BoneFrog Coffee Company · Team

Social Posting Calendar

June 1 to August 31, 2026
The 250th · Independence Day · Apparel & Labor Day build
5 social · Wed merch drop · Fri coffee & mission · 1 to 2 blogs · weekly
How to read this

The labels.

Status

Ready to DeployNeeds Tim ApprovalDraft / Pending InputDark Day

Journey stage (one per day, Mon to Fri)

Know Like Trust Desire / Buy Mission / Founder

Owners (disciplines only; Tim approves, writes letters, and is on camera)

  • The Channel marketing, social, email, blog copy · The Craft design, photo, video, color · The Build web, theme, publishing · Friday gate Tim's approval
The weekly cadence

Record once. Publish everywhere.

Every week starts with a recording, the Friday-call Tim clips plus the location footage. That capture becomes the blog, the YouTube long-form, and the week's social cuts. The two email anchors hold the commerce and mission rhythm, and the daily social posts run the journey beneath them.

The Recording
Tim on camera plus location footage. Color reviewed before anything moves.
Social
5 posts, Mon to Fri
Email · Wed
The merch drop
Email · Fri
Coffee & mission
Blog
1 to 2 / week, Tim byline
5
social posts / week (Mon-Fri)
Wed
new merch drop email (weekly, or a feature)
Fri
coffee & mission email
1-2
blogs + biweekly Sun letter
The drop and the buy push line up on purpose: the Wednesday email lands the new drop, Wednesday social carries the Trust proof behind it, and Thursday social is the buy push while the drop is fresh. Friday closes the week with coffee and mission.
The idea spine

The Buying Brains journey, rebuilt to brand.

We take the structure of the Know, Like, Trust, Desire journey, not the copy. The source swipe file is written in hype-coach voice (exclamation points, emojis, urgency, free-webinar opt-ins), which is exactly the marketing-school language the brand bans. Every caption here is written fresh to the brand vision. The journey only tells us what kind of idea each day carries, and it maps onto our three audience tiers and the one thing that matters: acquisition.

Know

The why

5am, who we honor, what coffee is for. Awareness, no selling.

Tier 3 · Mon
Like

The voice

Tim's voice, behind the scenes, dry humor.

Tier 1 & 2 · Tue
Trust

The proof

How it's made, the standard, what people reorder.

All tiers · Wed
Desire / Buy

The product

The drop revealed, gift framing. Soft close, locked discounts.

Tier 1 & 2 · Thu
Mission

The remembrance

Founder, memorial, brand layer. Names allowed, no CTA.

All tiers · Fri
Layer discipline: mission and memorial posts (brand layer) may name individuals. Product posts (Desire/Buy) honor teams and missions only, never individuals. A product shot paired with one man's name has crossed layers. Split it across two days.
The anchors

What the calendar is built around.

June is the big push, the 250th building to July 4. A new merch drop lands every Wednesday through the run, or a feature where a drop is not ready.

Jun 1
America 250 gear ships. The 250th push opens. First Wednesday drop follows on Jun 3.
Sun Jun 14
Flag Day. The 250th on-ramp letter, and the "250 Years, 250 Names" daily memorial series begins, running to July 4.
Sun Jun 21
Father's Day. Gift-forward through the first three weeks. The day itself is a brand-layer marker, no commerce send.
Wed Jul 1
"250" VIP early access for subscribers, then the July 4 gear final push. Locked discounts only, no sitewide sale.
Sat Jul 4
Independence Day. The peak. Tim's reflection Reel, social only. The mission moment the whole month earns.
Fri Aug 7
Origin Shirts annual drop. The top apparel campaign of the year. Embroidered, not printed.
Aug 16 on
Sisterhood content arc begins (rose register, this content only) and the Labor Day pre-order launch (Aug 19) sets up the next window.
Monthly overview

Three arcs.

Month 1 · June · the big push

The 250th, building to July 4

Commerce

A new merch drop every Wednesday. America 250 gear, Special Edition drops, Father's Day gifting woven in.

Mission

Flag Day, the 250 Years 250 Names series, and the fathers in the Teams.

Journey

Know and Buy lead. Reintroduce the why, then carry the drop momentum.

Month 2 · July

Independence Day peak, apparel run-up

Commerce

VIP early access, July 4 gear, cold brew, subscription, K-Cups, Origin Shirts tease.

Mission

Independence Day reflection, the Spirit of '76 story, the Sisterhood feature.

Journey

Mission peaks around July 4, then Trust carries the craft and proof.

Month 3 · August

Apparel and the Labor Day build

Commerce

Origin Shirts launch, best-seller restocks, Labor Day teaser and pre-order.

Mission

The Frogman story and the four-week Sisterhood arc.

Journey

Buy and Trust lead into the Labor Day window that opens the next 90.

Weekly themes

Thirteen weeks at a glance.

