{
  "id": "tradeup-26",
  "campaign": "Trade up to Meridian Pro",
  "owner": {
    "offerApproval": { "name": "Dana Whitfield", "role": "COO", "approves": "the credit amount, the terms, and any exception to them" },
    "copyApproval": { "name": "Sami Torres", "role": "Marketing Lead", "approves": "every line of copy in every piece before it is printed or sent" },
    "kitOwner": { "name": "Sami Torres", "role": "Marketing Lead", "note": "One person owns the kit. Nobody edits a single piece on their own." },
    "fieldOwner": { "name": "Jordan Vale", "role": "Account Manager", "note": "Owns the account list, the counter flyers, and every trade-in quote." },
    "serviceOwner": { "name": "Avery Kellen", "role": "Customer Success Lead", "note": "Owns the Atlas Care Plus enrolments the offer creates." },
    "opsOwner": { "name": "Morgan Reyes", "role": "Operations Lead", "note": "Owns inspection capacity, credit issuance, and the weekly figure." }
  },
  "dates": {
    "start": "November 3, 2026",
    "end": "December 19, 2026",
    "startISO": "2026-11-03",
    "endISO": "2026-12-19",
    "startShort": "Tue Nov 3",
    "endShort": "Sat Dec 19",
    "window": "November 3 to December 19, 2026",
    "note": "Every piece prints both dates in full. A piece that carries only the end date makes the start date somebody's guess."
  },
  "offer": {
    "line": "Trade in a Meridian Bench and take $1,450 off a Meridian Pro, with three months of Atlas Care Plus included.",
    "shortLine": "$1,450 off a Meridian Pro when you trade in a Meridian Bench.",
    "credit": "$1,450",
    "listPro": "$7,900",
    "netPro": "$6,450",
    "listBench": "$4,850",
    "planMonthly": "$149",
    "planIncludedMonths": 3,
    "planName": "Atlas Care Plus",
    "planValue": "$447",
    "product": "Meridian Pro",
    "tradeProduct": "Meridian Bench",
    "math": "List price $7,900, less the $1,450 trade-in credit, is $6,450. Three months of Atlas Care Plus at $149 per month is $447 of service included, billed at $149 per month from month four."
  },
  "disclaimer": "Offer ends December 19, 2026. Trade-in must be a working Meridian Bench owned by the buyer. One credit per instrument. Not combinable with other Apex Instruments offers.",
  "tracking": {
    "code": "TRADEUP26",
    "scheme": "TRADEUP26 is the campaign code and is printed on every piece so a person can quote it out loud. Each piece also carries its own channel code, TRADEUP26 plus a hyphen and two letters, and that is the code that gets recorded against the order.",
    "channels": {
      "flyer.html": "TRADEUP26-CT",
      "terms.html": "TRADEUP26-TC",
      "email.html": "TRADEUP26-EM",
      "social.html": "TRADEUP26-SO",
      "landing-section.html": "TRADEUP26-LP",
      "checklist.html": "TRADEUP26-CK"
    },
    "legend": { "CT": "counter flyer", "TC": "terms card", "EM": "email", "SO": "social", "LP": "landing page", "CK": "internal checklist" }
  },
  "audiences": [
    { "id": "bench-owners", "name": "Meridian Bench owners, three or more years in service", "size": 1240, "why": "The instrument they own is the one the offer takes in trade. They are the only audience that can act on it today.", "channels": ["flyer.html", "email.html", "landing-section.html", "terms.html"] },
    { "id": "partner-sites", "name": "Northlight Group site leads", "size": 86, "why": "Multi-site buyers decide once and order for several sites. They need the terms in front of them, not summarised.", "channels": ["terms.html", "email.html", "landing-section.html"] },
    { "id": "lapsed-care", "name": "Accounts that let Atlas Care lapse in the last 18 months", "size": 310, "why": "The three included months are the reason to come back. The credit is secondary for this group.", "channels": ["email.html", "social.html", "landing-section.html"] }
  ],
  "channels": [
    { "file": "flyer.html", "label": "Counter flyer", "kind": "print", "surface": "1 Letter page, printed, sits on the service counter and goes in the box with every calibration return", "owner": "Jordan Vale" },
    { "file": "terms.html", "label": "Terms card", "kind": "print", "surface": "1 Letter page, printed, handed over with any quote and attached to every order", "owner": "Dana Whitfield" },
