What to ship this week

Production cadence target

Total ~15 scheduled posts/week + daily Stories.

Content pillars

Live competitive snapshot

Pulled via Apify — HEARTH scout, May 4, 2026

Hashtag strategy

Scout status

HEARTH — Live Run, May 4, 2026

Run mode: Apify production scrape (live data, no fallbacks) Token used: DPC vault APIFY_TOKEN (Free plan, user enhanced_otamatone) Actors called: apify/instagram-profile-scraper, clockworks/free-tiktok-scraper Total runtime: ~25 seconds for both batches

HEARTH IG snapshot

HEARTH TikTok snapshot

HEARTH alerts

• 🔴 Nancy Jo's IG has been dark for 30+ days. All five regional/national peers posted 11–12 times in the last 30 days; Nancy Jo's posted zero. Followers are still ticking up organically (234 → 247 since the March campaign-plan baseline) but there's no content to convert that latent interest.
• 🔴 @nancyjos on TikTok is squatted by a private 2-follower account with zero videos. Either it's an old client account that needs reactivation, or the handle is unavailable and the brand needs to claim a variant (@nancyjosburgers, @thenancyjos, etc.) immediately.
• 🟠 Bo & Vine is mid-campaign on Star Wars Day (May 4). Three posts in the last 8 days referencing "May the 4th" — including an LTO burger called "The Scruffy Looking Nerf Herder" announced April 29 for a one-day-only May 4 drop, plus an April 26 carousel celebrating "8 years of May 4th tradition." This is happening today. Nancy Jo's has nothing in market against it.
• 🟠 Killer Burger's signature LTO ("Peanut Butter Pickle Bacon Burger") is going viral. Their April 25 TikTok of it pulled 33K plays / 1,747 likes / 385 shares — by far the strongest single piece of regional burger content in the period. The format: short-form video, signature menu item, conversational caption. Direct template for Nancy Jo's to adapt around the Hogg Fries or any signature Smash variant.
• 🟠 Killer Burger is in a Houston expansion campaign. Multiple posts April 22–25 about "we're coming" to Houston. They are spending on social to drive that expansion. Indirect signal: they treat social as growth infrastructure, not just brand maintenance.
• 🟡 Killer Burger's IG nostalgia post — "the rockstars that built Killer Burger / 10 burgers, no skips" (April 7, 390 likes, their top static post) — is exactly the brand-heritage angle Nancy Jo's owns more authentically. They have an 11-year Best Burger streak; this format works and is unclaimed by them.
• 🟡 Bo & Vine TikTok is weak (414 fans, declining). Local TikTok is contestable. There's room to capture the Salem/Willamette Valley TikTok burger niche before Killer Burger or anyone else fills it.

Strategic read for Nancy Jo's (this week, May 4–10)

1. Post something today. May 4 is a content moment Bo & Vine is exploiting. A simple "may the 4th — the proof is in the burger" post on IG + (newly created) TikTok could ride the trend coattails. Even a single image carousel referencing a "hand-smashed Tatooine" or just a clean brand wave-in beats 30 silent days.
2. Claim TikTok properly this week. Either reactivate the squatted @nancyjos (if accessible) or claim @nancyjosburgers to mirror the FB/IG handle. Don't post on the private squatted account — it has zero authority. New handle or recovered handle, but resolved by Friday.
3. Borrow Killer Burger's nostalgia format for Nancy Jo's authentic heritage. Their "10 burgers, no skips" carousel pulled 390 likes (their static-post peak). Nancy Jo's equivalent: "11 wins. 14 years. Here's how it started." Carousel of the Keizer origin → today. Higher emotional payload than Killer Burger's because the awards are real and continuous.
4. Make the Hogg Fries the signature LTO video this month. Killer Burger's signature-item formula (Peanut Butter Pickle Bacon Burger, 33K plays) is what works on TikTok in this niche. Nancy Jo's has the equivalent in Hogg Fries — they just haven't filmed them in motion. Even one AI image-to-video clip of Hogg Fries with trending audio is a near-zero-cost test.
5. Cadence target: match Killer Burger. 8 posts in 7 days on IG is the current regional ceiling. Phase 0's 14–15 posts/week target across all platforms is calibrated correctly; the immediate gap is execution, not strategy.

What this run proved

This run is the answer to "does HEARTH actually work." With Apify wired up:

• Authentication: works (HTTP 200 on /users/me, plan FREE).
• IG scrape: 11 candidate handles probed in 11 seconds, returned full profile + last 12 posts each.
• TikTok scrape: 6 handles probed in 14 seconds, returned profile metadata + last 5 videos each.
• Total wall time for the full HEARTH run: ~25 seconds.
• Total Apify usage: well within the FREE tier.

The next run can be registered as a Claude Desktop scheduled task with exactly the same payload.

Sources

• Apify apify/instagram-profile-scraper — endpoint: POST /v2/acts/apify~instagram-profile-scraper/run-sync-get-dataset-items
• Apify clockworks/free-tiktok-scraper — endpoint: POST /v2/acts/clockworks~free-tiktok-scraper/run-sync-get-dataset-items
• Token: DPC vault APIFY_TOKEN; user_id Fh7LaLNy5KCJYGo7p

TABLE Briefing — Week of May 4, 2026

Synthesis pass over HEARTH / ECHO / PULSE / PROOF. Run-mode: manual MVP (the production scout system isn't deployed yet — this is the agents executed by hand against public web sources). Confidence ratings included throughout.

TL;DR — What this week needs to look like

0. DRIVE VOTING. NOW. Two 2026 voting periods are open right now — Best of Mid-Valley (May 11–25) and CommunityVotes Salem (April 29–May 31). PROOF v3 surfaced these on May 3; v1 missed them entirely. Daily voting-drive content from Monday May 4 through May 25. This is the highest-leverage content of the month — wins continue the streak that defines the brand.
1. Press-seed National Hamburger Day NOW. PROOF found zero Nancy Jo's earned media in the last 90 days. The 11-year streak is unmatched in the region and we have until ~May 14 to get the Statesman Journal, Salem Reporter, and KGW interested. Action: Bob drafts a press pitch by Wed May 6.
2. Reframe the brand voice this week around craft, not scale. ECHO surfaced a real Reddit theme that expansion to 7 locations has diluted the original Keizer magic. Don't talk about being "everywhere" — talk about each burger being made by hand, every time. Counter-narrative content > defensive content.
3. Repost the 5 UGC items in the queue. ECHO surfaced ~15–20 organic mentions in 60 days; 5 of them are highly repostable (TikTok @andyspovpdx, IG @Amanda Redwine, etc.). Bob should DM each creator for permission this week.
4. Lock the May 28 calendar in 5 slots. PULSE has the audio + format playbook; below is a ready-to-edit set.

5. ~~Verify a fact discrepancy~~ RESOLVED. Streak count is 11 consecutive Best Burger wins, verified against nancyjosburgers.com on May 3, 2026. All campaign docs updated.

6. NEW — voting drives are time-critical and were missed in v1. Two 2026 voting periods are open RIGHT NOW: Best of Mid-Valley (May 11–25) and CommunityVotes Salem (April 29–May 31). PROOF v3 surfaced these. The campaign needs daily voting-drive content from Monday May 4 through May 25. This may be the highest-leverage content of the month.

Cross-scout patterns

Pattern 1: The brand has the goods but no current air cover.

PROOF finding (no press in 90 days) + HEARTH finding (competitors are live and active) + ECHO finding (low organic mention volume) all point the same way. This isn't a brand-strength problem; it's a discoverability and earned-media problem. Solving it is exactly what the campaign is for, but the May 28 anchor moment is the leverage point.

Pattern 2: Service/operational sentiment is a hidden risk.

ECHO surfaced a clear minor-but-recurring negative theme on Reddit and Yelp: service inconsistency, long waits, "quality dropped as they scaled." Two recent Marion County health inspections (Feb 17 and March 7, 2026, both relatively minor — score 90, sanitizer/handwashing notes, raw food storage) are public in the Statesman Journal. Implication for the agency: any "we're growing!" or "all 7 locations!" content right now is upstream of an operational story we don't fully control. Lean into per-location craft, not chain scale.

Pattern 3: Original sounds + save-driven content + lunch-rush timing.

PULSE's three biggest May 2026 algorithm signals (original audio beats remixes, saves outweigh likes, first-60-minutes engagement is dominant) all push the same direction: tutorial-style and "anatomy of" content posted at 11:30a–12:30p PT will outperform anything else. The Craft pillar maps perfectly onto this.

Pattern 4: HEARTH data is gappy until Apify is in place.

The competitor scout pass returned partial public data — exact follower counts and Meta Ad Library creative aren't reliably retrievable from public web fetches alone. The production HEARTH will need the Apify scrapers stood up (Phase 2, June 1–14) before competitor data becomes trustworthy. Until then, treat HEARTH outputs as directional, not numeric.

ECHO repost queue (top 5 — action this week)

PULSE → Calendar slot proposals (week of May 4–10)

Five reactive content slots PULSE recommends for this week, ahead of the May 28 hero. All map cleanly into the Airtable schema.

Stories run daily 11a–1p with polls, location stickers, and behind-the-counter phone snaps when locations send them in.

May 28 National Hamburger Day — locked playbook

PULSE handed back a 5-slot playbook for the hero day. Verbatim, with timing locked:

Pre-requisite: none — streak number verified May 3 against nancyjosburgers.com (it's 11). All campaign docs updated. Hero copy is final.

PROOF press-seeding plan (Bob action)

PROOF's #1 finding was the 90-day press silence. The window to leverage May 28 closes around May 14. Recommended outreach this week:

A press-pitch draft can be in the calendar by Wed May 6 if Bob confirms the streak number.

Awards calendar watch

PROOF flagged: 2026 Best-of-Mid-Valley / Salem Reader's Choice voting periods aren't yet confirmed publicly. Historical pattern is July–August voting. Action: agency contacts both editors first week of June to confirm 2026 dates and pitch the streak as a story angle. Calendar reminder placed: June 1, 2026.

