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
parent ce1ba395c7
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+# Press Release Distribution Execution Plan
+
+**Issue:** FRE-630  
+**Priority:** High  
+**Owner:** CMO  
+**Status:** In Progress  
+**Created:** 2026-04-26
+
+---
+
+## Executive Summary
+
+This document outlines the execution plan for distributing Scripter's launch press release to maximize media coverage and drive signups during launch week.
+
+**Budget:** $400-800 for PR distribution service  
+**Timeline:** T-14 days to T+14 days from launch  
+**Goal:** 10+ press mentions, 500+ signups from press coverage
+
+---
+
+## Deliverables
+
+### ✅ Completed
+- [x] Press release draft (`/marketing/press-release.md`)
+- [x] Distribution strategy document
+- [x] Pitch email templates (Tier 1-3)
+- [x] Press timeline and follow-up sequences
+
+### ⏳ In Progress
+- [ ] Build press contact list (50+ journalists)
+- [ ] Create press kit page (`/press`)
+- [ ] Set up PR distribution service
+- [ ] Configure media monitoring
+
+### ⏳ Pending
+- [ ] Embargoed outreach (T-7 days)
+- [ ] Launch day distribution
+- [ ] Follow-up sequences
+- [ ] Press coverage report
+
+---
+
+## Press Contact List
+
+### Tier 1: Major Tech Publications
+
+| Publication | Writer | Beat | Email | Twitter | Status |
+|-------------|--------|------|-------|---------|--------|
+| TechCrunch | [Name] | Creator Tools | | | To Research |
+| TechCrunch | [Name] | Startups | | | To Research |
+| The Verge | [Name] | Apps/Software | | | To Research |
+| Wired | [Name] | Business/Tech | | | To Research |
+| Ars Technica | [Name] | Tech Policy | | | To Research |
+
+### Tier 2: Film Industry Trade
+
+| Publication | Writer | Beat | Email | Twitter | Status |
+|-------------|--------|------|-------|---------|--------|
+| Variety | [Name] | Film Tech | | | To Research |
+| Deadline | [Name] | Business | | | To Research |
+| Hollywood Reporter | [Name] | Tech/Business | | | To Research |
+| IndieWire | [Name] | Industry News | | | To Research |
+
+### Tier 3: Screenwriting Communities
+
+| Publication | Contact | Focus | Email | Status |
+|-------------|---------|-------|-------|--------|
+| No Film School | [Name] | Filmmaking | | To Research |
+| ScreenCraft | [Name] | Screenwriting | | To Research |
+| Script Magazine | [Name] | Screenwriting | | To Research |
+| Creative Screenwriting | [Name] | Industry | | To Research |
+
+### Tier 4: Productivity/Creator Tools
+
+| Publication | Contact | Focus | Email | Status |
+|-------------|---------|-------|-------|--------|
+| Product Hunt | [Name] | Product | | To Research |
+| Hacker News | - | Community | | Auto-post |
+| Indie Hackers | [Name] | Makers | | To Research |
+
+### Tier 5: Local/Regional
+
+| Publication | Contact | Beat | Email | Status |
+|-------------|---------|------|-------|--------|
+| LA Business Journal | [Name] | Startups | | To Research |
+| LA Times | [Name] | Business | | To Research |
+
+---
+
+## Press Kit Requirements
+
+### Page: `/press`
+
+**Content Needed:**
+- [ ] Press release (full text)
+- [ ] Company overview (100 words)
+- [ ] Founder bios + headshots
+- [ ] Product screenshots (5-10 images)
+- [ ] Logo downloads (PNG, SVG, EPS)
+- [ ] Brand guidelines PDF
+- [ ] Demo video (2-3 min)
+- [ ] Media contact info
+
+**Technical Requirements:**
+- [ ] Host on main domain (scripter.app/press)
+- [ ] Fast loading (optimize images)
+- [ ] Downloadable assets (zip file)
+- [ ] No login required
+- [ ] Mobile responsive
+
+**Asset Checklist:**
+
+| Asset | Format | Size | Status |
+|-------|--------|------|--------|
+| Logo (horizontal) | PNG, SVG | 2000px wide | To Create |
+| Logo (icon) | PNG, SVG | 512x512 | To Create |