    { "file": "email.html", "label": "Promotional email", "kind": "email", "surface": "600px table email with merge tokens, sent to the three audiences on their own schedule", "owner": "Sami Torres" },
    { "file": "social.html", "label": "Social frame", "kind": "screen", "surface": "1080 by 1080, one frame, posted on the campaign schedule", "owner": "Sami Torres" },
    { "file": "landing-section.html", "label": "Landing page section", "kind": "screen", "surface": "1200 by 900, the campaign section as it sits on the Meridian page", "owner": "Sami Torres" },
    { "file": "checklist.html", "label": "Launch checklist", "kind": "print", "surface": "1 Letter page, printed, the person running the campaign works down it", "owner": "Morgan Reyes" }
  ],
  "terms": [
    { "n": 1, "title": "Who the offer is for", "text": "Any Apex Instruments account in the United States that owns a Meridian Bench and orders a Meridian Pro during the offer window. One account may take the credit on more than one order, one credit per instrument traded." },
    { "n": 2, "title": "What counts as a trade-in", "text": "A Meridian Bench that powers on, holds calibration, and has its serial plate intact. The buyer must own it outright. A unit under a lease or a finance agreement does not qualify until that agreement is closed." },
    { "n": 3, "title": "What the credit is worth", "text": "The credit is $1,450 against the list price of a Meridian Pro. It is applied on the order, not paid out, and it has no cash value." },
    { "n": 4, "title": "What the price comes to", "text": "A Meridian Pro lists at $7,900. With the credit applied the price is $6,450, before tax and shipping." },
    { "n": 5, "title": "What is included with the plan", "text": "Three months of Atlas Care Plus start on the day the Meridian Pro is installed. Atlas Care Plus covers priority support, one calibration, and parts on covered failures." },
    { "n": 6, "title": "What happens after three months", "text": "Atlas Care Plus continues at $149 per month unless the account cancels before the third month ends. There is no cancellation fee. A cancellation takes effect at the end of the month it is made in." },
    { "n": 7, "title": "How the trade-in gets to us", "text": "Apex Instruments sends a prepaid crate. The Meridian Bench must be shipped within 30 days of the Meridian Pro being delivered." },
    { "n": 8, "title": "Inspection", "text": "Every trade-in is inspected within 3 business days of arrival. Inspection is against the condition described in point 2, nothing more." },
    { "n": 9, "title": "If the trade-in fails inspection", "text": "Operations calls the account before anything is charged. The account may send a different qualifying unit within 14 days, or keep the Meridian Pro at list price. Nothing is charged without that call." },
    { "n": 10, "title": "Taxes, shipping, and installation", "text": "The credit applies to the instrument only. Tax, shipping, and on-site training at $650 per day are billed as usual." },
    { "n": 11, "title": "Returns", "text": "The standard 30 day return applies to the Meridian Pro. A return cancels the credit and the trade-in is shipped back at Apex Instruments expense." },
    { "n": 12, "title": "Combining offers", "text": "This offer is not combinable with any other Apex Instruments offer, discount schedule, or partner pricing agreement in the same order." }
  ],
  "exclusions": [
    "Meridian Field Kit is not a qualifying trade-in.",
    "Orders placed before November 3, 2026 or after December 19, 2026 do not qualify, including orders quoted inside the window and placed outside it.",
    "Accounts outside the United States are not covered by this offer.",
    "The credit cannot be applied to a Meridian Pro already on an open order.",
    "The credit cannot be split across two orders."
  ],
  "claimsAllowed": [
    "Trade in a Meridian Bench and take $1,450 off a Meridian Pro, with three months of Atlas Care Plus included.",
    "Three months of Atlas Care Plus included, then $149 per month.",
    "The credit is applied on the order, it is not paid out.",
    "Trade-ins are inspected within 3 business days of arrival.",
    "Operations calls before anything is charged."
