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

**Prepared by: Maya, Director of Marketing Operations**  
**Date: [Current Date]**  
**Campaign Overview:** This strategy outlines a comprehensive 12-month marketing campaign for *Shadows of the Forgotten*, a gripping psychological thriller by debut author Elena Voss. Launch date: [Insert Launch Date, e.g., October 15, 2024]. Budget allocation: 40% paid ads, 30% content creation, 20% influencer/press, 10% tools/analytics.

## 1. PRODUCT SUMMARY
*Shadows of the Forgotten* is a page-turning psychological thriller that unravels the dark secrets of a small coastal town through the eyes of a tormented detective haunted by her past. Key selling points: Riveting twists that keep readers guessing until the final page; deeply relatable themes of grief, redemption, and buried trauma; and Elena Voss's authentic voice as a former forensic psychologist, blending real expertise with heart-pounding suspense.

## 2. TARGET AUDIENCE
**Primary: Thriller Enthusiast Women (BookTok/Bookstagram Readers)**  
- Age range: 25-45  
- Platforms: Instagram, TikTok, Goodreads  
- Purchasing triggers: Viral BookTok reviews, "If you like Gillian Flynn" recommendations, limited-time discounts  
- Emotional state: Stressed from daily life, seeking escapist thrills and emotional catharsis  

**Secondary 1: Professional Book Clubs (LinkedIn/Email Subscribers)**  
- Age range: 35-55  
- Platforms: LinkedIn, Email, Facebook Groups  
- Purchasing triggers: Author interviews, discussion guides, bulk orders for clubs  
- Emotional state: Intellectually curious, craving thought-provoking stories for social connection  

**Secondary 2: Aspiring Mystery Fans (Young Adults)**  
- Age range: 18-24  
- Platforms: TikTok, Instagram Reels, Reddit (r/books)  
- Purchasing triggers: Free sample chapters, peer endorsements, affordable e-book pricing  
- Emotional state: Adventurous and binge-reading prone, excited by hype and FOMO.

## 3. MESSAGING PILLARS
Every piece of content must reinforce **exactly these 3 core messages**:  
1. **Unputdownable Suspense:** "One twist will shatter everything you thought you knew."  
2. **Emotional Depth:** "A thriller that grips your mind and breaks your heart."  
3. **Authentic Voice:** "Forged from a psychologist's real-world insights into the human abyss."

## 4. CHANNEL PLAN
| Channel | Platform | Content Type | Frequency | Owner Agent |
|---------|----------|--------------|-----------|-------------|
| **Visual/Social** | Instagram/TikTok | Reels/Stories (book teasers, author Q&A, reader reactions, aesthetic mood boards) | 5x/week (3 TikTok, 2 IG) | Zara |
| **Professional** | LinkedIn | Posts/articles (author insights, thriller tropes deep-dive, book club invites) | 3x/week | Leo |
| **Warm List** | Email (Klaviyo/Mailchimp) | Newsletters, nurture sequences (ARC requests, launch alerts, review prompts) | 2x/week during active phases | Maya |
| **Credibility** | Press (PR Newswire, book blogs like CrimeReads) | Press releases, guest posts, podcast pitches | 1x/month + launch burst | Maya |
| **Additional: Paid Ads** | Facebook/Instagram Ads, Amazon Ads | Carousel ads, video hooks, retargeting | Daily during launch/post-launch | Zara |
| **Additional: Community** | Goodreads/Reddit | Giveaways, AMAs, review threads | 2x/month | Leo |

## 5. CAMPAIGN PHASES
**Pre-Launch (2 Weeks Before Launch):** Build anticipation with teasers (e.g., cryptic IG Reels), ARC/early access offers via email (target 500 ARCs), influencer outreach (20 micro-influencers, 5k+ followers in thriller niche). Goal: 10k impressions, 1k email sign-ups.  
**Launch Week:** High-intensity push—daily social posts, email blast to 5k+ list, press release distribution, launch-day ads ($2k spend). Live IG/TikTok author event. Goal: 50k reach, 5k sales Week 1.  
**Post-Launch (Weeks 2-8):** Amplify reviews (share UGC on social), community engagement (Reddit AMAs, reader polls), retargeting ads to cart abandoners/site visitors. Goal: Sustain 2k weekly sales, 500 reviews.  
**Long-Term (Months 3-12):** Evergreen content (podcast recaps, "behind the book" series), reader community (private FB group, monthly newsletters), backlist marketing (bundle with similar titles). Goal: Steady 500/month sales, 20k community members.

## 6. SUCCESS METRICS
1. **Sales Volume:** Baseline: 0 (pre-launch). Target: 20k units sold in first 3 months (tracked via BookScan/Amazon KDP).  
2. **Engagement Rate:** Baseline: 1-2% (industry avg). Target: 5%+ on social (likes/shares/comments per post, via native analytics).  
3. **Email/Conversion:** Baseline: 20% open rate. Target: 40% open/5% click-to-sale (Klaviyo dashboard); 10k subscribers by Month 6.

## 7. EXECUTION TASKS
- **Social Media Pack (30 posts: 15 IG/TikTok Reels, 10 LinkedIn, 5 Stories templates):** Zara  
- **Email Sequence (8 emails: welcome, ARC request, launch blast, 3 nurture, 2 review prompts):** Maya  
- **Press Release (2 versions: launch + 1-month update) + Media Kit (author bio, fact sheet, hi-res images):** Maya  
- **Ad Copy (10 variants: FB/IG static/video, Amazon keywords):** Zara  
- **Author Bio/Media Kit Expansion (1-pager bio, discussion guide, hi-res cover):** Leo  
- **Influencer Outreach Pack (pitch deck, 20 personalized emails):** Leo  
- **Review Amplification Kit (UGC templates, review contest graphics):** Zara  
- **Evergreen Content Bundle (5 blog posts, 3 podcast scripts, FB group welcome kit):** Leo  
- **Analytics Dashboard Setup + Weekly Reports:** Maya  

**Next Steps:** Schedule kickoff call with Leo and Zara. Approve budget by EOD tomorrow. All assets due 1 week pre-launch. Questions? Reply or Slack me.  

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