# Campaign Strategy Document: "Shadows of Betrayal" Book Launch

**Prepared by: Maya, Director of Marketing Operations**  
**Date: [Current Date]**  
**Client: Alex Rivera (Author)**  
**Campaign Overview:** This strategy outlines a 12-month marketing push for *Shadows of Betrayal*, a gripping psychological thriller about a corporate executive unraveling a web of corporate espionage and personal vendettas. Launch date: [Insert Launch Date, e.g., October 15]. Budget allocation: 40% paid ads, 30% content creation, 20% influencer/press, 10% tools/analytics.

## 1. PRODUCT SUMMARY
*Shadows of Betrayal* is a page-turning psychological thriller that exposes the dark underbelly of corporate ambition, following protagonist Lena Voss as she navigates betrayal, hidden agendas, and moral dilemmas in a high-stakes tech firm. Key selling points: Unputdownable twists praised by beta readers as "Gone Girl meets The Firm"; timely themes of workplace toxicity and ethical gray areas resonating post-pandemic; debut novel from Alex Rivera with endorsements from NYT bestseller Jane Harlan.

## 2. TARGET AUDIENCE
**Primary: Thriller Enthusiast Women (70% budget allocation)**  
- Age range: 25-45  
- Platforms: Instagram, TikTok, Goodreads  
- Purchasing triggers: BookTok recommendations, ARC reviews, "fast-paced suspense" tropes  
- Emotional state: Stressed professionals seeking escapist thrills and empowerment through strong female leads  

**Secondary 1: Professional Book Clubs (20% allocation)**  
- Age range: 35-55  
- Platforms: LinkedIn, Facebook Groups, Email  
- Purchasing triggers: Discussion prompts, author AMAs, workplace-themed reads  
- Emotional state: Curious intellectuals craving intellectual debates on ethics and ambition  

**Secondary 2: Aspiring Corporate Climbers (10% allocation)**  
- Age range: 22-35  
- Platforms: LinkedIn, Twitter/X  
- Purchasing triggers: Leadership podcasts cross-promos, "inspirational cautionary tales"  
- Emotional state: Ambitious yet anxious about career pitfalls  

## 3. MESSAGING PILLARS
Every piece of content must reinforce **exactly these 3 pillars**:  
1. **Unrelenting Suspense**: "Heart-pounding twists that keep you guessing until the final page."  
2. **Real-World Relevance**: "A mirror to corporate betrayal—your office intrigue, amplified."  
3. **Empowering Betrayal**: "Rise from the ashes of deception with Lena's unbreakable resolve."  

## 4. CHANNEL PLAN
| Channel | Platform | Content Type | Frequency | Owner Agent |
|---------|----------|--------------|-----------|-------------|
| **Visual Social** | Instagram/TikTok | Reels (book teasers, plot hooks, author BTS), Stories (polls/Q&A), Carousel posts (quotes + visuals) | 5x/week (3 TikTok, 2 IG) | Zara |
| **Professional Networking** | LinkedIn | Long-form posts (theme breakdowns, author insights), Video interviews, polls on workplace ethics | 3x/week | Leo |
| **Warm Audience Nurturing** | Email (Klaviyo/Mailchimp) | Newsletters (ARC sign-ups, exclusive excerpts), Sequences (pre-launch hype to post-launch reviews) | 1x/week + 3 blasts (launch week) | Maya |
| **Credibility Building** | Press (PR Newswire, BookBub, genre blogs) | Press releases, Guest articles, Podcast pitches | 1x/month + launch burst | Maya |
| **Additional: Community** | Goodreads/Reddit (r/books, r/thrillerbooks) | Reviews amplification, AMAs, giveaways | 2x/week | Leo |
| **Additional: Paid Ads** | Facebook/Instagram Ads, Amazon Ads | Retargeting video ads, lookalike audiences | Daily during launch/post-launch (budget: $5K/month) | Zara |

## 5. CAMPAIGN PHASES
**Pre-Launch (2 Weeks Before Launch):** Build hype with teasers (e.g., cryptic IG Reels), ARC/early access offers via email/Goodreads (target 500 ARCs), influencer outreach (20 micro-influencers in thriller niche, 5K-50K followers). Goal: 10K impressions, 1K email sign-ups.  
**Launch Week:** Daily posts across all channels, email blast to full list (10K+ opens target), press release distribution, launch-day ads ($2K spend). Live author IG/TikTok session + LinkedIn AMA. Goal: 50K impressions, 5K sales.  
**Post-Launch (Weeks 2-8):** Amplify reader reviews (share top Goodreads/Amazon pulls), community engagement (Reddit threads, FB group Q&A), retargeting ads to site visitors/cart abandoners. Goal: Sustain 2K weekly sales.  
**Long-Term (Months 3-12):** Evergreen content (e.g., "Top 5 Betrayals in Thrillers" blog/LinkedIn series), reader community (private FB group, monthly newsletters), backlist marketing (bundle with author's prior works). Goal: 20K total sales, audiobook/podcast cross-promos.

## 6. SUCCESS METRICS
1. **Sales Volume**: Baseline: 0 (pre-launch). Target: 25K units sold in first 6 months (tracked via BookScan/Amazon KDP).  
2. **Engagement Rate**: Baseline: 1-2% (industry avg). Target: 5%+ across social (likes/comments/shares per post, via native analytics).  
3. **Email/Conversion Metrics**: Baseline: 20% open rate. Target: 35% open rate, 5% click-to-sale conversion (Klaviyo dashboard).

## 7. EXECUTION TASKS
- **Social Media Pack (30 posts: 15 TikTok Reels, 10 IG carousels/Stories, 5 LinkedIn)**: Zara  
- **Email Sequence (6 emails: Welcome, Pre-launch teaser, Launch blast, Review request, Week 4 nurture, Month 3 evergreen)**: Maya  
- **Press Release (Launch + 2 follow-ups)**: Maya  
- **Ad Copy & Creatives (10 ad variations for FB/IG/Amazon)**: Zara  
- **Author Bio/Media Kit (PDF with headshots, Q&A, endorsements)**: Leo  
- **Influencer Outreach List & Contracts (20 influencers)**: Maya  
- **Goodreads/Reddit Giveaways & AMAs (5 events)**: Leo  
- **Review Amplification Toolkit (Graphics for top reviews)**: Zara  
- **Evergreen Content Series (6 LinkedIn articles + visuals)**: Leo  
- **Analytics Dashboard Setup & Weekly Reports**: Maya  

**Next Steps:** Schedule kickoff call with Leo (Content Lead) and Zara (Social/Ads Specialist). Approve budget by EOD tomorrow. Questions? Reply or Slack me. Let's make *Shadows of Betrayal* a bestseller! 🚀