# HAV Seafood Marketing Channels, Assets & Governance Architecture

## Purpose

This file describes the static **Marketing Channels, Assets & Governance Architecture** for **HAV Seafood**.

The authoritative structured workbook is:

`hav_seafood_marketing_channels_assets_governance_v1.xlsx`

The architecture belongs to **Phase 1 — Business Architecture**:

**1. Business architecture -> 2. Stories -> 3. Operational dataset**

It defines **where Marketing communicates, what reusable marketing asset types exist, how content and claims apply to those assets, who reviews/approves them, how asset lifecycle is structured, and which existing enterprise systems/repositories support the work**.

It intentionally does **not** contain actual posts, campaigns, brochures, packaging files, images, videos, emails, approvals, publication events or performance history.

---

## Architecture at a glance

The workbook defines:

- **11 Marketing channels**;
- **10 controlled content types**;
- **19 reusable marketing asset types**;
- **9 asset lifecycle statuses**;
- **10 brand/content requirements**;
- **7 claim-to-asset/channel governance rules**;
- **13 static review and approval rules**;
- **10 position-based responsibility mappings**;
- **9 system/repository relationships**.

The architecture is intentionally compact and proportionate to HAV Seafood's size and its three-person Marketing team.

---

## Core model

At a high level:

`Brand + Approved Messages/Claims`

`-> Content Type`

`-> Marketing Asset Type`

`-> Marketing Channel`

`-> Audience`

`-> Review / Approval Rule`

`-> Approved Lifecycle Status`

`-> Publication / External Use`

The important distinction is:

`Channel != Asset != Content != Claim != Publication Event`

---

## Workbook sheets

### `Marketing_Channels`

Defines 11 approved communication channel classes, including corporate/product web, corporate social, email, Sales presentations, retailer/customer support, product packaging, trade fairs, printed collateral, press/media communication, and paid/partner advertising.

A channel is a **structural route for communication**, not an actual account, post, campaign, event or publication.

### `Channel_Audience_App`

Maps Marketing channels to the six Marketing audience types already defined in the Brand & Positioning architecture.

It does not create customer or contact masters. Sales remains authoritative for customer accounts and commercial relationships.

### `Content_Types`

Defines controlled content classes such as corporate brand/company, product information, Faroese origin/provenance, quality/control, convenience/use, trade/customer support, company news, promotional/campaign content, press/public information, and employer-brand support.

### `Channel_Content_App`

Defines which content classes are structurally appropriate in each Marketing channel.

Permission in this table does **not** equal approval to publish a specific asset.

### `Asset_Types`

Defines 19 reusable marketing asset classes, including brand guidelines, logo/brand-mark files, photography, product sheets, brochures/catalogues, packaging/label artwork, website/social content, video, presentations, trade-fair graphics, paid creative, press material, newsletters, and customer/retailer content packs.

Each asset type includes static requirements around product/market/language references, claim checks, technical/Quality/sourcing review defaults, version control, approval, source-file retention, controlled masters, and risk.

### `Asset_Channel_Mapping`

Defines which asset types may be used through which Marketing channels.

Actual use/publication belongs to Phase 3.

### `Asset_Lifecycle`

Defines the static lifecycle:

`Draft -> In Review -> Changes Required / Approved / Rejected -> Active / Published -> Superseded / Retired -> Archived`

The sheet defines permitted structural transitions, not actual asset history.

### `Brand_Requirements`

Applies stable brand/content controls from the Brand & Positioning and Claims & Messaging architectures to future assets.

The most important rule is that Faroese provenance wording applies to **seafood/raw seafood materials** and must not imply that packaging or non-seafood ingredients are Faroese.

### `Claim_Content_Rules`

References the authoritative Claims & Messaging architecture and explains how its claim rules apply in asset/channel contexts.

The core Faroese origin claims (`MCLM-001`, `MCLM-002`, `MCLM-003`) retain their existing sourcing and product-eligibility controls.

This workbook does not redefine claim approval logic.

### `Review_Approval_Rules`

Defines static position-based review routes for brand masters, generic content, product collateral, packaging/labels, website, video, presentations, paid creative, press statements, origin claims, quality claims, and employer-brand content.

No actual approval events, timestamps, reviewer comments or decisions are stored.

### `Responsibility_Mapping`

Maps governance responsibilities to existing HR positions including:

- Marketing Manager;
- Brand & Content Coordinator;
- Product Marketing Coordinator;
- Quality & Food Safety Manager;
- Procurement Manager;
- Production Manager;
- Sales Manager;
- Managing Director;
- HR Manager;
- IT & Systems Manager.

HR remains authoritative for position/role identity and incumbency.

### `System_Repository_Mapping`

Defines where marketing assets and supporting evidence are expected to be managed within the existing enterprise systems landscape.

