These rules apply to every piece of content across every channel. No exceptions. If content violates any item below, it does not ship.
| Field | Correct Value | Notes |
|---|---|---|
| Legal Name | Sperry Tree Care Co. | Use on legal and formal materials |
| DBA / Brand Name | Sperry Tree Care | Use in all marketing copy |
| Founded | 1990 | Approved phrasing: "35+ years local" |
| Ownership | Family-owned. Rob Miron took over from his mother who founded the company. | Use for personal storytelling angles |
| Business Address | 29978 E Enid Rd, Eugene, OR 97402 | Use on formal deliverables |
| Service Area | Lane County + Benton County, OR | Cities: Eugene, Springfield, Junction City, Cottage Grove, Creswell, Lowell, Oakridge, Florence, Corvallis, Albany Lane County zips (23): 97401, 97402, 97403, 97404, 97405, 97408, 97477, 97478, 97448, 97424, 97426, 97439, 97487, 97431, 97455, 97452, 97463, 97437, 97438, 97461, 97488, 97489, 97492 Benton County zips (6): 97330, 97331, 97333, 97370, 97456, 97324 |
| Primary Geo Phrasing | "Lane County" or "Greater Eugene–Springfield" | NOT "Willamette Valley" alone |
| Certifications | ISA Certified Arborists on staff | Do not claim "all arborists are ISA certified" unless confirmed |
| TCIA Accreditation | TCIA Accredited since 2004 | Full safety, training, and business audits passed |
| CCB License | CCB #109012 | Oregon Contractor |
| LCB License | LCB #100201 | Oregon Landscape Contractor |
| Reviews Count | "200+" exactly | NEVER "500+" — that is false |
| Chip Drop Program | Confirmed active | Can be mentioned in copy |
| Contact for Photo Tree ID | michele@sperrytreecare.com | Email with photo — approved channel |
| Estimate Channel | Jobber form (see Section 11) | Primary CTA — not phone/email |
| Email From Address | "Your Sperry Tree Care Experts" <michele@sperrytreecare.com> | All Kit sends — LOCKED. Never use jason@sperrytreecare.com. |
Only reference species that are actually common in Lane County. If a species isn't on the confirmed list, do not name it in copy.
| Common Name | Scientific Name | Status in Lane County | Copy Notes |
|---|---|---|---|
| Oregon White Oak | Quercus garryana | Confirmed — Common | Feature species. Strong local identity. Prune in late dormancy. Avoid bark beetle active season (late spring–summer). |
| Bigleaf Maple | Acer macrophyllum | Confirmed — Common | Primary summer branch drop species. Good for structural/hazard content. |
| Douglas Fir | Pseudotsuga menziesii | Confirmed — Common | Conifer — timing less critical. Avoid spring growth flush. |
| Western Red Cedar | Thuja plicata | Confirmed — Common | Conifer. Late summer through winter pruning acceptable. |
| Ornamental Cherries / Plums | Prunus spp. | Confirmed — Common | Prune right after bloom. Aphid risk in spring/early summer. |
| Flowering Dogwood | Cornus florida | Confirmed — Common | Ornamental. Aphid risk spring/early summer. |
| Japanese Maple | Acer palmatum | Confirmed — Common | Ornamental maple. Species-specific timing. |
| Vine Maple | Acer circinatum | Confirmed — Common | Native ornamental. Species-specific timing. |
| Elm | Ulmus spp. | NOT Common Here | Do not name in copy as a local species. |
| Eastern Oak Species | Various | NOT Common Here | Do not reference. Oregon White Oak is the local species. |
| Palm | Various | NOT Common Here | Never reference in Lane County context. |
| Species Group | Ideal Timing | Avoid | Notes |
|---|---|---|---|
| Most deciduous hardwoods | Late dormancy to early leaf-out (Feb–Apr) | — | Structure visible; species-dependent within this group |
| Oregon White Oak | Late dormancy (strongly preferred) | Late spring through summer (bark beetle active season) | High priority to get this right — it's a signature local species |
| Conifers (Douglas Fir, Western Red Cedar) | Late summer through winter | Spring active growth flush | Timing less critical overall; avoid spring |
| Flowering ornamentals (cherry, plum) | Right after bloom | Before bloom (removes flower buds) | Varies by species — always qualify |
| Summer pruning (any species) | Not ideal, but done for: | Hazard removal, dead wood, structural emergencies only — not routine maintenance | |
| Fall pruning (any species) | Acceptable for: | Hazard and structural work — not ideal for growth-stimulating cuts | |
Only use conditions confirmed present in Lane County / inland Willamette Valley. Overstating disease risk damages credibility with knowledgeable homeowners.
