09-campaign-strategy

Installation

SKILL.md

Campaign Strategy Generator

Produce a complete campaign strategy document for one focused marketing campaign. Every section must be populated with client-specific content — no generic filler. Apply British English throughout. Default to Uganda/East Africa context unless the client specifies otherwise.

A campaign is a time-bound, focused effort with a specific objective. It is distinct from always-on social media activity (covered in 05-social-media-strategy). This document governs one campaign only.

Use when

Generates a complete single-campaign strategy document — covering objective setting, audience targeting, campaign concept, channel plan, timeline, content production list, paid amplification, budget allocation, and success metrics. Invoke when a client needs to plan a focused marketing campaign: product launch, seasonal offer, awareness drive, or event promotion. Also produces a one-page campaign brief for briefing creative partners or clients.
Use this skill when it is the closest match to the requested deliverable or workflow.

Do not use when

Do not use this skill for graphic design, video production, software development, or legal advice beyond the repository's stated scope.
Do not use it when another skill in this repository is clearly more specific to the requested deliverable.

Workflow

Collect the required inputs or source material before drafting, unless this skill explicitly generates the intake itself.
Follow the section order and decision rules in this SKILL.md; do not skip mandatory steps or required fields.
Review the draft against the quality criteria, then deliver the final output in markdown unless the skill specifies another format.

Anti-Patterns

Do not invent client facts, performance data, budgets, or approvals that were not provided or clearly inferred from evidence.
Do not skip required inputs, mandatory sections, or quality checks just to make the output shorter.
Do not drift into out-of-scope work such as code implementation, design production, or unsupported legal conclusions.

Outputs

A structured onboarding, strategy, or planning document in markdown, ready to hand off to the next skill in the workflow.

References

Use the inline instructions in this skill now. If a references/ directory is added later, treat its files as the deeper source material and keep this SKILL.md execution-focused.
Read references/sequence-and-proof-architecture.md when the campaign is a launch, event, or timed offer that needs explicit sequencing and proof planning.
Read ../premium-commercial-writing/SKILL.md when the campaign needs premium message architecture, stronger proof, high-ticket positioning, or search/authority reuse.

Required Input

Ask for all of the following before generating the campaign strategy document:

Client name — trading name
Industry and sub-sector — e.g. "retail — electronics", "hospitality — event venue"
Country/city — defaults to Kampala, Uganda if not specified
Campaign type — product launch / seasonal offer / brand awareness / event promotion
Campaign dates — proposed start date and end date in day-month-year format
Target persona — reference 03-audience-personas if available; otherwise describe the primary target (age, location, key motivations, platform habits)
Campaign budget — total budget in UGX; split into: (a) production budget (content creation costs) and (b) paid spend (boosting, ads)
Available channels — list all channels the client can activate: Facebook, Instagram, TikTok, WhatsApp broadcast, email list, YouTube, LinkedIn, X/Twitter
Primary business goal this campaign supports — one sentence linking the campaign to a wider business objective

If the 03-audience-personas document is available, reference it explicitly. If not, ask the client to confirm the target audience before proceeding.

Also collect or infer these conversion-critical details:

the exact offer being promoted
the objection most likely to suppress response
the proof available to support the offer
the primary CTA and the post-click destination

If those are unclear, the campaign concept is not ready.

Document Structure

Generate all ten sections in order. Use markdown headings. Do not omit any section.

1. Campaign Objective

State the primary campaign objective in SMART format. One primary objective only. Secondary objectives are listed separately.

SMART objective format:

Specific: what exactly will be achieved
Measurable: which number or metric defines success
Achievable: is this realistic given the budget and timeframe?
Relevant: how does this connect to the client's primary business goal?
Time-bound: by what date must the objective be achieved?

Write the objective as a single sentence: "Achieve [measurable outcome] by [date] through [channel/approach], in order to [business goal]."

Example for a product launch: "Generate 200 pre-orders for [Product Name] by [launch date + 7 days] through a coordinated Instagram and WhatsApp campaign, in order to validate market demand before the full production run."

Secondary objectives (list separately, not SMART):

[e.g. Grow Instagram following by 300 new followers during campaign period]
[e.g. Generate 50 pieces of user-generated content via campaign hashtag]

Do not allow secondary objectives to dilute focus. The primary objective must remain the decision-making anchor for every campaign choice.

