How to Use This Calendar
This calendar gives you one primary campaign angle per month plus the year-round automation layer that runs on top. The automation layer (welcome sequence, re-engagement at 30/60/90 days, birthday, VIP milestone) runs every day without manual input. The calendar campaigns are your manual sends — 2–4 per month layered on top.
Time investment for each manual campaign: 20–30 minutes with a template. Annual investment for the full calendar at 3 campaigns/month: approximately 10–12 hours.
Year-Round Automation Layer (Always Running)
- Welcome sequence: day 0, day 3, day 7
- Re-engagement sequence: day 30, day 60, day 90
- Birthday campaign: 7 days before and on the day
- VIP milestone: visit 10 (and every 10 after)
Get more WiFi marketing insights
Practical guides, case studies, and growth strategies — delivered weekly.
These four automations, once configured, generate the majority of attributable WiFi marketing revenue with no ongoing management.
January: New Year, New Habit
The January consumer mindset is centred on fresh starts. For food and beverage venues, this maps to: healthy menu options, resolution-supporting campaigns, or "treat yourself after Dry January" angles.
Campaign 1 (early January): "New year, same great [venue] — but with some new additions to the menu." Campaign 2 (late January): "January can be long. We have something to make it better." (Comfort food, warm drinks, social evening event.)
For gyms and fitness venues: "You said you'd start in January. We made it easy." — class schedule, first-month offer.
February: Valentine's Day Revenue
The highest-revenue single event for restaurants and bars that act on it. WiFi marketing gives you a head start.
Campaign 1 (February 1): Table booking alert — "Valentine's Day at [Venue] — we have 12 tables left. Book now." Campaign 2 (February 7): Last-call urgency — "Valentine's booking closes Sunday. Don't leave it." For single subscribers or non-couples: "Galentine's / treat yourself / friends dinner" angle.
Valentine's campaigns to engaged WiFi lists generate 18–28% booking conversion, significantly higher than paid social at equivalent cost.
March: Spring Menu and Pre-Season Momentum
March is often a transitional month — post-January austerity, pre-spring enthusiasm. Use it to build anticipation.
Campaign: Spring menu preview. "We've been working on something. The spring menu launches [date] — here's a first look." Include one dish description and a photo if available. Builds anticipation and gives regulars a reason to visit specifically for the launch.
April: Easter and School Holiday Opportunity
For family-friendly venues: school holiday programming, Easter brunch, family sharing menus.
For non-family venues: Easter Friday/Saturday long-weekend campaigns, special opening hours reminder.
Campaign: "Easter weekend at [Venue] — what you need to know." Operating hours, special menu, advance booking recommendation.
May: Early Summer and Event Season Opening
Bank holiday weekends, outdoor dining season opening (for venues with terraces), early summer social momentum.
Campaign: "The terrace is open — first come, first seated. No booking needed." For outdoor venues, this is a high-conversion send.
June: Summer Launch and Mid-Year Momentum
Campaign 1: Full summer menu launch — specific highlights, seasonal drinks, opening hours update. Campaign 2: "Summer at [Venue] starts now — here's what we have on through August." Events calendar, special programming.
For venues with private hire: "Summer corporate and private bookings — we have [X] dates left." June sends for summer private events are 6 weeks ahead of peak booking demand.
July and August: High Season Management
During peak season, campaign frequency can drop to 1–2 per month. Focus shifts from acquisition to experience:
Campaign: "The best seats in [City] on a summer evening — here's how to get them." Reservation tip, best time to visit, table-in-advance offer.
September: Back to Business
September is one of the strongest campaign months of the year. Consumers are returning from holidays, habits reform, venues see footfall increases. Re-engagement of summer-lapsed subscribers is high priority.
Campaign 1: Autumn menu launch. "Summer was good. Autumn is better. The new menu is here." Campaign 2: Re-engagement blast to 60+ day inactive segment. "We've been updating things — it's a good time to come back."
October: Pre-Christmas Momentum Building
Campaign: Christmas party and event booking. "Christmas is 8 weeks away — our December calendar is filling. If you're planning a work dinner, celebration, or family gathering, now is the right time."
For restaurants: festive menu preview. Early movers get the best dates.
November: Black Friday and Gifting
Hospitality venues can participate in Black Friday with a relevant offer: gift vouchers, prepaid experiences, group dining packages. WiFi subscribers are warm — they have been in the venue and they trust the brand.
Campaign: "Gift experiences this year — [Venue] gift vouchers available in time for Christmas."
December: Christmas Season and Year-End
Campaign 1 (early December): Christmas operating hours and bookings update. Campaign 2 (mid-December): New Year's Eve — if you have programming, this is your highest-value single-event campaign. Campaign 3 (late December): Thank you email. "It's been a great year — thank you for being part of it." No commercial ask. Pure relationship maintenance going into January.
The Annual Investment vs Return
At 3 campaigns per month × 12 months = 36 manual campaigns, plus year-round automations:
For a venue with 500 active subscribers, median performance: - Manual campaigns: 36 × €210 average attributed revenue = €7,560/year - Automation revenue (welcome, re-engagement, birthday): ~€6,200/year estimated - Total annual attributed revenue: ~€13,760 - Annual platform cost: €588 - Annual time investment: ~12 hours for manual campaigns - ROI: 23x
Share this article