Campaign Proposal Deck

Use when

• Generates a 12-slide campaign proposal presentation in structured markdown, ready to paste into PowerPoint, Canva, or Google Slides. Invoke this skill when presenting a specific campaign idea to the client for approval and budget sign-off. Tone is persuasive and enthusiastic — this deck wins the campaign budget.
• 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

1. Collect the required inputs or source material before drafting, unless this skill explicitly generates the intake itself.
2. Follow the section order and decision rules in this SKILL.md; do not skip mandatory steps or required fields.
3. Read files in references/ only when the body points to them or when you need the deeper framework, examples, or evidence.
4. 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 turn the deck into a generic outline; every slide needs an assertion, usable speaker notes, and visual direction.

Outputs

• A slide-by-slide markdown deck using Headline, Bullets, Speaker Notes, and Visual Direction for every slide.

References

• Read references/pitch-psychology.md when you need the deeper framework, examples, or supporting material it contains.
• Read references/storytelling.md when you need the deeper framework, examples, or supporting material it contains.

Overview

This skill generates a 12-slide campaign proposal presentation. The deck is designed to win client approval for a specific campaign idea. Tone is persuasive and enthusiastic — lead with the opportunity, not the problem.

Slide sequencing: opportunity → objective → audience → concept → execution → investment → approval. The client should want to say yes before the investment slide appears.

Output is paste-ready markdown. Transfer each slide into PowerPoint, Canva, or Google Slides.

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Required Input

Collect all of the following before generating the deck. Ask for any missing items.

• Client name and industry
• Country/city (default: Uganda/East Africa)
• Campaign name (working title)
• Campaign concept — the big idea in 1–2 sentences
• Campaign objective — the primary business outcome (one SMART objective)
• Campaign dates — proposed start and end dates
• Target persona(s) — which audience segment(s) this campaign is for and why they are receptive now
• Channels in scope — which platforms, what content types
• Production budget — total available for content creation
• Paid media budget — if applicable; if not, state organic-only
• Client responsibilities — what the client needs to provide or approve
• Seasonal or market moment — the external reason why now is the right time
• Consultant name and contact details

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Slide Generation

Generate all 12 slides in full. Write every field. Maintain a persuasive, forward-leaning tone throughout.

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Slide 1 — Title Headline: [Campaign Name (Working Title)] — A Campaign Proposal for [Client Name] Bullets:

• Proposed by [Consultant Name]
• [Date]
• Proposed campaign period: [start date] – [end date] Speaker Notes: Open with energy. This meeting is a pitch — the consultant is presenting an opportunity, not reporting on history. Frame the meeting: "Today I am presenting a campaign idea I am genuinely excited about for [Client Name]. By the end of this session I want your feedback and, if you are ready, your approval to proceed." Keep this slide on screen for 30 seconds and move directly to the opportunity. Visual Direction: Bold, campaign-flavoured cover. Use a strong campaign colour or a high-energy visual that hints at the campaign concept (without revealing the full idea). Campaign working title in large type. Agency and client logos. Energetic, confident design — this cover should feel different from the strategy or report decks.

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Slide 2 — The Opportunity Headline: [External moment or insight] — and [Client Name] is perfectly positioned to act on it Bullets:

• The moment: [what is happening — seasonal event, cultural moment, market trend, product launch window — e.g. "The back-to-school season (January/February) is the highest-traffic period for education-adjacent brands in Uganda"]
• The audience: [why your audience is receptive right now — e.g. "Parents are actively searching for solutions — social media enquiries in this sector spike 60% in January"]
• The window: [how long the opportunity exists — e.g. "This window lasts 6 weeks — we need to be present and active from 5 January"] Speaker Notes: This slide answers the most important question in any campaign pitch: "Why now?" Establish urgency without manufacturing it — ground the moment in real data, seasonal patterns, or observable market behaviour. Reference Ugandan/East African seasonal and cultural moments where relevant: school calendar peaks, harvest seasons, Ramadan, Christmas, public holidays, national events. If the opportunity is time-sensitive, say so directly. Visual Direction: Strong visual that embodies the market moment — a seasonal image, a cultural reference, or a striking statistic displayed large. The "why now" question should feel urgent and exciting. Brand colours with a campaign accent. This is a momentum slide — it should generate energy in the room.

