# RJN Theme-to-Channel Activation Matrix v1
Date: 2026-03-20
Owner: Internal prep (proactive loop)

## Purpose
Convert leadership theme selection into an immediate 10-day execution plan without re-planning from scratch.

## Inputs integrated
- `notes/rjn-campaign-themes-2026-03-20.md`
- `notes/rjn-leadership-next-steps-2026-03-20.md`
- Existing prep artifacts in `creative/`, `strategy/`, and `targeting/`

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## Fast decision map

### If leadership chooses **A + B** (FreshClean + SanitiserPlus)
**Primary objective:** fastest commercial conversion with balanced sustainability + efficacy framing.

**Channel emphasis:**
1. Website hero + product blocks
2. Email/LinkedIn outreach by persona
3. Sales/demo call support assets

**First assets to activate (in order):**
1. `strategy/website-content-map-variant-AB-v1-2026-03-20.md`
2. `creative/website-hero-copy-v0-2026-03-13.md` (legal-safe pass)
3. `creative/short-form-cutdown-script-pack-v1-2026-03-14.md`
4. `creative/persona-ad-hook-bank-v1-2026-03-14.md` (A/B hooks)
5. `targeting/account-priority-and-messaging-matrix-v1-2026-03-14.md`
6. `creative/distributor-demo-call-script-v1-2026-03-13.md`

**Dependency gates:** legal claim language + proof-sheet lock for efficacy/sustainability numbers.

---

### If leadership chooses **A + C** (FreshClean + Water Stewardship)
**Primary objective:** authority + ESG narrative for water-stressed and sustainability-led buyers.

**Channel emphasis:**
1. Website authority narrative + case study placeholders
2. Sustainability factsheet + procurement one-pager
3. Thought-leadership/social proof snippets

**First assets to activate (in order):**
1. `strategy/website-content-map-variant-AC-v1-2026-03-20.md`
2. `deliverables/leadership-briefing-slide-copy-v1-2026-03-20.md` (ESG-first framing)
3. `creative/persona-ad-hook-bank-v1-2026-03-14.md` (ESG/procurement tracks)
4. `targeting/account-priority-and-messaging-matrix-v1-2026-03-14.md`
5. `creative/survival-kit-one-pager-copy-v1-2026-03-13.md` (water-stewardship edits)

**Dependency gates:** quantified environmental claim substantiation + approved assumptions footnotes.

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### If leadership chooses **A + B + C** (three-theme rotation)
**Primary objective:** broad market coverage while reducing message fatigue.

**Channel emphasis:**
1. Monthly rotating website hero/module focus
2. Persona-segmented outbound tracks
3. Reusable shot library and modular cutdowns

**Rotation cadence (recommended):**
- Month 1: FreshClean (entry narrative)
- Month 2: SanitiserPlus (trust + efficacy)
- Month 3: Water Stewardship (ESG depth)

**Dependency gates:** stricter editorial control + legal pre-approval by pillar.

---

## 10-day internal activation sequence (post theme decision)

### Day 0 (same day as sign-off)
- Freeze chosen theme pair/rotation in `deliverables/theme-decision-tracker-v1-2026-03-20.md`
- Open legal wording pass list (claims that need qualifiers)
- Bind available assets using `deliverables/asset-intake-and-storyboard-binding-v1-2026-03-20.md`

### Days 1–3
- Finalize hero copy variants (safe + pending-claim versions)
- Prepare outbound copy set by persona (procurement/ops/esg/distributor)
- Lock storyboard-to-shot ID mappings for first production pass

### Days 4–6
- Build first channel bundle: website draft + 2 short cutdowns + 1 one-pager
- Internal QA: message consistency, claim-safety, visual continuity

### Days 7–10
- Compile leadership review pack with go/no-go checklist
- Produce handoff notes for execution once legal/proof pack clears

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## Current blocker-sensitive rules
1. No absolute/quantified claims go external without legal sign-off.
2. Keep dual-copy structure where needed:
   - **Safe copy:** qualitative only
   - **Proof copy:** inserts numbers once approved
3. Keep one source of truth for chosen theme(s): `deliverables/theme-decision-tracker-v1-2026-03-20.md`

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## What this artifact solves
- Removes ambiguity after leadership chooses a theme.
- Prevents duplicate planning between strategy, creative, and targeting.
- Reduces time-to-execution by giving a day-by-day sequence tied to existing files.
