# Post-Launch Week 1 Content Calendar
**Prepared by:** Herald | **Date:** 2026-02-21
**Status:** DRAFT — needs Michael's approval
**Assumption:** Launch Monday Feb 24, 2026. National (all of Australia).

> **Goal:** Momentum, not awareness. Day 1 says "we exist." Days 2-7 prove "we're real, people are using it, and it works." Build social proof fast enough that prospects see activity — not a landing page and a promise.

---

## The Week at a Glance

| Day | Date | Theme | Primary Action | Secondary Action |
|-----|------|-------|----------------|------------------|
| **Day 1 (Mon)** | Feb 24 | **LAUNCH** | LinkedIn + Twitter + Email blast | Susan cold calls pipeline |
| **Day 2 (Tue)** | Feb 25 | **The Receipt** | LinkedIn: maths breakdown | Facebook group seeding (2-3 groups) |
| **Day 3 (Wed)** | Feb 26 | **Social Proof Capture** | Reach out to first users for quotes | Engage all launch post comments |
| **Day 4 (Thu)** | Feb 27 | **Founder Story** | LinkedIn: Built by a Tradie | Hostel email batch #1 |
| **Day 5 (Fri)** | Feb 28 | **Worker Voice** | Instagram/Facebook: "Keep 100%" | Compile Week 1 numbers |
| **Day 6 (Sat)** | Mar 1 | **Breathe** | No new content. Engage only. | Review what landed, what didn't |
| **Day 7 (Sun)** | Mar 2 | **Week 1 Recap** | Internal report to Michael | Plan Week 2 calendar |

---

## Day 1 — Monday Feb 24: LAUNCH

**Theme:** "RateRight is live. All of Australia."

### Content Drops

| Time (AEST) | Channel | Piece | File |
|-------------|---------|-------|------|
| 7:00 AM | LinkedIn | **"RateRight is live. All of Australia."** National launch announcement. Pin to profile. | `launch-linkedin-national.md` |
| 7:15 AM | Twitter/X | **7-tweet launch thread.** Pin to profile. | `launch-twitter-thread-national.md` |
| 7:30 AM | Email | **Prospect launch email.** Susan's warm list first, then broader pipeline. | `launch-email-prospects-national.md` |

### Supporting Actions

| Who | Action | Notes |
|-----|--------|-------|
| Michael | Engage every LinkedIn comment for first 4-5 hours. Algorithm boost is real. | Replies don't need to be long. "Appreciate that, mate." works. |
| Susan | Cold calls to top prospects. Reference the LinkedIn post: "Did you see our launch today?" | Outreach rides the content wave. One coordinated push. |
| Herald | Monitor engagement. Screenshot early comments/reactions for social proof pipeline. | Numbers at EOD for Day 1 report. |

### Metrics to Capture (EOD)
- LinkedIn: impressions, reactions, comments, profile views
- Twitter: thread impressions, retweets, profile clicks
- Email: opens, clicks, replies
- Sign-ups: total workers, total contractors
- Susan: calls made, conversations had, interest level

---

## Day 2 — Tuesday Feb 25: THE RECEIPT

**Theme:** Show the maths. Name the problem they already feel.

### Content

| Time | Channel | Piece | File |
|------|---------|-------|------|
| 7:30 AM | LinkedIn | **"The Receipt"** — agency cost breakdown. No RateRight pitch in the post itself. Problem-only. Let the maths do the talking. | `linkedin-post-01-the-receipt.md` |
| 10:00 AM | Facebook | **Seed 2-3 construction groups** — use the casual worker template (W1 or W4). Michael's personal account. One post per group, different wording each. | `facebook-group-post-templates.md` |

### Why Day 2?
Launch day says "we exist." Day 2 says "here's why we need to exist." People who saw the launch now see the maths. People who missed the launch see the problem and go find the solution.

### Supporting Actions
- Michael: Engage LinkedIn + Facebook comments. Facebook is where trust gets built in replies.
- Susan: Follow up anyone who engaged with Day 1 content (liked, commented, clicked).
- Herald: Track which Facebook groups allow the posts vs delete them. Adjust approach.

---

## Day 3 — Wednesday Feb 26: SOCIAL PROOF CAPTURE

**Theme:** Harvest. Don't publish — capture.

### No New Public Content Today

Posting every day kills reach and trains the audience to ignore you. Wednesday is about gathering ammunition for the rest of the week and beyond.

