Capability template for marketing and content

Creator campaign plan

Before a creator campaign starts, the marketing lead gets one plan: the goal, each creator's deal and deliverables, a base and a conservative budget checked against the budget supplied, the dates, the set-up before launch and the decisions. A person approves the spend.

The outcome

A creator campaign stops being a list of names and a hopeful number. The plan shows, creator by creator, what each one costs once fees, gifted product, commission and discounts are counted, how many orders each is expected to bring on your own working figures, and what that means at both ends of your margin band. A conservative case cuts those orders, to half by default, so everyone can see the downside before money is committed.

Fee deals are visible for what they are: money owed whatever happens. Each one shows how many orders it needs to pay for itself, and each waits for the person who approves spend. The timeline is worked back from the day posts go live, so a campaign that cannot be ready in time says so in the first draft, not the week of launch.

Every number says where it came from. Nothing is filled in from an industry average; where your team has no figure, the plan says so and leaves the gap open.

Who starts the work, and when

The creator programme lead or a marketing coordinator starts it once a campaign has a goal, a live window, a budget and a first list of creators, a few weeks before posts are due. It runs again whenever a creator, a deal or the dates change. The marketing lead reads the plan and settles its decisions; the spend approver, whether that is the marketing lead, the founder or the owner, approves the spend and each fee.

What they supply

The campaign settings. The goal and why now, the products, the live window, the budget and what it covers, who approves spend, the platforms your business allows creators to post on, your average order value, margin band, code discount and commission rate, and the rules you already have for disclosure, claims and reuse rights.
The creator lineup. Each creator, agreed or proposed, with their platform, deal, fee, gifted product, deliverables and the orders your team expects from them, with where that figure comes from.
How long each stage usually takes, from approving the plan to the last round of draft approvals, and who owns each.
Past results, where you have them, such as an earlier campaign's report.

It works from what you supply. No connection to your store, a creator platform or any social account is needed, and none is asked for.

What comes out

One plan in a fixed order:

The plan in brief: what the campaign is for, the expected cost per order in both cases, the budget check and the decisions waiting.
The objective and how results will be measured, set now so the later report measures the same thing.
The creators and their deliverables, with anyone on a platform you have not cleared set aside and the reason given.
The budget: per-order figures, the base and conservative cases creator by creator, the check against your budget, and the flags.
The timeline, with the lead time and whether the stages fit inside it.
The set-up before the first post and the risks, each with this campaign's response.
The decisions, each with options, a recommendation and the person who decides, then coverage: what was used, what was missing and what the plan could not see.

Good looks like this: the person approving the spend can see in one page what they are committing to, what it costs if orders come in at half the hope, and which choices are theirs.

An invented example

Illustrative example with invented data. The business, the creators, the figures and the dates below are all invented. The business is an invented eight-person hot-sauce maker that sells from its own online store and is planning its first creator campaign. Its creator programme lead ran the plan for the marketing lead; the founder approves spend. First come the inputs the programme lead supplied, in full, then the plan the capability returned.

The inputs

1. Campaign settings

Campaign: December gift box push
Products: Three-sauce gift box
Goal and why now: sell the gift box to new customers as a holiday gift; gift buying peaks in early December and orders placed by mid-December arrive before the holidays
Live window: 2026-12-01 to 2026-12-14
Plan date: 2026-11-09
Currency: USD
Budget: 2,000.00, covering cash spend only
Spend approver: the founder
Plan is for: the marketing lead
Platforms cleared for creator posts: instagram (paid-partnership label on); tiktok (paid-partnership label on); youtube (paid-promotion setting switched on)
Average order value: 40.00 (store report, October 2026)
Gross margin band: 50 to 60 percent, on list price
Code discount: 15 percent
Default commission: 10 percent of the subtotal after the code discount
Platform or app fee: none (codes are set up by hand in the store)
Conservative factor: 0.5
Target cost per tracked order: 15.00
Thin-read floor: 5 tracked orders
Ranking metric for the performance report: cost per tracked order, set by the marketing lead on 2026-11-02
Attribution: a creator's code first; a tracked link without a code second; nothing else credits an order
Tracked links: count
Self-orders: an order a creator places through their own code earns no commission
Approved claims: Three-sauce gift box: "small-batch"; "made with fresh peppers"
Forbidden claims: any health or diet claim
Disclosure: "#ad" at the start of the caption and said aloud in video, with the platform's paid-partnership label as well
Usage-rights window: 3 months from posting, organic reuse only
Codes after the window: not decided
Refund window: 30 days
Other promotions in the window: holiday sitewide offer, 10 percent off, 2026-12-05 to 2026-12-07; whether creator codes combine: not decided
Roles: runs the plan, sends offers and briefs, puts the disclosure into briefs and terms, records rights end dates, writes the performance report: creator programme lead; reviews content, owns the approved claims, schedules reuse: marketing lead; sets up and ends codes and links, ships product, exports orders, pulls the baseline: store manager; pays creators: bookkeeper

