Campaign Planner

Campaign Planner

This skill helps you design comprehensive influencer marketing campaigns from strategy to execution plan. It creates actionable blueprints that align business objectives with creative execution.

Quick Start

Shortest invocation:

Create an influencer campaign plan for [product launch]

Common scenario:

Plan an influencer campaign for [brand] with [budget] targeting [audience] during [timeframe]

Skill Contract

• Reads: brand and product details, target audience, campaign type, budget, timeline, and any constraints supplied by the user. If memory-management is active, prior audience profiles and past-campaign benchmarks load from the hot cache.
• Writes: a campaign plan document saved to memory/influencer/campaign-planner/YYYY-MM-DD-<topic>.md.
• Promotes: durable facts (campaign name, primary objective, total budget, go-live date, KPI targets) to memory/hot-cache.md.
• Done when:
  • Objectives are SMART and have explicit success and failure definitions.
  • Influencer mix, content deliverables, timeline, budget, and KPIs are each specified with numbers, not placeholders.
  • The plan names the next step (brief generation) and any open approvals.
• Primary next skill: brief-generator

Handoff Summary

Emit the standard shape from skill-contract.md §Handoff Summary Format.

Data Sources

This family is Tier 1: every skill works with no live integrations. Provide the brand, audience, budget, and timeline directly and the plan builds from your inputs.

Optional connectors that strengthen the plan when available:

• ~~influencer database — size the influencer mix and validate tier follower ranges.
• ~~social platform analytics — set platform-specific reach and engagement benchmarks.
• ~~CRM — align conversion targets and attribution with existing pipeline data.
• ~~analytics — pull past-campaign actuals for realistic KPI and budget-efficiency targets.

See CONNECTORS.md for the free/keyless data recipe per category. Without any connector, ask the user for the missing inputs and proceed.

Instructions

When a user requests campaign planning:

1. Gather Campaign Requirements

   ### Campaign Brief Input
   
   **Brand Information**:
   - Brand: [name]
   - Product/Service: [description]
   - Value Proposition: [key benefits]
   - Target Audience: [demographics, psychographics]
   
   **Campaign Context**:
   - Campaign Type: [launch/awareness/seasonal/always-on]
   - Reason for Campaign: [why now]
   - Timeline: [start-end dates]
   - Budget: [total budget or range]
   
   **Constraints**:
   - Must include: [requirements]
   - Must avoid: [restrictions]
   - Approvals needed: [stakeholders]
   

2. Define Campaign Objectives

   ## Campaign Objectives
   
   ### Campaign Name: [Name]
   
   ### Primary Objective
   
   **Goal**: [Specific objective]
   **Metric**: [How it will be measured]
   **Target**: [Specific number/percentage]
   
   ### Secondary Objectives
   
   | Objective | Metric | Target |
   |-----------|--------|--------|
   | [Objective 1] | [metric] | [target] |
   | [Objective 2] | [metric] | [target] |
   | [Objective 3] | [metric] | [target] |
   
   ### SMART Goal Check
   
   - ✅ **S**pecific: [how it's specific]
   - ✅ **M**easurable: [how it's measured]
   - ✅ **A**chievable: [why it's realistic]
   - ✅ **R**elevant: [business alignment]
   - ✅ **T**ime-bound: [timeline]
   
   ### Success Definition
   
   **This campaign is successful if**:
   - [Success criteria 1]
   - [Success criteria 2]
   - [Success criteria 3]
   
   **This campaign fails if**:
   - [Failure indicator 1]
   - [Failure indicator 2]
   

3. Develop Campaign Strategy

   ## Campaign Strategy
   
   ### Strategic Approach
   
   **Big Idea**: [One-line campaign concept]
   
   **Strategy Statement**:
   We will [action] to [audience] by [method] resulting in [outcome].
   
   ### Target Audience
   
   **Primary Audience**:
   - Demographics: [details]
   - Psychographics: [values, interests, lifestyle]
   - Pain points: [challenges we address]
   - Media behavior: [where they consume content]
   
