Add waitlist schema for marketing (FRE-635)

- Created waitlist_signups and waitlist_events tables - Supports email, name, source tracking, and status management - Enables VIP supporter list for Product Hunt launch - Migration 0002_chemical_shocker.sql generated - Fixed brand color in product-hunt-assets-brief.md (#518ac8)
2026-04-26 06:21:20 -04:00
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--- a/marketing/paid-ad-strategy.md
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+# Scripter Paid Advertising Strategy
+
+**Issue:** FRE-584  
+**Priority:** Medium  
+**Owner:** CMO  
+**Status:** Draft  
+**Launch:** Month 2+ (post-launch optimization)
+
+---
+
+## Advertising Overview
+
+**Goal:** Drive efficient user acquisition and paid conversions through targeted paid media.
+
+**Philosophy:** Start organic, validate messaging, then scale with paid. Only invest in channels with proven ROI.
+
+**Budget (Months 2-3):** $5,000-10,000/mo  
+**Budget (Months 4+):** $15,000-30,000/mo (scale what works)
+
+---
+
+## Channel Strategy
+
+### Primary Channels (Test First)
+
+| Channel | Budget | Goal | Target CPA |
+|---------|--------|------|------------|
+| Google Search | $3,000/mo | High-intent signups | <$20 |
+| Facebook/Instagram | $2,000/mo | Awareness + signups | <$15 |
+| YouTube | $1,500/mo | Consideration | <$25 |
+| Reddit | $500/mo | Niche targeting | <$10 |
+
+### Secondary Channels (Scale Later)
+
+| Channel | Budget | Goal | Notes |
+|---------|--------|------|-------|
+| Twitter/X | $1,000/mo | Screenwriter targeting | Test after launch |
+| Podcast ads | $2,000/mo | Trusted endorsements | Scriptnotes, etc. |
+| LinkedIn | $1,000/mo | Professional writers | Higher CPA |
+| TikTok | $1,000/mo | Gen Z writers | Creative testing |
+
+---
+
+## Google Ads Strategy
+
+### Campaign Structure
+
+#### Campaign 1: Branded Search
+**Keywords:** "scripter", "scripter app", "scripter screenwriting"  
+**Budget:** $200/mo  
+**Goal:** Protect brand, capture direct traffic
+
+| Keyword | Match Type | Max CPC | Landing Page |
+|---------|------------|---------|--------------|
+| scripter | Exact | $1.00 | Homepage |
+| scripter app | Exact | $1.00 | Homepage |
+| scripter screenwriting | Exact | $1.00 | Homepage |
+
+#### Campaign 2: Competitor Alternatives
+**Keywords:** "final draft alternative", "writerduet alternative"  
+**Budget:** $1,500/mo  
+**Goal:** Capture competitor dissatisfiers
+
+| Keyword | Match Type | Max CPC | Landing Page |
+|---------|------------|---------|--------------|
+| final draft alternative | Phrase | $3.00 | /pricing |
+| final draft vs | Phrase | $3.00 | Comparison page |
+| writerduet alternative | Phrase | $2.50 | /pricing |
+| celtx alternative | Phrase | $2.00 | /pricing |
+| fade in alternative | Phrase | $2.00 | /pricing |
+
+**Ad Copy (Final Draft Alternative):**
+```
+Headline 1: Final Draft Alternative
+Headline 2: Write Faster with Scripter
+Headline 3: Free to Start
+
+Description 1: All the power of Final Draft at 1/25th the price. Real-time collaboration included.
+Description 2: Join thousands of writers who made the switch. Start free, upgrade anytime.
