PLUS Communications

Build the Message House.

Umbrella message, three pillars, proof points — generated from whatever you've got.

Drop in whatever you've got

RFP, email thread, meeting notes, news article, or a paragraph in your own words. We'll pull out client, objective, targets, opposition, and themes — and pre-fill the form below. Skip if you'd rather fill it out manually.

Optional · Recommended

Click to upload or drag and drop

RFP, scope of work, email, meeting notes, brief — PDF / Word / text

OR PASTE ANYTHING (email, notes, freeform description)

Nothing on hand?

The basics

Three fields are required to build a message house. Add more detail below — opposition, validators, sensitivities — for a sharper result.

Client *

Campaign / Project Type — optional

Objective * — what does winning look like?

Target Audience(s) *

Tone & Voice — optional

Geography / Jurisdiction — optional

The Opposition — who's against us and what are they saying?

Key Facts, Stats, or Proof You Already Have — optional

Validators / Surrogates — optional

Existing Slogan or Phrase — if you already have one

Sensitivities / What NOT to Say — optional

Anything Else Worth Knowing — optional

PLUS methodology: Umbrella → 3 Pillars → Proof Points → Audience Tracks → Attack Responses → Guardrails.

Building your message house...

Reviewing the intake and identifying the umbrella message.

—

Umbrella Message · The Roof

Foundation · Proof Points, Data & Validators

🎯 Audience-Specific Message Tracks

How the umbrella translates for each priority audience — same destination, different rails.

🛡️ Attack Lines & Responses

Anticipated opposition messages and the disciplined response that pivots to a pillar.

🚫 Guardrails — What NOT to Say

Words, framings, and topics that take the campaign off-strategy. Brief every surrogate.

Click any text in the house to edit. Edits are preserved on export.