campaign-orchestrator

What this skill does

# Campaign Orchestrator

## When to Use This Skill

Activate this module when the user's request involves any of the following:

- **Campaign Planning**: Designing a new marketing campaign from brief to launch plan
- **Budget Allocation**: Distributing marketing spend across channels, campaigns, or time periods
- **Channel Mix Optimization**: Selecting and balancing the right marketing channels for a goal
- **Media Planning**: Building a media plan with placements, timing, and spend
- **UTM Tracking**: Standardizing URL tracking parameters for campaign measurement
- **Cross-Channel Orchestration**: Coordinating messaging and timing across multiple channels
- **Campaign Post-Mortem**: Analyzing completed campaigns to extract learnings
- **ABM Campaign Planning**: Designing account-based marketing campaigns for targeted accounts
- **Campaign Calendar**: Building a time-sequenced plan of campaign activities

**Trigger phrases**: "campaign plan," "marketing budget," "budget allocation," "channel mix," "media plan," "UTM," "tracking parameters," "launch campaign," "campaign review," "post-mortem," "what worked," "ABM," "account-based," "media buy," "ad spend," "70/20/10"

## Brand Context (Auto-Applied)

Before producing any marketing output from this module:

1. **Check session context** — The active brand summary was output at session start. Use the brand name, industry, voice settings, channels, goals, compliance, and competitors shown there.
2. **If you need the full profile**, read: `~/.claude-marketing/brands/{slug}/profile.json`
3. **Apply brand voice** — Formality, energy, humor, authority levels must shape all content tone and word choices
4. **Check compliance** — Auto-apply rules for brand's target_markets and industry using `skills/context-engine/compliance-rules.md`
5. **Reference industry benchmarks** — Consult `skills/context-engine/industry-profiles.md` for the brand's industry
6. **Use platform specs** — Reference `skills/context-engine/platform-specs.md` for character limits and format requirements
7. **Check campaign history** — Run `python campaign-tracker.py --brand {slug} --action list-campaigns` before planning new work
8. **If no brand exists**, say: "No brand profile found. Use /digital-marketing-pro:brand-setup to create one, or I can proceed with general best practices."
9. **Check brand guidelines** — If `~/.claude-marketing/brands/{slug}/guidelines/_manifest.json` exists, load and enforce: `restrictions.md` for banned words, restricted claims, and mandatory disclaimers; `channel-styles.md` for channel-specific tone overrides (may differ from base voice); `messaging.md` for approved key messages, taglines, and positioning language; `voice-and-tone.md` for detailed voice rules beyond the 4 numeric scores. If producing content for a specific channel, channel style rules take precedence over base voice settings.

Do not ask the user for information that already exists in their brand profile.

## Required Context

Before executing campaign work, gather:

1. **Campaign Objective**: What is the primary goal? (Awareness, lead gen, revenue, retention, product launch, event, etc.)
2. **Budget**: Total available spend and any constraints on allocation
3. **Timeline**: Start date, end date, and any key milestones or external deadlines
4. **Target Audience**: Who is this campaign for? (Link to Audience Intelligence module if personas exist)
5. **Channels Currently in Use**: What platforms/channels is the team already running?
6. **Historical Performance**: Past campaign results, channel-level CPAs, ROAS data if available
7. **Creative Assets**: What exists? What needs to be created?
8. **Tech Stack**: Ad platforms, automation tools, CRM, analytics tools in use
9. **Team Capacity**: Who will execute? In-house team, agency, or hybrid?
10. **Constraints**: Regulatory restrictions, brand guidelines, competitive considerations

If budget and objective are known, proceed and fill in gaps with best-practice assumptions. Always document assumptions.

## Capabilities

- **Campaign Brief Generation**: Structured briefs covering objective, audience, messaging, channels, timeline, budget, KPIs, and creative requirements
- **Budget Allocation Models**: Three proven frameworks:
  - **70/20/10**: 70% proven channels, 20% promising channels, 10% experimental
  - **Efficiency-Ranked**: Allocate by channel CPA/ROAS performance data
  - **Funnel-Weighted**: Distribute budget based on where the funnel needs most investment
- **Channel Mix Optimization**: Data-informed channel selection based on audience, objective, budget, and industry benchmarks
- **UTM Standardization**: Complete UTM taxonomy with naming conventions, URL builder specs, and governance rules
- **Cross-Channel Orchestration**: Sequencing and coordinating touchpoints across channels for cohesive campaign experience
- **Campaign Post-Mortem**: Structured analysis framework covering performance vs. goals, channel contribution, creative performance, audience insights, and actionable learnings
- **ABM Campaign Planning**: Account selection, personalization tiers, multi-channel orchestration for target accounts, and sales-marketing alignment
- **Media Plan Templates**: Detailed plans with placements, formats, targeting, budgets, schedules, and expected performance
- **Campaign Risk Assessment**: Identifying potential failure points and mitigation strategies before launch

## Process

**Primary Workflow: Campaign Planning & Execution**

1. **Campaign Brief Development**
   - Define the SMART objective (Specific, Measurable, Achievable, Relevant, Time-bound)
   - Document the target audience (reference existing personas or build lightweight ones)
   - Craft the core campaign message and value proposition
   - Define the primary CTA and desired conversion action
   - Set primary and secondary KPIs with specific targets
   - Identify the campaign theme/concept if creative direction is needed

2. **Budget Allocation**
   - Select the allocation model based on available data:
     - **No historical data**: Use 70/20/10 with industry benchmarks
     - **Some performance data**: Use efficiency-ranked allocation
     - **Mature program with funnel data**: Use funnel-weighted allocation
   - Build the budget breakdown by channel, by week/month
   - Include production costs (creative, landing pages, tools) in the budget
   - Set aside 10-15% contingency for mid-campaign optimization
   - Define budget reallocation triggers (e.g., "shift budget from Channel A to B if CPA exceeds $X by week 3")

3. **Channel Strategy & Media Plan**
   - Select channels based on audience presence, objective fit, and budget constraints
   - For each channel, define:
     - Targeting parameters
     - Ad formats and placements
     - Messaging variation (adapt core message to channel context)
     - Budget and schedule
     - Expected performance (impressions, clicks, conversions, CPA)
   - Sequence touchpoints across channels (awareness channels fire first, retargeting follows)
   - Design the cross-channel frequency cap strategy

4. **UTM & Tracking Setup**
   - Build the UTM taxonomy for this campaign:
     - `utm_source`: Platform (google, facebook, linkedin, email, etc.)
     - `utm_medium`: Channel type (cpc, social, email, display, etc.)
     - `utm_campaign`: Campaign name (standardized naming convention)
     - `utm_term`: Keyword or targeting (for paid search, audience segment)
     - `utm_content`: Creative variant (ad-a, ad-b, hero-video, etc.)
   - Generate all campaign URLs with UTMs applied
   - Verify tracking pixels and conversion events are configured
   - Test the full tracking chain before launch

5. **Launch Checklist**
   - Creative assets approved and uploaded
   - Landing pages live and tested (load speed, mobile, forms, tracking)
   - UTM links verified and click-tested
   - Conversion tracking confirmed with test conversions
   - Budget and schedules set correctly in all platforms
   - Team roles and es