# Campaign Strategy Document: "Shadows of Deception" by Alex Rivera

**Campaign Overview**  
This strategy outlines a comprehensive 12-month marketing campaign for *Shadows of Deception*, a gripping psychological thriller debut novel by Alex Rivera. Launch date: October 15, 2024. Budget allocation: 40% paid ads, 30% content creation, 20% influencer/press, 10% tools/analytics. Total budget: $50,000.

## 1. PRODUCT SUMMARY
*Shadows of Deception* is a pulse-pounding psychological thriller about a renowned therapist who uncovers a web of lies in her own past after a patient's suicide, blending twists reminiscent of *Gone Girl* with emotional depth. Key selling points: Unputdownable plot with shocking reveals that keep readers guessing until the final page; relatable themes of trust, betrayal, and mental health resilience; Alex Rivera's authentic voice as a former counselor, delivering raw psychological insight and binge-worthy suspense.

## 2. TARGET AUDIENCE
**Primary: Thriller Enthusiast Women**  
- Age range: 25-45  
- Platforms: Instagram, TikTok, Goodreads  
- Purchasing triggers: BookTok hype, author AMAs, limited-time discounts  
- Emotional state: Stressed from daily life, seeking escapist thrills and emotional catharsis  

**Secondary 1: Professional Book Club Readers**  
- Age range: 35-55  
- Platforms: LinkedIn, Facebook Groups, Email newsletters  
- Purchasing triggers: Trusted recommendations, discussion prompts, bestseller list buzz  
- Emotional state: Intellectually curious, craving smart, conversation-sparking stories  

**Secondary 2: Aspiring Mystery Fans (Young Adults)**  
- Age range: 18-24  
- Platforms: TikTok, Instagram Reels, Reddit  
- Purchasing triggers: Viral videos, ARC reviews, peer endorsements  
- Emotional state: Excited for discovery, desiring edge-of-seat tension and relatable anti-heroes  

## 3. MESSAGING PILLARS
Every piece of content must reinforce these **exactly 3 core messages**:  
1. **Unravel the Lies**: Dive into a therapist's nightmare where nothing is as it seems—prepare for twists that shatter trust.  
2. **Thrill That Heals**: Gripping suspense meets profound insights on mental health, leaving you breathless yet empowered.  
3. **Binge or Bust**: One twist leads to another in this unputdownable debut you won't see coming.  

## 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 on psychology in fiction, networking hooks for book clubs) | 3x/week | Leo |
| **Warm List** | Email (via Klaviyo/Mailchimp) | Newsletters/sequences (personalized recs, exclusive excerpts, ARC sign-ups) | 2x/week during active phases | Maya |
| **Credibility** | Press (PR Newswire, book blogs like CrimeReads) | Releases, guest posts, podcast pitches | 1x/month + launch burst | Leo |
| **Additional: Paid Ads** | Facebook/Instagram Ads, Amazon Ads | Carousel ads, video hooks, retargeting | Daily during launch/post-launch | Maya |
| **Additional: Community** | Goodreads/Reddit | Reviews amplification, AMAs, giveaways | 2x/week | Zara |

## 5. CAMPAIGN PHASES
**Pre-Launch (Sept 29 - Oct 14: 2 weeks)**  
- Teasers: Cryptic social reels hinting at twists (Zara).  
- ARC/early access offers: Email sign-ups for 500 ARCs, Goodreads giveaways (Maya).  
- Influencer outreach: 20 BookTok/micro-influencers (5k-50k followers) for reviews (Leo).  

**Launch Week (Oct 15-21)**  
- Daily posts: Themed content across all channels tying to pillars (team).  
- Email blast: "Launch Day Alert" to 10k list with 20% discount (Maya).  
- Press release: To 50 outlets + paid promo (Leo).  
- Ads: $10k spend on FB/IG/Amazon for awareness (Maya).  

**Post-Launch (Weeks 2-8: Oct 22 - Dec 9)**  
- Reviews amplification: Share top quotes/reviews on social (Zara).  
- Community engagement: Live IG sessions, Reddit threads (Leo/Zara).  
- Retargeting ads: To site visitors/cart abandoners ($15k spend) (Maya).  

**Long-Term (Months 3-12: Jan 2025 - Oct 2025)**  
- Evergreen content: "Behind the Twists" blog series, podcast features (Leo).  
- Reader community: Exclusive Discord/FB group for discussions (Zara).  
- Backlist marketing: Bundle with author's prior works, holiday pushes (Maya).  

## 6. SUCCESS METRICS
1. **Sales Conversions**: Baseline: 0 (pre-launch). Target: 10,000 units sold in first 3 months (tracked via BookScan/Amazon KDP).  
2. **Engagement Rate**: Baseline: 1-2% (current channels). Target: 5%+ average across social/email (via native analytics).  
3. **Audience Growth**: Baseline: 5k followers/email subs. Target: 25k total reach, 15% list growth (Google Analytics/HubSpot).  

## 7. EXECUTION TASKS
- **Social Media Pack** (30 posts: 15 TikTok Reels, 10 IG carousels, 5 Stories templates): Zara  
- **Email Sequence** (8 emails: welcome, teasers x3, launch, nurture x3): Maya  
- **Press Release** (2 versions: launch + 3-month update) + media kit (author bio, fact sheet, hi-res images): Leo  
- **Ad Copy** (10 variants: awareness, conversion, retargeting for FB/Amazon): Maya  
- **Author Bio/Media Kit**: Leo  
- **Influencer Outreach Deck** (pitch templates, ARC fulfillment tracker): Leo  
- **Goodreads/Reddit Content Pack** (giveaways, AMAs, review prompts): Zara  
- **Evergreen Blog Series** (6 posts on psychology/thrillers): Leo  
- **Analytics Dashboard Setup** (Google Analytics + UTM tracking): Maya  

**Approval Next Steps**: Review by Chair. Timeline: Finalize Week 1, execute Pre-Launch immediately. Questions? Reply or tag.  

*Prepared by Maya, Director of Marketing Operations*  
*Date: [Current Date]*