This is a framework that converts segment insights into concrete GTM actions.
Activation Framework
1. Segment → Insight → Action flow
[세그먼트 정의] → [핵심 인사이트] → [마케팅 액션]
↓ ↓ ↓
WHO WHY/WHAT HOW/WHERE
2. Activation Matrix
| Segment | Key insight | Channel | Message | Offer | KPI |
|---|---|---|---|---|---|
| A | |||||
| B | |||||
| C |
Activation Levers
Channel strategy (Channel)
- Paid: Advertising, sponsorship
- Owned: Website, app, newsletter
- Earned: PR, word of mouth, reviews
Message strategy (Message)
- Key message: Based on segment needs
- Tone and manner: Tailored to segment characteristics
- CTA: Call-to-action phrase
Offer strategy (Offer)
- Product/service: Segment preference
- Price/promotion: Price sensitivity
- Bundling: Cross-sell opportunities
Segment-Specific Playbook
Template
## 세그먼트: [이름]
### 활성화 전략 요약
| 항목 | 내용 |
|------|------|
| 목표 | |
| 핵심 메시지 | |
| 주요 채널 | |
| 오퍼 | |
| 성공 지표 | |
### 채널 믹스
- Primary:
- Secondary:
- Support:
### 콘텐츠 유형
- Awareness:
- Consideration:
- Conversion:
- Retention:
### 캠페인 아이디어
1.
2.
3.
### 측정 계획
| 단계 | 지표 | 목표 |
|------|------|------|
| 인지 | | |
| 고려 | | |
| 전환 | | |
| 유지 | | |
Example: Coffee Brand Activation
Segment: Work-life balance office workers
| Item | Details |
|---|---|
| Goal | Provide a convenient premium coffee experience in daily life |
| Key message | "A busy day, just 3 minutes of ease" |
| Main channels | Instagram, Naver Smart Store |
| Offer | 10% discount on drip bag regular subscription |
| Success metric | 500 new subscribers per month |
Channel mix
- Primary: Instagram feed/Reels
- Secondary: Naver Blog, KakaoTalk
- Support: Email newsletter
Content type
- Awareness: "3-minute routine before work" Reels
- Consideration: Drip bag vs capsule comparison content
- Conversion: First subscription benefit landing page
- Retention: Monthly coffee recommendation email
Prioritization Framework
ICE Score
- Impact: Business impact (1-10)
- Confidence: Confidence in success (1-10)
- Ease: Ease of execution (1-10)
ICE Score = (Impact + Confidence + Ease) / 3
Priority matrix
High Impact
↑
Quick | Major
Wins | Projects
─────────┼─────────→ High Effort
Fill-ins | Money
| Pits
File Storage
Activation map and playbook documents are saved in the project's standard directory structure.
{project}/
├── reports/
│ └── strategy/ # 전략 문서 저장 위치
│ ├── activation-map.md
│ └── segment-playbooks/
│ ├── worklife-balance-playbook.md
│ └── trendsetter-playbook.md
└── tmp/ # 초안 및 임시 파일
File naming convention
{project}/reports/strategy/{document-type}-{date}.md
예시:
reports/strategy/activation-map-20240115.md
reports/strategy/segment-playbooks/worklife-balance-20240115.md
Usage
This skill is referenced when defining segments and then establishing a concrete marketing action plan.
1. 세그먼트 정의 완료 (/create-segments)
2. 활성화 맵 작성 → reports/strategy/ 저장
3. 채널 및 메시지 전략 수립 (/plan-channels)
4. 콘텐츠 제작 (/generate-copy, /create-image)