PaperclipOrg
Claude Agent Skill · by Anthropics

Campaign Plan

Install Campaign Plan skill for Claude Code from anthropics/knowledge-work-plugins.

Install
Terminal · npx
$npx skills add https://github.com/obra/superpowers --skill brainstorming
Works with Paperclip

How Campaign Plan fits into a Paperclip company.

Campaign Plan drops into any Paperclip agent that handles this kind of work. Assign it to a specialist inside a pre-configured PaperclipOrg company and the skill becomes available on every heartbeat — no prompt engineering, no tool wiring.

S
SaaS FactoryPaired

Pre-configured AI company — 18 agents, 18 skills, one-time purchase.

$27$59
Explore pack
Source file
SKILL.md308 lines
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---name: campaign-plandescription: 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.argument-hint: "<campaign objective or product>"--- # Campaign Plan > If you see unfamiliar placeholders or need to check which tools are connected, see [CONNECTORS.md](../../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: 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 StrategyRecommend 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 CalendarCreate 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 NeededList 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 MetricsDefine 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: #### ObjectiveDefine 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." #### AudienceDefine 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]." #### MessageCraft 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) #### ChannelSelect channels based on where your audience is, not where you are most comfortable. See the Channel Selection Guide below. #### MeasureDefine 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 CriteriaWhen 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 Process1. **Start with milestones**: campaign launch, event dates, product releases, seasonal moments2. **Work backward**: what needs to be live and when? What is the production lead time?3. **Map content to funnel stages**: ensure coverage across awareness, consideration, and conversion4. **Batch by theme**: group related content pieces into weekly or bi-weekly themes5. **Balance channels**: do not over-index on one channel; ensure the audience sees the campaign across touchpoints6. **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 FrameworkA 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?"