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Campaign Plan

AnthropicOfficialPublished by Anthropic

  • Skill
  • Content generator
  • Business and productivity
  • Apache-2.0
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From the author

Generate a full campaign brief with objectives, audience, messaging, channel strategy, content calendar, and success metrics. Use when planning a product launch, lead-gen push, or awareness campaign, when you need a week-by-week content calendar with dependencies, or when translating a marketing goal into a structured, executable plan.
— the description by Anthropic

AutoGineer summary

Written by AutoGineer from the skill’s own files, not by the author

The campaign-plan skill provides a structured framework for developing marketing campaigns. It guides users through defining core objectives, identifying target audiences, crafting messaging, selecting appropriate channels, and building a tactical content calendar. The skill ensures that marketing efforts are aligned with business goals by incorporating industry-standard frameworks for budget allocation, risk mitigation, and performance measurement.

What it does

  • Generates a structured marketing campaign brief based on user-provided goals.
  • Creates a week-by-week content calendar with dependencies and milestones.
  • Defines target audience profiles, pain points, and buying stages.
  • Recommends channel strategies across owned, earned, and paid media.
  • Establishes success metrics and KPIs aligned with campaign objectives.
  • Provides budget allocation frameworks and risk mitigation strategies.

When to use it

  • When planning a new product launch or awareness campaign.
  • When you need to translate high-level marketing goals into an executable plan.
  • When you require a structured content calendar with clear deadlines and dependencies.
  • When you need to define audience segments and messaging for a specific initiative.
  • When you need to determine appropriate budget allocation across marketing channels.

Advantages

  • Ensures consistency by using a standardized five-part campaign framework.
  • Helps align content production with specific funnel stages.
  • Provides clear guidance on channel selection based on audience behavior.
  • Facilitates realistic planning by including production timeline benchmarks.
  • Enables data-driven decision making through defined KPIs and reporting cadences.

Usage examples

“Plan a product launch campaign for our new AI-powered CRM targeting mid-market sales teams.”
The agent will generate a full campaign brief including objectives, audience profiles, messaging, a channel strategy, and a detailed content calendar.
“I need a lead generation campaign for our webinar series. We have a $5,000 budget.”
The agent will produce a campaign plan tailored to lead generation, including specific budget allocation suggestions and KPIs for tracking registrations and attendance.

Install

  1. Download the skill as a ZIP:

    https://mp-staging.autogineer.com/agent-skills/anthropics/campaign-plan/download
  2. Unzip it into the cross-client skills folder of your project:

    mkdir -p .agents/skills && unzip campaign-plan.zip -d .agents/skills

Documentation by Anthropic

Campaign Plan

If you see unfamiliar placeholders or need to check which tools are connected, see CONNECTORS.md.

Generate a comprehensive marketing campaign brief with objectives, audience, messaging, channel strategy, content calendar, and success metrics.

Trigger

User runs /campaign-plan or asks to plan, design, or build a marketing campaign.

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 and note where budget allocation would matter)

  5. Additional context (optional):

    • Product or service being promoted

    • Key differentiators or value propositions

    • Previous campaign performance or learnings

    • Brand guidelines or constraints

    • Geographic focus

Campaign Brief Structure

Generate a campaign brief with the following sections:

1. Campaign Overview
  • Campaign name suggestion

  • One-sentence campaign summary

  • Primary objective with a specific, measurable goal

  • Secondary objectives (if applicable)

2. Target Audience
  • Primary audience segment with description

  • Secondary audience segment (if applicable)

  • Audience pain points and motivations

  • Where they spend time (channels, communities, publications)

  • Buying stage alignment (awareness, consideration, decision)

3. Key Messages
  • Core campaign message (one sentence)

  • 3-4 supporting messages tailored to audience pain points

  • Message variations by channel (if different tones are needed)

  • Proof points or evidence to support each message

4. Channel Strategy

Recommend channels based on audience and goal. For each channel, include:

  • Why this channel fits the audience and objective

  • Content format recommendations

  • Estimated effort level (low, medium, high)

  • Budget allocation suggestion (if budget was provided)

Consider channels from:

  • Owned: blog, email, website, social media profiles

  • Earned: PR, influencer partnerships, guest posts, community engagement

  • Paid: search ads, social ads, display, sponsored content, events

5. Content Calendar

Create a week-by-week (or day-by-day for short campaigns) content calendar:

  • What content to produce each week

  • Which channel each piece targets

  • Key milestones and deadlines

  • Dependencies between pieces (e.g., "landing page must be live before paid ads launch")

Format as a table:

WeekContent PieceChannelOwner/NotesStatus
6. Content Pieces Needed

List every content asset required for the campaign:

  • Asset name and type (blog post, email, social post, ad creative, landing page, etc.)

