular 400 |
| Font Family | Segoe UI / System |
| Line Height | 1.5 - 1.7 |
CTAs & Buttons
| Primary CTA | #FFEA00 bg / #1D1760 text |
| Secondary CTA | #30C5FF bg / #fff text |
| Button Height (mobile) | 48px min (tap target) |
| Button Padding | 14px 28px |
| Border Radius | 8px |
| CTA Font | 16px / Bold 700 |
| Phone CTA text | "Call (913) 963-1029" |
Blog & Landing Pages
| Blog Hero Image | 1200 x 628px |
| In-Blog Image | 800px wide max |
| Content Width | 720px max (readable) |
| Landing Page Hero | Full width / 500px tall |
| Logo Watermark | Static BSP logo (not animated) |
| Image Format | WebP preferred / JPG fallback |
Email Templates
| Email Width | 600px max |
| Header Image | 600 x 200px |
| Body Font Size | 15-16px |
| CTA Button | 44px tall min / #FFEA00 |
| Status | Simple placeholders for now |
IG Carousel Template
| Slide Size | 1080 x 1080px |
| Slide 1 | Hook question |
| Slides 2-4 | Educational content |
| Slide 5 | CTA + phone + website |
| Max Slides | 10 (aim for 5) |
Before uploading to Drive:
1. Compress with TinyPNG (tinypng.com) -- drops 2.3MB to KB, no quality loss
2. Rename descriptively: sewer-repair-team-muddy-hands.jpg not IMG_0742.JPG
3. Drop into the right folder: Sewers folder for sewer photos. Stephanie helps select.
4. This lets Morpheus (Robert's system) pull and use them automatically.
Instagram (3-5 max)
#OverlandParkPlumber #KCPlumbing #BrightSidePlumbing #KansasCityHome #SewerRepairKC
TikTok (use trending +)
#PlumbingTikTok #PlumberLife #HomeRepair #LearnOnTikTok + whatever audio is trending
If Kalen asks for something: Do it. But social media output cannot suffer.
If you feel overwhelmed: Tell Robert or Stephanie immediately. That is not a weakness. That is the system working.
If you are unsure whether to post something: Post it. You are green-lit. 80% is yours.
Classes: 1-2 hours per week. TikTok class is priority. At home if needed. Not daily.
Drew Build Construction -- Dan sent this. Their most viral posts were the "dumb reels." The professional posts got 5 likes. The silly ones got hundreds. Look at what they did and how we can adapt it for plumbing.
Apple + MacBook TikTok strategy -- Stephanie is sending this video. Apple kept Instagram ultra-professional but went full brain rot on TikTok for Gen Z. Same brand, different faces per platform. That is our model.