# RELAY Campaign Launch Copy and Handoff Self-initiated concept by Elizabeth Carpenter. September 2026. AI-assisted production. RELAY is a fictional federal technology adoption consultancy. FIRST 90 is its proposed flagship program. This package is a portfolio concept, not an offer from an operating business or evidence of government work. ## Positioning Audience: federal program leaders and prime contractor teams preparing an approved AI rollout. Managers, employees, and technical reviewers are essential participants in the delivery program. Problem hypothesis: introducing a tool creates questions about purpose, approved use, work expectations, and support. A clear communication and practice plan can address those questions. This hypothesis has not yet been tested with prospective buyers. Offer: a proposed 90-day program combining a scope brief, audience map, employee FAQ, manager conversation guide, practice communications, feedback process, and sponsor readout. Value proposition: RELAY helps teams put people in the rollout plan, connecting approved work tasks with clear guidance and useful feedback. Campaign idea: Make the upgrade human. Message priorities: clear purpose; supported practice; evidence for the next decision. ## Brand system Cobalt #2146EB; ivory #F7F4EB; signal orange #FF6B35; ink #15202B. Core editable asset fonts: Arial / Helvetica. The web case study uses Manrope for display and DM Sans for body with Arial fallbacks. This is a documented digital extension of the core typography. Use ivory on cobalt, ink on ivory, and ink on orange. Orange is an accent, not body text on ivory. Keep logo clear space equal to the height of its R. Avoid compressing the wordmark or placing it across faces. The connected-line motif represents a handoff between a new tool and supported work. Fictional working name. Name clearance and commercial business launch have not been conducted. ## Launch LinkedIn post An AI rollout creates questions before it creates habits. What is changing? Which tasks are approved? Who reviews the output? Where can employees get help? RELAY's FIRST 90 concept puts those questions into a practical communication plan, with a manager conversation guide, employee FAQ, rollout worksheets, and measurement definitions. Explore the campaign and download the field guide: https://iiseliz.com/relay.html This is a self-initiated brand and campaign concept by Elizabeth Carpenter. ## Portfolio announcement from Elizabeth I created RELAY to explore a challenge at the intersection of federal technology, change management, and communications: helping people understand and use an approved new tool. The campaign, Make the upgrade human, introduces FIRST 90, a proposed adoption program supported by a practical field guide. I developed the positioning, audience strategy, brand identity, launch copy, and communication tools, using AI-assisted production. The case study shows the decisions behind the work and distinguishes completed assets from proposed performance measures. Explore the work: https://iiseliz.com/relay.html ## Email 1 Introduction Subject: Your AI rollout starts with a people plan. Preheader: Explore the FIRST 90 communications field guide. Before the first practice session, your team needs to know what is changing, which tasks are approved, and where to ask questions. FIRST 90 brings those questions into one communication plan, with manager guidance, practical templates, and measurement definitions. Explore the FIRST 90 field guide: https://iiseliz.com/relay.html#field-guide Portfolio concept by Elizabeth Carpenter. No government affiliation. ## Email 2 Practical value Subject: Give managers a useful first conversation. Preheader: A clear purpose, confirmed boundaries, and a route for questions. Managers will hear the questions an announcement cannot anticipate. Give them a clear purpose, confirmed boundaries, and a route for the answers they do not have. The FIRST 90 manager conversation guide helps turn that first discussion into useful feedback. Open the manager guide: https://iiseliz.com/relay-guide.html#guide-6 Portfolio concept by Elizabeth Carpenter. No government affiliation. ## Email 3 Evaluation Subject: What will tell you the rollout is working? Preheader: Start with a task, a quality standard, and a baseline. Start with the work you want to improve. Define the task, agree what acceptable quality looks like, and record a baseline before judging progress. The FIRST 90 measurement framework connects those definitions to a sponsor readout and a next decision. Explore the framework: https://iiseliz.com/relay-guide.html#guide-9 Portfolio concept by Elizabeth Carpenter. No government affiliation. ## Proposed executive announcement template Subject: Preparing for our first [approved tool] practice sessions Team, We are introducing [approved tool] to support [specific work task]. During this first phase, [cohort] will work within [approved scope]. Before practice begins, we will share the approved guidance, explain the required review process, and give managers time to discuss what changes for their teams. Please review [guidance location] and complete [practice activity] by [date]. Use only the permitted data and