# Campaign Playbooks

Proven templates for executing different campaign types.

## Language & Quality Standards

**CRITICAL**: Respond in the same language the user is using. If Vietnamese, respond in Vietnamese. If Spanish, respond in Spanish.

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## Playbook Index

| Campaign Type | Best For | Timeline | Agents |
|---------------|----------|----------|--------|
| Product Launch | New products/features | 4-8 weeks | planner, copywriter, email-wizard |
| Lead Generation | Pipeline building | Ongoing | attraction-specialist, lead-qualifier |
| Brand Awareness | Market entry, refresh | 8-12 weeks | brainstormer, copywriter |
| Retention | Reduce churn | Ongoing | continuity-specialist, email-wizard |
| Event Promotion | Webinars, conferences | 4-6 weeks | planner, email-wizard |
| Seasonal | Holiday, quarterly | 2-4 weeks | copywriter, planner |

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## Product Launch Playbook

### Overview
**Goal:** Generate awareness and conversions for new product/feature
**Timeline:** 4-8 weeks
**Agents:** `planner`, `copywriter`, `email-wizard`, `attraction-specialist`

### Phase 1: Pre-Launch (Weeks 1-2)

**Research & Planning:**
- [ ] Market research with `researcher`
- [ ] Competitive analysis
- [ ] Positioning development
- [ ] Campaign plan creation

**Asset Development:**
- [ ] Landing page copy
- [ ] Email sequences (teaser, launch, follow-up)
- [ ] Social content calendar
- [ ] Sales enablement materials

### Phase 2: Teaser (Week 3)

**Activities:**
- [ ] Email teaser to subscribers
- [ ] Social hints and previews
- [ ] Influencer/partner outreach
- [ ] PR preparation

**Metrics to Track:**
- Email open rates
- Social engagement
- Waitlist signups

### Phase 3: Launch (Week 4)

**Day 1:**
- [ ] Launch email blast
- [ ] Social announcement
- [ ] PR release
- [ ] Paid ads activation

**Week 1:**
- [ ] Customer testimonial collection
- [ ] Objection handling content
- [ ] Retargeting campaigns
- [ ] Sales team enablement

### Phase 4: Post-Launch (Weeks 5-8)

**Optimization:**
- [ ] Performance analysis
- [ ] A/B test refinements
- [ ] Testimonial integration
- [ ] Long-term content plan

**Handoffs:**
- New customers → Onboarding sequence
- Engaged non-buyers → Nurture sequence

### Success Metrics

| Metric | Target | Measurement |
|--------|--------|-------------|
| Launch email open rate | 30%+ | Email platform |
| Landing page CVR | 5%+ | Analytics |
| First-week signups | [Target] | CRM |
| PR coverage | [Target] | Media mentions |

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## Lead Generation Playbook

### Overview
**Goal:** Build qualified pipeline consistently
**Timeline:** Ongoing program
**Agents:** `attraction-specialist`, `lead-qualifier`, `email-wizard`

### Content Engine

**TOFU Content (Attract):**
| Type | Frequency | Owner |
|------|-----------|-------|
| Blog posts | 2-4/month | `copywriter` |
| Social content | Daily | `copywriter` |
| SEO pages | As needed | `attraction-specialist` |

**MOFU Content (Convert):**
| Type | Frequency | Owner |
|------|-----------|-------|
| Lead magnets | 1/quarter | `copywriter` |
| Webinars | 1/month | `planner` |
| Case studies | 2/quarter | `sales-enabler` |

### Lead Capture

**Landing Page Formula:**
1. Headline: Clear value proposition
2. Subhead: Expands on benefit
3. Form: Minimum fields needed
4. Proof: Social proof elements
5. CTA: Action-oriented button

**Form Strategy:**
| Funnel Stage | Fields | Lead Magnet Value |
|--------------|--------|-------------------|
| TOFU | Email only | Low-commitment |
| MOFU | Email, Name, Company | Medium value |
| BOFU | Full qualification | High value |

### Nurture Sequences

**New Lead (Week 1-2):**
- Day 0: Welcome + resource delivery
- Day 2: Quick win content
- Day 5: Educational content
- Day 7: Case study

