domains / families / marketing / plan-campaign

plan-campaign

separate

Campaign planner: turns a product, offer, goal, budget and date into a plan the marketer can approve and a designer can start from today, with every channel kept or dropped for a reason. Zero paid is a valid answer; it never spends. Use when the ask names a campaign, a launch, drop or season push, a budget or a date: I have this budget and a launch date — what do I run, where?; plan my launch, drop or Black Friday push; plan a campaign; how should I split $5k; plan next month's campaign; our CAC blew up — replan. Not for a broad "grow my brand", "get more customers" or "where do I start" with no campaign, budget or date — use where-to-start; not for pausing ads on a sold-out product — use run-paid-campaigns; not for an email-only send plan — use email-lifecycle; not for reading this week's numbers — use analyze-performance.

When not to use

• Making or pricing any asset — make-static-ads, make-content (offered as the next job). Video ads go to the goose-video skill and product photos to the goose-product-photos skill (GooseWorks skills, not playbooks), offered as the next job t…
• Launching, pausing or moving money — run-paid-campaigns.
• Doing the research — research-market, research-competitors (offered when missing).
• Approving claims — the claims gate's scoped sign-off, inside the job that needs the lines; a full claims audit is not covered yet.
• Measuring results — analyze-performance (this plan writes what it will be judged on).
• Offer mechanics — interim: the plan's offer line plus email-lifecycle's send calendar.

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