Scenario presets
One click pre-fills every input.
Campaign inputs
UniverseB2C(Derived)
Dual-stream handoff: Triggered. Corporate stream hands off to Project stream.
A
Audience & Tone
Paid tolerance
Low
Frequency sensitivity
High
Channel emphasis
Search, WhatsApp, sales office. Limit social frequency.
What to avoid
Aggressive retargeting, urgency language, high-frequency social
Tone modulation
Calm, reliable, factual. Evidence-led.
B
Message & Proof
Pillar message
DwE creates communities where people feel welcomed, supported, and connected in daily life.
Content pillar
Everyday Life & Human Stories
Proof level
Low-Medium
Thought leadership
Human-Centred Community Design
C
Journey & CRM
Stage emphasis
Brand salience. Who DwE is. Credibility cues. No project detail.
Destination
Corporate site, portfolio pages
Stream owner
Corporate MarCom
CRM action
Tag as Corporate-sourced. Enter Discovery nurture.
D
Investment Intensity
Paid DigitalHIGH
Organic DigitalMED
WhatsAppLOW
Events & ExhibitionsMED
Sales OfficeNONE
OOHHIGH
PR & Corp CommsHIGH
CRM / NurtureLOW
E
Broadcast Guidance
TVCYes
RadioYes
CTVYes
Duration
4-8 weeks
Proof boundary
Masterbrand narrative only. No project claims.
F
Activation Readiness
0 / 17 gates complete
Not ready. Complete every gate before activation.
Objective definedOwner: Marketing
Message module selectedOwner: Marketing
Proof boundaries confirmedOwner: Business Development
Destination path lockedOwner: Marketing
Channel activation plan builtOwner: Marketing
CRM readiness confirmedOwner: Marketing
WhatsApp readiness confirmedOwner: Marketing
Measurement readyOwner: Marketing
PR coordination confirmedOwner: Corporate Communications
Escalation path confirmedOwner: Marketing + Corp Comms
Dual-stream handoff configuredOwner: Marketing
De-escalation plan setOwner: Marketing
Brand destinations readyOwner: Marketing
Public sensitivity checkOwner: Marketing + Corp Comms
Creative is stage-appropriateOwner: Marketing
Broadcast readiness, if applicableOwner: Marketing
OOH readiness, if applicableOwner: Marketing