# Campaign Strategy Document: "Shadows of the Forgotten" Book Launch

**Campaign Overview**  
**Book Title:** Shadows of the Forgotten  
**Author:** Elena Voss  
**Genre:** Psychological Thriller  
**Release Date:** October 15, 2024  
**Prepared by:** Maya, Director of Marketing Operations  
**Objective:** Drive 10,000+ pre-orders and first-week sales through multi-channel buzz, targeting thriller enthusiasts and building long-term author fandom.

## 1. PRODUCT SUMMARY
Shadows of the Forgotten is a gripping psychological thriller following a neuroscientist unraveling a conspiracy tied to erased memories from her past. Key selling points: Explosive twists that rival Gone Girl, backed by endorsements from NYT bestselling authors; immersive neuroscience themes appealing to science fiction crossovers; and a fast-paced narrative perfect for BookTok virality, available in ebook, paperback, and audiobook formats with exclusive bonus content for early buyers.

## 2. TARGET AUDIENCE
**Primary: Thriller Devotees (70% budget allocation)**  
- Age range: 25-45  
- Platforms: Instagram, TikTok, Goodreads  
- Purchasing triggers: Author endorsements, teaser trailers, limited-time discounts  
- Emotional state: Craving suspense and escapism from daily stress  

**Secondary 1: Professional Book Clubs (20% allocation)**  
- Age range: 35-55  
- Platforms: LinkedIn, Facebook Groups, Email  
- Purchasing triggers: Discussion guides, peer recommendations, bulk buys  
- Emotional state: Seeking intellectual stimulation and social connection  

**Secondary 2: Aspiring Readers/YA Crossover (10% allocation)**  
- Age range: 18-24  
- Platforms: TikTok, Instagram Reels  
- Purchasing triggers: Viral aesthetics, ARC reviews from influencers  
- Emotional state: Excited for "first big read" with relatable protagonists  

## 3. MESSAGING PILLARS
Every piece of content must reinforce these **exactly 3** core messages:  
1. **Unforgettable Twists:** "Discover secrets that will haunt you long after the last page."  
2. **Mind-Bending Science:** "Where neuroscience meets nightmare—real enough to question your own memories."  
3. **Must-Read Obsession:** "The thriller everyone's whispering about—join the waitlist before it's too late."  

## 4. CHANNEL PLAN
| Channel | Platform | Content Type | Frequency | Owner Agent |
|---------|----------|--------------|-----------|-------------|
| **Visual/Social** | Instagram/TikTok | Reels/Stories (teasers, author Q&A, reader reactions), Carousel posts (quotes + aesthetics), Lives | Daily during Launch Week; 4x/week otherwise | Leo (Content Creator) |
| **Professional** | LinkedIn | Articles (author insights, industry trends), Sponsored posts targeting editors/book clubs, Polls | 3x/week | Zara (PR Specialist) |
| **Warm List** | Email (Klaviyo/Mailchimp) | Newsletters (ARC offers, exclusive excerpts), Automated sequences (abandon cart, review requests) | Weekly + 3 blasts during Launch | Maya |
| **Credibility** | Press (PR Newswire, BookBub) | Press releases, Guest articles, Podcast pitches | Launch Week + monthly follow-ups | Zara |
| **Additional: Community** | Goodreads/Amazon | Reviews amplification, Giveaways, Author AMAs | Bi-weekly | Leo |
| **Additional: Paid Ads** | Facebook/Instagram Ads | Retargeting video ads, Lookalike audiences | Continuous, peak in Launch/Post-Launch | Maya |

## 5. CAMPAIGN PHASES
**Pre-Launch (Sept 29 - Oct 14: 2 weeks)**  
- Teasers: Moody visuals and cryptic quotes on IG/TikTok.  
- ARC/early access offers: Email to 5K warm list + 50 influencers (micro + nano).  
- Influencer outreach: 20 personalized pitches via Zara.  

**Launch Week (Oct 15-21)**  
- Daily posts across all channels with live countdowns.  
- Email blast to full list (10K+ subs) with 20% discount code.  
- Press release distribution + $2K ad spend on IG/FB.  
- Author virtual events (IG Live, LinkedIn Audio).  

**Post-Launch (Oct 22 - Dec 9: Weeks 2-8)**  
- Reviews amplification: Share top Goodreads/Amazon pulls on social.  
- Community engagement: Reader challenges (#MemoryShadows), Q&A threads.  
- Retargeting ads to site visitors/cart abandoners ($1K/week).  

**Long-Term (Jan 2025+ : Months 3-12)**  
- Evergreen content: "Behind the Science" blog series, repurpose top Reels.  
- Reader community: Private FB Group/Discord for discussions, monthly giveaways.  
- Backlist marketing: Bundle with author's prior books, holiday promo emails.  

## 6. SUCCESS METRICS
| KPI | Baseline (Past Campaigns) | Target |
|-----|---------------------------|--------|
| **Pre-Orders/Sales** | 2,500 units | 10,000 units (tracked via BookFunnel/KDP dashboard) |
| **Engagement Rate** | 2.5% (social avg) | 5%+ (likes/shares/comments per post) |
| **Email Open/Click Rate** | 25% open / 3% click | 35% open / 6% click (Klaviyo analytics) |
| **Bonus: Media Mentions** | 5 placements | 20+ (Google Alerts/PR tools) |

## 7. EXECUTION TASKS
- **Social Media Pack (30 posts: IG/TikTok templates, carousels, Reels scripts):** Leo  
- **Email Sequence (7 emails: Welcome, Teaser, ARC Request, Launch Blast, Review Ask, Retarget, Evergreen):** Maya  
- **Press Release (2 versions: Launch + Post-Launch) + Media Kit (author bio, fact sheet, hi-res images):** Zara  
- **Ad Copy + Creatives (10 variants for FB/IG, including video hooks):** Maya  
- **Author Bio/Media Kit (1-pager PDF with headshots, endorsements, discussion guide):** Zara  
- **Influencer Outreach Tracker + 50 Pitch Templates:** Zara  
- **Goodreads Giveaway Setup + Review Amplification Posts (20 pieces):** Leo  
- **Analytics Dashboard Setup (Google Analytics, Klaviyo, social insights):** Maya  
- **Community Content (10 discussion prompts, 5 Lives scripts):** Leo  

**Next Steps:** Schedule kickoff call with Leo & Zara. Budget: $15K (50% ads, 30% influencers, 20% tools/PR). Approve by EOD for Pre-Launch start.  

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