TalentOpus publicity plan v2
One idea: act like a startup with a launch date. Seed the problem, show the people, open the doors on one named day (WD3, Sat 24 Oct), then prove it and pull people to Impact IRL on Sat 31 Oct.
What changed from the 10 Oct plan
| Item | Was | Now | Why |
|---|---|---|---|
| Launch day | Mon 19 Oct blast | Sat 24 Oct, WD3, 3:00 pm, whole team in the room | Startups launch once, all together, after warming supporters. The team is already gathered on WD3. |
| Footage shoot | WD2 | WD1 | Footage feeds the founder clips and BTS reel for the teaser week. WD2 becomes edit + review. |
| Launch film | Opening blast | Stays asset #1, pinned from today, re-pushed on launch day | It is already on the profile and site. |
| 72-hour check | Thu 22 Oct | Tue 27 Oct (72 h after launch) | The check only means something after the launch. |
| Plan B window | Thu 22 to Wed 28 Oct | Tue 27 to Fri 30 Oct if the check fails | Same logic. Needs Dylan to confirm. |
| NYC collab post | Mon 19 | Sat 24 with the launch (story-only on Mon 26 stays) | Keep the required collab, but confirm NYC has no earlier deadline. |
1. Tactics learned (12), with sources
Evidence grades: A = primary/official, B = founder or operator first-hand, C = vendor or practitioner blog, D = marketing claim not independently checked. Most startup-marketing sources are C. Treat the tactic as a hypothesis and read our own numbers after each post.
| # | Tactic | What real startups do | Source (grade) | How we'd use it |
|---|---|---|---|---|
| 1 | Waitlist with a visible position and a referral loop | Robinhood showed each signup their place in line and moved them up for each friend they referred. Reported about 1 million on the list before launch. | Prefinery, Viral Loops, KickoffLabs write-ups of Robinhood: prefinery.com/blog/referral-programs/prelaunch-campaign/robinhood, viral-loops.com/blog/how-robinhoods-referral-built-a-1m-user (C) | Pilot sign-up thank-you says "bring a friend into your cohort". No cash or prizes. One tagged link per youth group so we see which source works. |
| 2 | Invite-only feel plus personal onboarding | Superhuman's founder onboarded the first several hundred users himself, and kept intake to referrals from the right people. He says the aim was fit, not scarcity. | Rahul Vohra interview, churn.fm EP65: churn.fm/episode/how-superhuman-avoids-churn-by-systematically-increasing-product-market-fit (B) | Say "first cohort forming now" (the site already does). Dylan or Kai Yu welcome sign-ups personally within 24 h, as the Plan B already says. |
| 3 | Founder-led content on personal profiles | HubSpot for Startups: a founder runs a 90-minute weekly system on one channel, posts from work already done. Another source claims personal profiles get about 7x the impressions of company pages. | HubSpot founder-led content strategy 2026: hubspot.com/startups/resources/sales-and-marketing/founder-led-content-strategy (C); a88lab.com/blog/founder-led-content-b2b-saas (D for the 7x) | Dylan and Kai Yu post as people on LinkedIn, not as a page. Each Growth post is short and first-person. |
| 4 | Build in public | Share decisions, drafts and problems as you work, so people root for you before launch. The site already says "we're building it in the open". | HubSpot piece above (C); SocialKit launch content plan: socialk.it/en/blog/product-launch-content-plan (C) | 15 to 30 s clips from WD1 to WD4: filming, designing, pitch practice, a partner reply. Phone footage is fine. |
