hvac-marketing-skills/skills/hvac-marketing-context/SKILL.md

---
name: hvac-marketing-context
description: "When the user wants to create or update their HVAC marketing context document. Also use when the user mentions 'marketing context,' 'set up context,' 'brand profile,' 'who is my target audience,' 'HVAC positioning,' 'ICP,' 'ideal customer profile,' or wants to avoid repeating foundational information across marketing tasks. Use this at the start of any new project before using other marketing skills — it creates `.agents/hvac-marketing-context.md` that all other skills reference for brand, audience, and HVAC positioning context. For brand voice specifically, see hvac-brand-voice."
metadata:
  version: 2.0.0
compendium:
  mode: enhanced
  tools: [db, analyze]
---

# HVAC Marketing Context

You help users create and maintain an HVAC marketing context document. This captures foundational brand positioning, audience segments, and industry context that all other HVAC marketing skills reference.

The document is stored at `.agents/hvac-marketing-context.md`.

## Workflow

### Step 1: Check for Existing Context

First, check if `.agents/hvac-marketing-context.md` already exists. Also check `.claude/hvac-marketing-context.md` for older setups — if found there but not in `.agents/`, offer to move it.

**If it exists:**
- Read it and summarize what's captured
- Ask which sections they want to update
- Only gather info for those sections

**If it doesn't exist, offer two options:**

1. **Auto-draft from Compendium data** (recommended): Query the Compendium database for brand data, influencer profiles, and content patterns. Draft a V1 of the context document from existing intelligence.

2. **Start from scratch**: Walk through each section conversationally, gathering info one section at a time.

### Step 2: Gather Information

**If auto-drafting from Compendium:**
1. Query `mv_influencer_activity` for primary brand profiles
2. Query `mv_brand_content_tracker` for brand content patterns
3. Query `v_content_classified` for audience segment distribution
4. Query `intelligence.statistics` for key industry data points
5. Draft all sections based on what you find
6. Present the draft and ask what needs correcting or is missing
7. Iterate until the user is satisfied

**If Compendium is unavailable or starting from scratch:**
Walk through each section below conversationally, one at a time. Don't dump all questions at once.

For each section:
1. Briefly explain what you're capturing
2. Ask relevant questions
3. Confirm accuracy
4. Move to the next

Push for verbatim language — exact phrases techs and homeowners use are more valuable than polished descriptions.

---

## Sections to Capture

### 1. Brand Overview

- Brand name and tagline
- What the brand does (2-3 sentences)
- Brand type: content creator, manufacturer, contractor, distributor, tool/app, training
- Primary platforms (YouTube, Instagram, LinkedIn, podcast, website)
- Content format focus (video, articles, social, courses)

**Pre-populated brands** (if user is working with Compendium primary brands):

**HVAC Know It All** — Gary McCreadie
- Canadian HVAC technician and content creator
- YouTube, Instagram, Facebook focused
- Educational content: diagnostics, repairs, equipment reviews
- Tone: hands-on, practical, no-BS, occasional humor
- Audience: apprentice to journeyman technicians

**measureQuick** — Jim Bergmann
- HVAC measurement and diagnostics app
- YouTube, LinkedIn, website focused
- Technical content: system performance, measurement accuracy, data-driven HVAC
- Tone: data-driven, precise, engineering-minded
- Audience: journeyman to master technicians, contractors

### 2. Target Audience Segments

HVAC content has distinct audience tiers. Identify which segments the brand serves:

| Segment | Technical Level | Content Needs |
|---------|----------------|---------------|
| **Homeowner** | None-Low | Maintenance tips, buying guides, comfort advice, cost expectations |
| **Apprentice** | Learning | Fundamentals, tool usage, basic troubleshooting, career guidance |
| **Journeyman** | Working | Advanced diagnostics, equipment-specific guides, efficiency optimization |
| **Master Tech** | Expert | Complex systems, code compliance, business management, mentoring |
| **Business Owner** | Varies | Marketing, hiring, pricing, operations, growth strategy |

For each active segment, capture:
- Primary pain points
- Content preferences (video vs written, length, format)
- Where they consume content (platform habits)
- Language they use (trade slang vs formal)

### 3. HVAC Content Pillars

Which pillars does this brand focus on?

| Pillar | Description | Examples |
|--------|-------------|----------|
| **Efficiency** | Energy savings, SEER2/HSPF2 ratings, system performance | "How to Calculate Manual J Load" |
| **Regulations** | EPA rules, refrigerant handling, building codes, permits | "2025 Refrigerant Phase-Down Guide" |
| **Seasonal** | Maintenance schedules, seasonal campaigns, weather-driven content | "Spring AC Tune-Up Checklist" |
| **Troubleshooting** | Diagnostic guides, common failures, repair walkthroughs | "No Cool Call: Step-by-Step Diagnosis" |
| **Equipment** | Reviews, comparisons, installation guides, new product launches | "Carrier vs Trane: 2025 Comparison" |
| **IAQ** | Indoor air quality, filtration, humidity, ventilation | "When to Recommend a Whole-Home Dehumidifier" |

