Sperry Image Library — Gap Report

Generated for Q2 2026 Growth System SOW · BOSSTORQUE

Summary

• 289 photos by Kelly Lyons (May 2020 – April 2022)
• 92 web-hero quality (32%) — strong premium pool
• Avg fitness 6.5/10 — pro photography shows
• 98 photos flagged needs_release_form — 34%, must triage before client-facing use
• Coverage is heavy on team/portraits and pruning action; gaps are storm/emergency, video, fresh 2024–2026 work

Strengths

• Crew-at-work coverage is excellent: 84 crew shots + 21 climber shots = 105 action photos. Deep pool for Spring Pruning, Meta ads, services hub.
• Team/portrait library is large: 101 individual + 26 team portraits. Plenty for the Sperry Story / Club Welcome sequence — but must filter out former employees (folder 2022/Staff photos/Former Emps = 40 photos).
• Pruning service is well-documented: 66 pruning-categorized images, multiple seasons.
• Commercial coverage exists: 33 commercial/HOA + 26 in Commercial photos 3.25.21 folder. Enough to seed a commercial LP.
• Brand visibility is split evenly — 72 high, 79 medium, 80 none. Plenty of shots where logo/uniform/truck reads clearly.

Gaps & Risks

• Tree removal — large action shots — 20 images. 🟠 THIN. Workable but limited variety. Email #10 (Summer Spotlight: Tree Removal) and removal_email need 8+ strong shots. Currently 20 — workable but lean on dramatic ground/large-tree work.
• Stump grinding — 10 images. ✅ GOOD. Adequate coverage. Distinct service feature with thin visual support. Consider commissioning specific stump-grinding shots.
• Hazard / emergency / storm — 0 images. ❌ MISSING. Shoot needed. Email #6 'Hidden Risks in Your Yard' and the hazard landing page need urgency cues. Almost no storm-damage or post-storm imagery in the library.
• Plant healthcare — 18 images. ✅ GOOD. Adequate coverage. 18 photos categorized — supports services hub but limited for a dedicated landing page.
• Cabling — 1 images. 🟡 GAP. Thin coverage — supplement. Only 1 image. If cabling is a marketed service, the website needs at least 3 supporting visuals.
• Planting — 2 images. 🟠 THIN. Workable but limited variety. Only 2 images. Limited for a dedicated planting service feature.
• Public-facing customer interaction — 23 images. ✅ GOOD. Adequate coverage. Customer-on-site shots build trust on lead-warming and testimonial pages. 23 exist — adequate but most are people-with-customer-back-only.
• Winter/dormant — 28 images. ✅ GOOD. Adequate coverage. 28 winter shots — good for off-season planning emails (Q4 cabling, hazard surveys, Q3 booking window).
• Spring bloom (cherry, dogwood, magnolia) — 30 images. ✅ GOOD. Adequate coverage. 30 spring-bloom — adequate for spring pruning campaign aesthetics.
• Customer faces (release-required) — 3 images. 🟠 THIN. Workable but limited variety. Only 3 photos with customer face visible — and they need release forms before use. Effectively zero customer-face content available without legal cleanup.
• Fall foliage — 50 images. ✅ GOOD. Adequate coverage. 50 fall shots — strong for Q3 booking email.

Compliance & Risk Items

• 98 photos flagged needs_release_form. Most are individual portraits and group shots with identifiable people. Three categories to triage:

1. Current Sperry team — confirm consent/use is documented in their employment agreement; if not, get signed releases now.

2. Former employees (40 photos in Staff photos/Former Emps) — likely high risk to use publicly without a release. Flag the entire folder as DO-NOT-PUBLISH until releases verified.

3. Customers with visible faces — need explicit signed releases per use case (web, social, ads).

• 44 photos flagged distracting_background. Use selectively or crop tighter.
• 8 mixed_branding — competitor logos, customer property branding, or non-Sperry equipment visible. Avoid unless the brand element is clearly Sperry's.

Recommendations

1. Immediate (this week) — Triage the 98 needs_release_form photos. Confirm which current team members have a usable release on file. Quarantine the Former Emps folder until cleared. This is the single biggest blocker on usability.

2. Q2 (April–June) — Library is 100% sufficient to launch the 11-email Spring Pruning calendar, Meta paid creative (3-5 statics + 1-2 verticals), and Phase Zero design comps. No external photography needed for Q2.

3. Before Q3 launch — Commission a focused half-day shoot to fill gaps:

- Storm-damage / hazard scenarios (staged or post-storm) — for hazard landing page and Email #6

- 2-3 dramatic large-tree removal sequences with clear ground crew + climber action

- Stump-grinding action close-ups with branded equipment in frame

- 1-2 commercial/HOA exterior establishing shots that scream 'Sperry runs jobs at scale'

- Updated 2026 team portrait set with explicit usage releases

4. Video gap — Only 9 videos exist (2020), none recently inventoried. Meta Reels and Stories will benefit from 5-10 short vertical clips. Consider phone-shot cuts during Q2 jobs as a low-cost stopgap.

5. Aging risk — Library is 4–6 years old. Premium feel is excellent; uniforms, branding, and truck graphics may have evolved. Plan a brand-refresh shoot in Q3 to keep the website launch from looking dated on launch day.

Coverage by Q2 SOW Deliverable

Files in This Index

• master.xlsx — full spreadsheet, filterable by every tag
• index.html — visual browser with thumbnails, filters, search (open in browser)
• campaign-shortlists.html — pre-curated top picks per SOW deliverable
• gap-report.md — this report
• thumbnails/ — 800px thumbnails for browser display
• thumbnails_small/ — 400px thumbnails (used during tagging)
• work/ — raw inventory, tags, and master JSON for reproducibility