What to ignore this week

PULSE flagged these as low-leverage right now:

• Generic #burgers / #burgerlover hashtags as primary tags. Saturated. Use as backup only.
• Polished studio-camera Reels — they perform worse than raw phone-camera in May 2026's Reels algorithm.
• Lifestyle / non-food posts — niche-authority scoring penalizes off-topic posts.
• "We're everywhere!" / "all 7 locations!" boilerplate — see Pattern 2; this is upstream of the operational sentiment risk.

Open items for Bob (decisions/blocks)

1. Verify the streak count. 10 or 11? This is the single biggest factual block on Cred-pillar content.
2. Approve UGC repost permission DMs. Bob to send 5 messages this week (templates can be drafted).
3. Approve press-pitch outreach. Bob to confirm willingness to coordinate a Nancy Jo interview slot for Statesman Journal / Salem Reporter / KGW around May 18–25.
4. Decide on Marion County health inspection mentions. ECHO surfaced two minor public inspections from Feb/Mar 2026. Recommended posture: don't address unless asked. If asked, "we take every inspection seriously, addressed immediately, here's our food safety standard." Pre-write the response now so we're not improvising.
5. Confirm the campaign should adopt "craft over scale" framing this month (informed by the Reddit/Yelp scaling-concern signal). Bob's call.

Confidence + caveats

This briefing is an MVP pass. Once Apify is wired up (Phase 2) and Meta Graph access is approved, HEARTH and ECHO confidence both rise materially.

Scout v3 Verification Report — May 3, 2026

Purpose: Re-ran each scout under the v3 (OAuth scheduled-task) prompt. Verified outputs against the prior pass and against direct web-search fact-checks. Findings below classify each scout as production-ready, blocked, or needs prompt iteration.

Headline finding (high-priority for the calendar)

The Best Burger streak count is 11 consecutive years, not 10. Verified by PROOF v3 against nancyjosburgers.com. Independently confirmed via direct WebSearch — the brand's own homepage and Best of the Willamette Valley listings carry the "11 years in a row" claim. (Some third-party sources still carry the older "10 years" number. The brand's own claim is the source of truth: 11.)

This means every Cred-pillar template, the May 28 hero post, and the campaign plan files all reference "10" and need to be updated to "11" before any content ships. This is the campaign's single most important factual correction.

Other verified facts

Per-scout verification

PROOF — ✅ Production-ready

Result: Passed every verification check. Surfaced a campaign-blocking factual correction (10 → 11), surfaced two active voting periods the prior pass missed entirely (Best of Mid-Valley voting May 11–25; CommunityVotes Salem April 29–May 31), and verified Triple Crown 2024 composition.

Prompt assessment: v3 prompt with the explicit verification mandate was the right design. The mandate to "verify the streak count, cite the source's exact phrasing" is what caught the 10/11 issue.

Production readiness: Ship as-is. This is the first scheduled task to register.

HEARTH — ❌ Blocked without Apify

Result: Could not produce a usable competitor snapshot. Public web fetches consistently failed — Instagram and TikTok pages exceed parsing limits, Meta Ad Library returns a JavaScript challenge, Bo & Vine's site redirects, FB ad library is JS-gated.

This is consistent across both v1 and v3 passes. The scout is structurally dependent on the Apify Instagram Profile Scraper + TikTok Scraper to function.

Prompt assessment: Prompt itself is fine. The failure is data access, not prompt design.

Production readiness: Wire up APIFY_TOKEN from the DPC vault into the scheduled-task environment. Until then, HEARTH should run weekly but produce a "blocked — Apify required" stub rather than empty data. Estimated unblock: 30 minutes of credential plumbing.

ECHO — ⚠️ Regressed in v3 — prompt needs softening

Result: v1 produced ~15–20 mentions, themes, and a 5-item repost queue. v3 returned a verification-blocked report with no mentions table, no themes, no repost queue.

What went wrong: The v3 prompt's verification mandate (re-confirm prior URLs before producing new findings) locked the agent in verify-or-stop mode. When prior URLs couldn't be re-fetched (Instagram and TikTok pages too large for in-context parsing), the agent treated that as a blocker and stopped.

Prompt fix needed: Restructure verification as a separate output section — ## Re-verification of prior pass — rather than a precondition for the main output. The agent should always produce best-effort current-period mentions even when prior URLs can't be re-confirmed.

Production readiness: Needs prompt iteration before scheduling. Easy fix — 10 minutes of prompt edit + a re-run. Once SteadyAPI key is wired up (DPC vault), most fetch limits go away anyway.

PULSE — ⚠️ Regressed in v3 — refused to run

Result: Agent refused to execute, citing knowledge cutoff confusion ("May 2026 is in the future"). Did not produce a trends table, hashtag table, or hero-day playbook — even though the prior pass executed cleanly.

What went wrong: The v3 prompt's verification mandate ("name at least 2 specific trending sounds, never invent") hit the agent's calibration on trend specificity. It chose to refuse rather than partial-fail. Note: this was a sub-agent; the agent's environment date may not have matched the today-is-May-3-2026 framing in the prompt.

Prompt fix needed: Two changes: 1. Remove the "minimum 2 named sounds" requirement; replace with "name specific sounds where verifiable, otherwise describe the format archetype." 2. Lead the prompt with the date and explicit current-state framing rather than letting the agent reason about its own knowledge cutoff.

Production readiness: Needs prompt iteration. The v1 PULSE pass worked fine and is a better template to start from than the v3 pass.

Action items from this verification

1. Update CAMPAIGN-PLAN.md, EDITORIAL-CALENDAR-PLAN.md, AGENCY-HANDOFF.md, TABLE-BRIEFING-2026-05-04.md — replace "10 consecutive Best Burger wins" with "11 consecutive Best Burger wins" everywhere.
2. Add to this week's calendar: voting drives. Best of Mid-Valley (May 11–25) and CommunityVotes Salem (April 29–May 31) are BOTH open right now. The campaign must push voting daily until the windows close. This was the single biggest miss in the v1 calendar.
3. Iterate ECHO and PULSE prompts before scheduling them. PROOF is ready to schedule today.
4. Wire DPC API keys into the scheduled-task environment. Specifically APIFY_TOKEN, STEADYAPI_KEY, YOUTUBE_API_KEY, TAVILY_API_KEY, BRAVE_API_KEY. HEARTH and the production-quality ECHO depend on these.

Schedule for fixing the regressions

Sources

• Nancy Jo's homepage
• About Nancy Jo's
• Locations
• Best of the Willamette Valley listing
• Best of the Willamette Valley feature
• Your Choice Awards Salem (Best of Mid-Valley)
• CommunityVotes Salem

Nancy Jo's — Editorial Content Calendar + Agentic Scout Infrastructure Plan

Prepared for: Bob (bob@narindra.com) Client: Nancy Jo's Handcrafted Burgers — 7 locations, Salem/Keizer/Woodburn/McMinnville OR Date: May 3, 2026 Status: Plan v3 — OAuth-driven scheduled-task runtime Companion docs: CAMPAIGN-PLAN.md, AGENCY-WORKFLOW.md, ASSET-INVENTORY.md, AI Social Media Tools Guide.md Note: FIELD-SHOOT-GUIDE.md is shelved — see §3.6 for the replacement production model.

CHANGELOG

v3 (May 3, 2026 — runtime simplification): Scouts run as Claude Desktop scheduled tasks under Bob's existing OAuth session, not as independent API-key consumers. The Cloudflare Worker is now optional (data-persistence only) rather than the agent runtime. DPC API vault re-used for all third-party data services (Apify, SteadyAPI, YouTube, Tavily, Brave, Cloudflare). Net effect: no new Anthropic API key needed, no new Cloudflare account, monthly stack cost drops to ~$110–150/mo. Affected sections: §4 (runtime architecture rewritten), §5 (cost rebuilt), §6 (Phase 1–3 simplified — no worker scaffolding required for MVP).

v2 (May 3, 2026 — no-shoot constraint): No fresh field b-roll, photo shoots, or in-restaurant filming available. Re-anchored on existing assets + AI-generated motion + UGC + archive recycling. Affected sections: §0 (decision 9 added), §3.6 (full rewrite), §3.7 (new — content sourcing model), §3.8 (renumbered approval), §5 (tool stack revised), §6 (Phase 0 restructured), §8 (research-finding implications adjusted), §10 (shoot-related questions removed), §11 (open question added).

0. Decisions Made on Bob's Behalf

Per Bob's instruction to "act and make decisions with my full authority," the following calls have been made up front so the plan is unambiguous. All are reversible.

1. Stack lift from DPC. We re-use the DPC scout pattern (named scouts → Cloudflare Worker → D1 → dashboard) instead of inventing a new stack. Faster build, shared mental model, shared infra.
2. Cadence target. ~14 posts/week across FB/IG/TikTok in steady state — but the mix shifts toward static carousels and AI-generated motion (see §3.6, §3.8) since no fresh field footage is available.
3. Pillar framework. Keep the existing 5 Cs from CAMPAIGN-PLAN.md (Craft / Cred / Community / Craveable / Culture). Don't switch frameworks mid-stream.
4. Calendar tool. Airtable as the single source of truth for the calendar; D1 as the source of truth for scout/analytics data. Keep them separate — calendars are human-edited, scout data is machine-written.
5. Scheduler. Postiz (self-hosted or $29/mo cloud) over Buffer/Later — has a real public API, agent-friendly, no per-channel pricing.
6. Approval model. Monthly theme pre-approval + weekly Tuesday async review. No per-post owner sign-off.
7. TikTok account. Treat creating the Business account as Week 1, Day 1 — non-negotiable starting move.
8. Phase 0 deliverable. A 6-week populated calendar (May 18 – June 28) shipped before any scout infrastructure goes live. Calendar first, robots second.
9. No-shoot production model. All content is sourced from (a) the existing 130+ asset library, (b) AI-generated video and image work (Kling, Veo, Flux, ImagineArt), (c) UGC reposts surfaced by the ECHO scout, (d) archive copy from the Articles and Social/ and Awards/ folders re-skinned as carousels and quote graphics, and (e) location-manager phone snaps when available. Disclosure of AI-altered content is mandatory in every post and required by California SB 942 + EU AI Act.

