Rebuild a consistent social rhythm and connect the strongest organic ideas to targeted paid support.
Yello Marketing Intelligence Hub
The work never stopped.
A stakeholder resource for the performance, strategy, creative direction and customer-experience work that keeps FindYello moving forward.
US$512.98 in verified captured spend from a US$1,500 approved allocation, with US$987.02 provisionally remaining.
Cumulative captured Meta spend: 1 May–13 September 2026. Latest Meta delivery: 16 July–13 September 2026. FindYello comparison supplied through 9 September 2026. Paid-media figures are in US dollars.
Verified investment-to-impact chainMeta + GA4
34.2% of the US$1,500 allocation was captured from 1 May–13 September; the provisional balance is US$987.02.
Phase 1 · Evolving stakeholder resource
Marketing intelligence, grounded in the work already underway.
Yello’s central stakeholder resource for marketing strategy, performance, content development, customer experience and future growth. The performance report below remains the verified evidence base for this first phase.
At a glance
What leadership needs to know now.
Six decision-ready markers connect the evidence in this report with the next phase of marketing activity.
US$512.98 in cumulative spend has been captured through 13 September; the latest Meta period reached 211,661 people.
Develop paper-world and stop-motion into distinctive, repeatable FindYello formats.
Align campaign promises to category-specific, mobile-friendly landing experiences.
Measure search, listing views, calls, directions and business enquiries consistently.
Reconcile the provisional US$987.02 balance before committing the remaining allocation.
Strategy centre
Make FindYello a familiar and trusted starting point for discovering local businesses, services and useful information across the Caribbean.
Marketing connects awareness, useful content, targeted paid support and a clearer FindYello journey. It should drive qualified traffic while helping consumers and businesses understand the value of local discovery.
01Rebuild consistent social media activity02Increase awareness of FindYello03Connect organic content with targeted paid support04Develop distinctive, repeatable creative formats05Improve landing experiences and UTM / GA4 tracking06Balance B2C and B2B communication across markets
Local consumers
Find the right trusted local option quickly and confidently.
Small and medium-sized businesses
Understand how Yello and FindYello can increase visibility and customer discovery.
Existing advertisers and clients
See continued value, visibility and performance from their connection with Yello.
Caribbean communities
See relevant local content that reflects their communities and experiences.
Internal stakeholders
Understand activity, learning, priorities and business impact across the programme.
Awareness
NeedRecognise Yello or FindYello
ContentUseful, topical and community-led content
CTABuild reach
MeasureReach
GapMarket-level audience signals are incomplete
Consideration
NeedSee how FindYello can solve a need
ContentDemonstrations, category ideas and proof
CTAExplore FindYello
MeasureEngagement and clicks
GapCreative-to-intent link needs testing
Discovery
NeedSearch for a category or business
ContentSearch-bar concepts and category pages
CTASearch on FindYello
MeasureSearches and category sessions
GapSearch completion is not yet a consistent event
Action
NeedChoose a useful local next step
ContentListing and service-led calls-to-action
CTACall, get directions or visit a site
MeasureListing views and high-intent actions
GapOutcome events need a shared definition
Return and advocacy
NeedCome back or recommend a useful service
ContentHelpful evergreen content and community stories
CTASave or share
MeasureReturning users and shares
GapRetention and advocacy are not yet connected to campaigns
Content pillar system
Yello Content Pillars
Content pillars give the team an ownable framework for useful, relevant and measurable work across consumer and business audiences.
Primary audienceConsumers with an immediate or future need
FunnelAwareness · Consideration · Discovery · Action
Key themesDentists · therapists · home services · restaurants · professional services
Existing examplesPaper-world dentist · football therapist · engagement-ring search
Recommended formatsShort video · paper-world scenes · category carousel · search-bar concept
Calls-to-actionSearch on FindYello · Explore the category
SEO opportunityConnect category pages and practical needs with reusable search-led content.
Suggested KPIsReach · saves · link clicks · category sessions · listing actions
Sales positioning · IYD
A stronger way to position local discovery.
IYD helps local businesses become easier to find, easier to trust and easier to choose when customers are actively looking for what they offer.
latest-period Meta reach
The account recorded this unduplicated reach from 16 July–13 September 2026.
latest-period Meta link clicks
Seven delivered campaign rows generated measurable interest beyond passive social visibility.
FindYello sessions YoY
The supplied comparison shows 1,692 sessions versus 516 for 1–9 September 2025.
platform publications
Facebook and Instagram recorded 55 format-level publications in the latest period; this is not a unique-creative count.
01
Start with the customer need
Ask how customers currently find the business and which services or locations they want to be discovered for.
02
Position IYD clearly
Explain that IYD supports local discovery: customers can find business information when they are looking for a relevant service.
