Luma event campaign (DRAFT)

When to use

You have (or are creating) a Luma event and need a repeatable campaign system: guest acquisition → enrichment → messaging → staged outreach → registration hygiene. Not for one-off "write me an invite tweet."

Non-negotiables

• Keep outbound campaigns paused until a human approves sends.
• Pilot enrich on ≤10 rows before full waterfall.
• No invented speaker bios, titles, or company facts.
• Templates use placeholders ({{event_name}}, {{city}}, {{speaker_1}}).
• Prefer systems language: skills, plays, webhooks, score → approve → door — not "blast the list."

Inputs

Standard flow

1. Frame the system

Say out loud (or in the run log):

1. Source of truth for guests (Luma)
2. Enrich + score path
3. Messaging artifacts (invite email, LI DM, social)
4. Outreach object (paused)
5. Inbound sync (registration webhook — see luma-inbound-webhook-enrich)

2. Guest list hygiene

1. Export or API-pull guests.
2. Normalize emails; drop empties; flag duplicates.
3. Map ticket/status: pending / approved / waitlist / checked_in.
4. Write guests.normalized.csv.

3. Enrich + score (pilot first)

1. Run a 10-row pilot enrich (email validation + LinkedIn URL + title/company).
2. Score segments: hot / warm / low / skip using ICP + TAL + seniority.
3. Full run only after pilot lookback.
4. Write guests.scored.csv.

4. Messaging pack

Use templates in templates/:

• invite-email.md — HubSpot or transactional invite
• linkedin-dm.md — short DM, no hype words
• social-announcement.md — X/LinkedIn announcement
• speaker-bio.md — only from verified sources

Fill placeholders; human-edit before publish.

5. Stage outreach (paused)

1. Create/update sequencer campaign from hot+warm only.
2. Import with enrichment fields needed for personalization.
3. Leave campaign paused; paste the campaign URL in the run report.
4. Never auto-send from this skill.

6. Registration sync

Hand off to luma-inbound-webhook-enrich for standing registration → enrich → CRM.

7. Day-of handoff

Hand off scored list to event-ops-score-and-door and optional event-host-prep-dossiers.

Output checklist

• guests.normalized.csv
• guests.scored.csv (with segment)
• Messaging pack under out/copy/
• Paused campaign link
• Credit / provider notes for enrich pilot + full run
• Explicit "human approve before send" line in the report

Guardrails

• Do not dunk on other tools; frame hybrid stacks honestly.
• Strip unsafe emails after validation; do not import fails into sequences.
• Anonymize any shared examples before committing to git.