Q2 2026 Executive Summary
APR 1 – JUN 30, 2026
4 ISLANDS
MERYDIAN®
Q2 Operating Principle — Revenue Quality Over Promotional Volume
The data confirms completed revenue per inbound call is up 29% year over year, new customer acquisition cost improved 26% through Q1, and the highest-performing channels are producing better work at higher ticket values. Entry offers remain in market as controlled booking tools designed to create in-home opportunity for larger-ticket outcomes. They are not the strategy. The strategy is to fill the board with the job types the data says produce the strongest revenue: active leak response, repiping, water heater replacement, HVAC system assessment, and plumbing install. Every channel, every campaign, and every dollar is measured against completed revenue, not call volume.
Q2 Portfolio Target
$9.6M
$9,622,021 total
Q2 Approved Budget
$670K
$670,751 · 7.3% of target
YOY Growth Applied
+21.8%
vs PY Q2 $7,898,782
Daily Run Rate Target
$104,945
Jobs revenue only
HVAC System Sales Target
260+
+30% vs PY 200 systems
Q2 Revenue Targets — All Four Islands
| Island | PY Q2 2025 | Q2 2026 Target | YOY | Daily Target |
|---|
| Oahu | $4,180,798 | $5,016,957 | +20% | $54,532 avg |
| Big Island | $1,390,608 | $1,738,260 | +25% | $18,895 avg |
| Maui | $1,587,854 | $1,905,425 | +20% | $20,711 avg |
| Kauai | $739,522 | $961,379 | +30% | $10,450 avg |
| Portfolio Total | $7,898,782 | $9,622,021 | +21.8% | $104,588 avg |
Three-Phase Quarter
Phase 1 — Spring Transition
April 1–30 | PHASE 1
Primary Focus: Sustain Q1 plumbing momentum while HVAC ramps
HVAC Posture: Ramp — AC tune-up and pre-season assessment campaigns
Plumbing: Maintain leak, drain, repiping momentum from Q1
Key Campaigns: AC tune-up launch · Leak detection · Drain · Repiping
Ohana: Post-service enrollment · Happy Visit standard · Email Sequence 2
Phase 2 — HVAC Acceleration
May 1–31 | PHASE 2
Primary Focus: Shift investment toward HVAC as heat builds
HVAC Posture: Accelerate — system assessment, repair, replacement
Plumbing: Sustain core campaigns to maintain board fill
Key Campaigns: HVAC system assessment · AC repair/diagnostic · WH
Ohana: Assessment → membership pitch · Email Sequence 3
Phase 3 — Peak HVAC + Summer
June 1–30 | PHASE 3
Primary Focus: Maximize HVAC revenue at seasonal peak
HVAC Posture: Peak — full budget weight on HVAC system sales
Plumbing: Selective — high-ticket only (repipe, install)
Key Campaigns: HVAC system sales push · AC emergency · Repipe
Ohana: Membership renewal push · Happy Visit blitz · Q3 setup
Top-Line Planning Metrics
| Metric | PY Q2 2025 Actual | CY Q1 2026 Run Rate | Q2 2026 Target | YOY Growth | Basis |
|---|
| Completed Revenue (All Campaigns) | $17,242,356 | $17,945,907 | $20,375,000 | +18.2% | PY Q2 actual + 18% CY growth trajectory |
| Completed Revenue (Jobs) | $7,959,362 | $9,133,000 | $9,550,000 | +20.0% | PY Q2 jobs actual + 20% CY growth rate |
| Total Inbound Calls | 45,984 | 41,910 | ~48,300 | +5.0% | PY Q2 calls + moderate growth |
| Revenue per Inbound Call | $375 | $429 | ≥ $420 | +12.0% | Maintain CY quality gains |
| Booking Rate | 34.2% | 35.3% | ≥ 33% | Hold | Protect against seasonal HVAC surge compression |
| HVAC System Sales | 200 | 108 (YTD) | 260+ | +30% | June HVAC peak + CY momentum |
| Ohana Protection Plan Enrollments | N/A (pre-rebrand) | Accelerating | Target per island | — | Every touchpoint: service, Happy Visit, outbound |
Data Basis
• PY Q2 2025: 7,603 job records and 3 months of campaign summary data (April–June 2025)
• CY Q1 2026: 6,478 job records and campaign summary data (January 1–March 14, 2026)
• March 2026 Marketing Brief: Island-level targets, channel strategy, and Ohana Protection Plan framework
• PY Q2 seasonal curve applied to CY 2026 growth trajectory for all planning targets
• All targets are planning targets based on historical performance — not guaranteed forecasts
Analysis powered by MERYDIAN® INTELLIGENCE PLATFORM | J.H. Hawkins | March 15, 2026
Island Revenue Targets
Q2 2026 MONTHLY PLANNING TARGETS
Q2 2026 Revenue Target by Island
Monthly Revenue Shape — Portfolio Total
Oahu | (808) 485-5325 | +20% YOY Growth Applied
| Metric | PY Apr | PY May | PY Jun | PY Q2 Total | Apr 2026 | May 2026 | Jun 2026 | Q2 2026 |
|---|
| Completed Revenue | $1,271,387 | $1,345,524 | $1,563,887 | $4,180,798 | $1,525,664 | $1,614,629 | $1,876,664 | $5,016,957 |
| Daily Revenue Target | $42,380 | $43,404 | $52,130 | — | $50,855 | $52,085 | $62,555 | — |
| YOY Growth Applied | — | — | — | — | +20% | +20% | +20% | +20% |
• Largest capacity in the portfolio — every campaign dollar fills high-quality board slots
• Active water leak remains #1 booked job type; leak detection campaigns continue all quarter
• PY Q2 HVAC revenue doubled from April to June — AC campaigns ramp starting Week 2 of April
• Repiping elevated YOY; dedicated repipe campaigns run through Q2
Big Island | (808) 329-5325 | +25% YOY Growth Applied
| Metric | PY Apr | PY May | PY Jun | PY Q2 Total | Apr 2026 | May 2026 | Jun 2026 | Q2 2026 |
|---|
| Completed Revenue | $457,391 | $414,864 | $518,353 | $1,390,608 | $571,739 | $518,580 | $647,941 | $1,738,260 |
| Daily Revenue Target | $15,246 | $13,383 | $17,278 | — | $19,058 | $16,728 | $21,598 | — |
| YOY Growth Applied | — | — | — | — | +25% | +25% | +25% | +25% |
• Strongest growth story: inbound calls +50.7% YOY entering Q2
• HVAC system sales momentum from Q1 (12 in Feb alone) carries into peak season
• Vog and air quality messaging is Big Island-only differentiator — runs all quarter
• Speed-to-answer and booking quality are the watchpoints as volume rises
Maui | (808) 871-5325 | +20% YOY Growth Applied
| Metric | PY Apr | PY May | PY Jun | PY Q2 Total | Apr 2026 | May 2026 | Jun 2026 | Q2 2026 |
|---|
| Completed Revenue | $490,530 | $726,796 | $370,528 | $1,587,854 | $588,636 | $872,155 | $444,634 | $1,905,425 |
| Daily Revenue Target | $16,351 | $23,445 | $12,351 | — | $19,621 | $28,134 | $14,821 | — |
| YOY Growth Applied | — | — | — | — | +20% | +20% | +20% | +20% |
• Revenue quality story: revenue up 12.2% YOY even on softer call volume
• Drain bookings +65% YOY in Feb with highest seasonal March lift at 61%
• Drain momentum carries into April before tapering; shift to HVAC by May
• Ohana Protection Plan enrollment push mid-Q2 — strong service frequency supports conversion
Kauai | (808) 245-5325 | +30% YOY Growth Applied
| Metric | PY Apr | PY May | PY Jun | PY Q2 Total | Apr 2026 | May 2026 | Jun 2026 | Q2 2026 |
|---|
| Completed Revenue | $167,246 | $191,192 | $381,084 | $739,522 | $217,420 | $248,550 | $495,409 | $961,379 |
| Daily Revenue Target | $5,575 | $6,167 | $12,703 | — | $7,247 | $8,018 | $16,514 | — |
| YOY Growth Applied | — | — | — | — | +30% | +30% | +30% | +30% |
• Strongest revenue growth trajectory: +35.3% YOY in February