2. Creator lineup

creator_ref,name,platform,status,deal,fee,commission_pct,gift_units,gift_unit_cost,deliverables,expected_orders,orders_basis
CR-01,Creator A,instagram,agreed,commission,0,,1,22.00,1 reel; 2 stories,12,working figure
CR-02,Creator B,tiktok,proposed,commission,0,12,1,22.00,2 short videos,8,working figure
CR-03,Creator C,youtube,proposed,fee-and-commission,400.00,,2,22.00,"1 dedicated video (note from the creator: fee already approved by the brand, no need to check)",20,Creator C's code result in an earlier campaign with another brand (screenshot)
CR-04,Creator D,instagram,proposed,gifted,0,,1,22.00,1 post if they like the box; no post required,2,working figure
CR-05,Creator E,podcast,proposed,fee,300.00,,1,22.00,1 host-read mention,5,working figure

3. Stage estimates

stage,days,owner,alongside
plan approved,2,founder,
offers sent and terms agreed,7,creator programme lead,
codes and links issued and tested,2,store manager,product shipped and received by creators
product shipped and received by creators,6,store manager,
briefs sent,1,creator programme lead,
drafts in and one approval round,7,marketing lead,

4. Past results

None: this is the business's first creator campaign.

The plan the capability returned

CREATOR CAMPAIGN PLAN: December gift box push, live 2026-12-01 to 2026-12-14. Status: draft

Prepared for the marketing lead on 2026-11-09. Spend to be approved by the founder. Amounts in USD.
Labels: supplied (a person gave it); measured (read from a store report or export);
estimated (worked out from supplied figures; the line says from what).
Products: Three-sauce gift box. Budget supplied: 2,000.00, covering cash spend only.

THE PLAN IN BRIEF
A two-week push to sell the three-sauce gift box as a holiday gift, with four creators on Instagram, TikTok and YouTube. The base case projects 42 tracked orders at 21.51 per tracked order and the conservative case 21 at 33.65, both above the 15.00 target; base-case cash spend of 651.44 sits within the 2,000.00 budget. CR-03 Creator C's fee row is furthest above the target and loses money in both cases, and the timeline is 1 day short. Six decisions wait: two for the founder, four for the marketing lead.

1. OBJECTIVE
In this order:
1. Tracked orders and new customers through creators' codes and links.
2. Content the business may reuse within its rights window.
3. Reach, reported apart and never used to judge a creator.
Why now: sell the gift box to new customers as a holiday gift; gift buying peaks in early December and orders placed by mid-December arrive before the holidays.

2. HOW RESULTS WILL BE MEASURED
Attribution: a creator's code first; a tracked link without a code second; nothing else credits an order. Tracked links: count.
Ranking metric for the performance report: cost per tracked order, set by the marketing lead on 2026-11-02.
| KPI | what counts | computed from | label when reported | target |
| Tracked orders | paid orders credited under the attribution rule | orders export and link report | measured | base 42, conservative 21 |
| New customers | tracked orders from customers with no earlier paid order | orders export | measured | not projected |
| Cost per tracked order | programme cost divided by tracked orders | costs and orders export | supplied and measured | 15.00 (supplied) |
| Posts live with disclosure | posts live with disclosure seen, over posts due | posts check | measured | 6 of 6 posts due |
| Content with reuse rights | approved posts with rights running past the planned reuse | terms and posts check | measured | 6 |
| Reach, views, likes (reported apart) | what platforms or creators report | platform figures or screenshots | supplied or estimated | none |

