Six-Week TOFU + MOFU Campaign Brief

S01 Campaign objective & scope

Run six weeks of coordinated top-of-funnel awareness and middle-of-funnel consideration across all seven donor rooms so that when the operational triggers fire (ACNC registration confirmed, DGR Item 1 endorsed, first three MOUs executed, board formally activated), the audiences are already warm and the pipeline is already primed for conversion.

Primary objectives

• Awareness (TOFU): Move cold audiences into recognition of the LWD problem, the seven-room solution architecture, and the $19.25/week Room C anchor. Success = branded search volume, direct traffic, LinkedIn follower growth, and time-on-page on /awareness and /rooms-index.
• Consideration (MOFU): Move recognisers into engaged prospects — foundation programme officers reading the kit, corporate ESG leads scheduling exploratory calls, regular-giving intenders bookmarking the donate flow, government advisors requesting evidence packs. Success = kit page depth, email opt-ins, one-pager downloads, warm-intro requests.
• Loop closure: Every touchpoint routes back into the CRM via /api/agent-outputs/:id/log-as-touchpoint so nothing runs off the record.

Explicitly out-of-scope in this six weeks

• BOFU / direct ask: No paid conversion campaigns to warm-cold audiences. Room C donation flow is live and organic-linkable, but paid conversion spend sits in Sprint 8L or later, gated on ACNC + DGR confirmation.
• Media pitches: Deferred until trigger events give journalists a peg. The media campaign calendar anchors the annual sequence; this six weeks runs owned + paid + organic only.
• Room G outbound cold contact: Cross-jurisdictional (Room G) stays warm-introduction-only. Awareness content in this campaign supports Room G thread-readiness, but no cold outreach.

S02 Two-layer architecture: always-on + six-week programme

The mix runs on two clocks. The always-on layer is the durable infrastructure that works whether or not a campaign is running. The six-week programme layer sits on top and gives the six-week window its narrative shape, momentum and measurability.

Always-on layer

Six-week programme layer

Six weeks split into three two-week acts, each carrying a narrative theme that unifies every channel for that fortnight. Every asset in every channel in a given fortnight speaks to that fortnight's theme.

• Act I (Weeks 1–2): The Problem. Terminal illness + consumer debt = a specific, named, currently-invisible harm. Composite case studies (Margaret, David, Kwame) named and labelled composite. TOFU emphasis.
• Act II (Weeks 3–4): The Architecture. The seven rooms explained. The RG 96 boundary made explicit. The $19.25/week Room C anchor (= 1 hour of licensed advocacy = 1 household/year) introduced. TOFU→MOFU handover.
• Act III (Weeks 5–6): The Ask. Not a conversion ask — a consideration ask. "Read the kit for your room." "Book a call." "Register for the evidence pack." MOFU emphasis, primed for Sprint 8L BOFU spend.

S03 Weekly narrative arc

Every week has a single dominant editorial spine that every channel points to. This section is the editorial calendar; §S04 is the channel calendar; §S05 is the room calendar. All three must agree.

S04 Per-channel-per-week matrix

The channel-side calendar. Rows are channels (paid, organic, search, email); columns are the six weeks. Every cell states what runs, at roughly what intensity, and what it points to.

Channel definitions and creative variants cross-reference /paid-ads and /media-campaign. Actual creative drafts produced via the CMO + Digital Marketing agents (see §S09).

S05 Per-room-per-week matrix

The room-side calendar. Rows are the seven donor rooms; columns are the six weeks. Every cell states what that room's audience sees that week. Some weeks a room is dormant (—) by design: not every room is on stage every week, and quiet is a legitimate cell.

S06 Asset dependency map

Every campaign week depends on assets that must exist before that week starts. This is the pre-flight checklist. Items marked Ready are already shipped; items marked Sprint 8K ship as part of this closing sprint; items marked Pre-flight must be produced during the two-week runway before WK 01 kicks off.

S07 KPIs and measurement plan

Six-week measurement plan. Not a forecast — a target frame. All numbers are provisional and will calibrate against actual WK 01–02 baselines.

