MERIDIAN WEALTH PARTNERS | SuperSymm Marketing Playbook
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Well-Positioned in a Saturated Niche
and Leaving Acquisition on the Table

Financial planning built for tech wealth. SuperSymm designs and operates the marketing systems independent advisory firms need to compete for HNW prospects in an AI-search world — calibrated to small-team capacity, compliance reality, and the channels that actually convert.

ClientMeridian Wealth Partners
MarketBellevue / Seattle Eastside RIA
Prepared bySuperSymm
DateMay 2026
SuperSymm
Who We Are

AI-Powered Marketing Systems
Built for Measurable Growth

SuperSymm designs and runs the marketing systems independent advisory firms need to compete for high-net-worth prospects in an AI-search world. Every recommendation is sized to small-team capacity, built around compliance reality, and focused on the channels that actually move clients.

This playbook is built to stand on its own — your team can execute every recommendation in it without us. But the full picture, kept current as the market shifts, comes from ongoing partnership. The strategic insights, the automation, the quarterly recalibration: that's where a playbook becomes a growth engine.

Our Core Capabilities

Strategic Intelligence

We start with the diagnostic work most firms skip — the market, the competition, and how your real prospects actually search and decide. Channel spending without strategic clarity is the most expensive mistake small firms make.

Conversion Infrastructure

We build the website, the scheduling, the lead magnets, the analytics — the foundation that makes every downstream investment compound. Until your conversion path works, paid traffic is wasted and organic effort points the wrong direction.

Cross-Channel Execution

We run search, paid, LinkedIn, email, and content as one connected system — shared audience logic, repurposable assets, a single compliance review queue. Two channels done well always beats four channels done occasionally.

Measurement & Iteration

We instrument the conversion paths that matter and run honest quarterly reviews. No bloated attribution dashboards nobody opens — just clear signal on what's working, what isn't, and what to change.

How We Operate

Diagnose
Understand the market, the audience, and where the firm stands today.
Design
Build the strategy and channel architecture around real client behavior.
Build
Produce cornerstone content, lead magnets, and email sequences that compound.
Activate
Deploy in phases that fit the firm's actual capacity, not a hypothetical one.
Iterate
Review every quarter, learn from what shipped, recalibrate the next phase.
Compliance-First Marketing for Independent Advisors
SEC Marketing Rule expertise built into every play we make.
SEC Marketing Rule review is part of every content production workflow — not an afterthought
Testimonial and endorsement structures that match current rules and recordkeeping standards
Performance language framed to respect disclosure requirements without sounding hedged
Meta financial-services Special Ad Category protocols handled correctly the first time
CCO review timing built into the cadence plan so content ships on schedule
SuperSymm Promise
What This Playbook Delivers

This is not a list of recommendations to file away. It's the diagnostic, the strategy, and the operating plan you need to turn marketing effort into client acquisition — sized to your firm's actual capacity, your compliance reality, and the empirical opportunity the 2025-2026 Seattle tech contraction has put in front of you.

Diagnostic, not generic. Every recommendation is anchored in audit evidence specific to Meridian.
Sequenced for capacity. Foundation work before amplification — paid spend follows, not leads.
Compliance-aware. SEC Marketing Rule discipline runs through every channel and every asset.
Built to execute. Clear owners, hour estimates, and 90-day milestones — not abstractions.

Read it in any order. Execute it in the order we sequence.

The Headline

Well-Positioned in a Saturated Niche
and Leaving Acquisition on the Table

A marketing audit is only useful if it leads somewhere. The full playbook runs 14 tabs and covers every channel — but the Executive Summary is where the diagnostic resolves into a clear point of view: where Meridian stands today, what's actually wrong, and the three things that will move the firm forward over the next 90 days.

Meridian has the credentials, the proof points, and a structurally favorable window for new client acquisition. What stands between today and 25-30 new client households over the next year isn't channel selection — it's foundation work, positioning clarity, and the discipline to keep executing once the plan ships.

D+
66 / 100
The firm's credentials and proven channels are stronger than its digital surface suggests. Infrastructure gaps drag the composite down — and those gaps quietly compound across every channel below.
D+
Website
69 / 100 — Conversion infrastructure and stale content pull down an otherwise functional foundation.
D
SEO / AEO
62 / 100 — Functionally invisible across the search surfaces your target clients actually use.
Phase 2
Paid Media
Hold for now — paid before the conversion foundation works simply repeats the 2024 pattern.
C
Social Media
75 / 100 — Principal LinkedIn is the only marketing action with traceable client results. Sustained cadence is the constraint.
D-
Email & Lifecycle
60 / 100 — 800-contact list dormant for 5 months. Deliverability needs rehab before nurture can run.

This score reflects a firm at the inflection point between an established small practice and a scaling firm. The credentials — CFP, CFA, 9 years tenure, SEC-registered, fee-only — are above the baseline. The digital surface sits below what competitors at scale have already built. Moving from D+ to B isn't a longer to-do list — it's the sequenced foundation work this playbook lays out.

Top 3 Strategic Priorities

1

Establish the digital foundation that lets every other investment compound.

Why This Matters Most
The intake URL resolves to a different real firm in Pennsylvania. AI search testing returned zero appearances across five priority queries. The firm is missing from the standard fee-only RIA directories. Schema markup is unimplemented. Sender authentication is unverified. These aren't five separate problems — together they form a structural ceiling on every channel below.
What Success Looks Like — what this playbook delivers on if executed
By Day 30: brand-collision resolution is in motion, directory profiles are claimed, analytics access is live, sender authentication is verified. By Day 90: the firm appears in at least 2 of 5 priority AI search queries, and the first prospect inquiries arrive through the Lead Magnet → Sequence → Calendly path with traceable attribution.
Where This Shows Up — in the 90-day plan
Weeks 1-2 (foundation) and Weeks 3-6 (schema and cornerstone content).
2

Build a two-track content rhythm that fits the hours you actually have.

Why This Matters Most
The 2023 LinkedIn consistency stretch produced 3 client conversations from a ~2,400-connection base. The 2024 meetup talk produced 2. That's not a channel-fit hypothesis — it's documented proof. The structural failure was sustained cadence, not channel choice. The two-track design — Employer Axis for The Equity Veteran and The Trajectory Builder, Founder Axis for The Pre-Liquidity Founder — is sized to fit comfortably inside your ~3 hours per week.
What Success Looks Like — what this playbook delivers on if executed
By Day 90: LinkedIn has shipped at least 22 of the planned 26 posts at a 2x-weekly cadence (about 85% adherence). Sequence 0 has rebuilt sender reputation. The repurposing pathways have produced at least 60% of the target derivative-asset counts.
Where This Shows Up — in the 90-day plan
All 13 weeks of the calendar, anchored by Content Production and Cross-Channel Integration.
3

Capture the time-sensitive 2025-2026 Seattle tech contraction window before competitors close it.

Why This Matters Most
Microsoft announced its first-ever voluntary buyout on April 23, 2026, with a 30-day decision window for around 8,750 employees. First-mover authority on the Microsoft 2026 voluntary-buyout severance scenario is open today and will close within 4-8 weeks as Coldstream, Stabler, Avier, and Consilio publish their coverage. Your flexible $750K minimum is itself a positioning asset — trajectory-stage tech professionals are structurally locked out of competitors with rigid $1M minimums.
What Success Looks Like — what this playbook delivers on if executed
The severance cornerstone page and Lead Magnet 2 go live by Week 4 with the buyout cycle still active. Sequence 3 (severance acute-trigger) runs at least once during the cycle. Self-reported attribution confirms at least 1-2 inquiries traceable to severance content within 90 days.
Where This Shows Up — in the 90-day plan
Weeks 1-4 (severance production and publication) and Weeks 9-13 (Microsoft FMAN August Vest Cycle campaign).

Phase 1 spends zero on paid media. Your stated $1,500-$2,000/month budget gets reallocated to infrastructure, cornerstone content, and directory citations through the first 4-6 months. Phase 2 paid amplification comes after the foundation is in place — not before.

SuperSymm Assessment
The Central Strategic Insight

The competitive analysis resolves a question Meridian has been carrying internally. There isn't a generalist path that produces sustained distinction in this Bellevue market — and the deep tech-specialist path is already occupied by Consilio at 4x your AUM. The defensible territory is the narrow space between them.

Employer-specific subsegments Consilio hasn't built — T-Mobile, Salesforce, Oracle, Databricks.
Trajectory-stage clients minimum-rigid competitors structurally cannot serve.
AI-search-readable cornerstone content on long-tail queries no Seattle-specialist firm has locked in.
Two channels sustained, not four channels sporadic — sized to a 2-advisor firm, not a 9-advisor one.

Lean into tech specialization. Do it through narrower surfaces than your competitors have claimed. Execute two channels well rather than four occasionally. That is the strategy.

Market Intelligence

A Dense HNW Market in Structural Dislocation
and a Closing Window of Opportunity

Marketing strategy starts with understanding the market you're operating in — not assumed, but documented. Where does the wealth actually sit? What's happening to it right now? How are buyers behaving differently than they did three years ago? The answers shape every channel decision that follows.

For Meridian, the picture is unusually favorable. The Seattle Eastside is one of the densest tech-wealth pools in the country, and right now it's in structural disruption rather than expansion. That produces a continuous flow of suddenly-liquid prospects at exactly your target compensation tier — and a window that's open today but won't stay open long.

$165K
Bellevue median household income (Census ACS 2020-2024)
3,200+
Microsoft WA-state layoffs filed in 2025 (WARN Act)
25%
$100K+ households using AI tools to begin advisor search
~8,750
Microsoft employees eligible for the April 2026 voluntary buyout

Demand Drivers Favoring This Firm

Tech-Wealth Concentration
Amazon (~14,300 Bellevue employees), Microsoft, T-Mobile, and Meta are the dominant employers
Seattle-area household net worth runs more than 2x the U.S. median (Federal Reserve)
The Eastside HNW pool over-indexes for your exact target compensation tier
Structural Disruption
Tech employment in Washington fell ~6% from mid-2022 to early 2025
Microsoft's April 23, 2026 voluntary buyout was a first-ever with a 30-day decision window
A continuous flow of severance decisions, accelerated vesting, and advisor reassessment
AI Search Acceleration
25% of $100K+ households now use AI tools to begin their advisor search
96% conduct further online research before reaching out
Perplexity scaled from 230M to 780M monthly queries in 9 months (Sep 2025)
Tech-employed prospects over-index materially on AI tool adoption
Industry Default Patterns
83% of RIAs cite resource and advisor-time constraints as a major or moderate challenge
The average advisor spends only ~3 hours/week on business development
57% of RIAs name new client acquisition as a leading challenge
RIA organic growth has slowed from 9% in 2017 to roughly 3% today
SuperSymm Assessment
Market Opportunity

The 2025-2026 Seattle tech contraction is producing a prospect-timing pattern Meridian can map against rather than wait for. Severance windows, accelerated equity vesting, and post-layoff planning urgency are creating a continuous stream of newly-liquid prospects with acute need for tech-fluent advice.

Prospects come with timing, not just need — severance and vesting cycles create predictable urgency windows.
Your audience over-indexes on AI search, meaning schema and citation-worthy depth pay off more for you than for a typical RIA.
Cornerstone content on long-tail queries compounds faster than paid spend in this niche right now.
This isn't a market problem. It's a discoverability problem — and that's a solvable one.

Competitive Landscape

Five firms shape the competitive surface around Meridian. Two — Consilio and Northern Lights — are the strategic anchors. The other three define the territory you need to avoid (generalist drift) or take ground from (employer-specific scenarios).

