promotional-campaigns

name	promotional-campaigns
version	1.0.0
description	Create promotional campaigns and respond to competitor offers for CircleTel. Triggers: 'promo', 'promotional campaign', 'competitor offer', 'react to [X]', 'counter campaign', 'special offer', 'seasonal promotion', 'Black Friday', 'back to school', 'price match'.
dependencies	["brand-design","copywriting","competitor-alternatives"]

CircleTel Promotional Campaigns

Create promotional campaigns that drive customer acquisition while maintaining ≥25% gross margin discipline. React strategically to competitor offers with counter-positioning or value-add responses.

When This Skill Activates

This skill automatically activates when you:

• Create promotional campaigns for CircleTel products
• React to competitor offers or pricing moves
• Plan seasonal promotions (Black Friday, tax season, back to school)
• Need counter-campaign strategies against specific competitors
• Design special offers or limited-time deals
• Calculate promotional pricing to ensure margin compliance

Keywords: promo, promotional campaign, special offer, competitor offer, react to, counter campaign, price match, seasonal promotion, Black Friday, back to school, WiruLink, Rain, Afrihost, MTN, Vodacom, discount, limited time, bundle deal

Quick Reference

Need	Action
Create a campaign	Campaign Creation Framework
React to competitor	Competitor Response Framework
Check margin impact	Pricing Guardrails
Get templates	See references/campaign-templates.md
Competitor playbook	See references/competitor-playbook.md

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Campaign Creation Framework

Step 1: Define Campaign Objective

Objective Type	Goal	Metric
Acquisition	New customer sign-ups	Net new MRR, CAC
Upsell	Existing customers upgrade	ARPU increase
Win-back	Reactivate churned customers	Reactivation rate
Referral	Customer referrals	Referral conversion %
Seasonal	Capitalize on buying moments	Campaign period revenue
Competitive	Counter competitor moves	Market share defense

Step 2: Select Target Segment

Segment	Product Focus	Messaging Angle
SME (2-50 staff)	SkyFibre SMB	Productivity, reliability
SOHO/Freelancer	WorkConnect SOHO	Work-from-home, video calls
Office Parks	ParkConnect DUNE	Shared infrastructure, premium
Healthcare	ClinicConnect	Reliability-critical, compliance
Budget-conscious	AirLink FWA	Affordable entry point
Mobile workers	CircleConnect	Nationwide coverage

Step 3: Design the Offer

CRITICAL: Never discount below COS + 25% — See Pricing Guardrails

Offer Types (Best to Worst for Margin):

Type	Example	Margin Impact	Use When
Value-add	Free installation worth R2,500	Neutral (bundled cost)	Acquisition campaigns
Extended trial	First 2 months free (10mo commitment)	~17% revenue dilution	High LTV products
Speed boost	Free upgrade for 6 months	Low (minimal COS increase)	Upsell/retention
Bundle discount	10% off when adding Managed IT	Offset by additional MRR	Cross-sell
Price discount	15% off monthly fee	Direct margin hit	LAST RESORT only

Step 4: Validate Margin

Before finalizing ANY promotional price:

Effective Price = (Standard Price × Discount%) OR (Standard Price - Free Months Amortized)
Gross Margin = (Effective Price - COS Floor) / Effective Price × 100

IF Gross Margin < 25% → REJECT the offer
IF Gross Margin 25-30% → Requires MD approval
IF Gross Margin > 30% → Proceed

Example Calculation:

SkyFibre SMB 50/25: R1,899/mo
Offer: 2 months free on 12-month contract
Effective revenue: 10 × R1,899 ÷ 12 = R1,582.50/mo
COS Floor: R175.43
Gross Margin: (R1,582.50 - R175.43) / R1,582.50 = 88.9% ✓

Even with 2 free months, margin is healthy — PROCEED

Step 5: Create Campaign Assets

For each campaign, generate:

1. Campaign concept - Name, positioning, key message
2. Marketing copy - Use copywriting skill
3. Visual assets - Use brand-design skill for image prompts
4. Landing page brief - Hero, benefits, CTA
5. Sales enablement - Talking points, objection handling

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Competitor Response Framework

Step 1: Analyze the Competitor Offer

Question	Why It Matters
What's the actual price/offer?	Verify claims (often marketing spin)
What segment are they targeting?	Does it overlap with ours?
What's their technology?	Can we differentiate on capability?
What's the catch?	Fair usage, contract lock-in, hidden fees?
Is it sustainable for them?	Aggressive pricing may be short-term

Step 2: Choose Response Strategy

Strategy	When to Use	CircleTel Action
Differentiate	Technology gap exists	Lead with Tarana latency, reliability
Value-add	Price-sensitive segment	Bundle extras vs. matching price
Ignore	Different segment/geography	Focus on our strengths
Match	Direct competition, strategic account	MD approval required
Flank	Can't win head-on	Target adjacent segment

Step 3: Execute Counter-Campaign

For detailed competitor-specific playbooks, see references/competitor-playbook.md

Quick Response Template:

## Competitor: [Name]
## Their Offer: [Description]

### Our Counter-Position:
- **Lead with:** [Technology/service advantage]
- **Avoid:** [Don't compete on price alone]
- **Talking point:** "[Single memorable statement]"

### Recommended CircleTel Offer:
- Product: [X]
- Standard price: R[X]/mo
- Promotional offer: [Value-add, not discount]
- Campaign period: [X weeks]
- Target accounts: [X customers in segment]

### Margin Check:
- Effective price: R[X]/mo
- COS: R[X]
- Gross margin: [X]% ✓

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Pricing Guardrails

Cost of Sale (COS) Floors

Product	COS Floor	Min Price (25% margin)	Standard Price
SkyFibre SMB	R175.43	R234	R1,899-4,899
BizFibreConnect	~R150	R200	R1,699-4,373
AirLink FWA	~R100	R133	R599-1,699
ParkConnect DUNE	~R500/tenant	R667	R1,299-4,999
CircleConnect LTE	~R300	R400	Package-dependent
ClinicConnect	~R300	R400	R450

Note: COS excludes installation, CPE, and tower/site allocation. Full margin models in product specs.

