--- name: marketing-campaign description: End-to-end marketing campaign planning and execution. Covers audience research, positioning, campaign angle definition, landing page copy, email sequences, social posts, ad copy, short-form video scripts, and content calendars. Use as the orchestration layer for multi-channel product launches. Use when planning or executing a multi-channel product launch, or producing landing page, email, social, or ad copy. metadata: origin: ECC --- # Marketing Campaign Plan and execute launch campaigns that convert — not just campaigns that ship. ## When to Activate - planning a product or feature launch - building a full content suite from a single product brief - defining positioning and campaign angle before writing any copy - orchestrating multiple content types across channels - reviewing copy for conversion quality and brand consistency ## Non-Negotiables 1. Define positioning before writing any copy. All copy flows from the angle. 2. Research the audience before assuming you know their language or fears. 3. Each deliverable must serve one clear purpose in the campaign arc. 4. Specificity beats adjectives in every format and on every channel. 5. The same voice must run across every channel and every piece. 6. No copy ships without passing the quality gate. ## Campaign Workflow ### Phase 1: Research Use `market-research` to: - profile the target audience (jobs-to-be-done, fears, language, alternatives they use) - map 3+ direct or adjacent competitors (positioning, gaps, messaging weaknesses) - identify 1–3 audience insights the campaign angle will exploit Deliverable: a short research brief (audience profile + competitive summary + key insights). ### Phase 2: Positioning Produce: - core benefit statement (one sentence, no feature list, no jargon) - positioning formula: "[Product] helps [audience] [achieve outcome] by [mechanism]" - campaign angle: the specific tension, insight, or moment the whole campaign lives in - tone profile: lock before writing (delegate to `brand-voice` for durable, session-reusable voice capture) Do not write any copy until positioning and angle are approved. ### Phase 3: Content Production Produce in this order — each layer informs the next: 1. **Landing page copy** (all sections: hero, problem, solution, features, how it works, proof, CTA) 2. **Email sequence** (each email has one purpose; follow the arc: problem → education → agitation → solution → proof → urgency → final CTA) 3. **Social posts** (platform-native via `content-engine`; LinkedIn and X are different formats, not the same copy resized) 4. **Short-form video scripts** (timestamp-blocked; written for screen and ear, not the page) 5. **Ad copy variants** (3–4 variants testing different angles or audience segments) 6. **Content calendar** (day-by-day schedule with channel, type, timing, and dependencies) ### Phase 4: Review Gate every deliverable: - 5-second test on all hero / above-fold copy (clear who it's for, what it does, why act now) - CTA audit (one per piece, specific, earned — not demanded) - Tone consistency check across all channels - Claim audit (every claim is specific and supportable) - Cross-channel consistency (ad claims match landing page; email body matches subject) ## Output Contract A full campaign delivers: 1. **Positioning brief** — angle, core benefit statement, tone profile 2. **Landing page copy** — hero, problem, solution, features, how it works, proof, CTA 3. **Email sequence** — subject + preview + body + CTA for each email, labelled by day and purpose 4. **LinkedIn posts** — 3+ platform-native posts with distinct angles 5. **X posts** — 5+ standalone posts + 1 thread 6. **Short-form video scripts** — 2+ timestamp-blocked scripts with visual direction notes 7. **Ad copy variants** — short headline / long headline / body per variant 8. **Content calendar** — day-by-day schedule with channel, content type, timing, and dependencies 9. **Copy review summary** — flagged issues and open questions before anything goes live ## Quality Gate Before delivering any piece: - every deliverable sounds like the same author - no hollow superlatives or filler adjectives remain - every CTA is specific and earned (never "learn more" or "click here") - no copy is duplicated verbatim across platforms - hero copy passes the 5-second test - email subjects match email body (no bait-and-switch) - ad claims match landing page claims exactly - no copy would work unchanged for any other product in the category ## Hard Bans Delete and rewrite any: - "game-changing", "revolutionary", "world-class", "cutting-edge" - "In today's competitive landscape" - fake urgency not backed by a real deadline - hollow social proof without specifics ("thousands trust us") - generic CTAs ("learn more", "find out more", "click here") - copy that could be unplugged and dropped into a competitor's campaign unchanged ## Related Skills - `brand-voice` — source-derived voice capture (run before content production) - `content-engine` — platform-native content production - `crosspost` — multi-platform distribution - `market-research` — audience and competitive intelligence - `seo` — on-page optimisation for landing page copy --- Source attribution: affaan-m Original project: https://github.com/affaan-m/ECC/blob/25278e7d7b6cf6e6a4e7a6c8e10f14ff22f0eb5b/skills/marketing-campaign/SKILL.md License: MIT License information: https://opensource.org/license/mit Original upstream instructions; downloaded from Dave AI. ## Upstream license notice MIT License Copyright (c) 2026 Affaan Mustafa Permission is hereby granted, free of charge, to any person obtaining a copy of this software and associated documentation files (the "Software"), to deal in the Software without restriction, including without limitation the rights to use, copy, modify, merge, publish, distribute, sublicense, and/or sell copies of the Software, and to permit persons to whom the Software is furnished to do so, subject to the following conditions: The above copyright notice and this permission notice shall be included in all copies or substantial portions of the Software. THE SOFTWARE IS PROVIDED "AS IS", WITHOUT WARRANTY OF ANY KIND, EXPRESS OR IMPLIED, INCLUDING BUT NOT LIMITED TO THE WARRANTIES OF MERCHANTABILITY, FITNESS FOR A PARTICULAR PURPOSE AND NONINFRINGEMENT. IN NO EVENT SHALL THE AUTHORS OR COPYRIGHT HOLDERS BE LIABLE FOR ANY CLAIM, DAMAGES OR OTHER LIABILITY, WHETHER IN AN ACTION OF CONTRACT, TORT OR OTHERWISE, ARISING FROM, OUT OF OR IN CONNECTION WITH THE SOFTWARE OR THE USE OR OTHER DEALINGS IN THE SOFTWARE. # Dave AI resource metadata Creator / publisher: affaan-m Original project: https://github.com/affaan-m/ECC/blob/25278e7d7b6cf6e6a4e7a6c8e10f14ff22f0eb5b/skills/marketing-campaign/SKILL.md Attribution basis: Source repository record Fields of work: Marketing Roles: Advertising Specialist, Content Marketer, Email Marketer, Growth Marketer, SEO Specialist Specialties: Specialty not specified Tools: Tool not specified Country applicability: Country not specified Classification basis: Source catalog labels Instruction SHA-256: f4d2501b1abb19f7ef5f73b21afa5a7ea51c5dc3d766e8dbd239ec548899213f