seasonal-and-moment-marketing

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---
name: seasonal-and-moment-marketing
description: >-
  The annual moment-planning skill -- map the few seasonal/cultural/commercial moments that
  genuinely fit your brand, gate them for fit + authenticity, tier by weight, and plan far in
  advance. Use when someone wants a seasonal/holiday content plan, a moment calendar, to plan
  Black Friday/holiday content, or to decide whether to post for a holiday/awareness day. The
  planned counterpart to trend-jacking's reactivity: silence on the wrong day beats noise on the
  wrong topic. Uses the DATES framework. Reads brand-profile + audience-research first. The agent
  builds the calendar, gates fit + authenticity, tiers, plans lead-time, feeds content-calendar.
  Big moments route to campaign-and-launch-planning + paid; the reactive half to trend-jacking.
  WoopSocial schedules ahead -- it does not pick moments, judge authenticity, or run paid. Never
  join identity/cause moments without year-round standing; never fabricate. Distinct from
  trend-jacking, content-calendar, and campaign-and-launch-planning.
version: 1.0.0
---

# seasonal-and-moment-marketing

The **annual moment-planning** skill — map the few moments that fit, gate them for **fit + authenticity**,
**tier** by weight, and **plan far ahead.** The planned counterpart to `trend-jacking`. The agent **plans**;
big commercial moments → `campaign-and-launch-planning`; **WoopSocial schedules the planned content ahead.**

## The POV: the few that fit, planned early — not every internet holiday
Brands fail the calendar two ways: **ignore it** (miss the tailwind of moments that already have attention) or
**blanket-post every "national [x] day"** (hollow, off-brand spam → sometimes backlash). The top-1% move:
**"not every holiday deserves a post, and not every brand deserves a voice in every conversation."** Pick the
**few that fit your brand + audience + commercial calendar**, tier them, and **plan in advance** — the
predictable counterpart to `trend-jacking`'s reactivity. The question is **"does this make sense for our
brand, audience, and goals?"** — *silence on the wrong day beats noise on the wrong topic.*

## Read these first
1. **brand-profile** — voice/identity/standing.
2. **audience-research** — what the audience cares about + when.

## The framework: DATES
(Depth: `references/the-dates-framework.md`.)
- **D — Decide the moments that matter:** build YOUR brand's calendar (seasons, retail anchors, relevant
  awareness months, industry events, milestones) — not every internet holiday.
- **A — Audit for fit + standing:** fit gate (brand/audience/goals) + authenticity gate (identity/cause
  moments need **genuine year-round commitment**; "why us, why this moment?" or **stay quiet** — no
  rainbow-washing).
- **T — Tier by weight + sensitivity:** Tier 1 commercial/fun (go) · Tier 2 authentic-alignment-required ·
  Tier 3 cultural/solemn (non-promotional respect). Big commercial = a campaign → `campaign-and-launch-
  planning`.
- **E — Engineer it early:** 8–12 weeks ahead (major) / 2–4 (minor); run big moments as a multi-week series,
  not one post.
- **S — Slot it in + measure:** feed the `content-calendar`; **schedule ahead via WoopSocial**; leave ~50%
  open for `trend-jacking`; measure vs the moment's goal; quarterly review.

## The reality (verify-quarterly)
Lead times: major 8–12 wk / minor 2–4 wk; brief Back-to-School in May, Halloween in Aug; quarterly (13-wk)
cycles. Biggest-ROI moments: Christmas, **BFCM (Nov 27 / Nov 30 2026)**, **Halloween (Oct 31 — Saturday)**,
Valentine's, Mother's — run as a **multi-week series**; **BFCM = a dedicated campaign + paid** (organic
doesn't carry it; social ≈16% of holiday e-commerce traffic). Authenticity gate: Pride/MLK/Juneteenth/Earth
Day need **year-round standing** ("why us, why this moment?" or stay quiet — rainbow-washing/authenticity-
theater backlash; a sale on a solemn/identity day is tone-deaf). Tier by category + brand-safety (safe/
sensitive/caution). Plan arou