Single source of truth for email campaigns, Meta ads, and all external marketing content
Never say one time of year is better for pruning than another. This is an absolute, no-exceptions rule.
Pruning timing is always species-dependent. Never generalize across species or seasons.
Trees do not "heal" wounds. ISA-correct language: trees compartmentalize cuts. Required in all channels — email, ads, web, social.
Service area is Lane County and Benton County. Use "Greater Eugene-Springfield" or "Lane County." Never "Willamette Valley" — it extends to Portland and misrepresents the service area.
Verified review count is "200+". Michele explicitly corrected "500+" — never use it.
Never offer or imply priority scheduling as a Club Member benefit or any other incentive.
Always use specific local names: Oregon white oak, bigleaf maple, Douglas fir, Oregon ash. Never reference non-local diseases like Oak Wilt or species like Elm. Avoid generic "trees" in headline copy.
| Claim | Verified Fact | Status |
|---|---|---|
| Years in business | Founded 1990 — "35+ years local" is approved phrasing | APPROVED |
| Ownership | Family-owned. Rob Miron took over from his mother who founded the company. | APPROVED |
| ISA Certified Arborists | Confirmed — ISA Certified Arborists on staff | APPROVED |
| TCIA Accreditation | TCIA Accredited Company since 2004. Full safety, training, and business audits passed. | APPROVED |
| Oregon licenses | CCB #109012, LCB #100201 | APPROVED |
| Insurance | Comprehensive liability + workers' compensation | APPROVED |
| Legal business name | Sperry Tree Care Co. | APPROVED |
| Business address | 29978 E Enid Rd, Eugene, OR 97402 | APPROVED |
| Review count | "200+" — exact phrasing. Never "500+". | EXACT WORDING MATTERS |
| Service | Notes |
|---|---|
| Pruning | Structural, hazard, ornamental, crown cleaning — all confirmed |
| Tree removal | Confirmed |
| Hazard assessment / tree risk assessment | Confirmed. Do not promise written reports as a standard deliverable without Rob's confirmation. |
| Stump grinding | Confirmed |
| Storm damage / emergency response | Confirmed. Do NOT claim 24-hour response. |
| Commercial property work | HOAs, property managers, commercial landlords in Eugene area — confirmed |
| Chip Drop Program | Confirmed active program |
| Free Quotes | Confirmed — exact term to use |
| Service | Why It's Off-Limits |
|---|---|
| Plant health care / fertilization / soil treatments | Flagged as aspirational future service — not currently offered |
| Cabling and bracing | Not confirmed as current offering |
| 24-hour emergency response | Emergency response confirmed; 24-hour claim is not |
| Formal written risk reports (as standard) | Aspirational — not promised as standard inclusion |
| Priority scheduling | Explicitly banned by Michele as a promotional promise |
Source: Michele Hatfield approval thread, April 7–11, 2026
"Spring is here — here's what your trees are telling us"
Michele approved these specific educational points verbatim:
"Your trees made it through winter — here's what we'd look for"
"Spring is the right time for a property tree assessment, [First Name]"
Michele's approved copy for commercial clients:
"We work with property managers, commercial landlords, HOAs, and business owners throughout the Eugene area. [Schedule a Free Quote]"
Focus on TCIA Accreditation (held since 2004), ISA Certified Arborists on staff, and licensed/insured status. Use credentials as verified in Section 2. Do not add claims not documented there.
Calm, educational, observational. Copy should feel like it's coming from "a neighbor who happens to know a lot about trees." Grounded in specific local environment. Honest uncertainty — say "worth having someone look at" rather than "this is definitely a problem."
| Never Say | Use Instead |
|---|---|
| "Spring is the best time to prune" | "Timing depends on the species — here's what we look for in spring" |
| "Trees heal their wounds" | "Trees compartmentalize cuts" |
| "Willamette Valley" | "Lane County" or "Greater Eugene-Springfield" |
| "500+ reviews" | "200+ reviews" |
| "Free Assessment" / "Free Visit" | "Free Quote" |
| "We leave your yard cleaner than we found it" | "Customer Satisfaction Guarantee" |
| "Priority scheduling" as a benefit | Remove entirely — do not promise |
| "Misplaced trees" | "Dying and dead trees" |
| Generic disease refs (Oak Wilt, Elm) | Local-only: Oregon white oak issues, Douglas fir, Oregon ash |
| "Trees" (generic) | Oregon white oak, bigleaf maple, Douglas fir, Oregon ash, etc. |
Any EAB claims must be verified against ODF or USDA APHIS sources. Do not rely on meeting transcripts for EAB facts. The "emerald dashboard" reference in the Mar 2026 Granola transcript was a mishear — Rob was referencing EAB tracking data, not a Sperry product or service.
| Fact | Status |
|---|---|
| First US detection: Michigan, 2002 | VERIFIED |
| First West Coast detection: Forest Grove, OR — June 30, 2022 | VERIFIED |
| 2023 spread: 10.4 sq mile area around Forest Grove | VERIFIED |
| 2024–2025 quarantine counties: Washington, Yamhill, Marion, Clackamas, Multnomah | VERIFIED |
| Affected species: All ash trees (Fraxinus spp.) including Oregon ash | VERIFIED |
| EAB confirmed in Lane County / Eugene-Springfield | NOT CONFIRMED — Do not claim |
| EAB treatment available from Sperry | NOT CONFIRMED — Do not claim |
Sources to verify before any EAB marketing: oregon.gov/odf and USDA APHIS EAB distribution map.
AI imagery is banned across email, Meta, website, and all other channels.
Any image showing topped trees communicates improper pruning — the opposite of Sperry's ISA-certified positioning. Reject any image where tree crowns appear to have been removed.
New photo shoot (Kelly Lyons) planned late May/June 2026. Until complete: no faces in any imagery used across any channel.
All rules in Sections 1–7 apply to Meta ads. Additional Meta-specific notes:
Meta ads commonly use seasonal hooks. These must comply with Section 1 — no best season for pruning. Acceptable hook: "Spring — the season when trees reveal what winter did to them."
Only list services from Section 3 confirmed list. Do not include plant health care, fertilization, cabling/bracing, or 24-hour emergency without Rob's direct approval.
Rob rejected the first AI image submitted for Meta. Real crew photos with climbing harnesses only. No topped trees visible anywhere in frame. No faces from pre-2026 library.