  • Brief description of what it should contain

  • Priority (must-have vs. nice-to-have)

  • Suggested timeline for creation

7. Success Metrics

Define KPIs aligned to the campaign objective:

  • Primary KPI with target number

  • Secondary KPIs (3-5)

  • How each metric will be tracked

  • Reporting cadence recommendation

If ~~product analytics is connected, reference any available historical performance benchmarks to inform targets.

8. Budget Allocation (if budget provided)
  • Breakdown by channel or activity

  • Production costs vs. distribution costs

  • Contingency recommendation (typically 10-15%)

9. Risks and Mitigations
  • 2-3 potential risks (timeline, audience mismatch, channel underperformance)

  • Mitigation strategy for each

10. Next Steps
  • Immediate action items to kick off the campaign

  • Stakeholder approvals needed

  • Key decision points

Planning Reference

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

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

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."

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 solutions, or ready to buy?

Create a brief audience profile (not a full persona) for campaign planning:

"[Role] at [company type] who is struggling with [pain point] and looking for [desired outcome]. They typically discover solutions through [channels] and care most about [priorities]."

Message

Craft the core message and supporting points that will resonate with the audience.

  • Core message: one sentence that captures what you want the audience to think, feel, or do

  • Supporting messages: 3-4 points that provide evidence, address objections, or elaborate on benefits

  • Proof points: data, case studies, testimonials, or third-party validation for each supporting message

  • Differentiation: what makes your offering different from alternatives (including doing nothing)

Message hierarchy:

  1. Why should I care? (addresses the pain point or opportunity)

  2. What is the solution? (positions your offering)

  3. Why you? (differentiates from alternatives)

  4. What should I do? (call to action)

Channel

Select channels based on where your audience is, not where you are most comfortable. See the Channel Selection Guide below.

Measure

Define how you will know the campaign worked. See Success Metrics by Campaign Type below.

Channel Selection Guide
Owned Channels
ChannelBest ForTypical MetricsEffort
Blog/WebsiteSEO, thought leadership, educationTraffic, time on page, conversionsMedium
EmailNurture, retention, announcementsOpen rate, CTR, conversionsLow-Medium
Social (organic)Awareness, community, brand buildingEngagement, reach, follower growthMedium
WebinarsEducation, lead gen, product demosRegistrations, attendance, pipelineHigh
PodcastThought leadership, brand awarenessDownloads, subscriber growthHigh
Earned Channels
ChannelBest ForTypical MetricsEffort
PR/MediaAwareness, credibility, launchesCoverage, share of voice, referral trafficHigh
Guest contentAudience expansion, SEO, credibilityReferral traffic, backlinksMedium
Influencer/PartnerAudience expansion, trustReach, engagement, referral conversionsMedium-High
CommunityAwareness, trust, feedbackMentions, engagement, referral trafficMedium
Reviews/RatingsCredibility, SEO, considerationReview volume, rating, conversion liftLow-Medium
Paid Channels
ChannelBest ForTypical MetricsEffort
Search ads (SEM)High-intent lead captureCPC, CTR, conversion rate, CPAMedium
Social adsAwareness, retargeting, lead genCPM, CPC, CTR, CPA, ROASMedium
Display/ProgrammaticAwareness, retargetingImpressions, CPM, view-through conversionsLow-Medium
Sponsored contentThought leadership, lead genEngagement, leads, cost per leadMedium
Events/SponsorshipsRelationship building, brandLeads, meetings, pipeline influencedHigh
Channel Selection Criteria

When choosing channels, consider:

  • Where does your target audience spend time?

  • What is the buying stage you are targeting? (awareness channels vs. conversion channels)

  • What is your budget? (paid channels require spend; owned/earned require time)

  • What content assets do you already have or can you produce?

