# Campaign Strategy Document: "Echoes of the Forgotten" Book Launch

**Campaign Overview**  
**Book Title:** Echoes of the Forgotten  
**Author:** Elena Voss (debut thriller author)  
**Genre:** Psychological Thriller  
**Release Date:** [Insert Date, e.g., October 15, 2024]  
**Prepared by:** Maya, Director of Marketing Operations  
**Objective:** Drive 10,000+ pre-orders and first-month sales through multi-channel buzz, targeting BookTok virality and professional networks.

## 1. PRODUCT SUMMARY
We're marketing *Echoes of the Forgotten*, a debut psychological thriller by Elena Voss about a woman unraveling family secrets that blur the line between memory and madness. Key selling points: Heart-pounding twists reminiscent of *Gone Girl* and *The Silent Patient*, a deeply relatable protagonist grappling with grief and betrayal, and a shocking finale that demands to be discussed—perfect for readers craving unputdownable escapism.

## 2. TARGET AUDIENCE
**Primary: BookTok Enthusiasts (80% budget allocation)**  
- Age: 18-35 (mostly women)  
- Platforms: TikTok, Instagram (Reels/BookTok)  
- Purchasing Triggers: Viral #BookTok videos, ARC reviews, FOMO from hype  
- Emotional State: Seeking thrill and community validation; stressed young adults needing quick, immersive dopamine hits  

**Secondary 1: Book Club Readers**  
- Age: 35-55 (women skew)  
- Platforms: Facebook Groups, Instagram, Email  
- Purchasing Triggers: Discussion potential, author interviews, group recommendations  
- Emotional State: Nostalgic and introspective; craving stories for social bonding  

**Secondary 2: Professional Thriller Fans**  
- Age: 30-50 (mixed gender)  
- Platforms: LinkedIn, Goodreads  
- Purchasing Triggers: Credible endorsements, work-life balance escapism  
- Emotional State: High-achievers seeking intellectual stimulation amid burnout  

## 3. MESSAGING PILLARS
Every piece of content must reinforce **exactly these 3 core messages**:  
1. **Unputdownable Twists**: "One twist will hook you; the next will shatter everything you thought you knew."  
2. **Emotional Depth**: "A thriller that dives into the heart of grief, memory, and madness—feel it to your core."  
3. **Must-Read Debut**: "Elena Voss's breakout hit: The psychological thriller book clubs and TikTok can't stop talking about."  

## 4. CHANNEL PLAN
| Channel | Platform | Content Type | Frequency | Owner Agent |
|---------|----------|--------------|-----------|-------------|
| **Visual/Social** | Instagram/TikTok | Reels (book teasers, ARC unboxings, author Q&A), Stories (polls, countdowns), Static posts (quotes/graphics) | 5x/week (3 TikTok, 2 IG) | Leo (Content Creator) |
| **Professional** | LinkedIn | Long-form posts (author insights, thriller recommendations), Carousel ads (key quotes), Video interviews | 3x/week | Maya |
| **Warm List** | Email (Klaviyo/Mailchimp) | Newsletters (ARC offers, excerpts), Automated sequences (pre-order nudges) | 2x/week + automations | Zara (Email Specialist) |
| **Credibility** | Press (PR Newswire, BookBub, genre blogs) | Press releases, Guest articles, Podcast pitches | 1x/phase + ongoing outreach | Zara |
| **Additional: Community** | Goodreads/Amazon | Reviews amplification, Q&A threads, Giveaways | 2x/week | Leo |
| **Additional: Paid Ads** | Meta Ads (FB/IG), TikTok Ads | Video ads (teaser trailers), Retargeting carousels | Daily during Launch; 3x/week after | Maya |

## 5. CAMPAIGN PHASES
**Pre-Launch (2 Weeks Before Release)**: Build anticipation. Teasers (cryptic quotes/Reels), ARC/early access offers to 100 influencers/BookTokers, influencer outreach (DMs/pitches). Goal: 2,000 email sign-ups, 50 ARC reviews.  

**Launch Week**: Maximum visibility. Daily posts across all channels, email blast to full list (pre-order discount), press release distribution, launch-day ads ($5K spend). Live IG/TikTok author event. Goal: 5,000 sales spike.  

**Post-Launch (Weeks 2-8)**: Sustain momentum. Amplify top reviews (user-generated Reels), community engagement (AMAs, reader challenges), retargeting ads to cart abandoners/site visitors. Goal: Steady 1,000 sales/week.  

**Long-Term (Months 3-12)**: Nurture loyalty. Evergreen content (author spotlights, "if you liked X, try this"), reader community (private FB group/Discord), backlist marketing (bundle with similar titles). Goal: 20% repeat buyers, sustained organic traffic.  

## 6. SUCCESS METRICS
1. **Pre-Orders/First-Month Sales**: Baseline: 1,000 (historical agency avg.); Target: 15,000 units (tracked via BookScan/Amazon KDP).  
2. **Social Engagement Rate**: Baseline: 2% (industry std.); Target: 8% (likes/shares/comments per post; tracked via native analytics).  
3. **Email Open/Conversion Rate**: Baseline: 25% open/2% click-to-buy; Target: 40% open/5% conversion (tracked via Klaviyo).  

## 7. EXECUTION TASKS
- **Social Media Pack (30 posts: 15 Reels, 10 graphics, 5 Stories templates)**: Leo  
- **Email Sequence (7 emails: Welcome, Teaser, ARC Request, Pre-Order Push, Launch Blast, Review Request, Post-Launch Nudge)**: Zara  
- **Press Release (2 versions: Launch + 1-Month Review Roundup)**: Zara  
- **Ad Copy (10 variants: Meta/TikTok headlines, carousel scripts)**: Maya  
- **Author Bio/Media Kit (PDF with headshots, Q&A, fact sheets)**: Maya  
- **Influencer Outreach List (100 BookTokers + pitches)**: Leo  
- **Goodreads Giveaway Setup + Review Amplification Posts (10)**: Leo  
- **LinkedIn Content Calendar (12 posts)**: Maya  
- **Evergreen Content Bundle (5 blog-style posts for repurpose)**: Leo  
- **Analytics Dashboard Setup (Google Sheets with weekly reports)**: Maya  

**Next Steps:** Schedule kickoff call with Leo & Zara. Budget: $25K (50% ads, 30% influencers, 20% tools/PR). Approve for execution?