campaign-brief-generator

# Campaign Brief Generator

Pure reasoning skill. Takes a campaign goal, ICP, and product context — and produces a complete, actionable campaign brief a small team can actually execute.

**Built for:** Founders doing their own marketing. First marketing hires. GTM teams without a dedicated strategist. The output should be opinionated and specific, not a generic template.

## When to Use

- "Help me plan a campaign for [launch / feature / segment]"
- "We're targeting [ICP], what channels and content should we run?"
- "I need a 30-day campaign plan"
- "We're launching [product/feature] — help me plan the GTM"
- "Write me a campaign brief for [goal]"

## Phase 0: Intake

Ask all questions in one go, grouped cleanly. This is a fast skill — don't make it feel like a form.

### Campaign Context
1. **Goal** — What does success look like in 30/60/90 days? (e.g., "50 signups from developer audience", "10 demos booked with Series B startups", "3 media mentions")
2. **Trigger** — What's prompting this campaign? (product launch, new feature, new segment, funding, competitive threat, slow quarter)
3. **Timeline** — How long should the campaign run? When should it start?

### Audience
4. **ICP** — Who exactly are you targeting? (Title, company type, stage, geography)
5. **Where do they hang out?** — Channels they actively use (LinkedIn, Slack communities, specific newsletters, Twitter/X, etc.)
6. **What's their current pain?** — The specific problem your product solves for them right now

### Product & Positioning
7. **What are you promoting?** — Specific product, feature, or offer (free trial, case study, webinar, etc.)
8. **Core value prop** — In one sentence: what do you do and why does it matter?
9. **Social proof available** — Customer logos, case study metrics, review quotes, press mentions
10. **What are you NOT** — Key competitor or alternative you want to differentiate from

### Constraints
11. **Team size** — Who's executing this? (founder only, 1 marketer, SDR+marketing, etc.)
12. **Budget** — Rough range for paid/sponsored channels (or "zero — organic only")
13. **Existing assets** — What do you already have? (blog posts, case studies, demo video, email list)

## Phase 1: Channel Strategy

Based on intake answers, recommend 2-4 primary channels. For seed/Series A, resist suggesting more than 4 — execution quality beats channel breadth.

### Channel Selection Criteria

| Channel | Best For | Minimum Resource |
|---------|----------|-----------------|
| **Founder LinkedIn** | Thought leadership, top-of-funnel awareness | 3 posts/week, 30 min/day |
| **Cold email (outbound)** | Direct pipeline from ICP list | SDR or founder time + Smartlead |
| **LinkedIn ads** | Targeted awareness with limited list | $1,000+/month budget |
| **Community engagement** | Slack/Discord communities where ICP is active | 1 hour/day, no budget |
| **Content SEO** | Long-term inbound, compounding | 2 posts/week, 2-3 month horizon |
| **Newsletter sponsorship** | Reaching existing engaged audiences | $500-5,000/newsletter |
| **Product Hunt** | Developer/startup audience, launch moment | 2 weeks prep, launch day hustle |
| **Event/conference** | High-intent networking, deal acceleration | Attendance + budget |
| **Partner co-marketing** | Shared audiences, low-cost reach | Partnership agreement |

For each recommended channel, specify:
- **Primary role:** Awareness / Consideration / Conversion
- **Expected output:** What does success look like on this channel?
- **Estimated effort:** Hours per week + budget
- **Who owns it:** Which team member

## Phase 2: Messaging Architecture

Define 3 core messages for the campaign — the angles you'll repeat across channels.

### Message Structure

For each core message:
```
Message: [1-sentence core claim]
Evidence: [proof point — metric, case study, quote]
For: [which ICP segment this resonates with most]
Channel fit: [best channel(s) to deploy this message]
```

### Messaging Hierarchy

| Level | Message | Example |
|-------|---------|---------|
| **Primary** (use everywhere) | Core positioning statement | "The only [category] built for [ICP]" |
| **Secondary A** (proof-driven) | Customer outcome story | "[Customer] 3x'd pipeline in 30 days" |
| **Secondary B** (contrast) | Differentiation from status quo | "Unlike [category], we [differentiator]" |

## Phase 3: Content Plan

Map specific content pieces to the channel plan. Be concrete — give working titles, not just "write some blog posts."

### Content Calendar Format

| Week | Channel | Content Piece | Format | Owner | Goal |
|------|---------|--------------|--------|-------|------|
| Week 1 | LinkedIn | "[Working Title]" | Insight post | Founder | 500 impressions |
| Week 1 | Cold email | Launch sequence (Touch 1) | Email | SDR | 20 demos booked |
| Week 2 | LinkedIn | "[Working Title]" | Case study post | Marketing | 200+ reactions |
| Week 2 | Blog | "[Working Title]" | How-to post | Marketing | 50 organic visits |
...

**Content types for seed/Series A (in order of leverage):**
1. Founder insight post (LinkedIn) — personal brand + thought leadership
2. Customer story/result (any channel) — social proof
3. Contrarian take / hot take — engagement bait
4. How-to / tactical guide — ICP utility value
5. Launch announcement — news peg for outreach

## Phase 4: Success Metrics

Define KPIs before the campaign starts. Split by phase:

| Metric | Target | How to Measure |
|--------|--------|---------------|
| **Awareness** | [N] LinkedIn impressions | LinkedIn Analytics |
| **Consideration** | [N] profile visits / email opens | LinkedIn, Smartlead |
| **Conversion** | [N] signups / demos / replies | CRM / product analytics |
| **Quality** | [N%] ICP match on conversions | Manual tagging |

**North star for this campaign:** [single most important metric]

## Phase 5: Output Format

```markdown
# Campaign Brief — [Campaign Name]
Created: [DATE] | Owner: [Name]

## Goal
[1-sentence goal with number and timeline]

## ICP Target
[2-3 sentences: who, what pain, why now]

## Timeline
Start: [date] | End: [date] | Review: [midpoint date]

---

## Channel Strategy

### Channel 1: [Name]
- Role: [Awareness/Consideration/Conversion]
- Effort: [hours/week + budget]
- Owner: [person]
- Success metric: [what good looks like]

### Channel 2: [Name]
...

---

## Core Messages

### Primary
> "[message]"
Evidence: [proof]

### Secondary A
> "[message]"
Evidence: [proof]

### Secondary B
> "[message]"
Evidence: [proof]

---

## Content Calendar (Weeks 1-4)

| Week | Channel | Content | Format | Owner |
|------|---------|---------|--------|-------|
...

---

## Success Metrics

| Metric | Target | Owner |
|--------|--------|-------|
...

**North star:** [metric]

---

## What We're NOT Doing
(Scope constraints to prevent scope creep)
- Not running [channel] — not enough budget/time
- Not targeting [segment] — outside ICP for this campaign
- Not launching [content type] — need [prerequisite] first

---

## Assets Needed Before Launch
- [ ] [Asset 1] — Owner: [name] — Due: [date]
- [ ] [Asset 2] — ...
```

Save to the current working directory or wherever the user prefers.

## Tools Required

None. Pure reasoning. Works with any LLM agent.

## Trigger Phrases

- "Write a campaign brief for [launch/goal]"
- "Help me plan a campaign targeting [ICP]"
- "We're launching [thing] — give me a campaign plan"
- "I have [N] weeks and [budget] — what campaign should I run?"