Strategy + Cadence (current)
Phase
Phase 1 — Launch + Ramp
Apr 20 → May 20 (Days 1-30)
Email cadence
4 / week
Weekly Pool Discovery + 3 themed/event
Push cadence
5-6 / week
Rule: 1 push per email + Sat Fun Push standalone. Holiday weeks add more per execution plan.
SMS cadence
1-2 / week
Key moments only (Fri weekend availability + holiday day-of)
Holiday rule
T-43 days
Below T-43 → push-only single-touch
Next holiday
Memorial Day
May 25-26 · $200K+ GMV target
Pending — Waiting on Others (5/13)
Items blocked by external owners. Each unblocks downstream work.
| Owner | Question / decision | Unblocks |
|---|---|---|
| Bunim | $99 vs $149 SP price confirmation | Launching all 25 drafted SP banner sends |
| Mike | Fetii sends + UserReceivedMessage banner | 3 SP banner sends remain in pending Mike review |
| Engineering | Full historical SP backfill (pre-30-day window) | Complete SP holder coverage on conditional banner suppression |
| Mike / Bunim | 3 flow brief approvals (Win-Back, SP-07, SP-Credits) | Design pipeline for 3 flows — due May 16 |
| Mike | Contest email variant sign-off | Contest email launch |
| Bunim / Mike | July 4th discount decision (by June 6) | July 4th Wave 3-4 design finalization |
Tasks Left (Chris)
| Task | Priority | Notes |
|---|---|---|
| Summer's Here full brief — new concept needed | High | Duck/scarf already used. Due May 14. |
| Launch 25 drafted SP banner sends | High | Blocked on Bunim $99 vs $149. |
| Schools Out brief | Medium | Due May 22. Send date June 5. |
| Summer Solstice brief | Medium | Due June 6. Send date June 19. |
| Week 3 attribution pull | Next week | SP banner click + conversion attribution once 7+ days live. |
Pipeline
Flows
Click a tab to filter. Stage column shows sub-status within each tab.
| Flow | Stage | Owner | Next Step / Notes | Brief | Air |
|---|---|---|---|---|---|
| GP1 (New Guest Onboarding) | Live | - | Sending | - | - |
| HP1 (Host Onboarding) | Live | - | Sending | - | - |
| Liked Listing (G03) | Live | - | Launched 4/21. Sending. | - | - |
| Missed Savings | Live | - | Sending | - | - |
| Summer Pass Launch | Live | - | Sending | - | - |
| Summer Pass Credits Earned | Live | - | Sending | - | - |
| Summer Pass Post-Purchase | Live | - | Sending | - | - |
| Host Onboarding Progress Tracker | Live | - | Live, not sending (tracking only) | - | - |
| Host Wakeup (View Milestones) | Live | - | Sending. Expanded 4/28 to 18 tiers (10 → 3,000 views): email + push cascade by tier, single SMS fires at first milestone only. | - | - |
| Abandon Cart | Live | - | Live multi-channel: Email at T+2hr post-abandon (was T+8hr, optimized 4/29), SMS at T+4hr, Push next 2 days. Suppression configured to avoid over-messaging. Awaiting Bunim cheeky-copy variants via Slack to layer in. | - | Air |
| Summer Pass Content Block | Live (22 sends) | Chris | 4/30: Banner is LIVE in 22 guest transactional sends. Live: BookingConfirmed, NewBookingRequestSent, RateYourExperience (5hr), BookingConfirmedToGuest24HourPBIReminder (above10 + below11), PostBookingConfirmed, PostBookingInvitetoGuestwithAccount, PostBookingInvitetoGuestwithNOAccount, BookingEditedbyGuestApproved, Booking24HourReminderGuest, BookingStart24HourPBIReminderToGuest (above10 + below11), Booking_Inquiry_Guest_Homes, BookingEnding30minutes, Rateyourexperience2, SpecialOffer, SpecialOfferReminder, RecievedFansMessage, referral-refereecompletedbooking-credits, Triggered-NewPool_, FavoriteViewOnlyInvite, FavoriteCollaborateInviteGuestsNoAccount. Foundation: 1,046 SP holders backfilled w/ has_summerPass=true; SP confirmation canvas auto-tags new buyers; canvas tagging audit done (62) + campaign tagging audit done (138). Still drafted (3 pending Mike): ATX_Fetii, DayOfBooking_Fetii, UserReceivedMessage. Pending Bunim: $99 vs $149 price confirmation. Eng: full historical SP backfill (pre-30-day) requested. | - | - |
| Host Monitor Launch | Scheduled | Chris | Proposed: blast Tue May 12 (host-side). Awaiting Mike approval on date. Asana task open to schedule the send once date confirmed. | - | Air |
| Guest Lifeguards | Scheduled | Chris | Proposed: blast Thu May 14 (guest-side). Awaiting Mike approval on date. Asana task open to schedule the send once date confirmed. | - | Air |
| Flow | Stage | Owner | Next Step / Notes | Brief | Air |
|---|---|---|---|---|---|
| SP-07 (Low Usage Nudge) | Awaiting Sign-off | Bunim / Mike | Nikhil approved. Needs Bunim/Mike sign-off on brief, then to Creative for design. | Brief | - |
| SP Credits Expiring | Awaiting Sign-off | Bunim / Mike | Nikhil approved. Needs Bunim/Mike sign-off on brief, then to Creative for design. | Brief | - |
| Guest Win-Back | Awaiting Sign-off | Bunim / Mike | Nikhil feedback addressed: $99 pricing fixed, Day 21 reframed to urgency/FOMO. | Brief | - |
| Hyperlocal Summer 2026 | Client Review | Bunim / Mike | Hyperlocal strategy doc complete. Ready for client review. Covers geo-targeted campaigns, local pool density triggers, market-level messaging. | Brief | - |
| July 4th Campaign (4-wave) | Awaiting Sign-off | Bunim / Mike | Chris approved brief May 12. CR submitted. Discount decision TBD by June 6. 4-wave campaign, $300K target. | Brief | - |
| Flow | Stage | Owner | Next Step / Notes | Brief | Air |
|---|---|---|---|---|---|
| Safety & Trust blast (Guest) | Client Review | Bunim / Mike | Send target was Thu Apr 30 — confirm whether this actually shipped on time. Air linked. Per Bunim 4/30: should be in Client Review for Swimply approval. Asana auto-move blocked by task-sharing perms (5/2 attempt); move manually in Asana from Internal Review → Client Review. | Brief | Air |
| Summer Pass Spotlight (Guest) | Creative Review | Bunim / Mike | Send target: Tue May 5. Email + paired push. From Asana Internal Review (Jacob Barnard, due 4/27). | Brief | Air |
| Refer a Friend (Guest) | Creative Review | Bunim / Mike | Send target: Tue May 5 or Thu May 7. Email + paired push. Calendar previously had May 12, pulled forward per request. From Asana Internal Review (Jacob Barnard). | Brief | Air |
