Campaign Strategy
Turn an existing market or customer-research brief into a focused campaign plan. This method produces a recommendation and a ready-to-review plan; it does not publish, contact prospects, change advertising spend, or write to a host system.
Inputs
Use a supplied research brief, ICP artifact, or a concise written brief. It needs a target market, buyer and buying context, competitive alternatives, differentiation hypothesis, capacity, and relevant constraints. Ask only for the missing facts that would change channel selection. If research is thin, label the plan provisional rather than filling gaps with assumptions.
For external claims, retain the source URL beside the claim and include a Sources section. Recheck each citation before presenting the plan.
Workflow
1. **Recap the market and ICP.** State firmographics, triggers, jobs to be done, buying constraints, where buyers seek information, exclusions, and evidence gaps. Test whether the segment is distinctive, accessible, measurable, and economically plausible. 2. **Set positioning.** Identify alternatives, distinctive attributes, value themes, best-fit customers, and the market category. State one positioning statement and three to five evidence-linked differentiation pillars. 3. **Build the messaging stack.** For each meaningful buyer archetype, name the push, pull, anxieties, and existing habit; then provide a value proposition, proof requirements, and likely objections. 4. **Choose channels from buyer behavior.** Select one primary channel and no more than two supporting channels. Explain why each fits the buying motion; do not default to search, paid social, or content simply because they are familiar. Map the chosen channels to the buying jobs they cover and flag gaps. 5. **Define the activation.** When named accounts are appropriate, build a small, sourced account list with fit, dated signal, tier, contact angle, and research date. Omit accounts that cannot meet the evidence bar. Specify the offer, assets, sequence, owner, capacity, budget guardrail, and measurement needed for each channel. 6. **Make the plan testable.** Set a practical calendar, leading and outcome metrics, decision dates, stop/continue/change criteria, and the one next action. Reconcile effort and spending with stated limits.
Output format
```markdown # Campaign Plan: [market or offer]
## ICP and market recap ## Positioning and differentiation ## Messaging by buyer archetype ## Channel plan and rationale ## Activation calendar ## Metrics and decision rules ## Assumptions and evidence gaps ## Sources ```
Quality rules
- A channel is a recommendation only when its rationale connects to buyer behavior and evidence. - Separate sourced facts, inferences, and hypotheses. - Keep account research reproducible; do not fabricate signals or contacts. - Treat capacity, approval, privacy, and budget constraints as design inputs. - Propose host-system updates or execution steps separately; never imply they have happened.