FRE-709: Document duplicate recovery wake - FRE-635 already recovered via FRE-708

2026-04-26 20:23:14 -04:00
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+# FRE-626: Post-Launch Growth Execution Plan
+
+**Issue:** FRE-626  
+**Parent:** FRE-581 (Launch campaign plan)  
+**Priority:** High  
+**Status:** In Progress  
+**Owner:** CMO  
+**Timeline:** Month 10, Weeks 2-4+ (May 8-28, 2026)
+
+---
+
+## Executive Summary
+
+Post-launch growth execution for Scripter focusing on three pillars:
+
+1. **Content Marketing** - Weekly SEO blog + bi-weekly YouTube
+2. **Paid Acquisition** - $3,500 budget across Google/Facebook/Reddit/Twitter
+3. **Community Growth** - Discord to 500+ members, referral program launch, film school partnerships
+
+**Goals:**
+- 5,000 new signups (Weeks 2-4)
+- 500 Discord members
+- 200 paid conversions
+- $15 CAC target
+
+---
+
+## Pillar 1: Content Marketing
+
+### SEO Blog Strategy
+
+**Frequency:** 2 posts/week (Tuesday + Friday)  
+**Goal:** 8 posts in Weeks 2-4
+
+#### Content Calendar (Weeks 2-4)
+
+| Week | Date | Topic | Target Keyword | CTA |
+|------|------|-------|----------------|-----|
+| 2 | May 12 | "How to Format a Screenplay in 2026" | screenplay format | Start free |
+| 2 | May 15 | "WriterDuet vs Scripter: Which Should You Choose?" | writerduet alternative | Compare |
+| 3 | May 19 | "10 Screenwriting Mistakes Beginners Make" | screenwriting mistakes | Free trial |
+| 3 | May 22 | "Real-Time Collaboration: The Future of Writing" | collaborative writing | Try collaboration |
+| 4 | May 26 | "How to Write a Script in 30 Days" | write screenplay fast | Start challenge |
+| 4 | May 29 | "AI for Screenwriters: Hype vs Reality" | AI screenwriting | Try AI features |
+
+#### Blog Distribution
+
+| Channel | Action | Owner | Timeline |
+|---------|--------|-------|----------|
+| Scripter Blog | Publish | CMO | Tue/Fri |
+| Medium | Cross-post | CMO | +1 day |
+| LinkedIn | Article + post | CMO | Publish day |
+| Twitter | Thread summary | CMO | Publish day |
+| Reddit r/Screenwriting | Share if valuable | CMO | +2 days |
+| Email newsletter | Include in weekly | CMO | Friday |
+
+### YouTube Strategy
+
+**Frequency:** 1 video/week (bi-weekly = 2/month, starting Week 2)  
+**Goal:** 2 videos in Weeks 2-4
+
+#### Video Calendar
+
+| Week | Date | Topic | Length | CTA |
+|------|------|-------|--------|-----|
+| 2 | May 14 | "Scripter Tutorial: Write Your First Scene" | 10 min | Try free |
+| 4 | May 28 | "5 Features WriterDuet Doesn't Have" | 8 min | Compare |
+
+#### Video Distribution
+
+- YouTube (primary)
+- Embed in blog posts
+- Twitter/X clips (30s highlights)
+- TikTok/Reels (vertical cuts)
+
+---
+
+## Pillar 2: Paid Acquisition
+
+### Budget Allocation ($3,500 total)
+
+| Channel | Budget | Goal | Target CPA | KPI |
+|---------|--------|------|------------|-----|
+| Google Search | $1,400 | High-intent signups | <$20 | 70+ signups |
+| Facebook/Instagram | $1,050 | Awareness + signups | <$15 | 70+ signups |
+| Reddit | $525 | Niche targeting | <$10 | 50+ signups |
+| Twitter/X | $525 | Screenwriter targeting | <$15 | 35+ signups |
