imc-plan（综合管理计划）

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.

Inputs Required

• ICP research from research/icp-research.md + research/product-context.md (or user-provided)

Output

• .agents/mkt/imc-plan.md

Quality Gate

Before delivering, the critic agent verifies:

• Growth motion explicitly stated (PLG / SLG / Hybrid)
• 3-5 pillars, each with ICP evidence
• 3+ angles per pillar, each passing 3Q test and scored ≥15/25
• All 9 channels evaluated (selected or explicitly skipped with rationale)
• Each selected channel has ONE specific angle (not a content category)
• Channel selection based on ICP habitat data AND growth motion alignment
• Channel execution briefs present for every selected channel
• Offline channels (if selected) include compliance and execution notes
• Timeline has 3 phases with realistic cadence
• Launch sequence follows ORB (Owned → Rented → Borrowed)

Chain Position

Previous: icp-research | Next: content-create Re-run triggers: When ICP research is updated, when launching a new product/campaign, or when attribution reveals underperforming channels.

Skill Deference

• Need actual content written? → Use content-create — this skill plans, not writes.
• Need numeric targets (CAC, LTV, conversion rates)? → Use funnel-planner.
• Need to compare pages for SEO? → Coordinate with seo for keyword targeting and content structure.
• Need to attribute results to initiatives? → Use attribution after execution.

Agent Manifest

Shared References (read by agents)

• references/3d-angle-framework.md — Three-dimensional angle generation methodology (used by angle-agent)
• references/channel-strategy.md — Habitat-informed channel selection framework (used by channel-agent)
• references/examples.md — Complete worked examples across 5 business types

Note: This skill is primarily sequential — each agent depends on the previous. Pillar-agent is the only Layer 1 agent. The value of multi-agent here is in specialist focus, critic gate, and single-agent fallback — not parallelism.

Routing Logic

Route A: Quick Plan (MVP or Startup)

When: Limited ICP data, small team, need a plan fast.

1. Pre-dispatch: Gather context (Step 0)
2. Dispatch: pillar-agent (3 pillars, not 5)
3. Dispatch: angle-agent (2 angles per pillar, not 3+)
4. Dispatch: channel-agent (top 2-3 channels only)
5. Dispatch: critic-agent
6. If FAIL → re-dispatch (max 2 cycles)
7. Deliver — timeline and launch sequence done by orchestrator inline

Route B: Full Plan

When: ICP research complete, campaign launch, or strategic planning.

1. Pre-dispatch: Gather context (Step 0)
2. LAYER 1: Dispatch pillar-agent
3. LAYER 2 — Dispatch SEQUENTIALLY:
   - angle-agent (receives pillar output)
   - channel-agent (receives angle output + habitat data)
   - timeline-agent (receives channel output)
   - launch-sequencing-agent (receives timeline output)
4. Dispatch: critic-agent (receives complete plan)
5. If FAIL → re-dispatch named agent(s) with feedback (max 2 cycles)
6. Deliver artifact

Route C: Called by Another Skill

When: content-create or attribution needs plan context.

1. Read existing .agents/mkt/imc-plan.md if available
2. If not available, run Route B
3. Return plan to calling skill

Step 0: Pre-Dispatch Context Gathering

Product Context Check

Check for research/product-context.md and research/icp-research.md. If date fields are older than 30 days, warn the user and recommend re-running icp-research. Tip: /navigate status (from meta-skills) gives a single-pass freshness report across all upstream artifacts.

Required Artifacts

Optional Artifacts

Growth Motion Identification

Before dispatching any agent, determine the growth motion:

If growth motion is unclear from upstream artifacts, ask: "Does your product grow through self-serve adoption (PLG), outbound/paid performance (SLG), or both?"

Context to Pass to All Agents

1. Growth motion: PLG, SLG, or Hybrid (determines channel weighting)
2. Campaign goal: what success looks like
3. ICP summary: persona, pains, habitats, awareness levels
4. VoC quotes: top buyer-language phrases
5. Constraints: team size, budget, timeline

Dispatch Protocol

How to spawn a sub-agent

1. Read the agent instruction file — include its FULL content in the Agent prompt
2. Append the context and upstream output after the instructions
3. Resolve file paths to absolute: replace relative paths with absolute paths
4. Pass upstream artifacts by content: orchestrator reads .agents/ files, includes relevant excerpts
5. If feedback exists, append with "## Critic Feedback — Address Every Point"

Single-agent fallback

If multi-agent dispatch is unavailable, execute sequentially in-context:

1. Pillar extraction (3-5 from ICP)
2. Angle generation per pillar (3D framework)
3. Channel assignment per angle (habitat-informed)
4. Timeline phasing (Pre-launch → Launch → Sustain)
5. Launch sequencing (ORB)
6. Self-evaluate with critic rubric

Orchestrator-Written Sections

The orchestrator writes these sections inline (no agent dispatched):

• Growth Motion — determined in Step 0, written directly into the artifact before Layer 1
• Foundation — core message and awareness distribution, assembled after pillar-agent returns
• Channel Execution Briefs — assembled by the orchestrator after channel-agent returns, using channel-agent's output (channel assignments + habitat data) to populate the briefs table with objective, tactic, budget type, metric, owner, and milestone per channel

Layer 1: Pillar Foundation

Dispatch pillar-agent alone. It produces the pillar table that all downstream agents need.

Wait for completion. Pillar output becomes input for all Layer 2 agents.

Layer 2: Sequential Strategy Chain

Dispatch ONE AT A TIME, IN ORDER. Each receives the previous agent's output.

pillar-agent → angle-agent → channel-agent → timeline-agent → launch-sequencing-agent → critic-agent

Critic Gate

• PASS: Deliver the plan artifact.
• FAIL: Re-dispatch the earliest failing agent with critic feedback. Max 2 cycles.

