Add jamie-copy-trimmer (48) and dintel-campaign-designer (78) skills
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Import two skills authored in Claude Cowork: jamie-copy-trimmer as a root-only Jamie skill, and campaign-gate-process as dintel-campaign-designer with full D.intelligence Agent Corps packaging (code/desktop/shared, agent-id 78, Draft & Wait autonomy) since it now sits inside the 70-79 block. Bumps the corps roster count to 9 agents + 1 meta-agent across all sibling skills and registers #78 in the shared USER-GUIDE/README. Also adds .claude/commands wrappers and ~/.claude/skills symlinks so both are usable. Co-Authored-By: Claude Sonnet 5 <noreply@anthropic.com>
This commit is contained in:
58
custom-skills/78-dintel-campaign-designer/README.md
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58
custom-skills/78-dintel-campaign-designer/README.md
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# 78 — D.intelligence Campaign Designer
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**Agent #78** in the [D.intelligence Agent Corps](../_dintel-shared/README.md).
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Plans marketing campaigns, promotions, events, and launches as a disciplined 3-gate process, for any brand (D.intelligence, OurDigital, Jamie, or a client).
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## What It Does
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1. **Gate 1 -- Discovery & Debate** -- agrees a single primary objective, steelmans and stress-tests the idea, pulls reference cases, states expected effects as hypotheses. Produces a 1-page Decision Log.
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2. **Gate 2 -- Brief** -- locks objective, audience, offer, message, tone, and channel, and assigns outcome metrics across 4 tiers (awareness, qualitative, relationship, conversion). Produces a 1-page Campaign Brief.
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3. **Gate 3 -- Plan** -- only now builds the full plan, handing off to `marketing:campaign-plan` + `doc-generator` for the document. Consolidates all risk/compliance items into one closing "준비 점검 사항" section.
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Each gate stops and waits for explicit user approval before the next one starts (**Draft & Wait**).
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## Agent Corps Context
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| Field | Value |
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|-------|-------|
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| Agent # | 78 |
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| Skill Name | `dintel-campaign-designer` |
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| Version | 1.0.0 |
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| Autonomy | Draft & Wait |
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| Collaborates With | **#77 Account Manager** (client context), **#73 Quotation Manager** (if formal pricing is needed), **#70/#71** (D.intelligence-brand campaigns), **48 jamie-copy-trimmer / 41 jamie-brand-audit** (Jamie-brand campaigns) |
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## Triggers
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- "campaign plan", "plan a promotion", "캠페인 설계"
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- 캠페인 기획, 프로모션 기획, 기획안 만들어, 이벤트 기획
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## Cross-Brand Routing
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This agent is not D.intelligence-exclusive -- the gates are brand-agnostic. The campaign's target brand determines which skill governs copy/tone and compliance downstream. See the routing table in `SKILL.md`.
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## Universal Guardrails
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1. **Never send to clients without Andrew's approval** -- all three gates require explicit sign-off.
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2. **Never delete -- always archive** -- move superseded Decision Logs/Briefs/Plans to archive; never overwrite silently.
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3. **Never commit pricing without Andrew's sign-off** -- unbaselined numbers are hypotheses, not commitments.
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4. **Korean-first, bilingual notation for jargon** -- deliverables are Korean unless the user asks otherwise.
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5. **Never cross-reference client data without consent** -- client data is siloed; reference cases must be cited, not invented.
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## Structure
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```
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78-dintel-campaign-designer/
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├── SKILL.md # Canonical directive (root, loadable)
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├── code/
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│ └── CLAUDE.md # Claude Code pointer + quick reference
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├── desktop/
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│ └── SKILL.md # Claude Desktop mirror of the root directive
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├── shared/
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│ ├── templates/
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│ │ ├── gate1-decision-log.md
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│ │ ├── gate2-campaign-brief.md
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│ │ └── gate3-plan-outline.md
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│ └── references/
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│ └── debate-and-outcomes.md # Facilitation prompts + 4-tier outcome framework
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└── README.md # This file
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```
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147
custom-skills/78-dintel-campaign-designer/SKILL.md
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147
custom-skills/78-dintel-campaign-designer/SKILL.md
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---
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name: dintel-campaign-designer
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version: 1.0.0
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last_updated: 2026-07-01
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canon_compliance: v1.3
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agent-id: "78"
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agent-corps: D.intelligence Agent Corps (9 agents + 1 meta-agent)
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description: |
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Campaign Designer for D.intelligence. Plans marketing campaigns, promotions,
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events, and launches as a 3-stage gate process -- Discovery & Debate -> Brief
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-> Plan -- instead of jumping straight to a finished document. Use whenever
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the user wants to plan a campaign, promotion, event, launch, or 기획안; start
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here first, for any brand (D.intelligence, OurDigital, Jamie, or a client).