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Slide 3 — Campaign Objective and Success Metrics Headline: One clear objective — three ways to measure success Bullets:

• Primary objective: [SMART — e.g. "Generate 150 qualified enquiries via social media channels between 5 January and 14 February 2026"]
• KPI 1: [metric + target — e.g. "Total campaign reach: 40,000 accounts"]
• KPI 2: [metric + target — e.g. "Engagement rate: ≥4% on campaign posts"]
• KPI 3: [metric + target — e.g. "WhatsApp enquiries attributed to campaign: ≥150"] Speaker Notes: State the primary objective in SMART terms — Specific, Measurable, Achievable, Relevant, Time-bound. One primary objective only — multi-objective campaigns lose focus. The three KPIs are supporting indicators that help diagnose performance during the campaign. Connect the objective to the client's business goal: "150 enquiries at a [conversion rate], that is approximately [X] new customers — worth approximately [value] in revenue." Let the business case make the argument. Visual Direction: Objective statement displayed large and bold at the top — this is the contract. Three KPI cards below in a row, each with the metric name, target number large, and "how measured" label below. Use a clear, confident layout. Brand primary colour for the objective. Secondary/accent colour for KPI cards.

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Slide 4 — Target Audience for This Campaign Headline: This campaign speaks directly to [persona name(s)] — and here is why they are ready to hear it Bullets:

• Primary audience: [Persona name] — [age/occupation/platform/city — e.g. "Urban professional women, 28–38, Kampala, active on Instagram and Facebook"]
• Why receptive now: [1–2 sentences — what is happening in their life or context that makes this message timely — e.g. "January is a planning month — this audience is actively setting goals and researching services"]
• What they need to hear: [the core insight about what will motivate them — e.g. "They are not looking for the cheapest option — they want to feel confident they are choosing quality"] Speaker Notes: Campaign audiences are more specific than strategy audiences — a campaign may target just one of the three brand personas. Explain why this particular persona is the right focus for this campaign. If the campaign targets a secondary or new audience segment, explain why and confirm it does not conflict with the primary persona strategy. Reference the audience personas document (03-audience-personas) for the full persona profile. Visual Direction: One or two persona cards side by side. Each card: persona name in bold, 3–4 demographic/behavioural descriptors, a brief "why now" insight below. Illustrated avatar or abstract persona icon. Warm, human design — this slide is about people, not data.

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Slide 5 — Campaign Concept Headline: [Campaign concept name or one-line summary of the big idea] Bullets:

• The big idea: [1 sentence — the campaign concept in its simplest form]
• How it works: [2–3 sentences — what the audience experiences across the campaign journey]
• The core message the audience takes away: [1 sentence — the emotional or functional statement the audience is left with] Speaker Notes: This is the creative heart of the deck — spend time here. The concept should be simple enough to explain in one sentence but rich enough to inspire a full content programme. If the client looks uncertain, ask: "What part of this concept do you want us to develop further?" Do not over-explain — the concept should speak for itself. If the client immediately responds positively, pause and let them talk. Their enthusiasm at this point is the signal to proceed. Visual Direction: Hero slide. Campaign concept name in large, bold type — front and centre. Two or three visual or textual elements below that evoke the concept (can be word-based — e.g. the core message in a large pull-quote style). Brand colours with campaign accent. Simple, memorable, and visually distinct from the data slides.

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Slide 6 — How It Works Headline: Here is the channel-by-channel execution plan Bullets:

• See table below

Platform	Content type	Volume	Timing	Note
[Platform 1 — e.g. Facebook]	[e.g. Short video + link posts]	[e.g. 3 posts/week]	[e.g. Weeks 1–6]	[e.g. Organic; boost top performer]
[Platform 2 — e.g. Instagram]	[e.g. Reels + Stories]	[e.g. 4 pieces/week]	[e.g. Weeks 1–6]	[e.g. Reels-first; Stories for CTAs]
[Platform 3 — e.g. WhatsApp]	[e.g. Broadcast messages]	[e.g. Weekly]	[e.g. Weeks 2, 4, 6]	[e.g. Warm leads only]

Speaker Notes: Walk through the execution table row by row. Explain why each platform is included (or excluded) for this campaign — reference the audience's platform behaviour. If paid media is in scope, note which content will be boosted and why. Clarify that the full content calendar will be delivered before the campaign launches. This table is the campaign blueprint — the client should be able to see exactly what is being proposed. Visual Direction: Full-width table with platform logos in the first column. Clean, professional layout. Header row in brand campaign accent colour. Alternating row shading. Add a small note below the table: "Full content calendar delivered [X] days before launch."

