# Campaign Planner

> Synthex campaign planning enforcer. NEVER produce generic Mon-announcement, Wed-educational, Fri-promotional calendar arcs, or fill slots with placeholder content types without brand-specific reasoning. ALWAYS derive the content arc from the brand's DNA and campaign goal, vary cadence by platform, and name the specific hook angle for every calendar slot. Activate on ANY request to plan a campaign, build a content calendar, schedule posts, or map out a 30/60/90-day content strategy.

- Skill: `cleanexpo/campaign-planner` (Agent Skill, multi-file: 2 files)
- Install (CLI): `npx skillmds@latest add cleanexpo/campaign-planner`
- Raw SKILL.md: https://api.skillmd.com/api/skills/cleanexpo/campaign-planner/raw
- Safety review: pending
- Works with: Claude Code, Claude.ai, OpenAI Codex
- Category: Marketing & Growth
- Author: cleanexpo (https://skillmd.com/u/cleanexpo)
- Updated: 2026-09-17
- Page: https://skillmd.com/skills/cleanexpo/campaign-planner

---


# Campaign Planner

## Purpose

Strategic content calendar builder. Takes a brand's Business DNA, a campaign goal,
and a timeframe — returns a structured posting schedule with weekly themes, content
hooks, post types, and AI-suggested posting times. Feeds directly into Synthex's
scheduling system for batch content creation and auto-publishing.

## Workflow

```
1. Collect campaign parameters (see input collection below)
2. Load Business DNA for brand context
3. Generate calendar structure (weeks → themes → post slots)
4. Assign content types and hooks to each slot
5. Suggest optimal posting times per platform
6. Output as structured calendar + offer to generate content for each slot
```

## Campaign Input Collection

Collect from user before planning:

```
CAMPAIGN PARAMETERS
  Goal:       [product launch / brand awareness / lead generation / seasonal / retention]
  Duration:   [30 / 60 / 90 days] — start date: [DD/MM/YYYY]
  Platforms:  [which platforms, or use all from Business DNA]
  Frequency:  [posts per week per platform — recommend 3-5 for most SMBs]
  Key dates:  [any launches, events, or deadlines within the period]
  Budget:     [organic only / includes paid ads]
  CTA:        [primary action — book / buy / DM / visit]
```

## Calendar Structure

### Phase Framework (30-day example)

| Week   | Phase     | Theme Focus                     | Content Mix                                |
| ------ | --------- | ------------------------------- | ------------------------------------------ |
| Week 1 | Awareness | Brand story + problem statement | 60% educational, 40% brand                 |
| Week 2 | Interest  | Solution + benefits             | 50% value, 30% social proof, 20% CTA       |
| Week 3 | Desire    | Outcomes + transformation       | 40% social proof, 40% CTA, 20% educational |
| Week 4 | Action    | Urgency + conversion            | 60% CTA, 30% social proof, 10% brand       |

**For 60-day plans:** repeat the cycle with a different campaign angle in weeks 5-8.
**For 90-day plans:** add weeks 9-12 as retention/community phase.

### Content Type Mix (per week)

Healthy content mix across all SMB accounts:

| Type                                          | % of Posts | Purpose                               |
| --------------------------------------------- | ---------- | ------------------------------------- |
| Educational (tips, how-to)                    | 30%        | Builds authority and saves/shares     |
| Brand/story                                   | 20%        | Builds trust and connection           |
| Social proof (reviews, results, case studies) | 20%        | Converts consideration to intent      |
| Promotional (offer, CTA)                      | 20%        | Drives direct revenue                 |
| Community (questions, polls, UGC)             | 10%        | Builds engagement and algorithm reach |

### Platform Cadence (recommended for SMBs)

| Platform  | Posts/Week | Best Days          | Best Times (AEST)     |
| --------- | ---------- | ------------------ | --------------------- |
| LinkedIn  | 3-4        | Tue, Wed, Thu      | 7-9am, 12-1pm         |
| Instagram | 4-5        | Mon, Wed, Fri, Sat | 7-9am, 6-8pm          |
| Facebook  | 3-4        | Wed, Thu, Fri      | 9-11am, 1-3pm         |
| TikTok    | 5-7        | Daily              | 7-9am, 7-10pm         |
| X/Twitter | 5-7        | Weekdays           | 8-10am, 12-1pm, 5-6pm |
| YouTube   | 1-2        | Wed, Sat           | 12-3pm, 6-9pm         |

_Times are suggestive — override with actual engagement data from Synthex analytics
once available for the user's specific audience._