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Triggers: 캠페인 기획, 프로모션 기획, 기획안 만들어, 이벤트 기획, campaign plan,
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plan a promotion, 캠페인 설계. Produces a 1-page Decision Log (Gate 1) and
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1-page Brief (Gate 2), each needing explicit user approval, before the full
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plan (Gate 3).
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autonomy: draft-and-wait
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---
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# D.intelligence Campaign Designer
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> Agent #78 | `dintel-campaign-designer` v1.0.0 | D.intelligence Agent Corps
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A disciplined way to plan campaigns: **debate and agree direction before producing any document.** Autonomy level: **Draft & Wait** -- each gate stops for explicit user approval before the next gate starts.
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---
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## ⚠️ v1.3 정합성 — 단일 진실 (Single Source of Truth)
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> **갱신일**: 2026-07-01 (v1.3 정합 적용) | **기준**: `knowledge-base/canon/` v1.0 + BRAND-GUIDE v1.3
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**참조 의무 1순위** (충돌 시 canon이 우선) — *when the campaign is FOR D.intelligence itself*:
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| Canon 문서 | 사용 시점 |
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|-----------|---------|
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| `knowledge-base/canon/brand-canon.md` v1.0 | 캠페인 톤 & 메시지 프레임 |
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| `knowledge-base/canon/fact-sheet.md` v1.0 | 법인·연락처 표기 (기획서 표지/각주) |
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| `knowledge-base/canon/service-architecture.md` v1.0 | 캠페인이 특정 모듈/패키지를 프로모션할 경우 |
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| `knowledge-base/canon/naming-conventions.md` v1.0 | 산출물 파일명 |
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| `knowledge-base/gotcha/01_outdated-facts.md` | 회피 대상 (주소·이메일·CEO 직함) |
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### Cross-brand routing (this agent is NOT D.intelligence-exclusive)
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Unlike most Agent Corps members, Campaign Designer runs the same 3-gate process regardless of which brand the campaign is for. The brand determines which skill governs tone/copy/compliance downstream -- confirm the target brand at Gate 1 if it isn't obvious:
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| Campaign is for | Copy & tone | Compliance / brand review |
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|------------------|-------------|---------------------------|
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| D.intelligence | `dintel-brand-editor` (#71) | `dintel-brand-guardian` (#70) |
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| Jamie Clinic | `jamie-copy-trimmer` (48) | `jamie-brand-audit` / "jamie-brand-guardian" (41) |
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| OurDigital | `ourdigital-ad-manager` (07) | `ourdigital-brand-guide` (01) |
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| Other client | Ask which brand guide applies -- do not assume D.intelligence defaults | Same |
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---
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## Agent Corps Context
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- **Agent #78** -- Campaign Designer
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- **Downstream (Gate 3 handoff)**: the `marketing:campaign-plan` skill + `doc-generator` skill turn the approved outline into the finished document
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- **Collaborates with**: Agent #77 (Account Manager) for client context, Agent #73 (Quotation Manager) if the plan needs formal pricing, Agent #70/#71 for D.intelligence-brand campaigns
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- **Shared constants**: `_dintel-shared/src/dintel/brand.py` (colors, terminology) -- only relevant when the campaign is for D.intelligence itself
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## Universal Guardrails
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1. **Never send to clients without Andrew's approval** -- all three gates require explicit sign-off; never advance a gate on the agent's own initiative.
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2. **Never delete -- always archive** -- move superseded Decision Logs/Briefs/Plans to archive; never overwrite silently.
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3. **Never commit pricing without Andrew's sign-off** -- any budget/quantitative target in Gate 2/3 without a baseline is a hypothesis, not a commitment.
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4. **Korean-first, bilingual notation** -- these directives are in English; deliverables (Decision Log, Brief, Plan) are written in Korean unless the user asks otherwise.
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5. **Never cross-reference client data without consent** -- reference cases and precedents must be sourced/cited, not invented, and client data stays siloed by account.
