campaign-plan

仓库: anthropics/knowledge-work-plugins
安装量: 87
排名: #9148

安装

npx skills add https://github.com/anthropics/knowledge-work-plugins --skill campaign-plan
Campaign Plan
If you see unfamiliar placeholders or need to check which tools are connected, see
CONNECTORS.md
.
Generate a comprehensive marketing campaign brief with objectives, audience, messaging, channel strategy, content calendar, and success metrics.
Trigger
User runs
/campaign-plan
or asks to plan, design, or build a marketing campaign.
Inputs
Gather the following from the user. If not provided, ask before proceeding:
Campaign goal
— the primary objective (e.g., drive signups, increase awareness, launch a product, generate leads, re-engage churned users)
Target audience
— who the campaign is aimed at (demographics, roles, industries, pain points, buying stage)
Timeline
— campaign duration and any fixed dates (launch date, event date, seasonal deadline)
Budget range
— approximate budget or budget tier (optional; if not provided, generate a channel-agnostic plan and note where budget allocation would matter)
Additional context
(optional):
Product or service being promoted
Key differentiators or value propositions
Previous campaign performance or learnings
Brand guidelines or constraints
Geographic focus
Campaign Brief Structure
Generate a campaign brief with the following sections:
1. Campaign Overview
Campaign name suggestion
One-sentence campaign summary
Primary objective with a specific, measurable goal
Secondary objectives (if applicable)
2. Target Audience
Primary audience segment with description
Secondary audience segment (if applicable)
Audience pain points and motivations
Where they spend time (channels, communities, publications)
Buying stage alignment (awareness, consideration, decision)
3. Key Messages
Core campaign message (one sentence)
3-4 supporting messages tailored to audience pain points
Message variations by channel (if different tones are needed)
Proof points or evidence to support each message
4. Channel Strategy
Recommend channels based on audience and goal. For each channel, include:
Why this channel fits the audience and objective
Content format recommendations
Estimated effort level (low, medium, high)
Budget allocation suggestion (if budget was provided)
Consider channels from:
Owned: blog, email, website, social media profiles
Earned: PR, influencer partnerships, guest posts, community engagement
Paid: search ads, social ads, display, sponsored content, events
5. Content Calendar
Create a week-by-week (or day-by-day for short campaigns) content calendar:
What content to produce each week
Which channel each piece targets
Key milestones and deadlines
Dependencies between pieces (e.g., "landing page must be live before paid ads launch")
Format as a table:
Week
Content Piece
Channel
Owner/Notes
Status
6. Content Pieces Needed
List every content asset required for the campaign:
Asset name and type (blog post, email, social post, ad creative, landing page, etc.)
Brief description of what it should contain
Priority (must-have vs. nice-to-have)
Suggested timeline for creation
7. Success Metrics
Define KPIs aligned to the campaign objective:
Primary KPI with target number
Secondary KPIs (3-5)
How each metric will be tracked
Reporting cadence recommendation
If ~~product analytics is connected, reference any available historical performance benchmarks to inform targets.
8. Budget Allocation (if budget provided)
Breakdown by channel or activity
Production costs vs. distribution costs
Contingency recommendation (typically 10-15%)
9. Risks and Mitigations
2-3 potential risks (timeline, audience mismatch, channel underperformance)
Mitigation strategy for each
10. Next Steps
Immediate action items to kick off the campaign
Stakeholder approvals needed
Key decision points
Planning Reference
Campaign Framework: Objective, Audience, Message, Channel, Measure
Every campaign should be built on this five-part framework:
Objective
Define what success looks like before planning anything else.
Awareness
increase brand or product visibility (measured by reach, impressions, share of voice)
Consideration
drive engagement and education (measured by content engagement, email signups, webinar attendance)
Conversion
generate leads or sales (measured by signups, demos, purchases, pipeline)
Retention
re-engage existing customers (measured by churn reduction, upsell, NPS)
Advocacy
turn customers into promoters (measured by referrals, reviews, UGC)
Good objectives are SMART: Specific, Measurable, Achievable, Relevant, Time-bound.
Example: "Generate 200 marketing qualified leads from mid-market SaaS companies in North America within 6 weeks of campaign launch."
Audience
Define who you are trying to reach with enough specificity to guide messaging and channel decisions.
Demographics
role/title, seniority, company size, industry
Psychographics
motivations, pain points, goals, objections
Behavioral
where they consume content, how they buy, what they have engaged with before
Buying stage
are they unaware of the problem, researching solutions, or ready to buy?
Create a brief audience profile (not a full persona) for campaign planning:
"[Role] at [company type] who is struggling with [pain point] and looking for [desired outcome]. They typically discover solutions through [channels] and care most about [priorities]."
Message
Craft the core message and supporting points that will resonate with the audience.
Core message
one sentence that captures what you want the audience to think, feel, or do
Supporting messages
3-4 points that provide evidence, address objections, or elaborate on benefits
Proof points
data, case studies, testimonials, or third-party validation for each supporting message
Differentiation
what makes your offering different from alternatives (including doing nothing)
Message hierarchy:
Why should I care? (addresses the pain point or opportunity)
What is the solution? (positions your offering)
Why you? (differentiates from alternatives)
What should I do? (call to action)
Channel
Select channels based on where your audience is, not where you are most comfortable. See the Channel Selection Guide below.
Measure
