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Campaign Execution Map — Verified by dotPH

Timeline: 10 weeks | B2B: Weeks 1–8 | Consumer: Weeks 3–10 Hashtag: #CheckBeforeYouPay

Legend — Content Codes

Code Type Channel Where to Find
WE# Warm Email Email → .ph holders strategy-marketing.md → Sequence A
CE# Cold Email Email → new prospects strategy-marketing.md → Sequence B
Ad# Facebook Ad FB Ads campaigns creative-copy.md → Part 1
B# Blog Article newsroom.dot.ph creative-copy.md → Part 2
P# Organic B2B Post dotPH Facebook page strategy-marketing.md → Content Calendar
C# Consumer Organic Post dotPH Facebook page creative-copy.md → Part 3
CA# Consumer Blog Article newsroom.dot.ph creative-copy.md → Consumer Blog Articles
CB Consumer Boost FB Ads — paid boost strategy-fb-ads.md → Consumer Boost Strategy

Code Quick Reference

Warm Emails Cold Emails FB Ads Blog Articles
WE1 — Problem seed + product teaser CE1 — Problem alert (Day 0) Ad1 — 423% Surge (Awareness) B1 — Phishing Sites Surge 423%
WE2 — Introduce product CE2 — Agitate costs (Day 3) Ad2 — Bantayan Resort Story (Awareness) B2 — Fake Pages Stealing Resort Customers
WE3 — Social proof CE3 — Solution reveal (Day 7) Ad3 — Cabanas La Union (Awareness) B3 — The P480 Billion Problem
WE4 — Final push CE4 — Social proof (Day 12) Ad4 — 52% of Filipinos (Awareness) B4 — Why .ph Domain Alone Isn't Enough
CE5 — Final push (Day 18) Ad5 — Household Name Gets Faked (Awareness) B5 — [X] Businesses Already Verified
Ad6 — Book Now, Fly Never (Awareness)
Ad7 — Prevention vs. Prosecution (Consideration)
Ad8 — They Checked Everything (Consideration)
Ad9 — Already Verified (Conversion)
Ad10 — Hesitation Costs (Conversion)
Ad11 — Your Page Looks Real (Awareness)
Ad12 — What Your Customers See Now (Conversion)
Consumer Posts Consumer Articles
C1 — "Spot the Fake" interactive CA1 — How to Spot a Fake Business Page
C2 — "I Booked a Resort" victim story CA2 — I Paid a Scammer Who Copied a Real Resort
C3 — "8,000 Likes. It Didn't Exist." CA3 — How to Check if a Business Is Verified
C4 — "52% of Filipinos" consumer angle CA4 — Before You Send Money: The 3-Step Check
C5 — "They Faked a Household Name" consumer CA5 — Tell Your Nanay — A Family Guide
C6 — "How to Check" visual guide
C7 — "The GCash Check" tutorial
C8 — "3 Signs a Page Is Fake" (dual)
C9 — "#CheckBeforeYouPay" launch
C10 — "Tell Your Nanay"
C11 — UGC Showcase prompt
C12 — Milestone: "X Consumers Checked"

Taglish versions of all Ad# and C# content: campaign-content-drafts-taglish.md

Pre-Campaign Setup (Before Week 1)

  • Build warm email list (target: 10K–50K .ph holders)
  • Build cold outreach list (DTI registry, Google Maps, industry associations)
  • Set up cold email sending domain + 2-week warm-up
  • Build and publish landing page (signup form + live counter)
  • Create FB Ads account structure: 3 campaigns, custom audiences, Pixel installed
  • Publish B1 + B2 on newsroom.dot.ph (live before first ad)
  • Draft all 10 ad creatives (Ad1–Ad10) + get approvals
  • Set up email automation platform (WE sequence + CE sequence)

Week-by-Week Execution Map

Week 1 — PROBLEM AWARENESS (B2B)

Goal: Make business owners feel the threat is real. No product mention to cold audiences.