Consilio Wealth Advisors
Bellevue · consiliowealth.com
High Threat
$458M AUM, 289 clients, 9 financial planners. Tech-specialist positioning with employer-specific landing pages (Microsoft, Amazon, Meta, Google), an active blog, a "Top of Mind" podcast, a YouTube channel, and gated lead assets. The most disciplined digital-execution benchmark in the immediate market — at roughly 4x Meridian's scale.
Gap vs. Meridian: Consilio owns "deep tech specialization plus multi-channel content" visibly. You can't win that axis through more of the same. But Consilio's stated $1M minimum and "max'd 401(k)" fit criteria leave the trajectory subsegment underserved — and that's a real opening.
Northern Lights Advisors
Seattle (Ballard) · nlria.com
High Threat
~$109.5M AUM, 140 clients — essentially the same scale as Meridian. CFA + CFP credentials, explicit tech-industry-employee positioning. Active blog with direct equity-comp depth (QSBS, 10b5-1, NUA), Calendly-integrated booking, downloadable checklist as gated asset.
Gap vs. Meridian: Single-channel dependency — website plus founder LinkedIn, no podcast, no YouTube, no employer-specific landing pages despite the stated employer focus. The $1M minimum closes off trajectory clients. The space between Northern Lights and Consilio is occupiable, and Meridian is best positioned to occupy it.
Fulcrum Wealth Advisors
Bellevue · fulcrumwa.com
Low-Medium
$140.1M AUM, 181 clients, 4 advisors. Generalist HNW positioning. A hybrid Cetera broker-dealer affiliation conflicts with their fee-only framing. No equity-comp, RSU, ISO, or tech-employer-specific content visible.
Gap vs. Meridian: Fulcrum is the cautionary tale — competing through proximity without specialization. Moderate visibility for generalist queries, effective absence for tech-specific ones. This is the firm Meridian would become if it broadened positioning instead of narrowing it.
Avier Wealth Advisors
Bellevue · avieradvisors.com
Medium Threat
Dominant Microsoft FMAN-specific content presence, with detailed acronym explanation, vesting-cadence depth, and Microsoft tax content. Surfaces in head-to-head Microsoft RSU queries alongside Consilio.
Gap vs. Meridian: Avier hasn't occupied the narrower scenario territory — Microsoft FMAN August vest charitable-contribution timing, 10b5-1 setup for VPs, severance-window equity-sale strategy. That long-tail layer is wide open.
Atkinson Wealth Strategies
tech-focus · atkinsonws.com
Medium Threat
Explicit $500K minimum messaging, dedicated Amazon Employees page. The closest direct competitor for the trajectory-persona territory.
Gap vs. Meridian: Atkinson doesn't rank for narrower trajectory-specific scenario queries — severance-window content or trajectory-stage Microsoft/Meta specifics. Sub-scenario queries are the winnable surface; broad-Amazon head-to-head isn't.

Head-to-Head Feature Comparison

Where Meridian sits today against the two anchor competitors — and where the gaps are. Columns marked with the gold border are decision points where deliberate moves in this playbook will close ground.

Feature Meridian Consilio Northern Lights
AUM / clients ~$110M / ~140 $458M / 289 ~$109M / ~140
Advisor count 2 advisors 9 advisors ~2 advisors
Stated minimum $750K (flexible) $1M $1M
Fee-only / dual-credential Yes (CFP + CFA) Yes (multi-credentialed team) Yes (CFP + CFA)
Employer-specific landing pages Not yet MSFT / AMZN / Meta / Google No
Active blog (last 90 days) Dormant since 2022 Active Active
Podcast / YouTube channel No Both No
Gated lead assets 1 (4-year-old RSU guide) Multiple, current 1 (downloadable checklist)
Calendly / direct scheduling Manual via form Yes Yes
AI search visibility (5 priority queries) 0 / 5 appearances Strong Partial
Trajectory-stage / sub-$1M clients Can serve (advantage) Structurally excluded Structurally excluded
Long-tail employer-scenario content None Broad employer pages, fewer scenarios None

SWOT — The Two Strategic Anchors

Consilio Wealth Advisors
Scale Benchmark · 4x AUM
Strengths
  • 9-advisor team capacity for sustained multi-channel output
  • Employer-specific landing pages already indexed and authoritative
  • Podcast and YouTube extend reach beyond text content
  • Operational discipline visible in cadence and asset polish
Weaknesses
  • $1M minimum excludes the entire trajectory subsegment
  • "Max'd 401(k)" framing reads as exclusionary to younger prospects
  • Breadth makes scenario-depth content (FMAN August vest, 10b5-1 VP setup) harder to ship
  • At their scale, agility on time-sensitive Microsoft buyout coverage is structurally slower
Opportunities (for Meridian)
  • Trajectory-stage acquisition entirely outside Consilio's qualification gate
  • Long-tail scenario queries Consilio hasn't yet authored
  • Employer expansion into T-Mobile, Salesforce, Oracle, Databricks
  • First-mover authority on the Microsoft 2026 voluntary-buyout cycle
Threats
  • Sustained content cadence makes head-to-head broad-query competition unwinnable
  • Brand recognition compounds against you in the 4-7 advisor-site comparison window
  • If they ship a Microsoft buyout cornerstone in the next 4-8 weeks, the window closes
Northern Lights Advisors
Scale-Comparable · ~1x AUM
Strengths
  • Active blog with direct equity-comp depth (QSBS, 10b5-1, NUA)
  • Calendly-integrated booking already removes scheduling friction
  • Downloadable checklist is functioning as a real lead asset
  • Same CFP + CFA dual-credential profile as Meridian
Weaknesses
  • Single-channel: website plus founder LinkedIn, no diversification
  • No employer-specific landing pages despite stated employer focus
  • No podcast, no YouTube — depth signals limited to text
  • $1M minimum closes off the trajectory subsegment entirely
Opportunities (for Meridian)
  • The structural gap between Northern Lights and Consilio is real and occupiable
  • Employer-specific pages are differentiation Northern Lights hasn't built
  • Trajectory positioning is structurally unavailable to them, available to you
  • Scenario-depth on FMAN, buyouts, and 10b5-1 is wide open
Threats
  • Same scale, same credentials — content cadence is the deciding factor
  • Existing Calendly + checklist conversion stack is a head start on lead capture
  • Geographic adjacency (Ballard) means real overlap on broader Seattle queries
SuperSymm Assessment
Competitive Positioning

The competitive landscape settles an internal question. Going broader doesn't produce distinction in this market. Going deeper at scale is already taken. The defensible ground is narrow but it's real — and uniquely available to a firm sized like yours.

Employer subsegments Consilio hasn't built — T-Mobile, Salesforce, Oracle, Databricks-headquartered firms.
Trajectory-stage clients that minimum-rigid competitors can't structurally serve.
Scenario-specific long-tail queries no Seattle-specialist firm has yet locked in.
Sustained cadence on two channels, not occasional effort on four — sized for 2 advisors, not 9.

Consilio's stack is sustained by 9 advisors, not 2. Your job is occupation, not replication.

Audience Intelligence

Right Audience. Right Message.
Right Channel. Every Time.

Effective marketing doesn't start with channels — it starts with a deep understanding of who you're trying to reach, what they care about, and where they spend their attention. The marketing system gets built around the audience, so every piece of content, every campaign, and every automation is shaped for the specific person it needs to reach.

Meridian has three distinct audience types — each with different motivations, different buying authority, and different channel preferences. A two-track design is the most effective operating model for speaking to each of them on their own terms. The Equity Veteran and The Trajectory Builder move through email nurture sequences over 3-10 week research windows — the system watches their behavior and surfaces the right content at the right moment. The Pre-Liquidity Founder converts faster on direct fixed-fee scoping and runs on a separate track built for shorter, statutory-deadline-driven engagement.

The two-track design isn't a marketing framework — it's the operating model. Everything downstream (content topics, lead magnets, ad copy, email sequences, channel choices) flows from these three audiences and the two tracks they belong to.

The Equity Veteran

Established Tech Equity Veteran · Senior IC / Manager / Director · Age 42-54 · Microsoft, Amazon, Meta, Google

Primary
Who They Are
12-25 years professional tenure; 6-15 at current tech employer
Household income $500K-$1.5M; investable assets $1.2M-$4M
35-65% concentrated in employer equity (RSUs, ESPP, ISO/NSO, 401(k))
Eastside primary; school-age or college-bound children
What They Care About
Knowing whether they can stop needing to work in 5-10 years
Converting concentrated employer-stock without producing a tax disaster
Avoiding tax surprises and irreversible mistakes (AMT, state tax)
Funding children's college and a generational wealth foundation
How to Reach Them
AI search (Perplexity, ChatGPT) for technical financial questions
Google search for employer-specific or scenario-specific queries
LinkedIn — principal content + technical depth assessment
Mornings (6-8am) and evenings (8:30-10:30pm); never work hours
Conversion Path
First touch: a search returns content addressing their active scenario
Reads 4-7 advisor sites; runs a depth test on the most technical piece
4-10 week research window before scheduling a consultation
Message Hook

"Built for the way Microsoft (or Amazon, or Meta, or Google) actually pays you. CFP and CFA. Fee-only. No generalist content."

Primary Channel
AI Search + LinkedIn
Goal / Objective
AUM Engagement

The Trajectory Builder

Sub-$1M Trajectory Tech Professional · Engineer / PM / Senior IC · Age 32-42 · Microsoft, Amazon, Meta, Google

Primary
Who They Are
6-12 years professional tenure; one prior job change
Household income $400K-$900K; investable assets $400K-$900K
Often 60-80% concentrated in current-employer equity
On trajectory toward $1M+ within 2-4 years; often newly married, first home
What They Care About
Setting up the financial foundation right at the front of their career
Concentration risk while the equity value is still on the line
The tax cliff when vesting income pushes household income above $500K
Layoffs — the 2025 Seattle tech contraction has touched them or their network
How to Reach Them
AI search — functionally AI-search-native (Perplexity, ChatGPT, Claude, Gemini)
Reddit — r/personalfinance, r/financialindependence, employer subs
LinkedIn (passive consumption); YouTube for visual explainers
Late evenings (10pm-1am) and weekends; 24-72 hour spike post-layoff
Conversion Path
First touch: AI search results or Reddit-cited content
Reads carefully for trajectory-friendly framing — a rigid $1M minimum is a hard disqualifier
3-8 week evergreen window; 24-72 hour spike when something acute happens
Message Hook

"$400K-$900K in tech equity. Most advisors will tell you to come back at $1M. We won't. Real planning, fee-only, with explicit pathways for both one-time plans and ongoing engagement."

Primary Channel
AI Search + Reddit
Goal / Objective
One-Time Plan → AUM

The Pre-Liquidity Founder

Bellevue Tech Founder / CTO / Early-Stage Exec · Age 30-48 · Pre-IPO Bellevue/Seattle Tech

Secondary
Who They Are
Founder, CTO, or early-stage executive at pre-liquidity tech company
Significant founder equity; QSBS-eligible (Section 1202) holdings likely
Often LLC-to-C-corp conversion or recent equity restructure
Coordinates with startup counsel (Wilson Sonsini, Cooley, Gunderson Dettmer) and tax attorneys
What They Care About
QSBS qualification mechanics post-OBBBA July 2025
Section 1045 rollover; holding-period dynamics for conversions
Washington QSBS conformity through 2026 + ESSB 6346 millionaires' tax
Integration with existing legal/tax advisor relationships
How to Reach Them
AI search returning statutory-current QSBS content
Twitter/X — named startup counsel, tax attorneys, founder community
Founder community word-of-mouth and direct referral
Statutory-deadline-driven engagement spikes
Conversion Path
First touch: AI search lands on a QSBS cornerstone, or Twitter/X engagement
1-4 week active-trigger window; 8-16 weeks when they're working proactively
Converts on fixed-fee scoping — not on extended nurture
Message Hook

"Statutory-current QSBS coordination for Bellevue founders. We integrate with your startup counsel and tax attorneys — we don't substitute for them."

Primary Channel
AI Search + Twitter/X
Goal / Objective
Fixed-Fee Scoping
SuperSymm Assessment
Audience Opportunity

All three personas — The Equity Veteran, The Trajectory Builder, and The Pre-Liquidity Founder — treat AI search as a primary discovery layer. The Trajectory Builder is essentially AI-search-native. This is the highest-leverage insight in the entire audit. Schema markup, answer-format cornerstone pages on long-tail queries, and citation-worthy depth are higher-priority investments for Meridian than for a typical RIA — by a meaningful margin.

All three personas begin discovery through AI search — schema and citation depth pay off proportionally more for you.
The Trajectory Builder is expanding in real time as the 2025 Seattle tech contraction reshapes the market.
One infrastructure reaches all three: refreshed site, schema, employer cornerstones, restored LinkedIn cadence.
No three parallel programs needed — that's the operating-model unlock for a 2-advisor firm.

Defensible positioning lives between the personas, not across them.

Conversion Architecture

Your Website Isn't a Brochure.
It's Where Decisions Get Made.

A well-designed website isn't about looking polished — it's demand-generation architecture. It's the surface where a stranger decides whether to trust you with the next conversation, and it's the only marketing asset that works 24/7 whether or not anyone is posting, emailing, or running ads. For an RIA serving sophisticated buyers, the website does three jobs at once: prove competence in the first 90 seconds, give prospects somewhere to convert when they're ready, and make the firm findable by AI search and humans alike.

Meridian's site was built in 2019 and hasn't been meaningfully updated since 2022. The credentials and substance behind the firm are strong — CFP + CFA, fee-only, 9 years tenure, $120M AUM. The surface presentation gives prospects no way to feel that. Tech-fluent buyers like The Equity Veteran and The Trajectory Builder disqualify on generic content within a single visit, often before the firm gets a chance to compete on credentials. The site has one contact form, one stale gated asset, and no scheduling path. That's the structural blocker against every other recommendation in this playbook.

Data note: Google Analytics access was indicated as forthcoming but not received during the audit window. Traffic-volume and conversion-rate baselines below are inferred from typical small-RIA template performance and the firm's stated client-acquisition rate rather than measured directly. Once GA4 is connected, the conversion-rate baseline can be measured against the recommendations.

