Foundation Tier · 90 Days

Elle J Design. Your 3-Month Foundation Roadmap

What we're shipping together over the next 90 days

A clear plan for what we ship together over the next 90 days, what you'll see at each 30-day mark, and how we know it's working.

Prepared for Elle Schwab by Illume Digital Studio · May 3, 2026

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01 The Strategic Anchor

The work is excellent. Visibility is uneven. The system fixes that.

There is no operating system holding it together. Everything in this roadmap exists to fix that. Project work first, polish second, never the other way.

Engagement
Foundation Tier
Organic Foundation + Database Reactivation
Investment
$2,500/mo
3-month minimum
Cadence
Weekly + biweekly
8 to 12 IG posts/wk · 2 blogs/mo

Goal. Turn Elle J Design's strong portfolio and credentials into consistent, compounding visibility across the channels Summit County buyers use day to day. Project work earns the trust. The system makes sure that trust gets seen.

02 What we're building together

Seven things, in plain English.

The first one is the foundation everything else inherits from. Each builds on the one before it.

01
Brand Visual Direction & Design System
Your colors, fonts, logo treatments, and imagery rules, written down and applied consistently across every newsletter, IG post, blog graphic, and Google Business Profile post we ship for you. Not a logo redesign. A guide that makes everything we produce feel unmistakably Elle J Design.
02
Instagram presence you're proud of
8 to 12 posts per week, on a calendar, in your voice. Reels, carousels, single-image polish. Bio rewrite, highlights restructured around how Summit County buyers actually evaluate designers. Plus a Dream 100 — a growing list of trade partners (builders, architects, vendors, real estate pros, allied designers) we proactively engage with on your behalf, always with your approval before we comment on anyone's account.
03
Two SEO blog posts per month
Written, optimized for search, designed to attract qualified Summit County interior design inquiries over time. Your expertise on the page, not generic.
04
Two newsletters per month
Staying top-of-mind with past clients and warm leads. Project highlights, design point of view, behind-the-scenes work.
05
Google Business Profile management
Fully optimized profile, two posts per week, active review response, and a Review Auto-Engine that automatically asks for reviews at the end of each project.
06
Search visibility on your website
Comprehensive SEO audit, on-page fixes, structured data (within what your platform allows), keyword research aligned with how Summit County buyers search. Plus a competitive intelligence report — a structured gap analysis of your top 3 direct competitors across web, Instagram, and Google Business Profile, with a clear playbook for how we close the gap and exceed them.
07
Weekly strategy time with JD
Standing call. Your voice on what we run, your read on what's working.
03 Day 30 · Launch · May 2026

Foundation in place. Every channel has a baseline.

By end of Month 1, every channel has a baseline, every system is wired, and your first content cycle is in motion.

Week 1. The strategy work that makes everything else worth doing
Foundation

Before we produce a single post, we go deep on who we're talking to and what we're saying. This is the most important week of the engagement.

  • Deep ICP work. Together we map your ideal client at the level of detail that makes content writing easy: who they are, where they live, what triggers their project, how they decide who to hire, where they hang out online. The onboarding form gives us a head start. The kickoff call is where we go deep.
  • Top 2 to 3 services to lead with on Instagram. From your full service menu, we pick the ones that are highest margin, most visually showable, and most aligned with the ICP we just mapped. Everything we produce after this points back to those services and that buyer.
  • Dream 100 seed list. You give us 5 to 10 trade partners (builders, architects, GCs, vendors, real estate pros) you want to build relationships with on Instagram. We'll grow that into a working Dream 100 over Month 1.
  • Brand visual direction approved and documented. Your design system, ready to apply everywhere.
  • Squarespace site readiness. Privacy Policy page added, Terms & Conditions page added, form disclaimers updated (or contact form replaced with a chatbot).
  • LeadConnector CRM mapped to your business process so end-of-project review requests can fire automatically.
Week 2. Drafts up for review + competitive intelligence + registrations
Pre-launch
  • Competitive intelligence report + gap analysis. You name your top 3 direct competitors. We audit what they're doing on web, Instagram, and Google Business Profile. Output: a clear playbook for how we close the gap and surpass them.
  • A2P 10DLC registration submitted (so SMS reactivation can launch in Month 2).
  • First 3 to 5 Instagram posts up for your approval. Target first publishing week of May 11 to 17.
  • First blog post draft ready for your review.
  • First newsletter draft ready for your review.
  • Review Auto-Engine live. Google review automation via LeadConnector — automated review requests at the end of each project.
Weeks 3 to 4. Cadence kicks in
Live
  • Google Business Profile fully optimized.
  • First Google Business Profile post published. 2x weekly cadence begins.
  • First blog post live. First newsletter sent.
  • Instagram running on the new calendar. 8 to 12 posts per week.
  • Dream 100 active engagement begins. With your approval on each account before we comment on anyone's behalf.
  • Past-client contact list segmented. First reactivation wave goes out (assuming A2P clears in Month 1; otherwise queued for Month 2).
  • Weekly strategy call cadence locked.
Day 30 outcome
Every system live, first content cycle in motion, the strategic foundation that the next 60 days compound on.
04 Day 60 · Ramp · June 2026

The system is humming. The numbers start to talk.

