# Lookatitude Guild Marketing Campaign Brief > marketing-campaign-brief - Skill: `tomevault-io/lookatitude-guild-marketing-campaign-brief` (Agent Skill, multi-file: 2 files) - Install (CLI): `npx skillmds@latest add tomevault-io/lookatitude-guild-marketing-campaign-brief` - Raw SKILL.md: https://api.skillmd.com/api/skills/tomevault-io/lookatitude-guild-marketing-campaign-brief/raw - Safety review: pending (external: skill-scanner PASS, skillspector PASS) - Works with: Claude Code, Claude.ai, OpenAI Codex - Category: Marketing & Growth - Author: tomevault-io (https://skillmd.com/u/tomevault-io) - Updated: 2026-09-17 - Page: https://skillmd.com/skills/tomevault-io/lookatitude-guild-marketing-campaign-brief --- # marketing-campaign-brief Implements `guild-plan.md §6.3` (marketing · campaign-brief) under `§6.4` commercial principles: hypothesis-first (what belief about the audience does this campaign test?), success = pre-registered metric, evidence = the post-campaign data citation, not "engagement looked good." ## What you do Produce a brief tight enough that a copywriter, a social-media lead, and an SEO specialist can go heads-down and produce aligned work without asking "what are we doing again?" The brief is the single contract between strategy and production. - Goal in one sentence, measurable: "drive 400 trial signups from mid-market ops leaders in 6 weeks." - Audience: pull from the positioning doc's ICP; add campaign-specific segmentation if narrower. - Core message: one claim, one proof, one CTA. Not five angles. - Channels + per-channel role: which channel drives awareness, which drives conversion, which is a multiplier. - Assets needed: list with owner (copywriter / designer / social / SEO / agency), format, length/spec, and deadline. - Constraints: budget, brand rules, legal/compliance, embargo, exclusions. - Success criteria: primary KPI + guardrails, with the measurement window. - Timeline: kickoff → assets ready → launch → review, with dependency chain. ## Output shape A markdown file at `.guild/runs//briefs/.md` with sections: 1. **Goal** — one sentence, numeric. 2. **Audience** — ICP reference + campaign-specific narrowing. 3. **Core message** — claim · proof · CTA. 4. **Channels** — each with role (awareness / consideration / conversion). 5. **Assets needed** — table of asset · format · owner · deadline · dependency. 6. **Constraints** — budget, brand, legal, embargo. 7. **Success criteria** — primary KPI + guardrails + measurement window. 8. **Timeline** — key dates with dependencies. 9. **Out of scope** — what this campaign is explicitly not doing. ## Anti-patterns - Vague goal ("raise awareness") — untestable. - Missing constraints — leads to rework when legal/brand push back late. - Asset list with no owners — a wishlist, not a brief. - Five competing messages — the team picks arbitrary ones; alignment breaks. - No success criteria — campaign can't be graded. - Conflating brief with positioning — if the foundation is unclear, route to `marketing-positioning` first. - Missing "out of scope" — scope creep happens silently otherwise. ## Handoff Return the brief path to the invoking `marketing` specialist. Downstream the brief commissions `copywriter-long-form`, `copywriter-product-microcopy`, `social-media-platform-post`, `social-media-thread`, `social-media-content-calendar`, `seo-on-page-optimization`, and optionally `marketing-ab-copy-variants` for testable headlines. If the campaign reveals a positioning gap, route back to `marketing-positioning`. This skill does not dispatch. --- > Source: [lookatitude/guild](https://github.com/lookatitude/guild) — distributed by [TomeVault](https://tomevault.io).