Brief at a glance
Spring launch brief Handoff Mon Oct 12 Dealer terms missing
The brief for Larkspur Cycles' spring launch campaign, with the decisions, audience notes, prior results and approved terms behind it, so the work returns against the same brief. Owned by Ruth Adeyemi, fractional CMO at Lantern Row Advisory, for the Larkspur creative partner and Tessa Lund's marketing team. Status as of October 1, 2026.
Objective. Make the commuter range the first e-bike that commuters consider this spring, and send them to book a test ride at an independent dealer or order on the web store.
- Client
- Larkspur Cycles, electric bikes sold direct and through independent dealers
- Brief owner
- Ruth Adeyemi approves the brief before it leaves Lantern Row Advisory
- Client contact
- Tessa Lund, head of marketing, who supplies facts, assets and approvals
- Commissioned
- Monday, Sep 21, 2026
- Handoff
- Monday, Oct 12, 2026, only if the approved dealer terms arrive by Friday, Oct 9
- First concepts due
- Friday, Nov 6, 2026
- Counted for this brief
- Handed over complete at first pass (yes or no), rework rounds (two at most), days from commission to handoff (21 planned)
Handoff readiness: 6 of 8 items complete
Audience notes
Commuter riders
Primary
Who. Riders who want to replace car or transit trips with an e-bike they can rely on every day. They compare running cost and reliability before style.
What to lead with. Reliability and cost per trip, then a test ride, then the nearest dealer.
Proof available. Last spring's results in the collapse at the end of this page. Product claims only from the published specification sheet.
Do not say. Any range or battery claim that is not on the specification sheet, and any discount language.
Leisure and touring riders
Secondary
Who. Weekend and day-trip riders who buy for comfort and distance.
What to lead with. Comfort and day-trip confidence, shown after the commuter range, never ahead of it.
Do not say. The same claims rules apply. Nothing here may outrank the commuter message.
Independent dealers
Channel audience
Who. Independent dealers who stock Larkspur bikes and report orders each week.
What they need. Ready-to-use launch material, clear contact points and clear terms.
Do not show. Any dealer discount or offer until Tessa Lund supplies the approved dealer terms.
Decisions behind the brief
Two decisions are attached because they shape what the creative partner may and may not do. Two items are listed as open so nobody treats them as settled.
| Decision | Decided by | Date | What it means for the work | Status |
|---|---|---|---|---|
| Lead the launch with the commuter range | Tessa Lund | Aug 10 | The commuter range is the hero; touring appears second | Decided |
| Use a dealer email sequence as a launch channel | Tessa Lund | Sep 7 | The brief asks for dealer-ready email copy and photo placeholders | Decided, not started |
| Dealer offer terms | Tessa Lund | Due Oct 9 | No dealer offer appears in any concept until the terms are supplied | Open |
| Dealer co-marketing budget for next year | Tessa Lund | After the January review | Concepts must not assume more spend than is approved today | Not decided |
Terms
What Larkspur supplies
| Item | Status | Owner | Due |
|---|---|---|---|
| Logo pack and brand voice guide | Supplied | Tessa Lund | Done |
| Published specification sheet | Supplied | Tessa Lund | Done |
| Approved dealer offer terms | Missing | Tessa Lund | Oct 9 |
| Product photo set | Not supplied | Larkspur product team | Oct 8 |
The photo request is the one the dealer email sequence has waited on for 24 days. Until photos arrive, the creative partner works from labelled placeholders and does not invent product imagery.
Before the brief leaves Lantern Row Advisory
- Objective and success measures agreed with Tessa Lunddone
- Audience notes written from Larkspur's own datadone
- Two relevant decisions attached with who decided and whendone
- Last spring's results attached and labelled as sample figuresdone
- Unapproved dealer discount removed from the draftdone
- Approved claims list attacheddone
- Approved dealer terms attachedopen
- Ruth Adeyemi approves the complete brief for releaseopen
What comes back
Deliverables from the creative partner
- Two campaign concepts, each with headline, visual direction and the decision it answers (Nov 6)open
- Dealer email sequence copy, three emails, ready for the product photos (Nov 13)open
- Web store launch page copy and layout notes (Nov 20)open
- Paid and social ad set in six formats, approved claims only (Nov 25)open
- Final assets with a line-by-line check against this brief (Dec 9)open
How the work is reviewed
Every delivery is checked line by line against this brief, not against a recollection of a call. Feedback is written against the line it concerns.
- Brief drafted and unapproved discount removed
- Approved dealer terms from Tessa Lund, Oct 9
- Brief handed to the creative partner, Oct 12
- First concepts returned, Nov 6
- Review against the brief with Tessa Lund and Ruth Adeyemi, Nov 11
- Revision round, Nov 25
- Final assets approved, Dec 9