@soulcraft/kits 1.0.0

package/kits/marketing-plan/kit.json

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+{
+  "$schema": "https://soulcraft.com/schemas/kit/v2.json",
+  "id": "marketing-plan",
+  "type": "soulcraft",
+  "role": "primary",
+  "status": "released",
+  "name": "Marketing Plan",
+  "description": "Strategic marketing plan with campaigns, channels, budget, and performance tracking",
+  "longDescription": "Create a comprehensive marketing plan that aligns strategy with execution. Includes situation analysis, target audience definition, channel strategy, campaign planning, budget allocation, and KPI tracking. Perfect for annual planning, product launches, or scaling marketing efforts.",
+  "version": "1.0.0",
+  "author": {
+    "name": "Soulcraft Labs",
+    "email": "kits@soulcraft.com",
+    "url": "https://soulcraft.com"
+  },
+  "icon": "📣",
+  "tags": [
+    "marketing",
+    "strategy",
+    "campaigns",
+    "growth",
+    "content",
+    "digital"
+  ],
+  "variables": [
+    {
+      "key": "projectName",
+      "label": "Company/Product Name",
+      "description": "The company or product being marketed",
+      "type": "string",
+      "required": true,
+      "example": "Acme Product"
+    },
+    {
+      "key": "planPeriod",
+      "label": "Planning Period",
+      "description": "The time period this plan covers",
+      "type": "string",
+      "required": false,
+      "example": "2024"
+    },
+    {
+      "key": "marketingBudget",
+      "label": "Marketing Budget",
+      "description": "Total annual marketing budget",
+      "type": "string",
+      "required": false,
+      "example": "$100,000"
+    },
+    {
+      "key": "primaryGoal",
+      "label": "Primary Goal",
+      "description": "Main objective for this period",
+      "type": "string",
+      "required": false,
+      "example": "Increase brand awareness"
+    }
+  ],
+  "shared": {
+    "industry": "business-strategy",
+    "category": "business",
+    "glossary": {},
+    "aiExpertise": [
+      "Marketing strategy and planning",
+      "Campaign management",
+      "Customer persona development",
+      "Digital marketing channels",
+      "KPI definition and measurement"
+    ],
+    "dataModelHints": [
+      "document",
+      "event",
+      "person",
+      "topic"
+    ],
+    "dataModel": {
+      "entities": [
+        {
+          "domain": "campaign",
+          "type": "Event",
+          "description": "A marketing campaign with dates, goals, and channels",
+          "products": {
+            "workshop": {
+              "view": "timeline",
+              "icon": "📣"
+            },
+            "academy": {
+              "mapsTo": "practice-session",
+              "assessable": true
+            }
+          }
+        },
+        {
+          "domain": "persona",
+          "type": "Person",
+          "description": "A detailed customer persona with demographics and motivations",
+          "products": {
+            "workshop": {
+              "view": "gallery",
+              "icon": "🎯"
+            },
+            "academy": {
+              "mapsTo": "learning-subject",
+              "assessable": false
+            }
+          }
+        },
+        {
+          "domain": "channel",
+          "type": "Concept",
+          "description": "A marketing channel such as social, email, or paid ads",
+          "products": {
+            "workshop": {
+              "view": "stats",
+              "icon": "📡"
+            },
+            "academy": {
+              "mapsTo": "knowledge-unit",
+              "assessable": true
+            }
+          }
+        },
+        {
+          "domain": "metric",
+          "type": "Concept",
+          "description": "A KPI or performance metric used to measure campaign success",
+          "products": {
+            "workshop": {
+              "view": "stats",
+              "icon": "📊"
+            },
+            "academy": {
+              "mapsTo": "assessment-criterion",
+              "assessable": false
+            }
+          }
+        },
+        {
+          "domain": "content",
+          "type": "Document",
+          "description": "A piece of marketing content supporting a campaign",
+          "products": {
+            "workshop": {
+              "view": "board",
+              "icon": "📝"
+            },
+            "academy": {
+              "mapsTo": "learning-artifact",
+              "assessable": true
+            }
+          }
+        }
+      ],
