Aug 26Phase 0
Site copyEveryone
Voice guide and bilingual review checklist signed off
Four voice rules, the Quebec vocabulary list, and a two-column review sheet so no French line ships as a translation.
90 days
The 90-day launch calendar
Fifty-six dated entries across five phases, by channel, audience and language. Filter it below. The three decisions that shaped it are at the bottom, because a calendar nobody can defend gets rearranged by the first person who disagrees with it.
Phase 0 · 26 Aug - 6 Sep
Foundations
Voice, tracking, consent, the two landing pages and the SEO base. Nothing public that we cannot measure or answer in both languages.
Phase 1 · 31 Aug - 20 Sep
Supply first
Recruit and vet tutors before parents arrive. The target is coverage, not volume: every subject and grade the launch campaign will advertise, in both languages, has at least three available tutors.
Phase 2 · 8 Sep - 2 Oct
Public launch
The parent campaign opens. French leads in Quebec because the school year there is already three weeks old; English leads in Ontario the week after Labour Day.
Phase 3 · 5 Oct - 31 Oct
Proof
Turn the first weeks of real sessions into evidence: session notes, tutor stories, the vetting pass rate, the first reviews. Search articles published in phase 0 start ranking here.
Phase 4 · 2 Nov - 24 Nov
Report card season
The largest parent demand window of the fall. Ontario's first report card and Quebec's first bulletin both land in November, and they are the moment a worried parent starts searching.
Filter
Aug 26Phase 0
Site copyTutors
Tutor landing page live, EN and FR
Published rate, published commission, published time to first student. The three numbers every tutor asks for and most platforms hide.
Aug 27Phase 0
Site copyEveryone
Tracking, consent banner and CASL consent record
Consent is captured at the form, stored with a timestamp, and is the only source for every list. No purchased data anywhere in the plan.
Aug 28Phase 0
Blog / SEOParents both
Pillar page: how we vet every tutor
The five checks, written out, with the pass rate. This page answers the single biggest parent objection and every campaign points at it.
Aug 31Phase 0
Blog / SEOParents FR
SEO article: what a tutor costs in Quebec
Published nine weeks before the bulletin so it has time to rank. Answers the price question in the H1, which is how the snippet is won.
Aug 31Phase 1
LinkedInTutors
Tutor recruitment campaign opens on LinkedIn
Three posts a week for three weeks, in French and in English, aimed at certified teachers and senior students. Pay and commission are in the first two lines.
Sep 1Phase 0
Blog / SEOParents EN
SEO article: what tutoring costs in Canada, by province
Same job on the English side, but a different page rather than a translation, because the comparison set is national instead of provincial.
Sep 1Phase 1
FacebookTutors
Posts in teacher and student groups, 12 groups
Six French-language groups and six English. Group rules read first, one post each, no cross-posting the same text.
Sep 2Phase 0
Site copyParents both
Province pages: Quebec, Ontario, Alberta, BC
Each province names its own exams and grade levels. One national page would rank nowhere and speak to no one.
Sep 2Phase 1
EmailTutors
Tutor sequence, email 1 of 4
Application received, and what happens next with dates. Nothing kills tutor supply faster than silence after an application.
Sep 3Phase 0
EmailEveryone
Waitlist welcome, both audiences, both languages
Four versions from one template: parent EN, parent FR, tutor EN, tutor FR. Reply-to is a monitored human address in the reader's language.
Sep 4Phase 1
PR / PartnerTutors
University career boards: 9 campuses, 4 in French
UQAM, Laval, Montreal, Sherbrooke on the French side. Posting inside the school year beats posting in August.
Sep 8Phase 1
LinkedInTutors
Post: the checklist tutors fail
Naming what gets rejected is the most credible way to say the bar is real, and it attracts the tutors who will clear it.
Sep 8Phase 2
Site copyParents both
Homepage copy refresh, EN and FR, live
Hero, the five checks, three proof blocks, one price answer, one CTA. Both languages ship the same day.