+
+Sitelinks:
+- Pricing (Free / Pro $7.99 / Premium $10.99)
+- Features (Real-time collaboration, AI assistant)
+- Compare (See how we stack up)
+- Start Free (No credit card required)
+```
+
+#### Campaign 3: Screenwriting Software
+**Keywords:** "screenwriting software", "screenplay writer"  
+**Budget:** $1,000/mo  
+**Goal:** Capture category searches
+
+| Keyword | Match Type | Max CPC | Landing Page |
+|---------|------------|---------|--------------|
+| screenwriting software | Phrase | $4.00 | Homepage |
+| screenplay writing software | Phrase | $4.00 | Homepage |
+| write a screenplay | Phrase | $3.50 | Homepage |
+| script writing software | Phrase | $3.50 | Homepage |
+| free screenwriting software | Phrase | $2.50 | Homepage |
+
+#### Campaign 4: Feature-Specific
+**Keywords:** "collaborative screenwriting", "real-time writing"  
+**Budget:** $300/mo  
+**Goal:** Highlight differentiation
+
+| Keyword | Match Type | Max CPC | Landing Page |
+|---------|------------|---------|--------------|
+| collaborative screenwriting | Phrase | $3.00 | /features |
+| real-time writing software | Phrase | $3.00 | /features |
+| cloud screenwriting | Phrase | $2.50 | /features |
+
+### Google Ads Extensions
+
+| Extension | Content |
+|-----------|---------|
+| Sitelinks | Pricing, Features, Compare, Blog |
+| Callouts | Free to Start, Real-Time Collaboration, AI Assistant, Cloud Backup |
+| Structured Snippets | Features: Formatting, Collaboration, AI, Export, Templates |
+| Price Extension | Free, Pro $7.99/mo, Premium $10.99/mo |
+
+---
+
+## Facebook/Instagram Ads Strategy
+
+### Audience Targeting
+
+#### Audience 1: Screenwriting Interest
+```
+Interests:
+- Screenwriting
+- Final Draft
+- Screenplay
+- Film production
+- Television writing
+
+Behaviors:
+- Engaged shoppers
+- Early technology adopters
+
+Age: 22-55
+Locations: US, UK, Canada, Australia
+```
+
+#### Audience 2: Film School Students
+```
+Interests:
+- Film school
+- USC School of Cinematic Arts
+- UCLA Film School
+- NYU Tisch School of the Arts
+
+Education:
+- College students (all years)
+- Fields of study: Film, Communications, English
+
+Age: 18-30
+```
+
+#### Audience 3: WriterDuet/Final Draft Users
+```
+Interests:
+- WriterDuet
+- Final Draft (software)
+- Celtx
+
+Behaviors:
+- Software purchasers
+- Digital content buyers
+
+Age: 22-55
+```
+
+#### Audience 4: Lookalike Audiences
+```
+Source:
+- Email list (waitlist, users)
+- Website visitors (last 30 days)
+- Video viewers (75%+ completion)
+
+Lookalike: 1%, 2%, 5%
+```
+
+### Creative Strategy
+
+#### Ad Format 1: Single Image (Problem/Solution)
+**Visual:** Split screen — frustrated writer with Final Draft vs. happy collaborators in Scripter  
+**Headline:** "Still Using Final Draft?"  
+**Primary Text:** "Join the modern screenwriting revolution. Real-time collaboration, AI assistance, cloud backup — all for less than $8/month."  
+**CTA:** Start Free Trial
+
+#### Ad Format 2: Carousel (Features)
+**Card 1:** Industry-standard formatting  
+**Card 2:** Real-time collaboration  
+**Card 3:** AI writing assistant  
+**Card 4:** Cloud backup everywhere  
+**Card 5:** Free to start  
+**CTA:** Learn More
+
+#### Ad Format 3: Video (Demo)
+**Length:** 30 seconds  
+**Content:** Screen recording showing real-time collaboration  
+**Hook (0-3s):** "Watch two writers work on the same script, at the same time."  
+**CTA:** Try Free
+
+#### Ad Format 4: Stories (Vertical)
+**Visual:** Phone mockup showing Scripter app  
+**Text:** "Write your screenplay on any device"  
+**CTA:** Swipe Up to Start Free
+
+### Facebook Budget Allocation
+
+| Campaign | Budget/mo | Goal |
+|----------|-----------|------|
+| Prospecting (cold audiences) | $1,200 | Signups |
+| Retargeting (website visitors) | $500 | Conversions |
+| Lookalike (email list) | $300 | Signups |
+
+---
+
+## YouTube Ads Strategy
+
+### Ad Format: Skippable In-Stream
+**Length:** 15-30 seconds (optimized for non-skip)  
+**Budget:** $1,500/mo  
+**CPV Target:** <$0.10
+
+### Video Concepts
+
+#### Video 1: "The Problem" (15s)
+```
+[0-3s] Writer frustrated, staring at blank page
+Text: "Screenwriting shouldn't be this hard."
+
+[3-10s] Cut to Scripter interface, two cursors typing
+Text: "Write together. In real-time."
+
+[10-15s] Scripter logo, CTA
+Text: "Scripter — Write Faster"
+CTA: Start Free at scripter.app
+```
+
+#### Video 2: "Final Draft Comparison" (30s)
+```
+[0-5s] "Final Draft costs $199. Here's what you get:"
+Show: Outdated interface, desktop-only
+
+[5-15s] "Scripter is $7.99/month. Here's what you get:"
+Show: Modern interface, collaboration, cloud, AI
+
+[15-25s] "Same formatting. Better tools. 1/25th the price."
+Side-by-side comparison
+
+[25-30s] "Make the switch. Start free."
+CTA: scripter.app
+```
+
+#### Video 3: "Feature Demo" (30s)
+```
+[0-5s] "This is Scripter."