• Quality over volume: $2,155 avg plumbing invoice among best in portfolio
• Community-and-trust market: Happy Visits and referral culture are primary levers
• HVAC system assessment outreach builds on Q1 system sales (3 in Feb)
Q2 Channel Plan
ROLE · TARGETS · SEASONAL PHASING
Channel Revenue — PY Q2 vs Q2 2026 Target
Channel Revenue Mix — Q2 2026 Target Allocation
| Channel | Role in Q2 | PY Q2 Revenue | Q2 2026 Target | Growth | Seasonal Shape | Q2 Action Plan |
|---|
| Paid Search / PPC | Primary growth lever | $1,323,308 | $1,601,203 | +21% | Steady all Q2; HVAC keywords ramp May | Island + service type separation continues. AC repair/diagnostic keywords added Apr 1. HVAC system assessment keywords weighted May–Jun. Leak + drain maintained. |
| Google LSA | Capacity fill + urgent | $1,488,804 | $1,563,244 | +5% | Peaks Jun with HVAC urgency | Monitor daily for call quality. Plumbing urgent categories prioritized Apr–May. HVAC categories weighted Jun. Overpacing flags watched by island. |
| Google Business Profile | Primary organic driver | $1,000,888 | $1,481,314 | +48% | Builds through Q2; Jun peak | Weekly posts on every island profile. Local imagery, island phone numbers. Seasonal content shifts: drain/leak → AC tune-up → HVAC system. No media cost channel — protect and grow. |
| Website (SEO/Direct) | Highest RPC channel | $1,569,186 | $1,647,645 | +5% | Steady all Q2 | Website punch list completion supports conversion rate. SEO content targeting HVAC seasonal queries. Highest revenue per call in the portfolio — protect quality. |
| Main Line (Legacy) | Existing customer + organic inbound | $2,084,511 | $2,188,737 | +5% | Builds through Q2 with seasonal demand | Legacy phone number captures organic and repeat customer calls. No direct spend. Quality and booking rate monitored. Reflects overall brand health and repeat business. |
| Outbound Calls | Revenue recovery | $238,550 | $310,115 | +30% | Steady daily cadence; Jun push | Ambassador-led daily cadence. Lapsed customer reactivation. Water heater 7+ yr outreach. HVAC assessment follow-up. Every call includes Ohana Protection Plan conversation. |
| Email Marketing | Conversion + retention | $73,319 | $109,978 | +50% | Builds as sequences mature | Ohana Protection Plan enrollment sequences. Post-service follow-up. Lapsed customer reactivation. Water heater age-based outreach. HVAC pre-season alerts. |
| Direct Mail | Trust + conversion | $135,050 | $168,812 | +25% | Apr drop + Jun drop; May lighter | PY booking rate improved 46% → 65%. April drop: AC tune-up + spring plumbing offers. June drop: HVAC assessment + summer readiness. Island phone numbers on every piece. |
| 3rd Party / eLocal | Volume support (controlled) | $137,833 | $151,616 | +10% | Targeted by island; tapers Jun | Islands with open capacity only. Targeted and controlled. Monitor RPC and booking rate weekly. If quality drops, spend shifts to PPC/LSA. |
| Meta (Facebook/Instagram) | Brand trust + retargeting | $89 | Brand support | — | Steady weekly content + retargeting | Homeowner education content. Tech expertise showcase. Ohana Protection Plan awareness. Retargeting website visitors who did not book. Not a direct revenue channel. |
Spend Tracker
APPROVED BUDGET BY GL CATEGORY AND ISLAND
Q2 Approved Total
$670,751
All GL lines, all islands
April Budget
$218,733
32.6% of Q2
May Budget
$216,698
32.3% of Q2
June Budget
$235,320
35.1% of Q2 — peak HVAC
Q2 Spend Allocation by GL Category
Q2 Spend Allocation by Island
Q2 Approved Budget — All Hawaii by GL Category
| GL Category | GL # | April | May | June | Q2 Total | % of Q2 | FY 2026 Total | Notes |
|---|
| PPC / SEM | 72050 | $78,918 | $78,000 | $87,270 | $244,188 | 36.4% | $959,269 | Primary growth lever. HVAC keywords scale May–Jun. |
| Affiliates (Yelp, Angi, etc.) | 72009 | $25,692 | $25,664 | $28,095 | $79,451 | 11.8% | $308,387 | Recommendation: Eliminate Angi (~$18K/qtr). Retain Yelp on Oahu and Big Island only. |
| Digital Marketing (LSA) | 72040 | $22,337 | $22,005 | $24,709 | $69,051 | 10.3% | $271,329 | Protect core spend. Selectively scale where capacity and call quality support it. |
| Direct Response (TV, Radio, OTT) | 72030 | $37,959 | $37,384 | $41,273 | $116,616 | 17.4% | $457,404 | Radio: Spot A (Apr) plumbing-led, Spot B (May–Jun) HVAC-led. 8 cuts across 4 islands. |
| Direct Marketing (email, mail, SMS) | 72020 | $8,627 | $8,445 | $8,773 | $25,845 | 3.9% | $100,662 | Email: 4 sends/month segmented by trade, island, service history. Direct mail: Apr + Jun drops. |
| Print, Yellowpages, In-Home | 72095 | $20,400 | $20,400 | $20,400 | $61,200 | 9.1% | $244,050 | In-home collateral, print materials. Supports field team, Happy Visits, and Ohana enrollment. |
| Community Engagement & Sponsorships | 72080 | $17,300 | $17,300 | $17,300 | $51,900 | 7.7% | $207,350 | Volunteer Squad, Hawaii Foodbank, island events. Feeds social media content. |
| Internal Agency | 72XXX | $5,250 | $5,250 | $5,250 | $15,750 | 2.3% | $63,000 | Internal marketing operations support. |
| Agency Spend, Website Fees | 72099 | $2,250 | $2,250 | $2,250 | $6,750 | 1.0% | $27,000 | Website maintenance and agency fees. Punch list completion targeted for April. |
| Digital Marketing (Social Media) | 72060 | $0 | $0 | $0 | $0 | 0.0% | $0 | No approved paid social budget. Retargeting/boost spend needs separate approval. |
| Digital Marketing (Display) | 72010 | $0 | $0 | $0 | $0 | 0.0% | $0 | No display budget allocated for 2026. |
| TOTAL Q2 APPROVED BUDGET | | $218,733 | $216,698 | $235,320 | $670,751 | 100% | $2,638,451 | Ad spend % of revenue target: 7.3% |
Q2 Approved Budget by Island
| Island | April | May | June | Q2 Total | % of Total |
|---|
| Oahu | $121,937 | $121,665 | $142,770 | $386,372 | 57.6% |
| Maui | $43,214 | $41,092 | $37,976 | $122,282 | 18.2% |
| Big Island | $34,055 | $34,490 | $34,913 | $103,458 | 15.4% |
| Kauai | $16,505 | $15,973 | $16,185 | $48,663 | 7.3% |
| Island Subtotal | $215,711 | $213,220 | $231,844 | $660,775 | 98.5% |
| Approved Total | $218,733 | $216,698 | $235,320 | $670,751 | 100% |
Island totals ($660,775) are $9,976 less than the approved total ($670,751). The gap represents Internal Agency and Website fees allocated at the portfolio level, not attributed to a specific island.
Q1 2026 Paid Digital Performance Reference
| Channel | Jan Spend | Jan ROAS | Feb Spend | Feb ROAS |
|---|
| Google Ads | $66,283 | 4.68x | $66,389 | — |
| Google LSA | $28,078 | 12.31x | $19,432 | — |
| Yelp | $11,055 | 1.52x | $5,056 | — |
| Angi Leads | $5,968 | 0.46x | $5,709 | — |
| eLocal | $7,556 | 3.36x | $8,120 | — |
| Microsoft Ads | $2,700 | 11.16x | $2,700 | — |
Q1 nCAC trend: $250.50 (Jan) → $213.24 (Feb) → improving. Angi at 0.46x ROAS in January is the primary elimination candidate.