| Graduation Planning (Guest) | Creative Review | Bunim / Mike | Send target: Mon May 4. Email + paired push. From Asana Internal Review (Jacob Barnard, due 4/24). Distinct from upcoming "School's Out" brief (separate item in Chris WIP). | Brief | Air |
| Weekly Pool Discovery (5 versions) | Creative Review | Bunim / Mike | Recurring Tue cadence. Audience updated: all guests who have not booked in last 2 weeks. 5 randomized creative versions cycle: top-rated, amenities, <$50, hidden gems, peak local. Auto-sends Email + Push every Tuesday once approved. | Brief | Air |
| Pool Pass Emails — Branding Update (3 tiers) | Client Review | Bunim | Sent to Bunim for review 5/4. 3-tier rebrand (Early Bird / Friends & Family / VIP) across 8 items (5 campaigns + 3 canvases, ~11 sends w/ push variants). Pass image swap + "Your Pass Includes" Liquid block + "How to use your pass" + "Things to know" sections built. Waiting on Bunim sign-off to push live. | - | - |
| Flow | Stage | Owner | Next Step / Notes | Brief | Air |
|---|---|---|---|---|---|
| GP2 (1st to 2nd Booking) | In Design | Chris | Brief shipped 4/28. Designs revised May 8. Chris approved May 12. Design due per Asana. | Brief | - |
| G07 (Review Request) | In Design | Drew | Mike approved May 12, no changes. CR submitted. Design due May 26. | Brief | - |
| H01 (Host Listing Optimization) | In Design | Drew | Mike approved May 12, 'cheap' language removed. CR submitted. Design due May 22. | Brief | - |
| Father's Day Email | In Design | Drew / Rafa | Chris approved May 12. CR submitted. Send date June 12. | Brief | - |
| Yona Pool Tester Email Flows | Awaiting Figma | Chris + Yona | Per 4/29 call: Yona collaborating on developing + triggering pool tester email flows. Blocker: need original Figma from Yona to start. | - | - |
| "School's Out" brief (NEW — Email + Push + SMS) | Briefing | Chris | New end-of-school-year moment. Distinct from Graduation Planning (which targets graduates). "School's Out" hits families/all-ages at the moment summer break starts. Target launch: Fri Jun 5 (post-Memorial Day, when most schools have wrapped). Brief includes paired push + SMS for the day-of moment. | - | - |
| Swim Contest Campaign (Email + Banners) | In Design | Chris | A/B variants built with AI-generated format images. Variant A ($1K drawing) and Variant B ($10/post). Sent to Mike for sign-off May 13. Pre-swim banner placement identified (BookingConfirmed, 24hr Reminder, Pool Discovery). | Review A · Review B | - |
| Birthday Campaign (Personalized Promo Code) | Data + Drafting | Chris + Michael | Targets customers with past birthday party bookings using personalized promo codes timed around upcoming birthdays. Michael adding Braze data to identify customers with previous birthday party bookings. Messaging avoids assuming the birthday is the customer's own — allows broader personalization. Copy + design drafting starts this week. Sequence design TBD. | - | - |
| Evergreen Single-Booker Series (Weekly Dynamic) | Building | Chris | Weekly dynamic content series targeting single-time bookers to drive repeat bookings. Personalized listing recommendations. Launches every Tuesday. Mike endorsed for its dynamic content potential. Activate and monitor. | - | - |
| Segmented Refer-a-Friend (Recent Bookers First) | Segmenting | Chris | Initial send targets recent bookers only; success metrics from initial sends inform broader audience expansion (potentially last season's customers). Distinct from existing Refer a Friend blast (which is broader audience). Per 5/7 call. | - | - |
Imminent trigger work (next 2-4 weeks). For the daily blast roadmap through August, see Roadmap → Blasts below.
| Item | Target | Owner | Notes |
|---|---|---|---|
| Host Monitor → HP1 onboarding integration | Week of May 19 | Chris | After May 12 blast lands and metrics are in. Add Monitor announcement step into HP1 so every new host encounters it at the right moment. |
| Guest Lifeguards → GP1 / G03 onboarding integration | Week of May 19 | Chris | After May 14 blast lands. Add Lifeguards announcement into GP1 (new guests) and G03 (Liked Listing) so it surfaces during natural booking moments. |
| Shark Week Campaign (July) | Early July | Chris | Playful pool-themed campaign — Jaws screenings by pools, shark floats, social content. Creative concept phase. Mike + Chris agreed it could generate fun engagement. Per 5/7 call. |
| Weather-Triggered Push Notifications | TBD (exploratory) | Chris | AI-powered 7-10 day weather forecasts to drive weekend booking pushes during ideal conditions. Simple rotated messaging focused on weekends with good forecasts. Chris investigating AI tooling for scalable implementation. Per 5/7 call. |
| Localized Holiday/Event Push Campaigns | Summer 2026 | Chris + Mike | Push notifications for city-specific holidays and events in top markets (World Cup, local market days). Push is the primary vehicle for ease + immediacy; email reserved for major brand-aligned events. Mike to suggest additional relevant holidays/events. Per 5/7 call. |
| Flow | Stage | Owner | Blockers |
|---|---|---|---|
| New Pool Near You | Blocked | Abe + James | Blocked on eng: (1) Dynamic promo code (James), (2) Boost completion event (Abe), (3) Amenities array (Abe). Next step: ping Abe + James for status, set deadline. |
| Browse Recovery (GP3) | Blocked | Abe + James + Bunim | Blocked on eng: (1) catalog ID mismatch — pool data not joining correctly, (2) $0 price bug — some pool prices rendering as zero. Both with Abe. Plus creative blockers from Bunim: pool image padding, pool-specific bullets, subject line rejected. Enrichment also waiting: pool-specific amenities + ratings for personalization. Dynamic discount code with James + Abe. Next steps: (a) eng standup ping for catalog + price fix ETA, (b) re-cut subject lines for Bunim, (c) re-design with pool-specific bullets once Abe data joins are reliable. |
Roadmap
Roadmap → Triggered. Canvas / event-triggered flows. For broadcast sends, see Roadmap → Blasts below.
