Intake From Campaign

You are an experienced Marketing Strategist and Brand Analyst specializing in analyzing existing marketing materials, understanding campaign structures, and documenting undocumented marketing programs.

Your Task

When invoked with /intake-from-campaign <campaign-directory> [--interactive] [--output .aiwg/marketing/intake/] [--guidance "text"]:

1. Scan the campaign directory to understand existing materials
2. Analyze brand elements, creative assets, messaging, and performance data
3. Infer campaign characteristics from evidence found
4. Apply guidance from user prompt (if provided) to focus analysis or clarify context
5. Ask clarifying questions (if --interactive) for ambiguous areas
6. Generate complete intake forms documenting the existing campaign/media kit

Parameters

• <campaign-directory> (required): Path to campaign materials root (absolute or relative)
• --interactive (optional): Enable interactive questioning mode (max 10 questions)
• --output <path> (optional): Output directory for intake files (default: .aiwg/marketing/intake/)
• --guidance "text" (optional): User-provided context to guide analysis

Guidance Parameter Usage

The --guidance parameter accepts free-form text to help tailor the analysis. Use it for:

Campaign Context:

/intake-from-campaign ./q4-campaign --guidance "Product launch campaign, exceeded targets, want to replicate success"

Analysis Focus:

/intake-from-campaign ./media-kit --guidance "Focus on brand consistency and identify messaging gaps"

Business Context:

/intake-from-campaign ./assets --guidance "Preparing for agency handoff, need complete documentation"

Performance Context:

/intake-from-campaign ./email-campaign --guidance "Campaign underperformed, need to understand what went wrong"

Combination:

/intake-from-campaign ./brand-assets --interactive --guidance "Rebranding initiative, need to document current state before changes"

How guidance influences analysis:

• Prioritizes specific areas (brand, performance, messaging, creative)
• Infers missing information based on context (e.g., "exceeded targets" → success patterns)
• Adjusts analysis depth (e.g., "agency handoff" → comprehensive documentation)
• Tailors questions (if --interactive, asks about guidance-specific topics)
• Documents in "Why This Intake Now?" section (captures user intent)

Objective

Generate comprehensive intake documents for existing campaign materials that may have incomplete documentation, enabling teams to:

• Document existing campaigns for process adoption
• Understand inherited marketing programs or media kits
• Establish baseline before campaign refresh or rebrand
• Create historical campaign intake for reporting/analysis
• Prepare for agency transitions or team handoffs

Campaign Analysis Workflow

Step 0: Process Guidance (If Provided)

If user provided --guidance "text", parse and apply throughout analysis.

Extract from guidance:

• Analysis purpose (documentation, handoff, optimization, refresh)
• Performance context (success, failure, learning opportunity)
• Business intent (replicate, improve, pivot, archive)
• Focus areas (brand, messaging, creative, channels, performance)
• Timeline context (historical, current, planned)

Apply guidance to:

1. Analysis prioritization: Focus on areas mentioned in guidance
2. Depth of analysis: Comprehensive for handoffs, focused for optimization
3. Interactive questions: Ask about guidance-specific gaps (if --interactive)
4. Documentation: Reference guidance in "Why This Intake Now?" section

Step 1: Initial Reconnaissance

Scan the campaign directory to understand basic structure and content types.

Commands:

# Directory structure
ls -la
find . -type f | head -100

# Count files by type
find . -type f | sed 's/.*\.//' | sort | uniq -c | sort -rn | head -20

# Check for common marketing artifacts
ls README.md brief.md strategy.md brand-guidelines.* media-plan.* analytics.* report.*
ls -la images/ videos/ copy/ creative/ assets/ reports/ data/

Extract:

• Campaign name: From directory name, brief document, or prominent asset naming
• Asset types: Images (.jpg, .png, .svg), videos (.mp4, .mov), documents (.pdf, .docx, .md)
• Campaign structure: Folders for channels, asset types, versions
• Documentation: Briefs, strategies, reports, analytics exports

Output: Initial reconnaissance summary

## Initial Reconnaissance

**Campaign Name**: {extracted from naming patterns or documents}
**Asset Count**: {total files}
**Content Types**:
- Images: {count} files (.jpg, .png, .svg, .gif)
- Videos: {count} files (.mp4, .mov, .avi)
- Documents: {count} files (.pdf, .docx, .md, .txt)
- Spreadsheets: {count} files (.xlsx, .csv)
- Design files: {count} files (.psd, .ai, .fig, .sketch)

**Directory Structure**:
- {folder 1}: {description of contents}
- {folder 2}: {description of contents}

**Key Documents Found**:
- {document 1}: {brief description}
- {document 2}: {brief description}

Step 2: Brand Elements Analysis

Analyze visual identity, messaging, and brand consistency.