## Calendar Output Format

Deliver as a structured week-by-week plan:

```
──────────────────────────────────────────
 CONTENT CALENDAR — [Brand Name]
 Period: [start date] → [end date]  |  Goal: [goal]
──────────────────────────────────────────

WEEK 1 — THEME: [theme name]
Focus: [week focus statement]

  MON [date]
    LinkedIn: Educational post — "3 ways [brand solves problem]"
    Instagram: Brand story — "[founder/team moment]"

  WED [date]
    LinkedIn: Case study hook — "[client result in numbers]"
    Instagram: Tip carousel — "[3-5 tips related to USP]"
    Facebook: Community question — "[discussion starter]"

  FRI [date]
    Instagram: Social proof — "[review or result]"
    TikTok: "[quick tip or behind-the-scenes script]"
    X: Thread — "[educational thread on core topic]"

WEEK 2 — THEME: [theme name]
...

──────────────────────────────────────────
CAMPAIGN SUMMARY
  Total posts: [count]  |  Platforms: [count]
  Content types: [breakdown]
  Key conversion dates: [list]
──────────────────────────────────────────

→ Generate content for all slots?
→ Or start with Week 1 only?
```

## Batch Content Generation

After calendar approval, offer to generate content for each slot:

- Call `brand-campaign-generator` skill for each week as a batch
- Score all generated content via `lib/ai/content-scorer.ts`
- Flag any posts scoring below 75 for human review
- Pre-schedule approved posts via the scheduler API (`app/api/scheduler/`)

Visual assets for calendar slots are generated ONLY via the grounded pipeline —
`generateImage()`/`generateBatch()` (`lib/services/ai/image-generation.ts`) or the
`generate_image`/`generate_video` MCP tools, grounded-by-default on the owned reference
library (`public/reference-library/manifest.json`). When planning visual-heavy slots, check
library coverage for each subject first: subjects with no owned references will BLOCK
generation — schedule real-photo capture/ingest (`POST /api/admin/private-refs`) ahead of
those slots rather than falling back to stock or direct providers. Carpet-cleaning slots
auto-apply the carpet-style-v1 LoRA (`ccwcarpet`); use the dashboard 3-variant batch +
tap-to-rank to pick slot imagery.

**Visual generation (binding):** see `.claude/rules/real-images-only.md` + `grounded-visuals`.
Direct provider calls fail CI.

## Key Content Hooks by Goal

**Product Launch:**

- Week 1: Tease ("something's coming")
- Week 2: Reveal + benefits
- Week 3: Social proof + early access
- Week 4: Launch day + urgency + FOMO

**Brand Awareness:**

- Rotate: founder story → customer story → educational → behind the scenes

**Lead Generation:**

- Lead magnet → social proof → FAQ → offer → testimonial → offer

**Seasonal:**

- Pre-season (awareness) → peak (conversion) → post-season (retention)

## Reference

- Business DNA: `.claude/skills/business-dna/`
- Content generation: `.claude/skills/brand-campaign-generator/`
- Platform adaptor: `.claude/skills/platform-content-adaptor/`
- Scheduling API: `app/api/scheduler/`
- Analytics (for timing optimisation): `app/api/analytics/`

---

## Capability Uplift — Override Defaults

**NEVER** produce the default Mon/Wed/Fri three-pillar calendar (announce,
educate, promote) applied generically across all brands. Never fill a calendar
slot with "Educational post" without specifying what topic, what angle, and
what platform-specific hook it uses.

**INSTEAD** every calendar slot specifies:

1. Platform (LinkedIn ≠ Instagram — different cadences)
2. Hook angle (the specific opening line concept, not just "educational")
3. Content pillar it belongs to (from Business DNA)
4. CTA direction (what action this piece drives)

Cadence varies by platform: LinkedIn 3×/week max, Instagram daily is fine,
TikTok 1–2×/day is normal, Facebook 4×/week max, X/Twitter up to 3×/day.

**REFERENCE** `.claude/skills/synthex-standards/references/content-standards.md`

---

## Foundation & Gate Wiring (SYN-1049)

> Adopted from the senior-skill standard so every artefact this connector produces is checked against the locked foundation before it lands.

**Reads at every invocation (never cached — re-read each run):**

- `.claude/memory/ceo-foundation.md` — cadence map (Q2.5.3), universal + brand-specific taboos, frequency cap.
- `.claude/memory/verification-gates.md` — gate state for any claim referenced.

**Output gate:** every client-facing artefact this connector produces routes through `brand-voice-enforce` before the CEO batched-review queue. A REJECT blocks the artefact until the quoted offending string is fixed.

**Evidence standard:** every quantitative or factual claim carries exactly one tag — `[VERIFIED]` / `[INFERENCE]` / `[UNCONFIRMED]`. Untagged = defect (`.claude/rules/fabel-evidence-standard.md`). Never state a projected result as fact.

**Spec:** see `spec.md` in this skill directory.