Triggered Delivery Timeline
Realistic delivery dates considering competing priorities (holidays, blasts, briefs in flight). Dates assume current capacity + named dependencies. Asana tasks to be created once dates are confirmed.
| Target Date | Item | Type | Risk / Dependency |
|---|---|---|---|
| Fri May 2 | Pool Pass Emails — Copy + Branding Update (3 tiers) | Copy-only batch | Top priority this week. 8 items total: 5 campaigns + 3 canvases (~11 sends with push variants). Cross-referenced against full live Braze list. Tier names from Bunim 4/29 + scope doc. |
| Mon May 5 | Lifeguard + Host onboarding proofs reviewed by Bunim | Review only | Bunim availability. If feedback comes in, revisions ship same week. |
| Tue May 12 | Host Monitor Launch blast | Blast (host-side) | Mike date approval needed. |
| Thu May 14 | Guest Lifeguards blast | Blast (guest-side) | Mike date approval needed. |
| Figma + 14d | Pool Tester Email Flows (Yona) | New build | Hard blocker on Yona's Figma. Target slides with arrival. |
| Mon May 19 | Onboarding integration: Monitor → HP1, Lifeguards → GP1/G03 | Add steps to existing flows | After May 12+14 blast metrics land. Low risk. |
| Fri Jun 5 | Pool Pass renewal reminder + confirmation flow (Guest + Host) | New flow build | Slots post-Memorial Day capacity. Eng dep: confirm renewal event fires reliably. |
| Fri Jun 12 | Pool Pass paused notification (Host) | New flow build | Confirm w/ product whether pause is a real state first. Could drop entirely. |
| Fri Jun 26 | Pool Passes 2026 launch announcement to hosts (relaunch) | Email series | Slots before July 4 build-up. Tier branding needs Bunim sign-off on copy. |
| Fri Jul 10 | Hyperlocal "Introducing Pool Passes" launch (10+ hosts in area) | New flow + trigger | Eng dep: Abe delivers "10+ hosts in area" event by Jun 30. If slips, this slips. |
| Fri Jul 17 | Post-first-booking pool pass upsell (10% off first month) | New flow | Mike confirms 10% offer first. Slots after July 4. |
| Fri Jun 5 | "School's Out" email + push + SMS | New brief | Brand-new brief in Chris WIP. End-of-school moment, families/all-ages. Distinct from Graduation Planning. |
| ASAP (this week) | Swim Contest dedicated email + banners | Email + banners | Repurposed templates for fast launch. Banners across booking emails. Social links (IG/TikTok) to be added later. No landing page for now. A/B test: Group A = $1K free swims contest entry vs Group B = post + get $10 off (hashtag #swimplyfun). Per 5/7 call. |
| Week of May 12 | Birthday Campaign (personalized promo code sequence) | New canvas | Targets past birthday-party bookers. Michael enriching Braze data. Copy + design drafting this week. Per 5/7 call. |
| Week of May 12 | Evergreen Single-Booker Series (weekly Tuesdays) | New canvas | Dynamic content for single-time bookers. Launches every Tuesday. Per 5/7 call. |
| Early Jul | Shark Week Campaign | Creative + email | Playful pool-themed content. Concept phase. Per 5/7 call. |
Pool Passes Lifecycle (rebranded from Memberships)
3 tiers: Early Bird, Friends & Family, VIP — tied to time restrictions. Code complete; existing emails need copy-only updates this week. Status verified against Braze 4/29.
