When to use
Use this when you are launching a product, promotion, event, or awareness push and need one coherent brief that stakeholders can execute against — not scattered ideas in a thread.
Not for: a single asset (use mkt-draft-content), a month of routine posting (use mkt-content-calendar), or reporting on a campaign that already ran (use mkt-performance-report).
Method
- Clarify the goal. Fix the primary business objective (awareness, leads, revenue, retention) and one measurable target. Decision point: if no target is given, propose a default and label it an assumption.
- Define the audience. Segment the market, write a primary and secondary persona (pains, triggers, objections), and state the core insight the campaign exploits.
- Set positioning. Craft the single big idea, the value proposition, and the primary message with 2-3 proof points.
- Select channels. Map each channel to a funnel stage (awareness/consideration/conversion) with rationale and a rough budget split. Decision point: drop any channel you cannot resource properly rather than spreading thin.
- Build the calendar. Sequence phases (tease, launch, sustain, close) with dates, owners, and per-channel deliverables.
- Define measurement. Set KPIs per objective plus leading and lagging indicators and a review cadence.
- Flag risks and dependencies (assets, approvals, budget, timing).
Example
Objective: 500 trial signups in 6 weeks for a new analytics tool. Insight: mid-market ops leads distrust "AI magic" and want proof. Big idea: "See the math." Channels: LinkedIn thought leadership (awareness, 40%), retargeting ads (consideration, 30%), founder-led webinar + email (conversion, 30%). Phases: tease (wk1), launch webinar (wk2), sustain (wk3-5), close offer (wk6). KPI: signups; leading indicator: webinar registrations.
Pitfalls
- Vague objectives ("more awareness") with no number to judge success against.
- Listing every channel instead of the few you can execute well.
- Positioning that describes the product's features rather than the customer's changed state.
- A calendar with no owners, so nothing actually ships.
Output format
Campaign: <name> — <one-line pitch>
Objective + target metric: <...>
Audience & personas: <primary / secondary>
Positioning: <big idea, value prop, key message + proof>
Channel plan:
| Channel | Funnel stage | Goal | Budget % | KPI |
Timeline:
| Phase | Dates | Deliverables | Owner |
Success metrics & review cadence: <...>
Risks & dependencies: <...>
1---2name: mkt-campaign-plan3description: Produce an execution-ready marketing campaign brief covering objective, audience, positioning, channels, calendar, and success metrics.4---56## When to use78Use this when you are launching a product, promotion, event, or awareness push and need one coherent brief that stakeholders can execute against — not scattered ideas in a thread.910**Not for:** a single asset (use mkt-draft-content), a month of routine posting (use mkt-content-calendar), or reporting on a campaign that already ran (use mkt-performance-report).1112## Method13141. Clarify the goal. Fix the primary business objective (awareness, leads, revenue, retention) and one measurable target. Decision point: if no target is given, propose a default and label it an assumption.152. Define the audience. Segment the market, write a primary and secondary persona (pains, triggers, objections), and state the core insight the campaign exploits.163. Set positioning. Craft the single big idea, the value proposition, and the primary message with 2-3 proof points.174. Select channels. Map each channel to a funnel stage (awareness/consideration/conversion) with rationale and a rough budget split. Decision point: drop any channel you cannot resource properly rather than spreading thin.185. Build the calendar. Sequence phases (tease, launch, sustain, close) with dates, owners, and per-channel deliverables.196. Define measurement. Set KPIs per objective plus leading and lagging indicators and a review cadence.207. Flag risks and dependencies (assets, approvals, budget, timing).2122## Example2324Objective: 500 trial signups in 6 weeks for a new analytics tool. Insight: mid-market ops leads distrust "AI magic" and want proof. Big idea: "See the math." Channels: LinkedIn thought leadership (awareness, 40%), retargeting ads (consideration, 30%), founder-led webinar + email (conversion, 30%). Phases: tease (wk1), launch webinar (wk2), sustain (wk3-5), close offer (wk6). KPI: signups; leading indicator: webinar registrations.2526## Pitfalls2728- Vague objectives ("more awareness") with no number to judge success against.29- Listing every channel instead of the few you can execute well.30- Positioning that describes the product's features rather than the customer's changed state.31- A calendar with no owners, so nothing actually ships.3233## Output format3435```36Campaign: <name> — <one-line pitch>37Objective + target metric: <...>38Audience & personas: <primary / secondary>39Positioning: <big idea, value prop, key message + proof>4041Channel plan:42| Channel | Funnel stage | Goal | Budget % | KPI |4344Timeline:45| Phase | Dates | Deliverables | Owner |4647Success metrics & review cadence: <...>48Risks & dependencies: <...>49```
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