scripts/build_fb_campaign.py

"""Generate the AgroSense Facebook Launch Campaign as Word (.docx) and PDF.

    pip install python-docx fpdf2
    python scripts/build_fb_campaign.py
"""
from __future__ import annotations

import sys
from pathlib import Path

sys.path.insert(0, str(Path(__file__).resolve().parent))
from docgen import build_both  # noqa: E402

DOCS_DIR = Path(__file__).resolve().parent.parent / "docs"
TITLE = "AgroSense - Facebook Launch Campaign"
SUBTITLE = "Page, organic content, Groups, Meta Ads and Lead Ads  -  India-first"

SECTIONS = [
    ("1. Campaign Overview", [
        ("ul", ["Campaign: #GrowWithAgroSense ('Smart farming, local wisdom').",
                "Why Facebook: clickable links in every post (direct traffic), huge rural "
                "and older reach in India, Facebook Groups for community, powerful Meta "
                "Ads targeting, and Lead Ads / Messenger / WhatsApp for sign-ups.",
                "Goal: awareness + sign-ups (farmers, FPOs, agri-doctors) and an owned "
                "community Group.",
                "Audience: smallholder farmers, FPOs/cooperatives, agri-experts, agri "
                "students; India-first and multilingual.",
                "Duration: 14-day launch sprint; pair with the 30-day calendar afterwards.",
                "Primary CTA: 'Try free' (link). Secondary: 'Join the AgroSense Farmers "
                "Group' and 'Apply to become a verified Plant Doctor'.",
                "KPIs (organic): reach, engagement, link clicks, group joins, shares. "
                "KPIs (ads): CPM, CTR, CPC, cost per lead (CPL), sign-ups, ROAS."]),
    ]),
    ("2. Page Setup and Optimization", [
        ("ul", ["Page name: AgroSense (category: Agricultural Service / App Page).",
                "Profile + cover: logo and a clear value line ('Cited farming advice, "
                "weather, plant clinic and verified doctors - in your language').",
                "Page CTA button: 'Use App' or 'Sign Up' (link), or 'Send Message' for "
                "Messenger lead capture.",
                "About: short mission + link; add WhatsApp/Messenger contact.",
                "Pin a post: the launch video with the sign-up link.",
                "Set up Meta Business Suite, the Meta Pixel and a Conversions API on the "
                "sign-up page to measure and optimize.",
                "Enable auto-replies / a Messenger greeting with a quick menu."]),
    ]),
    ("3. Content Pillars", [
        ("ol", ["Empathy - real farmer pain points.",
                "Features - advisor, weather/satellite, plant clinic + live doctor, "
                "prices & farmer trading, clubs, traditional/Panchang advisor, finance "
                "(loans + schemes), land records, multilingual.",
                "Education - practical agronomy tips and seasonal checklists.",
                "Proof and impact - testimonials, numbers, doctor spotlights.",
                "Community and CTA - join the Group, sign up, become a verified doctor."]),
    ]),
    ("4. Organic Content - 14-Day Launch", [
        ("ul", ["Day 1 (Video + link): Launch - 'Meet AgroSense' (reuse the reel; FB "
                "native upload with captions) + sign-up link. Pin it.",
                "Day 2 (Link post): blog/landing - '5 ways AgroSense helps your farm'.",
                "Day 3 (Photo + text): a cited advisor answer screenshot + tip.",
                "Day 4 (Poll): 'Biggest farm worry? Pests / Weather / Prices'.",
                "Day 5 (Video): 'Snap a sick leaf -> get a prescription' (plant clinic).",
                "Day 6 (Group launch): create 'AgroSense Farmers (India)' Group; invite "
                "followers; post welcome rules + first question.",
                "Day 7 (Link post): 'Ask in your language' (multilingual).",
                "Day 8 (Video): 'Talk to a real plant doctor' (live consult).",
                "Day 9 (Photo + text): live mandi prices + 'sell smarter'.",
                "Day 10 (Event): announce a Facebook Live demo/webinar (set for Day 13).",
                "Day 11 (Link post): 'For agri-experts: become a verified Plant Doctor'.",
                "Day 12 (Testimonial photo/video): farmer success story.",
                "Day 13 (Facebook LIVE): product demo + Q&A; save as a video; boost after.",
                "Day 14 (Recap video + strong CTA): best moments + sign-up link."]),
        ("p", "Posting cadence afterwards: 4-6 posts/week + daily Group engagement. Mix "
              "link posts (traffic), native video (reach) and photos/polls (engagement)."),
    ]),
    ("5. Facebook Groups Strategy", [
        ("ul", ["Own a community: launch 'AgroSense Farmers (India)' - a helpful, "
                "moderated Group (crop advice, Q&A, weekly themes mirroring the calendar).",
                "Seed value, not spam: answer real questions (using AgroSense), run weekly "
                "'Ask the advisor' and 'Doctor Friday' threads, and feature member wins.",
                "Participate respectfully in existing farming/FPO Groups - share genuinely "
                "useful tips; follow each group's promotion rules.",
                "Convert: pin a welcome post with the sign-up link and Group guidelines; "
                "route tough questions to a live doctor consult."]),
    ]),
    ("6. Meta Ads Plan", [
        ("h2", "Objectives and funnel"),
        ("ul", ["Awareness/Reach - introduce AgroSense to cold farming audiences.",
                "Traffic/Engagement - drive link clicks and video views; build warm "
                "audiences from viewers and page/Group engagers.",
                "Leads - Lead Ads (instant forms) or conversions on the sign-up page for "