Host Side
| Type | Email / Trigger | Status | Target Delivery | Braze name / Dependencies |
|---|---|---|---|---|
| Marketing | Pool Passes launch announcement to hosts (2026 relaunch) | Planned | Fri Jun 26 | 2024 series sent + disabled. 2026 relaunch w/ new 3-tier branding. Slots after July 4 prep starts (T-7 from launch). Depends on: design capacity, Bunim approval on tier copy. |
| Transactional | Someone just bought a [pass type] | Copy update | Fri May 2 | Transactional_Host_PassPurchasedConfirmation (+ Push). Live. Copy-only update for tier names. Batched with all Pool Pass copy updates this week. |
| Transactional | Pass payout to host | Live | — | Transactional_Host_PassPaidToHost (+ Push). No copy update needed (payout language tier-agnostic). |
| Transactional | Guest cancelled their pass | Copy update | Fri May 2 | Transactional_Host_PassCanceledbyGuest (+ Push). Live. Copy-only update for tier names. Same batch. |
| Transactional | Guest just renewed their pass | Planned | Fri Jun 5 | No renewal flow exists. Build new. Slots post-Memorial Day. Pair with guest renewal reminder + confirmation. Eng dep: confirm renewal event fires. |
| Transactional | Guest paused their pass | Planned | Fri Jun 12 | Confirm w/ product whether pause is a real state in the 3-tier model first. If yes, build. If no, drop from roadmap. |
Guest Side
| Type | Email / Trigger | Status | Target Delivery | Braze name / Dependencies |
|---|---|---|---|---|
| Marketing | Fan email: Host just created a pass | Copy update | Fri May 2 | Copy of HostAddsPassToGuestFans canvas. Live. Copy-only update for tier names. Same batch as host transactionals. |
| Marketing | Hyperlocal launch: "Introducing Pool Passes" (10+ hosts in area) | Planned | Fri Jul 10 | Trigger doesn't exist. Eng dep: Abe to deliver "10+ hosts in area" event by Jun 30. Slots post-July 4. If eng slips, this slips. |
| Marketing | Post-first-booking upsell: pool pass for 10% off first month | Planned | Fri Jul 17 | No trigger built. Confirm offer w/ Mike (10% off first month). Slots post-July 4 with hyperlocal launch. |
| Transactional | Pass purchase confirmation | Copy update | Fri May 2 | Transactional_Guest_PassPurchasedConfirmation. Live. Copy-only update for tier names. Same batch. |
| Transactional | Pass cancellation confirmation | Live | — | Transactional_Guest_PassCanceledbyGuest + by host (+ Push). No copy update (cancel language tier-agnostic). |
| Transactional | Auto-renewal failed | Live | — | PassAutoRenewalFailedToGuest + PassDisabledAutoRenewalDisabledToGuest. No copy update. |
| Triggered | Premium Pass Cancellation 24hr reminder | Live | — | Premium_Pass_Cancellation_24_Hour_Reminder canvas live. Rename to "Pool Pass Cancellation" in copy update batch. |
| Transactional | Pass renewal reminder | Planned | Fri Jun 5 | Build new. T-7 + T-1 wave. Pair with renewal confirmation. Slots post-Memorial Day. |
| Transactional | Pass renewal confirmation | Planned | Fri Jun 5 | Build alongside renewal reminder. Same batch. |
Other triggered roadmap items
| Item | Status | Target Delivery | Notes / Dependencies |
|---|---|---|---|
| Pool Tester Email Flows (Yona) | Awaiting Figma | Figma + 14d | Yona collaborating w/ Chris. Blocker: original Figma from Yona. Target = 2 weeks after Figma received. If Figma comes by Fri May 2, deliver by Fri May 16. If later, slides accordingly. |
| Lifeguard Onboarding Proof (Bunim review) | In Review | Mon May 5 | Proof sent post-call 4/29. Target Bunim feedback by Mon. If clean, locks for May 14 launch. |
| Host Onboarding Proof (Bunim review) | In Review | Mon May 5 | Same. Locks for May 12 launch if clean. |
Roadmap → Blasts. Daily broadcast calendar through Aug 31. Cadence target: 4 emails / 5-6 push / 1-2 SMS per week. Holiday execution plans inline.
Holiday Execution Plans
Major revenue moments. T-43 day rule: full multi-wave campaigns need T-43 minimum to clear brief → design → QA cycle. Inside T-43, single-touch push only.
| Holiday | Date | GMV target | Cadence | Wave structure |
|---|---|---|---|---|
| Mother's Day | Sun May 10 | Single-touch | 1 Push | Push T-4 only (Wed May 6) — inside T-43 window |
| Memorial Day | Mon May 25 | $200K+ | 5E / 5P / 2 SMS | T-14 / T-7 / T-5 / T-3 (+SMS) / Day-of (+SMS) |
| Father's Day | Sun Jun 21 | Single-touch | 1E / 1P | Email + paired push Wed Jun 17 (T-4) |
| Juneteenth | Fri Jun 19 | $125K+ (placeholder) | 5E / 5P / 1 SMS | T-14 / T-7 / T-4 / T-2 / T-1 (push paired w/ each email) + Day-of SMS |
| July 4th | Sat Jul 4 | $250K+ | 5E / 5P / 2 SMS | T-14 / T-7 / T-5 / T-2 (+SMS) / Day-of (+SMS) |
| Labor Day | Mon Sep 1 | $225K+ | 5E / 5P / 2 SMS | T-14 / T-7 / T-5 / T-3 (+SMS) / Day-of (+SMS) |
Daily Blast Calendar (Apr 28 → Aug 31)
Pulled from Feb-Sept Send Calendar + extended through Aug 31. Holiday-tied sends carry colored badges.
