Campaign Plan

If you see unfamiliar placeholders or need to check which tools are connected, see CONNECTORS.md.

Generate a comprehensive marketing campaign brief with objectives, audience, messaging, channel strategy, content calendar, and success metrics.

Trigger

User runs /campaign-plan or asks to plan, design, or build a marketing campaign.

Inputs

Gather the following from the user. If not provided, ask before proceeding:

1. Campaign goal — the primary objective (e.g., drive signups, increase awareness, launch a product, generate leads, re-engage churned users)

1. Target audience — who the campaign is aimed at (demographics, roles, industries, pain points, buying stage)

1. Timeline — campaign duration and any fixed dates (launch date, event date, seasonal deadline)

1. Budget range — approximate budget or budget tier (optional; if not provided, generate a channel-agnostic plan and note where budget allocation would matter)

1. Additional context (optional):

• Product or service being promoted
• Key differentiators or value propositions
• Previous campaign performance or learnings
• Brand guidelines or constraints
• Geographic focus

Campaign Brief Structure

Generate a campaign brief with the following sections:

1. Campaign Overview

• Campaign name suggestion
• One-sentence campaign summary
• Primary objective with a specific, measurable goal
• Secondary objectives (if applicable)

2. Target Audience

• Primary audience segment with description
• Secondary audience segment (if applicable)
• Audience pain points and motivations
• Where they spend time (channels, communities, publications)
• Buying stage alignment (awareness, consideration, decision)

3. Key Messages

• Core campaign message (one sentence)
• 3-4 supporting messages tailored to audience pain points
• Message variations by channel (if different tones are needed)
• Proof points or evidence to support each message

4. Channel Strategy

Recommend channels based on audience and goal. For each channel, include:

• Why this channel fits the audience and objective
• Content format recommendations
• Estimated effort level (low, medium, high)
• Budget allocation suggestion (if budget was provided)

Consider channels from:

• Owned: blog, email, website, social media profiles
• Earned: PR, influencer partnerships, guest posts, community engagement
• Paid: search ads, social ads, display, sponsored content, events

5. Content Calendar

Create a week-by-week (or day-by-day for short campaigns) content calendar:

• What content to produce each week
• Which channel each piece targets
• Key milestones and deadlines
• Dependencies between pieces (e.g., "landing page must be live before paid ads launch")

Format as a table:

6. Content Pieces Needed

List every content asset required for the campaign:

• Asset name and type (blog post, email, social post, ad creative, landing page, etc.)
• Brief description of what it should contain
• Priority (must-have vs. nice-to-have)
• Suggested timeline for creation

7. Success Metrics

Define KPIs aligned to the campaign objective:

• Primary KPI with target number
• Secondary KPIs (3-5)
• How each metric will be tracked
• Reporting cadence recommendation

If ~~product analytics is connected, reference any available historical performance benchmarks to inform targets.

8. Budget Allocation (if budget provided)

• Breakdown by channel or activity
• Production costs vs. distribution costs
• Contingency recommendation (typically 10-15%)

9. Risks and Mitigations

• 2-3 potential risks (timeline, audience mismatch, channel underperformance)
• Mitigation strategy for each

10. Next Steps

• Immediate action items to kick off the campaign
• Stakeholder approvals needed
• Key decision points

Planning Reference

Campaign Framework: Objective, Audience, Message, Channel, Measure

Every campaign should be built on this five-part framework:

#### Objective Define what success looks like before planning anything else.

• Awareness: increase brand or product visibility (measured by reach, impressions, share of voice)
• Consideration: drive engagement and education (measured by content engagement, email signups, webinar attendance)
• Conversion: generate leads or sales (measured by signups, demos, purchases, pipeline)
• Retention: re-engage existing customers (measured by churn reduction, upsell, NPS)
• Advocacy: turn customers into promoters (measured by referrals, reviews, UGC)

Good objectives are SMART: Specific, Measurable, Achievable, Relevant, Time-bound.

Example: "Generate 200 marketing qualified leads from mid-market SaaS companies in North America within 6 weeks of campaign launch."