### Testimonial Capture Process

```
Step 1: Identify early users
  - Check sign-ups from Day 1-2
  - Any worker who completed a profile
  - Any contractor who posted a job
  - Susan's pipeline: anyone who responded positively

Step 2: Reach out personally
  - Michael or Susan calls/texts (NOT an automated email)
  - "G'day [Name], saw you signed up. How's it going? Anything we can do better?"
  - If positive: "Would you mind if I shared your experience? Just a line or two."
  - If negative: "What can we fix?" (This is product feedback, not content.)

Step 3: Capture the quote
  - Voice call preferred (15 min max)
  - Follow interview guides in success-story-framework.md
  - Record with permission
  - Send draft back for their approval

Step 4: Queue for Herald
  - Raw quotes → Herald writes up using templates
  - Herald → Michael for approval
  - Approved → content-ready/ for publishing
```

### Quick-Win Formats (if we get quotes fast)

| Quote Type | Format | Turnaround |
|-----------|--------|------------|
| One-liner ("$50? That's it?") | LinkedIn comment screenshot, story graphic | Same day |
| 2-3 sentence reaction | Instagram story, Facebook update | Next day |
| Full story (15-min call) | LinkedIn post, website testimonial | 3-5 days |

### Engagement Work
- Reply to every Day 1 + Day 2 comment that hasn't been answered
- DM anyone who shared the launch post — thank them, start a conversation
- Check if any media/journalists engaged (unlikely Day 3, but watch for it)

### Competitor Watch (Radar Intel)
**Airtasker earnings report drops today (Feb 26).** Radar will have analysis. If their numbers show construction weakness → potential content angle for Week 2: "While they're reporting to shareholders, we're paying workers their full rate."

> **Rule:** Don't bash by name. Lead with our model. The comparison is implied.

---

## Day 4 — Thursday Feb 27: FOUNDER STORY

**Theme:** The person behind the $50. Credibility and trust.

### Content

| Time | Channel | Piece | File |
|------|---------|-------|------|
| 7:30 AM | LinkedIn | **"Built by a Tradie"** — Michael's story. 30 years in construction. Why he built this. Not a pitch — a story. | `linkedin-post-08-founder-story.md` |

### Why Day 4?
- Day 1: Here's what we built (announcement)
- Day 2: Here's the problem it solves (maths)
- Day 4: Here's who built it and why (trust)

The sequence matters. By Day 4, people who've been following have the context. The founder story now has weight. "Oh, this isn't a tech startup — it's a builder who got fed up."

### Hostel Email Campaign — Batch #1

| Action | Who | Details |
|--------|-----|---------|
| Send hostel manager emails | Susan (or Michael) | Top 10 hostels by city. Email + PDF poster attached. Use `email-template-hostel-manager.html`. |
| Target cities (batch 1) | — | Sydney (3), Melbourne (3), Brisbane (2), Gold Coast (2) |
| Follow up | Susan | Call hostel front desk 2 days later: "Did you get that email about the jobs board poster?" |

### Supporting Actions
- Susan: Continue pipeline calls. "Have you seen the founder's story? 30 years on the tools."
- Herald: If any Day 3 quotes came back, draft first success story pieces.

---

## Day 5 — Friday Feb 28: WORKER VOICE

**Theme:** Flip the audience. Speak directly to workers.

### Content

| Time | Channel | Piece | Notes |
|------|---------|-------|-------|
| 12:00 PM | Instagram / Facebook | **"Keep 100% of your rate."** Worker-focused post. Not the contractor angle — the worker angle. "You set your rate. You keep all of it." | New draft needed — adapt from `instagram-worker-acquisition-drafts.md` |
| 12:00 PM | WHV Facebook groups | **Backpacker-targeted post** (W3 template) — different groups than Day 2 | `facebook-group-post-templates.md` (W3) |

### Why Friday?
Workers planning next week's work. Backpackers in hostels checking their phones Friday evening. Construction workers scrolling after knocking off. The audience is available.

