What this template is for
The campaign calendar tells the Lead Operator what to do, week by week, across the eighteen-month sub-affiliate engagement window. The structural milestones — founding-cohort thresholds, gate dates, regulatory checkpoints, settlement — are protocol-determined and pre-marked in this template. The Lead Operator's job is to fill in the creative content (which assets to push, which campaigns to run, which cohort moments to amplify) within the structural scaffold.
Designing a campaign calendar from a blank page is a week of work. Customising this template to a specific Lead Operator's working rhythm is roughly two hours. The milestones are the work; the cadence is yours.
Section 01 · Master Timeline
The whole arc, at a glance.
Eighteen months from contract signing to Year 5 is roughly: six weeks of recruitment, ~70 weeks of active campaign delivery, and the final closeout into the post-Year 5 settlement. The timeline below is the one-page summary; the phase blocks below it expand each section.
Wk 1–6
Phase 01 · Sub-affiliate recruitment. 600 cold contacts, 200 DD forms returned, 50 contracted. (Full detail in the Sub-Affiliate Sourcing Playbook.)
Wk 7–14
Phase 02 · Onboarding & first wave. Onboard the cohort, ship initial Library bundles, watch first posts. Founding cohort target: 100K paid users by end of Wk 14.
Wk 15–26
Phase 03 · Build-out. First Month-2 gates, Tier 2/3 promotions begin. Founding cohort target: 250K by end of Wk 26.
Wk 27–39
Phase 04 · Acceleration. Founding cohort target: 500K by end of Wk 39 (halfway). Push toward 1M closure begins to take shape.
Wk 40–52
Phase 05 · Second half. 750K by end of Wk 52. Counsel review checkpoint.
Wk 53–65
Phase 06 · Closing the founding million. Intensification phase. 900K by end of Wk 60. 950K by end of Wk 65. Specific campaign moment at 950K.
Wk 66–72
Phase 07 · Founding cohort closure. 1M reached. Founding cohort closes. Major announcement campaign. Subsequent participants enter at standard 1× rate.
Wk 73–78
Phase 08 · Post-founding handoff. Sub-affiliate campaigns wind down toward Year 5. Programme report finalised. Lead Operator transitions to settlement-watch role.
Section 02 · Phase-by-Phase Detail
Each phase, broken out.
Six weeks of focused sub-affiliate sourcing, run from the Sub-Affiliate Sourcing Playbook. By Week 6, fifty sub-affiliates contracted, House Rules signed, registry populated. No public campaign activity in this phase — the cohort is not yet in place.
Protocol milestone
End of recruitment window. Internal-only deadline. Public-internal "applications closing Friday" creates urgency on remaining candidates and gives a clean ending to the recruitment cycle.
Trigger: Wk 6, day 5
Lead Operator notes · Phase 01
[Customisation: any tactics, channels, or candidates the Lead Operator wants tracked specifically.]
Onboard all fifty sub-affiliates over Weeks 7–9 (running the Onboarding Checklist per sub-affiliate). First public posts begin to appear from Week 8 onwards. By Week 14, the cohort is fully active and posting on rotation. Soft target: 100K paid users by end of Phase 02.
Cohort milestone
100K paid users (10% of founding cohort). First public-facing milestone. Asset push: amplify the founding-cohort mechanics across the active sub-affiliate cohort. Cadence intensifies briefly then returns to baseline.
Trigger: 100,000 paid swaps confirmed on-chain
Reporting milestone
First Programme Report sent to founder. End of first full reporting month. Establishes the cadence; subsequent reports are sent by the 5th of each month.
Trigger: end of first calendar month after onboarding
Operational milestone
Deputy promotions begin. Around Week 12 (approximately month three of operations) the Lead Operator selects six candidates from the contracted sub-affiliate cohort and presents them to the founder for ratification. On ratification, deputies sign a short addendum to their existing sub-affiliate contract and assume oversight of approximately eight sub-affiliates each. Deputy stipends commence ($3,000/month from the founder bootstrap; continues at ~$2,800/month from the Operating Fee Reserve at month five). Each deputy is also placed on a Year 5 BTC track — 1 BTC if their cohort segment delivers 60K paid users and the protocol settles profitably.
Trigger: Wk 12 · founder ratification of operator's deputy selections
Lead Operator notes · Phase 02
[Customisation: campaign moments, asset bundles to release, sub-affiliate-specific support needs.]
