Project Timeline
Managing The Clock
Everyone loves a good buzzer-beater. However, in this instance, a carefully planned, well-managed approach to time management is in everybody’s best interest. A campaign with this many moving parts doesn’t succeed by accident. It succeeds because every deliverable has a due date, every due date has a buffer, and every buffer accounts for the real world. This schedule is not aspirational—it is achievable.
Phase 1 — Onboarding + Alignment
Week of May 11 / Duration: 2 weeks
Kickoff meeting with BMS team
Brief alignment, access to style guides, exhibit and team logos, exhibit renderings, and any available interactive assets
Media list development
Build and refine targeted press list; confirm existing BMS relationships to exclude (Most Buffalo, WIVB/WNLO)
Social content calendar framework
Develop full June–September content arc; present schedule and post concepts to BMS for alignment before production begins
Media plan development begins
Radio, CTV, and OOH channel strategy; initial vendor outreach; rate negotiation commences
Note: BMS lead out of office May 5–11
Fourthidea uses this window for internal brief development, competitive review, and prep work that does not require BMS sign-off—ensuring no time is lost once the project formally begins
Phase 2 — Creative Development + Team Approvals
May 26-June 13 / Duration: 3 weeks
Video commercial template – draft (Canva)
All four aspect ratios (16:9, 9:16, 4:5, 1:1) developed using Science Stadium logo, exhibit style guide, and team logos
Pre-opening social content – batch 1
Reveal series copy, graphics, and video scripts developed; submitted to BMS for review, then routed to Bills/Sabres/Bandits
Media pitches 1 + 2 – drafts
“The science that built the Buffalo Bills” and “The team behind the team”—drafted, reviewed with BMS, spokespeople confirmed
Media plan – final and approved
Placements negotiated, creative specs and deadlines confirmed across radio, CTV, and OOH; presented to BMS for sign-off
Team approval window: 5 business days per review cycle
All content featuring Bills, Sabres, or Bandits branding is routed through BMS for distribution to team partners. Fourthidea builds edit accommodation time into every creative deadline—no approvals are on the critical path if submitted on schedule.
Phase 3 — Pre-Opening Campaign Launch
June 16-July 17 / Duration: 4 weeks
Paid media goes live – late June
Radio spots, CTV placements, and OOH running across WNY. Creative aligned to pre-opening awareness messaging
Pre-opening social content – live
Reveal series posting begins per approved schedule. BMS handles posting; Fourthidea monitors analytics and flags optimization opportunities
Pitches 1 + 2 – distributed and followed up
Pre-opening pitches sent; Fourthidea manages follow-up and media coordination. On-site coordination as needed.
Video footage capture – exhibit access
As installation progresses, Fourthidea coordinates access to capture early footage of select interactives for social and paid creative use
Members preview – July 17
On-site content capture: first-visitor reactions, interactive footage, partner atmosphere. BMS leads press event; Fourthidea captures organic content
Opening weekend social content – ready to post
All opening-window content pre-produced, approved, and queued ahead of July 17 preview—ready to deploy the moment the doors open
Phase 4 — Opening Push + Summer Sustain
Duration: 6 weeks
Public opening – July 18
Full campaign activated. Paid media at peak frequency. Opening-window social content live across Facebook and Instagram.
Unscripted access content – ongoing capture
Visitor reactions, interactive challenge footage, player and mascot visits captured and turned around for social posting.
Pitches 3 + 4 – distributed
“Bills Mafia meets the lab” and “The summer STEM destination”—pitched to sports media, parenting press, and regional TV feature desks.
Challenge series social content – live
Interactive-specific posts designed for shareability and repeat visits. BMS posts; Fourthidea tracks performance and recommends adjustments.
Paid media – sustained attendance messaging
Creative shifts from awareness to urgency: “Before summer ends” framing. Radio, CTV, and OOH continue through Labor.
Coverage reporting – ongoing
Secured earned media placements tracked and reported to BMS as they run; coverage clips collected for wrap report.
Phase 5 — Back-to-School Push + Campaign Close
Duration: 4 weeks
Back-to-school messaging – STEM careers angle
Final social content batch pivots to educational value and STEM career inspiration—speaking directly to families making last-of-summer plans.
Paid media – final flight
All channels run through Labor Day weekend. Media buys conclude; final impressions and performance data collected from vendors.
Final social content – posted by BMS
Closing pieces of the challenge series and any outstanding partner content delivered and approved ahead of September 30.
Campaign wrap-up report
Full reporting delivered by September 30: media metrics and insights, earned coverage summary, social performance overview, and recommendations for sustained visibility into fall.