The strategy this brief serves sits one tab left (Campaign brief); every asset below renders in situ on the Live walkthrough tab. Drop 2 is blocked at creative review: this brief’s softened frame is the response to drop 1’s unsubscribe read.
The split. We hold the frame: calendar, tiers, caps and measurement. You own the experience and the words within the constraints: occasion first, never we-miss-you, substantiated per-route figures only.
5 things to make · 3 tier registers · 1 binding guardrail · 0 discounts
Drop 2 (Edinburgh) is blocked at creative review pending the guardrail ruling and the York read: this brief's frame (occasion-led, softer ask) is the response to drop 1's unsubscribe read.
The problem Churned customers send no signals, so a journey that waits for behaviour waits forever. The full framing and the evidence: the campaign brief.
The job to be done “Reach me when there's a trip I'd actually take: commuter September, New Year, my anniversary. Between waves, leave me alone.”
One wave, two touches, a window in the app, and a goodbye for the tail. What should each say so a dormant customer looks once without reaching for unsubscribe?
| # | The asset | New, or a change to something live | What we need from Design | Every version to write |
|---|---|---|---|---|
| 1 | The announcement, tier masters PHASE 1 · GATED Phase 1, on the gated calendar ▸ Today, live: the creative this reworksToday, live The full record ↗EMAIL, PUSH WHERE HELD The wave calendar, snapshot frozen on wave day. | CHANGE The live weekly becomes the tiered wave; the guardrail read demands the softer frame. | The tier traits; per-route figures, nightly. The wave master in three tier registers: prospect (occasion plus safe first try), lapsed (a real reason on a real trip), churned (what it was worth last time). |
▸ The job, the copy and where it livesWhere the copy lives The Live experience walkthrough, step 1The mock copy is the direction. The job to be done One honest look per wave, tiered so nobody gets a stranger's message.Never we-miss-you; substantiated claims only. Copy direction, not final words Your occasion, upgraded: the route from a real price this week. |
| 2 | The back-to-work commuter pair PHASE 1 Phase 1, on the business-or-leisure label. Planned for w/c 31 Aug and w/c 7 Sep 2026 and not sent; the next windows are New Year and September 2027. Its send is on the CRM brief. EMAIL, PUSH WHERE HELD The return week and the first full week back (September); the first commuting week of January. | NEW Drops 1 and 2 of the September brand calendar; neither was built or sent in 2026, and no live send speaks to the commuter's return. | The business-or-leisure label; the commuting route and its nightly from-price. Two commuter-only sends at the start of term: the return (a softer way back to the 07:12) and the Friday home (the quiet way home this Friday); the same frame again on January's first commuting week inside the New Year wave. |
▸ The job, the copy and where it livesWhere the copy lives The Live experience walkthrough, steps 2 and 3, and the New Year wave for the returning commuterThe mock copy is the direction. The job to be done Re-open the conversation with commuters at the one moment of the year the commute is on their mind.Commuters only; two touches, then rest; substantiated from-price only, no save-up-to claim. Copy direction, not final words A softer way back: the 07:12, met from the bigger seat. Never a destination, never arrive-refreshed; the mechanic and the route's real from-price carry it. |
| # | The asset | New, or a change to something live | What we need from Design | Every version to write |
|---|---|---|---|---|
| 5 | The sunset email PHASE 1 · GATED Phase 1, pending the Legal read EMAIL The wave freeze, for the tail crossing the threshold. | NEW No end exists for the unengaged tail. | The engagement threshold; the removal wiring. The last email to the roughly-twelve-months unengaged: honest, warm, final. |
▸ The job, the copy and where it livesWhere the copy lives The Live experience walkthrough, step 1, the unengaged stateThe mock copy is the direction. The job to be done End honestly and protect the sender score for everyone else.Once, ever; no offer, no ask, no guilt. Copy direction, not final words Before we stop: one last look. This is the last email we will send; if you ever fancy First Class for less, upgrades are always in the app. |
| # | The asset | New, or a change to something live | What we need from Design | Every version to write |
|---|---|---|---|---|
| 6 | The opt-in capture modal PHASE 2 Phase 2 (the dwell event); Phase 1 falls back to session start for the segment ▸ Today, live: the creative this reworksToday, live The full record ↗IN-APP (BRAZE) Home, after a settled dwell on a return; never mid-flow. | NEW Nothing asks a returning unreachable customer for a channel today. | The lapse/churn band (syncs daily) and the home dwell event (App Eng). One dwell-triggered modal for returning lapsed and churned customers with no channel: £5 off the next upgrade for turning on offers. Warm, value-led, never mid-flow. |
▸ The job, the copy and where it livesWhere the copy lives The Live experience walkthrough, step 2The mock copy is the direction. The job to be done Make the one warm ask count: a channel for £5, at the moment the value is in front of them.Warm, not gating: declining costs nothing; the £5 line shares Journey 5's cost and compliance gate. Copy direction, not final words A welcome back, not a gate: the value exchange leads, the ask is one tap, declining costs nothing. |
| 7 | The anniversary set PHASE 1 Phase 1 Its send is on the CRM brief. ▸ Today, live: the creative this reworksToday, live The full record ↗EMAIL, PUSH AND THE YEAR CARD Twelve months from the first win, per customer. | NEW No live communication marks a customer's year. | First-win date and saved-total in Braze (coverage to confirm with Analytics). The one-year celebration: email and push twelve months from the first win, plus the shareable year card (saved total, trips, routes) in the milestone-summary pattern. |
▸ The job, the copy and where it livesWhere the copy lives The Live experience walkthrough, step 3The mock copy is the direction. The job to be done Celebrate the year in their numbers, so coming back feels like theirs, not ours.No discount; every figure substantiated at send time. Copy direction, not final words Celebration, not offer: their year added up, substantiated at send time; the card is designed to be screenshotted. |
If it is not in this table, it is not in this round. The anniversary slot is the win-back journey's asset; the stand-down and rest are rules with nothing to design.
Where the work is briefed: this tab is the ask; the handoff board section for this journey is built after Gate 1 (the pack wins where the two differ).