# Case: the September restart plan > Put the module together: a calendar, a message hierarchy, a budget that fits the month and honest offer rules for Klasna's September 2027 restart, plus the plan's messages and budget row. - Course: [Marketing Strategy: Who to Win and How](https://productovi.com/courses/marketing-strategy.md) - Module: What do we say, where, and with what budget? - Lesson 24/32, ~39 min - Source: https://productovi.com/courses/marketing-strategy/september-restart-plan-case ## The brief **Alex Tutor:** You're still on Klasna's marketing team, and this case closes the module. Leo wants the September 2027 restart plan by Friday: calendar, messages, budget and the rules every offer must pass. **Uliana:** What we have: the goal of 90 new families, 246,000 of campaign media from the last lesson, options B, C and E, a test of the school chats, and always-on search at 90,000. **Uliana:** And Ostap's draft: "Back to school: 30% off every package, this week only!" in a teen creator's video, with "last chance" repeated every Monday. **Alex Tutor:** Most of that draft fails the module's rules; you'll see where. Start with the calendar: what happens when, given that families decide in late August and the first weeks of September. **Dataset (CSV):** [Media options for the September 2027 restart](https://productovi.com/datasets/marketing-strategy/september-restart-plan-case/klasna-media-options-2027.csv) The same quotes as in the previous lesson (October 2026). The audience to reach is parents of children aged 10–17. Money in UAH. - `option_id`: Option letter - `option`: Option name - `tool_type`: paid_creator, paid_ads or partner - `cost_uah`: Price quoted - `views`: Expected views - `target_audience_pct`: Share of views from parents of children aged 10–17, % - `under_18_pct`: Share of views from people under 18, % - `audience_source`: Where the shares come from > **Exercise:** Put the restart calendar in order. **Alex Tutor:** One line of that calendar deserves a second look: who gets the 25 August email, and why not ads? > **Exercise:** About 30% of spring families come back in September. How should the restart plan reach them? ## What we say **Sofia:** For the message, Ostap leads with the discount. Our ads used to lead with "qualified tutors". **Alex Tutor:** Both miss the position. Qualified tutors are table stakes: every alternative claims them. The difference families value and only Klasna proves is the weekly progress note to parents. Lead with it, prove it with a real sample, and keep the discount out of the headline. > **Exercise:** Which main message fits the restart campaign for parents? **Uliana:** Ostap will ask why not keep the 30%, at least for the first week. **Alex Tutor:** Pricing belongs to the Pricing course, but two rules reach every campaign (as of October 2026). A discount must be real: a reduction from a price you never charged misleads customers anywhere. **Alex Tutor:** The EU rule that an announced reduction shows the lowest price of the previous 30 days is written for goods, and Ukraine's similar rule is adopted but not yet in force; for tutoring, a service, treat that 30-day reference as the honest default rather than a strict requirement. And a sale ad states its dates and the real reduction; check the current Ukrainian advertising rules before launch. **Alex Tutor:** Check the first rule with a quick statement. > **Exercise:** **True or false:** Klasna may advertise "was 7,400, now 5,200" for a package it has only ever sold at 5,200, as long as the ad states its dates. **Sofia:** And "this week only" that comes back every Monday? **Alex Tutor:** That is false urgency: an offer that says it ends must end. And the cost: the course Finance for Product People shows that 10% off the English 16-pack needs 48.73% more lessons just to stand still. Thirty percent off a whole restart is a big bet, not a headline. **Alex Tutor:** All of this is as of October 2026; check current sources before launch. > **Exercise:** Ostap, Klasna's ads freelancer, drafted: "Back to school: 30% off every package, this week only!" in a teen study creator's video, with "last chance" repeated every Monday, plus a September email to spring families who opted in. Which parts of the draft break the module's rules? Select all that apply. ## A budget that fits the month **Hanna:** Remind me what September carries if the whole campaign sits in it. **Sofia:** 246,000 of media, 90,000 of search and 18,000 for the test: 354,000, above any month in your forecast. **Alex Tutor:** That's why the calendar starts on 20 August. Suppose 40% of the campaign media runs in the last ten days of August. **Alex Tutor:** First, how much campaign media lands in August? > **Exercise:** The restart campaign has 246,000 UAH of media, and 40% of it runs in the last ten days of August. How much campaign media runs in August? In UAH. > **Exercise:** If 40% of the 246,000 campaign media runs in August, what is Klasna's **September** marketing total with always-on search (90,000) and the school-chat test (18,000)? In UAH. **Uliana:** Last thing before the plan: the rules. I want a short checklist every message passes before it runs, whoever wrote it, Ostap or an AI tool. **Alex Tutor:** Which lines belong on that checklist? > **Exercise:** Which checks belong on the pre-launch checklist every restart message passes, whoever wrote it? Select all that apply. > **Exercise:** Write Uliana's pre-launch checklist: **4–6 short checks** every restart message must pass before it runs. ## The plan **Alex Tutor:** Now the whole case. It also gives the plan its messages and budget row: one or two sentences that say what Klasna says, to whom, when, and how much it spends against which goal. > **Exercise:** Write Leo the September 2027 restart plan and the plan's messages and budget row. > **Key ideas** > > - A campaign plan joins the module: goals by step, tools by goal, media chosen on cost per useful contact, a budget worked back from the goal. > - Lead with the position (the weekly progress note), not with table stakes or a discount. > - Fit the month: start before the peak of decisions and split the money (here 40% in August leaves September at 255,600). > - Keep always-on and tests on their own lines; reach returning customers through owned channels, not paid media. > - Every message passes the same checks: parents as the audience, provable claims, labelled paid posts, real discounts with end dates, consent, Ukrainian for Ukraine, human review of AI drafts. **Alex Tutor:** The plan now has its messages and budget row. Next module: what Klasna offers next, and where it grows. - Previous lesson: [A budget from the goal backwards](https://productovi.com/courses/marketing-strategy/a-budget-from-the-goal-backwards.md) - Next lesson: [The offer in layers](https://productovi.com/courses/marketing-strategy/the-offer-in-layers.md) --- Productovi Learning. Free, no sign-up needed to read.