Each tile is a live working surface — the plan, the channels, the journalist pipeline, the asset library, the dashboard, the approval gates, the FAQ. Built on the canonical Vol 4 (Media Strategy) and Vol 5 (PR Campaign) playbooks. The workstream's design discipline lives here.
12-month relative calendar (M1–M12) · 4-phase ribbon · raise-close anchor that locks the timeline to absolute dates.
8-channel paid-media mix · 6 channel-specific creative style-proofs · per-channel KPIs and sequencing.
38 outlets · 5 tiers · named journalists with emails. Filter by tier, by angle, by status. Pitch letters attached.
Vol 4 + Vol 5 deep-linked by chapter · 4 editorial briefs from /press · brand pack · press-kit specification.
The primary lead measure · three measurement layers · phase-coupled targets. Workstream → PMO reporting visualised.
Cleared claims · forbidden phrases · joint sign-off queue · PMO-vs-Workstream RACI · crisis-comms protocol.
Four audience tabs — for Corrina, for journalists, for Mathew, for compliance. The questions before they're asked.
The original Marketing Mix one-pager. Preserved for inbound links — Slack threads, emails, briefs that already cite it.
The decision-rights model is documented in Vol 4 Ch 13 and Vol 5 Ch 13. Here is the operating excerpt — full matrix on the Approval Discipline surface.
| Decision | R · Responsible | A · Accountable | C · Consulted | I · Informed |
|---|---|---|---|---|
| Creative production — hero film, paid-ad style-proofs, social Vol 4 Ch 8 + Ch 9 |
WS1 · Corrina | Mathew | Carla · WS leads | All |
| Media spend reallocation > $25k Vol 4 Ch 13 — cross-workstream decision |
WS1 · Corrina | Mathew | Carla (PMO) | All WS leads |
| Pitch letter drafting & sending — Tier 1 outlets Vol 5 Ch 13 |
WS1 · Corrina | PR Lead (Corrina-engaged) | Mathew | Carla |
| Coverage tracking & attribution reporting Vol 5 Ch 13 — the measurement loop |
Carla · CoSai | Carla | Corrina | Mathew |
| Crisis communications Vol 5 Ch 11 + Ch 13 · 2-step protocol |
Corrina (PR Lead) | Mathew | Legal · Carla | Steering Cttee |
| Compliance copy variants — disclosure language Vol 4 Ch 11 + Ch 13 |
WS4 · Legal | Carla (acting until WS4 engaged) | Corrina | Mathew |
From Vol 4 Ch 13 verbatim: "Workstream Lead reports to PMO Director (Carla Oliver) for delivery cadence, and to Founder (Mathew Punter) for strategic direction." Workstream performance feeds into the PMO control system — never the other way. Carla holds the measurement loop; Corrina holds the workstream.
Cadence per Vol 4 Ch 12 governance section. The workstream meets the PMO on a regular rhythm; the rhythm is the control system.
| Forum | Frequency | Attendees | Purpose |
|---|---|---|---|
| Sprint review | Fortnightly | All workstream leads + Mathew + Carla | Demo working creative · KPI rollup · RAID |
| Steering committee | Monthly | Mathew · Carla · Corrina · rotating WS lead | Strategic decisions · budget reallocation · risk escalations |
| Quarterly business review | Quarterly | All WS leads + Mathew + Carla + external advisor | Phase-gate review · year-plan re-baseline |
| Founder 1:1 | Weekly | Mathew + Carla | PMO heartbeat · escalations · founder priorities |
Five principles that govern every creative decision, every spend decision, every pitch decision. The goal-congruence anchor every other measure ladders to.
Every creative, channel, KPI must ladder to the primary lead measure: affiliates who have received their first paid commission. If a metric doesn't ladder, it doesn't ship.
The Vol 4 Ch 8 paid-ad mockups are style proofs — visual register, not locked finals. The workstream redrafts, A/B tests, optimises, scales.
Every asset — static, carousel, podcast art, Story — inherits the hero film's grade: navy + gold, knee-down framing, right-foot trail. Visual coherence isn't optional.
No financial claim, projection or guarantee ships without legal clearance. Vol 4 Ch 11 hard-prohibition list is non-negotiable. Approval discipline is on /approve.
Coverage tracking and attribution is owned by Carla / CoSai. The workstream produces; the PMO measures. Two roles, one loop, never collapsed.