### Week 1 Numbers Compilation

Herald compiles the full Week 1 report for Michael:

```
WEEK 1 REPORT — RateRight Launch
================================

CONTENT PERFORMANCE
- LinkedIn posts: [X] total, [Y] impressions, [Z] reactions, [W] comments
- Twitter thread: [X] impressions, [Y] retweets
- Facebook groups: [X] posts, [Y] survived moderation, [Z] comments
- Email campaign: [X] sent, [Y]% open rate, [Z]% click rate, [W] replies

SIGN-UPS
- Workers: [X] total ([Y] WHV, [Z] local)
- Contractors: [X] total
- Active jobs posted: [X]
- Matches made: [X]
- First completed hire: [date] or "pending"

OUTREACH (Susan)
- Calls made: [X]
- Conversations: [X]
- Warm leads: [X]
- Meetings booked: [X]

TESTIMONIALS CAPTURED
- Quotes received: [X]
- Stories in progress: [X]
- Published: [X]

TOP PERFORMING CONTENT
- Best post: [which one, why]
- Best engagement: [which comment thread, what resonated]
- Unexpected win: [anything surprising]

WHAT WORKED / WHAT DIDN'T
- [Honest assessment]

WEEK 2 RECOMMENDATION
- [Based on what landed]
```

---

## Day 6 — Saturday Mar 1: BREATHE

**No new content.** The audience needs a break. You need to assess.

### Actions
- Engage any remaining comments across all platforms
- Review all metrics from the week
- Identify which content performed (impressions don't matter — comments and sign-ups matter)
- Check hostel email responses (any poster requests?)
- Review Radar's Airtasker/HiPages earnings analysis for Week 2 angles

---

## Day 7 — Sunday Mar 2: WEEK 1 RECAP + WEEK 2 PLAN

### Internal Actions

| Who | Action |
|-----|--------|
| Herald | Deliver Week 1 Report to Michael (Telegram, 7 PM — Weekly Content Drop slot) |
| Herald | Draft Week 2 content calendar based on what worked |
| Herald | Package any captured testimonials for Michael's review |
| Susan | Outreach report: who's warm, who needs follow-up, pipeline update |
| Rivet | Strategic review: does the launch trajectory change anything? |

### Week 2 Preview (Tentative — adjust based on Week 1 results)

| Day | Content Direction |
|-----|-------------------|
| Mon | "$50. Once." — detailed explainer for people now considering |
| Wed | City-specific content (Melbourne or Newcastle — wherever sign-ups are strongest) |
| Fri | First real testimonial (if captured) OR early access CTA push |

---

## Worker Onboarding Content Pipeline

Once workers sign up, they need to feel looked after. This isn't marketing — it's retention.

### Welcome Sequence (Email/SMS)

| Trigger | Message | Tone |
|---------|---------|------|
| **Sign-up** | "Welcome to RateRight. You set your rate. You keep all of it. Here's how to get your first job." | Warm, direct. No corporate waffle. |
| **Profile complete** | "Your profile's live. Contractors can see you now. Make sure your rate reflects your worth — don't sell yourself short." | Encouraging. Practical. |
| **First match** | "You've got a match. [Contractor name] in [suburb] needs a [trade]. $[rate]/hr — your rate, 100%." | Excited but factual. |
| **First job complete** | "First one done. $[amount] earned — all yours. If you had a good experience, tell a mate. Word of mouth is how this grows." | Genuine. The referral ask is soft. |
| **After 3 jobs** | "You've done 3 jobs through RateRight. How's it going? Anything we can do better? And if you're happy — would you mind sharing a quick quote about your experience?" | Testimonial capture trigger. Natural, not pushy. |

> **Note:** These need Builder to implement. Herald writes the copy, Rivet routes to Builder. Don't build this in email templates — it should be triggered by platform events.

### Onboarding Content (In-App or Linked)

| Content Piece | Purpose | Format |
|---------------|---------|--------|
| "How RateRight Works" — 60-second walkthrough | Reduce drop-off after sign-up | Short video (Michael or animation) |
| "Setting Your Rate" guide | Workers undervalue themselves. Help them price right. | Blog post or in-app page |
| "What to Expect on Your First Job" | Reduce anxiety, increase show-up rate | Email or in-app |
| "Your Rights as a Worker in Australia" | Especially for WHV holders. Build trust + legal positioning. | Blog post. Harper can verify content. |
| FAQ: "Is this really free for workers?" | The #1 scepticism question | Landing page section + email |

---

## Contractor Testimonial Capture Process

### Trigger Points (When to Ask)

| Milestone | Action | Script |
|-----------|--------|--------|
| **First hire completed** | Susan calls | "How was it? Was the process straightforward? What would you improve?" — feedback first, testimonial second |
| **3rd hire completed** | Herald drafts outreach | "You've hired 3 workers through RateRight now. Saving you roughly $[X] compared to agency rates. Mind if we share that?" |
| **After a big project** | Michael personally | "Mate, how'd the crew go? We'd love to share what you've built with RateRight — put your name out there as a builder who pays fair." |

### Capture Method

1. **Phone call first.** 15 minutes. Follow the Builder interview guide in `success-story-framework.md`.
2. **Record with permission.** Voice note is fine. Video is gold.
3. **Herald writes it up.** Uses Template 1 (Builder Who Stopped Bleeding Money).
4. **Send back for approval.** "Here's what we wrote from our chat — happy for us to share this?"
5. **Michael approves.** Then it's content-ready.

