{
  "launch": "Apex Atlas service plans",
  "launchDate": "2026-11-02",
  "launchDateLong": "Monday, November 2, 2026",
  "window": "October 19 to December 31, 2026",
  "generated": "2026-09-09",
  "approver": {
    "name": "Dana Whitfield",
    "role": "COO"
  },
  "planOwner": {
    "name": "Sami Torres",
    "role": "Marketing Lead"
  },
  "budget": {
    "approved": 175000,
    "committed": 163500,
    "held": 11500,
    "heldFor": "Held back deliberately. Paid search and paid social are the only lines that can absorb more money inside the window, so the reserve exists for them and for nothing else."
  },
  "totals": {
    "channels": 10,
    "spend": 163500,
    "targetEnrolments": 520,
    "costPerEnrolment": 314.42,
    "paybackMonths": 2.1
  },
  "months": [
    {
      "key": "2026-10",
      "label": "October 2026",
      "spend": 62700
    },
    {
      "key": "2026-11",
      "label": "November 2026",
      "spend": 75900
    },
    {
      "key": "2026-12",
      "label": "December 2026",
      "spend": 24900
    }
  ],
  "byOwner": [
    {
      "owner": "Account Manager",
      "ownerName": "Jordan Vale",
      "channels": 3,
      "spend": 45400
    },
    {
      "owner": "Customer Success Lead",
      "ownerName": "Avery Kellen",
      "channels": 1,
      "spend": 6800
    },
    {
      "owner": "Marketing Lead",
      "ownerName": "Sami Torres",
      "channels": 4,
      "spend": 76100
    },
    {
      "owner": "Web Lead",
      "ownerName": null,
      "channels": 2,
      "spend": 35200
    }
  ],
  "byKind": [
    {
      "kind": "Owned",
      "channels": 5,
      "spend": 44200
    },
    {
      "kind": "Paid",
      "channels": 3,
      "spend": 79500
    },
    {
      "kind": "Event",
      "channels": 1,
      "spend": 24800
    },
    {
      "kind": "Partner",
      "channels": 1,
      "spend": 15000
    }
  ],
  "rules": [
    "No line spends before the gate it depends on is closed. Paid search and paid social start on launch morning and not a day earlier.",
    "A channel is reviewed weekly against its own measure, not against the total. A channel that cannot be measured is reported as unmeasured, not as successful.",
    "Cost per enrolment on paid search has a ceiling of $420. Above it for two weeks running, the spend moves to the channel with the lowest cost per enrolment.",
    "The reserve is released by the approver in writing. Nobody moves money between lines by asking a vendor to invoice differently.",
    "Every line reconciles at T plus 30 against actual invoices, not against what was planned."
  ],
  "channels": [
    {
      "id": "email",
      "channel": "Email to the installed base",
      "kind": "Owned",
      "spend": 4200,
      "start": "2026-10-28",
      "end": "2026-11-23",
      "when": "Three sends: October 28, November 2, November 23",
      "creative": [
        "Three HTML emails at 600px with plain text alternates",
        "One plan comparison block reused in all three",
        "Six client render proofs per send"
      ],
      "owner": "Marketing Lead",
      "ownerName": "Sami Torres",
      "measure": "Enrolments attributed to an email channel code, counted on the enrolment date",
      "target": 120,
      "split": {
        "2026-10": 1400,
        "2026-11": 1900,
        "2026-12": 900
      },
      "note": "Cheapest channel by a distance because the list is ours. It is also the one that annoys people fastest, which is why there are three sends and not seven."
    },
    {
      "id": "mail",
      "channel": "Direct mail to the top 600 accounts",
      "kind": "Owned",
      "spend": 18400,
      "start": "2026-10-26",
      "end": "2026-11-02",
      "when": "Dropped October 26, in home by November 2",
      "creative": [
        "One letter, single sided",
        "One insert card carrying the plan comparison and a reply code",
        "Outer envelope with no window"
      ],
      "owner": "Marketing Lead",
      "ownerName": "Sami Torres",
      "measure": "Reply cards returned, plus enrolments quoting the mail code",
      "target": 42,
      "split": {
        "2026-10": 18400,
        "2026-11": 0,
        "2026-12": 0
      },
      "note": "The whole spend lands before a single enrolment does. That is the risk of print, and the reason the drop date is a tracker item with a name on it."
    },
    {
      "id": "search",
      "channel": "Paid search, brand and category terms",
      "kind": "Paid",
      "spend": 26000,
      "start": "2026-11-02",
      "end": "2026-12-18",
      "when": "November 2 to December 18",
      "creative": [
        "Twelve ad variants across four ad groups",
        "Two landing sections, one for brand and one for category"
      ],
      "owner": "Web Lead",
      "ownerName": null,
      "measure": "Cost per enrolment, reviewed every Monday against a ceiling of $420",
      "target": 58,
      "split": {
        "2026-10": 0,
        "2026-11": 15000,
        "2026-12": 11000
      },
      "note": "The only channel that can be turned off in an afternoon. It is therefore the first place spend is cut if the cost per enrolment goes past the ceiling."
