**TO:** Campaign Team (Leo, Zara)  
**FROM:** Maya, Director of Marketing Operations  
**RE:** Campaign Strategy Document – Q4 Book Launch  
**DATE:** [Current]  
**PROJECT:** The Cartographer’s Daughter (Debut Literary Thriller)

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## 1. PRODUCT SUMMARY
**The Cartographer’s Daughter** is a debut literary thriller following a reclusive mapmaker who discovers her late father’s journals contain coded coordinates to unsolved disappearances. Blending atmospheric prose with propulsive mystery, it targets readers who loved *The Thursday Murder Club* and *The Vanishing Half*—offering both intellectual puzzle-solving and deep emotional catharsis about inherited family secrets.

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## 2. TARGET AUDIENCE

**PRIMARY: "The Aesthetic Reader"**
- **Age:** 22–38
- **Platforms:** TikTok (BookTok), Instagram (Reels/Stories), Pinterest
- **Purchasing Triggers:** Visual storytelling, "book rec" peer validation, FOMO on trending titles, unboxing experiences
- **Emotional State:** Seeking escapism and identity affirmation; wants to be "seen" by the content they share

**SECONDARY 1: "The Professional Intellectual"**
- **Age:** 30–50
- **Platforms:** LinkedIn, Twitter/X, Substack, Audible
- **Purchasing Triggers:** Career-adjacent themes (cartography/data/legacy), prestige signaling, commuter-friendly formats
- **Emotional State:** Time-poor but culture-hungry; seeks smart entertainment that reflects their sophistication

**SECONDARY 2: "The Community Anchor"**
- **Age:** 40–65
- **Platforms:** Facebook (Groups), Goodreads, local library apps, email
- **Purchasing Triggers:** Book club suitability, discussion guides, local author events, multigenerational appeal
- **Emotional State:** Desires connection and conversation; values depth over hype

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## 3. MESSAGING PILLARS
*Every asset must reinforce at least one pillar:*

1. **"Every Map Hides a Ghost"** – The mystery/thriller hook; visual intrigue and suspense
2. **"Inheritance is a Puzzle"** – Emotional resonance; family secrets and identity themes
3. **"The Debut Everyone Will Be Talking About"** – Social proof and urgency; FOMO/validation

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## 4. CHANNEL PLAN

| Platform | Content Type | Frequency | Owner Agent |
|----------|--------------|-----------|-------------|
| **TikTok/Instagram** | Unboxing reels, aesthetic flat lays, quote cards, transition videos ("POV: You found the map"), influencer duets | 2x daily (Launch Week); 1x daily (ongoing) | **Zara** (Visual Content Lead) |
| **LinkedIn** | Author essays on "The Geography of Memory," behind-the-scenes publishing process, industry trend commentary | 2x weekly | **Leo** (Brand Voice & B2B) |
| **Email (Warm List)** | ARC recipient nurture sequence, pre-order bonus announcements, launch day countdown, exclusive deleted scenes | 3x weekly (Pre-Launch/Launch); 1x weekly (Post) | **Maya** (Strategy & CRM) |
| **Press/PR** | Review copies to lit editors, author Q&As, podcast guest bookings (writing/literary shows), local newspaper features | As secured (target 2-3 hits/week during peak) | **Zara** (Media Relations) |
| **BookBub/Amazon Ads** | Targeted category ads (Literary Fiction, Mystery), retargeting pixels for cart abandoners | Daily monitoring; bi-weekly creative refresh | **Leo** (Paid Acquisition) |
| **Spotify/Apple Podcasts** | Author guest spots on "Books and Boba," "Currently Reading," "Backlist" (audio snippets woven in) | 3 episodes (Pre-Launch), 1 (Launch Week) | **Maya** (Partnerships) |

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## 5. CAMPAIGN PHASES

**PHASE 1: PRE-LAUNCH (Weeks -4 to -2)**
- **Teasers:** "Map fragment" cryptic posts (Zara)
- **ARC Distribution:** 200 physical galleys to Tier 1 BookTokers + 500 NetGalley digital (Maya/Zara)
- **Influencer Seeding:** Personalized map-themed unboxing kits with compass bookmarks (Zara)
- **Landing Page:** Pre-order incentive (exclusive author annotation PDF) live (Leo)
- **LinkedIn Teaser:** Author posts "Why I spent 10 years researching maps" essay (Leo)

