# RJN Cleaning Powder Campaign — Theme Decision Tracker (v1)
Date: 2026-03-20
Status: Internal prep, leadership-ready

## Purpose
Single-page tracker for leadership to choose wave-1 campaign themes and see what is already build-ready.

## Decision table (pick 2 themes for wave 1)

| Theme | Strategic job | Current support/data points | Ready deliverables now | Dependencies before external launch | Readiness (1-5) |
|---|---|---|---|---|---|
| **A. FreshClean Sustainability Story** | Top-of-funnel demand + ESG/procurement relevance | Concentrated powder narrative, reduced logistics/plastic positioning, existing animation/website direction | Storyboards, website content maps (AB/AC), leadership slide copy, hook bank | Legal substantiation for environmental claims; final proof data pack | **4** |
| **B. SanitiserPlus Industrial Trust Loop** | Fastest B2B conversion via reliability/compliance framing | Industrial use-case framing, process consistency narrative, QA/compliance audience fit | Distributor demo call script, touch-sequence scripts, targeting matrix, lead pipeline templates | Efficacy wording guardrails + legal wording lock | **4** |
| **C. Water Stewardship Mini-Documentary** | Authority/brand moat for senior decision makers and distributors | Water pressure/regulatory angle, mission-led narrative, long-form thought leadership route | Theme brief, storyboard structure, channel ideas for long-form + cutdowns | Stronger proof pack + legal review for quantified environmental impact statements | **3** |

## Recommended wave-1 combinations
1. **A + B (recommended)**
   - Best balance of near-term pipeline impact + broad market relevance.
   - Lets RJN run conversion-led messaging while staying claim-safe.
2. **A + C**
   - Strong ESG narrative stack; slower revenue conversion path.
3. **A + B + C rotation (monthly)**
   - Requires more production bandwidth; best once legal/proof workflow is stable.

## Sign-off checklist for leadership sync
- [ ] Select wave-1 themes (2 of 3)
- [ ] Confirm legal owner for claim approvals
- [ ] Confirm data owner for proof-pack final lock
- [ ] Approve initial channel mix (website hero, sales deck, outbound/email, social)
- [ ] Approve first publish window (target week)

## Trigger plan once decision is made
- **Within 24h:** lock selected theme copy deck + update website block map
- **Within 48h:** finalize script pack and asset handoff list by channel
- **Within 72h:** publish internal launch board + activate measurement plan

## Source notes integrated
- `notes/rjn-campaign-priority-2026-03-19.md`
- `notes/rjn-campaign-themes-2026-03-20.md`
- `notes/rjn-leadership-next-steps-2026-03-20.md`
- `strategy/campaign-theme-decision-brief-v2-2026-03-19.md`

## Constraints reminder
No external-facing quantitative efficacy/sustainability claims before legal substantiation sign-off.
