**SYSTEM NOTE:** Agent 'campaign_strategy' role invoked but not found in company registry. Assuming direct control as **Leo, Senior Campaign Strategist** to deliver tactical brief.

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# TACTICAL STRATEGY DOCUMENT
**Campaign:** "The Coffee Shop Protocol" Business Parable Launch  
**Client:** Crimson Leaf Marketing  
**Window:** T-90 to Launch Day + 30 Days Velocity  
**Document Date:** [Current Cycle]

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## OBJECTIVE
Generate **1,000 confirmed pre-orders** by Launch Day (Day 60 of campaign) and achieve **Amazon Bestseller status (Top 10 in "Organizational Learning")** for 7 consecutive days during launch week, measured by Amazon Best Seller Rank (BSR) hourly tracking.

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## TARGET AUDIENCE

**Primary Segment:**  
HR Directors and VPs of People Operations at scaling B2B SaaS companies (100-500 employees), predominantly female, aged 32-45, located in Austin/SF/Boston metro areas. Active daily on LinkedIn (lurkers, not posters), members of SHRM and PeopleGeek communities. **Buying Stage:** "Solution-seeking mode"—recently received board pressure about retention metrics but skeptical of "CEO memoirs" and academic HR textbooks.

**Emotional State:** Overwhelmed by hybrid-work culture challenges; needs validation that their struggles are systemic, not personal failure.

**Key Insight:**  
They require **peer social proof from similar-stage companies** (not Fortune 500 case studies) and **immediately pilotable frameworks** (30-day trial) rather than theory. They will only purchase if they see the book referenced by LinkedIn voices they already trust in their feed.

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## TACTICAL PLAN

### Phase 1: Authority & List-Building (Days 1-30)

**STEP:** Deploy "Culture Crisis" LinkedIn Native Document Series—5 carousels applying book frameworks to current "quiet quitting" data points, ending with CTA to "Culture Audit" lead magnet  
**OWNER:** Author (voice/approval) + **Agency Ghostwriter** (drafting)  
**TIMELINE:** Days 1, 8, 15, 22, 29 (Tuesday 8:00 AM EST drops)  
**TOOL:** LinkedIn Sales Navigator (audience targeting), Hootsuite (scheduling), Canva (carousel templates 1080x1350px)

**STEP:** Secure 8 "Beta Reader" video testimonials from recognizable PeopleOps leaders at mid-market tech firms (Gong, Notion, or similar tier)  
**OWNER:** **Agency Outreach Specialist**  
**TIMELINE:** Days 1-15 (outreach), Days 16-25 (video collection), Days 26-30 (editing)  
**TOOL:** Pitchbox (personalized outreach at scale), Loom (testimonial recording), Descript (editing)

**STEP:** Build pre-launch waitlist landing page with "The Hybrid Work Culture Audit" interactive PDF lead magnet (scored assessment)  
**OWNER:** **Agency** (design/dev)  
**TIMELINE:** Day 20 (wireframe), Day 30 (live)  
**TOOL:** ConvertKit (landing pages & automation), Canva (PDF design), Typeform (scoring logic integration)

### Phase 2: Conversion & Pre-Order Push (Days 31-60)

**STEP:** Execute BookBub Featured New Release Email Blast (Pre-order category: Business)  
**OWNER:** **Agency Media Buyer**  
**TIMELINE:** Day 45 (blast date), Days 40-44 (creative finalization)  
**TOOL:** BookBub Partners Dashboard, Amazon KDP (pre-order link generation)

**STEP:** Host virtual "People Ops Roundtable" via Zoom Webinar featuring author + 2 HR influencers from the book's foreword, offering signed book + private Slack community access to attendees  
**OWNER:** **Agency** (event logistics, registration), **Author** ( presentation)  
**TIMELINE:** Day 55 (live), Days 31-50 (promotion)  
**TOOL:** Zoom Webinars (500-seat capacity), Eventbrite (registration), Stripe (bundle payment processing)

**STEP:** Deploy sequential retargeting ads to landing page visitors who didn't pre-order: "CEO Reads" video testimonial montage on LinkedIn/Instagram  
**OWNER:** **Agency Paid Social Team**  
**TIMELINE:** Days 50-60 (retargeting window)  
**TOOL:** LinkedIn Campaign Manager (Matched Audiences), Meta Ads Manager (Instagram Stories), Wistia (video hosting with heatmaps)

### Phase 3: Launch Velocity & Sustain (Days 61-90)

**STEP:** Activate "Corporate Culture Program" bulk sales outreach—targeting CEOs to purchase 25+ copies for management teams  
**OWNER:** **Agency B2B Sales Development Rep** (not VA—needs consultative selling)  
**TIMELINE:** Days 61-75 (outreach blitz), Days 76-90 (fulfillment coordination)  
**TOOL:** Apollo.io (lead enrichment), HubSpot (pipeline tracking), BookFunnel (bulk download codes)

**STEP:** Launch Amazon Advertising defensive/offensive Sponsored Products campaign targeting competitor author names ("Patrick Lencioni," "Kim Scott," "Netflix culture deck")  
**OWNER:** **Agency** (certified Amazon Ads specialist)  
**TIMELINE:** Day 60 (launch), continuous through Day 90  
**TOOL:** Amazon Advertising Console, Publisher Rocket (keyword research), Helium 10 (rank tracking)

