---
name: campaign-messaging-house
description: Builds a campaign messaging house and execution plan from a goal, audience, offer, channels, and constraints, linking every message to proof and a measurable action. Use for campaign planning, integrated marketing briefs, messaging architecture, launch campaigns, or demand-generation planning.
license: Apache-2.0
metadata:
  adlass.categories: "marketing-content/campaigns-email, marketing-content/product-marketing"
  adlass.industries: ""
  adlass.tags: "campaign-plan, messaging-house, audience, channels, proof, measurement"
  adlass.adaptation: "reference-doc"
  adlass.source: "original"
  adlass.version: "1"
---

# 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.