ORCH_PROTOCOL_01 // PROTOCOL_SPEC
Channel Role Architecture
Define the strategic role of each channel so display, LinkedIn, native, and retargeting operate as a coordinated system instead of disconnected campaigns.
Channels Without Roles Create Chaos
Most media programs run channels independently. Each platform optimizes its own metrics, producing message conflicts, inefficient reach, and no measurable pipeline movement.
CRITICAL FAILURE MODES
- ✕ LinkedIn introduces a concept that display never reinforces
- ✕ Retargeting focuses on clicks rather than decision-stage proof
- ✕ Budget flows toward cheap impressions instead of influence
Channel Responsibility Logic
CHANNEL INPUTS
Programmatic Display
LinkedIn Paid Social
Native / Content Distribution
CTV / Streaming
Retargeting
→
SYSTEM OUTPUT
Role-Driven Channel System
Logic: [Channel Strength] × [Buying Stage] × [Persona] → Reach / Proof / Acceleration
Artifacts You Receive
- ✓Channel Role Map
- ✓Cohort → Channel Assignment Table
- ✓Stage-Specific Channel Responsibilities
- ✓Channel Creative Ownership Spec
Implementation Steps
WK 1
Audit channel performance and identify overlap or role confusion.
WK 2
Assign role definitions to each channel.
WK 3
Deploy role-based activation and measure stage movement impact.