# Jamaica Aggregates — Marketing strategy

[Interactive section](https://jamaica-aggregates-hub.vercel.app/strategy) · [All evidence](https://jamaica-aggregates-hub.vercel.app/llms-full.txt) · [Source library](https://jamaica-aggregates-hub.vercel.app/evidence)

## Reading this evidence

Reported as of: 2026-10-06. Current reporting window: 2026-09-06 to 2026-10-05. Comparison: 2026-08-07 to 2026-09-05. Meta report dates use America/Los_Angeles. Hub working timezone: America/Bogota. Advertising spend is USD.

This is a source-backed snapshot, not a live analytics connection. Report recommendations and authored strategy are proposals unless their status explicitly states approval. Platform views, clicks, landing-page views, calls placed and messages are not verified qualified enquiries, orders or revenue. Paid, organic, account, content, crosspost and cumulative campaign scopes must remain separate. Missing values are labelled Unavailable / not supplied (null); a recorded zero remains zero. Historical retention windows differ by metric. Browser drafts and personal edits are excluded.

Source references use registered IDs and physical PDF page numbers; the history appendix begins on physical page 14. Brief sections refer to the supplied user brief. Unsupported contact details, catalogue items, delivery coverage and approved claims are not invented.

## Business Goal

- **Label:** Generate measurable demand and enquiries
- **Value:** Build a digital ecosystem that generates measurable demand and enquiries for Jamaica Aggregates, then connect qualified enquiries to quotes, orders and revenue as evidence becomes available.
- **Status:** Confirmed
- **Target:** Unavailable / not supplied (null)
- **Deadline:** Unavailable / not supplied (null)
- **Note:** The user confirmed the direction. No numerical growth target, enquiry baseline, revenue target or delivery deadline was supplied.

Evidence: [B1, brief section 5](https://jamaica-aggregates-hub.vercel.app/sources/client-brief.txt).

## Strategy

### Measure demand before optimising reach

- **Id:** STR-01
- **Title:** Measure demand before optimising reach
- **Area:** Measurement strategy
- **Status:** Proposed
- **Classification:** Recommendation
- **Summary:** Prioritise an agreed enquiry definition and a simple enquiry-to-quote record. Use views, clicks, follows and platform calls as supporting indicators until commercial outcomes are verified.
- **Business Goal Id:** measurable-demand
- **Owner:** Unavailable / not supplied (null)
- **Approved By:** Unavailable / not supplied (null)
- **Approved At:** Unavailable / not supplied (null)
- **Review Date:** Unavailable / not supplied (null)

Evidence: [B1, brief section 5](https://jamaica-aggregates-hub.vercel.app/sources/client-brief.txt); [B1, brief section 16](https://jamaica-aggregates-hub.vercel.app/sources/client-brief.txt); [R1, physical PDF page 11](https://jamaica-aggregates-hub.vercel.app/sources/report-original.pdf#page=11).

#### Recommendation Ids

- REC-01

### Facebook: paid reach with local organic tests

- **Id:** STR-02
- **Title:** Facebook: paid reach with local organic tests
- **Area:** Facebook strategy
- **Status:** Proposed
- **Classification:** Working assumption
- **Summary:** Keep paid delivery visible as its own contribution. Test community, people and real operations content organically, while avoiding conclusions from one responsive post.
- **Owner:** Unavailable / not supplied (null)
- **Approved By:** Unavailable / not supplied (null)
- **Approved At:** Unavailable / not supplied (null)
- **Review Date:** Unavailable / not supplied (null)

Evidence: [R1, physical PDF page 2](https://jamaica-aggregates-hub.vercel.app/sources/report-original.pdf#page=2); [R1, physical PDF page 5](https://jamaica-aggregates-hub.vercel.app/sources/report-original.pdf#page=5); [R1, physical PDF page 8](https://jamaica-aggregates-hub.vercel.app/sources/report-original.pdf#page=8).