   **Secondary Audience** (if applicable):
   - [Description]
   
   ### Key Messages
   
   **Primary Message**:
   > "[Core message]"
   
   **Supporting Messages**:
   1. [Message 1]
   2. [Message 2]
   3. [Message 3]
   
   **Proof Points**:
   - [Evidence/claim 1]
   - [Evidence/claim 2]
   
   ### Campaign Pillars
   
   | Pillar | Focus | Content Angle |
   |--------|-------|---------------|
   | [Pillar 1] | [focus area] | [content approach] |
   | [Pillar 2] | [focus area] | [content approach] |
   | [Pillar 3] | [focus area] | [content approach] |
   
   ### Platform Strategy
   
   | Platform | Role | Content Focus | % Budget |
   |----------|------|---------------|----------|
   | [Platform 1] | Primary | [focus] | [%] |
   | [Platform 2] | Secondary | [focus] | [%] |
   | [Platform 3] | Supporting | [focus] | [%] |
   
   ### Competitive Differentiation
   
   **What makes this campaign different**:
   - [Differentiator 1]
   - [Differentiator 2]
   

4. Define Influencer Criteria

   ## Influencer Strategy
   
   ### Influencer Mix
   
   | Tier | Follower Range | Quantity | Role | Budget % |
   |------|----------------|----------|------|----------|
   | Macro | 100K-1M | [#] | [role] | [%] |
   | Micro | 10K-100K | [#] | [role] | [%] |
   | Nano | <10K | [#] | [role] | [%] |
   
   ### Selection Criteria
   
   **Must-Have Requirements**:
   
   | Criterion | Requirement | Priority |
   |-----------|-------------|----------|
   | Niche | [category] | Required |
   | Platform | [platforms] | Required |
   | Engagement Rate | >[%] | Required |
   | Audience Demographics | [specs] | Required |
   | Brand Safety | [criteria] | Required |
   | Content Quality | [standard] | Required |
   
   **Preferred Criteria**:
   
   | Criterion | Preference | Weight |
   |-----------|------------|--------|
   | [Criterion 1] | [preference] | [weight] |
   | [Criterion 2] | [preference] | [weight] |
   
   **Exclusions**:
   - No current competitor partnerships
   - No controversial content history
   - [Other exclusions]
   
   ### Ideal Influencer Profile
   
   **Profile: "[Persona Name]"**
   
   - Age: [range]
   - Platform focus: [primary platform]
   - Content style: [description]
   - Audience: [description]
   - Posting frequency: [frequency]
   - Brand partnership style: [authentic/polished/etc.]
   - Example influencers: @[handle1], @[handle2]
   
   ### Relationship Type
   
   | Type | Description | Quantity | Terms |
   |------|-------------|----------|-------|
   | [Type 1] | [description] | [#] | [terms] |
   | [Type 2] | [description] | [#] | [terms] |
   

5. Plan Content Requirements

   ## Content Plan
   
   ### Content Deliverables
   
   | Deliverable | Platform | Format | Quantity/Influencer | Total |
   |-------------|----------|--------|---------------------|-------|
   | [Type 1] | [platform] | [format] | [#] | [#] |
   | [Type 2] | [platform] | [format] | [#] | [#] |
   | [Type 3] | [platform] | [format] | [#] | [#] |
   
   **Total Content Pieces**: [#]
   
   ### Content Guidelines
   
   **Required Elements**:
   - [ ] Brand mention
   - [ ] Product feature/demo
   - [ ] Call-to-action: [specific CTA]
   - [ ] Disclosure (#ad, #sponsored, etc.)
   - [ ] Hashtags: [required hashtags]
   - [ ] Link/Swipe-up: [URL]
   - [ ] Promo code: [code]
   
   **Creative Direction**:
   - Tone: [description]
   - Visual style: [description]
   - Do's: [what to include]
   - Don'ts: [what to avoid]
   
   **Creative Freedom Level**: [High/Medium/Low]
   - [Explanation of boundaries]
   
   ### Content Themes
   
   | Theme | Description | % of Content | Example |
   |-------|-------------|--------------|---------|
   | [Theme 1] | [description] | [%] | [example] |
   | [Theme 2] | [description] | [%] | [example] |
   
   ### Approval Process
   
   | Stage | Reviewer | Timeline | Notes |
   |-------|----------|----------|-------|
   | Script/Concept | [who] | [days] before | [notes] |
   | Draft Content | [who] | [days] before | [notes] |
   | Final Approval | [who] | [days] before | [notes] |
   

