Prepared for: Pelican Point Outfitters (fictional example) · Growth plan · July 2026 · delivered August 4
Engagement rate slipped slightly while reach grew — that is the normal shape when posts reach further beyond the existing audience, and it is worth watching rather than worrying about. The number we care about more is the 287 sessions and what they did next.
The third card is there on purpose. A price list posted as a graphic is the kind of thing that feels productive and does nothing; it earned a quarter of the engagement of anything else this month. We would rather show you the one that failed than quietly leave it out, because the pattern across three months now is clear — posts that teach something outperform posts that announce something, by roughly four to one on this account.
| Item | When | Detail | Status |
|---|---|---|---|
| August calendar built and sent for approval | Jul 21 | 16 posts planned; approved by you Jul 24 with two swaps | Done |
| Production day — photography and short-form video | Jul 9 | Two Reels, one TikTok cut, 11 stills; shot at the north launch | Done |
| 16 posts published on cadence | Jul 1–31 | Instagram 8, Facebook 5, TikTok 3, plus 2 Google Business Profile posts | Done |
| Comments and messages answered | Ongoing | 94 comments, 31 direct messages; 7 rental inquiries passed to the shop the same day | Done |
| Caption A/B test on the fall-gear carousel | Jul 18 | Descriptive vs. useful framing — 4.1% against 6.8%. Useful won; it is now the default | Done |
| Profile refresh for the shoulder season | Jul 28 | Bios, highlight covers and pinned post updated; September hours corrected | Done |
| Two August posts still waiting on photos from you | Jul 30 | Customer reshare and the repairs-day post — both scheduled, both blocked on an image | With you |
Nine traceable booking inquiries against $630 is the arithmetic, and our own fee is in it — an agency that leaves its own cost out of a return calculation is telling you a story rather than giving you a number. Two caveats we would rather state than bury: social attribution is genuinely imperfect, so treat the nine as a floor and not a total; and a good month on social usually shows up in next month's bookings, not this one.
Every Social Media engagement gets this report monthly, written by the person doing the work. Your accounts, your content and your photography stay in your name throughout — including if we part ways. Questions about yours take a reply, not a meeting.
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