campaign-plan

Anthropic ｜ 行銷與 SEO ｜ 原文 ｜ Apache-2.0

產出含目標、受眾、通路、行事曆與指標的完整行銷活動企劃

---
name: campaign-plan
description: 產生完整的活動企劃，包含目標、受眾、訊息、通路策略、內容行事曆和成效指標。當規劃產品上市、開發名單的推進或品牌知名度活動、需要一份有相依關係的逐週內容行事曆，或要把行銷目標轉成結構化、可執行的計畫時使用。
argument-hint: "<campaign objective or product>"
---

# Campaign Plan

> 如果看到不熟的 placeholder，或需要確認目前連了哪些工具，請看 [CONNECTORS.md](../../CONNECTORS.md)。

產生完整的行銷活動企劃，包含目標、受眾、訊息、通路策略、內容行事曆和成效指標。

## 觸發

使用者執行 `/campaign-plan`，或要求規劃、設計或建立行銷活動。

## 輸入

向使用者收集下列資訊。如果沒提供，先問再繼續：

1. **活動目標** — 主要目的（例如：帶動註冊、提升知名度、推出產品、開發名單、重新喚回流失的使用者）

2. **目標受眾** — 活動針對誰（人口統計、角色、產業、痛點、購買階段）

3. **時程** — 活動持續多久，以及任何固定日期（上線日、活動日、季節性截止日）

4. **預算範圍** — 大約的預算或預算級距（選填；沒提供的話，就產生不分通路的計畫，並註明哪些地方預算分配會有影響）

5. **其他背景**（選填）：
   - 要推廣的產品或服務
   - 關鍵差異化或價值主張
   - 過去活動的成效或心得
   - 品牌指南或限制
   - 地理上的重點

## 活動企劃結構

產生包含下列段落的活動企劃：

### 1. 活動總覽
- 建議的活動名稱
- 一句話的活動摘要
- 主要目標，附上具體、可衡量的目標值
- 次要目標（如果適用）

### 2. 目標受眾
- 主要受眾區隔與描述
- 次要受眾區隔（如果適用）
- 受眾的痛點與動機
- 他們把時間花在哪裡（通路、社群、刊物）
- 對應的購買階段（認知、考慮、決策）

### 3. 關鍵訊息
- 活動的核心訊息（一句話）
- 針對受眾痛點量身打造的 3 到 4 個支持訊息
- 各通路的訊息變化（需要不同語氣時）
- 支撐每個訊息的證明點或證據

### 4. 通路策略
依受眾和目標推薦通路。每個通路都要包含：
- 為什麼這個通路適合這群受眾和目標
- 建議的內容形式
- 預估的投入程度（低、中、高）
- 預算分配建議（有提供預算時）

可以從下列通路中考慮：
- 自有：部落格、email、網站、社群帳號
- 贏得：公關、網紅合作、客座文章、社群參與
- 付費：搜尋廣告、社群廣告、展示廣告、贊助內容、活動

### 5. 內容行事曆
建立逐週（短期活動則逐日）的內容行事曆：
- 每週要產出什麼內容
- 每個內容針對哪個通路
- 關鍵里程碑和期限
- 內容之間的相依關係（例如：「落地頁必須在付費廣告上線前先上線」）

用表格呈現：

| Week | Content Piece | Channel | Owner/Notes | Status |
|------|--------------|---------|-------------|--------|

### 6. 需要的內容素材
列出活動需要的每一項內容資產：
- 素材名稱與類型（部落格文章、email、社群貼文、廣告素材、落地頁等）
- 它應該包含什麼的簡短描述
- 優先順序（必備 vs. 加分）
- 建議的製作時程

### 7. 成效指標
定義與活動目標一致的 KPI：
- 主要 KPI，附目標數字
- 次要 KPI（3 到 5 個）
- 每個指標要怎麼追蹤
- 建議的回報頻率

如果有連 ~~product analytics，就參考任何可用的歷史成效基準來訂目標。

### 8. 預算分配（有提供預算時）
- 依通路或活動拆分
- 製作成本 vs. 發送成本
- 預備金建議（通常 10 到 15%）

### 9. 風險與因應
- 2 到 3 個潛在風險（時程、受眾不符、通路表現不佳）
- 每個風險的因應策略

### 10. 下一步
- 啟動活動的立即行動項目
- 需要的利害關係人核准
- 關鍵決策點

## 規劃參考

### 活動框架：Objective、Audience、Message、Channel、Measure

每個活動都應該建立在這個五部分的框架上：

#### Objective
在規劃其他任何事之前，先定義成功長什麼樣子。

- **Awareness（認知）**：提升品牌或產品的能見度（用觸及、曝光、聲量占比衡量）
- **Consideration（考慮）**：帶動互動與教育（用內容互動、email 訂閱、網路研討會出席衡量）
- **Conversion（轉換）**：產生名單或銷售（用註冊、demo、購買、pipeline 衡量）
- **Retention（留存）**：重新喚回既有客戶（用流失率下降、加購、NPS 衡量）
- **Advocacy（擁護）**：把客戶變成推廣者（用推薦、評價、UGC 衡量）

