{"id":9203,"date":"2026-10-28T10:00:00","date_gmt":"2026-10-28T09:00:00","guid":{"rendered":"https:\/\/focaly.agency\/blog\/?p=9203"},"modified":"2026-10-26T16:27:15","modified_gmt":"2026-10-26T15:27:15","slug":"token-launch-marketing-checklist","status":"publish","type":"post","link":"https:\/\/focaly.agency\/blog\/token-launch-marketing-checklist\/","title":{"rendered":"Token Launch Marketing Checklist: 90 Days Around TGE"},"content":{"rendered":"<p>A token generation event, or TGE, is the moment a token first exists and can be distributed. For marketing, it is a deadline that attracts a lot of attention and a lot of risk. Most problems at launch are not caused by a lack of buzz. They come from unclear messaging, unprepared support, rushed legal review and community members who find out about decisions from rumors. This checklist covers what to do in the 90 days before a TGE and the 90 days after it, so your launch is organized instead of improvised.<\/p>\n<p><strong>A note before you start:<\/strong> this is marketing and operations guidance, not legal advice. Token rules differ by country and by how the token is structured and sold. Involve qualified legal counsel from the first day of planning.<\/p>\n<h2>Days -90 to -60: foundations<\/h2>\n<ul>\n<li><strong>Legal and compliance first.<\/strong> Confirm with counsel where the token can be offered, to whom, and what you can and cannot say. Decide which countries are excluded and how you will enforce that. Create a short list of approved phrases and a list of banned ones, such as promises about returns or price.<\/li>\n<li><strong>Write the token story in plain language.<\/strong> What is the token used for? Who receives it and when? What does it do for the product? If your answer depends on price going up, rethink it.<\/li>\n<li><strong>Prepare transparent tokenomics materials.<\/strong> Allocation, vesting schedules, unlock dates and circulating supply should be easy to find and consistent everywhere. Inconsistencies are the fastest way to lose trust.<\/li>\n<li><strong>Define success.<\/strong> Choose metrics other than price: activated wallets, retained users, governance participation, integrations live. Price is not a marketing goal you can control.<\/li>\n<li><strong>Name an owner for every workstream:<\/strong> legal, community, content, partnerships, support, security and communications.<\/li>\n<\/ul>\n<h2>Days -60 to -30: build trust and capacity<\/h2>\n<ul>\n<li><strong>Publish educational content.<\/strong> Explainers on how the product works, how the token fits in, how to claim safely and how to avoid scams. Our guide to <a href=\"https:\/\/focaly.agency\/blog\/web3-marketing-channels-that-work\/\">Web3 marketing channels<\/a> covers the content and community channels you can use.<\/li>\n<li><strong>Prepare your community.<\/strong> Set clear rules, appoint moderators and train them on common scams. Create one official place where all links are listed and keep it up to date.<\/li>\n<li><strong>Vet creators and partners.<\/strong> Choose people who understand the project and will disclose paid relationships. Provide a written brief with approved claims. Do not ask anyone to promote a token as an investment.<\/li>\n<li><strong>Start earned media work.<\/strong> Prepare your press page, spokespeople and a story that is about the product, not the token price. See <a href=\"https:\/\/focaly.agency\/blog\/crypto-pr-earn-coverage-without-paying\/\">how to earn crypto coverage without paying<\/a>.<\/li>\n<li><strong>Test the claim and onboarding flow.<\/strong> Run it with a small internal group on every supported wallet and device. Write support answers for the problems that appear.<\/li>\n<li><strong>Review any incentive programs.<\/strong> Check whether points or quests reward real use or just farming, and add safeguards for abuse.<\/li>\n<\/ul>\n<h2>Days -30 to 0: final preparation<\/h2>\n<ul>\n<li><strong>Freeze the facts.<\/strong> Lock allocation numbers, dates and links. Anything that changes after this point must be announced clearly and quickly.<\/li>\n<li><strong>Prepare a launch communication calendar.<\/strong> List what will be published, on which channel, by whom, and who approves it. Include the hour-by-hour plan for launch day.<\/li>\n<li><strong>Write contingency messages.<\/strong> Draft holding statements for common problems: a delayed claim, a contract issue, a listing change, a security incident or an impersonation wave. Decide who has authority to publish them.<\/li>\n<li><strong>Staff the support desk.<\/strong> Add extra coverage in your community channels and help desk across time zones. Prepare a short FAQ and canned answers that avoid giving financial advice.<\/li>\n<li><strong>Complete the security checklist.<\/strong> Confirm audits are done and published, access controls are in place, social accounts have strong authentication, and your team knows the phishing risks.<\/li>\n<li><strong>Brief your partners.<\/strong> Make sure every partner and creator knows the final facts, the approved claims and the disclosure language.