MVP MMA Case Study: Workflow 1, Stale CEO Listings.
Independent portfolio case study built only from public information; not affiliated with or endorsed by Most Valuable Promotions (MVP) or the Professional Fighters League (PFL). Companion to the Strategic Communications Plan, Measurement section. Steps, owners, and timing are the assessment of Town Squared Strategies. Bracketed IDs refer to the case study source log.
Measure
| Item | Detail |
|---|---|
| Metric | Stale CEO listings on page one of Google |
| Queries | "PFL CEO" and "MVP MMA CEO" |
| Baseline (Sep 25) | 3: the Wikipedia infobox, John Martin's LinkedIn profile, and PFL's 2025 "new CEO" release [D1] |
| Plan target | 0 within 30 days of naming the chief executive |
| Proposed revision | 0 company-controlled stale listings, and the leadership page ranking above any that remain, within 30 days. The company controls only the PFL release; Wikipedia is controlled by its editors and LinkedIn by Martin. |
| Depends on | Board naming the chief executive (plan Phase 1; watch item W1) |
Definition. A listing is stale when a page-one organic result's title or snippet presents John Martin as the current chief executive and does not mention Martin's September 22, 2026 departure [P1].
Steps
| Step | Action | Owner | When |
|---|---|---|---|
| 1 | Publish the leadership page. The title and first line name the chief executive, and the page states the date of Martin's departure. Link it from the site's navigation and homepage. Draft copy: Leadership Page Copy. | Communications lead | Hour zero of the naming |
| 2 | Put a dated editor's note at the top of the 2025 release that links to the new page. Annotate it; do not delete it, so the record stays honest. | Communications lead | Same day |
| 3 | Update company-owned profiles: the LinkedIn company page, X and Instagram bios, and PFL's Facebook "Get to know the boss" post. That post was a fourth stale result [D1]. | Social lead | Within 48 hours |
| 4 | Ask Wikipedia to update the infobox through the article talk page's edit-request process. Cite the naming release and at least one independent news report. Company staff do not edit the article, because Wikipedia's conflict-of-interest rules bar it. | Town Squared Strategies drafts; the company posts it with its affiliation disclosed | Within 72 hours |
| 5 | Ask Martin's team, as a courtesy, to update Martin's LinkedIn profile. | Chief executive's office | First week |
| 6 | Earn fresh news coverage of the naming: one on-record interview within 48 hours, then business and trade press. Draft pitch: Media Pitch. | Chief executive | Within 48 hours |
| 7 | Run paid search ads on both queries, pointing to the leadership page. Ads do not count toward the measure; they cover the gap while search results update. | Paid media | Once the page is indexed, about 1 to 2 weeks |
Measurement procedure
- Every two weeks, run both queries with the D1 settings: Google logged out,
hl=en,gl=us,pws=0, same location. - Code each page-one organic result as current, stale, or not about the chief executive.
- Record whether the AI Overview and the People Also Ask answers name the current chief executive.
- Log each capture as a new D entry in the source log.
- Report the result as "Stale listings: N (company-controlled: N)" in the weekly monitoring report.
Escalation
- Page not on page one after 14 days. Add internal links from high-traffic pages and pitch one more on-record interview.
- Wikipedia request unanswered after 7 days. Post a polite follow-up on the talk page with the independent sources. Do not edit the article directly.
- Company-controlled listing still stale at day 30. Report it as a Tier 2 item and fix it that week.