Define perception shift
State what the audience should understand or recall—not awareness in the abstract.
01 / BUSINESS CHALLENGE
Build awareness
Separate reach problems from message problems. Define whose perception must change before buying more exposure.
DIAGNOSETESTSCALE
STRATEGIC PRINCIPLES
Three questions before choosing tactics.
Turn customer insight into three awareness messages, test small, then expand by response quality.
Read quality signals
Combine viewing, search lift and onsite behavior.
Scale from signal
Expand channels and formats from the strongest audience-message fit.
90-DAY ROADMAP
Test for 90 days. Then decide where to invest.
Creator / KOL · Video · Social · PR
Audience insight
Identify perception barriers from customers, competitors and search.
Message tests
Compare three messages across creative and pages.
Reach expansion
Expand where quality response remains repeatable.
DECISION METRICS
Metrics for decisions
Branded SearchQualified ReachEngaged VisitAssisted CV
NEXT MOVE