Diray Media
Marketing Update
No. 02 · Jul 9, 2026
Internal · Diray Media

Digital Platform Update

The position is no longer a proposal. It runs everywhere.

Since Update No. 01, the repositioning was formally proposed, stamped, and applied to every page of the website, the conversion layer was rebuilt as four outcome-led doors, the Impact Engine went from pitch to build spec, and the whole operation moved onto GitHub for team collaboration.

Adopted for decision (BP-01): Diray Media is a TV-first performance media company. Four decades of buying judgment, amplified by the Impact Engine, score every media decision against the business outcome it was bought to move.

The position, shipped

  • BP-01, the stamped positioning proposal, argues the case in one page and asks leadership for four decisions: adopt the statement, call the brand direction, lock the naming, set the cutover date.
  • The position applied sitewide: the value-prop hero, the Impact Engine named across the site, outcome-led CTAs, and "Total Video solutions" retired from copy, titles, and structured data.
  • The 2026 value proposition live as a presentable page with the designed PDF as the leave-behind.
  • The landing system became four doors mapped to the pricing ladder: Audit, Pilot (the default, with the honesty check as its signature), Partnership, and the net-new Rescue for buyers whose TV is not working.

The system behind it

  • The pricing playbook: the four-rung engagement ladder with move-up triggers, fixed project scopes, estimate anchors, fee components, and guardrails.
  • The Impact Engine documented end to end: the MVP build spec with its 60-day plan and acceptance checklist, and the MediaINSIGHTS systems map, including the one-client-door end state spanning performance, onboarding, and billing.
  • Both repos pushed to GitHub and the team publishing guide live: a second teammate is onboarding into the exact same local setup.
  • Copy discipline enforced: filler adjectives swept from both properties and every claim rewritten as something a buyer can check.
Decisions we needThe four BP-01 calls: adopt the statement · DirayCore or Fusion · naming locks · the diraymedia.com cutover date.