D+
69 / 100
Conversion infrastructure failures are the dominant drag on the composite. The technical and credential substrate is salvageable through deliberate, sequenced foundation work — this isn't a redesign problem.
C
Performance
75 / 100 — Calibrated against typical 2019-build small-RIA template defaults.
D+
User Experience
67 / 100 — A single contact form is the only way to take action on the site.
D
Content Quality
65 / 100 — ~12 blog posts, dormant since 2022; the only gated asset is a 4-year-old RSU guide.
C
Trust Signals
75 / 100 — Strong credentials undercut by stale headshots and zero testimonials surfaced.
D-
Conversion Path
62 / 100 — No scheduling, no persona-segmented assets, no path for one-time-plan prospects.
C-
Technical Foundation
72 / 100 — Behind-the-scenes code that helps search engines understand the site is largely missing.

The two lowest-graded categories — Conversion Path and Content Quality — both fail the same test: tech-sophisticated prospects need to find substance and a way to act on the very first visit. Without both, the credentials never get a fair hearing.

SuperSymm Assessment
The Conversion Opportunity

The site isn't "bad" in the way most audits flag — it's structurally insufficient against a tech-fluent audience that disqualifies within one visit. This is foundation work, not a redesign sprint.

Schema + cornerstone + lead magnet + Calendly is the minimum viable stack. Anything before it is spend against broken pipes.
Both top personas need 3-10 week research windows — without mid-funnel conversion paths, they leak.
The one-time plan offering is invisible — surfacing it as a real conversion path opens a whole audience tier.
Every priority compounds against the next — sequence matters more than speed.

Fix the architecture, and every other channel in this playbook works harder.

Recommended Site Architecture

A clean site structure does two things at once: it tells human visitors where to go, and it tells search engines (Google and AI tools) what the firm is actually about. The map below shows the minimum viable structure — every page has a job, and every job ties back to a conversion or a credibility signal.

Homepage
/
Services
/services
Who We Serve
/who-we-serve
About
/about
Insights
/insights
Schedule a Call
/schedule
Microsoft FMAN Planning
Cornerstone
Severance Planning
Cornerstone
Trajectory Planning
Cornerstone
QSBS Founder Planning
Cornerstone
FMAN Decision Framework
Lead Magnet
Severance 90-Day Guide
Lead Magnet
One-Time Plan Overview
Lead Magnet

Every cornerstone earns its place by mapping to a specific persona, a specific keyword cluster, and a specific lead magnet that captures the visit before it converts.

Priority Page Recommendations

These are the pages that need to exist (or be rebuilt) in the first 90 days. Each is sized to a specific buyer scenario — and each connects back to a search query the audience is already typing.

Page Target Keyword Cluster Persona What It's Doing
/microsoft-fman-planning
New cornerstone		 Microsoft RSU vesting, FMAN cadence, charitable timing The Equity Veteran Captures senior Microsoft employees researching the August vest cycle — converts to FMAN Decision Framework lead magnet.
/severance-planning
New cornerstone (30-day priority)		 Microsoft buyout, post-layoff financial planning, Rule of 70 The Trajectory Builder (acute) Captures the ~8,750 Microsoft employees in the April 2026 buyout window — converts to Severance 90-Day Guide.
/trajectory-planning
New cornerstone		 Advisor under $1M, sub-$1M tech professional, fee-only Bellevue The Trajectory Builder Surfaces the one-time financial plan offering as a real entry point — opens an audience the firm currently turns away.
/qsbs-founder-planning
New cornerstone		 QSBS qualification, Section 1202, OBBBA, Washington conformity The Pre-Liquidity Founder Statutory-precision page that becomes the citation source for an uncontested AI-search territory.
/schedule
New conversion page		 Schedule call, book consultation All three personas Calendly-integrated path with persona-segmented intake — the conversion endpoint every cornerstone links to.
/about + principal bios
Refresh		 David Chen CFP CFA Bellevue, fee-only fiduciary Seattle All three personas Trust-signal page tech-fluent buyers visit before scheduling. Needs current headshots and substance.

Brand Identity Recommendations

The brand work isn't cosmetic — it solves two specific problems that block discoverability and trust: the name collision with a Pennsylvania bank-affiliated firm that owns the search ranking for "Meridian Wealth Partners," and a stale visual surface that contradicts the firm's actual sophistication.

Disambiguate the Brand
Resolve the name collision. Three same-name "Meridian Wealth Partners" entities currently compete for brand-search authority. Consider a clarifying lockup (e.g., "Meridian Wealth Partners · Bellevue") or a tagline that creates immediate geographic and audience separation.
Formalize the visual identity. Lock in primary navy and gold accent hex values, type stack, and logo lockup variations. The 2019 designer produced a logo and nothing else — a one-page brand guide makes every future deliverable consistent.
Modernize the surface without rebranding. The name and identity are 9 years old and have equity — keep them. Update headshots, add team and office photography, and refresh photo treatment site-wide. This is the lowest-cost / highest-impact trust signal in the audit.
Modernize Trust Signals
Refresh principal headshots within 30 days. 2021-dated headshots in 2026 compound the stale-content perception. Both personas evaluate principal LinkedIn profiles and firm visual currency as part of the depth test.
Claim missing directory profiles. FeeOnlyNetwork, NAPFA, Wealthtender, and Schwab Advisor Source profiles are missing or unclaimed — each is a citation source the firm currently isn't earning credit for.
Publish compliance-cleared testimonials. Coordinate with Marcus at RIA in a Box to structure SEC Marketing Rule-compliant testimonial publication within 60 days. The testimonials referenced in intake are sitting unused.
Add team / office photography. One real photograph of the team or workspace lifts the human-trust signal more than any copy revision.

Top Website Priorities

1

Replace the single contact form with a tiered conversion architecture.

Why This Matters Most
Both top personas need 3-10 weeks of research before they schedule. Without mid-funnel ways to convert — a downloadable guide, a scheduling link, a one-time plan path — the prospects who don't book on visit one are gone for good.
What Success Looks Like
A "Schedule Introductory Call" button (Calendly-integrated) above the fold on every page; "Start with a One-Time Financial Plan" surfaced as a parallel path for under-minimum prospects; two new persona-segmented guides replacing the 4-year-old RSU PDF within 60 days.
Where This Shows Up
Weeks 1-2 (Calendly + one-time plan surfacing); Weeks 3-6 (Lead Magnets 1 and 2 published).
2

Add the behind-the-scenes code that makes the site readable to AI search.

Why This Matters Most
There's a category of code called "schema markup" that tells AI tools (ChatGPT, Perplexity, Google's AI overviews) what the site is actually about — what services are offered, who works at the firm, what FAQs are answered. Without it, the firm is effectively invisible to AI search regardless of how good the content is. With it, the firm becomes eligible for the citation territory that the competitive analysis confirms is currently unclaimed.
What Success Looks Like
Schema validates without errors in Google's Rich Results Test; AI search platforms can identify the firm, its services, and its principal advisors; every new cornerstone page inherits the schema rather than retrofitting later.
Where This Shows Up
Weeks 3-6 (implementation by Week 5; new pages inherit schema going forward).
3

Refresh the trust signals: headshots, photography, directory listings, testimonials.

Why This Matters Most
Both top personas check the principals' LinkedIn profiles and the firm's visual currency before they ever fill out a form. 2021 headshots and zero team photography in 2026 compound the dormant-blog problem and make the credentials harder to believe.
What Success Looks Like
Refreshed principal headshots and at least one team/office photo within 30 days; FeeOnlyNetwork, NAPFA, Wealthtender, and Schwab Advisor Source profiles claimed and completed; compliance-cleared testimonial structure live within 60 days.
Where This Shows Up
Weeks 1-2 (directory claims, headshot session scheduled); ongoing through Week 12.
Paid Media Strategy

Paid Media Amplifies What Already Works.
It Doesn't Create Demand From Nothing.

Paid media has a specific job: it accelerates audiences that have already proven they convert. It puts the right message in front of the right person at the moment they're searching, and it extends the reach of content that's already earning attention organically. What it can't do is manufacture demand that doesn't exist or fix conversion problems that live on the website. For Meridian, paid is a Phase 2 lever — not a Phase 1 lever.

The 2024 Google Ads test that produced "$200 financial plan" leads wasn't a paid media failure — it was running paid spend before conversion infrastructure existed and before positioning was clear. The same dollars in Phase 2, on a site with cornerstone pages, schema, lead magnets, and Calendly, perform differently. Paid amplifies infrastructure; it doesn't replace it.

Data note: The 2024 Google Ads account still exists per intake but historical campaign-level performance data wasn't shared during the audit window. Phase 2 recommendations below are calibrated to the firm's stated budget capacity ($1,500-$2,000/mo) and industry benchmarks for tech-niche RIA campaigns, not to the firm's own historical CPCs or conversion rates.

The Role of Paid Media

Three things paid media is genuinely good at — and one thing it is not.

What Paid Does Well
Catches active buyers at the moment of search. When someone types "Microsoft buyout advisor Bellevue" today, paid puts the firm above the organic results immediately — no waiting for SEO to compound.
Amplifies organic content that's working. LinkedIn posts that perform organically can be boosted to similar audiences — extending reach without producing new content.
Targets narrowly enough to filter out wrong-fit prospects. Job-title and seniority targeting on LinkedIn can specifically reach senior ICs at Microsoft, Amazon, Meta, and Google — not "tech employees" generally.
What Paid Cannot Do
Fix a conversion problem. Driving traffic to a site with one contact form and no scheduling path produces the 2024 outcome — wrong-fit leads or no leads. Paid before infrastructure is spend against broken pipes.
Replace credibility. Even a perfect ad still sends people to a website. If the site doesn't pass the depth test in 90 seconds, the click is wasted.
Produce a lower cost per client than organic search in this niche, at this budget. Organic SEO authority compounds; paid spend resets every month.

Channel Strategy

Two channels in, several declined. The math at $1,500-$2,000/month doesn't support breadth — it supports focus. Phase 2 deploys after conversion infrastructure is in place (estimated 4-6 month window from kickoff).

CHANNEL 1
Recommended

Google Search Ads

Budget: $1,000-$1,300/mo (60-65% of paid allocation)
Two campaigns: long-tail scenario queries + trajectory-positioning
Negative match list: jobs, career, free, $200, cheap — pre-screens the 2024 failure pattern
Why this channel: Catches buyers in active research; lowest-friction match between intent and offer.
CHANNEL 2
Conditional

LinkedIn Sponsored Content

Budget: $400-$600/mo (25-35% of paid allocation)
Boost layer only: amplify top-performing organic posts; never run cold creative
Targeting: job title + seniority at Microsoft, Amazon, Meta, Google + selective startup list
Conditional on: organic LinkedIn cadence restored first — boosting an inactive feed reads as ads spam.
DECLINED
Not recommended

Channels We're Saying No To

Google Performance Max: opacity + brand-collision risk with the Pennsylvania firm.
Meta Ads: "Special Ad Category" for financial services strips out the persona-targeting that makes the spend worthwhile.
Programmatic display + podcast: economics fail below ~$5K/mo; outside this firm's budget.
TikTok: Marcus has flagged extra compliance review + audience misalignment at the persona level.

Example Ad Creative

Three example ads below — two Google Search and one LinkedIn Sponsored. Each maps to a specific persona, a specific campaign goal, and a specific outcome. Full Phase 2 ad copy variations live in the appendix.

Purpose
Capture Microsoft senior employees researching FMAN vest decisions
Platform
Google Search Ads
Target
The Equity Veteran
Outcome
FMAN Decision Framework download → email nurture
Ad meridianwealthpartners.com/microsoft-fman-planning
Microsoft FMAN Tax Planning | Built For The Way MSFT Pays - Bellevue Microsoft RSU Advisor
Specialist financial planning for Microsoft employees. Tax, equity, investments. Bellevue. FMAN cadence, stacked grants, ESPP windows. Tax planning that fits the August vest cycle.
Microsoft FMAN Framework
Charitable Timing Guide
Schedule a Consultation
Purpose
Reach Microsoft employees inside the active buyout decision window
Platform
Google Search Ads
Target
The Trajectory Builder (acute)
Outcome
Severance 90-Day Guide → scheduled call
Ad meridianwealthpartners.com/severance-planning
Microsoft Buyout? Get Help | Rule of 70 Planning Help - No $1M Minimum. Real Help.
Structured planning for the first 90 days post-layoff. Bellevue, fee-only, no minimum gating. Calm, structured help — not urgency. 90-day decision sequence. Schedule a call.
Severance 90-Day Framework
Equity-Sale Strategy
Schedule a Consultation
Purpose
Position the firm against minimum-rigid competitors for trajectory-stage prospects
Platform
LinkedIn Sponsored Content
Target
The Trajectory Builder
Outcome
Trajectory landing page visit → one-time plan inquiry
MW
Meridian Wealth Partners
Promoted · 🌐
Most fee-only firms in Bellevue set hard $1M minimums. We don't. Real planning for tech professionals at the foundation stage — fee-only, fiduciary, with explicit pathways for both one-time financial plans and ongoing engagement.
Typographic ad creative on brand navy with gold accent — outperforms photo creative at this audience and removes stock-photo-credibility risk
$400K-$900K in tech equity. Trajectory-stage planning before the $1M milestone.
meridianwealthpartners.com

View all ad copy variations for four Phase 2 campaigns (Microsoft FMAN August Vest, Microsoft Buyout & Severance, Trajectory Positioning, QSBS Founder Window) — including LinkedIn Sponsored Content variants — in the complete campaign kit appendix.

