Welcome & Week 1 Agenda

You’re joining the marketing team of a 60-year-old commercial locksmith company at the most interesting moment in its history. We’re not a sleepy local shop — we’re building toward $16M in revenue by 2027, and marketing is central to getting there. Your job matters here.

A few things up front so the first week feels less like a firehose:

You’re not expected to know locksmithing. Nobody on the marketing side started as a lock expert. You’ll pick up what you need by being curious and asking.
You already know more than you think. You just finished a marketing degree. A lot of this week is taking the frameworks you already learned — target customer, segmentation, positioning, the buying decision — and pointing them at a real business. That part you’re ready for.
Ask everything. We do a short check-in at the end of every day this week specifically so no question piles up. There’s no dumb question in week one.
You work alongside an AI system. A big part of our marketing runs through Claude-powered agents and automation tools. Your job is judgment, creativity, and quality — not button-pushing. More on that later in the week; don’t worry about it yet.

This page is your map for the week. The rest of the hub is your reference library — you don’t need to read it all at once; the agenda tells you what to read when.

How to use this handbook

Section	What’s in it	When you’ll use it
Welcome & Week 1 Agenda (this page)	Welcome + week-1 agenda	Today
Company & Industry Primer	Who we are, the industry, + marketing exercises	Mon morning
Marketing Strategy & Funnel	Our 6-level funnel — how we think about channels	Mon afternoon
Brand Voice & Guidelines	How we sound and look, and how to apply it	Mon morning + ongoing
Tools & Systems	Every platform we use + your login checklist	Mon PM + Tue
Your Role & How We Work	What you’ll own, our working norms, your 30/60/90	Fri
Engagement-Post SOP	Step-by-step for a core recurring task	Thu
Using Claude in Your Role	How to use Claude (and Claude Code) as a daily work tool	Thu morning

A note on the schedule

Times are a guide, not a stopwatch — we’ll flex as needed. A few fixed points to know about:

Garrett is in the leadership meeting (the “L10”) from 10:00–11:30 Monday. That’s normal — it happens every week. You’ll have a focused solo block during that window (details below), and you regroup right after.
Tuesday morning Garrett has 1:1s with his other direct reports. You’ll be working through account access then, so he’ll be in and out — save the bigger questions for when you regroup.
Every day this week ends with a 15-minute check-in with Garrett to review the day, clear up questions, and line up tomorrow.

Week 1 at a glance

Day	Theme
Mon 6-8-26	Company, brand & industry primer → funnel → platform tour
Tue 6-9-26	Get full account access, then start building (PPC, social, campaigns)
Wed 6-10-26	Out in the field — technician ride-along + content shoot
Thu 6-11-26	Claude Code crash course + your first assignment
Fri 6-12-26	Your first day “live” + plan your 30/60/90

Monday 6-8-26 — Company, Brand & the Funnel

8:00–10:00 — Company, Industry & Brand Primer

Coffee, workspace, and a quick shop tour of Phoenix HQ (6146 N 35th Ave) — the bench, road techs, the parts cage.
Meet the people: Garrett first, then quick hellos to Sophia Hernandez (Hold Jobs Manager) and Adam Brenton (Parts Manager) — they report to Garrett like you do, just on the ops and parts sides. Hellos to owner Michael Hanson and the other VPs (Jason Hale / Sales, Jared Ghormley / Ops, John Phelan / Retail) as they’re around.
Together you walk the essentials: who Anderson is, how the commercial-locksmith industry works, where we’re headed, and how we sound and look as a brand. References: Company & Industry Primer and Brand Voice & Guidelines.

10:00–11:30 — Marketing exercises & site exploration (solo block — Garrett’s in the L10 meeting) This window is yours. Keep a running list of questions for the recap.

Work the Marketing Exercises — at least the Ideal Customer Profile and the Buying Committee (DMU) map. Rough notes are perfect; these are the frameworks you already know, pointed at us.
If time permits, explore this site (the marketing hub) so you know where everything lives.

