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IA Sitemap v2 — Addendum

Date: 2026-04-16 Last updated: 2026-04-20 Owner: tm-cmo Status: Delta-only

Scope: This is a delta addendum to the March 19 IA sitemap (Slack canvas F0AMPGYNRSR). That canvas remains authoritative for URL structure, redirects, CPT design, and WordPress implementation. This document covers copy direction and nav changes only.

2026-04-20 update: Primary nav restructured, CTA label changed, case studies elevated, Ashoka renamed. See the Website Decisions doc for the full decision log.

Primary Nav (Final)

Education Marketing · Halo SEO · Case Studies · Research · AI Tools · About · [Book a Discovery Call]

Change	Before (March 19)	After (April 20)
Case Studies	Nested under Education Marketing dropdown	Top-level item
GEO & AEO Audit	Under Education Marketing dropdown	Footer only (removed from primary)
Education Marketing	Dropdown with 4 sub-items	Flat menu item (no dropdown) until Schools LP ships
CTA label	"Start a Project"	"Book a Discovery Call"

Case Study Updates

Ashoka is now a named case study (reversed earlier anonymization decision). URL: /case-studies/ashoka-university/
Publishing priority: Ashoka first → ILA next → Explorers Lab update after that
Version strategy (per case study): v1+v2 → website page, v3 → lead-gen asset (schools + universities variants), v4 → blog post, v5 → client proposals, v6 → social

"Solutions, Not Services" (Footer Only)

Footer column relabels "Services" → "Solutions"
Encompasses services + tools + workflows
Industry-agnostic
Existing service pages stay at current URLs for SEO, get re-framed as industry-agnostic capability pages
Future "Marketing Intelligence + Research" solutions page planned

Page Priorities (Updated 2026-04-20)

P1 Homepage
P1 Case Studies archive
P1 About
P1 Ashoka University — Case Study (preview)
P1 ILA HSR — Case Study
P2 Education parent /ai-marketing-services-for-education/
P2 University LP /digital-marketing-for-private-university/
P2 Halo SEO /halo-seo-for-universities/
P2 Explorers Lab case study — update existing
P2 Content Engine — NEW from staging
P3 Schools LP (deferred)
P3 AI Tools index (reframe later)
P3 Non-profit case study redirect

Copy Direction (From 2026-04-16)

Page	March 19 direction	April 16 direction (v2)
Homepage /	"AI Marketing Agency" → outcome-led, 7-beat sequence	Growth-systems-led, 7-beat sequence per messaging v2 §7. H1: "Growth systems for institutions where trust matters." Beat 6 adds client-empowerment closing clause.
Education parent	Reframe as overview/parent	Same. Lead copy must use "growth systems" not "AI marketing services" — URL slug stays for SEO.
University LP	Rewrite per v1 messaging	Rewrite per v2. Drop "admissions infrastructure". Use "systems that convert interest into enrollment." Add autonomous-college + aspiring-deemed as named segments.
Schools LP (NEW)	Mirror university LP structure	Same. Parent-journey-led. ILA case study hero.
Halo SEO	Align with v1 framework	Align with v2. Drop "AI-powered" as identity; keep "AI visibility" where literal. Add client-empowerment line. Remove "Do you only work with universities?" FAQ.
About /about/	Remove "Manufacturing, FinTech, EdTech..."; add Dreamnotion parent; fix Noella bio	Same. Drop "AI-native" framing. Add client-empowerment as an explicit principle.
AI Tools index	Add bridge to Halo; reframe strategically	Same. Page name stays (SEO). Internal copy de-emphasizes AI-as-identity.
Case Studies /case-studies/	Expand 2 → 4-5, CPT archive	Same. Integrate Shooka case study comments when writing Ashoka/university entry.

What Did Not Change

No new pages added beyond March 19 list
No pages removed
Redirects list unchanged
Footer structure unchanged (except "Services" → "Solutions" label)

Deferred Items

AI-readiness leadership campaign page — if scoped as a site page, add under Education Marketing dropdown. For now, do not add to sitemap. Campaign may launch as outbound-only.
Full research report gate placement — March 19 proposed two locations. Still recommended; awaiting lock before implementation.

Source-of-Truth Chain

Positioning statement → Positioning v2 (this portal)
Page copy direction → this doc + Messaging Framework v2
Structural decisions (nav, URLs, redirects, CPT design) → Slack canvas F0AMPGYNRSR (March 19) — still authoritative for structure
Voice / tone / banned phrases → tm-brand/tm_brand_principles.md
Visual identity / design review → creative-director/
WordPress implementation → tm-website-rebuild/
Website page previews → Website Portal
Locked decisions → 2026-04-20 Website Decisions

Canonical source: tm-brand/docs/website-redesign/decisions/ia-v2-addendum.md
Structural IA: Slack canvas F0AMPGYNRSR (March 19, 2026)