B&J engagement — active workstreams, status, and Candid services rendered
Created 2026-05-24
B&J is not a single deliverable. It is a multi-track, multi-phase platform engagement with a fractional-CMO relationship layered on top. A case study must be honest about what is live now and what is in flight.
Active workstreams
| Workstream | Status | Notes |
|---|---|---|
| Marketing site (Phase 2 rebuild) | Build in progress. Agriculture vertical and its subpages are live on the dev URL. Fleet/commercial in research and brief stage. Construction deferred until fleet ships. Home-heating vertical live. ~50 pages published on the dev surface. | [Verified — pre-launch audit, May 2026, against bjweb.candidcreative.ca] |
| CRM (Phase 1 of CRM project) | Scoped, schema designed, data model defined. Pre-build. | [Verified — crm_project_plan.docx]. Phase 1: accounts, location/tank registry, delivery history, invoices, internal dashboard. |
| Client portal (Phase 2 of CRM project) | Designed in spec. Not built. | [Verified] |
| AI / self-serve (Phase 3 of CRM project) | Scoped. Includes AI lubricant search and consumption modeling. | [Verified] |
| Manifold data platform | Separate product, branded independently. Provides data lanes (prices, regulations, programs) feeding embedded widgets on the B&J site. | [Verified — Manifold Phase 3 brief]. Has its own URL (manifold.candidcreative.ca); is not itself a B&J asset. |
| Davis & McCauley digital transition | Audited, transition page strategy defined. London brand being absorbed into B&J. | [Verified — D&M digital transition audit] |
| Capability Audit tool | Internal-facing product at boucherjones.candidcreative.ca/admin. Captures B&J operational capabilities for competitor comparison. |
[Verified — capability-audit-content.json + Kevin's memory] |
| Fractional CMO | Active. Michael DeLeye is the primary contact. | [Verified — Kevin's memory] |
| Content strategy (Option B in Phase 2 proposal) | 10 long-form articles defined by vertical. 12 articles currently live in /resources/. |
[Verified — BJ_Phase2_Proposal_v2.docx + audit page inventory] |
| Brand strategy / positioning | Defined and operationalized. "Walk with quiet confidence." | [Verified — Manifold Phase 3 brief names this posture]. See B&J positioning — "walk with quiet confidence" (editorial discipline, NOT a public tagline). |
Services rendered (for the spec-sheet header)
In Candid Creative service taxonomy:
- Strategy & positioning
- Buyer persona and decision-journey research
- Information architecture
- Content strategy and editorial direction
- Foundation research (commercial fleet, agriculture, residential propane, lubricants, DEF, regulatory)
- Site design and build (Next.js platform from scratch, replacing WordPress)
- Custom CRM data modeling and schema design
- Data platform development (Manifold) — separate product engagement
- Fractional CMO
- Brand / digital transition strategy (Davis & McCauley absorption)
- Technical SEO and AI-citation-readiness audit
[Verified across the project document set]
Referenced by (3)
- reference Boucher & Jones Fuels — case-study source material, v1 (parent index) relates-to
- rule Rule: every Candid client case study must use the EXACT status of each workstream, not aspirational status depends-on
- reference B&J — deploy frequency and commit cadence (v2, verified 2026-05-24) relates-to