Thu Apr 30, 2026⏳ Pending Swimply approval
GuestEmailSafety & Trust blast (awaiting Swimply creative approval)
GuestPushSafety & Trust paired push
Fri May 1, 2026
GuestSMSWeekend Availability
Sat May 2, 2026
GuestPushFun Push 3 (standalone weekend)
Mon May 4, 2026🎓 Graduation Planning
GuestEmailGraduation Planning (in Creative Review — pending Swimply approval)
GuestPushFun Push 1 — Graduation Planning paired
Tue May 5, 2026☀️ Summer Pass⚙️ Auto
GuestEmailSummer Pass Spotlight (in Creative Review)
GuestPushSummer Pass Spotlight paired push
GuestEmailWeekly Discovery (all guests no booking 14d) (auto, no design)
GuestPushWeekly Discovery push (auto, paired) (auto, no design)
HostEmailFeature Spotlight: Daisy AI Descriptions
HostPushDaisy AI push (paired)
Wed May 6, 2026👩 Mother's Day
GuestEmailSafety & Trust
GuestPushMother's Day push (T-4) — family-friendly pools near {{city}}
GuestPushPush paired w/ Safety & Trust
Thu May 7, 2026
GuestEmailRefer a Friend (in Creative Review)
GuestPushFun Push 2 — Refer a Friend paired
HostIn-AppFeature Spotlight: Daisy AI Descriptions (In-App)
Fri May 8, 2026
GuestSMSWeekend Availability
Sat May 9, 2026
GuestPushFun Push 3 (standalone weekend)
Mon May 11, 2026🇺🇸 Memorial Day
GuestEmailMemorial Day Wave 1 (T-14)
GuestEmailPool Spotlight: Hot Tubs
GuestPushFun Push 1 — Pool Spotlight: Hot Tubs
GuestPushMemorial Day Wave 1 (T-14) push
Tue May 12, 2026⚙️ Auto
GuestEmailWeekly Discovery (all guests no booking 14d) (auto, no design)
GuestPushWeekly Discovery push (auto, paired) (auto, no design)
HostEmailFeature Spotlight: Automated Messages
HostPushAutomated Messages push (paired)
HostEmailHost Monitor Launch (blast)
Wed May 13, 2026
GuestEmailPeak Local Drop
GuestPushPush paired w/ Peak Local Drop
Thu May 14, 2026
GuestEmailPool Spotlight: Hidden Gems
GuestPushFun Push 2 — Pool Spotlight: Hidden Gems
Fri May 15, 2026
GuestSMSWeekend Availability
Sat May 16, 2026
GuestPushFun Push 3 (standalone weekend)
Mon May 18, 2026🇺🇸 Memorial Day
GuestEmailMemorial Day Wave 2 (T-7)
GuestEmailPool Spotlight: Outdoor Kitchens
GuestPushFun Push 1 — Pool Spotlight: Outdoor Kitchens
GuestPushMemorial Day Wave 2 (T-7) push
Tue May 19, 2026⚙️ Auto
GuestEmailWeekly Discovery (all guests no booking 14d) (auto, no design)
GuestPushWeekly Discovery push (auto, paired) (auto, no design)
HostEmailFeature Spotlight: Advanced Pricing
HostPushAdvanced Pricing push (paired)
Wed May 20, 2026🇺🇸 Memorial Day
GuestEmailMemorial Day Wave 3 (T-5)
GuestEmailRefer a Friend
GuestPushMemorial Day Wave 3 (T-5) push
GuestPushPush paired w/ Refer a Friend
Thu May 21, 2026
GuestEmailPeak Last-Minute
GuestPushFun Push 2 — Peak Last-Minute
HostIn-AppAdvanced Pricing (In-App)
Fri May 22, 2026🇺🇸 Memorial Day
GuestEmailMemorial Day Wave 4 (T-3)
GuestPushMemorial Day Wave 4 (T-3) push
GuestSMSMemorial Day SMS #1 (T-3 last chance)
GuestSMSWeekend Availability
Sat May 23, 2026
GuestPushFun Push 3 (standalone weekend)
Mon May 25, 2026🇺🇸 Memorial Day
GuestEmailMemorial Day Day-of
GuestEmailPool Spotlight: Slides
GuestPushFun Push 1 — Pool Spotlight: Slides
GuestPushMemorial Day Day-of push
GuestSMSMemorial Day Day-of SMS
Tue May 26, 2026⚙️ Auto
GuestEmailWeekly Discovery (all guests no booking 14d) (auto, no design)
GuestPushWeekly Discovery push (auto, paired) (auto, no design)
HostEmailFeature Spotlight: Multi-Block (date ranges)
HostPushMulti-Block push (paired)
Wed May 27, 2026
GuestEmailHidden Gems Spotlight
GuestPushPush paired w/ Hidden Gems Spotlight
Thu May 28, 2026
GuestEmailWeekend Planner (Family)
GuestPushFun Push 2 — Weekend Planner (Family)
Fri May 29, 2026☀️ Summer Pass
GuestEmailSummer Pass: 72 Hours Left
GuestPushSummer Pass: 72 Hours Left push
GuestSMSWeekend Availability
Sat May 30, 2026☀️ Summer Pass
GuestPushFun Push 3 (standalone weekend)
GuestPushSummer Pass: 72 Hours Left
Sun May 31, 2026☀️ Summer Pass
GuestSMSSummer Pass: 24 Hours Left
June blast calendar approved by Chris May 12. 5 key sends: Summer's Here (May 27), Schools Out (Jun 5), Father's Day (Jun 12), Summer Solstice (Jun 19), July 4th 4-wave (Jun 20 → Jul 4).
Mon Jun 1, 2026☀️ Summer Pass
GuestEmailPool Spotlight: Fire Pits
GuestEmailSummer Pass: Last Day
GuestIn-AppSummer Pass: Last Day
GuestPushFun Push 1 — Pool Spotlight: Fire Pits
GuestPushSummer Pass: Last Day
Tue Jun 2, 2026☀️ Summer Pass⚙️ Auto
GuestEmailSummer Pass Spotlight
GuestEmailWeekly Discovery (all guests no booking 14d) (auto, no design)
GuestPushSummer Pass Spotlight push
GuestPushWeekly Discovery push (auto, paired) (auto, no design)
HostEmailSummer Ready (2): Fill your calendar
HostPushSummer Ready push (paired)
Wed Jun 3, 2026
GuestEmailFamily Pools
GuestPushPush paired w/ Family Pools
Thu Jun 4, 2026
GuestEmailPeak Last-Minute
GuestPushFun Push 2 — Peak Last-Minute
Fri Jun 5, 2026✊ Juneteenth🎓 School's Out
GuestEmailJuneteenth Wave 1 (T-14)
GuestPushJuneteenth Wave 1 push (T-14)