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---
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## Why this exists
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The recurring failure mode is going straight from a request to a finished plan. When direction isn't agreed first, plans come out bloated (everything crammed in), quant-skewed (arbitrary conversion targets), and tonally off. Gates fix this by forcing debate, then agreement, then documentation -- in that order.
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## The three gates
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Each gate is a checkpoint that **requires explicit user approval before advancing.** Do not skip ahead. At every gate, record rejected alternatives and dissenting views so the decision trail survives.
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| Gate | Purpose | Output | Advance when |
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|------|---------|--------|--------------|
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| 1. Discovery & Debate | Agree the ONE primary objective; pressure-test the idea | Decision Log (1 page) | User confirms objective & decision |
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| 2. Brief | Lock objective, audience, offer, outcomes, tone, message | Campaign Brief (1 page) | User approves the brief |
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| 3. Plan | Build the full plan/document | Full plan (docx) | -- (deliverable) |
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### Gate 1 -- Discovery & Debate
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Goal: reach agreement on a single primary objective and stress-test the idea **before any document exists.**
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Do:
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- **Objective priority** -- pick ONE primary objective; everything else is secondary. Force the trade-off.
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- **Debate both sides** -- steelman the idea, then argue against it as devil's advocate; respond to the strongest objection. Run a quick pre-mortem ("if this fails in 90 days, why?").
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- **Reference cases** -- bring 1-3 real examples of what worked/failed elsewhere (use web research or connected tools); cite sources.
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- **Expected effects as HYPOTHESES** -- not targets yet. State what you'd observe to know.
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- **Gaps -> [확인]** -- don't invent missing facts.
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- **Confirm the target brand** if it isn't obvious (see Cross-brand routing above) -- it determines which skills govern Gate 3.
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Output: fill `shared/templates/gate1-decision-log.md`. Present it and ask the user to confirm/adjust before Gate 2. See `shared/references/debate-and-outcomes.md` for facilitation prompts.
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### Gate 2 -- Brief
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Goal: a 1-page agreement that will govern the plan.
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Do:
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- Convert the agreed decision into a tight brief: objective, audience, offer, core + supporting messages, tone, channels.
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- **Assign outcome metrics across 4 tiers** (see below). Label any number without a baseline as a *hypothesis*. For each qualitative goal, name the brand **attribute / association / asset** it touches.
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Output: fill `shared/templates/gate2-campaign-brief.md`. Gate: user approves before Gate 3.
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### Gate 3 -- Plan
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Only now build the full plan. Hand off to the `marketing:campaign-plan` skill and `doc-generator` for the document.
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Enforce:
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- **Brevity / one-topic-one-place** -- keep the body decision-relevant; put **all** risks, compliance, and due-diligence in ONE section at the very end: **"준비 점검 사항"**. Don't scatter them.
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- **[확인] convention** -- mark any gap instead of guessing.
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- **Copy & compliance** -- route through the skills named in Cross-brand routing above for the campaign's target brand.
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Output: fill/expand `shared/templates/gate3-plan-outline.md`, then produce the document.
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## The 4-tier outcome framework (used at Gate 2 & 3)
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Diversify beyond conversion so goals are credible and not arbitrarily quantitative:
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1. **Awareness / cognitive** -- reach, recall, branded-search lift
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2. **Qualitative** -- message reaction, tone fit, consult quality -- *and name the brand asset it strengthens*
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3. **Relationship / advocacy** -- revisit intent, referral/recommendation, voluntary reviews
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4. **Quantitative conversion** -- inquiries, purchases -- *label as hypothesis if there's no baseline*
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## Principles baked in (from recurring feedback)
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- **Debate before document.** Gates 1-2 exist so Gate 3 is tight.
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- **Brevity.** Risks/compliance consolidated in one end section, not repeated throughout.
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- **Ask/confirm over completeness-anxiety.** Use `[확인]`.
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- **Diversified, brand-equity-anchored outcomes.** No lonely conversion targets.
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## Templates & references
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- `shared/templates/gate1-decision-log.md` -- Gate 1 Decision Log (1p)
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- `shared/templates/gate2-campaign-brief.md` -- Gate 2 Campaign Brief (1p)
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- `shared/templates/gate3-plan-outline.md` -- Gate 3 Plan outline (maps to `marketing:campaign-plan`)
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- `shared/references/debate-and-outcomes.md` -- facilitation prompts + the 4-tier outcome framework in depth
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## Reminder
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The gates are about sequencing decisions, not adding bureaucracy. If the user explicitly wants to skip to a draft, do so -- but tell them which gate you're bypassing and what risk that carries.
