Freelancer Planner Kickstarter: Concept, Strategy, and Marketing

It’s always bothered me that most planners don’t actually teach you how to plan – they just give you a place to write things down. There’s also a glaring gap in the planner market – most business-based planners are not only boring and/or ugly, they’re not created for freelancers.

I had printable versions available at my personal site that were designed to fix the first problem (teaching you better planning habits as you plan) and had received enough feedback on them to know that they worked. But I wanted to create something that solved both problems in one go, and that was nice to look at to boot. And it had to be physical, because as much as I love a good productivity app, there are benefits of physical writing that can’t be ignored.

2015 was the year I did it – funding it on Kickstarter and jumping in with both feet despite a shorter runway than I had planned on (due to personal/health issues). Here’s how it went down: 

Concept and creation:

  • Oversaw creation of planner, providing concept sketches to designer and working closely with designer to refine concept and create something both attractive and functional
  • Did extensive research into Kickstarter best practices and created backer levels based on said research (along with choosing length of campaign based on research)
  • Wrote the script for the video
  • Wrote all copy for the campaign page
  • Once we were 100% funded, I sent out our printable planner prototype to backers to get feedback so that we could iterate based on that feedback (something I learned from my UX clients!) – what was sent to the printers was actually version two of the planners

Marketing and strategy:

Social media marketing:

  • There was a “pay with a share” option to download a one-page printable, which generated over 50 shares
  • Posted regular updates on Twitter, Instagram, and Facebook
  • Changed all social profile links to drive traffic back to campaign during time of campaign
  • Embedded “click to share” buttons on the campaign page and shared them with backers regularly via campaign updates
  • Outreach to Twitter users who had tweeted about freelancing, productivity, or similar Kickstarter campaigns
  • One particularly effective tactic was posting thank you tweets, where I’d find the backer’s Twitter username and giving them a shout-out that day on Twitter – people loved these

Content marketing:

  • Kept up regular posting on my site while the campaign was going, with topics related to the campaign and linking back to the campaign
  • Recorded several videos for YouTube (then crossposted those videos to Bombchelle) with call-to-action embeds to check out the campaign and back it
  • Reposted older content on Medium (that had previously performed well on Bombchelle) to get more mileage out of it
  • Guest posted on several sites, including Puttylike and Millo, to drive traffic back to campaign

PR and outreach:

  • Lots of blogger and journalist outreach, which netted (among other features) a features on CreativeBloq and AGBeat, along with a Twitter shout-out from the Freelancers Union
  • Submitted the campaign to ProductHunt and promoted ProductHunt link
  • Review outreach to several bloggers with related niche followings, received several reviews while campaign was running


  • We passed the funding goal with well over a week left on the campaign
  • By the end, the campaign was funded to 156% of its goal
  • The backer report showed that the social media and content marketing/guest posting strategies drove a significant percentage of backer support and overall traffic to the campaign