Pro Church Tools — Company OS

Makeover Delivery Sequence

15 min read

Makeover Delivery Sequence

Updated May 2026

Timing: All emails and SMS in this sequence are gated by delivery-rules — sends only between 8:04 AM and 6:00 PM Eastern, never on Sundays or major holidays. The sequence-level testMode: true flag below is separate from (and stacks with) the delivery-window test mode described there. Slack notifications and HelpScout drafts are not gated.

Values guardrail: The Pro Church Certified scholarship genuinely disappears at billing — that’s why “Yes be yes, no be no” (mission-and-values) is satisfied by saying so plainly. Don’t add urgency framing to copy that isn’t actually time-limited, don’t inflate value claims beyond what the package actually delivers, and don’t manipulate around the upgrade. The scarcity here is real; the copy should reflect that and stop.

Overview

This sequence fires when a church’s free makeover is complete and ready for delivery. The goal: get them excited about what we built, walk them through it via a custom Loom, and upgrade them from Standard ($99/month) to Complete ($199/month) before billing starts on Day 7.

Sequence type: 7-day delivery + upsell with disappearing scholarship Default plan: Standard ($99/month) Upsell plan: Complete ($199/month) Disappearing bonus: 3 seats of Pro Church Certified - $5,970 value - included free with Complete Billing starts: Day 7 after delivery, regardless of plan

The Upgrade Pitch

Angle: “We just installed the system. Certified is how your team gets fluent in the methodology behind it.”

This is NOT about “who runs it” - that’s The Comms Dept’s pitch. This is about equipping the people on your team to understand the language, the thinking, and the methodology behind the infrastructure we just installed.

The math: $100/month more gets you $5,970 in training (3 Certified seats) plus Nucleus Giving and Nucleus Media. The numbers make the decision obvious.

Certified covers 9 modules: Photography, Videography, Logo & Branding, Live Production, Web, Communications, Social Media, Promotions, and Building Your Team. 500+ churches and counting.

Architecture

Day 0: Email 1 (Delivery - Loom walkthrough) + SMS 1
Day 1: Email 2 (The upgrade - Certified scholarship)
Day 3: Email 3 (What Certified actually is) + SMS 2
Day 5: Email 4 (The math)
Day 6: Email 5 (Scholarship expires tomorrow) + SMS 3
Day 7: Email 6 (Billing starts - last chance)

Total: 6 emails + 3 SMS over 7 days Reply-to: hello@nucleus.church

Merge Fields

FieldDescription
[FIRST NAME]Contact first name
[CHURCH NAME]Church name
[LOOM URL]Custom Loom walkthrough video URL (from Makeover v2 Spreadsheet)
[SITE URL]Church’s new Nucleus website URL
[BILLING DATE]Date billing begins (Day 7 after delivery)

Removal Triggers

Remove contact from upsell emails (2-6) when:

  1. Upgrades to Complete → Remove from upsell, send welcome/confirmation
  2. Unsubscribes → Remove

Note: Do NOT remove if they simply activate on Standard. They should still see the upgrade emails through Day 7.

PART ONE: Email Sequence (6 Emails / 7 Days)

Email 1: Your Makeover is Ready

Purpose: Pure delivery. The Loom walkthrough is the primary CTA. Let them experience the wow. No upsell in this email - Brady covers it in the Loom. Send: Day 0 (immediately upon status change to “Delivered”) Subject: Your makeover for [CHURCH NAME] is ready Preview: I recorded a walkthrough for you

Hey [FIRST NAME],

Your church’s free communications makeover is complete.

I recorded a personal walkthrough of everything we built for [CHURCH NAME] - your new website, The 7 Building Blocks™, Mission Control, all of it.

[Watch Your Walkthrough →] [LOOM URL]

This is the best way to see what’s been set up and how it all works together. It’s about 10 minutes and worth every second.

You have 7 free days of hosting starting today. After that, your hosting begins on [BILLING DATE]. But first - watch the walkthrough. There’s a lot to see.

  • Brady Shearer

P.S. Seriously - watch the walkthrough. I cover everything we built, how it works, and something special we’re offering your team at the end.

Email 2: The Upgrade

Purpose: Introduce the Complete plan and Certified scholarship. The Loom already planted the seed - this email gives it structure. Send: Day 1 Subject: Did you catch this in your walkthrough? Preview: Wanted to make sure you saw it

Hey [FIRST NAME],

I mentioned this in your walkthrough video, but wanted to make sure you saw it.