environment described in that guidance. Send questions through [support route]. We will review [defined measures] and share what we learn on [date], including open questions and any changes to the plan. [Sponsor name and role] Template only. Replace bracketed items and obtain program-specific review before use. ## External launch calendar Week 1: introduce the campaign through hero creative and the landing experience. Next action: explore the guide. Week 2: publish the six-slide carousel and launch post. Next action: download the guide. Week 3: share the manager toolkit excerpt and email 2. Next action: consider rollout readiness. Week 4: propose a 30-minute briefing on the first questions an AI rollout needs to answer. No event is currently scheduled. Week 5: publish measurement content and email 3. Next action: consider a readiness workshop. Week 6: review channel response and message comprehension. Choose the next experiment. The market-launch calendar is separate from the proposed 90-day program delivery calendar in the field guide. No advertising, outreach, emails, or customer briefings have been executed. ## Commercial path to validate Define the prime-contractor audience by relevant delivery role, a stated agency rollout need, and a plausible next step. A commercial version could invite a scoping conversation, then a readiness workshop, then a scoped engagement subject to the buyer's procurement and authorization process. The current portfolio experience offers downloads only. It does not collect consultancy leads, accept workshop bookings, quote a price, or claim a contract vehicle or certification. ## Measurement plan Portfolio interest: consented case-study page visits and work-sample clicks. The existing portfolio analytics configuration is reused. Named sample events are prepared for the owner's GTM configuration. Actual analytics ingestion has not been verified in this project. Campaign conversion: unique guide-download clickers / unique campaign visitors, for the same period and permitted analytics population. A download click is not a completed read or qualified lead. Qualification for a future commercial campaign: a relevant buyer or partner role, a stated rollout need, and a plausible next step. Choose lead-collection and attribution methods before measuring conversations or workshops. Program adoption: define understanding, guided practice, sustained use, quality, and support friction. Record baseline, cohort, sample size, time window, and data limitations. Do not infer ROI from logins or downloads. No targets, spend, pipeline values, ROI, customer wins, or adoption outcomes are presented as achieved results. ## Proposed validation Invite a small group of federal communications and program professionals to review the offer and guide. Ask them to explain what FIRST 90 provides, identify a useful section, and point to one unclear or unconvincing element. Record findings and changes. This research has not been conducted. ## Motion transcript 0-5 seconds: RELAY. Make the upgrade human. FIRST 90. Federal AI adoption, with people in the plan. 5-10 seconds: Start with one useful task. Define the work. Confirm the boundaries. Make the first practice session count. 10-15 seconds: Put people in the rollout plan. Explore FIRST 90 and download the field guide. iiseliz.com/relay.html. All scenes contain a self-initiated concept credit. The video has no audio. ## Asset inventory RELAY-FIRST-90-Field-Guide.pdf: 12-page guide, including 12 fillable fields across two worksheets. RELAY-Brand-and-Launch-Book.pdf: eight-page brand, positioning, channel, and measurement overview. RELAY-Launch-Carousel.pdf: six-slide 4:5 social document. RELAY-Social-01 through 06: 1080 x 1350 PNGs and editable SVG typography assets. RELAY-Logo-Cobalt.svg, RELAY-Logo-Ivory.svg, RELAY-Logo-Ink.svg: editable wordmarks. RELAY-Launch-Motion.mp4: 1080 x 1350, 15 seconds, no audio. RELAY-Field-Guide-Text.json: editable structured guide text. SVG assets retain editable text. Font substitution can affect line length; review before export. PNG/PDF assets are ready to review and share. The PDF is visually designed and fillable; no PDF/UA or Section 508 certification is claimed. An HTML reading edition is available at https://iiseliz.com/relay-guide.html. ## Sources and credits GSA, September 10, 2026. Federal AI adoption context: https://www.gsa.gov/about-gsa/newsroom/news-releases/gsa-expands-onegov-ai-offerings-with-discounted-openais-chatgpt-09102026 NIST AI Resource Center. Risk-management resources: https://airc.nist.gov/ Section508.gov. Digital content guidance: https://www.section508.gov/create/ Sources reviewed September 2026. FIRST 90 is an original proposed communications structure, not a government standard. RELAY has no agency affiliation or endorsement. Workshop photo: one AI-generated editorial scene showing three fictional adult coworkers, cobalt knit, warm natural light, a laptop and worksheet, and a Washington DC office setting. No actual client, employee, or facility is represented. Built-in image generation was used once; final photo is included in the website. Typography, layouts, and abstract route geometry were authored as editable design elements.