SuperSymm Assessment
The Paid Media Role

Paid is a contributing channel, not the lever. At $1,500-$2,000/month on conversion-ready infrastructure, expect 3-6 qualified inquiries per month after the 90-day optimization period — not 15-20.

Phase 1 reallocates the paid budget into infrastructure — site, schema, lead magnets, Calendly. That's what makes Phase 2 work.
The 2024 test failed for known, fixable reasons — broken conversion path + unresolved positioning. Not a paid-media failure.
Aggressive negative-match list is non-negotiable — pre-screens the "$200 financial plan" failure mode at the campaign level.
If wrong-fit leads reappear, pause and diagnose — 95% of the time it's a keyword, copy, or landing-page mismatch, not a channel failure.

Paid amplifies a working system. It can't compensate for one that isn't.

Social Media Strategy

Social Is Not Brand Awareness.
It's a Demand Generation Layer.

For most firms, social media is a posting habit — a stream of content that hopefully builds a following. For Meridian, social does specific jobs in a connected system: it earns discovery, builds the retargeting audiences that paid spend reaches, validates the firm to buyers who Google their name later, and extends physical events into a 30-day digital window. Every post is mapped to a persona, a funnel stage, and a conversion path.

The firm has the proof points already. The 2023 LinkedIn consistency stretch produced 3 client conversations from a ~2,400-connection base. The 2024 tech-employee meetup produced 2 new clients. These aren't channel-fit hypotheses — they're documented results. The structural failure has been sustained execution, not channel choice. LinkedIn primary; Facebook and Instagram as continuous brand presence; Twitter/X for founder relationships; YouTube for amplification.

Social as a Demand System

Every layer of the system feeds the next. Skip a layer and the prior layer's investment doesn't compound — but get the whole sequence right and social activity becomes pipeline.

Audience
Three personas, each on the platforms they actually use for advisor research.
LinkedIn primary; FB/IG as validation surface.
Organic Content
2x weekly LinkedIn (1 long-form + 1 short); FB/IG steady cadence; founder posts on X.
Earns reach + builds custom audiences.
Retargeting
Profile visitors and engagers become custom audiences for Phase 2 paid amplification.
Organic engagement compounds into paid efficiency.
Events Amplified
Meetups, conferences, seminars extended into 30-day digital follow-up windows.
Physical presence → digital compounding.
Pipeline
Social activity converts into Calendly bookings, lead-magnet downloads, and direct inquiries.
Documented: 5 clients from 2023-24 social/event activity.

The result is a system where every layer earns its place: organic engagement builds retargeting audiences, retargeting drives paid efficiency, conference content extends physical presence into a 30-day digital window, and the whole loop converts back into pipeline. Social activity compounds rather than just accumulating.

Platform Strategy

Each platform has a different job. The mistake most firms make is treating them interchangeably — same post copied across all four — and getting compounding nothing. The plan below gives each platform a specific role.

Primary — Conversion Engine
LinkedIn (firm + David's personal): 2x weekly cadence — one long-form post (800-1,500 words, pillar-anchored) plus one short-form. The credibility-verification surface every persona checks before scheduling, and the primary content surface for The Equity Veteran.
Continuous Brand Presence
Facebook + Instagram (2-3x weekly each): Not paid ads — sustained communication that lives where buyers go to validate firms they've discovered elsewhere. Many tech-fluent prospects do quick Facebook/Instagram searches as a trust check before scheduling. An empty or stale profile fails that test silently.
What runs here: educational repurposing of LinkedIn long-form (carousels, short reels), client-appreciation event coverage, principal-as-human content (David at the local meetup, Sarah at a CFP event), share-of-wallet expansion content for existing clients.
Founder Relationship Layer
Twitter/X (organic only, ~30 min/week): The relationship layer for The Pre-Liquidity Founder. Founder-axis prospects live on X — they don't research advisors there, but they decide whether someone is "one of us" there. Strict 30-min cap protects against scope creep.
Amplification Surface
YouTube (no new production): Host podcast guest appearances and meetup talk recordings. David has appeared on three podcasts already — none of which are surfaced. Embedding these on relevant cornerstone pages doubles as SEO authority signal.

Amplifying Seminars, Meetups & Events

For an RIA, the highest-converting marketing channel is often a room of 30 people who heard the principal speak. The 2024 tech-employee meetup that produced 2 new clients is the calibration anchor. Social media's job here is to extend that one-night event into a 30-day digital follow-up window — so the people who attended, the people who couldn't make it, and the people who hear about it second-hand all enter the system.

Pre-Event
LinkedIn announcement post 2 weeks out — David framing the topic
Facebook/Instagram event posts to validate "we're real, we show up"
Personal DM/invite outreach from David's network
During & Day-Of
Live LinkedIn/IG story posts (compliance-cleared template)
Audio/video capture for post-event repurposing
QR code on slide deck → lead magnet specific to the talk
30-Day Follow-Up
Recap blog post + LinkedIn long-form within 5 days
Short-form clip series across FB/IG over weeks 2-4
YouTube upload of the full talk + cornerstone page embed

Four Content Pillars

Every post on every platform sits inside one of these four pillars. The pillar tells you which persona it speaks to, which pain point it addresses, and which keyword cluster it feeds.

Pillar 1 — Employer-Specific Equity Mechanics (11 posts)
Persona: The Equity Veteran (primary)
Topics: Microsoft FMAN, Amazon 5/15/40/40, Meta double-trigger, Google GSU stacking
Voice: Quantitative-trust precision. Specific employer names, specific numbers, specific tax mechanics.
Pillar 2 — Trajectory-Stage Planning Below $1M (8 posts)
Persona: The Trajectory Builder (primary)
Topics: Explicit trajectory framing, one-time plan offering, DIY-to-advisor threshold
Voice: Respectful of stage. "You don't need $1M to need real planning."
Pillar 3 — Acute-Trigger Severance & Layoff Response (6 posts)
Persona: The Trajectory Builder (primary), The Equity Veteran (secondary)
Topics: Severance window, accelerated vesting, COBRA decisions, equity-sale strategy
Voice: Calm, structured, useful. Not urgency. Not fear.
Pillar 4 — Founder-Stage QSBS & Pre-Liquidity (5 posts)
Persona: The Pre-Liquidity Founder (exclusively)
Topics: Section 1202, OBBBA, Washington conformity, integration-not-substitution
Voice: Statutory-reference precision. Founders detect generalists in 30 seconds.

Example Posts

DC
David Chen, CFP®, CFA
Principal at Meridian Wealth Partners · 2h · 🌐
When your Microsoft RSUs vest in the FMAN cadence, the four-week window after each vest is when the decisions that shape your tax bill actually happen. Most senior Microsoft employees we talk to didn't realize the window mattered until they were already past it.
Here's the structure of the cadence and where the leverage points sit. Microsoft's stock awards vest quarterly in February, May, August, and November (FMAN), with each tranche typically representing 12-25% of an annual award. Stacked grants — three or four years of refresher awards vesting concurrently — concentrate the tax exposure that most spreadsheets miss. The 22% supplemental withholding rate applies under $1M of supplemental income; 37% above. For senior ICs and managers with stacked refreshers, this gap is often six figures.
#MicrosoftFMAN #RSUPlanning #TechWealth #FeeOnlyFiduciary
Image: Clean diagram of FMAN cadence with decision points highlighted; brand navy with gold accent on key dates
👍 47 likes 💬 12 comments 🔁 8 shares
Persona: The Equity Veteran
Pillar: Employer-Specific Mechanics
Mechanic: Save trigger — substantive technical depth
DC
David Chen, CFP®, CFA
Principal at Meridian Wealth Partners · 1d · 🌐
$400K-$900K invested. Senior IC or manager. RSUs vesting and a tax picture that won't fit on a spreadsheet anymore. Most fee-only firms in Bellevue will tell you to come back when you hit $1M.
Here's what trajectory-stage planning actually covers — and why it matters before $1M, not after. Multi-employer cost basis tracking. AMT planning across stacked exercises. 10b5-1 setup when you cross into restricted-trading territory. The tax cliff that arrives the first year vesting income pushes household income over $500K. We work in this range. Fee-only. CFP and CFA. The one-time financial plan is a legitimate first step that respects your stage.
#TrajectoryPlanning #TechWealth #FeeOnlyFiduciary #BellevueAdvisor
Image: Trajectory line chart with milestone markers; persona-direct typography overlay
👍 31 likes 💬 9 comments 🔁 5 shares
Persona: The Trajectory Builder
Pillar: Trajectory-Stage Planning
Mechanic: Comment prompt — direct-DM friendly
DC
David Chen, CFP®, CFA
Principal at Meridian Wealth Partners · 4h · 🌐
If you're one of the ~8,750 Microsoft employees evaluating the Rule of 70 voluntary retirement program announced April 23, here are the structured decisions in front of you in the first 30 days.
The 30-day window is short, but it's not actually one decision — it's a sequence of discrete decisions, each with different timing and reversibility. Days 0-7: review severance package math; understand which equity accelerates and which doesn't; confirm Rule of 70 eligibility. Days 7-21: model tax implications of an accelerated equity sale window vs. holding through normal vesting; evaluate COBRA vs. ACA marketplace; identify any 10b5-1 trading-plan obligations that survive separation. Days 21-30: make the decision against a clear framework rather than under pressure.
#MicrosoftBuyout #SeveranceWindow #TechPlanning #FeeOnlyFiduciary
Image: 30-day calendar grid with three decision phases color-coded; clean, calm visual treatment
👍 89 likes 💬 24 comments 🔁 17 shares
Persona: The Trajectory Builder (acute)
Pillar: Acute-Trigger Severance Response
Mechanic: Pinned during active buyout cycle

View all 32 social posts across four pillars — including carousel scripts, video outlines (repurposed from pre-cleared assets), Facebook/Instagram repurposing variants, and Twitter/X founder-axis posts — in the complete campaign kit appendix.

SuperSymm Assessment
The Sustained-Execution Test

The 2x-weekly LinkedIn cadence is the floor, not the target — and the 2023 proof point pattern is the calibration anchor. Sustained execution beats heroic effort every time.

Pre-specified capacity-slip protocol: if cadence slips, X pauses before LinkedIn; if it slips further, cornerstone production extends rather than reducing LinkedIn.
Facebook/Instagram earn their place as validation surfaces — buyers check there before scheduling, and an empty profile fails the trust test silently.
Every event is amplified — the 2024 meetup → 2 clients proof point is the template. Pre, during, 30-day digital window.
Pushing above 2x weekly risks the failure pattern the firm has already lived through twice. Protect the platform that converts.

Compounding presence beats episodic effort. The system is designed to ship at a pace this firm can actually maintain.

Content Foundation

Content Is the Conversation
Buyers Are Already Having Without You

A senior Microsoft employee researching what to do with their August vest is already having a conversation — with Google, with ChatGPT, with their tax-aware friend at a cocktail party, with the FAQ section of a competitor's website. The question for an RIA isn't whether to enter that conversation. It's whether the firm's voice is the one being heard. Content is how an advisor joins conversations they weren't invited to and earns trust before the first call.

The content kit below is the editorial spine for the next 90 days — and the asset base that gets repurposed across LinkedIn, Facebook, Instagram, email sequences, paid ads, cornerstone pages, and event amplification. One piece of pillar-level content becomes 6-10 derivative assets across channels. That's how a 2-advisor firm with ~3 marketing hours per week produces a marketing presence that looks like a much larger team.

Data note: Existing content inventory (~12 blog posts from 2020-2022, ~30 LinkedIn posts over 2 years, 1 four-year-old gated guide) was reviewed from the public site. Engagement analytics for the existing LinkedIn content were not accessible during the audit. Once LinkedIn page admin and historical engagement data are available, the pillar mix can be calibrated against the firm's actual top-performing post archetypes.

The Content Strategy

Three principles drive every piece of content produced. They are non-negotiable because each addresses a specific failure mode the firm has already seen.