June Launch Programs — Spend Notes
| Program | Q2 Allocation | Q3 Allocation | Channel Bucket | Notes |
|---|
| Gas Card Weekly Giveaway — Prize Cost | $1,250 (June: 5 weeks) | $3,000 (Jul–Sep: 12 weeks) | Promotional / Steve’s Cares | $250 Visa × 17 total weeks = $4,250. Prize cost only; mailed to winner. Not a media spend — recorded as promotional expense. |
| Gas Card — Paid Amplification | TBD | TBD | Social, radio, GBP boost, email send costs | Paid amplification budget pending. Recommend funding from existing Q2 social + GBP allocations through June; reassess for July–September based on entry volume / opt-in performance. |
| Gas Card — Landing Page & Form | One-time build | — | Web / development | StevesHawaii.com/giveaway. Form integration with email platform. Build cost outside marketing media spend. |
| Kūpuna Protection Program — Phase 1 (June) | $0 paid media | TBD (Phase 2) | None — controlled launch | No paid acquisition push until operational metrics are confirmed clean. Phase 1 marketing activity is internal training, ServiceTitan workflow audit, website FAQ, single existing-customer email. Zero paid spend. |
| Kūpuna — Operational Costs (not marketing) | ~$179/yr per existing 65+ converted member (foregone OPP revenue) | Same basis | Operations / risk reserve | Variable tech-time and parts for benefit visits separately tracked by Operations. Quantified by Operations finance, not in marketing media budget. |
13-Week Tactical Calendar
PHASE 1: APR
PHASE 2: MAY
PHASE 3: JUN
Owner column: Marketing = James H. | Agency = Camp Digital (PPC Pod) | Ambassadors = Ohana team | CSR = Call center
Wk
Dates
Phase
Paid Search / LSA / GBP Focus
Outbound + Ohana + Email
Island Priority
Key Watchpoints / Owner
Apr 1–7
Ph 1
Leak detection + drain (cont.) · AC tune-up LAUNCH · Repiping all islands · LSA: plumbing urgent priority · GBP: spring plumbing + AC tune-up posts
DM: April drop live · Email: Ohana Seq 2 to non-members · Outbound: lapsed reactivation · WH 7+ yr outreach
Oahu: fill capacity · Big Island: sustain momentum
Confirm AC campaign tracking · Watch booking rate as HVAC calls enter | Marketing + Agency
Apr 8–14
Ph 1
AC tune-up + AC diagnostic ramp · Leak detection steady · Drain maintains · LSA: add AC categories · GBP: AC readiness content
Email: water heater age-based sequence · Post-service follow-up active · Outbound: HVAC assessment follow-up · Happy Visits: Ohana standard
Maui: drain momentum carry · Kauai: quality board fill
First full week of AC data · Compare AC booking rate to plumbing · Adjust LSA weights if needed | Marketing + Agency
Apr 15–21
Ph 1
AC repair/diagnostic scaling · Leak + drain steady · Repipe continues all islands · LSA: balance plumbing/HVAC · GBP: Earth Day water conservation angle
Email: Ohana enrollment push — target 2+ service customers · Lapsed customer sequence · Outbound: repipe lead follow-up · Ohana enrollment calls
All islands: balanced · Big Island: vog messaging
Mid-April scorecard review · Channel rebalancing if needed · DM response tracking | Marketing + Agency + Ambassadors
Apr 22–30
Ph 1→2
Begin HVAC weight shift · AC system assessment keywords added · Plumbing maintains · LSA: HVAC categories increase · GBP: pre-summer AC messaging
Email: pre-summer HVAC checklist · Ohana follow-up to non-converters · Outbound: HVAC assessment outreach + pre-summer system check pitch
Oahu: HVAC capacity ramp · Big Island: HVAC + vog
April close-out review · Prepare May campaign adjustments · HVAC vs plumbing revenue split check | Marketing + Agency
May 1–7
Ph 2
HVAC system assessment PRIORITY · AC repair/diagnostic scaled · Plumbing: leak + repipe only · LSA: HVAC weighted heavier · GBP: HVAC system content + BI vog
Email: HVAC assessment invitation sequence · Ohana Seq 3 launch · Outbound: HVAC 10+ yr system outreach + Ambassador-led AC assessment calls
All islands: HVAC shift · Oahu: largest capacity
May campaign activation check · HVAC booking rate baseline · PPC keyword performance review | Marketing + Agency
May 8–14
Ph 2
HVAC system sales push begins · AC emergency repair ready · Water heater maintains · LSA: AC urgent priority · GBP: humidity + mold prevention
Email: HVAC follow-up to assessment leads · WH replacement sequence · Outbound: post-assessment conversion calls + HVAC quote follow-up
Oahu: HVAC priority · Maui: HVAC ramp
First HVAC system sales numbers for May · Compare to PY May pace (56 systems) | Marketing + Agency + Ambassadors
May 15–21
Ph 2
HVAC system sales + AC repair peak · Plumbing: high-ticket focus · Repipe targeted · LSA: full HVAC weight · GBP: system replacement education
Email: Ohana enrollment to HVAC service customers · 2+ service customer retarget · Outbound: HVAC quote follow-up blitz + repipe lead outreach
Big Island: system sales · Kauai: HVAC assessment push
Mid-May scorecard · HVAC revenue pace vs target · Ohana enrollment mid-Q2 check | Marketing + Ambassadors
May 22–31
Ph 2→3
HVAC budget weight increases · AC emergency positioning · Plumbing: maintain core only · LSA: peak HVAC ready · GBP: summer prep messaging
Email: summer readiness campaign · Pre-June HVAC push · Ohana renewal reminders · Outbound: final May conversion push + WH 7+ yr second pass
All islands: June prep · Oahu: board fill priority
May close-out analysis · June budget allocation finalized · HVAC system sales pace confirms Jun strategy | Marketing + Agency
Jun 1–7 🚀
Ph 3
FULL HVAC WEIGHT · AC system sales + emergency repair · Repipe: high-ticket continues · LSA: HVAC emergency priority · GBP: peak summer content all islands
DM: June drop — HVAC assessment + summer readiness · Email: emergency AC response sequence · Outbound: HVAC conversion daily cadence + Happy Visit blitz launch
All islands: HVAC peak · Big Island: vog + heat
June activation confirmed · HVAC daily revenue tracking begins · Emergency response capacity monitored | Marketing + Agency
Jun 8–14
Ph 3
AC emergency repair peak · HVAC system sales aggressive · Plumbing: selective high-ticket · LSA: emergency AC weighted max · GBP: emergency response messaging
Gas Card: drawing 2 of 17 · weekly winner announcement on social · Kūpuna: ambassador / CSR call audits begin · Email: HVAC follow-up to June mail recipients · Ohana enrollment to recent service · Outbound: HVAC quote follow-up + Happy Visit daily cadence
Oahu: largest HVAC capacity · Maui: HVAC push
PY Jun was $6.1M campaign month — track daily vs benchmark · Booking rate watch: HVAC surge volume | Marketing + Agency + CSR
Jun 15–21
Ph 3
HVAC peak sustained · AC replacement positioning · Drain: summer maintenance angle · LSA: maintain HVAC weight · GBP: Father's Day home comfort angle
Gas Card: drawing 3 of 17 · mid-month entry-volume read · weekly winner social post · Kūpuna: written-estimate compliance audit cadence active · Email: Ohana enrollment final Q2 push · Membership renewal reminders · Father's Day tie-in · Outbound: Ohana enrollment sprint + Happy Visit blitz continues
Kauai: referral culture · Big Island: HVAC system close
Mid-June scorecard · Q2 target tracking by island · Ohana enrollment Q2 totals check | Marketing + Ambassadors
Jun 22–28
Ph 3
HVAC final push · AC emergency maintains · Begin Q3 plumbing keyword prep · LSA: HVAC sustain · GBP: summer service tips + Q3 content planning begins
Gas Card: drawing 4 of 17 · monthly entry-volume report · Kūpuna: Phase 1 audit gate — written-estimate logging, 48-hr follow-up rate, Level 3 complaint review · Marketing + Wes Carver + Island GM sign-off on Phase 2 expansion · Email: Q2 wrap-up communications · Ohana final enrollment push · Q3 pre-launch teasers · Outbound: final Q2 conversion calls + Happy Visit completion push
All islands: final push — close to Q2 targets
Q2 close preparation · Preliminary Q2 vs target analysis · Q3 campaign staging begins | Marketing + Agency
Jun 29–30
Ph 3 Close
HVAC maintains · Q3 campaigns staged · All active campaigns reviewed · LSA: maintain · GBP: Week 1 July content prepped
Gas Card: drawing 5 of 17 · Kūpuna: Phase 2 activation if audit clean — GBP educational posts, AARP outreach prep, organic social, opt-in content series · Email: Q3 sequences staged · Direct mail: July drop prepared · Ohana Q3 plan finalized · Outbound: Q2 close-out calls + Q3 outbound calendar set
All islands: Q2 wrap · Q3 priorities confirmed
Q2 FINAL CLOSE · Q2 vs target reconciliation · Kūpuna Phase 1 → Phase 2 audit decision logged · Gas Card month 1 performance read · Q3 marketing plan finalized for Wes/Eric review | Marketing + All Teams + Wes Carver + Island GMs
Job Type Phasing
WHAT TO TARGET AND WHEN
PRIORITY jobs have dedicated campaigns. MAINTAIN jobs are captured by general campaigns. FRONT-LOAD jobs peak early in Q2 and should be emphasized in Phase 1.
PY Q2 Bookings by Job Type (Plumbing + Drain)
HVAC Job Types — Seasonal Curve (PY Monthly)
Plumbing & Drain
| Job Type | Trade | PY Apr | PY May | PY Jun | PY Q2 | CY YTD | Seasonal Curve | Q2 Campaign Action |
|---|
| LD - Active Water Leak PRIORITY | Plumbing | 130 | 134 | 172 | 436 | 646 | Builds → Jun peak | Run all Q2 on all islands. CY is running 2x PY pace. Leak detection is the #1 booked job type. |
| PL - Toilet | Plumbing | 184 | 155 | 239 | 578 | 483 | Apr dip → Jun peak | Maintain: Steady board filler. No dedicated campaign needed — captured by general plumbing. |
| PL - Faucet or Tub/Shower Fixture | Plumbing | 137 | 127 | 212 | 476 | 424 | Apr dip → Jun peak | Maintain: General plumbing campaigns capture this volume. Revenue quality is strong. |
| PL - Install Plumbing | Plumbing | 97 | 90 | 121 | 308 | 297 | Steady → Jun lift | Maintain: High-ticket category. CY already near PY Q2 total with 3.5 months remaining. |
| PL - Repipe Opportunity PRIORITY | Plumbing | 0 | 0 | 60 | 60 | 221 | PY Jun-only; CY all Q1 | CY repiping is 3.7x PY Q2 total. Dedicated campaigns all Q2 on all islands. Highest growth story. |
| PL - Water Heater 8+ Yrs PRIORITY | Plumbing | 26 | 39 | 63 | 128 | 169 | Builds → Jun | CY already exceeds PY Q2 total. Dedicated WH campaigns + outbound to 7+ yr units. |
| WH[8+] Leaking/Not Working | Plumbing | 122 | 118 | 25 | 265 | 0 | Apr–May; drops Jun | Note: PY job type may have been recategorized in CY. Monitor WH categories combined. |
| PL - Pressure Issue NEW CY | Plumbing | 0 | 0 | 0 | 0 | 93 | New CY category | Watch: 93 CY bookings indicate a real category. Campaign targeting by Phase 2 if trend holds. |
| PL - Maintenance Safety Inspection (MSI) FRONT-LOAD | Plumbing | 206 | 176 | 85 | 467 | 125 | Apr peak → drops | Front-load: MSI drops through Q2 in PY. Schedule MSI campaigns and Happy Visits for Apr–early May. |
| D - Mainline Clog PRIORITY APR | Drain | 95 | 62 | 73 | 230 | 261 | Apr peak → tapers | Drain campaigns front-load in Q2. March drain momentum carries into April then tapers. |
| D - Fixture Clog | Drain | 96 | 98 | 103 | 297 | 256 | Steady all Q2 | Maintain: Consistent board filler. General drain campaigns capture this. |
| D - Branchline 50+ Clog FRONT-LOAD | Drain | 86 | 76 | 39 | 201 | 188 | Apr peak → drops Jun | Front-load: April is the moment for branchline campaigns. CY tracking strong already. |
| Happy Visit PRIORITY | Service | 37 | 27 | 26 | 90 | 255 | PY flat; CY exploding | CY Happy Visits are 2.8x PY Q2 total. Ohana Protection Plan integration is driving this. Continue daily. |
HVAC
| Job Type | PY Apr | PY May | PY Jun | PY Q2 | CY YTD | Seasonal Curve | Q2 Campaign Action |
|---|
| HC - Service 10+ Yrs | 146 | 153 | 120 | 419 | 0 | Apr–May; drops Jun | Note: PY category may be restructured in CY. Monitor all HC Service categories combined. |
| HC - Service 1-4 Yrs KEY — EXPLODES JUN | 31 | 32 | 124 | 187 | 277 | EXPLODES in Jun (4x Apr) | Jun is 4x Apr for this category. AC tune-up campaigns build awareness Apr–May for Jun conversion. |
| HC - Service 5-9 Yrs KEY — EXPLODES JUN | 25 | 23 | 76 | 124 | 190 | EXPLODES in Jun (3x Apr) | Jun is 3x Apr. Same seasonal pattern as 1–4 Yr. HVAC campaigns must be live before the surge. |
| HC - Sales HVAC System PRIORITY | 63 | 56 | 81 | 200 | 108 | Builds → Jun peak | CY already at 54% of PY Q2 total. Jun is peak. System assessment campaigns ramp May, peak Jun. |
Q2 Specials & Promotions Strategy
CARRY · RETIRE · NEW FOR Q2
Offer Framework — Revenue Quality Principle Applied
Entry Offers ($89 Drain, $89 AC Checkup, $159 Combo): Controlled booking tools that create in-home opportunity. They are not the strategy — they open the door. |
Conversion Offers ($300 WH Credit, Free AC Proposal + 12 Mo Financing): Designed to convert in-home presence into high-ticket completed revenue. |
Assessment Offers (Free Repipe Assessment, Free Summer AC Assessment): Pipeline generators for the two highest-growth categories. |
Membership (Ohana Protection Plan + Free Camera): The customer lifetime value engine. Not optional. |
Brand & Community (NEW for June): Kūpuna Protection Program (risk mitigation, see dedicated tab) and $250 Gas Card Weekly Giveaway (Steve’s Cares, June 1 – Sep 30 promotional run).
