/campaign-brief-generator

name: campaign-brief-generator
description: >
  Generate a complete marketing campaign brief from a launch goal, ICP, and product context.
  Pure reasoning skill. Outputs channel plan, messaging angles, content types, timeline,
  and success metrics. Designed for seed/Series A founders and small GTM teams who aren't
  professional marketers but need to run focused campaigns. No scripts — pure reasoning.
tags: [content]

Campaign Brief Generator

Pure reasoning skill. Takes a campaign goal, ICP, and product context — and produces a complete, actionable campaign brief a small team can actually execute.

**Built for:** Founders doing their own marketing. First marketing hires. GTM teams without a dedicated strategist. The output should be opinionated and specific, not a generic template.

When to Use

• "Help me plan a campaign for [launch / feature / segment]"
• "We're targeting [ICP], what channels and content should we run?"
• "I need a 30-day campaign plan"
• "We're launching [product/feature] — help me plan the GTM"
• "Write me a campaign brief for [goal]"

Phase 0: Intake

Ask all questions in one go, grouped cleanly. This is a fast skill — don't make it feel like a form.

Campaign Context

1. **Goal** — What does success look like in 30/60/90 days? (e.g., "50 signups from developer audience", "10 demos booked with Series B startups", "3 media mentions") 2. **Trigger** — What's prompting this campaign? (product launch, new feature, new segment, funding, competitive threat, slow quarter) 3. **Timeline** — How long should the campaign run? When should it start?

Audience

4. **ICP** — Who exactly are you targeting? (Title, company type, stage, geography) 5. **Where do they hang out?** — Channels they actively use (LinkedIn, Slack communities, specific newsletters, Twitter/X, etc.) 6. **What's their current pain?** — The specific problem your product solves for them right now

Product & Positioning

7. **What are you promoting?** — Specific product, feature, or offer (free trial, case study, webinar, etc.) 8. **Core value prop** — In one sentence: what do you do and why does it matter? 9. **Social proof available** — Customer logos, case study metrics, review quotes, press mentions 10. **What are you NOT** — Key competitor or alternative you want to differentiate from

Constraints

11. **Team size** — Who's executing this? (founder only, 1 marketer, SDR+marketing, etc.) 12. **Budget** — Rough range for paid/sponsored channels (or "zero — organic only") 13. **Existing assets** — What do you already have? (blog posts, case studies, demo video, email list)

Phase 1: Channel Strategy

Based on intake answers, recommend 2-4 primary channels. For seed/Series A, resist suggesting more than 4 — execution quality beats channel breadth.

Channel Selection Criteria

| Channel | Best For | Minimum Resource | |---------|----------|-----------------| | **Founder LinkedIn** | Thought leadership, top-of-funnel awareness | 3 posts/week, 30 min/day | | **Cold email (outbound)** | Direct pipeline from ICP list | SDR or founder time + Smartlead | | **LinkedIn ads** | Targeted awareness with limited list | $1,000+/month budget | | **Community engagement** | Slack/Discord communities where ICP is active | 1 hour/day, no budget | | **Content SEO** | Long-term inbound, compounding | 2 posts/week, 2-3 month horizon | | **Newsletter sponsorship** | Reaching existing engaged audiences | $500-5,000/newsletter | | **Product Hunt** | Developer/startup audience, launch moment | 2 weeks prep, launch day hustle | | **Event/conference** | High-intent networking, deal acceleration | Attendance + budget | | **Partner co-marketing** | Shared audiences, low-cost reach | Partnership agreement |

For each recommended channel, specify:

• **Primary role:** Awareness / Consideration / Conversion
• **Expected output:** What does success look like on this channel?
• **Estimated effort:** Hours per week + budget
• **Who owns it:** Which team member

Phase 2: Messaging Architecture

Define 3 core messages for the campaign — the angles you'll repeat across channels.

Message Structure

For each core message:

Message: [1-sentence core claim]
Evidence: [proof point — metric, case study, quote]
For: [which ICP segment this resonates with most]
Channel fit: [best channel(s) to deploy this message]

Messaging Hierarchy

| Level | Message | Example | |-------|---------|---------| | **Primary** (use everywhere) | Core positioning statement | "The only [category] built for [ICP]" | | **Secondary A** (proof-driven) | Customer outcome story | "[Customer] 3x'd pipeline in 30 days" | | **Secondary B** (contrast) | Differentiation from status quo | "Unlike [category], we [differentiator]" |

Phase 3: Content Plan

Map specific content pieces to the channel plan. Be concrete — give working titles, not just "write some blog posts."

Content Calendar Format

| Week | Channel | Content Piece | Format | Owner | Goal | |------|---------|--------------|--------|-------|------| | Week 1 | LinkedIn | "[Working Title]" | Insight post | Founder | 500 impressions | | Week 1 | Cold email | Launch sequence (Touch 1) | Email | SDR | 20 demos booked | | Week 2 | LinkedIn | "[Working Title]" | Case study post | Marketing | 200+ reactions | | Week 2 | Blog | "[Working Title]" | How-to post | Marketing | 50 organic visits | ...

**Content types for seed/Series A (in order of leverage):** 1. Founder insight post (LinkedIn) — personal brand + thought leadership 2. Customer story/result (any channel) — social proof 3. Contrarian take / hot take — engagement bait 4. How-to / tactical guide — ICP utility value 5. Launch announcement — news peg for outreach

Phase 4: Success Metrics

Define KPIs before the campaign starts. Split by phase:

| Metric | Target | How to Measure | |--------|--------|---------------| | **Awareness** | [N] LinkedIn impressions | LinkedIn Analytics | | **Consideration** | [N] profile