---
name: messaging-framework
location: .haiku/intents/{intent-slug}/knowledge/MESSAGING-FRAMEWORK.md
scope: intent
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required: true
---

# Messaging Framework

Campaign strategy and messaging architecture. This output drives the content stage's asset creation and provides the measurement framework for the measure stage.

## Content Guide

Structure the framework around campaign execution needs:

- **Campaign goals** — SMART objectives with target KPIs and measurement criteria
- **Value proposition hierarchy** — primary message, supporting proof points, and differentiators
- **Tone guidelines** — voice attributes, vocabulary preferences, and channel-specific tone adaptations
- **Audience-message mapping** — which messages resonate with which segments and why
- **Channel strategy** — selected channels mapped to audience segments with rationale and format requirements
- **Objection handling** — anticipated audience objections with response frameworks
- **Brand alignment notes** — brand reviewer's approved elements and any guardrails

## Quality Signals

- Every messaging choice traces back to a research finding in the market brief
- Goals are quantified with specific KPIs, not aspirational statements
- Tone guidelines are specific enough to evaluate copy against
- Channel selections are justified by audience behavior data, not convention
