Michael Freno
67c3881dcf
- 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)
399 lines
12 KiB
Markdown
399 lines
12 KiB
Markdown
# Press Release Distribution Execution Plan
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**Issue:** FRE-630
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**Priority:** High
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**Owner:** CMO
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**Status:** In Progress
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**Created:** 2026-04-26
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---
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## Executive Summary
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This document outlines the execution plan for distributing Scripter's launch press release to maximize media coverage and drive signups during launch week.
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**Budget:** $400-800 for PR distribution service
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**Timeline:** T-14 days to T+14 days from launch
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**Goal:** 10+ press mentions, 500+ signups from press coverage
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## Deliverables
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### ✅ Completed
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- [x] Press release draft (`/marketing/press-release.md`)
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- [x] Distribution strategy document
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- [x] Pitch email templates (Tier 1-3)
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- [x] Press timeline and follow-up sequences
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### ⏳ In Progress
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- [ ] Build press contact list (50+ journalists)
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- [ ] Create press kit page (`/press`)
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- [ ] Set up PR distribution service
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- [ ] Configure media monitoring
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### ⏳ Pending
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- [ ] Embargoed outreach (T-7 days)
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- [ ] Launch day distribution
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- [ ] Follow-up sequences
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- [ ] Press coverage report
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---
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## Press Contact List
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### Tier 1: Major Tech Publications
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| Publication | Writer | Beat | Email | Twitter | Status |
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|-------------|--------|------|-------|---------|--------|
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| TechCrunch | [Name] | Creator Tools | | | To Research |
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| TechCrunch | [Name] | Startups | | | To Research |
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| The Verge | [Name] | Apps/Software | | | To Research |
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| Wired | [Name] | Business/Tech | | | To Research |
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| Ars Technica | [Name] | Tech Policy | | | To Research |
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### Tier 2: Film Industry Trade
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| Publication | Writer | Beat | Email | Twitter | Status |
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|-------------|--------|------|-------|---------|--------|
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| Variety | [Name] | Film Tech | | | To Research |
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| Deadline | [Name] | Business | | | To Research |
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| Hollywood Reporter | [Name] | Tech/Business | | | To Research |
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| IndieWire | [Name] | Industry News | | | To Research |
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### Tier 3: Screenwriting Communities
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| Publication | Contact | Focus | Email | Status |
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|-------------|---------|-------|-------|--------|
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| No Film School | [Name] | Filmmaking | | To Research |
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| ScreenCraft | [Name] | Screenwriting | | To Research |
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| Script Magazine | [Name] | Screenwriting | | To Research |
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| Creative Screenwriting | [Name] | Industry | | To Research |
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### Tier 4: Productivity/Creator Tools
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| Publication | Contact | Focus | Email | Status |
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|-------------|---------|-------|-------|--------|
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| Product Hunt | [Name] | Product | | To Research |
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| Hacker News | - | Community | | Auto-post |
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| Indie Hackers | [Name] | Makers | | To Research |
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### Tier 5: Local/Regional
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| Publication | Contact | Beat | Email | Status |
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|-------------|---------|------|-------|--------|
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| LA Business Journal | [Name] | Startups | | To Research |
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| LA Times | [Name] | Business | | To Research |
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---
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## Press Kit Requirements
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### Page: `/press`
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**Content Needed:**
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- [ ] Press release (full text)
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- [ ] Company overview (100 words)
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- [ ] Founder bios + headshots
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- [ ] Product screenshots (5-10 images)
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- [ ] Logo downloads (PNG, SVG, EPS)
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- [ ] Brand guidelines PDF
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- [ ] Demo video (2-3 min)
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- [ ] Media contact info
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**Technical Requirements:**
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- [ ] Host on main domain (scripter.app/press)
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- [ ] Fast loading (optimize images)
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- [ ] Downloadable assets (zip file)
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- [ ] No login required
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- [ ] Mobile responsive
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**Asset Checklist:**
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| Asset | Format | Size | Status |
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|-------|--------|------|--------|
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| Logo (horizontal) | PNG, SVG | 2000px wide | To Create |
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| Logo (icon) | PNG, SVG | 512x512 | To Create |
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| Logo (black) | PNG, SVG | 2000px wide | To Create |
