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FSBS Q2 Wet-Area / Safe Shower Pillar Brief
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Excel-ready planning version. Built to align leadership, content, creative, SEO, CRO, paid, local, and analytics around the Q2 Safer Shower + Smarter-Scope pillar.
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FieldDefinitionWorkbook TabPurpose
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Internal Pillar NameQ2 Wet-Area / Safe Shower Experience Pillar2 Thesis + InsightsThe profound insights shaping the Q2 pillar and what each insight changes.
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Working TitleA Safer, Easier Bathroom May Be Simpler Than You Think3 Experience + NodesThe user experience vision, node sequence, and node-purpose matrix.
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Q2 ThemeSafer Shower + Smarter-Scope4 DeliverablesThe single source-of-truth deliverables table with asset type, level, scope, goal, required sections, and addendum needs.
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Annual Promise ConnectionA safer, simpler bathroom path you can trust.5 ConnectionsHow traffic and users move between components.
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Primary Commercial GoalMove homeowners from broad bathroom-remodel anxiety into a better-fit wet-area, safer-shower, or right-scope consult path that improves SEO visibility, CRO, lead quality, booked appointments, and revenue.6 Approval StandardApproval checklist and completion standard.
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Core Belief ShiftFrom: “I may need a bathroom remodel.” → To: “The real problem may be the shower or tub area, and FSBS can help me choose the right scope.”7 Addenda ListRequired production-ready briefs for each asset/component.
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Primary Buyer SystemBrenda drives action and economic decision-making; Ruth creates the safety, dignity, and family reason; Sam and Vic shape the proof layer.
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What This Pillar IsA connected buyer journey and conversion system: page experience + chooser + path pages + proof modules + articles + videos + local routing + measurement.
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Deliverable CountsSource Basis
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MetricValueSourceHow Used
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Total Deliverables19Master Pillar SOPDefines pillar as complete customer journey, authority system, and conversion system.
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P1 Deliverables5FSBS Global Pillar Program Strategy BriefIdentifies Wet-Area / Safe Shower as first major commercial pillar and Q2 focus.
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P2 Deliverables8FSBS Proof & Brand ArchitectureSupports proof themes: Bath Performance Standard, Unknowns Protocol, safety outcomes, Decision Diet, local proof, scam-safe process.
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P3 Deliverables42026 Corporate SEO SOWSupports experience pillars, supporting articles, proof pages, authority mesh, local routing, social/video, and analytics work lanes.
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Corporate Level6
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Both Corporate + Local8
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Local / Microsite1
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