# Content & Distribution System

## The three-layer content molecule

Every campaign moment produces three pieces:

1. **Invitation** — why come now.
2. **Proof** — the real food, room, pour, or person.
3. **Memory** — the phrase, sound, or story that makes the next invitation easier to recognize.

One capture session should feed all three. Do not create three separate productions.

## Five content pillars

- **The Week Has Names:** Shell Yeah Wednesday, It's Thursday, Bugs & Bourbon Friday, Sweet Detour, Sunday Reflections.
- **Dave Is the Place:** owner voice, useful chaos, family-run reality, honest opinions.
- **Real Maine Main Event:** fresh-picked lobster, chowder, gumbo, burgers, whoopie pie.
- **Draft Highway & Bourbon:** current taps and pours, always fact-checked.
- **Come As You Are:** regulars, board games, lingering, groups, weather refuge.

## Capture rules

- Use real phone footage from Dave's. AI imagery can illustrate a concept but never stand in for the food, staff, room, customer, or current offer.
- Clean the lens. Shoot vertical. Hold each shot for five seconds. Move less than feels necessary.
- Get one wide, one hand/detail, one finished item, one human reaction.
- Record ten seconds of natural sound.
- Never film children or identifiable guests without appropriate permission.
- Show price only after same-day confirmation.

## Repeatable shot list

1. Route 1 arrival / exterior sign.
2. Hands preparing the feature.
3. Heat, steam, butter, crack, pour, or cut.
4. Finished plate at guest-eye level.
5. Dave’s one-line observation.
6. Room proof: a real table, stool, game, or conversation.
7. The ritual card in context.
8. Clear end frame: day, place, address, next occurrence.

## Format stack

- **6 seconds:** sonic logo + one visual fact.
- **15 seconds:** hook, proof, title, next date.
- **30 seconds:** invitation, preparation, room, CTA.
- **45–60 seconds:** human story or ritual origin.
- **Carousel:** one cover, three proofs, one practical end card.
- **Story:** current fact, low polish, expires naturally.
- **Email/SMS:** one reason, one date, one link.

## Caption grammar

1. First line names the tension or ritual.
2. Middle gives one concrete, current fact.
3. Last line invites a behavior, not generic engagement.

Example:

> Wednesday has a name now. Shell Yeah Wednesday is fresh-shucked, midweek good trouble on Route 1. Claws up; come hungry. Ask what today’s specials are running.

## Distribution sequence

- Publish first to the owned website/album page where the world is stable.
- Cross-post real capture to Instagram and Facebook in the same voice.
- Use email/SMS for recurring ritual reminders only after opt-in.
- Turn the best-performing organic proof into paid media only after it wins without spend.
- Never boost an offer whose facts, landing page, or operations are not ready.

## Accessibility and hospitality

- Caption every spoken video.
- Maintain readable contrast and large type.
- Add alt text that describes the real subject rather than repeating the caption.
- Never make participation a condition of receiving the offer.
- Publish hours and offer limits clearly.