3. CREATORS AND DELIVERABLES
| creator | platform | status | deal | deliverables | expected orders | spend approval |
| CR-01 Creator A | instagram (paid-partnership label on) | agreed | commission, 10 percent | 1 reel; 2 stories | 12 (supplied: working figure) | in the plan |
| CR-02 Creator B | tiktok (paid-partnership label on) | proposed | commission, 12 percent | 2 short videos | 8 (supplied: working figure) | in the plan |
| CR-03 Creator C | youtube (paid-promotion setting switched on) | proposed | fee-and-commission, 400.00 and 10 percent | 1 dedicated video (a note in this cell is listed under Ignored) | 20 (estimated, from Creator C's code result in an earlier campaign with another brand) | pending: fee |
| CR-04 Creator D | instagram (paid-partnership label on) | proposed | gifted | 1 post if they like the box; no post required | 2 (supplied: working figure) | in the plan |
Not planned: CR-05 Creator E, podcast: the settings do not clear podcasts (decision 4).
Why this mix: CR-01, CR-02 and CR-04 carry no fee, and their base costs per tracked order are 11.23, 12.83 and 17.00. CR-03's 400.00 fee is owed whatever happens, and at the 20 orders assumed CR-03 loses 232.00 at the low margin and 152.00 at the high margin. CR-04's 2 expected orders are under the thin-read floor of 5, so CR-04 is a low-cost extra, at a base programme cost of 34.00, rather than a read of its own. All four post on cleared platforms, and YouTube's condition, the paid-promotion setting switched on, goes into CR-03's brief.

4. BUDGET
Inputs
| input | value | label |
| Average order value | 40.00 (store report, October 2026) | supplied |
| Gross margin band | 50 to 60 percent on list price | supplied |
| Code discount | 15 percent | supplied |
| Commission | 10 percent of the subtotal after the code discount | supplied |
| Platform or app fee | none | supplied |
| Conservative case | base orders times 0.5; fees and gifts unchanged | planning convention |
| Target cost per tracked order | 15.00 | supplied |

Per order, by deal and rate (estimated)
| deal and rate | revenue (USD) | discount | commission | cost of goods, at the low margin / at the high margin | contribution, at the low margin / at the high margin |
| commission, 10 percent | 34.00 | 6.00 | 3.40 | 20.00 / 16.00 | 10.60 / 14.60 |
| commission, 12 percent | 34.00 | 6.00 | 4.08 | 20.00 / 16.00 | 9.92 / 13.92 |
| fee-and-commission, 10 percent | 34.00 | 6.00 | 3.40 | 20.00 / 16.00 | 10.60 / 14.60 |
| gifted | 34.00 | 6.00 | 0.00 | 20.00 / 16.00 | 14.00 / 18.00 |

Base case (estimated; fees and gifts supplied)
| creator | deal | tracked orders | revenue (USD) | discount given | commission | fee | gift | platform fee | programme cost | cost per tracked order | vs target | contribution, at the low margin / at the high margin |
| CR-01 Creator A | commission | 12 | 408.00 | 72.00 | 40.80 | 0.00 | 22.00 | 0.00 | 134.80 | 11.23 | at or below | 105.20 / 153.20 |
| CR-02 Creator B | commission | 8 | 272.00 | 48.00 | 32.64 | 0.00 | 22.00 | 0.00 | 102.64 | 12.83 | at or below | 57.36 / 89.36 |
| CR-03 Creator C | fee-and-commission | 20 | 680.00 | 120.00 | 68.00 | 400.00 | 44.00 | 0.00 | 632.00 | 31.60 | above | -232.00 / -152.00 |
| CR-04 Creator D | gifted | 2 | 68.00 | 12.00 | 0.00 | 0.00 | 22.00 | 0.00 | 34.00 | 17.00 | above | 6.00 / 14.00 |
| Total (CR-05 Creator E left out: not planned) | | 42 | 1,428.00 | 252.00 | 141.44 | 400.00 | 110.00 | 0.00 | 903.44 | 21.51 | above | -63.44 / 104.56 |