Sep 8Phase 2
EmailParents both
Waitlist open announcement
To everyone who consented in phase 0, in their own language, with the same offer.
Sep 9Phase 1
EmailTutors
Tutor sequence, email 2 of 4: pay and commission
The number, the cut, the payment day. Written plainly because the objection is financial and vague answers confirm the fear.
Sep 9Phase 2
InstagramParents FR
Carousel: primaire 1 to secondaire 5, who we cover
Uses Quebec's actual grade names. A carousel that says grade 9 tells a Quebec parent the brand is not from here.
Sep 10Phase 2
InstagramParents EN
Carousel: 5 checks every tutor passes
The vetting story as a swipe. Slide 5 is the pass rate, which is the slide people screenshot.
Sep 10Phase 2
FacebookParents FR
Quebec parent groups: the three-weeks-in check-in
Quebec is three weeks into the year by launch day, so the hook is adaptation, not back to school.
Sep 11Phase 2
TikTokParents EN
Script: what a session note actually looks like
Screen recording, 22 seconds, no face needed. The product's most concrete differentiator.
Sep 14Phase 1
EmailTutors
Tutor sequence, email 3 of 4: profile setup
The profile is the product page. Six fields, an example of a good one, and the mock session booking link.
Sep 14Phase 2
PaidParents EN
Search ads: Ontario, subject and grade terms
Only for subjects that passed the coverage check. Ad group per grade band because the search terms do not blend.
Sep 14Phase 2
PaidParents FR
Search ads in French: Quebec, city plus tutorat
French creative for a French market, not a translated ad. Landing on the French page, which is the Charter requirement and also the better conversion.
Sep 15Phase 2
Blog / SEOParents FR
Article: les 7 questions à poser avant d'engager un tuteur
The comparison article. Written so that an honest competitor could also pass it, which is what makes it worth trusting.
Sep 16Phase 2
Blog / SEOParents EN
Article: 7 questions to ask before you hire an online tutor
The transcreated pair, not a translation: same seven questions, Canadian examples swapped to match each market's exams.
Sep 17Phase 1
LinkedInTutors
Tutor spotlight, first three vetted
Recruitment proof for tutors and trust proof for parents from the same asset.
Sep 17Phase 2
InstagramParents both
Reel: the 48-hour match, start to first session
One promise, one timeline, two captions. Same edit, two audio tracks.
Sep 18Phase 1
Site copyEveryone
Coverage check: 3 tutors per advertised subject and grade
The gate before the parent campaign opens. Any gap gets pulled from the launch ads rather than sold and then apologised for.
Sep 21Phase 2
EmailParents both
Parent sequence, email 2: how vetting works
Sent 72 hours after signup, when the question has formed but before the parent has gone elsewhere.
Sep 22Phase 2
LinkedInEveryone
Founder post: why supply came before demand
The one launch story that recruits tutors, reassures parents and interests partners at the same time.
Sep 24Phase 2
FacebookParents EN
Ontario parent groups: after the first two weeks
Ontario is two weeks in. The hook is the first quiz coming home, not the first day.
Sep 28Phase 2
TikTokParents FR
Script: secondaire 3, la matière qui décroche en premier
Written in Quebec French for TikTok, where translated captions are obvious within two seconds.
Oct 1Phase 2
PR / PartnerEveryone
Launch note to school newsletters and community associations
Not a press release. A short, useful note a newsletter editor can paste, offered in both languages.
Oct 5Phase 3
Site copyParents both
Vetting page updated with the real pass rate
Numbers replace estimates as soon as there are numbers. The estimate is removed, not kept beside the real one.
Oct 6Phase 3
InstagramParents both
Carousel: a real session note, with names removed
Consent obtained in writing from the family and the tutor first. That step is part of the asset, not an afterthought.
Oct 7Phase 3
EmailParents both
Parent sequence, email 4: before your first session
Three things to send the tutor in advance. Reduces the wasted first twenty minutes, which is the main reason a first session does not convert to a second.
