# Campaign Concept > Use this skill to build a complete campaign concept — goals, target audience, key messages, channel mix, and creative brief — from a campaign objective. Invoke when the user asks to "plan a campaign", "build a campaign concept", "create a campaign brief", or names a campaign type (e.g. "plan a product launch campaign"). Produces a campaign concept and offers to save it as brief.md for cc-content skills to consume. - Skill: `clever-cc-plugins/campaign-concept` (Agent Skill) - Install (CLI): `npx skillmds@latest add clever-cc-plugins/campaign-concept` - Raw SKILL.md: https://api.skillmd.com/api/skills/clever-cc-plugins/campaign-concept/raw - Safety review: pending - Works with: Claude Code, Claude.ai, OpenAI Codex - Category: Marketing & Growth - Author: clever-cc-plugins (https://skillmd.com/u/clever-cc-plugins) - Updated: 2026-09-17 - Page: https://skillmd.com/skills/clever-cc-plugins/campaign-concept --- # Campaign Concept Skill This skill turns a campaign objective into a complete campaign concept, and hands the result to `cc-content` as `brief.md`. This skill follows the shared step sequence in `../_shared/skill-contract.md`. Steps below add only campaign-concept-specific behavior. ## Step 0–1: Recall learnings and load context If `.claude/learnings.md` exists, read it silently. Apply relevant entries — in particular, campaign-type preferences, rejected frameworks, or discovered strategy constraints. Do not announce this step. If the file is absent, continue normally. Read the `## Context files` table in `CLAUDE.md`. Match the following needs against the **Summary** column semantically — never against a label or filename: - **Business goals/KPIs** — campaign objectives, business targets, success metrics, growth stage, revenue targets - **Target audience** — positioning, audience profile, customer segments, buyer personas, organization background (prefer a `positioning` output file if registered) Note silently if present (do not ask about): competitive landscape, current marketing channels, growth stage, brand-specific strategy overrides, and a prior strategy performance review (`strategy-performance-review` output) if registered — factor validated/invalidated goal bets into the concept. ## Step 2: Gating — Three-State Model This skill gates on **exactly two** needs: **business goals** and **target audience**. For each, resolve one of three states: 1. **Covered** — present in the context table (Summary match) → use silently, no ask. 2. **Absent-but-supplied** — ask **once** (never twice in one invocation); user answers → use, non-degraded. 3. **Absent-and-unanswered** — asked once, no usable answer → that section is labelled **⚠ DEGRADED**, never fabricated, and the rest of the campaign still generates. ### Check business goals Search the context table Summary column for semantic matches: business goals, KPIs, objectives, targets, growth stage, success metrics. If **covered**, use silently. If **absent**, ask once: > "I need to understand what this campaign should achieve. Briefly: What are your > primary business goals or KPIs right now? (e.g. revenue growth, lead volume, > retention, brand awareness) Is there a specific target or metric this campaign > should move?" If the user provides usable answers, proceed **non-degraded**. If the user declines or the answer is too vague to use, label the section `## Business Goals ⚠ DEGRADED` in the output and continue. ### Check target audience Search the context table Summary column for semantic matches: target audience, positioning, organization background, customer segments, buyer profile. Prefer a `positioning` output file's Summary if one is registered; else fall back to organization background. If **covered**, use silently. If **absent**, ask once: > "I need to understand who this campaign is for. Briefly: Who is the target > audience? (role, company type/size if B2B, or demographic if B2C) What stage > are they typically at when they encounter you? (just learning you exist, actively > comparing options, or already a customer)" If the user provides usable answers, proceed **non-degraded**. If the user declines or the answer is too vague to use, label the section `## Target Audience ⚠ DEGRADED` in the output and continue. ## Step 3: Calibrate If `--type` was passed in `$ARGUMENTS`, use it directly and skip the campaign-type question. Otherwise infer campaign type, funnel stage, and B2B/B2C from loaded context; where inference isn't confident, ask the missing question directly rather than guessing. Present a one-line inference summary (e.g. `"Type: product launch · Audience: B2B mid-market · Stage: TOFU"`) and wait for user confirmation or correction before drafting. ## Step 4: Generate Apply the three frameworks from `../_shared/campaign-frameworks.md` per that file's facet mapping. **State the mapping being applied** before generating. Example: > "Structuring with SOSTAC; sequencing channels with RACE (retention emphasis); > messaging with Message House." Produce a campaign concept that includes: - **Campaign name** — memorable, descriptive working name for this initiative. - **Campaign objective** — the specific outcome this campaign drives, tied to the loaded business goals. - **Target audience summary** — the specific segment(s) this campaign addresses, reflecting positioning or organization context if available. - **Key messages** — at least two key messages, each corresponding to a Message House pillar grounded in loaded context (positioning output, organization background, competitive landscape if available). - **Channel mix** — proposed channels sequenced by RACE stage (Reach, Act, Convert, Engage) appropriate to the campaign type