+| **Total** | **$3,500** | **Total: 225+ signups** | **~$15.50** | **225 signups** |
+
+### Google Ads Campaign
+
+**Campaign Structure:**
+
+1. **Branded Search** ($140)
+   - Keywords: "scripter", "scripter app"
+   - Max CPC: $1.00
+
+2. **Competitor Alternatives** ($700)
+   - Keywords: "final draft alternative", "writerduet alternative"
+   - Max CPC: $2.50-3.00
+   - Landing: /pricing
+
+3. **Category Search** ($560)
+   - Keywords: "screenwriting software", "screenplay writer"
+   - Max CPC: $3.00-4.00
+   - Landing: Homepage
+
+**Launch:** Week 2, May 8  
+**Optimization:** Weekly bid adjustments
+
+### Facebook/Instagram Ads
+
+**Audiences:**
+
+1. **Screenwriting Interest** ($420)
+   - Interests: Screenwriting, Final Draft, Screenplay
+   - Age: 22-55
+
+2. **Film School Students** ($315)
+   - Interests: Film school, USC, UCLA, NYU
+   - Age: 18-30
+
+3. **Lookalike (email list)** ($315)
+   - Source: Waitlist + user emails
+   - 1% lookalike
+
+**Creatives:**
+- Problem/Solution image
+- Feature carousel (5 cards)
+- 30s demo video
+
+**Launch:** Week 2, May 8
+
+### Reddit Ads
+
+**Subreddits:**
+
+| Subreddit | Budget | Ad Type |
+|-----------|--------|---------|
+| r/Screenwriting | $260 | Sponsored post |
+| r/Filmmakers | $160 | Sponsored post |
+| r/WriteStories | $55 | Sponsored post |
+| r/FinalDraft | $50 | Sponsored post |
+
+**Ad Copy:**
+- "Tired of Final Draft's $199 price tag?"
+- "Finally, a screenwriting tool built for 2026"
+
+**Launch:** Week 2, May 8
+
+### Twitter/X Ads
+
+**Targeting:**
+- Followers of: @FinalDraft, @WriterDuet, @johnaugust
+- Interests: Screenwriting, Film, TV writing
+- Keywords: screenplay, screenwriting, script
+
+**Ad Format:** Promoted threads + single image
+
+**Launch:** Week 3, May 15 (after creative testing)
+
+---
+
+## Pillar 3: Community Growth
+
+### Discord Growth (Target: 500+ members)
+
+**Current Baseline:** TBD (need current count)  
+**Goal:** 500 members by May 28  
+**Growth Needed:** ~35 members/day
+
+#### Growth Tactics
+
+| Tactic | Owner | Timeline | Expected Impact |
+|--------|-------|----------|-----------------|
+| Launch week push | CMO | Week 2 | +150 members |
+| In-app invite prompt | CTO | Week 2 | +100 members |
+| Discord ad ($200) | CMO | Week 3 | +50 members |
+| Partner cross-promo | CMO | Week 3-4 | +100 members |
+| Referral program | CMO | Week 4 | +100 members |
+
+#### Discord Engagement
+
+**Weekly Events:**
+- Monday: Writing sprint (2 hours)
+- Wednesday: Feedback Friday (early)
+- Friday: AMA with working screenwriter
+
+**Channels to Create:**
+- #showcase (share your work)
+- #feedback (give/get notes)
+- #writing-sprints (live sessions)
+- #industry-news (curated news)
+- #collaboration (find partners)
+
+### Referral Program Launch
+
+**Program:** "Write Together"  
+**Launch:** Week 4, May 22  
+**Budget:** $500/month (credits + rewards)
+
+#### Reward Structure
+
+| Tier | Action | Referrer Gets | Referee Gets |
+|------|--------|---------------|--------------|
+| Free | Friend writes 5 pages | 1 month Pro | 1 month Pro |
+| Pro | Friend upgrades | $25 cash or 3 months | 1 month free |
+| Milestone | 10 referrals | Lifetime Pro | — |
+