  • What has worked in the past? (reference historical data if available)

Content Calendar Creation
Calendar Planning Process
  1. Start with milestones: campaign launch, event dates, product releases, seasonal moments

  2. Work backward: what needs to be live and when? What is the production lead time?

  3. Map content to funnel stages: ensure coverage across awareness, consideration, and conversion

  4. Batch by theme: group related content pieces into weekly or bi-weekly themes

  5. Balance channels: do not over-index on one channel; ensure the audience sees the campaign across touchpoints

  6. Build in flexibility: leave 20% of calendar slots open for reactive or opportunistic content

Content Cadence Guidelines
  • Blog: 1-4 posts per week depending on team size and goals

  • Email newsletter: weekly or bi-weekly for most audiences

  • Social media: 3-7 posts per week per platform (varies by platform)

  • Paid campaigns: continuous during campaign window with creative refreshes every 2-4 weeks

  • Webinars: monthly or quarterly depending on resources

Production Timeline Benchmarks
  • Blog post: 3-5 business days (research, draft, review, publish)

  • Email campaign: 2-3 business days (copy, design, test, send)

  • Social media posts: 1-2 business days (draft, design, schedule)

  • Landing page: 5-7 business days (copy, design, development, QA)

  • Video content: 2-4 weeks (script, production, editing)

  • Ebook/whitepaper: 2-4 weeks (outline, draft, design, review)

Budget Allocation Approaches
Percentage of Revenue Method
  • Industry benchmark: 5-15% of revenue for marketing, with B2B typically at 5-10% and B2C at 10-15%

  • Startups and growth-stage companies often invest 15-25% of revenue in marketing

  • Within the marketing budget, allocate across brand (long-term) and performance (short-term)

Channel Allocation Framework

A common starting framework (adjust based on goals and historical data):

CategoryPercentage of BudgetExamples
Paid acquisition30-40%Search ads, social ads, display
Content production20-30%Blog, video, design, ebooks
Events and sponsorships10-20%Conferences, webinars, meetups
Tools and technology10-15%Analytics, automation, CRM
Testing and experimentation5-10%New channels, A/B tests, pilots
Budget Optimization Principles
  • Start with your highest-confidence channel and allocate 60-70% of paid budget there

  • Reserve 15-20% for testing new channels or tactics

  • Shift budget monthly based on performance data (do not set and forget)

  • Account for production costs, not just media spend

  • Include a 10-15% contingency for unexpected opportunities or overruns

Success Metrics by Campaign Type
Awareness Campaign
MetricWhat It Measures
Reach/ImpressionsHow many people saw the campaign
Brand mention volumeIncrease in brand conversations
Share of voiceYour mentions vs. competitors
Direct trafficPeople coming to your site unprompted
Social follower growthAudience building
Lead Generation Campaign
MetricWhat It Measures
Total leadsVolume of new contacts
Marketing qualified leads (MQLs)Leads meeting quality threshold
Cost per lead (CPL)Efficiency of spend
Lead-to-MQL conversion rateQuality of leads generated
Pipeline influencedRevenue opportunity created
Product Launch Campaign
MetricWhat It Measures
Signups or trialsAdoption of new product
Activation rateUsers who complete key first action
Media coverageEarned media hits
Social buzzMentions, shares, engagement spike
Feature adoptionUsage of specific launched features
Retention/Engagement Campaign
MetricWhat It Measures
Churn rate changeCustomer retention improvement
Engagement rateInteractions with campaign content
NPS or CSAT changeSatisfaction improvement
Upsell/cross-sell revenueExpansion revenue
Feature adoptionUsage of promoted features
Event/Webinar Campaign
MetricWhat It Measures
RegistrationsInterest generated
Attendance rateConversion from registration
Engagement during eventQuestions, polls, chat activity
Post-event conversionsLeads or pipeline from attendees
Content repurposing reachDownstream audience from recordings

Output

Present the full campaign brief with clear headings and formatting. After the brief, ask:

"Would you like me to:

  • Dive deeper into any section?

  • Draft specific content pieces from the calendar?

  • Create a competitive analysis to inform the messaging?

  • Adjust the plan for a different budget or timeline?"

Files

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Requirements and compatibility

Written for: Claude Code, Claude apps

Works with: Claude Code, Claude apps, OpenAI Codex, GitHub Copilot, Cursor, Gemini CLI, Kiro, OpenCode, Goose, Amp, Roo Code, JetBrains Junie, Factory Droid, Devin (ex-Windsurf), Mistral Vibe, OpenHands, Letta

“Works with” means the tool reads the open Agent Skills format; a skill written for one tool may use features others lack.

Needs: Claude Code frontmatter

Security

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Attribution and licence

Published by
Anthropic
Publisher
Anthropic (Official)
Source
anthropics/knowledge-work-plugins · marketing/skills/campaign-plan · commit e050c2e
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Apache License 2.0 (redistribution allowed)
  • LICENSE (added by AutoGineer from marketing/LICENSE)
  • ATTRIBUTION.md (written by AutoGineer)
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