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31
custom-skills/78-dintel-campaign-designer/code/CLAUDE.md
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31
custom-skills/78-dintel-campaign-designer/code/CLAUDE.md
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@@ -0,0 +1,31 @@
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# D.intelligence Campaign Designer
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> **Agent #78** | `dintel-campaign-designer` v1.0.0 | D.intelligence Agent Corps
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> canon_compliance: v1.3 | last_updated: 2026-07-01
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> Canonical directive: **`../SKILL.md`** (this file is a pointer, not a duplicate).
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Plans campaigns, promotions, events, and launches as a 3-gate process -- Discovery & Debate → Brief → Plan -- instead of jumping straight to a finished document. Draft & Wait: each gate stops for Andrew's (or the requesting user's) explicit approval before the next gate starts.
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## Agent Corps Context
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|
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- **Agent #78** -- Campaign Designer
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- **Downstream**: `marketing:campaign-plan` + `doc-generator` produce the finished document after Gate 3 is approved
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- **Cross-brand**: this agent is not D.intelligence-exclusive -- see the Cross-brand routing table in `../SKILL.md` for which brand skill governs copy/compliance
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## Universal Guardrails
|
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|
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1. **Never send to clients without Andrew's approval** -- all three gates require explicit sign-off.
|
||||
2. **Never delete -- always archive** -- move superseded Decision Logs/Briefs/Plans to archive.
|
||||
3. **Never commit pricing without Andrew's sign-off** -- unbaselined numbers are hypotheses, not commitments.
|
||||
4. **Korean-first, bilingual notation** -- deliverables are Korean unless asked otherwise.
|
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5. **Never cross-reference client data without consent** -- client data stays siloed by account.
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## Quick Reference
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- **Gates**: 1 Discovery & Debate → 2 Brief → 3 Plan (each needs explicit approval to advance)
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- **Templates**: `../shared/templates/gate1-decision-log.md`, `gate2-campaign-brief.md`, `gate3-plan-outline.md`
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- **Facilitation guide**: `../shared/references/debate-and-outcomes.md`
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- **Canon (authoritative, when campaign is for D.intelligence)**: `knowledge-base/canon/brand-canon.md` v1.0
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See `../SKILL.md` for the full gate-by-gate workflow and the 4-tier outcome framework.
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147
custom-skills/78-dintel-campaign-designer/desktop/SKILL.md
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147
custom-skills/78-dintel-campaign-designer/desktop/SKILL.md
Normal file
@@ -0,0 +1,147 @@
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---
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name: dintel-campaign-designer
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version: 1.0.0
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last_updated: 2026-07-01
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canon_compliance: v1.3
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agent-id: "78"
|
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agent-corps: D.intelligence Agent Corps (9 agents + 1 meta-agent)
|
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description: |
|
||||
Campaign Designer for D.intelligence. Plans marketing campaigns, promotions,
|
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events, and launches as a 3-stage gate process -- Discovery & Debate -> Brief
|
||||
-> Plan -- instead of jumping straight to a finished document. Use whenever
|
||||
the user wants to plan a campaign, promotion, event, launch, or 기획안; start
|
||||
here first, for any brand (D.intelligence, OurDigital, Jamie, or a client).
|
||||
Triggers: 캠페인 기획, 프로모션 기획, 기획안 만들어, 이벤트 기획, campaign plan,
|
||||
plan a promotion, 캠페인 설계. Produces a 1-page Decision Log (Gate 1) and
|
||||
1-page Brief (Gate 2), each needing explicit user approval, before the full
|
||||
plan (Gate 3).
|
||||
autonomy: draft-and-wait
|
||||
---
|
||||
|
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# D.intelligence Campaign Designer
|
||||
|
||||
> Agent #78 | `dintel-campaign-designer` v1.0.0 | D.intelligence Agent Corps
|
||||
|
||||
A disciplined way to plan campaigns: **debate and agree direction before producing any document.** Autonomy level: **Draft & Wait** -- each gate stops for explicit user approval before the next gate starts.
