# Campaign Strategy Document: "The Whispering Woods" Book Launch

**Campaign Overview**  
**Book Title:** The Whispering Woods  
**Author:** Alex Rivera  
**Genre:** Mystery Thriller  
**Release Date:** [Insert Date, e.g., October 15, 2024]  
**Prepared by:** Maya, Director of Marketing Operations  
**Objective:** Drive 10,000+ unit sales in first 3 months via multi-channel buzz, leveraging BookTok virality and professional credibility.

## 1. PRODUCT SUMMARY
The Whispering Woods is a gripping mystery thriller set in a fog-shrouded forest town where long-buried secrets unravel through a web of betrayal and survival. Key selling points: Jaw-dropping twists that rival Gillian Flynn, deeply relatable characters grappling with guilt and redemption, and atmospheric tension that delivers non-stop chills for escapist readers craving edge-of-your-seat suspense.

## 2. TARGET AUDIENCE
**Primary: BookTok Enthusiasts (Women 25-40)**  
- Platforms: TikTok, Instagram  
- Purchasing Triggers: Viral #BookTok videos, influencer recs, teaser aesthetics  
- Emotional State: Stressed from work/family, seeking thrilling escapism and "just one more chapter" addiction  

**Secondary 1: Book Club Readers (Women/Men 35-55)**  
- Platforms: Facebook Groups, Goodreads, Email  
- Purchasing Triggers: Monthly club picks, discussion potential, author interviews  
- Emotional State: Seeking intellectual stimulation and social connection through shared stories  

**Secondary 2: Aspiring Thriller Fans (Young Adults 18-24)**  
- Platforms: TikTok, Instagram Reels  
- Purchasing Triggers: Hype from peer reviews, affordable e-book deals  
- Emotional State: Bored with routine, excited by high-stakes drama and shareable content  

## 3. MESSAGING PILLARS
Every piece of content must reinforce **exactly these 3 core messages**:  
1. **Unputdownable Suspense:** "You won't sleep until the final twist."  
2. **Relatable Moral Dilemmas:** "What would you hide to survive?"  
3. **Atmospheric Immersion:** "Step into the woods... if you dare."  

## 4. CHANNEL PLAN
| Channel | Platform | Content Type | Frequency | Owner Agent |
|---------|----------|--------------|-----------|-------------|
| **Visual Social** | Instagram/TikTok | Reels/teasers (book aesthetics, plot hints, author Q&A), Stories (polls/ARCs), BookTok challenges | 5x/week (3 posts + 2 Stories) | Zara |
| **Professional** | LinkedIn | Author spotlights, industry insights (e.g., "Thriller Trends 2024"), B2B outreach to bloggers/publishers | 2x/week | Maya |
| **Warm List** | Email (Klaviyo/Mailchimp) | Newsletters (teasers, exclusive excerpts, ARC signups), drip sequences | Weekly + 3 blasts (launch week) | Leo |
| **Credibility** | Press (PR Newswire, HARO) | Press releases, media kits, guest articles in lit mags (e.g., CrimeReads) | 1x pre-launch, 1x launch, 1x post | Maya |
| **Additional: Community** | Facebook Groups/Goodreads | Discussion prompts, review threads, live AMAs | 3x/week | Leo |
| **Additional: Paid** | Meta Ads/TikTok Ads | Retargeting video ads, lookalike audiences | Daily budget $500 (launch week), then $200/week | Zara |

## 5. CAMPAIGN PHASES
**Pre-Launch (2 Weeks Before Release):**  
Build hype with teasers (e.g., cryptic Reels: "Hear the whispers?"), ARC/early access offers via email (500 ARCs to influencers), influencer outreach (50 micro-influencers, 10k+ followers). Goal: 5k email signups, 10k social impressions.  

**Launch Week:**  
Daily posts across all channels (e.g., countdown Reels, live author reading on IG), email blast to full list, press release distribution, launch ads ($3.5k spend). Goal: 2k sales Day 1.  

**Post-Launch (Weeks 2-8):**  
Amplify reviews (share UGC, Goodreads giveaways), community engagement (FB Lives, Q&A threads), retargeting ads to site visitors. Goal: Sustain 1k sales/week.  

**Long-Term (Months 3-12):**  
Evergreen content (podcast appearances, "Behind the Twists" blog series), reader community (exclusive Discord/FB group), backlist marketing (bundle with author's prior books). Goal: 20k total sales, 5k community members.  

## 6. SUCCESS METRICS
| KPI | Baseline | Target |
|-----|----------|--------|
| **Book Sales** | 500 (pre-campaign avg.) | 15,000 units (first 3 months) |
| **Engagement Rate** | 2% (historical social) | 8% across IG/TikTok (likes/shares/views) |
| **Email Open/Click Rate** | 20%/3% | 35%/10% (list growth to 10k subs) |

## 7. EXECUTION TASKS
- **Social Media Pack (30 IG/TikTok posts + captions):** Zara  
- **Email Sequence (6 emails: welcome, teaser, ARC signup, launch blast, review request, evergreen):** Leo  
- **Press Release (2 versions: pre/launch) + Media Kit (author bio, fact sheet, cover assets):** Maya  
- **Ad Copy + Creatives (10 ad variations for Meta/TikTok):** Zara  
- **Author Bio/Media Kit Expansion (headshots, Q&A, endorsements):** Maya  
- **Influencer Outreach List + Contracts (50 targets):** Leo  
- **Goodreads/FB Group Content Calendar (20 posts):** Leo  
- **Review Amplification Toolkit (graphics, templates):** Zara  
- **Evergreen Blog Series (4 posts):** Maya  
- **Analytics Dashboard Setup (Google Analytics + social trackers):** Maya  
- **Community Discord Setup + Moderation Plan:** Leo  

**Next Steps:** Schedule kickoff call with Leo & Zara. Budget: $25k (50% paid ads, 30% influencer, 20% tools/PR). Approve by EOD for Pre-Launch start.  

**Signed,**  
Maya  
Director of Marketing Operations  
Crimson Leaf Marketing