Marketing Architecture Playbook
Source: GTM Playbook Architecture (Start Here).docx — canonical source of truth for CYH Alcohol Recovery go-to-market system. Four backbone components:
- Where we win (Segmentation) → Strategic Groupings
- Who we speak to (Personas) → Humanized audience profiles
- How they want to engage (Preferences) → Engagement blueprint — see also preference-matrix.md
- Why they'll say yes (Brand Guide) → Narrative, tone, and differentiation
Where: Strategic Segmentation
Three tiers mapped against the customer lifecycle (Unacknowledged Strain → Private Questioning → Tentative Exploration → Onboarding & First Actions → Stabilization & Growth → Integration & Identity Rebuild → Ongoing Commitment & Benefits).
| Segment | Size | Awareness | Propensity to Buy | Notes |
|---|---|---|---|---|
| 1) Unacknowledged Strain | ~12–15M | Low at best | Low | Resist "problem" framing; need curiosity hooks & benefit-first messaging |
| 2) Balance Seekers | ~6–8M | Medium / Curious+ | High | Motivated by benefits; open to exploratory modules and small changes |
| 3) Therapy-Resistant AUD | ~1–2M | High / Problem Aware | High | Post-relapse/treatment; open to clinical framing if paired with dignity. Needs differentiation |
Implication: Segmentation defines where CYH wins — from early-stage curiosity to high-risk, therapy-resistant cases.
Who: Audience Personas
Clinical descriptors are for internal clarity only. External messaging must use person-first, nonclinical language. Example: say "Let's understand your starting point…" not "Let's check your Audit-C score…"; say "goal plan" not "treatment plan."
Primary Personas
| Persona | Core Identity | Emotional Posture | Key Themes | Supporting Insights |
|---|---|---|---|---|
| Miles Masker — manager, office professional | Working-age professional; high-functioning and emotionally compartmentalized | Controlled, avoidant, image-driven | Performance pressure, emotional suppression, rationalization | High-functioning alcohol use is common among professionals |
| Cara Caregiver — primary caregiver; may/not work outside the home | Overextended parent, often female; emotionally strained and private | Tired, protective, (quietly) overwhelmed | Invisible labor, burnout, emotional depletion | Caregivers show elevated alcohol use due to stress and isolation |
| Doug Doer — tradesman, miner, commercial driver | Blue-collar worker; loyal, proud, emotionally guarded | Skeptical, action-oriented, emotionally reserved | Cultural normalization, distrust of therapy, pride in self-reliance | Blue-collar industries show highest rates of heavy drinking |
Sub-Personas
| Persona | Core Identity | Emotional Posture | Key Themes | Supporting Insights |
|---|---|---|---|---|
| Emery Emerging Adult — student, service industry, early career professional | Young adult in identity flux; socially influenced and emotionally volatile | Curious, anxious, reactive | Peer pressure, identity formation, emotional swings | Alcohol use peaks in emerging adults due to social and developmental factors |
| Morgan Margin | Lives outside dominant cultural/social norms; emotionally isolated and identity-aware | Lonely, identity-aware, culturally mismatched | Social invisibility, cultural dissonance, reframing recovery | Minority stress and cultural mismatch predict higher emotional risk and alcohol use |
| Renee/Ron Resetter — late career professional, retiree | Midlife adult post-crisis (widowhood, divorce, empty nest); emotionally reflective | Hopeful, introspective, emotionally intelligent | Reclaiming agency, grief recovery, quiet transformation | Alcohol use increases after major life transitions like divorce or bereavement |
| Terri Trauma — veteran, emergency service (police, fire, ambulance) | Veteran or trauma-exposed adult; emotionally guarded and comorbid | Hypervigilant, emotionally raw, distrustful | PTSD, identity rupture, comorbidity with depression or anxiety | Veterans and trauma survivors show elevated rates of alcohol misuse and AUD |
Cross-Persona Consistencies
Messaging principles that hold across all personas:
- High Functioning, Not Broken — Each persona is already capable, effective, and respected. Avoid deficit framing; emphasize agility, optimization, and "good to great" upgrades.
- Value Ease and Preparedness — They respond to low-effort changes and smoothed-out rough spots that unlock outsized benefits (clarity, energy, emotional bandwidth, control) without requiring dramatic overhauls.
- Benefit-First Positioning — The hook is always the benefit (sharper focus, better sleep, steadier presence / live life your way on your terms). The method — drinking less — is introduced as the unlock, not the headline.
- Non/Low-Committal, High-Value Engagement — CTAs should feel light, exploratory, and curiosity-driven. "No pressure, just value" resonates across personas.
- Tone: Respectful, Results-Oriented, Approachable & Trustworthy — Clear, confident, relatable language. Never pitying, preachy, or clinical. Builds trust through warmth, acknowledgment, and agency.
- Shared Desire for Control & Privacy — Consistent need to maintain agency and discretion. Emphasize autonomy, quiet refinement, and the ability to make changes privately — without stigma, exposure, or external judgment.
- Trust in Experience and Practical Data — Greater weight on lived experiences than clinical studies. Data is most effective as relatable proof points or peer-driven statistics — credible without implying a diagnosis they may not associate with.
Implication: Personas define who we're attempting to connect with — each with barriers, motivators, and trust signals. If visuals and/or content are mismatched, conversion is negatively impacted.
How: Preference Matrix
See preference-matrix.md for the full matrix, funnel routing logic, BSS question selection, and copy decision framework.
Summary: The Preference Matrix is the execution engine. Each dimension tells us what content/value prop to emphasize so messaging feels personalized, stigma-free, and relevant.
Key applications:
- Content Matching — every ad, email, landing page, and module well-mapped to preference dimensions increases conversion
- Remarketing Precision — engagement signals (clicks, quiz answers, downloads) tell us which motivator or trust style to remarket with
- Funnel Personalization — quiz → maps to preferences → serves the right value prop
- Retention — post-purchase nudges reinforce the motivator they care about most (health, family, performance, identity)
- Differentiation — competitors push one-size-fits-all; CYH flexes messaging to match what matters most to each person
Why: Brand Guide
Narrative & Differentiation
- Problem: 30M adults with AUD; traditional rehab, point solutions fail.
- Solution: Full-spectrum, stigma-free path (medication, coaching, psychiatry, lived expertise).
- Results: [insert updated clinical data]
- Impact: 7,000 patients treated nationwide; mission to prevent 1M from hitting rock bottom.
- Differentiation: Adaptive, accessible, stigma-free, proven outcomes.
Messaging Pillars
- Benefit-first orientation
- Meet people where they are
- Preparedness, Ease & Speed, Small Shifts → Big Results
- Trust in Experience and Relatable Data
- Shaped by External Factors, Defined by Choice
- No Stigma. No Shame.
Tone of Voice
Respectful, results-oriented, approachable, trustworthy.
- DO: "We recognize the hurdles you face and support the path you choose forward."
- DON'T: "Patients must comply with treatment schedules."
Visual Identity
- Bright, optimistic palette: Horizon Blue, Horizon Green, Sunrise Orange.
- Authentic imagery showing agency, connection, transformation.
- Avoid rehab clichés: isolation, clinical settings, shadowed figures.
Implication: Brand defines why people say yes — outcomes, dignity, agency, and optimism.
Related docs
- preference-matrix.md — Full preference matrix, funnel routing logic, BSS question selection
- startNaltrexone-nextgen-funnel.md — v23 nextgen funnel plan incorporating personas and preference routing
- funnel-language-guide.md — Copy and language guidelines for funnel screens