Activation Plan

Execute the EF Adventures growth engine

Tactical checklists mapped to the roadmap phases. Assign owners, lock timelines, and run non-destructive sprints.

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Sprint 0 · Days 0–14

Stabilise measurement & alignment

Non-negotiables before we scale.

Checklist

  • Draft GTM governance doc (roles, approval flow, rollback process).
  • Automate Playwright + Tag Assistant journey for `/home`, `/tours`, and a detail page.
  • Consent banner audit with legal signoff; ensure one-click suppression for each vendor.
  • Standing revenue-ops huddle calendared; dashboards configured for all leaders.

Owners & inputs

  • Marketing Ops owns GTM + QA scripts; analytics engineers support.
  • Finance + Ops provide live margin and capacity data for dashboards.
  • Legal/compliance approves vendor inventory and consent messaging.
Sprint 1 · Days 15–45

Activate late-booking demand

Convert inventory at risk by orchestrating paid, CRM, and content.

Checklist

  • Deploy flash-offer templates (email + SMS + landing) triggered by capacity thresholds.
  • Launch Meta/Bing audiences split by booking window; add urgency creative.
  • Spin up landing modules for “Book inside 45 days” travellers with gear, payment plans, and concierge copy.
  • Enable Invoca whisper messages for late-booking callers (focus on availability & readiness).

Success signals

  • Flash offers convert ≥ 6% of targeted inventory.
  • Inquiry-to-book ratio improves ≥ 5 pts for late-booking cohort.
  • Dashboards show real-time offer performance (bookings, remaining seats, margin).
Sprint 2 · Days 46–90

Build the UGC & experiment flywheel

Fuel the content engine and learn fast.

Checklist

  • Launch sub-brand “test kitchen” accounts with weekly experiment cadence.
  • Automate UGC ingestion + tagging; stand up moderation workflow (legal + brand).
  • Refresh Optimizely backlog with prioritised tests (home hero, trip detail modules, exit overlays).
  • Create Strava challenges tied to upcoming departures; capture registrant data.

Success signals

  • Library of ≥ 300 curated assets; 30% repurposed into paid campaigns within 72 hours.
  • Experiment tracker showing hypotheses, results, and next actions.
  • Strava participation rate ≥ 30% of travellers from last quarter.
Sprint 3 · Days 91–180

Scale loyalty, referrals, and automation

Solidify long-term growth loops.

Checklist

  • Launch loyalty tiers + alumni-only drops; integrate benefits into CRM and paid audiences.
  • Issue trackable referral codes + dashboards for sales and lifecycle teams.
  • Deploy AI-assisted itinerary recommendations with human QA and logging.
  • Automate reporting, budget pacing, and creative refresh alerts once guardrails proven.

Success signals

  • Referral contribution ≥ 15% of bookings; repeat bookings trending toward 25%.
  • Automation change log with zero compliance incidents.
  • Quarterly channel health review delivering keep/pause/prune recommendations.

Report progress weekly

Attach these checklists to your project tracker. Use the KPI dashboard cadence (daily/weekly/monthly) to keep leadership aligned and unblock decisions quickly.

Review KPIs Confirm sequencing