2. Target Audience

Identify explicitly which persona(s) from 03-audience-personas this campaign targets. State the reasoning.

If only one persona is targeted (recommended for most campaigns): name them, state their core motivation, and explain why this campaign is relevant to them.

If two personas are targeted: confirm that the core message works for both. Note if any element of the channel plan or content must be adapted for each.

State the following for the primary target:

Primary persona name: [e.g. "Grace — urban professional, Kampala, 28–38"]
Why this campaign is for them: [1–2 sentences linking the campaign offer or message to a known need, pain point, or aspiration from the persona profile]
Where to reach them: [primary platform(s) and time of day they are most active; apply EAT, UTC+3]
What will motivate them to act: [one sentence — the core behavioural driver: social proof / urgency / aspiration / saving money / belonging / status]

3. Campaign Concept and Core Message

Define the big idea that ties all campaign content together.

Campaign name / working title: [Short, memorable; 3–5 words]

Tagline: [One punchy line the audience will remember; can be used in graphics, captions, and CTAs]

The big idea: [One sentence describing the campaign concept — what it is and why it will resonate with the target audience]

Core message: [One sentence stating what the audience must take away from this campaign. Everything in the campaign serves this message. If an asset does not reinforce the core message, cut it.]

Pressure-test the core message against four questions:

what is being offered?
who is it for?
why act now rather than later?
what proof or mechanism makes this believable?

For premium, executive, high-ticket, or trust-sensitive campaigns, also build the premium-commercial-writing message spine: reader, moment, pain, outcome, point of view, mechanism, proof, objection, next step.

Tone for this campaign: [Reference 04-brand-voice-intake if available. Note if the campaign tone differs from the always-on brand tone — e.g. a campaign for a festive seasonal offer may be more playful than the brand's standard tone]

Visual direction note: [Brief description of the look and feel for campaign assets — not a design brief, but enough direction for a graphic designer or videographer to understand the aesthetic. Note: asset production is outside the scope of this skill.]

4. Channel Plan

Define how each channel will be used in this campaign. Show how channels work together — cross-channel sequencing is essential for campaign impact.

Cross-channel sequencing principle: Build from teaser to announcement to amplification to close-out:

Tease on Stories (Instagram / Facebook) — generate curiosity before the launch
Announce on feed — hero content goes live at full quality
Amplify with WhatsApp broadcast — reach the most engaged existing audience
Follow up with email (if list available) — direct channel with highest intent audience
Sustain with supporting content — keep the campaign alive across the full period

Channel plan table:

Platform	Role in Campaign	Content Type	Frequency	Timing (EAT, UTC+3)	Notes
Instagram	Announce + sustain	Feed post, Reel, Stories	[e.g. Daily during launch, 3x/week sustain]	[e.g. 07:00 / 12:00 / 19:00]	Hero visual on Day 1
Facebook	Broad reach + community	Feed post, boosted post	[e.g. 3x/week]	[e.g. 08:00 / 13:00]	Boost launch post
TikTok	Entertainment + awareness	Short video	[e.g. 2x/week]	[e.g. 19:00–21:00]	UGC challenge if applicable
WhatsApp broadcast	Direct audience activation	Text + image message	[e.g. Day 1, Day 7, Day last]	[e.g. 09:00]	Personalised tone
Email	Nurture and convert	Campaign email	[e.g. 3 emails: announce / build / last chance]	[e.g. Morning sends 07:00]	Segment to leads and customers
YouTube	Tutorial or demonstration	Video	[e.g. 1 hero video]	[e.g. Publish Day 1]	If applicable

Populate only channels available to this client. Remove rows for channels not in use.

Do not let every channel do the same job. Assign channels by role:

attention
education
proof
conversion
reminder
follow-up or retention

5. Campaign Timeline

Structure across four phases. Populate with specific dates using the client's stated campaign dates.

