🧶 Yarn Crawl 2026

We're mighty. We're everywhere.
Join the yarn crawl—a journey of LYS discovery.
July 24 – August 2, 2026
Campaign Dates
Awareness: July 6–16
Countdown: July 20–23
Launch: July 24
Daily Specials: July 25–Aug 2
Newsletters
Week-Out: July 22, 9am
Launch Day: July 24, 8am
Post-Crawl: Aug 3 (optional)
Content Ready
✓ 2 newsletters (full copy)
✓ 23+ social posts
✓ 7 signage layouts
✓ Daily special cards (9 variations)
Campaign Timeline
July 6
Awareness Launch
Announce both crawls (carousel + reel)
July 13
Education
What is a yarn crawl? (5-slide carousel)
July 16
Brand Positioning
"Small but mighty" community message
July 20–23
Countdown Blitz
Reel + daily stories (4 days, 3-2-1 countdown)
July 22
Newsletter #1
Week-out: "Join the Journey" invitation tone
July 24
🔥 Launch Day Blitz
Newsletter #2 (8am) + 3 social posts + in-store displays
July 25–Aug 2
Daily Specials
Morning story + daily special card + evening recap (9 days)
Aug 3
Post-Crawl Gratitude
Thank you post + 3 stories + optional email
23+
Social Posts
2
Newsletters
9
Daily Specials
7
Signage Layouts
Brand System
Color Palette:
Navy #1f2a44
Magenta #d85a8b
Sage #a2ad91
Off-white #f2efe9
Visual Identity:

Two-bag artwork (yellow + orange shopping bags, navy outlines, gradient accent). Magenta used for daily specials (top section), sage for product info (bottom section).

Tone:

Warm, playful, community-focused. "Makers" (inclusive of knitters/crocheters). Emphasis on discovery, journey, and celebrating indie fiber shops.

All Copy Documents Ready
Owner Decisions Needed by July 15
  • Confirm crawl hours (for newsletter & signage)
  • Confirm July 31 featured item (TBD in copy)
  • Merch decision (yarn crawl tees/totes, or skip?)
  • Web landing page check (does yarn-crawl-2026 page exist?)
  • Assign daily posting owner (Frances, Molly, rotation?)
Next Steps
Design (by July 18)
• Canva: 2 newsletters
• Canva: 5+ social graphics
• Canva: 7 signage layouts
• All using brand kit
Print (by July 20)
• Main poster (11"×17")
• Daily special cards
• Counter cards
• Hangtags, passports
Setup (by July 23)
• Klaviyo: 2 campaigns
• Social: Queue 23+ posts
• Install: Window displays
• Brief: Team on daily rotations
✨ Ready to Launch
All copy is written, strategized, and ready for design handoff. Every piece threads back to "We're mighty. We're everywhere." Tone is consistent across newsletters, social, and signage. Timeline is tight but achievable.