Internal preview · not for distribution
Internal preview · not for distribution
The Navigator now runs across every audience in Mailchimp and every persona in the strategic blueprint. A reader clicks the option that describes them, that click applies a persona tag, and the report they land on is rebuilt around both facts — their programme and their persona — and addressed to them by name.
Six starting points, each phrased in the reader’s own words. Picking one is the entire ask.
Applies the persona tagProgramme comes from list membership, and the persona pre-answers what it genuinely determines. A senior executive on the CIMA list answers two questions, not five.
Builds the pathway reportThe advisor receives the persona, every answer and the recommended pathway pre-loaded.
Qualified conversationThirty routes: five audiences by six personas. Each link opens the report exactly as that reader would see it, named and tailored. The tag in the second column is the one Mailchimp applies when they click.
| Persona & tag applied | ACCA | CIMA | FLP | CFA | Risk Mgmt |
|---|---|---|---|---|---|
Young ProfessionalP1-Young-ProfessionalEmail option: “I am working and want to stop deferring”Report leans on: Deferral cost. Intakes are hard-closed, so waiting has a calculable price. | ACCA → | CIMA → | FLP → | CFA → | Risk Mgmt → |
Working UpskillerP2-Working-UpskillerEmail option: “I am studying around a full-time job”Report leans on: The traditional route is not the only route. FLP replaces the Objective Tests. | ACCA → | CIMA → | FLP → | CFA → | Risk Mgmt → |
Senior ExecutiveP3-Senior-ExecutiveEmail option: “I am senior already and want the recognition”Report leans on: C-SEP and the CFO Programme are recognition-based. No examinations. | ACCA → | CIMA → | FLP → | CFA → | Risk Mgmt → |
School LeaverP4-School-LeaverEmail option: “I have just finished school”Report leans on: University is not the only path. Matric to CGMA runs 2 to 4 years. | ACCA → | CIMA → | FLP → | CFA → | Risk Mgmt → |
International StudentP5-InternationalEmail option: “I am outside South Africa”Report leans on: Permits run on months, not weeks. Applying late is why people miss intakes. | ACCA → | CIMA → | FLP → | CFA → | Risk Mgmt → |
Career ChangerP6-Career-ChangerEmail option: “I am changing career into finance”Report leans on: ICB opens at Grade 10. R6,000 a module and a 20% deposit starts you. | ACCA → | CIMA → | FLP → | CFA → | Risk Mgmt → |
The persona is not a cosmetic greeting. It removes questions the reader has already answered, reweights the funding section toward how that person actually pays, and adds a dedicated section built around the single belief the blueprint says blocks them hardest.
| Report section | How the persona changes it |
|---|---|
| Hero and stamp | Named, and labelled with the persona. The strapline states what the report is leaning on for this reader. |
| 01 — Your pathway | Locked to the list’s programme, so a rival programme is never recommended to a warm list. Duration is drawn from the reader’s actual starting point. |
| 02 — Entry route | First checklist row changes with the starting point, including an honest “this is not yet open to you” where that is the truth. |
| 04 — Fees and funding | Reweighted per persona: FASSET and employer sponsorship for P2 and P3, a parent-facing version for P4, international payment terms for P5, the ICB cost floor for P6. |
| 05 — Persona section | Entirely persona-specific. Names the false belief from blueprint 2.1 and answers it in four rows, then cross-references ICB for P6 and the CIMA Special Routes for P3. |
| WhatsApp handoff | Carries the persona label and a persona-specific priority line, so the advisor opens the chat already knowing the angle. |
Tags are created and live. The Customer Journeys that apply them still have to be built in the interface, because the Mailchimp API cannot create journeys.
| Audience | List ID | Tags created | Navigator parameter |
|---|---|---|---|
| ACCA | b116c68de3 | 6 persona tags + SelfSeg-Navigator-Click | prog=acca |
| CIMA | 4b77a2c880 | 6 persona tags + SelfSeg-Navigator-Click | prog=cima |
| FLP | c4a982566e | 6 persona tags + SelfSeg-Navigator-Click | prog=flp |
| CFA | ad9a098ae8 | 6 persona tags + SelfSeg-Navigator-Click | prog=cfa |
| Risk Mgmt | da94bff1ad | 6 persona tags + SelfSeg-Navigator-Click | prog=irm |
&fname=*|FNAME|*&email=*|EMAIL|*. The journey trigger URL must match the link in the
sent email exactly, or no tag is applied. Both columns are generated in
navigator_links.csv.Pick any cell in the matrix above, or open the Navigator with nothing pre-filled to see the full five-question version that a cold visitor to the website would get.