# CAMPAIGN STRATEGY DOCUMENT: "Shadows of Deceit" Book Launch

**Campaign Overview**  
**Book Title:** Shadows of Deceit  
**Author:** Elena Voss  
**Genre:** Psychological Thriller  
**Release Date:** [Insert Date, e.g., October 15, 2024]  
**Prepared by:** Maya, Director of Marketing Operations  
**Objective:** Drive 5,000+ pre-orders and first-week sales through multi-channel buzz, leveraging BookTok virality and professional credibility.

## 1. PRODUCT SUMMARY
"Shadows of Deceit" is a pulse-pounding psychological thriller following a betrayed journalist uncovering a web of corporate lies and personal vendettas. Key selling points: Jaw-dropping twists that rival Gone Girl, a fiercely relatable female protagonist battling inner demons, and a timely exploration of truth in the digital age—perfect for readers craving edge-of-your-seat suspense with emotional depth.

## 2. TARGET AUDIENCE
**Primary: BookTok Enthusiasts (Women 18-35)**  
- Platforms: TikTok, Instagram (Reels/Stories).  
- Purchasing triggers: Viral #BookTok reviews, teaser clips, ARC reader hype.  
- Emotional state: Thrill-seeking, FOMO-driven, escapism-hungry amid busy lives.

**Secondary 1: Professional Women Readers (25-45)**  
- Platforms: LinkedIn, Email.  
- Purchasing triggers: Author interviews, "smart reads" recommendations.  
- Emotional state: Stressed professionals seeking empowering, intelligent escapes.

**Secondary 2: Thriller Fans via Press (Men/Women 30-55)**  
- Platforms: Traditional media (podcasts, blogs), Email.  
- Purchasing triggers: Credible endorsements, bestseller lists.  
- Emotional state: Suspense addicts craving high-stakes narratives.

## 3. MESSAGING PILLARS
Every piece of content must reinforce these **exactly 3 core messages**:  
1. **Unputdownable Twists**: "One betrayal leads to twists you won't see coming—dare to turn the page?"  
2. **Relatable Resilience**: "In a world of lies, her fight for truth will ignite your own."  
3. **Timely Thrill**: "The psychological thriller for our fake-news era—gripping, relevant, unforgettable."

## 4. CHANNEL PLAN
| Channel | Platform | Content Type | Frequency | Owner Agent |
|---------|----------|--------------|-----------|-------------|
| **Visual/Social** | Instagram/TikTok | Reels (teasers, ARC unboxings, plot hooks), Stories (polls/Q&A), Carousel posts (quotes) | Daily (Launch Week); 4x/week ongoing | Zara |
| **Professional** | LinkedIn | Long-form posts (author insights, themes), Video interviews, Article shares | 3x/week | Leo |
| **Warm List** | Email (Klaviyo/Mailchimp) | Newsletters (exclusive excerpts, ARC sign-ups), Automated sequences (pre-order nudges) | Bi-weekly + 1 blast/phase | Maya |
| **Credibility** | Press (PR Newswire, BookBub, podcasts) | Press releases, Media kits, Pitch emails to 50+ outlets | 1-2 per phase | Maya |
| **Additional: YouTube** | YouTube | Trailer video, Author vlog (behind-the-book) | 1x/phase + evergreen | Leo |

## 5. CAMPAIGN PHASES
**Pre-Launch (2 Weeks Before Release)**: Build anticipation. Teasers (cryptic Reels/Stories), ARC/early access offers (100 ARCs to influencers), Influencer outreach (20 BookTokers, 10 pros). Goal: 1,000 pre-order sign-ups.

**Launch Week**: Maximum velocity. Daily posts across visuals/professional (e.g., live IG session), Email blast to 5k list, Press release to 50 outlets, Paid ads ($2k budget on TikTok/IG targeting BookTok).

**Post-Launch (Weeks 2-8)**: Sustain momentum. Amplify reviews (user-generated Reels), Community engagement (AMAs, reader challenges), Retargeting ads to site visitors/email openers. Goal: Convert buzz to 70% of sales.

**Long-Term (Months 3-12)**: Nurture loyalty. Evergreen content (theme deep-dives, playlists), Reader community (FB Group/Discord), Backlist marketing (bundle with author's prior books). Goal: 20k total sales, audiobook/podcast cross-promo.

## 6. SUCCESS METRICS
1. **Pre-Orders/Sales**: Baseline: 0 | Target: 5,000 units (tracked via BookScan/Author dashboard).  
2. **Engagement Rate**: Baseline: 1.5% (industry avg) | Target: 4% (likes/comments/shares on social).  
3. **Email Open/Click Rate**: Baseline: 20%/2% | Target: 35%/5% (Klaviyo analytics).

## 7. EXECUTION TASKS
- **Social Media Pack (30 Reels/Stories templates, 20 carousels)**: Zara  
- **Email Sequence (5 emails: Teaser, ARC signup, Pre-order nudge, Launch blast, Review request)**: Maya  
- **Press Release (2 versions: Launch + Post-Launch)**: Maya  
- **Ad Copy/Creatives (TikTok/IG ads: 10 variations)**: Zara  
- **Author Bio/Media Kit (PDF with headshots, Q&A, fact sheet)**: Leo  
- **YouTube Trailer (2-min video) + Vlog script**: Leo  
- **Influencer Outreach List/Tracking Sheet (50 contacts)**: Maya  
- **Review Amplification Toolkit (Graphics for user shares)**: Zara  
- **Evergreen Content Calendar (12 months, 50 pieces)**: Leo  
- **Community Setup (FB Group rules, welcome sequence)**: Zara  
- **Metrics Dashboard (Google Sheets for KPIs)**: Maya  

**Next Steps:** Schedule kickoff call with Leo & Zara. Budget: $10k (50% ads, 30% influencers, 20% tools). Approve by EOD for Pre-Launch start.  

**Signed,**  
Maya  
Director of Marketing Operations  
Crimson Leaf Marketing