+#### Launch Contest
+
+**Duration:** May 22-28 (1 week)  
+**Prizes:**
+- 1st: $500 + Lifetime Premium
+- 2nd: $250 + Lifetime Pro
+- 3rd: $100 + 1 year Pro
+- Top 10: 3 months Pro
+
+### Film School Partnerships
+
+**Target:** 10 film schools  
+**Goal:** 5 partnerships by Week 4
+
+#### Target Schools
+
+| School | Contact | Status |
+|--------|---------|--------|
+| USC Cinematic Arts | TBD | Research |
+| UCLA TFT | TBD | Research |
+| NYU Tisch | TBD | Research |
+| AFI Conservatory | TBD | Research |
+| Chapman Dodge | TBD | Research |
+| Columbia College | TBD | Research |
+| Savannah College | TBD | Research |
+| Boston U | TBD | Research |
+| Emerson College | TBD | Research |
+| CalArts | TBD | Research |
+
+#### Partnership Offer
+
+- Free Premium for all students
+- Free Premium for faculty
+- Guest lecture opportunity
+- Co-branded workshops
+- Student showcase sponsorship
+
+**Outreach:** Week 3, May 15-19
+
+---
+
+## KPIs & Success Metrics
+
+### Overall Goals (Weeks 2-4)
+
+| Metric | Target | Current | Gap |
+|--------|--------|---------|-----|
+| New signups | 5,000 | TBD | TBD |
+| Paid conversions | 200 | TBD | TBD |
+| Discord members | 500 | TBD | TBD |
+| Blog posts | 8 | 0 | 8 |
+| YouTube videos | 2 | 0 | 2 |
+| Content traffic | 10,000 pageviews | 0 | 10,000 |
+| Paid signups | 225 | 0 | 225 |
+| Referral signups | 150 | 0 | 150 |
+
+### Channel-Specific KPIs
+
+| Channel | KPI | Target | Frequency |
+|---------|-----|--------|-----------|
+| Google Ads | CPA | <$20 | Daily |
+| Facebook Ads | CPA | <$15 | Daily |
+| Reddit Ads | CPA | <$10 | Daily |
+| Twitter Ads | CPA | <$15 | Daily |
+| Blog | Organic traffic | 5,000/mo | Weekly |
+| YouTube | Views/video | 1,000+ | Per video |
+| Discord | Active members | 40% weekly | Weekly |
+| Referral | Viral coefficient | 0.3+ | Weekly |
+
+---
+
+## Timeline & Milestones
+
+### Week 2 (May 8-14): Launch Paid + Content
+
+| Day | Activity | Owner | Status |
+|-----|----------|-------|--------|
+| May 8 | Launch Google Ads | CMO | ⏳ |
+| May 8 | Launch Facebook Ads | CMO | ⏳ |
+| May 8 | Launch Reddit Ads | CMO | ⏳ |
+| May 9 | Publish Blog Post #1 | CMO | ⏳ |
+| May 12 | Publish Blog Post #2 | CMO | ⏳ |
+| May 14 | Publish YouTube Video #1 | CMO | ⏳ |
+| May 14 | Week 2 metrics review | CMO | ⏳ |
+
+### Week 3 (May 15-21): Optimize + Expand
+
+| Day | Activity | Owner | Status |
+|-----|----------|-------|--------|
+| May 15 | Launch Twitter Ads | CMO | ⏳ |
+| May 16 | Publish Blog Post #3 | CMO | ⏳ |
+| May 17 | Film school outreach begins | CMO | ⏳ |
+| May 19 | Publish Blog Post #4 | CMO | ⏳ |
+| May 20 | Discord event #1 (AMA) | CMO | ⏳ |
+| May 21 | Week 3 metrics review | CMO | ⏳ |
+
+### Week 4 (May 22-28): Referral Launch + Scale
+
+| Day | Activity | Owner | Status |
+|-----|----------|-------|--------|
+| May 22 | Launch referral program | CMO | ⏳ |
+| May 23 | Publish Blog Post #5 | CMO | ⏳ |
+| May 24 | Referral contest begins | CMO | ⏳ |
+| May 26 | Publish Blog Post #6 | CMO | ⏳ |
+| May 28 | Publish YouTube Video #2 | CMO | ⏳ |
+| May 28 | Week 4 metrics review | CMO | ⏳ |
+| May 28 | Referral contest ends | CMO | ⏳ |
+
+---
+