+| Logo (black) | PNG, SVG | 2000px wide | To Create |
+| Logo (white) | PNG, SVG | 2000px wide | To Create |
+| Founder headshot | JPG | 300 DPI | To Create |
+| Screenshot: Dashboard | PNG | 1920x1080 | To Create |
+| Screenshot: Editor | PNG | 1920x1080 | To Create |
+| Screenshot: Collaboration | PNG | 1920x1080 | To Create |
+| Screenshot: Mobile | PNG | 1080x1920 | To Create |
+| Demo video | MP4 | 1080p | To Create |
+| Press kit zip | ZIP | All assets | To Create |
+
+---
+
+## PR Distribution Service Selection
+
+### Comparison
+
+| Service | Package | Price | Reach | Recommendation |
+|---------|---------|-------|-------|----------------|
+| PR Newswire | Advantage | $799 | National + Major Search | ⭐ Best for launch |
+| PR Newswire | Basic | $400 | Regional | Too limited |
+| EIN Presswire | National | $199 | National + Search | Budget option |
+| Business Wire | Basic | $600 | National | Good alternative |
+| PRWeb | Silver | $399 | National + Search | Mid-tier option |
+| Manual | DIY | $0 | Targeted only | Time-intensive |
+
+### Recommended: PR Newswire Advantage ($799)
+
+**Why:**
+- Maximum credibility for launch
+- Guaranteed pickup by major search engines
+- Social media amplification included
+- Analytics dashboard for tracking
+- Journalist database access
+
+**Setup Steps:**
+1. Create PR Newswire account
+2. Upload press release (formatting review)
+3. Select distribution package
+4. Choose target categories (Technology, Entertainment, Startups)
+5. Set distribution date (launch day)
+6. Add multimedia (logo, screenshots)
+7. Review and approve
+8. Monitor analytics post-distribution
+
+**Timeline:**
+- Account setup: 1 day
+- Press release formatting: 1 day
+- Review process: 1-2 days
+- Distribution: Launch day
+
+---
+
+## Media Monitoring Setup
+
+### Free Option: Google Alerts
+- [ ] Create alerts for: "Scripter", "screenwriting software", "Final Draft alternative"
+- [ ] Set to "As-it-happens" notifications
+- [ ] Route to dedicated email folder
+
+### Paid Option: Mention ($29/mo)
+- [ ] Set up brand monitoring
+- [ ] Track competitor mentions
+- [ ] Social listening
+- [ ] Daily digest reports
+
+### Recommended: Start with Google Alerts, upgrade to Mention if needed
+
+---
+
+## Outreach Timeline
+
+### T-14 Days (Two Weeks Before Launch)
+
+**Goals:** Finalize press materials, begin research
+
+- [ ] Complete press release final draft
+- [ ] Set up press kit page skeleton
+- [ ] Begin journalist research (target: 20 contacts/day)
+- [ ] Create social media assets for amplification
+
+### T-7 Days (One Week Before)
+
+**Goals:** Embargoed outreach to Tier 1
+
+- [ ] Send personalized pitches to 10-15 Tier 1 journalists
+- [ ] Offer exclusive first-look interviews
+- [ ] Provide demo access with NDA if needed
+- [ ] Follow up with phone calls for top 5 targets
+
+### T-3 Days
+
+**Goals:** Confirm embargoed coverage
+
+- [ ] Follow up on all Tier 1 pitches
+- [ ] Confirm article publication times
+- [ ] Prepare social media posts for amplification
+- [ ] Test all press kit download links
+
+### T-1 Day
+
+**Goals:** Final preparation
+
+- [ ] Confirm PR Newswire distribution scheduled
+- [ ] Verify embargoed articles locked in
+- [ ] Prepare launch day monitoring spreadsheet
+- [ ] Set up Google Alerts
+
+### Launch Day (Day 1)
+
+**Goals:** Maximum visibility
+
+- [ ] 12:01 AM PT: Product Hunt launch
+- [ ] 6:00 AM PT: Press release distribution live
+- [ ] 9:00 AM PT: Social media announcement
+- [ ] All day: Monitor press pickup, engage journalists
+- [ ] Evening: Compile Day 1 coverage report
+
+### Day 2
+
+**Goals:** Embargo lift, Tier 2 outreach
+
+- [ ] Embargoed articles publish (TechCrunch, Variety, etc.)
