{
  "schema": "https://ai-atoms.com/schemas/skill-v1.json",
  "type": "skill",
  "id": "skill/campaign-plan",
  "version": "1.0.0",
  "name": "campaign-plan",
  "description": "Generate a full campaign brief with objectives, audience, messaging, channel strategy, content calendar, and success metrics. Use when planning a product launch, lead-gen push, or awareness campaign, when you need a week-by-week content calendar with dependencies, or when translating a marketing goal into a structured, executable plan.",
  "system_prompt_fragment": "# Campaign Plan\n\n> If you see unfamiliar placeholders or need to check which tools are connected, see [CONNECTORS.md](../../CONNECTORS.md).\n\nGenerate a comprehensive marketing campaign brief with objectives, audience, messaging, channel strategy, content calendar, and success metrics.\n\n## Trigger\n\nUser runs `/campaign-plan` or asks to plan, design, or build a marketing campaign.\n\n## Inputs\n\nGather the following from the user. If not provided, ask before proceeding:\n\n1. **Campaign goal** — the primary objective (e.g., drive signups, increase awareness, launch a product, generate leads, re-engage churned users)\n\n2. **Target audience** — who the campaign is aimed at (demographics, roles, industries, pain points, buying stage)\n\n3. **Timeline** — campaign duration and any fixed dates (launch date, event date, seasonal deadline)\n\n4. **Budget range** — approximate budget or budget tier (optional; if not provided, generate a channel-agnostic plan and note where budget allocation would matter)\n\n5. **Additional context** (optional):\n   - Product or service being promoted\n   - Key differentiators or value propositions\n   - Previous campaign performance or learnings\n   - Brand guidelines or constraints\n   - Geographic focus\n\n## Campaign Brief Structure\n\nGenerate a campaign brief with the following sections:\n\n### 1. Campaign Overview\n- Campaign name suggestion\n- One-sentence campaign summary\n- Primary objective with a specific, measurable goal\n- Secondary objectives (if applicable)\n\n### 2. Target Audience\n- Primary audience segment with description\n- Secondary audience segment (if applicable)\n- Audience pain points and motivations\n- Where they spend time (channels, communities, publications)\n- Buying stage alignment (awareness, consideration, decision)\n\n### 3. Key Messages\n- Core campaign message (one sentence)\n- 3-4 supporting messages tailored to audience pain points\n- Message variations by channel (if different tones are needed)\n- Proof points or evidence to support each message\n\n### 4. Channel Strategy\nRecommend channels based on audience and goal. For each channel, include:\n- Why this channel fits the audience and objective\n- Content format recommendations\n- Estimated effort level (low, medium, high)\n- Budget allocation suggestion (if budget was provided)\n\nConsider channels from:\n- Owned: blog, email, website, social media profiles\n- Earned: PR, influencer partnerships, guest posts, community engagement\n- Paid: search ads, social ads, display, sponsored content, events\n\n### 5. Content Calendar\nCreate a week-by-week (or day-by-day for short campaigns) content calendar:\n- What content to produce each week\n- Which channel each piece targets\n- Key milestones and deadlines\n- Dependencies between pieces (e.g., \"landing page must be live before paid ads launch\")\n\nFormat as a table:\n\n| Week | Content Piece | Channel | Owner/Notes | Status |\n|------|--------------|---------|-------------|--------|\n\n### 6. Content Pieces Needed\nList every content asset required for the campaign:\n- Asset name and type (blog post, email, social post, ad creative, landing page, etc.)\n- Brief description of what it should contain\n- Priority (must-have vs. nice-to-have)\n- Suggested timeline for creation\n\n### 7. Success Metrics\nDefine KPIs aligned to the campaign objective:\n- Primary KPI with target number\n- Secondary KPIs (3-5)\n- How each metric will be tracked\n- Reporting cadence recommendation\n\nIf ~~product analytics is connected, reference any available historical performance benchmarks to inform targets.\n\n### 8. Budget Allocation (if budget provided)\n- Breakdown by channel or activity\n- Production costs vs. distribution costs\n- Contingency recommendation (typically 10-15%)\n\n### 9. Risks and Mitigations\n- 2-3 potential risks (timeline, audience mismatch, channel underperformance)\n- Mitigation strategy for each\n\n### 10. Next Steps\n- Immediate action items to kick off the campaign\n- Stakeholder approvals needed\n- Key decision points\n\n## Planning Reference\n\n### Campaign Framework: Objective, Audience, Message, Channel, Measure\n\nEvery campaign should be built on this five-part framework:\n\n#### Objective\nDefine what success looks like before planning anything else.