{
  "club": "Wealdstone FC",
  "nickname": "the Stones",
  "location": "Grosvenor Vale, London Borough of Harrow",
  "campaign": "Stone by Stone",
  "prepared": "2026-06-07",
  "notes": "date_offset is days from your chosen start date (0 = launch day). Replace bracketed placeholders ([partnerships email], [phone], [ticket link], [Partner Name], [fixture]) before posting. Run the Rights & Facts checklist in owner-ready-kit.md Section 16 first — including the Nick Semaca spelling, ownership wording, and anthem licensing. Get consent before posting identifiable supporters/staff/players; use the compliant fallbacks where approval isn't in hand. Nothing here posts itself.",
  "rights_caveat": "No club marks, player/staff imagery, matchday footage, or interviews without club media approval via the Head of Media. Use type-card and anonymised fallbacks until approved.",
  "calendar": [
    {
      "date_offset": 0,
      "channel": "Facebook + Instagram + X",
      "title": "Campaign launch — Another stone",
      "copy": "A proper club doesn't grow by forgetting what made it matter. It grows the honest way — one partner, one signing, one record crowd at a time. This is our next chapter. Stone by stone. #Wealdstone #StoneByStone",
      "asset_needed": "Type-card 'STONE BY STONE' in club colours (no marks needed) OR club-approved logo lock-up"
    },
    {
      "date_offset": 1,
      "channel": "Instagram + TikTok + Facebook",
      "title": "Anthem chorus drop",
      "copy": "Learn it before [fixture]. 🟦🟨 'Stone by stone, we build it slow...' Our terrace anthem is here. Turn it up. #StoneByStone #Wealdstone",
      "asset_needed": "15-20s anthem chorus clip with on-screen lyrics over the Vale exterior / floodlights (no people required)"
    },
    {
      "date_offset": 2,
      "channel": "Facebook + X + club website",
      "title": "The plan, in plain English",
      "copy": "The plan isn't to spend big and hope. It's the harder, better thing: protect the club, improve the matchday, grow the crowd, develop young players, and build something still here in ten years. Sustainability first. #StoneByStone",
      "asset_needed": "Quote-card with the four pillars in club colours"
    },
    {
      "date_offset": 4,
      "channel": "Instagram Reel + Facebook + TikTok",
      "title": "Reel 1 — Stone by Stone (brand)",
      "copy": "Some clubs are brands. Some are places. We were here when the lights were low — and we're not going anywhere. Stone by stone. #Wealdstone #StoneByStone",
      "asset_needed": "REEL 1 footage: Vale exterior, scarves/programmes detail, anonymised supporters, local shopfront, terrace tilt to floodlights; anthem chorus bed; type-card end (logo only if approved)"
    },
    {
      "date_offset": 6,
      "channel": "Facebook + Instagram + LinkedIn",
      "title": "Fan ownership as a strength",
      "copy": "Plenty of clubs lost their soul chasing the next level. Wealdstone kept its roots — supporters still hold a real stake. That's not a relic. It's the reason this is worth backing. #ProperClub #StoneByStone",
      "asset_needed": "Quote-card or anonymised wide terrace photo (confirm ownership wording with club first)"
    },
    {
      "date_offset": 7,
      "channel": "LinkedIn + Facebook + club website",
      "title": "Open for partners (sponsor sales)",
      "copy": "We're opening a small number of partner places for the season ahead. Real local reach, genuine community goodwill, packages to suit your budget — from matchday boards to hospitality. Back the local club your customers already love. Add your stone → [partnerships email] · [phone]",
      "asset_needed": "Sponsor-page graphic / partnership one-sheet image (generic board frames, no current logos)"
    },
    {
      "date_offset": 8,
      "channel": "Instagram Reel + Facebook + TikTok",
      "title": "Reel 3 — Add your stone (sponsor)",
      "copy": "Every Saturday, thousands of local people share one thing. Your business can be part of it — the board, the stand, the family zone, the shirt. Real local reach, run by people who'll still be here next season. Add your stone → [partnerships email] #StoneByStone",
      "asset_needed": "REEL 3 footage: sponsor-board frame, anonymised matchday atmosphere, shopfront/consenting owner, handshake/pennant, CTA end-card"
    },
    {
      "date_offset": 9,
      "channel": "Facebook + Instagram",
      "title": "A better matchday (family)",
      "copy": "A better matchday is more than a result. It's the food, the family table, the kids' first game, the reason you come back. We're building that — Saturday by Saturday. Come and be part of it. [ticket link]",
      "asset_needed": "Family-friendly matchday detail photo (anonymised) or family-zone concept graphic"
    },
    {
      "date_offset": 11,
      "channel": "Facebook + Instagram + LinkedIn",
      "title": "Youth development",
      "copy": "Build a club like you build anything that lasts: from the foundations up. Young players, young coaches, young people learning the game on and off the pitch. The next chapter is grown here. #StoneByStone",
      "asset_needed": "Empty pitch + cones + ball + boots (no need for identifiable youth) OR club-approved youth session footage"
    },
    {
      "date_offset": 12,
      "channel": "Instagram Reel + Facebook + LinkedIn",
      "title": "Reel 2 — The plan, in plain English (credibility)",
      "copy": "Here's the plan, in plain English: protect the finances, improve the matchday, grow the crowd, earn beyond Saturdays, recruit smart, bring young players through. No vanity, no borrowed names — a club run like it's meant to last. If your business wants in, there's a stone with your name on it. [link] #StoneByStone",
      "asset_needed": "REEL 2 footage: ground at rest, hospitality detail (hands), grassroots fallback shots, 'now booking partners' board, CTA end-card; anthem verse bed"
    },
    {
      "date_offset": 13,
      "channel": "Facebook + Instagram + X",
      "title": "Matchday call-to-action / activation tease",
      "copy": "This [fixture] we're laying another stone. Family zone, partner unveilings, and the anthem on the screen — come learn the words. Tickets: [ticket link] #StoneByStone #Wealdstone",
      "asset_needed": "Fixture graphic in club colours; lyric still for the anthem chorus"
    }
  ],
  "post_14_day_cadence": "2 posts/week tied to a pillar (at least one with a partner or matchday CTA), 1 Reel every 1-2 weeks reusing the three formats, an 'Another stone' post for every real moment (signing, partner, crowd record, community session), and a fresh batch of 10-15 warm partner emails per month."
}