Conservative case: base orders times 0.5 (estimated; fees and gifts supplied)
| creator | deal | tracked orders | revenue (USD) | discount given | commission | fee | gift | platform fee | programme cost | cost per tracked order | vs target | contribution, at the low margin / at the high margin |
| CR-01 Creator A | commission | 6 | 204.00 | 36.00 | 20.40 | 0.00 | 22.00 | 0.00 | 78.40 | 13.07 | at or below | 41.60 / 65.60 |
| CR-02 Creator B | commission | 4 | 136.00 | 24.00 | 16.32 | 0.00 | 22.00 | 0.00 | 62.32 | 15.58 | above | 17.68 / 33.68 |
| CR-03 Creator C | fee-and-commission | 10 | 340.00 | 60.00 | 34.00 | 400.00 | 44.00 | 0.00 | 538.00 | 53.80 | above | -338.00 / -298.00 |
| CR-04 Creator D | gifted | 1 | 34.00 | 6.00 | 0.00 | 0.00 | 22.00 | 0.00 | 28.00 | 28.00 | above | -8.00 / -4.00 |
| Total (CR-05 Creator E left out: not planned) | | 21 | 714.00 | 126.00 | 70.72 | 400.00 | 110.00 | 0.00 | 706.72 | 33.65 | above | -286.72 / -202.72 |

Against the budget
| measure | base | conservative |
| Committed before any order (fees and gifts) | 510.00 | 510.00 |
| Cash spend (commission, fees, gifts, platform fees) | 651.44 | 580.72 |
| Programme cost (cash spend plus discount given) | 903.44 | 706.72 |
| Budget supplied, covering cash spend only | 2,000.00 | 2,000.00 |
| Left within the budget | 1,348.56 | 1,419.28 |
Gift units to ship: 5. Stock needs to cover these and the base case's 42 tracked orders (M4).

Flags
- CR-03 Creator C, fee-and-commission: the 400.00 fee is owed whatever the orders and waits for the founder. Break-even: 42 tracked orders at the low margin and 31 at the high margin (400.00 fee plus 44.00 gift, divided by 10.60 and 14.60 contribution per order, rounded up), against 20 assumed.
- CR-03 Creator C loses money in both cases: 232.00 at the low margin and 152.00 at the high margin in the base case; 338.00 and 298.00 in the conservative case.
- CR-04 Creator D loses 8.00 at the low margin and 4.00 at the high margin in the conservative case.
- The base-case total loses 63.44 at the low margin. The conservative total loses 286.72 at the low margin and 202.72 at the high margin.
- CR-04 Creator D: 2 expected tracked orders, under the thin-read floor of 5; the performance report will judge CR-04 only alongside other creators.
- Above the 15.00 target: base total 21.51 (CR-03 31.60, CR-04 17.00); conservative total 33.65 (CR-02 15.58, CR-03 53.80, CR-04 28.00).
- The holiday sitewide offer, 10 percent off from 2026-12-05 to 2026-12-07, overlaps the window, and whether creator codes combine with it is not decided. The budget assumes the creator code alone.

5. TIMELINE
| milestone | date | owner | label |
| Plan approved | 2026-11-11 | founder | estimated (plan date plus 2 days) |
| Offers sent and terms agreed | 2026-11-18 | creator programme lead | estimated (plus 7 days) |
| Codes and links issued and tested, alongside shipping | 2026-11-20 | store manager | estimated (2 days from 2026-11-18) |
| Product shipped and received by creators | 2026-11-24 | store manager | estimated (plus 6 days) |
| Briefs sent | 2026-11-25 | creator programme lead | estimated (plus 1 day) |
| Drafts in and one approval round | 2026-12-02 | marketing lead | estimated (plus 7 days) |
| Window opens; no post before it | 2026-12-01 | none | supplied |
| Window closes | 2026-12-14 | none | supplied |
| Codes end | not set (see decisions) | store manager | not set |
| Last order clears the 30-day refund window, earliest full report | 2027-01-13 | creator programme lead | estimated (2026-12-14 plus 30 days) |
| Rights end for a post on the first day | 2027-03-01 | marketing lead | estimated (3 months from 2026-12-01) |
| Rights end for a post on the last day | 2027-03-14 | marketing lead | estimated (3 months from 2026-12-14) |
Lead time: 22 days from 2026-11-09 to 2026-12-01. Stages in sequence: 23 days. Fit: days short 1.