The first Month-2 gates fall within this phase (Weeks 15–17 for Wave 1 sub-affiliates, Weeks 17–18 for Wave 2). Expect 5–10 sub-affiliates to fail their Month-2 gate; replace them through referrals from the existing cohort or from the residual application pipeline.
Operator gate
Month-2 gates — first wave. Sub-affiliates either pass the Month-2 threshold (defined in their contract) or exit. Lead Operator runs gate-status review for each. Sub-affiliates who exit are replaced from the referral pipeline.
Trigger: 60 days from each sub-affiliate's contract start date
Cohort milestone
250K paid users (25% of founding cohort). Quiet acknowledgment, not amplification. The 25% mark is internal — the public face of the campaign continues at baseline cadence.
Trigger: 250,000 paid swaps confirmed on-chain
Lead Operator notes · Phase 03
[Customisation: tier-promotion criteria, replacement sub-affiliate sourcing, asset-cycle adjustments.]
Halfway phase. The cohort is settled, performance distributions are clear, and the founding-cohort target of 500K becomes visible. Push expands but does not yet intensify.
Operator gate
Month-4 gates. Higher threshold than Month-2. Expect a further 5–10 exits. Programme is now stable around 35–40 active sub-affiliates.
Trigger: 120 days from each sub-affiliate's contract start date
Cohort milestone
500K paid users (halfway). Second public-facing milestone. Asset push around the halfway mark; reasonable cadence amplification (1.5× baseline for two weeks).
Trigger: 500,000 paid swaps confirmed on-chain
Lead Operator notes · Phase 04
[Customisation: halfway-mark assets, cohort acknowledgment, performance-tier adjustments.]
End of Year 1 of the eighteen-month engagement. Major counsel-review checkpoint — verify continued regulatory compliance posture, House Rules application, attribution data integrity. Founder, Lead Operator, and counsel meet for an annual review.
Counsel checkpoint
Year 1 regulatory review. Counsel-Lead Operator-founder review. Programme operating across UK / EU / non-restricted jurisdictions; review jurisdictional drift, House Rules adherence, any incidents. Quiet period of 1–2 weeks if material is contested.
Trigger: end of Wk 52
Cohort milestone
750K paid users (75% of founding cohort). Third public-facing milestone. Asset push begins to lean into the closing-of-cohort framing. Cadence at baseline but content sharpens.
Trigger: 750,000 paid swaps confirmed on-chain
Lead Operator notes · Phase 05
[Customisation: counsel-review preparation, narrative shift toward closure, sub-affiliate communication.]
The intensification phase. From 750K to 950K. This is where the founding-cohort mechanic becomes most powerful as a campaign hook — the 3× multiplier is genuinely time-bound and the closing window concentrates sub-affiliate activity. Cadence escalates carefully, never crossing into desperation messaging.
Cohort milestone
900K paid users. Internal milestone, public-facing acknowledgment that the founding cohort is closing soon. Begin sub-affiliate-specific countdown messaging (still inside House Rules constraints).
Trigger: 900,000 paid swaps confirmed on-chain
Operator gate
Month-9 gates. Final gate before settlement-watch phase. Mostly procedural; sub-affiliates who reached this point are likely to deliver their full eighteen-month commitment.
Trigger: 270 days from each sub-affiliate's contract start date
Cohort milestone
950K paid users. Public-facing major moment. "Last 50,000 slots" framing. Cadence amplification across all sub-affiliates (2× baseline for two weeks). The last hard push before closure.
Trigger: 950,000 paid swaps confirmed on-chain
Lead Operator notes · Phase 06
[Customisation: countdown-messaging assets, cohort-specific final-push tactics, sub-affiliate coordination for the closure window.]
The 1M target reaches and the founding cohort closes. The biggest single moment of the campaign. From here, subsequent participants enter at standard 1× rate — the campaign continues but the founding-cohort hook is no longer available.
Protocol milestone
1,000,000 paid users — founding cohort closes by code. Major public-facing announcement campaign. Pre-prepared asset bundle ready in the Library. Sub-affiliates push for one week, then return to baseline cadence with revised messaging.