| Condition | Status in Lane County | When to Mention | How to Write It |
|---|---|---|---|
| Moss & Lichen | Real — Common | After wet winters; spring content | Signals canopy density more than disease. Not inherently dangerous but worth a professional eye. |
| Aphids on Ornamentals | Real — Common | Spring/early summer | Particularly flowering cherry, dogwood, roses. Seasonal and manageable. |
| Brown Rot / Bacterial Canker | Real — Present | Wet spring content | Relevant in wet springs. Mention with species context. |
| Armillaria Root Rot | Real — Present in PNW | When discussing root zone health | Shelf fungi at tree base is a real warning sign. Use carefully. |
| Summer Branch Drop | Real — Mention Carefully | Summer content only | Occurs in mature trees during dry/hot periods. Primarily bigleaf maple. Do not overgeneralize. |
| Co-dominant Stems / Included Bark | Real — Accurate Structural Risk | Structural/hazard content | Common structural failure mode. Accurate and appropriate to discuss for any broadleaf species. |
| Sudden Oak Death (SOD) | Real on Oregon Coast — LOW inland | Only if very hedged | Low prevalence in Willamette Valley interior. If mentioned: "more of a concern on the coast." Never lead with it. |
| Oak Wilt | NOT Present Here | Never | Eastern/midwestern disease. Does not occur in Oregon. Do not mention. |
| Emerald Ash Borer (EAB) | Detected OR 2022 — Not in Lane Co. | Educational framing only | See Section 9 for full EAB rules. |
| Service | Status | Copy Guidance |
|---|---|---|
| Pruning (structural, hazard, ornamental, crown cleaning) | CONFIRMED ACTIVE | Core service — feature prominently |
| Hazard Assessment / Tree Risk Assessment | CONFIRMED ACTIVE | Use accurate term "hazard assessment" — not "formal written risk report" |
| Tree Removal | CONFIRMED ACTIVE | Core service — feature prominently |
| Stump Grinding | CONFIRMED ACTIVE | Often paired with removal in copy |
| Commercial Property Tree Management | CONFIRMED ACTIVE | Good angle for HOA/property manager segments |
| Free Estimates (on-site) | CONFIRMED ACTIVE | Use "free estimate" — no phone assessments, on-site only |
| Chip Drop Program | CONFIRMED ACTIVE | Can be mentioned as community benefit |
| Plant Health Care / Fertilization / Soil Treatments | NOT OFFERED | Do not claim. Do not imply. |
| Cabling & Bracing | NOT OFFERED | Do not claim. Do not imply. |
| 24-Hour Emergency Response | NOT OFFERED | Do not claim. Do not imply. |
| Formal Written Risk Reports (as standard deliverable) | NOT OFFERED | Hazard assessment yes; formal written report as standard deliverable, no. |
| Photo Tree ID (email only) | CONFIRMED — Limited Channel | Email photo to michele@sperrytreecare.com — this is the approved and only channel |
| ❌ Write This | ✅ Use This Instead | Why |
|---|---|---|
| "Spring is the best time to prune" | "Timing depends on the species" | Universal claim is false |
| "Trees heal their wounds" | "Trees compartmentalize cuts" | Biological inaccuracy |
| "Willamette Valley" (as primary geo) | "Lane County" or "Greater Eugene–Springfield" | More precise, locally resonant |
| "500+ reviews" | "200+ reviews" | Accuracy — 500+ is false |
| "Free Assessment" / "Free Visit" | "Free Estimate" | Locked May 11, 2026 |
| "Free Quote" / "Quote" | "Estimate" | Superseded May 11, 2026 directive |
| "Priority scheduling" (as promo) | REMOVE ENTIRELY | Not available, not on the table |
| "Misplaced trees" | "Dying and dead trees" | Accuracy + specificity |
| Generic diseases (Oak Wilt, Elm) | Local species only (Oregon White Oak, bigleaf maple, etc.) | Accuracy |
| "Summer is storm season" | No storm content Jun–Sep (heat/drought/pest angles instead) | Seasonal accuracy — see Section 8 |
| "Act now" / "Don't wait" / urgency language | Specific, observable reasons to act (structural risk, species timing) | Not Rob's voice |
| Season | Approved Angles | Off-Limits Angles |
|---|---|---|
| Summer (Jun–Sep) | Heat/drought stress; summer branch drop (bigleaf maple); pest pressure (aphids); dead wood hazard; visibility of structure without leaves | Storm risk; wind damage; ice; "storm season is coming" |
