# Campaign — Conversation Guide

## Section 1: Strategy & Goal
**Explore:** What's the specific measurable objective? Not "grow the channel" — something like "launch 10 shorts in 2 weeks" or "generate 50 leads from webinar." What's the thesis?
**Suggest:** If the goal is vague, push for a number: "How will you know this worked? What's the metric?" If they can't answer, the campaign isn't ready to plan — it needs more strategic thinking first.
**Depth:** required

## Section 2: Audience
**Explore:** Who is this for — existing audience or new acquisition? What are their pain points? What language do they use? Where do they hang out online?
**Suggest:** Be specific: "Agency owners who use GoHighLevel and feel overwhelmed by AI" is better than "business owners." If targeting existing audience, note the platform where they already are.
**Depth:** required

## Section 3: Deliverables List
**Explore:** Enumerate EVERY output. For each: format, length, platform, due date. What gets created first? What depends on what?
**Suggest:** Table it: Deliverable | Format | Platform | Length | Due Date. If the list is longer than 15 items, consider splitting into multiple campaigns. If it's under 3, it might not need SEED — just do it.
**Depth:** required

## Section 4: Channels & Platforms
**Explore:** Where does each deliverable go? Cross-posting strategy? Platform-specific adaptations needed? What's the primary channel vs amplification?
**Suggest:** Pick one primary channel and 2-3 amplification channels. Don't try to be everywhere. For shortform: IG Reels → TikTok → YT Shorts → FB Reels is the standard cross-post chain.
**Depth:** required

## Section 5: Timeline
**Explore:** What are the dates? What depends on what? What's the critical path? Any external deadlines (launches, events, partner commitments)?
**Suggest:** Work backwards from the launch date. Build in buffer for content creation (it always takes longer). If there are dependencies (e.g., "can't post until site launches"), mark them as blockers.
**Depth:** required

## Section 6: Success Metrics
**Explore:** Define metrics BEFORE execution, not after. What's the baseline? What's the target? How will you measure?
**Suggest:** Pick 2-3 metrics max. For content: views, engagement rate, conversion to next step. For launches: signups, revenue, retention. Don't track everything — track what matters.
**Depth:** required

## Section 7: Skill Loadout
**Explore:** Which ecosystem tools help with this campaign? Content strategy? Distribution optimization? Script writing?
**Suggest:** Load skill-loadout.md recommendations. For most campaigns: content-flywheel-strategist (for multi-platform strategy).
**Depth:** optional