  ],
  "claimsForbidden": [
    { "id": "no-free-plan", "match": "free atlas care", "label": "Calling the plan free", "reason": "Three months are included, then it is $149 per month. Free is the word that generates the refund call in month four." },
    { "id": "no-free", "match": "no cost", "label": "No cost", "reason": "There is a cost. It starts in month four and it is stated." },
    { "id": "no-lifetime", "match": "lifetime", "label": "Lifetime anything", "reason": "Apex Instruments sells no lifetime warranty and no lifetime plan. The word invites the claim." },
    { "id": "no-guarantee", "match": "guarantee", "label": "Guarantee wording", "reason": "The offer guarantees a credit against a price, not an outcome. Nobody may widen that." },
    { "id": "no-best-price", "match": "best price", "label": "Best price", "reason": "Unprovable and unnecessary. The figure is on the page." },
    { "id": "no-lowest", "match": "lowest price", "label": "Lowest price", "reason": "Same reason. State the price, not a ranking." },
    { "id": "no-limited-time", "match": "limited time", "label": "Limited time", "reason": "The dates are printed. Limited time is what you write when you do not want to print the dates." },
    { "id": "no-unlimited", "match": "unlimited", "label": "Unlimited", "reason": "Atlas Care Plus covers one calibration and parts on covered failures. Nothing about it is unlimited." },
    { "id": "no-risk-free", "match": "risk free", "label": "Risk free", "reason": "There is a return window with conditions. It is written out in the terms." },
    { "id": "no-hype-1", "match": "revolutionary", "label": "Hype word", "reason": "House style. It says nothing and it dates the piece." },
    { "id": "no-hype-2", "match": "seamless", "label": "Hype word", "reason": "House style. It says nothing." },
    { "id": "no-clinical", "match": "clinical", "label": "Out of world", "reason": "Apex Instruments sells precision instruments to labs and distributors. Care setting language belongs to a different company and a different regulator, and the word is the tell." },
    { "id": "no-dash", "match": "\u2014", "label": "Em dash", "reason": "House style forbids em and en dashes in every piece. A dash also breaks the line the same way on every printer, which is how a fact stops matching across pieces." },
    { "id": "no-endash", "match": "\u2013", "label": "En dash", "reason": "Same rule. Use a comma, a period, or a colon." },
    { "id": "no-bang", "match": "!", "label": "Exclamation mark", "reason": "House style. The offer is the interesting part." }
  ],
  "factsToCheck": [
    { "id": "offer-line", "label": "Offer wording", "source": "offer.line", "requiredIn": ["flyer.html", "terms.html", "email.html", "social.html", "landing-section.html", "checklist.html"], "why": "The one sentence a customer repeats back. If two pieces phrase it differently, the customer heard two offers." },
    { "id": "date-start", "label": "Start date", "source": "dates.start", "requiredIn": ["flyer.html", "terms.html", "email.html", "social.html", "landing-section.html", "checklist.html"], "why": "A piece that omits the start date makes early orders somebody's judgement call." },
    { "id": "date-end", "label": "End date", "source": "dates.end", "requiredIn": ["flyer.html", "terms.html", "email.html", "social.html", "landing-section.html", "checklist.html"], "why": "The last day is the one people argue about. It is printed in full on every piece." },
    { "id": "tracking-code", "label": "Campaign code", "source": "tracking.code", "requiredIn": ["flyer.html", "terms.html", "email.html", "social.html", "landing-section.html", "checklist.html"], "why": "One code on every piece is what makes the result attributable at the end." },
    { "id": "price-credit", "label": "Trade-in credit", "source": "offer.credit", "requiredIn": ["flyer.html", "terms.html", "email.html", "social.html", "landing-section.html", "checklist.html"], "why": "The number the whole campaign turns on." },
    { "id": "price-list-pro", "label": "Meridian Pro list price", "source": "offer.listPro", "requiredIn": ["flyer.html", "terms.html", "email.html", "landing-section.html"], "why": "The credit means nothing without the price it comes off." },
    { "id": "price-net-pro", "label": "Price after the credit", "source": "offer.netPro", "requiredIn": ["flyer.html", "terms.html", "email.html", "landing-section.html"], "why": "The figure a buyer writes on the purchase order. It has to be the same arithmetic everywhere." },
    { "id": "price-plan-month", "label": "Atlas Care Plus monthly price", "source": "offer.planMonthly", "requiredIn": ["flyer.html", "terms.html", "email.html", "landing-section.html"], "why": "What the plan costs from month four. Leaving it off is how included turns into free." },
    { "id": "price-list-bench", "label": "Meridian Bench list price", "source": "offer.listBench", "requiredIn": ["flyer.html", "terms.html"], "why": "Only the two pieces that quote the trade-in in context carry it, so the checker knows where it is allowed to be absent." },
    { "id": "disclaimer", "label": "Required disclaimer", "source": "disclaimer", "requiredIn": ["flyer.html", "terms.html", "email.html", "social.html", "landing-section.html", "checklist.html"], "why": "Four sentences that keep the offer honest. They travel with every piece, in the same words." }
  ],
  "measurement": {
    "target": "60 trade-in orders across the window",
    "reported": "Weekly, Monday morning, by Morgan Reyes, from orders carrying a TRADEUP26 channel code",
    "counts": "An order counts on the day the trade-in crate is booked, not the day the quote was sent"
  },
  "note": "This brief is the only place any of these figures is typed. Every piece in the kit is generated from it, which is what makes the consistency check meaningful rather than decorative."
}