name	marketing-campaign-planning
description	Legacy fallback for high-level campaign PM structure. Prefer launch-strategy for launch execution and canonical Core 9 skills for channel work. Use this template when a generic campaign framework is explicitly needed.

Campaign Planning Skill

Frameworks and methodologies for planning, executing, and measuring effective marketing campaigns.

Campaign Framework: Objective, Audience, Message, Channel, Measure

Every campaign should be built on this five-part framework:

Objective: What are you trying to achieve? (SMART goals: Specific, Measurable, Achievable, Relevant, Time-bound)
Audience: Who are you trying to reach? (Demographics, psychographics, behavioral data)
Message: What is the core message and supporting points?
Channel: Where will you reach them? (Owned, earned, and paid channels)
Measure: How will you know if you succeeded? (Primary and secondary KPIs)

Objective Setting

Common Campaign Objectives

Brand Awareness: Increasing recognition and reach
Demand Generation: Generating interest and leads
Customer Acquisition: Converting leads into customers
Product Launch: Introducing a new product or feature
Customer Retention: Increasing loyalty and reducing churn
Event Promotion: Driving registrations and attendance

SMART Goal Examples

"Generate 500 qualified leads from mid-market SaaS companies by the end of Q3."
"Increase brand awareness by 15% among target accounts in the UK market within six months."
"Achieve 1,000 webinar registrations for the October product launch event."

Audience Targeting

Audience Definition Levels

Total Addressable Market (TAM): Everyone who could potentially use your product
Serviceable Addressable Market (SAM): The portion of TAM you can actually reach
Target Segment: The specific group this campaign is designed for
Ideal Customer Profile (ICP): The characteristics of the companies you want to target
Buyer Personas: The individuals within those companies you need to influence

Persona Framework

For each target persona, define:

Role/Title: Their position in the organization
Goals: What they are trying to achieve
Challenges: What is standing in their way
Information Sources: Where they go for information
Buying Influence: Their role in the purchase decision

Channel Selection Guide

Owned, Earned, and Paid Channels

Category	Channel Type	Examples
Owned	Channels you control	Website, blog, email list, social profiles, app
Earned	Channels where others talk about you	PR, guest posts, social shares, reviews, word-of-mouth
Paid	Channels you pay to access	Search ads, social ads, display ads, sponsorships, influencers

Selection Criteria

Choose channels based on:

Audience fit: Where does your target audience spend time?
Objective fit: Which channels are best for awareness vs. conversion?
Budget: What can you afford?
Internal capability: Do you have the skills to execute on this channel?

Campaign Timeline and Workback

Planning Phases

Strategy and Planning: Objectives, audience, messaging, channel selection
Creative and Content Production: Copywriting, design, video, landing pages
Setup and Launch: Channel configuration, tracking setup, final QA, launch
Optimization: Monitoring performance, A/B testing, making adjustments
Reporting and Analysis: Final results, learnings, recommendations

Workback Schedule Template

Milestone	Responsible	Deadline
Strategy finalized	Campaign Lead	Launch - 4 weeks
Content briefs complete	Content Lead	Launch - 3 weeks
Creative assets complete	Design Lead	Launch - 2 weeks
Channel setup complete	Ops Lead	Launch - 1 week
Launch Date	Team	Day 0

Budget Allocation Approaches

Common Budget Models

Percentage of Revenue: Allocating a fixed percentage of projected revenue
Objective-Based: Calculating the cost to achieve specific goals (e.g., cost per lead)
Competitive Parity: Matching what competitors are spending
Historical Basis: Adjusting last year's budget based on performance

Allocation by Channel Category

A typical balanced allocation might look like:

60% Performance/Demand: Paid search, social ads, retargeting (measurable ROI)
30% Brand/Awareness: Content, PR, events, social media (long-term growth)
10% Experimental: New channels, innovative formats, emerging platforms

name	marketing-campaign-planning
description	Legacy fallback for high-level campaign PM structure. Prefer launch-strategy for launch execution and canonical Core 9 skills for channel work. Use this template when a generic campaign framework is explicitly needed.

Campaign Planning Skill

Frameworks and methodologies for planning, executing, and measuring effective marketing campaigns.

