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Look for a “UCLAParties” “UCLAMoves” etc page every weekDM blast 100 students hiring paid ambassadors, super chill, will pay $20 for every event source (party account, host, org, group-chat, etc) you send. Using VA’sOnce you’ve pinpointed enough sources to comprise at least 2 open moves a week, centralize that info into the
If no Affiliate, default to someone just to refer to the Source sheet and post the flyers on the Instagram (no Poppin link in the beginning, just selfless value-add)
Do whatever you can to get at least 1 huge open party host that throws at least every two weeksA Chi Phi, TDX, Parkside, etc. Should be pretty big to start but build them up like it’s our own parties and when their clout goes up, our clout goes up
Bring a big name (influencer or artist/DJ)Partner with biggest orgs & hosts on campus on the premise they get obvious value for this, so they’re able see how Poppin works, then they use it for their next eventsFree tickets to all members of an org if they list their next party on Poppin — so that when everyone getting tickets for the huge party spill over to the feed, they see another popular campus name hosting their event, then they scroll and there’s another, and that’s the a-ha moment that converts 1k attendees buying tix to a launch party → 1k active users that will serve as the foundational user baseHuge OTG marketing campaign week-ofPromos from at the schoolTag 2 friends and follow for free tickets
This is what turns our GTM from extremely manual and tedious → organically thriving, growing, and sustaining fully on its own. We can take our foot off the gas, offboard campus leads/affiliates/interns and management (Tejes/Miguel/Jackie) can continue growing it
Mix of consumer-education and product-led-marketingHighlight the core value prop: home to see all parties at Penn State + see where your friends are going!Focus on clarity vs vague branding/marketing copy, simple and direct CTA’s (’Get Poppin now to see all the parties this week’)Invite
𝘁𝗵𝗲 𝗣𝗼𝗽𝗽𝗶𝗻 𝗣𝗹𝗮𝘆𝗯𝗼𝗼𝗸™️
🛫
PHASE 2
Consistent critical mass, big hosts, some people checking the app independently
🚀
PHASE 3
Most of the school’s events every week, significant portion of the school checking the app consistently for moves
Step by Step
OKRS
Summary
Duration
LEVEL l
Critical Mass
2 weeks
(1)
1- Source 🏗️
‘AM Shots’
Find and store all the sources of events for that school so we can funnel events to the app
2- Begin IG Growth 🧑🏻🚀
‘Breakfast’
Use the IG Growth playbook to acquire the school audience
3- Start Building Hype 👀
‘Pregame Huddle’
Story-post engagement content to retain early audience
4- Secure a Keystone Host 👑
‘Break the seal’
Lock in a huge & consistent host who will supply events to the app and help with distribution
LEVEL ll
Launch
4 weeks
(2)
1- Start Posting Parties 🎉
‘’Sip the borg’
Begin story-posting events via the Sources
2- Lock in Top Orgs 👥
‘Buy everyone shots’
Onboard a few more hosts to hit network-effect escape velocity
3- Launch Party 🥳
‘Go crazy’
Official app launch and get ‘our first 1,000 users’
LEVEL lll
Escape Velocity
6 weeks
(Done)
1- Hosts posting parties on their own 📈
‘Postgame’
Following week the top hosts post themselves to sustain and grow usage and adoption
2- Everyone funnels to the app 🍾
‘the Debrief’
General marketing to hammer the nail in
There are no rows in this table
PHASE l: Critical Mass
1)
📰 Find the source of moves at a campus
2)
📣 Pay someone to post all the moves on the Instagram every week
3)
👑 Close a keystone host
4)
👀 Grow the Instagram to 1k story views
PHASE ll: Going Mainstream
5)
🥳 Announce launch party
biggest IG accounts
6)
🌐 Use momentum/clout to close as many hosts as possible
7)
📲 Product-focused marketing 👀
PHASE ll: Network Effects
→ IG starts as CalPolyParties
then we suddenly announce launch party
after, we change it to PoppinCalPoly
*Up & Up strat
*ali dming
*back to school party
*commuter schools
*post in advance!!! epiphany
* ’Residential Colleges’
This Saturday we had the same amount of active iOS users in UC Santa Cruz as in LA at-large
We need to doubletriple-down on Santa Cruz, Berkeley, UCSD, Irvine
Can 2x our metrics and get to 20k WAU with that alone
then running Playbook on auto with ~20 other schools and serving commuter schools will get us to 25k
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