---
name: campaign-brief
description: "Turn a marketing idea into a complete campaign brief: target audience, messaging, channels, timeline, budget allocation, and success metrics"
---

# Campaign Brief Skill

## When to activate
- You have a promotion or launch idea and need a structured plan
- Creating a seasonal marketing campaign (Black Friday, summer sale, etc.)
- Writing a brief for a freelancer, agency, or marketing hire
- Organising your own marketing efforts for the next 4-8 weeks
- Turning "we should do something for [occasion]" into an actual plan

## When NOT to use
- Executing the campaign (Claude helps plan, then you or your team executes)
- Detailed media buying or ad account management
- Brand identity creation from scratch

## Instructions

### Quick campaign brief

```
Help me create a marketing campaign brief.

Business: [your business name and type]
What I'm promoting: [product/service/event/sale]
Goal: [more customers / promote a specific product / seasonal sale / launch something new]
Budget: $[X] total or $[X]/month
Timeline: [when does this need to start and end]
Target customer: [describe who you're trying to reach]
Channels I'm considering: [email / social / Google Ads / flyers / etc.]
Anything I already know about what works: [optional]
```

### Seasonal campaign planning

```
I want to run a [Black Friday / Christmas / summer / back-to-school] campaign.
My business: [type]
Products/services to promote: [list]
Typical revenue in this period without a campaign: $[X]
What I can offer: [discount / free gift / bundle / early access]
Budget available: $[X]
Staff to help: [just me / 1 assistant / team of X]

Create a 4-week campaign plan with weekly actions.
```

### Email campaign planning

```
I want to run an email campaign to my list of [X] subscribers.
Goal: [drive purchases / announce a new product / re-engage inactive customers]
Timeline: [X weeks]
What I can offer: [describe]

Create a [3/5/7]-email sequence with:
- Subject lines for each
- Key message for each email
- When to send each one
- What the CTA should be
```

### Social media campaign

```
I want to run a social campaign on [Instagram / Facebook / LinkedIn / TikTok].
Duration: [X weeks]
Product/offer: [describe]
Budget for paid promotion: $[X]
I can post: [daily / 3x per week / weekly]

Create a content calendar with:
- Post themes by week
- Content type (photo, video, carousel, story, reel)
- Caption angle for each
- When to boost with paid ads
```

### Measuring success

```
I ran a campaign last month: [describe what you did].
Results: [what happened — more sales? new customers? website visits?]

Did this work? What should I measure, and what would "good" look like for my business?
```

## Example

**You say:**
```
I run a dog grooming salon.
I want to fill my quiet Tuesday/Wednesday slots.
Budget: $200.
My existing tools: Instagram (450 followers), email list (180 people), Google Business profile.
Goal: 10 new bookings in the next 3 weeks.
```

**Claude produces a brief:**

**Campaign: Fill the Mid-Week Slots**

**Objective:** 10 new bookings on Tuesdays and Wednesdays over 3 weeks

**Offer:** "Mid-week special — 20% off all grooms booked Tuesday or Wednesday"

**Week 1 — Announce**
- Email (Day 1): Subject: "Psst — Tuesday slots just got cheaper 🐾" → announce the offer, include booking link, limited to 15 spots
- Instagram post + Story (Day 2): Before/after photo + "Book a mid-week groom, save 20%"
- Google Business post (Day 3): Add the offer to your profile

**Week 2 — Social proof**
- Instagram: share 2 customer photos from Tuesday/Wednesday bookings
- Story poll: "Would you try a mid-week groom if it was cheaper?"
- Boost the best Instagram post: $100 budget, target dog owners within 10km

**Week 3 — Urgency**
- Email (Day 1): "3 slots left this week at 20% off"
- Instagram Story: countdown sticker + "Filling fast"
- $100 remaining budget: retarget anyone who visited your website/Instagram

**Success metrics:** 10 bookings = $X revenue at your average price. Track which channel each booking came from.

---

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