Campaign Plan

Skill: Campaign Plan (Cross-Cutting)

Purpose

Generate a comprehensive marketing campaign brief covering goals, target audience, key messaging, week-by-week channel strategy, content calendar, and success metrics.

When to Use

• When planning a new product launch, lead-generation push, or brand awareness campaign.
• When you need a week-by-week content calendar mapping dependencies between assets.
• When translating business and marketing goals into structured, executable campaign tasks.

Step-by-Step Process

Step 1: Objective & Audience Definition

• Formulate SMART objectives (e.g., generate 200 SQLs in 6 weeks).
• Define primary and secondary audience segments, their pain points, and stage in the buyer's journey.

Step 2: Messaging & Differentiation

• Define one core campaign message and 3-4 supporting messages tailored to pain points.
• Identify solid proof points (case studies, data, testimonials) to support the messaging.

Step 3: Channel Strategy

• Select channels based on audience habits:
  • Owned (blog, email, social)
  • Earned (PR, influencer, guest posts)
  • Paid (SEM, social ads, sponsorships)
• Map effort levels (low, medium, high) and budget allocations.

Step 4: Content Calendar & Asset Mapping

• Build a week-by-week content calendar in table format.
• List all required content assets with priority and creation deadlines.

Step 5: Success Metrics & KPIs

• Define primary and secondary KPIs.
• Establish tracking mechanisms and risk mitigation plans.

Required Input

• Campaign Goal: Drive signups, product launch, lead-gen, etc.
• Target Audience: Roles, industry, pain points.
• Timeline: Campaign duration and key launch dates.
• Budget Tier (Optional): Paid media budget range.

Expected Output

• Executive Summary: One-sentence summary and main measurable target.
• Audience Profile: 2-3 sentence summary of the target buyers.
• Messaging Matrix: Key message, supporting points, and proof points.
• Content Calendar Table: Columns for Week, Asset Name, Channel, and Notes.
• Success Metrics Table: List of KPIs, target numbers, and tracking methods.
• Next Steps Checklist: Actionable kick-off tasks.

Tone & Rules

• Write in a highly structured, strategic, and professional tone.
• Ensure all campaign goals follow the SMART framework.
• Always include clear dependencies in the content calendar.

Available Templates

• None

Available Scripts

• None

Examples

See examples/ directory.

Links to Other Skills

• documents: Use to write the final campaign plan document.
• content-creation: Use to write the copy for the assets mapped in the campaign plan.
• ui-ux: Use to design landing pages and ad creative layouts required for the campaign.