好的目標符合 SMART：Specific（具體）、Measurable（可衡量）、Achievable（可達成）、Relevant（相關）、Time-bound（有時限）。

範例：「活動上線後 6 週內，從北美的中型市場 SaaS 公司產生 200 個 marketing qualified lead。」

#### Audience
把你要觸及的對象定義到足夠具體，能指引訊息和通路的決策。

- **人口統計**：角色/職稱、資歷、公司規模、產業
- **心理特徵**：動機、痛點、目標、異議
- **行為**：他們在哪裡看內容、怎麼購買、之前互動過什麼
- **購買階段**：他們是還沒意識到問題、正在研究解決方案，還是準備好要買？

為活動規劃建立一份簡短的受眾輪廓（不用完整的 persona）：
> 「[公司類型]的[角色]，正為[痛點]所苦，想找[期望的結果]。他們通常透過[通路]發現解決方案，最在意[優先事項]。」

#### Message
打造能引起受眾共鳴的核心訊息和支持重點。

- **核心訊息**：一句話，概括你想讓受眾怎麼想、怎麼感受或怎麼做
- **支持訊息**：3 到 4 點，提供證據、回應異議或闡述好處
- **證明點**：每個支持訊息的數據、案例、推薦或第三方背書
- **差異化**：你的方案跟替代方案（包括什麼都不做）有什麼不同

訊息層次：
1. 我為什麼要在意？（點出痛點或機會）
2. 解決方案是什麼？（定位你的方案）
3. 為什麼是你？（與替代方案做出區隔）
4. 我該做什麼？（行動呼籲）

#### Channel
依受眾所在的地方選通路，不是依你最習慣的地方。請看下面的通路選擇指南。

#### Measure
定義你要怎麼知道活動有沒有成功。請看下面各活動類型的成效指標。

### 通路選擇指南

#### 自有通路

| 通路 | 最適合 | 常見指標 | 投入 |
|---------|----------|----------------|--------|
| Blog/Website | SEO、思想領導、教育 | 流量、頁面停留時間、轉換 | 中 |
| Email | 培養、留存、公告 | 開信率、CTR、轉換 | 低到中 |
| Social（自然流量） | 認知、社群、品牌經營 | 互動、觸及、追蹤者成長 | 中 |
| Webinars | 教育、開發名單、產品 demo | 報名、出席、pipeline | 高 |
| Podcast | 思想領導、品牌認知 | 下載數、訂閱者成長 | 高 |

#### 贏得通路

| 通路 | 最適合 | 常見指標 | 投入 |
|---------|----------|----------------|--------|
| PR/Media | 認知、公信力、產品上市 | 報導、聲量占比、導流量 | 高 |
| Guest content | 擴大受眾、SEO、公信力 | 導流量、反向連結 | 中 |
| Influencer/Partner | 擴大受眾、信任 | 觸及、互動、導流轉換 | 中到高 |
| Community | 認知、信任、回饋 | 提及、互動、導流量 | 中 |
| Reviews/Ratings | 公信力、SEO、考慮 | 評價數量、評分、轉換提升 | 低到中 |

#### 付費通路

| 通路 | 最適合 | 常見指標 | 投入 |
|---------|----------|----------------|--------|
| Search ads (SEM) | 高意圖名單擷取 | CPC、CTR、轉換率、CPA | 中 |
| Social ads | 認知、再行銷、開發名單 | CPM、CPC、CTR、CPA、ROAS | 中 |
| Display/Programmatic | 認知、再行銷 | 曝光、CPM、view-through 轉換 | 低到中 |
| Sponsored content | 思想領導、開發名單 | 互動、名單、每筆名單成本 | 中 |
| Events/Sponsorships | 關係建立、品牌 | 名單、會議、影響的 pipeline | 高 |

