## OBJECTIVE
Achieve 3,000 pre-orders and first-month unit sales for debut literary fiction title *The Last Canopy* within 90 days of publication (pub date = Day 0), generating $75,000 in gross revenue and securing placement on the Indie Next List.

## TARGET AUDIENCE
**Primary Segment:** "Eco-Anxious Optimists"—Women aged 28–42, HHI $65k–$120k, located in urban Pacific Northwest and Northeast corridors, active on Instagram and TikTok (BookTok), Goodreads Power Users. Currently in the *Contemplation* buying stage: aware of climate issues, burned out on dystopian media, seeking "solarpunk" or nature-centric narratives that offer wonder rather than despair.

**Key Insight:** They need to see the book not as "environmental homework" but as "aesthetic escapism with integrity"—content must emphasize visual beauty (moss, canopy light, urban greenery) and sensory immersion, not activism or guilt.

## TACTICAL PLAN

**STEP 1:** Deploy 500 physical Advance Reader Copies (ARCs) to BookTok micro-influencers (10k–50k followers) with pressed-fern bookmarks and handwritten author notes.
- **OWNER:** Agency (Crimson Leaf Marketing) manages sourcing and shipping; Author writes notes.
- **TIMELINE:** Days -60 to -45 (8 weeks pre-launch).
- **TOOL/PLATFORM:** NetGalley for digital backup distribution, PirateShip for physical postage, Airtable base for influencer tracking and follow-up.

**STEP 2:** Launch Instagram Reels narrative series "Trees Remember."
- **STEP:** Author films 15 Reels (30–45 seconds each) at actual Portland locations featured in the novel, delivering character monologues about specific trees' memories.
- **OWNER:** Author captures raw footage; Agency edits with captions/music and schedules.
- **TIMELINE:** Daily posting Days -30 to -15.
- **TOOL/PLATFORM:** Instagram Reels, Adobe Premiere Rush for editing, Later for scheduling, Canva Pro for text overlays.

**STEP 3:** Execute Goodreads Giveaway with retention funnel.
- **STEP:** Run 100-copy print giveaway targeting "readers who liked *The Overstory*," then deploy 3-email drip sequence to non-winners offering exclusive excerpt and indie bookstore pre-order discount.
- **OWNER:** Agency manages giveaway setup and email automation; Author provides personalized video for email #2.
- **TIMELINE:** Days -45 to -15 (giveaway runs 30 days).
- **TOOL/PLATFORM:** Goodreads Giveaway program (giveaway.goodreads.com), Mailchimp for post-entry automation, BookShop.org affiliate links for conversion tracking.

**STEP 4:** Independent Bookstore Partnership Blitz.
- **STEP:** Secure front-table placement at 50 indie stores (Powell’s, Elliott Bay, McNally Jackson, etc.) via exclusive "Crimson Leaf Edition" with author-signed bookplates and virtual event guarantee.
- **OWNER:** Agency handles outreach and logistics; Author attends virtual events.
- **TIMELINE:** Outreach Days -60 to -30; Events Days -3 to +7.
- **TOOL/PLATFORM:** IndieBound publisher portal, Zoom Webinars for virtual events, Bookshop.org affiliate dashboard for sales attribution.

**STEP 5:** Podcast Host-Read Advertising Campaign.
- **STEP:** Purchase 60-second host-read spots on 5 literary podcasts (*The Maris Review*, *Writers Room*, *Between the Covers*, *Literary Friction*, *Backlisted*) plus release free Apple Podcasts/Spotify audio preview (Chapters 1–3).
- **OWNER:** Agency negotiates buys and produces audio assets; Audio publisher coordinates excerpt rights.
- **TIMELINE:** Ads run Days -21 to +30.
- **TOOL/PLATFORM:** AdvertiseCast for podcast media buying, Libsyn for audio excerpt hosting, Chartable for download tracking.

