# 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

| Deliverable | Eligible Photos | Top-tier (web_hero) | Status |
|---|---:|---:|---|
| Email #1 Spring Is Here | 74 | 25 | ✅ |
| Email #2 Why Now Matters | 74 | 25 | ✅ |
| Email #4 Customer Proof | 46 | 16 | ✅ |
| Email #5 Slots Filling Up | 0 | 0 | ❌ |
| Email #6 Hidden Risks | 30 | 16 | ✅ |
| Email #10 Tree Removal | 25 | 6 | ✅ |
| Email #11 Q3 Booking | 3 | 3 | 🟡 |
| Meta ads — static | 47 | 39 | ✅ |
| Meta ads — vertical | 39 | 25 | ✅ |
| Meta retargeting | 52 | 33 | ✅ |
| Phase Zero — Homepage hero | 46 | 45 | ✅ |
| Phase Zero — Services hub | 109 | 40 | ✅ |
| Phase Zero — Estimate page | 80 | 56 | ✅ |
| Phase Zero — Before/after gallery | 1 | 1 | 🟡 |
| Residential LP | 91 | 52 | ✅ |
| Commercial LP | 44 | 22 | ✅ |
| Hazard LP | 41 | 25 | ✅ |
| Club Welcome (4 emails) | 91 | 42 | ✅ |
| Lead Warming (3 emails) | 139 | 68 | ✅ |
| Sperry Story / About | 146 | 56 | ✅ |
| Owner / Team About section | 136 | 51 | ✅ |

## 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