+      "relationships": [
+        {
+          "from": "campaign",
+          "to": "persona",
+          "verb": "Targets",
+          "description": "Campaign is directed at this customer persona"
+        },
+        {
+          "from": "campaign",
+          "to": "channel",
+          "verb": "Uses",
+          "description": "Campaign runs on this channel"
+        },
+        {
+          "from": "content",
+          "to": "campaign",
+          "verb": "Supports",
+          "description": "Content supports and promotes this campaign"
+        },
+        {
+          "from": "metric",
+          "to": "campaign",
+          "verb": "Measures",
+          "description": "Metric is used to evaluate campaign performance"
+        }
+      ]
+    },
+    "suggestions": [
+      {
+        "label": "Define target audience",
+        "prompt": "Help me define and document my target audience personas"
+      },
+      {
+        "label": "Plan a campaign",
+        "prompt": "Help me plan a marketing campaign with goals and channels"
+      },
+      {
+        "label": "Analyze competitors",
+        "prompt": "Help me analyze my competitors' marketing strategies"
+      },
+      {
+        "label": "Set KPIs",
+        "prompt": "Help me define key performance indicators for my marketing plan"
+      },
+      {
+        "label": "Create messaging",
+        "prompt": "Help me develop core messaging and value propositions"
+      },
+      {
+        "label": "Review plan progress",
+        "prompt": "Show me my marketing plan structure and what needs attention"
+      }
+    ]
+  },
+  "academy": {
+    "skillPath": "marketing",
+    "level": "intermediate",
+    "learningObjectives": [
+      "Conduct a situation analysis with SWOT and current-performance benchmarks",
+      "Build detailed customer personas with demographics, motivations, and buying journey",
+      "Select and justify a channel mix based on audience behavior and budget",
+      "Set SMART marketing objectives with KPIs tied to business outcomes",
+      "Allocate a marketing budget across campaigns and track spend against projections"
+    ],
+    "assessmentTypes": [
+      "portfolio",
+      "peer-review"
+    ],
+    "certificationSlug": "marketing-strategist"
+  },
+  "workshop": {
+    "difficulty": "intermediate",
+    "templateTier": 4,
+    "aiPersona": {
+      "role": "You are an expert marketing strategist helping businesses create comprehensive, data-driven marketing plans that drive measurable growth.",
+      "expertise": [
+        "Marketing strategy and planning",
+        "Campaign design and management",
+        "Customer persona and segmentation",
+        "Channel strategy and media mix",
+        "Performance measurement and KPIs"
+      ],
+      "tone": "mentor"
+    },
+    "workspaceConfig": {
+      "paradigm": "planner",
+      "defaultTab": "explore",
+      "defaultView": "calendar",
+      "defaultFile": "strategy/situation-analysis.md",
+      "layout": {
+        "leftDock": "files",
+        "rightDock": "views"
+      },
+      "onboarding": {
+        "showGuide": true,
+        "highlightFeatures": [
+          "calendar",
+          "board",
+          "export"
+        ],
+        "suggestedActions": [
+          "Start with Situation Analysis using current data",
+          "Define your target personas in detail",
+          "Set SMART objectives for each quarter",
+          "Use Calendar view to plan campaign timing",
+          "Track campaigns on the Board view"
+        ]
+      }
+    },
+    "graphGuidance": {
+      "conceptCreation": {
+        "triggers": [
+          "User defines a new campaign",
+          "User creates a customer persona",
+          "User adds a marketing channel",
+          "User defines a KPI"
+        ],
+        "typeMapping": {
+          "campaign": "event",
+          "persona": "person",
+          "channel": "category",
+          "metric": "concept",
+          "content": "document"
+        }
+      },
+      "relationshipPatterns": [
+        {
+          "from": "event",
+          "to": "person",
+          "verb": "targets",
+          "description": "Campaign targets persona"
+        },
+        {
+          "from": "event",
+          "to": "category",
+          "verb": "uses",
+          "description": "Campaign uses channel"
+        },
+        {
+          "from": "document",
+          "to": "event",
+          "verb": "supports",
+          "description": "Content supports campaign"
+        },