#### 通路選擇準則
選通路時，考慮：
- 你的目標受眾把時間花在哪裡？
- 你鎖定的是哪個購買階段？（認知型通路 vs. 轉換型通路）
- 你的預算多少？（付費通路要花錢；自有和贏得要花時間）
- 你已經有或能產出哪些內容資產？
- 過去什麼有效？（有歷史資料就參考）

### 內容行事曆製作

#### 行事曆規劃流程
1. **從里程碑開始**：活動上線、活動日期、產品發布、季節性時刻
2. **往回推**：什麼東西要在什麼時候上線？製作的前置時間多長？
3. **把內容對應到漏斗階段**：確保認知、考慮和轉換都有涵蓋
4. **依主題分批**：把相關的內容組成每週或雙週的主題
5. **平衡通路**：不要過度偏重單一通路；確保受眾在各個接觸點都看到這個活動
6. **保留彈性**：行事曆的 20% 時段留空，給應變或抓機會的內容

#### 內容頻率指引
- **Blog**：每週 1 到 4 篇，依團隊規模和目標而定
- **Email 電子報**：多數受眾用每週或雙週
- **Social media**：每個平台每週 3 到 7 則貼文（依平台而異）
- **Paid campaigns**：活動期間持續投放，每 2 到 4 週更新一次素材
- **Webinars**：依資源而定，每月或每季一次

#### 製作時程基準
- 部落格文章：3 到 5 個工作天（研究、初稿、審閱、發布）
- Email 活動：2 到 3 個工作天（文案、設計、測試、寄出）
- 社群貼文：1 到 2 個工作天（初稿、設計、排程）
- 落地頁：5 到 7 個工作天（文案、設計、開發、QA）
- 影片內容：2 到 4 週（腳本、製作、剪輯）
- 電子書/白皮書：2 到 4 週（大綱、初稿、設計、審閱）

### 預算分配方法

#### 營收百分比法
- 產業基準：行銷占營收的 5 到 15%，B2B 通常 5 到 10%，B2C 10 到 15%
- 新創和成長期公司通常會把營收的 15 到 25% 投入行銷
- 在行銷預算內，要在品牌（長期）和成效（短期）之間分配

#### 通路分配框架
常見的起點框架（依目標和歷史資料調整）：

| 類別 | 預算占比 | 範例 |
|----------|---------------------|----------|
| 付費獲客 | 30-40% | 搜尋廣告、社群廣告、展示廣告 |
| 內容製作 | 20-30% | 部落格、影片、設計、電子書 |
| 活動與贊助 | 10-20% | 研討會、網路研討會、聚會 |
| 工具與技術 | 10-15% | 分析、自動化、CRM |
| 測試與實驗 | 5-10% | 新通路、A/B 測試、試辦 |

#### 預算最佳化原則
- 從你最有把握的通路開始，把付費預算的 60 到 70% 放在那裡
- 保留 15 到 20% 用來測試新通路或新戰術
- 依成效資料每月調整預算（不要設定好就不管）
- 要算進製作成本，不只是媒體花費
- 預留 10 到 15% 的預備金，應付意外的機會或超支

### 各活動類型的成效指標

#### 品牌知名度活動
| 指標 | 衡量什麼 |
|--------|-----------------|
| Reach/Impressions | 有多少人看到活動 |
| Brand mention volume | 品牌討論的增加 |
| Share of voice | 你的提及量 vs. 競爭對手 |
| Direct traffic | 自己主動來到你網站的人 |
| Social follower growth | 受眾累積 |

#### 開發名單活動
| 指標 | 衡量什麼 |
|--------|-----------------|
| Total leads | 新聯絡人的數量 |
| Marketing qualified leads (MQLs) | 達到品質門檻的名單 |
| Cost per lead (CPL) | 花費的效率 |
| Lead-to-MQL conversion rate | 所產生名單的品質 |
| Pipeline influenced | 創造出的營收機會 |

#### 產品上市活動
| 指標 | 衡量什麼 |
|--------|-----------------|
| Signups or trials | 新產品的採用 |
| Activation rate | 完成關鍵首次動作的使用者 |
| Media coverage | 贏得的媒體曝光 |
| Social buzz | 提及、分享、互動的暴增 |
| Feature adoption | 上市的特定功能的使用 |

#### 留存/互動活動
| 指標 | 衡量什麼 |
|--------|-----------------|
| Churn rate change | 客戶留存的改善 |
| Engagement rate | 與活動內容的互動 |
| NPS or CSAT change | 滿意度的改善 |
| Upsell/cross-sell revenue | 擴展營收 |
| Feature adoption | 推廣功能的使用 |