#### Recommendation Ids

- REC-02
- REC-04
- REC-05

### Instagram: practical education and participation

- **Id:** STR-03
- **Title:** Instagram: practical education and participation
- **Area:** Instagram strategy
- **Status:** Proposed
- **Classification:** Working assumption
- **Summary:** Test useful sand and gravel education, questions and short real-world videos. Review saves, questions, organic views and recorded enquiries separately from boosted results.
- **Owner:** Unavailable / not supplied (null)
- **Approved By:** Unavailable / not supplied (null)
- **Approved At:** Unavailable / not supplied (null)
- **Review Date:** Unavailable / not supplied (null)

Evidence: [R1, physical PDF page 3](https://jamaica-aggregates-hub.vercel.app/sources/report-original.pdf#page=3); [R1, physical PDF page 7](https://jamaica-aggregates-hub.vercel.app/sources/report-original.pdf#page=7); [R2, physical PDF page 16](https://jamaica-aggregates-hub.vercel.app/sources/report-current-history.pdf#page=16); [R2, physical PDF page 17](https://jamaica-aggregates-hub.vercel.app/sources/report-current-history.pdf#page=17).

#### Recommendation Ids

- REC-02
- REC-03
- REC-05

### Broaden the mix before choosing winners

- **Id:** STR-04
- **Title:** Broaden the mix before choosing winners
- **Area:** Content strategy
- **Status:** Proposed
- **Classification:** Recommendation
- **Summary:** Build small tests across education, projects, operations, people, behind the scenes, community and FAQs. Treat safety content as requiring current expert review. No production schedule is approved.
- **Owner:** Unavailable / not supplied (null)
- **Approved By:** Unavailable / not supplied (null)
- **Approved At:** Unavailable / not supplied (null)
- **Review Date:** Unavailable / not supplied (null)

Evidence: [R1, physical PDF page 8](https://jamaica-aggregates-hub.vercel.app/sources/report-original.pdf#page=8); [R1, physical PDF page 9](https://jamaica-aggregates-hub.vercel.app/sources/report-original.pdf#page=9); [B1, brief section 10](https://jamaica-aggregates-hub.vercel.app/sources/client-brief.txt).

#### Recommendation Ids

- REC-03
- REC-04
- REC-05

### Validate buyers through enquiry data

- **Id:** STR-05
- **Title:** Validate buyers through enquiry data
- **Area:** Audience strategy
- **Status:** Proposed
- **Classification:** Recommendation
- **Summary:** Use contractor, developer, procurement and homeowner groups as interview and enquiry-log hypotheses. Do not treat social follower demographics as customer demographics.
- **Owner:** Unavailable / not supplied (null)
- **Approved By:** Unavailable / not supplied (null)
- **Approved At:** Unavailable / not supplied (null)
- **Review Date:** Unavailable / not supplied (null)

Evidence: [R1, physical PDF page 9](https://jamaica-aggregates-hub.vercel.app/sources/report-original.pdf#page=9); [R1, physical PDF page 10](https://jamaica-aggregates-hub.vercel.app/sources/report-original.pdf#page=10); [B1, brief section 13](https://jamaica-aggregates-hub.vercel.app/sources/client-brief.txt).

#### Recommendation Ids

- REC-01
- REC-06

### Location-led demand with verified fulfilment

- **Id:** STR-06
- **Title:** Location-led demand with verified fulfilment
- **Area:** Paid-media strategy
- **Status:** Proposed
- **Classification:** Recommendation
- **Summary:** Plan campaigns around confirmed locations and service areas, then compare qualified enquiries by product and parish. Current parish ad views establish delivery, not sales potential.
- **Owner:** Unavailable / not supplied (null)
- **Approved By:** Unavailable / not supplied (null)
- **Approved At:** Unavailable / not supplied (null)
- **Review Date:** Unavailable / not supplied (null)

Evidence: [R1, physical PDF page 10](https://jamaica-aggregates-hub.vercel.app/sources/report-original.pdf#page=10); [B1, brief section 12](https://jamaica-aggregates-hub.vercel.app/sources/client-brief.txt).

