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)
6.8 KiB
6.8 KiB
Scripter Launch Campaign Plan
Issue: FRE-581
Priority: High
Owner: CMO
Status: Draft
Target Launch Date: Q2 2026
Campaign Overview
Campaign Name: "Write Faster"
Tagline: The modern screenwriting platform is here.
Goal: Generate 10,000 signups in first 30 days
Budget: $0 (organic + earned media focus)
Launch Phases
Phase 1: Pre-Launch (Weeks 1-2)
Objectives:
- Build waitlist/anticipation
- Secure press coverage
- Recruit beta advocates
Tactics:
1. Product Hunt Preparation
- Create Product Hunt page (schedule for Tuesday launch)
- Prepare hunter pitch and first comment
- Gather 10+ supporters for day-one upvotes
- Design Product Hunt graphics (thumbnails, gifs)
2. Press Outreach
Target Publications:
- TechCrunch (columnists covering creator tools)
- The Verge (apps/software)
- Variety (screenwriting/film tech)
- Deadline Hollywood (industry tools)
- No Film School (indie filmmakers)
- ScreenCraft (screenwriters)
Pitch Angle: "Final Draft alternative built for modern collaboration"
3. Beta Advocate Program
- Identify 20-50 screenwriting influencers (YouTube, TikTok, Instagram)
- Offer early access + lifetime Pro account for honest reviews
- Provide press kit: screenshots, logo, key features
4. Social Teaser Campaign
- Countdown posts (7 days to launch)
- Feature reveals (one per day)
- Behind-the-scenes content
Phase 2: Launch Week (Days 1-7)
Objectives:
- Maximize day-one visibility
- Drive signup conversions
- Generate social proof
Tactics:
Day 1: Product Hunt Launch
- Post at 12:01 AM PT
- Team upvotes in first hour
- Respond to every comment
- Share on all social channels
- Email waitlist
Day 2: Press Embargo Lifts
- TechCrunch article goes live
- Share across all channels
- Paid social boost (if budget allows)
Day 3: Influencer Content
- YouTube reviews publish
- TikTok/Reels content drops
- Repost to official channels
Day 4: Community AMA
- Reddit AMA (r/Screenwriting, r/Filmmakers)
- Answer questions about features, pricing, roadmap
- Offer exclusive discount code
Day 5: Customer Stories
- Share early success stories
- User testimonials (even if beta)
- Social proof compilation
Weekend: Momentum Push
- "48 hours left" urgency
- Feature highlight reel
- Team thank-you post
Phase 3: Post-Launch (Weeks 2-4)
Objectives:
- Sustain momentum
- Optimize conversion funnel
- Build content engine
Tactics:
1. Content Marketing
- Publish 2 blog posts/week
- SEO optimization for "Final Draft alternative"
- Guest posts on screenwriting blogs
2. Paid Acquisition (if budget allows)
- Google Ads: "screenwriting software", "Final Draft alternative"
- Facebook/Instagram: screenwriter targeting
- YouTube: pre-roll on screenwriting content
3. Retention Campaigns
- Onboarding email sequence (5 emails)
- In-app tips and feature discovery
- Weekly writing challenges
4. Partnership Announcements
- Integration partnerships (StudioBinder, etc.)
- Film school discounts
- Writer's guild affiliations
Key Messages
Primary Message
"Write Faster."
The modern screenwriting platform built for how you actually work.
Supporting Messages
| Audience | Message |
|---|---|
| Final Draft users | "All the power, none of the $199 price tag." |
| WriterDuet users | "Built for 2026, not 2012. 33% faster, 33% cheaper." |
| New writers | "Professional tools, free to start." |
| Collaborators | "Write together, in real-time. No email chains." |
Success Metrics
30-Day Goals
| Metric | Target |
|---|---|
| Signups | 10,000 |
| Active users (7-day) | 5,000 |
| Press mentions | 10+ |
| Social followers | 5,000 total |
| Email subscribers | 3,000 |
| Product Hunt ranking | Top 5 of the day |
90-Day Goals
| Metric | Target |
|---|---|
| MRR | $20,000 |
| Paid conversions | 2,500 |
| Monthly active users | 15,000 |
| Blog traffic | 50,000/mo |
| Domain authority | 30+ |
Assets Needed
Design
- Product Hunt graphics (thumbnail, gallery images)
- Social media templates (countdown, features, testimonials)
- Press kit (logo, screenshots, founder photos)
- Email headers and CTAs
- Landing page variants for ads
Content
- Press release
- Product Hunt post and comments
- Blog posts (launch announcement, feature deep-dives)
- Social media copy (2 weeks of posts)
- Email sequences (waitlist, onboarding, launch)
Technical
- Analytics tracking (UTM parameters, conversion events)
- Email automation setup
- Social scheduling (Buffer, Hootsuite, or similar)
- Press mention tracking (Google Alerts, Mention)
Risk Mitigation
| Risk | Likelihood | Impact | Mitigation |
|---|---|---|---|
| Low Product Hunt traffic | Medium | High | Prepare paid boost budget, activate network |
| Press doesn't cover | High | Medium | Pivot to influencer-focused strategy |
| Technical issues at launch | Low | High | Stagger rollout, have rollback plan |
| Negative reviews | Medium | Medium | Respond professionally, iterate quickly |
| Competitor response | Low | Low | Focus on differentiation, ignore FUD |
Timeline
| Week | Focus | Key Deliverables |
|---|---|---|
| W-2 | Pre-launch prep | Press kit, Product Hunt page, influencer outreach |
| W-1 | Teaser campaign | Social countdown, waitlist push |
| W0 | LAUNCH | Product Hunt, press releases, influencer content |
| W+1 | Momentum | Content marketing, community engagement |
| W+2 | Optimization | Funnel analysis, A/B tests |
| W+3 | Scale | Paid acquisition (if budget) |
| W+4 | Review | Post-mortem, Q2 planning |
Budget
| Item | Cost |
|---|---|
| Design (Fiverr/Upwork) | $500 |
| Press distribution (PR Newswire) | $400 |
| Social ads (testing) | $1,000 |
| Google Ads (testing) | $1,000 |
| Influencer gifts/swag | $300 |
| Tools (email, social, analytics) | $200/mo |
| Total | $3,400 + $200/mo |
Note: Can launch with $0 budget using organic tactics only
Next Actions
- Finalize launch date - Coordinate with CTO on stability
- Create Product Hunt page - Submit for review
- Draft press release - Distribute to target list
- Build press kit - Upload to /press page
- Recruit beta advocates - Reach out to 50 influencers
- Schedule social content - 2 weeks of posts
- Set up analytics - UTM tracking, conversion events
- Prepare email sequences - Waitlist, launch, onboarding
Related Issues:
- FRE-576: Brand identity ✅
- FRE-577: Marketing website ✅
- FRE-578: Content calendar
- FRE-579: Social media strategy ✅
- FRE-585: Analytics dashboard
Dependencies:
- Product stability (CTO)
- Payment system live (CTO)
- Domain/email setup (Ops)