One pack, unedited Week 36 · market 1 of 2, United Kingdom · 3 channels

This is what lands on a Wednesday.

Nothing on this page was written for the website. It is one real pack from a client in production, with the client's name and handles covered and nothing else changed.

Black bars cover what belongs to the client. The structure around them is untouched.

Pack ID_en_gb_P2_w36_001
TopicAfter the summer break, what changed on the price list
PillarP2 · What it costs and why
HookThree things change on the 1st
DateWednesday, 2 September
Modemonthly_calendar
ChannelsInstagram, Facebook, YouTube
Approver
A · Platform copy3 of 3 channels

One topic, written three times. Not translated between them.

Each channel gets its own length, its own hook window, its own hashtag rules and its own place for the link. The counters under every caption are the channel's real limits.

Instagram · carousel 1080 × 1350 · 4:5

Three things change on the 1st. Two of them are new. The third is the rate.

If you booked before the 24th, you stay on the old rate until your plan ends.

  • Evening slots at every branch
  • Two services added to the standard plan
  • One rate card instead of three

It is all in one place now, so nobody has to ask twice.

612 chars (matrix max 2200) hook 68 chars (matrix visible 125)
Hashtags
5 / 5 · from the market set ·
CTA
Book an evening slot. Link in bio.
First comment
Pinned. Which branch is closest to you?
Alt text
A reception desk with the new rate card on the counter, daylight, no people.
UTM
?utm_source=instagram&utm_medium=post&utm_campaign=_w36_001
Posting time
Wednesday 11:00, local
Facebook · single image 1200 × 1500

Three things change on the 1st, and one of them is the rate.

Booked before the 24th? You stay on the old rate until your plan ends. Evening slots are now open at every branch, two services move into the standard plan, and there is one rate card instead of three.

498 chars (matrix max 63,206) hook 52 chars (matrix visible 477)
Hashtags
3 / 3 · matrix band 0 to 3
CTA
Book online. Link in the first comment.
Link
First comment, not in the body. Body links cut reach.
Alt text
The new rate card, printed, on a clean desk. Daylight from the left.
Posting time
Wednesday 11:00, local
YouTube · short 1080 × 1920 · 9:16
Title
What changes on the 1st, and who keeps the old rate
Description
Three things change on the 1st. Two are new, one is the rate. Booked before the 24th? You keep the old one until your plan ends.
Tags
evening appointments, price change september, rate card,
Posting time
Wednesday 11:00, local
title 52 chars (matrix max 100) description 186 chars (matrix max 5000)
B · Designer briefShort video · 45s

Everything a designer needs before asking a question.

Sizes, safe zones, subtitle spec, file naming. The colours are the client's own brand kit, read out of the knowledge base, not chosen by us.

Video briefshort_video · talking_head
Dimensions
1080 × 1920 · 9:16 · 45s
Safe zone
Top 250px and bottom 340px are covered by platform UI. Keep all text and key visuals inside the centre 1080 × 1330px. Right edge 150px reserved for action buttons.
Thumbnail
First-frame hook: Three things change on the 1st, white text, 2px dark stroke, warm background with soft interior bokeh. 1080 × 1920px.
Subtitles
Burn-in mandatory. Bold 48px, white fill, 2px black stroke. Max 7 words per line. Positioned at 75% frame height, above 1540px.
Brand kit
#F4F1EC background · #0F2E4A text · #E0A32E accent · from the client's own kit
Delivery
MP4, H.264, 30fps, stereo 44.1kHz
Naming
_w36_001_reel_[variant_a|b]_v1.mp4
C · Video scriptTwo variants · 5 scenes each

Scene by scene, with the words to say and the words on screen.

Variant A is filmed with a person on camera. Variant B needs nobody: every scene carries a prompt to generate the footage. Same script, two production budgets.

Scene table45s total · cut transitions
#+Tag Visual Voice / audio Overlay Dur.
1 [HOOK] Reception desk, mid shot, eye level. The new rate card is on the counter. Static for 2s, then slow push in. Three things change on the 1st. Two of them are new.
[audio] Room tone. Ambient enters at 2s, −18dB under voice.
Three things change on the 1st 04s
2 [PROBLEM] Hands turning the old three-card rate list on the desk. Close, warm light from the left. Until now there were three rate cards, and which one applied depended on who you asked.
[audio] Even pace. Pause after "asked".
Three cards · one answer 09s
3 [SOLUTION] The single new card, flat on the desk, slow pan across it. No hands in frame. From the 1st there is one card. Evening slots at every branch, and two services move into the standard plan.
[audio] Ambient steady.
One card · evening slots · two services added 12s
4 [PROOF] Mid shot, open posture. Interior slightly out of focus behind. If you booked before the 24th, you stay on the old rate until your plan ends. Nobody is moved without being told.
[audio] Warmer tone. Pause after "told".
Booked before the 24th? Nothing changes for you 12s
5 [CTA] Final static frame. Address block fades in along the lower third, logo bottom right at full opacity. Evening slots are open from the 1st. Book from the link, or message us.
[audio] Ambient fades. No urgency in the read.
08s
D · Assembly checklist18 items · 3 groups

The list the team works through, in the order the work happens.

Copy

  • Hook sits inside the visible window on every channel
  • Rate figure matches the record dated 24 August
  • No hashtag contains an apostrophe
  • Link is in the first comment on Facebook, not the body
  • Alt text written for both image channels
  • UTM campaign matches the pack ID

Video

  • Variant chosen and briefed to one person
  • Subtitles burned in, max 7 words per line
  • Text clears the top 250px and bottom 340px
  • Address block legible at 75% frame height
  • Music cleared for commercial use on all three channels
  • File named to the delivery pattern

Publishing

  • Approver has signed the held item
  • Posting time set to 11:00 local, per market
  • First comment queued, not typed after posting
  • Old rate card removed from the pinned highlights
  • Branch list checked against the current record
  • Pack marked delivered in the plan
E · Quality report34 checks run

Where the pack stopped, and why.

This is the part nobody shows. Every pack carries it, including the ones that fail. This one failed two checks and went to a person instead of going out.

Status

Blocked. Human review required.

2 must fix · 1 warning
format · hashtagsFail One tag contains an apostrophe and will not resolve as a hashtag. Must fix filed under A.1.
format · link placementFail Full URL sits in the Facebook caption body. Body links cut organic reach. Must fix filed under A.2.
ai_quality_scoreWarning All three channels score 9 of 10, inside the acceptable band. Weakest criterion is information density: roughly one specific fact per 50 words.
red_lines · banned wordsPass No superlatives, no guarantees, no urgency language in any caption, overlay or voice line.
red_lines · claimsPass Every figure traces to a record. The rate cites the card dated 24 August.
ai_detection · sentence rhythmPass No three consecutive sentences in the same length band. Short lines alternate with explanatory ones.
brand_voice · tonePass Matches the recorded voice. The CTA is an invitation, not a command.

27 more checks passed and are listed in the delivered file

This one did not go out.

It went back to a person with two things to fix. That is the normal outcome of a good week, not a bad one.

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