# Post-Launch Integrated Communications Strategy
**Prepared by:** Herald | **Date:** 2026-02-23
**Status:** DRAFT — needs Michael's approval
**Context:** 12 fresh leads ready. National strategy confirmed. System launch-ready.

> **Purpose:** Connect every comms thread — LinkedIn, hostel outreach, lead follow-up, success story capture — into one coordinated machine. Week 1 exists already (`post-launch-week1-calendar.md`). This covers the full 4-week arc and the follow-up sequences that turn launch energy into paying hires.

---

## The 4-Week Arc

| Week | Theme | LinkedIn Focus | Outreach Focus | Goal |
|------|-------|---------------|----------------|------|
| **1** | **LAUNCH** | Announce + Receipt + Founder Story | 12 leads get launch email + call | Awareness. "RateRight exists." |
| **2** | **PROOF** | First numbers + city-specific content | Hostel batch #1 follow-up + lead nurture | Credibility. "People are using it." |
| **3** | **DEPTH** | How it works + earnings week commentary | Hostel batch #2 + warm lead conversion | Understanding. "Here's exactly how it saves you money." |
| **4** | **MOMENTUM** | First real testimonial (if captured) + CTA push | Close warm leads + referral ask | Conversion. "Your turn." |

---

## LINKEDIN CONTENT CALENDAR — Weeks 1-4

### Week 1: LAUNCH (covered in `post-launch-week1-calendar.md`)
| Day | Post | File |
|-----|------|------|
| Mon | "RateRight is live. All of Australia." | `launch-linkedin-national.md` |
| Tue | "The Receipt" — maths breakdown | `linkedin-post-01-the-receipt.md` |
| Thu | "Built by a Tradie" — founder story | `linkedin-post-08-founder-story.md` |

### Week 2: PROOF
| Day | Post | Status |
|-----|------|--------|
| Tue | **"Week 1 Numbers"** — sign-ups, jobs posted, cities active. Raw transparency. "X workers signed up. Y jobs posted. Z cities. One week. $50." | 📝 Draft post-launch using real data |
| Thu | **City-specific post** — whichever city has strongest early traction. Melbourne or Newcastle likely. Use `multi-city-content-variants.md` templates. | ✅ Templates exist, pick based on data |

### Week 3: DEPTH
| Day | Post | Status |
|-----|------|--------|
| Tue | **"$50. Once. Here's exactly how it works."** — step-by-step explainer. Not the pitch again — the HOW. Builder posts a job → workers apply at their rate → builder picks → $50 → done. | ✅ Adapt from `linkedin-post-07-rateright-intro.md` |
| Thu | **Earnings week commentary** — React to HiPages/Airtasker results (Feb 24/26). "While they're reporting to shareholders about 'monetising leads,' we charged $50." No names if possible, but the comparison is clear. | 📝 Draft after Radar delivers earnings analysis |

### Week 4: MOMENTUM
| Day | Post | Status |
|-----|------|--------|
| Tue | **First real testimonial** — if we've captured one by now. Even a one-liner: "[Name], formworker, Sydney: '$50. That's it. I was paying $4,000 a worker.'" If no testimonial yet: **"We Don't Fire Workers. We Grow Them"** ratings pillar post. | ✅ Success story framework ready / backup `linkedin-post-11-we-grow-workers.md` |
| Thu | **Early Access → "Join the builders who switched"** conversion CTA. Direct ask. Not aggressive — earned by 3 weeks of proof. | ✅ Adapt from `linkedin-post-09-early-access.md` |

### Posting Rules (All Weeks)
- **Tuesday + Thursday only.** 7:30 AM AEST. Never more than 2/week.
- **Michael engages comments** for first 2-3 hours. Short replies are fine.
- **No post is filler.** If we have nothing worth saying, we skip.
- **Every post links back to rateright.com.au.** One CTA, bottom of post.

---

## 12-LEAD FOLLOW-UP SEQUENCE

Susan has 12 fresh leads. Here's how Herald's messaging integrates with her outreach.

### Sequence: 3-Touch over 10 Days

| Touch | Day | Channel | Message | Who |
|-------|-----|---------|---------|-----|
| **1** | Launch Day | Email + SMS | Launch announcement — "Writing to you first." Personal, not mass-blast. | Susan sends, Michael's voice |
| **2** | Day 3-4 | Phone call | "Did you see the launch? Any questions? Happy to walk you through it." References LinkedIn post. | Susan calls |
| **3** | Day 8-10 | SMS or Email | Value nudge — "Just wanted to share: X workers signed up in Week 1. If you're hiring, the supply's there." Uses real Week 1 data. | Susan sends |

### Message Templates

**Touch 1 — Launch Email (use `launch-email-prospects-national.md`)**
Already drafted. Personalise with lead name and any prior conversation context Susan has.

