Workflow Timeline

Q2. 2026

WEEKS 1-4
(Mid April-Mid May)

  • Kickoff alignment sessions with internal and external PR teams

  • Define project goals, deliverables, and success criteria

  • Collect brand assets, product information, and creative references

  • Identify and begin outreach to influencers and athletes

  • CAPE Team provides overall vision and experiential oversight

  • CAPE designers collaborate with After to develop early design frameworks and direction

  • Develop initial project timeline and deliverable tracker

  • Schedule recurring check-in cadence with client and PR teams

  • Align on key campaign tentpoles (Evergreen vs. HOA focus)

WEEKS 9-12
(Mid-June-Mid July)

Approvals:

  • HOA creative concepts

  • Evergreen creative concepts

  • Content creators

  • Celebrity influencer(s)

  • Event lineup

  • Confirm assets and pop-ups (HOA + Evergreen)

  • Confirm content shoot dates and production timeline

  • Coordinate with legal and compliance for influencer contracts and brand guidelines

  • Kick off initial production planning with vendors

WEEKS 5-8
(Mid-May-Mid-June)

  • Present creative concepts for HOAs (Hands-On Activations)

  • Pitch proposed content creators

  • Pitch proposed events and experiential activations

  • Gather feedback from client and PR teams

  • Begin refining budgets and scopes for approved concepts

  • Draft visual mood boards or experience storyboards for review

  • Outline measurement and reporting framework (KPIs and content deliverables)

Q3. 2026

WEEKS 13-14
(Mid-Late July)

  • Contract finalized for HOA and Evergreen creative concepts and selected content creators

  • Begin merchandise development with vendors

  • Develop production schedules for events

  • Confirm talent travel and logistics

WEEKS 17-18
(Mid-Late August)

  • Team visits fabrication shops for Evergreen quality control

  • Progress updates shared with client

  • Finalize PR launch plan and asset distribution timelines

  • Prepare evergreen and HOA event assets for deployment

WEEKS 21-22
(Mid-Late September)

  • Ship 1 of 4 demo units on loan to influencers

  • Track and document influencer unboxings or social coverage

WEEKS 15-16
(Early-Mid August)

  • Vendor fabrication begins

  • Merchandise samples received and shared with client

  • Begin drafting press materials and campaign announcement language

  • Capture behind-the-scenes content from fabrication process (if applicable)

WEEKS 19-20
(Early-Mid September)

  • Embargo lifts 

    • Date TBD

  • Publication of earned media articles

  • Launch of social media ads

  • First Evergreen Event

    • Capture photo/video content for post-event recaps and shareable assets

  • First Health & Wellness HOA activation

    • Capture photo/video content for post-event recaps and shareable assets

Q4. 2026

WEEKS 23-24
(Early-Mid October)

  • Second Health & Wellness HOA activation

    • Capture photo/video content for post-event recaps and shareable assets

  • Client review of post-event metrics and learnings

WEEKS 27-28
(Early-Mid November)

  • Third Health & Wellness HOA activation

    • Capture photo/video content for post-event recaps and shareable assets

  • Launch gift guide outreach — pitch inclusion in holiday magazine lists

  • Provide client with media tracking updates

WEEKS 31-32
(Early-Mid December)

  • Fourth Health & Wellness HOA activation

    • Capture photo/video content for post-event recaps and shareable assets

  • Coordinate year-end recap materials (visuals, influencer highlights)

WEEKS 25-26
(Mid-Late October)

  • Second Evergreen Event

    • Capture photo/video content for post-event recaps and shareable assets

  • Ship 2 of 4 demo units to influencers

  • Boost paid amplification around seasonal PR placements

WEEKS 29-30
(Mid-Late November)

  • Ship 3 of 4 demo units to influencers

  • Monitor social reach and campaign engagement metrics

WEEKS 33-34
(Mid-Late December)

  • Ship 4 of 4 demo units to influencers

  • Begin compiling performance data from all Q4 activations

Q1. 2027

WEEKS 35-37
(Early-Mid January)

  • Project wrap-up and post-campaign recap

  • Final reconciliation and reporting

  • Transition influencer relationships to client team

  • Conduct internal team debrief — key takeaways and next steps

  • Share campaign highlights deck with client and PR leads