We just delivered [CHURCH NAME] a complete communications engine. New website. The 7 Building Blocks™. Mission Control with your policies and playbooks.

Your team is going to love it. And chances are, someone on your team - maybe a few someones - have been carrying the creative load at your church for a while now. Photography, social media, announcements, graphics. Learning on the fly. Piecing it together from YouTube.

Imagine what they could do with proper training.

Pro Church Certified is professional training built specifically for church creatives. It’s the only program of its kind - and we’d love to give your team a free scholarship.

This is only something we offer to churches that have just completed their makeover.

Here are the details of your scholarship:

Upgrade to the Nucleus Complete plan before your hosting starts on [BILLING DATE] and we’ll include a free Pro Church Certified scholarship for up to 3 people on your team. That’s a $5,970 value.

Complete is $199/month instead of $99/month. That extra $100/month gets you:

  • 3 seats of Pro Church Certified ($5,970 value)
  • Nucleus Giving
  • Nucleus Media

And one more thing on Complete: pay annually and you get two months free - $398 saved every year on top of everything above. The annual discount is only on Complete.

To be clear, the scholarship is only available before your first billing date. After [BILLING DATE], Certified is $1,990 per seat purchased separately.

Just reply UPGRADE to this email and we’ll take care of the rest.

  • Brady Shearer

P.S. Reply to this email with just the word UPGRADE to claim this scholarship. Got questions? Hit reply and talk to us. It’s always a real human on the other end.

Email 3: The Transformation

Purpose: Show what happens after someone says yes to Certified. One deep testimonial that connects directly to the makeover they just received. Standalone context up top. Send: Day 3 Subject: Before [BILLING DATE] Preview: A free scholarship for your team

Hey [FIRST NAME],

We recently delivered [CHURCH NAME]‘s free makeover. Before your hosting starts on [BILLING DATE], you can claim a free scholarship to Pro Church Certified for three people in your church - $5,970 in training, free.

Quick story about what that training actually looks like.

Jared is a Children’s Pastor at Franklin Road Baptist Church. Before Certified, he was doing what most church creatives do - wearing too many hats, scrambling to get designs done, running late on projects or missing them completely. No system. Just effort.

Then he went through Certified.

His words: “My real aha moment came when I learned about creating levels for different ministry requests. It completely changed the way I think about promotions. Now I have an unbiased, easy explanation for why some events get promoted a certain way.”

That’s the exact system sitting in your Mission Control right now.

He also said: “We have a content calendar plan for the first time since I’ve come on staff. I feel equipped with a process I can trust to not let things slip through the cracks.”

Unlocking this free scholarship is simple:

Upgrade to Nucleus Complete ($199/month instead of $99/month) before [BILLING DATE] and the scholarship is yours.

Just reply UPGRADE and we’ll take care of the rest.

  • Brady Shearer

P.S. Want to see the full curriculum before you decide? Check it out here: prochurchcertified.com

Email 4: The Math

Purpose: For the person who needs to justify the upgrade to leadership or a board. Make the numbers undeniable. Send: Day 5 Subject: Show this to whoever handles the budget Preview: Your scholarship math

Hey [FIRST NAME],

We recently delivered [CHURCH NAME]‘s free makeover. Along with it, we offered your church a free Pro Church Certified scholarship - professional training for up to 3 people on your team, a $5,970 value.

Here’s how it works: your makeover is currently on the Nucleus Standard plan at $99/month. If you upgrade to the Complete plan ($199/month) before your hosting starts on [BILLING DATE], the Certified scholarship is automatically included. That’s the only way to unlock it.

If you’re deciding whether to claim it, here’s the math:

Standard: $99/month Complete: $199/month Difference: $100/month

What that $100/month gets you:

  • 3 Certified seats - normally $1,990 each = $5,970
  • Nucleus Giving
  • Nucleus Media

At $100/month, it would take nearly 5 years to spend what Certified costs on its own. You get it included on Day 1.

One more line for the budget: Pay Complete annually and you get two months free - $1,990 for the year instead of $2,388. That’s $398 saved compared to paying monthly. Every year. The annual discount is only available on Complete.

And if you need to make the case to leadership:

“For an extra $100/month, we can enroll 3 team members in the only certification program built for church creatives. 9 modules. Photography to promotions to team building. 500+ churches have gone through it. It normally costs $5,970 for 3 seats. We get it free if we upgrade before [BILLING DATE]. And if we pay annually, we save another $398 every year - two months free.”