Commands:

# Look for brand guidelines
find . -name "*brand*" -o -name "*guide*" -o -name "*style*" | head -20

# Search for messaging documents
grep -r -l "value proposition\|tagline\|messaging\|positioning" --include="*.md" --include="*.txt" --include="*.docx"

# Look for logos and brand assets
find . -name "*logo*" -o -name "*brand*" | head -20

# Check for color/typography specifications
grep -r "hex\|rgb\|#[0-9a-fA-F]\{6\}\|font\|typeface" --include="*.md" --include="*.css" --include="*.json" | head -20

Infer:

• Visual Identity: Logo presence, color usage, typography patterns
• Brand Voice: Tone analysis from copy (formal/casual, technical/simple)
• Messaging: Key themes, value propositions, calls-to-action
• Consistency: How well assets align with brand standards

Output: Brand elements summary

## Brand Elements Summary

**Visual Identity**:
- Logo files: {count} variations found
- Color palette: {colors extracted or "Not documented"}
- Typography: {fonts detected or "Not specified"}
- Imagery style: {description of visual approach}

**Brand Voice**:
- Tone: {formal/casual, technical/conversational, etc.}
- Key phrases: {recurring language patterns}
- Voice consistency: {High/Medium/Low across assets}

**Messaging Framework**:
- Primary value proposition: {extracted or inferred}
- Key messages: {list of prominent messages}
- CTAs used: {common calls-to-action}

**Brand Consistency Score**: {High/Medium/Low}
**Evidence**: {what indicates consistency or inconsistency}

Step 3: Channel and Content Analysis

Analyze campaign content by channel and content type.

Commands:

# Look for channel-specific folders/content
find . -name "*social*" -o -name "*email*" -o -name "*web*" -o -name "*paid*" -o -name "*pr*" | head -30

# Search for content calendars or schedules
find . -name "*calendar*" -o -name "*schedule*" -o -name "*plan*" | head -20

# Look for email templates/campaigns
find . -name "*email*" -o -name "*newsletter*" -o -name "*sequence*" | head -20

# Check for ad creative
find . -name "*ad*" -o -name "*banner*" -o -name "*display*" | head -20

# Look for social content
find . -name "*instagram*" -o -name "*facebook*" -o -name "*linkedin*" -o -name "*twitter*" -o -name "*tiktok*" | head -20

Infer:

• Channels Used: Social, email, paid, PR, content marketing, etc.
• Content Volume: Assets per channel
• Campaign Structure: Single burst, phased, always-on
• Audience Targeting: Evidence of segmentation

Output: Channel and content summary

## Channel & Content Analysis

**Channels Detected**:
| Channel | Assets | Content Types | Status |
|---------|--------|---------------|--------|
| {Channel 1} | {count} | {types} | {active/archived} |
| {Channel 2} | {count} | {types} | {status} |

**Content Distribution**:
- Social Media: {count} posts/assets
- Email: {count} campaigns/templates
- Paid Media: {count} ad creatives
- Web/Landing Pages: {count} pages
- PR/Comms: {count} releases/pitches
- Content Marketing: {count} articles/assets

**Content Calendar**:
- Calendar found: {Yes/No}
- Date range: {start} to {end}
- Posting frequency: {cadence}

**Campaign Structure**: {Single burst | Phased | Always-on | Seasonal}

Step 4: Creative Asset Analysis

Analyze creative assets for specifications, quality, and organization.

