Launch, ramp, convert

The course’s three-phase frame for an event promotion calendar, where each phase is named by its job rather than by its position on the calendar. Launch establishes that the event exists and opens registration: a name, a date, a place, one line on who it is for, and a working link. It is short, usually about a week, and it ends when somebody outside your circle can sign up without asking you a question. Ramp is the long middle, and its job is to manufacture news, roughly one announcement moment a week, because nothing new happens on its own between the launch and the final push. Convert is the last stretch, and its job is narrow: remove the last reasons not to come, which at community scale is mostly logistics, reassurance, and a deadline. The test the frame gives you is a blunt one. If a post cannot name which of the three jobs it is doing, it is filler.

Source: Course frame. The three named phases and their sequence are taken from Samaaro’s event promotion timelines article, which structures a campaign as Launch (awareness), Ramp Up (engagement), and Conversion (final push), and which names the three matching failure modes: launching too late, overloading the final week, and neglecting mid-stage activity. The same shape appears across published event marketing timelines from TeamGantt and Guidebook as pre-launch, launch, ramp, conversion. What this course adds is the reframe from phases as calendar blocks to phases as jobs, and the compression of the timings to community scale.

First used in: 2.1 · The promotion runway. Lives on the Runway tab of the master timeline built in 0.3 · Install the operating system.