Plan a time-bounded launch or campaign around one clear story. Set a measurable objective, choose and sequence channels, work backward from the launch date, assign owners and due dates to assets, and identify risks and fallback plans before committing budget.
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Designs a coordinated multi-channel campaign or product launch around one story — objective, message, channel sequencing, timeline, assets, and the checklist that gets it out the door. Use this to plan a launch or campaign, sequence a go-to-market push, pressure-test a campaign before committing budget, or turn a product change into a coordinated set of activity. For ongoing channel programs rather than a bounded push, use `marketing-planning`.
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A campaign is a bounded push around one story. If it has no end date and no single story, it is a program, not a campaign, and it should be planned as one.
Every campaign carries exactly one idea. Channels change the format; they never change the meaning. Campaigns that say slightly different things on each channel produce no compounding — the audience sees three impressions and remembers none.
Write the story as a sentence before anything else: for whom, what changes, why now. If it takes a paragraph, it is not ready and the campaign will not hold.
The "why now" is the part most campaigns skip and the part that produces urgency. Without it you are asking people to act on something that would be equally true next quarter.
One primary number with a date, and the leading indicator that will move first. Campaigns with several equal objectives cannot be sequenced, because every tradeoff has an argument on both sides.
State what you are not optimizing for. A launch optimizing for signups will make choices that cost brand, and that is fine — as long as it was chosen.
Pick channels by where the audience already is and which formats you can actually produce well. Two channels executed properly beat five done adequately, and the fifth channel usually consumes the attention that would have made the first two work.
Sequence them. Most campaigns run everything at once and learn nothing:
Work backward from the launch date, and place the asset freeze at least several days before anything ships. Campaigns slip because copy is still being edited while ads are being trafficked.
Front-load anything with a dependency you do not control — press, partners, legal review, app-store approval. These are what actually move launch dates.
Plan the two weeks after launch as deliberately as the launch itself. Most campaigns are designed as a spike and produce one.
List every asset by channel with owner and due date. Derive them from the one story rather than writing each independently — independently written assets drift, and the drift is invisible until they are seen side by side.
A campaign amplifies an offer; it cannot rescue a weak one. Before planning channels, check the offer itself: is the value obvious, is the risk to the buyer low, and is there a reason to act now that is not manufactured?
The levers, in rough order of effect: what is included, the risk reversal (guarantee, trial, pilot), the payment structure, and only then the price. Discounting is the weakest of these and the most reached for, and it trains the audience to wait for the next discount.
If the offer only works with urgency attached, the urgency is doing the work and it will not survive contact with a considered buyer.
references/sources.md in this skill lists the outside authorities that settle the questions
here — what each one is authoritative for, and what you may do with it. Check them before
answering on anything they cover, and cite what you used. Most are free to read and not free
to reproduce; the use note on each is binding.
The story in one sentence, objective and leading indicator, channels with sequencing rationale, timeline with the freeze date, asset list with owners, risks with fallbacks, and what is explicitly out of scope.
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Design and review access so people and services have appropriate permissions. Use it to plan roles, audit accounts, reduce always-on admin rights, manage credentials, handle departures, and improve sign-in with single sign-on or multi-factor authentication.
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Plan account-based marketing for a defined set of companies. Assess whether the economics fit, prioritize accounts, map the people involved in buying, coordinate outreach across sales and marketing, and track account movement through the pipeline.
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Improve the path from signup to a new user’s first meaningful result. Define the action that signals real value, refine signup and onboarding, and diagnose where people drop off so more accounts become active users sooner.
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Design a repository’s multi-agent structure by assigning exclusive file areas, defining builder and reviewer roles, and checking ownership rules with a CI script. Use it to divide work, prevent overlapping edits, and decide whether another agent is needed.
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Use this skill to define an AI system’s intended use, evaluate its errors across user groups, plan monitoring and meaningful human review, and document its limits. It supports deployment and retirement decisions, especially when AI could affect consequential outcomes for people.
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Use this skill to analyze markets, map competitors, assess trends, and compare strategic options such as market entry or build versus buy. It produces a cited research brief that separates established facts from inferences and estimates, states confidence, and connects findings to a decision.
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