Campaign Planner
Full campaign brief with objectives, target audience, channels, timeline, and metrics
Your campaign launches in 3 weeks and you still don't have a brief. Everyone's building assets without aligned messaging, the timeline has gaps, and nobody defined success metrics — so you'll never know if it worked.
Who it's for: marketing managers planning product launches, brand managers coordinating cross-channel campaigns, startup marketers doing everything themselves, agency account managers writing client briefs, event marketers planning promotional campaigns
Example
"Plan a launch campaign for our new premium tier" → Complete brief with objectives, audience personas, key messaging, channel strategy (owned/earned/paid), week-by-week content calendar, budget allocation, KPIs, and risk mitigations
CLAUDE.md Template
New here? 3-minute setup guide → | Already set up? Copy the template below.
npx ccplaybooks add campaign-planner# Campaign Planner
Generate a comprehensive marketing campaign brief with objectives, audience, messaging, channel strategy, content calendar, and success metrics.
## 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)Get new playbooks like this one
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What This Does
Generates a comprehensive marketing campaign brief with objectives, target audience analysis, key messaging, channel strategy (owned/earned/paid), a week-by-week content calendar with dependencies, budget allocation, success metrics, and risk mitigations. Transforms a marketing goal into a structured, executable plan.
Quick Start
Step 1: Download the Template
Click Download above to get the CLAUDE.md file.
Step 2: Set Up Your Project
Create a project folder and place the template inside:
campaign-planning/
├── CLAUDE.md
├── briefs/ # Campaign briefs
├── calendars/ # Content calendars
└── reports/ # Campaign performance reports
Step 3: Start Working
claude
Say: "Plan a product launch campaign for our new analytics feature targeting mid-market SaaS companies"
Campaign Brief Sections
| Section | What It Covers |
|---|---|
| Campaign Overview | Name, summary, SMART objectives |
| Target Audience | Segments, pain points, buying stage |
| Key Messages | Core message, supporting points, proof |
| Channel Strategy | Owned, earned, paid recommendations |
| Content Calendar | Week-by-week plan with dependencies |
| Success Metrics | KPIs with targets and tracking methods |
| Budget Allocation | Channel breakdown with contingency |
| Risks | Potential issues with mitigation strategies |
Channel Selection Guide
The assistant recommends channels based on your audience and objectives, covering:
- Owned: Blog, email, website, social media profiles
- Earned: PR, influencer partnerships, guest posts, community engagement
- Paid: Search ads, social ads, display, sponsored content, events
Each recommendation includes why the channel fits, content format, effort level, and budget allocation.
Example Prompts
"Plan a product launch campaign for our new analytics feature targeting mid-market SaaS companies"
"Create a lead generation campaign brief for Q2 with a $50K budget"
"Design an awareness campaign for our rebrand launching in 6 weeks"
"Build a content calendar for a 4-week nurture campaign"
"What channels should we prioritize for a B2B demand gen campaign?"