Just reply UPGRADE and we’ll take care of the rest.

  • Brady Shearer

P.S. Remember, this scholarship offer expires when your billing kicks in on [BILLING DATE].

Email 5: Scholarship Expires Tomorrow

Purpose: Urgency. Short. Standalone context. Send: Day 6 Subject: Scholarship? Preview: Last chance

Hey [FIRST NAME],

When we delivered [CHURCH NAME]‘s free makeover, we included an offer: a Pro Church Certified scholarship for 3 people on your team. $5,970 in training, free - if you upgrade to Nucleus Complete before your hosting starts.

That’s tomorrow.

Your hosting is set to begin on [BILLING DATE] at $99/month (Standard). Upgrade to Complete ($199/month) before then and the scholarship is automatically included. After that, Certified is $1,990 per seat purchased separately.

Just reply UPGRADE before tomorrow and the scholarship is yours.

  • Brady Shearer

P.S. Got questions? Reply to this email. It’s always a real human replying.

Email 6: Billing Starts Today

Purpose: Final window. Billing starts. Welcome them. One last mention of Complete. Send: Day 7 Subject: Your hosting starts today Preview: Welcome to Nucleus

Hey [FIRST NAME],

Your hosting for [CHURCH NAME] starts today. Welcome to Nucleus.

You can log in and start using everything we built:

[SITE URL]

One final note: if you’d like to claim the Pro Church Certified scholarship (3 seats, $5,970 value, free), today is the last day. Upgrade to Complete and the scholarship is yours. After today, it’s no longer available.

If you’re deciding whether to claim it, here’s the math:

Standard: $99/month (the plan you’re on now) Complete: $199/month Difference: $100/month

What that $100/month gets you:

  • 3 Certified seats - normally $1,990 each = $5,970
  • Nucleus Giving
  • Nucleus Media

Plus, if you pay annually you’ll get two months free and save an additional $398 per year. That annual discount is only available on Complete.

Just reply UPGRADE and we’ll take care of the rest.

Either way - your new communications engine is live. Your church has The 7 Building Blocks™ installed. Mission Control is loaded. Your Central Hub is ready.

Go make the most of it.

  • Brady Shearer

P.S. Questions about anything we built? Just reply. It’s always a real human on the other end.

PART TWO: SMS Layer (3 Texts / 7 Days)

Only sent if phone number is on file.

SMS 1

Send: Day 0 (30 minutes after Email 1)

Hey [FIRST NAME] - it's Brady. Your makeover for [CHURCH NAME] is done! I recorded a personal walkthrough of everything we built. Watch it here: [LOOM URL]

SMS 2

Send: Day 3 (60 min after Email 3)

Hey [FIRST NAME] - Brady here. How's everything looking with your new site? If you have any questions about what we built, just reply here. Also - the Certified scholarship for your team is still available if you want it for a few more days. Details in your inbox.

SMS 3

Send: Day 6 (60 min after Email 5)

[FIRST NAME] - your Nucleus billing starts tomorrow. Just wanted to make sure everything's good on your end. If you want to lock in the Certified scholarship ($5,970, free) before billing kicks in, reply UPGRADE or check your email for details. It expires tomorrow.

PART THREE: Technical Spec

Trigger

The sequence fires when startMakeoverDelivery (HTTP callable Cloud Function in functions/src/sequences/startMakeoverDelivery.js) is invoked from the admin portal — typically when an admin marks a church’s makeover as ready to deliver.

Inputs: { churchId, loomUrl, siteUrl, billingDate, testMode? }

  • loomUrl and siteUrl must be valid URLs
  • billingDate is the date hosting begins (delivery + 7 days)
  • testMode: true compresses the 7-day timeline 720x for QA

Function actions:

  1. Validates inputs
  2. Writes to churches/{churchId}.makeover — loomUrl, siteUrl, billingDate, deliveredAt (server timestamp), status: 'delivered'
  3. Activates the sequence — churches/{churchId}.makeoverDeliverySequence.active = true, with startedAt and optional testMode
  4. Enqueues all 9 scheduled steps (6 emails + 3 SMS) into the emailSchedule collection at their offsets from delivery time
  5. Posts a delivery notification to Slack