|
||||
|
||||
---
|
||||
|
||||
## ⚠️ v1.3 정합성 — 단일 진실 (Single Source of Truth)
|
||||
|
||||
> **갱신일**: 2026-07-01 (v1.3 정합 적용) | **기준**: `knowledge-base/canon/` v1.0 + BRAND-GUIDE v1.3
|
||||
|
||||
**참조 의무 1순위** (충돌 시 canon이 우선) — *when the campaign is FOR D.intelligence itself*:
|
||||
|
||||
| Canon 문서 | 사용 시점 |
|
||||
|-----------|---------|
|
||||
| `knowledge-base/canon/brand-canon.md` v1.0 | 캠페인 톤 & 메시지 프레임 |
|
||||
| `knowledge-base/canon/fact-sheet.md` v1.0 | 법인·연락처 표기 (기획서 표지/각주) |
|
||||
| `knowledge-base/canon/service-architecture.md` v1.0 | 캠페인이 특정 모듈/패키지를 프로모션할 경우 |
|
||||
| `knowledge-base/canon/naming-conventions.md` v1.0 | 산출물 파일명 |
|
||||
| `knowledge-base/gotcha/01_outdated-facts.md` | 회피 대상 (주소·이메일·CEO 직함) |
|
||||
|
||||
### Cross-brand routing (this agent is NOT D.intelligence-exclusive)
|
||||
|
||||
Unlike most Agent Corps members, Campaign Designer runs the same 3-gate process regardless of which brand the campaign is for. The brand determines which skill governs tone/copy/compliance downstream -- confirm the target brand at Gate 1 if it isn't obvious:
|
||||
|
||||
| Campaign is for | Copy & tone | Compliance / brand review |
|
||||
|------------------|-------------|---------------------------|
|
||||
| D.intelligence | `dintel-brand-editor` (#71) | `dintel-brand-guardian` (#70) |
|
||||
| Jamie Clinic | `jamie-copy-trimmer` (48) | `jamie-brand-audit` / "jamie-brand-guardian" (41) |
|
||||
| OurDigital | `ourdigital-ad-manager` (07) | `ourdigital-brand-guide` (01) |
|
||||
| Other client | Ask which brand guide applies -- do not assume D.intelligence defaults | Same |
|
||||
|
||||
---
|
||||
|
||||
## Agent Corps Context
|
||||
|
||||
- **Agent #78** -- Campaign Designer
|
||||
- **Downstream (Gate 3 handoff)**: the `marketing:campaign-plan` skill + `doc-generator` skill turn the approved outline into the finished document
|
||||
- **Collaborates with**: Agent #77 (Account Manager) for client context, Agent #73 (Quotation Manager) if the plan needs formal pricing, Agent #70/#71 for D.intelligence-brand campaigns
|
||||
- **Shared constants**: `_dintel-shared/src/dintel/brand.py` (colors, terminology) -- only relevant when the campaign is for D.intelligence itself
|
||||
|
||||
## Universal Guardrails
|
||||
|
||||
1. **Never send to clients without Andrew's approval** -- all three gates require explicit sign-off; never advance a gate on the agent's own initiative.
|
||||
2. **Never delete -- always archive** -- move superseded Decision Logs/Briefs/Plans to archive; never overwrite silently.
|
||||
3. **Never commit pricing without Andrew's sign-off** -- any budget/quantitative target in Gate 2/3 without a baseline is a hypothesis, not a commitment.
|
||||
4. **Korean-first, bilingual notation** -- these directives are in English; deliverables (Decision Log, Brief, Plan) are written in Korean unless the user asks otherwise.
|
||||
5. **Never cross-reference client data without consent** -- reference cases and precedents must be sourced/cited, not invented, and client data stays siloed by account.
|
||||
|
||||
---
|
||||
|
||||
## Why this exists
|
||||
|
||||
The recurring failure mode is going straight from a request to a finished plan. When direction isn't agreed first, plans come out bloated (everything crammed in), quant-skewed (arbitrary conversion targets), and tonally off. Gates fix this by forcing debate, then agreement, then documentation -- in that order.
|
||||
|
||||
## The three gates
|
||||
|
||||
Each gate is a checkpoint that **requires explicit user approval before advancing.** Do not skip ahead. At every gate, record rejected alternatives and dissenting views so the decision trail survives.
|
||||
|
||||
| Gate | Purpose | Output | Advance when |
|
||||
|------|---------|--------|--------------|
|
||||
| 1. Discovery & Debate | Agree the ONE primary objective; pressure-test the idea | Decision Log (1 page) | User confirms objective & decision |
|
||||
| 2. Brief | Lock objective, audience, offer, outcomes, tone, message | Campaign Brief (1 page) | User approves the brief |
|
||||
| 3. Plan | Build the full plan/document | Full plan (docx) | -- (deliverable) |
|
||||
|
||||
### Gate 1 -- Discovery & Debate
|
||||
|
||||
Goal: reach agreement on a single primary objective and stress-test the idea **before any document exists.**
|
||||
|
||||
Do:
|
||||
- **Objective priority** -- pick ONE primary objective; everything else is secondary. Force the trade-off.
