/campaign-plan

name: campaign-plan
description: "Generate a full campaign brief with objectives, audience, messaging, channel strategy, content calendar, and success metrics. Use when planning a product launch, lead-gen push, or awareness campaign, when you need a week-by-week content calendar with dependencies, or when translating a marketing goal into a structured, executable plan."
allowed-tools: Read, Glob, Grep
argument-hint: <campaign objective or product>

Campaign Plan

> If you see unfamiliar placeholders or need to check which tools are connected, see [CONNECTORS.md](../CONNECTORS-marketing.md).

Generate a comprehensive marketing campaign brief with objectives, audience, messaging, channel strategy, content calendar, and success metrics.

Trigger

User runs `/campaign-plan` or asks to plan, design, or build a marketing campaign.

Inputs

Gather the following from the user. If not provided, ask before proceeding:

1. **Campaign goal** — the primary objective (e.g., drive signups, increase awareness, launch a product, generate leads, re-engage churned users)

2. **Target audience** — who the campaign is aimed at (demographics, roles, industries, pain points, buying stage)

3. **Timeline** — campaign duration and any fixed dates (launch date, event date, seasonal deadline)

4. **Budget range** — approximate budget or budget tier (optional; if not provided, generate a channel-agnostic plan and note where budget allocation would matter)

5. **Additional context** (optional):

• Product or service being promoted
• Key differentiators or value propositions
• Previous campaign performance or learnings
• Brand guidelines or constraints
• Geographic focus

Campaign Brief Structure

Generate a campaign brief with the following sections:

1. Campaign Overview

• Campaign name suggestion
• One-sentence campaign summary
• Primary objective with a specific, measurable goal
• Secondary objectives (if applicable)

2. Target Audience

• Primary audience segment with description
• Secondary audience segment (if applicable)
• Audience pain points and motivations
• Where they spend time (channels, communities, publications)
• Buying stage alignment (awareness, consideration, decision)

3. Key Messages

• Core campaign message (one sentence)
• 3-4 supporting messages tailored to audience pain points
• Message variations by channel (if different tones are needed)
• Proof points or evidence to support each message

4. Channel Strategy

Recommend channels based on audience and goal. For each channel, include:

• Why this channel fits the audience and objective
• Content format recommendations
• Estimated effort level (low, medium, high)
• Budget allocation suggestion (if budget was provided)

Consider channels from:

• Owned: blog, email, website, social media profiles
• Earned: PR, influencer partnerships, guest posts, community engagement
• Paid: search ads, social ads, display, sponsored content, events

5. Content Calendar

Create a week-by-week (or day-by-day for short campaigns) content calendar:

• What content to produce each week
• Which channel each piece targets
• Key milestones and deadlines
• Dependencies between pieces (e.g., "landing page must be live before paid ads launch")

Format as a table:

| Week | Content Piece | Channel | Owner/Notes | Status | |------|--------------|---------|-------------|--------|

6. Content Pieces Needed

List every content asset required for the campaign:

• Asset name and type (blog post, email, social post, ad creative, landing page, etc.)
• Brief description of what it should contain
• Priority (must-have vs. nice-to-have)
• Suggested timeline for creation

7. Success Metrics

Define KPIs aligned to the campaign objective:

• Primary KPI with target number
• Secondary KPIs (3-5)
• How each metric will be tracked
• Reporting cadence recommendation

If ~~product analytics is connected, reference any available historical performance benchmarks to inform targets.

8. Budget Allocation (if budget provided)

• Breakdown by channel or activity
• Production costs vs. distribution costs
• Contingency recommendation (typically 10-15%)

9. Risks and Mitigations

• 2-3 potential risks (timeline, audience mismatch, channel underperformance)
• Mitigation strategy for each

10. Next Steps

• Immediate action items to kick off the campaign
• Stakeholder approvals needed
• Key decision points

Planning Reference

Campaign Framework: Objective, Audience, Message, Channel, Measure

Every campaign should be built on this five-part framework:

Objective

Define what success looks like before planning anything else.

• **Awareness**: increase brand or product visibility (measured by reach, impressions, share of voice)
• **Consideration**: drive engagement and education (measured by content engagement, email signups, webinar attendance)
• **Conversion**: generate leads or sales (measured by signups, demos, purchases, pipeline)
• **Retention**: re-engage existing customers (measured by churn reduction, upsell, NPS)
• **Advocacy**: turn customers into promoters (measured by referrals, reviews, UGC)

Good objectives are SMART: Specific, Measurable, Achievable, Relevant, Time-bound.

Example: "Generate 200 marketing qualified leads from mid-market SaaS companies in North America within 6 weeks of campaign launch."

Audience

Define who you are trying to reach with enough specificity to guide messaging and channel decisions.

• **Demographics**: role/title, seniority, company size, industry
• **Psychographics**: motivations, pain points, goals, objections
• **Behavioral**: where they consume content, how they buy, what they have engaged with before
• **Buying stage**: are they unaware of the problem, researching solutions, or ready to buy?

Create a brief audience profile (not a full persona) for campaign planning: > "[Role] at [company type] who is struggling with [pain point] and looking for [desired outcome]. They typic