Rise — Creative Refresh Pipeline Proposal

2026 Creatives Tracked

23

Unique ad creatives with attribution data

Best Booking Rate

15.2%

"2026-6" — only creative with tracked closes

Worst High-Volume

3.1%

"TT1" — 224 leads, 0 closes. Kill immediately.

AI Pipeline Cost

$200/mo

vs. $55K/year for additional FTE (4% the cost)

📊 Creative Performance Scorecard (2026 YTD)

Creative	Leads	Booked	Book %	Closed	Close %	Verdict
TT1	224	7	3.1%	0	0.0%	🔴 KILL
Winter 1 - Copy	110	7	6.4%	0	0.0%	🟡 Test variants
No Ad (organic)	106	30	28.3%	10	9.4%	🟢 Benchmark
Zach - 1	79	4	5.1%	0	0.0%	🔴 Below threshold
best1	69	5	7.2%	0	0.0%	🟡 Marginal
Boom 1 - New Copy	58	3	5.2%	0	0.0%	🔴 Below threshold
2026-6	46	7	15.2%	2	4.3%	🟢 WINNER — SCALE
Heck 2 - Copy	18	6	33.3%	0	0.0%	🟢 High book rate
TTdec2	24	3	12.5%	0	0.0%	🟡 Promising
2026-4	16	2	12.5%	0	0.0%	🟡 Promising
2026-3	17	2	11.8%	0	0.0%	🟡 Promising
FTC 1	16	1	6.2%	0	0.0%	🔴 Below threshold
Dozer 1	16	0	0.0%	0	0.0%	🔴 KILL
austin1	11	2	18.2%	0	0.0%	🟢 Small but strong

📈 Booking Rate by Creative (min 10 leads)

🔄 Current vs. AI-Assisted Pipeline

❌ Current State

2-5 creatives/week (manual)
~1 A/B test per month
No naming convention
No kill/scale criteria
Reactive refresh (when perf drops)
No creative performance dashboard
2-week time to first creative
Single-version per concept

→

✅ AI-Assisted Pipeline

15-25 creatives/week (AI + human)
3-5 A/B tests per week
Standardized naming: CLIENT-YYYY-MM-TYPE-VAR
Kill below 5% booking after 50 leads
Weekly rotation cadence
Automated creative KPI dashboard
3-day time to first creative
10-20 variants per concept

🎯 Expected Impact

Creatives / Week

2-5

↓

15-25

A/B Test Velocity

1/month

↓

3-5/week

Avg Booking Rate

~6%

↓

10%+

Time to First Creative

~2 weeks

↓

3 days

Annual Tool Cost

$0

↓

$2,400

Revenue Impact (est.)

—

↓

+$210K/yr

💰 Cost: AI Pipeline vs. Additional FTE

AI Tool Stack

$2.4K

1 FTE (Creative)

$55,000/year

AI stack = 4% the cost of one person, with 5-10x the output increase.

👥 Team Role Evolution

Kris Lopez

Creates everything from scratch

→ Creative Director: reviews AI output, polishes winners, directs UGC

Roy

Video editing

→ Video + AI pipeline manager: runs generation tools, edits AI output

Ruby Jane

Design (one-at-a-time)

→ Template + brand system owner: Canva templates, brand kits at scale

Mark

Design

→ Performance analyst + A/B test manager: tracks KPIs, kill/scale decisions

Same 4 people. 5-10x output. Data feedback loop.

📅 Implementation Timeline

Week 1-2

Foundation

Naming convention enforced
Creative perf tracker built
AI copy generation workflow
Kill TT1, scale 2026-6
Canva brand kits (top 10)

Week 3-4

AI Pipeline Live

First AI copy batch (50 variants)
5 master image templates
AI video pilot (3 scripts)
Deploy AI creatives for Rise
Weekly creative reviews begin

Month 2

Scale to Clients

Top 5 clients on AI pipeline
Train Kris on AI workflow
Weekly KPI reports by Mark
AI vs human perf comparison
Refine prompt templates

Month 3

Full System

All clients on AI pipeline
Creative perf dashboard live
Weekly rotation automated
Team structure evaluation
SOPs documented

⚡ Immediate Actions (This Week)

1. Kill TT1

224 leads, 3.1% booking, 0 closes. Burning ~$5K/mo on junk leads.

2. Scale 2026-6

15.2% booking rate, 2 closes. Only proven performer. Double its budget.

3. AI Copy Variants

Generate 10 variations of 2026-6's winning messaging. Deploy as new ads immediately.

4. Naming Convention

CLIENT-YYYY-MM-TYPE-VAR. Can't track what you can't name.

🎨 Creative Refresh Pipeline