Peak season promotion launch runbook

Internal only Fall launch 2026 Launch review: Sep 10 2 checks open

How Velocity Lane runs Haven Athletics' fall launch across paid search and paid social, from creative lock to the 24 hour delivery review, and who owns each step. Internal runbook, not for the client folder. Covers Sep 1 through Sep 18, 2026.

Sample template: the firm, people, clients and figures are fictional and shown for illustration only.

Launch window

gantt
    title Haven Athletics fall launch 2026
    dateFormat  YYYY-MM-DD
    axisFormat  %b %d
    section Prepare
    Creative and landing pages     :done, prep, 2026-09-01, 8d
    Launch review                  :active, review, 2026-09-10, 1d
    section Launch
    Activation                     :launch, 2026-09-11, 1d
    Delivery and tracking review   :check, 2026-09-12, 1d
    section Handover
    Account handover               :handover, 2026-09-14, 5d

The launch review on Sep 10 is the last point to hold the launch. Activation depends on every check passing that day.

Phase by phase

Launch checks, due Sep 10

Launch review gate

✓Campaign structure and budgets set against the approved plan

✓Tracking tags firing on staging and live landing pages

✓Creative approved for every placement

✓Audience lists and exclusions documented

✓Pacing alerts set at the 90 to 110% band

✓Rollback threshold agreed with Elena

✓Naming conventions checked

Mobile landing page QA

Legal copy approval

7 of 9 checks passed at first review. A missing check holds activation; the account lead decides with Elena whether to move the launch or narrow it.

Approvals and owners

24 hour delivery review

Rollback plan

If we need to pull the launch mid-flight

• Tracking broken on a live page: pause the campaigns pointing at that page (Rhea James) and notify Elena Ross within 15 minutes.
• Pace above the band: apply the capped adjustment agreed in advance, with the rollback threshold, and review the next morning.
• Copy issue raised by legal: pause the affected ads immediately and swap to the last approved version.
• Every rollback action is logged in the launch record with time, action and who approved it.

After the launch

Post-launch review agenda

24 hour delivery and tracking review completed

Any rollback during the window documented

Handover plan accepted with the decision history kept

Learnings logged for the next seasonal launch

How to use this template

Duplicate this page for each seasonal launch. Fill the dates, checks and owner table for the specific launch, and keep this page internal; it is not written for the client to read.

Variable	Meaning	Required
{{client.name}}	Client running the launch	Required
{{launch.window}}	Planned activation date and review dates	Required
{{launch.checks}}	Launch checks and their status at review	Required
{{review.date}}	Date of the launch review	Required
{{owner.workstream}}	Named owner for each workstream	Required
{{risk.open_checks}}	Any open check, with owner and decision	Optional

The live checks and approvals come from the Dashboards app for this client. If a workstream has no named owner by the review, show Needs review in that row rather than assuming coverage.