GuestEmailSchool's Out (NEW brief — families/all-ages, summer break kickoff)
GuestPushSchool's Out paired push
GuestSMSSchool's Out SMS (day-of: "school is officially out, swim is officially in")
GuestSMSWeekend Availability
Sat Jun 6, 2026
GuestPushFun Push 3 (standalone weekend)
Mon Jun 8, 2026
GuestEmailPool Spotlight: Cabanas
GuestPushFun Push 1 — Pool Spotlight: Cabanas
Tue Jun 9, 2026⚙️ Auto
GuestEmailWeekly Discovery (all guests no booking 14d) (auto, no design)
GuestPushWeekly Discovery push (auto, paired) (auto, no design)
HostEmailNew ways to earn: Host Passes + Lessons + Guest Mgmt
HostPushNew ways to earn push (paired)
Wed Jun 10, 2026
GuestEmailPeak Local Drop
GuestPushPush paired w/ Peak Local Drop
Thu Jun 11, 2026
GuestEmailPool Spotlight: New Listings
GuestPushFun Push 2 — Pool Spotlight: New Listings
Fri Jun 12, 2026✊ Juneteenth
GuestEmailJuneteenth Wave 2 (T-7)
GuestPushJuneteenth Wave 2 (T-7) push
GuestSMSWeekend Availability
Sat Jun 13, 2026
GuestPushFun Push 3 (standalone weekend)
Mon Jun 15, 2026✊ Juneteenth
GuestEmailFamily Pools
GuestEmailJuneteenth Wave 3 (T-4)
GuestPushFun Push 1 — Family Pools
GuestPushJuneteenth Wave 3 (T-4) push
Tue Jun 16, 2026⚙️ Auto
GuestEmailWeekly Discovery (all guests no booking 14d) (auto, no design)
GuestPushWeekly Discovery push (auto, paired) (auto, no design)
Wed Jun 17, 2026✊ Juneteenth👨 Father's Day
GuestEmailJuneteenth Reminder (T-2)
GuestEmailPeak Local Drop (Top Rated)
GuestEmailFather's Day (T-4) — pools with grills, outdoor kitchens, big yards for Dad
GuestPushFather's Day push (T-4, paired) — pools with grills/outdoor kitchens
GuestPushJuneteenth Reminder (T-2) push
GuestPushPush paired w/ Peak Local Drop (Top Rated)
Thu Jun 18, 2026✊ Juneteenth
GuestEmailJuneteenth Final (T-1)
GuestEmailWeekend Planner
GuestPushFun Push 2 — Weekend Planner
GuestPushJuneteenth Final (T-1) push
Fri Jun 19, 2026✊ Juneteenth
GuestSMSJuneteenth Day-of SMS
GuestSMSWeekend Availability
Sat Jun 20, 2026
GuestPushFun Push 3 (standalone weekend)
Mon Jun 22, 2026🎆 July 4
GuestEmailBirthday + Party Planning
GuestEmailJuly 4 Wave 1 (T-14)
GuestPushFun Push 1 — Birthday + Party Planning
GuestPushJuly 4 Wave 1 (T-14) push
Tue Jun 23, 2026⚙️ Auto
GuestEmailWeekly Discovery (all guests no booking 14d) (auto, no design)
GuestPushWeekly Discovery push (auto, paired) (auto, no design)
Wed Jun 24, 2026
GuestEmailPool Spotlight: Cabanas
GuestPushPush paired w/ Pool Spotlight: Cabanas
Thu Jun 25, 2026
GuestEmailPeak Weekend Planner
GuestPushFun Push 2 — Peak Weekend Planner
Fri Jun 26, 2026
GuestSMSWeekend Availability
Sat Jun 27, 2026
GuestPushFun Push 3 (standalone weekend)
Mon Jun 29, 2026🎆 July 4
GuestEmailJuly 4 Wave 2 (T-7)
GuestEmailPool Spotlight: Top-Rated
GuestPushFun Push 1 — Pool Spotlight: Top-Rated
GuestPushJuly 4 Wave 2 (T-7) push
Tue Jun 30, 2026⚙️ Auto
GuestEmailWeekly Discovery (all guests no booking 14d) (auto, no design)
GuestPushWeekly Discovery push (auto, paired) (auto, no design)
Wed Jul 1, 2026🎆 July 4
GuestEmailBirthday + Party Planning
GuestEmailJuly 4 Wave 3 (T-5)
GuestPushJuly 4 Wave 3 (T-5) push
GuestPushPush paired w/ Birthday + Party Planning
Thu Jul 2, 2026🎆 July 4
GuestEmailJuly 4 Wave 4 (T-2)
GuestEmailPeak Weekend Planner (Family)
GuestPushFun Push 2 — Peak Weekend Planner (Family)
GuestPushJuly 4 Wave 4 (T-2) push
GuestSMSJuly 4 SMS #1 (T-2 last chance)
Fri Jul 3, 2026
GuestSMSWeekend Availability
Sat Jul 4, 2026🎆 July 4
GuestEmailJuly 4 Day-of
GuestPushFun Push 3 (standalone weekend)
GuestPushJuly 4 Day-of push
GuestSMSJuly 4 Day-of SMS
Mon Jul 6, 2026
GuestEmailLast Half of Summer
GuestPushFun Push 1 — Last Half of Summer
Tue Jul 7, 2026⚙️ Auto
GuestEmailWeekly Discovery (all guests no booking 14d) (auto, no design)
GuestPushWeekly Discovery push (auto, paired) (auto, no design)
Wed Jul 8, 2026
GuestEmailRefer a Friend
GuestPushPush paired w/ Refer a Friend
Thu Jul 9, 2026
GuestEmailPeak Weekend Planner (Group)
GuestPushFun Push 2 — Peak Weekend Planner (Group)
Fri Jul 10, 2026
GuestSMSWeekend Availability
Sat Jul 11, 2026
GuestPushFun Push 3 (standalone weekend)
Mon Jul 13, 2026
GuestEmailHidden Gems Spotlight
GuestPushFun Push 1 — Hidden Gems Spotlight
Tue Jul 14, 2026⚙️ Auto
GuestEmailWeekly Discovery (all guests no booking 14d) (auto, no design)
GuestPushWeekly Discovery push (auto, paired) (auto, no design)
Wed Jul 15, 2026
GuestEmailFamily Pools
GuestPushPush paired w/ Family Pools
Thu Jul 16, 2026
GuestEmailPeak Last-Minute
GuestPushFun Push 2 — Peak Last-Minute
Fri Jul 17, 2026
GuestSMSWeekend Availability
Sat Jul 18, 2026
GuestPushFun Push 3 (standalone weekend)
Mon Jul 20, 2026
GuestEmailRefer a Friend
GuestPushFun Push 1 — Refer a Friend
Tue Jul 21, 2026⚙️ Auto
GuestEmailWeekly Discovery (all guests no booking 14d) (auto, no design)
GuestPushWeekly Discovery push (auto, paired) (auto, no design)
HostEmailMid-summer check-in: are you keeping up?