#### 活動/網路研討會活動
| 指標 | 衡量什麼 |
|--------|-----------------|
| Registrations | 引發的興趣 |
| Attendance rate | 報名到出席的轉換 |
| Engagement during event | 提問、投票、聊天活動 |
| Post-event conversions | 來自出席者的名單或 pipeline |
| Content repurposing reach | 錄影帶來的下游受眾 |

## 輸出

用清楚的標題和格式呈現完整的活動企劃。企劃之後，問：

「你要我：
- 深入某個段落嗎？
- 從行事曆裡草擬特定的內容嗎？
- 做競品分析來協助訂定訊息嗎？
- 針對不同的預算或時程調整計畫嗎？」

---
name: campaign-plan
description: Generate a full campaign brief with objectives, audience, messaging, channel strategy, content calendar, and success metrics. Use when planning a product launch, lead-gen push, or awareness campaign, when you need a week-by-week content calendar with dependencies, or when translating a marketing goal into a structured, executable plan.
argument-hint: "<campaign objective or product>"
---

# Campaign Plan

> If you see unfamiliar placeholders or need to check which tools are connected, see [CONNECTORS.md](../../CONNECTORS.md).

Generate a comprehensive marketing campaign brief with objectives, audience, messaging, channel strategy, content calendar, and success metrics.

## Trigger

User runs `/campaign-plan` or asks to plan, design, or build a marketing campaign.

## Inputs

Gather the following from the user. If not provided, ask before proceeding:

1. **Campaign goal** — the primary objective (e.g., drive signups, increase awareness, launch a product, generate leads, re-engage churned users)

2. **Target audience** — who the campaign is aimed at (demographics, roles, industries, pain points, buying stage)

3. **Timeline** — campaign duration and any fixed dates (launch date, event date, seasonal deadline)

4. **Budget range** — approximate budget or budget tier (optional; if not provided, generate a channel-agnostic plan and note where budget allocation would matter)

5. **Additional context** (optional):
   - Product or service being promoted
   - Key differentiators or value propositions
   - Previous campaign performance or learnings
   - Brand guidelines or constraints
   - Geographic focus

## Campaign Brief Structure

Generate a campaign brief with the following sections:

### 1. Campaign Overview
- Campaign name suggestion
- One-sentence campaign summary
- Primary objective with a specific, measurable goal
- Secondary objectives (if applicable)

### 2. Target Audience
- Primary audience segment with description
- Secondary audience segment (if applicable)
- Audience pain points and motivations
- Where they spend time (channels, communities, publications)
- Buying stage alignment (awareness, consideration, decision)

### 3. Key Messages
- Core campaign message (one sentence)
- 3-4 supporting messages tailored to audience pain points
- Message variations by channel (if different tones are needed)
- Proof points or evidence to support each message

### 4. Channel Strategy
Recommend channels based on audience and goal. For each channel, include:
- Why this channel fits the audience and objective
- Content format recommendations
- Estimated effort level (low, medium, high)
- Budget allocation suggestion (if budget was provided)

Consider channels from:
- Owned: blog, email, website, social media profiles
- Earned: PR, influencer partnerships, guest posts, community engagement
- Paid: search ads, social ads, display, sponsored content, events

### 5. Content Calendar
Create a week-by-week (or day-by-day for short campaigns) content calendar:
- What content to produce each week
- Which channel each piece targets
- Key milestones and deadlines
- Dependencies between pieces (e.g., "landing page must be live before paid ads launch")

Format as a table:

| Week | Content Piece | Channel | Owner/Notes | Status |
|------|--------------|---------|-------------|--------|

### 6. Content Pieces Needed
List every content asset required for the campaign:
- Asset name and type (blog post, email, social post, ad creative, landing page, etc.)
- Brief description of what it should contain
- Priority (must-have vs. nice-to-have)
- Suggested timeline for creation

### 7. Success Metrics
Define KPIs aligned to the campaign objective:
- Primary KPI with target number
- Secondary KPIs (3-5)
- How each metric will be tracked
- Reporting cadence recommendation

If ~~product analytics is connected, reference any available historical performance benchmarks to inform targets.