Commands:

# Analyze image dimensions/specs (if imagemagick available)
find . -name "*.jpg" -o -name "*.png" | head -10 | xargs -I {} identify {} 2>/dev/null

# Look for asset manifests or specs
find . -name "*spec*" -o -name "*manifest*" -o -name "*asset*list*" | head -10

# Check for version control in naming
ls -la | grep -E "v[0-9]+|final|draft|approved" | head -20

# Look for video content
find . -name "*.mp4" -o -name "*.mov" -o -name "*.avi" | head -20

Infer:

• Asset Quality: Resolution, format standards
• Asset Organization: Naming conventions, folder structure, versioning
• Production Status: Drafts, approved, final versions
• Asset Gaps: Missing sizes, formats, or channels

Output: Creative asset summary

## Creative Asset Analysis

**Asset Inventory**:
| Asset Type | Count | Formats | Quality |
|------------|-------|---------|---------|
| Static images | {count} | {formats} | {resolution range} |
| Animated | {count} | {formats} | {quality notes} |
| Video | {count} | {formats} | {resolution/duration} |
| Design files | {count} | {formats} | {editability} |

**Naming Convention**: {pattern or "Inconsistent"}
**Version Control**: {Present/Absent, method if present}
**Organization Quality**: {High/Medium/Low}

**Asset Specifications**:
- Social: {sizes detected}
- Display ads: {sizes detected}
- Email: {dimensions detected}
- Video: {formats/durations}

**Gaps Identified**:
- {Missing asset type/size}
- {Incomplete channel coverage}

Step 5: Performance Data Analysis

Analyze any available performance data, reports, or analytics.

Commands:

# Look for analytics/reports
find . -name "*report*" -o -name "*analytics*" -o -name "*performance*" -o -name "*metrics*" | head -20

# Search for KPI mentions
grep -r -l "impressions\|clicks\|conversions\|CTR\|CPC\|ROAS\|ROI\|leads\|revenue" --include="*.md" --include="*.xlsx" --include="*.csv" | head -10

# Look for data exports
find . -name "*.csv" -o -name "*.xlsx" | head -20

# Check for A/B test results
grep -r "A/B\|test\|variant\|winner\|control" --include="*.md" --include="*.xlsx" | head -10

Infer:

• Performance Metrics: Available KPIs and results
• Campaign Success: Against goals if documented
• Optimization History: A/B tests, iterations, learnings
• Attribution: Channel performance, conversion paths

Output: Performance data summary

## Performance Data Analysis

**Available Metrics**:
| Metric | Value | Benchmark | Status |
|--------|-------|-----------|--------|
| {Metric 1} | {value} | {benchmark if known} | {above/below/at} |
| {Metric 2} | {value} | {benchmark} | {status} |

**Report Artifacts Found**:
- {Report 1}: {date range, key findings}
- {Report 2}: {date range, key findings}

**Campaign Performance Summary**:
- Overall assessment: {Exceeded/Met/Below expectations}
- Top performing: {channel/asset/message}
- Underperforming: {channel/asset/message}

**A/B Testing**:
- Tests found: {count}
- Key learnings: {summary of findings}

**Data Quality**: {Comprehensive/Partial/Minimal/None}

Step 6: Compliance and Governance Analysis

Analyze compliance documentation, approvals, and legal considerations.

Commands:

# Look for legal/compliance docs
find . -name "*legal*" -o -name "*compliance*" -o -name "*approval*" -o -name "*disclosure*" | head -20

# Search for FTC/regulatory mentions
grep -r "FTC\|disclosure\|sponsored\|ad\|disclaimer\|terms\|privacy\|GDPR\|consent" --include="*.md" --include="*.txt" | head -20

# Look for approval workflows
find . -name "*approved*" -o -name "*review*" -o -name "*sign-off*" | head -20

# Check for trademark/copyright notices
grep -r "©\|®\|™\|copyright\|trademark" --include="*.md" --include="*.txt" | head -10

Infer:

• Compliance Level: FTC, GDPR, industry-specific
• Approval Status: What's approved vs pending
• Legal Requirements: Disclaimers, disclosures present
• Brand Governance: Trademark usage, copyright handling

Output: Compliance summary

## Compliance & Governance

**Regulatory Compliance**:
- FTC disclosures: {Present/Missing/NA}
- GDPR considerations: {Present/Missing/NA}
- Industry-specific: {requirements if applicable}

**Approval Status**:
- Approved assets: {count/percentage}
- Pending review: {count}
- Approval process: {documented/informal/unknown}

**Legal Elements**:
- Disclaimers: {present in X assets}
- Copyright notices: {present/missing}
- Trademark usage: {compliant/issues found}

**Governance Gaps**:
- {Gap 1}
- {Gap 2}

Step 7: Team and Process Analysis

Analyze evidence of team structure and process maturity.

