01
Introduction & Purpose
Purpose of This Guide
The purpose of this guide is to establish a clear operational structure for managing communications, website management, marketing operations, reporting systems, and organizational workflows.
Operations manual
Workflow guide
Planning system
Reporting framework
Maintenance reference
Accountability structure
What Success Looks Like
The following indicators represent what successful execution of marketing communications and operations should look like:
Communication & Content
- Communication is planned proactively rather than reactively
- Social media remains active and current
- Email communication remains organized and consistent
- Featured projects are consistently documented
Website & Digital
- Website stays updated and organized
- Marketing materials remain updated and accessible
- Tracking systems remain current and accurate
Operations & Partners
- Trade show and operational systems remain organized
- Partners and installers are regularly engaged and supported
Accountability
- Reporting is completed consistently
- Marketing systems operate without constant oversight
02
Quick Reference Tasks
Daily Functions
Social Media & Engagement
- Monitor all social media platforms
- Respond to comments and messages
- Repost tagged partner and installer content
- Engage with partner/installer posts
- Monitor industry conversations
- Maintain active story visibility
Content & Communication
- Review communication calendar
- Organize incoming media/content
- Monitor active project opportunities
- Follow up on pending content requests
- Update tracking systems and status reports
Weekly Functions
Social Media
- Schedule upcoming social media posts
- Build captions and graphics
- Schedule reels/story content
- Review platform performance
Content Gathering
- Request project photos/videos
- Follow up with installers/partners
- Organize marketing assets and folders
- Update active project tracker
Website Management
- Check plugin updates
- Moderate blog comments
Marketing Operations
- Review collateral & promo inventory
- Review marketing folders & make updates accordingly
- Review partner co-marketing opportunities
- Review tradeshow/event checklists
Communication Management
- Draft and schedule marketing emails
- Upload or prepare blogs
- Update featured project pages
- Review SEO opportunities
- Update communication calendar
- Update reporting systems and status trackers
Monthly Functions
Communication Planning
- Build monthly communication calendar
- Review campaign priorities
- Plan featured projects
- Plan blogs and email campaigns
- Plan trade show/event communication
Website Audit
- Review homepage freshness
- Review branding consistency
- Review outdated content
- Review SEO opportunities
- Review website performance/speed
- Review plugin/backend health
Marketing Operations Review
- Conduct collateral inventory audit
- Review tradeshow readiness
- Review booth organization
- Review digital marketing resources
- Review stencil tracking systems
- Review co-marketing opportunities
Reporting & Accountability
- Complete monthly communication report
- Submit KPI tracking updates
- Submit website update log
04
Engagement Standards
Proper Engagement Expectations
All engagement across social media platforms should meet the following standards:
- Add value to conversation
- Feel personal and intentional
- Reference specifics from projects/posts
- Encourage continued interaction
- Reinforce relationships
- Support partner visibility publicly
Weak vs Strong Engagement
Weak Engagement Examples
"Looks great!"
"Awesome job."
"🔥🔥🔥"
"Great event."
"Keep up the good work."
"Love it"
Strong Engagement Examples
"Facilities like this continue showing how much demand is growing for quality court environments."
"Awesome transformation — especially considering the original court condition."
"Projects like this are a great example of why proper preparation and installation detail matter."
"Great seeing so many strong conversations around facility development and surfacing solutions this week."
"Proper planning on the front end can make a major difference in long-term maintenance costs."
"The color combination and overall finish really stand out on this one. Was this a full resurfacing or new construction?"
05
Email Marketing Management
Monthly Email Expectations
| Email Type | Goal |
|---|---|
| Product & Solution Emails | 1–2 |
| Educational/Industry Emails | 1 |
| Promotional/Event Emails | As needed |
Email Workflow
For Each Email Campaign
- Build campaign topic
- Coordinate graphics/content
- Write and review copy
- Test formatting and links
- Verify mobile responsiveness
- Schedule campaign
- Track performance metrics
06
Blog Management
Monthly Blog Expectations
| Blog Type | Goal |
|---|---|
| Product/Solution Education Blogs | 1–2 |
| Industry & Insight Blogs | 1 |
| Project Feature Blogs | 1 |
| Announcements & Event Blogs | As needed |
Blog Management Tasks
Content Development
- Maintain blog topic list
- Draft blog outlines
- Upload and format blogs
- Add supporting visuals
- Add internal links
- Optimize headlines and structure
- Connect blogs to related products/projects
07
Website Management & Maintenance
Website Purpose & Goals
The AT Sports website should function as:
A sales support tool
A product education platform
A lead generation tool
A project showcase platform
A credibility builder
The homepage should be updated on a continuous basis so repeat visitors don't start to perceive the company as inactive.