### Quick-Capture Alternatives (Lower Barrier)

| Method | Effort | Output |
|--------|--------|--------|
| **SMS testimonial** — "In one sentence, what's the best thing about hiring through RateRight?" | 30 seconds | Social proof graphic, website quote |
| **Star rating + one line** — "Rate your experience 1-5 and tell us why" | 1 minute | Aggregate rating ("4.8/5 from first 20 contractors") |
| **Screenshot their text** — if a contractor texts Michael something positive | 0 effort | With permission: "Real text from a real builder" social post |

---

## Social Proof Building Strategy

### Week 1 Goal: Get SOMETHING Real

We don't need 50 testimonials. We need ONE. One real contractor saying "this saved me money." One real worker saying "I kept every dollar." That single proof point breaks the "is this legit?" barrier.

### The Social Proof Ladder

| Level | What It Looks Like | When We'll Have It |
|-------|--------------------|--------------------|
| **Level 0** | "We just launched" — energy + vision only | Launch day |
| **Level 1** | Sign-up numbers — "50 workers signed up in Week 1" | End of Week 1 |
| **Level 2** | First quote — "One line from a real user" | Week 1-2 |
| **Level 3** | First story — full testimonial with numbers | Week 2-3 |
| **Level 4** | Multiple stories + aggregate stats | Month 1-2 |
| **Level 5** | Video testimonials + case studies | Month 2-3 |

### How to Accelerate the Ladder

- **Michael's network:** Any tradies he knows personally who'd try RateRight? First 5 users from personal network = fastest testimonial path.
- **Susan's pipeline:** Anyone who expressed interest pre-launch? Get them signed up Day 1 and follow up Day 3.
- **Hostel partnerships:** If a hostel manager recommends RateRight to guests, THAT is a testimonial too — "even the hostel recommended it."
- **Engagement as proof:** Screenshot positive LinkedIn comments. "Industry is paying attention" angle.

### Content from Proof (What We Publish)

| Proof Point | Content Piece | Channel |
|-------------|---------------|---------|
| 50 workers signed up | "50 workers in Week 1. Zero agency fees." | LinkedIn |
| First contractor hire | "[Name]'s first hire through RateRight: $50. Not $5,000." | LinkedIn |
| Worker quote | Quote graphic: "I keep every dollar now." | Instagram + LinkedIn |
| Hostel put up poster | Photo of poster in hostel | Instagram story |
| Aggregate rating (4.5+) | "Rated 4.8/5 by our first 20 contractors" | Website + all platforms |

---

## Dependencies & Blockers

| Blocker | Owned By | Status | Impact |
|---------|----------|--------|--------|
| LinkedIn access for Michael | Michael | ❌ Unresolved | All LinkedIn content |
| Twitter/X account | Michael | ❌ Unknown | Twitter thread |
| Email send capability | Builder | ❌ No programmatic send | Prospect emails, welcome sequence |
| rateright.com.au live + sign-up working | Builder | ❓ Confirm | Every CTA |
| Receipt graphic | Builder | ⏳ Spec exists | Day 2 LinkedIn visual |
| In-app onboarding triggers | Builder (via Rivet) | ❌ Not built | Welcome sequence automation |

---

## Decision Points for Michael

1. **Launch day confirmed Monday Feb 24?** This calendar assumes yes.
2. **LinkedIn/Twitter access?** Can't publish without it.
3. **Email tool?** How do we send the prospect blast and hostel emails?
4. **Personal network seed?** Any mates who'd sign up Day 1 to get the flywheel spinning?
5. **Hostel email — who sends?** Michael personally, or Susan on his behalf?
6. **Worker onboarding copy — route to Builder?** Herald writes it, Builder implements the triggers.

---

*Every piece of content in this calendar passes the Michael Test. Nothing goes external without his approval. The goal isn't noise — it's proof. One real story beats a hundred posts.*