--- name: plan-campaign description: "Builds an integrated marketing plan — growth motion, messaging pillars, per-channel angles across all 9 channels, content calendar, budget allocation, and a phased go-to-market timeline. Use when you need a campaign strategy or GTM plan grounded in ICP research. Not for setting numeric funnel targets (use plan-funnel), search-channel strategy (use optimize-seo), or landing-page architecture (use brief-landing-page)." argument-hint: "[product or campaign to plan]" allowed-tools: Read Grep Glob Bash WebSearch WebFetch metadata: version: "1.1.0" budget: deep estimated-cost: "$1-3" --- # IMC Plan — Orchestrator *Communication — Step 2 of 4. Coordinates specialized agents to build an integrated marketing plan — pillars, per-channel angles, content calendar, budget allocation, phased GTM timeline — from ICP research.* **Core Question:** "Does every angle trace to a pillar, every channel to a habitat, and every timeline slot to a real team capacity?" > Why this skill exists, philosophy, methodology, principles, scope boundary, when NOT to use, what it pulls from elsewhere, history: [`references/playbook.md`](references/playbook.md) [PLAYBOOK]. ## Critical Gates — Read First - **Declare growth motion (PLG / SLG / Hybrid) BEFORE selecting channels.** PLG favors community/SEO/forums; SLG favors paid/email/IRL/SMS. - **Evaluate ALL 9 channels** (Search/AEO, Store, Bounty/Info, News, Forums, Social, IRL, Mailbox, SMS). Offline produces strategy + creative briefs. - **Pillars before angles.** Orphan angles fail the anti-generic test. - **No channel assignment without habitat data** from ICP research. No habitat → interview for it. - **Match cadence to declared team capacity.** Over-scheduling guarantees missed deadlines. - **Stale ICP (>30 days)** → recommend `research-icp` re-run (soft gate). - **Inherit house creative direction; never re-derive or contradict it.** When `CREATIVE-DIRECTION.md` exists, the `## Creative Direction` section tunes it to the campaign — it does not restate the brand world or override house movements/light/palette. Conflict or absence → soft-check `done_with_concerns` (see `references/procedures/orchestration.md`). ## Quality Gate Critic verifies (top items shown; full 11-row checklist + 4 Internal Consistency Checks + soft check live in [`references/procedures/orchestration.md`](references/procedures/orchestration.md)): - [ ] Growth motion explicitly stated (PLG / SLG / Hybrid) - [ ] 3-5 pillars, each with ICP evidence - [ ] 3+ angles per pillar, each passing 3Q test and scored ≥15/25 - [ ] All 9 channels evaluated (selected or explicitly skipped with rationale) - [ ] Each selected channel has ONE specific angle + execution brief - [ ] Budget allocation present per selected channel (when budget tier declared) - [ ] Phased timeline (3 phases) with cadence matched to team capacity - [ ] Launch sequence follows ORB (Owned → Rented → Borrowed) Max 2 rewrite cycles per critic verdict. **Soft check:** Social-media briefs ungrounded in `references/platform-channels.md` (or in a >90-day-stale catalog) ship `done_with_concerns` — never blocks. --- ## Before Starting Per `references/_shared/before-starting-check.md` [PLAYBOOK] — load context + check freshness (>30d → recommend `research-icp` re-run, soft gate). | Artifact | Source | Required? | |---|---|---| | `research/product-context.md` | research-icp | Recommended — positioning + accuracy + unique mechanism | | `research/icp-research.md` | research-icp | Recommended — persona + pains + habitats + VoC + awareness | | `docs/forsvn/canonical/marketing/CREATIVE-DIRECTION.md` | create-brand | Recommended — house art direction; inherited into the `## Creative Direction` section (soft gate — absent → that section degrades to a one-line note + `done_with_concerns`) | | `docs/forsvn/artifacts/meta/sketches/prioritize-*.md` | prioritize | Optional — strategic alignment | | `docs/forsvn/experience/{product,audience,business,goals}.md` | any | Optional — keys fill gaps from prior runs | ## Pre-Dispatch Canonical Pre-Dispatch (`references/_shared/pre-dispatch-protocol.md` [PROCEDURE]). **Needed dimensions:** product, audience persona (role + size + 1-2 pains), campaign goal (90-day outcome), growth motion (drives channel weighting + budget allocation), duration + cadence, constraints (team size, budget tier, channels off-limits). Full read order + Warm/Cold Start (5-Q) + Write-back map + Growth Motion → Channel Priority + intent-mismatch detection (defer `plan-funnel` for numeric targets) + `--fast` behavior: `references/procedures/pre-dispatch.md` [PROCEDURE]. ## Mode Resolution Per `references/_shared/mode-resolver.md` [PROCEDURE] — `budget: deep`; `--fast` collapses Layer 2 sequential into single inline pass (3 pillars not 5, 2 angles/pillar, top 2-3 channels, 3-phase timeline + ORB inline, no rewrite loop). **`--fast` does NOT skip** Cold Start, Critical Gates, or artifact frontmatter contract (per marketing-skills CLAUDE.md "Safety gates supersede `--fast`"). Session execution profile (single-vs-multi): inherit per `references/_shared/execution-policy.md`. --- ## Agents + Routing 6 sub-agents (pillar / angle / channel / timeline / launch-sequencing / critic) across Layer 1 solo → Layer 2 sequential → critic gate. Three routes — A (quick, limited ICP), B (full, ICP complete), C (called by another skill, reuses cached campaign-plan.md or runs Route B if stale). Full agent manifest table, route pseudocode, single-agent fallback, critic gate + named-agent rewrite loop, full Quality Gate checklist + soft check: [`references/procedures/orchestration.md`](references/procedures/orchestration.md) [PROCEDURE]. Spawn mechanics, orchestrator-written sections (Growth Motion / Foundation / Channel Execution Briefs / offline notes), chain position, re-run triggers, skill deference: [`references/procedures/dispatch-mechanics.md`](references/procedures/dispatch-mechanics.md) [PROCEDURE]. Load both at Layer 1 dispatch entry. --- ## Artifact Contract - **Path:** `docs/forsvn/artifacts/marketing/campaign-plan.md` (single per run; overwrite unless version preservation via `campaign-plan.v[N].md`) - **Lifecycle:** `pipeline` — re-run on ICP update / new launch / channel reallocation / growth-motion change / capacity change - **Frontmatter:** `skill`, `version`, `date`, `status`, `decision_state`, `review_tool`, `reviewed_at`, `reviewer` (+ optional: `campaign_name`, `goal`, `audience`, `growth_motion`, `team_size`, `budget_tier`, `duration_days`) - **Consumed by:** `brief-landing-page`, `write-outreach`, `write-ad`, `optimize-seo`, `brief-shortform`, `plan-funnel` — hypothesis grounding + channel-aware composition. The `## Creative Direction` section (per-campaign art direction, tier 2, inheriting house `CREATIVE-DIRECTION.md`) is additionally consumed by every visual brief skill (`brief-graphic`, `brief-shortform`, `brief-landing-page`, `brief-app-preview`, `write-ad`) by heading match — see `references/format-conventions.md` "Creative Direction section" - **Cross-stack contract:** schema changes require atomic update of `format-conventions.md` § "Frontmatter — required fields" + § "Body section order" — downstream jumps by heading match Full template + per-field rules: [`references/format-conventions.md`](references/format-conventions.md) [PROCEDURE]. --- ## Anti-Patterns [`references/anti-patterns.md`](references/anti-patterns.md) [ANTI-PATTERN]. Re-read before any plan ships. Section 1 (Strategy & Pillar) + Section 2 (Process & Dispatch) + Section 3 (Cross-Cutting marketing-stack): 5 body (channel-first / orphan angles / identical-across-channels / too-many-pillars / capacity-vs-cadence) + 4 process (angles-before-pillars / skipping-9-channel-eval / offline-without-execution-notes / ORB-violation) + 4 cross-cutting (growth-motion-undeclared / stale-ICP-silently-shipped / frontmatter-schema-drift / wrong-skill-for-intent). --- ## Durable Rules (protected) ## Completion Status Every run ends with explicit status: - **DONE** — pillars + angles + channels + timeline + launch sequence written, critic PASS - **DONE_WITH_CONCERNS** — plan complete but with capacity-vs-cadence mismatch or thin habitat data; flagged in artifact - **BLOCKED** — ICP and product context incompatible (different audiences imply different campaigns); needs user scope decision - **NEEDS_CONTEXT** — `research/icp-research.md` and `research/product-context.md` missing; recommend `research-icp` first ## Next Step Run `brief-landing-page` for any campaign landing pages, `optimize-seo` for search-channel execution, `write-outreach` for outbound. --- ## Worked Example Route B end-to-end (B2B SaaS PM tool — PLG, 60 days, 500 trial signups, 4 pillars + 12 angles + 5 selected + 4 skipped + 3-phase timeline + 5-phase ORB launch + critic PASS cycle 1) + cycle-2 FAIL hypothetical + Route C snippet: [`references/examples/campaign-walkthrough.md`](references/examples/campaign-walkthrough.md) [EXAMPLE]. --- ## References - `references/{playbook, format-conventions, anti-patterns}.md` - **Procedures:** `references/procedures/{pre-dispatch, dispatch-mechanics, orchestration}.md` [PROCEDURE] - **Example:** `references/examples/campaign-walkthrough.md` [EXAMPLE] - **Domain catalogs** (loaded by agents): `references/{3d-angle-framework, channel-strategy, growth-play-patterns, platform-channels, examples}.md`, `references/distribution-models/clipping-and-live.md`. `growth-play-patterns.md` [PLAYBOOK] is the durable per-channel play library (channel-agent + timeline-agent draw on it for execution-brief tactics). `platform-channels.md` maps channel-agent to `references/_shared/platform-intelligence/` (§2/§3/§6) for Social-media briefs — D13.B. - **Shared:** `references/_shared/{pre-dispatch-protocol, before-starting-check, mode-resolver, marketing-foundations}.md` — 9-channel framework, funnel-stage vocab, 3Q test, CTA formula, VoC principles - **Agents:** 6 sub-agents in `agents/` (see orchestration.md § Agent Manifest); `critic-agent.md` holds the canonical 11-row Quality Gate Checklist - `marketing-skills/CLAUDE.md` §"Pre-Dispatch Protocol" + §"Complexity Routing" + §"Multi-Agent Skills"