The plan an agency would charge you for, before anything gets made
It researches the product, the market and the competitors, cites what it found, and returns the whole campaign on paper: positioning, the one core message, personas with their real objections, the channel split and a messaging grid. It deliberately makes nothing.
- Researched and cited, not asserted
- 3 to 5 personas with objections
- Messaging grid across the funnel
An agency's strategy phase is billed in weeks before a single asset exists.
- Estimated cost
- Estimate: around 400 credits, most of it the research pass.
- Estimated time
- Allow roughly 8–15 minutes; depth depends on how much the market has been written about.
What you give it
- What you're promoting
- The product, service, launch or event. It must be yours — the offer and proof points come from it.
- Who it is for
- Personas from your Brand Kit, or leave it blank and 3 to 5 are proposed from the research.
- Campaign goal
- What it is judged by. Blank, and it proposes the goal the source most plainly supports.
- Timeframe
- How long it runs, or when it starts. Blank plans to a 90-day arc and says so.
- Budget band
- A rough band. Without one, the split is proportions rather than dollars, and it says no figure was given.
- Markets / regions
- Where it runs. Blank assumes the market the source's own language suggests, and names the assumption.
- Anything else about the campaign
- Competitive pressure, things not to lead with — it outranks its own reading, never a fact.
What it does
- Research the product, the market and the competitors, and cite what it found
- Set the positioning and the one core message
- Build 3 to 5 target personas with their pains, triggers and objections
- Plan the channels, with a rationale and a rough budget split
- Recommend the asset types each channel needs
- Build the messaging grid: one row per persona, one column per funnel stage
- Lay out how to measure it, and on what timeline
What you get
- Positioning and the one core message
- 3 to 5 personas, with pains, triggers and objections
- Channel plan, with a rationale and budget split per channel
- The asset types each channel needs
- Messaging grid: one row per persona, one column per funnel stage
- Measurement plan and timeline
Who it's for
The campaign nobody has written down yet
There is a launch date and a rough idea. What is missing is the argument: who it is for, what it says, where it runs and why that split.
Teams briefing an agency, or replacing one
This is the artifact an agency produces in week three. Having it first means the brief you hand out is already decided rather than discovered on someone else's hourly rate.
Anyone who has to defend a channel budget
The split comes with a rationale per channel and the research behind it, so the number is answerable rather than asserted.
A homepage in, the whole campaign on paper out
Point it at what you are promoting and answer as little as you like — every question but the source is optional, and each blank is filled by a stated assumption rather than a guess you never see. It researches across the web, company data, LinkedIn and news, cites each claim to a page it actually read, then sets the positioning and the single core message. Personas come next with their real objections, then the channel plan with a rationale and split per channel, then the messaging grid: every persona against every funnel stage. It ends with how to measure it. No ads, posts or graphics are produced — that is the point.
Cited, not assertedEvery claim points at a page that was actually read, filed in your Research tab.
Assumptions are statedEach question you leave blank is answered by an assumption the plan names in its own words.
Questions worth asking
Why does it not make any assets?
Because deciding and producing are different jobs, and doing them in one pass means the first plausible idea becomes the campaign. This app stops at the argument. The apps that make the ads, carousels and infographics read the plan afterwards.
How do I know the research is real?
Every claim is cited to a page that was actually read, and the sources are filed in your Gallery's Research tab alongside the plan. Where it assumed something — a market, a goal, a timeframe you left blank — the plan says so in its own words.
I do not have a budget figure yet. Is it still useful?
Yes. Without a band the channel split comes back as proportions rather than dollar amounts, and the plan states plainly that no figure was given, so nothing invents a budget you never set.
The research it files lands in the same Gallery the production apps read from, so the campaign they build is grounded in the plan rather than briefed again from scratch.
More apps
Ready to run Marketing campaign plan?
Start free with 2,000 credits, no card, and get the kit today.