+- [ ] Share coverage across all channels
+- [ ] Send Tier 2 pitches (film trade publications)
+- [ ] Respond to inbound journalist inquiries
+- [ ] Schedule founder interviews
+
+### Day 3-5
+
+**Goals:** Sustain momentum
+
+- [ ] Send Tier 3 pitches (screenwriting communities)
+- [ ] Pitch feature stories and deep-dives
+- [ ] Share customer/beta user stories
+- [ ] Monitor and amplify all mentions
+- [ ] Compile mid-week coverage report
+
+### Week 2
+
+**Goals:** Long-tail coverage
+
+- [ ] Pitch podcast interviews
+- [ ] Local media outreach
+- [ ] Guest post opportunities
+- [ ] Follow up on "maybe later" journalists
+
+### Week 3-4
+
+**Goals:** Analysis and reporting
+
+- [ ] Compile final press coverage report
+- [ ] Calculate ROI (coverage value vs. spend)
+- [ ] Document lessons learned
+- [ ] Plan next press push (feature updates, funding)
+
+---
+
+## Success Metrics & Tracking
+
+### Tracking Setup
+
+**UTM Parameters:**
+```
+Press releases: ?utm_source=prnewswire&utm_medium=press_release&utm_campaign=launch
+TechCrunch: ?utm_source=techcrunch&utm_medium=press&utm_campaign=launch
+Variety: ?utm_source=variety&utm_medium=press&utm_campaign=launch
+```
+
+**Google Analytics Goals:**
+- [ ] Press release landing page views
+- [ ] Signup conversions from press traffic
+- [ ] Time on page from press referrals
+- [ ] Bounce rate by publication
+
+**Spreadsheet Tracking:**
+| Date | Publication | Article Title | Writer | Link | Social Shares | Signups | Notes |
+|------|-------------|---------------|--------|------|---------------|---------|-------|
+
+### Targets
+
+| Metric | Target | Measurement Tool |
+|--------|--------|------------------|
+| Total press mentions | 10+ | Google Alerts, Mention |
+| Tier 1 coverage | 2-3 articles | Manual count |
+| Tier 2 coverage | 3-5 articles | Manual count |
+| Social shares of coverage | 500+ | BuzzSumo |
+| Press-driven website traffic | 5,000+ sessions | Google Analytics |
+| Press-driven signups | 500+ | GA conversions |
+| Estimated media value | $50,000+ | PR calculator |
+| SEO domain authority | 30+ | Ahrefs/Moz |
+
+---
+
+## Budget Breakdown
+
+| Item | Cost | Status |
+|------|------|--------|
+| PR Newswire Advantage | $799 | Pending approval |
+| Mention (optional) | $29/mo | Pending approval |
+| Press kit hosting | $0 | GitHub Pages/Netlify |
+| Screenshot tools | $0 | Built-in |
+| Logo design | $0 | Existing brand assets |
+| **Total** | **$828** | **Pending approval** |
+
+**Lean Option (No PR Newswire):**
+- Manual outreach only: $0
+- Google Alerts: $0
+- Total: $0 (more time-intensive, lower initial reach)
+
+---
+
+## Risk Mitigation
+
+| Risk | Likelihood | Impact | Mitigation |
+|------|------------|--------|------------|
+| No Tier 1 coverage | Medium | High | Pivot to influencer strategy, double down on Tier 2-3 |
+| Press release ignored | High | Medium | Stronger follow-up, newsworthy updates |
+| Negative reviews | Medium | Medium | Respond professionally, iterate product |
+| Technical issues at launch | Low | High | Stagger rollout, quick rollback plan |
+| Competitor response | Low | Low | Focus on differentiation, ignore FUD |
+
+---
+
+## Next Actions
+
+### This Week (T-14 to T-7)
+1. **Build press contact list** - Research 50+ journalist contacts (2-3 hours)
+2. **Create press kit page** - Work with CTO on `/press` route (1 day)
+3. **Finalize press release** - Fill in founder names, traction metrics (1 hour)
+4. **Set up Google Alerts** - Configure monitoring (30 min)
+
+### Next Week (T-7 to Launch)
+5. **Begin embargoed outreach** - Pitch Tier 1 publications (2-3 hours)
+6. **Select PR distribution service** - Get CEO approval, set up account (1 day)
+7. **Prepare social assets** - Graphics for press amplification (2 hours)
+
+### Launch Week
+8. **Execute distribution** - PR Newswire live, monitor pickup (all week)
+9. **Follow up relentlessly** - Journalist outreach, interview scheduling (all week)
+10. **Report results** - Coverage compilation, ROI analysis (2 hours)
+
+---
+
+## Dependencies
+
+| Dependency | Owner | Status | Impact |
+|------------|-------|--------|--------|
+| Press kit page (`/press`) | CTO | Not Started | Blocks press outreach |
+| Founder bios/headshots | Founder | Not Started | Blocks press kit |
+| Product screenshots | CMO/CTO | Not Started | Blocks press kit |
+| PR budget approval | CEO | Not Started | Blocks PR Newswire |
+| Launch date confirmation | CMO + CTO | Pending | Blocks all press activities |
+
+---
+
+## Approval Required
+
+**Budget Request:** $828 for press distribution and monitoring
+
+| Role | Name | Status | Date |
+|------|------|--------|------|
+| CMO | [Current] | ✅ Approved | 2026-04-26 |
+| CEO | [Pending] | ⏳ Pending | — |
+
+**Request:** Approval to proceed with PR Newswire Advantage package ($799) + Mention subscription ($29/mo)
+
+---
+
+**Related Issues:**
+- FRE-581: Launch campaign plan
+- FRE-629: Product Hunt launch setup
+- FRE-631: Launch week execution
+
+**Files:**
+- `/marketing/press-release.md` - Press release and distribution strategy
+- `/marketing/launch-campaign.md` - Overall launch plan
+- `/plans/FRE-630-press-distribution.md` - This execution plan
+
+---
+
+**Last Updated:** 2026-04-26  
+**Next Review:** T-7 days (embargo outreach start)