**STEP 6:** Amazon Advertising Scale Campaign.
- **STEP:** Sponsored Products ads targeting "Richard Powers," "Erin Brockovich," and "urban fantasy" keywords; Sponsored Brands video ads featuring forest footage; Lockscreen ads on Kindle e-readers targeting Literary Fiction fans.
- **OWNER:** Agency PPC Specialist (daily optimization).
- **TIMELINE:** Days -14 to +60 (heavy spend Days -7 to +14).
- **TOOL/PLATFORM:** Amazon Advertising Console (advertising.amazon.com), Publisher Rocket for keyword research, AdBadger for bid automation.

**STEP 7:** Launch Week TikTok Paid Partnership with 3 Macro-Creators.
- **STEP:** Commission "day in the life as a tree listener" POV videos from BookTok creators @bookishjade, @literarylydia, and @pagesandpendulums, using branded hashtag #CanopyChallenge.
- **OWNER:** Agency contracts and briefs creators; Creators produce content.
- **TIMELINE:** Content posted Days -3, 0, and +3.
- **TOOL/PLATFORM:** TikTok Creator Marketplace, Hootsuite for monitoring hashtag performance.

## CONTENT REQUIREMENTS

1. **ARC Press Release**: 400 words, PDF format, Agency writes, emphasizing "eco-optimism" angle and author credentials.
2. **Instagram Reels Shot List & Scripts**: 15 shooting scripts (location + dialogue), 50–75 words each, Author writes dialogue, Agency produces shot list.
3. **Podcast Ad Scripts**: 3 versions (30s, 60s, host-read conversational), 75/150/300 words respectively, Agency writes with author approval.
4. **Amazon A+ Content Modules**: 5 image blocks (lifestyle + text), 100-character text overlays per image, Agency designs in Canva, copy approved by author.
5. **Email Drip Sequence**: 5 emails (Welcome/Enter Giveaway → Excerpt Reveal → Author Video → Urgency/Last 48 Hours → Post-Purchase Community Invite), 200–350 words each, Agency writes, Mailchimp templates.
6. **Virtual Event Tech Kit**: Zoom webinar registration page copy (150 words) + post-event replay email (200 words), Agency writes.

## SUCCESS METRICS

1. **Pre-Order Velocity (Units)**
   - **Measurement:** Ingram iPage sales dashboard + Amazon Author Central pre-order reports + BookShop.org affiliate data (aggregated weekly).
   - **Baseline:** 500 units (typical debut literary fiction).
   - **90-Day Target:** 3,000 units (2,000 pre-orders + 1,000 first-month sales).

2. **Blended Customer Acquisition Cost (CPA)**
   - **Measurement:** Total ad spend (Amazon + Meta + Podcasts) divided by attributed sales (last-click + 7-day view-through).
   - **Baseline:** $8.50 per book.
   - **90-Day Target:** $4.25 per book (indie publishing benchmark).

3. **Independent Bookstore Sell-Through Rate**
   - **Measurement:** POS data from 50 partner stores via Edelweiss Analytics (percentage of ordered stock sold by Day +30).
   - **Baseline:** 40% (indie average).
   - **90-Day Target:** 75% sell-through (indicates hand-selling success and Indie Next eligibility).

## RISK & MITIGATION

1. **Supply Chain Printing Delays:** Offset printer backlog delays hardcover availability for pre-orders. **Mitigation:** Maintain active IngramSpark print-on-demand contract for immediate D2C fulfillment if offset inventory is delayed, ensuring no pre-order cancellations.
2. **TikTok/Instagram Algorithm Suppression:** Platform deprioritizes external book links or "salesy" content. **Mitigation:** Prioritize email list ownership: capture 5,000+ subscriber emails via NetGalley and virtual event registrations by Day 0, reducing dependence on rented platforms for launch communication.

## BUDGET ESTIMATE

**Range: $38,000 – $58,000**

**Single Biggest Cost Driver:** Paid Media Spend (Amazon Ads, Podcast advertising, TikTok promotions) comprising 45% of total budget ($17,100–$26,100). Secondary driver: Physical ARC production and shipping ($6,000–$8,000 for 500 units including international).