**CAMPAIGN STRATEGY DOCUMENT**

**Campaign:** "The Last Archive" Debut Launch  
**Client:** Author [Redacted]  
**Campaign Duration:** 12 Months  
**Document Owner:** Maya, Director of Marketing Operations  
**Date:** [Current Date]

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### 1. PRODUCT SUMMARY

We are marketing *The Last Archive*, a debut literary thriller about a archivist who discovers a coded diary suggesting her grandmother was a WWII resistance courier—only to realize someone today is killing to keep those secrets buried. The novel combines propulsive suspense with emotional depth, exploring intergenerational trauma and the ethics of historical truth, positioning it as the perfect crossover hit for readers who loved *The Nightingale* and *The Silent Patient*.

**Key Selling Points:** Unputdownable dual-timeline narrative that bridges historical fiction and contemporary thriller; explores timely themes of female resistance and suppressed history; author has 50K TikTok followers (BookTok presence) and personal family connection to archival work.

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### 2. TARGET AUDIENCE

**PRIMARY: "The BookTok Historian" (Ages 22-35)**
- **Demographics:** Millennials and Gen Z, predominantly female, college-educated, urban/suburban
- **Platforms:** TikTok (primary), Instagram Reels, Pinterest, Goodreads
- **Purchasing Triggers:** Aesthetic packaging, "unputdownable" reviews, emotional catharsis, #BookTok recommendations, limited edition pre-order incentives
- **Emotional State:** Seeking escapism with substance; wants to feel intellectually stimulated while emotionally moved; values "dark academia" vibes and historical authenticity

**SECONDARY A: "The Book Club Connector" (Ages 35-55)**
- **Demographics:** Gen X and older Millennials, book club members, library power-users
- **Platforms:** Facebook (groups), Instagram (static posts), LinkedIn, local library networks
- **Purchasing Triggers:** Discussion-worthy themes, book club guides, author availability for virtual visits, literary credibility
- **Emotional State:** Looking for meaningful conversation starters; appreciates layered narratives about family secrets; values "book club pick" validation

**SECONDARY B: "The Thriller Purist" (Ages 28-45)**
- **Demographics:** Genre fiction readers, Kindle Unlimited users, podcast listeners
- **Platforms:** Reddit (r/books, r/thriller), Spotify/Apple Podcasts (book review shows), Amazon reviews, BookBub
- **Purchasing Triggers:** Plot twists, pacing, comparison to bestsellers, audio narration quality
- **Emotional State:** Suspense-seeking; wants page-turning momentum; skeptical of "literary" labels but drawn to high-concept hooks

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### 3. MESSAGING PILLARS

**PILLAR 1: "Secrets Have Survival Instincts"**  
Every piece of content must emphasize the high stakes of hidden history—how the past fights to stay buried, and what happens when we dig too deep. Focus on tension, mystery, and the danger of truth.

**PILLAR 2: "The Women History Tried to Erase"**  
Center the emotional core: grandmother-granddaughter relationships, unsung female heroes of WWII, and the archival work of recovering lost voices. This is our empathy anchor.

**PILLAR 3: "You Won't Sleep Until You Know"**  
The propulsive promise: unputdownable pacing, twisty reveals, and that "just one more chapter" compulsion. This drives the urgency to purchase immediately.

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### 4. CHANNEL PLAN

| Platform | Content Type | Frequency | Owner Agent |
|----------|--------------|-----------|-------------|
| **TikTok/Instagram Reels** | Aesthetic mood boards, "POV: You found the diary," transition videos (archive to action), author reading excerpts, unboxing ARCs | 2x daily during launch; 1x daily post-launch | **Leo** (Creative Lead) |
| **Instagram (Feed/Stories)** | Carousel quotes, behind-the-scenes research photos, grandmother "character aesthetics," countdown stickers, Q&A sessions | 1x feed post daily; 3-5 stories daily | **Leo** |
| **LinkedIn** | Author essays on archival ethics, "What publishing taught me" career posts, historical research methodology articles, professional book marketing insights | 3x weekly | **Maya** (Director) |
| **Email (Warm List)** | Pre-order exclusive excerpts, "The Archive" newsletter (research stories), launch day announcement, book club guide delivery, audiobook sample | Weekly during campaign; bi-weekly long-term | **Maya** |
| **Press/PR** | Feature articles, podcast interviews, book review pitches, library marketing materials | Burst at launch; monthly long-term | **Zara** (PR Specialist) |
| **YouTube** | Author "Research Diaries" vlogs, book trailer, virtual book club hosting | 1x weekly (vlogs); 1x trailer (launch) | **Leo** (production), **Zara** (outreach) |
| **Goodreads/Amazon** | Author Q&A, exclusive giveaways, review solicitation, "Ask the Author" sessions | Bi-weekly engagement | **Zara** |

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### 5. CAMPAIGN PHASES

**PHASE 1: PRE-LAUNCH (Weeks -2 to 0)**
- **Teaser Campaign:** "Found footage" style TikToks showing aged diary pages (blurred text) with WWII-era music
- **ARC Distribution:** Send 100 physical ARCs to BookTokkers (priority: 10K-100K followers) with vintage library card packaging
- **Influencer Outreach:** **Zara** secures 20 "sneak peek" partnerships; **Leo** creates custom content templates for influencers
- **Email List Warm-up:** **Maya** sends "The Story Behind the Archive" sequence (3 emails) to build emotional investment
- **Pre-order Incentive:** Limited edition "Archivist's Notebook" with purchase (promoted via Instagram/TikTok)

