campaign-planner

# Campaign Planner Generate a comprehensive Meta Ads campaign proposal for any brand, based on their products, positioning, and competitor learnings. ## Dynamic Workflow orchestration This skill assembles a proposal from several **distinct analytical units** that are stronger verified independently than written linearly. Treat it as a fan-out, not a single pass. 1. **Plan** — From the brand bible + competitor analysis, enumerate the units to build: `funnel-strategy`, `landing-pages`, `ad-creatives`, `budget+testing`. Set a rubric per unit (e.g. funnel = every product-ladder tier mapped to a stage; budget = sums to 100%). 2. **Parallel fan-out** — Build the four units concurrently (file-disjoint, R-SCOPE). Each unit draws only on the supplied brand/competitor evidence, not invented facts. 3. **Adversarial verify (2-of-3)** — Pass each unit through 3 lenses; accept only on 2-of-3: (a) **Strategist** — does the funnel logic hold; do TOFU/MOFU/BOFU intents match the offers? (b) **Performance buyer** — is the budget split + testing cadence realistic; CAC/ROAS sane? (c) **Brand/voice** — do creatives + scripts match the brand bible voice and the offer ladder? A unit that fails 2 lenses is rebuilt, not patched over. 4. **Loop-until-dry** — If the offer ladder or competitor set is open-ended, keep generating creative concepts per stage until no new differentiated angle survives the verify lenses (avoid duplicate hooks). Bounded sets (fixed budget, fixed ladder) run a single pass. 5. **Synthesize** — Merge the verified units into ONE coherent proposal (md + html). Synthesis is your own job: reconcile cross-unit conflicts (e.g. a creative that promises an offer the budget doesn't fund), never paste unit drafts side by side. > Single-voice exception: the *video scripts and ad copy inside* a creative unit are written > in one continuous brand voice — do NOT split a single script across lenses or sub-writers. > Fan-out is for the strategy/units; each individual script stays one voice. ## Output contract & verification **Produces (exactly):** - `{brand}-campaign-proposal.md` and `{brand}-campaign-proposal.html` - Both contain: executive summary, funnel strategy + diagram, landing-page recommendations, 6-10 ad-creative cards (full scripts, no placeholders), budget allocation, testing plan, approval checklist. **VERIFY before declaring done (grade against the rubric, not vibes):** - [ ] Both files exist and open; HTML renders without broken template blocks. - [ ] Budget percentages across TOFU/MOFU/BOFU sum to 100%. - [ ] Every product-ladder tier maps to at least one funnel stage + one creative. - [ ] Every video script has real dialogue (zero `[placeholder]` / `TODO` / `Lorem`). - [ ] Every claim, stat, or competitor pattern traces to the brand bible or competitor analysis input — **no invented numbers, testimonials, logos, or results** (R-CITE). If a number is illustrative, label it "estimate" with its assumption. **Guardrail — evidence, not hallucination:** This is a *proposal*, not a fabricated case study. Use only facts present in the supplied inputs. Missing input (no competitor analysis, no ICP) → state the gap and proceed with the best-available default; never fill it with fiction. ## Prerequisites Before running this skill, you should have: 1. **Brand Bible** — Run `/website_brand_analysis` first, or have existing brand guidelines 2. **Competitor Analysis** (optional but recommended) — Run `/meta_ads_analyser` on 1-2 competitors to identify winning patterns ## Inputs | Input | Source | Required | |-------|--------|----------| | Brand guidelines | Brand bible or `/website_brand_analysis` output | ✅ Yes | | Product ladder | From brand bible (pricing, tiers) | ✅ Yes | | Competitor analysis | From `/meta_ads_analyser` output | ⭕ Recommended | | Target audience | From brand bible ICP section | ✅ Yes | | Existing assets | Landing pages, lead magnets, etc. | ⭕ Optional | ## Workflow ### Phase 1: Gather Context 1. **Load brand bible** — Products, pricing, voice, visual style 2. **Load competitor analysis** (if available) — Winning patterns, funnel structures 3. **Identify product ladder** — Free → Low-ticket → High-ticket → Enterprise 4. **Note existing assets** — What landing pages/lead magnets already exist? ### Phase 2: Design Funnel Strategy Map the customer journey: ``` TOFU (Cold Traffic) ├── Lead magnets (quiz, free course, valuable content) ├── Goal: Email capture, pixel building └── Budget: 50-60% MOFU (Warm Traffic — Retargeting) ├── Low-to-mid ticket offers ├── Goal: First purchase, course sales └── Budget: 30-40% BOFU (Hot Traffic — High Intent) ├── High-ticket / enterprise offers ├── Goal: Sales calls, team deals └── Budget: 10-15% ``` ### Phase 3: Define Landing Pages For each funnel stage, recommend landing pages: **TOFU Landing Pages:** - Quiz/assessment pages (high conversion, low friction) - Free course/lead magnet pages - Tutorial/value content pages **MOFU Landing Pages:** - Paid traffic variants of product pages - More aggressive than organic pages - Include: price anchoring, urgency, testimonials **BOFU Landing Pages:** - Existing sales pages - "Book a call" pages - Case study pages ### Phase 4: Design Ad Creatives