# RJN Cleaning Powder Campaign — Leadership Briefing Slide Copy (v1)
Date: 2026-03-20
Owner: Internal prep loop
Status: Draft, claim-safe language

## Slide 1 — Context + Objective
**Title:** Choose RJN’s first two campaign themes for wave-1 launch

**On-slide copy:**
- RJN now has a refreshed website foundation, brand identity system, and campaign concept stack.
- The bottleneck is no longer creative direction — it is theme prioritisation.
- Today’s decision unlocks the next 2–3 weeks of execution and market activation.

**Speaker cue:**
“We are set up to move fast. We only need leadership to lock the first two campaigns so teams can execute against one coherent plan.”

---

## Slide 2 — Decision Frame
**Title:** How we decide today

**On-slide copy:**
Evaluate each theme against four criteria:
1. Strategic fit with RJN’s current commercial priorities
2. Evidence/proof readiness and legal safety
3. Speed to publish using existing assets
4. Likely short-term pipeline impact

**Speaker cue:**
“We’re not choosing the ‘best idea in theory’; we’re choosing the strongest pair we can launch confidently now.”

---

## Slide 3 — Theme A: FreshClean Sustainability Story
**Title:** Theme A — FreshClean Sustainability Story

**On-slide copy:**
- Core message: concentrated format supports reduced transport and lower on-site handling overhead.
- Best-fit channels: website hero + social video cutdowns + distributor enablement one-pager.
- Audience: facilities teams, sustainability-aware buyers, procurement stakeholders.
- Strength: clear narrative bridge from product format to operational/environment positioning.

**Claim-safe note (on slide footer):**
Use process/operational language only until quantitative substantiation is signed off.

---

## Slide 4 — Theme B: SanitiserPlus Industrial Trust Loop
**Title:** Theme B — SanitiserPlus Industrial Trust Loop

**On-slide copy:**
- Core message: consistency, compliance, and confidence for high-duty commercial cleaning contexts.
- Best-fit channels: landing page + sales call script + account-based outreach assets.
- Audience: contract cleaning companies, healthcare/transport estates, operations managers.
- Strength: strongest near-term B2B conversion potential with clear trust framing.

**Claim-safe note (on slide footer):**
Reference standards/process confidence; avoid unapproved efficacy percentages.

---

## Slide 5 — Theme C: Water Stewardship Mini-Documentary
**Title:** Theme C — Water Stewardship Mini-Documentary

**On-slide copy:**
- Core message: RJN’s broader stewardship narrative and category-level leadership posture.
- Best-fit channels: long-form web content + PR collateral + executive presentations.
- Audience: strategic partners, public-sector stakeholders, long-horizon buyers.
- Strength: authority building; weaker immediate pipeline acceleration than A/B.

**Speaker cue:**
“High strategic value, but better positioned as phase-2 once wave-1 commercial motions are live.”

---

## Slide 6 — Asset Readiness Snapshot
**Title:** What is ready vs what is missing

**On-slide copy:**
**Ready now:**
- Brand system and visual references
- Storyboards and script foundations
- Targeting matrix and launch-priority board
- Website content architecture base

**Still required for full external release:**
- Final logo master pack and exact palette codes
- Claim substantiation/legal disclaimer sheet
- Final product-proof dataset lock (FreshClean/SanitiserPlus/Virucidal)

---

## Slide 7 — Execution Timeline by Selected Pair
**Title:** 3-week activation path after decision

**On-slide copy:**
**Week 1 — Lock + Build**
- Claim-safe copy lock
- Script lock for selected pair
- Website block mapping approved

**Week 2 — Publish + Enable**
- Landing/social updates
- Sales/distributor collateral deployment
- Internal rollout briefing

**Week 3 — Measure + Optimise**
- Performance baseline capture
- Message/creative refinement
- Proof-point harvesting for iteration

---

## Slide 8 — Decision + Owner Assignment
**Title:** Decision needed now

**On-slide copy:**
Approve:
1. Wave-1 campaign pair (recommended: **A + B**)
2. Legal owner for claim language approval
3. Data owner for proof-pack final lock
4. Target launch date and accountable launch lead

**Close statement:**
“Once this is approved, execution can move immediately with no additional strategy delay.”

---

## Recommended appendix references
- `strategy/campaign-theme-decision-brief-v2-2026-03-19.md`
- `deliverables/asset-check-report-2026-03-19.md`
- `creative/storyboards-production-annotated-v2-2026-03-15.md`
- `targeting/account-priority-and-messaging-matrix-v1-2026-03-14.md`
- `deliverables/launch-priority-board-v1-2026-03-13.md`