WkDatesThemeWed dropFri coffee / missionAnchor
1Jun 1-7250th push opens250th merch (Drop 2)Spirit of '76 + OCC250 ships Jun 1
2Jun 8-14Father's Day gifting + Flag DayDrop 3 + gift subCoffee featureFlag Day Jun 14
3Jun 15-21Father's Day weekDrop 4 + last callRed, White, BrewFather's Day Jun 21
4Jun 22-28250th last call, July 4 ramp250th gear last callCoffee feature
5Jun 29-Jul 5Independence Day peak250 VIP + July 4 gearIndependence Day reflectionJuly 4
6Jul 6-12Cold brew seasonCold brew featureCoffee feature
7Jul 13-19Subscription + storySubscription featureIrish True + Spirit '76 story
8Jul 20-26Trial + sampleK-Cups + sample packCoffee feature
9Jul 27-Aug 2Restock + Origin teaseRestock drop + Origin teaseThe Sisterhood
10Aug 3-9Origin Shirts launchBest-sellers + Labor Day prepOrigin Shirts launch (Fri)Origin Shirts Aug 7
11Aug 10-16Labor Day teaser, FrogmanLabor Day teaserFrogman storySisterhood arc Aug 16
12Aug 17-23Labor Day pre-orderLabor Day pre-order launchCoffee featurePre-order Aug 19
13Aug 24-31Labor Day continuationLabor Day + subscriptionCoffee + SisterhoodBridge to next 90
Full weekly work orders

The build sheet for each week.

5 social posts (one journey stage per day), the Wednesday merch-drop email, the Friday coffee and mission email, 1 to 2 blogs, plus YouTube, LinkedIn, assets, and gates. Subject lines drafted in brand voice; finished copy follows the Caption Bank.