03
Make the listing valuable
Connect accurate categories, contact details and business information to a clearer, more trustworthy customer decision.
04
Use marketing evidence responsibly
Share the verified awareness and traffic figures as evidence of active marketing support, not as a guaranteed lead volume.
Campaign and Prototype Lab
Explore ideas before they become initiatives.
A practical view of emerging campaign ideas, creative systems, website concepts and interactive experiences. A status is not an approval.
Paper World
- Audience
- Consumers
- Funnel stage
- Awareness
- Related pillar
- Local discovery and everyday solutions
Turn layered paper-style environments into a repeatable branded visual system.
Stop Motion – Who We Are
- Audience
- Consumers and stakeholders
- Funnel stage
- Awareness
- Related pillar
- Creative innovation and experimentation
Use a visually engaging format to explain Yello, FindYello and business categories.
FindYello Discovery Game
- Audience
- Consumers and communities
- Funnel stage
- Discovery
- Related pillar
- Creative innovation and experimentation
Make discovering and recommending useful local services more participatory.
Yello Finds
- Audience
- Consumers and businesses
- Funnel stage
- Consideration
- Related pillar
- Caribbean people, places and community
Create a repeatable multi-market feature for useful local discoveries.
Topical category connections
- Audience
- Social audiences
- Funnel stage
- Awareness
- Related pillar
- Culture, seasons and real-time relevance
Connect live cultural and sports moments to relevant FindYello categories.
FindYello buyer-journey improvement
- Audience
- Website visitors
- Funnel stage
- Discovery
- Related pillar
- Product education and trust
Remove friction between social discovery, search and useful business action.
Helpful content-to-category journey
- Audience
- Consumers
- Funnel stage
- Action
- Related pillar
- Helpful living and preparedness
Use useful articles to move audiences from information to related local services.
Marketing Intelligence Hub
- Audience
- Stakeholders
- Funnel stage
- Awareness
- Related pillar
- Creative innovation and experimentation
Connect performance, strategy, content planning and future priorities in one resource.
FindYello Experience Opportunities
Marketing performance depends on what happens after the click.
These are stakeholder-ready opportunities, not confirmed product commitments. They focus attention on the discovery and action gaps that could limit marketing impact.
High priority · Consideration
Clarify FindYello’s value proposition
EvidenceNew visitors may not immediately understand what FindYello helps them accomplish.
Suggested improvementUse benefit-led homepage and landing-page messaging.
Expected impactStronger understanding and search engagement.
High priority · Action
Align adverts with landing pages
EvidenceSome campaigns may lead to broad pages rather than a relevant category or content destination.
Suggested improvementUse category-specific and campaign-specific landing destinations.
Expected impactMore useful website actions after the click.
High priority · Discovery
Improve mobile search discovery
EvidenceMobile visitors need to see where and how to search quickly.
Suggested improvementMake search prominent, simple and supported by examples.
Expected impactMore searches and listing discovery.
High priority · Action
Strengthen conversion measurement
EvidenceTraffic is measurable but the complete business outcome is not.
Suggested improvementTrack search completion, listing views, calls, directions, website clicks, forms and advertiser enquiries.
Expected impactClearer evidence of platform and marketing value.
Medium priority · Discovery
Improve article-to-category journeys
EvidenceHelpful articles may not guide readers to related services.
Suggested improvementAdd contextual categories, professionals and calls-to-action.
Expected impactMore movement from useful content to local discovery.
Medium priority · Measurement
Improve campaign UTM structure
EvidenceNumeric or inconsistent campaign identifiers make reporting difficult to read.
Suggested improvementUse market_theme_content-period_platform naming.
Expected impactFaster, clearer campaign comparisons.
High priority · Action
Investigate click-to-landing-page drop-off
Evidence17,277 Meta link clicks and 6,476 landing-page views require further diagnosis; the report does not establish a single cause.
Suggested improvementReview click definitions, page speed, destination relevance and tracking coverage.
Expected impactA more reliable post-click experience and interpretation.
Marketing roadmap
Build the operating system in stages.
Each item signals direction, not a promise of an approved timeline. Ownership remains a placeholder until stakeholders align on capacity and budget.
High · Active
Maintain two posts and three stories weekly
Suggested ownerMarketing
Strategic objectiveCadence and awareness
High · Open
Reconcile the US$1,500 allocation and document promoted content
Suggested ownerMarketing / finance
Strategic objectiveBudget stewardship
High · Active
Establish readable UTM naming and GA4 marketing key events
Suggested ownerMarketing / product
Strategic objectiveMeasurement
Medium · Active
Continue paper-world and stop-motion testing
Suggested ownerMarketing
Strategic objectiveCreative development
High · Planned
Build category-specific campaign landing experiences
Suggested ownerProduct / marketing
Strategic objectiveFindYello traffic
Medium · Planned
Test Yello Finds and extend strong ideas across markets
Suggested ownerMarketing
Strategic objectiveCommunity relevance
Medium · Planned
Formalise prototype review and a reusable campaign brief
Suggested ownerMarketing
Strategic objectiveCreative development
Medium · Future
Add stakeholder access, a lightweight CMS and report archives
Suggested ownerProduct
Strategic objectiveHub maturity
Medium · Future
Connect approved data sources, automation and experiment records
Suggested ownerProduct / marketing
Strategic objectiveMeasurement
Learning and decisions
Make evidence, interpretation and next decisions visible.
