# Campaign Strategy Document: "The Forgotten Code" Book Launch

## 1. PRODUCT SUMMARY
We are marketing *The Forgotten Code*, a gripping sci-fi thriller by debut author Elena Voss. This page-turner follows a cryptographer unraveling a global conspiracy hidden in ancient code, blending high-stakes action, mind-bending puzzles, and ethical dilemmas. Key selling points: Unputdownable suspense with Dan Brown-level twists, perfect for escape-seekers craving intellectual thrills; stunning cover and immersive world-building; early buzz from beta readers calling it "the next big beach read with brains."

## 2. TARGET AUDIENCE
**Primary: BookTok Enthusiasts (Core Spend)**  
- Age: 18-35  
- Platforms: TikTok, Instagram (Reels/BookTok)  
- Purchasing Triggers: Viral hype videos, teaser clips, influencer unboxings, FOMO from ARCs  
- Emotional State: Bored with routine, craving escapism and shareable excitement  

**Secondary 1: Professional Thriller Fans**  
- Age: 30-50  
- Platforms: LinkedIn, Goodreads  
- Purchasing Triggers: Author credentials, plot summaries, peer endorsements  
- Emotional State: Stressed from work/life, seeking smart, quick intellectual wins  

**Secondary 2: Book Club Readers**  
- Age: 40-60  
- Platforms: Facebook Groups, Email newsletters  
- Purchasing Triggers: Discussion potential, review aggregates, bundled deals  
- Emotional State: Community-oriented, desiring depth and conversation starters  

## 3. MESSAGING PILLARS
Every piece of content must reinforce **exactly these 3 core messages**:  
1. **Unravel the Code**: Dive into puzzles that will keep you guessing until the final page.  
2. **Edge-of-Your-Seat Thrills**: Heart-pounding suspense meets sci-fi innovation for non-stop reading.  
3. **Your Next Obsession**: Join the buzz—perfect for fans of Dan Brown and Blake Crouch.  

## 4. CHANNEL PLAN
| Channel | Platform | Content Type | Frequency | Owner Agent |
|---------|----------|--------------|-----------|-------------|
| **Visual/Social** | Instagram/TikTok | Reels/teasers (plot hooks, ARC unboxings), Stories (polls/Q&A), carousels (quotes/excerpts) | 5x/week (3 TikTok, 2 IG) | Leo |
| **Professional** | LinkedIn | Posts (author insights, conspiracy themes tied to tech/ethics), articles (behind-the-code) | 3x/week | Maya |
| **Warm List** | Email (Klavyio/Mailchimp) | Newsletters (teasers, exclusive excerpts), sequences (pre-order nudges) | 2x/week during active phases | Zara |
| **Credibility** | Press (PR Newswire, book blogs) | Releases, pitches to outlets like Book Riot, Kirkus | 1x per phase milestone | Zara |
| **Additional: Paid Ads** | Facebook/Instagram Ads, Amazon Sponsored | Retargeting video ads, lookalike audiences | Daily budget $500 during Launch/Post-Launch | Leo |
| **Additional: Community** | Goodreads/Reddit (r/books) | AMAs, review threads, giveaways | 2x/month | Maya |

## 5. CAMPAIGN PHASES
**Pre-Launch (2 Weeks Before Release – Build Hype)**  
- Teasers: Cryptic Reels/Stories hinting at puzzles (Leo).  
- ARC/Early Access Offers: Email sequence to 5k warm list + 50 influencers (Zara).  
- Influencer Outreach: DMs/pitches to 20 BookTokers (10k+ followers) for reviews (Maya).  

**Launch Week (Day 0-7 – Maximize Visibility)**  
- Daily Posts: Themed content across all channels tying to pillars (Leo/Maya).  
- Email Blast: "Launch Day Exclusive" with discount code to full list (Zara).  
- Press Release: Distributed to 100+ outlets; paid promo on BookBub (Zara).  
- Ads: $5k spend on video ads targeting primaries (Leo).  

**Post-Launch (Weeks 2-8 – Sustain Momentum)**  
- Reviews Amplification: Share top reviews as carousels, encourage UGC (Leo).  
- Community Engagement: Live Q&As, giveaways, Reddit AMAs (Maya).  
- Retargeting: Ads to cart abandoners/site visitors (Leo).  

**Long-Term (Months 3-12 – Build Legacy)**  
- Evergreen Content: "Code-Breaking Challenges" series, author interviews (all channels; Maya).  
- Reader Community: Facebook Group for discussions, monthly newsletters (Zara).  
- Backlist Marketing: Bundle with author's prior works, cross-promo with similar titles (Leo).  

## 6. SUCCESS METRICS
| KPI | Baseline | Target | Measurement Tool |
|-----|----------|--------|------------------|
| **Book Sales** | 0 (new title) | 15,000 units (first 3 months) | Amazon KDP Dashboard, Publisher Reports |
| **Engagement Rate** | N/A | 5% (likes/comments/shares per post) | Platform Analytics (IG/TikTok Insights) |
| **Email Open/Click Rate** | 20%/2% (agency avg) | 35%/8% | Klaviyo Reports |
| **Impressions/Reach** | N/A | 1M total (Launch + Post) | Google Analytics, Ads Manager |

## 7. EXECUTION TASKS
- **Social Media Pack** (30 posts: 10 IG carousels, 10 TikTok Reels, 10 LinkedIn): Leo  
- **Email Sequence** (8 emails: Pre-launch teasers x3, Launch blast x1, Post-launch nurture x4): Zara  
- **Press Release** (2 versions: Launch + 1-Month Review Roundup): Zara  
- **Ad Copy** (10 variants for FB/IG/Amazon: Headlines, visuals, CTAs): Leo  
- **Author Bio/Media Kit** (PDF with headshots, Q&A, fact sheet): Maya  
- **Influencer Outreach Kit** (Pitch templates, ARCs, tracking sheet): Maya  
- **Giveaway Assets** (Graphics, rules, landing page copy): Leo  
- **Review Amplification Templates** (UGC reposts, quote cards): Leo  
- **Evergreen Content Calendar** (12 months of blog/podcast ideas): Maya  
- **Community Playbook** (FB Group setup, engagement prompts): Zara  

**Approval Workflow**: Maya reviews all assets before publish. Budget: $25k total (50% ads, 30% influencers, 20% tools/PR). Timeline: Finalize doc today; Pre-Launch kicks off in 14 days. Questions? Let's sync.  

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