+
+[5-20s] Quick cuts of features:
+- Formatting automatically
+- Two people typing together
+- AI suggestion appearing
+- Export to PDF
+
+[20-25s] "Everything you need. Nothing you don't."
+
+[25-30s] "Free to start. Upgrade anytime."
+CTA: scripter.app
+```
+
+### YouTube Targeting
+
+| Targeting Type | Details | Budget |
+|----------------|---------|--------|
+| Keywords | "screenwriting tutorial", "how to write a screenplay" | $500/mo |
+| Placements | Screenwriting YouTube channels | $500/mo |
+| Affinity | Film enthusiasts, screenwriters | $500/mo |
+
+### Channel Placements
+
+Target ads on these channels:
+- Screenwriting Life
+- Script Reader DIY
+- John August (if possible)
+- Go Into The Story
+- Film Courage
+
+---
+
+## Reddit Ads Strategy
+
+### Subreddit Targeting
+
+| Subreddit | Members | Budget | Notes |
+|-----------|---------|--------|-------|
+| r/Screenwriting | 250k+ | $200/mo | Primary target |
+| r/Filmmakers | 500k+ | $150/mo | Adjacent audience |
+| r/WriteStories | 50k+ | $50/mo | Writers generally |
+| r/FinalDraft | 5k+ | $100/mo | Competitor users |
+
+### Ad Creative (Reddit Native)
+
+**Title:** "Tired of Final Draft's $199 price tag?"  
+**Content:** "Scripter is a modern alternative with real-time collaboration, AI assistance, and cloud backup. Free to start, Pro at $7.99/mo."  
+**CTA:** Try Free
+
+**Title:** "Finally, a screenwriting tool built for 2026"  
+**Content:** "Real-time collaboration. AI writing assistant. Industry-standard formatting. And it's free to start."  
+**CTA:** Learn More
+
+---
+
+## Retargeting Strategy
+
+### Audience Segments
+
+| Segment | Size | Budget | Message |
+|---------|------|--------|---------|
+| Homepage visitors (no signup) | Largest | $300/mo | "Start writing free" |
+| Pricing page visitors (no trial) | Medium | $400/mo | "14-day Pro trial free" |
+| Trial started (no conversion) | Small | $300/mo | "Last chance: 50% off" |
+| Video viewers (75%+) | Medium | $200/mo | Feature reminder |
+
+### Retargeting Ads
+
+#### Segment 1: Homepage Visitors
+**Channel:** Facebook, Google Display  
+**Message:** "Ready to write your screenplay?"  
+**Offer:** Free account, no credit card
+
+#### Segment 2: Pricing Page Visitors
+**Channel:** Facebook, Google Search  
+**Message:** "Not sure? Try Pro free for 14 days."  
+**Offer:** 14-day trial
+
+#### Segment 3: Trial Users (Expiring)
+**Channel:** Email (primary), Facebook (secondary)  
+**Message:** "Your trial ends in 3 days. Keep Pro for 50% off."  
+**Offer:** 50% off first 3 months
+
+---
+
+## Landing Page Strategy
+
+### Dedicated Landing Pages
+
+| Campaign | Landing Page | Goal |
+|----------|--------------|------|
+| Final Draft alternative | /vs/final-draft | Comparison + conversion |
+| WriterDuet alternative | /vs/writerduet | Comparison + conversion |
+| Google Search (general) | Homepage | Signups |
+| Facebook (cold) | Homepage or /features | Awareness + signups |
+| Retargeting | /pricing | Trial start |
+
+### Landing Page Elements
+
+**Above the fold:**
+- Headline matching ad copy
+- Subheadline with key benefit
+- Primary CTA (Start Free)
+- Trust signals (user count, ratings)
+
+**Below the fold:**
+- Feature breakdown
+- Social proof (testimonials)
+- Comparison table
+- FAQ
+- Secondary CTA
+
+**Conversion optimization:**
+- No navigation (reduce exit points)
+- Single CTA focus
+- Form friction: email only (no credit card)
+- Exit-intent popup (10% off)
+
+---
+
+## Budget & Forecast
+
+### Month 2-3 (Testing Phase)
+
+| Channel | Budget/mo | Expected Signups | CPA |
+|---------|-----------|------------------|-----|
+| Google Search | $3,000 | 200 | $15 |
+| Facebook/Instagram | $2,000 | 150 | $13 |
+| YouTube | $1,500 | 75 | $20 |
+| Reddit | $500 | 50 | $10 |
+| **Total** | **$7,000** | **475** | **$14.70** |
+