| Fall (Oct–Nov) | Storm prep; structural assessment; first frost hazard; leaves revealing tree structure; pre-winter pruning inquiry | Pruning timing claims without species; spring-forward messaging |
| Winter (Dec–Feb) | Ice storm risk; storm damage recovery inquiry; late dormancy pruning (Feb); structural visibility; co-dominant stems | SOD in inland valley; oak wilt; EAB as current threat |
| Spring (Mar–May) | Late dormancy pruning (Oregon white oak, deciduous); ornamentals post-bloom; aphid watch; new growth health check; post-storm cleanup | Universal "spring is pruning season" claims; EAB as current Lane County threat |
| Image Type / Source | Status | Notes |
|---|---|---|
| AI-generated images (any model, any style) | BANNED — ALL CHANNELS | Absolute prohibition. No exceptions. |
| Photos of topped trees | BANNED | Do not show tree topping — it is a harmful practice Sperry does not perform. |
| Older library photos with identifiable faces | BANNED until new shoot | No faces from older library. New shoot planned late May/June 2026. |
| Kelly Lyons Photos — equipment/crew shots (no faces) | APPROVED | Climbing harnesses, equipment, properly structured trees — all OK when no faces visible. |
| Crew Photos — action/work shots (no faces) | APPROVED | Same rule: real Sperry arborists, proper technique, no identifiable faces. |
| Sperry photo picker (approved library) | APPROVED SOURCE | sperry-photo-picker.jason-8ce.workers.dev — 47 approved photos. If a photo isn't in the picker, it's not eligible. |
| Stock images (non-Sperry) | BANNED | sperry-assets/stock-images/* — all denylisted. |
| email_hero_*.jpg and sperry_hero_customer_*.jpg | BANNED | AI-generated. On permanent denylist. |
curl -s -X POST "https://sperry-photo-validator.jason-8ce.workers.dev/scan" -H "Accept: application/json" -H "Content-Type: text/html" --data "$(curl -s https://YOUR-WORKER.jason-8ce.workers.dev)"| Element | Current Value (Locked May 11, 2026) | Notes |
|---|---|---|
| Primary Estimate CTA | Jobber form | https://clienthub.getjobber.com/hubs/ab65ff22-fadd-4888-8b66-f44e9aba0e26/public/requests/1969173/new |
| Landing Page URL (active through June 24) | https://sperrytreecare.com/spring-estimate/ | Update to Kit LP or new page for July campaigns |
| Primary Estimate Channel | Jobber form ONLY | Do NOT push phone or email as primary estimate channel |
| Photo Tree ID Channel | Email: michele@sperrytreecare.com | Correct and approved — email photo for ID, not formal assessment |
| Email From Address (Kit) | "Your Sperry Tree Care Experts" <michele@sperrytreecare.com> | LOCKED. Never use jason@sperrytreecare.com. |
| Preview Text | Required on every Kit broadcast | No exceptions — every email needs preview text |
| Kit Content Paste Method | Manual paste via Kit UI only | API body writes are broken (silent fail). No automation of paste — CSS artifacts result. |
| Context | Correct CTA Copy | Avoid |
|---|---|---|
| Primary button — estimate | "Get Your Free Estimate" / "Schedule a Free Estimate" | "Get a Quote" / "Free Assessment" / "Free Visit" |
| Secondary — learn more | "Learn More" / "See Our Services" | Urgency-framed language |
| Photo ID | "Email a photo to michele@sperrytreecare.com" | Implying this is a full assessment or service commitment |
| Promo | Status | Notes |
|---|---|---|
| Free tree care credit (via drawing) | APPROVED | Promo mechanic: schedule work NOW, credit applied if you win. No post-win friction. |
| Free hazard walk with any booked job | APPROVED | Paired with a confirmed booking — not standalone |
| Complimentary canopy walkthrough | APPROVED | Paired with a paid service |
| Written risk report add-on (complimentary with assessment) | APPROVED | Add-on to assessment — not a standalone formal report deliverable |
| Multi-property coordination for HOAs/property managers | APPROVED | Volume framing — not a discount |
| Priority scheduling | BANNED — ALWAYS | Not available. Not on the table. Remove from all content. |
Official record of terminology changes, decisions, and authorities. These decisions are locked — use the "new" term on all content from the effective date forward.
Complete this checklist before any email, ad, landing page, or social post is sent, published, or deployed. If any item fails, fix it before proceeding.