Top-of-funnel KPIs (awareness)

Middle-of-funnel KPIs (consideration)

Governance KPIs (loop closure)

S08 Compliance and risk register

Risk register

S09 Approval workflow & agent loop

Every campaign artefact — whether authored by a human or produced by the CMO Agent / Digital Marketing Agent — flows through the same lifecycle. This was verified live in Session 8J.

1. Produce. POST /api/agents/cmo/brief or POST /api/agents/digital-marketing/produce. The agent writes to the queue with approval_status = "pending_review".
2. Review. GET /api/agent-outputs/:id. Carla reads the draft. Checks RG 96 language, beneficiary depiction, composite labelling, Australian English, room-appropriate tone.
3. Approve. POST /api/agent-outputs/:id/approve with {"human_approver": 1, "notes": "…"}. The endpoint verifies the numeric approver id against an active row in the humans table. String values are refused — verified live in Session 8J.
4. Publish. POST /api/agent-outputs/:id/publish with {"channels": ["linkedin", "facebook", "instagram", …]}. The endpoint refuses unless approval_status = "approved". Sets approval_status = "published" and stamps the channels array.
5. Close the loop. POST /api/agent-outputs/:id/attach-to-prospect and POST /api/agent-outputs/:id/log-as-touchpoint route the artefact into the CRM so the campaign contributes to attributable pipeline, not just impressions.

Cost economics: at approx AUD $0.012 per short draft, the 54-post organic calendar (see §S06) costs approximately AUD $0.65 in agent tokens for the full six weeks of organic content. This is a floor cost, not a ceiling — reruns for revisions add proportionally.

Agent lifecycle endpoints implemented in src/index.tsx lines 1948–2245. Model: claude-sonnet-4-5-20250929, max_tokens 4096.

S10 Budget envelope (illustrative)

Illustrative test-tier spend. Every number here is a starting-point recommendation, not a commitment. Actual budget approval is a board decision, not a marketing decision, and this envelope exists to inform that decision, not to bypass it.

S11 Activation triggers & go/no-go gates

This brief is authored and ready to run. Actual activation waits on the following:

• ACNC registration confirmed — required so campaign copy can state "registered charity" without qualification.
• DGR Item 1 endorsement — required before any language that implies tax deductibility. Until DGR, Room C anchor copy uses "supports the mission" not "tax-deductible donation".
• First three MOUs executed — required so the RG 96 boundary story ("LWD funds; licensed advocate acts") describes a real operational fact, not a design intent.
• Board formal activation — required for CFO Advisor to escalate campaign spend approval to the board with confidence.
• Ad platform accounts + creative — must be provisioned in the two-week runway before WK 01.

Go / no-go gate for each week

1. Fri of WK N−1: weekly review meeting. Every channel reports last-week performance vs. plan.
2. Any single-channel over-run > 15%: that channel pauses to Mon review, spend reallocates within the weekly envelope.
3. Any RG 96 language failure or beneficiary-depiction breach in published output: full-campaign pause. Root-cause. Fix at the agent prompt or the approval checklist. Resume next Mon.
4. Any legal / ACNC / DGR development that changes the compliance picture: pause to next board review.

S12 Session 8K citation & changelog

This brief was authored in Session 8K on 2026-07-30 under CMO delegated authority granted by the Board-Appointed CFO Advisor. It closes Gap 1 of the four-item closing sprint identified in the preceding session's review-map response.

Related Sprint 8K artefacts

• Gap 1 (this document): Six-week TOFU + MOFU campaign brief.
• Gap 3: JSON-LD Organization + WebSite + FAQPage blocks added to / and /awareness.
• Gap 2: 54-post organic calendar drafts produced via CMO Agent + Digital Marketing Agent (see /agents/queue — Sprint 8K artefact IDs).
• Gap 5: Paid-ads per-room one-pager cross-cutting /paid-ads by room — /paid-ads-per-room.

Authority chain

1. Board-appointed CFO Advisor: Carla Oliver CPA, CIMA, BA(Hons) Bus. — delegator of CMO authority.
2. CMO (delegated): author of this brief.
3. ACL-holder: Laurence Hugo via Credit Mediation Services Pty Ltd (ACL 387398) — RG 96 boundary custodian, cited but not delegated in the marketing mix.

Governance root: CMO Position Brief · Session 8K citation added to README.md ledger and /golive-checklist.