# Campaign Strategy Document: "Echoes of the Lost" Book Launch

## 1. PRODUCT SUMMARY
"Echoes of the Lost" is a debut psychological thriller by Elena Voss, following a grieving archaeologist who uncovers a decades-old family secret tied to a string of unsolved murders. Key selling points: A pulse-pounding plot with jaw-dropping twists that rival Gillian Flynn; a deeply relatable protagonist battling trauma and resilience; and immersive historical flashbacks that blend mystery with emotional depth, making it the perfect binge-read for thriller addicts.

## 2. TARGET AUDIENCE
**Primary: Thriller Enthusiast Women (spend 70% of budget here)**  
- Age range: 28-45  
- Platforms: Instagram, TikTok (BookTok), Goodreads  
- Purchasing triggers: Influencer reviews, "If you like X" recs, limited-time discounts  
- Emotional state: Stressed professionals seeking escapist thrills and empowerment through strong female leads  

**Secondary 1: Book Club Readers**  
- Age range: 35-55  
- Platforms: Facebook Groups, Email newsletters, LinkedIn (professional book discussions)  
- Purchasing triggers: Group reading prompts, author Q&As  
- Emotional state: Socially connected, craving discussion-worthy stories for community bonding  

**Secondary 2: Aspiring Mystery Fans (Younger)**  
- Age range: 18-27  
- Platforms: TikTok, Instagram Reels, YouTube Shorts  
- Purchasing triggers: Viral TikTok videos, ARC giveaways  
- Emotional state: Curious and impulsive, excited by hype and FOMO  

## 3. MESSAGING PILLARS
Every piece of content must reinforce these **exactly 3 core messages**:  
1. **Unputdownable Twists**: "One twist will shatter everything you thought you knew."  
2. **Empowered Resilience**: "In the shadows of loss, one woman unearths unbreakable strength."  
3. **Binge-Worthy Escape**: "The thriller that grips you from page one and doesn't let go."  

## 4. CHANNEL PLAN
| Channel | Platform | Content Type | Frequency | Owner Agent |
|---------|----------|--------------|-----------|-------------|
| **Visual/Social** | Instagram/TikTok | Reels/Stories (teasers, author reads, fan edits), Carousel posts (quotes + visuals), Lives (Q&A) | Daily (Launch Week), 4x/week ongoing | Leo |
| **Professional** | LinkedIn | Thought leadership posts (author insights on writing thrillers), Video interviews, Poll engagements | 3x/week | Zara |
| **Warm List** | Email (via Klaviyo/Mailchimp) | Newsletters (excerpts, ARC offers), Sequences (nurture to purchase) | Weekly + blasts | Maya |
| **Credibility** | Press (PR Newswire, book blogs like CrimeReads) | Press releases, Guest articles, Podcast pitches | 1-2/month | Maya |
| **Additional: Community** | Goodreads/Amazon + Facebook Groups | Reviews amplification, Giveaways, Discussion threads | 2x/week | Leo |
| **Additional: Paid Ads** | Meta Ads (targeting BookTok lookalikes) + Amazon Ads | Static/video ads (book trailer, quote graphics) | Continuous, scale on performance | Zara |

## 5. CAMPAIGN PHASES
**Pre-Launch (2 Weeks Before Launch – Build Hype)**  
- Teasers: Cryptic IG/TikTok Reels hinting at twists (Leo).  
- ARC/Early Access Offers: Email blast to 5K warm list + Goodreads giveaways (Maya).  
- Influencer Outreach: 20 micro-influencers (10K-50K followers) sent ARCs for unboxings/reviews (Zara).  

**Launch Week (Day 0-7 – Maximize Visibility)**  
- Daily Posts: Cross-platform blitz with book trailer premiere (Leo).  
- Email Blast: "Launch Day Deal – 20% off" to full list (Maya).  
- Press Release: Distributed to 50 outlets + paid promo on BookBub (Maya).  
- Ads: $5K spend on Meta/Amazon targeting primaries (Zara).  

**Post-Launch (Weeks 2-8 – Sustain Momentum)**  
- Reviews Amplification: Repost top reviews/stars on social (Leo).  
- Community Engagement: Author AMAs on IG Live, reader polls on LinkedIn (Zara).  
- Retargeting: Ads to site visitors/cart abandoners (Zara).  

**Long-Term (Months 3-12 – Evergreen Growth)**  
- Evergreen Content: "Behind the Twists" blog series, monthly newsletters (Leo/Maya).  
- Reader Community: Private FB Group for discussions, loyalty perks (Leo).  
- Backlist Marketing: Bundle with author's future releases or similar thrillers (Zara).  

## 6. SUCCESS METRICS
| KPI | Baseline | Target |
|-----|----------|--------|
| **Book Sales** (via BookScan/Amazon KDP) | 500 units (avg debut) | 5,000 units in first 3 months |
| **Engagement Rate** (Social: likes/shares/views) | 2% avg | 5%+ on launch posts |
| **Email Conversion** (opens → sales) | 20% open / 1% click-to-buy | 35% open / 3% conversion |

## 7. EXECUTION TASKS
- **Social Media Pack** (30 IG/TikTok posts, 10 LinkedIn, graphics/templates): Leo  
- **Email Sequence** (5-email nurture: welcome, teaser, launch, review ask, loyalty): Maya  
- **Press Release** (2 versions: launch + 1-month update) + Media Kit (author bio, hi-res assets): Maya  
- **Ad Copy** (10 variants for Meta/Amazon + landing page): Zara  
- **Book Trailer** (30-sec video): Leo  
- **Influencer Outreach Tracker** (list, contracts, follow-ups): Zara  
- **Content Calendar** (full 12-month Google Sheet): Maya  
- **Goodreads Giveaway Setup** + Review Amplification Posts: Leo  
- **Author Bio/Media Kit Refresh**: Maya  

**Approval Workflow**: Maya reviews all assets before publish. Budget: $25K total (50% ads, 20% influencers, 15% tools, 15% PR). Launch Date: [Insert Date – T.B.D. by client].  

*Prepared by Maya, Director of Marketing Operations | Crimson Leaf Marketing*