1. Where We Are Today (Reality Check)

Net read. Nancy Jo's has the strongest brand earnings (11-year Best Burger streak (verified May 3, 2026 against nancyjosburgers.com), Triple Crown 2024, Certified Angus, smash technique) and the weakest social presence in its category. The closeable gap is enormous if we can produce consistently and react to trends within 24–48 hours.

Asset position is strong. ~130+ product photos, professional logos, award imagery, archive of articles and ad copy already in the workspace. We are not content-poor — we are cadence-poor.

2. End-State Vision

By end of Q3 2026 we have:

• A rolling 6-week editorial content calendar in Airtable, owned by Bob, refreshed every Monday, populated 4 weeks deep at all times.
• Five Claude-powered scout agents running on a schedule (modeled on DPC's Iris/Echo/Pulse/Darwin/Atlas), writing into a Cloudflare D1 database, surfacing competitor moves, trending audio, UGC mentions, and analytics signals.
• A dashboard (Cloudflare Pages) Nancy Jo's owner can log into to see the week ahead and the week behind.
• An approval loop that consumes <60 minutes of Bob's time per week.
• A production tempo of one batch-shoot per month (≈ 25 posts produced per shoot day) plus weekly trend-reactive content.

3. Editorial Content Calendar — Structure

3.1 Calendar fields (Airtable schema)

Mandatory:

• Post ID (auto, e.g., NJ-2026-05-W3-IG-04)
• Publish date + time (Pacific)
• Platform (FB / IG Feed / IG Reel / IG Story / TikTok)
• Pillar (Craft / Cred / Community / Craveable / Culture)
• Location featured (Market St / Commercial / Lancaster / Keizer / West Salem / Woodburn / McMinnville / All)
• Format (carousel / single image / Reel / Story / TikTok / live)
• Hook (first 3 seconds for video, first line for static)
• Caption (final, with brand voice already applied)
• Hashtag set (linked to a hashtag library table)
• CTA (visit / order / DM / save / share / no-CTA)
• Asset link (Google Drive folder, Canva URL, or Airtable attachment)
• Status (Idea → Draft → Approved → Scheduled → Posted → Reviewed)
• Source signal (which scout / human / brief drove this post — links back to D1 row if scout-driven)

Optional / post-publish:

• Engagement rate, saves, shares, video completion %, link clicks, foot-traffic proxy (via UTM + GA), notes.

3.2 Cadence

Total ≈ 15 scheduled posts/week + daily Stories. Mix flips from ~50% video → ~35% video; carousels and static hero stills carry more load. Every video clip lands a 3-second hook to clear the Jan 2026 TikTok 70%-completion bar.

3.3 Pillar mix (per CAMPAIGN-PLAN.md, re-weighted for no-shoot)

The shift: less "behind the kitchen," more "showcase the brand canon." Cred and Craveable pick up the slack because both are static-friendly and we have abundant raw material.

3.4 Location rotation

7 locations on a 7-week rolling hero cycle. Each week one location is "hero" — gets a Reel, a carousel, a Story takeover, and a TikTok. The other 6 locations still appear in evergreen content but are not the focus. After 7 weeks, cycle restarts. This prevents "the Keizer location got 12 posts and Woodburn got 1" drift.

3.5 May 18 – July 31, 2026 — Hooks already on the calendar

McMinnville Wine Country events in June, Keizer Farmers Market Sundays, and Woodburn Outlet summer promos are all candidate cross-promos and surfaced as scout signals (see §4) rather than hard-locked to dates.

3.6 The production tempo (no-shoot model)

There is no shoot day. Production is asset-recycled, AI-generated, and UGC-driven, executed at the desk:

• Monthly batch (Day 1, 4–6 hours): Audit and tag the asset library. Pick 30–40 hero stills from the 130+ existing product photos. Run them through Kling AI image-to-video (5-second clips: cheese pull, sizzle illusion, plate reveal) and Flux 1.1 Pro for variant stills. Output: ~60 publishable assets for the month.
• Monthly archive sweep (Day 2, 2 hours): Mine Articles and Social/, Blog Posts/, Awards/ folders. Re-skin 8–10 long-form pieces as Canva carousels (Maillard Reaction, smash technique, "It started when Nancy Jo…", Best Burger streak, etc.). These are evergreen and can be republished annually.
• Weekly (Tuesdays, 60 min): UGC pull. ECHO scout surfaces top tagged posts and reviews from the prior week. Bob requests repost permission, drops the best 2–3 into the calendar.
• Weekly (Thursdays, 90 min): trend-reactive batch. PULSE scout surfaces trending audio. Bob assembles 3–5 short clips by overlaying trending sounds on existing stills + AI motion + archive copy. Carousel-first, video-second.
• Daily: Stories from whatever location managers can phone-snap. Low bar — a 5-second clip of a busy lunch counter or a customer holding up a burger is enough. Shared Drive folder remains useful even without a structured shoot.

Total Bob time per month: ~14 hours of production work vs. the original ~24 hours including a shoot day. Cheaper in time, but compute spend rises (see §5).

3.7 Content sourcing model (replaces b-roll)

Five sources, ranked by leverage and freshness:

1. Existing asset library (highest priority). 130+ product photos in Image Vault/Food/, New/pics/, plus logos and award imagery. Per ASSET-INVENTORY.md. This carries 40–50% of the calendar by volume.
2. AI-generated motion from existing stills. Kling AI image-to-video and Veo 3.1 turn static product photos into 3–8 second clips. Cheese pulls, sizzles, pours, and plate reveals are the strongest formats. Mandatory "AI-altered" disclosure tag. Carries 15–20% of the calendar.
3. AI-generated stills. Flux 1.1 Pro for variant food photography we don't have (different lighting, angles, garnishes). Same disclosure rules. Carries ~10% of the calendar.
4. UGC reposts (ECHO-sourced). Customer-tagged photos and videos, requested by Bob with explicit permission. Should grow from ~5% in week 1 to ~20% by month 3 as the audience and tagging volume increase. The #TheProofIsInTheBurger UGC contest moves from Phase 4 to Phase 1 — UGC is now a primary content engine, not a nice-to-have.
5. Archive recycling. The 41 docs in Articles and Social/, the awards press kit, the Maillard Reaction explainer, "It started when Nancy Jo…" origin story — re-skinned as Canva carousels and quote graphics. Carries ~15% of the calendar.

What this changes downstream: - ECHO scout's echo_repost_queue table becomes load-bearing infrastructure, not a nice-to-have. Phase 2 (ECHO build) gets prioritized as the first scout, ahead of PULSE. - Compliance: every AI-generated or AI-altered post gets a disclosure flag in Airtable and a visible "Made with AI" sticker on the post itself. California SB 942 + EU AI Act non-negotiable. - Stock food video is the explicit last resort — only if a calendar slot would otherwise go empty, and only with an obvious creative justification (e.g. a generic cooking-science Reel where stock B-roll of a cast-iron skillet is acceptable). Stock content is tagged source: stock in Airtable so we can audit and minimize it.

3.8 Approval workflow

Three-tier model, designed so the client and Bob never become bottlenecks:

1. Pre-approval (monthly, 30 min): Bob and Nancy Jo's owner agree on next month's themes, location rotation order, any LTOs/promos. Locked.
2. Templated content (no approval): Food porn, evergreen Craft, evergreen Cred. Bob schedules directly.
3. Reviewed content (24-hour async): Anything featuring named staff, customers, pricing claims, partnerships, or trending hot-button audio. Reviewed Tuesdays in a single 30-min batch via a shared Airtable view. SLA: not approved by EOD Thursday → falls out of next week's queue (forces decisions).

4. Agentic Scout Infrastructure (Modeled on DPC)

4.1 Why we lift the DPC pattern wholesale

DPC already runs a battle-tested 5-scout architecture (Iris/Echo/Pulse/Darwin/Atlas) on Cloudflare Workers + D1, scheduled by OpenClaw cron, with named persistent sessions per scout. We re-use the architecture concept and the third-party API vault, but the runtime moves to Claude Desktop scheduled tasks (§4.3) — no separate worker, no separate Anthropic API billing.

4.2 The five Nancy Jo's scouts

Naming is intentional — keeps the DPC family but lets us reason about each independently.

Scout 1 — HEARTH (Competitor & Local Scene Scout) — replaces Iris

• Mission: Track competitors and the broader Salem/Portland burger/fast-casual scene.
• What it watches: Killer Burger, Bo & Vine, Five Guys (PNW), Smashburger Salem, local indies. Pulls follower counts, post velocity, top-performing posts (last 7 days), engagement rate deltas, new menu items / LTOs, ad creative if visible in Meta Ad Library.
• Trigger: Weekly, Monday 7:00 AM PT.
• Output table: hearth_snapshots — one row per competitor per week. Plus hearth_alerts when a competitor moves >20% on a metric.
• APIs: Apify Instagram + TikTok scrapers, Meta Ad Library (free), Google Maps/Places for local-scene discovery.

Scout 2 — ECHO (UGC & Sentiment Scout) — keeps Echo name

• Mission: Find every mention of Nancy Jo's across social and review platforms; classify sentiment + extract themes.
• What it watches: Instagram tagged posts and mentions, TikTok @nancyjos / sound-name uses, Yelp / Google review velocity, Reddit (r/Salem, r/Oregon), Facebook check-ins.
• Trigger: Daily 6:00 AM PT (light) + weekly Monday deep pass.
• Output table: echo_mentions (one row per mention, with sentiment, theme, repost-worthiness score), echo_themes (rolling 30-day themes), echo_repost_queue (high-score posts surfaced to the calendar as candidate UGC reposts).
• Model: Claude (default Sonnet under Bob's OAuth session, no separate model billing).

