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Gather 'n' Grow
NH Oil Undercoating · Evergreen Annual Content Plan

An always-on content engine, built around your seasons.

The plan we're proposing: a year of email built on the rhythm of rust. Eighteen sends that follow the temperature from the spring thaw through the peak booking rush, each one teaching first and selling occasionally. Four pillar blogs sit underneath them, so every email has something genuinely useful to link to. Timed for the Northeast and Midwest — where roughly 90% of the business is.

Proposed plan · for sign-off at kickoff
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This is the consumer track

Every email here speaks to vehicle owners — educate first, then point them to the two things they can do: buy the product, or use the Applicator Locator to find a local applicator and book. Authorized & professional applicators and retailers get a separate, lighter track (less education, different ask) — now drafted, see the Applicator & Professional Track. Segmenting the contact list into consumer vs. applicator is the priority before September.

The Year at a Glance
JAN
Maint.
FEB
Maint.
MAR
Maint.
APR
Spring
MAY
Spring
JUN
Summer
JUL
Summer
AUG
Summer
SEP
Peak
OCT
Peak
NOV
Peak
DEC
Peak
Peak
Sep–Nov, right up to Christmas · the booking rush
18 Emails Across the Year

Spring

4 + 1 targeted
Apr → early May · clean off the salt and re-coat while it counts most · boat & trailer owners prep now for a mid-May launch

Summer

4 emails
Jun → Aug · the smart-time-to-undercoat window, before the rush hits

Peak Season

7 emails
Sep → Dec · the busiest booking stretch · cooler weather makes this the prime window up north

Winter · Maintenance

3 emails
Jan → Mar · snow's down, spraying's mostly done · stay relevant, keep the salt off, plan ahead
Evergreen total
18 emails / year
Spring 4 · Summer 4 · Peak 7 · Winter/Maint. 3.
Peak runs denser, and includes the two annual booking-pressure sends (mid-Aug + early Sep). Reusable each year; ad hoc promos sit on top.
Optional: a quarterly newsletter (4/yr) can sit on top.
4 Pillar Blogs · The Content Underneath

Educate-first email only works if there's something worth linking to — and NHOU already has a deep evergreen blog and YouTube library. Most of the 18 emails can point to an existing post or how-to video, and three of the four pillar blogs can be refreshed or assembled from existing posts rather than written from scratch (summer is the only thin spot). Each pillar publishes a month ahead of its season as the cornerstone the emails link to, doubling as year-round SEO and ad landing pages. One rule: the pillars never hold up the mid-August and early-September booking emails. Those two get built and sent first — the fall pillar can follow behind them.

Spring · publish MarRefresh + assemble

Spring Undercoating Guide: Undo Winter, Prep for Next Year

What a winter of road salt does under a vehicle and how to spot hidden corrosion · the Salt-Brine cleanup step before re-coating (boat & trailer owners: clean the salt off before a mid-May launch) · converting existing rust with Rustoration, then protecting · when spring temps are warm enough (South earlier than North) · active-vs-passive primer.
Blogs "Washing Your Car May Not Be Enough" · "How to Remove Road Salt from your Vehicle" · "Where Vehicles Rust out Most" · "Rust Proofing vs Oil Undercoating"
Powers the 4 spring emails →
Summer · publish May/JunBuild / expand

Why Summer Is the Smart Time to Undercoat

The off-season case (open capacity, oil has time to creep before salt) · coastal & year-round salt-air rust · ideal application temperature range · buy-it-yourself (DIY Kits) vs book an applicator · what to line up before the fall booking rush.
Thinnest — part net-new. Blogs "Rustproofing Isn't Just for Rust" · "Rust Proofing vs Oil Undercoating" · "When is the best Time to Undercoat"  Video "Facts about oil undercoating"
Powers the 4 summer emails →
Peak · publish AugRefresh + assemble

Fall Undercoating Guide: Get Coated Before the First Salt

How falling temps + the first salt trucks make timing matter · why the oil cures best before salt hits · the booking-window reality (calendars fill Sep–Nov, so booking early beats waiting) · North vs South timing · oil vs V3 · standby buys (Storage Shield for winter storage).
Blogs "When is the best Time to Undercoat" (anchor) · "How to Protect Your Car/Truck Over the Winter" · "Underbody Coating Near Me"  Videos "Proof you can prevent rust" · "Customer testimonials"
Powers the peak-season emails →
Winter/Maint. · publish NovRefresh + assemble

Winter Rust Protection: Timing Windows + Cold-Weather Care

The optimal application window by region (later still helps — earlier just works better up north) · peak salt season Dec–Feb · mid-winter maintenance (Salt-Brine between treatments) · the coastal year-round option · Storage Shield for parked & stored vehicles · what to keep on hand all winter.
Blogs "How to Protect Your Car/Truck Over the Winter" · "Rust Inhibitors in Sub Zero Temperatures" · "Soy-Based Wiring: How to Keep Mice Out" · "Deicing Advances" · "Does Road Salt Short Out Wiring"
Powers the winter / maintenance emails →
How It Fits Together
01

Booking emails come first

The mid-August and early-September booking sends are the priority — built and scheduled before anything else, because a slot booked before October is the biggest win of the year. Pillars and the rest follow behind them.

02

Emails teach, then point

Most sends are genuinely useful and link to the blog. Selling is occasional and well-timed. Every consumer CTA lands on the same two choices: buy the product, or use the Applicator Locator to find someone local and book.

03

It gets smarter over time

Content tailors by region (northern rust-belt vs southern coastal — Northeast & Midwest are core) and by sub-segment (e.g. boat & trailer owners, who prep in April/early May — reached with their own targeted send). Once the list is segmented, applicators and retailers move to their own track; this consumer track keeps the same products, different message.

Prepared by Gather 'n' Grow  ·  gatherngrow.com  ·  Google Ads Partner  ·  HubSpot Platinum Partner