Content Calendar · Seasonal moments · Component
The lead times
How far ahead each moment has to start to be done well — because everyone competes at the same time and preparation is the differentiator.
The deliverable
What it is
The obvious moments are contested by everyone in the category simultaneously. The version that stands out is the one that started earliest, not the one with the largest budget.
Working backwards from the moment through production, approval and distribution gives the start date, and it is usually earlier than feels necessary.
One level in
What it is made of
Each element is a constituent part of the component. Follow one to see the attributes it carries.
The reserved capacity
What production capacity is held for it.
3 attributes: Capacity reserved · Reserved from · What was deferred
LearnThe competition
How contested the moment is.
3 attributes: Contested · Who else is present · Differentiator
Learn
Reserving capacity at planning time is the whole of the advantage in a contested moment.
The other components in seasonal moments
The audience calendar
The fixed points in their year, from their side — because the audience’s calendar and the organisation’s are different documents.
LearnThe record
What each moment produced, so next year is planned from evidence rather than from tradition.
Learn