Stop 2 of 6 · Weekly
The month of social
An afternoon that turns one row of the seasonal calendar into thirty ideas, twelve captions and twelve Canva designs.
What it is
A service company's content calendar is written by the weather, not by a marketer. Ridgeline sells AC tune-ups in May, indoor air quality in July, furnace tune-ups and safety checks in October, filters and holiday hours in December. Jess did not invent that order and she does not get to change it. What she gets to change is how long it takes to fill.
The old way was twelve blank Tuesdays. The new way is one afternoon a month, planned one month ahead of the weather, and it goes in the same order every time.
The seasonal row
Before any of this works, the seasonal calendar has to exist somewhere Claude can read it. One line per month: the service being pushed, the offer if there is one, and the thing homeowners are worried about. February is heat pump questions and rising bills. May is AC tune-ups before the first hot week. October is furnace safety. That row is the whole brief.
Try this
Here is our seasonal calendar row for [month]: [paste the service, the offer and the customer worry]. We are a regional HVAC company serving homeowners across four counties. Give me thirty post ideas for that month, mixed across three kinds: a real job story, a plain how-to a homeowner can use, and a small piece of the team or the trucks. One line each, no captions yet. Skip anything that needs a price or a rebate number.
Here are the twelve ideas I kept: [paste the twelve]. Write a caption for each. Instagram under 150 words with five hashtags at the end. Facebook up to 120 words that tells a small story and ends with a plain call to action. No exclamation marks, no puns about being hot or cool, no customer names. Under each caption, list the photo I need to shoot and any fact I have to confirm before posting.
In my Canva, find the brand template called "Instagram post, job story". Create twelve designs from it, one per caption, using the headline and subline I have put in the attached list. Keep the type sizes and the brand colours from the template. Then resize each one for a Facebook post. Give me the links in a numbered list.