# Campaign Strategy Document: "Echoes of the Forgotten" by Elara Voss

**Prepared by: Maya, Director of Marketing Operations**  
**Date: [Current Date]**  
**Campaign Overview:** This strategy outlines a comprehensive 12-month marketing push for *Echoes of the Forgotten*, a psychological thriller debut novel blending memory loss, family secrets, and unrelenting suspense. Budget allocation: 40% paid ads, 30% content creation, 20% influencer/press, 10% tools/analytics.

## 1. PRODUCT SUMMARY
*Echoes of the Forgotten* is a debut psychological thriller following a woman unraveling her erased memories amid a web of family betrayals and hidden crimes. Key selling points: Explosive twists that rival Gone Girl, deeply relatable emotional stakes for readers craving escapism, and a fast-paced narrative perfect for one-sitting reads. Early buzz from ARCs highlights its "heart-pounding" cliffhangers and "unforgettable protagonist."

## 2. TARGET AUDIENCE
**Primary: Thriller Enthusiast Women (BookTok/Bookstagram Core)**  
- Age: 25-44  
- Platforms: Instagram, TikTok (BookTok), Goodreads  
- Purchasing Triggers: Viral Reels/reviews, author newsletters, "if you loved X" recs  
- Emotional State: Stressed from daily life, seeking thrilling escapism and emotional catharsis  

**Secondary 1: Professional Readers (Busy Pros)**  
- Age: 30-50  
- Platforms: LinkedIn, Amazon, Audible  
- Purchasing Triggers: Quick recommendations, bestseller lists, audiobook deals  
- Emotional State: Overworked, desiring smart, efficient entertainment  

**Secondary 2: Book Club Members**  
- Age: 40-60  
- Platforms: Facebook Groups, Email, Nextdoor  
- Purchasing Triggers: Group discussions, themed reading lists  
- Emotional State: Socially connected, motivated by discussion fodder and relatable drama  

## 3. MESSAGING PILLARS
Every piece of content must reinforce **exactly these 3 pillars**:  
1. **Unputdownable Suspense**: "One twist after another—sleep is optional."  
2. **Emotional Resonance**: "Memories lost, truths found—feel every heartbreak."  
3. **Must-Read Thrill**: "The debut that will haunt you long after the last page."  

## 4. CHANNEL PLAN
| Channel | Platform | Content Type | Frequency | Owner Agent |
|---------|----------|--------------|-----------|-------------|
| **Visual Social** | Instagram/TikTok | Reels (book teasers, aesthetic mood boards, ARC reactions), Stories (polls/Q&A), Carousels (quotes) | 5x/week (3 Reels, daily Stories) | Zara |
| **Professional Networking** | LinkedIn | Long-form posts (author insights, "books for leaders"), Carousel ads, Video interviews | 3x/week | Leo |
| **Warm Audience Nurture** | Email (via Klaviyo/Mailchimp) | Newsletters (excerpts, behind-the-scenes), Automated sequences (welcome/abandon cart) | Weekly blasts + 3x automated | Maya |
| **Credibility Building** | Press (PR Newswire, BookBub, genre sites like CrimeReads) | Press releases, Pitch decks to podcasts/outlets, Guest articles | Launch + 2x/quarter | Maya |
| **Community/Ads** | Facebook Groups + Google/Amazon Ads | Group posts (discussions), Retargeting ads (lookalikes from engagers) | 4x/week posts + ongoing ads | Zara + Leo |
| **Evergreen** | YouTube | Author readings, "Top 5 Twists Explained" (spoiler-free), Trailers | 1x/month | Leo |

## 5. CAMPAIGN PHASES
- **Pre-Launch (2 Weeks Before Release)**: Build hype with teasers (cryptic quotes/Reels), ARC/early access offers to 50 influencers (micro + nano BookTokers), email sign-up drive for exclusive excerpt. Goal: 5K email subs, 20 influencer partnerships.  
- **Launch Week**: Daily cross-channel posts amplifying pillars, full email blast to list + purchased lookalikes, press release distribution, $5K ad spend on IG/TikTok/FB for 1M impressions. Live author IG session.  
- **Post-Launch (Weeks 2-8)**: Amplify reviews (user-generated Reels, "review roundups"), community engagement (AMAs, reader challenges like #EchoesTwist), retargeting ads to site visitors/cart abandoners.  
- **Long-Term (Months 3-12)**: Evergreen content (podcasts, "year in review" posts), reader community (private FB group/Discord), backlist marketing (bundle with similar thrillers), holiday pushes (e.g., "Chilling Winter Reads").  

## 6. SUCCESS METRICS
1. **Website Traffic/Sales Conversions**: Baseline: 500 visits/month; Target: 10K visits + 2K direct sales (tracked via Google Analytics/Shopify).  
2. **Social Engagement Rate**: Baseline: 1.5%; Target: 4% (likes/comments/shares per post, via native analytics).  
3. **Email Open/Click Rates + Press Mentions**: Baseline: 20% open/2% click; Target: 35% open/5% click + 50 earned mentions (Mailchimp + Google Alerts).  

## 7. EXECUTION TASKS
- **Social Media Pack (30 IG/TikTok posts, 15 LinkedIn carousels)**: Zara  
- **Email Sequence (5-email pre-launch nurture, 3-email launch blast, 4-email post-launch)**: Maya  
- **Press Release (1 master + 3 variants for trade/consumer/podcasts)**: Maya  
- **Ad Copy/Creatives (10 statics, 5 video ads for Meta/Google/Amazon)**: Zara  
- **Author Bio/Media Kit (PDF with headshots, Q&A, fact sheet)**: Leo  
- **Influencer Outreach List + Contracts (50 targets, tracking sheet)**: Maya  
- **Review Amplification Kit (Graphics for user reviews, hashtag strategy)**: Zara  
- **Community Content Bundle (10 FB group prompts, Discord welcome pack)**: Leo  
- **Evergreen YouTube Scripts/Videos (6 total)**: Leo  
- **Analytics Dashboard Setup (Weekly reporting template)**: Maya  

**Next Steps:** Schedule kickoff call with Leo & Zara. Approve budget by EOD tomorrow. Questions? Reply here.  

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