**Touch 1 — Launch SMS**
```
G'day [Name], Michael from RateRight. We're live — nationally. $50 flat per hire, workers keep 100%. You and I had a yarn about hiring costs. Worth another chat? rateright.com.au
```

**Touch 2 — Post-Call SMS (if voicemail)**
```
Hey [Name], tried to call. Just wanted to let you know RateRight's live — saw you might be hiring. $50 per hire, no agency markup. Happy to walk you through it when suits. - Susan, RateRight
```

**Touch 3 — Week 1 Numbers Nudge**
```
Quick update [Name] — [X] workers signed up in our first week across [Y] cities. If you need [trade], the supply's building fast. rateright.com.au — or just reply here.
```

### Rules
- **All messages pass Michael Test.** No "leveraging" or "streamlining."
- **Susan personalises every touch.** Generic mass-blast = spam. Personal reference = conversation.
- **After Touch 3:** If no response, move to monthly check-in. Don't chase. Desperate follow-up kills the brand.
- **If they respond at any point:** Susan takes over live. No more automated sequence.

---

## HOSTEL OUTREACH FOLLOW-UP SEQUENCES

### Batch Strategy
| Batch | Cities | Timing | Volume |
|-------|--------|--------|--------|
| **Batch 1** | Sydney (3), Melbourne (3), Brisbane (2), Gold Coast (2) | Week 1, Day 4 | 10 hostels |
| **Batch 2** | Perth (3), Adelaide (2), Cairns (2), Darwin (1), Newcastle (1), Hobart (1) | Week 3 | 10 hostels |
| **Batch 3** | Regional expansion — Sunshine Coast, Townsville, Geelong, Wollongong, Canberra | Week 4+ | As budget allows |

### Hostel Manager Sequence: 4-Touch

| Touch | Day | Channel | Message |
|-------|-----|---------|---------|
| **1** | Day 0 | Email | Intro email + PDF poster attached. "Free to put up. Helps your guests find construction work." Use `email-template-hostel-manager.html`. |
| **2** | Day 2-3 | Phone call | "Did you get that email about the jobs board poster? Happy to answer any questions." |
| **3** | Day 7 | Email | "Just checking in — did you manage to put the poster up? If you need different sizes or a stack of flyers, happy to send them." |
| **4** | Day 14+ | Email | Results update — "X workers from [city] have signed up. Your hostel guests are finding work through this." Social proof for the manager. |

### Hostel Manager Email Templates

**Touch 1 — Initial Outreach**
```
Subject: Free jobs board poster for your guests — construction work, fair pay

G'day [Manager Name / "team at {Hostel Name}"],

I run RateRight — a free app that helps backpackers and workers find construction jobs 
in Australia without going through agencies (who typically take 20-30% of their pay).

I've attached an A4 poster for your noticeboard. It's designed for your guests who are 
looking for work — they scan the QR code, sign up free, and keep 100% of their rate.

No cost to you or your guests. No catch. We charge the builders $50 per hire — that's it.

Would you mind putting it up? Happy to send a stack of flyers if you'd prefer something 
smaller for the front desk.

Cheers,
Michael McLoughlin
RateRight | rateright.com.au
```

**Touch 3 — Follow-Up**
```
Subject: Re: Free jobs board poster — quick check-in

G'day [Name],

Just following up on the poster I sent through. Were you able to put it up?

If it helps — [X] workers in [city] have already signed up since we launched. 
Your guests are exactly the people who benefit — construction work, full rate, no agency cut.

Happy to send physical copies if that's easier, or different sizes for the front desk.

Cheers,
Michael
```

**Touch 4 — Results Update**
```
Subject: Quick update — workers in [city] finding jobs through RateRight

G'day [Name],

Just a quick update — [X] workers in [city] have signed up through RateRight so far, 
and [Y] have already been matched to construction jobs.

If any of your guests are looking for work, the poster on your board could be their 
entry point to fair-pay construction work.

Thanks for supporting it.

Cheers,
Michael
```

### Hostel Follow-Up Rules
- **Never pushy.** We're asking them for a favour, not selling to them.
- **Physical materials matter.** If they say "send me flyers," follow through immediately.
- **Track which hostels actually put up posters.** That's our distribution metric.
- **If a hostel manager says no:** Thank them. Move on. Never follow up again.

---

## CONTRACTOR SUCCESS STORY TEMPLATES — First Hires

Full capture framework exists in `success-story-framework.md`. These are the **quick-turn templates** for when we get our first 1-3 completed hires and need content fast.

### Template A: "The First One" (LinkedIn)

```
Our first completed hire through RateRight.

[Name]. [Trade]. [City].

The contractor posted the job [when]. [Name] applied at $[rate]/hr — their rate, 
not an agency's guess. The contractor hired them.

Total cost to the contractor: $50.

Not $4,000. Not 20% of the wage. Not "credits" or "subscriptions."

Fifty dollars. Once.

And [Name] kept every cent of their rate.

We built RateRight because this is how it should work. Today it did.

→ rateright.com.au
```

### Template B: "The Maths — Real This Time" (LinkedIn)

```
First real numbers from a real hire on RateRight.

The old way:
- Agency charges contractor $65/hr
- Worker gets $42/hr
- Agency keeps $23/hr × 40 hrs × 10 weeks = $9,200

RateRight:
- Worker charges $[rate]/hr (keeps all of it)
- Contractor pays $[rate]/hr + $50 one-time fee
- Total RateRight cost: $50

Difference: $[savings].

This isn't a projection. It happened this week.

→ rateright.com.au
```