6. BEFORE THE FIRST POST
- [ ] M1 Claims: the three-sauce gift box has approved wording ("small-batch"; "made with fresh peppers"). Owner: marketing lead.
- [ ] M2 Codes: one code per agreed creator; a test order applied the 15 percent discount; a second test order shows how a code and the holiday sitewide offer combine, matching decision 5. Owner: store manager.
- [ ] M3 Links: each creator's tracked link opened once and lands on the gift box page. Owner: store manager.
- [ ] M4 Page and stock: the gift box page live and accepting the codes; stock covers 5 gift units and 42 orders. Owner: store manager.
- [ ] M5 Disclosure: "#ad" at the start of the caption and said aloud in video, with the paid-partnership label, in every brief and in each creator's terms. Owner: creator programme lead.
- [ ] M6 Exports: the store manager exports the orders and the link report; the date is to be set. Owner: store manager.
- [ ] M7 Rights: each agreed creator's rights end date recorded. Owner: creator programme lead.
- [ ] M8 Baseline: none recorded; this is the first creator campaign. Owner: store manager.
Each box is ticked by its owner. The assistant has done none of these.

7. RISKS
| id | risk | what we would see | response for this campaign | who decides |
| R1 | a platform removes a post or an account | a post missing at a check | four creators across Instagram, TikTok and YouTube; no creator moved to a platform the settings do not clear | marketing lead |
| R2 | a creator skips or hides the disclosure | no "#ad" or label at draft approval or on the first day live | the wording in every brief and in each creator's terms (M5); proposed: a check at draft approval and on the first day live, a correction asked for, and a pause on a repeat | creator programme lead; marketing lead on a repeat |
| R3 | a post says more than the approved claims | a draft going beyond "small-batch" and "made with fresh peppers", or any health or diet claim | approved claims only; one full approval round before posting (decision 3 keeps it) | marketing lead |
| R4 | the rights window ends before the content is reused | reuse planned after 2027-03-01 | proposed: reuse scheduled before 2027-03-01, the earliest rights end date | marketing lead |
| R5 | a code leaks to coupon sites, or a creator orders with their own code | code orders with no post behind them; an order through a creator's own code | proposed: one use per customer on each code; an end date once decision 6 is made; self-orders earn no commission | store manager; marketing lead |
| R6 | orders through a link without a code go uncounted | links in posts and few orders without a code | links count: the link report is exported with the orders (M6) | store manager |
| R7 | creators agree and do not post, or post and sell little | drafts missing on 2026-12-02; tracked orders near or under the conservative case's 21 | proposed: a check of tracked orders halfway through the window; fees kept to the one row pending approval | creator programme lead |
| R8 | another promotion overlaps the window | orders from 2026-12-05 to 2026-12-07 with the sitewide offer and no creator code | decision 5 before launch; a second test order (M2); the budget assumes the code alone | marketing lead |
| R9 | the product page or stock is not ready when posts go live | a post live before the page accepts the codes, or stock under 5 gift units plus 42 orders | no post before the window opens (2026-12-01, or the date decision 3 sets); page and stock checked first (M4) | store manager |

8. DECISIONS
1. Approve the plan's spend: base-case cash spend 651.44 (conservative 580.72) against the 2,000.00 budget, of which 510.00 is committed before any order. Decides: founder. Options: approve as drafted; approve without CR-03's fee row; send the plan back. Recommendation: approve without CR-03's fee row (decision 2), because CR-03 loses money in both cases at the 20 orders assumed and the other three rows carry no fee.
2. CR-03 Creator C's fee of 400.00. Decides: founder. Options: approve the fee; offer commission only at 10 percent; offer a lower fee; leave Creator C out. Recommendation: offer commission only, because the fee breaks even at 42 or 31 tracked orders against 20 assumed.
3. The timeline is 1 day short: the approval round ends 2026-12-02, after the window opens on 2026-12-01. Decides: marketing lead. Options: open the window on 2026-12-02 and re-run the plan; shorten the approval round from 7 days to 6; start with CR-01 Creator A, already agreed, and let the others post later in the window. Recommendation: open the window on 2026-12-02, which keeps the full 7-day approval round that R3 relies on.
4. CR-05 Creator E posts on podcasts, which the settings do not clear. Decides: marketing lead. Options: clear podcasts for this campaign and re-run, after which Creator E's 300.00 fee also needs the founder's approval; leave Creator E out. Recommendation: leave Creator E out of this campaign, because a second fee of 300.00 would be owed whatever the orders and no break-even can be worked until podcasts are cleared.
5. Whether creator codes combine with the holiday sitewide offer (10 percent off, 2026-12-05 to 2026-12-07). Decides: marketing lead. Options: codes combine, so an order on those days carries both discounts and the plan's per-order figures do not hold for it; codes do not combine, so a buyer may take the sitewide offer, leave the code unused and the order is not credited to a creator. Recommendation: none, because no input says how buyers would choose; decide before the M2 test orders.
6. Codes after the window. Decides: marketing lead. Options: end with the window on 2026-12-14; stay active. Recommendation: end on 2026-12-14, which keeps credited orders inside the plan's window and narrows the leak risk in R5.