6. Create Campaign Timeline

   ## Campaign Timeline
   
   ### Key Dates
   
   | Milestone | Date | Owner |
   |-----------|------|-------|
   | Campaign Kick-off | [date] | [owner] |
   | Influencer Selection Complete | [date] | [owner] |
   | Outreach Complete | [date] | [owner] |
   | Contracts Signed | [date] | [owner] |
   | Product Shipment | [date] | [owner] |
   | Brief Delivery | [date] | [owner] |
   | Content Due | [date] | [owner] |
   | Content Review/Approval | [date] | [owner] |
   | Content Goes Live | [date] | [owner] |
   | Campaign Ends | [date] | [owner] |
   | Final Report Due | [date] | [owner] |
   
   ### Detailed Timeline
   
   **Phase 1: Pre-Campaign (Weeks 1-2)**
   
   | Week | Task | Owner | Deliverable |
   |------|------|-------|-------------|
   | 1 | Finalize strategy | [owner] | Strategy doc |
   | 1 | Influencer identification | [owner] | Shortlist |
   | 2 | Influencer outreach | [owner] | Confirmed partners |
   | 2 | Contract negotiation | [owner] | Signed contracts |
   
   **Phase 2: Production (Weeks 3-4)**
   
   | Week | Task | Owner | Deliverable |
   |------|------|-------|-------------|
   | 3 | Brief distribution | [owner] | Briefs sent |
   | 3 | Product shipment | [owner] | Products delivered |
   | 4 | Content creation | Influencers | Draft content |
   | 4 | Content review | [owner] | Approved content |
   
   **Phase 3: Activation (Weeks 5-6)**
   
   | Week | Task | Owner | Deliverable |
   |------|------|-------|-------------|
   | 5 | Content goes live | Influencers | Live posts |
   | 5-6 | Community management | [owner] | Engagement |
   | 5-6 | Real-time optimization | [owner] | Adjustments |
   
   **Phase 4: Post-Campaign (Week 7+)**
   
   | Week | Task | Owner | Deliverable |
   |------|------|-------|-------------|
   | 7 | Data collection | [owner] | Raw data |
   | 7 | Performance analysis | [owner] | Analysis |
   | 8 | Final report | [owner] | Campaign report |
   
   ### Gantt View
   

   Week: 1 2 3 4 5 6 7 8 Strategy ████ Selection ████ ████ Contracts ████ ████ Briefing ████ Production ████ ████ Live ████ ████ Analysis ████ ████

7. Allocate Budget

   ## Budget Allocation
   
   ### Total Budget: $[X]
   
   ### Budget Breakdown by Category
   
   | Category | Amount | % of Total | Notes |
   |----------|--------|------------|-------|
   | Influencer Fees | $[X] | [%] | [notes] |
   | Product/Gifting | $[X] | [%] | [notes] |
   | Content Production | $[X] | [%] | [notes] |
   | Paid Amplification | $[X] | [%] | [notes] |
   | Agency/Tools | $[X] | [%] | [notes] |
   | Contingency | $[X] | [%] | 10% buffer |
   | **Total** | **$[X]** | **100%** | |
   
   ### Budget by Influencer Tier
   
   | Tier | # Influencers | Cost Each | Total | % |
   |------|---------------|-----------|-------|---|
   | Macro | [#] | $[X] | $[X] | [%] |
   | Micro | [#] | $[X] | $[X] | [%] |
   | Nano | [#] | $[X] | $[X] | [%] |
   
   ### Budget by Platform
   
   | Platform | Budget | % | Rationale |
   |----------|--------|---|-----------|
   | [Platform 1] | $[X] | [%] | [reason] |
   | [Platform 2] | $[X] | [%] | [reason] |
   
   ### Cost Efficiency Targets
   
   | Metric | Target | Calculation |
   |--------|--------|-------------|
   | CPM | $[X] | Budget ÷ (Est. Impressions/1000) |
   | CPE | $[X] | Budget ÷ Est. Engagements |
   | Cost per Content | $[X] | Budget ÷ Content Pieces |
   

