From comms-strategy
This skill should be used when the user asks to "build a campaign strategy", "campaign architecture", "design an integrated campaign", "stratégie de campagne", "plan de campagne", or "campaign brief". Designs integrated multi-channel campaign architectures with PESO channel mix, phased activation plans, and measurement frameworks.
npx claudepluginhub jamon8888/cc-suite --plugin Comms StrategyThis skill uses the workspace's default tool permissions.
Translates a Strategic Platform into a fully designed campaign — with a big idea, an integrated PESO channel mix, a phased activation plan, and a measurement framework. Outputs the Campaign Brief that can be handed to creative, media, and production teams.
Provides UI/UX resources: 50+ styles, color palettes, font pairings, guidelines, charts for web/mobile across React, Next.js, Vue, Svelte, Tailwind, React Native, Flutter. Aids planning, building, reviewing interfaces.
Fetches up-to-date documentation from Context7 for libraries and frameworks like React, Next.js, Prisma. Use for setup questions, API references, and code examples.
Analyzes multiple pages for keyword overlap, SEO cannibalization risks, and content duplication. Suggests differentiation, consolidation, and resolution strategies when reviewing similar content.
Share bugs, ideas, or general feedback.
Translates a Strategic Platform into a fully designed campaign — with a big idea, an integrated PESO channel mix, a phased activation plan, and a measurement framework. Outputs the Campaign Brief that can be handed to creative, media, and production teams.
brief-analyzer has produced a Strategic Platformmessage-architecture has defined the messaging hierarchyThe campaign concept is the creative expression of the strategic insight. It is:
Concept development framework:
Insight: [The human truth from the Strategic Platform]
↓
Reframe: [How the brand uniquely interprets that truth]
↓
Concept: [The creative territory — expressed as a thought, a tension, or an action]
↓
Line: [The campaign line — optional, if the concept needs a verbal anchor]
Test the concept:
If the answer to the last question is no, the concept is too executional — go broader.
For each channel, define its strategic role (not just "we'll post on Instagram"):
| Channel | Role | Content type | Audience | KPI | Budget allocation |
|---|---|---|---|---|---|
| PAID | |||||
| Social advertising | |||||
| Display / Programmatic | |||||
| Influencer paid | |||||
| Sponsored content | |||||
| EARNED | |||||
| Press / Media | |||||
| Organic social | |||||
| Reviews / UGC | |||||
| SHARED | |||||
| Brand social accounts | |||||
| Community / Forum | |||||
| Partner channels | |||||
| OWNED | |||||
| Website / Landing page | |||||
| Email / Newsletter | |||||
| Podcast / Content series | |||||
| Events |
Channel role vocabulary:
Most integrated campaigns run in 3 phases. Adapt to campaign duration and type:
Objective: Create awareness and generate conversation
Objective: Extend reach, build understanding, invite participation
Objective: Drive action and sustain brand preference
For each phase, propose 2–3 concrete activations:
## Activation: [Name]
**Phase**: [Ignition / Amplification / Conversion]
**Channel**: [Primary channel]
**Mechanic**: [What happens / what the audience does]
**Why it works**: [Link back to insight and concept]
**Production requirements**: [What needs to be created]
**Budget range**: [High / Medium / Low — or specific if known]
**Risk level**: [High / Medium / Low + reason]
**Lead time**: [How long to produce]
Week 1 │ Pre-launch: Production complete, media relationships briefed
Week 2 │ LAUNCH: Hero activation goes live, press release issued
Week 3 │ Press coverage window, social seed content live
Week 4 │ Influencer activations, first performance review
Week 5–6│ Amplification: content series, community engagement
Week 7–8│ Mid-campaign review, optimisation
Week 9+ │ Conversion phase, retargeting, sustain content
EoC │ End-of-campaign report, learnings captured
If budget is known, allocate across the PESO mix:
| Category | % of budget | Amount | Rationale |
|---|---|---|---|
| Production (creative, video, content) | 30–40% | ||
| Paid media | 30–40% | ||
| Influencer partnerships | 10–20% | ||
| Events / activation | 10–15% | ||
| PR (agency fees + events) | 10–15% | ||
| Contingency | 5–10% |
Note: Ratios vary significantly by campaign type (brand vs. performance vs. PR-led).
Save to data/1-Projets/campaigns/[campaign-name]/campaign-brief.md
# Campaign Brief: [Campaign Name]
**Client**: [Client name]
**Brand**: [Brand / Product]
**Date**: [Date]
**Campaign Period**: [Start → End]
**Budget**: [Total if known]
## Strategic Foundation
- Business Challenge: [from Strategic Platform]
- Communications Challenge: [from Strategic Platform]
- Target Audience: [Primary + Secondary]
- Insight: [from Strategic Platform]
## Campaign Concept
- Idea Territory: [from Strategic Platform]
- Campaign Concept: [Developed concept]
- Campaign Line: [Optional tagline]
- Tonality: [3 adjectives from Strategic Platform]
## Message Architecture
- Master Message: [from message-architecture]
- Supporting Messages: [Pillars by channel]
## Channel Mix
[PESO table from Step 2]
## Phasing
[Phase summary from Step 3]
## Key Activations
[Activation cards from Step 4]
## Timeline
[Visual timeline from Step 5]
## Budget Allocation
[Budget framework from Step 6]
## Measurement Framework
- Campaign KPIs: [from comms-measurement skill]
- Reporting cadence: [Weekly / Fortnightly / Monthly]
- Success definition: [What winning looks like]
## Mandatories & Constraints
[From brief]
## Open Questions
[Anything still needing client confirmation]
brief-analyzer, message-architecture, audience-intelligence, media-landscapecomms-measurement, creative brief, media plan/comms:campaign, /comms:strategy, /comms:pitchThe most common failure in campaign strategy is launching without a clear answer to: "Why will a journalist write this story?"
Before finalising the campaign architecture, complete this template:
STORY BRIEF FOR JOURNALISTS
Headline (what the article will say): [Write as if it's already published]
Why NOW: [What makes this story newsworthy in March 2026 specifically?]
The tension/conflict: [What's the surprise, reversal, or controversy?]
The human angle: [Who is this really about — not the brand, the person]
The data/proof: [What exclusive number, study, or reveal do we have?]
The dissenting voice: [Who might disagree — and is that a problem or an opportunity?]
Target publication: [Name 3 specific publications + the specific journalist]
Earned hook archetypes by campaign type:
| Campaign type | Hook archetype | Example |
|---|---|---|
| Product launch | "The unexpected insight that led to this" | "We discovered X% of users do Y in a way no one expected" |
| Brand relaunch | "What the data revealed that forced us to change" | "After 10 years, our own customers showed us we were wrong about X" |
| Sustainability / CSR | "The uncomfortable truth about the category" | "Every [brand] in France produces X. Here's why we're the first to stop." |
| B2B thought leadership | "The counter-intuitive finding from our data" | "Companies that do X actually perform 30% worse — our 5-year study" |
| Crisis recovery | "The before and after — what we changed" | "We failed. Here's exactly what we did differently." |
Rule: If you cannot complete this template with specific answers, the campaign does not have an earned media strategy — it has a paid media strategy pretending to have PR.