Scout 3 — PULSE (Trend & Audio Scout) — keeps Pulse name

• Mission: Surface trending audio, formats, and hashtags in the food/burger niche before they peak.
• What it watches: TikTok Creator Center trends, TikTok Sounds rising in food/restaurant niche, Instagram Reels audio, Google Trends + Exploding Topics food queries, hashtag velocity (#smashburger, #burgertok, #salemfood, etc.).
• Trigger: Daily 6:30 AM PT (light) + weekly Monday deep pass.
• Output table: pulse_trends (audio name, platform, momentum score, suggested format), pulse_hashtags (hashtag, reach estimate, saturation tier).
• Calendar plug-in: PULSE proposes 3–5 reactive content slots per week, which Bob reviews Tuesday.

Scout 4 — PROOF (Brand Asset & Claim Scout) — replaces Darwin

• Mission: Maintain the evidentiary base for "the proof is in the burger." Find new awards, press, customer testimonials, certifications, and Maillard/CAB/Idaho-potato-related content worth resurfacing.
• What it watches: Google News for "Nancy Jo's", press release wires, Best-of-Salem awards calendar, Certified Angus Beef program updates, Idaho potato industry news, food science articles relevant to the smash technique.
• Trigger: Weekly, Monday 7:00 AM PT.
• Output table: proof_findings — citation, plain-language summary, suggested angle, suggested platform.

Scout 5 — TABLE (Synthesis Scout) — replaces Atlas

• Mission: Once a week, ingest everything HEARTH/ECHO/PULSE/PROOF wrote and produce one Monday morning briefing + 5–10 calendar slot proposals.
• What it does: Reads last 7 days of all four upstream tables, plus last week's analytics from Meta Business Suite + GA. Outputs a markdown briefing and a JSON of proposed posts that map cleanly into the Airtable schema.
• Trigger: Monday 8:00 AM PT (after the four upstream scouts have run).
• Output table: table_briefs — one row per Monday. Plus a table_proposals table feeding the calendar.
• Model: Claude Opus under Bob's OAuth session for the weekly synthesis pass — highest-reasoning model, no separate API billing.

4.3 Runtime: Claude Desktop scheduled tasks (OAuth)

The scouts run as scheduled tasks inside Bob's Claude Desktop / Cowork session, not as independent API-key-driven jobs on a separate server. This is the cleanest available runtime:

• No Anthropic API key needed. LLM calls happen under Bob's existing OAuth-authenticated Claude session, billed against his Claude subscription rather than per-token API charges.
• No worker scaffolding required for MVP. The original v2 plan called for a Cloudflare Worker as the agent runtime; the worker is now optional (data-persistence only) and can be added in Phase 3 if/when a dashboard is desired.
• Each scout is a mcp__scheduled-tasks__create_scheduled_task registration with a prompt that defines its mission, sources, and output format.
• Each scout writes its output as a markdown file to the workspace (/Users/bobnarindra/Documents/Claude/Projects/Nancy Jos /Scout-Output/) and, optionally, posts to D1 via the existing DPC worker.

Third-party API keys (Apify, SteadyAPI, YouTube Data, Tavily, Brave, Cloudflare) are reused from the DPC vault — no new provisioning. These services don't offer OAuth; the API key path is the only one available for them.

4.4 Schedule

Mon 06:00 PT — ECHO daily run
Mon 06:30 PT — PULSE daily run
Mon 07:00 PT — HEARTH weekly + PROOF weekly + ECHO weekly + PULSE weekly  (parallel)
Mon 08:00 PT — TABLE weekly synthesis (depends on all four upstream)
Tue–Sun 06:00 PT — ECHO daily
Tue–Sun 06:30 PT — PULSE daily

Same cron pattern as DPC; implemented in Cowork rather than as a separate Worker cron.

4.5 Data flow

Scout (Claude Desktop scheduled task, OAuth-authenticated)
  → reads DPC API vault for third-party keys (Apify, SteadyAPI, etc.)
  → calls third-party APIs
  → writes markdown brief to /Nancy Jos/Scout-Output/{scout}-{date}.md
  → optionally POSTs to DPC Cloudflare Worker /api/insert (if dashboard enabled)
  → Bob reviews Tuesday
  → Approved proposals copied into Airtable calendar
  → Calendar publishes via Postiz API
  → Performance data flows back into ECHO/HEARTH the next cycle

Dashboard (§4.6) is now optional — markdown briefs in the workspace are the primary output. Add the dashboard only when stakeholders beyond Bob need a view.

4.5 Dashboard

Single page, Cloudflare Pages. Three sections:

1. This week ahead — calendar slots already approved, color-coded by pillar.
2. Signals (last 7 days) — competitor deltas, top trending audios, top UGC mentions, top PROOF findings.
3. Performance (last 7 days) — top 3 posts by engagement, top 3 by reach, foot-traffic proxy from GA.

Same code shape as the DPC dashboard. Bob can clone the DPC repo and swap the table names + branding in an afternoon.

4.6 What's deliberately not a scout

To avoid the "agentify everything" trap:

• Caption writing is not a scout. It's a one-shot Claude call from inside Airtable / a script. Deterministic enough; cheaper to run on demand.
• Image and video generation is not a scout. It's a manual Canva / Kling AI / CapCut step in the production workflow.
• Posting is not a scout. Postiz handles it; agents only propose, never auto-publish.

This keeps human judgment in the loop where it matters and reserves agent compute for the things humans can't scale: continuous monitoring across 5+ platforms, 10+ competitors, 100s of trends.

5. Tool Stack & Monthly Cost (v3 — OAuth runtime + DPC vault re-use)

The big shifts in v3: Claude LLM calls run under Bob's existing OAuth session via Claude Desktop scheduled tasks, so no Anthropic API billing line. Third-party data services (Apify, SteadyAPI, YouTube, Tavily, Brave, Cloudflare) are reused from the DPC API vault, so no incremental subscription cost.

Net change vs. v2: −$130–210/mo. The savings come from (a) zero Anthropic API spend, (b) zero incremental Cloudflare/Apify/SteadyAPI/YouTube/Tavily spend (DPC reuse), (c) Exploding Topics dropped.

Already-paid / free: Canva Pro (existing), Meta Business Suite (free), TikTok Business (free), Google Analytics + Search Console (free).

6. Phased Rollout

Phase 0 — Foundation (May 4–17, weeks 1–2)

• Day 1: Create TikTok Business account + connect Postiz to FB, IG, TikTok.
• Days 2–4: Stand up Airtable base — §3.1 schema, hashtag library, location-rotation table, AI-disclosure flag column.
• Days 3–6: Asset audit + AI generation batch. Tag the 130+ existing photos by menu item, lighting, angle, suitability for motion. Pick the top 30–40 for Kling AI image-to-video; pick 10 prompts for Flux variants. Run the batch.
• Days 4–6: Archive sweep. Convert 8–10 long-form pieces from Articles and Social/ and Awards/ into Canva carousel templates (Maillard, smash technique, "It started when Nancy Jo…", 11-year streak, Triple Crown).
• Days 6–10: Build a 6-week populated calendar (May 18 – June 28). Lock May 28 National Hamburger Day as the launch hero day. Captions written, hashtags assigned, AI disclosures flagged.
• Days 10–14: Approval pass with Nancy Jo's owner. Schedule first 2 weeks in Postiz.

Phase 0 deliverable: Calendar live, posting starts May 18, National Hamburger Day hero day locked. ~60 publishable assets in the bank, no shoot required.

Phase 1 — ECHO + UGC contest (May 18–31)

• Register ECHO as a Claude Desktop scheduled task (daily 6am + Monday deep). Output: markdown brief in /Nancy Jos /Scout-Output/echo-{date}.md. No worker required.
• ECHO is built first (revised priority — UGC is the primary content engine in the no-shoot model).
• Launch the #TheProofIsInTheBurger UGC contest in week 2 — moved up from Phase 4. Customers post a 5-second clip of their burger with the hashtag; weekly winner gets a $25 gift card. ECHO surfaces submissions; Bob reposts the best ones.

Phase 2 — PULSE + HEARTH (June 1–14)

• Register PULSE and HEARTH as scheduled tasks. PULSE: daily 6:30am + Monday deep. HEARTH: weekly Monday 7am.
• First weekly competitive briefing lands Monday June 8.

Phase 3 — PROOF + TABLE (+ optional dashboard) (June 15–30)

• Register PROOF and TABLE as scheduled tasks. TABLE depends on the four upstream scouts completing first; sequence by 1-hour offset (TABLE runs Monday 8am).
• First Monday TABLE briefing lands Monday June 29.
• Dashboard is now optional — Bob and the agency review the markdown briefs directly from the workspace folder. Add the dashboard (Cloudflare Pages reading from D1) only when stakeholders beyond Bob need a view. If kept, it reuses the DPC worker pattern with new tables.

Phase 4 — Optimize (July onwards)

• Tune cadence based on first 8 weeks of data.
• Layer in $300–500/mo Meta paid (10-mile geo radius, AI-generated video creative with disclosure).
• Recruit 2–3 Salem/Portland micro-creators (1K–50K) — they bring the on-camera footage we can't shoot ourselves. Comp model: free monthly burger drop + small gift; reposting rights in exchange.
• Scale the UGC contest to monthly themed prompts ("Best fry photo," "First-bite reaction," etc.).

7. KPIs and the Feedback Loop

Weekly (Mondays, 20 min)

Top-3 posts by engagement, by reach, by foot-traffic proxy. Tag each with pillar + format + location. Note any clear winners or losers. ECHO/HEARTH/PULSE auto-capture this; Bob reviews TABLE's briefing.

Monthly (1st of month, 60 min)

• Pillar performance: which pillar drove most saves, shares, DMs, foot traffic? Adjust mix.
• Location performance: any location chronically under-performing? Investigate (assets? audience?).
• Format performance: Reels vs. carousels vs. static — cost per impression, engagement.
• Update the calendar template with last month's learnings.
• Send Nancy Jo's owner a 1-page PDF: 5 KPIs + 3 wins + 1 ask.

