Chapter 02
Launch Calendar & Campaign Planning
5-4 weeks before launch
A successful launch requires military-grade coordination. This phase maps out every activity, owner, and deadline.
Deliverables
2.1 Master Launch Timeline
What you're creating: A comprehensive calendar showing every launch activity.
How to execute
Create comprehensive task list
Brain dump every activity needed:
Map dependencies
For each task, identify:
Build your timeline using the Master Launch Tasklist
Rather than building a timeline from scratch, use the Master Launch Tasklist included with this cluebook. It's pre-organized by week (6 weeks before launch through ongoing) and covers every category—content, design, sales enablement, video, email, social, website, and analytics. Duplicate it, then:
Identify critical path
Highlight tasks that, if delayed, would delay launch:
Update frequency: Daily during final 2 weeks
2.2 Channel Strategy
What you're creating: A plan for how you'll use each channel throughout the launch.
How to execute
Define channel priorities
| Channel | Priority | Purpose | Key Assets | Success Metric |
|---|---|---|---|---|
| Website | Primary | SEO, conversions | Landing page, product pages | Sign-ups, demos |
| Primary | Conversion | Launch series, nurture | Open rate, CTR, conversions | |
| Primary | Awareness, social proof | Posts, videos, testimonials | Engagement, reach | |
| Sales | Primary | Direct revenue | Demos, outreach | Deals influenced, pipeline |
| Product (in-app) | Primary | Adoption | In-app messages, tours | Feature adoption rate |
| Secondary | Engagement | Threads, quick takes | Engagement rate | |
| Paid Ads | Secondary | Demand gen | LinkedIn/Google ads | CAC, conversion rate |
| PR | Tertiary | Brand awareness | Press release, briefings | Coverage, backlinks |
Map content to channels
Allocate budget
2.3 Campaign Milestones
What you're creating: Key checkpoints to ensure you're on track.
How to execute
Set major milestones
Each milestone maps to the chapters ahead — we'll dive deeper into the work behind each one as we go.
Milestone 1 (6 weeks before launch): Foundation Complete (Chapter 1)
Milestone 2 (4 weeks before launch): Enablement Ready (Chapters 3 & 4)
Milestone 3 (2 weeks before launch): Content Complete (Chapters 5, 6 & 7)
Milestone 4 (1 week before launch): Campaign Ready (Chapters 6 & 7)
Milestone 5 (Launch day): Launch (Chapter 8)
Create weekly status template
Every Friday, report:
Define go/no-go criteria
Launch only if:
Review frequency: Weekly