+## Budget Summary
+
+### Total Budget: $3,500 (Paid Ads) + $700 (Community) = $4,200
+
+| Category | Item | Budget |
+|----------|------|--------|
+| **Paid Ads** | Google Search | $1,400 |
+| | Facebook/Instagram | $1,050 |
+| | Reddit | $525 |
+| | Twitter/X | $525 |
+| **Community** | Discord ads | $200 |
+| | Referral program | $500 |
+| **Content** | Video production | $300 (optional) |
+| | Freelance writers | $200 (optional) |
+| **Contingency** | 10% buffer | $420 |
+| **Total** | | **$5,120** |
+
+**Note:** Budget exceeds $3,500 base. Recommend:
+- Use $3,500 for paid ads (fixed)
+- Use $700 from community/retention budget
+- Optional content production from remaining budget
+
+---
+
+## Risk Assessment
+
+| Risk | Likelihood | Impact | Mitigation |
+|------|------------|--------|------------|
+| High CPA | Medium | High | Daily monitoring, pause underperformers |
+| Low Discord engagement | Medium | Medium | Active moderation, weekly events |
+| Referral fraud | Low | Medium | Fraud detection, manual review |
+| Content fatigue | Low | Low | Rotate topics, A/B test headlines |
+| Ad account suspension | Low | High | Follow policies, have backups |
+| Film school rejections | High | Low | Target 20 schools, expect 25% close rate |
+
+---
+
+## Next Actions
+
+### Immediate (Week 2, May 8-10)
+
+1. **Set up ad accounts** - Google Ads, Facebook Business, Reddit Ads, Twitter Ads
+2. **Create ad creatives** - Images, copy, landing pages
+3. **Launch campaigns** - Google, Facebook, Reddit (May 8)
+4. **Publish first blog post** - "How to Format a Screenplay in 2026" (May 9)
+5. **Set up analytics** - UTM tracking, conversion pixels
+
+### Week 2-3 (May 11-17)
+
+6. **Launch Twitter ads** (May 15)
+7. **Publish YouTube video #1** (May 14)
+8. **Begin film school outreach** (May 15)
+9. **Discord event planning** (May 15-17)
+
+### Week 4 (May 22-28)
+
+10. **Launch referral program** (May 22)
+11. **Referral contest** (May 22-28)
+12. **Publish YouTube video #2** (May 28)
+13. **Month-end metrics review** (May 28)
+
+---
+
+## Dependencies
+
+| Dependency | Owner | Status | Impact |
+|------------|-------|--------|--------|
+| Ad account setup | CMO | ⏳ Pending | Blocks paid campaigns |
+| Creative production | CMO/Design | ⏳ Pending | Blocks ad launch |
+| Analytics tracking | CTO | ⏳ Pending | Blocks measurement |
+| Discord server | CMO | ✅ Ready | Ready for growth |
+| Referral system | CTO | ⏳ Pending | Blocks Week 4 launch |
+| Film school contacts | CMO | ⏳ Research | Blocks partnerships |
+
+---
+
+## Files & Resources
+
+### Created Documents
+
+- `/marketing/paid-ad-strategy.md` - Full paid advertising strategy
+- `/marketing/referral-program.md` - Referral program mechanics
+- `/marketing/content-calendar.md` - Content publishing schedule
+- `/plans/FRE-626-growth-execution.md` - This document
+
+### Templates Needed
+
+- Google Ads copy variants
+- Facebook ad creatives
+- Reddit ad copy
+- Blog post templates
+- YouTube video scripts
+- Film school outreach emails
+- Referral program emails
+
+---
+
+**Status:** In Progress  
+**Next:** Create child issues for parallel execution  
+**Owner:** CMO