IMC Plan — Orchestrator

Communication — Step 2 of 4. Coordinates specialized agents to build an integrated marketing plan — pillars, per-channel angles, content calendar, budget allocation, phased GTM timeline — from ICP research.

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

Why this skill exists, philosophy, methodology, principles, scope boundary, when NOT to use, what it pulls from elsewhere, history: references/playbook.md [PLAYBOOK].

Critical Gates — Read First

• Declare growth motion (PLG / SLG / Hybrid) BEFORE selecting channels. PLG favors community/SEO/forums; SLG favors paid/email/IRL/SMS.
• Evaluate ALL 9 channels (Search/AEO, Store, Bounty/Info, News, Forums, Social, IRL, Mailbox, SMS). Offline produces strategy + creative briefs.
• Pillars before angles. Orphan angles fail the anti-generic test.
• No channel assignment without habitat data from ICP research. No habitat → interview for it.
• Match cadence to declared team capacity. Over-scheduling guarantees missed deadlines.
• Stale ICP (>30 days) → recommend research-icp re-run (soft gate).
• Inherit house creative direction; never re-derive or contradict it. When CREATIVE-DIRECTION.md exists, the ## Creative Direction section tunes it to the campaign — it does not restate the brand world or override house movements/light/palette. Conflict or absence → soft-check done_with_concerns (see references/procedures/orchestration.md).

Quality Gate