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| Logo (white) | PNG, SVG | 2000px wide | To Create |
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| Founder headshot | JPG | 300 DPI | To Create |
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| Screenshot: Dashboard | PNG | 1920x1080 | To Create |
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| Screenshot: Editor | PNG | 1920x1080 | To Create |
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| Screenshot: Collaboration | PNG | 1920x1080 | To Create |
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| Screenshot: Mobile | PNG | 1080x1920 | To Create |
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| Demo video | MP4 | 1080p | To Create |
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| Press kit zip | ZIP | All assets | To Create |
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---
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## PR Distribution Service Selection
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### Comparison
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| Service | Package | Price | Reach | Recommendation |
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|---------|---------|-------|-------|----------------|
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| PR Newswire | Advantage | $799 | National + Major Search | ⭐ Best for launch |
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| PR Newswire | Basic | $400 | Regional | Too limited |
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| EIN Presswire | National | $199 | National + Search | Budget option |
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| Business Wire | Basic | $600 | National | Good alternative |
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| PRWeb | Silver | $399 | National + Search | Mid-tier option |
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| Manual | DIY | $0 | Targeted only | Time-intensive |
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### Recommended: PR Newswire Advantage ($799)
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**Why:**
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- Maximum credibility for launch
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- Guaranteed pickup by major search engines
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- Social media amplification included
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- Analytics dashboard for tracking
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- Journalist database access
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**Setup Steps:**
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1. Create PR Newswire account
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2. Upload press release (formatting review)
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3. Select distribution package
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4. Choose target categories (Technology, Entertainment, Startups)
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5. Set distribution date (launch day)
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6. Add multimedia (logo, screenshots)
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7. Review and approve
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8. Monitor analytics post-distribution
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**Timeline:**
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- Account setup: 1 day
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- Press release formatting: 1 day
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- Review process: 1-2 days
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- Distribution: Launch day
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---
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## Media Monitoring Setup
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### Free Option: Google Alerts
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- [ ] Create alerts for: "Scripter", "screenwriting software", "Final Draft alternative"
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- [ ] Set to "As-it-happens" notifications
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- [ ] Route to dedicated email folder
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### Paid Option: Mention ($29/mo)
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- [ ] Set up brand monitoring
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- [ ] Track competitor mentions
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- [ ] Social listening
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- [ ] Daily digest reports
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### Recommended: Start with Google Alerts, upgrade to Mention if needed
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---
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## Outreach Timeline
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### T-14 Days (Two Weeks Before Launch)
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**Goals:** Finalize press materials, begin research
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- [ ] Complete press release final draft
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- [ ] Set up press kit page skeleton
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- [ ] Begin journalist research (target: 20 contacts/day)
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- [ ] Create social media assets for amplification
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### T-7 Days (One Week Before)
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**Goals:** Embargoed outreach to Tier 1
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- [ ] Send personalized pitches to 10-15 Tier 1 journalists
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- [ ] Offer exclusive first-look interviews
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- [ ] Provide demo access with NDA if needed
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- [ ] Follow up with phone calls for top 5 targets
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### T-3 Days
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**Goals:** Confirm embargoed coverage
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- [ ] Follow up on all Tier 1 pitches
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- [ ] Confirm article publication times
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- [ ] Prepare social media posts for amplification
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- [ ] Test all press kit download links
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### T-1 Day
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**Goals:** Final preparation
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- [ ] Confirm PR Newswire distribution scheduled
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- [ ] Verify embargoed articles locked in
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- [ ] Prepare launch day monitoring spreadsheet
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- [ ] Set up Google Alerts
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### Launch Day (Day 1)
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**Goals:** Maximum visibility
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- [ ] 12:01 AM PT: Product Hunt launch
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- [ ] 6:00 AM PT: Press release distribution live
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- [ ] 9:00 AM PT: Social media announcement
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- [ ] All day: Monitor press pickup, engage journalists
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- [ ] Evening: Compile Day 1 coverage report
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### Day 2
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**Goals:** Embargo lift, Tier 2 outreach
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- [ ] Embargoed articles publish (TechCrunch, Variety, etc.)
