Dyslexia Campaign Planning Notes

Campaign Planning and Context

The team is discussing whether to start the campaign in October (Dyslexia Awareness Month) or keep the September 15 plan. The announcement post would need to shift to October if they switch.
There is a consideration of doubling effort or effort exposure, with a willingness to create a new October version if needed.
A key logistical note: switching dates requires adjusting a few items (announcement timing, visuals, etc.).
The group briefly acknowledges confusion about attendees and who’s present in the moment, highlighting the dynamic and sometimes chaotic nature of fast-paced planning.
Acknowledgement of client pacing: there is concern that the client can be slow to respond, which influences how aggressively the team should push timelines.

Scheduling and Deadlines

The original target is September 15 for campaign kickoff; some participants propose moving to October but would need to adjust the announcement and related materials.
Lorenza previously indicated a deadline window of 15 through 22 (the goal is to start by 15 but the hard deadline is 22). The team is weighing whether to present October as the start or to keep September as planned.
The consensus appears to lean toward keeping September 15 as the start date, to avoid another delay and potential negative client sentiment.
The team notes that delaying again would risk a negative impression and conflict with the broader aim of not making the campaign solely about dyslexia.
They differentiate between internal deadlines (start window) and external deadlines (campaign live date), with the practical intent to start by the 15th but acknowledging the 22nd as a hard external deadline if necessary.

Campaign Scope and Messaging

The campaign should not be framed only around dyslexia; there is emphasis on broader learning differences or learning disabilities, recognizing multiple aspects of learning without narrowing to a single condition.
There is concern about repeating visuals like a "dyslexia bust" after every piece of content; the team wants more varied messaging and visuals that reflect other learning experiences.
The group debates terminology; one member notes the need to use language that matches what the client prefers (e.g., learning differences vs learning disabilities).
The overarching message should be inclusive and educational rather than purely promotional, focusing on storytelling and community impact rather than fundraising language alone.

Content Assets and Channels

Blog post: there is a plan to publish a blog post today; the blog content will likely tie into the broader campaign narrative.
Mailer (physical mail): they are discussing a mailer that will include a QR code, enabling recipients to scan and engage digitally.
Email template: Spotlight provided an email template with edits from the client’s marketing team; the team pushed back on explicit dollar amounts and heavy fundraising language, opting for story-focused content.
Social media links: the client marketing team suggested including calls to action like sharing or commenting, but the team preferred placing social links at the bottom of the message and avoiding aggressive fundraising prompts within the campaign email.
QR code: essential for the mailer to drive online engagement; the team will need a QR code generator to implement this feature.
Mailer format and printing: they plan to print via a printer in Wisconsin (similar to previous print runs for business cards and pamphlets). The team needs to determine the size and specifications; an initial assumption is an 8x10 inch format, but they will confirm with Lorenzo.
Mailer size discussion: possible standard sizes are discussed; the team will consult Lorenzo to finalize a recommended size for print production. The tentative size cited in the discussion is
The team acknowledges the need to align both the mailer and email assets with the campaign’s narrative, while also ensuring the visuals are accessible and inclusive.

Roles, Access, and Stakeholders

Key people mentioned: Hope (marketing contact), Lori (client contact), Keezy (participant), Lorenza (project lead or facilitator who provided deadline guidance), and Leah (owner, age approximately 60).
Access issues: Lori reports trouble logging into Facebook and needing passwords; someone needs to access the client’s profile and approve access. This reveals a bottleneck in social channel management.
Marketing and content governance: the marketing person (Hope) is pushing for more social activity and posts; there is some skepticism about whether Hope fully understands the client’s expectations or the best approach to social engagement.
Email template feedback: the client’s team edited the email template, including a note about “dollars” that the team felt was inappropriate for the campaign’s focus; the team wants a softer call to action that emphasizes stories and engagement rather than direct fundraising language.
Plan to involve Lorenzo: email and coordination with Lorenzo about mailer production and related tasks; potential need to CC multiple people for streamlined communication.

Tools, Workflow, and Logistics

Task tracking: the team uses Teams Planner to manage tasks; someone asks how to upload files and check off completed tasks. There is some confusion about where to upload and how to mark progress.
Two planner setups: the team is organizing tasks into two separate spaces—one for blog-related items and another for broader campaign collateral (fundraising, branding, admin, and website content). This separation is intended to keep work organized and attributable to the right person (e.g., Hope, others).
Documentation and handoffs: the team is cataloging who did what (e.g., Hope did the blog draft; someone else created the mailer draft) to facilitate future assignments and accountability.
Printing logistics: the team will need to finalize the mailer’s dimensions, then contact Lorenzo to confirm printing specs and a pickup plan from Wisconsin.
Planar usage: a quick moment of frustration with Planner usability is noted, and the team discusses how to upload finished work and track task completion more smoothly.

Risks, Client Perception, and Ethical Considerations

Pushing the start date later risks leaving a belligerent impression with the client; the team is mindful of maintaining goodwill and a positive client experience.
There is concern about keeping the campaign from being too narrowly focused on dyslexia; broadening the scope reduces the risk of alienating broader audiences and aligns with ethical considerations around disability representation.
There is apprehension about the client’s potential to micromanage or aggressively push changes once the marketing person begins posting; Hope may need to manage expectations and maintain editorial control while allowing some client input.
The team emphasizes not presenting the campaign as a direct solicitation for funds within the main messaging; rather, they propose storytelling, engagement, and signups as the core calls to action, with fundraising mentioned separately if at all.

Next Steps and Action Items

Confirm whether to keep the September 15 start or shift to October; prepare a plan for both paths and present to the client with a clear rationale and risk assessment.
Finalize the blog post today; ensure it aligns with the chosen campaign framing and messaging strategy.
Finalize the mailer concept, including the QR code workflow and print specifications; confirm the appropriate size and production details with Lorenzo.
Prepare the email template adjustments to remove emphasis on dollars and incorporate a storytelling angle; ensure links to social channels are included at the bottom rather than as in-text calls to action.
Determine the mailing list strategy and whether the client can handle physical mail distribution or if a third-party mail service is required.
Resolve Facebook access and password issues to restore client-side posting capabilities; ensure proper profile access protocols.
Setup and organize Planner tasks: ensure each task has a due date, an assignee, and a file attachment placeholder where relevant; verify that blog, mailer, and website tasks are properly separated in two planners as planned.
Schedule a quick check-in with the team to review progress, confirm dates, and adjust any next-step timelines as needed.

Quick Observations and Reflections

The discussion reflects a balance between urgency (start by 15) and caution (avoid delaying again and respect client pace).
There is a tension between creative ambitions (broader scope, varied visuals) and client demands (timelines, marketing tweaks). The team leans toward a practical compromise that preserves quality and client trust.
The planning process reveals process gaps (Planner usability, access control, cross-team handoffs) that the team plans to address in the coming days to improve efficiency.

Key Dates and Numbers Reference

Start date debate window: from the campaign start window around the 15 to the 22 (the external deadline).
September 15: initial target discussed for campaign kickoff.
October: alternative start month if the team decides to move the campaign.
Mailer size discussion example: 8\times 10 (tentative print size under consideration; needs Lorenzo confirmation).
Owner age noted: approximately 60 years old.
Campaign scope consideration: ensure inclusion of broader learning differences beyond dyslexia.