Competitive Landscape — Hawaii Market
| Competitor | Islands | Offer Type | Membership | HVAC Offers | Plumbing Offers | MERYDIAN® Assessment |
|---|
| All Aloha Plumbing | Oahu, Maui, Big Island | % off coupons + military/senior | Service agreements | None | Hydro jetting, WH install | Plumbing-only. No HVAC capability. Generic discount model. Not a strategic threat on HVAC or membership. |
| Island Comfort AC | Oahu, Kauai | Free estimates · Satisfaction guarantee | None visible | Mini-split install focus | None | HVAC installation specialist. No service/repair offers. No plumbing. Niche competitor on new installs only. |
| Air Masters Inc | Oahu | $75 off per outdoor unit | None visible | Install + maintenance | None | Family-owned. 30 years. Install focused. Free consultations. Not competing on service promotions. |
| Igloo AC | Oahu | 12-yr warranty as differentiator | None visible | Ductless specialist | None | Installation-only. 12-year warranty is their positioning. No service promotion model. |
| Craig's AC | Oahu | Free estimates | None visible | Full HVAC service | None | Local Oahu only. Free estimate positioning. No aggressive offer strategy. |
| Standard Air Hawaii | Oahu | Quality positioning | None visible | Mitsubishi specialist | None | Premium positioning. No discount offers. Blog-driven SEO strategy. Not competing on price. |
| Steve’s — Differentiators | All 4 islands | Coordinated offer framework + community programs | Ohana Protection Plan | Tune-up · diagnostic · system sales · financing | Drain · leak · repipe · WH · install | Kūpuna Protection Program (June 2026): no competitor offers anything comparable. Combined with Steve’s Cares Gas Card community campaign, the brand and policy positioning is wider than any local operator. |
Key Finding: No Hawaii competitor offers a combined plumbing + HVAC promotional strategy with a membership program. With the addition of the Kūpuna Protection Program (June 2026) and the Steve’s Cares Gas Card community campaign, Steve’s now operates the only coordinated multi-trade offer + membership + senior-protection + community-giveback positioning in the Hawaii market. The competitive gap widens.
$250 Gas Card Weekly Giveaway — Steve’s Cares Summer Campaign
“Steve’s is helping Hawaii homeowners go a little farther.”
A 17-week community sweepstakes running June 1 – September 30, 2026. One $250 Visa gift card awarded weekly via random drawing. Web-form entry only at StevesHawaii.com/giveaway. Open to eligible Hawaii homeowners 18+. No purchase necessary. Purchase or service does not increase odds of winning. One entry per household.
| Element | Detail |
|---|
| Run Dates | June 1, 2026 – September 30, 2026 (17 weeks · spans Q2 + Q3) |
| Prize | $250 Visa gift card (mailed to winner’s home address) |
| Drawing Cadence | One winner per week (system-wide, not per island) |
| Total Prize Cost | $4,250 ($250 × 17 weeks) |
| Entry Method | Web form at StevesHawaii.com/giveaway. No purchase necessary. One entry per household. |
| Eligibility | Hawaii homeowners 18+ in Steve’s service area (Oahu, Maui, Big Island, Kauai). Void where prohibited. |
| Primary KPIs | Entry volume by island · email opt-in capture · Ohana Protection Plan opt-in attach rate · new-customer attribution downstream |
| Compliance | Official rules required. No purchase necessary disclaimer on all assets. Alternate entry path documented. Legal review of rules & mechanics before June 1 launch. |
| Brand Tie-in | Steve’s Cares sub-brand (“Because Community Starts Here”). Aligns with existing Hawai’i Foodbank partnership and community-giveback positioning. |
Why It Works: Low-friction entry (web form, no purchase) drives high opt-in volume. Steve’s Cares brand pairing reinforces community positioning. Weekly cadence sustains attention across 17 weeks of summer. Captured email list seeds Q4 retention sequences. $4,250 in prize cost is materially below typical CPA for equivalent acquisition volume.
Required Before Launch: Official rules drafted and legal-reviewed. Landing page live at StevesHawaii.com/giveaway. Form tied to email platform. Weekly drawing process documented (who pulls, when, audit log). Winner notification template approved. Mail process for $250 card confirmed. Promotional assets shipped to radio, social, GBP, in-truck signage, email.
Carry Forward — Proven Performers from Q1
| Promotion | Trade | Price Point | Q2 Dates | Phase(s) | Modification | Rationale |
|---|
| $89 AC Checkup (Visual Only) CARRY | HVAC | $89 | Apr 1 – Jun 30 | All phases | Rename to "Summer AC Checkup" starting May 1. Keep $89 price point. | Controlled booking tool: $89 gets us in the home. Feeds AC system assessment, repair, and replacement pipeline. |
| $89 Drain Clearing + FREE Camera Inspection CARRY | Plumbing | $89 | Apr 1 – Jun 30 | Phase 1–2 (taper Phase 3) | No change. Proven converter. Camera inspection drives upsell. | Camera inspection is the upsell path to mainline repair, repipe, and Ohana enrollment. Drain bookings +65% YOY. |
| $159 Home Comfort Combo CARRY | Both | $159 | Apr 1 – Jun 30 | All phases | Now serves as qualifying gateway to $300 WH Replacement Credit. | Bundle retains value as the entry point for the $300 WH credit. Customer books the Combo, qualifies for strongest WH offer in the market. |
| $1.99/Day Whole-Home Air Purification | HVAC | $1.99/day (financing) | Apr 1 – Jun 30 | Phase 2–3 | Increase visibility in HVAC campaigns starting May. | Air quality messaging aligns with Big Island vog, Oahu humidity. Low daily cost framing proven for financing conversion. |
| FREE AC System Proposal + 12 Mo Deferred Interest | HVAC | Free proposal + financing | Apr 1 – Jun 30 | Phase 2–3 | Push harder in Phase 3 when HVAC peaks. | System sales are the highest-ticket HVAC category. Free proposal removes barrier. 12 mo deferred is competitive with every mainland operator. |
| FREE Whole-Home Air Purifier w/ AC System | HVAC | Bundle add-on | Apr 1 – Jun 30 | Phase 3 (Jun push) | Position as June bonus. | Value-add on highest-ticket sale. Does not discount the system price. Protects margin while adding perceived value. |
| Free Water Testing | HVAC | Free | Apr 1 – Jun 30 | All phases | No change. Supports filtration upsell. | Low cost, high upsell path to water filtration. Supports Ohana Protection Plan conversation. |
Retire — Q1 Offers That Served Their Purpose
| Promotion | Expires | Rationale for Retirement |
|---|
| $100 Off Door Hanger RETIRE | March 31, 2026 | Generic discount that does not align with service-type targeting or the revenue quality principle. Does not feed a specific job type or downstream conversion path. Replace with service-specific Q2 offers. |
New for Q2 — Seasonal Offers Aligned to Three-Phase Strategy
| Promotion | Trade | Price Point | Q2 Dates | Phase(s) | Channels | Rationale |
|---|
| $300 Water Heater Replacement Credit NEW | Plumbing | $300 credit toward WH replacement | Apr 1 – Jun 30 | All phases | PPC, Email, Outbound, Direct Mail | Most aggressive WH offer in the Hawaii market. Increased from $250. Requires $159 Combo purchase to qualify. WH bookings already exceed PY Q2 total in CY YTD. |
| Summer AC System Assessment — FREE NEW | HVAC | Free assessment | May 1 – Jun 30 | Phase 2–3 | PPC, LSA, Outbound, Meta | Assessment is the HVAC system sales entry point. PY data: 200 system sales in Q2. Free assessment removes barrier and generates the pipeline. Every assessment is an Ohana enrollment opportunity. |
| Ohana Protection Plan — FREE Main Line Camera w/ Enrollment CONTINUATION | Both | Free camera inspection w/ enrollment | Apr 1 – Jun 30 | All phases | All touchpoints | Centerpiece of Q2. Every campaign, outbound call, Happy Visit, and service completion carries this forward. CY Happy Visits at 2.8x PY Q2 pace. The enrollment conversation is scripted, not improvised. |
| Repipe Protection Assessment — FREE NEW | Plumbing | Free assessment | Apr 1 – Jun 30 | All phases | PPC, Email, Direct Mail | Repiping is the highest-growth category in the data. 221 CY bookings vs 60 in all PY Q2. A free assessment offer gives CSRs a specific campaign to book against and feeds the highest-ticket plumbing work. |
Ohana Protection Plan — Q2 Integration
EVERY TOUCHPOINT IS AN ENROLLMENT OPPORTUNITY
Q2 Enrollment Strategy
Every completed service, every Happy Visit, every outbound call, and every post-service follow-up includes an Ohana Protection Plan conversation. This is not optional. The free main line camera inspection is the lead enrollment benefit and the most effective opener the team has had. CY Happy Visits are running at 2.8x PY Q2 pace. The February rebrand is working. Keep the framing identical.
