campaign-plan

--- name: campaign-plan description: "Generate a complete multi-channel campaign plan document — SMART objectives, audience segments with targeting criteria, channel mix with rationale, a budget allocation table with reach/cost estimates, a phased timeline from pre-launch to wrap-up, a KPI framework, and a risk register. Plans only; it does not launch or modify campaigns. Triggers on \"/digital-marketing-pro:campaign-plan\", \"plan a campaign for our product launch\", \"build the Q3 campaign plan\", \"what channels and budget for lead gen\", \"draft a campaign timeline with KPIs\". Reads the brand profile, guidelines, and agency SOPs, and reuses the /digital-marketing-pro:campaign-orchestrator reference docs for planning frameworks instead of re-deriving them." argument-hint: "[campaign-objective]" --- # /digital-marketing-pro:campaign-plan ## Purpose Generate a comprehensive multi-channel campaign plan ready for execution. Covers strategic objectives, audience segmentation, channel selection, budget distribution, phased timeline, and measurable KPIs. ## Input Required The user must provide (or will be prompted for): - **Campaign goal**: What the campaign should achieve (awareness, leads, sales, retention, etc.) - **Product/service**: What is being promoted - **Target audience**: Who the campaign is for (or use existing brand personas) - **Budget**: Total available budget or budget range - **Timeline**: Campaign duration or key dates (launch, event, season) - **Constraints**: Any channel restrictions, compliance requirements, or creative limitations ## Process 1. **Load brand context**: Read `~/.claude-marketing/brands/_active-brand.json` for the active slug, then load `~/.claude-marketing/brands/{slug}/profile.json`. Apply brand voice, compliance rules for target markets (`skills/context-engine/compliance-rules.md`), and industry context. **Also check for guidelines** at `~/.claude-marketing/brands/{slug}/guidelines/_manifest.json` — if present, load restrictions and relevant category files. Check for custom templates at `~/.claude-marketing/brands/{slug}/templates/`. Check for agency SOPs at `~/.claude-marketing/sops/`. If no brand exists, ask: "Set up a brand first (/digital-marketing-pro:brand-setup)?" — or proceed with defaults. 2. **Load shared planning references (don't re-derive them)**: Consume the campaign-orchestrator reference docs rather than duplicating their frameworks — `skills/campaign-orchestrator/campaign-planning.md` (planning framework), `skills/campaign-orchestrator/channel-strategy.md` (channel selection), `skills/campaign-orchestrator/budget-allocation.md` (budget-split heuristics), `skills/campaign-orchestrator/utm-tracking.md` (UTM naming conventions), and `skills/campaign-orchestrator/abm-strategy.md` (ABM). This skill produces the plan document; `/digital-marketing-pro:campaign-orchestrator` runs the broader multi-agent orchestration on top of the same references. 3. Clarify campaign objective and classify as awareness, consideration, or conversion 4. Define primary and secondary audience segments with targeting parameters 5. Recommend channel mix based on audience behavior, budget, and objective 6. Allocate budget across channels using expected CPM/CPC benchmarks for the industry 7. Build a phased timeline: pre-launch, launch, sustain, optimize, wrap-up 8. Define KPIs per channel and overall campaign success metrics 9. Identify dependencies, risks, and contingency actions 10. Output the full plan in a structured, actionable format ## Output A structured campaign plan document containing: - Campaign overview and SMART objectives - Audience segments with targeting criteria - Channel strategy with rationale for each channel - Budget allocation table with expected reach/cost estimates - Phased timeline with milestones and deliverables - KPI dashboard framework with targets and measurement approach - Risk register with mitigation strategies ## Agents Used - **marketing-strategist** — Campaign architecture, audience strategy, objective setting - **media-buyer** — Channel selection, budget allocation, performance benchmarks

[{"step":"Define your campaign objectives and target audience. Use tools like Google Analytics or CRM data to refine your audience segments (e.g., demographics, behaviors, pain points).","tip":"Be specific: Instead of \"increase sales,\" use \"increase online sales of [PRODUCT] by 20% in Q3 among [AUDIENCE].\""},{"step":"Select your channels based on audience behavior and campaign goals. For example, use LinkedIn for B2B lead generation or TikTok for Gen Z brand awareness.","tip":"Prioritize 2-3 primary channels to avoid spreading resources too thin. Use tools like Meta Ads Manager or HubSpot to map channel strengths."},{"step":"Allocate your budget dynamically. Start with a 70/20/10 split: 70% proven channels, 20% experimental (e.g., emerging platforms), 10% contingency.","tip":"Use historical data to estimate channel costs (e.g., CPC for Google Ads, CPM for social media). Adjust allocations weekly based on performance."},{"step":"Draft messaging for each channel, tailoring tone and format (e.g., short videos for TikTok, carousel ads for Instagram, long-form for email).","tip":"A/B test messaging variations early (e.g., \"Save 20%\" vs. \"Join the eco-revolution\"). Use tools like Google Optimize or Unbounce."},{"step":"Set up tracking and KPIs before launch. Use UTM parameters for URLs, pixel tracking for conversions, and dashboards (e.g., Google Data Studio) to monitor progress.","tip":"Define \"success\" early (e.g., CAC < $50, ROAS > 3x). Share KPIs with stakeholders to align expectations."}]