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

Related

• ^[1]
• ^[2]
• ^[3]
• ^[4]