Content · The calendar · Component
The plan
What is scheduled, when, and by whom — far enough ahead that production has time, close enough that it can still respond to what is happening.
The deliverable
What it is
A calendar filled in for twelve months is either fiction or a refusal to respond to anything. Firm for the next few weeks and provisional beyond keeps both halves honest.
Every slot needs a name against it. A plan with subjects and no owners is a list of intentions, and intentions are met by whoever has time, which in a busy month is nobody.
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 horizon
How far ahead the plan is firm.
3 attributes: Firm for · Provisional to · Change rule
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Leave slots deliberately empty. A calendar with no room cannot respond, and something always happens.
The other components in the calendar
The cadence
How often the organisation publishes, per channel and per format — set at a level it can hold through a difficult quarter rather than at its best month.
LearnSeasonal moments
The fixed points in the audience’s year worth planning around, and how far ahead each is started — because everyone addresses the same moments and the earliest start wins.
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