This is a starting register for management discussion. It distinguishes what the report shows from what still requires a decision or further evidence.
Small paid support can expand visibility beyond the current organic base.
EvidenceFive captured campaigns reached 233,738 people with US$297.78 in verified spend captured.
RecommendationContinue controlled support for priority posts.
Decision requiredConfirm the remaining allocation and measurement plan.
Human-interest, multi-market storytelling can carry broad awareness.
EvidenceFather’s Day produced the highest captured reach, impressions and link clicks.
RecommendationDevelop adaptable regional story formats.
Decision requiredChoose the next multi-market theme.
Paper-world and stop motion can become distinctive creative systems.
EvidenceStop Motion – Who We Are delivered the highest captured CTR at 3.86%.
RecommendationTurn the strongest formats into repeatable series.
Decision requiredApprove a small production test.
Marketing can drive campaign traffic, but conversion evidence is incomplete.
EvidenceApproximately 6,300 campaign sessions and 62 recorded key events were captured; events are not confirmed leads or sales.
RecommendationDefine high-intent actions and consistent tracking.
Decision requiredAlign product and marketing on event definitions.
The June relaunch restored activity; cadence is now the operating challenge.
Evidence27 of 30 content items were published after the June relaunch.
RecommendationProtect the calendar and review output monthly.
Decision requiredConfirm ownership and publishing rhythm.
Executive-level results
A controlled spend created a visible operating footprint.
These figures describe the five captured paid campaigns and the organic publishing programme. They do not represent every possible promotional charge against the wider allocation.
30published content items: 14 posts + 16 stories
5paid campaigns captured
6Caribbean markets
788,941paid impressions
17,277Meta link clicks
Budget stewardship
A phased budget. Measurable momentum.
The campaigns captured in this report demonstrate what a controlled portion of the approved allocation has already achieved. The remaining allocation can be deployed based on creative performance, market response, website engagement and improved conversion measurement.
Originally established for the June Father's Day campaign.
Five campaigns included in this analysis.
Additional promoted content or account charges may not be captured.
Subject to confirmation of all boosted-post and campaign expenditure.
Phased budget deployment
An approved US$1,500 paid-media allocation was originally established to support the June Father's Day campaign. The marketing team has since been using the allocation strategically to promote priority content, maintain Yello's social media momentum and drive measurable traffic to FindYello.
The US$297.78 presented here represents verified spend from the five campaigns included in the analysis. Additional content promotion may have occurred outside the campaigns captured, so the remaining balance should be treated as approximate until the complete spend is reconciled.
Planning option
Recommended allocation framework - not yet approved.
Apply this framework only after the remaining allocation is confirmed. The percentages are not applied to an unconfirmed balance.
- 35%Proven campaigns and creative formats
- 25%FindYello category and service-discovery campaigns
- 20%Market-specific testing
- 10%Eligible retargeting
- 10%Topical opportunities and optimisation reserve
What the team delivered
Activity continued across planning, production and promotion.
Organic activity regained momentum during June and the first half of July, with 27 of 30 content items published during this period (11 posts and 16 stories). The next challenge is maintaining this cadence while gradually rebuilding unpaid reach and engagement.
Planned
Five paid campaigns aligned to seasonal, topical, platform and market opportunities.
Produced
Fourteen posts and 16 stories, including Reels, photography, a carousel and stop-motion creative.
Promoted
Priority content distributed across six Caribbean markets with controlled verified spend.
Learned
Creative, market and post-click results now show where further investment and measurement work are needed.
Campaign creative and results
Five ideas. Five different jobs.
01
Click-through rate3.07%
Campaign purpose
Father's Day Feature
Seasonal storytelling and traffic generation
A multi-market human-interest story carried the largest verified spend and delivered the period's broadest awareness.
- Verified spend captured
- US$148.24
- Reach
- 103,905
- Impressions
- 250,191
- Link clicks
- 7,686
- CTR
- 3.07%
- CPC
- US$0.02
- GA4 campaign sessions
- 3,439
- Primary performance insight
- Highest reach, impressions and link clicks
Paid traffic journey
The recorded Meta and GA4 traffic figures show a close directional relationship.
