Marketing toolkit
An online-only drop with a founder livestream and a live inventory counter standing in for the launch-party theater from Drop 1. The list still gets first shot, 24 hours before the public.
Positioning
“Premium-spec golf apparel, honest pricing. The $130 polo at $58. Drops, not seasons. The list hears first.”
The Instagram campaign runs on the same machine every brand in the studio uses: four pillars, a fixed weekly rhythm, and a monthly arc that repeats. What changes is the voice. Ours is founder-led and value-suspicious of the $130 polo.
The gear on real people and real courses. Orders, reviews, sold-through screenshots. Receipts, not renders.
How a drop gets made and priced. Spec honesty, the $58-vs-$130 math, why we don't restock.
The community around it. Partner courses, tagged fits, buyers wearing it months later, the founders on camera.
The ask. Drop countdowns, list-first access, the one link back to our own site. The list hears first.
| Format | How often | Leads with | What it does |
|---|---|---|---|
| Reels | 3 / week | P1 Proof, P2 Process | The growth engine. Native text hook in the first frame, short caption, no jargon. |
| Feed posts | 2 / week | P3 People, P4 Pull | Carousels and stills. Community reshares, price anchors, the lineup grid. |
| Stories | Daily | All four | Reshares, polls, and countdown stickers. Where the list gets nudged toward the window. |
Week 1 (T-14 to T-9)
Say what's coming and frame it list-first. Signups open.
Week 2 (T-8 to T-1)
The drop and the offer. Highest post density. List-first window opens 24h before the public.
Week 3 (Drop day + 48h)
Receipts. Orders clearing live, faces, real numbers as they land.
Week 4 (T+1 to T+3)
Honest numbers recap, then seed the next arc. Open the Drop 3 list with no date.
How many saw it. The top of the funnel, never the headline.
Reach that stuck around. The audience we get to talk to next time.
The real quality signal. People keeping it or passing it on.
Every post carries a tracked link back to our own site. This is where intent shows up.
Orders. The only number that headlines a recap. Vanity metrics never do.
The whole story in a print-ready deck: what’s built, this campaign, the results, and the 90-day plan.
Content pillars
Six recurring themes. Every calendar post below maps back to one of these.
The gear itself: fabric, fit, and price stacked against the $130 shelf.
How it actually looks and moves on a real round, not a studio shoot.
Public-course life, PNW courses, the parts of golf Instagram skips.
Real limited runs, list-first access, honest countdowns tied to real stock.
Chris and Ty on camera, talking straight instead of running ads.
Real buyers wearing it, in their words, months after they bought it.
Channels
Ranked by proven return, not by what's trendy.
The spine. The list gets 24 hours before the public.
Two launch texts only: link-is-live and we're-live. Falls back to email/push if it can't stand up in time.
The discovery and FOMO engine. Built Drop 1, still doing the work.
8-10 creators under embargo; unboxing and wear reels lift right before the window opens.
An amplifier, not the engine. About 70/30 organic to paid.
Posting calendar
Every scheduled post, its platform, and where it stands right now.
Drop 2 date-lock reel — the list hears first
Founder talking-head — no party this time, same shot for everyone
Print #1 silhouette tease (blurred carousel)
Fit-check reel — 5'10, 175, wearing M, sizes true
Price-anchor static — $58 polo, $130 spec, no country-club tax
Course POV reel — PNW muni, print held up through 18
Prints #2 + #3 reveal carousel — pick your favorite in comments
How list-first works online explainer reel — 24h window, no restock
Full SKU grid tease — hats $32, polos $58, tees $34, we do not restock
UGC compilation — how Drop-1 buyers wear it 4 months later
Stories countdown sticker live + print #1 full reveal
Creator-seeded unboxing reels lift embargo
Final lineup carousel — every print, every colorway, one grid
List-first window is OPEN reel — link in bio, 24h priority access
The list is shopping right now, public opens tomorrow
Drop 2 is LIVE reel + IG Live co-watch as inventory ticks down
TikTok LIVE 1-2pm PT — founders react as inventory ticks down
DROP DAY (5pm PT, conditional): sold-through, what's left stories
Recap reel — Drop 2, the real numbers, no party needed
Buyer UGC compilation + Drop 3 list is open (no date yet)
Guardrails
Rules that keep the brand honest, whoever is posting.
Never inflate the numbers. If we say 55 orders and 4 hours, that's the real count.
No fake countdowns, no fake "only 2 left," no fake purchase popups. Scarcity has to be real stock.
Founder-led voice over polished ad voice. Straight talk, not hype copy.
No jargon on anything customer-facing. If a golfer wouldn't say it out loud, cut it.
Every claim needs a real receipt: an order count, a return rate, a fabric spec — not a vibe.
Link-in-bio
Every Instagram post carries a UTM'd link back to our own domain — not a third-party bio tool.
Outbound-from-bio links: utm_source=instagram, utm_medium=bio, utm_campaign=<arc-slug like drop-2>, utm_content=<link-slug>. In-post links use the same convention with utm_medium=social.