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Slide 7 — Content Examples Headline: Here is what the campaign looks and sounds like on each platform Bullets:

• [Platform 1] example: [Describe the content piece in words — what is in the post/video/story: subject, tone, CTA, format. Do not write the actual caption — describe it. E.g. "A 30-second Facebook video showing a real customer giving a brief, unscripted testimonial about their experience — warm, specific, and ending with a direct CTA to WhatsApp"]
• [Platform 2] example: [Describe the content piece — e.g. "An Instagram Reel showing a 'before/after' visual transformation with upbeat music, branded text overlay, and a 'Swipe up' or bio link CTA"]
• [Platform 3] example: [Describe — e.g. "A WhatsApp broadcast message from the business number — conversational tone, two sentences, one specific offer, direct instruction: 'Reply YES to learn more'"] Speaker Notes: Content examples make the campaign tangible — the client moves from understanding the concept to picturing the actual posts. Keep descriptions visual and specific. If the client has existing content (testimonials, photos, product videos) that fits these descriptions, note it: "This is exactly the kind of content we discussed — do you have anything like this already?" Production requirements flow directly from this slide. Visual Direction: Three example cards, one per platform. Each card: platform icon in the corner, content type label, a descriptive paragraph in the card body. Use a "mock-up frame" style — a phone or screen border around each card to simulate how the content will appear in-feed. Clean, visual, campaign-energy design.

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Slide 8 — Timeline Headline: Four phases — from teaser to close-out — over [total campaign duration] Bullets:

• Pre-launch (Weeks −2 to −1): [Teaser activity — building anticipation, audience warm-up, behind-the-scenes content]
• Launch (Week 1): [Go-live activity — highest-energy content, any paid boost, direct CTA deployment]
• Sustain (Weeks 2–[N]): [Ongoing campaign content — maintaining momentum, fresh content formats, community engagement]
• Close-out (Final week): [Campaign wrap — thank-you content, results teaser, transition to next phase or offer] Speaker Notes: Walk through each phase and explain the strategic logic — campaigns that build anticipation before launch consistently outperform campaigns that start cold (Chaffey, 2024). Confirm the pre-launch date: "For a [start date] launch, we need to begin pre-launch content on [date − 14 days]. That means the first assets are needed by [production deadline]." Highlight any client actions required in the pre-launch phase (approvals, product readiness, promotional offer confirmation). Visual Direction: Horizontal timeline with four phase labels and approximate week ranges. Each phase as a colour-coded bar — Pre-launch (light blue), Launch (brand primary), Sustain (mid colour), Close-out (light grey). Key activity bullets drop below each phase. Simple, clear, easy to follow.

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Slide 9 — What We Need From You Headline: Campaign success depends on these four client actions Bullets:

• Content approvals: [e.g. "Review and approve each week's content within 24 hours of receiving it — delays push back the posting schedule"]
• Assets to provide: [e.g. "Product photos, team headshots, and any customer testimonials by [date]"]
• Product/service readiness: [e.g. "Confirm the offer or promotion is live and the team is briefed to handle enquiries before the campaign launches"]
• Budget sign-off: [e.g. "Written approval of the investment (Slide 10) by [date] to meet the production and launch timeline"] Speaker Notes: This slide is necessary — it sets expectations and prevents common campaign problems. Deliver it directly but warmly: "We do our best work when we have everything we need on time — these four items are the ones that matter most." If the client looks uncertain about any item, address it now. An unresolved asset problem before a campaign launch is a real risk. Visual Direction: Four client action cards in a 2x2 grid. Each card has an icon (approval tick, camera, shop front, invoice) and a clear, direct bullet. Use a slightly different colour scheme to signal "this is a client responsibility" — perhaps a warmer colour palette. Clean, professional.

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Slide 10 — Investment Headline: Here is the total campaign investment and what it covers Bullets:

• Content production: [amount — covers content creation, copywriting, design direction, scheduling]
• Paid media (if applicable): [amount — boosted posts, platform ad spend — optional but recommended]
• Total campaign investment: [amount]
• Return expectation: [e.g. "At a conservative conversion rate of 10%, 150 WhatsApp enquiries = 15 new customers. At an average order value of UGX [X], that is UGX [X] in new revenue — a return of [X]× on the campaign investment"] Speaker Notes: Present the investment with confidence. Connect every line item to a deliverable. If the client questions the fee, return to the return expectation: "The campaign is designed to generate [X] enquiries. If even [lower percentage] of those convert, the revenue more than covers the investment." If there is no paid media budget, present the organic-only scenario and note what a small paid boost would add. Reference the ROI formula (Bodnar and Cohen, 2012): (TLV − COCA) ÷ COCA. Visual Direction: Clean investment table with line items on the left and amounts on the right. Bold the total line. Below the table, the return expectation in a coloured callout box — framed as "what this could look like." Professional, finance-appropriate design. Do not use a cluttered breakdown — keep it clean and legible.