Ongoing Website Tasks
Website Review & Quality Check
- Review homepage
- Check for broken links
- Review mobile responsiveness
- Review product pages
- Review outdated messaging/content
- Verify downloads/PDFs work properly
Plugin & Backend Maintenance
- Review plugin updates
- Review theme updates
- Monitor website security notifications
- Review plugin conflicts/errors
- Remove unnecessary plugins/tools
- Verify backups are functioning
- Organize media library
- Remove spam comments/forms
- Remove unnecessary drafts/files
Project Page Management
- Update project visuals and gallery images
- Add new featured projects
- Review project descriptions for accuracy
- Update products used on each project
- Add installer/partner recognition
- Link related projects together
- Optimize images for web
- Add SEO titles and meta descriptions
See below: Featured Project Page Management section for detailed workflow on creating and publishing project pages.
SEO Maintenance
- Review page titles
- Review meta descriptions
- Review image alt text
- Review keywords and headlines
- Review blog formatting
- Add internal links
Fresh Content Opportunities
Review areas where new or updated content can be added:
- Homepage featured projects
- Recent blog posts
- New product highlights
- Installer/partner spotlights
- Seasonal or timely content
- Industry news or updates
Featured Project Page Management (New Website Section)
The Featured Projects section on the website highlights completed work and requires regular updates to showcase new projects.
1
Identify Project Opportunity
Track the following information:
- Installer/company
- Project location
- Products used
- Facility type
- Status
- Marketing potential
2
Request Content
Request the following materials:
- Before photos
- Progress photos
- Final completion photos
- Drone footage
- Installation videos
- Partner/installer quotes
3
Organize Content
Store content organized by:
- Project
- Installer
- Product/system
- Year/date
4
Build Featured Project Page
Include the following elements:
- Hero image
- Project overview
- Gallery images
- Products used
- Installer recognition
- Related projects
5
Repurpose Across Channels
One project should become multiple content pieces:
- Website feature
- Blog post
- Email feature
- Instagram post
- Facebook post
- LinkedIn post
- Reel/video
- Installer spotlight
Featured Project Publishing
Before Publishing
- Project overview written
- Photos optimized
- Products linked
- Installer recognized
- SEO title/meta added
- Related content linked
08
Marketing Operations & Department Support
Promotional & Collateral Inventory Management
Inventory Management Tasks
- Review inventory levels
- Identify low-stock materials
- Organize storage areas
- Verify current branding/materials are being used
- Remove outdated collateral
- Update inventory tracking system
- Identify materials needing reprint or updates
- Coordinate reorders
- Review material organization and storage efficiency
Trade Show & Event Management
Pre-Event Tasks
- Confirm event deadlines
- Coordinate booth graphics/signage
- Verify collateral inventory
- Prepare promotional materials
- Organize apparel/name badges
- Coordinate shipping/logistics
- Prepare event communication schedule
- Verify booth equipment and displays
Post-Event Tasks
- Organize returned materials
- Track missing/damaged items
- Organize collected leads
- Upload event photos/videos
- Support recap communication
- Review event improvement opportunities
Trade Show Booth Organization
Booth Management
- Verify booth inventory
- Confirm booth graphics are current
- Organize shipping materials
- Verify booth cleanliness and organization
- Store booth materials properly after events
- Update booth inventory list
09
Digital Marketing Material Management
Digital Resource Management
Resource Management Tasks
- Review recently updated materials
- Verify teams are using current versions
- Organize digital marketing folders
- Remove outdated or duplicate materials
- Confirm website downloads remain current
- Verify branding consistency
- Conduct digital marketing material audit
- Review catalogs and product sheets
- Review price sheets
- Review TDS/SDS documents
- Review one-pagers and sales support materials
- Identify materials needing updates or redesign
10
Partner Co-Marketing Support
Co-Marketing Tasks & Support
Co-Marketing Tasks