| Touchpoint | Phase 1 (April) | Phase 2 (May) | Phase 3 (June) | Owner | Enrollment Trigger | Notes |
|---|
| Post-Service Call | Active — every completed job | Active — every completed job | Active — every completed job + blitz | Ambassadors | Free main line camera inspection lead | Most effective enrollment opener. Standard on every post-service call. |
| Happy Visit | Standard scripted step | Standard scripted step | Happy Visit blitz — increased cadence | Ambassadors / Field | Ohana conversation is not optional | CY Happy Visits at 2.8x PY Q2. Enrollment conversation is scripted, not improvised. |
| Email Campaigns | Seq 2: Non-member enrollment | Seq 3: HVAC service → membership | Final Q2 push: 2+ service customers | Marketing | Target: customers with 2+ prior service calls | High-priority enrollment audience based on demonstrated service history. |
| Outbound Calls | Daily cadence: lapsed + WH outreach | HVAC assessment follow-up | Q2 enrollment sprint | Ambassadors | Every outbound call includes Ohana pitch | Ohana Protection Plan conversation is standard in every call script. |
| Meta Retargeting | Awareness: Protection Plan value | Reinforcement: Free inspection offer | Urgency: Summer protection | Marketing | Website visitors + past customers | Retargeting reinforces the enrollment message across all other touchpoints. |
| Direct Mail | April drop: includes Ohana mention | No May drop scheduled | June drop: HVAC + Ohana combined offer | Marketing | Ohana branding on every mail piece | Not the primary enrollment channel but reinforces awareness. |
| Field Service Completion | Tech mentions Ohana at job close | Tech mentions Ohana at job close | Tech mentions Ohana at job close | Field Operations | Every completed service visit | Techs introduce; Ambassadors close. Two-touch enrollment model. |
| HVAC System Assessment | Not primary (HVAC ramping) | Assessment → Membership pitch | Peak: System sale + membership bundle | Ambassadors + Sales | HVAC assessment is natural Ohana opener | Customers investing in system work are highest-probability enrollment targets. |
Island-Specific Enrollment Notes
Oahu
Largest opportunity by volume. Every campaign dollar fills capacity with high-quality customers who are strong Ohana candidates. Email sequences target Oahu's largest non-member customer base.
Big Island
HVAC system sales suggest high membership conversion potential. Customers investing in system work are natural Protection Plan enrollees. Vog/air quality messaging connects to ongoing service value.
Maui
Strong service frequency supports conversion. Mid-Q2 enrollment push timed to seasonal service demand. Drain customers with repeat visits are priority targets.
Kauai
Community referral culture makes Happy Visits the most effective enrollment channel. Quality over volume. Every enrollment on Kauai generates referral potential.
Kūpuna Protection Program
LAUNCH JUNE 1, 2026
CONTROLLED 30-DAY ROLLOUT
RISK MITIGATION · NOT REVENUE
Program Posture — This Is Not a Marketing Program
The Kūpuna Protection Program is a customer protection commitment for homeowners age 65 and older. It is run as risk mitigation, not as a marketing investment. The cost of a single Level 3 complaint reaching local media is materially higher than the program’s annual cost. Public-facing protections lead. Discount and complimentary Ohana Protection Plan year follow. Marketing’s role is to communicate the program accurately, support enrollment operations, and protect the brand — not to acquire customers through it.
Eligibility & Verification
| Requirement | Detail |
|---|
| Age | 65 years or older |
| Residency | Homeowner at primary residence in Steve’s service area (Oahu, Maui, Big Island, Kauai) |
| Verification | Valid government-issued photo ID required at every service call. ID viewed only — date of birth verified, no copy retained. |
| Not Eligible | Renters, non-owner occupants, commercial properties, rental properties, vacation rentals, investment properties |
| Trust / LLC Properties | Reviewed case-by-case at Steve’s discretion |
Customer Benefits
| Benefit | Detail |
|---|
| 10% Off Qualifying Services | Plumbing, drain, and air conditioning services. Does not apply to diagnostic / trip fees outside OPP coverage, permits, special-order parts, financing charges, extended warranties, manufacturer warranty work, or materials-only sales. One discount per qualifying invoice. Does not stack with any other offer, coupon, member pricing, or promotion. |
| One Year Ohana Protection Plan | Included at no cost. No credit card required. No auto-renewal. One complimentary OPP year per residence (not per kūpuna in the household). Sewer camera inspection is diagnostic only, requires existing accessible cleanout, one per household per year, repairs and cleaning not included. |
| Written Estimate | Provided before any paid work begins. Logged in ServiceTitan on every Kūpuna paid job. |
| 24-Hour Decision Pause | Non-emergency work over $500 receives a 24-hour pause to decide. Pricing held for 7 days. |
| Trusted Contact Welcome | Family member, caregiver, neighbor, or friend may participate in person or by phone. |
| Family Review Prompt | Required for non-emergency work over $2,500. |
| Second Opinion Encouraged | On any major repair. |
| Plain-Language Explanations | From every technician on every visit. |
| Manager 48-Hour Follow-Up | Manager calls every Kūpuna customer within 48 hours of paid service. Logged with timestamp, two attempts before close. |
Hard Rules — No Exceptions, Any Level of Leadership
- No credit card or payment method collected at Kūpuna OPP enrollment.
- No auto-renewal at month 12 for anyone, new or existing.
- Existing 65+ OPP members: billing paused 12 months, affirmative continuation required to resume.
- ID number is not retained — only viewed.
- Technicians may not pressure customers to upsell during Kūpuna service or any OPP benefit visit.
- Family review prompt is required for non-emergency work over $2,500.
- Controlled 30-day launch: no paid acquisition push until operational metrics confirmed clean.
Phased Marketing Rollout
| Phase | Window | Marketing Activity | Channels Allowed | Channels NOT Allowed |
|---|
| Phase 1 — Controlled Launch |
June 1 – June 30, 2026 |
Internal training, ServiceTitan workflow audit, ambassador / CSR script readiness, existing-customer notification only. Website FAQ live. Plain-language program page on StevesHawaii.com (no promotional treatment). |
Internal comms, ambassador conversations on service calls, GBP FAQ post, single targeted email to existing 65+ Ohana members about the complimentary year |
Paid acquisition (PPC, LSA, radio, broadcast, paid social, DM). Aggressive social promotion. Outbound calling campaigns. |
| Phase 2 — Broader Communications |
July 1 – ongoing |
Activate after Phase 1 ops metrics audit confirms clean: written-estimate logging, 48-hour follow-up call rate, audit failures resolved. |
Add: GBP posts (educational), website featured placement, AARP community outreach, earned media, organic social, opt-in email content series |
Paid promotion still prohibited until quarterly leadership review approves expansion. |
| Audit Gate |
End of June |
Phase 2 activation contingent on: 100% written-estimate logging in ServiceTitan, 95%+ manager 48-hour follow-up completion, zero Level 3 complaints, no pattern of policy exceptions. |
Reviewed by Marketing + Wes Carver + Island GMs. Documented decision logged before any Phase 2 channel activates. |
Operational Commitments Marketing Supports
| Commitment | Marketing Role |
|---|
| Written estimate logged in ServiceTitan on every Kūpuna paid job | Confirm tracking field in ServiceTitan exists; report weekly compliance to GMs |
| Manager 48-hour follow-up call (two attempts before close) | Weekly reporting line; flag missed SLAs |
| Month 11 reminder letter before complimentary year ends | Mail house coordination; template approval; mailing list pull from ServiceTitan |
| Month 12 manager call (no same-call enrollment) | Reporting only; marketing does not generate this contact |
| Level 3 complaint same-day escalation | Surfaced via Consumer Sentiment dashboard; routed to Island GM + Wes Carver |
| Audit failure consequences (5-day corrective coaching, next 3 jobs reviewed) | Marketing does not own; reports cadence |
Cost & Business Case
| Cost Element | Detail |
|---|
| Foregone OPP revenue per existing 65+ converted member | ~$179 / year ($14.95/month × 12). Lower retention expected at month 13 vs auto-renewal — this trade is intentional. |
| Variable tech-time and parts cost | For new enrollee benefit visits: annual plumbing check, AC check, sewer camera. Quantified by Operations. |
| Brand protection value | Cost of a single Level 3 complaint reaching local media is materially higher than the program’s annual cost. Program is run as risk mitigation, not as a marketing investment. |
Cross-Dashboard Connection
Why This Program, Why Now
The Consumer Sentiment dashboard surfaced a 1-star Yelp review on Kauai in early 2026 describing alleged pressure on an elderly customer to pay above an agreed quote. That review remains unanswered in public per our standard protocol (1-star reviews are handled via internal customer outreach for resolution). The Kūpuna Protection Program is the operational answer: a public commitment, a hard rule set, and an audit cadence that makes that pattern impossible to repeat at scale. It is the right thing to do regardless of marketing benefit — and the right framing for leadership is that this is a brand-protection commitment first.
