Waymo symbolWaymo Go
WAYMO GO / CAMPAIGN PLAN / 2026–27

Earn the room.
Start the conversation.

Fill a technical event with the right people. Give 20 relevant investors a reason to meet the team. Measure each channel against paid attendance, not impressions alone.

Explore the playbook February 10, 2027 · Nashville
01 / STRATEGY06 / MEASUREMENT
180paid seats to sell
20separate investor invitations
$200admission + $18.50 tax
$1,500marketing and outreach allowance
01 / THE IDEA

Make it specific enough
to be worth sharing.

Technology professionals have many ways to hear about autonomy. Waymo Go offers a live engineering conversation: an up-close vehicle demo, presentations on the Waymo Driver, direct safety questions, and time with peers. The planned downtown ride is an additional experience, subject to assignment and operating approval.

FOR ENGINEERS + PRODUCT LEADERS

See the system.

Lead with perception, planning, safety process, and what attendees can ask the technical team. Put the actual agenda and venue in every linked destination.

FOR LOCAL TECH COMMUNITY

Meet the people.

Frame it as a four-hour Nashville gathering with food, drinks, demo, and discussion. Make a peer invitation more useful than a generic brand ad.

FOR INVESTORS

Test the thesis.

Send personal invitations to investors whose mandate fits mobility, applied AI, or infrastructure. Give them the economics and operating brief before the event.

Public copy must say February 10, 2027, 5–9 p.m. CST at Music City Center, $200 admission + $18.50 tax, and that a ride needs a separate timed assignment. Do not imply an approved 10-car fleet, guaranteed ride, named speaker, community partner, or investor commitment before each is confirmed.

02 / DISTRIBUTION

Three ways into
the same room.

With a $1,500 planning allowance, paid media is a small test. Personal invitations, useful technical content, and relevant Nashville community distribution carry the campaign.

01Owned + direct

The highest-intent path.

  • Invite Nashville engineering, product, AI, and mobility contacts individually; ask each to share with one relevant colleague.
  • Send a concise event email to people who have opted in to marketing. Use a clear subject, sender, address, and unsubscribe route.
  • Reserve the 20 investor places for individually qualified prospects; record interest and next step separately from ticket sales.
Owner: organizer + investor lead · Weekly follow-up
02Social + paid tests

Show the real work.

  • LinkedIn: technical explainers, a safety Q&A prompt, team perspective, and the full event invitation. Aim for three useful posts per week during active waves.
  • Instagram: short vehicle, sensor, venue, and map visuals with captions that point to the program and ticket page. Use existing portrait and story creative.
  • Test small, location-focused paid campaigns. Stop weak creative and move the remaining spend only after comparing checkout outcomes.
Owner: content lead · Review every Monday
03Community + place

Be where technologists already gather.

Owner: community lead · Placement log
Physical placement ruleGet property-owner permission for posters and displays. Nashville prohibits event signage in public right-of-way; this plan assumes only approved private or venue placements. Metro guidance ↗
03 / THE CONTENT ENGINE

One story.
Multiple proof points.

Every post should earn its place with a concrete answer, a useful question, or a clear invitation. Use approved, public Waymo material and original event imagery. Avoid invented test results, safety rankings, or claims about fleet availability.

MON / UNDERSTAND

How it works

A 30–45 second visual or three-frame carousel on perception, prediction, planning, and what the demo will actually show. Link to Waymo's public Driver overview.

WED / QUESTION

Safety without slogans

Ask a real question: “What evidence should an autonomous vehicle show before we trust it downtown?” Then explain that a live safety Q&A is part of the program. Link to Waymo's public safety information.

FRI / INVITATION

A reason to attend

Show the vehicle, Music City Center, and February 10 details. Give the exact $218.50 total. Say the downtown loop is planned and assigned separately.

EXAMPLE / LINKEDIN01 / 03
Waymo vehicle sensor equipment
“What should a self-driving system have to explain?”

At Waymo Go, Nashville technologists can see the vehicle up close, hear how the Waymo Driver is designed, and put safety questions to the technical team. February 10 · 5–9 p.m. · Music City Center. Admission is $200 + $18.50 tax. A planned ride requires a separate assignment. Explore the program and reserve your place.

CTA → waymo-go.pages.dev
Creative checks before every publish

Confirm speaker approvals, photo/video rights, accessibility captions and alt text, exact ticket total, refund terms, and the distinction between admission and the proposed ride. Have one owner sign off on the final claim and destination URL.

Reuse without repetition

Cut each approved technical answer into a LinkedIn post, a short captioned video, an email paragraph, and a community calendar description. Refresh the opening question and image for each wave.

04 / CAMPAIGN CALENDAR

Build attention in waves.

These dates are operating checkpoints, not a prediction of sales. Review ticket data each Monday and change the next wave if the paid-seat pace slips.

  1. SEP 28 – OCT 14Foundation

    Make every click land cleanly.

    Approve the final message and media kit. Test the full ticket path without payment, create tagged links for each placement, record the actual inventory, and prepare an outreach list with owner and status. Submit eligible community listings.

    Gate: approved copy, working checkout, first 20 personal invitations queued.
  2. OCT 15 – NOV 30First wave

    Lead with substance.