#### Audience Define who you are trying to reach with enough specificity to guide messaging and channel decisions.

• Demographics: role/title, seniority, company size, industry
• Psychographics: motivations, pain points, goals, objections
• Behavioral: where they consume content, how they buy, what they have engaged with before
• Buying stage: are they unaware of the problem, researching solutions, or ready to buy?

Create a brief audience profile (not a full persona) for campaign planning:

"[Role] at [company type] who is struggling with [pain point] and looking for [desired outcome]. They typically discover solutions through [channels] and care most about [priorities]."

#### Message Craft the core message and supporting points that will resonate with the audience.

• Core message: one sentence that captures what you want the audience to think, feel, or do
• Supporting messages: 3-4 points that provide evidence, address objections, or elaborate on benefits
• Proof points: data, case studies, testimonials, or third-party validation for each supporting message
• Differentiation: what makes your offering different from alternatives (including doing nothing)

Message hierarchy:

1. Why should I care? (addresses the pain point or opportunity)
2. What is the solution? (positions your offering)
3. Why you? (differentiates from alternatives)
4. What should I do? (call to action)

#### Channel Select channels based on where your audience is, not where you are most comfortable. See the Channel Selection Guide below.

#### Measure Define how you will know the campaign worked. See Success Metrics by Campaign Type below.

Channel Selection Guide

#### Owned Channels

#### Earned Channels

#### Paid Channels

#### Channel Selection Criteria When choosing channels, consider:

• Where does your target audience spend time?
• What is the buying stage you are targeting? (awareness channels vs. conversion channels)
• What is your budget? (paid channels require spend; owned/earned require time)
• What content assets do you already have or can you produce?
• What has worked in the past? (reference historical data if available)

Content Calendar Creation

#### Calendar Planning Process

1. Start with milestones: campaign launch, event dates, product releases, seasonal moments
2. Work backward: what needs to be live and when? What is the production lead time?
3. Map content to funnel stages: ensure coverage across awareness, consideration, and conversion
4. Batch by theme: group related content pieces into weekly or bi-weekly themes
5. Balance channels: do not over-index on one channel; ensure the audience sees the campaign across touchpoints
6. Build in flexibility: leave 20% of calendar slots open for reactive or opportunistic content

#### Content Cadence Guidelines

• Blog: 1-4 posts per week depending on team size and goals
• Email newsletter: weekly or bi-weekly for most audiences
• Social media: 3-7 posts per week per platform (varies by platform)
• Paid campaigns: continuous during campaign window with creative refreshes every 2-4 weeks
• Webinars: monthly or quarterly depending on resources

#### Production Timeline Benchmarks

• Blog post: 3-5 business days (research, draft, review, publish)
• Email campaign: 2-3 business days (copy, design, test, send)
• Social media posts: 1-2 business days (draft, design, schedule)
• Landing page: 5-7 business days (copy, design, development, QA)
• Video content: 2-4 weeks (script, production, editing)
• Ebook/whitepaper: 2-4 weeks (outline, draft, design, review)

Budget Allocation Approaches

#### Percentage of Revenue Method

• Industry benchmark: 5-15% of revenue for marketing, with B2B typically at 5-10% and B2C at 10-15%
• Startups and growth-stage companies often invest 15-25% of revenue in marketing
• Within the marketing budget, allocate across brand (long-term) and performance (short-term)

#### Channel Allocation Framework A common starting framework (adjust based on goals and historical data):

#### Budget Optimization Principles

• Start with your highest-confidence channel and allocate 60-70% of paid budget there
• Reserve 15-20% for testing new channels or tactics
• Shift budget monthly based on performance data (do not set and forget)
• Account for production costs, not just media spend
• Include a 10-15% contingency for unexpected opportunities or overruns

Success Metrics by Campaign Type

#### Awareness Campaign

#### Lead Generation Campaign

#### Product Launch Campaign

#### Retention/Engagement Campaign

#### Event/Webinar Campaign

Output

Present the full campaign brief with clear headings and formatting. After the brief, ask:

"Would you like me to:

• Dive deeper into any section?
• Draft specific content pieces from the calendar?
• Create a competitive analysis to inform the messaging?
• Adjust the plan for a different budget or timeline?"