Channel Action Content
Warm Email Send WE1 (problem seed + soft product name drop) WE1
FB Ads Launch Campaign 1 (Awareness): cold ad sets go live Ad1, Ad2
FB Ads Campaign 1 warm ad set: problem + soft product teaser Ad1 variant
Organic FB 3x posts: Mon, Wed, Fri P1 (stat infographic), P2 (scam story), P3 (poll)
Blog Publish to newsroom B1 (already live from pre-campaign)

Budget split: Awareness 50% / Consideration 30% / Conversion 20%

Week 2 — PROBLEM AWARENESS CONT. (B2B)

Goal: Reinforce the problem, introduce solution thinking. Cold outreach begins.

Channel Action Content
Warm Email Send WE2 (your domain proves ownership, but...) WE2
Cold Email Start cold sequence batch 1 (Day 0) CE1
FB Ads Awareness continues; Consideration retargeting begins Ad3, Ad4
Organic FB 3x posts P4 (how scammers copy you), P5 (3 signs fake), P6 (industry scam story)
Blog Publish to newsroom B2

Budget split: Awareness 50% / Consideration 30% / Conversion 20%

Week 3 — BRIDGE + CONSUMER LAUNCH (B2B + Consumer start)

Goal: Transition from problem to solution for B2B. Consumer campaign begins (scam awareness only — no badge mention yet).

Channel Action Content
Warm Email Send WE3 (social proof: X businesses signed up) WE3
Cold Email Day 3 follow-up (batch 1), Day 0 for batch 2 CE2, CE1
FB Ads Awareness continues; Consideration heavy (solution reveal) Ad5, Ad6, Ad7, Ad8
Organic FB B2B posts + first consumer post (Friday, dual framing) P7 (final problem), P8 (product announcement), P9 (how it works), C2 (Friday — Bantayan story, consumer angle)
Blog Publish to newsroom B3, B4

Budget split: Awareness 50% / Consideration 30% / Conversion 20%

Consumer Boost: Not yet. Consumer posts are pure organic — fear activation phase needs organic sharing (Viber GCs, Messenger).

Week 4 — SOLUTION + EARLY SIGNUPS (B2B + Consumer)

Goal: Drive first wave of signups via email + conversion ads. Consumer: build scam fear.

Channel Action Content
Warm Email Send WE4 (final push: competitors are verified) WE4
Cold Email Day 7 + Day 12 follow-ups CE3, CE4
FB Ads Conversion campaign active; Consideration retargeting Ad9, Ad10
Organic FB B2B + consumer posts mixed P10 (badge showcase), P11 (FAQ), P12 (milestone #1), C1 (Mon — "Spot the Fake"), C4 (Fri — 52% stat)

Budget shift: Awareness 25% / Consideration 25% / Conversion 40% / Consumer Boost 10%

Consumer Boost available from Week 4 but use only if a consumer post hits >5% organic engagement in 48 hrs.

Week 5 — SOCIAL PROOF + CONVERSION PUSH (B2B + Consumer)

Goal: Maximize signups as retargeting pools peak. Consumer: fear activation climax.

Channel Action Content
Cold Email Day 18 final push (batch 1 + 2) CE5
FB Ads Conversion at full 40%; Awareness maintained Ad9, Ad10 (heavy rotation)
Organic FB Industry spotlights + consumer fear climax P13 (resorts), P14 (how it works reminder), P15 (F&B), C5 (Wed — "They Faked a Household Name")
Blog Publish social proof article B5 ([X] businesses verified)

Budget split: Awareness 25% / Consideration 25% / Conversion 40% / Consumer Boost 10%

Week 6 — EMPOWERMENT + MOMENTUM (B2B + Consumer)

Goal: Consumer phase shifts from fear → action. Consumer learns to check the badge. Business signups compound.

