– Problem: Public entities are facing new/clarified ADA Title II digital requirements but lack a practical, trusted roadmap, which can stall early discovery and engagement.

– Hypothesis: If we publish a persona-tailored, actionable blueprint and pair it with a segmented nurture, we’ll increase engagement and create consultation-ready conversations.

– Strategy:
• Create an 18-page guide with deadlines, checklists, and “what good looks like.”
• Build persona variants (Educators; State & Local) to improve relevance.
• Orchestrate a 3-email HubSpot sequence (thank-you + urgency → deep dive → consult CTA).
• Align SDR follow-up with consistent messaging and resource links.

– Execution:
• Authored the core guide; spun tailored versions by persona.
• Implemented nurture:
-- Email 1: Thank-you + demand-letter context (urgency)
-- Email 2: Deeper education (+ link to SEO blog on accessibility audits)
-- Email 3: Consult CTA framing compliance as an ongoing program
• Built an SDR outbound sequence echoing the same narrative.

– Results:
• Asset engagement: Core Blueprint ~75%, other versions 40–60%.
• Email performance:
--E1: 40% OR / 26.7% CTR
--E2: 37.5% OR / 25% CTR
--E3: No data
• Pipeline alignment: Consultations booked from nurture/SDR (partial data due to timing).

– Artifacts:
• ADA Title II Compliance Blueprint Download page: https://www.tpgi.com/ada-title-ii-guide/
• Download page, persona variations:
-- ADA Title II Guide Government: https://www.tpgi.com/ada-title-ii-guide-government/
-- ADA Title II Guide for Educators: https://www.tpgi.com/ada-title-ii-guide-educators/
-- ADA Title II Guide for Education: https://www.tpgi.com/ada-title-ii-guide-education/
• BOFU Consult Page: Confidently Navigate ADA Title II Digital Accessibility Requirements: https://www.tpgi.com/ada-title-ii-consultation/

– What I’d do next:
• Add a self-assessment (readiness score) to segment by urgency; trigger dynamic CTAs.
• Publish quarterly update posts on regulatory changes; cross-link to Blueprint.

– Tech Stack: WordPress, HubSpot

– My role: Owned content + workflow; partnered with SMEs for accuracy and SDRs for follow-up alignment.