Create 6-10 ad concepts across the funnel: **TOFU Ads (3-4 creatives):** - Video: Hook + problem + free offer CTA (25-35s) - Image: Native/organic style (doesn't look like ad) - Carousel: Value bomb / tutorial teaser **MOFU Ads (2-3 creatives):** - Video: Identity + agitation + solution + proof (30-40s) - Image: Price anchoring, transformation **BOFU Ads (1-2 creatives):** - Video: Case study, results-focused (35-45s) - Image: Social proof, consultation CTA ### Phase 5: Write Video Scripts For each video ad, write a full script with: ``` [TIMESTAMP] SECTION NAME "Dialogue / voiceover text" Visual notes: What's on screen ``` **Script structure:** 1. **Hook (0-3s)** — Pattern interrupt, curiosity, or identity call-out 2. **Problem (3-10s)** — Agitate the pain point 3. **Solution (10-20s)** — Introduce the offer 4. **Proof (20-30s)** — Testimonials, numbers, credibility 5. **CTA (last 5s)** — Clear next step ### Phase 6: Define Image Ad Concepts For each image ad, describe: - **Concept** — What style/approach - **Text on image** — Actual copy - **Visual notes** — Design direction - **Landing page** — Where it drives **Image styles that work:** - Native/organic (notebook, text post) - Bold claim + price - Before/after - Tutorial preview - Quote/testimonial ### Phase 7: Budget & Testing Plan **Budget allocation:** - TOFU: 50-60% - MOFU: 30-40% - BOFU: 10-15% **Testing phases:** 1. Weeks 1-2: TOFU testing, find winning lead magnet 2. Weeks 3-4: MOFU activation, first sales 3. Weeks 5-8: Optimization, scaling winners ### Phase 8: Generate Outputs Create two files: 1. **Markdown** — `{brand}-campaign-proposal.md` 2. **HTML** — `{brand}-campaign-proposal.html` Both should include: - Executive summary - Funnel strategy with diagram - Landing page recommendations - Ad creative cards (with scripts/concepts) - Budget allocation - Testing plan - Approval checklist **Save to:** `~/clawd/output/` > Portability: `~/clawd/output/` is the VPS default. On any other host, save to the project's > output dir (or the current working directory) — the path is a convention, not a hard dependency. ### Phase 9: Deliver & Get Approval Send both files to user with summary: - Number of landing pages proposed - Number of ad creatives - Key strategic decisions to approve **Include approval checklist:** 1. ✅/❌ Overall funnel strategy 2. ✅/❌ Landing page concepts 3. ✅/❌ Ad creative concepts 4. ✅/❌ Video scripts 5. ✅/❌ Budget allocation **Wait for approval before creating actual assets.** ## Output Format ### Markdown Structure ```markdown # {Brand} Meta Ads Campaign Proposal ## Executive Summary [Overview, approach, asset count] ## Strategic Framework [Competitor learnings, product ladder, funnel structure] ## Proposed Landing Pages [For each page: URL, purpose, structure, key elements] ## Proposed Ad Creatives ### TOFU Ads [Ad cards with scripts/concepts] ### MOFU Ads [Ad cards with scripts/concepts] ### BOFU Ads [Ad cards with scripts/concepts] ## Creative Summary [Table of all ads] ## Budget Allocation [Percentages and reasoning] ## Testing Plan [Phased approach] ## Assets to Create [Checklist] ## Approval Checklist [Items for client to approve] ``` ### HTML Structure Use template at `templates/proposal-template.html`: - Clean white background, doc-like styling - Funnel diagrams (text-based) - Script blocks with timestamps - Image ad mockups (styled divs) - Badge system for TOFU/MOFU/BOFU - Approval checklist section ## Patterns from Competitor Analysis When competitor analysis is available, apply these patterns: | Pattern | How to Apply | |---------|--------------| | Quiz/assessment TOFU | Create a quiz lead magnet if none exists | | Credibility stacking | Add logos/credentials in first 10s of video | | Two-tier funnel | Separate cold and warm audiences clearly | | Native creative | Include at least one "doesn't look like an ad" image | | Identity-driven copy | Use "you're the kind of person who..." language | | Price anchoring | Compare low-ticket to high-ticket alternative | ## Example Funnel Structures ### Education/Course Business ``` FREE: Crash course / Quiz / Tutorials €200-500: Beginner course €500-1000: Advanced course €5k+: Coaching / Team training ``` ### SaaS Business ``` FREE: Trial / Freemium / Lead magnet €50-200/mo: Individual plan €200-500/mo: Team plan €1k+/mo: Enterprise ``` ### Agency/Services ``` FREE: Audit / Assessment / Calculator €500-2k: Entry service / Workshop €5-20k: Main service package €50k+: Retainer / Enterprise ``` ## Integration with Other Skills This skill works best when combined with: 1. **`/website_brand_analysis`** — Generate brand bible first 2. **`/meta_ads_extractor`** → **`/meta_ads_analyser`** — Analyze competitor ads 3. After approval: Create assets (landing pages, video scripts, images) ## Tips for Better Proposals 1. **Lead with strategy, not tactics** — Explain the funnel logic before listing ads 2. **Show the math** — If possible, estimate CAC, LTV, ROAS 3. **Include native creative** — At least one ad that doesn't look like an ad 4. **Write real scripts** — Don't leave placeholders, write actual dialogue 5. **Make approval easy** — Clear checklist at the end 6. **Visual mockups help** — Even text-based mockups of image ads