# Campaign Strategy Document: "Echoes of the Forgotten" by Alex Rivera

**Campaign Overview**  
This strategy outlines the full marketing campaign for *Echoes of the Forgotten*, a debut epic fantasy novel by Alex Rivera. Launch date: [Insert Date, e.g., October 15, 2024]. Budget allocation: 40% paid ads, 30% content creation, 20% influencer/press, 10% tools/analytics. Total budget: $50,000.

## 1. PRODUCT SUMMARY
*Echoes of the Forgotten* is a gripping epic fantasy novel blending intricate world-building with themes of lost magic, ancient prophecies, and personal redemption. Key selling points: (1) A richly immersive realm perfect for fans of Sarah J. Maas and Brandon Sanderson, with unforgettable twists and emotional depth; (2) Relatable protagonist Elara, whose journey from outcast to legend resonates with readers seeking empowerment and escape; (3) Stunning cover art and insider lore extras (map, bonus novella) that enhance collectibility and shareability.

## 2. TARGET AUDIENCE
**Primary: BookTok Enthusiasts (Fantasy Lovers)**  
- Age: 18-35 (mostly women).  
- Platforms: TikTok, Instagram (BookTok/Bookstagram).  
- Purchasing triggers: Viral #BookTok videos, aesthetic unboxings, "if you like X, read this" recs.  
- Emotional state: Seeking escapism from daily stress, craving "one more chapter" thrill and community hype.

**Secondary 1: Book Club Readers**  
- Age: 35-55 (mixed gender).  
- Platforms: Facebook Groups, Goodreads, Email newsletters.  
- Purchasing triggers: Discussion prompts, "book of the month" features, peer reviews.  
- Emotional state: Yearning for meaningful connections, intellectual stimulation, and stories that spark deep conversations.

**Secondary 2: Aspiring Writers/Professionals**  
- Age: 25-45.  
- Platforms: LinkedIn, Twitter/X.  
- Purchasing triggers: Author success stories, craft insights, industry buzz.  
- Emotional state: Inspired by underdog journeys, motivated for self-improvement and networking.

## 3. MESSAGING PILLARS
Every piece of content must reinforce **exactly these 3 core messages**:  
1. **Immerse in a World of Forgotten Magic**: Transport readers to Elara's enchanting yet perilous realm.  
2. **Root for the Heroine's Epic Rise**: Celebrate resilience, redemption, and unbreakable spirit.  
3. **Unleash Twists That Haunt Your Dreams**: Deliver heart-pounding surprises that demand to be shared.

## 4. CHANNEL PLAN
| Channel | Platform | Content Type | Frequency | Owner Agent |
|---------|----------|--------------|-----------|-------------|
| **Visual/Social** | Instagram & TikTok | Reels (aesthetic unboxings, character teasers, BookTok trends), Stories (polls/Q&A), Carousel posts (quotes + art) | Daily (Launch Week), 4x/week (Post-Launch), 2x/week (Long-Term) | Zara (visual content lead) |
| **Professional** | LinkedIn | Author journey posts, writing tips infused with book excerpts, networking polls | 3x/week (Pre-Launch/Launch), 2x/week ongoing | Leo (professional copywriter) |
| **Warm List** | Email (via Klaviyo/Mailchimp) | Newsletters (teasers, ARC requests, exclusive lore), automated sequences (welcome/abandon cart) | Weekly blasts + 3x automated sequence | Maya (ops/strategy) |
| **Credibility** | Press (PR Newswire, book blogs like Book Riot) | Press releases, media kits, guest articles/pitches | 1x Pre-Launch, 1x Launch, 2x Post-Launch | Maya (with Leo support) |
| **Additional: Community** | Goodreads & Facebook Groups | Giveaways, Q&A AMAs, review threads | 2x/week during active phases | Zara (community manager) |
| **Additional: Paid** | Meta Ads (IG/FB) & TikTok Ads | Video ads (teaser trailers), retargeting carousels | $10K budget; daily during Launch/Post-Launch | Maya (oversight), Leo (copy) |

## 5. CAMPAIGN PHASES
**Pre-Launch (2 Weeks Before Launch)**: Build anticipation. Teasers (mysterious lore snippets), ARC/early access offers (50 ARCs to influencers), influencer outreach (20 micro-influencers, 5k+ followers in fantasy niche). Goal: 5K pre-save/pre-order signups.

**Launch Week**: Maximum visibility. Daily posts across all channels, email blast to 10K list, press release distribution, launch-day ads ($5K spend) + live IG/TikTok event with author.

**Post-Launch (Weeks 2-8)**: Sustain momentum. Amplify reviews (share top Goodreads/Amazon pulls), community engagement (reader challenges like #EchoesFanArt), retargeting ads to site visitors/cart abandoners.

**Long-Term (Months 3-12)**: Nurture loyalty. Evergreen content (podcast appearances, "behind the book" series), reader community (Discord/FB group), backlist marketing (bundle with author's prior works or similar titles).

## 6. SUCCESS METRICS
| KPI | Baseline (Pre-Campaign) | Target (End of Year 1) |
|-----|--------------------------|-------------------------|
| **Book Sales** | 500 units (author's prior indie sales) | 10,000 units (tracked via KDP/Amazon dashboard) |
| **Social Engagement Rate** | 2% (current IG/TikTok avg) | 8% (likes/comments/shares per post) |
| **Email Conversion Rate** | 1.5% open-to-sale | 5% (tracked via Klaviyo UTM links) |

## 7. EXECUTION TASKS
- **Social Media Pack** (30 IG/TikTok posts + graphics): Zara  
- **Email Sequence** (5-email Pre-Launch drip + 3-post Launch nurture): Maya  
- **Press Release** (Launch + 1 follow-up): Maya (draft), Leo (edit)  
- **Ad Copy** (10 variations for Meta/TikTok): Leo  
- **Author Bio/Media Kit** (PDF with headshots, Q&A, fact sheet): Maya  
- **Influencer Outreach List** (50 contacts + pitch templates): Maya  
- **Review Amplification Graphics** (20 templated posts): Zara  
- **Evergreen Content Calendar** (12 months of blog/podcast ideas): Leo  
- **Goodreads Giveaway Setup** (500 copies): Zara  
- **Analytics Dashboard** (Google Sheets with weekly KPI tracking): Maya  

**Approval & Timeline**: All assets due for review 1 week prior to phase start. Maya to oversee weekly standups. Questions? Contact me (Maya) at maya@crimsonleafmarketing.com.

**Prepared by: Maya, Director of Marketing Operations**  
**Date: [Insert Date]**  
**Version: 1.0**