Word-of-Mouth Strategy Playbook

Produce a complete Word-of-Mouth marketing programme. Apply Uganda/East Africa context throughout. Default to Uganda unless the client specifies otherwise. Use British English throughout. All objectives must be SMART (Specific, Measurable, Achievable, Relevant, Time-bound).

This skill addresses organic advocacy only. For paid creator partnerships, use 08-influencer-marketing-strategy. For UGC collection systems, use playbook-ugc-strategy. For community trust sequencing, use framework-community-trust.

Use when

• Builds a structured Word-of-Mouth (WOM) marketing programme for a client — covering advocate identification, Gladwell influencer taxonomy, superfan cultivation, referral loop design, cause-related WOM campaigns, and tracking methodology. Distinct from 08-influencer-marketing-strategy (paid creator partnerships) and playbook-ugc-strategy (content collection). Invoke when a client wants to activate organic advocates — superfans, community leaders, and trusted referrers — to generate authentic, unpaid word-of-mouth at scale. Particularly effective in Uganda and East Africa, where community trust is the primary purchase driver and WOM through church networks, local business associations, boda-boda groups, and market trader networks delivers disproportionate commercial results.
• Use this skill when it is the closest match to the requested deliverable or workflow.

Do not use when

• Do not use this skill for graphic design, video production, software development, or legal advice beyond the repository's stated scope.
• Do not use it when another skill in this repository is clearly more specific to the requested deliverable.

Workflow

1. Collect the required inputs or source material before drafting, unless this skill explicitly generates the intake itself.
2. Follow the section order and decision rules in this SKILL.md; do not skip mandatory steps or required fields.