Key decisions:

- **Microsoft 365 (`ESYS-007`)** is the primary controlled working repository for Marketing files.
- **Quality Management System (`ESYS-003`)** remains a technical evidence source, not a marketing-asset repository.
- **Sales CRM (`ESYS-006`)** provides customer/commercial context, not marketing-asset ownership.
- **Label Design & Printing (`ESYS-010`)** may hold approved label templates/execute printing, while Marketing and Quality govern content inputs.
- No dedicated **DAM, CMS or marketing-automation platform** is invented.
- Public website/social/advertising endpoints are modeled as publication endpoints rather than new enterprise systems.

### `Source_Precedence`

Defines cross-domain authority and conflict precedence.

### `Architecture_Notes`

Documents scope, assumptions, boundaries, current-state rules and Phase 1 exclusions.

### `Data_Dictionary`

Defines all workbook fields for AI and human interpretation.

---

## Faroese-origin governance

The central Marketing claim remains that HAV Seafood's **seafood raw source materials are from the Faroe Islands**.

Channels & Assets does not create a second copy of the sourcing evidence. Instead:

`Procurement / Production source facts`

`-> Claims & Messaging claim/evidence rules`

`-> Marketing asset/content rule`

`-> Review / approval`

`-> Future published asset`

The architecture explicitly prevents the seafood-origin claim from silently expanding into claims that all ingredients, packaging or physical inputs are Faroese.

---

## Ownership boundaries

### Marketing & Brand owns

- Marketing channel taxonomy;
- marketing asset-type taxonomy;
- content/channel applicability;
- marketing asset lifecycle model;
- brand/content control requirements;
- marketing review/approval rules;
- Marketing position responsibilities;
- working-repository expectations for marketing assets.

### Brand & Positioning remains authoritative for

- Brand_ID;
- brand hierarchy;
- positioning;
- brand pillars;
- Marketing audience types;
- personality and tone of voice.

### Claims & Messaging remains authoritative for

- claim concepts;
- claim scope;
- evidence requirements;
- claim restrictions;
- message themes/concepts;
- claim-level approval governance.

### HR remains authoritative for

- employees;
- roles;
- positions;
- position seats;
- incumbency.

### Production remains authoritative for

- SKU/product identity;
- product technical facts;
- production capability and technical product context.

### Quality & Food Safety remains authoritative for

- technical/quality meaning;
- food-safety requirements;
- technical quality evidence;
- required technical review.

### Procurement & Supply Chain remains authoritative for

- sourcing relationships and evidence underlying the Faroese-origin claim.

### Sales & Commercial remains authoritative for

- customers;
- customer segmentation;
- commercial Sales channels;
- listings;
- prices and terms;
- agreements;
- customer activity.

Marketing may create reusable Sales/customer-support assets without becoming the owner of those commercial structures.

### Shared Enterprise / IT remains authoritative for

- enterprise system identity;
- shared system roles;
- enterprise platform architecture.

---

## Architecture boundaries — operational data intentionally excluded

This workbook does **not** contain:

- actual asset files;
- logo/image/video binaries;
- creative briefs;
- actual packaging artwork;
- website pages or HTML;
- social posts;
- social account records;
- email/newsletter sends;
- recipient lists;
- campaigns;
- campaign dates or budgets;
- content calendars;
- trade-fair schedules or attendance;
- advertisements or media buys;
- press-release publication history;
- asset filenames or folder paths;
- asset version history;
- draft/review timestamps;
- reviewer comments;
- approval events or decisions;
- publication records;
- page views, impressions, clicks or engagement;
- campaign performance;
- media coverage;
- customer redistribution history.

Those belong to Phase 3 after business stories are designed.

---

## Story neutrality

No deliberate story outcome is seeded in this architecture.

It does not intentionally create:

- obsolete brand assets;
- inconsistent logos;
- unsupported claims;
- packaging with incorrect origin wording;
- unapproved publications;
- approval bypasses;
- conflicting active versions;
- outdated product sheets;
- failed translation review;
- incorrect customer material;
- content published through the wrong channel.

Such patterns should be introduced deliberately in Phase 2/3 if selected as business stories.

---

## Recommended AI use

For fast context:

1. Read this Markdown file.
2. Inspect `Marketing_Channels`, `Asset_Types`, `Claim_Content_Rules`, `Review_Approval_Rules`, and `System_Repository_Mapping`.
3. Open the Brand & Positioning workbook for audience/tone/positioning questions.
4. Open the Claims & Messaging workbook for exact claim scope, evidence and restrictions.
5. Open HR, Production, Quality, Sales, Procurement or Shared Enterprise sources whenever the question crosses an ownership boundary.

---

## Overall role

Together with Brand & Positioning and Claims & Messaging, this workbook completes the core static Marketing & Brand architecture for HAV Seafood.

It gives later synthetic marketing content a consistent structure for **where it appears, what form it takes, what claims it may carry, who must review it, what system context supports it, and which lifecycle states govern its use** without generating any operational marketing history yet.
