campaign-plan

name	campaign-plan
description	Plan marketing campaigns end-to-end: objectives, audience, channels, budget, timeline, creative brief, and success metrics. TRIGGER when: user says /campaign-plan, "plan a campaign", "marketing campaign", "campaign strategy", "launch plan".
argument-hint	[campaign goal or product/service name]
user-invocable	true

Campaign Plan

Plan and structure a complete marketing campaign from objective-setting through post-campaign analysis. Produces a ready-to-execute campaign document that aligns stakeholders, guides creative production, and defines measurable success.

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Process

Step 1 — Define Campaign Objective

Clarify the single primary objective and up to two secondary objectives. Every downstream decision flows from this.

Objective Type	Example	Primary KPI
Awareness	Launch new brand in market	Impressions, Reach
Consideration	Drive whitepaper downloads	Leads, CTR
Conversion	Increase trial sign-ups by 30%	Sign-ups, CPA
Retention	Re-engage churned users	Reactivation rate
Advocacy	Generate customer referrals	Referral count, NPS

Ask the user:

• What is the single most important outcome?
• Is there a revenue or pipeline target attached?
• What does failure look like?

Step 2 — Identify Target Audience

Build one or more audience segments with enough detail to inform channel selection and creative tone.

For each segment, capture:

Field	Detail
Segment name	e.g., "Mid-market SaaS CTOs"
Demographics	Age range, title, company size, geography
Psychographics	Pain points, motivations, objections
Current awareness	Unaware / Problem-aware / Solution-aware / Product-aware
Preferred channels	Where they spend attention
Decision triggers	What moves them to act

If the user provides minimal input, infer reasonable defaults and flag assumptions explicitly.

Step 3 — Select Channels and Tactics

Map channels to the audience and objective. Use the matrix below as a starting framework.

Channel	Best For	Typical CPM/CPC	Lead Time
Paid Search (Google Ads)	High-intent conversion	$1-8 CPC	1-2 weeks
Paid Social (LinkedIn)	B2B awareness & leads	$6-12 CPC	1-2 weeks
Paid Social (Meta)	B2C awareness & retargeting	$0.50-3 CPC	1 week
Email (owned list)	Nurture & retention	~$0 marginal	3-5 days
Content / SEO	Long-term organic traffic	$0 marginal	2-6 months
Influencer / Creator	Trust & reach in niche	Varies widely	3-6 weeks
Events / Webinars	Pipeline & relationships	$2K-50K per event	4-8 weeks
PR / Media	Credibility & reach	Agency retainer	4-8 weeks
Direct Mail	Account-based marketing	$5-25 per piece	3-4 weeks

For each selected channel, specify:

1. Tactic (e.g., "LinkedIn Sponsored Content — single image ads")
2. Audience targeting parameters
3. Creative requirements (format, dimensions, copy length)
4. Expected volume and cost

Step 4 — Set Budget and Allocate

Provide a budget breakdown table:

Line Item	Estimated Cost	% of Total	Notes
Paid media spend
Creative production
Tools / Software
Agency / Freelancer fees
Events / Sponsorships
Contingency (10-15%)
Total		100%

Rules of thumb:

• Allocate 60-70% to the top 2 channels by expected ROI.
• Reserve 10-15% for testing new channels or creative variants.
• Include a contingency buffer of 10-15%.

Step 5 — Build Timeline

Create a phased timeline with owners and dependencies.

Phase	Duration	Key Activities	Owner	Dependencies
Planning	Week 1-2	Brief sign-off, audience research	Marketing lead	Stakeholder alignment
Creative Production	Week 2-4	Copy, design, landing pages	Creative team	Approved brief
Setup & QA	Week 4-5	Ad accounts, tracking pixels, UTMs	Growth/Ops	Creative assets ready
Soft Launch	Week 5	Small-budget test flight	Growth	QA sign-off
Full Launch	Week 6-8	Scale spend, monitor daily	Growth	Soft launch learnings
Optimization	Week 8-10	A/B tests, bid adjustments, reallocation	Growth	Performance data
Wrap-up & Report	Week 11-12	Post-mortem, final report	Marketing lead	Campaign end

Step 6 — Write the Creative Brief

Produce a concise creative brief document:

CREATIVE BRIEF
==============
Campaign name:
Objective:
Target audience:
Key message (single sentence):
Supporting proof points (up to 3):
Desired action (CTA):
Tone & style:
Mandatory inclusions (logos, disclaimers, legal):
Deliverables list:
Due date:

Step 7 — Define Success Metrics and Reporting

Metric	Target	Measurement Tool	Reporting Cadence
Impressions		Ad platform	Weekly
Click-through rate (CTR)		Ad platform	Weekly
Cost per click (CPC)		Ad platform	Weekly
Leads / Sign-ups		CRM / Analytics	Weekly
Cost per acquisition (CPA)		Calculated	Bi-weekly
Conversion rate		Analytics	Bi-weekly
Revenue attributed		CRM	Monthly
ROAS / ROI		Calculated	End of campaign

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Output Format

Return the campaign plan as a structured document with these sections:

1. Executive Summary — 3-5 sentences covering objective, audience, channels, budget, and timeline.
2. Objective & KPIs — Table of primary and secondary objectives with targets.
3. Target Audience — Segment profiles.
4. Channel Strategy — Channel-tactic matrix with rationale.
5. Budget — Allocation table.
6. Timeline — Gantt-style phase table.
7. Creative Brief — Filled-in brief template.
8. Measurement Plan — Metrics table with targets and tools.
9. Risks & Mitigations — Top 3-5 risks with contingency actions.

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Quality Checklist

• Objective is specific, measurable, and time-bound
• Audience segments have enough detail to guide targeting and creative
• Channel selection is justified by audience behavior, not habit
• Budget includes contingency and testing allocation
• Timeline has clear owners and dependencies
• Creative brief is complete and actionable
• Every KPI has a target number, not just a metric name
• Risks are identified with concrete mitigations
• UTM and tracking plan is specified
• Legal / compliance requirements are noted (disclaimers, opt-outs, GDPR)

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Edge Cases

• No budget provided: Ask for at least a range. If none given, produce a plan at three tiers (low / medium / high) with trade-offs explained.
• Vague objective ("grow the brand"): Push back with clarifying questions. If the user insists, default to an awareness objective with reach and impression KPIs, and note the ambiguity.
• Single-channel request: Still produce the full plan but focus depth on that channel. Suggest one complementary channel with rationale.
• Very short timeline (< 2 weeks): Flag that paid media learning periods and creative production may be compressed. Recommend simplified creative and higher initial bids.
• Regulated industry (finance, healthcare, alcohol): Add a compliance review step to the timeline and flag industry-specific ad policies (e.g., Meta financial services restrictions, HIPAA).
• International / multi-market campaigns: Add localization requirements, time-zone considerations, and per-market budget splits.
• No existing audience data: Recommend a discovery phase with broad targeting and rapid iteration before committing full budget.