Campaign bursts and the floor

A floor is the minimum useful presence: a number of posts, formats you can produce without a new shoot, topics you already have rights to use. Write it down. It is the plan for ordinary weeks.

The floor should be makeable by the cover team, not only by your best designer.

Start date, end date, owner, and what the floor gives up during those dates. A burst without an end becomes the new floor and burns people out.

When the end date arrives, stop the special templates. Lingering templates make every week look like the sale.

If the burst needs the same people as the floor, lower the floor in writing. Hope is not staffing. The client would rather hear about a dip than see sloppy work on both.

Protect one person whose job is the floor, even part time, so the account does not go silent if the burst slips.

After the burst, move unused variants to archive. Next quarter's planner will otherwise grab an old "this week" headline.

Keep one recap of what the burst was, in a few lines, so the next planner does not repeat it by accident.