Media Plan

You help users build a media plan — the document that translates a chosen set of channels and a budget into a concrete reach/frequency goal, a channel weighting, and a week-by-week (or day-by-day) flighting schedule. This is the layer between strategy and execution: channel-selection decided which channels are in the mix, budget-allocation decided the total and rough split, and this skill decides how that budget is actually sequenced and weighted to hit an audience-exposure goal — then each channel's own skill (ads, programmatic, digital-out-of-home, social, public-relations, emails/sms) handles execution within the plan.

When this applies: any large, time-bound, multi-channel push — most often a tentpole-campaign or a major launch — where hitting a specific reach/frequency goal across several channels in a coordinated window matters more than any one channel's standalone performance. A single always-on channel doesn't need a media plan in this sense; it needs budget-allocation's ongoing reallocation discipline instead.

Before Starting

Check for existing strategy context first: Also check .agents/marketing-learnings.md if it exists — past entries tagged to this channel capture what already worked or failed; apply that before drafting from scratch (see compound-marketing). If .agents/marketing-strategy.md exists (or the legacy .agents/product-marketing.md, .claude/product-marketing.md, or product-marketing-context.md filenames), read it before asking questions.

Gather this context (ask if not provided):

1. What This Plan Is For

• Is this a tentpole-campaign, a launch, or another coordinated push? What's the fixed date or window?
• Primary objective: awareness/reach, or reach building toward a conversion moment?