Launch Calendar Template: Plan the Posts Around a Product or Offer Launch

What is a launch calendar?

A launch calendar is a dated plan that places each post in a phase of a launch: building interest, opening the offer, and following up. It answers three questions for every post. What is it for, when does it go out, and where does it send people?

Step 1: Fix the dates that cannot move

Start with the dates you cannot change: the day the offer opens, the day it closes, and any live event. Write them at the top of the calendar. Everything else is planned around them.

Step 2: Split the calendar into three phases

Decide how long each phase lasts based on how quickly your audience tends to decide. A low-cost digital download needs a shorter runway than a course.

• Before: explain the problem, show the work behind the offer, and give people a reason to follow along or join a list.
• Launch window: say what the offer is, who it is for, what it costs, and how to get it. Answer the questions people ask most.
• After: share what happened, thank people, answer late questions, and point newcomers to the next step.

Step 3: Give every post one job

Write the goal beside each post: educate, build trust, answer an objection, or ask for the action. A launch fails more often from posts that do nothing than from posts that ask too much. Make the destination explicit, and keep it the same page for the whole window so you can compare where people came from. A UTM builder helps tag each link.

Step 4: Draft early and schedule with a buffer

Draft the launch-window posts before the window opens, then schedule them with spare days so a late edit or an approval does not push something past its date. If a platform needs a different format, such as a video, a carousel, or a text post, plan that format deliberately rather than posting the same image everywhere. Keep claims accurate: only promise what the offer delivers on the launch date.

A worked example (illustration only)

A creator launching a templates pack might plan a first phase of posts about common planning mistakes, a launch window with an announcement, a walkthrough of what is inside, and an answer to the question of who the pack is not for, then an after phase with a recap and a pointer to the pack page. The structure, not the specific figures, is what to copy. This example is invented and not a result.

Common mistakes

• Announcing the offer in every post and leaving no room for useful content.
• Changing the destination page mid-launch.
• Forgetting the after phase, which is where late buyers arrive.

Frequently asked questions