- Identify partner and installer spotlight opportunities
- Monitor project activity
- Request shared project content/photos
- Coordinate reposting opportunities
- Follow up on co-marketing opportunities
- Organize partner content and approvals
Support May Include:
- Co-branded graphics
- Partner spotlight posts
- Shared project campaigns
- Website project features
- Email marketing
- Grand opening/facility launch support
- Shared promotional materials
11
Communication Calendar & Tracking Systems
Communication Calendar Should Track
Social Media
- Platform
- Content category
- Topic
- Caption status
- Graphic/Video Asset Status or Needs
- Scheduled date
- Posting status
Email Campaigns
- Campaign topic
- Audience
- CTA
- Graphic/Video Asset Status or Needs
- Send date
- Testing status
- Performance results
Blogs
- Blog topic
- Supporting product/project
- Draft status
- SEO keywords
- Publish date
Website Updates
- Project Page updates
- New content updates
- SEO updates
- Plugin/backend maintenance
Status Update Expectations
Tracking systems should remain:
- Current
- Accurate
- Organized
- Easy to review quickly
12
Reporting & Accountability
Monthly Marketing Report
Social Media Reporting
Track the following metrics:
- Total posts published
- Reels published
- Story updates
- Engagement growth
- Audience growth
- Best-performing posts
- Platform performance
Email Reporting
Track the following metrics:
- Emails sent
- Open rates
- Click-through rates
- Best-performing campaigns
Website Reporting
Track the following updates:
- Blogs added
- Featured projects added
- New content updates
- Downloads/resources updated
- SEO updates completed
- Plugin/backend maintenance completed
Operations Reporting
Track the following activities:
- Inventory updates
- Materials reordered
- Co-marketing initiatives supported
13
Next Steps & Implementation
First 30 Days — Priorities
Immediate Focus Areas
- Build communication calendar
- Organize marketing assets/folders
- Build active project tracker
- Establish content gathering routine
- Audit website and communication systems
- Build reporting systems
- Build inventory and operations trackers
60–90 Day Goals
Target Outcomes
- Communication calendar operating consistently
- Website updates occurring regularly
- Featured project system established
- Email communication operating consistently
- Reporting system functioning consistently
- Marketing assets fully organized
- Tracking systems current and organized
- Communication operating proactively rather than reactively
Social Media Management
Social Media Purpose
AT Sports social media platforms should function as:
Instagram & Facebook
Most content is cross-posted between Instagram and Facebook. The following monthly goals apply to both platforms.
LinkedIn
Social Media Content Categories
These categories are ideas to guide content planning. New content suggestions and creative ideas are always encouraged.
1. Project Spotlight
Purpose
Focuses on the project itself — the scale, transformation, surface system, application, or final result.
Content Focus
"Look at the project and what was accomplished."
Goals
2. Installer & Partner Spotlight
Purpose
Focused on the people and partnerships behind the projects rather than the project itself.
Content Focus
"Highlight the people and partnerships behind the work."
Goals
3. Product & Solution Education
Purpose
Educates on AT Sports products, systems, and solutions through practical, informative, and visually engaging communication.
Content Focus
"Show what the product does, why it matters, how it solves problems, what makes it different, and how it supports long-term performance."
Goals
4. Industry & Insights
Purpose
Provides valuable information that helps contractors and facilities make informed decisions.
Content Focus
"Provide value and knowledge beyond selling products."
Goals
5. Promotional & Event
Purpose
Supports company initiatives, launches, events, and sales priorities.
Content Focus
"Promote current company initiatives and priorities."
Goals
6. Brand & Company Presence
Purpose
Show the activity, culture, professionalism, and growth of AT Sports as a company.
Content Focus
"Show the company behind the products."
Goals
7. Stories & Realtime Content
Purpose
Keep AT Sports active, current, and consistently visible between major feed posts.
Content Focus
"Show ongoing activity and maintain daily visibility."
Goals