Week 1Jun 1 - 7 · June, the 250th push
The big push opens. The 250th ships, the first Wednesday drop lands, the why gets reintroduced.
Social · 5 posts
Email anchors
Wed · Merch Drop · "Special Edition Drop, 250th"
Preview: New for the 250th.
Body: Drop 2, 250th merch revealed. CTA: Shop the drop. SMS: "The 250th drop is live." Needs Tim Approval
Fri · Coffee / Mission · "Spirit of '76 + Operation Coffee Care"
Body: gift-subscription tie-in (3, 6, 12 months). CTA: Gift / subscribe. Draft / Pending
Blogs · 1 to 2
The 250th, and why it matters here. Know, Tim byline. Needs Tim Approval
(Optional) How we make the gear. Trust. Draft / Pending
Channels & assets
YouTube: 250th kickoff, Tim on camera + Shorts.
LinkedIn: corporate gifting + the 250th.
Assets: Drop 2 stills (color reviewed), weekly video master.
Gate: drop item, Father's Day story, charge-now mechanic.
Week 2Jun 8 - 14 · June
Father's Day gifting and Flag Day. The 250 Names memorial series begins.
Social · 5 posts
Email anchors
Wed · Merch Drop · "Drop 3 + Father's Day gift subscription"
Body: the new drop, gift-sub framing. Affiliate brief same day. CTA: Shop / gift. Needs Tim Approval
Fri · Coffee / Mission · coffee feature
Body: signature feature, subscription close. Draft / Pending
Blogs · 1 to 2 + series
Flag Day and the 250th on-ramp. Know / brand, Tim author. Needs Tim Approval
"250 Years, 250 Names" series begins Jun 14, one memorial post per day to July 4 (brand layer, names allowed, Tim approves the list).
Channels & assets
Sun Jun 14: Tim Letter, Flag Day + 250th reflection. Needs Tim Approval
YouTube / LinkedIn: 250th feature; corporate gifting.
Assets: Drop 3 stills, 250 Names post templates (The Craft).
Gate: names list lock, drop, gift-sub.
Week 3Jun 15 - 21 · June
Father's Day week. Gift-forward, closing into the holiday.
Social · 5 posts
Email anchors
Wed · Merch Drop · "Drop 4 + Father's Day last call"
Body: the new drop, final gifting window, no discount. Draft / Pending
Fri · Coffee / Mission · "Red, White, Brew + Father's Day weekend"
Body: gift-note option, bundles. Subscription mention only. Draft / Pending
Blogs · 1 to 2
Fathers in the Teams. Brand-layer story, Tim author. Needs Tim Approval
Father's Day gift guide. Tier 2, Desire.
Channels & assets
Sun Jun 21: Father's Day marker, one brand-layer post, no commerce. Dark Day
YouTube / LinkedIn: story; gifting.
Assets: Drop 4 stills, gift bundles.
Gate: drop, Father's Day story tone.
Week 4Jun 22 - 28 · June
250th last call and the ramp into July 4.
Social · 5 posts
Email anchors
Wed · Merch Drop · "250th gear and merch LAST CALL"
Body: closes the 250th run before July 4. CTA: Shop last call. Needs Tim Approval
Fri · Coffee / Mission · coffee feature
Body: signature feature into the holiday week. Draft / Pending
Blogs · 1 to 2
The 250th, what it has meant. Brand, Tim author.
July 4 preview. Know.
Channels & assets
Sun Jun 28: Team Letter, blog / company news. Ready to Deploy
YouTube / LinkedIn: 250th; B2B.
Assets: last-call creative, sold-out states (The Build).
Gate: last-call timing.
Week 5Jun 29 - Jul 5 · the peak
Independence Day. The peak the whole month earns. VIP, gear final push, the reflection.
Social · 5 posts
Email anchors
Wed Jul 1 · Merch Drop · "250 VIP early access + July 4 gear final push"
Preview: 24-hour head start for subscribers.
Body: VIP for active subs and recent buyers, then July 4 gear. Locked discounts only, no sitewide sale. Needs Tim Approval
Fri Jul 3 · Mission · "Independence Day reflection"
Body: Tim Reel, what this day means in our family. One take, founder voice. No hard sell. Needs Tim Approval
Blogs · 1 to 2
What July 4 means here. Brand, Tim author. Needs Tim Approval
The 250 Names series, closed. Memorial recap, brand layer.
Channels & assets
YouTube: Independence Day reflection long-form, Tim.
LinkedIn: restrained holiday note.
Paid: July 4 gear creative peak.
Gate: VIP segment, reflection (Tim records by late June).
Week 6Jul 6 - 12 · July
After the peak. Cold brew season and a return to rhythm.
Social · 5 posts
Email anchors
Wed · Drop / Feature · "Cold brew season"
Body: brew education + product (feature week, no new merch). Ready to Deploy
Fri · Coffee / Mission · coffee feature
Body: signature, subscription. Ready to Deploy
Blogs · 1 to 2
How to make cold brew. Trust / education, Tim byline.
(Sun Jul 12) Tim Letter: founder note. Needs Tim Approval
Channels & assets
YouTube: cold brew long-form.
LinkedIn: B2B quality.
Assets: cold brew video, stills.
Gate: light week.
Week 7Jul 13 - 19 · July
Subscription and story depth. Get there first on Spirit of '76.
Social · 5 posts
Email anchors
Wed · Drop / Feature · "Subscription"
Body: the long relationship, 10% coffee via Loop, self-serve manage. Ready to Deploy
Fri · Coffee / Mission · "Irish True + Spirit of '76 deep-dive"
Body: coffee feature + story. Roast level flagged for Tim. Blog same day, Reel Sat. Needs Tim Approval
Blogs · 1 to 2
Story Behind the Bag: Spirit of '76. Brand layer, Tim author. Needs Tim Approval
The subscription, explained. Trust.
Channels & assets
YouTube: Story Behind the Bag long-form.
LinkedIn: B2B.
Assets: blend stills, story video.
Gate: Irish True roast level, story.
Week 8Jul 20 - 26 · July
Trial and convenience. The low-friction first purchase for Tier 3.
Social · 5 posts
Email anchors
Wed · Drop / Feature · "K-Cups + sample pack"
Body: trial and convenience, the first purchase. Ready to Deploy
Fri · Coffee / Mission · coffee feature
Body: signature, subscription. Ready to Deploy
Blogs · 1 to 2
Where to start: the sample pack. Trust / education.
(Sun Jul 26) Team Letter: blog / company news. Ready to Deploy
Channels & assets
YouTube: long-form.
LinkedIn: B2B sampling for offices.
Assets: sample stills.
Gate: light week.
Week 9Jul 27 - Aug 2 · into August
Restock and the Origin Shirts tease. The Sisterhood feature.
Social · 5 posts
Email anchors
Wed · Merch Drop · "Restock + Origin Shirts tease"
Body: proven sellers back, the apparel launch teased. Draft / Pending
Fri · Coffee / Mission · "The Sisterhood + SEAL Family Foundation"
Body: approved Sisterhood language, 10% to the Foundation. Sourcing exception applies. Needs Tim Approval
Blogs · 1 to 2
Origin Shirts, the story. Trust / brand, Tim byline.
The Sisterhood. Brand-layer feature, Tim approves. Needs Tim Approval
Channels & assets
YouTube: apparel or Sisterhood long-form.
LinkedIn: B2B.
Assets: Origin Shirts refreshed photography (The Craft), Sisterhood stills (rose).
Gate: Sisterhood language, Origin launch prep.
Week 10Aug 3 - 9 · August
Origin Shirts launch, the top apparel moment of the year.
Social · 5 posts
Email anchors
Wed Aug 5 · Drop · "Best-sellers + Labor Day prep"
Body: restock the proven sellers, Labor Day assets in build. Affiliate brief same day. Draft / Pending
Fri Aug 7 · Apparel Launch · "Origin Shirts"
Body: the top apparel campaign, refreshed photography, embroidered not printed. CTA: Shop the launch. Needs Tim Approval
Blogs · 1 to 2
Origin Shirts: what they mean. Brand, Tim author. Needs Tim Approval
(Sun Aug 9) Tim Letter: founder note. Needs Tim Approval
Channels & assets
YouTube: Origin Shirts long-form, Tim.
LinkedIn: B2B apparel for teams.
Paid: Origin Shirts creative.
Gate: launch (Tim), Labor Day prep.
Week 11Aug 10 - 16 · August
Labor Day teaser and the Frogman story. The Sisterhood arc opens.
Social · 5 posts
Email anchors
Wed Aug 12 · Drop / Teaser · "Labor Day teaser"
Body: open the end-of-summer window. American worker beat, no gimmicks. Tribute coffee not discounted. Draft / Pending
Fri Aug 14 · Mission · "Frogman: WWII combat divers"
Body: brand-layer heritage story, Tim writes. Needs Tim Approval
Blogs · 1 to 2
Frogman: the combat divers. Brand, Tim author. Needs Tim Approval
(Sun Aug 16) Sisterhood arc begins, the La Minita and Tarrazú sourcing story, women-led farms. Rose register. Tim approves script.
Channels & assets
YouTube: Frogman long-form, Tim.
LinkedIn: heritage.
Assets: Labor Day teaser creative, Sisterhood arc stills (rose).
Gate: Frogman story, Sisterhood script.
Week 12Aug 17 - 23 · August
Labor Day pre-order launch. Sets up the next window.
Social · 5 posts
Email anchors
Wed Aug 19 · Merch Drop · "Labor Day pre-order LAUNCH"
Body: charge-now, ship-date confirmed. CTA: Pre-order. Needs Tim Approval
Fri · Coffee / Mission · coffee feature + Sisterhood
Body: coffee + the continuing Sisterhood story. Draft / Pending
Blogs · 1 to 2
Labor Day, the way we mark it. Brand, Tim author.
(Sun Aug 23) Team Letter: blog / company news. Ready to Deploy
Channels & assets
YouTube: long-form.
LinkedIn: B2B, Q4 gifting seed.
Assets: Labor Day pre-order creative, landing (The Build).
Gate: pre-order mechanic, ship date.
Week 13Aug 24 - 31 · the bridge
Labor Day continuation, Sisterhood closes the month, and the handoff to the next 90.
Social · 5 posts
Email anchors
Wed Aug 26 · Drop · "Labor Day continuation + subscription"
Body: keep the drop visible, pair with the subscription. Draft / Pending
Fri Aug 28 · Coffee / Mission · coffee + Sisterhood
Body: coffee feature + Sisterhood close. Draft / Pending
Blogs · 1 to 2
Into fall. Brand, Tim author.
Q4 gifting seed. Tier 2, Desire.
Channels & assets
YouTube: long-form.
LinkedIn: Q4 gifting.
Assets: fall and gift creative.
Gate: the next 90 (Labor Day Sep 7, 9/11 letter, fall plan) at the Friday call.
The Caption Bank