Phase 1 — Pre-launch (1–2 weeks before campaign start) Goal: build anticipation; warm existing audience; tease without revealing

Content to publish: [list specific teasers — e.g. "countdown graphic on Stories", "behind-the-scenes video: 'something is coming'", "Instagram poll: 'Are you ready?'"]
Community actions: [e.g. respond to all comments on teasers within 4 hours; DM engaged followers a sneak preview]
Paid activity: [e.g. begin building warm Custom Audience for retargeting on Day 1 launch]
Milestone: [e.g. 500 Story views on teaser content; 50 poll responses; WhatsApp broadcast list at target size]

Phase 2 — Launch (Days 1–3) Goal: maximum visibility; drive first wave of action

Content to publish: [list all launch assets — e.g. "hero feed post + Reel on Day 1", "Facebook boosted announcement", "WhatsApp broadcast at 09:00", "email to full list at 07:00"]
Posting frequency: highest of the entire campaign; aim to be visible across all platforms in the first 24 hours
Paid amplification: [specify which posts to boost and targeting notes — see Section 7]
Community actions: [e.g. respond to every comment within 2 hours on Day 1; screenshot and share UGC in Stories]
Milestone: [e.g. [X] impressions in first 48 hours; [Y] enquiries or clicks; [Z] orders or sign-ups]

Phase 3 — Sustain (Week 2 through campaign close minus 48 hours) Goal: maintain momentum; deepen engagement; convert warm audiences

Content to publish: [e.g. customer testimonials or UGC reposts, FAQ content, objection-handling posts, behind-the-scenes, reminder posts]
UGC encouragement: actively invite customers to share their experience using the campaign hashtag
Retargeting: serve content to people who engaged with Phase 2 posts but have not yet converted
Email: send mid-campaign email to non-openers and non-clickers from Phase 2 send
Milestone: [e.g. engagement rate sustained above baseline; UGC collected from [X] customers]

Phase 4 — Close-out (Final 48 hours) Goal: urgency; last-chance messaging; finalise results

Content to publish: [e.g. "Last 48 hours" countdown post, "Don't miss out" WhatsApp broadcast, final email: "last chance"]
Urgency must be genuine — do not use artificial deadlines. If the offer has a real close date, state it clearly.
After campaign ends: publish a results or thank-you post; acknowledge participants; share campaign outcome with the community
Milestone: [primary KPI target achieved or documented; all results recorded for post-campaign report]

6. Content Production List

List every asset that must be created for this campaign. Group by type. Include specs and assign responsibility.

Asset	Type	Specs	Quantity	Responsible	Due Date
Hero campaign graphic	Static image	1080×1080px (feed), 1080×1920px (Stories)	2 (feed + Stories version)	[Designer / in-house]	[Date]
Campaign Reel / TikTok video	Video	9:16, 15–60 seconds, captions on-screen	1	[Videographer / in-house]	[Date]
Teaser graphic series	Static image	1080×1920px Stories	3 frames	[Designer]	[Pre-launch date]
Feed post captions	Copy	150–300 words each	[Number] posts	[Copywriter / in-house]	[Rolling]
WhatsApp broadcast messages	Copy	50–100 words each, no links in first message	3 messages	[In-house]	[Phase dates]
Email campaign copy	Copy	Subject line + body (300–500 words) + CTA	3 emails	[Copywriter]	[Phase dates]
Facebook boosted post creative	Static image or video	1200×628px (link post), 1080×1080px (square)	1–2	[Designer]	[Launch date]
Campaign hashtag	Copy	Brand + campaign specific	1	[In-house]	[Pre-launch]
UGC brief (instructions for customers)	Copy	One short paragraph or 3-step instructions	1	[In-house]	[Launch date]

Add or remove rows based on the client's channel plan. Reference the east-african-english and content-writing skills for copywriting standards.

Note: graphic design, video production, and visual asset creation are outside the scope of this skill suite. Provide briefs and specs; direct the client to a designer or videographer.

7. Paid Amplification Plan

This section covers high-level paid social strategy for this campaign. It is not a media buying plan or ad account setup guide.

Which posts to boost: Prioritise for boosting:

The hero launch post (Day 1) — highest quality asset, clearest message
Any post that achieves above-average organic engagement in the first 24 hours
The close-out post — re-serve the campaign offer to warm audiences before the deadline

Audience targeting notes:

Primary audience: [Age range, gender if relevant, location (city/region), key interests aligned with persona]
Warm retargeting audience: people who engaged with previous posts or visited the profile in the last 30 days (use Facebook/Instagram Custom Audience)
Lookalike audience (if budget permits): Facebook's 1% lookalike of existing page engagers or customer list — effective for reach campaigns

For Uganda/EA: Kampala is typically the highest-density and highest-intent urban audience for consumer brands. Layer in Jinja, Mbarara, Entebbe, or other cities if the client operates nationally.

