# 90-Day Campaign Calendar

This is a sustainable three-post rhythm, not a seven-post content treadmill. Every week has one ritual invitation, one real proof, and one human/place story.

## Month 1 — Teach the language

### Week 1: The map

- Hero: “Route 1. Real Maine lobster. Cold beer. Good trouble.”
- Proof: real lobster-roll preparation.
- Human: Dave explains why people should pull over.
- Test: direct place promise vs. food-first opening.

### Week 2: Shell Yeah

- Invitation: Wednesday ritual card + 15-second hook.
- Proof: actual seafood happy-hour plate and room response.
- Human: one regular’s Wednesday pattern, with permission.
- Test: title recognition and Wednesday orders.

### Week 3: Thursday starts here

- Invitation: windows-down Route 1 cut.
- Proof: arrival-to-plate vertical video.
- Human: “the long way to Maine” customer story.
- Test: road-trip emotion vs. product detail.

### Week 4: Bugs & bourbon

- Invitation: Friday riff and accurate featured-pour card.
- Proof: real measured pour paired with seafood.
- Human: Dave names what he likes about the bottle—no tasting-note theater.
- Test: paired ritual vs. standalone drink post.

## Month 2 — Make it participatory

### Week 5: Dave's Day

- Invitation: “You get exactly one Dave.”
- Proof: real one-man-shift clip.
- Human: one honest operational moment.
- Test: humor hook vs. food hook.

### Week 6: The Draft Highway

- Invitation: current tap update.
- Proof: one Maine pour, named accurately.
- Human: why the list rotates.
- Test: beer-specific saves/shares.

### Week 7: Tourist's Revenge

- Invitation: big-roll identity without attacking competitors.
- Proof: actual 7 oz presentation.
- Human: explain abundance and fresh-picked sourcing.
- Test: item name recognition and order conversion.

### Week 8: Sweet detour

- Invitation: whoopie-pie weekend card; confirm offer before posting.
- Proof: real dessert close-up.
- Human: “save room” table moment.
- Test: meal attachment rate.

## Month 3 — Turn memory into belonging

### Week 9: Everyone needs a Dave

- Invitation: Sunday reflection hook.
- Proof: a quiet room moment or handwritten note.
- Human: thank one real contributor with permission.
- Test: emotional shares and list signups.

### Week 10: Come as you are

- Invitation: house-rules card.
- Proof: board game, bar stool, unhurried table.
- Human: what family-run means in practice.
- Test: belonging language in comments/reviews.

### Week 11: Good trouble roll call

- Invitation: guests complete “Good trouble is…” on a card or story prompt.
- Proof: publish only permission-cleared responses.
- Human: Dave answers first.
- Test: response rate and reusable language.

### Week 12: Route 1 reprise

- Invitation: full café mix and album page.
- Proof: weekly highlights cut to the shared sonic tag.
- Human: what the room adopted and what it ignored.
- Test: aided recall of two or more ritual names.

### Week 13: Keep / change / retire

- Publish a real thank-you, not a victory claim.
- Keep rituals with recognition and operational fit.
- Change rituals with interest but weak participation.
- Retire rituals that feel forced or distract from service.
- Set the next 90 days from observed behavior.

## Weekly production budget

- 30 minutes Monday: confirm facts and choose the weekly bet.
- 10 minutes per service: capture limit.
- 45 minutes weekly: edit three pieces from real footage.
- 15 minutes Sunday: record signals and make the next allocation.

If the system requires more effort than the restaurant can sustain, simplify the system—not the truth.
