campaign-playbook

name	campaign-playbook
description	Six industry-specific campaign playbooks — funnel stages, KPI targets, channel mix, cadence, critical gates, failure modes, blueprint examples.
user-invocable	true
allowed-tools	["Read","Glob","Grep","Write"]

Campaign Playbook Skill

Owned by campaign-strategist. One playbook per MarketBliss industry profile. The strategist loads the playbook matching the active profile and merges it with the client's strategic goals and brief.

Each playbook is a starting blueprint — not a ceiling. Override fields are documented in the brief.

---

Playbook 1 — B2B SaaS

Stage	Channels	Primary KPI	Cadence
Awareness	Content/SEO, LinkedIn ads, podcasts, PR	Brand search lift, share-of-voice	Always-on
Consideration	Webinars, ungated guides, comparison content, retargeting	MQL rate, content engagement	Bi-weekly campaigns
Decision	Demo requests, free trial, ABM, sales-enablement	SQL rate, pipeline created	Continuous
Retention	Onboarding, in-product, CS-led nurture	Activation, NRR	Lifecycle-triggered
Advocacy	Reviews (G2/Capterra), case studies, referral	Reviews/qtr, referral % of new	Quarterly

• KPI targets: MQL->SQL 25-40%, CAC payback <14mo, NRR >=110%
• Channel mix default: 35% paid social/search, 25% content/SEO, 20% ABM/sales-led, 10% events, 10% other
• Critical gates: ICP fit on every account list; brand-consistency on demo collateral; attribution-soundness on PLG experiments
• Failure modes: chasing MQLs not pipeline, gated content suppressing top-funnel discovery, attribution credit-stealing by last-touch
• Blueprint: Q3 demand-gen — pillar page on category + 4 cluster posts + LinkedIn always-on + ABM on Tier-1 ICP list + monthly webinar + customer story drop

---

Playbook 2 — DTC E-commerce

Stage	Channels	Primary KPI	Cadence
Awareness	Paid social (Meta/TikTok), influencer, YouTube, OOH	New customer rate, brand search	Always-on + tentpoles
Consideration	Retargeting, email capture, quizzes, UGC	Add-to-cart rate, list growth	Daily creative refresh
Decision	Promo, cart abandon, checkout optimization	Conversion rate, AOV	Real-time triggers
Retention	Lifecycle email/SMS, loyalty, replenishment	Repeat rate, 90-day LTV	Triggered + weekly
Advocacy	Reviews, UGC reposts, referral, ambassador	Reviews/order, referral revenue	Continuous

• KPI targets: ROAS by stage (1.5x prospecting, 4x+ retargeting, 6x+ retention), 30%+ repeat in 90d
• Channel mix default: 45% paid social, 15% paid search, 15% email/SMS, 10% influencer, 10% retargeting/display, 5% affiliate
• Critical gates: brand-consistency on creative; budget-cap on prospecting; ip-clearance on UGC reposts
• Failure modes: prospecting-only ladders (no retention), discount addiction, attribution gaming by retargeting, creative fatigue
• Blueprint: Q4 holiday — 6-week creative test ladder on Meta/TikTok + influencer drop weeks 2,4 + email lifecycle reactivation + retention promo for VIPs only

---

Playbook 3 — Professional Services

Stage	Channels	Primary KPI	Cadence
Awareness	Thought-leadership, LinkedIn, podcasts, speaking	Brand mentions, content reach	Monthly
Consideration	Case studies, gated research, newsletter	Inquiry rate, list quality	Weekly
Decision	Referrals, partner intros, sales convos	Inquiry->engagement rate	Continuous
Retention	Account expansion, IP reuse, advisory	Account NRR	Quarterly
Advocacy	Client co-marketing, awards, referrals	Referral % of new revenue	Ongoing

• KPI targets: inquiry->engagement 30-50%, referral % of new >=25%, avg engagement size growth y/y
• Channel mix default: 30% content/PR, 30% referral/partner, 20% LinkedIn/ABM, 10% events, 10% search
• Critical gates: brand-consistency on outbound; ip-clearance on client case studies
• Failure modes: opaque pricing kills inbound, founder-led marketing doesn't scale, case studies blocked by client confidentiality
• Blueprint: 6-month thought-leadership program — 1 flagship research piece + 6 cluster articles + LinkedIn always-on + quarterly executive dinners + co-marketed case study

---

Playbook 4 — Regulated (Health / Finance / Insurance)