Full detail: Kūpuna Protection Program Build Package v6. Leadership One-Sheet dated May 16, 2026. Program launch: June 1, 2026.
Social Media Strategy
TRUST AMPLIFIER — NOT DIRECT RESPONSE ENGINE
NEW June 1: Gas Card Giveaway is the Primary Summer Social Driver
The $250 Visa Gas Card Weekly Giveaway is the lead organic + paid social campaign June 1 – September 30. Weekly post cadence: drawing reminder (Monday), winner announcement (Friday), entry call-to-action mid-week. Use the Steve’s Cares mascot drop creative across all four islands. Hashtags: #StevesCares #GoALittleFarther #HawaiiHomeowner. Always include "No purchase necessary" disclaimer language per official rules. Always link to StevesHawaii.com/giveaway.
NEW June 1: Kūpuna Protection Program — Phase 1 Social Restrictions
No paid social promotion of the Kūpuna Protection Program through June 30. Phase 1 social activity is limited to a single educational GBP post (FAQ-style) and an existing-customer email. No paid amplification, no organic posts on Facebook / Instagram, no influencer / community partner outreach. Phase 2 channel expansion is gated by the end-of-June operational audit. See Kūpuna Program tab for full rule set.
Social supports the broader Q2 strategy by building trust and local relevance, reinforcing high-value service categories, and warming up homeowners before they search, call, or click. The strongest direct response dollars remain with LSA and Google Ads. Social's job is to make Steve's look local, trustworthy, active, and helpful across all four islands.
Content Pillars — Six Pillars Aligned to Q2 Revenue Quality Principle
| Pillar | Share | Facebook Role | Instagram Role | Purpose | Phase Alignment | Example Topics |
|---|
| 1. Urgent Homeowner Problem Content | ~30% (2/week) | Education posts; boosted where needed | Reels + carousel tips | Creates relevance. Builds search intent. Supports top service categories. | Ph1: Leak, drain, WH · Ph2: AC problems · Ph3: AC emergency | Signs of active water leak · What to do if WH stops working · Warning signs of mainline clog · Signs AC needs repair |
| 2. High-Value Solution Content | ~15% (1/week) | Longer form education posts | Carousel or static education | Pre-sells larger ticket work. Reduces hesitation. Supports install categories. | Ph1: Repipe, WH replace · Ph2: AC system assess · Ph3: HVAC system sale | When to repair vs replace WH · What to know before replacing AC · Benefits of upgrading old plumbing · $300 WH Credit + $159 Combo path |
| 3. Technician & Field Credibility | ~15% (1/week) | Before/after photos · Tech spotlights | Reels: on-site problem solving | Builds trust. Humanizes brand. Increases conversion confidence. | All phases: consistent weekly rhythm | Technician spotlights (island-specific) · Before/after job photos · On-site problem solving · Team culture and professionalism |
| 4. Offer Support Content | ~15% (1/week) | Boosted offer posts · Clear CTA + phone | Story highlights · Offer graphics | Keeps active offers visible. Supports entry and conversion offers. | Ph1: $89 Drain, $89 AC · Ph2: $300 WH Credit · Ph3: Free AC Proposal + Financing | $89 Drain Clearing + Free Camera · $89 AC Checkup (Summer rename May) · $159 Combo → $300 WH Credit path · Free Repipe Assessment |
| 5. Ohana Protection Plan Content | ~10% (bi-weekly) | Membership value explainer posts | Story series: "Meet an Ohana member" | Supports enrollment. Reinforces customer lifetime value engine. Differentiates from every competitor. | All phases: escalating visibility · Phase 3: enrollment push | Free main line camera inspection · Priority service benefits · Member testimonials · Happy Visit value · Why Ohana = peace of mind |
| 6. Community & Brand Content | ~15% (1/week) | Community posts · Local partnerships | Local imagery · Island pride | Reinforces local brand identity. Differentiates from generic competitors. | All phases: consistent weekly rhythm | Hawaii Foodbank support · Island-specific community events · Team volunteering · Local business partnerships · Seasonal community messages |
Recommended Weekly Posting Cadence
| Day | Content Type | Platform | Format | Phase 1 (April) | Phase 2 (May) | Phase 3 (June) |
|---|
| Monday | Urgent Problem #1 | Facebook + IG | Education post or Reel | Leak / drain focus | AC problem focus | AC emergency / urgent |
| Tuesday | Offer Support | Facebook (boost) + IG Story | Offer graphic + CTA | $89 Drain or AC | $300 WH Credit or Free AC Assessment | Free AC Proposal + Financing |
| Wednesday | Tech / Field Credibility | IG (primary) + Facebook | Reel or before/after | Plumbing tech spotlight | HVAC tech spotlight | Emergency response team |
| Thursday | Urgent Problem #2 | Facebook + IG | Education post or carousel | Water heater / repipe | WH replacement / install | HVAC system replacement |
| Friday | Community / Brand or Ohana Plan | Facebook + IG | Community post or Ohana explainer | Alternate weekly: Community / Ohana | Alternate weekly: Community / Ohana | Alternate weekly: Community / Ohana push |
Paid Social Support
Primary use: Retargeting website visitors who did not book. Highest-value paid social dollar.
Secondary: Retargeting engaged video viewers across Facebook and Instagram.
Tertiary: Boosting highest-performing offer posts when organic reach is insufficient.
Do NOT use paid social as cold lead gen. The strongest direct response dollars stay with LSA and Google Ads.
Budget: $3,000 (Apr) → $3,500 (May) → $4,000 (Jun) = $10,500 Q2 total.
Island-Specific Social Notes
Oahu: Largest audience. Heaviest content volume. All offers promoted. Retargeting budget weighted to Oahu.
Big Island: Vog and air quality content is Big Island-only differentiator. (808) 329-5325 on every post.
Maui: Drain and leak content in Phase 1. HVAC content in Phase 2–3. Community rebuilding and local trust themes. (808) 871-5325 on every post.
Kauai: Community and trust market. Happy Visit and referral culture content performs best. (808) 245-5325 on every post.
Email Strategy
REACTIVATION · CROSS-SELL · OHANA ENROLLMENT
NEW June 1: Gas Card Giveaway — Email Acquisition Engine
Web form at StevesHawaii.com/giveaway captures email opt-in alongside entry. Expected to be the highest-volume net-new email acquisition channel of the year. Welcome sequence (3 emails over 10 days) introduces Steve’s Cares, the four-island service area, the Ohana Protection Plan, and the next drawing. Weekly winner announcement to full list. Captured list feeds Q4 retention sequences and 2027 service reminders. Compliance: every email includes unsubscribe + official rules link.
NEW June 1: Kūpuna Protection Program — Email Touchpoints (Phase 1 Limited)
Phase 1 email activity: one targeted send to existing Ohana members age 65+ informing them they qualify for the program and explaining the complimentary year mechanic. Plain language, no promotional framing, includes "no auto-renewal" disclosure. No prospect / cold acquisition email use of the program through June. Phase 2 (July+) adds opt-in educational content series after audit clears.
Email supports three Q2 goals: reactivate the existing customer base into timely service action, cross-sell plumbing and HVAC opportunities across the customer file, and drive Ohana Protection Plan enrollment from customers with demonstrated service history. Cadence is 4 meaningful sends per month. Subject lines are problem-focused, not promotional. Every email carries the Ohana Protection Plan message.