Frameworks, not scripts. Brand voice, every time.

Fill the gold slots. Keep it short, specific, dry. No exclamation points, no emojis, no urgency, no em dashes, BoneFrog spelled correctly.

Know

Awareness, the why

[The hour or the scene]. [one specific detail]. [What the moment is for]. No CTA.
5am. One light on, coffee already brewing. The decision was made a long time ago.
Like

Affinity, the voice

[A plain observation from the work]. [a dry, true aside]. [An open door, not a hook].
The roaster has done this ten thousand times. He still watches every batch like it is the first.
Trust

Proof, the standard

[The fact, stated flat]. [the standard behind it]. [Why it is done that way].
Embroidered, not printed. The mark goes into the material. Nothing peels, nothing fades.
Desire / Buy

The drop, soft close

[The drop or product, revealed not pitched]. [who it is for, or the occasion]. [One quiet line to act]. Honor teams and missions, never individuals.
The 250th drop is live. Built to be used forever. New this Wednesday, while it lasts.
Mission / Founder

Remembrance, brand layer

[Name, rank, date, if a memorial]. [the human detail most people do not know]. [The story straight]. No CTA. Tim writes and approves.
He could fix anything with his hands. We remember the whole man, not just the operator.
Blog note: a blog intro is brand layer (it may name and honor individuals, Tim writes and approves). Education blogs sit in Trust and follow the two-layer rule. Tim is the byline on all posts.
Record once. Publish everywhere. Build something true, and trust that the right people find it.
BoneFrog Coffee Company · Social Posting Calendar · Jun 1 to Aug 31, 2026