| name | campaign-planner |
| description | Synthex campaign planning enforcer. NEVER produce generic Mon-announcement, Wed-educational, Fri-promotional calendar arcs, or fill slots with placeholder content types without brand-specific reasoning. ALWAYS derive the content arc from the brand's DNA and campaign goal, vary cadence by platform, and name the specific hook angle for every calendar slot. Activate on ANY request to plan a campaign, build a content calendar, schedule posts, or map out a 30/60/90-day content strategy. |
| metadata | {"author":"synthex","version":"1.0","engine":"synthex-ai-agency","type":"capability-uplift-content","triggers":["content calendar","content plan","30 day plan","60 day plan","90 day plan","monthly content","quarterly campaign","posting schedule","what should I post","campaign planner","plan posts","schedule content","content strategy"]} |
| context | fork |
Campaign Planner
Purpose
Strategic content calendar builder. Takes a brand's Business DNA, a campaign goal,
and a timeframe — returns a structured posting schedule with weekly themes, content
hooks, post types, and AI-suggested posting times. Feeds directly into Synthex's
scheduling system for batch content creation and auto-publishing.
Workflow
1. Collect campaign parameters (see input collection below)
2. Load Business DNA for brand context
3. Generate calendar structure (weeks → themes → post slots)
4. Assign content types and hooks to each slot
5. Suggest optimal posting times per platform
6. Output as structured calendar + offer to generate content for each slot
Campaign Input Collection
Collect from user before planning:
CAMPAIGN PARAMETERS
Goal: [product launch / brand awareness / lead generation / seasonal / retention]
Duration: [30 / 60 / 90 days] — start date: [DD/MM/YYYY]
Platforms: [which platforms, or use all from Business DNA]
Frequency: [posts per week per platform — recommend 3-5 for most SMBs]
Key dates: [any launches, events, or deadlines within the period]
Budget: [organic only / includes paid ads]
CTA: [primary action — book / buy / DM / visit]
Calendar Structure
Phase Framework (30-day example)
| Week | Phase | Theme Focus | Content Mix |
|---|
| Week 1 | Awareness | Brand story + problem statement | 60% educational, 40% brand |
| Week 2 | Interest | Solution + benefits | 50% value, 30% social proof, 20% CTA |
| Week 3 | Desire | Outcomes + transformation | 40% social proof, 40% CTA, 20% educational |
| Week 4 | Action | Urgency + conversion | 60% CTA, 30% social proof, 10% brand |
For 60-day plans: repeat the cycle with a different campaign angle in weeks 5-8.
For 90-day plans: add weeks 9-12 as retention/community phase.
Content Type Mix (per week)
Healthy content mix across all SMB accounts:
| Type | % of Posts | Purpose |
|---|
| Educational (tips, how-to) | 30% | Builds authority and saves/shares |
| Brand/story | 20% | Builds trust and connection |
| Social proof (reviews, results, case studies) | 20% | Converts consideration to intent |
| Promotional (offer, CTA) | 20% | Drives direct revenue |
| Community (questions, polls, UGC) | 10% | Builds engagement and algorithm reach |
Platform Cadence (recommended for SMBs)
| Platform | Posts/Week | Best Days | Best Times (AEST) |
|---|
| LinkedIn | 3-4 | Tue, Wed, Thu | 7-9am, 12-1pm |
| Instagram | 4-5 | Mon, Wed, Fri, Sat | 7-9am, 6-8pm |
| Facebook | 3-4 | Wed, Thu, Fri | 9-11am, 1-3pm |
| TikTok | 5-7 | Daily | 7-9am, 7-10pm |
| X/Twitter | 5-7 | Weekdays | 8-10am, 12-1pm, 5-6pm |
| YouTube | 1-2 | Wed, Sat | 12-3pm, 6-9pm |
Times are suggestive — override with actual engagement data from Synthex analytics
once available for the user's specific audience.
Calendar Output Format
Deliver as a structured week-by-week plan:
──────────────────────────────────────────
CONTENT CALENDAR — [Brand Name]
Period: [start date] → [end date] | Goal: [goal]
──────────────────────────────────────────
WEEK 1 — THEME: [theme name]
Focus: [week focus statement]
MON [date]
LinkedIn: Educational post — "3 ways [brand solves problem]"
Instagram: Brand story — "[founder/team moment]"
WED [date]
LinkedIn: Case study hook — "[client result in numbers]"
Instagram: Tip carousel — "[3-5 tips related to USP]"
Facebook: Community question — "[discussion starter]"
FRI [date]
Instagram: Social proof — "[review or result]"
TikTok: "[quick tip or behind-the-scenes script]"
X: Thread — "[educational thread on core topic]"
WEEK 2 — THEME: [theme name]
...
──────────────────────────────────────────
CAMPAIGN SUMMARY
Total posts: [count] | Platforms: [count]
Content types: [breakdown]
Key conversion dates: [list]
──────────────────────────────────────────
→ Generate content for all slots?
→ Or start with Week 1 only?
Batch Content Generation
After calendar approval, offer to generate content for each slot:
- Call
brand-campaign-generator skill for each week as a batch
- Score all generated content via
lib/ai/content-scorer.ts
- Flag any posts scoring below 75 for human review
- Pre-schedule approved posts via
POST /api/schedule
Key Content Hooks by Goal
Product Launch:
- Week 1: Tease ("something's coming")
- Week 2: Reveal + benefits
- Week 3: Social proof + early access
- Week 4: Launch day + urgency + FOMO
Brand Awareness:
- Rotate: founder story → customer story → educational → behind the scenes
Lead Generation:
- Lead magnet → social proof → FAQ → offer → testimonial → offer
Seasonal:
- Pre-season (awareness) → peak (conversion) → post-season (retention)
Reference
- Business DNA:
.claude/skills/business-dna/
- Content generation:
.claude/skills/brand-campaign-generator/
- Platform adaptor:
.claude/skills/platform-content-adaptor/
- Scheduling API:
app/api/schedule/
- Analytics (for timing optimisation):
app/api/analytics/
Capability Uplift — Override Defaults
NEVER produce the default Mon/Wed/Fri three-pillar calendar (announce,
educate, promote) applied generically across all brands. Never fill a calendar
slot with "Educational post" without specifying what topic, what angle, and
what platform-specific hook it uses.
INSTEAD every calendar slot specifies:
- Platform (LinkedIn ≠ Instagram — different cadences)
- Hook angle (the specific opening line concept, not just "educational")
- Content pillar it belongs to (from Business DNA)
- CTA direction (what action this piece drives)
Cadence varies by platform: LinkedIn 3×/week max, Instagram daily is fine,
TikTok 1–2×/day is normal, Facebook 4×/week max, X/Twitter up to 3×/day.
REFERENCE .claude/skills/synthex-standards/references/content-standards.md
