media-plan

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🇺🇸

Original

English

🇨🇳

Translation

Chinese

/digital-marketing-pro:media-plan

Purpose

用途

Generate a holistic paid media plan that coordinates budget, channels, audiences, creative, and timing across all advertising platforms. Balances reach and efficiency objectives with practical execution constraints to produce a ready-to-implement plan with clear pacing targets and contingency protocols.

生成一个全面的付费媒体计划，协调所有广告平台的预算、渠道、受众、创意和时间安排。在覆盖范围与效率目标和实际执行限制之间取得平衡，产出一份可直接落地的计划，包含明确的节奏目标和应急方案。

Input Required

所需输入

The user must provide (or will be prompted for):

Campaign dates: Start date, end date, and any blackout periods or mandatory flight windows
Total paid media budget: Aggregate budget for the campaign period with any channel-specific floors or caps
Channels available: Platforms in consideration — Google Ads, Meta Ads, LinkedIn Ads, TikTok Ads, programmatic display, connected TV, native, audio, out-of-home, etc.
Campaign objectives: Primary and secondary objectives — awareness (reach/impressions), consideration (traffic/engagement), conversion (leads/sales/ROAS)
Target audiences with segments: Audience definitions including demographics, interests, behaviors, custom audiences, lookalikes, and retargeting pools
Creative assets available: Existing ad formats and sizes, video lengths, static variants, and any creative production timelines for new assets
Geographic targeting: Markets, regions, DMAs, or countries to target with any geo-specific budget weighting
Competitive spending intelligence: Known or estimated competitor ad spend, share of voice benchmarks, and auction pressure indicators
Historical performance by channel: Past campaign data — CPC, CPM, CPA, ROAS, conversion rates — by channel and audience segment
Seasonality factors: Demand fluctuations, industry events, holidays, promotional periods, or competitive surges that affect costs or performance

用户必须提供（或会被提示提供）：

活动日期：开始日期、结束日期，以及任何暂停期或强制投放窗口期
付费媒体总预算：活动周期的总预算，以及各渠道的最低或最高预算限制
可用渠道：考虑使用的平台 — Google Ads、Meta Ads、LinkedIn Ads、TikTok Ads、程序化展示广告、联网电视广告、原生广告、音频广告、户外广告等
活动目标：主要和次要目标 — 品牌认知（覆盖量/曝光量）、用户考量（流量/互动量）、转化（线索/销售/广告支出回报率ROAS）
细分目标受众：受众定义，包括人口统计特征、兴趣、行为、自定义受众、相似受众和再营销受众池
可用创意素材：现有广告格式和尺寸、视频时长、静态变体，以及新素材的制作时间表
地域定位：目标市场、地区、指定市场区域（DMA）或国家，以及针对特定地域的预算权重
竞品支出情报：已知或预估的竞品广告支出、话语权份额基准和竞价竞争指标
各渠道历史表现：过往活动数据 — 每次点击成本（CPC）、每千次曝光成本（CPM）、每次转化成本（CPA）、广告支出回报率（ROAS）、转化率 — 按渠道和受众细分
季节性因素：影响成本或表现的需求波动、行业活动、节假日、促销期或竞品投放高峰

Process

流程

Load brand context: Read
```
~/.claude-marketing/brands/_active-brand.json
```
for the active slug, then load
```
~/.claude-marketing/brands/{slug}/profile.json
```
. Apply brand voice, compliance rules for target markets (
```
skills/context-engine/compliance-rules.md
```
), and industry context. Also check for guidelines at
```
~/.claude-marketing/brands/{slug}/guidelines/_manifest.json
```
— if present, load restrictions and relevant category files. Check for custom templates at
```
~/.claude-marketing/brands/{slug}/templates/
```
. Check for agency SOPs at
```
~/.claude-marketing/sops/
```
. If no brand exists, ask: "Set up a brand first (/digital-marketing-pro:brand-setup)?" — or proceed with defaults.
Assess channel-objective fit: Evaluate each available channel against campaign objectives using reach capability, targeting precision, cost benchmarks, creative format support, and measurement reliability
Allocate budget across channels: Distribute budget using efficiency-weighted allocation — factor in historical performance, diminishing returns curves, minimum effective spend thresholds, and strategic importance per channel
Design flight schedule: Structure campaign timing as continuous, pulsing, or flighting based on objectives, seasonality, and budget — define weekly spend levels and heavy-up periods
Build audience targeting matrix: Map each audience segment to its optimal channel(s) with targeting parameters, expected reach, estimated frequency, and overlap management between platforms
Plan creative rotation: Schedule creative variants across channels with rotation frequency, fatigue thresholds (impressions or frequency caps), A/B test windows, and refresh dates for new assets
Define measurement framework: Establish KPIs per channel, tracking requirements (pixels, UTMs, offline conversion imports), attribution model, and reporting cadence
Set contingency holdback: Reserve 10-15% of budget as contingency for opportunistic scaling, underperformance reallocation, or emerging platform opportunities — define trigger criteria for deployment
Create platform setup checklists: Build channel-specific setup checklists covering account structure, campaign naming conventions, tracking implementation, audience uploads, and creative specs
Model reach and frequency estimates: Project total reach, average frequency, and effective frequency per channel and in aggregate — flag oversaturation or underspend risks
Compile unified media plan calendar: Assemble all components into a single calendar view showing budget pacing, creative rotation, audience activation, and measurement milestones week by week