| 5 | Three-act sequence: tension, climax, resolution | Weeks 3 to 4 before launch: make people feel the problem. Weeks 1 to 2: teasers with a specific date. Launch day: the reveal. After: proof and Q&A. | SocialKit (C); wpmanageninja.com/product-launch-strategy: pre-launch builds, launch activates, post-launch decides if it lasts (C) | Problem carousel first (Wed 14), teasers 19 to 23 Oct, launch Sat 24, proof 25 to 30 Oct. |
| 6 | A specific date, not "coming soon" | "Vague launches lose momentum." A named date becomes a calendar entry in people's heads. | SocialKit (C) | Every teaser from Wed 21 carries "Sat 24 Oct". Countdown sticker on stories. |
| 7 | One coordinated moment, supporters pre-warmed | Product Hunt's own guide recommends 12:01 am Pacific as launch time. Dub's #1 launch playbook builds a supporter list first, schedules posts and the first comment. | producthunt.com/launch (A); dub.co/blog/product-hunt (B) | 12:01 am PDT on Sat 24 Oct is 3:01 pm in Singapore, inside WD3. All ten of us post inside 10 minutes, from the room, with links and captions ready. Each member warns their own contacts on Thu 22 and Fri 23. |
| 8 | Ask for feedback and help, never for votes | Product Hunt's guide: do not ask for upvotes, ask for feedback and comments. Asking for upvotes is against their policy. | producthunt.com/launch/sharing-your-launch (A) | Our turnout ask is "come, look, try it, vote for whichever projects you like". See section 4. |
| 9 | Stagger the launch day | Morning: main announcement. Midday: a second angle (demo or reaction). Evening: one real piece of social proof, with permission. | SocialKit (C) | Sat 24: 3:00 pm main, 4:30 pm demo/BTS angle, 7:00 pm real first reaction (only if real). |
| 10 | Collab posts and partner co-marketing | Instagram Collab posts are co-authored, show on both profiles and reach both audiences; up to 5 accounts can be invited. Dash Social lists nonprofit campaigns and launches as fits. | dashsocial.com/blog/instagram-collab-post (C); Instagram Collabs explainer reel (C) | NYC collab (required) on Sat 24; youth-group collabs from the 95 groups; one collab per partner who says yes in writing. |
| 11 | Youth-org and student examples from Singapore | Youth Corps Singapore runs street-interview "giving era" reels and sends viewers to a Telegram channel. UniLah (NUS alumnus) grew from an events Instagram page into a database of over 13,000 student contacts before pivoting into a marketing agency. | Youth Corps SG Instagram reel DSo_HdgEbIc (C, excerpt only); NUS Alumni: alumni.nus.edu.sg/thealumnus/2025/10/22/from-ig-page-to-gen-z-powered-startup (B) | Short street-style asks in school and at MBS. A Telegram or WhatsApp broadcast for the cohort so people stay reachable after one post. Youth groups' pages are the distribution; we borrow reach, we do not buy it. |
| 12 | Real proof only: UGC and testimonials | Launch week: share real user reactions with permission, FAQ answers, use-case stories. Even one genuine message signals momentum. | SocialKit (C); GWI on user-generated content (C) | Share first sign-up reactions with permission. The site's "example nonprofit" quotes stay labelled as examples. No invented testimonials, ever. |
Also used: measure after launch, then adjust (wpmanageninja, C). That is the 72-hour check on Tue 27.
2. Day-by-day calendar, Mon 12 to Sat 31 Oct
Assumes WD1 = Sun 18 Oct (the poll is Thu 15 to Sun 18; if it lands earlier, pull WD1 items forward by the same days). Owners: Kai Yu (she/her, Growth lead, IG + LinkedIn, tracker), Deston (film, edit, TikTok), Alyssa (design, carousels, stories). Asset numbers are in section 3.
