6.2 Timelines

Phase 1 Planning

1a

1b 1c

2022

Phase 2 Early Execution

2a

2b

2c

Phase 3 Conversion

3a 3b

3d.1 3d.2

3c

3d.3

3d.4

2023

Phase 1 - Planning

[1a] Upon agreement

30 days to produce campaign direction, strategy, brand, audience, voice, target and necessary brand, campaign and style guides. We’ll walk this road with you to prepare for the next 14-15 months using clear guidelines.

[1b] Media planning

From day 21-45 concurring with the outcome of strategy. We’ll use the right mediums for the highest and best possible outcomes. They may include traditional, digital, PR, outreach, events and more. We’re exceptional media buyers.

[1c] Initial Production

From day 30-60 concurring with strategy and media - developing initial materials, web development, collateral and outreach directed to various stakeholders.

Phase 2 - Early execution

[2a] Early Messaging

Days 15-30 - An interim bridge to the larger unfolding messaging, creative and media plan underway.

[2b] Stakeholder blueprint

Days 30-45 Segmentation of audiences and identification on communication styles, necessary materials and campaigns to meet objective.

[2c] Build campaigns and supporting materials

Days 60-90 - Robust materials underway to deliver on campaign objectives for the duration, including print, event, digital, social, PR, TV, radio, OOH or any mediums deemed appropriate during strategy phase.

Phase 3 - Conversion & Cohort planning

[3a] Implementation of mediums

Day 60 onwards - Full implementation of all assets, via all mediums, for each audience.

[3b] Tracking and data procurement

Day 75 onwards - Live dashboards and tracking mechanisms to learn about and advance best practices. Split testing of digital ads, refining campaigns. Evaluating and fine tuning outreach, traditional media and response rates.

[3c] Ongoing active marketing

Day 90 onwards - Ongoing adjustments, updating of ads as needed, refining to get the best ROI. Reporting weekly

[3d] Cohort planning

Day 30 - First cohort planning Day 30 - summer offerings to schools Day 120 - Cohort 2 marketing Day 210 - Cohort 3 marketing