campaign-planning_skill

Overview

This skill helps you plan marketing campaigns end-to-end using a clear, repeatable framework: Objective, Audience, Message, Channel, Measure. It guides setting SMART objectives, defining audience segments, crafting messages, choosing channels, building a content calendar, allocating budget, and selecting success metrics. Use it to turn strategy into an actionable campaign plan with measurable outcomes.

How this skill works

I walk you through a five-part campaign framework that anchors every decision to the campaign objective. The skill produces a concise audience profile, a message hierarchy with proof points, a prioritized channel mix based on audience and budget, and a measurement plan tied to campaign type. It also outputs a practical content calendar structure, production timelines, and budget allocation recommendations.

When to use it

• Launching a new marketing campaign or product launch
• Building a content calendar that maps to funnel stages
• Allocating budget across paid, owned, and earned channels
• Defining campaign KPIs and success metrics
• Planning retention, re-engagement, or advocacy programs

Best practices

• Start with a SMART objective and map every activity to that goal
• Define a concise audience profile (role, pain, channels) instead of over-detailed personas
• Choose channels based on where the audience spends time and the buying stage
• Maintain a content calendar with milestones, lead times, and 20% flexibility for reactive content
• Allocate most paid spend to your highest-confidence channel and reserve ~15-20% for testing

Example use cases

• Create a 6-week lead generation campaign targeting mid-market SaaS buyers with target MQL numbers and CPL goals
• Build a three-month content calendar for a product launch with blog, email, social, and webinar touchpoints
• Rebalance marketing budget by allocating percentages across paid acquisition, content production, events, and tools
• Design a retention campaign measuring churn change, engagement, and upsell revenue
• Plan a webinar funnel: promotion timeline, registration/attendance targets, and post-event repurposing