Non-Negotiable Rules

1. ≥25% gross margin on ALL products — no exceptions without MD written approval
2. Installation revenue ≥ installation cost — never subsidize installation
3. Hardware amortization included in margin calculations
4. Value-adds preferred over price discounts
5. Contract term extension acceptable to offset promotions

Discount Approval Matrix

Discount Type	Max Without Approval	MD Approval Required
Free months (12mo contract)	2 months	3+ months
Price discount	10%	>10%
Installation waiver	Full waiver allowed	N/A
Speed boost (temp)	6 months	>6 months
Bundle discount	15%	>15%

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Seasonal Campaign Calendar

Period	Trigger	Focus Products	Typical Offer
Jan-Feb	New year, budget planning	SkyFibre SMB, Managed IT	"New year, new speed" - installation waiver
Mar-Apr	Tax season	SkyFibre SMB	"Tax season speed" - 1 month free
May-Jun	Mid-year	AirLink FWA	Entry-level campaigns
Aug-Sep	Back to school	WorkConnect SOHO	WFH setups, student discounts
Oct-Nov	Black Friday	ALL	Major seasonal push
Dec	Quiet period	Retention focus	Loyalty rewards

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Output Templates

When creating campaigns, structure output as:

Campaign Brief

## [Campaign Name]

**Objective:** [Acquisition/Upsell/Win-back/Seasonal/Competitive]
**Target Segment:** [Specific persona]
**Product(s):** [CircleTel product line]
**Campaign Period:** [Start] - [End]

### The Offer
[Clear description of promotional offer]

### Margin Validation
- Standard price: R[X]/mo
- Effective price: R[X]/mo (after promo)
- COS floor: R[X]
- Gross margin: [X]% [✓ or ✗]

### Key Messages
1. [Primary message]
2. [Supporting message]
3. [Urgency/CTA message]

### Required Assets
- [ ] Landing page copy (use copywriting skill)
- [ ] Social media posts
- [ ] Email sequence
- [ ] Sales one-pager
- [ ] AI image prompts (use brand-design skill)

### Success Metrics
- Target: [X] new customers / [X] MRR
- Tracking: [How we'll measure]

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Integration with Other Skills

Skill	When to Invoke	Purpose
brand-design	After campaign concept	Generate visual assets with correct branding
copywriting	For all campaign copy	Headlines, body copy, CTAs
competitor-alternatives	Deep competitive analysis	Detailed competitor positioning
email-sequence	Nurture campaigns	Multi-touch email flows

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Examples

Example 1: Black Friday Campaign

User: "Create a Black Friday campaign for SkyFibre SMB"

Response:

## SkyFibre SMB Black Friday 2026

**Objective:** Acquisition
**Target:** SMEs (2-50 staff) in Gauteng
**Product:** SkyFibre SMB 50/25
**Period:** 15 Nov - 30 Nov 2026

### The Offer
- FREE installation (worth R2,500)
- FREE router upgrade to premium Tarana unit
- First month at R999 (standard R1,899)
- 12-month commitment required

### Margin Validation
- Standard price: R1,899/mo
- Month 1: R999
- Months 2-12: R1,899
- Average: (R999 + R1,899×11) ÷ 12 = R1,824/mo
- COS: R175.43
- Gross margin: 90.4% ✓

### Key Messages
1. "50Mbps. Sub-5ms latency. Your Zoom calls will thank you."
2. "Enterprise-grade connectivity at SME prices"
3. "Black Friday only: R2,500 installation FREE"

Example 2: Competitor Response

User: "Rain is offering R399 unlimited 5G. How should we respond?"

Response:

## Competitor Analysis: Rain R399 Unlimited 5G

### Their Offer
- R399/mo unlimited 5G
- Network congestion issues widely reported
- No SLA, best-effort service
- Limited coverage (metro areas)

### Our Strategy: DIFFERENTIATE (don't price match)

Rain targets price-sensitive mobile users. Our SkyFibre SMB targets
businesses needing RELIABLE connectivity. Different segment — don't
compete on price.

### Counter-Position
- Lead with: "When your business depends on it, best-effort isn't good enough"
- Technology advantage: Tarana G1 = sub-5ms latency vs. 5G congestion
- Target: Businesses frustrated with 5G unreliability

### Recommended Campaign: "Reliability Over Promises"
- Product: SkyFibre SMB entry (50/25)
- Price: R1,899/mo (NO discount — we're premium)
- Value-add: Free installation + 30-day satisfaction guarantee
- Message: "Your video calls. Your cloud backups. Your business.
           Don't leave them to network congestion."

### Talking Points for Sales Team
1. "Rain's 'unlimited' has fair use caps at 50GB/day"
2. "5G tower sharing means congestion at peak times"
3. "We guarantee sub-5ms latency — can they?"
4. "Business SLA vs. consumer best-effort"

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Related Files

• references/competitor-playbook.md - Detailed competitor response strategies
• references/campaign-templates.md - Ready-to-use campaign templates
• references/pricing-guardrails.md - Full pricing rules and COS data
• products/solution-design.md - Master product/competitive reference

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Version: 1.0.0 Last Updated: 2026-03-01 Maintained By: CircleTel Product & Strategy