11:30–12:00 — Recap the morning — clear your question list and make sure the primer + brand landed.

12:00–1:00 — Lunch (on Garrett — first day)

1:00–2:30 — Exercise review + Marketing Strategy & Funnel Map

Go through your exercise notes together.
Then the big one: our 6-level marketing funnel and the Funnel Map on this site. The goal isn’t to memorize channels — it’s the mental model: how we reach customers, and what marketing owns vs. what sales owns. Reference: Marketing Strategy & Funnel.

2:30–4:00 — Marketing platform & content tour

Hands-on tour of the systems you’ll touch and where our content lives — what each tool is for (orientation, not mastery): ClickUp, ServiceTitan, Google Workspace/Drive, Buffer, Klaviyo, Google Business Profile, the ad platforms, Canva, CallRail. Reference: Tools & Systems.

4:00–4:30 — Recap & prep for Tuesday.

Tuesday 6-9-26 — Get Access & Start Building

Morning — Gain access to all accounts

Get fully logged in and provisioned across every platform: email/Google Workspace, ClickUp, ServiceTitan, Buffer, Klaviyo, Google Business Profile, the ad platforms (Google/Meta/Bing/LinkedIn), Canva, CallRail. Confirm each login works and flag anything broken. Reference: Tools & Systems and the login checklist.

Afternoon — Start building

With access in hand, get hands-on with real marketing work — a first pass at PPC, social, and campaign assets — so the tools stop being abstract. You won’t own these yet; you build alongside Garrett so you see how a campaign actually comes together (leaning on the brand to keep it on-brand). References: Brand Voice & Guidelines for the bar, Engagement-Post SOP for the social workflow.

End of day check-in.

Wednesday 6-10-26 — Out in the Field

You can’t market what you’ve never seen. Today you get out of the office.

Ride-along with a technician — go see real commercial jobs. Pay attention to what we actually do on site, including any restricted-key and access-control work — areas we’re growing. Notice how the tech, the van, and the job site represent the brand.
Shadow Kyle (DropKick), our content freelancer — see how photos and video get captured in the field and turned into content. This is the raw material a lot of your social work will draw on.
No formal check-in tonight since you’re out — debrief Thursday morning.

Thursday 6-11-26 — Claude Code & Your First Assignment

Morning — Claude Code config + crash course

Debrief Wednesday’s ride-along.
Get Claude Code set up on your machine and run through Claude Code 101 (and, if you haven’t yet, AI Fluency) on Anthropic Academy. A big part of our marketing runs through Claude-powered tools — this is where you learn to work with that system. The golden rule throughout: verify, don’t trust. References: Using Claude and the full Training & Courses path.

Afternoon — Your first assignment

Take on your first real piece of work, start to finish, with Garrett’s review. (The exact assignment will be set with you.) Reference: Engagement-Post SOP if it’s the engagement post.

End of day check-in.

Friday 6-12-26 — Your First Day “Live”

Today you start doing the real work for real — your first day on live duties.

Morning

Put Thursday’s assignment into action — finish and schedule anything that’s ready (with Garrett’s review before it queues).
Revisit the funnel — where your work fits in the bigger picture.

Afternoon

Your ongoing responsibilities — walk through Role & How We Work together and shape your 30/60/90-day ramp.
Week-1 wrap — what landed, what’s still fuzzy, your questions. Set up the standing weekly 1:1.

What “a good first week” looks like

By Friday, you should be able to:

Explain who Anderson is, who our customers are, and how our work is evolving — toward restricted-key systems and growing access control.
Walk through the 6-level funnel and tell us what marketing owns vs. what sales owns.
Write something that sounds like us and check it against the brand guidelines.
Be set up in every tool, with Claude Code configured, and have a feel for working alongside our AI system.
Have completed your first real assignment and started on live work.

You will not be an expert in everything — and you’re not supposed to be. Week one is about the map. We fill in the territory together over the next 90 days.

Welcome aboard. Glad you’re here. — Garrett