1. Specificity Over Generality

Every piece names employers, statutes, dollar figures, and specific scenarios. The 2023 content agency failure was generic posts that "could have been writing for any advisor." The antidote is content so specific it could only have come from this firm.

2. Continuous Conversation

Buyers research over weeks, not minutes. Content has to be there at every touchpoint — the first Google search, the second visit, the third LinkedIn scroll, the fourth email. Episodic content drops disappear before the buyer is ready.

3. Compounding Asset Library

Each cornerstone blog spawns 6-10 derivative assets: LinkedIn long-form, FB/IG carousels, email sequence content, ad creative, conference talk material, lead magnets. One investment, many surfaces.

Four Content Pillars

Each pillar earns its place by sitting at the intersection of three things: a persona Meridian wants to serve, a real buyer pain point the firm is uniquely equipped to address, and an open competitive territory the audit confirmed. The voice modulates per persona; the discipline doesn't.

Pillar 1

Employer-Specific Equity Compensation Mechanics

Persona: The Equity Veteran · 11 social posts + 2 cornerstone blogs · Voice: quantitative-trust precision
Buyer Pain Points This Solves
"My current advisor doesn't actually understand how my employer pays me — they treat my RSUs like a generic asset."
"I missed the August vest window again and my CPA didn't flag it."
"I have stacked grants from a refresher cycle and nobody has helped me think through the tax stacking."
Why This Pillar & Why Now

Highest-volume keyword opportunity in the audit. Doubles as the "depth test" tech-fluent buyers use to screen advisors. Specific employer mechanics (Microsoft FMAN, Amazon 5/15/40/40, Meta double-trigger, Google GSU stacking) are inherently search-friendly and inherently disqualifying for generalist competitors.

Pillar 2

Trajectory-Stage Planning Below $1M

Persona: The Trajectory Builder · 8 social posts + 1 cornerstone blog · Voice: respectful of stage, calm and useful
Buyer Pain Points This Solves
"Every fee-only firm in Bellevue tells me to come back when I hit $1M — but I have $700K and a tax picture that's already too complex for a spreadsheet."
"I don't want to commit to ongoing AUM management yet, but I do need someone to think through the next 18-24 months with me."
"I'm on a trajectory toward $1M+ but I'm being treated like I'm not worth talking to yet."
Why This Pillar & Why Now

Positioning-anchored gap that minimum-rigid competitors structurally can't compete in. Surfaces the one-time financial plan offering (currently 8% of revenue, invisible on the site) as a real entry point. Feeds the AUM track on a 12-24 month nurture cycle — many trajectory clients become AUM clients later.

Pillar 3

Acute-Trigger Severance & Layoff Response

Persona: The Trajectory Builder (acute) + The Equity Veteran · 6 social posts + 1 cornerstone blog · Voice: calm, structured, useful — never urgency
Buyer Pain Points This Solves
"Microsoft offered me a Rule of 70 package and I have 30 days to decide. My advisor doesn't specialize in this and my CPA can't help me think through the equity timing."
"My RSUs accelerate in severance — what does that do to my taxes? Should I sell now or wait?"
"Do I take COBRA or go to the ACA marketplace? I need to make this decision this week."
Why This Pillar & Why Now

Time-sensitive deployment opportunity. ~8,750 Microsoft employees are in the active April 2026 buyout window. The audit confirmed a 4-8 week first-mover window before Coldstream and Stabler extend their coverage. Deployable in 24-72 hours of a major layoff announcement.

Pillar 4

Founder-Stage QSBS & Pre-Liquidity Planning

Persona: The Pre-Liquidity Founder · 5 social posts + 1 cornerstone blog · Voice: statutory-reference precision
Buyer Pain Points This Solves
"My CPA says my shares may qualify for QSBS but isn't sure how OBBBA changed things — and I have a 2-year holding period decision to make right now."
"Washington doesn't conform to federal Section 1202 — how does that change my actual after-tax outcome?"
"I don't want a full AUM relationship right now. I want statutory-level help on a fixed-fee basis."
Why This Pillar & Why Now

Uncontested AI-search territory confirmed by the audit. Statutory-currency precision filters out generalist competitors automatically. Runs on the separate fixed-fee scoping track that converts faster than the AUM track — and many founders convert again at liquidity event.

The 90-Day Cadence

Content has to ship rhythmically. A blog dropped once a quarter doesn't compound; a 2x-weekly LinkedIn cadence with monthly cornerstone blogs and weekly FB/IG presence does. The calendar below is what continuous conversation actually looks like for a 2-advisor firm with ~3 hours per week of capacity.

5
Cornerstone blog drafts (90-day output)
26
LinkedIn posts (2x weekly cadence, 13 weeks)
32
Total social posts across LinkedIn, FB/IG, X
~3 hrs
David's weekly content commitment (capacity-fit)

Cornerstone Blog Queue

Blog Draft Persona Priority Why This Now
Microsoft FMAN August vest charitable contribution timing The Equity Veteran High Narrower angle on August vest where Avier has not occupied
10b5-1 plan setup for Microsoft VPs The Equity Veteran High Very low competition; persona-credible long-tail
Severance-window equity-sale strategy The Trajectory Builder (acute) Critical First-mover window per Test 5; deployable in 24-72 hours of layoff
Amazon RSU 5/15/40/40 year-three tax planning The Equity Veteran High Avier + Atkinson partial coverage; year-three-specific page open
QSBS qualification for Bellevue tech founders post-OBBBA The Pre-Liquidity Founder High Uncontested AI-search territory; statutory currency

Sample Blog Draft Preview

Cornerstone Blog Draft · Pillar 1 · The Equity Veteran · ~2,100 words

Microsoft FMAN August Vest Charitable Contribution Timing: A Tax-Coordination Framework for Senior Microsoft Employees

For senior Microsoft employees with charitable-giving intent, the August FMAN vest is often the highest-leverage charitable-contribution timing decision of the year. The income recognition is large enough that the tax deduction matters at scale, the calendar timing falls inside the year-end charitable-giving window, and the post-vest equity position creates the option to contribute appreciated shares rather than cash — which compounds the tax leverage further.

Section Headings
How the Microsoft FMAN cadence concentrates income in August
Why the August window matters for charitable timing
How donor-advised funds add structural leverage
The decision sequence for August-vest charitable coordination
FAQs — five schema-eligible Q&A blocks for AI surface citation
Where this framework needs personalization
FAQPage schema Slug: /microsoft-fman-august-vest-charitable-contribution-timing Lead-magnet pairing: FMAN Decision Framework
SuperSymm Assessment
The Voice Discipline

One firm voice, three persona modulations. Every piece of content in this kit is specific enough that it could not have been written by any other firm.

Technical accuracy at the level the audience uses to disqualify generic advisors.
Calm structure over urgency or fear — particularly in the severance pillar.
Explicit specificity — employer names, statutory references, dollar examples — over abstractions.
The 2023 agency failure is the antipattern — "could have been writing for any advisor" is the disqualifying signal to avoid.

The voice is the moat. It's the one thing competitors with bigger budgets still can't copy.

View all 5 cornerstone blog drafts (full text, 1,800-2,500 words each, FAQPage schema specifications) and all 32 social posts (full text, image prompts, engagement mechanics, compliance flags) in the complete content production appendix.

Email & Lifecycle Marketing

Email Is the One Channel
Where You Own the Audience

LinkedIn, Google, and AI search platforms all rent attention against their own algorithms. Email is different — once a prospect is on your list, you can reach them directly, on your timing, with content built for them. But your list has been dormant for five months. Before you can nurture anyone, you have to rebuild the technical foundation that lets your emails reach the inbox.

This tab walks through five email sequences sized to your two-track content architecture (Employer Axis for Personas 1 & 2, Founder Axis for Persona 3). All email copy is written for you in the campaign kit appendix — you don't have to draft any of it from scratch.

What an Email Sequence Is

An email sequence is a pre-written series of emails that goes out automatically when a prospect does something specific — usually downloading a lead magnet (a free guide), filling out a form, or being identified as part of a defined segment. You set it up once in an automated mailing system (e.g. MailerLite). The platform sends each email on the schedule you define. The prospect experiences a continuous, useful conversation; you don't have to touch it after setup.

1. The Trigger

Something happens that puts a prospect into a sequence: they download a lead magnet, get tagged in a segment, or are identified as part of the engaged subset after Sequence 0. The trigger is the entry point.

2. The Cadence

Emails go out on a defined schedule — every 3-5 days for nurture, every 2-3 days for acute triggers. The pace matches what the prospect needs at that moment. Nurture is slow trust-building. Acute is fast and useful.

3. The Outcome

Every sequence ends with the same goal: the prospect books a discovery call through your scheduling tool (e.g. Calendly). Nurture sequences earn that booking through repeated value. Acute sequences earn it by being calm and useful during a stressful decision.

Sender Reputation Has To Be Fixed First

Before any nurture sequence runs, the technical plumbing has to work. Five months of silence has degraded the firm's sender reputation. If you re-engage 800 dormant contacts without verified sender authentication, the broadcast routes to spam — regardless of how good the content is. That makes the problem worse, not better.

D-
60 / 100
The grade reflects current dormancy — not channel-fit. List exists (~800 contacts), platform exists (your automated mailing system synced to your CRM (e.g. MailerLite + Wealthbox)), but zero sequences run and sender authentication isn't verified. The fix is sequenced, not structural.
F
Sender Authentication
SPF, DKIM, and DMARC need to be verified in your DNS records. Week 1 task. Until it's done, no email reaches the inbox reliably.
D
Sequence Design
Zero sequences currently configured. Five sequences are specified in this playbook with full email copy in the campaign kit.
D+
Automation Setup
your automated mailing system + CRM integration exists via an automation connector (MailerLite + Wealthbox via Zapier) but operates as broadcast-only. Lead-magnet triggers need to be configured.
C-
CRM Sync
Your CRM sync via an automation connector is in place (Wealthbox via Zapier). The recurring task is sync-health monitoring — verify weekly that contacts are flowing correctly between systems.

Once sender authentication is verified and Sequence 0 identifies the ~80-120 engaged contacts on the list, every subsequent sequence operates against a clean foundation. The path from D- to B+ is roughly 14 weeks of disciplined execution.

SuperSymm Assessment
The Deliverability Precondition

Sequence 0 is not nurture content. It is sender-reputation rehabilitation that produces a working list as its output.

SPF, DKIM, and DMARC are DNS records that prove to email providers (Gmail, Outlook, etc.) that emails from your domain are legitimate. Your web developer can configure them in 1-2 hours.
The engaged subset is the goal of Sequence 0. Of your ~800 dormant contacts, you should expect 240-400 (30-50%) to open at least one re-engagement email. Those become the foundation for everything that follows.
Your CRM sync needs weekly monitoring. Automation connectors (e.g. Zapier) can silently break. A 5-minute weekly check prevents weeks of lost data.

Do this in Week 1. Everything else in this tab depends on it.

How the Five Sequences Connect

Here's the high-level map. Each prospect enters one sequence based on what they did — downloaded which guide, came in via which channel, hit which trigger event. All paths lead to a discovery call (booked through your scheduling tool, e.g. Calendly). The diagram below shows what feeds what.

Email Sequence Overview Map
Step 1 — Sequence 0
Re-Engagement
Goes to: full ~800 dormant list. 3 emails over 2 weeks. Output: engaged subset of ~80-120 contacts.
Step 2A — Sequences 1 & 2
Nurture (Employer Axis)
Triggered by: Lead Magnet 1 (FMAN guide) or Lead Magnet 2 (severance guide). 5-6 emails over 4-5 weeks. Builds trust through depth.
Step 2B — Sequence 3
Acute Trigger (Severance)
Triggered by: Lead Magnet 2 download during active layoff window. 4 emails over 10 days. Calm, structured, useful.
Step 2C — Sequence 4
Founder Track
Triggered by: QSBS cornerstone visit + form fill. 3 emails over 2 weeks. Direct fixed-fee scoping CTA.
Step 3 — Discovery Call
Discovery Call
Every sequence routes here via your scheduling tool (e.g. Calendly). Use "How did you hear about us?" to attribute back to the originating sequence.

The Five Sequences, One at a Time

Each sequence below tells you who it's for, what triggers it, what lead magnet (if any) it connects to, what landing page work is needed, and what the prospect experiences. The actual email copy lives in the campaign kit appendix — your job is to configure these in MailerLite, not write them.

Sequence 0 — The Foundation Sequence

Re-Engagement & List Hygiene

3 emails · 2 weeks · Manual broadcast (not automated)
Who it goes to

Your full ~800-contact dormant list. This is a one-time broadcast to identify who's still paying attention.

Trigger

You manually send it after Week 1 sender authentication is verified. There is no lead magnet trigger — this runs before any automation is set up.

Landing page needed?

No. Sequence 0 emails point to existing pages (your About page, a recent podcast appearance, a featured cornerstone). No new landing page work.