Church Document Shape

churches/{churchId}
  /makeover
    /loomUrl: string
    /siteUrl: string
    /billingDate: Timestamp
    /deliveredAt: Timestamp
    /status: 'delivered'
  /makeoverDeliverySequence
    /active: boolean
    /startedAt: Timestamp
    /pausedAt: Timestamp (optional)
    /testMode: boolean (optional)
  /contact
    /firstName: string
    /email: string
    /phone: string (optional - if blank, SMS steps skip)
  /name: string

Sequence Scheduling

Step KeyChannelOffset from DeliveryCondition
md_email_1Email0 minAlways
md_sms_1SMS+30 minOnly if phone exists
md_email_2Email+1 dayOnly if sequence still active
md_email_3Email+3 daysOnly if sequence still active
md_sms_2SMS+3 days, 60 minOnly if active and phone exists
md_email_4Email+5 daysOnly if sequence still active
md_email_5Email+6 daysOnly if sequence still active
md_sms_3SMS+6 days, 60 minOnly if active and phone exists
md_email_6Email+7 daysAlways (welcome regardless of plan)

Step copy is rendered by the matching mdEmail{N} / mdSms{N} function in functions/src/sequences/copy/makeoverDelivery.js. Step registry lives in functions/src/sequences/stepRegistry.js as MAKEOVER_DELIVERY_STEPS.

The scheduled processEmailQueue Cloud Function drains emailSchedule rows whose time has passed, checking church.makeoverDeliverySequence.active (and pausedAt) on every step before sending.

Upgrade Handling

When a church replies UPGRADE, the team handles it manually:

  1. Sets up billing per the church’s preference in The Fort (monthly by default, or annual if they specified)
  2. Sets church.makeoverDeliverySequence.active = false in admin — the queue processor sees this on its next pass and skips all future upsell steps (Emails 2–5, SMS 2–3)
  3. Sends the upgrade confirmation email as a reply from the Nucleus HelpScout inbox (see “Upgrade Confirmation Email” copy below)

Email 6 still sends on Day 7 as the welcome regardless of plan.

Upgrade Confirmation Email

Manual send. This email is NOT automated. When a church replies UPGRADE, the team sends this manually as a reply from the Nucleus HelpScout inbox. Keeping it manual ensures Stripe billing is set up correctly per the church’s billing preference (monthly vs annual) before the confirmation goes out.

Send: Manually via Nucleus HelpScout when a church replies UPGRADE Subject: ACTION NEEDED: You’re on the Complete plan Preview: One last thing about billing

Hey [FIRST NAME],

[CHURCH NAME] is on the Complete plan.

One last thing on billing: you’re set up monthly at $199/month. If you’d like to switch to annual, you’ll save $398 every year - two months free. That discount is only available on Complete.

Reply ANNUAL to switch over. Otherwise, we’ll keep you on monthly.

For Pro Church Certified, you have three seats available to your church. Ready to get started? Just provide names and emails for each of the three seats and we’ll send those invitations over!

Welcome to the Nucleus family.

P.S. Reply ANNUAL to switch to annual billing and save $398 a year - along with the names and emails we’ll use for your three seats to Pro Church Certified.

Test Mode

Calling startMakeoverDelivery with testMode: true:

  • Compresses the 7-day timeline 720x (matches audit sequences)
  • 7 days → ~14 minutes
  • Persists as church.makeoverDeliverySequence.testMode = true
  • Use to verify the full sequence end-to-end without waiting a week

Email & SMS Sending

Email provider: SendGrid From: hello@nucleus.church (SENDERS.nucleus in functions/src/sequences/layout.js) — verified Nucleus sender Reply-to: hello@nucleus.church

SMS provider: Twilio From number: TWILIO_FROM_NUMBER secret (same toll-free number as audit sequences)

Error Handling

startMakeoverDelivery validates inputs before enqueueing. Required: churchId, loomUrl, siteUrl, billingDate. If any are missing or loomUrl / siteUrl aren’t valid URLs, the function rejects the call and the sequence does not start.

If a church’s contact has no phone on file, all SMS steps are skipped automatically — emails still send.

Admin Portal Preview

The admin /sequences page is a read-only reference. It imports the same step registry and copy modules used by the Cloud Functions, so what’s previewed is exactly what ships. Each step is deep-linkable via #makeover_delivery.{stepKey} (e.g. #makeover_delivery.md_email_3) — the page auto-expands and scrolls to that step on load.

The upgrade confirmation email is included in the catalog as md_upgrade_confirmation and rendered alongside the scheduled steps for review.

Graph View

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