### Template C: "The Worker's Side" (Instagram/Facebook)

```
[Name] just finished their first job through RateRight.

[Trade] work in [city]. $[rate]/hr.

Every dollar — theirs.

No agency taking $20/hr off the top. No percentage. No "that's just how it works."

The contractor paid $50 to hire them. [Name] kept their full rate.

This is how it should work. Now it does.

Sign up free → rateright.com.au
```

### Template D: Quick Social Proof Graphic (all platforms)

**Format:** Dark background, white text. One stat.

Option 1:
```
FIRST COMPLETED HIRE
$50. Not $5,000.
— RateRight
```

Option 2:
```
"I keep every dollar now."
— [First name], [trade], [city]
```

Option 3:
```
[X] WORKERS SIGNED UP
[Y] JOBS POSTED
[Z] CITIES
WEEK ONE.
$50 PER HIRE. THAT'S IT.
```

### Capture Timeline
| Milestone | Action | Turnaround |
|-----------|--------|------------|
| First sign-ups (Day 1) | Capture numbers for Week 1 post | Same day |
| First job posted | Note details for content | Same day |
| First match made | Reach out to both parties | Within 24 hrs |
| First job completed | Susan calls contractor + worker | Within 48 hrs |
| First quote captured | Herald writes up using templates above | Same day |
| Story approved | Michael reviews | Next Weekly Drop or ad hoc if urgent |

---

## COORDINATION WITH SUSAN

| Herald Does | Susan Does | How We Sync |
|-------------|-----------|-------------|
| Write all messaging copy | Personalise + send to leads | Herald drafts → Susan adapts per lead |
| LinkedIn content schedule | Time outreach calls to match content drops | Herald publishes AM → Susan calls PM same day |
| Hostel email templates | Execute hostel outreach | Herald writes → Susan sends + tracks responses |
| Success story templates | Identify + interview first users | Susan flags candidates → Herald writes up |
| Brand voice review | Flag anything that feels off | Susan sends draft → Herald reviews → Michael approves |

### Sync Points
- **Launch Day:** Susan sends Touch 1 to all 12 leads within 2 hours of LinkedIn post going live. Coordinated push.
- **End of Week 1:** Susan provides lead response data → Herald writes Week 1 report + Week 2 numbers post.
- **First completed hire:** Susan calls both parties → captures raw quotes → Herald writes up same day.
- **Weekly:** Herald reviews Susan's outreach for Michael Test compliance.

---

## METRICS DASHBOARD — What We're Tracking

### Content Metrics (Herald owns)
| Metric | Week 1 Target | Week 4 Target |
|--------|--------------|--------------|
| LinkedIn impressions | 1,000+ | 5,000+ |
| LinkedIn engagement rate | 5%+ | 5%+ |
| Profile views (Michael's) | 100+ | 200+ |
| Email open rate | 40%+ | 35%+ |
| Email reply rate | 10%+ | 8%+ |

### Outreach Metrics (Susan owns, Herald reports)
| Metric | Week 1 Target | Week 4 Target |
|--------|--------------|--------------|
| Leads contacted | 12/12 | 20+ |
| Conversations (phone) | 6+ | 12+ |
| Meetings booked | 2+ | 5+ |
| Hostels with posters up | 5+ | 15+ |

### Platform Metrics (Builder/Rivet own, Herald reports)
| Metric | Week 1 Target | Week 4 Target |
|--------|--------------|--------------|
| Worker sign-ups | 50+ | 200+ |
| Contractor sign-ups | 10+ | 30+ |
| Jobs posted | 5+ | 20+ |
| Completed hires | 1+ | 5+ |
| Testimonials captured | 0-1 | 3+ |

---

## DEPENDENCIES & BLOCKERS

| Blocker | Owner | Status | Impact |
|---------|-------|--------|--------|
| LinkedIn access for Michael | Michael | ❌ Unresolved | Cannot publish any LinkedIn content |
| Email send capability | Builder | ❌ No programmatic send | Lead emails + hostel emails manual |
| 12 leads — contact details | Susan | ✅ Ready | Susan has these |
| rateright.com.au live + sign-up | Builder | ❓ Confirm before launch | Every CTA links here |
| Hostel poster PDFs | Herald | ✅ All city variants done | Ready to attach |
| Success story framework | Herald | ✅ Complete | `success-story-framework.md` |

---

## DECISION POINTS FOR MICHAEL

1. **Launch date confirmed?** This strategy assumes imminent launch.
2. **LinkedIn access?** Can you grant Herald/Susan posting access, or will you post yourself?
3. **Hostel emails — who sends?** Michael personally (stronger), or Susan on his behalf?
4. **12 leads — green light for Susan to fire Touch 1 on launch day?**
5. **First completed hire — can Michael personally call the contractor?** Most powerful testimonial trigger.

---

*Every word in this strategy passes the Michael Test. Nothing goes external without approval. The goal isn't noise — it's 5 completed hires in 4 weeks. Everything serves that.*