Client-account decision. A Rye Valley delivery decision about how we run the Roebling account, made with the client. Client-side people named as deciders are the client’s staff, not Rye Valley team. Scoped 2026-08-30.
- Date: 2026-07-09
- Decider(s): Michael Houck, Brentan Alexander
- Status: decided
Decision
Roebling’s Megaphone engagement targets impressions as the primary KPI (not demand gen or followers). Content centers on three pillars: AI in physical infrastructure, workflow reformation, and the American/Western industrial Renaissance narrative. Brentan’s authentic voice is non-negotiable; posts don’t need to link back to Roebling every time.
Context
Kickoff call for Roebling as a new Megaphone client. Brentan sees LinkedIn as a foundation layer - when people find Roebling through press or white papers, the content gives them something to dig into. Audience is conservative capital-projects decision-makers (CFOs, capital excellence teams) investing 8-9 figures, not a Silicon Valley crowd.
Options considered
- Direct demand generation focus: ruled out as too salesy for a buttoned-up audience
- Follower-growth KPI: ruled out; impressions include non-follower reach and better fit the credibility goal
- Brand account focus: ruled out; people follow people first
Consequences
Blake Emal writes all content through Brentan’s Forbes archive as voice reference. Proactive engagements (Ben) deferred until after organic post performance is established. Brentan must respond to Monday prompts via voice note by Wednesday or Blake runs with the batch independently.