# Campaign Strategy Document: "Whispers in the Dark" Book Launch

**Campaign Overview**  
**Client/Author**: Debut author Lila Harper  
**Book Title**: *Whispers in the Dark* – A psychological thriller about a woman unraveling family secrets in a haunted coastal town.  
**Launch Date**: October 15, 2024  
**Budget Allocation**: $15,000 (40% ads, 30% content creation, 20% influencer/press, 10% tools)  
**Prepared by**: Maya, Director of Marketing Operations  
**Date**: September 1, 2024  

## 1. PRODUCT SUMMARY
*Whispers in the Dark* is a gripping psychological thriller following journalist Nora Kane as she uncovers dark family secrets tied to a decades-old disappearance in a fog-shrouded coastal town. Key selling points: Unpredictable twists that keep readers guessing until the final page; atmospheric prose evoking chills and suspense; ideal for fans of Gillian Flynn and Ruth Ware, blending emotional depth with page-turning pace.

## 2. TARGET AUDIENCE
**Primary: Thriller Enthusiast Women (70% budget focus)**  
- Age: 28-45  
- Platforms: Instagram, TikTok (BookTok), Goodreads  
- Purchasing Triggers: Viral BookTok reviews, atmospheric teasers, "if you like X" recs  
- Emotional State: Stressed urban professionals seeking escapist tension and cathartic reveals  

**Secondary 1: Book Club Readers (20% focus)**  
- Age: 40-60  
- Platforms: Facebook Groups, Email newsletters, Nextdoor  
- Purchasing Triggers: Group discussion prompts, seasonal "cozy thriller" lists (fall reads)  
- Emotional State: Socially connected, craving intellectual stimulation and shareable stories  

**Secondary 2: Aspiring Writers/Professionals (10% focus)**  
- Age: 25-35  
- Platforms: LinkedIn, Twitter/X  
- Purchasing Triggers: Author success stories, writing craft tie-ins  
- Emotional State: Ambitious and inspired, motivated by relatable debut journeys  

## 3. MESSAGING PILLARS
Every piece of content must reinforce **exactly these 3 core messages**:  
1. **Unravel the Secrets**: Dive into twists that shatter expectations and expose hidden truths.  
2. **Atmospheric Terror**: Feel the fog and chills of a town that whispers its darkest lies.  
3. **Empower Your Thrill**: For readers who crave smart, suspenseful escapes that linger.  

## 4. CHANNEL PLAN
| Channel | Platform | Content Type | Frequency | Owner Agent |
|---------|----------|--------------|-----------|-------------|
| **Visual/Social** | Instagram & TikTok | Reels (book aesthetics, twists teasers), Stories (Q&A, polls), Carousel quotes | 5x/week (IG), 7x/week (TT) | Zara (Social Media Specialist) |
| **Professional** | LinkedIn | Author spotlights, writing tips, professional reviews | 3x/week | Leo (Content Strategist) |
| **Warm List** | Email (Klaviyo/Mailchimp) | Newsletters, ARC requests, exclusive excerpts | Weekly + 3 blasts (launch week) | Maya |
| **Credibility** | Press | Press release, media kit, guest articles (book blogs like CrimeReads) | 1x pre-launch, 1x launch, 2x post | Maya |
| **Additional: Paid Ads** | Meta Ads (FB/IG), BookBub | Retargeting carousels, "read now" CTAs | Daily during launch/post (2-8 weeks) | Zara |
| **Additional: Community** | Goodreads/Amazon | Reviews amplification, giveaways | Bi-weekly | Leo |

## 5. CAMPAIGN PHASES
**Pre-Launch (Sept 29 - Oct 14: 2 weeks)**  
- Teasers: Moody visuals/quotes on IG/TT (5 posts).  
- ARC/Early Access: Email sign-up for 100 ARCs, Goodreads giveaway.  
- Influencer Outreach: 20 micro-influencers (5k-50k followers, thriller niche) for reviews.  

**Launch Week (Oct 15-21)**  
- Daily posts across all channels (e.g., live IG launch party).  
- Email blast to 5k list with 20% discount code.  
- Press release to 50 outlets; $2k Meta ads boost.  
- Author AMA on Reddit/Twitter.  

**Post-Launch (Weeks 2-8: Oct 22 - Dec 9)**  
- Reviews amplification: Share top quotes/reviews on social.  
- Community engagement: Reader polls ("favorite twist?"), Discord/reader group.  
- Retargeting ads to site visitors/ARC readers ($3k budget).  

**Long-Term (Months 3-12: Jan - Sep 2025)**  
- Evergreen content: "Behind the book" blogs, podcast features.  
- Reader community: Monthly newsletter, backlist cross-promo (author's future works).  
- Backlist marketing: Bundle with similar thrillers via Amazon.  

## 6. SUCCESS METRICS
| KPI | Baseline (Past Campaigns) | Target | Measurement Tool |
|-----|---------------------------|--------|------------------|
| **Book Sales** | 250 units (first month) | 2,000 units (first 3 months) | Amazon KDP Dashboard, BookScan |
| **Engagement Rate** | 1.5% (social avg) | 4% (likes/comments/shares) | IG/TikTok Insights, Google Analytics |
| **Email Open/Click Rate** | 22% open / 2.5% click | 35% open / 5% click | Klaviyo Reports |
| **Bonus: Media Mentions** | 5 placements | 20 placements | Meltwater/Google Alerts |

## 7. EXECUTION TASKS
**Assigned to: Maya (Oversight/Email/Press), Leo (Content/Community), Zara (Social/Ads)**  

- **Social Media Pack (20 IG/TT posts + 10 LinkedIn)**: Quote graphics, Reel scripts, Stories templates. *Owner: Zara* (Due: Sept 20)  
- **Email Sequence (6 emails: Welcome, ARC, Launch, Review Request, Post-Launch, Evergreen)**: Copy + automations. *Owner: Maya* (Due: Sept 25)  
- **Press Release (2 versions: Launch + Post-Launch)**: 500 words + boilerplate. *Owner: Maya* (Due: Oct 1)  
- **Ad Copy (10 variants: Meta/BookBub)**: Headlines, descriptions, images. *Owner: Zara* (Due: Oct 10)  
- **Author Bio/Media Kit (PDF: 1-pager bio, hi-res images, fact sheet)**: For press/influencers. *Owner: Leo* (Due: Sept 15)  
- **Influencer Outreach List (50 contacts + pitch templates)**: Personalized DMs/emails. *Owner: Zara* (Due: Sept 10)  
- **Goodreads/Amazon Giveaway Setup (200 ARCs)**: Landing page + promo. *Owner: Leo* (Due: Sept 20)  
- **Review Amplification Toolkit (10 templates)**: Social shares, email nudges. *Owner: Leo* (Due: Oct 22)  
- **Evergreen Blog Series (4 posts: "Writing Twists," etc.)**: For LinkedIn/author site. *Owner: Leo* (Ongoing, first due Nov 1)  
- **Analytics Dashboard Setup**: Weekly reports. *Owner: Maya* (Due: Sept 5)  

**Next Steps**: Team kickoff call Sept 5. All deliverables reviewed by Maya by Sept 28. Questions? Reply-all.  

**Approved by**: Maya, Director of Marketing Operations