EasyStagecraft Suite — Marketing Master Plan

1The customer ladder (concentric circles)

Sequence 0 → 1 → 2 → 3 → 4. Each circle's revenue funds the next.

2Phase 1 channels (Weeks 1-8) — Circles 0 + 1

Channel A — Drama Victoria (DV) Highest priority

Why: 2,000 drama teacher members. DV Journal + annual conference + regional PD events. One blessed mention = state-wide reach. Daniel is plugged into DV via his existing industry network.

Plays (in order)

1. DV Journal article — "How EasyStagecraft Suite came from production-floor pain at Vic Opera + CGS." 1,800-2,400 words, 4-5 photos, soft-pitch the Suite at the end. Submission to [email protected] (verify). Editorial lead 6-10 weeks. CTA: A$20 off any Tier 1A course for DV members via DVMEMBER coupon. Daniel time: ~3h to draft + photos. Claude can ghostwrite first draft from Daniel's bullets.
2. DV-member discount Stripe coupons — DVMEMBER A$20 off Tier 1A, DVDEPT A$190 off School Curriculum License (drops $990 → $800). Track via UTM ?utm_source=dv&utm_campaign=member-discount.
3. DV Conference workshop application (annual conference, usually August). 60-min hands-on: "Plan your school musical end-to-end with EasyStagecraft Suite." Apply April-May for August slot. Cost: free for accepted presenters; ~A$200-400 in display materials.
4. DV regional PD events (4-6 per year across VIC regions). Co-host one session per region. A$199 PD-credit-bearing. Daniel + recorded session OR live workshop. Likely 50/50 revenue split with DV.

Channel B — DATA (Drama Australia) High

National peer body of state drama-teacher associations. ~1,500 members. Their bi-monthly newsletter accepts educational supplier content. Cross-state reach. Newsletter sponsorship A$200-400/insertion (verify rate card). Conference is annual, alternating venues.

Channel C — ASME (Australian Society for Music Education) High

For music-teacher reach (vs DV's drama focus). ~2,500 members. Conference held biennially. Same play structure as DV.

Channel D — Toddle.io partnership High — Tier 2 unlock

Toddle.io — IB schools curriculum platform, ~5,000 schools globally.

1. Build curriculum-mapping doc showing IB MYP Drama + Music + Design strand coverage.
2. Email [email protected] pitching ESC Suite + Course as an embed-ready widget for their unit planner.
3. Negotiate: Toddle-school discount A$790/yr (vs A$990 list) for School Curriculum License.
4. Get listed in Toddle's "Connect" directory when they have one (currently invite-only).
5. Joint webinar — "Production tech in the MYP Drama classroom."

Lead time: 4-8 weeks for partnership conversation; webinar 2-3 months after agreement.

Channel E — Education Perfect / Atlas / Chalk Med

Lower-priority than Toddle (Toddle's IB lock-in is the win), but Education Perfect sells DIRECTLY to AU schools and has 1.5M+ student licenses. If we can get listed in their content marketplace, distribution = enormous.

• Apply to Education Perfect's Content Partner program
• Curriculum mapping must include AU national standards (ACARA), state senior cert (VCE, NSW HSC, QLD QCE)
• Lead time: ~3 months

Channel F — Cold email AU school HODs High volume

Mass outreach when Tier 1A ships.

List building

• MySchool + ACARA → 4,000 secondary schools
• Filter to ~500 with music/drama programs above a threshold
• HOD email via public school staff directories + LinkedIn
• ~A$200 for one-off MailerLite import + send (~10c/email)

Email cadence

• Email 1 — hook ("now you need to make a stage plan" — Simon's overheard line)
• Email 2 (D+4) — case study (Vic Opera or CGS once shipped publicly)
• Email 3 (D+10) — pricing + CTA + DV-member discount mention
• Don't follow up beyond 3 — respect the inbox.

Expected: 3-5% reply rate. 200 emails → 6-10 conversations → 1-3 demos → 1-2 schools sign up. ~A$700-2,000 ARR per onboard at School/Studio tier.

Channel G — LinkedIn organic + targeted ads Med

Organic

• 1 post/wk from Daniel's personal LinkedIn (industry credibility)
• Topics: production stories · school musical workflows · why production tools are stuck in 1995
• Hashtags: #musicedu #dramaedu #productionmanagement #stagecraft
• Tag CGS, Vic Opera where appropriate

Paid

• LinkedIn Ads targeting AU/NZ school music + drama HODs (job titles + ed-sector filter)
• Budget cap: A$50/wk for first month, scale to A$150/wk if CPC reasonable (<A$8)
• Drive to easystagecraft.com/for-schools/ — dedicated landing for ad traffic only

Channel H — SEO content marketing Slow burn — Phase 2+

Target keywords

• "stage plot software" (~250 searches/mo AU)
• "orchestra layout software" (~80/mo)
• "production schedule template" (~300/mo)
• "school musical risk assessment template" (~100/mo)
• "easyorchestra" (branded)

Content cadence: 1 long-form post/wk on easystagecraft.com/blog/ (Phase 2 build). Stack: Cloudflare Pages + markdown-based blog (Hugo or 11ty).

