Template: first-90-days marketing plan, names not categories
In one paragraph
Ninety days, six channels, one page. The plan is a list of real names with a date beside each, a compliance row that gets the license number onto everything before the first message goes out, and a weekly scorecard that measures conversations and jobs, not clicks. The worked example is a solo contractor's actual first quarter: fourteen jobs from four channels, zero from ads.
The rule
Before the first outreach, the license number is on every ad, contract and bid (B&P 7030.5) and on the van in three-quarter-inch type (B&P 7029.6); every profile advertises only classifications held (B&P 7027.1) and never mentions the bond (B&P 7071.13). If public work is in the plan, DIR registration ($400) is a week-one item (DIR).
Why it matters
A plan written as 'reach out to property managers' never gets done. A plan written as 'Tuesday: vendor packet to Harbor Property Management, attention Dana' gets done and produces a job in week six. The compliance row keeps the first ninety days from also producing the first citation.