KPIs (90-day targets, per CAMPAIGN-PLAN.md)

• IG: 234 → 1,000 followers, 17 → 90+ posts
• FB: 4,611 → 6,000 likes, 5x/wk consistent
• TikTok: 0 → 500 followers, 60+ videos
• Engagement rate: ≥4% IG (food benchmark 3.5–4.8%), ≥6% TikTok (food benchmark 6.2–8.1%)
• Geo-targeted ad → foot-traffic proxy: 8–15% conversion floor (Whataburger geofencing benchmark)

8. What Gets Surfaced From the Web Research

A few research findings that should shape Phase 0–1 directly:

• Slutty Vegan playbook (adapted): Raw reactions outperform polished food photography — but we can't film them ourselves. Adaptation: outsource the "reaction" channel to UGC. Run the #TheProofIsInTheBurger contest from week 2 with explicit "first-bite reaction video" prompts. Reposted UGC effectively replaces the in-house reaction series. ECHO scout becomes the discovery engine.
• Killer Burger comp (adapted): Daily TikTok cadence + behind-the-scenes content is what drives 200–400% foot-traffic lift. We can't shoot BTS, so we substitute "behind the brand" — archive deep dives (Maillard, smash technique, sourcing) re-skinned as Canva carousels and AI-motion Reels. Cadence still matters; consistency still wins. We trade visual freshness for archival depth.
• TikTok Jan 2026 algorithm change: 70% completion rate is the new bar (up from 50%). Hooks must land in the first 3 seconds. Original audio now beats remixes. Build PULSE to flag original sounds rising, not just trending remixes.
• Geofencing math: 1-mile radius geo ads convert 8–15% of impressions to foot traffic. At $10–15/day per location × 7 locations, that's a $700–$3,150/month paid floor for Phase 4.
• Disclosure compliance: California SB 942 (active Jan 2026) and EU AI Act Article 50 (Aug 2026) require AI-generated content disclosure. Build that into the Airtable schema as a flag — "AI-altered: yes/no" — and into Postiz publishing.
• Meta Graph API caveat: App approval takes weeks. Submit the application during Phase 0 even if we aren't using it yet.
• TikTok Research API is closed to commercial use. HEARTH and PULSE rely on Apify scrapers for TikTok, not an official API.

9. Risk Register

10. What I Need From Bob to Start

(Decisions already made on Bob's behalf are in §0. These are physical/access items only.)

1. Confirmation that an existing TikTok Business account doesn't already exist somewhere — if it does, hand over login. If not, I'll start the create-account flow Day 1.
2. Postiz: pick cloud ($29) or self-hosted (free, on the same Cloudflare Worker as DPC). Default: cloud, faster to ship.
3. Budget green-light for the revised $148/mo stack (see §5) — Airtable, Postiz, Kling, Flux, ElevenLabs. Everything else is reused from DPC or runs under existing Claude OAuth.
4. Whether to fold the Nancy Jo's scout outputs into the existing DPC Cloudflare D1 (tagged client: nancyjos) or run a separate D1. Default: tag-and-share until volume justifies separation.
5. UGC contest prize budget: $25/week × ~13 weeks for the #TheProofIsInTheBurger contest = ~$325 over the campaign. OK to authorize from Nancy Jo's marketing budget?
6. Confirm the Nancy Jo's owner is comfortable with AI-generated and AI-altered content appearing under the brand. We will disclose every instance per California SB 942, but the brand voice question is theirs to weigh in on. Default: proceed with disclosure; pause if owner objects.

11. Open Questions Resolved

12. Next Action

Plan only — no code yet. When Bob greenlights, the next message kicks off Phase 0 Day 1: TikTok Business account creation, Airtable base scaffold, Postiz connection, and the asset audit + AI generation batch that replaces the field shoot. May 18–June 28 calendar follows in Days 6–10.

Nancy Jo's Burgers — Social Media Campaign Plan

Client: Nancy Jo's Handcrafted Burgers (nancyjosburgers.com) Agency Contact: Bob (bob@narindra.com) Campaign Start: April 2026 Platforms: Facebook, Instagram, TikTok Goals: Drive foot traffic to 7 locations + Build brand awareness

Brand Foundation

Tagline: "The proof is in the burger"™ Voice: Proud, quality-obsessed, artisanal, data-backed, community-rooted Key Differentiators: - 100% Certified Angus Beef (top 3% of U.S. beef) - Proprietary smash technique with custom-forged metal smashers - Bigger patties: 4.2 oz vs. In-N-Out's 1 oz, Five Guys' 1.9 oz - Hand-cut Idaho potato fries, farm-to-fryer traceability - 10 consecutive "Best Burger" awards + 2024 Triple Crown

Brand Story: Founded 2012 in Keizer, Oregon by Nancy Jo who rejected industry norms of "convenience over craftsmanship." Now 7 locations across the Willamette Valley.

Current State & Opportunity

The gap is massive but so is the opportunity. Nancy Jo's has the best award pedigree in the region but the weakest social presence. Closing this gap is the #1 priority.

Content Pillars (The 5 Cs)

1. CRAFT — Behind the Scenes (30% of content)

Show the artisanal process: fresh patty forming, the smash technique, hand-cutting fries, sauce prep. This is the #1 differentiator. Nobody else shows this level of care.

Post ideas: - Slo-mo smash burger on the grill (TikTok/Reels) - "From 4.2 oz raw to perfection" timelapse - Hand-cutting Idaho potatoes into fries - The Maillard Reaction explained over sizzling beef - Staff pride moments — the team that makes it happen

2. CRED — Awards & Social Proof (20% of content)

Leverage the 10-year winning streak relentlessly. This is earned authority that competitors can't match.

Post ideas: - "10 Years. 10 Wins." carousel/video - 2024 Triple Crown announcement - Customer review spotlights - "The proof is in the burger" challenge — fans share their proof - Side-by-side: our 4.2 oz patty vs. competitors

3. COMMUNITY — Local Love (20% of content)

7 locations = 7 communities. Make each location feel personal.

Post ideas: - Location spotlight series (one per week) - Staff features: "Meet the crew at [location]" - Local event tie-ins (Keizer festivals, Salem events) - Customer of the week - "We're your neighbor" messaging

4. CRAVEABLE — Food Photography & Video (20% of content)

Make people hungry. Period. This is the scroll-stopping content.

Post ideas: - Close-up cheese pulls, burger cross-sections - Menu item of the week deep-dives - "What should I order?" decision content - Seasonal specials and limited-time items - Float/shake beauty shots

5. CULTURE — Fun & Personality (10% of content)

The alien/quirky content from the archives shows Nancy Jo's has personality. Lean into it.

Post ideas: - Burger memes and trending audio - "POV: You just bit into a Nancy Jo's burger" - Staff personality content - Fun polls and engagement bait - National Burger Day, National Fry Day, etc.

Posting Cadence

Total: ~20 pieces of content per week across all platforms

Campaign Phases

Phase 1: Foundation (Weeks 1-2)

• Set up TikTok account
• Create content templates in Canva
• Shoot initial content batch (2-3 hour shoot per location)
• Build 2-week content buffer
• Set up Meta Business Suite for scheduling

Phase 2: Launch (Weeks 3-6)

• Begin consistent posting cadence
• Launch #TheProofIsInTheBurger hashtag
• Run Facebook/Instagram awareness ads ($10-20/day geo-targeted)
• Start location spotlight series

Phase 3: Growth (Weeks 7-12)

• Introduce UGC campaign (customer burger photos)
• Local micro-influencer partnerships (2-3 food bloggers)
• TikTok trending audio strategy
• Analyze and optimize based on first month data

Phase 4: Sustain (Month 4+)

• Refine content mix based on analytics
• Scale ad spend on top performers
• Seasonal campaigns
• Loyalty program social integration

Paid Strategy (Facebook/Instagram)

Budget recommendation: Start at $300-500/month

Campaign structure: - Awareness: Reach campaign, 10-mile radius around each location, video content - Traffic: Drive to website/menu, retarget video viewers - Engagement: Boost top-performing organic posts

Targeting: - Primary: 18-45, within 10 miles of any location - Interests: Burgers, fast casual dining, food & drink, local restaurants - Lookalike: Based on current Facebook page engagement

KPIs & Measurement

Weekly tracking: - Follower growth (all platforms) - Engagement rate (likes, comments, shares, saves) - Reach and impressions - Website clicks from social - Top-performing content type

Monthly tracking: - Google Analytics: social referral traffic - Search Console: branded search volume changes - Meta Business Suite: ad performance - Location-level foot traffic correlation (if POS data available)

Tool Stack & API Recommendations

See AGENCY-WORKFLOW.md for the complete tool setup.

Agency Workflow — Nancy Jo's Social Media Campaign

How to use this document: This is your operational playbook. It covers every tool, API, and workflow you need to run this campaign efficiently with AI assistance.

