08 - Marketing
This section defines how we tell Kendra’s story, attract new clients, and keep existing clients coming back. All marketing content should reflect the brand voice established in kendra-brand-story.
Files in This Section
| File | Purpose |
|---|---|
| target-demographic-research | Primary/secondary customer personas, local income data, naming/tone implications — reference before naming, logo, or website work |
| brand-story | Client-facing brand story, key talking points, tone of voice, what we are not |
| social-media-strategy | Platforms, 5 content pillars, post templates, Kendra’s personal brand presence |
| referral-program | Referral reward structure, tracking process, client communication script |
| loyalty-and-retention | Loyalty tiers, retention touchpoints (post-visit, re-booking, birthday, lapsed), tracking |
Dependency Note
Populate kendra-brand-story before writing any file in this section. The brand story in that file is the source of truth; marketing files translate it into client-facing language.
Cross-References
- Brand story source: kendra-brand-story, vision-and-mission
- Loyalty tracking lives in: client-record-template