| name | campaign-brief-generator |
| description | Generate a complete marketing campaign brief from a launch goal, ICP, and product context. Pure reasoning skill. Outputs channel plan, messaging angles, content types, timeline, and success metrics. Designed for seed/Series A founders and small GTM teams who aren't professional marketers but need to run focused campaigns. No scripts — pure reasoning.
|
| tags | ["content"] |
Campaign Brief Generator
Pure reasoning skill. Takes a campaign goal, ICP, and product context — and produces a complete, actionable campaign brief a small team can actually execute.
Built for: Founders doing their own marketing. First marketing hires. GTM teams without a dedicated strategist. The output should be opinionated and specific, not a generic template.
When to Use
- "Help me plan a campaign for [launch / feature / segment]"
- "We're targeting [ICP], what channels and content should we run?"
- "I need a 30-day campaign plan"
- "We're launching [product/feature] — help me plan the GTM"
- "Write me a campaign brief for [goal]"
Phase 0: Intake
Ask all questions in one go, grouped cleanly. This is a fast skill — don't make it feel like a form.
Campaign Context
- Goal — What does success look like in 30/60/90 days? (e.g., "50 signups from developer audience", "10 demos booked with Series B startups", "3 media mentions")
- Trigger — What's prompting this campaign? (product launch, new feature, new segment, funding, competitive threat, slow quarter)
- Timeline — How long should the campaign run? When should it start?
Audience
- ICP — Who exactly are you targeting? (Title, company type, stage, geography)
- Where do they hang out? — Channels they actively use (LinkedIn, Slack communities, specific newsletters, Twitter/X, etc.)
- What's their current pain? — The specific problem your product solves for them right now
Product & Positioning
- What are you promoting? — Specific product, feature, or offer (free trial, case study, webinar, etc.)
- Core value prop — In one sentence: what do you do and why does it matter?
- Social proof available — Customer logos, case study metrics, review quotes, press mentions
- What are you NOT — Key competitor or alternative you want to differentiate from
Constraints
- Team size — Who's executing this? (founder only, 1 marketer, SDR+marketing, etc.)
- Budget — Rough range for paid/sponsored channels (or "zero — organic only")
- Existing assets — What do you already have? (blog posts, case studies, demo video, email list)
Phase 1: Channel Strategy
Based on intake answers, recommend 2-4 primary channels. For seed/Series A, resist suggesting more than 4 — execution quality beats channel breadth.
Channel Selection Criteria
| Channel | Best For | Minimum Resource |
|---|
| Founder LinkedIn | Thought leadership, top-of-funnel awareness | 3 posts/week, 30 min/day |
| Cold email (outbound) | Direct pipeline from ICP list | SDR or founder time + Smartlead |
| LinkedIn ads | Targeted awareness with limited list | $1,000+/month budget |
| Community engagement | Slack/Discord communities where ICP is active | 1 hour/day, no budget |
| Content SEO | Long-term inbound, compounding | 2 posts/week, 2-3 month horizon |
| Newsletter sponsorship | Reaching existing engaged audiences | $500-5,000/newsletter |
| Product Hunt | Developer/startup audience, launch moment | 2 weeks prep, launch day hustle |
| Event/conference | High-intent networking, deal acceleration | Attendance + budget |
| Partner co-marketing | Shared audiences, low-cost reach | Partnership agreement |
For each recommended channel, specify:
- Primary role: Awareness / Consideration / Conversion
- Expected output: What does success look like on this channel?
- Estimated effort: Hours per week + budget
- Who owns it: Which team member
Phase 2: Messaging Architecture
Define 3 core messages for the campaign — the angles you'll repeat across channels.
Message Structure
For each core message:
Message: [1-sentence core claim]
Evidence: [proof point — metric, case study, quote]
For: [which ICP segment this resonates with most]
Channel fit: [best channel(s) to deploy this message]
Messaging Hierarchy
| Level | Message | Example |
|---|
| Primary (use everywhere) | Core positioning statement | "The only [category] built for [ICP]" |
| Secondary A (proof-driven) | Customer outcome story | "[Customer] 3x'd pipeline in 30 days" |
| Secondary B (contrast) | Differentiation from status quo | "Unlike [category], we [differentiator]" |
Phase 3: Content Plan
Map specific content pieces to the channel plan. Be concrete — give working titles, not just "write some blog posts."
Content Calendar Format
| Week | Channel | Content Piece | Format | Owner | Goal |
|---|
| Week 1 | LinkedIn | "[Working Title]" | Insight post | Founder | 500 impressions |
| Week 1 | Cold email | Launch sequence (Touch 1) | Email | SDR | 20 demos booked |
| Week 2 | LinkedIn | "[Working Title]" | Case study post | Marketing | 200+ reactions |
| Week 2 | Blog | "[Working Title]" | How-to post | Marketing | 50 organic visits |
| ... | | | | | |
Content types for seed/Series A (in order of leverage):
- Founder insight post (LinkedIn) — personal brand + thought leadership
- Customer story/result (any channel) — social proof
- Contrarian take / hot take — engagement bait
- How-to / tactical guide — ICP utility value
- Launch announcement — news peg for outreach
Phase 4: Success Metrics
Define KPIs before the campaign starts. Split by phase:
| Metric | Target | How to Measure |
|---|
| Awareness | [N] LinkedIn impressions | LinkedIn Analytics |
| Consideration | [N] profile visits / email opens | LinkedIn, Smartlead |
| Conversion | [N] signups / demos / replies | CRM / product analytics |
| Quality | [N%] ICP match on conversions | Manual tagging |
North star for this campaign: [single most important metric]
Phase 5: Output Format
# Campaign Brief — [Campaign Name]
Created: [DATE] | Owner: [Name]
## Goal
[1-sentence goal with number and timeline]
## ICP Target
[2-3 sentences: who, what pain, why now]
## Timeline
Start: [date] | End: [date] | Review: [midpoint date]
---
## Channel Strategy
### Channel 1: [Name]
- Role: [Awareness/Consideration/Conversion]
- Effort: [hours/week + budget]
- Owner: [person]
- Success metric: [what good looks like]
### Channel 2: [Name]
...
---
## Core Messages
### Primary
> "[message]"
Evidence: [proof]
### Secondary A
> "[message]"
Evidence: [proof]
### Secondary B
> "[message]"
Evidence: [proof]
---
## Content Calendar (Weeks 1-4)
| Week | Channel | Content | Format | Owner |
|------|---------|---------|--------|-------|
...
---
## Success Metrics
| Metric | Target | Owner |
|--------|--------|-------|
...
**North star:** [metric]
---
## What We're NOT Doing
(Scope constraints to prevent scope creep)
- Not running [channel] — not enough budget/time
- Not targeting [segment] — outside ICP for this campaign
- Not launching [content type] — need [prerequisite] first
---
## Assets Needed Before Launch
- [ ] [Asset 1] — Owner: [name] — Due: [date]
- [ ] [Asset 2] — ...
Save to clients/<client-name>/campaigns/[campaign-slug]/brief.md.
Tools Required
None. Pure reasoning. Works with any LLM agent.
Trigger Phrases
- "Write a campaign brief for [launch/goal]"
- "Help me plan a campaign targeting [ICP]"
- "We're launching [thing] — give me a campaign plan"
- "I have [N] weeks and [budget] — what campaign should I run?"