<\/li>\n<\/ul>\n<h2>Day 0: launch day<\/h2>\n<ul>\n<li>Publish from one source of truth and let others link to it.<\/li>\n<li>Post the official links in every channel, pinned, and warn against fake ones.<\/li>\n<li>Monitor mentions and community channels continuously. Remove scams quickly and answer questions in public where possible.<\/li>\n<li>Keep a log of decisions and communications in case you need to review them later.<\/li>\n<li>Do not comment on price. If asked, point to the product and the published tokenomics.<\/li>\n<\/ul>\n<h2>Days +1 to +30: stabilize<\/h2>\n<ul>\n<li><strong>Publish a short recap<\/strong> with facts: what happened, what is next and where to ask questions.<\/li>\n<li><strong>Respond to problems in the open.<\/strong> If something goes wrong, say what happened, what you know, what you do not know yet and when you will update. Silence causes more damage than bad news.<\/li>\n<li><strong>Watch for abuse of incentive programs<\/strong> and adjust the rules if needed, with clear notice to participants.<\/li>\n<li><strong>Keep the product in focus.<\/strong> Share releases, integrations and tutorials so conversation does not collapse into price talk.<\/li>\n<li><strong>Collect feedback<\/strong> through surveys and community calls. Note recurring confusion and fix the explanation at the source.<\/li>\n<\/ul>\n<h2>Days +30 to +90: build retention<\/h2>\n<ul>\n<li><strong>Move from launch to utility.<\/strong> Highlight real uses of the token and product. Share onboarding paths for new users who arrive after the event.<\/li>\n<li><strong>Be consistent with unlock communication.<\/strong> Announce upcoming unlocks and governance steps in advance, with the same numbers everywhere.<\/li>\n<li><strong>Report regularly.<\/strong> Publish transparent updates on usage, development progress and community programs. Consistency builds more trust than excitement.<\/li>\n<li><strong>Review marketing performance.<\/strong> Look at activated and retained wallets by source, support volume by topic and community health. Cut what did not work and keep what did.<\/li>\n<li><strong>Plan the next milestone<\/strong> before attention fades, such as a new integration, a governance proposal or a developer program.<\/li>\n<\/ul>\n<h2>Common mistakes to avoid<\/h2>\n<ul>\n<li>Leaving legal review until the last week.<\/li>\n<li>Letting different channels show different numbers or dates.<\/li>\n<li>Paying for promotion that cannot disclose the relationship or that implies investment returns.<\/li>\n<li>Staffing support as if launch day were any other day.<\/li>\n<li>Treating price as the main message.<\/li>\n<li>Going silent when something breaks.<\/li>\n<\/ul>\n<h2>Who should own what<\/h2>\n<p>A small project can combine roles, but every task should have one name next to it. Legal owns the claims and restrictions. Community owns moderation and support. Content owns the educational material and the calendar. Partnerships owns creator and integration briefs. Security owns access and monitoring. A single launch lead owns the timeline and makes the final call when teams disagree.<\/p>\n<p>If you want help building the plan or reviewing yours, our <a href=\"https:\/\/focaly.agency\/crypto-marketing-agency\/\">crypto marketing<\/a> team can walk through it with you. You can <a href=\"https:\/\/focaly.agency\/#book\">book a strategy call<\/a> any time.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>A phase-by-phase marketing and operations checklist for the 90 days before and after a token generation event, from legal review to retention.<\/p>\n","protected":false},"author":2,"featured_media":9572,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"focaly_lang":"both","focaly_language":"","footnotes":""},"categories":[2],"tags":[],"class_list":["post-9203","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-web3-and-crypto"],"language":"en","_links":{"self":[{"href":"https:\/\/focaly.agency\/blog\/wp-json\/wp\/v2\/posts\/9203","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/focaly.agency\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/focaly.agency\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/focaly.agency\/blog\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/focaly.agency\/blog\/wp-json\/wp\/v2\/comments?post=9203"}],"version-history":[{"count":1,"href":"https:\/\/focaly.agency\/blog\/wp-json\/wp\/v2\/posts\/9203\/revisions"}],"predecessor-version":[{"id":9210,"href":"https:\/\/focaly.agency\/blog\/wp-json\/wp\/v2\/posts\/9203\/revisions\/9210"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/focaly.agency\/blog\/wp-json\/wp\/v2\/media\/9572"}],"wp:attachment":[{"href":"https:\/\/focaly.agency\/blog\/wp-json\/wp\/v2\/media?parent=9203"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/focaly.agency\/blog\/wp-json\/wp\/v2\/categories?post=9203"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/focaly.agency\/blog\/wp-json\/wp\/v2\/tags?post=9203"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}