Campaign Plan
Turn a launch or growth goal into a structured campaign brief with messaging, channels, calendar, and metrics.
Overview
Campaign Plan is an agent skill most often used in Launch (also Grow, Validate) that generates a full marketing campaign brief with calendar, channels, messaging, and success metrics.
Install
npx skills add https://github.com/anthropics/knowledge-work-plugins --skill campaign-planWhat is this skill?
- Collects goal, audience, timeline, and optional budget before generating the plan
- Produces objectives, messaging, channel strategy, and success metrics in one brief
- Includes a week-by-week content calendar with dependencies
- Supports product launch, lead-gen, awareness, and re-engagement campaigns
- Notes budget-sensitive channel choices when budget tier is omitted
Adoption & trust: 1.6k installs on skills.sh; 19.6k GitHub stars; 3/3 security scanners passed (skills.sh audits).
What problem does it solve?
You know what you want the campaign to achieve but not how to break it into channels, weekly content, and measurable milestones.
Who is it for?
Solo SaaS or indie product founders planning a timed launch, lead-gen sprint, or awareness push.
Skip if: One-off social posts, pure SEO technical audits, or performance marketing when you already have an approved media plan and only need creative variants.
When should I use this skill?
Planning a product launch, lead-gen push, or awareness campaign; need a week-by-week content calendar; or translating a marketing goal into a structured plan (/campaign-plan).
What do I get? / Deliverables
You leave with an executable campaign brief and content calendar you can hand to yourself, a contractor, or the next agent task.
- Campaign brief document
- Channel and messaging strategy
- Content calendar with success metrics
Recommended Skills
Journey fit
Spans multiple journey phases - primary shelf plus alternate fits below.
Campaign planning is shelved under Launch because solo builders most often invoke it to coordinate a go-to-market push. Distribution is the primary subphase because the skill outputs channel strategy and executable outreach timing, not just ad copy.
Where it fits
Plan a two-week push to drive waitlist signups before you scale build scope.
Coordinate email, social, and partner touches around a fixed ship date.
Design a re-engagement campaign for churned trial users with clear metrics.
Map a month of educational posts tied to a lead-magnet funnel.
How it compares
Use instead of unstructured chat brainstorming that never becomes a dated channel calendar.
Common Questions / FAQ
Who is campaign-plan for?
Indie builders and micro-teams who need a marketing campaign structure without a full-time growth lead.
When should I use campaign-plan?
At launch when planning distribution, during grow when scaling content and lifecycle motions, or at validate when a landing test needs a coordinated promo window.
Is campaign-plan safe to install?
Check the Security Audits panel on this page; the skill may reference connected tools—only enable connectors you trust for your CRM or ads accounts.
SKILL.md
READMESKILL.md - Campaign Plan
# 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 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: | Week | Content Piece | Channel | Owner/Notes | Status | |------|--------------|---------|-------------|--------| ### 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 is connected, reference any available historical performance benchmarks to inform targets. ### 8. Budget Allocation (if budget