+        {
+          "from": "concept",
+          "to": "event",
+          "verb": "measures",
+          "description": "Metric measures campaign"
+        }
+      ]
+    },
+    "qualityGates": {
+      "fileChecks": [
+        {
+          "path": "strategy/01-situation-analysis.md",
+          "required": [
+            "Current Performance",
+            "SWOT"
+          ],
+          "optional": [
+            "Competitor Analysis"
+          ]
+        },
+        {
+          "path": "strategy/02-target-audience.md",
+          "required": [
+            "Primary Persona",
+            "Audience Segments"
+          ],
+          "optional": [
+            "Customer Journey"
+          ]
+        },
+        {
+          "path": "strategy/04-objectives.md",
+          "required": [
+            "SMART Goals",
+            "KPIs"
+          ],
+          "optional": [
+            "OKRs"
+          ]
+        }
+      ],
+      "projectChecks": [
+        "Situation analysis complete with data",
+        "At least one detailed persona defined",
+        "SMART objectives set with specific targets",
+        "Channel strategy aligned with audience",
+        "Budget allocated by channel and campaign",
+        "Calendar populated for planning period"
+      ],
+      "exportReady": [
+        "All strategy sections complete",
+        "Budget finalized",
+        "Calendar filled in",
+        "KPIs defined"
+      ]
+    },
+    "exporters": [
+      {
+        "id": "marketing-plan-pdf",
+        "name": "Marketing Plan (PDF)",
+        "description": "Professional marketing plan document",
+        "icon": "📄",
+        "format": "pdf",
+        "category": "document",
+        "handler": "wdoc-pdf",
+        "options": {
+          "includeFiles": [
+            "strategy/*.md"
+          ],
+          "combineFiles": true
+        }
+      },
+      {
+        "id": "marketing-plan-slides",
+        "name": "Presentation Deck",
+        "description": "Slides for team presentations",
+        "icon": "🎭",
+        "format": "html",
+        "category": "presentation",
+        "handler": "wdoc-slides",
+        "options": {
+          "includeFiles": [
+            "strategy/*.md"
+          ],
+          "theme": "light"
+        }
+      },
+      {
+        "id": "campaign-briefs",
+        "name": "Campaign Briefs",
+        "description": "Individual campaign documents",
+        "icon": "📋",
+        "format": "zip",
+        "category": "archive",
+        "handler": "markdown-bundle",
+        "options": {
+          "includeFiles": [
+            "campaigns/*.md"
+          ],
+          "preserveStructure": true
+        }
+      }
+    ],
+    "exportStructure": {
+      "combineStrategy": "graph-order",
+      "orderRelationship": "precedes",
+      "includePatterns": [
+        "strategy/*.md"
+      ],
+      "excludePatterns": [
+        "campaigns/*",
+        "analytics/*"
+      ]
+    },
+    "exportPreferences": {
+      "defaultExporter": "marketing-plan-pdf",
+      "fileNameTemplate": "{{projectName}}-marketing-plan-{{planPeriod}}"
+    }
+  }
+}

package/kits/marketing-plan/skills/allocate-budget/SKILL.md

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+---
+name: Allocate Marketing Budget
+description: Distribute budget across channels and campaigns
+type: invocable
+version: "1.0.0"
+---
+
+## Allocate Marketing Budget
+
+Distribute budget across channels and campaigns
+
+### Steps
+
+1. Start with total budget available
+2. Review historical performance by channel
+3. Identify must-have vs. nice-to-have activities
+4. Allocate to campaigns and channels based on expected ROI
+5. Reserve 10-20% for testing and opportunities
+6. Create monthly spending plan
+7. Set up tracking for actual vs. planned spend
+8. Document in Budget section
+
+### Expected Outputs
+
+- Budget allocation
+- Monthly spending plan
+
+### When to Use
+
+This workflow is helpful when the user mentions:
+- "allocate budget"
+- "how should we spend"
+- "budget planning"
+- "marketing spend"

package/kits/marketing-plan/skills/campaign-metrics/SKILL.md

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+---
+name: campaign-metrics
+description: Background expertise in marketing KPI definition and measurement frameworks
+type: background
+version: "1.0.0"
+---
+
+## Campaign Metrics Expertise
+
+You have expertise in marketing measurement and analytics. Apply these principles when helping users define KPIs and measure campaign performance.
