| name | campaign-planning |
| description | Plan marketing campaigns with objectives, audience segmentation, channel strategy, content calendars, and success metrics |
| type | reference |
| version | 1.0.0 |
| category | business |
| last_updated | "2026-02-03T00:00:00.000Z" |
| source | https://github.com/anthropics/knowledge-work-plugins |
| related_skills | ["performance-analytics","brand-voice"] |
| capabilities | [] |
| requires | [] |
| see_also | [] |
| tags | [] |
Campaign Planning Skill
Frameworks and guidance for planning, structuring, and executing marketing campaigns.
Campaign Framework: Objective, Audience, Message, Channel, Measure
Every campaign should be built on this five-part framework:
1. 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.
2. 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?
3. Message
Craft the core message and supporting points:
- 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
- Differentiation: what makes your offering different from alternatives
Message hierarchy:
- Why should I care? (addresses the pain point or opportunity)
- What is the solution? (positions your offering)
- Why you? (differentiates from alternatives)
- What should I do? (call to action)
4. Channel
Select channels based on where your audience is, not where you are most comfortable.
5. Measure
Define how you will know the campaign worked.
Channel Selection Guide
Owned Channels
