/campaign-plan

description: Generate a full multi-channel campaign plan with objectives, audience, channel mix, budget, timeline, and KPIs
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.md).

Generate a comprehensive multi-channel marketing campaign plan ready for execution. Covers strategic objectives, audience segmentation, channel selection, budget distribution, phased timeline, content calendar, and measurable KPIs.

Trigger

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

Inputs

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

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

2. **Product or service** — what is being promoted

3. **Target audience** — who the campaign is aimed at (demographics, roles, industries, pain points, buying stage). If a brand profile exists, reference existing personas.

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

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

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

• Key differentiators or value propositions
• Previous campaign performance or learnings
• Geographic focus or market
• Channel constraints or preferences
• Compliance requirements

Brand Context

If a brand profile exists at `~/.claude-marketing/brands/`, load it automatically:

• Apply brand voice settings to all messaging recommendations
• Reference existing audience personas instead of asking for them again
• Check for guidelines, restrictions, and compliance rules
• Load custom templates if available
• Check agency SOPs for campaign planning standards

If no brand exists, ask: "Set up a brand first (`/digital-marketing-pro:brand-setup`)?" — or proceed with general best practices.

Campaign Brief Structure

1. Campaign Overview

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

2. Target Audience

• Primary audience segment with targeting parameters
• Secondary segment (if applicable)
• Pain points, motivations, and buying triggers
• Channel affinity — where this audience spends time
• Buying stage alignment (awareness, consideration, decision)

3. Key Messages

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

4. Channel Strategy

Recommend channels based on audience behavior, budget, and objective. For each channel:

• Why this channel fits the audience and objective
• Content format recommendations
• Estimated effort level (low, medium, high)
• Expected performance benchmarks for the industry
• Budget allocation (if budget provided)

Channel categories to evaluate:

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

If analytics or advertising connectors are available, reference historical performance data to inform channel recommendations.

5. Content Calendar

Week-by-week (or day-by-day for short campaigns) content plan:

| Week | Content Piece | Channel | Format | Owner/Notes | Dependencies | |------|--------------|---------|--------|-------------|--------------|

Include key milestones, launch dependencies, and approval checkpoints.

6. Content Assets Required

List every content asset needed:

• Asset name and type (blog, email, social, ad creative, landing page, video, etc.)
• Brief description
• Priority (must-have vs. nice-to-have)
• Production timeline

7. Budget Allocation (if budget provided)

• Channel-by-channel breakdown
• Production costs vs. distribution/ad spend
• Contingency recommendation (10-15%)

8. Success Metrics

| KPI | Target | Measurement Method | Reporting Cadence | |-----|--------|--------------------|-------------------|

• Primary KPI with target number
• 3-5 secondary KPIs
• Attribution approach
• Reporting frequency

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
• Stakeholder approvals needed
• Key decision points

After Planning

Ask: "Would you like me to:

• Draft specific content pieces from the calendar? (`/digital-marketing-pro:content-engine`)
• Create the email sequences? (`/digital-marketing-pro:email-sequence`)
• Build the media plan with budget pacing? (`/digital-marketing-pro:media-plan`)
• Set up competitor monitoring for the campaign period? (`/digital-marketing-pro:competitor-monitor`)
• Design the landing page copy? (`/digital-marketing-pro:content-engine`)"

Execution discipline — parallel dispatch

Campaign planning has a strict dependency order at the top (objectives → audience → channel mix) but **fans out to independent per-channel work** once the channel mix is approved. After channel selection, dispatch per-channel briefs in **one message with parallel `Task` calls** — paid ads, email, social, content, PR, partnerships each get their own subagent.

Same pattern for the measurement layer: KPI tree, attribution model, anomaly detection thresholds, and reporting cadence are independent — dispatch in parallel after the channel briefs are scoped.

The **budget allocation step must be sequential** — it consumes per-channel ROI estimates and produces a single allocation that the pe