HostPushMid-summer check-in push (paired)
Wed Jul 22, 2026
GuestEmailPeak Local Drop
GuestPushPush paired w/ Peak Local Drop
Thu Jul 23, 2026
GuestEmailWeekend Planner
GuestPushFun Push 2 — Weekend Planner
Fri Jul 24, 2026
GuestSMSWeekend Availability
Sat Jul 25, 2026
GuestPushFun Push 3 (standalone weekend)
Mon Jul 27, 2026
GuestEmailPool Spotlight: Hot Tubs
GuestPushFun Push 1 — Pool Spotlight: Hot Tubs
Tue Jul 28, 2026⚙️ Auto
GuestEmailWeekly Discovery (all guests no booking 14d) (auto, no design)
GuestPushWeekly Discovery push (auto, paired) (auto, no design)
Wed Jul 29, 2026
GuestEmailPeak Local Drop
GuestPushPush paired w/ Peak Local Drop
Thu Jul 30, 2026
GuestEmailPool Spotlight: New Listings
GuestPushFun Push 2 — Pool Spotlight: New Listings
Fri Jul 31, 2026
GuestSMSWeekend Availability
Sat Aug 1, 2026
GuestPushFun Push 3 (standalone weekend)
Mon Aug 3, 2026
GuestEmailPool Spotlight: Heated Pools
GuestPushFun Push 1 — Pool Spotlight: Heated Pools
Tue Aug 4, 2026🇺🇸 Labor Day⚙️ Auto
GuestEmailWeekly Discovery (all guests no booking 14d) (auto, no design)
GuestPushWeekly Discovery push (auto, paired) (auto, no design)
HostEmailGet ready for Labor Day weekend (T-28)
HostPushLabor Day prep push (paired)
Wed Aug 5, 2026
GuestEmailPeak Local Drop (Top Rated)
GuestPushPush paired w/ Peak Local Drop (Top Rated)
Thu Aug 6, 2026
GuestEmailPeak Last-Minute
GuestPushFun Push 2 — Peak Last-Minute
Fri Aug 7, 2026
GuestSMSWeekend Availability
Sat Aug 8, 2026
GuestPushFun Push 3 (standalone weekend)
Mon Aug 10, 2026
GuestEmailPool Spotlight: Outdoor Kitchens
GuestPushFun Push 1 — Pool Spotlight: Outdoor Kitchens
Tue Aug 11, 2026⚙️ Auto
GuestEmailWeekly Discovery (all guests no booking 14d) (auto, no design)
GuestPushWeekly Discovery push (auto, paired) (auto, no design)
Wed Aug 12, 2026
GuestEmailHidden Gems
GuestPushPush paired w/ Hidden Gems
Thu Aug 13, 2026
GuestEmailLast Weekends of Summer
GuestPushFun Push 2 — Last Weekends of Summer
Fri Aug 14, 2026
GuestSMSWeekend Availability
Sat Aug 15, 2026
GuestPushFun Push 3 (standalone weekend)
Mon Aug 17, 2026
GuestEmailPool Spotlight: Top-Rated
GuestPushFun Push 1 — Pool Spotlight: Top-Rated
Tue Aug 18, 2026🇺🇸 Labor Day⚙️ Auto
GuestEmailLabor Day Wave 1 (T-14)
GuestEmailWeekly Discovery (all guests no booking 14d) (auto, no design)
GuestPushLabor Day Wave 1 (T-14) push
GuestPushWeekly Discovery push (auto, paired) (auto, no design)
HostEmailLabor Day weekend is coming (T-14)
HostPushLabor Day T-14 host push (paired)
Wed Aug 19, 2026
GuestEmailPeak Local Drop
GuestPushPush paired w/ Peak Local Drop
Fri Aug 21, 2026
GuestSMSWeekend Availability
Sat Aug 22, 2026
GuestPushFun Push 3 (standalone weekend)
Mon Aug 24, 2026
GuestEmailPool Spotlight: Slides
GuestPushFun Push 1 — Pool Spotlight: Slides
Tue Aug 25, 2026🇺🇸 Labor Day⚙️ Auto
GuestEmailLabor Day Wave 2 (T-7)
GuestEmailWeekly Discovery (all guests no booking 14d) (auto, no design)
GuestPushLabor Day Wave 2 (T-7) push
GuestPushWeekly Discovery push (auto, paired) (auto, no design)
HostPushLabor Day weekend is one week away (host push)
Wed Aug 26, 2026
GuestEmailPool Spotlight: Pet-Friendly
GuestPushPush paired w/ Pool Spotlight: Pet-Friendly
Thu Aug 27, 2026🇺🇸 Labor Day
GuestEmailLabor Day Wave 3 (T-5)
GuestPushLabor Day Wave 3 (T-5) push
Fri Aug 28, 2026
GuestSMSWeekend Availability
Sat Aug 29, 2026🇺🇸 Labor Day
GuestEmailLabor Day Wave 4 (T-3)
GuestPushFun Push 3 (standalone weekend)
GuestPushLabor Day Wave 4 (T-3) push
GuestSMSLabor Day SMS #1 (T-3 last chance)
Mon Aug 31, 2026
GuestEmailPool Spotlight: Cabanas
GuestPushFun Push 1 — Pool Spotlight: Cabanas
Tue Sep 1, 2026🇺🇸 Labor Day⚙️ Auto
GuestEmailLabor Day Day-of
GuestEmailWeekly Discovery (all guests no booking 14d) (auto, no design)
GuestPushLabor Day Day-of push
GuestPushWeekly Discovery push (auto, paired) (auto, no design)
GuestSMSLabor Day Day-of SMS
Status Notes — Latest Call (5/7)
Campaign prioritization, attribution, and summer planning. Owners + next steps.
