# Campaign Strategy Document: "The Whispering Shadows" Book Launch

**Prepared by: Maya, Director of Marketing Operations**  
**Date: [Current Date]**  
**Campaign Overview:** This strategy outlines a comprehensive 12-month marketing campaign for *The Whispering Shadows*, a gripping psychological thriller by debut author Elena Voss. The book explores themes of betrayal, hidden family secrets, and moral ambiguity, delivering pulse-pounding suspense with unforgettable twists.

## 1. PRODUCT SUMMARY
*The Whispering Shadows* is a debut psychological thriller following a woman's unraveling as she uncovers her family's dark secrets after a cryptic inheritance. Key selling points: Razor-sharp suspense with jaw-dropping twists that keep readers guessing until the final page; relatable protagonist grappling with trust and revenge; perfect for fans of Gillian Flynn and Lisa Jewell, available in ebook, paperback, and audiobook formats at $4.99–$14.99.

## 2. TARGET AUDIENCE
**Primary: Thriller Enthusiast Women (Budget Focus)**  
- Age range: 28–45  
- Platforms: Instagram, TikTok, Facebook  
- Purchasing triggers: BookTok recommendations, bingeable page-turners during commutes or bedtime reading, impulse buys under $10  
- Emotional state: Stressed from daily life, seeking escapism through high-stakes drama and emotional catharsis  

**Secondary 1: Professional Book Clubs (Midlife Readers)**  
- Age range: 45–60  
- Platforms: LinkedIn, Goodreads, Email newsletters  
- Purchasing triggers: Group discussion picks, author interviews, seasonal reading lists  
- Emotional state: Curious and introspective, craving intellectual depth in mysteries  

**Secondary 2: Young Adult Crossover Fans**  
- Age range: 18–27  
- Platforms: TikTok, Instagram Reels  
- Purchasing triggers: Viral hype, aesthetic covers, quick reads for social sharing  
- Emotional state: Anxious about relationships, drawn to empowerment-through-revenge narratives  

## 3. MESSAGING PILLARS
Every piece of content must reinforce these **exactly 3 core messages**:  
1. **Unputdownable Twists**: "One betrayal changes everything—prepare for twists you won't see coming."  
2. **Emotional Depth**: "Dive into the shadows of trust, family, and revenge that mirror your own hidden fears."  
3. **Must-Read Escape**: "The thriller that grips you tighter than your darkest secrets—your next obsession awaits."

## 4. CHANNEL PLAN
| Channel | Platform | Content Type | Frequency | Owner Agent |
|---------|----------|--------------|-----------|-------------|
| **Visual Social** | Instagram/TikTok | Reels/Stories (book teasers, author Q&A, reader reactions, aesthetic mood boards) | 5x/week (3 IG, 2 TT) | Zara |
| **Professional Networking** | LinkedIn | Posts/articles (author insights, thriller industry trends, book club invites) | 3x/week | Leo |
| **Warm List Nurturing** | Email (via Mailchimp/Klaviyo) | Newsletters, exclusive excerpts, ARC requests | 2x/week (bi-weekly blasts + automations) | Maya |
| **Credibility Building** | Press (PR Newswire, book blogs like CrimeReads) | Press releases, guest articles, podcast pitches | 1x/month + launch spikes | Maya |
| **Additional: Paid Ads** | Facebook/Amazon Ads | Carousel ads, retargeting (cover reveals, reviews) | Daily during launch/post-launch | Leo |
| **Additional: Community** | Goodreads/Reddit (r/books, r/thrillerbooks) | AMAs, review threads, giveaways | 2x/week | Zara |

## 5. CAMPAIGN PHASES
- **Pre-Launch (2 Weeks Before Release):** Build hype with teaser Reels/Stories (e.g., shadowy visuals), ARC/early access offers via email (500 ARCs to influencers), influencer outreach (50 micro-influencers on TikTok/IG). Goal: 10K impressions, 500 pre-orders.  
- **Launch Week:** Daily posts across all channels, full email blast to 5K subscribers, press release distribution, targeted ads ($2K budget). Live IG/TikTok launch party with author. Goal: 50K reach, 2K sales Week 1.  
- **Post-Launch (Weeks 2-8):** Amplify reviews (share 5-star quotes), community engagement (Reddit AMAs, reader polls), retargeting ads to cart abandoners. Email nurture sequence for upsells. Goal: Sustain 1K sales/week.  
- **Long-Term (Months 3-12):** Evergreen content (author interviews, reading guides), reader community (private FB group), backlist marketing (bundle with similar titles). Quarterly giveaways. Goal: 20K total sales, 5K community members.

## 6. SUCCESS METRICS
1. **Sales Volume**: Baseline: 0 (pre-launch). Target: 25,000 units sold in 12 months (tracked via KDP/Amazon dashboard).  
2. **Engagement Rate**: Baseline: 1–2% (industry avg). Target: 5%+ on social (likes/shares/comments per post, via IG/TikTok analytics).  
3. **Email Open/Click Rate**: Baseline: 20%/2%. Target: 35% open, 5% click (Mailchimp reports); list growth to 10K subscribers.

## 7. EXECUTION TASKS
- **Social Media Pack (30 posts: 15 IG, 10 TikTok Reels, 5 LinkedIn)**: Graphics, captions, templates reinforcing pillars. *Assigned: Zara*  
- **Email Sequence (8 emails: welcome, ARC request, launch blast, review nudge, upsell, community invite, monthly newsletter x2)**: Copy, subject lines, automations. *Assigned: Maya*  
- **Press Release (2 versions: launch + 3-month update)** + Media Kit (author bio, fact sheet, hi-res assets): Distribution list. *Assigned: Maya*  
- **Ad Copy & Creatives (10 ad sets: awareness, traffic, conversion)**: A/B tests for FB/Amazon. *Assigned: Leo*  
- **Author Bio/Media Kit**: 1-page bio, headshots, Q&A sheet. *Assigned: Leo*  
- **Influencer Outreach Pack (50 pitches: DM templates, ARC fulfillment tracker)**: *Assigned: Zara*  
- **Review Amplification Kit (graphics for 100 reviews, Reddit/Goodreads templates)**: *Assigned: Zara*  
- **Evergreen Content Bundle (10 blog posts/articles, reading guide PDF)**: For website/LinkedIn. *Assigned: Leo*  

**Next Steps:** Schedule kickoff call with Leo and Zara. Budget: $15K (40% ads, 30% influencers, 20% tools, 10% misc). Approve for execution?