GA4 recorded campaign sessions equivalent to approximately 97.2% of Meta's reported landing-page views. The platforms use different measurement methods, so this is close reporting alignment - not an exact one-to-one match or a traditional sales-conversion funnel.
Organic and paid interpretation
Two different roles. One operating system.
Organic publishing rebuilt the cadence and gave the team material to learn from. Paid support expanded the visibility of selected priority ideas and generated measurable campaign traffic.
content items landed after the June relaunch.
11 posts + 16 stories
Momentum returned, but the programme is not yet mature. The priority is sustaining the cadence while rebuilding unpaid reach and engagement.
people reached across six Caribbean markets.
Controlled paid support extended the reach of priority content and revealed which creative formats and markets deserve further testing.
Measurement limitation
Traffic is measurable. Business outcomes need stronger tracking.
The campaigns captured in this report successfully generated visibility and paid traffic. The next measurement priority is defining the actions that indicate meaningful value - such as business searches, listing views, calls, directions, form submissions or other high-intent activity - and ensuring they are recorded consistently.
Stakeholder takeaways
Marketing was operating.
Thirty organic items, five campaigns, six markets and a measurable website journey show an active programme, not an idle function.
The allocation is supporting a wider programme.
The team is strategically extending the seasonal allocation into content promotion, platform awareness, creative testing and measurable traffic generation for FindYello.
Awareness and traffic efficiency are strong early signals.
Further measurement work is required before the results can be connected confidently with leads, enquiries or other business outcomes.
Priorities for the next period
Protect what worked. Repair what limits the proof.
High
Reconcile and plan the remaining allocation
Confirm all boosted-post and campaign expenditure associated with the US$1,500 allocation. Once the approximate balance is verified, deploy it in controlled phases across proven creative formats, priority FindYello categories, selected markets and eligible retargeting audiences.
Intended resultA clear record of total expenditure and a more accountable plan for using the remaining allocation.
High
Capture all promoted content in future reports
Include boosted posts, adverts and other promotional activity in one consolidated spend record so future reporting shows the complete relationship between approved budget, actual spend and remaining allocation.
Intended resultA complete and reconcilable paid-media record.
High
Protect the publishing cadence
Lock two posts and three stories weekly with a rolling six-week content calendar.
Intended resultConsistent visibility without another extended publishing gap.
High
Fix conversion measurement
Define high-intent landing-page actions and align GA4, Meta Pixel and Conversions API event tracking.
Intended resultA clearer connection between paid traffic and meaningful business actions.
High
Adopt readable UTM naming
Replace numeric campaign IDs in GA4 with a market-theme-month naming standard.
Intended resultFaster campaign reporting and fewer attribution ambiguities.
High
Maintain organic-plus-paid pairing
Support each flagship organic post with a focused US$30-US$50 Traffic advert.
Intended resultEfficient visibility for priority content while organic reach rebuilds.
Medium
Apply successful market playbooks to Jamaica
Test a Jamaica-focused campaign using the proven Belize activation model; Jamaica represents 63% of the Facebook audience but received about 7% of captured spend.
Intended resultEvidence on whether the largest follower market can deliver efficient paid response.
Medium
Build eligible retargeting audiences
Build eligible audiences from paid website traffic and the approximately 234,000 people reached by Meta campaigns. Final audience size may be lower because sessions are not unique users and eligibility depends on consent, Pixel coverage and Meta retention rules.
Intended resultMore relevant follow-up activity within platform and consent constraints.
Medium
Extend the stop-motion creative series
Turn the account's best-CTR format into a monthly creative platform and brief two additional episodes.
Intended resultA recognisable, repeatable format with a proven attention signal.
Medium
Align landing pages with advert promises
Use relevant category pages rather than the homepage and test page speed, message continuity and high-intent actions.
Intended resultBetter post-click engagement and clearer measurement.
Longer-term
Institutionalise monthly reporting
Repeat this source-backed report with consistent definitions, reconciled spend and period comparisons.
Intended resultA dependable management view of activity, investment and outcomes.
Source report and methodology
What the figures cover - and what they do not.
Open the complete source PDFReporting scope
- Organic Facebook, Instagram and GA4: 1 April-15 July 2026.
- Paid Meta campaigns captured: 1 June-15 July 2026.
- Organic and paid results remain separate.
- Meta Business portfolio: Yello Media Group Manager. Display Ad Account ID: 396006447837388.
Budget coverage
- Approved allocation: US$1,500.
- Verified spend captured from five campaigns: US$297.78.
- Other promoted content may not have been captured.
- Approximate remaining allocation is pending reconciliation.
Measurement limits
- Meta and GA4 use different measurement methods.
- Sessions are not unique users; reach is not the same as views.
- Recorded key events are not automatically leads or sales.
- Results from the remaining allocation cannot be guaranteed.