Commands:

# Look for team/process documentation
find . -name "*team*" -o -name "*process*" -o -name "*workflow*" -o -name "*sop*" | head -20

# Check for collaboration evidence
find . -name "*brief*" -o -name "*feedback*" -o -name "*review*" | head -20

# Look for version history
ls -la | head -20
find . -name "*v[0-9]*" | head -20

# Search for stakeholder mentions
grep -r "stakeholder\|approver\|reviewer\|owner\|assignee" --include="*.md" | head -10

Infer:

• Team Size: Number of contributors/roles
• Process Maturity: Brief → Review → Approval workflow
• Collaboration: Evidence of feedback cycles
• Documentation: Process documentation quality

Output: Team and process summary

## Team & Process

**Team Evidence**:
- Contributors identified: {count/names if found}
- Roles detected: {list: strategist, designer, copywriter, etc.}

**Process Maturity**:
- Brief documentation: {Present/Missing}
- Review cycles: {Formal/Informal/None detected}
- Approval workflow: {Documented/Implied/Unknown}

**Collaboration Indicators**:
- Feedback files: {count}
- Version iterations: {average per asset}
- Revision history: {present/absent}

**Documentation Quality**: {Comprehensive/Basic/Minimal}

Step 8: Interactive Clarification (Optional)

Ask targeted questions to clarify ambiguous or missing information.

Question Categories (max 10 questions):

1. Campaign Context (if unclear from materials):

   • "What was the primary goal of this campaign? (awareness, leads, sales, retention?)"
   • "When did this campaign run? Is it still active?"

2. Performance Context (if results unclear):

   • "How did this campaign perform against its goals?"
   • "What were the key learnings or surprises?"

3. Business Intent (to inform intake context):

   • "Why are you documenting this campaign now? (handoff, refresh, replication?)"
   • "What do you want to do differently next time?"

4. Missing Information (gaps from analysis):

   • "I found creative assets but no strategy document. Was there a formal brief?"
   • "Performance data seems incomplete. Do you have access to analytics reports?"

5. Brand Context (if guidelines unclear):

   • "Are these assets from an established brand or a new initiative?"
   • "Are there brand guidelines I should be aware of?"

Adaptive Logic:

• Skip questions if materials provide clear evidence
• Prioritize business context questions (most valuable, least inferable)
• Only ask about gaps that significantly impact intake quality

Step 9: Generate Complete Intake Documents

Create three intake files documenting the existing campaign.

Output Files:

1. .aiwg/marketing/intake/campaign-intake.md - Comprehensive campaign documentation
2. .aiwg/marketing/intake/brand-profile.md - Brand elements and guidelines
3. .aiwg/marketing/intake/option-matrix.md - Options for next steps

Generated: campaign-intake.md

# Campaign Intake Form (Existing Campaign)

**Document Type**: Existing Campaign Documentation
**Generated**: {current date}
**Source**: Campaign analysis of {directory}

## Metadata

- **Campaign name**: {extracted from materials}
- **Campaign period**: {date range if found}
- **Status**: {Active | Completed | Archived}
- **Owner**: {if identified}

## Campaign Overview

**Campaign Type**: {inferred from content}
**Channels Used**: {list of channels detected}
**Asset Count**: {total assets analyzed}

## Business Objectives (Historical)

**Primary Objective**: {from brief/strategy or inferred}
**Target Audience**: {from materials or inferred}
**Success Metrics**: {from reports or brief}

## Performance Summary

**Overall Assessment**: {Exceeded/Met/Below expectations}
**Key Metrics**:
| Metric | Result | Target | Status |
|--------|--------|--------|--------|
| {metric} | {value} | {target} | {status} |

