Didion Phase 2 Content Plan — Status Hold

Overview

During the April 2026 marketing working session, the team decided to hold Phase 2 content planning for Didion's LinkedIn and email programs. The existing content runway extends further than initially assumed, and the primary recruitment roles that drove the original Phase 2 discussion have since been filled.

This decision was made in the context of reprioritizing toward the golf sponsorship page launch and correcting the ad budget allocation. See ^[1] for broader account context.

Current Content Plan Status

The active (Phase 1) content plan is structured as:

LinkedIn: bi-weekly posts
Email: monthly sends (cadence was deliberately slowed from an earlier, faster pace)

With this cadence, the existing approved content extends the runway through approximately May–June 2026, making an immediate Phase 2 push unnecessary.

"LinkedIn is bi-weekly and the email is monthly. So that'll actually push out to June or something like that, May, June."
— Diana Henry

Early results from Phase 1 are positive: the first email send generated responses from existing customers, and the internal Didion team is enthusiastic about content being published consistently.

Why Phase 2 Is On Hold

1. Runway Is Sufficient

The current content schedule has enough approved material to carry through mid-year. There is no urgency to commission new content immediately.

2. Recruitment Priorities Have Shifted

Phase 2 was originally scoped partly to support active recruitment campaigns. Several high-priority roles have since been filled, reducing the immediate need for additional recruitment-focused content.

"A couple of the higher end roles were filled. So now that's kind of a moot point."
— Diana Henry

3. Other Priorities Are More Urgent

The team aligned on a clear priority stack for the near term:
1. Correct ad budget caps to reach the approved $700/month spend
2. Launch the updated golf sponsorship page (with dual payment path form)
3. Phase 2 content planning — deferred

Conditions for Resuming Phase 2

Phase 2 planning should be revisited when one or more of the following occurs:

Internal team review is complete: Diana will check with the Didion team to identify any remaining open roles that need content support.
Current runway shortens: As the May–June content window approaches, proactive planning for Phase 2 should begin.
New recruitment or marketing priorities emerge: If Didion identifies new campaigns or audience segments to target, Phase 2 scope can be defined around those needs.

Action Items

Owner	Action
Diana Henry	Check with internal team on any remaining open recruitment roles that may need content support
Asymmetric (Melissa)	Monitor content runway; flag when Phase 2 planning should begin (target: ~4–6 weeks before current content expires)

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