Skip to content

Campaign Updates Summary

New Research & Strategy Additions - November 20, 2024

What's New

3 New Files Created:

  1. 01-PROPERTY-MANAGER-CONTACTS-UPDATED.md (10.6 KB)
  2. REPLACED old contact list with specific high-rise apartment buildings
  3. Added: The Hepburn, The Ellington, Collection 14, The Croydon, 1630 R Street
  4. Full contact details: names, emails, phone numbers, websites
  5. Prioritized by tier (Tier 1 = highest priority)

  6. Management company strategies (Bozzuto, Borger, Greystar)

  7. 09-LIBRARY-STRATEGY.md (9.2 KB)

  8. NEW STRATEGY: DC Public Libraries as meditation venues
  9. 3 target libraries identified with full contact info:
    • Shaw/Watha T. Daniel (HIGHEST PRIORITY)
    • Mt. Pleasant Library
    • Petworth Library
  10. Room reservation process
  11. Why libraries will say yes

  12. Integration with apartment strategy

  13. 04-MESSAGING-TEMPLATES-UPDATED.md (11.8 KB)

  14. COMPLETE TONE SHIFT based on strategic guidance
  15. OLD: "partnership" language
  16. NEW: "offering/including" language
  17. Key phrase: "I'm informing you" not "asking you"
  18. Updated email templates for property managers, libraries
  19. Phone scripts with new tone
  20. What NOT to say vs. what TO say

Critical Messaging Changes

Before vs. After:

Before (❌ Don't Use) After (✅ Use This)
"Partnership opportunity" "Meditation service offering"
"Would you partner with us?" "I'm reaching out to inform you"
"Free wellness program" "Well-being resource for your community members"
"Can we collaborate?" "We're offering this to DC residents, including [your community]"

New Core Message Structure:

Art of Living Foundation, a UN-affiliated nonprofit, is offering
complementary meditation sessions on World Meditation Day (Dec 21)
to all DC residents, including [your community].

We're providing sessions at our center across from Meridian Hill Park.

Alternatively, if you'd like to host a session for your community,
we can arrange an instructor at no cost.

100 cities in the US are participating - thrilled for DC to be
represented.

Tone: We're doing this anyway. Would you like your community to be included?

New Priority Apartment Buildings

Tier 1 (Highest Priority):

  1. The Hepburn
  2. Contact: Allison M. Goodman, amgoodman@bozzuto.com
  3. Phone: (202) 559-1083

  4. Why: Most upscale, Bozzuto-managed, responsive

  5. The Ellington

  6. Contact: Ellington@lincolnapts.com
  7. Phone: (202) 332-2132
  8. Why: U Street Corridor, Bozzuto-managed, professional

Tier 2 (High Priority):

  1. Collection 14 - Greystar-managed, 14th Street (hot area)
  2. The Croydon - Borger Residential, classic building
  3. 1630 R Street - Borger Residential (leverage if Croydon says yes)

Total: 5 buildings to contact Week 1 Goal: 3 positive responses by Nov 26

New Library Contacts

Shaw/Watha T. Daniel Library ⭐⭐⭐

  • Address: 1630 7th St NW
  • Phone: (202) 727-1288
  • Why: Closest to target area, metro-accessible, history of wellness programming
  • Action: Email + phone by Nov 26

Mt. Pleasant Library ⭐⭐

  • Email: mtpleasantlibrary@dc.gov
  • Phone: (202) 671-3121
  • Why: Serves Columbia Heights, metro-accessible

Petworth Library ⭐

  • Phone: (202) 243-1188
  • Note: Renovation starting Fall 2025 (time-sensitive)

Updated Sprint 0 Tasks (Add to Existing List)

Property Manager Outreach (Nov 20-26):

  • [ ] Email The Hepburn (Allison Goodman)
  • [ ] Email The Ellington
  • [ ] Email Collection 14 (website form)
  • [ ] Email The Croydon (Borger)
  • [ ] Email 1630 R Street
  • [ ] Prepare insurance certificate & nonprofit docs
  • [ ] Follow up by phone Nov 27-29

Library Outreach (Nov 20-26):

  • [ ] Email Shaw/Watha T. Daniel Library
  • [ ] Email Mt. Pleasant Library
  • [ ] Email Petworth Library (optional)
  • [ ] Gather room reservation requirements
  • [ ] Create library-specific flyer
  • [ ] Confirm instructor availability for library sessions

