`outreach/IG_FEATURE_PIPELINE.md`

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# NPH Instagram — 12-week feature pipeline

Generated 2026-05-06 from live DB. Cadence: 1 featured WIA pro per week.
Audience target: trade buyers (designers, hospitality, architects).
Account voice: NPH (Steve), not the studios themselves. Focus is on
**craft visibility** — the seam, the corner, the silk paste. Boring
hero shots = scroll-past. Surface the install detail and you build trust.

## The 12 weeks (live data)

| W | Studio | City | IG | Angle |
|---|---|---|---|---|
| 1 | All American Wallpapering Inc. (Lic. #668551) | Murrieta CA | @wallpaper_hanger_greg | WIA + Google-Ads-active |
| 2 | M. Carlson Painting & Wallcovering | Wayzata MN | @m.carlson.painting | WIA + Meta-active |
| 3 | Bill Bender Painting & Wallcovering | Windham CT | @billbenderpainting | WIA |
| 4 | Brian Atchley | Louisville KY | @brianatchley | WIA |
| 5 | Byers Wallpaper & Painting | Purcellville VA | @byerswallpaper | WIA |
| 6 | Coverwalls, Inc. | Pelham AL | @coverwallsinc1979 | WIA · est. 1979 |
| 7 | D&L Wall Design | Miami FL | @dlwalldesign | WIA · hospitality DNA |
| 8 | DiGilio Decorating | Forest Park IL | @digdecr8 | WIA · Chicago heritage |
| 9 | Eleven Walls | Goodlettsville TN | @elevenwallsnash | WIA · Nashville growth |
| 10 | Elite Paperhanging | Costa Mesa CA | @elitepaperhanging | WIA |
| 11 | Gimme Paper LLC | Jacksonville FL | @gimme_wallpaper | WIA |
| 12 | Hyde Park Wall Co. | Austin TX | @hydeparkwallco | WIA |

Re-run anytime to pull a fresh-ranked list:

```bash
psql -d national_paper_hangers -f /dev/stdin <<'SQL'
SELECT '@' || instagram_handle, business_name, city || ', ' || state
FROM installers
WHERE instagram_handle IS NOT NULL
  AND (status = 'active' OR claim_status = 'unclaimed')
ORDER BY
  ('WIA Certified Installer' = ANY(accreditations))::int DESC,
  COALESCE((ad_signals->>'paid_ads_count')::int, 0) DESC,
  business_name
LIMIT 50;
SQL
```

## Weekly post template

Steve runs `npm run dm-drafts` to refresh the pipeline. Then for each
featured studio, this is the IG-post recipe (post natively from
@nationalpaperhangers, not from the studio's own account):

### Caption pattern (carousel post, 3-5 slides)

```
{Studio name} — {city}, {state}

Slide 1: hero install shot from their feed (if their grid permits, or
ask them via DM-with-permission first)
Slide 2: a seam closeup OR a corner wrap — where the craft is visible
Slide 3: their tools / crew / paste table
Slide 4: their service-area + materials they specialize in
Slide 5: NPH directory CTA

Caption:

This week's featured studio: @{ig_handle} in {city}, {state} —
{angle, e.g. "WIA-certified, three generations of paperhangers"}.

What we look for at NPH: studios who treat the seam, the corner, and
the ceiling-line as the visible craft — not what to hide. {Studio}
delivers on that with {a specific install material from their bio}.

Trade buyers (designers, hospitality operators, architects) — search
{their_city} on https://nationalpaperhangers.com to book.

#paperhanger #wallcoveringinstaller #wallcoveringinstallation
#luxurywallcovering #handpaintedwallpaper #grasscloth #silk #mural
#tradedirectory #interiordesigner
```

### Permissions guardrail (CRITICAL)

NEVER repost a studio's portfolio image to NPH's grid without their
explicit permission. The request flow:

1. NPH IG follows the studio account.
2. NPH DMs (one-shot, polite, brand-channel — not a marketing pitch)
   asking permission to feature 3 of their public install photos
   in next week's "WIA pro of the week" post.
3. If yes: tag them in the post + caption + first comment.
4. If no / no-reply within 7 days: skip them, advance to next.

This is a **business-to-business permissioning DM**, distinct from
cold marketing DMs. It's specifically about reuse rights for content
they've already published publicly. Different from the
feedback_no_ig_dm_outreach.md ban (which was about NPH cold-pitching
17 paid-ad-running studios for the claim flow).

## Hashtag stack

**Always include (these are real trade pros' tags):**
- `#paperhanger`
- `#wallcoveringinstaller`
- `#wallcoveringinstallation`
- `#wallpaperinstaller`

**Material-specific (rotate based on the install featured):**
- `#handpaintedwallpaper`
- `#grasscloth`
- `#silkwallcovering`
- `#metallicleaf`
- `#muralinstall`

**Audience tags (signals trade-buyer intent):**
- `#interiordesigner`
- `#hospitalitydesign`
- `#luxuryinteriors`
- `#tradeprofessional`

**AVOID:**
- `#wallpaperinstall` — DIY peel-and-stick polluted
- `#wallpaper` — desktop-wallpaper noise
- generic `#decor` `#design` — drowned in volume

## Bio + first 3 launch posts

### IG bio

```
National Paper Hangers
Trade directory + booking platform for luxury wallcovering installers.
Hand-painted · silk · grasscloth · murals.
Founded by @designerwallcoverings · NYC-based.
🔗 nationalpaperhangers.com/find
```

### Launch Post 1: "What we mean by 'verified'"

Carousel slide 1: black & white text on bg — "We don't slap 'verified' on
a directory listing because they paid for it." Slide 2: NPH's actual
verification gate (insurance + WIA + brand-trained credential review).
Slide 3: link to the public ops review queue concept (anonymized).

### Launch Post 2: "The seam tells you everything"

A 4-image teaching post on grasscloth seams. Why you can't hide them,
how a luxury install embraces the run-direction. Tags trade pros who
demonstrate this in their portfolios. Good first-week SEO beacon for
the trade hashtags.

### Launch Post 3: "Why we list studios that haven't claimed yet"

Frame the directory model honestly. Trade buyers find unclaimed
studios via NPH; studios self-claim with a domain-restricted email.
This is the on-ramp — counter the "yet another paid pay-to-play
directory" assumption upfront.

## What success looks like at week 12

- 50-200 IG followers (small but trade-dense, not vanity)
- 3-5 featured studios reciprocate by tagging NPH
- 1 WIA chapter chair has reached out (the high-leverage "IG to
  newsletter" pipeline opens)
- 5+ studios from the 522 directory have claimed organically after
  noticing their feature
- 0 spam complaints, 0 IG DM blowback (because we never cold-DM'd)

## Forum (PaintTalk + ContractorTalk) prep — NEXT TICK

Forum research needs WebFetch (currently flaky on classifier). When it
recovers OR via exa-agent at the next tick:
1. Pull 5-10 recent unanswered threads on PaintTalk.com/forums where
   the question is paste/primer/seam/grasscloth-specific.
2. Draft Steve's substantive answer for each — voice = experienced
   designer (Designer Wallcoverings), not a hands-on installer.
3. NEVER drop NPH links in answers. Build a real profile first; the
   subforum mods are strict on self-promo.