Campaign Plan

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Campaign Plan

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:

1. Campaign goal — the primary objective (e.g., drive signups, increase awareness, launch a product, generate leads, re-engage churned users)

2. Target audience — who the campaign is aimed at (demographics, roles, industries, pain points, buying stage)

3. Timeline — campaign duration and any fixed dates (launch date, event date, seasonal deadline)

4. Budget range — approximate budget or budget tier (optional; if not provided, generate a channel-agnostic plan and note where budget allocation would matter)

5. 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:

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 data is available, 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:

1. Why should I care? (addresses the pain point or opportunity)
2. What is the solution? (positions your offering)
3. Why you? (differentiates from alternatives)
4. 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

Earned Channels

Paid Channels