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- [ ] Share coverage across all channels
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- [ ] Send Tier 2 pitches (film trade publications)
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- [ ] Respond to inbound journalist inquiries
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- [ ] Schedule founder interviews
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### Day 3-5
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**Goals:** Sustain momentum
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- [ ] Send Tier 3 pitches (screenwriting communities)
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- [ ] Pitch feature stories and deep-dives
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- [ ] Share customer/beta user stories
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- [ ] Monitor and amplify all mentions
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- [ ] Compile mid-week coverage report
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### Week 2
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**Goals:** Long-tail coverage
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- [ ] Pitch podcast interviews
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- [ ] Local media outreach
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- [ ] Guest post opportunities
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- [ ] Follow up on "maybe later" journalists
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### Week 3-4
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**Goals:** Analysis and reporting
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- [ ] Compile final press coverage report
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- [ ] Calculate ROI (coverage value vs. spend)
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- [ ] Document lessons learned
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- [ ] Plan next press push (feature updates, funding)
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---
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## Success Metrics & Tracking
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### Tracking Setup
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**UTM Parameters:**
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```
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Press releases: ?utm_source=prnewswire&utm_medium=press_release&utm_campaign=launch
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TechCrunch: ?utm_source=techcrunch&utm_medium=press&utm_campaign=launch
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Variety: ?utm_source=variety&utm_medium=press&utm_campaign=launch
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```
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**Google Analytics Goals:**
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- [ ] Press release landing page views
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- [ ] Signup conversions from press traffic
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- [ ] Time on page from press referrals
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- [ ] Bounce rate by publication
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**Spreadsheet Tracking:**
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| Date | Publication | Article Title | Writer | Link | Social Shares | Signups | Notes |
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|------|-------------|---------------|--------|------|---------------|---------|-------|
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### Targets
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| Metric | Target | Measurement Tool |
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|--------|--------|------------------|
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| Total press mentions | 10+ | Google Alerts, Mention |
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| Tier 1 coverage | 2-3 articles | Manual count |
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| Tier 2 coverage | 3-5 articles | Manual count |
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| Social shares of coverage | 500+ | BuzzSumo |
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| Press-driven website traffic | 5,000+ sessions | Google Analytics |
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| Press-driven signups | 500+ | GA conversions |
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| Estimated media value | $50,000+ | PR calculator |
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| SEO domain authority | 30+ | Ahrefs/Moz |
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---
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## Budget Breakdown
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| Item | Cost | Status |
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| PR Newswire Advantage | $799 | Pending approval |
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| Mention (optional) | $29/mo | Pending approval |
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| Press kit hosting | $0 | GitHub Pages/Netlify |
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| Screenshot tools | $0 | Built-in |
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| Logo design | $0 | Existing brand assets |
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| **Total** | **$828** | **Pending approval** |
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**Lean Option (No PR Newswire):**
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- Manual outreach only: $0
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- Google Alerts: $0
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- Total: $0 (more time-intensive, lower initial reach)
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---
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## Risk Mitigation
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| Risk | Likelihood | Impact | Mitigation |
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|------|------------|--------|------------|
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| No Tier 1 coverage | Medium | High | Pivot to influencer strategy, double down on Tier 2-3 |
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| Press release ignored | High | Medium | Stronger follow-up, newsworthy updates |
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| Negative reviews | Medium | Medium | Respond professionally, iterate product |
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| Technical issues at launch | Low | High | Stagger rollout, quick rollback plan |
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| Competitor response | Low | Low | Focus on differentiation, ignore FUD |
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---
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## Next Actions
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### This Week (T-14 to T-7)
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1. **Build press contact list** - Research 50+ journalist contacts (2-3 hours)
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2. **Create press kit page** - Work with CTO on `/press` route (1 day)
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3. **Finalize press release** - Fill in founder names, traction metrics (1 hour)
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4. **Set up Google Alerts** - Configure monitoring (30 min)
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### Next Week (T-7 to Launch)
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5. **Begin embargoed outreach** - Pitch Tier 1 publications (2-3 hours)
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6. **Select PR distribution service** - Get CEO approval, set up account (1 day)
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7. **Prepare social assets** - Graphics for press amplification (2 hours)
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### Launch Week
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8. **Execute distribution** - PR Newswire live, monitor pickup (all week)
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9. **Follow up relentlessly** - Journalist outreach, interview scheduling (all week)
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10. **Report results** - Coverage compilation, ROI analysis (2 hours)
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---
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## Dependencies
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| Dependency | Owner | Status | Impact |
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|------------|-------|--------|--------|
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| Press kit page (`/press`) | CTO | Not Started | Blocks press outreach |
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| Founder bios/headshots | Founder | Not Started | Blocks press kit |
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| Product screenshots | CMO/CTO | Not Started | Blocks press kit |
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| PR budget approval | CEO | Not Started | Blocks PR Newswire |
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| Launch date confirmation | CMO + CTO | Pending | Blocks all press activities |
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---
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## Approval Required
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**Budget Request:** $828 for press distribution and monitoring
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| Role | Name | Status | Date |
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|------|------|--------|------|
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| CMO | [Current] | ✅ Approved | 2026-04-26 |
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| CEO | [Pending] | ⏳ Pending | — |
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**Request:** Approval to proceed with PR Newswire Advantage package ($799) + Mention subscription ($29/mo)
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---
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**Related Issues:**
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- FRE-581: Launch campaign plan
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- FRE-629: Product Hunt launch setup
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- FRE-631: Launch week execution
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**Files:**
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- `/marketing/press-release.md` - Press release and distribution strategy
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- `/marketing/launch-campaign.md` - Overall launch plan
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- `/plans/FRE-630-press-distribution.md` - This execution plan
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---
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**Last Updated:** 2026-04-26
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**Next Review:** T-7 days (embargo outreach start)
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