### 8. Budget Allocation (if budget provided)
- Breakdown by channel or activity
- Production costs vs. distribution costs
- Contingency recommendation (typically 10-15%)

### 9. Risks and Mitigations
- 2-3 potential risks (timeline, audience mismatch, channel underperformance)
- Mitigation strategy for each

### 10. Next Steps
- Immediate action items to kick off the campaign
- Stakeholder approvals needed
- Key decision points

## Planning Reference

### Campaign Framework: Objective, Audience, Message, Channel, Measure

Every campaign should be built on this five-part framework:

#### Objective
Define what success looks like before planning anything else.

- **Awareness**: increase brand or product visibility (measured by reach, impressions, share of voice)
- **Consideration**: drive engagement and education (measured by content engagement, email signups, webinar attendance)
- **Conversion**: generate leads or sales (measured by signups, demos, purchases, pipeline)
- **Retention**: re-engage existing customers (measured by churn reduction, upsell, NPS)
- **Advocacy**: turn customers into promoters (measured by referrals, reviews, UGC)

Good objectives are SMART: Specific, Measurable, Achievable, Relevant, Time-bound.

Example: "Generate 200 marketing qualified leads from mid-market SaaS companies in North America within 6 weeks of campaign launch."

#### Audience
Define who you are trying to reach with enough specificity to guide messaging and channel decisions.

- **Demographics**: role/title, seniority, company size, industry
- **Psychographics**: motivations, pain points, goals, objections
- **Behavioral**: where they consume content, how they buy, what they have engaged with before
- **Buying stage**: are they unaware of the problem, researching solutions, or ready to buy?

Create a brief audience profile (not a full persona) for campaign planning:
> "[Role] at [company type] who is struggling with [pain point] and looking for [desired outcome]. They typically discover solutions through [channels] and care most about [priorities]."

#### Message
Craft the core message and supporting points that will resonate with the audience.

- **Core message**: one sentence that captures what you want the audience to think, feel, or do
- **Supporting messages**: 3-4 points that provide evidence, address objections, or elaborate on benefits
- **Proof points**: data, case studies, testimonials, or third-party validation for each supporting message
- **Differentiation**: what makes your offering different from alternatives (including doing nothing)

Message hierarchy:
1. Why should I care? (addresses the pain point or opportunity)
2. What is the solution? (positions your offering)
3. Why you? (differentiates from alternatives)
4. What should I do? (call to action)

#### Channel
Select channels based on where your audience is, not where you are most comfortable. See the Channel Selection Guide below.

#### Measure
Define how you will know the campaign worked. See Success Metrics by Campaign Type below.

### Channel Selection Guide

#### Owned Channels

| Channel | Best For | Typical Metrics | Effort |
|---------|----------|----------------|--------|
| Blog/Website | SEO, thought leadership, education | Traffic, time on page, conversions | Medium |
| Email | Nurture, retention, announcements | Open rate, CTR, conversions | Low-Medium |
| Social (organic) | Awareness, community, brand building | Engagement, reach, follower growth | Medium |
| Webinars | Education, lead gen, product demos | Registrations, attendance, pipeline | High |
| Podcast | Thought leadership, brand awareness | Downloads, subscriber growth | High |

#### Earned Channels

| Channel | Best For | Typical Metrics | Effort |
|---------|----------|----------------|--------|
| PR/Media | Awareness, credibility, launches | Coverage, share of voice, referral traffic | High |
| Guest content | Audience expansion, SEO, credibility | Referral traffic, backlinks | Medium |
| Influencer/Partner | Audience expansion, trust | Reach, engagement, referral conversions | Medium-High |
| Community | Awareness, trust, feedback | Mentions, engagement, referral traffic | Medium |
| Reviews/Ratings | Credibility, SEO, consideration | Review volume, rating, conversion lift | Low-Medium |

#### Paid Channels

| Channel | Best For | Typical Metrics | Effort |
|---------|----------|----------------|--------|
| Search ads (SEM) | High-intent lead capture | CPC, CTR, conversion rate, CPA | Medium |
| Social ads | Awareness, retargeting, lead gen | CPM, CPC, CTR, CPA, ROAS | Medium |
| Display/Programmatic | Awareness, retargeting | Impressions, CPM, view-through conversions | Low-Medium |
| Sponsored content | Thought leadership, lead gen | Engagement, leads, cost per lead | Medium |
| Events/Sponsorships | Relationship building, brand | Leads, meetings, pipeline influenced | High |

#### Channel Selection Criteria
When choosing channels, consider:
- Where does your target audience spend time?
- What is the buying stage you are targeting? (awareness channels vs. conversion channels)
- What is your budget? (paid channels require spend; owned/earned require time)
- What content assets do you already have or can you produce?
- What has worked in the past? (reference historical data if available)