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Slide 11 — Expected Results Headline: Based on [past performance / industry benchmarks], here is what this campaign should achieve Bullets:

• Projected reach: [figure] — based on [organic average from last 90 days / past campaign benchmark / EA industry average]
• Projected engagement rate: [figure] — based on [benchmark]
• Projected enquiries: [figure] — based on [conversion data or comparable campaign]
• Confidence level: [High / Medium — explain why: "Medium — this is a new campaign type for this brand; we will optimise weekly"] Speaker Notes: Set expectations honestly. Projections are directional estimates, not guarantees. Explain the basis for each projection — this demonstrates professional rigour. If the client has run a campaign before, use past data. If this is the first campaign, use platform benchmarks for the Uganda/East African market. Note that results will be optimised during the campaign — the sustain phase is where content is adjusted based on early performance data. Visual Direction: Projected results displayed as large numbers with small labels (similar to Slide 2 of the quarterly review). Confidence level displayed as a simple indicator. A brief note below: "Projections based on [source] — reviewed weekly during campaign." Clean, data-forward, honest.

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Slide 12 — Next Steps and Approval Headline: If you approve today, we launch on [launch date] Bullets:

• Next step 1: [Action — owner — date — e.g. "Client approves campaign proposal — Client — today"]
• Next step 2: [Action — owner — date — e.g. "Client provides brand assets — Client — by [date]"]
• Next step 3: [Action — owner — date — e.g. "Agency delivers content calendar and pre-launch posts — Agency — by [date]"]
• Launch date: [specific date] Speaker Notes: Close with a clear call to action. The "if you approve today, we launch by [date]" statement creates a logical urgency — not pressure, but a clear connection between decision and outcome. Ask directly: "Are you ready to proceed?" If the client wants to think, confirm when you will follow up and what information they need. Leave a one-page summary of the proposal with contact details. Approval can be verbal followed by written confirmation — do not wait for paperwork before beginning production. Visual Direction: Three next step cards with clear owner labels (client vs. agency) and date tags. Launch date displayed prominently — large, bold, in brand accent colour — as the final visual element. This slide should feel decisive and exciting. Clean close.

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Persuasion Frameworks

Apply frameworks from references/pitch-psychology.md and references/storytelling.md when generating this deck.

Key principles for campaign proposals:

• The "Why Now" slide (Slide 2) is the Sparkline contrast moment — make the gap between What Is (market today) and What Could Be (campaign outcome) visceral and specific (Duarte: Sparkline)
• The Campaign Concept slide (Slide 5) is the S.T.A.R. moment — it must be memorable enough to repeat in conversation (Duarte: S.T.A.R.)
• Every slide title is a complete assertion: "This campaign will generate 150 enquiries by 14 February" not "Campaign objective" (Duarte: Big Idea discipline)
• Present the campaign as a prize the client is accessing, not a service being sold — confidence in the concept signals high value (Klaff: Prize Framing)
• Open with the opportunity, not the client's problem — campaign decks lead with energy and possibility (Klaff: STRONG — Offering the Prize first)

Read references/pitch-psychology.md for Klaff's STRONG method and Frame Control guide. Read references/storytelling.md for Duarte's Sparkline, Big Idea, and S.T.A.R. frameworks.

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Quality Criteria

• The campaign concept on Slide 5 is stated in one sentence and is specific enough to be actionable — not a vague theme
• The SMART objective on Slide 3 has a numeric target, named channels, and a specific date range
• Content examples on Slide 7 describe actual content in words — they are specific enough that a designer or videographer could brief from them
• The "why now" moment on Slide 2 references a real seasonal, cultural, or market event relevant to Uganda/East Africa (or the specified market)
• The investment on Slide 10 includes a return expectation calculation — not just a cost statement
• Expected results on Slide 11 state the basis for each projection — past campaign data, platform benchmarks, or comparable industry data
• The approval slide (Slide 12) contains a specific launch date and three named next steps with owners and dates
• Tone throughout is persuasive and forward-looking — the deck reads as a pitch, not a report