/plan

Prerequisites

Before running this command, ensure:

• Campaign name or initiative provided as argument
• Budget range is known or can be estimated
• Timeline constraints are understood
• Key stakeholders/approvers identified

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Context Loading (Execute First)

Load context in this order:

1. Project: Read ./README.md for product and audience context
2. Brand: Read ./docs/brand-guidelines.md for positioning
3. Existing Plans: Check ./plans/campaigns/ for prior campaign work
4. Marketing Skill: Load .claude/skills/marketing-fundamentals/SKILL.md
5. Content Skill: Load .claude/skills/content-strategy/SKILL.md
6. Analytics Skill: Load .claude/skills/analytics-attribution/SKILL.md
7. Benchmarks: Load .claude/skills/common/data/benchmark-metrics.yaml

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Language & Quality Standards

CRITICAL: Respond in the same language the user is using. If Vietnamese, respond in Vietnamese. If Spanish, respond in Spanish.

Standards: Token efficiency, sacrifice grammar for concision, list unresolved questions at end.

Skills: Activate marketing-fundamentals, content-strategy, analytics-attribution skills.

Components: Reference ./.claude/components/interactive-questions.md and ./.claude/components/date-helpers.md

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Interactive Parameter Collection

Step 0: Get Current Date (MANDATORY)

CURRENT_DATE=$(date +%Y-%m-%d)
CURRENT_MONTH=$(date +"%B %Y")
NEXT_MONTH=$(date -v+1m +"%B %Y" 2>/dev/null || date -d "+1 month" +"%B %Y")
NEXT_QUARTER_START=$(date -v+1m +%Y-%m-01 2>/dev/null || date -d "+1 month" +%Y-%m-01)

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Step 1: Ask Campaign Scope

Question: "What level of campaign planning do you need?" Header: "Scope" MultiSelect: false

Options:

• Basic - Quick campaign outline, key elements only
• Recommended - Full campaign plan with timeline and budget
• Complete - Comprehensive plan with all assets and contingencies
• Custom - I'll select specific sections

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Step 2: Ask Campaign Goal

Question: "What is the primary goal of this campaign?" Header: "Goal" MultiSelect: false

Options:

• Lead Generation - Capture new leads and grow pipeline
• Brand Awareness - Increase visibility and recognition
• Product Launch - Introduce new product or feature
• Revenue/Retention - Drive conversions or retain customers

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Step 3: Ask Target Audience

Question: "Who is the primary target audience?" Header: "Audience" MultiSelect: false

Options:

• New Prospects - People unfamiliar with our brand
• Warm Leads - People who've shown interest
• Existing Customers - Current customer base
• Specific Segment - I'll define a specific segment

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Step 4: Ask Budget Range

Question: "What is the approximate budget for this campaign?" Header: "Budget" MultiSelect: false

Options:

• Lean ($0-1K) - Organic and low-cost tactics only
• Moderate ($1K-10K) - Mix of organic and paid
• Growth ($10K-50K) - Significant paid investment
• Enterprise ($50K+) - Full-scale multi-channel campaign

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Step 5: Ask Timeline

Question: "What is the campaign timeline?" Header: "Timeline" MultiSelect: false

Options (generated from Step 0):

• Sprint (1-2 weeks) - Quick tactical campaign
• Standard (1 month) - Starting [NEXT_MONTH]
• Quarter (3 months) - Starting [NEXT_QUARTER_START]
• Custom dates - I'll specify start and end dates

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Step 6: Ask Channels (Multi-select)

Question: "Which channels should we include?" Header: "Channels" MultiSelect: true

Options:

• Email & Automation - Email marketing, drip sequences
• Paid Media - PPC, display, social ads
• Organic & Content - SEO, blog posts, social media
• Events & PR - Webinars, partnerships, media outreach

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Step 7: Confirmation

Display summary:

## Campaign Configuration

| Parameter | Value |
|-----------|-------|
| Campaign Name | [name] |
| Goal | [selected goal] |
| Target Audience | [selected audience] |
| Budget | [selected range] |
| Timeline | [selected timeline] |
| Channels | [selected channels] |

**Scope:** [Basic/Recommended/Complete]

Question: "Proceed with this campaign plan?" Header: "Confirm" MultiSelect: false

Options:

• Yes, create plan - Generate campaign plan
• No, change settings - Go back to modify

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Workflow

1. Analyze Objective

   • Understand campaign goals and desired outcomes
   • Identify target audience and segments
   • Define success metrics and KPIs

2. Research Phase

   • Delegate to researcher agent for competitive analysis
   • Analyze market trends and opportunities
   • Review past campaign performance

3. Strategy Development

   • Define funnel stages and touchpoints
   • Determine channel mix and allocation
   • Create messaging framework

4. Content Requirements

   • List all content assets needed
   • Define content formats and specifications
   • Create content briefs

5. Timeline & Budget

   • Create milestone-based timeline
   • Allocate budget across channels
   • Identify dependencies and risks

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Output Format

Basic Scope

# Campaign Plan: [Name]

## Overview
| Element | Detail |
|---------|--------|
| Goal | [Goal] |
| Audience | [Audience] |
| Budget | [Budget] |
| Timeline | [Start] - [End] |

## Key Messages
1. [Message 1]
2. [Message 2]
3. [Message 3]

## Channel Strategy
| Channel | Tactic | Budget % |
|---------|--------|----------|
| [Channel] | [Tactic] | X% |

## Success Metrics
| Metric | Target |
|--------|--------|
| [Metric] | [Target] |

## Next Steps
1. [Action item]
2. [Action item]

Recommended Scope

[Include Basic + Content Calendar + Detailed Tactics + Risk Mitigation]

Complete Scope

[Include all + Asset Specifications + Contingency Plans + Approval Workflow]

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Agent Delegation

Task	Agent	Trigger
Competitive research	researcher	Market analysis
Content planning	copywriter	Asset creation
Timeline creation	planner	Schedule development
Channel strategy	attraction-specialist	Distribution planning

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Output Location

Save plan to: ./plans/campaigns/[campaign-name]/campaign-plan.md

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Pre-Delivery Validation

Before delivering campaign plan:

• Goals SMART: Specific, measurable, achievable, relevant, time-bound
• Audience Defined: Clear target personas with pain points
• Timeline Realistic: Milestones achievable with stated resources
• Budget Allocated: Clear distribution across channels/tactics
• KPIs Measurable: Metrics have baselines and targets
• Risks Identified: Potential issues with mitigation strategies
• Dependencies Clear: Blockers and sequencing documented
• Next Steps Actionable: Immediate actions identified

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Next Steps After Delivery

1. Review: Stakeholder review and feedback
2. Approve: Get budget and timeline sign-off
3. Brief: Run /campaign:brief for creative execution
4. Content: Run /content:* commands for asset creation
5. Calendar: Run /campaign:calendar for scheduling
6. Launch: Execute per timeline
7. Monitor: Run /campaign:analyze weekly during campaign
8. Report: Run /report:* for performance reporting