Campaign Plan

# Skill: Campaign Plan (Cross-Cutting)

## Purpose

Generate a comprehensive marketing campaign brief covering goals, target audience, key messaging, week-by-week channel strategy, content calendar, and success metrics.

## When to Use

- When planning a new product launch, lead-generation push, or brand awareness campaign.
- When you need a week-by-week content calendar mapping dependencies between assets.
- When translating business and marketing goals into structured, executable campaign tasks.

## Step-by-Step Process

### Step 1: Objective & Audience Definition
- Formulate SMART objectives (e.g., generate 200 SQLs in 6 weeks).
- Define primary and secondary audience segments, their pain points, and stage in the buyer's journey.

### Step 2: Messaging & Differentiation
- Define one core campaign message and 3-4 supporting messages tailored to pain points.
- Identify solid proof points (case studies, data, testimonials) to support the messaging.

### Step 3: Channel Strategy
- Select channels based on audience habits:
  - Owned (blog, email, social)
  - Earned (PR, influencer, guest posts)
  - Paid (SEM, social ads, sponsorships)
- Map effort levels (low, medium, high) and budget allocations.

### Step 4: Content Calendar & Asset Mapping
- Build a week-by-week content calendar in table format.
- List all required content assets with priority and creation deadlines.

### Step 5: Success Metrics & KPIs
- Define primary and secondary KPIs.
- Establish tracking mechanisms and risk mitigation plans.

## Required Input

- **Campaign Goal**: Drive signups, product launch, lead-gen, etc.
- **Target Audience**: Roles, industry, pain points.
- **Timeline**: Campaign duration and key launch dates.
- **Budget Tier** (Optional): Paid media budget range.

## Expected Output

- **Executive Summary**: One-sentence summary and main measurable target.
- **Audience Profile**: 2-3 sentence summary of the target buyers.
- **Messaging Matrix**: Key message, supporting points, and proof points.
- **Content Calendar Table**: Columns for Week, Asset Name, Channel, and Notes.
- **Success Metrics Table**: List of KPIs, target numbers, and tracking methods.
- **Next Steps Checklist**: Actionable kick-off tasks.

## Tone & Rules

- Write in a highly structured, strategic, and professional tone.
- Ensure all campaign goals follow the SMART framework.
- Always include clear dependencies in the content calendar.

## Available Templates

- None

## Available Scripts

- None

## Examples

See `examples/` directory.

## Links to Other Skills

- **documents**: Use to write the final campaign plan document.
- **content-creation**: Use to write the copy for the assets mapped in the campaign plan.
- **ui-ux**: Use to design landing pages and ad creative layouts required for the campaign.