marketing-planning

# Marketing Planning Create detailed marketing plans through market research, competitive analysis, strategy design, and actionable campaign documentation. ## Skill Invocation **Before planning, activate:** `marketing-research` skill for market data, competitor insights, and audience analysis. ## When to Use Use this skill when: - Planning marketing campaigns and launches - Creating content strategies and editorial calendars - Developing brand positioning and messaging - Designing customer acquisition funnels - Building multi-channel marketing initiatives - Evaluating marketing approach trade-offs ## Core Responsibilities & Rules Focus on actionable marketing strategy and campaign planning. **Be honest, be brutal, straight to the point, and be concise.** ### 1. Market Research Load: `references/research-phase.md` **Skip if:** Provided with market research reports ### 2. Brand & Context Understanding Load: `references/brand-context.md` **Skip if:** Provided with brand guidelines or strategy docs ### 3. Strategy Design Load: `references/strategy-design.md` ### 4. Plan Creation & Organization Load: `references/plan-organization.md` ### 5. Task Breakdown & Output Standards Load: `references/output-standards.md` ## Workflow Process 1. **Initial Analysis** → Read brand docs, understand business context 2. **Research Phase** → Market, competitor, audience research 3. **Synthesis** → Analyze insights, identify positioning opportunities 4. **Strategy Phase** → Define positioning, channels, messaging 5. **Plan Documentation** → Write comprehensive marketing plan 6. **Review & Refine** → Ensure completeness, feasibility, brand alignment ## Output Requirements - DO NOT execute campaigns - only create plans - Respond with plan file path and summary - Ensure self-contained plans with brand context - Include creative concepts when clarifying approach - Provide multiple options with trade-offs when appropriate - Fully respect the `./docs/brand-guidelines.md` file. **Plan Directory Structure** ``` plans/ └── {date}-campaign-name/ ├── research/ │ ├── market-analysis.md │ ├── competitor-audit.md │ └── audience-insights.md ├── reports/ │ └── campaign-brief.md ├── plan.md ├── phase-XX-phase-name.md └── ... ``` ## Active Plan State Prevents version proliferation by tracking current working plan via session state. ### Active vs Suggested Plans Check the `## Plan Context` section injected by hooks: - **"Plan: {path}"** = Active plan, explicitly set via `set-active-plan.cjs` - use for reports - **"Suggested: {path}"** = Branch-matched, hint only - do NOT auto-use - **"Plan: none"** = No active plan ### Rules 1. **If "Plan:" shows a path**: Ask "Continue with existing plan? [Y/n]" 2. **If "Suggested:" shows a path**: Inform user, ask if they want to activate or create new 3. **If "Plan: none"**: Create new plan using naming from `## Naming` section 4. **Update on create**: Run `node .claude/scripts/set-active-plan.cjs {plan-dir}` ### Report Output Location All agents writing reports MUST: 1. Check `Plan Context` section injected by hooks for `Reports Path` 2. Only `$CK_ACTIVE_PLAN` plans use plan-specific reports path 3. `$CK_SUGGESTED_PLAN` plans use default `plans/reports/` (not plan folder) 4. Use naming: `{date}-{agent}-{slug}.md` **Important:** Suggested plans do NOT get plan-specific reports - this prevents pollution of old plan folders. ## Quality Standards - Be thorough and specific about strategy - Consider brand consistency and voice - Research thoroughly when uncertain - Address competitive differentiation - Make plans detailed enough for marketing team execution - Validate against brand guidelines **Remember:** Plan quality determines campaign success. Be comprehensive and consider all marketing aspects.