Contents
1. The 4 deliverables, with status
Campaign brief Shipped
/corporate-linkedin-packstrategy, voice discipline (Laurence / Lisa / co-authored), publishing calendar, compliance envelope, engagement policy, measurement, acceptance summary, risks, hand-off. Ten sections. This is the “why” document; the other three are “what” and “how.”
The 8 posts, send-ready Shipped
/corporate-linkedin-postseight complete copy-blocks, each with metadata (author, slot, evidence hook, target words), verbatim copy in a paste-ready block, and two-eyes review notes naming what the reviewing co-author must confirm before publish. Sequence: Post 1 (Tue 6 Oct) → Post 8 (Thu 29 Oct). Publish runbook (six steps per post) is at the end of the page.
Target list & engagement playbook Shipped
/corporate-target-list40 role-slots across four segments: 12 big-four banks, 10 top-tier insurers, 10 industry super funds, 8 adjacent authorities and sector bodies. Institutions named and verifiable; individual names captured by Laurence and Lisa into an internal tracker on engagement morning (defamation and privacy discipline). Engagement rhythm: 16 substantive comments per week across both authors, weighted 3/2/2/1 by segment. Connect-request script and four comment archetypes provided. Three red-line escalation triggers to Carla defined.
Operator brief Shipped
This document. Reads first, referenced throughout. Governs G4 sign-off through the 16-criterion acceptance matrix; runs the weekly Monday measurement pull; owns the risk register and escalation ladder.
2. 16-criterion acceptance matrix, gate-mapped
All 16 must pass for Carla’s G4 sign-off at end-of-sprint (Fri 31 Oct 2026 EOD). Sixteen because Sprint 50’s warm-up nature means many normal conversion criteria are replaced by absence-of-CTA criteria; the count matches Sprint 49’s cadence.
| # | Gate | Criterion | Owner |
|---|---|---|---|
| 1 | G1 | Sprint 50 scope matches launch-window-plan §Sprint-50 verbatim: 8-post series (2 Laurence / 2 Lisa / 4 co-authored), 40-slot target list, engagement playbook, existing corporate case-for-support linked (not rewritten). | AI CMO |
| 2 | G1 | All 4 deliverables ship as public but noindex'd artefacts under www.cosailifewithoutdebt.org; audit corpus includes them. | AI CMO |
| 3 | G2 | Zero ask-CTAs across all 8 posts. Zero donate-links. Zero calendar-book links. External links only to reference artefacts (case-for-support, prospectus, ACL register). Two-eyes review confirms. | Laurence + Lisa |
| 4 | G2 | Every post cites Y1 budget (unaudited) numbers OR a named external authority. No post is pure opinion. The evidence hook is named in each post’s meta-row on the send-ready page and matches the copy. | Laurence + Lisa |
| 5 | G2 | RG 96 language discipline: every post that references outcomes uses “may result in reduced or waived debt in some cases” wording. Zero use of “debt relief,” “debt elimination,” “we cancel debt.” | Laurence |
| 6 | G2 | ACL 387398 disclosed by full name (Credit Mediation Services Pty Ltd) and licence number in every post that mentions mediation. | Laurence |
| 7 | G2 | Zero beneficiary-identifying details across all 8 posts. Composites (where used) are labelled “composite” in-line. Zero beneficiary photography of any kind. | Lisa |
| 8 | G3 | Two-eyes review completed and signed for each post before publish. If either author is unavailable, the post does not publish, no unilateral publish exception. | Laurence + Lisa |
| 9 | G3 | All audited numbers in posts (31 households, $1.82M, 23 days, 52% K10, 87c, $1,840, $58,700 average) verified against /prospectus on the morning of publish. | Laurence + Lisa |
| 10 | G4 | First post published live on LinkedIn by 31 Oct 2026 at the absolute latest; target is Tue 6 Oct 9:15 AEDT. | Laurence |
| 11 | G4 | All 8 posts published live within the 6 Oct, 29 Oct window; no post skipped, no post silently swapped for a lower-quality substitute. | Laurence + Lisa |
| 12 | G4 | Target list is published as role-slots only. Named individuals for role-slots are captured in the internal operational tracker (not the public site) at the point of engagement, verified against current LinkedIn titles. | AI CMO |
| 13 | G4 | Weekly Monday measurement pull completed each week of October; results logged in the internal tracker; a red-line on named-target engagement (still zero by end of Week 2) triggers mid-sprint re-brief with Carla. | AI CMO |
| 14 | G4 | Engagement policy honoured: no in-thread donation links, no cold-connects, no engagement-pods, no automated commenting, no follow-then-unfollow tactics. | Laurence + Lisa |
| 15 | G5 | Compliance audit clean at end-of-sprint on the running-total corpus (predicted 125 pages, 41 rules, 0 findings). Hard constraint sha256 f6de9b25… on public/cosai-proposal.html held throughout. | AI CMO |
| 16 | G5 | End-of-sprint annotation of all 40 target slots complete (viewed / engaged / connected / hand-raised / pending) in the internal tracker, ready for the Sprint 54 (Feb 2027) warm-outreach cycle. | AI CMO |
3. Measurement tracker, the weekly Monday pull
Six metrics, pulled every Monday morning (9:00 to 10:00 AEDT) across October. The tracker is an internal spreadsheet cross-referenced from this page; not published as its own web page (the measurements move; the framework doesn’t).