Key Strategic Insights from New Research

Demographics Confirmation:

  • 20009 zip code = GOLDMINE
  • Median age 34.2 (perfect for "stressed professionals")
  • Median income $140K+ (can afford courses)
  • 83.8% college educated (trust science)
  • Large number of singles (time for self-care)

Location Advantage:

  • Your center (2401 15th St NW) is ### across from Meridian Hill Park

  • This is a DC landmark - use it in all messaging

  • Prestigious location adds credibility

Management Company Strategies:

  • Bozzuto: 2 buildings (Hepburn + Ellington) - if one says yes, leverage with the other
  • Borger: 2 buildings (Croydon + 1630 R) - same strategy
  • Greystar: Collection 14 - professional, amenity-focused

What to Do Next

Immediate Actions (This Week):

  1. Review updated messaging (file 04-UPDATED)
  2. Practice new tone (you're offering, not asking)

  3. Memorize core message structure

  4. Use updated contact list (file 01-UPDATED)

  5. Email 5 apartment buildings by Nov 25

  6. Email 3 libraries by Nov 26

  7. Read library strategy (file 09)

  8. Understand why libraries work

  9. Gather required documents (insurance, nonprofit status)

  10. Keep original files for reference:

  11. Original file 01 has additional contacts (Bernstein, Fred A. Smith)
  12. Original file 04 has Graduate Ambassador templates (still valid)
  13. Files 02, 03, 05, 06, 07, 08 remain unchanged and fully usable

Files to Use vs. Archive

✅ USE THESE (Updated/New):

  • 01-PROPERTY-MANAGER-CONTACTS-UPDATED.md
  • 04-MESSAGING-TEMPLATES-UPDATED.md
  • 09-LIBRARY-STRATEGY.md (NEW)

✅ STILL VALID (No Changes):

  • 00-CAMPAIGN-OVERVIEW.md
  • 02-SPRINT-EXECUTION-PLAN.md
  • 03-48HR-RETENTION-FLOW.md
  • 05-DEMOGRAPHICS-RESEARCH.md
  • 06-STRATEGY-MATRIX.md
  • 07-METRICS-FRAMEWORK.md
  • 08-TECHNICAL-SETUP.md

📚 REFERENCE ONLY (Superseded but still useful):

  • 01-PROPERTY-MANAGER-CONTACTS.md (has additional contacts to research)
  • 04-MESSAGING-TEMPLATES.md (keep for Graduate Ambassador section)

Quick Start Guide

If you're reading this for the first time, here's your roadmap:

  1. Read 00-CAMPAIGN-OVERVIEW.md (big picture)
  2. Read 00-UPDATES-SUMMARY.md (this file - what's new)
  3. Review 01-PROPERTY-MANAGER-CONTACTS-UPDATED.md (who to contact)
  4. Study 04-MESSAGING-TEMPLATES-UPDATED.md (CRITICAL - how to talk to them)
  5. Read 09-LIBRARY-STRATEGY.md (new channel)
  6. Execute 02-SPRINT-EXECUTION-PLAN.md (what to do when)
  7. Use 08-TECHNICAL-SETUP.md (tools to set up)
  8. Track with 07-METRICS-FRAMEWORK.md (measure success)

What the Agents Discovered

Mary (Analyst): Researched specific apartment complexes and libraries, found exact contact info, validated 20009 demographic goldmine

Paige (Tech Writer): Completely rewrote messaging based on strategic guidance - tone shift from "partnership" to "offering"

Sally (UX Designer): 48-hour retention flow remains THE critical system (file 03 unchanged)

John (PM): Strategy matrix (file 06) still valid, but now enhanced with library channel

Bob (Scrum Master): Sprint plan needs library tasks added to Sprint 0

Winston (Architect): Library strategy adds scalability without adding volunteer burden

Murat (Test Architect): Will need to track library performance separately in metrics

Amelia (Developer): No technical changes needed, same stack works for library strategy

Campaign Status

Days until WMD: 31 days Days until Jan Course: ~51 days Sprint 0 deadline: November 26 (6 days)

Projected Reach (with library addition): - Apartments: 5 buildings × 100 units × 5% = 25 people/week - Libraries: 3 libraries × 15 attendees = 45 people total - Graduate Ambassadors: 30 grads × 1.5 friends = 45 prospects - Total new contacts: 115+ people by Dec 21

This exceeds original projections by 30%!

Your campaign just got stronger. Now execute.