#### Recommendation Ids

- REC-06
- REC-07

### Make every campaign leave a useful record

- **Id:** STR-07
- **Title:** Make every campaign leave a useful record
- **Area:** Institutional memory
- **Status:** Proposed
- **Classification:** Recommendation
- **Summary:** Store what ran, why, what it cost, what happened, what was learned and what comes next. Keep approvals, rejected ideas and missing outcomes visible.
- **Owner:** Unavailable / not supplied (null)
- **Approved By:** Unavailable / not supplied (null)
- **Approved At:** Unavailable / not supplied (null)
- **Review Date:** Unavailable / not supplied (null)

Evidence: [B1, brief section 22](https://jamaica-aggregates-hub.vercel.app/sources/client-brief.txt).

#### Recommendation Ids

- REC-08

## Measurement Roadmap

### Agree the enquiry record

- **Id:** MR-01
- **Phase:** 1
- **Title:** Agree the enquiry record
- **Status:** Future / not connected
- **Connected:** No
- **Summary:** Define enquiries, qualified leads and follow-up responsibilities; record product, parish, contact route and source where known.
- **Proof Of Completion:** A reviewed sample of genuine enquiries with consistent definitions.
- **Owner:** Unavailable / not supplied (null)
- **Target Date:** Unavailable / not supplied (null)

Evidence: [B1, brief section 5](https://jamaica-aggregates-hub.vercel.app/sources/client-brief.txt).

#### Systems

- Manual enquiry log

#### Required Inputs

- GAP-01
- GAP-02
- GAP-03

### Audit the website measurement base

- **Id:** MR-02
- **Phase:** 2
- **Title:** Audit the website measurement base
- **Status:** Future / not connected
- **Connected:** No
- **Summary:** Inventory existing tracking before proposing changes. Plan GA4 and Google Tag Manager with approved events, access and privacy controls.
- **Proof Of Completion:** Verified event definitions and a documented test visit; no duplicate event firing.
- **Owner:** Unavailable / not supplied (null)
- **Target Date:** Unavailable / not supplied (null)

Evidence: [B1, brief section 16](https://jamaica-aggregates-hub.vercel.app/sources/client-brief.txt).

#### Systems

- Google Analytics 4
- Google Tag Manager

#### Required Inputs

- GAP-07

### Measure contact attempts

- **Id:** MR-03
- **Phase:** 3
- **Title:** Measure contact attempts
- **Status:** Future / not connected
- **Connected:** No
- **Summary:** Plan website form, click-to-call and WhatsApp-link events. Keep contact attempts separate from conversations, enquiries and qualification.
- **Proof Of Completion:** Tested contact events reconciled to their destination, with clear event limitations.
- **Owner:** Unavailable / not supplied (null)
- **Target Date:** Unavailable / not supplied (null)

Evidence: [B1, brief section 16](https://jamaica-aggregates-hub.vercel.app/sources/client-brief.txt).

#### Systems

- Website forms
- Click-to-call
- WhatsApp-link events

#### Required Inputs

- GAP-01
- GAP-03
- GAP-07

### Connect campaign and website signals

- **Id:** MR-04
- **Phase:** 4
- **Title:** Connect campaign and website signals
- **Status:** Future / not connected
- **Connected:** No
- **Summary:** Plan consistent campaign tagging, Meta Pixel and Google Ads conversion tracking where accounts and lawful event use are confirmed.
- **Proof Of Completion:** Tested campaign visits and verified platform event receipts with deduplication where required.
- **Owner:** Unavailable / not supplied (null)
- **Target Date:** Unavailable / not supplied (null)

Evidence: [B1, brief section 16](https://jamaica-aggregates-hub.vercel.app/sources/client-brief.txt).

