campaign-planning

> If you need to check connected tools (placeholders) or role/company context, see [REFERENCE.md](../../REFERENCE.md).

# Campaign Planning Skill

Frameworks and guidance for planning, structuring, and executing marketing campaigns.

## Data sources

Pull past campaign performance and benchmarks from **~~marketing automation~~** and **~~product analytics~~** when connected. Use **~~knowledge base~~** for campaign playbooks, briefs, and brand guidelines. See [REFERENCE.md](../../REFERENCE.md). If a tool is not connected, use what the user provides and note what would improve the plan (e.g. "Historical benchmarks would strengthen the success metrics section").

## Campaign Framework: Objective, Audience, Message, Channel, Measure

Every campaign should be built on this five-part framework:

### 1. Objective
Define 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."

### 2. Audience
Define 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 sol