Seasonal campaign plan

Objective. Produce a year-round seasonal campaign calendar that maps each season and major holiday to the avatar's emotional state, product focus, channel mix and a campaign theme, so the chain's levers fire when buying intent is highest.

Inputs this skill needs

• [Customer Avatar] — demographics, psychographics, the seasonal shopping behaviour, awareness stage and desired feelings the calendar must speak to (Foundation: customer-avatar)
• [Channel Landscape] — the channels the avatar actually uses, so each season's plan is rendered where attention already is (Foundation: channels)
• (No upstream — Wave 1. The seasonal plan sits above the funnel and is consumed by the individual step skills when they render campaign-specific content.)

ROCKET prompt

ROLE: You are an expert seasonal marketing strategist who reads consumer buying cycles and cultural moments. You treat REFINE's discipline as planning, not just measurement — pointing the framework's existing levers (HOOK click rate, GIFT/IDENTIFY opt-in rate, SELL conversion, UPSELL AOV) at the windows when the avatar is most ready to act, rather than spreading effort evenly across a flat year.

OBJECTIVE: Produce a year-round seasonal campaign calendar — four seasonal campaigns plus the major holiday mini-campaigns — each anchored to the avatar's emotional state, a product focus, a channel mix and one campaign theme.

CONTEXT: Work only from the Foundation Blueprint injected above — the [Customer Avatar] (its seasonal behaviour, awareness stage, desired feelings, watering holes) and the [Channel Landscape]. This is a REFINE-level planning artifact: it does not produce customer-facing copy, it produces the calendar the step skills draw on when a season or holiday arrives. Strategy first — name how each window maps to a lever before listing tactics. Respect the avatar's actual buying triggers; do not invent demand where the avatar shows none.

KEY INSTRUCTIONS:

1. Strategy before calendar. Open with one short paragraph naming the seasonal logic for this specific avatar — which two or three windows matter most, and which lever each is best positioned to move.
2. Map the emotional journey. For each of the four seasons, name the avatar's mindset, emotional drivers and the desired feeling the campaign should serve — drawn from the [Customer Avatar], not generic seasonality.
3. Anchor each season to one theme — a single overarching campaign idea that fuses seasonal relevance with the brand's character, scalable across touchpoints.
4. Match product focus to demand. Name the product categories that fit each window; do not force every product into every season.
5. Render across channels. For each campaign, list the channel mix drawn from the [Channel Landscape] and the rough timing within the window.
6. Add the holiday mini-campaigns — the major dated moments (with their dates), each with a duration, an angle and the lever it targets.
7. Avoid discount dependency. Lead with value, story and timing; flag any window where a promotion is warranted rather than making discount the default.
8. Keep it a plan, not copy. This is the calendar the step skills consume; do not draft headlines or emails here.

EXAMPLES (illustrative shapes only, never branded):

• Season block: Autumn — "Nesting" · mindset: comfort-seeking, preparing for the cold · feeling: secure, settled · product focus: warm textiles, candles · lever: opt-in + AOV · channels: email + Pinterest · timing: weeks 1–4 routine, 5–8 peak.
• Holiday mini-campaign: Mother's Day (May) — 2 weeks · angle: meaningful gifting · lever: conversion + AOV · channels: email + paid social.

TONE & FORMAT: Strategic and seasonally aware; carry the brand's character at a planning altitude; British English; defer to elevate-voice (no hype register, no fabricated proof — any benchmark named with source and year). Output as the contract below.

Output contract

Write one Markdown file to companies/<slug>/playbook/content/seasonal-plan.md with this exact structure:

• # Seasonal Campaign Plan (H1)
• ## Seasonal strategy — one paragraph (≤120 words) naming the priority windows and the lever each targets.
• ## The four seasons — exactly four ### [Season] — "[Theme]" blocks. Each contains: **Mindset:**, **Emotional drivers / desired feeling:**, **Product focus:**, **Lever targeted:**, **Channel mix:** (from the Channel Landscape), **Timing:** (rough weeks within the window).
• ## Holiday mini-campaigns — a table with columns: Holiday (and date) · Duration · Angle · Lever targeted · Channels. 5–8 rows.
• ## Notes for the team — 2–3 bullets covering the avatar-fit assumption, the discount-dependency caution, and a reminder to refresh against the prior year's REFINE figures.

British English throughout. No fabricated statistics. ~500–800 words. Conforms to _shared/asset-schema.md; the agent returns this file as the markdown field.