01
Define the offer.
FIRST 90 turns a broad adoption proposition into a clear program: prepare the team, support practical use, and establish evidence for the next decision.
Federal technology adoption / Brand launch
Make the
upgrade
human.
A new tool changes the work. RELAY puts people in the rollout plan, with clear communications, manager support, and practical ways to learn.
FIRST 90The flagship
program concept
program concept
A proposed 90-day approach to employee communications and supported AI adoption.
01 / Prepare02 / Practice03 / Sustain
RELAY is a fictional brand. Workshop photography is AI-generated.
- Contribution
- Brand concept, strategy, writing & creative direction
- Audience
- Federal program leaders & contractor partners
- Project type
- Self-initiated concept / September 2026
01 / The strategic opportunity
Make adoption
understandable.
I developed RELAY to explore how a federal technology consultancy could make a complex offering specific, useful, and recognizable. The campaign connects the buyer’s rollout challenge with the questions employees actually need answered.
02
Earn attention.
A practical field guide gives prospective buyers something useful before a sales conversation. The launch shows the quality of the thinking through the work itself.
03
Connect the audiences.
The program sponsor, manager, employee, and technical reviewer need different information. The campaign and toolkit connect those needs through a shared plan.
Market context: GSA’s September 10, 2026 OneGov AI announcement includes training and enablement resources. RELAY’s positioning is my strategic interpretation of that opportunity, not validated customer demand. Read the GSA announcement.
02 / The launch creative
A clear idea.
Room to be seen.
Large typography, cobalt, signal orange, and a connected-line motif carry the campaign. Each asset makes one point and leads toward the field guide.
Explore the three supporting carousel slides
03 / The signature asset
Give the rollout
a working plan.
The 12-page FIRST 90 field guide translates the campaign into practical communication tools. Two fillable worksheets help a team define its rollout and prepare a sponsor readout.
- 01 Audience map & proposed 90-day plan
- 02 Manager conversation guide & employee FAQ
- 03 Communications calendar & measurement definitions
- 04 Fillable worksheets & readiness workshop
A portfolio planning resource. Adapt templates to approved agency guidance before use.
04 / The program architecture
Build toward
the next decision.
The proposed delivery program has three phases. Each phase ends with a decision about readiness, scope, or continuing support. The timing is a planning structure, not a federal requirement.
Prepare.
Confirm the approved task, understand the audience, brief managers, and create a clear source of guidance.
Decision: Are scope, support, and review responsibilities clear enough to begin?
Practice.
Run guided exercises, listen to questions, review work quality, and improve the instructions.
Decision: What needs to change before any broader use?
Sustain.
Compare evidence with the baseline, reinforce useful practices, and assign continuing owners.
Decision: Continue, adjust, expand within approved scope, or pause?
05 / Motion & message
The same idea.
A moving format.
A 15-second launch asset carries the campaign from the central promise to a practical first task and an invitation to explore the guide. All messaging is visible on screen.
Read the video 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 include a self-initiated concept credit. This video has no audio.
06 / The market launch
A six-week
conversation.
The external campaign moves from an introduction to useful content and a proposed readiness discussion. This launch calendar is separate from the 90-day client delivery program.
| Timing | Purpose | Asset or channel | Next action |
|---|---|---|---|
| Week 1 | Introduce the premise | Hero creative & landing experience | Explore the guide |
| Week 2 | Make the issue tangible | LinkedIn carousel & launch post | Download the guide |
| Week 3 | Demonstrate usefulness | Manager toolkit excerpt & email | Consider readiness |
| Week 4 | Create a discussion | Proposed 30-minute briefing | Discuss a rollout need |
| Week 5 | Answer an objection | Measurement example & follow-up | Consider a workshop |
| Week 6 | Review and refine | Channel and message review | Choose the next test |
Email 01 / Introduction
Your AI rollout starts with a people plan.
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.
Email 02 / Practical value
Give managers a useful first conversation.
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 conversation guide.
Email 03 / Evaluation
What will tell you the rollout is working?
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 measurement framework.
Proposed launch copy and channel plan. No emails, advertising, briefings, or customer outreach have been executed.
07 / Evidence & measurement
Make the claims
as clear as the work.
The finished assets demonstrate the strategy and craft. Campaign performance and client adoption require separate evidence. The proposed measurement plan keeps those questions distinct.
Portfolio evidence
A complete visual identity, a 12-page guide with two fillable worksheets, an eight-page brand and launch book, six carousel slides, motion, launch copy, and this case study.
Campaign measurement
Track consented visits and guide-download clicks, then review message and channel differences. A download click indicates interest; it does not establish a qualified lead or business outcome.
Program measurement
Define understanding, guided practice, sustained use, work quality, and support friction. Record the baseline, cohort, time window, and limitations.
What remains to validate
Buyer demand, offer differentiation, message comprehension, commercial feasibility, and adoption outcomes. Targets and return on investment remain unset until there is a defensible basis.
My next test: invite a small group of federal communications or program professionals to review the guide, identify unclear sections, and record revisions. That is a proposed next step, not completed research.
Explore the complete work
From the brief
to the deliverables.
Download the campaign package for the strategy, copy, visual assets, and practical communication tools.