# RJN Cleaning Powder Campaign — Theme Decision Brief (v2)
Date: 2026-03-19
Status: Internal prep, ready for leadership decision

## Why this v2 brief exists
The project already has a launch-priority board (lead-gen first). This v2 brief translates the newer theme direction now in circulation:
1) FreshClean sustainability story
2) SanitiserPlus industrial trust loop
3) Water stewardship thought-leadership

Goal: let leadership choose **2 themes** that can ship quickly with the current website + animation + brand assets.

## Decision frame (pick 2)
Score each option from 1–5 on:
- **Strategic fit now** (matches current RJN commercial priorities)
- **Proof readiness** (can we support claims safely today)
- **Speed to publish** (website/social/video assets already available)
- **Pipeline impact** (likelihood of qualified B2B conversations)

---

## Theme A — FreshClean Sustainability Story
**Core angle:** "Less plastic, less transport burden, cleaner operations."

### Primary audience
- Facilities managers
- ESG/sustainability leads
- Procurement teams under waste-reduction mandates

### Hero assets to prioritise
- 30–45s animation cut: "Just add water" workflow
- One-page proof explainer (claim-safe wording)
- Website section: sustainability + implementation steps

### Fast-win storyboard (30s)
1. Pain: storage + plastic + handling burden
2. Shift: concentrated powder workflow visual
3. Outcome: operational simplicity + environmental benefit
4. CTA: request implementation call / sample trial

### Legal caution
- Keep quant claims locked behind approved substantiation language.

---

## Theme B — SanitiserPlus Industrial Trust Loop
**Core angle:** "Reliability and compliance confidence for high-demand environments."

### Primary audience
- Operations managers
- Quality/compliance leads
- Multi-site cleaning contractors

### Hero assets to prioritise
- Industrial trust one-pager (spec references + use-case matrix)
- 3-touch outbound script pack (email + phone + follow-up)
- Website "proof and process" block with downloadable spec sheet

### Fast-win storyboard (25–35s)
1. Risk: inconsistent outcomes across shifts/sites
2. Control: standardised SanitiserPlus protocol
3. Confidence: documented process + support model
4. CTA: book pilot workflow review

### Legal caution
- Use process/reliability framing unless efficacy claims are explicitly approved.

---

## Theme C — Water Stewardship Mini-Documentary
**Core angle:** "RJN as the practical partner in responsible cleaning chemistry."

### Primary audience
- Senior decision-makers
- Sustainability committees
- Strategic distributor partners

### Hero assets to prioritise
- 60–90s documentary cut (brand + mission + proof journey)
- Thought-leadership landing page
- Long-form social cutdowns (15s + 30s snippets)

### Fast-win storyboard (60–90s)
1. Industry problem context (water/waste pressure)
2. RJN principle + product approach
3. Real implementation scenes/process visuals
4. Forward path + partnership CTA

### Legal caution
- Keep messaging principle-led unless quantified outcomes are approved.

---

## Recommended first pair (internal recommendation)
1. **FreshClean Sustainability Story** (broadest top-of-funnel relevance + available visuals)
2. **SanitiserPlus Industrial Trust Loop** (strongest near-term B2B conversion path)

Use **Water Stewardship Mini-Documentary** as phase-2 authority layer after claims/legal lock.

## If leadership picks A + B (execution sequence)
- **Week 1:** lock claim-safe copy, cut hero scripts, wire website blocks
- **Week 2:** publish landing updates + launch outbound sequences
- **Week 3:** run test-and-measurement cadence, gather first proof points

## Dependencies still open
- Final campaign pair approval
- Legal sign-off on sustainability/evidence wording
- Confirmed product-proof data pack version for external-facing assets

## File links for immediate build
- `deliverables/launch-priority-board-v1-2026-03-13.md`
- `deliverables/creative-test-and-measurement-plan-v1-2026-03-15.md`
- `strategy/legal-claim-substantiation-roadmap-v1-2026-03-15.md`
- `creative/storyboards-production-annotated-v2-2026-03-15.md`
- `targeting/account-priority-and-messaging-matrix-v1-2026-03-14.md`