+
+### Marketing Funnel Metrics
+
+**Awareness Stage**
+- Impressions
+- Reach
+- Brand awareness lift
+- Share of voice
+- PR mentions
+
+**Consideration Stage**
+- Website traffic
+- Time on site
+- Pages per session
+- Content downloads
+- Video views/completion
+
+**Conversion Stage**
+- Conversion rate
+- Cost per acquisition (CPA/CAC)
+- Return on ad spend (ROAS)
+- Sales qualified leads (SQLs)
+- Revenue
+
+**Retention Stage**
+- Customer lifetime value (LTV)
+- Retention rate
+- Net promoter score (NPS)
+- Repeat purchase rate
+- Churn rate
+
+### Key Metric Definitions
+
+**Customer Acquisition Cost (CAC)**
+```
+CAC = Total Sales & Marketing Spend / New Customers Acquired
+```
+- Include: ads, salaries, tools, content, events
+- Track: Overall and by channel
+- Benchmark: Varies by industry ($10-$500+)
+
+**Lifetime Value (LTV)**
+```
+LTV = Average Purchase Value × Purchase Frequency × Customer Lifespan
+```
+- Or: Monthly Revenue × Gross Margin / Monthly Churn Rate
+- Target: LTV:CAC ratio of 3:1 or higher
+
+**Return on Ad Spend (ROAS)**
+```
+ROAS = Revenue from Ads / Ad Spend
+```
+- Target: 3x-5x minimum for most businesses
+- Break-even ROAS = 1 / Gross Margin
+
+**Conversion Rate**
+```
+Conversion Rate = Conversions / Total Visitors (or Impressions)
+```
+- Track at each funnel stage
+- Benchmark against industry averages
+
+### Channel-Specific Metrics
+
+**Paid Search**
+- Click-through rate (CTR)
+- Cost per click (CPC)
+- Quality Score
+- Impression share
+- Conversion rate
+
+**Social Media**
+- Engagement rate
+- Reach and impressions
+- Follower growth
+- Click-through rate
+- Cost per engagement
+
+**Email Marketing**
+- Open rate
+- Click-through rate
+- Unsubscribe rate
+- Revenue per email
+- List growth rate
+
+**Content Marketing**
+- Organic traffic
+- Time on page
+- Bounce rate
+- Social shares
+- Lead generation
+
+### Attribution Models
+
+**Last Click**
+- Credit to final touchpoint
+- Simple but ignores journey
+- Undervalues awareness
+
+**First Click**
+- Credit to initial touchpoint
+- Values awareness channels
+- Ignores nurturing
+
+**Linear**
+- Equal credit to all touchpoints
+- Balanced view
+- May overvalue low-impact touches
+
+**Time Decay**
+- More credit to recent touchpoints
+- Accounts for recency
+- Good for short sales cycles
+
+**Position-Based (U-Shaped)**
+- 40% first, 40% last, 20% middle
+- Values intro and close
+- Common compromise
+
+**Data-Driven**
+- Algorithm determines credit
+- Most accurate
+- Requires significant data
+
+### Setting Marketing Goals
+
+**SMART Framework**
+- Specific: "Increase email signups"
+- Measurable: "by 25%"
+- Achievable: Based on historical data
+- Relevant: Aligned to business goals
+- Time-bound: "by end of Q2"
+
+**Goal Hierarchy**
+```
+Business Goal: Increase revenue by 20%
+├── Marketing Goal: Generate 500 MQLs/month
+│   ├── Channel Goal: Get 10,000 website visitors
+│   │   ├── Tactic: Publish 8 blog posts
+│   │   └── Tactic: Run LinkedIn ads
+```
+
+### Dashboard Essentials
+
+**Executive Dashboard**
+- Revenue impact
+- CAC and LTV
+- ROAS by channel
+- Pipeline value
+- YoY comparison
+
+**Channel Dashboard**
+- Channel-specific KPIs
+- Trend over time
+- Benchmarks
+- Budget vs. actual
+- A/B test results
+
+**Campaign Dashboard**
+- Campaign performance
+- Audience breakdown
+- Creative performance
+- Conversion funnel
+- Cost efficiency
+
+### Common Measurement Mistakes
+
+- Vanity metrics (likes without business impact)
+- Wrong attribution model
+- Not accounting for lag
+- Mixing correlation and causation
+- Ignoring incrementality
+- Short measurement windows
+- Not segmenting data