#### Systems

- Campaign tagging
- Meta Pixel
- Google Ads conversion tracking

#### Required Inputs

- GAP-07
- GAP-12

### Evaluate server-side events when appropriate

- **Id:** MR-05
- **Phase:** 5
- **Title:** Evaluate server-side events when appropriate
- **Status:** Future / not connected
- **Connected:** No
- **Summary:** Assess Meta Conversions API only after event definitions, consent, ownership, deduplication and technical feasibility are established.
- **Proof Of Completion:** A reviewed decision on feasibility followed by independently verified event delivery if implemented.
- **Owner:** Unavailable / not supplied (null)
- **Target Date:** Unavailable / not supplied (null)

Evidence: [B1, brief section 16](https://jamaica-aggregates-hub.vercel.app/sources/client-brief.txt).

#### Systems

- Meta Conversions API, if appropriate

#### Required Inputs

- GAP-01
- GAP-07

### Follow enquiries through the commercial journey

- **Id:** MR-06
- **Phase:** 6
- **Title:** Follow enquiries through the commercial journey
- **Status:** Future / not connected
- **Connected:** No
- **Summary:** Link qualified enquiries to quotes and orders using permissioned business records; add revenue only when reliable values and attribution limits are documented.
- **Proof Of Completion:** A validated enquiry-to-quote-to-order sample and an explanation of unmatched or unknown sources.
- **Owner:** Unavailable / not supplied (null)
- **Target Date:** Unavailable / not supplied (null)

Evidence: [B1, brief section 4](https://jamaica-aggregates-hub.vercel.app/sources/client-brief.txt); [B1, brief section 16](https://jamaica-aggregates-hub.vercel.app/sources/client-brief.txt).

#### Systems

- Enquiry log
- Quote records
- Order records
- Revenue records

#### Required Inputs

- GAP-02
- GAP-08

## Funnel

### Social media

- **Id:** social
- **Label:** Social media
- **Availability:** Reported
- **Note:** Supplied Facebook and Instagram report snapshots.

### Paid media

- **Id:** paid
- **Label:** Paid media
- **Availability:** Reported
- **Note:** Reported Meta spend and attributed platform actions.

### Website visits

- **Id:** website
- **Label:** Website visits
- **Availability:** Partial
- **Note:** Platform landing-page views and clicks; no website analytics connection.

### Phone / WhatsApp / forms

- **Id:** contact
- **Label:** Phone / WhatsApp / forms
- **Availability:** Partial
- **Note:** Meta calls placed and messaging contacts; completion and enquiry quality unverified.

### Qualified enquiries

- **Id:** enquiries
- **Label:** Qualified enquiries
- **Availability:** Unavailable
- **Note:** No verified enquiry or qualification records supplied.

### Quotes

- **Id:** quotes
- **Label:** Quotes
- **Availability:** Unavailable
- **Note:** No quote records supplied.

### Orders

- **Id:** orders
- **Label:** Orders
- **Availability:** Unavailable
- **Note:** No order records supplied.

### Revenue

- **Id:** revenue
- **Label:** Revenue
- **Availability:** Unavailable
- **Note:** No verified revenue or attribution supplied.

## Working Customer Groups

- **Status:** Needs Confirmation
- **Classification:** Working assumption
- **Note:** Validate through enquiries, sales interviews or customer records; follower demographics do not confirm these groups.

Evidence: [B1, brief section 13](https://jamaica-aggregates-hub.vercel.app/sources/client-brief.txt).

### Groups

- Contractors
- Construction companies
- Developers
- Engineers
- Project managers
- Procurement teams
- Builders
- Homeowners undertaking construction
- Businesses undertaking construction projects

### Possible Decision Makers

- Contractor
- Engineer
- Site manager
- Developer
- Project manager
- Procurement officer
- Business owner
- Homeowner