When? When you're coming off the back of games versus teams you've already beaten earlier in the year, rather than top 4/5
Here are my two premises.
First, that the on-field environment matters; that this campaign is likely to be received better if the team is doing better.
I'm not sure this is a controversial point, but here's a MFC example. Lapsed members responded more positively to calls regarding membership renewal after decent performances, rather than after bad losses.
Second, that we're more likely to have better performances versus teams we're around or above on the ladder and have beaten earlier in the year.
Again, I'm not sure this is a particularly controversial point either. We've been pretty consistent in smashing some teams down the bottom, getting smashed by teams up the top, and putting in average performances against teams around our level.
I'm not suggesting it's guaranteed that we'll have a decent performance versus teams we've already beaten, but I certainly think it's more likely. Even announcing it later in this week, closer to the Richmond game, would have been better IMO.
Does the utility gained by having announced the plan a little earlier really outweigh the fact it was put out there at a time when fans are ranting that players aren't putting in 100%? I can't see that it does, but perhaps that's why I'm not running marketing at the Club