+### Month 4-6 (Scaling Phase)
+
+| Channel | Budget/mo | Expected Signups | CPA |
+|---------|-----------|------------------|-----|
+| Google Search | $6,000 | 400 | $15 |
+| Facebook/Instagram | $4,000 | 350 | $11 |
+| YouTube | $3,000 | 150 | $20 |
+| Reddit | $1,000 | 100 | $10 |
+| Podcast ads | $2,000 | 100 | $20 |
+| **Total** | **$16,000** | **1,100** | **$14.50** |
+
+### Conversion Funnel (Paid Traffic)
+
+```
+1,100 signups/month (from paid)
+    ↓ 50% activation
+550 activated users
+    ↓ 10% conversion
+55 paid conversions/month
+    ↓ $10 ARPU
+$550 MRR added/month from paid
+```
+
+**Break-even timeline:** 24-30 months (based on LTV:CAC ratio)
+
+---
+
+## Measurement & Optimization
+
+### KPIs to Track
+
+| Metric | Target | Frequency |
+|--------|--------|-----------|
+| Impressions | — | Daily |
+| Clicks | — | Daily |
+| CTR | 2%+ (Search), 1%+ (Social) | Weekly |
+| CPC | <$3 (Search), <$1 (Social) | Weekly |
+| Signups | — | Daily |
+| CPA | <$20 (Search), <$15 (Social) | Weekly |
+| Activation rate | 50%+ | Weekly |
+| Conversion rate | 10%+ | Weekly |
+| LTV:CAC | 3:1+ | Monthly |
+
+### Optimization Cadence
+
+| Frequency | Action |
+|-----------|--------|
+| Daily | Monitor spend, pause underperformers |
+| Weekly | Adjust bids, test new ad copy |
+| Bi-weekly | Launch new creatives |
+| Monthly | Channel budget reallocation |
+| Quarterly | Strategy review, new channel tests |
+
+### A/B Testing Plan
+
+**Test 1: Ad Copy (Google)**
+- Variant A: "Final Draft Alternative"
+- Variant B: "Write Faster"
+- Metric: CTR, CPA
+
+**Test 2: Creative (Facebook)**
+- Variant A: Problem/Solution image
+- Variant B: Feature carousel
+- Metric: CTR, CPA
+
+**Test 3: Landing Page**
+- Variant A: Homepage
+- Variant B: Dedicated landing page
+- Metric: Signup rate
+
+**Test 4: Offer**
+- Variant A: Free account
+- Variant B: 14-day Pro trial
+- Metric: Trial start rate, conversion rate
+
+---
+
+## Creative Production
+
+### Assets Needed
+
+| Asset | Quantity | Format | Priority |
+|-------|----------|--------|----------|
+| Static images | 10 | 1200×628, 1080×1080 | High |
+| Video ads | 5 | 15s, 30s (16:9, 9:16) | High |
+| Landing pages | 3 | Web | High |
+| Ad copy variants | 20 | Text | Medium |
+| Testimonials | 5 | Text + photo | Medium |
+
+### Production Budget
+
+| Item | Cost |
+|------|------|
+| Video production (Fiverr/Upwork) | $1,500 |
+| Graphic design | $500 |
+| Landing page development | In-house |
+| **Total** | **$2,000 one-time** |
+
+---
+
+## Risks & Mitigation
+
+| Risk | Likelihood | Impact | Mitigation |
+|------|------------|--------|------------|
+| High CPA | Medium | High | Set CPA caps, pause underperformers |
+| Ad fatigue | Medium | Medium | Rotate creatives every 2 weeks |
+| Competitor bidding | Low | Low | Focus on long-tail keywords |
+| Account suspensions | Low | High | Follow policies, have backup accounts |
+| Budget waste | Medium | Medium | Daily monitoring, automated rules |
+
+---
+
+## Next Actions
+
+1. **Set up ad accounts** - Google Ads, Facebook Business Manager
+2. **Create tracking** - UTM parameters, conversion pixels
+3. **Produce creatives** - Images, videos, ad copy
+4. **Build landing pages** - /vs/final-draft, /vs/writerduet
+5. **Launch Google Search** - Start with branded + competitor keywords
+6. **Launch Facebook** - Test 3-5 audiences, 5+ creatives
+7. **Monitor daily** - Pause underperformers, adjust bids
+8. **Optimize weekly** - Reallocation based on CPA
+
+---
+
+**Related Issues:**
+- FRE-577: Marketing website (landing pages)
+- FRE-581: Launch campaign (organic first, paid after)
+- FRE-585: Analytics dashboard (track paid performance)
+
+**Dependencies:**
+- Budget approval ($7,000-16,000/mo)
+- Creative production resources
+- Analytics tracking implementation (CTO)
+- Landing page development