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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+ (June 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 June 12 "How to Format a Screenplay in 2026" screenplay format Start free
2 June 15 "WriterDuet vs Scripter: Which Should You Choose?" writerduet alternative Compare
3 June 19 "10 Screenwriting Mistakes Beginners Make" screenwriting mistakes Free trial
3 June 22 "Real-Time Collaboration: The Future of Writing" collaborative writing Try collaboration
4 June 26 "How to Write a Script in 30 Days" write screenplay fast Start challenge
4 June 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 June 14 "Scripter Tutorial: Write Your First Scene" 10 min Try free
4 June 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, June 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, June 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, June 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, June 15 (after creative testing)

Pillar 3: Community Growth

Discord Growth (Target: 500+ members)

Current Baseline: TBD (need current count)
Goal: 500 members by June 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, June 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: June 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, June 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 (June 8-14): Launch Paid + Content

Day Activity Owner Status
June 8 Launch Google Ads CMO ⏳
June 8 Launch Facebook Ads CMO ⏳
June 8 Launch Reddit Ads CMO ⏳
June 9 Publish Blog Post #1 CMO ⏳
June 12 Publish Blog Post #2 CMO ⏳
June 14 Publish YouTube Video #1 CMO ⏳
June 14 Week 2 metrics review CMO ⏳

Week 3 (June 15-21): Optimize + Expand

Day Activity Owner Status
June 15 Launch Twitter Ads CMO ⏳
June 16 Publish Blog Post #3 CMO ⏳
June 17 Film school outreach begins CMO ⏳
June 19 Publish Blog Post #4 CMO ⏳
June 20 Discord event #1 (AMA) CMO ⏳
June 21 Week 3 metrics review CMO ⏳

Week 4 (June 22-28): Referral Launch + Scale

Day Activity Owner Status
June 22 Launch referral program CMO ⏳
June 23 Publish Blog Post #5 CMO ⏳
June 24 Referral contest begins CMO ⏳
June 26 Publish Blog Post #6 CMO ⏳
June 28 Publish YouTube Video #2 CMO ⏳
June 28 Week 4 metrics review CMO ⏳
June 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, June 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 (June 8)
  4. Publish first blog post - "How to Format a Screenplay in 2026" (June 9)
  5. Set up analytics - UTM tracking, conversion pixels

Week 2-3 (June 11-17)

  1. Launch Twitter ads (June 15)
  2. Publish YouTube video #1 (June 14)
  3. Begin film school outreach (June 15)
  4. Discord event planning (June 15-17)

Week 4 (June 22-28)

  1. Launch referral program (June 22)
  2. Referral contest (June 22-28)
  3. Publish YouTube video #2 (June 28)
  4. Month-end metrics review (June 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

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