Artifact Template

---
skill: imc-plan
version: 1
date: [today's date]
status: draft
---

# IMC Plan: [Campaign / Product Name]

**Date:** [today]
**Skill:** imc-plan
**Goal:** [campaign objective]
**Audience:** [primary persona]

## Growth Motion
- **Motion:** [PLG / SLG / Hybrid]
- **Primary acquisition lever:** [product / outbound / both]
- **Channel weighting rationale:** [why these channels match the motion]

## Foundation
- **Core message:** [one sentence]
- **Awareness distribution:** [% per stage]

## Pillars
| # | Pillar | Type | % | Stage | Evidence |
|---|--------|------|---|-------|---------|
| 1 | ... | ... | ... | ... | ... |

## Angle Bank
| # | Angle | Hook | Stage | Trigger | Score | Class | Pillar |
|---|-------|------|-------|---------|-------|-------|--------|
| 1 | ... | ... | ... | ... | ... | ... | ... |

## Channel Assignments
| Channel | Type | Angle | Role | Cadence |
|---------|------|-------|------|---------|
| ... | ... | ... | ... | ... |

**9-Channel Evaluation:** For each channel, the channel-agent assesses relevance and produces a select/skip decision. Channels: Search engines/AEO, Store/Listing platforms, Bounty/Info platforms, News, Forums/Communities, Social media, IRL (OOH/Events/POS), Mailbox, SMS.

## Channel Execution Briefs

For each selected channel, a mini-brief with actionable next steps:

| Channel | Objective | Tactic | Budget Type | Success Metric | Owner | First Milestone |
|---------|-----------|--------|-------------|----------------|-------|-----------------|
| [e.g. Search engines] | [e.g. Capture intent traffic] | [e.g. Google Search ads + SEO content] | [Paid + Organic] | [CTR, CPL] | [Person] | [e.g. First campaign live by W2] |

For offline channels (IRL, SMS), include execution notes:
- **IRL:** Vendor/location requirements, lead capture method (QR code, signup form), follow-up workflow
- **SMS:** Compliance requirements (TCPA/GDPR opt-in), character limits (160 GSM-7), unsubscribe mechanism
- **OOH:** Readability specs, vanity URL/QR for tracking, legal disclaimers

## Timeline
| Week | Phase | Channel | Angle | Format | Status |
|------|-------|---------|-------|--------|--------|
| W1 | ... | ... | ... | ... | Planned |

## Launch Sequence
| Phase | Timing | Channels | Action |
|-------|--------|----------|--------|
| Internal | T-4w | ... | ... |

> On re-run: rename existing artifact to `imc-plan.v[N].md` and create new with incremented version.

Next Step

Run content-create to produce the content assets from this plan. Run attribution to set up measurement. If content-research was not run before this plan, consider running it now to validate content angles with market data before creating assets.

Worked Example — B2B SaaS Project Management Tool (Route B)

Step 0: Pre-Dispatch

Goal: Drive 500 trial signups in 60 days. Audience: Engineering managers at 50-200 person companies. Awareness: 60% Problem Aware, 30% Solution Aware, 10% Product Aware.

Layer 1: Pillar Agent

Returns 4 pillars:

Layer 2, Step 1: Angle Agent

Returns 12 angles across 4 pillars, scored 15-23/25. Example angles:

• "12 hrs/week lost to status theater" (Data, Problem Aware, Fear, 22/25, Shareable)
• "How to ship 2x without hiring" (How-to, Solution Aware, Greed, 20/25, Searchable)

Layer 2, Step 2: Channel Agent

Returns assignments: LinkedIn (primary, "12 hrs/week"), Email (owned, "async-first shipping"), X/Twitter (ecosystem, "teams who switched"), Blog (owned, searchable how-to content).

Layer 2, Step 3: Timeline Agent

Returns 3 phases: Pre-launch (W1-W3, problem content), Launch (W4-W5, transformation + proof), Sustain (W6+, trust + social). Weekly calendar with pillar rotation.

Layer 2, Step 4: Launch Sequencing Agent

Returns ORB sequence: Internal (T-4w) → Email list alpha (T-2w) → Partner posts (T-1w) → LinkedIn/X launch (Day 0) → PR + paid (T+1w).

Critic Agent → PASS

All quality gates met. Pillar-angle-channel traces verified. Timeline realistic for 3-person team.

Anti-Patterns

Channel-first planning — "We need TikTok content." INSTEAD: Start with habitat maps. If ICP density on TikTok is Low, deprioritize it regardless of what's trendy.

Identical messages across channels — Same text on LinkedIn, X, and Email. INSTEAD: Each channel gets one specific angle adapted to its native format.

Angles without pillar connection — Orphan angles that don't trace back. INSTEAD: Every angle names its parent pillar. No exceptions.

Timeline without capacity check — 10 pieces/week for a solo marketer. INSTEAD: Match cadence to team size. 3 pieces/week is realistic for one person.

Too many pillars — 7 pillars dilute the message. INSTEAD: 3-5. If you can't cut, you haven't committed to a strategy.

Agent Files

Sub-Agent Instructions (agents/)

• agents/pillar-agent.md — Messaging pillars from ICP pains
• agents/angle-agent.md — 3D angle generation and scoring
• agents/channel-agent.md — Habitat-informed channel assignments
• agents/timeline-agent.md — Phase sequencing and editorial calendar
• agents/launch-sequencing-agent.md — ORB Framework activation order
• agents/critic-agent.md — Alignment, rigor, and completeness

Shared References (references/)

• references/3d-angle-framework.md — Three-dimensional angle generation methodology
• references/channel-strategy.md — Habitat-informed channel selection
• references/examples.md — 5 complete worked examples