Campaign Plan

# Campaign Plan

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