                "farmer and doctor sign-ups.",
                "Messenger/WhatsApp - click-to-chat ads for hands-on, low-literacy-friendly "
                "onboarding."]),
        ("h2", "Audiences"),
        ("ul", ["Cold: location (India or specific states/districts), age 18-60, "
                "interests - Agriculture, Farming, Crops, Kisan, Agribusiness, related "
                "Pages; behaviors and rural geos.",
                "Cold (experts): interests - Agronomy, Plant pathology, ICAR, "
                "Horticulture, Agricultural science (for doctor recruitment).",
                "Warm: video viewers (25-75%), page/Group engagers, website visitors "
                "(Pixel).",
                "Lookalike: 1-3% lookalikes of sign-ups / engagers once you have data."]),
        ("h2", "Formats"),
        ("ul", ["Single video (the reel) and single image for cold reach.",
                "Carousel - one feature per card.",
                "Lead Ad with an instant form (Name, Phone/WhatsApp, State, Crop).",
                "Click-to-Messenger / WhatsApp for guided onboarding."]),
        ("h2", "Budget and testing"),
        ("ul", ["Start small (e.g. a modest daily budget) across 3-4 ad sets; let the "
                "algorithm find winners, then scale the best.",
                "A/B test the first 3 seconds of video, the headline, and the audience.",
                "Optimize for the lowest cost per lead / per sign-up; refresh creative "
                "every 1-2 weeks to fight fatigue."]),
    ]),
    ("7. Sample Ad Copy", [
        ("h2", "Ad 1 - Traffic/Leads (farmers)"),
        ("p", "Primary text: Wrong advice can cost a whole season. AgroSense gives "
              "evidence-backed, cited farming advice - plus weather, satellite, plant "
              "diagnosis, live mandi prices and verified plant doctors. In your language. "
              "Try it free."),
        ("p", "Headline: Smart farming, local wisdom.  |  Description: Cited advice + "
              "live experts.  |  CTA: Sign Up."),
        ("h2", "Ad 2 - Plant clinic (video)"),
        ("p", "Primary text: Spotted leaves? Do not guess. Snap a photo and get a likely "
              "diagnosis with a safe, step-by-step treatment. Protect your yield - catch "
              "problems early. (Decision support, not a substitute for an expert.)"),
        ("p", "Headline: Diagnose your crop in seconds.  |  CTA: Learn More."),
        ("h2", "Ad 3 - Doctor recruitment (Lead Ad)"),
        ("p", "Primary text: Are you an agronomist, pathologist or entomologist? Get "
              "verified on AgroSense and help farmers across India by video or chat. "
              "Build your rating and reach.  |  Headline: Become a verified Plant Doctor.  "
              "|  CTA: Sign Up.  |  Form: Name, Phone/WhatsApp, Specialization, "
              "Registration no."),
    ]),
    ("8. Sample Organic Posts", [
        ("p", "Launch post: One wrong input can cost a season. AgroSense puts cited "
              "farming advice in your pocket - weather, satellite, plant diagnosis, live "
              "prices and verified plant doctors, in your language. Try free: [link]. "
              "Join our farmers' community: [Group link]. #AgroSense #SmartFarming"),
        ("p", "Plant clinic post: Not sure what is wrong with your crop? Snap a photo in "
              "AgroSense and get a likely diagnosis plus a safe treatment - in seconds. "
              "Catch it early, protect your yield. Try free: [link]."),
        ("p", "Prices post: Selling soon? Check live mandi prices in AgroSense and sell "
              "at the right place and time. Free to use: [link]."),
        ("p", "Doctor post: When you need a human, AgroSense connects you to a VERIFIED "
              "plant doctor - by video or chat, in your language, with ratings you can "
              "see. Try free: [link]."),
    ]),
    ("9. Video, Live and Events", [
        ("ul", ["Reuse the Instagram reels as FB native videos (upload directly; do not "
                "just share the IG link). Keep burned-in captions for muted autoplay.",
                "Host a Facebook LIVE demo + Q&A; create a Facebook Event to drive RSVPs "
                "and reminders; repurpose the recording into clips.",
                "Localize the top videos into Hindi/Kannada/Telugu/Tamil/Marathi/Bengali/"
                "Malayalam."]),
    ]),
    ("10. Hashtags and Style", [
        ("p", "Facebook uses few hashtags - 1 to 3 max per post (e.g. #AgroSense "
              "#SmartFarming #KisanTech). Lead with value and a clear link; emojis "
              "sparingly; keep the first line strong (it shows before 'See more')."),
    ]),
    ("11. Measurement", [
        ("ul", ["Organic (Page insights): reach, engagement rate, link clicks, video "
                "retention, Group joins and active members.",
                "Ads (Ads Manager): CPM, CTR, CPC, cost per lead/sign-up, frequency, ROAS.",
                "Funnel: impressions -> clicks -> sign-ups -> active users; doctor "
                "applications.",
                "Review weekly; scale winners, cut losers, refresh creative; build "
                "lookalikes from converters."]),
    ]),
    ("12. Compliance", [
        ("p", "Keep the 'decision support, not a substitute for an expert' line on "
              "treatment/medical content; never guarantee yields or income. Follow Meta "
              "advertising policies and collect consent on lead forms; honor each Group's "
              "promotion rules."),
    ]),
]


def main() -> int:
    build_both(TITLE, SUBTITLE, SECTIONS, DOCS_DIR, "AgroSense_Facebook_Campaign")
    return 0


if __name__ == "__main__":
    raise SystemExit(main())