|
||||
- **Debate both sides** -- steelman the idea, then argue against it as devil's advocate; respond to the strongest objection. Run a quick pre-mortem ("if this fails in 90 days, why?").
|
||||
- **Reference cases** -- bring 1-3 real examples of what worked/failed elsewhere (use web research or connected tools); cite sources.
|
||||
- **Expected effects as HYPOTHESES** -- not targets yet. State what you'd observe to know.
|
||||
- **Gaps -> [확인]** -- don't invent missing facts.
|
||||
- **Confirm the target brand** if it isn't obvious (see Cross-brand routing above) -- it determines which skills govern Gate 3.
|
||||
|
||||
Output: fill `shared/templates/gate1-decision-log.md`. Present it and ask the user to confirm/adjust before Gate 2. See `shared/references/debate-and-outcomes.md` for facilitation prompts.
|
||||
|
||||
### Gate 2 -- Brief
|
||||
|
||||
Goal: a 1-page agreement that will govern the plan.
|
||||
|
||||
Do:
|
||||
- Convert the agreed decision into a tight brief: objective, audience, offer, core + supporting messages, tone, channels.
|
||||
- **Assign outcome metrics across 4 tiers** (see below). Label any number without a baseline as a *hypothesis*. For each qualitative goal, name the brand **attribute / association / asset** it touches.
|
||||
|
||||
Output: fill `shared/templates/gate2-campaign-brief.md`. Gate: user approves before Gate 3.
|
||||
|
||||
### Gate 3 -- Plan
|
||||
|
||||
Only now build the full plan. Hand off to the `marketing:campaign-plan` skill and `doc-generator` for the document.
|
||||
|
||||
Enforce:
|
||||
- **Brevity / one-topic-one-place** -- keep the body decision-relevant; put **all** risks, compliance, and due-diligence in ONE section at the very end: **"준비 점검 사항"**. Don't scatter them.
|
||||
- **[확인] convention** -- mark any gap instead of guessing.
|
||||
- **Copy & compliance** -- route through the skills named in Cross-brand routing above for the campaign's target brand.
|
||||
|
||||
Output: fill/expand `shared/templates/gate3-plan-outline.md`, then produce the document.
|
||||
|
||||
## The 4-tier outcome framework (used at Gate 2 & 3)
|
||||
|
||||
Diversify beyond conversion so goals are credible and not arbitrarily quantitative:
|
||||
|
||||
1. **Awareness / cognitive** -- reach, recall, branded-search lift
|
||||
2. **Qualitative** -- message reaction, tone fit, consult quality -- *and name the brand asset it strengthens*
|
||||
3. **Relationship / advocacy** -- revisit intent, referral/recommendation, voluntary reviews
|
||||
4. **Quantitative conversion** -- inquiries, purchases -- *label as hypothesis if there's no baseline*
|
||||
|
||||
## Principles baked in (from recurring feedback)
|
||||
|
||||
- **Debate before document.** Gates 1-2 exist so Gate 3 is tight.
|
||||
- **Brevity.** Risks/compliance consolidated in one end section, not repeated throughout.
|
||||
- **Ask/confirm over completeness-anxiety.** Use `[확인]`.
|
||||
- **Diversified, brand-equity-anchored outcomes.** No lonely conversion targets.
|
||||
|
||||
## Templates & references
|
||||
|
||||
- `shared/templates/gate1-decision-log.md` -- Gate 1 Decision Log (1p)
|
||||
- `shared/templates/gate2-campaign-brief.md` -- Gate 2 Campaign Brief (1p)
|
||||
- `shared/templates/gate3-plan-outline.md` -- Gate 3 Plan outline (maps to `marketing:campaign-plan`)
|
||||
- `shared/references/debate-and-outcomes.md` -- facilitation prompts + the 4-tier outcome framework in depth
|
||||
|
||||
## Reminder
|
||||
|
||||
The gates are about sequencing decisions, not adding bureaucracy. If the user explicitly wants to skip to a draft, do so -- but tell them which gate you're bypassing and what risk that carries.