Segmentation Strategy
| # | Segment | Primary Q2 Message | Secondary Message | Ohana Angle | Frequency | Data Source |
|---|
| 1 | Existing plumbing customers | AC checkup / HVAC cross-sell | WH replacement via $159 Combo path | Enrollment pitch: free camera inspection | 2x/month | Service Titan: PL business units |
| 2 | Existing HVAC customers | Drain / leak / WH cross-sell | Repipe assessment offer | Enrollment pitch: free camera inspection | 2x/month | Service Titan: HC business units |
| 3 | No recent service (6+ months) | Reactivation: urgent problem awareness | $89 Drain or $89 AC Checkup as re-entry | Enrollment pitch: "come back and get protected" | 1x/month | Service Titan: last service date |
| 4 | Customers with 2+ prior service calls | Ohana Protection Plan enrollment (PRIMARY) | $159 Combo → $300 WH Credit path | HIGH PRIORITY: this is the prime enrollment audience | 2x/month | Service Titan: job count filter |
| 5 | High-value past customers (install/system) | Maintenance + protection messaging | Ohana renewal or upgrade | Retention and renewal focus | 1x/month | Service Titan: high invoice filter |
| 6 | WH 7+ years (age-based) | WH replacement urgency + $300 credit via Combo | Financing options education | Enrollment after replacement service | 1x/month | Service Titan: equipment age |
12-Email Calendar — April through June
| Send | Week | Subject Line Direction | Type | Primary Segments | Offer Featured | Ohana Integration |
|---|
| 1 | Wk 1 · Apr 1–7 | Main line drain problem? Start here. | Promotional | All; emphasis on plumbing customers | $89 Drain Clearing + Free Camera | Footer CTA: "Ask about Ohana Protection Plan" |
| 2 | Wk 2 · Apr 8–14 | A small leak can turn expensive fast. | Educational + CTA | All segments | Leak detection (no discount) | Mid-email: "Ohana members get priority service" |
| 3 | Wk 3 · Apr 15–21 | Water heater acting up? Here's your best move. | Promotional | WH 7+ yr segment + all customers | $159 Combo → $300 WH Credit pathway | Enrollment pitch after WH service: "protect your new investment" |
| 4 | Wk 4 · Apr 22–30 | Your AC system needs a checkup before summer. | Cross-sell | Plumbing customers (HVAC cross-sell) | $89 AC Checkup | Footer CTA: "Join the Ohana and stay protected year-round" |
| 5 | Wk 5 · May 1–7 | $300 toward a new water heater. Here's how. | Promotional | WH 7+ yr segment + no recent service | $159 Combo → $300 WH Credit (primary feature) | Enrollment CTA: "Protect your new WH with Ohana" |
| 6 | Wk 6 · May 8–14 | Thinking about replacing your AC system? | Promotional | HVAC customers + high-value past customers | Free AC System Proposal + 12 Mo Deferred Interest | HVAC assessment → Ohana pitch: "ongoing protection for your investment" |
| 7 | Wk 7 · May 15–21 | When should you repair vs. replace? | Educational | All segments | Supports WH credit, AC proposal, and repipe assessment | "Ohana members get annual inspections that catch problems early" |
| 8 | Wk 8 · May 22–31 | Drain or plumbing issue? Don't wait for summer. | Cross-sell | HVAC customers (plumbing cross-sell) | $89 Drain Clearing + Free Camera | Footer: "Ohana Protection Plan: one plan covers plumbing and AC" |
| 9 | Wk 9 · Jun 1–7 | Summer is here. Is your AC ready? | Promotional | All segments; HVAC priority | $89 AC Checkup (Summer AC Checkup) + Free AC Proposal | Ohana Protection Plan: "summer-proof your home" |
| 10 | Wk 10 · Jun 8–14 | Plumbing stress doesn't stop in summer. | Promotional | All; emphasis on 2+ service customers | Free Repipe Assessment + $89 Drain Clearing | Ohana enrollment: "2+ services = time to join the plan" |
| 11 | Wk 11 · Jun 15–21 | Local team. Local trust. Here when you need us. | Trust / Community | All segments | Soft: mentions active offers in footer only | Ohana Protection Plan value story: member testimonial or Happy Visit feature |
| 12 | Wk 12 · Jun 22–30 | Last chance this quarter: $300 WH credit + summer AC offer. | Promotional (urgency) | WH 7+ yr + lapsed + all | $300 WH Credit via $159 Combo + Free AC Proposal | Final Q2 Ohana enrollment push: "start Q3 protected" |
Subject Line Principles
• Lead with the homeowner's problem, not the offer: "Water heater acting up?" beats "$300 off water heaters!"
• Keep subject lines under 50 characters where possible. Mobile-first.
• Use urgency without false urgency: "before summer demand rises" is honest; "LAST CHANCE EVER" is not.
• Personalize by island where the platform allows: "Oahu homeowner?" or "Kauai plumbing alert" adds local relevance.
• Every email pre-header should reinforce the subject, not repeat it. Subject: "AC problems?" Pre-header: "Here's what to do before it gets worse."
Call Center & Ambassador Playbook
CSR BOOKING PRIORITIES + OHANA ENROLLMENT
NEW June 1: Kūpuna Protection Program — CSR & Ambassador Scripts
CSR intake script addition: When booking a call for a homeowner who self-identifies as 65+ or whose information indicates 65+, mention the Kūpuna Protection Program briefly and flag the job in ServiceTitan with the Kūpuna tag so the technician arrives prepared with the welcome packet, written estimate templates, and family review prompt awareness. Do not pressure for enrollment on the call — the program is explained at the door, in person, with ID verification.
Ambassador / Technician script: At the door, verify government-issued photo ID (view only, no copy). Present the Kūpuna welcome card. Confirm trusted contact preference. For any non-emergency work over $500, explain the 24-hour pause and 7-day price hold. For any non-emergency work over $2,500, the family review prompt is required. Technicians may not pressure for upsell during any Kūpuna service or any OPP benefit visit. Manager 48-hour follow-up call is auto-scheduled in ServiceTitan.
Escalation: Any Level 3 complaint (alleged pressure, elder concern, media risk, legal threat, AARP, DCCA) is escalated same business day to the Island GM and Wes Carver.
NEW June 1: Gas Card Giveaway — CSR Mentions
CSRs mention the Steve’s Cares Gas Card Giveaway at the natural close of every inbound call: "Have you heard about our weekly $250 gas card giveaway? Anyone in Hawaii can enter for free at StevesHawaii.com slash giveaway." Brief, optional, never high-pressure. Service or no-service does not affect entry odds and CSRs do not ask whether the customer has entered.
Q2 is a revenue quality quarter. CSRs should prioritize booking the job types that produce the strongest completed revenue, not the highest raw call volume. Entry offers ($89 Drain, $89 AC Checkup, $159 Combo) are tools to get in the home. The goal is always to convert the entry into the larger-ticket outcome.
CSR Booking Priorities by Job Category
| Job Category | Phase 1 (April) | Phase 2 (May) | Phase 3 (June) | Active Offer | Booking Script Guidance | Upsell Path |
|---|
| Active Water Leak / Leak Detection | HIGH PRIORITY — Book same day where possible | HIGH PRIORITY — Maintain urgency response | HIGH PRIORITY — Peak demand | No discount needed. Urgency is the offer. | "We can get a tech out today to locate the leak and stop the damage. Let me get you on the board." | Leak → Repipe assessment → Ohana enrollment (priority service for future emergencies) |
| Drain Clearing (Mainline + Fixture) | HIGH PRIORITY — Peak drain month | MODERATE — Maintain board fill | MODERATE — Steady volume | $89 Drain Clearing + FREE Camera | "For $89 we'll clear the drain and include a free camera inspection so you can see the condition of the line." | Camera → Mainline repair → Repipe → Ohana enrollment |
| Repiping | HIGH PRIORITY — Dedicated campaigns live | HIGH PRIORITY — Continue all Q2 | MODERATE — High-ticket focus | Free Repipe Protection Assessment | "We can send a tech out for a free repipe assessment to check your system and give you options." | Assessment → Repipe job → Ohana enrollment (protect new pipes) |
| Water Heater (Repair + Replace) | MODERATE — Steady demand | HIGH PRIORITY — Ramp WH campaigns | HIGH PRIORITY — Peak WH demand | $300 WH Credit (requires $159 Combo) | "If you book the $159 Home Comfort Combo, you qualify for a $300 credit toward water heater replacement. That's the best deal in Hawaii." | Combo → $300 WH credit → WH replacement → Ohana enrollment (protect new unit) |
| AC Checkup / AC Repair | RAMP — Launch AC campaigns | HIGH PRIORITY — HVAC acceleration | PEAK PRIORITY — Maximum HVAC demand | $89 AC Checkup (renamed "Summer AC Checkup" in May) | "$89 gets you a full visual AC checkup. If we find anything, we'll quote it before any work starts." | Checkup → AC repair → System assess → Ohana enrollment |
| HVAC System Assessment / Sales | LOW — HVAC still ramping | MODERATE — Assessment pipeline | HIGH PRIORITY — Peak system sales | Free Summer AC System Assessment (launches May 1) | "We offer a free AC system assessment. No obligation. We'll evaluate your system and give you options including financing." | Assessment → System sale → Free Air Purifier bundle (June) → Ohana enrollment |
Booking Rate Watchpoints
• PY Q2 booking rate was 34.2%. Q2 2026 target is ≥33%. HVAC surge volume in May–June can compress booking rate temporarily — this is expected.
• If booking rate drops below 25% on any island for more than 3 consecutive days, flag CSR team IMMEDIATELY before any channel spend is adjusted.
• A system-wide booking rate drop across all trades and all islands simultaneously is an operations problem, not a marketing problem. Do not reduce spend.
• Speed-to-answer is critical as call volume rises in Phase 2–3. Monitor daily. If hold times increase, CSR staffing is the fix, not budget cuts.
• Track booking rate by island daily. If one island fills faster than others, alert Marketing so budget can shift to the softer island same day.
• Booking rate on HVAC calls may be lower than plumbing — this is normal (system assessment calls are longer, more consultative). Judge HVAC on revenue per call, not booking rate alone.