**PHASE 2: LAUNCH WEEK (Week 1)**
- **Daily Social Blitz:** **Leo** executes "7 Days of Secrets" content series (one major reveal/plot tease daily)
- **Email Blast:** **Maya** sends launch day announcement + "Read the first chapter now" exclusive
- **Press Release:** **Zara** distributes to 50 literary outlets, historical fiction blogs, and women's magazines
- **Paid Ads:** Instagram/TikTok conversion campaigns targeting lookalike audiences; Amazon DSP ads
- **Launch Event:** Virtual "Archive Opening" party with author reading + Q&A (promoted across all channels)
- **Review Push:** **Zara** follows up with early readers for Amazon/Goodreads reviews on Day 3-4

**PHASE 3: POST-LAUNCH (Weeks 2-8)**
- **Review Amplification:** **Leo** creates quote cards from positive reviews; **Zara** pitches "Best of Month" lists
- **Community Engagement:** Weekly "Archive Discussion" Instagram Lives; **Maya** moderates reader theories in Facebook group
- **Retargeting:** Ads to website visitors who didn't purchase (offering audiobook sample); cart abandonment emails
- **Book Club Push:** **Zara** reaches out to 200 book clubs with free guide + author Skype offer; **Maya** creates downloadable discussion guide
- **Mid-Campaign Pivot:** Analyze data at Week 4; double down on highest-performing content type (likely TikTok if BookTok hits)

**PHASE 4: LONG-TERM (Months 3-12)**
- **Evergreen Content:** **Leo** develops "How to research your own family history" educational series (ties to book themes)
- **Reader Community:** Establish "The Archive Society" (email segment for superfans) with exclusive short stories/author updates managed by **Maya**
- **Backlist Marketing:** Position this as "Book 1" if series potential; **Zara** pitches author for conference panels on historical fiction
- **Seasonal Campaigns:** Holiday gift guide pitching (Month 9); "Summer Thriller" push for paperback release (Month 6)
- **Audio Promotion:** **Zara** secures podcast interviews focusing on narration/production quality

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### 6. SUCCESS METRICS

**KPI 1: Pre-Order Volume**  
- **Baseline:** 500 units (standard debut pre-orders for similar titles)  
- **Target:** 2,500 units (500% increase, indicating strong BookTok/organic traction)  
- **Measurement:** Weekly tracking via Amazon/Nielsen BookScan; goal is to hit list potential

**KPI 2: Engagement Rate (TikTok/Instagram)****  
- **Baseline:** 3% (industry average for book accounts)  
- **Target:** 8% average across campaign (viral potential threshold)  
- **Measurement:** Likes + comments + shares / reach; track via Sprout Social; prioritize video completion rates >50%

**KPI 3: Email-to-Purchase Conversion**  
- **Baseline:** 2% (standard publishing email conversion)  
- **Target:** 6% (indicating strong list warmth and messaging resonance)  
- **Measurement:** UTM tracking on all email links; revenue attributed to email channel; goal: 40% of total sales from owned audience

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### 7. EXECUTION TASKS

**CONTENT ASSETS TO PRODUCE:**

**Social Media Pack**  
- 30 TikTok/Reels video templates (transitions, text overlays, trending audio adaptations) → **Leo**  
- 50 Instagram quote cards (aesthetic backgrounds, typography) → **Leo**  
- 10 Instagram Carousel posts (educational "Archive Facts" tying to book research) → **Maya** (content), **Leo** (design)  
- Hashtag strategy document (branded + community tags) → **Maya**

**Email Sequence**  
- Welcome sequence (5 emails: Story behind the book, Research journey, Character deep-dive, Pre-order bonus, Launch reminder) → **Maya**  
- Launch day announcement (single email) → **Maya**  
- Post-purchase nurture (3 emails: Thank you, Review request, Book club guide delivery) → **Maya**  
- Monthly newsletter template (ongoing) → **Maya**

**PR & Outreach Materials**  
- Press release (long-form and short-form versions) → **Zara**  
- Author bio (50/100/250 word versions) → **Zara**  
- Media kit (high-res author photo, book cover, Q&A sheet, talking points) → **Zara**  
- Podcast pitch template (customizable for 3 show types: literary, historical, true crime adjacent) → **Zara**  
- Book club guide (12 discussion questions + author interview) → **Maya** (content), **Zara** (distribution)

**Advertising Creative**  
- 5 Instagram/TikTok ad variations (video: 15s, 30s; static: 1080x1080, 1080x1920) → **Leo**  
- Amazon A+ Content (enhanced book description with comparison chart) → **Leo**  
- Google Ads copy (3 headlines, 2 descriptions) → **Maya**

**Influencer Management**  
- ARC mailing list curation and fulfillment coordination → **Zara**  
- Influencer brief document (messaging guidelines, required hashtags, content examples) → **Maya** (strategy), **Zara** (distribution)  
- Tracking spreadsheet for influencer posts and ROI → **Zara**

**Event & Community**  
- Virtual launch event run-of-show and tech check → **Maya** (hosting), **Leo** (tech/production)  
- Facebook Group setup and moderation guidelines → **Maya**  
- Reader magnet (exclusive short story prequel) writing and formatting → **Maya**

**Reporting & Analysis**  
- Weekly metrics dashboard (social engagement, sales, email open rates) → **Maya**  
- Campaign retrospective document template (post-campaign analysis) → **Maya**

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**APPROVAL WORKFLOW:**  
All creative assets → Review by **Maya** → Client approval → **Zara** handles distribution logistics → **Leo** publishes/schedules content

**BUDGET ALLOCATION NOTE:**  
40% Paid Ads (Meta/Amazon), 30% Influencer/ARCs, 20% Content Production (video/design), 10% PR/Events

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