**PHASE 2: LAUNCH WEEK (Week 1)**
- **Daily Content:** TikTok/IG countdown with "24 Hours Closer" theme; one major reveal daily (Zara)
- **Email Blast:** "It's Here" announcement with local event links (Maya)
- **Press Release:** Embargoed reviews drop Monday; author available for interviews (Zara)
- **Paid Activation:** Full-funnel ads launch (awareness → conversion) (Leo)
- **Live Event:** Virtual launch party with cartography historian guest (Maya moderates)

**PHASE 3: POST-LAUNCH (Weeks 2–8)**
- **Reviews Amplification:** UGC repost campaign #MyMapStory; resharing fan theories (Zara)
- **Community Engagement:** Goodreads Q&A with author; Facebook Live book club discussion (Maya)
- **Retargeting:** Ads to engaged non-buyers (video viewers) offering first chapter free (Leo)
- **LinkedIn Long-tail:** "What I learned from my debut launch" transparency posts (Leo)

**PHASE 4: LONG-TERM (Months 3–12)**
- **Evergreen Content:** SEO blog series "Hidden Histories in Maps" driving to book (Leo)
- **Reader Community:** Private Discord/FB Group "The Cartographer’s Society" for superfans (Maya)
- **Backlist Marketing:** Bundle pre-order for author’s next book; newsletter referral program (Maya)
- **Seasonal Push:** Holiday gift guide pitching (Zara); "Beach Read" repositioning for summer (Zara)

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## 6. SUCCESS METRICS

| KPI | Baseline | Target (Month 3) | Measurement Tool |
|-----|----------|------------------|------------------|
| **Pre-Orders/First Month Sales** | 0 (debut) | 8,000 units | Nielsen BookScan + D2C dashboard |
| **Social Engagement Rate** | Industry avg 1.5% | 6.5% average across IG/TT | Native analytics + Sprout Social |
| **Earned Media Placements** | 0 | 20+ (10 national/10 local/podcast) | Coverage reports + Ahrefs backlinks |

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## 7. EXECUTION TASKS

**MAYA (Director of Marketing Operations)**
- Write and schedule email nurture sequence (5 emails)
- Secure podcast bookings (minimum 4 shows)
- Moderate virtual launch event and author Q&As
- Build and manage "Cartographer’s Society" reader community (Discord/FB)
- Weekly campaign analytics review and budget reallocation
- Coordinate with publisher on inventory alerts

**LEO (Content Strategy & Paid)**
- Write LinkedIn thought leadership essays (4 pre-launch, 2 monthly ongoing)
- Create and manage BookBub/Amazon ad campaigns (creative + copy)
- Design pre-order landing page copy and conversion optimization
- Develop "Hidden Histories" SEO blog content calendar (6 posts)
- Write author bio and long-form "About the Book" statement

**ZARA (Visual Media & PR)**
- Design social media asset pack: 30 static posts, 10 Reels/TikTok templates, quote graphics
- Source and ship 200 influencer unboxing kits (map wrapping, compass, galley)
- Draft and distribute press release to 50 media outlets
- Pitch and secure reviews with 5 major literary editors (NYT, WaPo, EW, etc.)
- Curate and repost UGC daily during Launch Week (community management)
- Design author media kit (one-sheet, headshots, sample Q&A)

**CROSS-FUNCTIONAL (All Hands)**
- Weekly standup: Mondays 9 AM (Campaign pulse check)
- Asset approval workflow: Zara designs → Leo copy-edits → Maya final approval
- Crisis protocol: Any negative review strategy pre-approved by Maya before response

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**NEXT STEPS:** Zara to confirm influencer list by EOD Wednesday. Leo to have ad creative drafts by Friday. Maya to schedule podcast outreach sprints starting Monday.

*Maya*  
Director of Marketing Operations  
Crimson Leaf Marketing