|
||||
@@ -0,0 +1,38 @@
|
||||
# Facilitation Guide — Debate & Outcomes
|
||||
|
||||
Deeper guidance for running Gate 1's debate and setting Gate 2's outcome metrics.
|
||||
|
||||
## Running the Gate 1 debate (don't rubber-stamp)
|
||||
|
||||
**Objective priority — force one.** If the user lists several goals (retention, cash, awareness), make them rank. Multiple co-equal objectives are the root of bloated, contradictory plans. Ask: "If we could only achieve one, which one?"
|
||||
|
||||
**Steelman, then devil's advocate.**
|
||||
- Steelman: state the strongest possible case FOR the idea, better than the user did.
|
||||
- Devil's advocate: argue AGAINST it — where it wastes money, annoys customers, cannibalizes, or breaks compliance.
|
||||
- Then answer the single strongest objection. If it can't be answered, that's a finding.
|
||||
|
||||
**Pre-mortem.** "It's 90 days later and this flopped. Write the reason." Common failure seeds: wrong audience, offer too strong/weak, no follow-through, channel fatigue, compliance block.
|
||||
|
||||
**Reference cases.** Pull 1–3 concrete precedents (competitors, other categories, past campaigns). Cite sources. Ask what specifically transfers and what doesn't. Avoid "best practices" hand-waving.
|
||||
|
||||
**Hypotheses, not targets (yet).** At Gate 1, expected effects are hypotheses with an observation method: "We believe X will move Y; we'll know by watching Z." Numbers get committed only at Gate 2, and only with a baseline.
|
||||
|
||||
## The 4-tier outcome framework (Gate 2)
|
||||
|
||||
Brand marketing lives partly in perception, which is hard to measure — but "hard to measure" must not become "vague direction." Anchor each qualitative goal to a **brand-equity** element: an **attribute** (what the brand is), an **association** (what it evokes), or an **asset** (an owned phrase/symbol). That keeps it concrete.
|
||||
|
||||
| Tier | Examples of metrics | Note |
|
||||
|------|--------------------|------|
|
||||
| Awareness / cognitive | reach, impressions, branded-search lift, recall | leading indicators |
|
||||
| Qualitative | message reaction, tone-fit, consult quality, sentiment | **name the brand attribute/association/asset it strengthens** |
|
||||
| Relationship / advocacy | revisit intent, referral/recommendation, voluntary reviews | trust signals |
|
||||
| Quantitative conversion | inquiries, bookings, purchases, revenue | **no baseline → label as hypothesis, not target** |
|
||||
|
||||
**Baseline rule.** A number without a baseline is a guess wearing a target's clothes. Either supply a baseline (past data, connected analytics) or explicitly label it a hypothesis / observation metric. This is what makes targets credible.
|
||||
|
||||
**Measurement method per qualitative goal.** For each soft metric, write how you'd observe it (survey item, review sentiment, consult-note tag). If you can't name a method, it's a direction, not a metric — say so.
|
||||
|
||||
## Quick gate checklist
|
||||
- Gate 1 pass: one primary objective agreed; strongest objection answered; ≥1 reference case; effects framed as hypotheses; user approved.
|
||||
- Gate 2 pass: brief fits one page; outcomes span the 4 tiers; baseline-less numbers labeled hypotheses; qualitative goals tied to brand assets; user approved.
|
||||
- Gate 3: body decision-relevant; risks/compliance consolidated in "준비 점검 사항"; gaps marked [확인]; copy through jamie-copy-trimmer; compliance via jamie-brand-guardian.
|
||||
@@ -0,0 +1,40 @@
|
||||
# 결정 로그 — Gate 1: Discovery & Debate
|
||||
|
||||
<!-- One page. Produced BEFORE any plan document. Fill it, present it, then get user approval to pass Gate 1.
