# Campaign Strategy Document: "Echoes of the Forgotten" by Alex Rivera

**Prepared by: Maya, Director of Marketing Operations**  
**Date: [Current Date]**  
**Campaign Overview:** This strategy outlines a comprehensive 12-month marketing push for *Echoes of the Forgotten*, a psychological thriller releasing [Insert Release Date]. The book follows a young therapist unraveling her family's buried trauma, blending heart-pounding suspense with emotional resonance. Budget allocation: 40% paid ads, 30% content creation, 20% influencer/press, 10% tools/analytics.

## 1. PRODUCT SUMMARY
*Echoes of the Forgotten* is a debut psychological thriller by Alex Rivera about a therapist haunted by repressed memories that expose a web of family lies and betrayal. Key selling points: Unputdownable twists that rival *Gone Girl*, a deeply relatable protagonist grappling with mental health themes, and a shocking finale that demands discussion—perfect for BookTok virality and book club debates.

## 2. TARGET AUDIENCE
**Primary: Thriller Enthusiast Women (Budget Focus)**  
- Age: 25-45  
- Platforms: Instagram, TikTok (BookTok), Goodreads  
- Purchasing Triggers: Viral Reels/reviews, author newsletters, "If you liked X" recs  
- Emotional State: Thrill-seeking, stressed from daily life, craving escapist edge-of-your-seat reads  

**Secondary 1: Book Club Readers**  
- Age: 35-55  
- Platforms: Facebook Groups, Goodreads, Email  
- Purchasing Triggers: Monthly club votes, friend shares, ARC reviews  
- Emotional State: Socially connected, seeking discussion fodder for empowerment and catharsis  

**Secondary 2: Professional Mystery Fans**  
- Age: 30-50 (balanced gender)  
- Platforms: LinkedIn, Reddit (r/books, r/thrillerbooks)  
- Purchasing Triggers: Author interviews, podcast mentions, professional networking events  
- Emotional State: Intellectually curious, analytically minded, desiring smart psychological puzzles  

## 3. MESSAGING PILLARS
Every piece of content must reinforce **exactly these 3 core messages**:  
1. **Unravel the Lies**: Dive into family secrets that hit too close to home—because what if your past isn't what you think?  
2. **Heart-Pounding Twists**: Non-stop suspense that will keep you guessing until the final page.  
3. **Emotional Truth**: A raw exploration of trauma and resilience that lingers long after reading.  

## 4. CHANNEL PLAN
| Channel | Platform | Content Type | Frequency | Owner Agent |
|---------|----------|--------------|-----------|-------------|
| Visual/Social | Instagram & TikTok | Reels (book teasers, aesthetic mood boards, author Q&A), Stories (polls, countdowns), Carousel posts | 5x/week (3 TikTok, 2 IG) | Zara |
| Professional | LinkedIn | Long-form posts (author insights, thriller writing tips), Video interviews, Infographics on psych themes | 3x/week | Leo |
| Warm List | Email (via Klaviyo/Mailchimp) | Newsletters, nurture sequences, ARC requests, sales alerts | 2x/week (1 blast + 1 segmented) | Maya |
| Credibility | Press (PR Newswire, pitches to Book Riot, CrimeReads) | Press releases, media kits, guest articles, podcast pitches | 1-2/month + launch spikes | Maya |
| Additional: Community | Facebook Groups & Reddit | Discussion threads, AMAs, review shares | 4x/week | Zara |
| Additional: Paid | Meta Ads & BookBub | Retargeting ads, sponsored posts | Daily during peaks | Maya |

## 5. CAMPAIGN PHASES
**Pre-Launch (2 Weeks Before Release):** Build hype with teasers (e.g., cryptic IG Reels), ARC/early access offers via email (100 ARCs to influencers), influencer outreach (20 micro-influencers, BookTokers with 10k+ followers). Goal: 5k pre-save signups.  
**Launch Week:** Daily posts across all channels, email blast to 10k list, press release distribution, launch-day ads ($2k spend on Meta/TikTok). Live IG/TikTok author event. Goal: 1k first-week sales.  
**Post-Launch (Weeks 2-8):** Amplify reader reviews (share UGC on social), community engagement (Reddit AMAs, FB group takeovers), retargeting ads to site visitors. Email review requests. Goal: Sustain 500 sales/week.  
**Long-Term (Months 3-12):** Evergreen content (e.g., "Top Thriller Tropes" series), reader community (private FB group, monthly newsletters), backlist marketing (bundle with author's prior works). Quarterly author tours/podcasts. Goal: 50k total sales, evergreen traffic.

## 6. SUCCESS METRICS
| KPI | Baseline | Target |
|-----|----------|--------|
| Book Sales (via KDP/INGRAM reports) | 0 | 50,000 units in 12 months |
| Social Engagement Rate | 2% (industry avg) | 5%+ (likes/shares/comments per post) |
| Email Open/Click Rate | 25%/3% | 35%/8% (tracked via Klaviyo) |

## 7. EXECUTION TASKS
- **Social Media Pack (10 Reels, 20 static posts, 5 carousels, captions/hashtags):** Zara  
- **Email Sequence (Pre-launch teaser, Launch blast, 4x post-launch nurtures, Review request):** Maya  
- **Press Release (Launch + 2 follow-ups) + Media Kit (author bio, fact sheet, cover assets):** Maya  
- **Ad Copy (10 variants for Meta/TikTok/BookBub, including retargeting):** Maya  
- **Author Bio/Media Kit (1-pager + hi-res photos):** Leo  
- **Influencer Outreach List + Contracts (20 targets, DM templates):** Zara  
- **Content Calendar (Google Sheet, full 12 months):** Maya  
- **Evergreen Blog Posts (5x LinkedIn articles on thriller themes):** Leo  
- **Review Amplification Kit (UGC templates, shareable graphics):** Zara  
- **Community Playbook (FB/Reddit engagement guidelines):** Zara  

**Next Steps:** Schedule kickoff call with Leo & Zara. Budget approval needed by EOD. Questions? Reply here. Let's make *Echoes* a bestseller! 🚀