**Developing Lead (Week 3-6):**
- Weekly educational content
- Soft CTAs to BOFU content
- Engagement tracking

**Hot Lead (Score 70+):**
- Immediate sales notification
- Calendar link email
- Phone call (if available)

### Success Metrics

| Metric | Target | Frequency |
|--------|--------|-----------|
| MQLs generated | [Target]/month | Weekly |
| Lead-to-MQL rate | 20%+ | Monthly |
| Cost per lead | <$[X] | Monthly |
| Content downloads | [Target]/month | Weekly |

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## Brand Awareness Playbook

### Overview
**Goal:** Increase brand recognition and recall
**Timeline:** 8-12 week campaign
**Agents:** `brainstormer`, `copywriter`, `researcher`

### Strategy Development

**Brand Audit:**
- [ ] Current awareness baseline
- [ ] Competitor awareness levels
- [ ] Target audience perception
- [ ] Channel effectiveness

**Positioning:**
- [ ] Key messages
- [ ] Differentiators
- [ ] Proof points

### Channel Mix

| Channel | Role | Budget % |
|---------|------|----------|
| Content | Thought leadership | 30% |
| Social | Engagement, reach | 25% |
| Paid | Amplification | 25% |
| PR | Credibility | 20% |

### Content Themes

**Week 1-4:** Problem awareness
**Week 5-8:** Solution education
**Week 9-12:** Brand differentiation

### Success Metrics

| Metric | Measurement | Target |
|--------|-------------|--------|
| Brand search volume | Google Trends | +20% |
| Social followers | Platform analytics | +15% |
| Share of voice | Media monitoring | +10% |
| Brand recall | Survey | Baseline + 15% |

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## Retention Playbook

### Overview
**Goal:** Reduce churn, increase LTV
**Timeline:** Ongoing program
**Agents:** `continuity-specialist`, `email-wizard`, `upsell-maximizer`

### Churn Signals

| Signal | Risk Level | Action |
|--------|------------|--------|
| No login 14+ days | Medium | Check-in email |
| Support tickets up | High | Success outreach |
| Usage declining | High | Re-engagement |
| Payment failed | Critical | Recovery sequence |

### Intervention Sequences

**At-Risk Customer:**
1. Personal check-in email
2. Success manager call
3. Value reminder content
4. Special retention offer

**Churned Customer:**
1. Exit survey
2. 30-day win-back
3. 60-day offer
4. 90-day final attempt

### Success Metrics

| Metric | Target | Frequency |
|--------|--------|-----------|
| Monthly churn rate | <5% | Monthly |
| NPS score | 50+ | Quarterly |
| Customer LTV | Increasing | Quarterly |
| Expansion revenue | 20% of ARR | Monthly |

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## Event Promotion Playbook

### Overview
**Goal:** Drive registrations and attendance
**Timeline:** 4-6 weeks pre-event
**Agents:** `planner`, `email-wizard`, `copywriter`

### Timeline

**4 Weeks Out:**
- [ ] Landing page live
- [ ] Email sequence created
- [ ] Social calendar planned
- [ ] Partner/speaker outreach

**2 Weeks Out:**
- [ ] Early bird deadline push
- [ ] Speaker content published
- [ ] Retargeting active

**1 Week Out:**
- [ ] Final push emails
- [ ] Reminder sequence
- [ ] Day-of logistics

**Post-Event:**
- [ ] Thank you + recording
- [ ] Follow-up sequence
- [ ] Survey for feedback

### Email Sequence

| Email | Timing | Focus |
|-------|--------|-------|
| Announcement | 4 weeks | Value prop |
| Speaker spotlight | 3 weeks | Credibility |
| Early bird reminder | 2 weeks | Urgency |
| Agenda preview | 1 week | Anticipation |
| Final reminder | 1 day | Logistics |
| Day-of | Morning | Access info |

### Success Metrics

| Metric | Target | Notes |
|--------|--------|-------|
| Registrations | [Target] | Track by source |
| Attendance rate | 50%+ | Of registrations |
| Engagement | [Target] | Questions, polls |
| Post-event conversions | [Target] | Lead to MQL |

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## Agent Workflow Summary

| Campaign Type | Lead Agent | Supporting Agents |
|---------------|------------|-------------------|
| Product Launch | `planner` | copywriter, email-wizard, attraction-specialist |
| Lead Generation | `attraction-specialist` | lead-qualifier, email-wizard, copywriter |
| Brand Awareness | `brainstormer` | copywriter, researcher |
| Retention | `continuity-specialist` | email-wizard, upsell-maximizer |
| Event Promotion | `planner` | email-wizard, copywriter |

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*Last updated: [Date]*
*Version: 1.0*