Tool Stack (What to Get)

MUST HAVE (Set up this week)

1. Meta Business Suite (FREE) - You said you have access — confirm it's connected to both the Facebook page and Instagram account - Use for: Scheduling posts, running ads, viewing analytics - API: Meta Graph API if you want programmatic posting later

2. Canva Pro ($13/month or use existing) - You said this is connected — great - Use for: All static graphics, carousel posts, story templates, brand kit - Set up: Create a Nancy Jo's Brand Kit in Canva (upload logos, set brand colors, fonts) - API: Canva Connect API for programmatic design generation

3. TikTok Business Account (FREE) - Create at business.tiktok.com - Use for: Posting, analytics, trending sounds library - API: TikTok API for Business (for scheduling and analytics)

STRONGLY RECOMMENDED

4. CapCut (FREE, by ByteDance/TikTok) - Use for: Video editing for TikTok and Reels - Features: Auto-captions, trending templates, effects - Alternative: InShot or Adobe Express

5. Later or Buffer ($18-25/month) - Use for: Cross-platform scheduling, visual content calendar, link in bio - Later is better for visual-first (Instagram/TikTok) - Buffer is better for analytics - Either connects to FB, IG, and TikTok

6. Google Analytics + Search Console (FREE — you have these) - Use for: Tracking social referral traffic, branded search lift - Set up UTM parameters on all social links

NICE TO HAVE

7. Notion or Airtable (Free tier works) - Use for: Content calendar, approval workflows, asset library tracking - Alternative: Use the Campaign folder structure we set up

8. Pictory or Opus Clip ($19-29/month) - Use for: AI video generation from images/text - Turns product photos into short video clips with music and text overlays - Great for turning static menu photos into TikTok/Reels content

9. ElevenLabs or Play.ht (Free tier available) - Use for: AI voiceover for video content - "The proof is in the burger" as a signature audio sting

AI-Powered Workflow (Using This Session)

Here's how to use me (Claude) as the brain of your content operation:

Content Creation Pipeline

1. PLAN (me on Opus)
   → Monthly content calendar
   → Campaign themes and copy
   → Strategy adjustments

2. WRITE (me on Sonnet)
   → Post captions for all platforms
   → Ad copy variations
   → Blog posts and articles
   → Hashtag research

3. DESIGN (Canva + me)
   → I generate design briefs
   → You execute in Canva (or I create via Canva API)
   → I can create HTML mockups for approval

4. VIDEO (CapCut/Pictory + me)
   → I write video scripts and storyboards
   → You shoot or use AI video tools
   → I write captions and descriptions

5. SCHEDULE (Meta Business Suite / Later)
   → I prepare the full week's content
   → You approve and schedule
   → I analyze results and adjust

What I Can Do Right Now

In this session and future sessions, I can:

• Generate a full month of post captions for all 3 platforms with hashtags
• Create Canva-ready design briefs with exact dimensions, text, and layout specs
• Write video scripts for TikTok and Reels (15-60 seconds)
• Build content calendars as spreadsheets you can share with the client
• Create social media graphics as HTML/React artifacts you can screenshot or adapt
• Analyze performance data — paste in your analytics and I'll find insights
• Draft ad copy with A/B test variations
• Research trending content for your niche

File Organization (Already Done)

Campaign/
├── Content-Calendar/     ← Monthly calendars go here
├── Posts-Facebook/       ← FB-specific content and copy
├── Posts-Instagram/      ← IG-specific content and copy
├── Posts-TikTok/         ← TikTok scripts and content
├── Graphics/             ← Finished graphics and templates
├── Templates/            ← Reusable templates (Canva links, etc.)
├── Analytics/            ← Performance reports and data
├── Brand-Assets/         ← Logos, awards, core brand imagery
├── CAMPAIGN-PLAN.md      ← Strategy document (this companion)
├── AGENCY-WORKFLOW.md    ← This file
└── ASSET-INVENTORY.md    ← Complete inventory of available assets

Weekly Workflow

Monday: Plan the Week

• Review last week's analytics
• Confirm this week's content calendar
• Identify any trending opportunities
• Prep any needed shoots

Tuesday-Thursday: Create & Schedule

• Batch-create graphics in Canva
• Write all captions (use Claude)
• Edit any video content
• Schedule everything in Meta Business Suite / Later

Friday: Community Management

• Respond to all comments and DMs
• Engage with local businesses and food accounts
• Share/repost any UGC
• Update analytics tracking

Weekend: Light Touch

• Post pre-scheduled content
• Monitor for any urgent engagement
• Capture any spontaneous content opportunities

Content Specs by Platform

Instagram

• Feed post: 1080x1080 (square) or 1080x1350 (portrait, preferred)
• Reel: 1080x1920 (9:16), 15-90 seconds
• Story: 1080x1920, 15 seconds max per frame
• Carousel: Up to 10 slides, same dimensions
• Caption: Up to 2,200 characters (front-load the hook)
• Hashtags: 5-10 per post, mix of branded + local + food

Facebook

• Feed image: 1200x630 or 1080x1080
• Video: 1280x720 minimum, under 3 minutes for feed
• Caption: Keep under 250 characters for best engagement
• Link posts: Include UTM parameters

TikTok

• Video: 1080x1920 (9:16), 15-60 seconds (sweet spot: 21-34 seconds)
• Captions: Under 150 characters
• Hashtags: 3-5, include #fyp and niche tags
• Sound: Use trending audio when possible

Hashtag Strategy

Branded (use on every post)

• NancyJosBurgers

• TheProofIsInTheBurger

• NancyJos

Local (rotate based on location)

• SalemOregon #KeizerOregon #WillametteValley

• SalemEats #SalemFood #SalemRestaurants

• OregonFood #OregonEats #PDXFood

Category

• SmashBurger #BurgerLife #BurgerLover

• BestBurger #FoodPorn #Foodie

• HandcraftedBurgers #CertifiedAngusBeef

TikTok-specific

• fyp #foodtiktok #burgertok #foodreview

• satisfying #asmr #mukbang

APIs to Set Up (When Ready to Scale)

Priority 1: Meta Graph API

• Programmatic posting to Facebook and Instagram
• Automated analytics pulling
• Ad campaign management
• Get at: developers.facebook.com

Priority 2: TikTok Content Publishing API

• Schedule and publish TikTok videos
• Pull analytics
• Get at: developers.tiktok.com

Priority 3: Canva Connect API

• Generate designs programmatically
• Auto-populate templates with menu items, prices, etc.
• Get at: canva.dev

Priority 4: Google Analytics Data API

• Pull website analytics for social traffic attribution
• Automate weekly reporting
• You likely already have API access through your Google account

Next Steps (Do This Week)

1. Confirm Meta Business Suite access — make sure both FB page and IG are connected
2. Create TikTok Business account at business.tiktok.com
3. Set up Canva Brand Kit — upload Nancy Jo's logos, set colors (#C41E3A red, etc.), choose fonts
4. Choose a scheduling tool — Later or Buffer
5. Plan a content shoot — 2-3 hours at 1-2 locations capturing video and photos
6. Come back to me — I'll generate your first month's content calendar and write all the captions

Nancy Jo's Handcrafted Burgers — Social Media Agency Handoff

Client: Nancy Jo's Handcrafted Burgers Web: nancyjosburgers.com Locations: 7 stores across Salem / Keizer / Woodburn / McMinnville, Oregon Account contact: Bob Narindra — bob@narindra.com Handoff date: May 3, 2026 Engagement start: target May 18, 2026

1. Engagement Overview

Nancy Jo's is a 14-year-old, 7-location regional burger chain with a strong brand pedigree (11 consecutive "Best Burger" awards, 2024 Triple Crown winner) and a significantly underdeveloped social presence. The agency engagement covers organic and paid social on Facebook, Instagram, and TikTok, with the goal of closing the gap between brand strength and digital visibility over a 90-day initial term.

Primary goals

1. Drive measurable foot traffic to all 7 locations.
2. Build brand awareness and follower base in the Willamette Valley market.
3. Establish a sustainable content cadence the client can maintain post-engagement.

Out of scope for the agency

• The website (nancyjosburgers.com) — owned and maintained by Bob.
• Email marketing and SMS — not part of this engagement.
• Menu changes, pricing, or LTO product decisions — owned by the client. Agency may propose but does not approve.

2. Brand Foundation

Tagline: "The proof is in the burger"™ (registered)

Brand voice: Proud, quality-obsessed, artisanal, data-backed, community-rooted. Confident without being boastful. Conversational, never corporate.

Differentiators (in priority order):

1. 100% Certified Angus Beef — top 3% of U.S. beef, traceable supply.
2. Proprietary smash technique using custom-forged metal smashers.
3. 4.2 oz patties — measurably bigger than national chains (In-N-Out 1 oz, Five Guys 1.9 oz).
4. Hand-cut Idaho potato fries, farm-to-fryer traceability.
5. 11 consecutive "Best Burger" awards, 2024 Triple Crown winner.
6. Founded 2012 in Keizer, OR by Nancy Jo, who built the brand around "craftsmanship over convenience."

Locations: Full address list on nancyjosburgers.com. The Keizer location is the original (2012). All 7 locations are across Salem / Keizer / Woodburn / McMinnville in the Willamette Valley.

A brand voice and copy archive is provided in the workspace under Articles and Social/, Blog Posts/, and Awards/. The agency should review these before drafting content.

3. Current State & 90-Day Targets

Local competitor benchmarks: Killer Burger (~20K IG), Bo & Vine (~11K IG). Nancy Jo's brand pedigree is stronger than either; the gap is execution, not positioning.

4. KPIs and Reporting

Required weekly report (Mondays): - Follower delta per platform - Top 3 posts by engagement, top 3 by reach - Engagement rate per platform (industry food benchmarks: ≥4% IG, ≥6% TikTok) - Story / Reel / TikTok video completion rates - Notable comments, DMs, or community moments worth client attention

Required monthly report (1st of month): - Roll-up of weekly metrics with month-over-month deltas - Pillar performance (which content pillar drove most saves/shares/foot-traffic proxy) - Location performance (any location chronically over- or under-performing) - Format performance (Reels vs. carousels vs. static) - Recommended adjustments to next month's calendar - 1-page client-facing PDF: 5 KPIs + 3 wins + 1 ask

Required quarterly review: in-person or video, full performance analysis + next quarter strategy proposal.

Foot-traffic measurement: UTM-tagged links to nancyjosburgers.com on every clickable post. Bob will share Google Analytics + Search Console access. Foot-traffic correlation is a proxy via website-visit-to-location-page conversion; agency may propose a more direct measurement method.

5. Asset Library

The client has a substantial existing asset library — the agency should plan content around these rather than commissioning new shoots. Full inventory in ASSET-INVENTORY.md in the shared workspace.

Summary:

• 130+ professional product photos (Image Vault/Food/Done/, Image Vault/Food/Menu Photos/, New/pics/) covering every menu item in multiple sizes and angles.
• 44 high-resolution originals (Image Vault/Food/Originals/) for retouching and variant generation.
• 6 logo variants including burger cutout, standard, and circular versions.
• Award imagery and press kit (Awards/Best Burger in Salem 2024/) including Press Release Proof PDF and badge/seal assets.
• 41 long-form copy pieces (Articles and Social/) covering brand story, cooking science (Maillard Reaction), product features, and ad copy. These are designed to be re-skinned as carousels and quote graphics.
• Statement of Work, menu PDF, and historical materials in the root client folder.