加载品牌背景：读取
```
~/.claude-marketing/brands/_active-brand.json
```
获取活跃品牌标识，然后加载
```
~/.claude-marketing/brands/{slug}/profile.json
```
。应用品牌调性、目标市场合规规则（
```
skills/context-engine/compliance-rules.md
```
）和行业背景。同时检查指南：查看
```
~/.claude-marketing/brands/{slug}/guidelines/_manifest.json
```
— 如果存在，加载限制条件和相关分类文件。检查
```
~/.claude-marketing/brands/{slug}/templates/
```
下的自定义模板。检查
```
~/.claude-marketing/sops/
```
下的代理机构标准操作流程（SOP）。如果没有品牌信息，询问：“是否先设置品牌（/digital-marketing-pro:brand-setup）？” — 或使用默认设置继续。
评估渠道与目标匹配度：根据覆盖能力、定位精准度、成本基准、创意格式支持和衡量可靠性，评估每个可用渠道与活动目标的匹配度
跨渠道预算分配：使用效率加权分配法分配预算 — 考虑历史表现、收益递减曲线、最低有效支出阈值和各渠道的战略重要性
设计投放日程：根据目标、季节性和预算，将活动时间结构设置为持续投放、脉冲式投放或间歇性投放 — 定义每周支出水平和重点投放时段
构建受众定位矩阵：将每个受众细分映射到其最优渠道，包含定位参数、预期覆盖量、预估频次和平台间重叠管理策略
规划创意轮换：安排各渠道的创意变体轮换，包括轮换频率、疲劳阈值（曝光量或频次上限）、A/B测试窗口期和新素材更新日期
定义衡量框架：确定各渠道的关键绩效指标（KPI）、追踪要求（像素、UTM参数、线下转化导入）、归因模型和报告周期
设置应急预留预算：预留10-15%的预算作为应急资金，用于机会性扩量、表现不佳渠道的预算重新分配或新兴平台机会 — 定义动用应急资金的触发条件
创建平台设置清单：构建各渠道专属的设置清单，涵盖账户结构、活动命名规范、追踪实施、受众上传和创意规格
建模覆盖量和频次预估：预测各渠道及整体的总覆盖量、平均频次和有效频次 — 标记过度饱和或支出不足的风险
编制统一媒体计划日历：将所有组件整合到单一日历视图中，按周展示预算节奏、创意轮换、受众激活和衡量里程碑

Output

输出

A structured paid media plan containing:

Channel allocation table: Budget amount, percentage share, and strategic rationale for each channel with minimum and maximum spend guardrails
Flight schedule with weekly budget waves: Week-by-week spend plan showing ramp-up, steady state, heavy-up, and wind-down phases per channel
Audience targeting matrix: Segment-by-channel-by-creative mapping showing targeting parameters, expected reach, frequency caps, and overlap management
Creative rotation calendar: Asset schedule per channel with rotation dates, fatigue thresholds, A/B test windows, and refresh milestones for new creative
Reach and frequency estimates: Projected reach, average frequency, and effective frequency per channel and in aggregate with confidence ranges
Measurement framework: KPIs per channel, tracking requirements, attribution model, reporting cadence, and data integration points
Platform setup checklists: Channel-specific implementation checklists covering account structure, naming conventions, tracking, audiences, and creative specs
Contingency budget plan: Reserve amount, deployment trigger criteria (over/underperformance thresholds), and reallocation decision framework
Competitive spending comparison: Estimated share of voice, auction overlap indicators, and competitive pressure assessment by channel
Daily/weekly pacing targets: Spend and performance pacing benchmarks for in-flight monitoring with acceptable variance thresholds
Cross-channel synergy map: Retargeting flows between channels, sequential messaging paths, and audience progression logic from awareness to conversion
Risk scenarios with budget reallocation triggers: Defined scenarios (platform outage, CPM spikes, underperformance, budget cuts) with pre-approved reallocation responses

结构化的付费媒体计划包含：

渠道分配表：各渠道的预算金额、占比份额和战略依据，以及最低和最高支出限制
带每周预算波动的投放日程：按周划分的支出计划，展示各渠道的启动、稳定、重点投放和收尾阶段
受众定位矩阵：细分受众-渠道-创意的映射表，包含定位参数、预期覆盖量、频次上限和重叠管理策略
创意轮换日历：各渠道的素材日程，包含轮换日期、疲劳阈值、A/B测试窗口期和新创意更新里程碑
覆盖量和频次预估：各渠道及整体的预估覆盖量、平均频次和有效频次，以及置信区间
衡量框架：各渠道的KPI、追踪要求、归因模型、报告周期和数据集成点
平台设置清单：各渠道专属的实施清单，涵盖账户结构、命名规范、追踪、受众和创意规格
应急预算计划：预留金额、动用触发条件（表现优于/低于阈值）和重新分配决策框架
竞品支出对比：预估话语权份额、竞价重叠指标和各渠道的竞争压力评估
每日/每周节奏目标：用于活动监控的支出和表现节奏基准，以及可接受的偏差阈值
跨渠道协同映射：渠道间的再营销流程、顺序消息路径和从认知到转化的受众进阶逻辑
带预算重新分配触发条件的风险场景：定义的场景（平台故障、CPM飙升、表现不佳、预算削减）及预先批准的重新分配应对方案

Agents Used

使用的Agent

media-buyer — Channel allocation, budget pacing, auction dynamics, platform setup, reach/frequency modeling, competitive spending analysis, and creative rotation planning
marketing-strategist — Objective-channel alignment, audience strategy, cross-channel synergy design, contingency planning, and measurement framework architecture

media-buyer — 渠道分配、预算节奏、竞价动态、平台设置、覆盖量/频次建模、竞品支出分析和创意轮换规划
marketing-strategist — 目标与渠道匹配、受众策略、跨渠道协同设计、应急规划和衡量框架构建