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Temporary Marketing Page

Short-form video A/B pairs, a two-month release plan, and funding options for review.

For Andy

This page exists expressly for Andy to review the videos and the marketing strategy.

We will terminate this page as soon as Andy approves the website for transfer to effectiveconnect.com.

← Home · Longform education videos are on the Knowledge Base.

A/B testing pairs

Primary test for each utility: Variant A (60s) vs Variant B (90s). The 30s cut is a paid/social companion only. All cuts are drafts pending Independent Critic review.

Water

Variant A · Water 60sDraft · pending Critic60 sec
Variant B · Water 90sDraft · pending Critic90 sec
Paid/social variant (30s): companion cut for paid social placements — not part of the primary A/B.

Electricity

Variant A · Electricity 60sDraft · pending Critic60 sec
Variant B · Electricity 90sDraft · pending Critic90 sec
Paid/social variant (30s): companion cut for paid social placements — not part of the primary A/B.

Natural Gas

Variant A · Natural Gas 60sDraft · pending Critic60 sec
Variant B · Natural Gas 90sDraft · pending Critic90 sec
Paid/social variant (30s): companion cut for paid social placements — not part of the primary A/B.

Release schedule — 2 months

Draft for Andy’s review. Brad approves actual ad flight dates.

Dates (ET)Flight
Oct 30 – Nov 8Water 60 vs 90; Electricity 60 vs 90 (learning flight). 30s runs as paid-social companion.
Nov 9 – Nov 15Read results; shift budget toward early winners. Natural Gas 60 vs 90 begins once Critic clears the cuts.
Nov 16 – Nov 29Second Water + Electricity 60 vs 90 flight with refreshed hooks/thumbnails; Gas 60 vs 90 learning flight.
Nov 30 – Dec 13Scale winning variant per utility; 30s companions on paid social; light Google remarketing to engaged viewers.
Dec 14 – Dec 23Final confirmation flight on all three winners; summarize results for Andy.
Dec 24 – Dec 31Holiday pause; handoff readiness for effectiveconnect.com.

Funding options for each pair

All options stay under the Effective Connect ads hard cap of about $500/month across Meta and Google. LinkedIn is used only if Brad reopens it.

Water — 60s vs 90s pair

Lean test

$50–75/wk

Meta traffic or ThruPlay split 50/50 across the 60s and 90s variants.

Specific spend still needs Brad’s approval (the cap is not an authorization).

Standard

$100–125/wk

50/50 A/B on Meta, 30s paid-social companion, light Google remarketing.

Specific spend still needs Brad’s approval (the cap is not an authorization).

Aggressive

$150–175/wk

One utility’s pair only at a time, so total stays under the ~$500/month cap.

Specific spend still needs Brad’s approval (the cap is not an authorization).

Electricity — 60s vs 90s pair

Lean test

$50–75/wk

Meta traffic or ThruPlay split 50/50 across the 60s and 90s variants.

Specific spend still needs Brad’s approval (the cap is not an authorization).

Standard

$100–125/wk

50/50 A/B on Meta, 30s paid-social companion, light Google remarketing.

Specific spend still needs Brad’s approval (the cap is not an authorization).

Aggressive

$150–175/wk

One utility’s pair only at a time, so total stays under the ~$500/month cap.

Specific spend still needs Brad’s approval (the cap is not an authorization).

Natural Gas — 60s vs 90s pair

Lean test

$50–75/wk

Meta traffic or ThruPlay split 50/50 across the 60s and 90s variants.

Specific spend still needs Brad’s approval (the cap is not an authorization).

Standard

$100–125/wk

50/50 A/B on Meta, 30s paid-social companion, light Google remarketing.

Specific spend still needs Brad’s approval (the cap is not an authorization).

Aggressive

$150–175/wk

One utility’s pair only at a time, so total stays under the ~$500/month cap.

Specific spend still needs Brad’s approval (the cap is not an authorization).

This page is temporary and will be terminated when Andy approves the transfer to effectiveconnect.com.

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