Oct 8Phase 3
LinkedInTutors
Second recruitment wave, gaps only
Recruit against the actual booking data: which subject, which grade, which language ran out of tutors first.
Oct 13Phase 3
Blog / SEOParents FR
Article: la rencontre de parents, quoi demander
Published before the November meetings so it ranks in time to be useful, and because the answer sends parents back to us.
Oct 14Phase 3
Blog / SEOParents EN
Article: parent-teacher interviews, the 6 questions
Same seasonal job in English. The FR and EN articles are published a day apart so neither language waits on the other.
Oct 15Phase 3
TikTokParents EN
Script: how much homework help is too much
A question parents argue about, answered without guilt. Comments are the point of this one, so replies are staffed.
Oct 20Phase 3
InstagramTutors
Tutor stories: three portraits, both languages
Recruitment content that parents read as reassurance. The same asset works on both sides of the marketplace.
Oct 21Phase 3
EmailParents both
First review request, 3 sessions in
Asked once, after the third session, never after the first. Reviews collected in the family's language and published in it.
Oct 27Phase 3
PaidParents both
Retargeting from consented first-party data only
Waitlist and site visitors who consented. No third-party parent audiences, which is both the Law 25 answer and the cheaper one.
Oct 29Phase 3
Blog / SEOParents both
Subject hub: math, grade by grade, both languages
Twelve short sections that each answer one grade's actual sticking point. Built to be linked from ads and from the province pages.
Nov 2Phase 4
Blog / SEOParents FR
Article: premier bulletin, le plan des 8 semaines
The highest-intent French article of the quarter, live before the bulletins go out so it is already ranking when parents search.
Nov 3Phase 4
Blog / SEOParents EN
Article: the first report card, and the 8 weeks after it
The English counterpart, with Ontario and Alberta examples rather than Quebec's.
Nov 4Phase 4
EmailParents both
Report card campaign, email 1: read it in ten minutes
Useful before it is commercial. The offer is in the last third, once the parent has something they can use tonight.
Nov 5Phase 4
InstagramParents both
Carousel: one grade is not a plan
Turns a moment of panic into one decision. No fear framing, which also keeps school partners comfortable.
Nov 9Phase 4
PaidParents both
Peak search spend, both languages, 3 weeks
The one window in the plan where paid leads. Budget concentrated rather than spread evenly across the quarter.
Nov 10Phase 4
TikTokParents FR
Script: le bulletin est arrivé, on fait quoi ce soir
Filmed in French first. The English version is re-shot, not subtitled, because the delivery is the message.
Nov 12Phase 4
FacebookParents both
Parent groups: the eight-week window, both languages
Between the first report card and the winter break there are eight usable weeks. Saying the number makes the decision easy.
Nov 16Phase 4
EmailParents both
Report card campaign, email 2: pick one subject
Most families try to fix everything and stop by December. One subject, twice a week, until the March report card.
Nov 17Phase 4
LinkedInEveryone
Partnership outreach: school councils and community centres
Warm because the November content already circulated in those newsletters. Bilingual one-pager attached.
Nov 19Phase 4
Site copyEveryone
90-day review and the winter plan
What ranked, what converted, which language did what, and the January plan written from that rather than from a template.
Nov 24Phase 4
EmailTutors
Tutor retention: your fall in numbers
Hours taught, students kept, ratings. Tutor churn in December is what breaks the January cohort.
Three decisions that shaped the calendar
Quebec's school year starts about two weeks before Ontario's
Quebec goes back in the last week of August; Ontario returns the day after Labour Day. A September launch arrives at a different moment in each market. The French track is written for a school year already under way, the English track for one just starting. Same campaign, two hooks, and the French one cannot be scheduled second.
Supply has to lead demand by three weeks
A parent who searches, signs up and gets told to wait does not come back. Tutor recruitment opens in week 1 and the parent campaign only opens once every advertised subject and grade has three available tutors in the right language.
November is the real launch
Report cards and bulletins land in November in both systems, and that is when a worried parent starts looking. September builds the pages and the proof; November is when the traffic arrives and paid spend concentrates.