Phase 1: make them feel the problem (Mon 12 to Sat 17)
| Date | Post / action | Where | Owner | Asset |
|---|---|---|---|---|
| Mon 12 | Pin launch film to the top of IG, LinkedIn Featured. Set up the tracker: views, sign-ups by channel, nonprofit enquiries. | IG, LinkedIn, sheet | Kai Yu | 1 |
| Tue 13 | Founder story post: why students built this. Text + team photo from the site. | Dylan writes, Kai Yu edits | team photo | |
| Wed 14 | Carousel "The problem": small nonprofits, jobs that never reach the top of the list. 5 to 7 slides, site claims only. | IG, LinkedIn | Alyssa designs, Kai Yu captions | 7 |
| Thu 15 | 15 s vertical hook cut of the launch film. | TikTok, IG Reels | Deston | 4 |
| Fri 16 | Sort the 95 youth groups into tiers (best fit first). Draft the collab invites. Drafts only; Dylan approves any send. | sheet | Alyssa, Kai Yu | |
| Sat 17 | Schedule the week. Soft CTA only ("follow along"). Hard CTA waits until Product confirms the welcome flow on WD1. | Kai Yu |
Phase 2: show the people (Sun 18 to Fri 23)
| Date | Post / action | Where | Owner | Asset |
|---|---|---|---|---|
| Sun 18, WD1 | Film shoot (shot list below). Phone BTS stories through the day. Product confirms welcome message + tracker are ready. Everyone writes their list of people to bring on 31 Oct (section 4). | IG Stories | Deston films, Kai Yu directs, Alyssa stills | 5, 6, 9, 11, 12, 13 footage |
| Mon 19 | BTS reel #1 from WD1 footage. Caption 3. Team reshares to personal stories. | IG, TikTok | Deston edits, Kai Yu posts | 6 |
| Tue 20 | Founder clip 1: Dylan, why we built it (30 s). | LinkedIn, IG Reels | Dylan on camera, Deston cuts | 5 |
| Wed 21 | Founder clip 2: Kai Yu, "what a brief looks like" (30 s). First countdown story with the date: "Sat 24 Oct". | TikTok, IG | Kai Yu on camera, Alyssa story | 5, 9 |
| Thu 22, WD2 | Carousel "How it works": skill, brief, sign-off, profile. Youth film and partner film cuts reviewed and approved. Countdown story: two days. Each member messages their own friends: "launch Saturday, I'll send you the link". | IG, LinkedIn | Alyssa, Kai Yu | 8, 2, 3 |
| Fri 23 | Founder clip 3: a student voice (20 s). Countdown story: tomorrow. Collab invites queued (NYC first). All Saturday posts scheduled or ready in drafts. | IG, TikTok | Deston, Alyssa, Kai Yu | 5, 9 |
WD1 shot list (one pass, about 90 minutes): Dylan founder clip (2 takes); Kai Yu clip; one student clip; team and laptops in the room; screen recordings of the site and sign-up flow; 5 stills for countdown stories; 20 to 30 s pitch-opener line; B-roll for the booth loop; a pickup line "see you on 31 Oct".
Phase 3: launch (Sat 24 Oct, WD3)
| Time | Action | Where | Owner |
|---|---|---|---|
| 1400 | Status check. Confirm links work and the tracker has tagged links per channel. | Kai Yu | |
| 1455 | Everyone holds their caption + link. | All | |
| 1500 (about 12:01 am PT) | Launch burst. Youth film + Caption 1 live. NYC collab post live. Launch film + Caption 2 on LinkedIn. TikTok live. All ten of us post or reshare inside 10 minutes. Each member also drops it in their own school chats. | IG, TikTok, LinkedIn, school chats | Kai Yu (IG, NYC collab), Deston (TikTok), Dylan (LinkedIn), all |
| 1500 to 1600 | Youth-group collab posts go live as groups accept. Each group has its own tagged sign-up link. | IG | Alyssa |
| 1530 | Partner walkthrough film + Caption 5 on LinkedIn; the same film goes in the nonprofit email, once the film is approved. Dylan approves the send. | LinkedIn, email | Dylan, Howie, Elyse |
| 1630 | Second angle: demo clip or BTS "behind the launch". | IG Stories, TikTok | Deston |
| 1900 | One real first reaction, with permission. If there is none, post the BTS photo instead. | IG Stories | Alyssa |
| 2000 | Reply sweep: every comment and DM answered. Welcome every sign-up within 24 h. | Kai Yu, Dylan |
Phase 4: prove it and pull people in (Sun 25 to Fri 30)
| Date | Post / action | Where | Owner | Asset |
|---|---|---|---|---|