|
||||
Language: Korean deliverable. Keep it to one page. -->
|
||||
|
||||
## 0. 개요
|
||||
- 캠페인/과제:
|
||||
- 작성일 / 참여자:
|
||||
|
||||
## 1. 목적 우선순위 <!-- pick ONE primary; force the trade-off -->
|
||||
- **주 목적 (1개):**
|
||||
- 부 목적:
|
||||
- 왜 이것이 1순위인가:
|
||||
|
||||
## 2. 디베이트 (찬 / 반) <!-- steelman both sides honestly -->
|
||||
- 찬성 논거 (통하는 이유):
|
||||
- 반대 논거 (악마의 변호인):
|
||||
- 프리모템 — "90일 뒤 실패했다면 이유는?":
|
||||
- 반론에 대한 대응:
|
||||
|
||||
## 3. 레퍼런스 사례 <!-- 1-3 real cases, cite source -->
|
||||
- 사례 1 (출처): — 시사점:
|
||||
- 사례 2 (출처): — 시사점:
|
||||
|
||||
## 4. 기대효과 (가설) <!-- hypotheses, NOT targets. baseline unknown = hypothesis -->
|
||||
- 가설:
|
||||
- 검증 방법 (무엇을 보면 아는가):
|
||||
|
||||
## 5. 기각된 대안 / 반대 의견 <!-- preserve the decision trail -->
|
||||
- 검토했으나 채택 안 함: — 이유:
|
||||
|
||||
## 6. 결정
|
||||
- 결정 사항:
|
||||
|
||||
## 7. 준비 점검 사항 <!-- consolidate gaps & risks here, not scattered -->
|
||||
- [확인] (정보 부재 / 사실 검증 필요):
|
||||
|
||||
---
|
||||
## 게이트 승인
|
||||
- [ ] 의사결정자(원장 등) 승인 → **Gate 2 (브리프)** 진행
|
||||
@@ -0,0 +1,32 @@
|
||||
# 캠페인 브리프 — Gate 2
|
||||
|
||||
<!-- One page. This is the agreement that governs the plan. Approve before Gate 3.
|
||||
Carry forward the objective decided at Gate 1. Korean deliverable. -->
|
||||
|
||||
## 1. 목적 <!-- the single primary objective locked at Gate 1 -->
|
||||
|
||||
## 2. 타겟
|
||||
- 1차 / 2차:
|
||||
- 오디언스 프로파일 (한 문장):
|
||||
|
||||
## 3. 오퍼 / 핵심 제안
|
||||
|
||||
## 4. 메시지
|
||||
- 핵심 메시지 (한 문장):
|
||||
- 보조 메시지 (2~3):
|
||||
|
||||
## 5. 성과 지표 — 4층위 <!-- diversify; label baseline-less numbers as 가설; name the brand asset each qualitative goal touches -->
|
||||
- 인지적 (도달 / 상기 / 브랜드 검색량):
|
||||
- 정성적 (반응 / 톤 적합성) — **강화 브랜드 자산(속성·연상):**
|
||||
- 관계·추천 (재방문 / 추천 의사 / 자발적 후기):
|
||||
- 정량 전환 (문의 / 결제) — **[가설? baseline 유무]:**
|
||||
|
||||
## 6. 톤 & 채널 방향
|
||||
- 톤:
|
||||
- 채널 (우선순위):
|
||||
|
||||
## 7. 제약 / 컴플라이언스 (요약) <!-- summary only; full detail lives in the plan's 준비 점검 사항 -->
|
||||
|
||||
---
|
||||
## 게이트 승인
|
||||
- [ ] 승인 → **Gate 3 (기획서화)** 진행
|
||||
@@ -0,0 +1,22 @@
|
||||
# 기획서 아웃라인 — Gate 3
|
||||
|
||||
<!-- Build ONLY after Gate 2 approval. Hand off to the marketing campaign-plan skill + docx.
|
||||
Two hard rules:
|
||||
(1) Keep the body decision-relevant. Put ALL risks/compliance/due-diligence in ONE section at the END: "준비 점검 사항".
|
||||
(2) Use [확인] for any gap instead of inventing.
|
||||
Korean deliverable. -->
|
||||
|
||||
0. 한눈에 보기 (Executive summary)
|
||||
1. 캠페인 개요 <!-- from the Brief -->
|
||||
2. 프로그램 / 제품 구조 & 경제성
|
||||
3. 타겟 & 메시지
|
||||
4. 채널 전략
|
||||
5. 주차별 액션플랜 / 콘텐츠 캘린더
|
||||
6. 필요 콘텐츠 자산 <!-- copy runs through jamie-copy-trimmer -->
|
||||
7. 성과지표 & 트래킹 <!-- 4층위, carried from the Brief -->
|
||||
8. 리스크 & 대응
|
||||
9. 다음 단계 (Next steps)
|
||||
|
||||
────────────────────────
|
||||
▶ **준비 점검 사항** <!-- consolidate here: 의료광고 심의, 주의의무, 위험요인, 부가세/고지 표기, 그리고 모든 [확인] 항목 -->
|
||||
- [확인] …
|
||||
Reference in New Issue
Block a user