| Metric | Source | Baseline (Fri 3 Oct) | Week-2 red-line | End-of-sprint target (Fri 31 Oct) |
|---|---|---|---|---|
| Named-target profile views (of the 40) | LinkedIn Premium “who viewed your profile” per Laurence and Lisa | 0 | < 3 | ≥ 12 |
| Named-target engagements (likes or comments) | Manual audit of comment threads and reactions | 0 | 0 | ≥ 4 |
| Sector-authority reposts / quotes | LinkedIn notifications + weekly manual search | 0 | ≥ 1 | |
| Laurence + Lisa combined follower growth | LinkedIn analytics on both accounts | captured Fri 3 Oct | < +30 net | +150 net (finance/ESG/CSR-weighted) |
| Company-page follower growth | LinkedIn company-page analytics | captured Fri 3 Oct | < +12 net | +60 net |
| Case-for-support link-outs from LinkedIn | /attribution-implementation UTM analytics: utm_source=linkedin&utm_medium=organic hits to /case-for-support/corporate |
0 | < 8 | ≥ 40 unique |
4. Compliance envelope, regulators & frameworks
Sprint 50 sits under seven overlapping frameworks. Each is honoured explicitly, not tacitly.
| Framework / regulator | Applicable to Sprint 50 because | How honoured |
|---|---|---|
| ASIC RG 96 | Every post that discusses hardship outcomes touches RG 96 territory | “May result in reduced or waived debt in some cases” wording locked. No “we forgive debt” language. Post 1 quotes RG 96 paragraph numbers directly with verified sourcing. |
| ACL 387398 (Credit Mediation Services Pty Ltd) | LWD funds this licensed mediator; disclosure is mandatory | Full-name-plus-licence-number disclosure in every post that mentions mediation. Standardised text. |
| ACNC advertising standards | LWD is in-formation; solicitation activity before DGR endorsement is regulated | Zero solicitation across all 8 posts (Criterion 3). “In formation” framing in company page and post copy. No claims that donations are tax-deductible. |
| Privacy Act 1988 (Cth) APP 6 | Any depiction of a beneficiary is APP-regulated | Zero identifiable beneficiary content. Composites labelled. Aggregate-only cohort references (“31 households”) never individualised. |
| LinkedIn Professional Community Policies | All content published on-platform is subject to these terms | Original content only. Attributions where used. Zero engagement-pod behaviour. Native composer only, no third-party auto-poster. |
| GRI 413 (referenced in posts) | Post 3 and Post 4 cite the standard as context for corporate sustainability reporting | Standard number and thematic scope verified against current published GRI documentation before Post 4 publishes. No misrepresentation of what the standard requires. |
| Defamation Act 2005 (NSW) & equivalents | Any commentary about named institutions carries defamation risk | Zero named criticism of specific institutions or individuals in any post. Structural argument only. Reviewed by both authors before publish. Target list uses role-slots not named individuals on public pages. |
5. 6-item risk register
R1, A post gets misread as an ask High
Trigger: A follower comments “how do I donate?” publicly on a post despite the no-ask discipline. Impact: Low if handled; damaging if a public in-thread donation-link reply gets screenshot by a hostile actor. Short: Response protocol is DM-only. Public reply is a warm thank-you plus “sending you a DM” never a link. See /corporate-linkedin-pack §6.
R2, Sector pushback on the “Bank Paradox” framing Medium
Trigger: A bank employee, insurer PR, or sector spokesperson publicly disagrees with Post 3’s structural argument. Impact: Medium, some disagreement is healthy content; sustained hostile pushback poisons the well. Short: Laurence responds with source citations only, structural not adversarial. If pushback comes from a target CSR/ESG lead, Laurence DMs privately within 2 hours to convert public disagreement to private conversation.
R3, A named target reacts negatively in public Low
Trigger: One of the 40 role-slot targets comments negatively on a post or on a comment made by Laurence/Lisa on their post. Impact: High if mishandled, that Feb 2027 pitch relationship is dead. Short: Red-line 2 in the target-list escalation ladder. Do not respond in-thread with a rebuttal. Escalate to Carla within 2 hours; Carla decides private-DM-same-day vs long-form-reply-next-week. Never delete their comment.
