IMC Plan — Orchestrator

Communication — Step 2 of 4. Coordinates specialized agents to turn ICP research into an integrated marketing communication strategy.

Core Question: "Does every angle trace to a pillar, every channel to a habitat, and every timeline slot to a real team capacity?"

Critical Gates — Read First

• Identify the growth motion BEFORE selecting channels. PLG (product drives acquisition), SLG (outbound/performance drives acquisition), or Hybrid. The motion determines channel priorities — PLG favors community/SEO/forums, SLG favors paid/email/IRL/SMS.
• Evaluate ALL 9 channels, not just digital. The full channel map: Search engines/AEO, Store/Listing platforms, Bounty/Info platforms, News, Forums/Communities, Social media, IRL (OOH/Events/POS), Mailbox, SMS. Offline channels (IRL, SMS) produce strategy docs and creative briefs for physical execution.
• Do NOT generate angles before pillars. Angles are derived PER PILLAR. Without pillars, angles are untethered and fail the anti-generic test.
• Do NOT assign channels without habitat data. Channel selection comes from ICP research habitat maps, not marketer preference. No habitat data → interview for it.
• Do NOT schedule 10 pieces/week for a 2-person team. Match cadence to actual capacity. Over-scheduling guarantees missed deadlines.
• Stale ICP research (>30 days) produces misaligned plans. Recommend re-running icp-research before proceeding.

Philosophy

Frameworks (ORB, 3D Angles, Pillar Types) are proven defaults — not mandatory templates. Adapt based on data. When ICP research provides habitat maps, use them. When it doesn't, gather the data before planning channels.