### 4. HVAC Industry Calendar

Map seasonal content opportunities:

| Season | Months | Campaign Focus |
|--------|--------|----------------|
| **Spring** | Mar-Apr | AC tune-up push, pre-season inspections, equipment upgrade promotions |
| **Summer** | May-Aug | Emergency repair awareness, efficiency tips, IAQ (allergens, humidity) |
| **Fall** | Sep-Oct | Heating prep, furnace inspections, winterization content |
| **Winter** | Nov-Feb | Emergency heating, carbon monoxide safety, IAQ (dry air, ventilation) |
| **Shoulder** | Apr-May, Sep-Oct | Equipment replacement promotions, financing offers, off-season deals |

### 5. Competitive Landscape

- **Direct competitors**: Same type of brand, same audience
- **Adjacent brands**: Different angle, overlapping audience (e.g., HVAC School vs HVAC Know It All)
- **Industry voices**: Influential techs, trainers, or companies whose content competes for attention
- What each does well and where they fall short

### 6. Differentiation

- What makes this brand's content unique
- Credibility signals (years in trade, certifications, notable projects)
- Content quality differentiators (production value, depth, humor, accessibility)
- Why the audience follows this brand over alternatives

### 7. Brand Voice

- Tone: technical-casual, authoritative, approachable, humorous, data-driven
- Communication style: direct, conversational, educational
- Brand personality (3-5 adjectives)
- Language to use: trade terminology level, acceptable slang
- Language to avoid: corporate speak, overly formal, condescending

For detailed brand voice development, use the `hvac-brand-voice` skill after creating this context document.

### 8. Proof Points

- Key metrics (subscribers, views, app downloads, installs completed)
- Notable partnerships or endorsements
- Community engagement (comments, shares, user-generated content)
- Industry recognition (awards, speaking engagements, certifications)

### 9. Goals

- Primary business goal (grow audience, drive app adoption, generate leads, sell training)
- Key conversion actions (subscribe, download app, book service, enroll in course)
- Current metrics (if known)
- Content frequency targets

---

## Step 3: Create the Document

After gathering information, create `.agents/hvac-marketing-context.md` with this structure:

```markdown
# HVAC Marketing Context

*Last updated: [date]*

## Brand Overview
**Brand name:**
**Tagline:**
**What it does:**
**Brand type:**
**Primary platforms:**
**Content focus:**

## Target Audience
| Segment | Active | Primary Pain Points | Content Preferences |
|---------|--------|--------------------|--------------------|
| Homeowner | | | |
| Apprentice | | | |
| Journeyman | | | |
| Master Tech | | | |
| Business Owner | | | |

## Content Pillars
- [ ] Efficiency
- [ ] Regulations
- [ ] Seasonal
- [ ] Troubleshooting
- [ ] Equipment
- [ ] IAQ

**Primary pillars:**
**Secondary pillars:**

## Seasonal Calendar
| Season | Months | Key Campaigns |
|--------|--------|---------------|
| Spring | Mar-Apr | |
| Summer | May-Aug | |
| Fall | Sep-Oct | |
| Winter | Nov-Feb | |

## Competitive Landscape
**Direct:** [Brand] — strengths/weaknesses
**Adjacent:** [Brand] — overlap areas
**Industry voices:** [Names]

## Differentiation
**Unique angle:**
**Credibility:**
**Content quality:**
**Why they follow us:**

## Brand Voice
**Tone:**
**Style:**
**Personality:**
**Use:** [terms/phrases]
**Avoid:** [terms/phrases]

## Proof Points
**Metrics:**
**Partnerships:**
**Community:**
**Recognition:**

## Goals
**Business goal:**
**Conversion actions:**
**Current metrics:**
**Content frequency:**

## Compendium Access
**Database**: See COMPENDIUM_INTEGRATION.md for query templates
**Key views**: mv_influencer_activity, mv_brand_content_tracker, v_content_classified
**Statistics**: intelligence.statistics (1,400+ industry data points)
```

---

## Step 4: Confirm and Save

- Show the completed document
- Ask if anything needs adjustment
- Save to `.agents/hvac-marketing-context.md`
- Tell them: "Other HVAC marketing skills will now use this context automatically. Run `/hvac-marketing-context` anytime to update it."

---

## Compendium Integration

See `COMPENDIUM_INTEGRATION.md` for full details.

**Applicable tiers**: DB Query, Analyze

**Key queries**:
- `influencer-activity` — pull brand profiles and engagement data
- `brand-content` — track brand content output
- `classified-content` — understand audience segment distribution

When Compendium is unavailable, the skill works standalone — just requires more manual input from the user.

## Related Skills

- **hvac-brand-voice**: Deep dive into voice, tone, and personality development
- **content-strategy**: Plan content using the context established here
- **hvac-content-from-data**: Create content directly from Compendium data
- **social-content**: Social media content using brand voice and audience context

## Tips

- **HVAC-specific**: Ask about certifications, years in trade, specialty areas (residential vs commercial, specific brands)
- **Capture field language**: "The unit's short-cycling" beats "the system is experiencing intermittent cycling"
- **Ask about seasonal patterns**: Every HVAC brand's content rhythm follows the seasons
- **Validate as you go**: Summarize each section and confirm before moving on
- **Skip what doesn't apply**: Not every brand covers all pillars or audience segments