Outcome

~30-50% of the list opens at least one email. Those contacts (roughly 80-120 people) become your engaged subset. Everyone else gets archived to a "cold" segment.

Sequence 1 — Long Nurture

Established Veteran Employer-Axis

6 emails · 5 weeks · Automated (triggered by Lead Magnet 1)
Who it goes to

Persona 1 — The Equity Veteran. Senior Microsoft, Amazon, Meta, Google employees with stacked equity compensation.

Trigger

Downloads Lead Magnet 1: Microsoft FMAN Vesting Decision Framework. Auto-enters Sequence 1 the moment the form submits.

Landing page needed?

Yes. Lead Magnet 1 needs its own landing page — short form, clear value proposition, immediate PDF delivery. This is a one-time build (Weeks 7-9).

Mode & outcome

Long nurture. 5-week conversation building trust through technical depth. CTA on email 5 or 6 routes to your scheduling tool (e.g. Calendly) with no-minimum-AUM signaling.

Sequence 2 — Trajectory Nurture

Trajectory Persona Employer-Axis

5 emails · 4 weeks · Automated (triggered by Lead Magnet 1 with persona tag)
Who it goes to

Persona 2 — The Trajectory Builder. Mid-career tech employees with $500K-$1M net worth heading toward $1M+ in 18-24 months.

Trigger

Same Lead Magnet 1 download, but persona-tagged as Trajectory based on the form field. Sequence 2 fires instead of Sequence 1.

Landing page needed?

Same landing page as Sequence 1. Only the sequence differs based on persona tag.

Mode & outcome

Medium nurture with explicit trajectory framing. Surfaces the one-time financial plan offering (currently invisible on the site). CTA routes to your scheduling tool with a "trajectory consultation" path.

Sequence 3 — Acute Trigger

Severance Window Response

4 emails · 10 days · Automated (triggered by Lead Magnet 2)
Who it goes to

Anyone in an active severance/layoff window — Microsoft Rule of 70, Amazon RTO-driven exits, Meta/Google reductions. Mix of Personas 1 and 2.

Trigger

Downloads Lead Magnet 2: Severance 90-Day Decision Framework. Auto-enters Sequence 3 immediately.

Landing page needed?

Yes — and urgently. Lead Magnet 2 landing page is a Week 4 deliverable to catch the Microsoft April 23, 2026 buyout cycle.

Mode & outcome

Acute, compressed cadence. Calm, structured, useful — never urgency. Every email moves the prospect toward a specific decision. Email 4 routes to your scheduling tool with a "severance consultation" path.

Sequence 4 — Founder Track

QSBS Founder Educational Follow-Up

3 emails · 2 weeks · Automated (triggered by QSBS cornerstone form)
Who it goes to

Persona 3 — The Bellevue Tech Founder. Pre-exit founders evaluating QSBS / §1202 / 10b5-1 planning.

Trigger

A visitor on the QSBS cornerstone page fills out a "Talk through your QSBS scenario" form. No lead magnet PDF — the form itself is the entry.

Landing page needed?

The QSBS cornerstone page itself acts as the landing page (Week 12 deliverable). No separate lead-magnet page.

Mode & outcome

Short, direct. Founders convert faster on direct scoping than on extended nurture. Email 3 routes to a fixed-fee scoping conversation, not a generic discovery call.

Example Emails

Two examples below to give you a feel for the voice. One is nurture-mode (slow, depth-positioning). The other is acute-trigger (calm, structured, useful). Full content for all 21 emails across the five sequences lives in the campaign kit appendix.

All 21 emails are written for you. Subject lines, body content, send timing, and compliance considerations for Sequence 0 (3 emails) plus Sequences 1-4 (18 emails total) live in the campaign kit appendix. Your work is configuring them in your automated mailing system (e.g. MailerLite) and verifying the trigger logic — not drafting from scratch.

Integration Strategy

One Piece of Content
Becomes Many Pieces

The biggest reason marketing fails at small RIAs isn't bad ideas — it's that one principal can't sustain four separate content channels. This tab shows how to take one piece of content and turn it into seven or more. Same effort. Many more places it shows up.

You have roughly 3 hours per week for marketing. If you spent all of that writing one LinkedIn post every week, you'd run out of capacity by mid-quarter. The integration approach below is how a 2-advisor firm produces a marketing presence that looks like a much larger team — by making each anchor piece of content work across multiple channels.

Two Audience Tracks, One Production Line

Your three personas split into two tracks. Most of your content gets produced once and used across both tracks. The split only kicks in at the very end — where each track converts differently.

Track A — Employer Track (Personas 1 & 2)

For Microsoft, Amazon, Meta, Google employees (Persona 1) and trajectory-stage builders heading toward $1M+ (Persona 2).

How they find you: LinkedIn posts & cornerstone pages.
What they download: Lead Magnet 1 (FMAN) or Lead Magnet 2 (severance).
What happens next: Email Sequences 1, 2, or 3 — they nurture for 2-5 weeks.
How they convert: Calendly call after the sequence builds trust.
Track B — Founder Track (Persona 3)

For Bellevue-area tech founders evaluating pre-exit planning. Very different research style — peer-to-peer, statute-literate.

How they find you: Cornerstone pages on QSBS / §1202 / 10b5-1; Twitter/X (separate from LinkedIn).
What they download: Usually nothing — they read the cornerstone and fill out a scoping form directly.
What happens next: Email Sequence 4 — short, 2 weeks.
How they convert: Direct fixed-fee scoping call — not a generic discovery.

The Three Repurposing Pathways

Three different starting points, three different ways content gets multiplied. Each pathway describes: you make one thing → you deploy several things from it. The hours saved are what makes the cadence sustainable.

Pathway 1 — Most Common

From One LinkedIn Long-Form Post

Saves ~60% of production time
You make once (4-6 hours)

One in-depth LinkedIn post on a specific scenario — say, "How the Microsoft August FMAN vest interacts with AMT for senior engineers."

You deploy seven things from it

1) The long-form LinkedIn post itself. 2) A LinkedIn short-form variant. 3) A LinkedIn carousel breaking down the decision tree. 4) A blog post version on your site. 5) An email feature in Sequence 1. 6) A quarterly broadcast highlight. 7) An FAQ block for AI search visibility.

Pathway 2 — Highest Leverage

From Content That Already Exists

~0 new hours required
You already have (CCO-cleared)

Three podcast appearances and the 2024 meetup talk. All four are already compliance-cleared. The material exists; it just hasn't been deployed.

You deploy 10+ things from it

YouTube channel embeds, Email Sequence 0 featured content, 5 derivative LinkedIn posts pulling specific quotes/insights, cornerstone-page embeds with timestamps. This is the highest-leverage stack you have — start here.

Pathway 3 — Strategic Surfaces

From a Cornerstone Page

Saves ~50-60% of production time
You make once (6-8 hours)

A cornerstone page is a deeper, more permanent piece on your website — the Microsoft FMAN cornerstone, the severance cornerstone, the QSBS cornerstone. These act as the durable destination for AI search and SEO.

You deploy 6-7 things from it

A LinkedIn long-form companion piece, 2-3 short-form LinkedIn derivatives, an email lead-magnet adjacency, a quarterly broadcast highlight. For founder-axis cornerstones (QSBS), also a Twitter/X thread.

Three Integrated Campaigns

Here's how the pathways come together in actual campaign moments. Each campaign coordinates multiple channels around a single timing window — a vest cycle, a layoff cycle, a planning season. Two of these can run in Phase 1 (organic-first). The third waits for Phase 2.

Campaign 1 — Time-Sensitive

Microsoft Voluntary Buyout & Severance Window

Phase 1 deployable. 6 weeks active. Anchored to the April 23, 2026 buyout cycle. Authority window closes within 4-8 weeks.
Deploy now
What you publish: Severance cornerstone page + Lead Magnet 2 (the 90-day decision framework) + a batch of Pillar 3 LinkedIn posts + Sequence 3 active in MailerLite.
Why these together: A senior Microsoft employee just notified about Rule of 70 needs all four touchpoints in close sequence — Google search lands them on the cornerstone, LinkedIn keeps you in their feed, the lead magnet earns the email, the sequence gets them to a call.
What you should see: 1-2 self-attributed inquiries traceable to severance content by Day 90.
Campaign 2 — Seasonal

Microsoft FMAN August Vest Cycle

Phase 1 deployable. 4 weeks active. July 15 through August 31. The Microsoft FMAN cornerstone publishes in Week 6 so it's indexed before the cycle begins.
Deploy mid-year
What you publish: Microsoft FMAN cornerstone + Lead Magnet 1 (the vesting decision framework) + Pillar 1 LinkedIn batch + a Sequence 1 reactivation push to your engaged subset.
Why these together: Senior Microsoft employees searching how to handle their August vest are an annual cohort. The same playbook runs each summer with refreshed content.
What you should see: Lead Magnet 1 downloads of 15-30 between Week 9 and Week 13; Calendly inbound tagged "FMAN".
Campaign 3 — Phase 2

QSBS Foundation Window (Founder Track)

Gated on Priority 0-1 completion. Doesn't run until brand-collision resolution, schema, and the founder-axis CCO batch are all complete.
Hold until Phase 2
What you publish: QSBS cornerstone page + a series of §1202 / 10b5-1 derivative blog posts + Sequence 4 + Twitter/X parallel content.
Why it waits: Founder-axis content makes specific statutory claims (QSBS holding periods, 10b5-1 setup rules). These need a deeper CCO review than employer-axis content — 4-5 business days instead of 2-3.
What you should see: Production starts Week 8; cornerstone publishes Week 12; campaign deploys in Q2 after Phase 1 retrospective.
SuperSymm Assessment
Why This Approach Actually Works at Your Team Size

Most 2-advisor firms fail at marketing the same way: they try to run four independent channels and quietly drop three within a quarter. The repurposing approach is the fix.

You produce content once and deploy it 7-10 times. The math only works when one piece feeds many surfaces.
Compliance review is also shared. When derivative pieces come from the same anchor, the CCO batch covers them together — saving you review cycles.
Two channels sustained with this approach outperforms four channels run sporadically — by a margin that compounds across the year.

Start with Pathway 2 (the content you already have). It costs zero new hours and lets the system get rolling before you have to produce anything fresh.

Activation Plan

A Week-by-Week Plan
You Can Print and Execute

This is the operating doc — the one you can print, mark up, and check off as you go. Each week has 2-4 specific actions, sized to your documented ~3 hours per week. Each action explains what you're doing, why it matters, who owns it, and what done looks like.

The 90 days break into three blocks. Weeks 1-2 are foundation — sender authentication, analytics, compliance batch, brand-collision resolution. Weeks 3-6 are content build — schema and the first two cornerstones. Weeks 7-12 are acceleration — the August FMAN campaign deploys and the founder-axis batch comes online. Week 13 is the retrospective and Phase 2 decision.

What This Plan Consolidates

Everything you've read in the prior tabs of this playbook lands here as scheduled, owned work. This is the single doc where strategy becomes execution. If a recommendation appears in an earlier tab, the corresponding action shows up below in a specific week with a specific owner.

Where Each Strategy Activates
From the Website tab
Schema deployment, conversion-infrastructure fixes, and brand-collision resolution land in Weeks 1-5.
From the Search Visibility tab
Severance cornerstone (Week 4), Microsoft FMAN cornerstone (Week 6), QSBS cornerstone (Week 12), directory citations Weeks 1-2.
From the Paid Media tab
Phase 2 ad copy is pre-cleared in the Week 1 compliance batch. Deployment itself is gated on Priority 0-1 completion.
From the Social Strategy tab
The 2x-weekly LinkedIn cadence runs across all 13 weeks: posts 1-26 distributed across the four content pillars.
From the Content Foundation tab
Three cornerstones, five blog posts, and two lead magnets land on the production schedule Weeks 4-12.
From the Email & Lifecycle tab
Sender authentication (Week 1), Sequence 0 (Weeks 2-5), Sequence 3 (Week 4), Sequence 1 (Week 9), Sequence 4 (Week 12).
From the Integration tab
Pathway 2 (pre-cleared content) activates Week 3 in Sequence 0 Email 2 + Week 6 LinkedIn video derivative.
From the Content Calendar tab
The week-by-week below mirrors the visual calendar — the Calendar tab is the at-a-glance view; this tab is the working version.
Download the Working Files

Two bundles available at the top of this playbook: Strategy Documents (the playbook itself plus appendices) and Production Assets (the editable email copy, social posts, blog drafts, and lead-magnet source files). Both download buttons live in the header — same place as Schedule a Call.

Jump to Downloads

The Three Priorities Driving This Plan

Before the week-by-week, here are the three strategic priorities every action below serves. If you ever have to triage — a week gets cut short, an emergency hits, you have to pick what stays and what slides — these three are the ones you protect.

1

Build the digital foundation first. Everything compounds against it.