Campaign Framework: Objective, Audience, Message, Channel, Measure

Every campaign should be built on this five-part framework:

Objective: What are you trying to achieve? (SMART goals: Specific, Measurable, Achievable, Relevant, Time-bound)
Audience: Who are you trying to reach? (Demographics, psychographics, behavioral data)
Message: What is the core message and supporting points?
Channel: Where will you reach them? (Owned, earned, and paid channels)
Measure: How will you know if you succeeded? (Primary and secondary KPIs)

Objective Setting

Common Campaign Objectives

Brand Awareness: Increasing recognition and reach
Demand Generation: Generating interest and leads
Customer Acquisition: Converting leads into customers
Product Launch: Introducing a new product or feature
Customer Retention: Increasing loyalty and reducing churn
Event Promotion: Driving registrations and attendance

SMART Goal Examples

"Generate 500 qualified leads from mid-market SaaS companies by the end of Q3."
"Increase brand awareness by 15% among target accounts in the UK market within six months."
"Achieve 1,000 webinar registrations for the October product launch event."

Audience Targeting

Audience Definition Levels

Total Addressable Market (TAM): Everyone who could potentially use your product
Serviceable Addressable Market (SAM): The portion of TAM you can actually reach
Target Segment: The specific group this campaign is designed for
Ideal Customer Profile (ICP): The characteristics of the companies you want to target
Buyer Personas: The individuals within those companies you need to influence

Persona Framework

For each target persona, define:

Role/Title: Their position in the organization
Goals: What they are trying to achieve
Challenges: What is standing in their way
Information Sources: Where they go for information
Buying Influence: Their role in the purchase decision

Channel Selection Guide

Owned, Earned, and Paid Channels

Category	Channel Type	Examples
Owned	Channels you control	Website, blog, email list, social profiles, app
Earned	Channels where others talk about you	PR, guest posts, social shares, reviews, word-of-mouth
Paid	Channels you pay to access	Search ads, social ads, display ads, sponsorships, influencers

Selection Criteria

Choose channels based on:

Audience fit: Where does your target audience spend time?
Objective fit: Which channels are best for awareness vs. conversion?
Budget: What can you afford?
Internal capability: Do you have the skills to execute on this channel?

Campaign Timeline and Workback

Planning Phases

Strategy and Planning: Objectives, audience, messaging, channel selection
Creative and Content Production: Copywriting, design, video, landing pages
Setup and Launch: Channel configuration, tracking setup, final QA, launch
Optimization: Monitoring performance, A/B testing, making adjustments
Reporting and Analysis: Final results, learnings, recommendations

Workback Schedule Template

Milestone	Responsible	Deadline
Strategy finalized	Campaign Lead	Launch - 4 weeks
Content briefs complete	Content Lead	Launch - 3 weeks
Creative assets complete	Design Lead	Launch - 2 weeks
Channel setup complete	Ops Lead	Launch - 1 week
Launch Date	Team	Day 0

Budget Allocation Approaches

Common Budget Models

Percentage of Revenue: Allocating a fixed percentage of projected revenue
Objective-Based: Calculating the cost to achieve specific goals (e.g., cost per lead)
Competitive Parity: Matching what competitors are spending
Historical Basis: Adjusting last year's budget based on performance

Allocation by Channel Category

A typical balanced allocation might look like:

60% Performance/Demand: Paid search, social ads, retargeting (measurable ROI)
30% Brand/Awareness: Content, PR, events, social media (long-term growth)
10% Experimental: New channels, innovative formats, emerging platforms

marketing-campaign-planning

Campaign Planning Skill

Campaign Framework: Objective, Audience, Message, Channel, Measure

Objective Setting

Common Campaign Objectives

SMART Goal Examples

Audience Targeting

Audience Definition Levels

Persona Framework

Channel Selection Guide

Owned, Earned, and Paid Channels

Selection Criteria

Campaign Timeline and Workback

Planning Phases

Workback Schedule Template

Budget Allocation Approaches

Common Budget Models

Allocation by Channel Category

Campaign Planning Skill

Campaign Framework: Objective, Audience, Message, Channel, Measure

Objective Setting

Common Campaign Objectives

SMART Goal Examples

Audience Targeting

Audience Definition Levels

Persona Framework

Channel Selection Guide

Owned, Earned, and Paid Channels

Selection Criteria

Campaign Timeline and Workback

Planning Phases

Workback Schedule Template

Budget Allocation Approaches

Common Budget Models

Allocation by Channel Category