    },
    {
      "id": "social",
      "channel": "Paid social, one professional network",
      "kind": "Paid",
      "spend": 21500,
      "start": "2026-11-02",
      "end": "2026-12-04",
      "when": "November 2 to December 4",
      "creative": [
        "Four single image ads at 1200 by 627",
        "One document ad, six pages",
        "One 1080 by 1080 frame for organic reuse"
      ],
      "owner": "Marketing Lead",
      "ownerName": "Sami Torres",
      "measure": "Cost per qualified lead, where qualified means an instrument on file",
      "target": 26,
      "split": {
        "2026-10": 0,
        "2026-11": 14500,
        "2026-12": 7000
      },
      "note": "Rotate creative when the click rate falls below 0.6 percent. The rule is written down so it is not argued about in week two."
    },
    {
      "id": "trade",
      "channel": "Trade publication, two placements",
      "kind": "Paid",
      "spend": 32000,
      "start": "2026-11-01",
      "end": "2026-12-31",
      "when": "November issue and December issue",
      "creative": [
        "One full page for November",
        "One half page for December",
        "Both carry a coded short URL, not a QR code alone"
      ],
      "owner": "Marketing Lead",
      "ownerName": "Sami Torres",
      "measure": "Sessions on the coded landing URL, and enrolments from those sessions",
      "target": 14,
      "split": {
        "2026-10": 16000,
        "2026-11": 16000,
        "2026-12": 0
      },
      "note": "The largest single line and the hardest to attribute. It is in the plan because the audience reads it, not because the measurement is good."
    },
    {
      "id": "show",
      "channel": "Regional trade show, booth 214",
      "kind": "Event",
      "spend": 24800,
      "start": "2026-11-12",
      "end": "2026-11-14",
      "when": "November 12 to November 14",
      "creative": [
        "Booth graphics, three panels",
        "500 counter flyers",
        "One calibrated demo bench"
      ],
      "owner": "Account Manager",
      "ownerName": "Jordan Vale",
      "measure": "Badge scans loaded to the CRM, then enrolments from those records inside 60 days",
      "target": 33,
      "split": {
        "2026-10": 9800,
        "2026-11": 15000,
        "2026-12": 0
      },
      "note": "Booth cost is committed in October and cannot be recovered. The demo bench has to be calibrated or the booth is a table with a poster."
    },
    {
      "id": "webinar",
      "channel": "Webinar, live then recorded",
      "kind": "Owned",
      "spend": 6800,
      "start": "2026-11-05",
      "end": "2026-12-19",
      "when": "Live November 5, recording available to December 19",
      "creative": [
        "One 16 slide deck",
        "One registration page",
        "One recording page with the plan comparison below it"
      ],
      "owner": "Customer Success Lead",
      "ownerName": "Avery Kellen",
      "measure": "Attendance, then enrolments from attendees and from recording viewers",
      "target": 47,
      "split": {
        "2026-10": 2300,
        "2026-11": 4500,
        "2026-12": 0
      },
      "note": "The recording does more work than the live session every time. Budget the recording page properly."
    },
    {
      "id": "partner",
      "channel": "Partner co-marketing, Northlight Group",
      "kind": "Partner",
      "spend": 15000,
      "start": "2026-11-09",
      "end": "2026-12-11",
      "when": "November 9 to December 11",
      "creative": [
        "Co-branded one-pager",
        "Two emails sent by the partner to its own sites",
        "One slide for the partner monthly call"
      ],
      "owner": "Account Manager",
      "ownerName": "Jordan Vale",
      "measure": "Enrolments from accounts carrying a partner site code",
      "target": 61,
      "split": {
        "2026-10": 0,
        "2026-11": 9000,
        "2026-12": 6000
      },
      "note": "Highest expected return per dollar spent and the least control over timing, because the partner sends on its own schedule."
    },
    {
      "id": "field",
      "channel": "Field sales collateral and training",
      "kind": "Owned",
      "spend": 5600,
      "start": "2026-10-26",
      "end": "2026-11-06",
      "when": "October 26 to November 6",
      "creative": [
        "Talk track and objection card",
        "800 counter flyers to eight service counters",
        "Pricing calculator for reps"
      ],
      "owner": "Account Manager",
      "ownerName": "Jordan Vale",
      "measure": "Reps certified, quotes issued, and enrolments quoting a rep code",
      "target": 95,
      "split": {
        "2026-10": 5600,
        "2026-11": 0,
        "2026-12": 0
      },
      "note": "The cheapest line in the plan and the one that produces the most enrolments, because the conversation already exists."
    },
    {
      "id": "site",
      "channel": "Site and search engine work",
      "kind": "Owned",
      "spend": 9200,
      "start": "2026-10-19",
      "end": "2026-11-02",
      "when": "October 19 to November 2",
      "creative": [
        "Plan page",
        "Plan comparison table",
        "Eighteen question FAQ marked up for search"
      ],
      "owner": "Web Lead",
      "ownerName": null,
      "measure": "Organic sessions to the plan page, and enrolments from organic sessions",
      "target": 24,
      "split": {
        "2026-10": 9200,
        "2026-11": 0,
        "2026-12": 0
      },
      "note": "Everything else points here. If the plan page is wrong, every other line in this table is wasted."
    }
  ]
}