The agency receives full access to this library at engagement start.

6. Production Constraint — No Field Shoots

Important: The engagement does not include in-restaurant filming, photo shoots, or staff/customer interviews. All visual content must be sourced from:

1. The existing asset library (priority).
2. AI-generated imagery and video derived from existing stills (image-to-video clips, variant stills, motion overlays). Disclosure of AI-altered content is mandatory — see §10.
3. User-generated content (UGC) sourced through monitoring and a branded contest (see §8).
4. Archive recycling of long-form copy and press materials into carousel and quote-graphic formats.
5. Location-manager phone snaps sent in via a shared folder when available — low-bar, opportunistic, not relied upon.
6. Stock food video as an explicit last resort, tagged in the calendar so usage can be audited.

The agency's proposal should make explicit how it intends to balance these sources to hit cadence targets.

7. Content Pillars & Cadence

Content pillars (the 5 Cs)

Required posting cadence

Total: ~15 scheduled posts/week + daily Stories.

Location rotation

7 locations on a rolling 7-week cycle. Each week, one location is the "hero" — receives a Reel, a carousel, a Story takeover, and a TikTok. Other locations appear in evergreen content but are not the focus that week. Cycle restarts after 7 weeks. The agency must track and prevent any location from going more than 2 weeks without a featured mention.

8. UGC Program

A branded UGC contest is part of the engagement and launches in week 2.

• Hashtag: #TheProofIsInTheBurger
• Mechanic: Customers post a 5-second clip of their burger or first-bite reaction with the hashtag.
• Prize: $25 gift card per weekly winner. Total UGC prize budget: ~$325 over the engagement.
• Agency responsibilities: monitor the hashtag and tagged mentions across all three platforms; request repost permission from creators; surface top submissions to Bob for repost approval; report submission volume in weekly reports.

UGC reposts should grow from ~5% of the calendar in week 1 to ~20% by month 3.

9. Calendar & Approval Workflow

Calendar requirements

The agency must maintain a shared editorial calendar (Airtable, Notion, or comparable) accessible to Bob with the following minimum fields per post:

• Post ID, publish date and time (PT)
• Platform, format, content pillar, location featured
• Hook (first 3 seconds of video, or first line of static)
• Final caption, hashtag set, CTA
• Asset link
• Status (Idea → Draft → Approved → Scheduled → Posted → Reviewed)
• AI-altered flag (yes/no — see §10)
• Source signal (organic, UGC, trend-reactive, evergreen, etc.)
• Performance fields populated post-publish

The calendar should be populated 4 weeks deep at all times.

Approval workflow

A three-tier model designed to minimize bottlenecks for Bob and the client:

1. Monthly pre-approval (30 min, last week of prior month): Bob and the client agree on themes, location rotation, LTOs/promos. Locked once approved.
2. Templated content (no per-post approval): Evergreen Craft, Cred, and Craveable posts that follow approved templates may be scheduled directly by the agency.
3. Reviewed content (24-hour async): Anything featuring named staff, customers, pricing claims, partnerships, or trending audio with potential brand-fit risk requires Bob's review. Tuesday is the weekly review day; the agency batches all review-needed posts in a single Airtable view by EOD Monday. SLA: not approved by EOD Thursday → falls out of next week's queue.

Bob is the agency's single point of contact. Direct client communication should not occur without Bob's awareness.

10. Compliance & Brand Protection

AI-content disclosure (mandatory): - All AI-generated or AI-altered content (image, video, voice) must be disclosed per California SB 942 (active January 2026) and EU AI Act Article 50 (effective August 2026). - Disclosure must appear both in the Airtable record (boolean field) and as a visible "Made with AI" sticker or caption note on the post itself, per platform conventions. - The agency is responsible for compliance on every post it produces.

Trademark and claims handling: - "The proof is in the burger" is registered. Use only in approved contexts; do not modify the wordmark. - "100% Certified Angus Beef" is a verified claim and must not be paraphrased loosely. Do not write "premium beef," "best beef," etc. as substitutes. - "11 consecutive Best Burger awards" (verified May 3, 2026 against nancyjosburgers.com) and "2024 Triple Crown" (Best of Mid-Valley + Best of Willamette Valley + Community Votes) are factual claims supported by press materials in Awards/. Do not embellish. - Health, dietary, or nutritional claims: do not make any without client approval and source documentation.

Customer and minor imagery: - Verbal permission required to film any customer; written permission required for minors. - Staff imagery requires the staff member's written consent, obtained by the client.

Crisis management: - The agency does not respond to negative reviews, complaints, or sensitive comments without Bob's approval. - A 1-hour SLA for flagging any post that draws unusual negative attention.

11. Holiday & Seasonal Moment Calendar

Pre-loaded moments for May–July 2026. The agency may add additional moments in monthly planning.

Local opportunities the agency should evaluate for cross-promotion: McMinnville Wine Country June events, Keizer Farmers Market (Sundays), Woodburn Outlet summer promotions.

12. Hashtag Strategy

Branded — required on every post: #NancyJosBurgers #TheProofIsInTheBurger #NancyJos

Local — rotate by location: #SalemOregon #KeizerOregon #WillametteValley #SalemEats #SalemFood #OregonFood #PDXFood

Category: #SmashBurger #BurgerLife #BestBurger #HandcraftedBurgers #CertifiedAngusBeef #HoggFries

TikTok-specific: #fyp #foodtiktok #burgertok #satisfying plus trending tags surfaced weekly

The agency should maintain a hashtag-performance log and adjust based on reach/saturation data.

13. Paid Social

Paid spend is not in scope for the first 60 days. Organic foundation comes first.

Beginning month 3 (planned, subject to performance review), a paid program is expected to launch with a starting budget of $300–500/month, scaling based on performance. Expected structure:

• Awareness: geo-targeted reach campaigns, 10-mile radius around each location, video creative.
• Traffic: menu-page and location-page drive, retargeting video viewers.
• Engagement: boosted top-performing organic posts.
• Targeting baseline: ages 18–45, within 10 miles of any location, food and dining interests, lookalikes from Facebook page engagement.

The agency proposal should include a paid ramp plan and forecasted CPM/CPC benchmarks for the Salem/Portland market.

14. Channel Access & Tools

The agency will receive at engagement kickoff:

• Meta Business Suite admin access for the Facebook page and Instagram account
• TikTok Business account credentials (account creation by the agency in week 1 if not already established)
• Canva Pro brand kit access (Nancy Jo's Brand Kit — to be set up jointly in week 1 if not existing)
• Google Analytics and Search Console viewer access for nancyjosburgers.com
• Shared workspace folder access (read-only) for asset library and brand archive
• Shared editorial calendar (created by the agency)

The client uses Meta Business Suite and Canva today. The agency may propose its own scheduling and analytics stack — Buffer, Later, Postiz, Sprout, Hootsuite, Metricool, etc. — and should include the choice and cost in its proposal.

15. Stakeholders

16. Deliverables Checklist (First 30 Days)

By end of week 1: - [ ] TikTok Business account live and connected to scheduling tool - [ ] All channel access verified - [ ] Editorial calendar tool live and shared with Bob - [ ] First content batch in calendar (May 18–31, 2 weeks deep) - [ ] Asset library audited, brand kit confirmed - [ ] AI-disclosure workflow confirmed

By end of week 2: - [ ] First posts published per cadence - [ ] #TheProofIsInTheBurger UGC contest live across all platforms - [ ] Monitoring and weekly report process running

By end of week 4: - [ ] First weekly performance report delivered - [ ] 4-week-deep calendar maintained - [ ] May 28 National Hamburger Day campaign executed and measured - [ ] First UGC contest winner selected and reposted

By end of day 30: - [ ] First monthly performance report delivered - [ ] Recommendations for month 2 calendar and any pillar/cadence adjustments

17. Companion Documents (provided in workspace)

• CAMPAIGN-PLAN.md — overall strategic plan
• ASSET-INVENTORY.md — detailed asset inventory
• Articles and Social/ — long-form brand copy archive
• Awards/Best Burger in Salem 2024/ — press kit and award assets
• Menu/ — current menu PDFs
• Nancy Jo's Burgers Statement of Work.pdf — original engagement scope

18. Proposal Expectations

In response to this handoff, the agency should provide:

1. Confirmation of all scope and constraints in this document, with any exceptions called out.
2. Proposed scheduling and analytics tool stack with monthly cost.
3. Sample first-week calendar (5–7 posts) demonstrating brand voice, pillar coverage, and AI-disclosure handling.
4. Monthly retainer quote with line-item breakdown (content production, scheduling, monitoring, reporting, paid management when activated).
5. Team structure: who is the day-to-day account lead, who writes copy, who designs, who reports.
6. Reporting templates (sample weekly + sample monthly).
7. Crisis-management protocol.
8. Confirmation of AI-content disclosure compliance approach.

Proposals are due within 10 business days of receiving this handoff.

