I just use the military metaphor since I’m familiar with military personnel. It helps sometimes to conceptualize a marketing plan that reaches its goal through multiple tiers or strategic channels. I hope the military metaphor or analogy doesn’t turn people off from the concept of building a robust marketing plan with different strategic channels.
An example of this would be a very basic marketing plan that would be to simply increase online exposure for ClassicPress with one tier being to reach WP users who would benefit directly. Tiers of that could be to find and address WP hobbyists in those related FB forums and simply let those know about ClassicPress who express anxiety about the impending changes. Another would be to find WP developers and hobbyists and do the same, another would be to address WP users in top plugin support forums such as Gravity Forms, All In One SEO Pack, Yoast, and so on. Depending on resources one person could participate in one set of forums as a ClassicPress advocate for 2 hours per day, for example while another person could contribute two hours per day visiting or advocating in another. Another person could advocate in other forums related, and so on.
A different tier could be for Instagram, another Twitter, LinkedIn groups, and so on with the same approach.
Of course these are just ideas as to what could be done.
The second point is a fine idea of course, and I think could use a sub-thread addressing conduct going forward representative of ClassicPress. One way to address that point might be to make a list as to what’s acceptable and what’s not, what paths are fine and what are not, where profits can be generated and where not, where there’s “wiggle room” and not and then from that type of brain-storming it’d be relatively easy to put it all together into a one page “Our Approach” or “Our Philosophy” type of statement.