| Sun 25 | Thank-you story. Real numbers only if the tracker backs them. | IG Stories | Alyssa | |
| Mon 26 | NYC collab story (required, story only). Reply sweep. | IG | Kai Yu | 10 |
| Tue 27 | 72-hour read. Views, sign-ups, nonprofit enquiries into the tracker. Viral = ride it. Not viral = Plan B outreach window to Fri 30. First "Impact IRL, 4 days" story. Recap reel: what happened this week (real clips). | tracker, IG | Kai Yu; Deston edits | 9 |
| Wed 28 | Proof post: real reactions from sign-ups, with permission. Partner spotlight only if a partner has said yes in writing, with their consent to be named. Countdown: three days. | IG, LinkedIn | Alyssa, Kai Yu | 9, 10 |
| Thu 29, WD4 | Pitch practice BTS clip. Countdown: two days. Turnout check: who is bringing whom. | IG Stories | Deston, Kai Yu | 9 |
| Fri 30 | "Tomorrow" story with a logistics card (where, when, booth). Reminder to the people each member has already invited. Supporter reminder on Meet at the 1930 rehearsal. | IG Stories | Alyssa, Kai Yu | 9 |
Sat 31 Oct, Impact IRL
| Time | Action | Owner |
|---|---|---|
| Morning | "We're here" story with booth location. | Alyssa |
| Through the day | Booth, demo and team stories. Faces only with consent. No filming or posting of people while they vote. | Deston, Alyssa |
| Evening | Thank-you reel (15 to 30 s) and a thank-you post. Reply sweep. | Deston, Kai Yu |
Plan B hook
If Tue 27 says not viral: re-cut the launch film into 2 to 3 hooks, one a day to Fri 30 (Kai Yu, Alyssa); youth-group sign-up links and school chats (Deston, Dylan for warm intros); nonprofit wave 2 (Partnerships). Thresholds stay the 10 Oct ones (10,000 views, 100 sign-ups, 3 nonprofits; two of three = viral). Those thresholds are our own call, not a benchmark.
3. Final asset list (replaces the brief's video table)
| # | Asset | Format | Where | Owner | Needed by | Status |
|---|---|---|---|---|---|---|
| 1 | Launch film | existing | Website, IG, LinkedIn (pinned) | Deston | Mon 12 | Done, on profile |
| 2 | Youth launch film | 45 to 90 s | IG, TikTok, school chats | Deston | Thu 22 (approve) | Next |
| 3 | Partner walkthrough film (merges old #8, nonprofit partner explainer) | 60 s | LinkedIn, partner emails | Deston, Partnerships | Thu 22 (approve) | Coming; if late, partner email uses #1 |
| 4 | 9:16 cuts of #1, #2, #3 (15 to 30 s hooks) | vertical | Reels, TikTok, Stories | Deston | Thu 15 (first), rolling | New |
| 5 | Founder clips x2 (Dylan, Shayaan) | 20 to 40 s | LinkedIn, IG, TikTok | Deston cuts | Tue 20 to Fri 23 | New, shot WD1 |
| 6 | BTS reel (WD1) plus weekly BTS clips | 30 to 45 s, then 15 to 30 s | IG, TikTok | Deston | Mon 19, then 22 to 29 | New |
| 7 | Carousel "The problem" | 5 to 7 slides | IG, LinkedIn | Alyssa | Wed 14 | New |
| 8 | Carousel "How it works" | 5 to 7 slides | IG, LinkedIn | Alyssa | Thu 22 | New |
| 9 | Countdown story set (5 stories, one template, date baked in) | 7 to 15 s | IG Stories | Alyssa | Wed 21, then daily 27 to 30 | New |
| 10 | Collab posts: NYC (required), youth groups (tiered), partners (written yes only) | feed + story | IG | Kai Yu, Alyssa | Sat 24 | New |
| 11 | Pilot recruitment reel for schools (cut of #2) | 15 to 20 s | School IG, class chats | Deston | Sat 24 | From old #7 |
| 12 | Impact IRL pitch opener | 20 to 30 s | Opens the deck | Deston, Dylan | Thu 22 (deck lock) | From old #5 |
| 13 | Booth loop, silent-friendly | 30 s | Booth screen only | Product, Deston | Sat 24 | From old #6 |
| 14 | Launch-day / Impact IRL thank-you reel | 15 to 30 s | IG, TikTok | Deston | Sat 31 | New |
| 15 | Sharing kit: QR, tagged links, caption bank, Telegram or WhatsApp broadcast card | doc + card | Team, youth groups | Kai Yu | Fri 16 | New |
| 16 | Proof-card spotlights (real pilot work) | cards | IG, LinkedIn | Growth | Feb to Apr 2027 | Kept from old #10 |
Old #9 (launch countdown posts for the Jan 2027 soft launch) is superseded by #9 for 31 Oct; a Jan 2027 set is a later job.
