The why before the what. Audience, voice, channels, pillars, cadence, and what success looks like in year one. Everything else in the demo answers to this.
A four-person finish-carpentry shop in Hollowbrook, CT (Litchfield County), founded by Tom Reeves in 1998. The work is built-ins, custom cabinetry, mantles, and trim — the finish layer of a house, where most contractors hand off and where homeowners notice every shortcut. Tom's not the cheapest carpenter in the area and never plans to be. He's the one Litchfield County architects call when the trim plans matter.
"The careful, particular finish carpenter your architect already trusts — now writing about it weekly so your friends find them, too."
Primary: homeowner, 40–65, dual-income, owns a home in the $500k–$1.5M+ range, often working with an architect or design-build firm on a renovation. Reads Houzz, This Old House, Old House Journal, Remodelista. Cares about craftsmanship and the long view: doesn't want to redo it in five years.
Secondary: architects and design-build firms looking for a finish carpenter they can hand off to without anxiety. They become referrers, then repeat clients.
"Will this person cut corners I won't see for two years?"
Most prospects find Pioneer through a friend or architect referral, then 2–6 weeks of quiet research — Google, Houzz, the website, the Google Business Profile. They reach out only after they've decided Tom is the one. The marketing job is to be findable and credible during the research weeks.
Every piece of content for Pioneer rolls up to one of these four. They rotate weekly — Built → Materials → Workshop → Season — so the year never feels repetitive and the audience always has variety.
Project showcases — finished work, in-progress photos, design decisions.
Wood education. Why this species, why not that. Sourcing, finish, longevity.
Behind the bench. Tools, jigs, technique, the apprentice, the dust-collection upgrade.
Timely & local. Tax-time, spring projects, holiday hosting, year-end reflections.
Pioneer's audience isn't on every platform. We post where the audience already is, with the format the platform rewards.
| Channel | Cadence | Job |
|---|---|---|
| Website + blog | 1 / week | Brand-search anchor; SEO authority via 52 weekly posts. |
| 4 / week | Community & warm referrals. Project photos do the heavy lifting. | |
| 2 / week | Architects, designers, design-build firms. Trade-audience framing. | |
| 3 / week | Visual portfolio. Same project work as Facebook, condensed captions. | |
| Google Business Profile | 2 / week | Local-search dominance. Photos, finished projects, weekly updates. |
| Newsletter | 1 / month | Past clients. Warm referrals. Short, useful, signed by Tom. |
Tom Reeves is a 53-year-old craftsman who has been doing this work since 1998. He's measured, direct, opinionated, dry, and never salesy. The voice in every blog post, social caption, and newsletter should sound like Tom standing in his shop telling you something true.
"Walnut's slow. Not because it's hard to work. Because the right boards aren't usually sitting at Connecticut Hardwoods when you drive up with a list. You get told to come back Tuesday. So you come back Tuesday."
Tracked in Google Analytics, Search Console, GBP Insights, and the contact-form log. Reviewed quarterly with Tom.
The full strategy — with positioning, decision drivers, audience exclusions, voice samples, and the operational details — lives in Tab 01 of the workbook.