Campaign Plan
Build multi-channel campaign plans.
Marketing teams lose hours to ad-hoc, inconsistent campaign plan work — Build multi-channel campaign plans. Use when: objectives, audience targeting, channel mix, budget, timeline, KPIs. This playbook turns the process into a repeatable, brand-aware workflow.
Who it's for: digital marketers, marketing managers, growth marketers
Example
"Run /campaign-plan for our brand" → Campaign Plan workflow output with brand context, structured inputs captured, process steps executed, and a complete deliverable ready for review.
New here? 3-minute setup guide → | Already set up? Copy the template below.
# Campaign Plan
# /dm:campaign-plan
## Purpose
Generate a comprehensive multi-channel campaign plan ready for execution. Covers strategic objectives, audience segmentation, channel selection, budget distribution, phased timeline, and measurable KPIs.
## Input Required
The user must provide (or will be prompted for):
- **Campaign goal**: What the campaign should achieve (awareness, leads, sales, retention, etc.)
- **Product/service**: What is being promoted
- **Target audience**: Who the campaign is for (or use existing brand personas)
- **Budget**: Total available budget or budget range
- **Timeline**: Campaign duration or key dates (launch, event, season)
- **Constraints**: Any channel restrictions, compliance requirements, or creative limitations
## Process
1. **Load brand context**: Read `~/.claude-marketing/brands/_active-brand.json` for the active slug, then load `~/.claude-marketing/brands/{slug}/profile.json`. Apply brand voice, compliance rules for target markets (`skills/context-engine/compliance-rules.md`), and industry context. **Also check for guidelines** at `~/.claude-marketing/brands/{slug}/guidelines/_manifest.json` — if present, load restrictions and relevant category files. Check for custom templates at `~/.claude-marketing/brands/{slug}/templates/`. Check for agency SOPs at `~/.claude-marketing/sops/`. If no brand exists, ask: "Set up a brand first (/dm:brand-setup)?" — or proceed with defaults.
2. Clarify campaign objective and classify as awareness, consideration, or conversion
3. Define primary and secondary audience segments with targeting parameters
4. Recommend channel mix based on audience behavior, budget, and objective
5. Allocate budget across channels using expected CPM/CPC benchmarks for the industry
6. Build a phased timeline: pre-launch, launch, sustain, optimize, wrap-up
7. Define KPIs per channel and overall campaign success metrics
8. Identify dependencies, risks, and contingency actions
9. Output the full plan in a structured, actionable format
## Output
A structured campaign plan document containing:
- Campaign overview and SMART objectives
- Audience segments with targeting criteria
- Channel strategy with rationale for each channel
- Budget allocation table with expected reach/cost estimates
- Phased timeline with milestones and deliverables
- KPI dashboard framework with targets and measurement approach
- Risk register with mitigation strategies
## Agents Used
- **marketing-strategist** — Campaign architecture, audience strategy, objective setting
- **media-buyer** — Channel selection, budget allocation, performance benchmarks
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What This Does
Generate a comprehensive multi-channel campaign plan ready for execution. Covers strategic objectives, audience segmentation, channel selection, budget distribution, phased timeline, and measurable KPIs.
Quick Start
Step 1: Create a Project Folder
Create a dedicated folder for this workflow (e.g. ~/marketing/campaign-plan).
Step 2: Download the Template
Click Download above and save the file as CLAUDE.md in that folder.
Step 3: Run the Workflow
Open the folder in Claude Code and describe your goal. Claude will prompt you for any missing inputs, follow the structured process, and produce a complete deliverable.
Inputs You'll Need
The user must provide (or will be prompted for):
- Campaign goal: What the campaign should achieve (awareness, leads, sales, retention, etc.)
- Product/service: What is being promoted
- Target audience: Who the campaign is for (or use existing brand personas)
- Budget: Total available budget or budget range
- Timeline: Campaign duration or key dates (launch, event, season)
- Constraints: Any channel restrictions, compliance requirements, or creative limitations
How It Works
- Load brand context: Read
~/.claude-marketing/brands/_active-brand.jsonfor the active slug, then load~/.claude-marketing/brands/{slug}/profile.json. Apply brand voice, compliance rules for target markets (skills/context-engine/compliance-rules.md), and industry context. Also check for guidelines at~/.claude-marketing/brands/{slug}/guidelines/_manifest.json— if present, load restrictions and relevant category files. Check for custom templates at~/.claude-marketing/brands/{slug}/templates/. Check for agency SOPs at~/.claude-marketing/sops/. If no brand exists, ask: "Set up a brand first (/dm:brand-setup)?" — or proceed with defaults. - Clarify campaign objective and classify as awareness, consideration, or conversion
- Define primary and secondary audience segments with targeting parameters
- Recommend channel mix based on audience behavior, budget, and objective
- Allocate budget across channels using expected CPM/CPC benchmarks for the industry
- Build a phased timeline: pre-launch, launch, sustain, optimize, wrap-up
- Define KPIs per channel and overall campaign success metrics
- Identify dependencies, risks, and contingency actions
- Output the full plan in a structured, actionable format
What You Get
A structured campaign plan document containing:
- Campaign overview and SMART objectives
- Audience segments with targeting criteria
- Channel strategy with rationale for each channel
- Budget allocation table with expected reach/cost estimates
- Phased timeline with milestones and deliverables
- KPI dashboard framework with targets and measurement approach
- Risk register with mitigation strategies