Channel Action Content
FB Ads Consumer Boost activates (Week 6 is primary boost phase) CB: C1 or C6 if >5% organic engagement
Organic FB Dual B2B + consumer posts P16 (adopter spotlight), P17 (milestone update), P18 (UGC prompt), C6 (Mon — "How to Check" guide), C8 (Fri — "3 Signs" dual)
Cold Email New prospect batch (rolling) CE1–CE5 (new batch, staggered)

Budget split: Awareness 20% / Consideration 20% / Conversion 50% / Consumer Boost 10%

Consumer Boost now active. Primary targets: C1, C6 (highest engagement + shareability).

Week 7 — HABIT FORMATION BEGINS (B2B + Consumer)

Goal: Consumer adopts checking behavior. B2B sees peer pressure conversion.

Channel Action Content
FB Ads Sustained conversion + consumer boost CB: C7 if >5% organic
Organic FB B2B + consumer P19 (clinics spotlight), P20 (peer pressure), P21 (milestone update), C7 (Mon — GCash Check tutorial), C8 dual (Fri)

Budget split: Awareness 20% / Consideration 20% / Conversion 50% / Consumer Boost 10%

Week 8 — FINAL PUSH + HABIT LAUNCH (B2B + Consumer)

Goal: B2B final conversion drive. Consumer #CheckBeforeYouPay behavior campaign launches.

Channel Action Content
FB Ads Max conversion push; boost #CheckBeforeYouPay launch post CB: C9, C10
Organic FB Daily posting (Stories + Feed) P22 (adopter #2), P23 (why they verified), P24 (final push CTA), C9 (Mon — #CheckBeforeYouPay), C10 (Fri — Tell Your Nanay)
Consumer Articles Publish on newsroom CA1, CA2 (rolling through Week 8+)

Budget split: Awareness 20% / Consideration 20% / Conversion 50% / Consumer Boost 10%

Weeks 9–10 — SUSTAINED HABIT + SOCIAL PROOF

Goal: Normalize badge-checking behavior. B2B: mop up remaining signups. Consumer: UGC + community.

Channel Action Content
FB Ads Sustained conversion + consumer boost on top performers CB: C11, C12 (if >5% organic)
Organic FB UGC, milestones, new industry spotlights C11 (UGC showcase), C12 (milestone — X consumers checked), dual verified business + customer story
Consumer Articles Rolling publish CA3, CA4, CA5

Timeline at a Glance

         WEEK:  1    2    3    4    5    6    7    8    9   10
─────────────────────────────────────────────────────────────
Warm Email:   WE1  WE2  WE3  WE4
Cold Email:        CE1  CE2  CE3  CE4  CE5  ────rolling────
                   ─batch 1──  ─batch 2──  ─batch 3──

FB Ads ─ B2B:
  Awareness:  ████ ████ ████ ░░░░ ░░░░ ░░░░ ░░░░ ░░░░
  Consider:   ░░░░ ░░░░ ████ ████ ░░░░ ░░░░ ░░░░ ░░░░
  Conversion: ░░░░ ░░░░ ░░░░ ████ ████ ████ ████ ████
  Consumer CB:                    ░░░░ ████ ████ ████ ████ ████

Organic B2B:  ████ ████ ████ ████ ████ ████ ████ ████
Consumer C:             ░░░░ ████ ████ ████ ████ ████ ████ ████
Blog:         B1B2 ──── B3B4 ──── B5   ────────────────────────
Consumer Art:                               ─CA1-CA5 rolling──
─────────────────────────────────────────────────────────────
B2B Phase:    ◄── Problem Aware ──►◄── Solution ──►◄─ Drive ─►
Consumer:                    ◄─Fear─►◄─Empower─►◄─Habit────►

Legend (chart): ████ = primary activity / ░░░░ = supporting/reduced

Budget Reference

Period Awareness Consideration Conversion Consumer CB
Weeks 1–3 50% 30% 20% 0%
Weeks 4–6 25% 25% 40% 10%
Weeks 7–10 20% 20% 50% 10%

For budget-tier details ($500 vs. $1K vs. $2K/month), see brief-campaign.md → Budget-Tier Playbook For Consumer Boost criteria and targets, see strategy-fb-ads.md → Consumer Boost Strategy