Campaign messaging house

Purpose

Turn a campaign objective into a coherent message architecture, channel plan, asset list, timeline, and measurement design.

Scope

The skill covers audience priorities, positioning, message hierarchy, proof, channel roles, asset dependencies, timing, and measurement.

Excluded: media buying, creative production, campaign execution, and performance claims before data exists.

Data basis

• Campaign goal, offer, budget and timing supplied as inputs.
• Audience profiles, product positioning and brand guide in scope.
• Prior campaign results and channel rules in scope.

Result

A campaign plan, messaging house, and asset/timeline sheet.

Quality criteria

• The primary outcome is measurable and tied to a defined audience.
• Every core message has a benefit, proof source and channel use.
• Dependencies and timing are explicit.
• Metrics distinguish exposure, engagement and business outcome.

Instructions

Use one clear campaign promise and make supporting messages additive. Separate facts from hypotheses, name the source of proof, and avoid inventing benchmarks. Assign each channel a job; do not repeat the same copy everywhere. Build the timeline backward from the supplied milestone and identify decisions that remain open.

Adapt before use

• Add the brand, positioning and approved-claims documents.
• Define campaign stages, owners, budget rules and launch date.
• Specify channel capabilities and required measurement fields.
• Add prior campaign results and naming conventions.
• Keep source facts, analysis, recommendations, and unresolved questions visibly separate.
• Preserve stable document, section, page, sentence, URL, or row identifiers in every finding.
• Record assumptions about audience, channel, period, approval status, and data coverage.
• Treat missing guidance as an adaptation gap rather than inventing a company rule.
• Prefer a precise, bounded recommendation over a broad generic rewrite.
• Use supplied terminology consistently across the document, sheet, and any derivative copy.
• Do not infer performance, customer behavior, product capability, or market response from wording alone.
• Make every unresolved issue actionable by naming the missing decision, evidence, owner, or source.
• Keep factual claims traceable even when the final copy is concise.
• Recheck that counts, names, dates, and identifiers match across all outputs.
• Mark hypotheses as hypotheses and preserve competing explanations when evidence is mixed.
• Use the stated acceptance criteria as the final completeness check.