\n\n- **Awareness**: increase brand or product visibility (measured by reach, impressions, share of voice)\n- **Consideration**: drive engagement and education (measured by content engagement, email signups, webinar attendance)\n- **Conversion**: generate leads or sales (measured by signups, demos, purchases, pipeline)\n- **Retention**: re-engage existing customers (measured by churn reduction, upsell, NPS)\n- **Advocacy**: turn customers into promoters (measured by referrals, reviews, UGC)\n\nGood objectives are SMART: Specific, Measurable, Achievable, Relevant, Time-bound.\n\nExample: \"Generate 200 marketing qualified leads from mid-market SaaS companies in North America within 6 weeks of campaign launch.\"\n\n#### Audience\nDefine who you are trying to reach with enough specificity to guide messaging and channel decisions.\n\n- **Demographics**: role/title, seniority, company size, industry\n- **Psychographics**: motivations, pain points, goals, objections\n- **Behavioral**: where they consume content, how they buy, what they have engaged with before\n- **Buying stage**: are they unaware of the problem, researching solutions, or ready to buy?\n\nCreate a brief audience profile (not a full persona) for campaign planning:\n> \"[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].\"\n\n#### Message\nCraft the core message and supporting points that will resonate with the audience.\n\n- **Core message**: one sentence that captures what you want the audience to think, feel, or do\n- **Supporting messages**: 3-4 points that provide evidence, address objections, or elaborate on benefits\n- **Proof points**: data, case studies, testimonials, or third-party validation for each supporting message\n- **Differentiation**: what makes your offering different from alternatives (including doing nothing)\n\nMessage hierarchy:\n1. Why should I care? (addresses the pain point or opportunity)\n2. What is the solution? (positions your offering)\n3. Why you? (differentiates from alternatives)\n4. What should I do? (call to action)\n\n#### Channel\nSelect channels based on where your audience is, not where you are most comfortable. See the Channel Selection Guide below.\n\n#### Measure\nDefine how you will know the campaign worked. See Success Metrics by Campaign Type below.\n\n### Channel Selection Guide\n\n#### Owned Channels\n\n| Channel | Best For | Typical Metrics | Effort |\n|---------|----------|----------------|--------|\n| Blog/Website | SEO, thought leadership, education | Traffic, time on page, conversions | Medium |\n| Email | Nurture, retention, announcements | Open rate, CTR, conversions | Low-Medium |\n| Social (organic) | Awareness, community, brand building | Engagement, reach, follower growth | Medium |\n| Webinars | Education, lead gen, product demos | Registrations, attendance, pipeline | High |\n| Podcast | Thought leadership, brand awareness | Downloads, subscriber growth | High |\n\n#### Earned Channels\n\n| Channel | Best For | Typical Metrics | Effort |\n|---------|----------|----------------|--------|\n| PR/Media | Awareness, credibility, launches | Coverage, share of voice, referral traffic | High |\n| Guest content | Audience expansion, SEO, credibility | Referral traffic, backlinks | Medium |\n| Influencer/Partner | Audience expansion, trust | Reach, engagement, referral conversions | Medium-High |\n| Community | Awareness, trust, feedback | Mentions, engagement, referral traffic | Medium |\n| Reviews/Ratings | Credibility, SEO, consideration | Review volume, rating, conversion lift | Low-Medium |\n\n#### Paid Channels\n\n| Channel | Best For | Typical Metrics | Effort |\n|---------|----------|----------------|--------|\n| Search ads (SEM) | High-intent lead capture | CPC, CTR, conversion rate, CPA | Medium |\n| Social ads | Awareness, retargeting, lead gen | CPM, CPC, CTR, CPA, ROAS | Medium |\n| Display/Programmatic | Awareness, retargeting | Impressions, CPM, view-through conversions | Low-Medium |\n| Sponsored content | Thought leadership, lead gen | Engagement, leads, cost per lead | Medium |\n| Events/Sponsorships | Relationship building, brand | Leads, meetings, pipeline influenced | High |\n\n#### Channel Selection Criteria\nWhen choosing channels, consider:\n- Where does your target audience spend time?\n- What is the buying stage you are targeting? (awareness channels vs. conversion channels)\n- What is your budget? (paid channels require spend; owned/earned require time)\n- What content assets do you already have or can you produce?\n- What has worked in the past? (reference historical data if available)\n\n### Content Calendar Creation\n\n#### Calendar Planning Process\n1. **Start with milestones**: campaign launch, event dates, product releases, seasonal moments\n2. **Work backward**: what needs to be live and when? What is the production lead time?