plan-campaign

• SKILL.mdcore · 15,899 bytes
• SKILL.mdcore · 15,899 bytes
• SKILL.mdcore · 15,899 bytes
• SKILL.mdcore · 15,899 bytes
• references/brief-template.mddoc · 15,304 bytes
• references/budget-and-tests.mddoc · 7,739 bytes
• references/channel-decision.mddoc · 11,410 bytes
• references/company-types.mddoc · 8,251 bytes
• references/intake.mddoc · 8,564 bytes
• references/launch-and-calendar.mddoc · 5,331 bytes
• references/replan.mddoc · 4,253 bytes
• references/run-memory.mddoc · 11,557 bytes
• references/unit-economics.mddoc · 10,562 bytes
• skill.meta.jsonasset · 5,994 bytes
• tests/test-by-hand.mddoc · 10,724 bytes

# plan-campaign

## What you get

A **campaign plan** the marketer reads in 30 seconds and a designer can start from today, written and delivered through the `write-report` skill (`../write-report/SKILL.md`): a clickable file, a copy saved to the brand, and the same text on the GooseWorks campaign record (local mode: a copy in this folder, no campaign record). It opens with **In short** (what the plan rests on; the goal and whether the money gets there; which channels the plan covers and why; where we run and where we don't; the split; the first test; then "do this first, because of …" — what's needed this week), then Decisions for you, the story, What to do (at most six moves) and What we're not doing — with the long working tables in an appendix (`references/brief-template.md`): who it's for and what we say, the money math and forecast, channel decisions, budget split, paid structure, tests, angles per channel, offer, backwards calendar, asset list, how we'll measure it, hand-offs, replan triggers, what we couldn't check.

## Before you start

1. **Setup first:** do the `marketing-guide` skill (`../marketing-guide/SKILL.md`) §1–2 (connect, brand, brain read) before anything else; the job line is "plan your campaign". This playbook offers **local mode** (marketing-guide §5): plan from the live site, the marketer's answers and their connectors (read-only), and save the plan in the local `plans/<slug>/` in place of the campaign record; it skips every `gooseworks:` call from the look-first pass (`references/intake.md` § 1, local mode) through write-back (`references/brief-template.md` § Write-back, local mode). With GooseWorks, load the campaigns, meta, social and files groups in one `gooseworks:tools_load`.
2. **Look first — ask nothing yet.** Do `references/intake.md` §1 in full before the first message: the brain chapters a plan needs, what's connected, what's already planned or measured, the research, the last plan and how its bets did (run-memory's Start steps, job `campaign plan`, subject the campaign slug — `references/run-memory.md`), the claims contract and the live site (required every run).
3. **Then one short message, like a person would ask** — `references/intake.md` §2 is the single source for its shape and wording: what you found in two or three lines, then at most four plain questions, product and offer first. Only the product, audience, goal, budget and date block planning; everything else becomes a labelled assumption (`references/intake.md` §3).
4. **A goal that isn't a number** ("make it big", "as many installs as possible"): offer 2–3 concrete options built from the brand's own numbers and the budget (metric + target + date), steering vanity metrics to the one the business needs. The marketer picks; you never set it.
5. **Research missing?** If the customer-words bank or the angle bank is missing, say so in one line and offer to do that research first; if the marketer wants to go ahead, angles are labelled "starting point". Public benchmarks for the money math may be looked up with web search and are labelled as such.