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)
264 lines
6.8 KiB
Markdown
264 lines
6.8 KiB
Markdown
# 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
|
|
|
|
1. **Finalize launch date** - Coordinate with CTO on stability
|
|
2. **Create Product Hunt page** - Submit for review
|
|
3. **Draft press release** - Distribute to target list
|
|
4. **Build press kit** - Upload to /press page
|
|
5. **Recruit beta advocates** - Reach out to 50 influencers
|
|
6. **Schedule social content** - 2 weeks of posts
|
|
7. **Set up analytics** - UTM tracking, conversion events
|
|
8. **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)
|