Trigger: 1,000,000 paid swaps confirmed on-chain
Library update
Post-founding asset bundle deployed. Library entries are revised — the 3× multiplier and 275 BTC founding draw exit the rotation. Replacement assets focus on standard mechanics, charity earmark, and Year 5 settlement framing.
Trigger: 24 hours after 1M closure
Lead Operator notes · Phase 07
[Customisation: closure-announcement coordination, post-founding messaging, sub-affiliate transition guidance.]
End of the eighteen-month engagement window. Sub-affiliate contracts wind down (Month-18 gate is the contractual end). Lead Operator transitions to settlement-watch role: light campaign activity, mainly maintaining the channel and coordinating with sub-affiliates on Year 5 settlement information as it firms up.
Operator gate
Month-18 gates. Contract end. Sub-affiliates either complete (1 BTC bonus track preserved for Year 5 distribution) or exit. Final retainer paid; final statement issued; engagement ends.
Trigger: 540 days from each sub-affiliate's contract start date
Programme milestone
Final Programme Report. Comprehensive eighteen-month review sent to founder. Distributions, cumulative figures, anomalies, lessons. Archives the engagement.
Trigger: end of Wk 78
Lead Operator notes · Phase 08
[Customisation: handoff coordination, settlement-watch transition, post-engagement records.]
Section 03 · Default Cadence Reference
Posting cadence by phase.
The cadence below is the default for each phase. Sub-affiliate House Rules cap individual sub-affiliates at one post per day per platform with three days minimum between repeats; cadence amplification at milestone moments overrides defaults but never breaches sub-affiliate caps.
Phase 01 — Recruitment
No public sub-affiliate activity
The cohort is not yet in place. Sub-affiliate channel: silent. Founder channel: business as usual.
Phase 02–05 — Build-out, Acceleration, Second half
Baseline cadence
Each sub-affiliate posts on their own organic schedule, within House Rules limits. Lead Operator releases fresh asset bundles every 2–3 weeks. Approximately 60–90 Bitcoin Storm posts per week across the full cohort.
Cohort-milestone moments — 100K, 500K, 750K, 950K
1.5× baseline for one week
Targeted asset push around each milestone. Sub-affiliates can choose to participate or not — participation is encouraged but House Rules retain editorial conscience.
Phase 06 — Closing the founding million
1.5× baseline rising to 2×
Building intensification. Begin at 1.5× in early Phase 06 and ramp to 2× by Wk 65. The 1× minimum below the cap protects sub-affiliates from burning out their audiences.
Phase 07 — 1M closure week
2× baseline for the closure week, then 0.5× for two weeks
The closure announcement week is the highest-amplitude moment of the campaign. Immediately after, cadence drops sharply to 0.5× (one post per sub-affiliate per week) for two weeks — a deliberate quiet period that lets the closure register before the post-founding messaging begins.
Phase 08 — Post-founding wind-down
Baseline, declining
Activity returns to baseline, then tapers as sub-affiliates approach their Month-18 contract end. Lead Operator does not push for renewed intensity; the eighteen-month engagement is winding down by design.
Section 04 · Quiet Periods
When the volume drops to zero.
The Lead Operator can call a quiet period at any time. Sub-affiliate House Rules require the cohort to pause within 24 hours of a Lead Operator quiet-period instruction. Trigger conditions:
Trigger 01
Counsel review or regulatory enquiry
Counsel asks for a pause to review materials, or a regulator makes an enquiry of any kind. Pause is in force until counsel signals all-clear. Typical duration: 1–3 weeks.
Trigger 02
Material market event
A major Bitcoin or ICP market event (sharp price move, exchange failure, major hack). Pause to avoid appearing to capitalise on instability. Duration: 1–2 weeks or until news cycle settles.
Trigger 03
Sensitive news cycle
A non-protocol news event the founder or Lead Operator deems makes commercial messaging insensitive (geopolitical event, public tragedy). Pause for the duration of the news cycle.
Trigger 04
Internal incident
A sub-affiliate breach, a House Rules violation that goes public, an attribution-system incident. Pause for the period required to resolve and re-stabilise.
How quiet periods are communicated: Lead Operator sends a message via each sub-affiliate's private channel. Single sentence: "Quiet period in force from [date] until further notice. Pause all Storm posts. Will update within 48 hours." Sub-affiliates pause within 24 hours per House Rules. Lead Operator updates within 48 hours with either a continuation or a return-to-cadence instruction.