\n3. **Map content to funnel stages**: ensure coverage across awareness, consideration, and conversion\n4. **Batch by theme**: group related content pieces into weekly or bi-weekly themes\n5. **Balance channels**: do not over-index on one channel; ensure the audience sees the campaign across touchpoints\n6. **Build in flexibility**: leave 20% of calendar slots open for reactive or opportunistic content\n\n#### Content Cadence Guidelines\n- **Blog**: 1-4 posts per week depending on team size and goals\n- **Email newsletter**: weekly or bi-weekly for most audiences\n- **Social media**: 3-7 posts per week per platform (varies by platform)\n- **Paid campaigns**: continuous during campaign window with creative refreshes every 2-4 weeks\n- **Webinars**: monthly or quarterly depending on resources\n\n#### Production Timeline Benchmarks\n- Blog post: 3-5 business days (research, draft, review, publish)\n- Email campaign: 2-3 business days (copy, design, test, send)\n- Social media posts: 1-2 business days (draft, design, schedule)\n- Landing page: 5-7 business days (copy, design, development, QA)\n- Video content: 2-4 weeks (script, production, editing)\n- Ebook/whitepaper: 2-4 weeks (outline, draft, design, review)\n\n### Budget Allocation Approaches\n\n#### Percentage of Revenue Method\n- Industry benchmark: 5-15% of revenue for marketing, with B2B typically at 5-10% and B2C at 10-15%\n- Startups and growth-stage companies often invest 15-25% of revenue in marketing\n- Within the marketing budget, allocate across brand (long-term) and performance (short-term)\n\n#### Channel Allocation Framework\nA common starting framework (adjust based on goals and historical data):\n\n| Category | Percentage of Budget | Examples |\n|----------|---------------------|----------|\n| Paid acquisition | 30-40% | Search ads, social ads, display |\n| Content production | 20-30% | Blog, video, design, ebooks |\n| Events and sponsorships | 10-20% | Conferences, webinars, meetups |\n| Tools and technology | 10-15% | Analytics, automation, CRM |\n| Testing and experimentation | 5-10% | New channels, A/B tests, pilots |\n\n#### Budget Optimization Principles\n- Start with your highest-confidence channel and allocate 60-70% of paid budget there\n- Reserve 15-20% for testing new channels or tactics\n- Shift budget monthly based on performance data (do not set and forget)\n- Account for production costs, not just media spend\n- Include a 10-15% contingency for unexpected opportunities or overruns\n\n### Success Metrics by Campaign Type\n\n#### Awareness Campaign\n| Metric | What It Measures |\n|--------|-----------------|\n| Reach/Impressions | How many people saw the campaign |\n| Brand mention volume | Increase in brand conversations |\n| Share of voice | Your mentions vs. competitors |\n| Direct traffic | People coming to your site unprompted |\n| Social follower growth | Audience building |\n\n#### Lead Generation Campaign\n| Metric | What It Measures |\n|--------|-----------------|\n| Total leads | Volume of new contacts |\n| Marketing qualified leads (MQLs) | Leads meeting quality threshold |\n| Cost per lead (CPL) | Efficiency of spend |\n| Lead-to-MQL conversion rate | Quality of leads generated |\n| Pipeline influenced | Revenue opportunity created |\n\n#### Product Launch Campaign\n| Metric | What It Measures |\n|--------|-----------------|\n| Signups or trials | Adoption of new product |\n| Activation rate | Users who complete key first action |\n| Media coverage | Earned media hits |\n| Social buzz | Mentions, shares, engagement spike |\n| Feature adoption | Usage of specific launched features |\n\n#### Retention/Engagement Campaign\n| Metric | What It Measures |\n|--------|-----------------|\n| Churn rate change | Customer retention improvement |\n| Engagement rate | Interactions with campaign content |\n| NPS or CSAT change | Satisfaction improvement |\n| Upsell/cross-sell revenue | Expansion revenue |\n| Feature adoption | Usage of promoted features |\n\n#### Event/Webinar Campaign\n| Metric | What It Measures |\n|--------|-----------------|\n| Registrations | Interest generated |\n| Attendance rate | Conversion from registration |\n| Engagement during event | Questions, polls, chat activity |\n| Post-event conversions | Leads or pipeline from attendees |\n| Content repurposing reach | Downstream audience from recordings |\n\n## Output\n\nPresent the full campaign brief with clear headings and formatting. After the brief, ask:\n\n\"Would you like me to:\n- Dive deeper into any section?\n- Draft specific content pieces from the calendar?\n- Create a competitive analysis to inform the messaging?\n- Adjust the plan for a different budget or timeline?\"",
  "applicable_domains": [
    "marketing",
    "content"
  ],
  "invocation": [
    "/campaign-plan",
    "/campaign-plan <campaign objective or product>"
  ],
  "tags": [
    "marketing",
    "anthropics",
    "knowledge-work"
  ],
  "authored_by": "anthropics",
  "source_url": "https://github.com/anthropics/knowledge-work-plugins/blob/main/marketing/skills/campaign-plan/SKILL.md",
  "lifecycle": "stable",
  "category": "marketing",
  "provenance": {
    "source": "anthropics/knowledge-work-plugins",
    "source_url": "https://github.com/anthropics/knowledge-work-plugins/blob/main/marketing/skills/campaign-plan/SKILL.md",
    "author": "Anthropic",
    "license": "Apache-2.0",
    "notes": "Imported by scripts/import-anthropic-skills.py."
  }
}