Why This Matters Most
Brand-collision (multiple firms named "Meridian Wealth Partners"), missing schema markup, no analytics access, and unverified email sender authentication form the structural ceiling on every marketing investment. Until they're fixed, AI search citations route to other firms with your name, paid traffic lands on conversion-broken pages, and email re-engagement goes to spam.
What Done Looks Like
Day 30: foundations in motion. Day 60: schema implemented and both cornerstones (severance and Microsoft FMAN) are live. Day 90: the firm appears in 2 of 5 AI search priority queries — up from zero today.
2

Sustain the LinkedIn cadence. Stop-and-start is the failure mode.

Why This Matters Most
Your 2023 LinkedIn stretch produced 3 client conversations. That's direct evidence the personas are reachable when content is sustained. The failure mode for small RIAs isn't channel-fit — it's burning out on cadence by week 5. The two-track architecture is built so one principal can sustain it inside client-work obligations.
What Done Looks Like
2x weekly LinkedIn posts at ≥85% adherence — minimum 22 of 26 posts across the 13 weeks. Sequence 0 complete with the engaged subset (~80-120 contacts) identified. Repurposing pathways hit at least 60% of their target derivative counts.
3

Capture the 2025-2026 Seattle tech contraction window before it closes.

Why This Matters Most
Microsoft's first-ever voluntary buyout (April 23, 2026; 30-day decision window) is an active cycle right now. First-mover authority on the Microsoft 2026 voluntary-buyout severance scenario is open today and closes within 4-8 weeks. The trajectory persona is materially expanding; your flexible $750K minimum is itself a positioning asset.
What Done Looks Like
Severance cornerstone and Lead Magnet 2 live by Week 4. Sequence 3 deploys at least once during an active layoff cycle. By Day 90, at least 1-2 inquiries traceable to severance content.

Block 1 — Weeks 1-2: Foundation

This block is non-negotiable. Nothing downstream works until these clear. Plan for ~5-6 hours each week.

WEEK 1

This week you will get the technical plumbing in place.

By the end of this week, you should have analytics access confirmed, email sender authentication verified, your CCO batch submitted, and the first two LinkedIn posts published. None of these are big tasks individually — but they unlock everything else.

☐ Get Google Analytics 4 + Search Console access; configure conversion tracking.

What it is: Verify you can log into GA4 and Google Search Console (the free Google tools that measure your website traffic and search visibility). Set up "conversion events" so the tools track when someone books a discovery call through your scheduling tool, downloads a lead magnet, or engages with a sequence email.
Why it matters: If you can't measure it, you can't evaluate it. This is a precondition for every other piece of work in the next 90 days.
Who Does It
Junior principal coordinates; senior verifies; web developer configures events
Effort
2-3 hrs junior + 1 hr senior + 2-4 hrs developer
Cost
$200-400 developer time
Done When
Conversion events firing for your scheduling tool (Calendly), both lead magnets, and Sequence 0 engagement

☐ Verify SPF, DKIM, and DMARC email sender authentication.

What it is: Three DNS records that prove to Gmail, Outlook, and other email providers that emails from your domain are legitimate. Your web developer (or whoever manages your DNS) configures them.
Why it matters: Five months of silence has degraded your sender reputation. If you re-engage 800 dormant contacts without these records, your broadcast goes to spam — making the problem worse. This has to be done before Sequence 0 broadcasts in Week 2.
Who Does It
Web developer or DNS admin; senior principal approves the DMARC policy
Effort
1-2 hrs developer + 30 min principal review
Cost
$100-200 developer time
Done When
MXToolbox.com shows passing status on all three records

☐ Submit the single-batch CCO pre-clearance covering 8-10 weeks of content.

What it is: One large batch of content sent to Marcus Patel at RIA in a Box covering the severance content, Sequence 3, all Phase 2 ad copy variants, and the LinkedIn Campaign 2 Sponsored Content. Single batch = single review cycle.
Why it matters: Pre-clearing now (when there's no acute trigger) gives you 24-72 hour deployment readiness later. If a Microsoft layoff round drops in Week 8, you can publish severance content the same day.
Who Does It
Senior principal compiles; junior helps collate; Marcus Patel reviews
Effort
3-4 hrs senior + 1-2 hrs junior
Cost
Zero (included in your existing RIA in a Box retainer)
Done When
All items returned approved or revised-and-approved by end of Week 2

☐ Start brand-collision resolution; claim directory profiles.

What it is: Multiple firms share the name "Meridian Wealth Partners" (notably a Pennsylvania firm). This causes AI search engines and directories to confuse the two. The fix is a combination of Organization schema with sameAs linkages, plus claiming your profiles on FeeOnlyNetwork, NAPFA, Wealthtender, and Schwab Advisor Source — making your firm unambiguously identifiable.
Why it matters: Every week this collision persists is a week your content investment compounds to other firms' identities. AI search citations route wrong; SEO authority leaks.
Who Does It
Senior owns the domain decision; junior owns directory claims; developer implements schema
Effort
7-10 hrs total firm time across the two weeks
Cost
$200-400 schema; under $500 first-year directory fees
Done When
Schema deployed; four directory profiles claimed with consistent name/address/phone
WEEK 2

This week you will launch Sequence 0 and start the severance cornerstone.

Sender authentication is verified. The CCO batch comes back. Sequence 0 Email 1 goes out to the dormant list. The severance cornerstone draft begins.

☐ Send Sequence 0 Email 1 to the full ~800-contact dormant list.

What it is: The first of three re-engagement emails. The copy is in the campaign kit appendix; your job is to schedule and send it through your automated mailing system (e.g. MailerLite). This is a manual broadcast, not an automation.
Why it matters: This identifies which of your 800 contacts are still paying attention. Everything that follows operates against the engaged subset, not the full list.
Who Does It
Junior principal schedules and sends; senior reviews final copy
Effort
1-2 hours total
Done When
Email is in the outbox; open rates start populating in your automated mailing system within 24 hours

☐ Begin severance cornerstone page production.

What it is: A long-form, in-depth page on your website covering the Microsoft Rule of 70 program and adjacent layoff scenarios. This is the page that AI search and Google Search will surface when someone researches their severance options. The page is also the destination Lead Magnet 2 emails point to.
Why it matters: The Microsoft April 23, 2026 buyout cycle is active. The first-mover authority window closes within 4-8 weeks. Late draft = late publication = lost cycle.
Who Does It
Senior principal authors; junior edits
Effort
4-6 hrs senior (drafting begins Week 2; finishes Week 3)
Done When
Draft complete by end of Week 2; ready for CCO sign-off via the Week 1 batch

☐ Deploy Organization schema on the website.

What it is: A small block of code your developer adds to your website's header that tells search engines exactly who you are, where you're located, and how you connect to your professional profiles. It's part of the brand-collision fix.
Who Does It
Web developer; senior reviews
Effort
2-3 hours developer
Done When
Google Rich Results Test confirms the schema is detected without errors

☐ Publish LinkedIn Posts 3-4 (begin sustained 2x/week cadence).

What it is: Two posts this week from the Week 1-2 social batch (Pillar 1 employer-axis FMAN content; Pillar 2 trajectory content). Copy is in the campaign kit. Your job is to post on Tuesday/Thursday and respond to comments.
Who Does It
Senior principal posts and engages with comments
Effort
~2 hours total (posting + comment engagement)
Done When
Both posts live; you have replied to every substantive comment within 24 hours

Block 2 — Weeks 3-6: Content Build

The two cornerstones launch. Schema goes site-wide. Sequence 0 completes and Sequence 1 begins. Plan for ~3-4 hours each week.

WEEKS 3-4

In these two weeks you will launch the severance cornerstone and Lead Magnet 2.

Severance cornerstone publishes Week 4. Lead Magnet 2 landing page goes live the same week. Sequence 3 activates in your automated mailing system (e.g. MailerLite). Sequence 0 Email 2 sends in Week 3.

☐ Publish the severance cornerstone with FAQPage schema by Week 4.

What it is: The cornerstone page goes live on your site, with FAQPage schema markup (a structured Q&A format that AI search engines like Perplexity and ChatGPT can directly cite). The page becomes the destination Lead Magnet 2 emails point to.
Why it matters: This is the deadline that catches the Microsoft April 23 buyout cycle. Week 4 publication hits the closing edge of the first-mover window.
Who Does It
Senior authors and signs off; developer publishes
Effort
3-4 hrs senior + 2-3 hrs developer
Done When
Page is live; FAQPage schema validates; Google Search Console submits it for indexing

☐ Launch Lead Magnet 2 landing page.

What it is: A simple page where prospects fill out a short form (name, email, employer optional) to download the Severance 90-Day Decision Framework PDF. The form submission is what triggers Sequence 3.
Who Does It
Web developer builds; junior tests the form-to-mailing-system handoff (e.g. MailerLite)
Effort
3-4 hrs developer + 1 hr junior testing
Done When
A test submission triggers PDF delivery and starts Sequence 3 in your automated mailing system

☐ Activate Sequence 3 in your automated mailing system (e.g. MailerLite).

What it is: Configure the four-email severance acute-trigger sequence as an automation in your automated mailing system (e.g. MailerLite). Set the trigger to "Lead Magnet 2 form submission." Set the send timing per the campaign kit spec (days 0, 3, 6, 10).
Who Does It
Junior principal builds the automation; senior reviews final flow
Effort
3-4 hours junior
Done When
A test submission triggers Email 1; subsequent emails fire on schedule

☐ Send Sequence 0 Email 2 (features pre-cleared podcast appearances).

What it is: The middle re-engagement email, leaning on Pathway 2 from Tab 11 — the podcasts you've already done that are CCO-cleared. Email points to specific episode timestamps.
Who Does It
Junior schedules and sends
Effort
~1 hour
Done When
Email sent in Week 3; engagement metrics tracked

☐ Publish LinkedIn Posts 5-8 (4 posts across Weeks 3-4).

What it is: Continue the 2x/week cadence: Pillar 3 (severance window framing), Pillar 1 (carousel format), Pillar 3 (post-publication signal), Pillar 4 (founder-axis priming).
Effort
~2 hours/week posting + engagement
Done When
All 4 posts live; severance cornerstone gets pinned as featured post Week 4
WEEKS 5-6

In these two weeks you will publish the Microsoft FMAN cornerstone and validate schema.

Site-wide schema implementation validates Week 5. Microsoft FMAN cornerstone publishes Week 6 (gives 4 weeks of indexing before August). Sequence 0 finishes; engaged subset is identified.

☐ Implement and validate site-wide schema markup.

What it is: Four types of structured markup deployed across the site — FinancialService (what you do), FAQPage (Q&A blocks), Person (advisor profiles), LocalBusiness (Bellevue location). Schema is the binary precondition for AI search visibility.
Why it matters: Implementing now means every cornerstone you publish from this point inherits schema. Retrofitting later costs more.
Who Does It
Web developer or contractor; senior reviews schema matches your actual disclosures
Effort
8-12 hrs developer + 2 hrs firm-side spec
Cost
$400-800 developer time
Done When
Google Rich Results Test validates all schema types without errors

☐ Publish Microsoft FMAN cornerstone by Week 6.

What it is: The depth-positioning cornerstone for Persona 1 (Equity Veteran). Covers Microsoft FMAN vest mechanics, AMT interactions, charitable timing, and stacked-grant scenarios.
Why it matters: Senior Microsoft employees pressure-test their advisors on this specific topic. Owning the substantive answer means they read the page and conclude you actually understand their situation.
Who Does It
Senior authors; junior edits; developer publishes
Effort
6-8 hrs senior + 2-3 hrs editing + 2-3 hrs developer
Done When
Cornerstone live with full schema; submitted to Google Search Console

☐ Send Sequence 0 Email 3; identify the engaged subset.

What it is: The final re-engagement email. After it sends, you tag contacts who opened any of the three Sequence 0 emails into an "Engaged" segment within your mailing system. Everyone else gets archived to a "Cold" segment (not deleted — just no longer in active sequences).
Who Does It
Junior principal sends + segments
Effort
2-3 hours total
Done When
Engaged subset of ~80-120 contacts identified and tagged in your automated mailing system

☐ Submit founder-axis CCO batch for QSBS / §1202 / 10b5-1 content.

What it is: A second compliance batch covering all founder-axis material. This is separate from the Week 1 batch because founder content makes specific statutory claims that need a 4-5 business day extended review.
Who Does It
Senior compiles; Marcus Patel reviews
Effort
2-3 hrs senior
Done When
Submitted in Week 6; clearance expected Week 7

☐ Publish LinkedIn Posts 9-12 (4 posts across Weeks 5-6).

