# Campaign Strategy Document: "Echoes of the Forgotten" Launch

**Campaign Overview**  
**Book Title:** *Echoes of the Forgotten* by Elena Voss  
**Genre:** Psychological Thriller (Debut Author)  
**Launch Date:** November 15, 2024  
**Agency:** Crimson Leaf Marketing (Book Marketing Agency)  
**Prepared by:** Maya, Director of Marketing Operations  
**Objective:** Drive 5,000 pre-orders and first-month sales through multi-channel buzz, targeting BookTok virality and professional networks for sustained momentum.

## 1. PRODUCT SUMMARY
*Echoes of the Forgotten* is a debut psychological thriller following a woman unraveling her fractured memories after a near-death accident, revealing a web of betrayal and hidden identities. Key selling points: Mind-bending twists that rival *Gone Girl*, emotionally resonant exploration of trauma and self-discovery, and a propulsive pace that delivers non-stop suspense in under 350 pages—perfect for readers craving smart, addictive escapes.

## 2. TARGET AUDIENCE
**Primary: BookTok Thriller Enthusiasts**  
- Age: 25-40 (mostly women)  
- Platforms: Instagram, TikTok (BookTok), Goodreads  
- Purchasing Triggers: Viral Reels/reviews, influencer recs, FOMO from limited ARCs  
- Emotional State: Stressed seekers of escapism, thrill from "just one more chapter" highs  

**Secondary 1: Professional B2B Book Buyers (Librarians/Reviewers)**  
- Age: 35-55  
- Platforms: LinkedIn, Email, industry newsletters  
- Purchasing Triggers: Credible endorsements, bulk orders for libraries/book clubs  
- Emotional State: Duty-driven, value professional validation and community impact  

**Secondary 2: Genre-Crossing Fantasy-to-Thriller Fans**  
- Age: 18-30  
- Platforms: TikTok, Reddit (r/books), Discord communities  
- Purchasing Triggers: Author AMAs, teaser chapters, crossover hype  
- Emotional State: Curious explorers, excited by fresh twists on familiar tropes  

## 3. MESSAGING PILLARS
Every piece of content must reinforce **exactly these 3 core messages**:  
1. **Unputdownable Suspense:** "One twist will hook you; the next will shatter everything."  
2. **Emotional Depth in Chaos:** "Memories fade, but the truth haunts forever."  
3. **Debut Brilliance:** "Elena Voss redefines thrillers—your new obsession starts here."  

## 4. CHANNEL PLAN
| Channel | Platform | Content Type | Frequency | Owner Agent |
|---------|----------|--------------|-----------|-------------|
| **Visual/Social** | Instagram/TikTok | Reels (15-30s teasers, author Reads, twist polls), Stories (ARC countdowns), Carousel posts (quotes + visuals) | 5x/week (3 TikTok, 2 IG) | Leo |
| **Professional** | LinkedIn | Long-form posts (author journey, endorsements), Video interviews, Infographics (sales stats for libraries) | 2x/week | Zara |
| **Warm List** | Email (Klaviyo/Mailchimp) | Newsletters (teasers, exclusive excerpts), Automated sequences (pre-order nudges) | Weekly + 3x during Launch Week | Maya |
| **Credibility** | Press (PR Newswire, BookBub, genre sites like CrimeReads) | Press releases, Pitch decks to 50 outlets, Guest articles | 1 release/Launch Week + 2 follow-ups | Maya |
| **Additional: Community** | Goodreads/Reddit | Q&A threads, Giveaways, Review amplification | 3x/month | Leo |
| **Additional: Paid** | Facebook/IG Ads | Retargeting carousels, Lookalike audiences | Daily budget $500 during Launch | Zara |

## 5. CAMPAIGN PHASES
**Pre-Launch (Oct 29 - Nov 14, 2 weeks):**  
Build hype with teasers (mysterious IG Reels), ARC/early access offers (100 ARCs to influencers via NetGalley), influencer outreach (20 micro-influencers, 5k+ BookTok followers). Goal: 1,000 pre-orders.  

**Launch Week (Nov 15-22):**  
High-intensity: Daily posts across social (live author Q&A), email blast to 10k list (20% open target), press release distribution, paid ads kickoff ($3,500 spend). Goal: 2,000 sales spike.  

**Post-Launch (Nov 23 - Jan 10, Weeks 2-8):**  
Amplify reviews (share 5-star pulls on social), community engagement (Reddit AMAs, reader polls), retargeting ads to cart abandoners/site visitors. Goal: Sustain 500 sales/week.  

**Long-Term (Feb 2025 - Oct 2025, Months 3-12):**  
Evergreen content (podcast features, "best of 2025" pitches), reader community (private FB group, monthly newsletters), backlist marketing (bundle with similar titles). Goal: 10,000 total sales, sequel setup.  

## 6. SUCCESS METRICS
| KPI | Baseline (Historical Campaigns) | Target |
|-----|---------------------------------|--------|
| **Pre-Orders + First-Month Sales** | 2,500 units | 7,500 units |
| **Social Engagement Rate** | 3% (likes/comments/shares) | 8% across IG/TikTok |
| **Email Open/Click Rate** | 22% open / 3% click | 35% open / 6% click |

## 7. EXECUTION TASKS
**Assigned to: Maya (Strategy/Email/PR), Leo (Visual Social), Zara (Professional/Paid)**  

- **Social Media Pack (20 assets: 10 Reels, 5 Carousels, 5 Stories templates):** Leo  
- **Email Sequence (7 emails: Welcome, Teaser 1-3, Pre-Order Nudge, Launch Blast, Review Request, Post-Launch Upsell):** Maya  
- **Press Release (2 versions: Launch + Post-Launch) + Media Pitch List (50 contacts):** Maya  
- **Ad Copy + Creatives (10 variations for FB/IG, including video hooks):** Zara  
- **Author Bio/Media Kit (PDF with headshots, Q&A, endorsements):** Maya  
- **Influencer Outreach Deck (ARC offers, tracking sheet for 20 creators):** Leo  
- **Goodreads Giveaway Setup + Review Amplification Posts (10 pieces):** Leo  
- **LinkedIn Content Calendar (12 posts + 2 videos):** Zara  
- **Retargeting Pixel Setup + Lookalike Audiences:** Zara  
- **Performance Dashboard (Weekly reports in Google Sheets):** Maya  

**Total Budget Estimate:** $15,000 (50% paid ads, 20% tools/influencers, 30% production).  
**Next Steps:** Review/approve by EOD Friday; kickoff Pre-Launch Monday. Contact Maya for revisions.