Budget allocation per platform (paid spend only):

Platform	What to Boost	Duration	Audience
Facebook	Hero launch post + close-out post	[Days]	[Primary + retargeting]
Instagram	Hero Reel + Stories	[Days]	[Primary audience]
TikTok	Hero TikTok video	[Days]	[Interest-based]
Total

Minimum effective boost spend on Facebook/Instagram in Uganda: approximately UGX 20,000–50,000 per day for meaningful reach (2,000–5,000 people). Below this threshold, results are negligible.

8. Budget Allocation

Present a complete budget summary covering both production costs and paid spend.

Channel / Activity	Production Cost (UGX)	Paid Spend (UGX)
Graphic design (all assets)		—
Video production (if applicable)		—
Copywriting		—
Facebook / Instagram paid	—
TikTok paid	—
Email platform cost (incremental)		—
Influencer fee (if applicable)
Contingency (10%)
Total campaign budget

State clearly: total production cost / total paid spend / grand total. Verify the grand total matches the client's stated campaign budget. If there is a shortfall, flag which activities to prioritise and which to reduce.

9. Success Metrics

Define what success looks like before the campaign starts. Agree these with the client.

Primary KPI: [One metric directly tied to the campaign objective. Example: "Number of product pre-orders" / "Number of event registrations" / "Number of qualified enquiries via DM or form"] Target: [Specific number] by [Campaign end date]

Supporting KPIs (3–4 maximum):

KPI	Target	Measurement Method
Total campaign reach	[e.g. 30,000 unique accounts]	Native analytics
Engagement rate (campaign posts)	[e.g. Above 4%]	Engagements ÷ reach
WhatsApp broadcast open/read rate	[e.g. Above 60%]	Manual count
Email campaign open rate	[e.g. Above 30%]	Email platform analytics
Discount code redemptions	[e.g. 50 redemptions]	Sales records
Website sessions from campaign	[e.g. 500 sessions]	Google Analytics UTM

Reporting:

During campaign: daily check on paid spend, reach, and engagement on launch days; every 2–3 days during sustain phase
Post-campaign: full report within 5 working days of campaign close. Use meta-reporting skill for report structure.
Document results against targets and record for future campaign benchmarking

10. One-Page Campaign Brief

Produce a summary brief for sharing with creative partners (graphic designers, videographers) or for presenting to the client for sign-off. This is a pull-out, standalone document.

[Client/Brand Name] — Campaign Brief Prepared by: [Consultant/Agency Name] | Date: [Day-Month-Year]

Campaign name: [Working title] Campaign type: [Launch / Seasonal / Awareness / Event] Campaign dates: [Start] — [End]

Objective: [One sentence — the SMART objective from Section 1]

Target audience: [2–3 sentences from Section 2 — who they are, where to reach them, what motivates them]

Core message: [One sentence — the single thing the audience must take away]

Tagline / working campaign name: [From Section 3]

Channels: [Bullet list of active channels from Section 4]

Key dates:

Pre-launch: [Date range]
Launch day: [Date]
Campaign closes: [Date]

Assets required: [Bullet list of the most critical deliverables from Section 6 — hero graphic, hero video, captions, emails]

Budget: Total: UGX [X] | Production: UGX [X] | Paid spend: UGX [X]

Primary KPI: [From Section 9 — the one number that defines success]

Contact for questions: [Consultant name, WhatsApp / email]

Quality Criteria

Campaign objective is written as a complete SMART statement with a specific number, date, and link to a business goal
Target persona is explicitly named and linked to 03-audience-personas where available
Cross-channel sequencing shows how platforms work together — not just a list of channels
Campaign timeline has specific dates (not relative weeks) derived from the client's stated campaign dates
Content production list includes specs for every asset type — enough for a designer to work from
Paid amplification notes include EA-specific minimum spend thresholds and audience targeting logic
Budget table clearly distinguishes production costs from paid spend and totals to the client's stated budget
Success metrics are agreed before the campaign starts — targets are specific numbers, not "increase" or "improve"
One-page campaign brief is standalone and complete — a designer or client could act on it without reading the full document
British English spelling throughout; EAT timezone applied to all scheduling references
Premium campaigns use proof, value, objection handling, and price integrity before the strongest conversion ask

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