### Content Calendar Creation

#### Calendar Planning Process
1. **Start with milestones**: campaign launch, event dates, product releases, seasonal moments
2. **Work backward**: what needs to be live and when? What is the production lead time?
3. **Map content to funnel stages**: ensure coverage across awareness, consideration, and conversion
4. **Batch by theme**: group related content pieces into weekly or bi-weekly themes
5. **Balance channels**: do not over-index on one channel; ensure the audience sees the campaign across touchpoints
6. **Build in flexibility**: leave 20% of calendar slots open for reactive or opportunistic content

#### Content Cadence Guidelines
- **Blog**: 1-4 posts per week depending on team size and goals
- **Email newsletter**: weekly or bi-weekly for most audiences
- **Social media**: 3-7 posts per week per platform (varies by platform)
- **Paid campaigns**: continuous during campaign window with creative refreshes every 2-4 weeks
- **Webinars**: monthly or quarterly depending on resources

#### Production Timeline Benchmarks
- Blog post: 3-5 business days (research, draft, review, publish)
- Email campaign: 2-3 business days (copy, design, test, send)
- Social media posts: 1-2 business days (draft, design, schedule)
- Landing page: 5-7 business days (copy, design, development, QA)
- Video content: 2-4 weeks (script, production, editing)
- Ebook/whitepaper: 2-4 weeks (outline, draft, design, review)

### Budget Allocation Approaches

#### Percentage of Revenue Method
- Industry benchmark: 5-15% of revenue for marketing, with B2B typically at 5-10% and B2C at 10-15%
- Startups and growth-stage companies often invest 15-25% of revenue in marketing
- Within the marketing budget, allocate across brand (long-term) and performance (short-term)

#### Channel Allocation Framework
A common starting framework (adjust based on goals and historical data):

| Category | Percentage of Budget | Examples |
|----------|---------------------|----------|
| Paid acquisition | 30-40% | Search ads, social ads, display |
| Content production | 20-30% | Blog, video, design, ebooks |
| Events and sponsorships | 10-20% | Conferences, webinars, meetups |
| Tools and technology | 10-15% | Analytics, automation, CRM |
| Testing and experimentation | 5-10% | New channels, A/B tests, pilots |

#### Budget Optimization Principles
- Start with your highest-confidence channel and allocate 60-70% of paid budget there
- Reserve 15-20% for testing new channels or tactics
- Shift budget monthly based on performance data (do not set and forget)
- Account for production costs, not just media spend
- Include a 10-15% contingency for unexpected opportunities or overruns

### Success Metrics by Campaign Type

#### Awareness Campaign
| Metric | What It Measures |
|--------|-----------------|
| Reach/Impressions | How many people saw the campaign |
| Brand mention volume | Increase in brand conversations |
| Share of voice | Your mentions vs. competitors |
| Direct traffic | People coming to your site unprompted |
| Social follower growth | Audience building |

#### Lead Generation Campaign
| Metric | What It Measures |
|--------|-----------------|
| Total leads | Volume of new contacts |
| Marketing qualified leads (MQLs) | Leads meeting quality threshold |
| Cost per lead (CPL) | Efficiency of spend |
| Lead-to-MQL conversion rate | Quality of leads generated |
| Pipeline influenced | Revenue opportunity created |

#### Product Launch Campaign
| Metric | What It Measures |
|--------|-----------------|
| Signups or trials | Adoption of new product |
| Activation rate | Users who complete key first action |
| Media coverage | Earned media hits |
| Social buzz | Mentions, shares, engagement spike |
| Feature adoption | Usage of specific launched features |

#### Retention/Engagement Campaign
| Metric | What It Measures |
|--------|-----------------|
| Churn rate change | Customer retention improvement |
| Engagement rate | Interactions with campaign content |
| NPS or CSAT change | Satisfaction improvement |
| Upsell/cross-sell revenue | Expansion revenue |
| Feature adoption | Usage of promoted features |

#### Event/Webinar Campaign
| Metric | What It Measures |
|--------|-----------------|
| Registrations | Interest generated |
| Attendance rate | Conversion from registration |
| Engagement during event | Questions, polls, chat activity |
| Post-event conversions | Leads or pipeline from attendees |
| Content repurposing reach | Downstream audience from recordings |

## Output

Present the full campaign brief with clear headings and formatting. After the brief, ask:

"Would you like me to:
- Dive deeper into any section?
- Draft specific content pieces from the calendar?
- Create a competitive analysis to inform the messaging?
- Adjust the plan for a different budget or timeline?"