Nancy Jo's Burgers and Fries - Asset Inventory

Created: March 30, 2026
Purpose: Complete catalog of available assets for the social media campaign

PRODUCT PHOTOS

From Nancy Jo's Burgers/New/pics (20 files)

Product photography with standardized naming and PNG format. Contains product cutout images suitable for social media:

• BIG-BACON-CHEESEBURGER---20221209_150507[2].png
• BLT---20221209_161811[68].png
• BURGER-SALAD-BOWL---20221209_162555[41].png
• BURGER-SALAD-BOWL---20221209_162555[53].png
• CHEESEBURGER---20221209_152651[98].png
• FLOAT---20221209_165248[25].png
• FRIES---20221209_154204[41].png
• GRILLED-CHEESE---20221209_161513[99].png
• GRILLED-CHICKEN---20221209_162151[32].png
• GRILLED-CHICKEN---20221209_162151[81].png
• GRILLED-CHICKEN-SALAD-BOWL---20221209_163034[24].png
• GRILLED-CHICKEN-SALAD-BOWL---20221209_163034[76].png
• HOGG-FRIES---20221209_154455[83].png
• HOT-DOG---20221209_163636[65].png
• ONION-RINGS---20221209_160609[59].png
• SHAKE-CHOCOLATE---20221209_164837[95].png
• SHAKE-STRAWBERRY---20221209_164837[4].png
• SHAKE-VANILLA---20221209_164837[28].png
• BEYOND-BURGER---20221209_161320[38].png
• Untitled-1.png

Status: Ready to use - professional product photography

From Nancy Jos/Image Vault/Food (111 files total)

Done Folder (41 PNG files)

Professional food photography with applied edits and formatting: - DSC_0010.png through DSC_0057.png (selected photos from originals) - Named sequentially for organization

Status: Post-processed and ready for publication

Menu Photos Folder (24 files)

Menu item photography in both JPG and PNG formats. Organized by menu item: - 2pc-chicken-strips.jpg - 3pc-chicken-strips.jpg - BLT.jpg / BLT.png - bacon-burger.jpg - bacon-cheeseburger.jpg - beyond-meat-burger.jpg - big-bacon-burger.jpg - big-bacon-cheeseburger.jpg - big-cheeseburger.jpg - big-hamburger.jpg - cheeseburger-basket.jpg - cheeseburger.jpg - chili-burger.jpg - fried-chicken-sandwich.jpg - fries-large.jpg / fries-regular.jpg / fries-small.jpg - grilled-chicken-sandwich.jpg - hamburger.jpg - hogg-fries.jpg - kids-burger.jpg - onion-rings.jpg

Status: Catalog-style photography with multiple size variants

Originals Folder (44 JPG files)

Raw/master photography files: - DSC_0010.JPG through DSC_0058.JPG

Status: High-quality originals for archival and retouching

Additional Files

• Menu Photos.zip (backup archive)
• DSC_0024.png through DSC_0028.png (loose PNG files)

LOGO VARIANTS

From Nancy Jo's Burgers/Content (4 files)

• Nancys Burger Cutout NO SEEDS.png (large, high-quality)
• Nancys Burger Cutout NO SEEDS[99].png (duplicate)
• Nancy Jo Logo.png (standard logo)
• Nancy Jo Round.png (circular version)

From Nancy Jos/Image Vault/Logos (2 files)

• Nancy-Jo-Round.png (standard circular)
• Nancy-Jo-Round-800.png (optimized 800px version)

Total Logo Variants: 6 (with 1 duplicate identified)

Status: Multiple formats available including burger cutout, standard, and circular variants. Recommend consolidating duplicates.

AWARD IMAGES & RECOGNITION

From Nancy Jos/Awards (3 images + supporting docs)

• Community-choice-Awards.jpg
• QR_Code_Link.png
• Supporting documentation:
• Community choice award certificate
• Seal/badge for use in promotions

From Nancy Jos/Awards/Best Burger in Salem 2024 (2 images + press materials)

• Nancys-Burger.png (award-winning burger image)
• Nancys-Burger-Cutout.jpg (cutout version)
• Best-of-mid-valley-community-choice.jpg (seal/badge)

Status: High-value recognition assets. Suitable for highlighting in social media campaigns and promotional materials.

EXISTING CONTENT DOCUMENTS

Articles and Social Folder (41 files)

Content pieces, advertisements, and articles covering: - Cooking guides (hamburgers, Nancy Jo burgers) - Restaurant stories and history ("It started when Nancy Jo opened...") - Product-focused ads (chicken strips, CAB deals) - Novelty content (UFO/McMinnville airport tie-in) - Educational content (Maillard Reaction, burger cooking science) - Reward programs and promotions - Multiple versions of core content (indicated by [number] suffixes suggesting iterations)

Notable duplicates in Articles: - "It started when Nancy Jo..." (4 versions) - "Nancy Jo's CAB Add" (2 versions) - "Nancy Jo's perfection add" (2 versions) - "Maillard Reaction" (2 versions) - "Nancy Jo meat" (2 versions)

File types: .docx, .doc, .pub, .pdf, .jpg

Status: Rich content library with repetition suggesting different draft iterations. Recommend consolidating best versions.

Blog Posts Folder (3 files)

• From the Farm to the Fryer.docx (content about farm sourcing)
• potandon-farmland.jpeg
• potandon-farms.jpg

Status: Limited blog content; opportunity for expansion

SUMMARY & RECOMMENDATIONS

Asset Strengths

• Comprehensive product photography library (130+ images)
• Multiple logo variants ready for different applications
• Strong recognition and award assets
• Substantial existing content foundation

Issues Identified

1. Duplicates: Identified in logos and articles - Nancys Burger Cutout NO SEEDS appears twice - Multiple iterations of "It started when Nancy Jo..." articles - Multiple award versions and CAB promotions

2. Organization: Some files are in multiple locations - Logo variants split between Nancy Jo's Burgers and Nancy Jos folders - Product photos in both New/pics and Image Vault/Food

3. Naming Inconsistencies: Mix of naming conventions - Some files use timestamps, some use product names, some use dates - Different capitalization (Nancy Jo vs Nancy jo)

Next Steps for Campaign

1. Consolidate logo variants - standardize naming and format
2. Review and archive duplicate content documents
3. Create master list of approved product photos by menu category
4. Organize content by campaign theme/season
5. Consider creating variants for different platforms (Instagram square, TikTok vertical, etc.)

HEARTH — Production Scheduled-Task Specification

Status: verified working against live Apify endpoints on May 4, 2026. Schedule: weekly, Mondays 7:00 AM PT. Runtime: Claude Desktop scheduled task (mcp__scheduled-tasks__create_scheduled_task), authenticated via Bob's OAuth session. Dependencies: DPC vault APIFY_TOKEN. No Anthropic API key needed.

Verified Apify call shape

Instagram (apify/instagram-profile-scraper)

POST https://api.apify.com/v2/acts/apify~instagram-profile-scraper/run-sync-get-dataset-items
Query: ?token=$APIFY_TOKEN&timeout=35
Body:  {"usernames": ["nancyjosburgers","killerburger","boandvine","fiveguys","smashburger"]}

Returns: array of profile records, each with username, followersCount, postsCount, latestPosts[] (12 most recent), and the post-level shape includes timestamp, type, caption, likesCount, commentsCount, videoViewCount, hashtags, url.

TikTok (clockworks/free-tiktok-scraper)

POST https://api.apify.com/v2/acts/clockworks~free-tiktok-scraper/run-sync-get-dataset-items
Query: ?token=$APIFY_TOKEN&timeout=35
Body:  {
  "profiles": ["killer_burger","boandvine","fiveguys","smashburger","nancyjosburgers"],
  "resultsPerPage": 5,
  "shouldDownloadVideos": false,
  "shouldDownloadCovers": false,
  "shouldDownloadSubtitles": false,
  "shouldDownloadSlideshowImages": false
}

Returns: array of video records grouped by author. Each video has authorMeta (with fans, heart, video counts), createTime, text, playCount, diggCount, shareCount, commentCount, musicMeta.musicName. Private accounts return a single note: "Profile is private" record.

Scheduled-task prompt (paste into create_scheduled_task)

You are the HEARTH scout for Nancy Jo's Burgers (7 locations, Salem OR).
Today's date is in the date field below. Run weekly, Monday 07:00 PT.

OBJECTIVE
Track the Salem/Portland/PNW burger competitive landscape. Surface
follower deltas, post-velocity changes, top recent posts, LTOs, and
any aggressive new positioning Nancy Jo's should respond to.

DATA SOURCES (authenticated, server-to-server)
- Apify Instagram: actor apify/instagram-profile-scraper, endpoint
  POST /v2/acts/apify~instagram-profile-scraper/run-sync-get-dataset-items
- Apify TikTok: actor clockworks/free-tiktok-scraper, endpoint
  POST /v2/acts/clockworks~free-tiktok-scraper/run-sync-get-dataset-items

Use APIFY_TOKEN from the secret store. Do NOT echo the token.

TARGETS (IG handles)
nancyjosburgers, killerburger, boandvine, fiveguys, smashburger

TARGETS (TikTok handles)
nancyjosburgers, killer_burger, boandvine, fiveguys, smashburger
(if @nancyjosburgers is unclaimed on TikTok, also probe @nancyjos and
@thenancyjos and report status)

PROCESSING
For each handle:
1. Capture follower count, post/video count.
2. From latestPosts/videos, count posts in last 7d, 14d, 30d.
3. Compute average likes (or plays) over last 30d.
4. Pick the top 3 posts in last 30d by engagement; capture
   timestamp, type, caption (first 120 chars), likes, comments,
   plays/views.
5. Detect any LTO/promotion language ("limited", "one day only",
   "this week", "available now", "new menu", date callouts).

COMPARE-TO-LAST-WEEK
Read the prior HEARTH run from
/Nancy Jos /Scout-Output/hearth-{prior_monday}.md if it exists.
Flag any metric that moved >20% week-over-week as an alert.

OUTPUT
Write a markdown file to:
  /Nancy Jos /Scout-Output/hearth-{this_monday}.md

Sections (required):
  ## HEARTH IG snapshot (table)
  ## HEARTH TikTok snapshot (table)
  ## HEARTH alerts (bullets, with severity emoji 🔴🟠🟡)
  ## Strategic read for Nancy Jo's this week (5 numbered bullets)
  ## What changed since last week (only if prior file exists)
  ## Sources

Hard rules:
- Never invent data. If a handle returns "not_found" or "private",
  say so explicitly.
- Never log the APIFY_TOKEN.
- If the Apify run errors, write the file with a top-line ERROR
  block and a 1-line recommendation, do not silently fail.
- Cap final output at 1500 words.

Run the IG and TikTok scrapes in parallel (they're independent).
Total wall time should be under 60 seconds.

Cadence and dependencies

(Times in UTC; convert to local PT inside the scheduled-task UI.)

Verification record

Ready to register as a recurring scheduled task on Bob's signal.