    Publish three technical/social posts a week during active weeks; send one relevant opt-in email, invite local technology groups, pitch two tailored editorial angles, and run the first small paid creative test. Ask early buyers what persuaded them.

    Planning pace: 30 paid seats by Oct 31; 60 by Nov 30.
  3. DEC 01 – JAN 03Proof + community

    Answer the questions that block purchase.

    Publish the approved agenda and technical details as they are confirmed. Share one safety-focused Q&A and one ride-operations update. Keep a lighter holiday cadence and follow up with calendar editors and venue-approved displays.

    Planning pace: 90 paid seats by Dec 31.
  4. JAN 04 – FEB 09Convert + prepare

    Put the event within reach.

    Concentrate the remaining paid test budget on the best-performing source. Send a final opt-in reminder and practical attendee information. Release unused investor invitations for paid sale before the catering guarantee if the investor lead approves.

    Planning pace: 135 paid seats by Jan 24; 180 by Feb 9.
  5. FEB 10 – MAR 12Event + follow-up

    Turn attention into evidence.

    Capture content only with consent. Count check-ins, demo attendance, assigned rides, questions, and qualified investor conversations. Send ticket-service follow-up and a separate, appropriate investor brief; complete target meetings within 30 days.

    Closeout: compare actual acquisition cost, attendance, feedback, and investor next steps.

The existing policy allows voluntary refund requests through November 10, 2026; cancellation leads to a full refund. Any deadline mention in campaign copy must reflect the published ticket terms.

05 / SPEND + DECISIONS

Use the $1,500
as learning capital.

The investor model carries a $1,500 marketing and investor outreach allowance. The allocations below are proposed spending caps, not vendor quotes or money already spent. Reconcile invoices before changing the event budget.

$1,500total cap
  • Paid social tests$600
  • Community placement$300
  • Approved print + QR$250
  • Creative adaptation$150
  • Uncommitted reserve$200

How the money moves

01 / TEST

Start paid social with two messages and the same ticket destination: technical depth versus live experience. Use location and relevant professional signals; keep the test small enough to stop.

02 / DECIDE

Review cost per paid ticket, not only click-through rate. Include tax-exclusive admission in revenue, and remember the investor model still lacks a ride quote. Do not expand a channel solely because it gains views.

03 / RESERVE

Commit the $300 community placement only after a written price and audience fit. Use free eligible calendar submissions first. Keep the $200 reserve unspent until a channel earns it.

At 180 paid tickets, the full $1,500 allowance equals $8.33 per paid seat. That is a budget ratio, not an expected acquisition cost. The plan depends on direct and community reach.
06 / MEASUREMENT

See the sale,
then learn the source.

A campaign should be judged by completed paid tickets and qualified conversations. Use tagged links for every social, email, calendar, and QR placement; checkout stores the tags on the Stripe session for reconciliation. These tags are directional attribution, since cross-device visits and untagged shares are not captured.

WEEKLY

Ticket pace

Paid tickets, seat inventory, checkout starts, completed payments, and check-ins on event day. Compare actual cumulative sales with the dated planning pace above.

BY CHANNEL

Unit cost

Recorded spend ÷ paid tickets with that campaign tag. Review creative and landing-page drop-off before adding spend. Mark direct and unknown referrals separately.

INVESTORS

Useful follow-up

Relevant invitees, confirmed attendance, qualified conversations, follow-up meetings, deeper-material requests, and actual commitments, if any.

CAMPAIGN LINK BUILDER

Give every placement its own URL.

Choose a channel and placement name, then copy a link to the live ticket page. The URL uses consistent source, medium, campaign, and content fields. Never put names or email addresses in these tags.

Letters, numbers, hyphens, or underscores; e.g. sensor_video or january_reminder.

Monday review

  1. Export paid Checkout Sessions from Stripe and group their campaign metadata; match actual paid orders before counting conversions.
  2. Record spend, placement, reach or clicks where available, paid tickets, and investor follow-ups in one weekly ledger.
  3. Keep, revise, or stop each placement. Record the reason and the next test; do not treat page views as revenue.

For QR artwork already printed, use the existing /rsvp destination. New placement-specific QR codes should encode the generated tagged link and be scanned from the final export.

READY TO DISTRIBUTE

A small media kit.

Current assets use the verified live RSVP QR and the correct February 10 time and ticket price. Use the print asset only at approved locations. Add captions, alt text, and the ride caveat to accompanying copy.

Social portrait 1080 × 1350 PNG ↗Social story 1080 × 1920 PNG ↗Digital screen 1920 × 1080 PNG ↗Print flyer US Letter PDF ↗
RESEARCH + EXECUTION NOTES

Grounded in real channels.

External organizations are outreach prospects, not confirmed Waymo Go partners. Their eligibility, pricing, and editorial decisions must be checked before use. Platform capabilities and local rules were reviewed September 28, 2026.

Nashville Entrepreneur Center event submissions ↗Greater Nashville Technology Council calendar ↗LinkedIn off-platform event ads ↗Google campaign URL guidance ↗FTC commercial email guidance ↗Nashville event signage rule ↗
FEBRUARY 10 / MUSIC CITY CENTER

A live test of a technical story.

The ticket page explains the program, pricing, merchant, refund terms, and planned ride. Investors can review the separate economics brief.

Get tickets View investor plan ↗