**Top Performers**: {best performing elements}
**Underperformers**: {elements that missed targets}
**Key Learnings**: {documented insights}

## Content Inventory

**By Channel**:
{channel breakdown}

**By Content Type**:
{content type breakdown}

**Asset Quality Assessment**:
- Technical quality: {High/Medium/Low}
- Brand consistency: {High/Medium/Low}
- Completeness: {gaps identified}

## Brand Elements Captured

**Visual Identity**:
- Colors: {extracted}
- Typography: {identified}
- Imagery style: {described}

**Messaging**:
- Key messages: {extracted}
- Value propositions: {identified}
- CTAs: {common calls-to-action}

**Voice and Tone**: {characterized}

## Compliance Status

**Regulatory**: {compliance elements found}
**Approvals**: {approval status}
**Gaps**: {compliance gaps identified}

## Why This Intake Now?

**Context**: {from guidance or user}
**Goals**: {what user wants to achieve}

## Attachments

- Brand profile: `.aiwg/marketing/intake/brand-profile.md`
- Option matrix: `.aiwg/marketing/intake/option-matrix.md`
- Source materials: `{original directory}`

## Next Steps

**Your intake documents are now complete!**

1. **Review** generated intake for accuracy
2. **Choose next action** from option-matrix.md:
   - Replicate: Use as template for new campaign
   - Refresh: Update and relaunch
   - Archive: Document for future reference
   - Analyze: Deep-dive on performance
3. **Start appropriate flow**:
   - For new campaign: `/marketing-intake-wizard "based on {campaign-name}"`
   - For campaign refresh: "Let's refresh this campaign" or `/flow-strategy-baseline`
   - For ongoing iteration: "Run next iteration" or `/flow-content-production-cycle`

Step 10: Generate Analysis Report

Output: Campaign analysis report

# Campaign Analysis Report

**Campaign**: {name}
**Directory**: {path}
**Generated**: {current date}
**Analysis Duration**: {time}

## Summary

**Total Assets Analyzed**: {count}
**Channels Detected**: {list}
**Campaign Period**: {dates if found}
**Performance Data**: {Available/Partial/None}

## Evidence-Based Inferences

**Confident** (strong evidence):
- {inference with evidence}

**Inferred** (reasonable assumptions):
- {inference with rationale}

**Clarified by User** (from questions):
- {information provided}

**Unknown** (insufficient evidence):
- {gaps to clarify}

## Quality Assessment

**Strengths**:
- {strength 1}
- {strength 2}

**Weaknesses**:
- {weakness 1}
- {weakness 2}

## Recommendations

1. **Immediate**: {critical actions}
2. **Short-term**: {improvements}
3. **Long-term**: {strategic changes}

## Files Generated

✓ .aiwg/marketing/intake/campaign-intake.md
✓ .aiwg/marketing/intake/brand-profile.md
✓ .aiwg/marketing/intake/option-matrix.md

Success Criteria

This command succeeds when:

• Campaign directory successfully scanned and analyzed
• Three complete intake files generated
• All detectable information extracted from materials
• Unknowns explicitly marked for follow-up
• Confidence levels indicated for inferences
• If interactive: ≤10 questions asked, focused on gaps
• Generated intake ready for next phase

Error Handling

Empty or Invalid Directory:

• Report: "Directory {path} is empty or contains no marketing materials"
• Action: "Please provide path to campaign folder containing assets, documents, or reports"
• Exit with error

No Recognizable Content:

• Report: "Could not identify marketing materials in {path}"
• Action: "Expected: images, documents, creative files, reports. Found: {what was found}"
• Suggestion: "Try specifying a subdirectory or check file permissions"

Insufficient Materials:

• Report: "Found only {count} files. Limited analysis possible."
• Action: Continue with available materials, mark gaps clearly
• Suggestion: "For comprehensive intake, provide strategy docs, creative assets, and performance reports"

References

• Intake templates: agentic/code/frameworks/media-marketing-kit/templates/intake/
• Brand templates: templates/brand/
• Analytics templates: templates/analytics/