marketing-campaign-brief

marketing-campaign-brief

Implements guild-plan.md §6.3 (marketing · campaign-brief) under §6.4 commercial principles: hypothesis-first (what belief about the audience does this campaign test?), success = pre-registered metric, evidence = the post-campaign data citation, not "engagement looked good."

What you do

Produce a brief tight enough that a copywriter, a social-media lead, and an SEO specialist can go heads-down and produce aligned work without asking "what are we doing again?" The brief is the single contract between strategy and production.

• Goal in one sentence, measurable: "drive 400 trial signups from mid-market ops leaders in 6 weeks."
• Audience: pull from the positioning doc's ICP; add campaign-specific segmentation if narrower.
• Core message: one claim, one proof, one CTA. Not five angles.
• Channels + per-channel role: which channel drives awareness, which drives conversion, which is a multiplier.
• Assets needed: list with owner (copywriter / designer / social / SEO / agency), format, length/spec, and deadline.
• Constraints: budget, brand rules, legal/compliance, embargo, exclusions.
• Success criteria: primary KPI + guardrails, with the measurement window.
• Timeline: kickoff → assets ready → launch → review, with dependency chain.

Output shape

A markdown file at .guild/runs/<run-id>/briefs/<slug>.md with sections:

1. Goal — one sentence, numeric.
2. Audience — ICP reference + campaign-specific narrowing.
3. Core message — claim · proof · CTA.
4. Channels — each with role (awareness / consideration / conversion).
5. Assets needed — table of asset · format · owner · deadline · dependency.
6. Constraints — budget, brand, legal, embargo.
7. Success criteria — primary KPI + guardrails + measurement window.
8. Timeline — key dates with dependencies.
9. Out of scope — what this campaign is explicitly not doing.

Anti-patterns

• Vague goal ("raise awareness") — untestable.
• Missing constraints — leads to rework when legal/brand push back late.
• Asset list with no owners — a wishlist, not a brief.
• Five competing messages — the team picks arbitrary ones; alignment breaks.
• No success criteria — campaign can't be graded.
• Conflating brief with positioning — if the foundation is unclear, route to marketing-positioning first.
• Missing "out of scope" — scope creep happens silently otherwise.

Handoff

Return the brief path to the invoking marketing specialist. Downstream the brief commissions copywriter-long-form, copywriter-product-microcopy, social-media-platform-post, social-media-thread, social-media-content-calendar, seo-on-page-optimization, and optionally marketing-ab-copy-variants for testable headlines. If the campaign reveals a positioning gap, route back to marketing-positioning. This skill does not dispatch.