4. Turnout plan for Impact IRL (ethical)
Goal: more people physically at MBS on Sat 31 Oct, deciding for themselves. Brief target stays: each of us brings 5 people, plus walk-ups. That is a target, not a forecast.
What we do
- Personal invites, not mass tagging. On WD1 each member lists up to 5 people they know (family, friends, teachers, a youth-group contact) and invites them one by one. We use only contacts we already have.
- Point people to NYC's official Impact IRL registration (the NYC page links it). We do not run our own sign-in that could look like voting.
- The ask is "come see what young people are building, try the demo, ask us anything, and vote for whichever projects you think deserve it".
- Youth-group collabs say the same: invite their members to the event, not to vote for us.
- Reminders: personal message on Thu 29, logistics card on Fri 30, "we're here" on the day.
- Booth: anyone gets a flyer or sticker whether or not they vote. The 30-second booth pitch says what we do and asks for feedback.
- Tracker: invites sent, confirmed, arrived, booth conversations, QR scans. We cannot and will not track who voted for whom.
What we do not do
- No gifts, food, prizes, hour credits or any reward tied to voting, or to voting for us.
- No pressure, guilt or "you owe us". No stationing someone beside the voting area. No filming people voting.
- No multiple or proxy voting, no one voting for another person, no shared accounts or devices.
- No hiding that we are a competing team. We say so.
- No claims we cannot back (results, partners, numbers). Use only what the site says.
- If someone asks "who should I vote for?", answer once, honestly, then encourage them to look at the other projects.
Check before Sat 24 (owner Kasish, with Dylan): read NYC's PB and event rules for who is eligible to vote (age, residency), whether campaigning at the venue is limited (the briefing says no banners), and the booth location. If some of our friends are not eligible, they still come as visitors; adjust the invite line.
5. Caption drafts
Five drafts for the key posts are in the draft viewer (https://drafts.mitra.build,
project TalentOpus), file
wiki/agents/weservetogether/drafts/talentopus-publicity-captions-v2-2026-10-12.md:
- Launch day, IG + TikTok (youth film), Sat 24, 3:00 pm.
- Founder post, LinkedIn (Dylan), Sat 24.
- Build in public, IG Reel + TikTok, Mon 19.
- Countdown story, Impact IRL, 27 to 30 Oct.
- Nonprofit post, LinkedIn (partner film), Sat 24.
They use only site claims, no numbers, no partner names, never Giving.sg. They went through stop-slop and humanizer. Kai Yu reads each aloud once before scheduling.
Open questions for Dylan
- WD1 date from the poll. The calendar assumes Sun 18.
- Does NYC need the collab post earlier than Sat 24? If yes, move it and keep the launch on 24.
- Confirm the 72-hour check and Plan B window move to Tue 27 to Fri 30.
- Partner film delivery date. Section 3 falls back to #1 if it slips.
- Which accounts post: Dylan and Kai Yu as personal accounts on LinkedIn, the TalentOpus page for IG and TikTok.
- Do we use the 95 youth groups as one tiered wave or only the best fits? Sends need your OK.
- Welcome flow must be live before the Sat 24 hard CTA. Shayaan to confirm on WD1.