What it is: Continue 2x/week. Week 5 covers Pillar 1 + Pillar 2. Week 6 features a video derivative from the 2024 meetup talk (Pathway 2 in action) + a long-form Pillar 1 piece tied to the FMAN cornerstone launch.
Effort
~2 hours/week
Done When
All 4 posts live; engagement responses handled

Block 3 — Weeks 7-12: Acceleration

Lead Magnet 1 launches. The FMAN August vest campaign deploys. Founder-axis batch comes online. QSBS cornerstone production starts. Plan for ~3-4 hours per week, with Weeks 9-13 spiking to ~4 hours during active campaign.

WEEKS 7-8

In these two weeks you will produce Lead Magnet 1 and start the QSBS cornerstone.

Founder-axis CCO batch clears Week 7. Lead Magnet 1 production begins (FMAN Vesting Decision Framework PDF) targeting Week 9 publication. QSBS cornerstone drafting starts.

☐ Produce Lead Magnet 1 (FMAN Vesting Decision Framework) for Week 9 launch.

What it is: A 12-18 page PDF guide covering the Microsoft FMAN vesting decision tree — sell-to-cover vs. sell-all vs. hold, AMT interactions, charitable timing levers. This is the lead magnet that triggers Sequences 1 and 2.
Who Does It
Senior authors; designer formats PDF
Effort
5-7 hrs senior + 3-4 hrs designer
Cost
$300-500 designer time
Done When
PDF complete and CCO-approved by end of Week 8

☐ Begin QSBS cornerstone production.

What it is: The founder-axis cornerstone page covering Qualified Small Business Stock (QSBS) under §1202 of the tax code — holding periods, eligibility, and integration with 10b5-1 trading plans for pre-exit founders.
Effort
~3 hrs senior in Week 8 (drafting begins; completes Week 10)
Done When
First draft complete by Week 10; ready for the founder-axis CCO review cycle

☐ Publish LinkedIn Posts 13-16 (4 posts across Weeks 7-8).

What it is: Continue 2x/week cadence. Pillar 2 carousel, Pillar 4 founder-axis priming, Pillar 1, Pillar 3.
Effort
~2 hours/week
Done When
All 4 posts live; engagement maintained
WEEKS 9-13

In this stretch you will deploy the August FMAN campaign and finish with the Week 13 retrospective.

Lead Magnet 1 publishes Week 9. The FMAN August Vest Cycle campaign deploys. Sequence 1 reactivation push hits the engaged subset. QSBS cornerstone publishes Week 12. Week 13 retrospective happens at the end.

☐ Deploy Campaign 2 (Microsoft FMAN August Vest Cycle) starting Week 9.

What it is: The first major integrated campaign moment. Blog 1 publishes (Microsoft FMAN August charitable timing). Lead Magnet 1 launches behind the FMAN cornerstone. A Sequence 1 reactivation push goes to the engaged subset specifically tagged as Established Veteran.
Why it matters: Persona 1 engagement elevates materially late July through mid-August. This is the cycle the cornerstone has been indexing for.
Who Does It
Senior posts and authors; junior coordinates publishing
Effort
3-4 hrs/week during the active cycle (Weeks 9-13)
Done When
Blog 1 + Lead Magnet 1 live by Week 9; Sequence 1 reactivation push sent; Calendly tracked for FMAN-tagged inbound

☐ Publish QSBS cornerstone by Week 12.

What it is: The founder-axis cornerstone goes live with full schema. Also publishes Blog 5 (QSBS for Bellevue tech founders) as the LinkedIn-linkable companion piece. Sequence 4 activates.
Who Does It
Senior authors; junior coordinates publishing + Sequence 4 setup
Effort
~6 hours across Weeks 11-12
Done When
QSBS cornerstone live; Blog 5 published; Sequence 4 active in MailerLite

☐ Publish LinkedIn Posts 17-26 (10 posts across Weeks 9-13).

What it is: Sustain 2x/week. The mix during this stretch heavily emphasizes Pillar 1 FMAN content during the active cycle, with the 2024 meetup talk repurposed as audiogram-format posts (Pathway 2 leverage), then closes with post-vest decision content.
Effort
~2 hours/week
Done When
All 10 posts live across the 5-week stretch

☐ Conduct the Week 13 quarterly retrospective.

What it is: A structured 4-6 hour review session. Pull the metrics. Compare against the 90-day targets in the Success Metrics section below. Document what worked, what didn't, where capacity slipped, and what the next quarter (Q2) plan looks like — including whether you're ready for Phase 2 paid amplification.
Why it matters: This is the decision point that determines whether Phase 2 deploys, whether the format mix changes, or whether the cadence needs recalibration.
Who Does It
Senior leads the discussion; junior compiles metrics in advance
Effort
4-6 hrs total across both principals
Done When
Retrospective document complete; Q2 plan drafted; Phase 2 readiness decision made

90-Day Success Metrics

Three categories of metric. Leading indicators tell you whether the foundation is going in on time. Lagging indicators tell you whether the work is starting to compound. Conversion indicators are the ones that ultimately matter — qualified Calendly inbound.

Leading (Weeks 1-6)
GA4 + GSC verified by Week 2.
SPF/DKIM/DMARC verified by Week 2.
CCO batch returned by end of Week 2.
Schema validates by Week 5.
Severance cornerstone live by Week 4.
FMAN cornerstone live by Week 6.
LinkedIn cadence ≥ 22 of 26 posts.
Lagging (Weeks 8-13)
Organic search impressions rise from baseline by Week 8-12.
2 of 5 priority queries cite the firm in AI search by Week 13.
Sequence 0: 10-15% of dormant list opens at least one email.
Engaged subset: ~80-120 contacts identified.
Lead Magnet 2: 25-50 downloads across 90 days.
Lead Magnet 1: 15-30 downloads between Week 9 and Week 13.
Conversion (Day 90)
4-8 non-referral Calendly bookings across the 90-day window.
1-2 inquiries with traceable attribution to severance, FMAN, AI search, or a lead magnet.
Persona-fit on inbound vs. the 2024 Google Ads pattern.
Discovery-to-second-meeting conversion rate: directional improvement.

Your stated 12-month goal is 25-30 new client households against a documented baseline of 6-8 per year. Phase 1 is foundation-laying — expecting the full 25-30 lift in 90 days is unrealistic. Expecting 1-2 traceable digital-acquisition inquiries plus measurable infrastructure improvement is the realistic Phase 1 deliverable. The sustained-execution discipline you build in this 90-day window is the operating-model investment that makes the 12-month goal achievable across Q2-Q4 — not the 90-day window itself.

Content Calendar

Your 90-Day Schedule
At-a-Glance View

This is the visual companion to the Activation Plan tab. Same plan, same actions, same week blocks — just laid out as a calendar grid you can scan. Click any item on the calendar for plain-language detail on what it is, what it requires, and what done looks like.

The Activation Plan tab is the working version — printable, owner-assigned, with checkbox-level detail. This Calendar tab is the at-a-glance scan you reference when you want to see the whole 90 days at once or trace how channels coordinate week to week. If something on the calendar is confusing, the Activation Plan has the same item with full context.

LinkedIn Post
Cornerstone / Blog
Email Sequence
Lead Magnet / Tech Setup
Compliance / Retrospective
Block 1 — Weeks 1-2: Foundation
Sender Auth · CCO Batch · Directory Claims · Sequence 0 begins
Week 1 Get the technical plumbing in place
Week 2 Sequence 0 deploys; severance draft progresses
Block 2 — Weeks 3-6: Content Build
Severance cornerstone goes live · Lead Magnet 2 launches · Microsoft FMAN cornerstone publishes
Week 3 Lead Magnet 2 design completes
Week 4 Severance cornerstone publishes; Lead Magnet 2 launches
Week 5 Schema validates site-wide; engaged subset identified
Week 6 Microsoft FMAN cornerstone publishes
Block 3 — Weeks 7-12: Acceleration
Lead Magnet 1 launches · FMAN August campaign deploys · QSBS cornerstone publishes
Week 7 Founder-axis CCO clears; Lead Magnet 1 production starts
Week 8 QSBS cornerstone production begins
Week 9 Campaign 2 deploys — FMAN August Vest Cycle
Week 10 Mid-cycle amplification
Week 11 QSBS in CCO review; Blog 2 drafts
Week 12 QSBS cornerstone publishes; Sequence 4 activates
Block 4 — Week 13: Retrospective
90-day review · Phase 2 readiness decision · Next-quarter plan documented
Week 13 Structured decision point — what worked, what's next

Looking for the working version? The Activation Plan tab has every item on this calendar broken out into checkbox-level detail, with owners assigned and effort estimates. Use Calendar to scan; use Activation Plan to execute.

Next Steps

From Playbook to Execution
Pick the Operating Model That Fits

This playbook is yours to keep — the strategy, the calendar, the action plan, the email sequences, the campaign concepts. What happens next is a question of operating model: who actually executes the work week to week? The four options below escalate from full DIY to full operations partnership.

A 2-advisor firm with ~3 marketing hours per week and a clear playbook can absolutely run this themselves. But many firms find that the binding constraint isn't the strategy — it's protecting that 3 hours from getting consumed by client work, planning sessions, and CCO coordination. The options below map to different answers on that constraint.

How SuperSymm Can Help

Four engagement options, escalating in scope. Start where the constraint actually is. You can always move up or down based on what you learn in the first 90 days.

Tier 1 · Free

DIY with the Playbook

Use what you have, on your own.

This playbook is everything you need to run the 90-day plan yourself: the calendar, the action plan, the email sequence specs, and the appendix with 21 pre-written emails and CCO-prep content.

Best fit: Internal capacity is real, principal motivation is high, and the firm wants to own execution end-to-end.

Cost: $0 · You execute
Tier 2

Quarterly Strategy Calls

90-day re-planning and calibration.

A 90-minute strategy call every 90 days with the SuperSymm team. We review your KPIs, run AI search citation testing across ChatGPT, Perplexity, Gemini, and Claude, and recalibrate the next quarter's plan against your actual results.

Best fit: You're executing internally but want an outside eye on direction, gaps, and what's compounding.

Contact us for pricing · We advise; you execute
Tier 3

Project-Based Engagements

Specific scope, fixed delivery.

SuperSymm executes a specific work stream on fixed scope. Examples: cornerstone content sprint, schema implementation, Microsoft FMAN cycle campaign deployment, website conversion infrastructure rebuild, or the Phase 2 paid media launch.

Best fit: You want internal execution generally, but a specific deliverable is outside internal capacity or expertise.

Contact us for pricing · We deliver scoped work
Tier 4 · Premium

Full Marketing Operations

End-to-end execution partnership.

SuperSymm operates the integrated stack end-to-end: cornerstone content production, LinkedIn cadence, email sequences, paid amplification, and compliance coordination with your CCO. Monthly performance review plus quarterly strategy recalibration.

Best fit: Your 3 hours/week is the binding constraint and the firm wants the playbook executed at production cadence without internal lift.

Contact us for pricing · We execute end-to-end

Success Milestones

What progress looks like against the firm's stated 12-month goal of 25-30 new client households (baseline of 6-8/year). These are the anchors to come back to during each 90-day strategy review.

At 90 days: Foundation in place. Severance and Microsoft FMAN cornerstones live. Sequence 0 complete with engaged subset identified. 1-2 traceable digital-acquisition inquiries.

At 180 days: Phase 2 paid amplification active. 4-6 monthly inquiries from non-referral sources. AI search citations accumulating on 3+ priority queries.

At 12 months: The 25-30 new client households target is achievable with sustained execution plus Phase 2 paid amplification plus Q2-Q4 cornerstone publication compounding into AI search authority.

SuperSymm Closing
What This Playbook Asks of You

Two things, both within reach — regardless of which engagement option you pick.

First: sequenced foundation work in the order this playbook specifies. Brand-collision resolution before schema. Schema before cornerstones. Conversion infrastructure before paid amplification. Sender authentication before email reactivation.
Second: sustained-execution discipline against the LinkedIn cadence and the 13-week content calendar. The capacity-slip protocol is pre-specified — Twitter/X pauses before LinkedIn pauses; cornerstone timelines extend before LinkedIn cadence reduces.
The competitive landscape, the AI search opportunity, the time-sensitive Seattle tech contraction window, and your documented proof points all converge on the same conclusion: this is the right strategy at the right moment.

Execute the foundation. Sustain the cadence. The 12-month goal is achievable.

Schedule a Call

Questions about which engagement option fits, pricing, or anything else in this playbook — get in touch and we'll work through it together.

Audit Provider
SuperSymm
AI-Powered Marketing Systems for RIAs
Email
audit@supersymm.com
Schedule a Call
supersymm.io/#contact

This playbook was prepared from information provided during intake on the dates documented in the engagement record. Brand-collision findings (multiple Meridian Wealth Partners entities including a Pennsylvania-based firm sharing the firm name) and synthetic-intake-data flags are surfaced in the relevant tabs and remain operative recommendations. All compliance-related content recommendations require review by the firm's Chief Compliance Officer before deployment.