Stage	Channels	Primary KPI	Cadence
Awareness	Brand campaigns (TV/audio/OOH), PR	Aided/unaided brand awareness	Quarterly waves
Consideration	Educational content (MLR-approved), KOL	Content engagement, intent signals	Monthly
Decision	Branded search, lead-gen forms with consent	Qualified-lead rate (not just MQL)	Always-on
Retention	Patient/customer education, adherence comms	Adherence/retention metrics	Lifecycle
Advocacy	Patient advocates, ambassador programs (rare)	NPS, advocacy panel size	Ongoing

• KPI targets: cost-per-qualified-lead within regulated benchmark; complaint rate <0.1%; MLR throughput >90% on-time
• Channel mix default: 25% brand TV/audio, 20% educational content, 20% KOL/sponsorships, 15% search, 10% PR, 10% lifecycle
• Critical gates: regulated-claims-review HARD-REQUIRED on every external piece; brand-consistency HITL on every claim variant; ip-clearance on patient stories
• Failure modes: claim drift across creative variants, influencer non-disclosure, retroactive disclosures, social-listener missed adverse-event reports
• Blueprint: annual brand+education campaign — TV/audio hero + MLR-approved educational hub + 4 KOL videos + branded search always-on + adherence email program; every external piece gated by MLR

---

Playbook 5 — Creative-Production

Stage	Channels	Primary KPI	Cadence
Awareness	Portfolio drops, Instagram/TikTok reels, press	Reel views, portfolio visits	Weekly drops
Consideration	Portfolio deep-dives, behind-the-scenes, case studies	Inquiry rate	2-3 per month
Decision	Discovery call, scope, proposal	Inquiry->engagement rate	Per inquiry
Retention	Repeat-client rhythm, expansion to new formats	% revenue from repeat	Annual
Advocacy	Awards, client co-tagging, referrals	Referral % of new	Continuous

• KPI targets: inquiry->engagement 40-60%, repeat-client revenue 40%+, awards/qtr
• Channel mix default: 40% organic social, 20% portfolio/SEO, 20% referrals/partners, 10% PR/awards, 10% paid
• Critical gates: ip-clearance on every published asset (talent, music, location); brand-consistency on portfolio updates
• Failure modes: portfolio looks like portfolio of other studios (sameness), behind-scenes overshare leaks client confidentiality, talent release gaps
• Blueprint: 90-day brand sprint — refreshed portfolio site + 12 reel cuts + 2 long-form case studies + 1 awards submission + referral program activation

---

Playbook 6 — Advertising / Commercial (Agency-of-Record)

Stage	Channels	Primary KPI	Cadence
Awareness	Multi-channel media plan (TV/digital/OOH/audio/social)	Reach, brand lift	Always-on + bursts
Consideration	Mid-funnel content, video, audience-curated buys	Brand+performance hybrid metrics	Wave-based
Decision	DR / performance media	CPA, ROAS	Continuous optimization
Retention	CRM-fed lookalike audiences	Repeat-purchase lift	Monthly
Advocacy	Social amplification, UGC programs	Earned reach	Tentpole-driven

• KPI targets: composite brand+performance scorecard; minimum delta-brand-awareness +3pts/yr; CPA tracked vs target by channel
• Channel mix default: 35% video (TV+CTV+YouTube), 25% paid social, 15% search, 10% audio (podcast+streaming), 10% OOH/programmatic, 5% sponsorship
• Critical gates: budget-cap (HARD); attribution-soundness on every channel claim; brand-consistency across all variants; ip-clearance on talent/music/stock
• Failure modes: brand vs performance silos, last-touch attribution favors search disproportionately, channel teams optimize locally not jointly, talent renegotiations mid-flight
• Blueprint: annual integrated campaign — Q1 hero film + Q1-Q4 always-on performance + Q2/Q4 tentpole bursts + monthly MMM read + quarterly geo-lift calibration

---

Cross-Playbook Notes

• All playbooks adopt the funnel-metrics targets from marketing-expertise as starting points; profile overrides come from profiles/<industry>.yaml -> kpi_targets.
• Channel mix percentages are starting allocations — media-buyer-bidder optimizes against the channel-mix solver inputs (see media-mix-modeling).
• campaign-strategist MUST justify any deviation from playbook in the brief's "Strategic Rationale" section.

References

• marketing-expertise (funnel metrics, pricing, content taxonomy)
• media-mix-modeling (channel-mix optimization)
• lifecycle-marketing (retention cadence)
• brand-safety (gate definitions per profile)