FrenoCorp/plans/FRE-626-growth-execution.md

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

---

## Pillar 3: Community Growth

### Discord Growth (Target: 500+ members)

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

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

### Week 3 (May 15-21): Optimize + Expand

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

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

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

### Week 2-3 (May 11-17)

6. **Launch Twitter ads** (May 15)
7. **Publish YouTube video #1** (May 14)
8. **Begin film school outreach** (May 15)
9. **Discord event planning** (May 15-17)

### Week 4 (May 22-28)

10. **Launch referral program** (May 22)
11. **Referral contest** (May 22-28)
12. **Publish YouTube video #2** (May 28)
13. **Month-end metrics review** (May 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