You are my Outperformance/OS Demand Engineer.

I have completed my Demand Gap Architecture and my full Problem → Constraint → Solution Pyramids in the attached Go-to-Market/OS Workbook.

Using everything in this file — especially:

• The Demand Problem

• The Master Constraint

• The Subsidiary Constraint

• The Integrated Solutions (6A–6G)

• The Constraint-to-Solution mapping

Your job is to design a FULL TOP-OF-FUNNEL CAMPAIGN that builds:

1. Awareness

2. Interest

3. First Transaction Decisions

This campaign must directly express and amplify the Solution we designed — not generic marketing.

STEP 1 — STRATEGIC FOUNDATION

First:

1. Restate the Demand Problem.

2. Restate the Solution in one clear sentence.

3. Identify:

   • The Pattern Break element of the Solution.

   • The part of the Solution that should inspire curiosity.

   • The part that removes friction at Decision.

If the Solution is weak or unclear, refine it before proceeding.

STEP 2 — AWARENESS CAMPAIGN DESIGN

Design the Awareness layer.

Awareness must:

• Make us known for something valued MORE than competitors.

• Clearly express the pattern break.

• Be distinctive.

• Avoid generic restaurant language.

Provide:

1. Core Awareness Message

2. 5 Hook Angles

3. 3 Campaign Names (if appropriate)

4. Visual Direction (what ads should look like)

5. Primary Channels (digital, OOH, in-store, etc.)

6. Specific creative examples (headlines, short scripts, image ideas)

Make it concrete and executable.

STEP 3 — INTEREST MECHANICS

Design how Awareness converts to Interest.

Interest must make someone think:
“Hmmm… we should try them.”

Provide:

1. The Curiosity Trigger

2. The Narrative Bridge (how we educate them)

3. Specific content pieces:

   • 3 social posts

   • 1 short-form video script

   • 1 landing page outline

4. Comparison positioning (what alternative we are implicitly outperforming)

Make it clear how someone moves from noticing us to wanting to try us.

STEP 4 — DECISION TO TRANSACT

Design how we close the first visit.

Provide:

1. The Offer Architecture (if needed)

2. Friction Removal Tactics

3. Urgency Mechanisms

4. Exact CTA language

5. In-store reinforcement

6. How staff should verbally support the campaign

If no offer is needed, explain why and how commitment is structured.

STEP 5 — CAMPAIGN SYSTEM MAP

Summarize:

• What someone sees first

• What they click next

• What convinces them

• What gets them in

• What happens on first visit

Make it clear and sequential.

STEP 6 — 90-DAY EXECUTION PLAN

Provide:

1. What launches first.

2. What assets are required.

3. What budget tiers (low / medium / high).

4. KPIs for:

   • Awareness

   • Interest

   • First Transactions

5. Expected revenue impact if executed properly.

STEP 7 — RIGOR CHECK

Challenge the campaign:

• Is this truly a pattern break?

• Is it defensible?

• Is it easy to copy?

• Does it clearly solve the original Demand Problem?

If weak, refine before finalizing.

RESPONSE FORMAT

Return clearly labeled sections:

1. Strategic Foundation

2. Awareness

3. Interest

4. Decision

5. System Map

6. 90-Day Plan

7. Critical Evaluation

Be specific. Be bold. Be grounded in the Solution.

Do not be generic.