**STEP:** Implement "Review Velocity" push—email sequence to waitlist subscribers who purchased, requesting Amazon review within 48 hours of delivery (Day 61-65 window)  
**OWNER:** **VA** (customer service), **Agency** (copy approval)  
**TIMELINE:** Days 61-90 (triggered automation)  
**TOOL:** ConvertKit (segmentation), Amazon Attribution (review link tracking)

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## CONTENT REQUIREMENTS

1. **LinkedIn Carousel Posts (5 pieces)**  
   - **Format:** Native PDF upload, 10-12 slides each  
   - **Specs:** 1080x1350px, max 150 words per slide  
   - **Platform:** LinkedIn organic  
   - **Writer:** Agency Content Writer (author approval)

2. **"Culture Audit" Lead Magnet**  
   - **Format:** Interactive PDF with scoring rubric + results interpretation guide  
   - **Specs:** 8 pages, 1,200 words body copy, 3-minute completion time  
   - **Platform:** ConvertKit landing page delivery  
   - **Writer:** Agency Lead Gen Specialist

3. **Beta Reader Video Testimonials**  
   - **Format:** 45-60 second talking head (Loom or Zoom recording)  
   - **Specs:** 1080p, horizontal, natural lighting  
   - **Platform:** Amazon A+ Content (Product Details), landing page embeds  
   - **Writer:** N/A (organic testimonial guidance provided by Agency Outreach)

4. **BookBub Ad Creative**  
   - **Format:** Static image + headline  
   - **Specs:** 300x250px image, headline max 60 characters, body max 150 characters  
   - **Platform:** BookBub email inventory  
   - **Writer:** Agency Copywriter + Designer

5. **Retargeting Video Script ("Last Chance Pre-order")**  
   - **Format:** 60-second direct-to-camera from author  
   - **Specs:** Vertical 9:16 aspect ratio (Instagram Stories/Reels compatible), 150 words spoken  
   - **Platform:** Meta Ads (Instagram Stories), LinkedIn Video Ads  
   - **Writer:** Agency Video Scriptwriter; **Filmed by:** Author (iPhone 12 Pro 4K, agency provides ring light/mic specs)

6. **Corporate Bulk Sales One-Pager**  
   - **Format:** PDF leave-behind for B2B outreach  
   - **Specs:** 2 pages, 800 words, pricing table included  
   - **Platform:** Email attachment, DocSend tracking  
   - **Writer:** Agency B2B Copywriter

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## SUCCESS METRICS

**1. Pre-Order Velocity**  
- **Measurement:** Aggregated daily reporting from Amazon KDP Pre-order dashboard + IngramSpark pre-order feeds (manual Excel consolidation by Agency PM)  
- **Baseline:** 0 units (Campaign Day 1)  
- **90-Day Target:** 1,000 units confirmed by Day 60; 1,500 total units by Day 90

**2. Cost Per Acquisition (CPA) - Email to Purchase**  
- **Measurement:** ConvertKit email click-through rate → Amazon Attribution link conversion tracking (UTM parameters: ?tag=campaign001-email)  
- **Baseline:** Industry average $12.00 (Day 1 estimated)  
- **90-Day Target:** $8.50 or lower (efficiency threshold for profitability)

**3. Category Bestseller Stickiness**  
- **Measurement:** Hourly Amazon Best Seller Rank tracking in "Organizational Learning" category via Publisher Rocket  
- **Baseline:** N/A (no sales rank pre-launch)  
- **90-Day Target:** Achieve and maintain Top 10 category placement for **minimum 7 consecutive days** during Days 60-67 (launch week)

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## RISK & MITIGATION

**Risk 1:** Pre-order target missed due to smaller-than-projected author platform (LinkedIn following under 5K), jeopardizing print run financing.  
**Mitigation:** If pre-orders <400 units by Day 50, immediately reallocate 40% of ad budget from pre-order push to Days 61-90 "surprise launch" blitz, treating official launch day as the primary sales event rather than pre-sales culmination.

**Risk 2:** BookBub Featured New Release rejection (debut authors see 40% rejection rate for business titles), eliminating primary discoverability engine.  
**Mitigation:** Upon rejection notification (typically Day 35), pivot budget to Amazon Kindle Lockscreen Ads ($5/day minimum) targeting readers of *The Five Dysfunctions of a Team* and *Radical Candor*, plus emergency ARC distribution to 50 BookSirens reviewers for launch day review velocity.

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## BUDGET ESTIMATE

**Total Campaign Investment:** $12,500 - $18,000  
*(Low end: DIY execution on some creative; High end: full agency production)*

**Cost Breakdown:**  
- Creative Production (video, design, copy): $3,000-$4,500  
- Paid Acquisition (BookBub + Amazon Ads + LinkedIn): $6,000-$9,000  
- Tools & Software (ConvertKit, Apollo, Zoom Webinar, Pitchbox): $800-$1,200  
- Event Costs (Webinar platform, author gifts for influencers): $700-$1,300  
- Contingency (Review copies, shipping, bulk print overage): $2,000-$3,000

**Single Biggest Cost Driver:**  
**BookBub Featured New Release placement fee** ($4,000-$6,000 flat rate for Business category), which consumes 35-45% of total budget but delivers 60%+ of projected pre-order volume if approved.

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**Strategy Lead:** Leo, Senior Campaign Strategist  
**Next Action Required:** Client approval on BookBub placement risk tolerance and sign-off on "Culture Audit" lead magnet concept by Day 5 to maintain timeline.