Larkspur Cycles spring launch brief
Owner: Ruth Adeyemi. Updated Oct 1, 2026.
Brief at a glance
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.
Handoff readiness: 6 of 8 items complete
Audience notes
Commuter riders
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
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
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 | |
| Use a dealer email sequence as a launch channel | Tessa Lund | Sep 7 | The brief asks for dealer-ready email copy and photo placeholders | |
| Dealer offer terms | Tessa Lund | Due Oct 9 | No dealer offer appears in any concept until the terms are supplied | |
| Dealer co-marketing budget for next year | Tessa Lund | After the January review | Concepts must not assume more spend than is approved today |
Terms
Approved and safe to use
Product claims taken from the published specification sheet. List prices as published on the web store. The invitation to book a test ride at an independent dealer, with no purchase needed. The Larkspur brand voice guide: plain, confident, no hype.
Not approved, do not use in any concept
The dealer discount named in the first draft of this brief. Larkspur had not approved it, and Ruth removed it before this version. Also not approved: any percent-off language to consumers, any financing offer, and any claim beyond the specification sheet.
Missing: approved dealer offer terms
Tessa Lund supplies the approved dealer terms by Friday, Oct 9. Ruth will not hand over a brief with this gap, so every day the terms are late moves the Oct 12 handoff and the Nov 6 first concepts by a day. If the terms are still missing on Oct 12, Ruth tells the creative partner the new date the same day.
What Larkspur supplies
| Item | Status | Owner | Due |
|---|---|---|---|
| Logo pack and brand voice guide | Tessa Lund | Done | |
| Published specification sheet | Tessa Lund | Done | |
| Approved dealer offer terms | Tessa Lund | Oct 9 | |
| Product photo set | 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.
What comes back
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.
Demo client portal. Lantern Row Advisory, Larkspur Cycles, the people and every figure are fictional sample data. Built on FuseBase.