8. Establish Success Metrics

   ## Success Metrics & KPIs
   
   ### Primary KPIs
   
   | KPI | Target | Benchmark | Measurement |
   |-----|--------|-----------|-------------|
   | [KPI 1] | [target] | [industry avg] | [how measured] |
   | [KPI 2] | [target] | [industry avg] | [how measured] |
   | [KPI 3] | [target] | [industry avg] | [how measured] |
   
   ### Secondary Metrics
   
   | Metric | Target | Notes |
   |--------|--------|-------|
   | Total Reach | [X] | |
   | Total Impressions | [X] | |
   | Engagement Rate | [%] | |
   | Video Views | [X] | |
   | Link Clicks | [X] | |
   | Promo Code Uses | [X] | |
   | EMV Generated | $[X] | |
   
   ### Conversion Metrics (if applicable)
   
   | Metric | Target | Attribution |
   |--------|--------|-------------|
   | Website Visits | [X] | UTM tracking |
   | Conversions | [X] | Promo codes + pixels |
   | Revenue | $[X] | Attribution model |
   | ROAS | [X]:1 | Revenue ÷ Spend |
   
   ### Benchmarks
   
   | Metric | Our Target | Industry Avg | Past Campaign |
   |--------|------------|--------------|---------------|
   | [metric] | [target] | [avg] | [past] |
   
   ### Reporting Cadence
   
   | Report | Frequency | Contents | Audience |
   |--------|-----------|----------|----------|
   | Daily Tracker | Daily | Live metrics | Team |
   | Weekly Update | Weekly | Performance summary | Stakeholders |
   | Final Report | Post-campaign | Full analysis | Leadership |
   

9. Compile Campaign Plan Document

   # Campaign Plan: [Campaign Name]
   
   ## Executive Summary
   
   **Campaign**: [Name]
   **Brand**: [Brand]
   **Timeline**: [Dates]
   **Budget**: $[X]
   **Goal**: [Primary objective in one sentence]
   
   **The Plan in Brief**:
   [2-3 sentence summary of the campaign approach]
   
   ---
   
   [Full sections as detailed above]
   
   ---
   
   ## Appendix
   
   ### A. Influencer Shortlist
   [Link to influencer discovery results]
   
   ### B. Brief Template
   [Link to brief-generator output]
   
   ### C. Content Examples
   [Reference content examples]
   
   ### D. Approval Workflows
   [Detailed approval process]
   
   ### E. Risk Mitigation
   
   | Risk | Likelihood | Impact | Mitigation |
   |------|------------|--------|------------|
   | [Risk 1] | [H/M/L] | [H/M/L] | [action] |
   | [Risk 2] | [H/M/L] | [H/M/L] | [action] |
   
   ---
   
   **Document Version**: 1.0
   **Last Updated**: [date]
   **Owner**: [name]
   **Approvals**: [required approvals]
   

Example

User: "Create a campaign plan for a new sustainable sneaker launch targeting Gen Z on TikTok and Instagram with a $50K budget"

Output: [Complete campaign plan with sustainability messaging strategy, micro-influencer heavy approach, UGC-focused content, launch timeline, and conversion tracking via promo codes]

Tips for Success

1. Start with clear objectives - Everything else flows from goals
2. Know your audience deeply - Use audience-analyzer insights
3. Balance reach and engagement - Mix influencer tiers strategically
4. Build in flexibility - Plans need room to adapt
5. Set realistic targets - Use benchmarks from past campaigns

Reference Materials

• skill-contract.md — shared contract and handoff schema.
• state-model.md — memory tiers and save-path conventions.
• CONNECTORS.md — free/keyless data recipes per connector category.
• audience-analyzer — define the target audience this plan serves.
• brief-generator — turn the plan into per-influencer briefs.
• budget-optimizer — refine the budget allocation.
• influencer-discovery — find influencers matching the criteria.

Next Best Skill

• Primary: brief-generator — convert the approved plan into concrete influencer briefs.
• Alternate: budget-optimizer — pressure-test and optimize the budget split before locking the plan.
• Alternate: influencer-discovery — build the shortlist against the selection criteria defined here.

Termination note: keep a visited-set of skills invoked this session. If the primary next skill has already run this session, stop and report the chain complete rather than re-invoking. Do not chain deeper than 3 hops from the originating request.