Define how you will know the campaign worked. See Success Metrics by Campaign Type below.
Channel Selection Guide
Owned Channels
Channel
Best For
Typical Metrics
Effort
Blog/Website
SEO, thought leadership, education
Traffic, time on page, conversions
Medium
Email
Nurture, retention, announcements
Open rate, CTR, conversions
Low-Medium
Social (organic)
Awareness, community, brand building
Engagement, reach, follower growth
Medium
Webinars
Education, lead gen, product demos
Registrations, attendance, pipeline
High
Podcast
Thought leadership, brand awareness
Downloads, subscriber growth
High
Earned Channels
Channel
Best For
Typical Metrics
Effort
PR/Media
Awareness, credibility, launches
Coverage, share of voice, referral traffic
High
Guest content
Audience expansion, SEO, credibility
Referral traffic, backlinks
Medium
Influencer/Partner
Audience expansion, trust
Reach, engagement, referral conversions
Medium-High
Community
Awareness, trust, feedback
Mentions, engagement, referral traffic
Medium
Reviews/Ratings
Credibility, SEO, consideration
Review volume, rating, conversion lift
Low-Medium
Paid Channels
Channel
Best For
Typical Metrics
Effort
Search ads (SEM)
High-intent lead capture
CPC, CTR, conversion rate, CPA
Medium
Social ads
Awareness, retargeting, lead gen
CPM, CPC, CTR, CPA, ROAS
Medium
Display/Programmatic
Awareness, retargeting
Impressions, CPM, view-through conversions
Low-Medium
Sponsored content
Thought leadership, lead gen
Engagement, leads, cost per lead
Medium
Events/Sponsorships
Relationship building, brand
Leads, meetings, pipeline influenced
High
Channel Selection Criteria
When choosing channels, consider:
Where does your target audience spend time?
What is the buying stage you are targeting? (awareness channels vs. conversion channels)
What is your budget? (paid channels require spend; owned/earned require time)
What content assets do you already have or can you produce?
What has worked in the past? (reference historical data if available)
Content Calendar Creation
Calendar Planning Process
Start with milestones
campaign launch, event dates, product releases, seasonal moments
Work backward
what needs to be live and when? What is the production lead time?
Map content to funnel stages
ensure coverage across awareness, consideration, and conversion
Batch by theme
group related content pieces into weekly or bi-weekly themes
Balance channels
do not over-index on one channel; ensure the audience sees the campaign across touchpoints
Build in flexibility
leave 20% of calendar slots open for reactive or opportunistic content
Content Cadence Guidelines
Blog
1-4 posts per week depending on team size and goals
Email newsletter
weekly or bi-weekly for most audiences
Social media
3-7 posts per week per platform (varies by platform)
Paid campaigns
continuous during campaign window with creative refreshes every 2-4 weeks
Webinars
monthly or quarterly depending on resources Production Timeline Benchmarks Blog post: 3-5 business days (research, draft, review, publish) Email campaign: 2-3 business days (copy, design, test, send) Social media posts: 1-2 business days (draft, design, schedule) Landing page: 5-7 business days (copy, design, development, QA) Video content: 2-4 weeks (script, production, editing) Ebook/whitepaper: 2-4 weeks (outline, draft, design, review) Budget Allocation Approaches Percentage of Revenue Method Industry benchmark: 5-15% of revenue for marketing, with B2B typically at 5-10% and B2C at 10-15% Startups and growth-stage companies often invest 15-25% of revenue in marketing Within the marketing budget, allocate across brand (long-term) and performance (short-term) Channel Allocation Framework A common starting framework (adjust based on goals and historical data): Category Percentage of Budget Examples Paid acquisition 30-40% Search ads, social ads, display Content production 20-30% Blog, video, design, ebooks Events and sponsorships 10-20% Conferences, webinars, meetups Tools and technology 10-15% Analytics, automation, CRM Testing and experimentation 5-10% New channels, A/B tests, pilots Budget Optimization Principles Start with your highest-confidence channel and allocate 60-70% of paid budget there Reserve 15-20% for testing new channels or tactics Shift budget monthly based on performance data (do not set and forget) Account for production costs, not just media spend Include a 10-15% contingency for unexpected opportunities or overruns Success Metrics by Campaign Type Awareness Campaign Metric What It Measures Reach/Impressions How many people saw the campaign Brand mention volume Increase in brand conversations Share of voice Your mentions vs. competitors Direct traffic People coming to your site unprompted Social follower growth Audience building Lead Generation Campaign Metric What It Measures Total leads Volume of new contacts Marketing qualified leads (MQLs) Leads meeting quality threshold Cost per lead (CPL) Efficiency of spend Lead-to-MQL conversion rate Quality of leads generated Pipeline influenced Revenue opportunity created Product Launch Campaign Metric What It Measures Signups or trials Adoption of new product Activation rate Users who complete key first action Media coverage Earned media hits Social buzz Mentions, shares, engagement spike Feature adoption Usage of specific launched features Retention/Engagement Campaign Metric What It Measures Churn rate change Customer retention improvement Engagement rate Interactions with campaign content NPS or CSAT change Satisfaction improvement Upsell/cross-sell revenue Expansion revenue Feature adoption Usage of promoted features Event/Webinar Campaign Metric What It Measures Registrations Interest generated Attendance rate Conversion from registration Engagement during event Questions, polls, chat activity Post-event conversions Leads or pipeline from attendees Content repurposing reach Downstream audience from recordings Output Present the full campaign brief with clear headings and formatting. After the brief, ask: "Would you like me to: Dive deeper into any section? Draft specific content pieces from the calendar? Create a competitive analysis to inform the messaging? Adjust the plan for a different budget or timeline?"
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