By end of Month 2, the cadence is locked. The numbers start showing what's working.

You're getting (every month)
  • 2 blog posts per month
  • 2 newsletters per month
  • 8 to 12 Instagram posts per week
  • 2 Google Business Profile posts per week
  • Active review response on Google Business Profile
  • Weekly strategy call
Plus this month
  • Review Reconnect campaign live (assuming A2P came back compliant). Re-engaging past clients via SMS + email, asking for the review they meant to leave.
  • First monthly performance report. Month-over-month deltas in plain English.
  • Lead magnet groundwork begins. Now that we can see which content is resonating on Instagram, we start scoping your first lead magnet — a free resource tied to that content. Goal: turn the Instagram traffic that's now consistent into emails we can nurture month after month.
Decisions on the table
  • Which content angles are getting traction. Where to double down for Month 3.
  • What the first lead magnet should be (concept + format).
Day 60 outcome
Consistent, compounding visibility. First conversion data in hand. A clear answer to "what's working."
05 Day 90 · Momentum · July 2026

The first signs of what compounding looks like.

By end of Month 3, the system has been running long enough that you start to see early signal. Engagement up. Profile views climbing. Your name showing up where it should. This is what the start of compound growth looks like.

Same monthly delivery as Month 2. Plus:
  • First lead magnet live. Collecting names and emails from your Instagram and website traffic. We've turned the top of your funnel from "people who scroll past" into "people we can email next month."
  • Final reactivation wave (if applicable).
  • 90-day Instagram performance review. Which formats, hooks, and topics actually performed.
  • 90-day performance report.
  • Planning conversation for the next quarter. Where to lean in. What to evolve.
What you'll be seeing by Day 90
  • Past clients re-engaging. Review velocity climbing. A referral or two starting to land.
  • Your Instagram feels like a body of work, not a graveyard of one-off posts.
  • Search rankings starting to move on the keywords we targeted. Early movement, not yet category dominance.
  • Your Google Business Profile getting found by the right kind of buyer.
  • Your social media anxiety. Gone. The system is doing the work.
A note on the organic timeline
Meaningful, sustained change in organic search and social typically takes 9 to 12+ months of consistent work. Day 90 is the inflection point. The moment the system stops feeling like setup and starts feeling like compounding. You won't be "done" at Day 90. You'll be on the path, with proof that the path is working. That is the goal of Month 3. Not a finish line. Confirmation that we're on the right one, and the momentum to keep going.
06 What success looks like at Day 90

What we promise. What "working" feels like.

Two kinds of success: what we promise to deliver, and what good feels like when we deliver it.

What we promise to deliver, every month
  • 2 blog posts published
  • 2 newsletters sent
  • 8 to 12 Instagram posts per week
  • 2 Google Business Profile posts per week
  • Active review response on Google
  • Monthly performance report
  • Weekly strategy call

These are deterministic. We hit them every month, regardless of what the market does.

What "working" feels like at Day 90
  • Your social media isn't a source of dread. There's a calendar, it's running, you can stop thinking about it.
  • When someone Googles your name or your business, what shows up reads like the designer you actually are. Credentials surfaced. Projects featured. Press wins visible.
  • Your Google Business Profile is alive. Fresh photos, recent posts, positive review velocity, the right buyers finding you.
  • Past clients are re-engaging. Review requests landing. Referrals coming in. The SDA-quality work getting the visibility it deserves.
  • You have a clear answer when someone asks "what's the marketing doing for you?" Backed by month-over-month data, not vibes.
What we don't promise
Specific traffic numbers, follower counts, or inquiry volumes. Organic growth varies based on your platform, your market, and how Google + Meta change their algorithms. The numbers will be in your monthly report. The goal isn't to chase a vanity metric. It's to build a system that compounds.
07 How we communicate

Predictable rhythm. No black boxes.

You should always know when the next update is coming and what it will cover.

Weekly
Standing strategy call
Slot picked on kickoff. We come prepared. You leave with a clear next step.
Twice a month
Newsletter goes out
Drafted and reviewed in advance, sent on the locked cadence.
Monthly
Performance report
Delivered 7 to 10 business days after the end of each month. We need that window to gather and prepare the data.
As-needed
Email or shared channel
For tactical questions. 3 business days SLA per agreement.