Channel I — YouTube tutorials + free lighting playlist (lead magnet) Med

Per ESC Course plan — Daniel's existing 50-video library becomes a free YouTube playlist that funnels into the paid course.

• Free YouTube playlist (Module 5 — Daniel's existing lighting/sound/SM content)
• End-of-video CTA: "Want the full PD course with certificate? Visit easystagecraft.com/course"
• Soft-pitch in description with UTM tracking

Channel J — Industry Slack / Discord / Subreddits Low — reputation play

• r/techtheatre, r/dramateachers
• AusStage (Australia Council–funded community)
• Slack: TheatreTech, ProductionPros (membership-required)

Rule: never link-drop. Always answer the actual question. Tool mention only when relevant. Reputation > clicks.

3Curriculum-mapping document (the enterprise sales weapon)

PDF that drama HODs staple to the purchase order. Shows ESC Course content's alignment to formal curriculum strands.

Curricula covered

• ACARA (Years 9-12 Music + Drama strands)
• VCE Music Performance + Drama / Theatre Studies (Units 1-4)
• NSW Stage 5/6 Drama + Music
• QLD General Senior Drama + Music
• WA ATAR Drama + Music
• IB MYP (Years 6-10) Drama + Design strands
• IB DP (Years 11-12) Theatre + Music

Format

• Cover page — Suite + Course branding + 1-line value prop
• 1 page per curriculum (12-15 pages total)
• 2-column layout: left = curriculum strand text (verbatim from syllabus), right = matching ESC Course module
• Visual: colour-coded by module
• Last page: pricing + Stripe links + DV/Toddle discount codes

Production: ~2 days work. Drafted in Markdown, rendered to PDF via Pandoc + LaTeX template.

Distribution: Gated email-capture download at easystagecraft.com/course/curriculum-map/. Every download → MailerLite list esc-course-warm-leads.

4Tracking + measurement

UTM convention

Track via /api/stripe-metrics (already shipped) + Cloudflare Web Analytics (waiting on Daniel's TOKEN paste).

5Sales-page architecture (already shipped 2026-05-11)

6Outreach timeline (post Tier 1A launch)

7Budget envelope

Phase 1 (weeks 1-8) total spend: A$200-500

• DV-member discounts (revenue share, not cost)
• MailerLite (~A$10/mo for cold-email volume)
• LinkedIn Ads test budget A$50/wk × 4 weeks = A$200
• Pandoc / LaTeX / Hugo — free

Phase 2 (months 3-6): revenue-funded only

80/20 rule: 80% of paid spend from the prior month's revenue, 20% reinvested in higher-CPC experiments.

8What Claude owns

• All copy drafting — DV Journal article, cold email sequence, LinkedIn posts, landing pages
• All technical execution — Stripe coupons, MailerLite lists, UTM templates, landing pages, /for-schools/
• Curriculum-mapping doc — draft + iterate with Daniel
• Tracking dashboards — Stripe-metrics widget already shipped; UTM dashboard in Phase 2
• Cold email send (when list is ready)

9What Daniel needs to provide

• DV editor email + any existing DV/DATA/ASME relationships (warm intros)
• Stage 1 testimonials (Vic Opera, CGS) — case studies for Tier 1A launch
• LinkedIn post review + post-from-his-account (his face / network)
• DV-conference workshop application sign-off (when application opens)
• CF Web Analytics TOKEN paste (still pending)
• Bigger photo library — production shots for marketing pages, case studies, course covers

10Risks + mitigations

✓Claude execution queue (ranked)

1. Draft DV Journal article (3-4 days work, gated on Tier 1A content lock)
2. Build curriculum-mapping doc skeleton (1 day)
3. Build easystagecraft.com/for-schools/ landing (2 days)
4. Stripe coupons via API (DVMEMBER, DVDEPT) — 30 min
5. UTM tagger for all outbound links (30 min)
6. Cold email list builder (Python script reading MySchool + ACARA — ~6h)
7. MailerLite list + sequence wiring (2 days)
8. SEO blog scaffold on easystagecraft.com/blog/ (1 day)