How Marketing Teams Reset Seasonal Campaign Calendars

Seasonal campaigns are a fixture of marketing planning — Christmas, summer, back-to-school, Black Friday, Valentine's Day. Each season brings a burst of coordinated content, creative production, media planning, and go-live events that fill shared marketing calendars. When the season ends, those calendars need to be cleared and reset for the next campaign cycle.

The seasonal calendar cycle

A typical seasonal campaign calendar might contain:

• Campaign kickoff and briefing events
• Creative asset production milestones
• Copy approval and sign-off events
• Media booking and trafficking deadlines
• Email deployment dates
• Social media go-live slots
• Campaign performance review events
• Post-season wash-up and reporting meetings

For a major seasonal campaign, this can represent 60–100 calendar entries over 6–8 weeks of production.

Resetting after each season

Marketing teams that plan multiple seasonal campaigns per year benefit most from a consistent reset process between each one. The campaign calendar is cleared at the end of one season and is ready — with all sharing permissions intact — for the next season's entries to be added.

1. Complete the post-campaign wash-up and performance review
2. Export the campaign calendar as an ICS archive for the year-end marketing report
3. Sign into wipeaway.app, select the campaign calendar, set the cut-off to the campaign end date, and confirm
4. Add the next season's key dates and milestones to the clean calendar