Skip to content

SKILL.md

Latest commit

 

History

History
105 lines (82 loc) · 5.17 KB

SKILL.md

File metadata and controls

105 lines (82 loc) · 5.17 KB
Raw
name campaign-plan
description Multi-channel campaign orchestrator. Produces a campaign brief with goal, audience, channel mix, content calendar entries, success metrics, and explicit kill criteria. Use when the user says "plan a campaign for X", "we're launching Y, plan the rollout", "what's the marketing motion for Z", or anything that needs multi-channel coordination over a window of days/weeks.

campaign-plan

Inspired by anthropics/marketing/campaign-planning. The orchestrator: takes a fuzzy "we want to launch X" and produces a brief tight enough that other skills (content-draft, content-repurpose, competitor-scan, sales-enablement) can execute against it.

When to trigger

  • "plan a campaign for {launch / topic / audience}"
  • "how should we roll out {feature/release/event}"
  • "marketing motion for {thing}"
  • New module, integration, or feature shipping in the next 4–8 weeks

Inputs

  • What's being launched/promoted — feature, integration, content piece, event, partnership
  • Goal — awareness / consideration / activation / retention / advocacy. One primary goal. If two, pick the bigger one.
  • Target audience — executive / technical / end-user; ideally with persona detail
  • Window — start date, end date, key milestone dates
  • Constraints — budget (if any), partner co-marketing requirements, regulatory or legal review needs, blackout dates
  • Existing assets — prior launches, related content, customer stories that apply

Workflow

  1. Confirm goal. One primary goal, in one sentence, with a measurable success criterion. If the user hasn't given one, ask.
  2. Frame the audience. Who specifically — not "everyone." If multiple personas, plan rollout by persona (e.g. data leader first, IT second).
  3. Pick the channel mix. Per Orama's playbook:
    • Anchor channel — typically blog or product page. Where the canonical claim lives.
    • Distribution channels — LinkedIn, X/Bluesky, email, partner co-marketing
    • Sales enablement leg — internal collateral so the sales team can ride the campaign (drives sales-enablement skill output)
    • Always include 1 measurement leg — what we'll watch
  4. Produce a calendar. Rolling 4–6 week window with specific dates per artifact. Each entry: date, channel, asset, status, owner, depends-on. Lands as new rows in briefs/calendar.md (don't overwrite — append).
  5. Commission the assets. For each calendar entry, name which skill produces it. e.g. "Day 0 blog → content-draft"; "Day +2 LinkedIn → content-repurpose from blog"; "Day +7 battlecard → competitor-scan paired with sales-enablement."
  6. Define success metrics. Three max. Each tied to the primary goal. Use real numbers (e.g. "300 qualified signups in 14 days," not "good engagement").
  7. Define kill criteria. Explicit. "If after 7 days we see < 50% of the Day-7 metric target, we cut spend on channel X and reallocate." Without kill criteria, campaigns drift.
  8. Risks and reversibility. What could go wrong, how easy to back out. If reversibility is low (paid media, partner commits), flag the gates explicitly.
  9. Run brand-voice lint on the brief itself (it'll be read by humans and reused).
  10. Write the brief to briefs/{YYYY-Q?}-{slug}.md. Update briefs/calendar.md.
  11. Append to tasks. One line per major asset commissioned, plus the campaign-level entry.
  12. Post to #marketer-approve with the 5-field gate (What / Where / Why / Risks / Reversibility) before locking.

Output template

---
campaign: {slug}
status: draft | approved | active | closed
window: {YYYY-MM-DD} → {YYYY-MM-DD}
goal: {one sentence}
audience: {persona, named}
owner: {name}
created: {ISO}
created_by: campaign-plan
---

# {Campaign title}

## Goal
{One sentence. Outcome, measurable.}

## Audience
{Specific persona. Why now for them. What they care about.}

## Anchor claim
{One sentence — the central thing this campaign argues.}

## Channels
- **Anchor**: {blog | landing} — {asset name}
- **Distribution**: {list}
- **Sales enablement**: {assets}
- **Measurement**: {dashboards, tags, UTMs}

## Calendar
| Date | Channel | Asset | Skill | Status | Notes |
|---|---|---|---|---|---|
| ... | ... | ... | ... | ... | ... |

## Success metrics
1. {Metric} — target {N} by {date}
2. {Metric} — target {N} by {date}
3. {Metric} — target {N} by {date}

## Kill criteria
- If by Day {N} we see less than {N}% of {metric} target, {action}.
- If {risk event}, {action}.

## Risks and reversibility
- {Risk} — reversibility: high/medium/low. Mitigation: {action}.

## Dependencies
- {Asset/decision/approval that must land first}

## Open questions
- {Things needing answers before lock}

Don't

  • Don't plan more than one primary goal per campaign. If a request implies two, ask the user to pick.
  • Don't generate vanity metrics (impressions alone, follower growth alone). Metrics tie to goal.
  • Don't lock a brief without kill criteria and #marketer-approve sign-off.
  • Don't bundle unrelated launches into one campaign just because they ship close in time.