and funnel stage. - **Creative brief** — tone/voice notes if brand-voice context is loaded, primary call-to-action, constraints (budget, timeline, resource availability), and suggested content formats per channel. ## Step 4a: Generate Success Metrics Before moving to the quality check, generate an upfront **Success Metrics** section that commits to measurement before the campaign runs. Use the resolved campaign type from Step 3 and the campaign's stated business goals to select 2–4 leading/lagging metric pairs from the following table. For each pair: | Campaign type | Leading indicator | Lagging outcome | | ------------------ | ---------------------------------------------------------------------------------------- | ------------------------------------------------------------------------------- | | Product-launch | Trial sign-ups / demo requests per week; landing-page conversion rate | New-customer revenue / paid conversions; competitive win rate | | Thought-leadership | Content engagement (scroll depth, time on page), branded search volume, backlinks earned | Marketing-influenced pipeline / qualified inbound leads; share of voice | | Seasonal promotion | Redemption/click rate on the offer, add-to-cart rate, daily ROAS during window | Incremental revenue (iROAS vs. holdout), margin after discount | | Retention | Product/feature adoption rate, weekly active users, time-to-first-value, NPS | Churn rate / renewal rate; net revenue retention (NRR) | | Lead-generation | MQL volume, cost per lead, MQL→SQL conversion rate | SQL→opportunity and opportunity→close rates; marketing-sourced pipeline and CAC | | Brand-awareness | Reach/impressions to _new_ audiences, branded search growth, direct-traffic trend | Aided/unaided brand recall (survey); share of voice vs. competitors | **Output format:** For each selected metric pair, emit: ``` Bet: | Expected signal: | Source: campaign concept §Success Metrics ``` Include exactly 2–4 bets (one leading metric per pair, paired with its lagging outcome). After the metric bets, add one sentence naming the attribution approach (e.g., "We will report last-touch attribution for all paid channels, acknowledging it under-credits awareness work and should be triangulated with a 'How did you hear?' field on high-intent forms") and one sentence naming the review cadence (e.g., "We will review leading KPIs weekly during the active campaign window and lagging KPIs monthly in steady state"). The Success Metrics section becomes part of the delimited output in Step 6; it will be recognized by `/strategy-performance-review` without modification. ## Step 5: Internal quality check Review the generated campaign concept for: - **Completeness**: All six elements above are present (campaign name, objective, target audience, key messages, channel mix, creative brief). - **Extractability**: The four `cc-content`-extractable elements (business goals, key messages, constraints, CTAs) are present in prose — this check is what Step 6.5 relies on before offering to save to `brief.md`. - **Framework alignment**: SOSTAC structures the campaign; RACE sequences the channels; Message House anchors the messaging. - **Consistency**: All sections reinforce the same campaign positioning and objective. - **Success Metrics present and in bet-shape**: The Success Metrics section includes 2–4 bets in the format `Bet: [claim] | Expected signal: [result] | Source: campaign concept §Success Metrics`, plus sentences on attribution and review cadence. Fix any gaps before proceeding. ## Step 6: Delimited output If Step 2 ended in a degraded state for one or both gated needs (business goals and/or target audience), prefix the output with: ``` ⚠ DEGRADED OUTPUT — generated without: ``` For example, if target audience is degraded but business goals are not, prefix with: `⚠ DEGRADED OUTPUT — generated without: target audience` If both are degraded, prefix with: `⚠ DEGRADED OUTPUT — generated without: business goals, target audience` If neither need is degraded, omit the prefix. Return the campaign concept inside clear delimiters: ``` ───────────────────────────────────────────────────────────────── ## [Campaign Name] ───────────────────────────────────────────────────────────────── [Generated campaign concept here] ───────────────────────────────────────────────────────────────── ``` ## Step 6.5: Offer to save as brief.md After showing the delimited output: 1. Check if `brief.md` exists in the working directory (the project root — not under `context/`). Run `ls brief.md` from `$PWD`. 2. If it exists: read it, extract the campaign name (or first heading) and the file's last-modified timestamp, and show both to the user. Ask: overwrite / save under a different name / cancel. 3. If the user chooses **save under a different name**: ask for a filename (or propose one derived from the new campaign name), write to that filename instead, and do not touch the existing `brief.md`. 4. If the user chooses **overwrite** or if no `brief.md` exists: write directly to `brief.md`. **Do not** register `brief.md` in the `## Context files` table in `CLAUDE.md` — it is a handoff artifact, not persistent context. ## Step 7: Feedback Store learnings tagged `[cc-concept:campaign-concept]` in `.claude/learnings.md`. Examples: ``` [cc-concept:campaign-concept] client rejected the inferred "lead-generation" type for a customer-only campaign; retention fits their base better — 2026-07-18 [cc-concept:campaign-concept] client prefers email + LinkedIn as primary channels, treats paid social as a last resort — 2026-07-18 ``` If the session revealed a campaign-type preference, framework override, or project constraint that future runs should apply, record it now.