## OBJECTIVE
Drive 5,000 unit sales of "Midnight Heist" by Jax Harlan (fantasy heist thriller launching Oct 15) on Amazon Kindle and paperback within 90 days, achieving a 4x ROAS on ad spend.

## TARGET AUDIENCE
- **Primary segment**: Women 25-45 in the US/UK, active on TikTok and Facebook (daily scrollers 2+ hours), fans of fantasy heists like "Six of Crows" or "The Lies of Locke Lamora," in the interest/awareness stage (browsing BookTok but not yet purchased).
- **Key insight**: They crave high-stakes adventure with clever female protagonists and witty banter to escape daily stress; they need to feel the thrill of the heist via short, immersive video clips showing plot teases to trigger impulse pre-orders.

## TACTICAL PLAN
- **STEP**: Set up TikTok ad account, create 5 video ad creatives (15-sec clips of animated heist scenes with book quotes overlaid), target lookalike audiences from "Six of Crows" engagers.
  - **OWNER**: Agency (Leo team)
  - **TIMELINE**: Days 1-3 (Pre-launch phase)
  - **TOOL/PLATFORM**: TikTok Ads Manager, CapCut for editing
- **STEP**: Launch Facebook/Instagram carousel ads driving to Amazon pre-order page, using 4 static images (cover reveal, protagonist mood boards) + 1 video, A/B test 2 headlines like "Steal the Throne or Die Trying?"
  - **OWNER**: Agency (VA executes under supervision)
  - **TIMELINE**: Days 4-7 (Launch phase Week 1)
  - **TOOL/PLATFORM**: Facebook Ads Manager, Canva for graphics
- **STEP**: Build and segment email list of 2,000 subscribers via author's website popup (offer free novella prequel), send 3-part nurture sequence teasing heist twists.
  - **OWNER**: Author (provides copy), Agency (setup)
  - **TIMELINE**: Days 1-30 (ongoing Build phase)
  - **TOOL/PLATFORM**: ConvertKit, author's WordPress site with OptinMonster
- **STEP**: Run Amazon Sponsored Products ads on keywords "fantasy heist books," "books like Six of Crows," auto + manual campaigns, bid $0.75 CPC.
  - **OWNER**: Agency
  - **TIMELINE**: Days 8-90 (Scale phase)
  - **TOOL/PLATFORM**: Amazon Advertising Console
- **STEP**: Partner with 10 BookTok influencers (10k-50k followers, heist niche), send ARCs for unboxing/review videos, track with unique affiliate links.
  - **OWNER**: VA (outreach), Author (ships ARCs)
  - **TIMELINE**: Days 10-45 (Amplify phase)
  - **TOOL/PLATFORM**: Aspire.io for influencer discovery, Amazon Associates for tracking

## CONTENT REQUIREMENTS
- **TikTok Video Ads (5 pieces)**: 15-sec vertical MP4, 0 words (text overlays only: "The Heist That Changes Everything"), TikTok, Agency writes/edits.
- **Facebook Carousel Images (4 pieces)**: 1080x1080 PNG, 50 chars/image ("Jax Harlan's Midnight Heist: Wits, Blades, Betrayal"), Facebook/Instagram, Agency designs, Author approves quotes.
- **Email Nurture Sequence (3 emails)**: HTML, 300-500 words each (Email 1: Prequel download; Email 2: Chapter 1 excerpt; Email 3: Launch discount), ConvertKit, Author writes, Agency formats.
- **Influencer Pitch Script**: Google Doc template, 200 words ("Hi [Name], Loved your Six of Crows review..."), email, VA customizes per influencer.
- **Amazon Ad Copy**: 150-char headlines/descriptions ("Fantasy Heist Thriller: Outsmart the Shadows"), Amazon, Agency writes.

## SUCCESS METRICS
- **ROAS**: Track ad spend vs. Amazon sales attribution in Ads Manager; baseline 1.5x, 90-day target 4x.
- **TikTok Video Views to Pre-Orders**: UTM-tagged links in bio/ads to Amazon; baseline 0.5% conversion, 90-day target 2%.
- **Email Open-to-Sale Rate**: ConvertKit reports on sales from tracked links; baseline 1%, 90-day target 5%.

## RISK & MITIGATION
- **Risk**: Low ad engagement due to algorithm changes. **Mitigation**: Allocate 20% budget to daily A/B testing of 2 new creatives, pausing underperformers below 1% CTR.
- **Risk**: Influencer delays or no reviews. **Mitigation**: Secure 20 pitches upfront, with 50% requiring video proof within 7 days post-ARC receipt.

## BUDGET ESTIMATE
$3,000-$6,000 (low: organic-heavy; high: aggressive scaling); single biggest cost driver: TikTok/Facebook ad spend ($2,500).