---
project: goldspire-social-media-calendar
type: strategy-brief
status: draft_mvp
created: 2026-06-19
---

# Strategy Brief

## One Priority

Fill seats and build local awareness for recurring beginner-friendly Daggerheart one-shots at Mox Boarding House Chandler without exhausting personal feeds or overcommitting to unconfirmed dates.

## Concrete Deliverable

A manual social posting calendar from June 19 through July 31, 2026 with platform-ready copy, recommended image assets, and a low-budget promotion lane.

## Audiences

### Daggerheart-Curious TTRPG Players

They know D&D or tabletop RPGs and have heard of Daggerheart, but have not tried it yet. They respond to direct clarity:

- Daggerheart one-shot.
- Beginner-friendly.
- No Daggerheart experience needed.
- Premade characters.
- In person at Mox Chandler.

### Total Newcomers

They may not know TTRPGs. They need reassurance more than hype:

- No homework.
- No rulebook.
- No pressure to perform voices.
- Rules taught at the table.
- Friendly, funny, low-stakes first table.

### Professional/Process Audience

Mostly LinkedIn. They are not the event target. Use this lane for credibility: UX writing, facilitation, learning design, low-pressure onboarding, and how Codex supports creative production. Avoid direct ticket-push energy.

## Messaging Pillars

1. Simple direct offer: `Daggerheart one-shot. Beginner-friendly.`
2. Reassurance: `No experience needed. Premade characters provided. Rules taught at the table.`
3. Local identity: `Mox Boarding House Chandler`, Chandler/Mesa/Tempe/Phoenix Valley.
4. Corporate fantasy comedy: `The contract says deliver the crate. The forest knows better.`
5. Evergreen availability: `See current dates`, `Find a table`, `Check event options`.
6. Process credibility: beginner onboarding, safety, usability, readable event design.

## Cadence

- Instagram: 2-4 feed posts per week, stories around reminders, more frequent only during the final 48 hours.
- Facebook: 2-3 posts per week, slightly fuller captions, event/context friendly.
- Threads/Bluesky/X: 1-3 short posts per week, hooks and reminders.
- TikTok: 1-2 lightweight posts per week, mostly short scripts or still-image posts with music.
- LinkedIn: 1 post per week, process/UX angle only.
- Reddit/local groups: only after reading rules and community norms. Value-first, no spam cadence.

## Date Strategy

Use date-specific copy only for July 7, 2026.

Use evergreen copy for the recurring series:

- `See current dates`
- `Find a table`
- `Check event options`
- `New tables are being added`
- `Scan for the current calendar`

Avoid `more July sessions` unless the reader has already seen a July 7 announcement. It assumes sequence and makes the post feel like a follow-up even when it may be someone's first touch.

## Manual Posting SOP

1. Open the local calendar app.
2. Pick the post scheduled for today.
3. Confirm the asset and copy are still accurate.
4. Copy the platform variant.
5. Attach the local asset manually.
6. Add location tag when available: Mox Boarding House Chandler or Chandler, AZ.
7. Post.
8. Mark status in the local app.
9. Record comments, DMs, and signups in the notes field.

## What Not To Touch Yet

- Do not build automation.
- Do not create new date-specific posters until dates are confirmed.
- Do not broaden into additional venues during this first traction lane.
- Do not make LinkedIn sound like a personal event ad.