R4, Compliance concern raised publicly on a post Low
Trigger: A lawyer, regulator staff member, or sector authority publicly notes a legal or regulatory error in a post. Impact: High, a public regulatory dispute is a reputational body-blow before an in-formation charity has its DGR. Short: Red-line 3. Take the post down within 60 minutes. DM Carla and the LWD board secretary. Do not repost until corrected copy has passed two-eyes review plus a third legal eye.
R5, Sprint slippage from 46 to 49 into Sprint 50’s window Low
Trigger: Sprint 46, 47, 48, or 49 runs late and Sprint 50 gets less-than-full October to run. Impact: High, skipping Sprint 50 costs the Feb 2027 warm cycle entirely. Short: Per launch-window-plan §Sprint-50, if any slip in Sprints 46 to 49 looks likely by 15 Oct 2026, escalate to Carla for a re-scope call. Do not silently absorb. Sprints 46 to 49 have all closed clean as of Sprint 49 close, risk is now retrospective and rated low. Escalation date shifted from 15 Sep to 15 Oct in Sprint 55.5 with the go-live recalibration.
R6, Low volumes: named-target engagement doesn’t materialise Medium
Trigger: By end of Week 2 of the sprint, zero named targets have viewed profiles or engaged with posts. Impact: Medium, not a compliance risk, but a strategic-effectiveness risk. Weeks 3 and 4 are the salvage window. Short: Weekly Monday pull surfaces this; red-line-action protocol per §3 above triggers Carla re-brief. Salvage options include: retargeted comment focus, a Segment D repost-solicit outreach (via existing warm relationships, not cold), Post 7 or 8 recut to lead with the strongest engagement-driving audited number from the first 4 posts.
6. Hand-off contract to Sprint 54 (Feb 2027 corporate pitch cycle)
Sprint 54 opens at the start of February 2027 with the Room B corporate pitch cycle. What it inherits from Sprint 50:
- Warm-annotated target list. The 40 role-slots, each cross-referenced with the named individual identified during Sprint 50 (LinkedIn-verified) and each carrying an end-of-sprint status: viewed / engaged / connected / hand-raised / pending. Sprint 54 opens outreach in status-weighted order.
- Eight-post content library. The published posts become the footnotes on the Feb 2027 pitch deck, “here’s the six-month record of our thinking, publicly stated.” A pitch that opens with content the target has already seen, because they viewed or commented in October, is a materially different conversation to a cold pitch.
- Company-page baseline. Follower count and post history at end-October become the anchor a CSR/ESG lead sees when they Google LWD in Feb 2027. Continuous, disciplined output over four+ months signals a serious organisation. Sprint 51+ maintains a light continuity cadence (2 posts per month) to keep the page from stalling, that is a Sprint 51 deliverable, not Sprint 50 scope.
- Lessons memo. A short lessons-learned memo authored within two weeks of Sprint 50 close (Sprint 51 deliverable), filed at
public/corporate-linkedin-lessons.html, reporting: which post archetypes drove engagement, which targets moved from pending to engaged/connected/hand-raised, one thing to change for the Q1 2027 continuation series. - Compliance record. No compliance incidents, zero DGR-solicitation-before-endorsement red flags, zero deleted posts. This is the DGR-application clean track record.
7. SLA discipline & escalation
Sprint 50 runs under standing delegated authority (“full del.auth”) with the following SLA discipline:
| Situation | SLA | Path |
|---|---|---|
| Post publishes at scheduled slot | Within 5 min of scheduled time | Author publishes natively in LinkedIn composer; monitors 90 min for silent-fail render issues. |
| Two-eyes review turnaround | By 5pm the day before publish | Each author signs off on the other’s Tuesday and Thursday post; co-authored posts require both signatures by 5pm the day-before. |
| Public comment response (routine) | Within 2 hours during business hours; next business morning otherwise | Two-sentence reply from the post author. Never turns a reply into another post. |
| DM response to inbound corporate contact | Within 4 hours during business hours | DM-first response protocol; per /corporate-linkedin-pack §6. Never attaches a giving link in the response. |
| Red-line 1 (brigading) | DM Carla within 30 min | See /corporate-target-list §7. Do not delete or respond in-thread. |
| Red-line 2 (named-target negative response) | DM Carla within 2 hours | See /corporate-target-list §7. Convert to private conversation, do not delete. |
| Red-line 3 (compliance concern raised publicly) | Post down within 60 min; DM Carla and board secretary immediately | See /corporate-target-list §7. Repost only after third-eye legal review. |
| Weekly measurement pull miss | Same-day catch-up | If Monday morning pull misses, complete before Wednesday close. |