/dm:launch-plan

Purpose

Build a comprehensive launch playbook that coordinates all marketing activities across three phases — pre-launch, launch, and post-launch — to maximize impact and sustain momentum.

Input Required

The user must provide (or will be prompted for):

• What is launching: Product, feature, service, rebrand, or event
• Launch date: Target date or date range
• Launch goals: Signups, revenue, coverage, awareness targets
• Target audience: Primary and secondary audiences for the launch
• Available channels: Which channels are active and resourced
• Budget: Dedicated launch budget (if any)
• Assets available: What already exists (product pages, demos, press materials, creative)
• Team: Who is involved and their roles

Process

1. Load brand context: Read ~/.claude-marketing/brands/_active-brand.json for the active slug, then load ~/.claude-marketing/brands/{slug}/profile.json. Apply brand voice, compliance rules for target markets (skills/context-engine/compliance-rules.md), and industry context. Also check for guidelines at ~/.claude-marketing/brands/{slug}/guidelines/_manifest.json — if present, load restrictions and relevant category files. Check for custom templates at ~/.claude-marketing/brands/{slug}/templates/. Check for agency SOPs at ~/.claude-marketing/sops/. If no brand exists, ask: "Set up a brand first (/dm:brand-setup)?" — or proceed with defaults.
2. Define launch tier (Tier 1 major, Tier 2 moderate, Tier 3 minor) to calibrate effort
3. Pre-launch phase (T-30 to T-1): Teaser content, audience building, press seeding, influencer outreach, email list warming, landing page, waitlist
4. Launch phase (T-0 to T+3): Coordinated announcement across all channels, press release, email blast, social blitz, paid media activation, community engagement
5. Post-launch phase (T+4 to T+30): Performance monitoring, user feedback collection, content follow-up, retargeting, optimization, case studies
6. Build detailed timeline with owners, deliverables, and deadlines per task
7. Define success metrics per phase and overall launch KPIs
8. Identify risks and build contingency plans

Output

A structured launch playbook containing:

• Launch overview with tier classification and success criteria
• Pre-launch checklist with timeline, deliverables, and owners
• Launch day runbook with hour-by-hour coordination plan
• Post-launch optimization plan with feedback loops
• Channel-by-channel activation plan with specific tactics
• Content and asset requirements list
• Risk register with contingency actions
• KPI dashboard with targets per phase

Agents Used

• marketing-strategist — Launch architecture, phasing, goal setting, channel coordination
• content-creator — Launch messaging, content assets, announcement copy
• pr-outreach — Media strategy, press materials, influencer seeding