Work backwards from the deadline
Start with the date the money is needed, the deposit, the order form, the registration. Every other date is derived from it.
The two weeks that matter
Momentum in a short campaign is front-loaded. The first 48 hours after an in-person kickoff (virtual kickoffs by request) set the ceiling for the whole campaign, which is why the kickoff and the launch should not be separated by a week.
After the close
Leave room in the calendar for confirmation, delivery or distribution, and a debrief. Campaigns that skip the closeout lose the goodwill they just built.
Editorial note
This article is an editorial template. The structure and argument are final; any statistic, price, or product specific must be confirmed before publishing.