Gate Commitment Every date that follows is anchored to a commitment date. Fri 24 Jul 2026 Fri 24 JulEliteHQ communicates decision to WOO.
Always-on Nurture Take your audience with you, from the first day of the build. From 7 Aug 2026 Fri 7 AugGolden Shovel — the formal announcement that the build has commenced. Aug — openingTake your audience with you. Milestones, progress and setbacks, shared as they happen.
Phase 0 Deep dive Before we build the new brand, we learn everything the existing one already knows. 3 Aug — 11 Sep w/c 3 AugDeep dive workshop with the Elite team. w/c 31 AugPhase 0 outcomes delivered for review. Fri 11 SepPhase 0 finalised, including WOO's recommendations.
Phase 1 Discovery What EliteHQ must stand for — and precisely who it must stand for. 14 Sep — 9 Oct w/c 14 SepDiscovery workshop with the Elite team. Mon 28 SepPhase 1 outcomes finalised and approved internally. Fri 9 OctEliteHQ sign-off received.
Phase 2 Define & design Brand first. Campaign second. In that order, always. From 12 Oct Mon 12 OctBrand strategy and identity commences, based on decisions and recommendations from Phases 0 and 1. Mon 30 NovBrand identity finalised (delivered in stages across October — November). Dec — JanMarketing campaign defined upon brand identity sign-off.
Phase 3 Deliver Right message. Right audience. Right channel. Right time. Mid Jan — Jun 2027 Timings to be finalised post Phase 0 and 1. Mid Jan — MarBrand awareness. 250 sign-ups. Apr — early MayBrand and acquisition. 250 sign-ups. May — openingHard conversion. 500+ sign-ups.
Phase 4 Delight Day one is a start line, not a finish line. From Apr 2027 Apr 2027Develop acquisition and retention strategy for post-launch. Jun 2027Post-launch strategy begins, focusing on retention and upselling of current members and acquiring new members.