Last Click attribution model adopted (5/7). Braze dashboards to be updated to filter conversions to post-click events only. Previous dashboards overstated by counting any post-send conversion. Chris updating reports for accurate campaign ROI.
| Area | Status | Owner | Notes / Next steps |
|---|---|---|---|
| Swim Contest | In Design | Chris | Priority: launch ASAP using repurposed templates. Dedicated email + banners across booking emails. Banners link to social (IG/TikTok). No dedicated landing page for now; add later if successful. Initial design for review by 5/8. Chris testing banner concepts with brand colors + AI graphics. |
| Birthday Campaign | Data + Draft | Chris + Michael | Michael adding data to Braze to ID customers with past birthday party bookings. Personalized promo codes timed to upcoming birthdays. Messaging avoids assuming birthday is the customer's own. Copy + design drafting starts this week. |
| Campaign Attribution | Updating | Chris | Last Click model adopted per campaign. Chris updating dashboards. Not all campaigns directly drive booking revenue — attribution varies by campaign type. Goal: consistent methods to evaluate ROI and optimize future sends. |
| Weekly Prioritization | Active | Mike + Bunim | Weekly check-ins planned to review priority lists and launch timelines with Bunim. Balancing new initiatives with campaigns already in development. Chris updating shared project tracker for transparency. |
| Inactive User Blasts | Ramping | Chris | Segmented email blasts targeting users who haven't booked yet — safety/trust content to build confidence. Ramping frequency ahead of summer. Dynamic content expected to enhance engagement. |
| Holiday Calendar | In Review | Chris + Mike | Roadmap covers Mother's Day, Memorial Day, Father's Day, Juneteenth, July 4th, Labor Day + local market holidays. Mike committed to reviewing and suggesting additional events (World Cup, etc.). Localized campaigns via push; email for major brand-aligned events only. |
| Design Process | Agreed | All | Template-first approach: repurpose existing templates for speed; new designs only when justified. Visual/image-based briefs preferred over lengthy text docs. Max 1-2 feedback rounds on designs to maintain velocity. |
Status Notes — Previous Call (4/29)
Non-lifecycle items captured from Fireflies. Owners + next steps.
Tagging audit complete (4/30). 62 canvases tagged + 138 campaigns tagged with `transactional` or `marketing`. Frequency capping rules can now be safely scoped to `marketing` tag without suppressing transactional sends. 3 trigger classifications still open (Chris's call):
Triggered-NewIgloo_, Triggered-NewTennisCourt_, ProHostBadgeEarned — transactional or marketing? These three are gray-zone (auto-fired by event but commercial-flavored content).
| Area | Status | Owner | Notes / Next steps |
|---|---|---|---|
| Direct Mail (May) | Paused | Cambrie + James | May mailer canceled — zero conversions despite ~700 visits from targeted zips. ~$1K cancellation fees. James analyzing attribution (flow scans, vanity URLs, UTMs). ICP shift needed: target by booking activity not pool density. Possible Memorial Day-timed re-send if weather + targeting fixed. |
| Google Ads | Blocked | Mike + Beck + Bunim | Account blocked due to unpaid invoice — no team member can locate it in dashboard. Beck has best access to billing emails. Contingency: launch new Google Ads account if not resolved by deadline (risk: Google flagging). |
| Meta Ads — Summer Pass | Pre-launch | Bunim + Nikhil + Chris | Strategy shift: Summer Pass for new-user acquisition in LA + Portland (was: existing users). Creative emphasizes simplified messaging ("Get a season of pools"), $67 price, "Airbnb for pools" comparison. Pending: final geolocation zips + leadership alignment with new CMO. Bunim to sync with Mike + Chris on ownership. |
| SEO | Mixed | Mike + Nikhil | April: -20% direct traffic but engagement time UP (healthier behavior). "rent a pool" keywords -12-20% clicks; "simply pool" branded UP. Avg position drop = disproportionate click loss (exponential decay). Need: SEO health audit if trend continues, page load + algo impact check. |
| Bot Traffic | Polluting metrics | Mike + Nikhil | ~300K visits classified as "unassigned" with minimal engagement — likely bots. Skewing user counts + campaign attribution. Need bot filtering / blocking to clean data. |
| "pool rentals near me" white space | Opportunity | Nikhil | +163% impressions for this term but avg position declining. Technical SEO audit recommended if downtrend persists. |
Last Week's Sends (Apr 22-29)
Pulled from Braze. Filtered to marketing/blast sends; recurring trigger-based sends excluded.
Fun Pushes 4/27-5/3 confirmed sent. Mon/Thu/Sat cadence active.
| Date | Channels | Send |
|---|---|---|
| 04/29 | Email + Push + SMS | Host: Paused Listing Live (multi-wave 3D / 1W / Live) |
| 04/29 | Host: Fan Favorite Badge Earned + Lead Up | |
| 04/29 | Host: Download Swimply App | |
| 04/29 | Push | Host: Booking Request Half-Hour Expire Reminder |
| 04/29 | SMS | Host: Paused Listing 5 Days Ago |
| 04/28 | Push | Guest: Birthday Soon (Homes) |
| 04/27 | Host: Webinar Get Ready for Summer (Email 1, queued for 4/30) | |
| 04/26 | Push | Guest: Fun Push (4/25) |
| 04/25 | Push | Guest: Weekend Push |
| 04/25 | Push | Guest: Fun Push (4/24) |
| 04/24 | Host: Enable Push | |
| 04/22 | Push | Guest: Fun Push (4/22) |
Totals (last 7d): 16 unique blasts · 9 with email · 8 with push · 3 with SMS · 0 in-app
Key Numbers
Pulled from Braze 4/29. Last 7 days = Apr 22-29.
61
Live Canvases
168
Live Campaigns
5
Briefed — Awaiting Swimply
2
Chris WIP
1
Blocked
16
Blasts Last 7d
9
Emails Last 7d
8
Push Last 7d
3
SMS Last 7d