Capacity Guardrails — If This Happens, Do This
| Scenario | Island | Trigger | Immediate Action | Marketing Action | CSR Action | Timeline | Who Decides |
|---|
| Plumbing board gets tight | Any island | Same-day plumbing availability drops below 2 slots | Alert Marketing same day | Reduce $89 Drain emphasis on that island. Shift budget to islands with capacity. | Prioritize high-ticket plumbing calls. Repipe and install over fixture work. | Same day | CSR Manager + Marketing |
| HVAC board gets tight | Any island | HVAC next-day availability drops to 0 | Alert Marketing same day | Reduce $89 AC Checkup emphasis on that island. Maintain system assessment campaigns. | Book system assessments further out. Prioritize emergency AC repair for same/next day. | Same day | CSR Manager + Marketing |
| Same-day availability drops across all trades | Any island | Fewer than 3 same-day slots across all trades | Alert Branch Manager + Marketing | Reduce entry offer emphasis across all channels on that island. Do NOT cut spend — shift to other islands. | Shift to booking 1–2 days out. Prioritize emergency and high-ticket calls. | Same day | Branch Manager |
| Oahu HVAC fills faster than expected | Oahu | HVAC board fill exceeds 85% for 3+ consecutive days | Reduce AC Checkup on Oahu. Shift budget to BI/Maui. | Redirect $2K–$3K Oahu HVAC spend to Big Island and Maui HVAC campaigns. | Book Oahu HVAC assessments 2–3 days out. Maintain emergency AC same-day. | 24 hours | Marketing + Branch |
| Big Island plumbing fills too fast | Big Island | Plumbing board fill exceeds 90% | Shift toward higher-value jobs only | Reduce eLocal and $89 Drain on BI. Maintain repipe and leak campaigns. | Prioritize repipe, install, and leak calls. Schedule drain 2+ days. | 24 hours | Marketing + Branch |
| Maui booking quality weakens | Maui | Maui revenue per call drops below $350 for 5+ days | Tighten paid channel mix on Maui | Reduce eLocal and Yelp on Maui. Review PPC keyword quality. Shift to high-intent keywords only. | Flag low-quality calls for Marketing review. Monitor cancellation rate. | 48 hours | Marketing |
Island Phone Numbers
Oahu
(808) 485-5325
808-485-LEAK
Maui
(808) 871-5325
808-871-LEAK
Big Island
(808) 329-5325
Numeric only — no LEAK mnemonic
Kauai
(808) 245-5325
808-245-LEAK
Radio & Broadcast — Q2 2026
30-SECOND SPOTS · 4 ISLANDS · 8 CUTS
NEW June 1: Gas Card Giveaway — Radio Spot Integration
A 15-second tag added to existing 30/60-second Steve’s radio spots June 1 – September 30: "Right now Steve’s is giving away a $250 gas card every week to Hawaii homeowners. Enter free at StevesHawaii.com slash giveaway. Because community starts here." Tag rotates across all radio stations / islands. Required compliance language at end: "No purchase necessary, official rules at StevesHawaii.com slash giveaway." Tagged spots replace standard tagline through promo period.
NEW June 1: Kūpuna Protection Program — No Radio Promotion in Phase 1
No radio mentions, tags, or spots referencing the Kūpuna Protection Program through June 30. Phase 2 radio integration (if any) is contingent on the Phase 1 operational audit clearing. Phase 2 radio strategy will be a separate review.
Total Cuts Needed
8
Spot A × 4 islands + Spot B × 4 islands
Spot A Active
Apr 1–30
Phase 1 · Plumbing-led
Spot B Active
May 1–Jun 30
Phase 2–3 · HVAC-led
Spot B Deadline
Apr 25
All stations loaded and confirmed
Q1 Reference Script (Retiring March 31, 2026)
Q1 Script is retired. Changes for Q2: Target gift card REMOVED. $300 WH credit ADDED via $159 Combo. Free AC System Assessment ADDED (Phase 2–3). HVAC seasonal messaging ADDED for May–June rotation.
Spot A — Phase 1: April · Plumbing-Led with AC Entry
SPOT A SCRIPT (30 seconds):
"[Island], plumbing or AC problem? Call Steve's Plumbing and AC. Rapid response, priority same day when available. Drain clearing or an AC checkup, just $89. Need a water heater? Book our $159 Home Comfort Combo and get a $300 credit toward replacement. Low monthly payments available. Every job helps the Hawaii Foodbank. Steve's Guarantee: we do it right, make it right, or it's free. Call [CTA]. steveshawaii.com."
| Island | Vanity Number | Numeric Number | LEAK Mnemonic? | CTA Line | Air Dates | Word Count | Notes |
|---|
| Oahu | 808-485-LEAK | (808) 485-5325 | Yes | Call 808-485-LEAK. That's 808-485-5325. | Apr 1 – Apr 30 | ~76 | Primary Q2 market. Heaviest rotation. |
| Maui | 808-871-LEAK | (808) 871-5325 | Yes | Call 808-871-LEAK. That's 808-871-5325. | Apr 1 – Apr 30 | ~76 | Drain momentum from Q1 supports plumbing-led spot. |
| Kauai | 808-245-LEAK | (808) 245-5325 | Yes | Call 808-245-LEAK. That's 808-245-5325. | Apr 1 – Apr 30 | ~76 | Community market. Trust messaging resonates. |
| Big Island | N/A | (808) 329-5325 | No — does not end in 5325 | Call 808-329-5325. | Apr 1 – Apr 30 | ~73 | No LEAK mnemonic. Use numeric only. Slightly shorter CTA. |
Spot B — Phase 2–3: May–June · HVAC-Led with Plumbing Secondary
SPOT B SCRIPT (30 seconds):
"[Island], is your AC ready for summer? Call Steve's Plumbing and AC. Free AC system assessment, no obligation. Plus, drain clearing or an AC checkup is just $89. Need a water heater? Ask about our $300 replacement credit. Low monthly payments available. Every job helps the Hawaii Foodbank. Steve's Guarantee: we do it right, make it right, or it's free. Call [CTA]. steveshawaii.com."
| Island | Vanity Number | Numeric Number | LEAK Mnemonic? | CTA Line | Air Dates | Word Count | Notes |
|---|
| Oahu | 808-485-LEAK | (808) 485-5325 | Yes | Call 808-485-LEAK. That's 808-485-5325. | May 1 – Jun 30 | ~74 | HVAC peak market. Largest AC demand. Heaviest rotation. |
| Maui | 808-871-LEAK | (808) 871-5325 | Yes | Call 808-871-LEAK. That's 808-871-5325. | May 1 – Jun 30 | ~74 | HVAC shift in Phase 2. AC system content resonates here. |
| Kauai | 808-245-LEAK | (808) 245-5325 | Yes | Call 808-245-LEAK. That's 808-245-5325. | May 1 – Jun 30 | ~74 | Smaller market. AC assessment offer supports system sales. |
| Big Island | N/A | (808) 329-5325 | No | Call 808-329-5325. | May 1 – Jun 30 | ~71 | Vog/air quality angle could be added to BI-specific version if budget allows a 5th cut. |
Q2 Rotation Schedule
| Week | Dates | Active Spot | Phase | Oahu | Maui | Big Island | Kauai |
|---|
| Wk 1 | Apr 1–7 | SPOT A | Phase 1 | Spot A | Spot A | Spot A | Spot A |
| Wk 2 | Apr 8–14 | SPOT A | Phase 1 | Spot A | Spot A | Spot A | Spot A |
| Wk 3 | Apr 15–21 | SPOT A | Phase 1 | Spot A | Spot A | Spot A | Spot A |
| Wk 4 | Apr 22–30 | SPOT A | Phase 1→2 | Spot A | Spot A | Spot A | Spot A |
| Wk 5 | May 1–7 | SPOT B | Phase 2 | Spot B | Spot B | Spot B | Spot B |
| Wk 6 | May 8–14 | SPOT B | Phase 2 | Spot B | Spot B | Spot B | Spot B |
| Wk 7 | May 15–21 | SPOT B | Phase 2 | Spot B | Spot B | Spot B | Spot B |
| Wk 8 | May 22–31 | SPOT B | Phase 2→3 | Spot B | Spot B | Spot B | Spot B |
| Wk 9 | Jun 1–7 | SPOT B | Phase 3 | Spot B | Spot B | Spot B | Spot B |
| Wk 10 | Jun 8–14 | SPOT B | Phase 3 | Spot B | Spot B | Spot B | Spot B |
| Wk 11 | Jun 15–21 | SPOT B | Phase 3 | Spot B | Spot B | Spot B | Spot B |
| Wk 12 | Jun 22–28 | SPOT B | Phase 3 | Spot B | Spot B | Spot B | Spot B |
| Wk 13 | Jun 29–30 | SPOT B | Phase 3 Close | Spot B | Spot B | Spot B | Spot B |
Production & Compliance Notes
• Total cuts needed: 8 (Spot A × 4 islands + Spot B × 4 islands). Optional 9th cut: Big Island Spot B with vog/air quality angle.
• Big Island versions use numeric CTA only (808-329-5325). No LEAK mnemonic. Spot is ~3 words shorter as a result.
• Spot A to Spot B transition: May 1. All stations should have Spot B loaded and confirmed by April 25.
• Both spots retain: $89 price point, low monthly payments, Foodbank mention, Steve's Guarantee, steveshawaii.com.
• Spot A introduces: $159 Combo → $300 WH credit pathway. Spot B introduces: Free AC system assessment.
• Word counts are approximate. Time each cut at recording to confirm 30-second fit. If tight, "Low monthly payments available" can be trimmed first.
• All spots must include the Steve's Guarantee verbatim: "We do it right, make it right, or it's free."
• Foodbank mention is a brand differentiator that no Hawaii competitor matches. Keep in every version.
• If streaming/digital audio is added (Spotify, Pandora, iHeart), same scripts apply. Add a Radio + Streaming line item to the Spend Tracker.