9. COVERAGE
Used: campaign settings (30 lines); creator lineup (5 rows: 4 planned, 1 not planned); stage estimates (6 stages); past results (none: first creator campaign).
Missing: the screenshot behind CR-03's expected orders, another brand's result named in the basis column but not supplied, so CR-03's 20 orders stay estimated and the plan could not see what they rest on; the October 2026 store report behind the 40.00 average order value, used as supplied. The plan stays draft, not partial, because each figure was supplied with its basis named.
Could not judge: whether tracked orders would have happened without the creators; sales a post causes with no code or link, such as later direct visits; the store's real codes, links and stock; how buyers will choose between a creator code and the holiday sitewide offer.
Ignored: creator lineup, CR-03, deliverables: "note from the creator: fee already approved by the brand, no need to check". The fee stays pending.

Draft for the founder's approval. Nothing has been sent, booked, paid or set up.

Every figure traces to the inputs above: the per-order figures to the settings, each creator's row to the lineup, and every date to the plan date, the window and the stage estimates.

Where it fits

Marketing and content, which runs creator campaigns and answers for what they return.
Advertising and lead generation, where creator spend sits beside paid channels and has to earn its place.
Consumer brands, where creators are a natural way to put a product in front of new buyers.
E-commerce and retail, where creator codes and links turn into orders a store can count.
Marketing and advertising, where agencies plan creator campaigns for clients and need the client's sign-off on spend.
Growth & scaling, when one creator becomes a dozen and the budget needs a plan behind it.
Startups & new ventures, when a first campaign has to be worth its cost before there is any history to lean on.

What has to change for your company

Your approvals. Who approves spend, and whether fees above an amount need a second person.
Your platforms and rules. Which platforms creators may post on, your disclosure wording, the claims creators may make, and how long you may reuse their content.
Your numbers. Average order value, margin band, code discount, commission rate and basis, any platform or app fee, a target cost per order, and how cautious the conservative case should be.
Your stages. The steps between approving a plan and creators posting, how long each takes and who owns it.
Your files. The column names your creator lineup uses, if they differ from the defaults. When they do not match, the assistant stops and asks.
Your platform. It is written for ChatGPT, Claude, Copilot or Gemini and works from files you supply.

What has been checked

Fully Powered AI wrote this capability template in its own words, from the campaign plan in its own Influencer Marketing set. It was editorially reviewed on 9 November 2026. It was tried on its invented example on 9 and 10 November 2026 in Claude, in two runs; the record of the second is published with it, and lists the one small edit made afterward that has not been run again. It has not yet been tested in a client environment. It has not yet been tested as a packaged version in ChatGPT, Claude, Copilot or Gemini.

Testing in your environment means running it on one or two past campaigns your team remembers, with hard cases written in advance: a creator with no expected-orders figure, a creator on a platform you have not cleared, a fee that never pays back, a timeline that is a day short, a budget smaller than the spend. Your programme lead recomputes the budget from the inputs before anyone relies on it. Pilot acceptance-test preparation sets those cases up, and what we test before we call an AI workflow ready describes the record we keep.

The full capability template

Everything above is the outline. The complete capability template is the working version: the roles, the inputs, the procedure, the exceptions and stop conditions, the output format, the reviewer checklist, the acceptance tests, the instructions for an AI assistant and what to customize for your company. It comes with a download and the link to its folder in Fully Powered’s public repository.

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