If you’ve ever said “next year we’ll be more organised,” this course is your future self’s thank-you note. The same big moments arrive like clockwork (Black Friday, the holidays, Valentine’s, awareness days) and yet most teams treat each one like a brand-new emergency: around 75% of brands have no systematised campaign plan, so they rebuild from scratch, burn hours, and bleed margin season after season.
This short course fixes the cycle. Using Black Friday as the worked example, you’ll learn a repeatable framework to plan, launch and measure campaigns for any key season, in about 90 minutes of lessons. Whether your countdown is three weeks or three months, you’ll leave with a ready-to-run plan for your next big moment, plus the reusable Campaign Playbook that means you never start from a blank calendar again.
Set the goal and lock KPIs for faster buy-in, then design offers that align with your values and safeguard your margins.
The execution layer. Seasonal social before, during and after; the full Black Friday email timeline (deliverability-friendly cadences, segmentation you’ll actually use, subject lines that excite); and partnership plans with briefs, assets and mutual value.
Attribution that gives strategic insight (report like a strategist, not a spreadsheet), then assemble everything into your Seasonal Campaign Playbook.
The Campaign Playbook: one system to plan, execute and archive every seasonal campaign you run, built with the Playbook template, Social Timeline Planner, Partnerships Worksheet, Audit Spreadsheet and Post Ideas Bank. Submit it for expert feedback, then rerun it every season after.
Because making learning fun is kinda our thing
“It’s really packed with info and actionable steps. I feel like I have lots of things I can try out right away!” — Lara, Brand Strategist
Fab Giovanetti is an award-winning author, entrepreneur and marketer of 16 years with a love for GIFs, band t-shirts and strong coffees. She is the CEO of Alt Marketing School, looking to make marketing more impactful, accessible, inclusive and fun.
She also stepped in as a guest lecturer for organisations such as Semrush, Planable, Underpinned and Jolt. Featured in The Next Web, Business Insider, Forbes among others, she was nominated one of the 50 digital women to watch in 2024, 2023 and 2022.
Level up with AMS
Looking to supercharge your team’s marketing skills? The AMS courses are available both on-demand and live, and are perfectly tailored to your marketing stars.
Dive into our offerings by reaching out at hello@altmarketingschool.com
You can access the course for as long as you are part of our all-access pass. We continuously refine, add, and update our content to keep it sparkly and relevant. As long as you have an active membership, you’ll receive all future updates and enhancements!
What sets our classes apart is our commitment to hands-on, actionable learning. While many courses offer theoretical knowledge, ours are designed for real-world application. Each course is an immersive experience where the skills you acquire are applied immediately and integrated into your marketing toolkit.
Since the course lets you follow your own learning journey, time investment can vary. Dedicating approximately two hours a day to the training allows you to get through the course in about a weekend. But remember, replay, pause, and play it again whenever you need.
We aim to build training that can support marketers with all levels of knowledge. Each course also includes a breakdown of the level of knowledge required and anything else you may need to make the most of your training.