# Campaign Strategy Document: "The Whispering Shadows" by Elena Voss

**Prepared by: Maya, Director of Marketing Operations**  
**Date: [Current Date]**  
**Campaign Overview:** This strategy outlines a comprehensive 12-month launch campaign for *The Whispering Shadows*, a psychological thriller debut novel by Elena Voss. The book explores a woman's descent into paranoia after receiving anonymous messages revealing her family's darkest secrets. With a release date of [Insert Launch Date, e.g., October 15], the campaign aims to drive 10,000+ unit sales in the first quarter through targeted visuals, professional networking, and credibility-building.

## 1. PRODUCT SUMMARY
*The Whispering Shadows* is a debut psychological thriller that masterfully blends domestic suspense with mind-bending twists, following protagonist Lila Kane as she uncovers buried family traumas triggered by cryptic texts. Key selling points: Unputdownable pacing with "one more chapter" cliffhangers, authentic emotional depth drawing from real psychological insights, and a shocking finale that redefines trust—ideal for fans of *Gone Girl* and *The Silent Patient*.

## 2. TARGET AUDIENCE
**Primary: BookTok Enthusiasts (Women 25-40)**  
- Platforms: TikTok, Instagram (Reels/Stories).  
- Purchasing triggers: Viral #BookTok reviews, aesthetic mood boards, teaser spoilers.  
- Emotional state: Thrill-seeking, stressed from daily life, craving escapist chills and empowerment arcs.

**Secondary 1: Professional Women in High-Stress Careers (Women 35-50)**  
- Platforms: LinkedIn, Email newsletters.  
- Purchasing triggers: Relatable themes of ambition/betrayal, author AMAs, bundled with productivity podcasts.  
- Emotional state: Ambitious yet anxious, seeking cathartic stories mirroring work-life paranoia.

**Secondary 2: Thriller Book Clubs (Mixed genders 40+)**  
- Platforms: Facebook Groups, Email, Goodreads.  
- Purchasing triggers: Discussion prompts, group buys, "read with me" challenges.  
- Emotional state: Socially engaged, nostalgic for print, excited for deep-dive conversations.

## 3. MESSAGING PILLARS
Every piece of content must reinforce **exactly these 3 core messages**:
1. **Trust No One**: In a world of hidden motives, *The Whispering Shadows* exposes how secrets shatter even the strongest bonds.
2. **Heart-Pounding Escapism**: Addictive twists deliver the ultimate "just one more page" rush for your busiest nights.
3. **Empowerment Through Truth**: Lila's journey proves confronting shadows unlocks unbreakable resilience.

## 4. CHANNEL PLAN
| Channel | Platform | Content Type | Frequency | Owner Agent |
|---------|----------|--------------|-----------|-------------|
| **Visual/Social** | Instagram/TikTok | Reels (book aesthetics, teasers, reader reactions), Stories (polls/Q&A), Carousel posts (quotes) | 4x/week (2 IG, 2 TT) | Leo |
| **Professional** | LinkedIn | Long-form posts (themes in business/trust), Author interviews, Infographics (psychology facts) | 2x/week | Maya |
| **Warm List** | Email (Klaviyo/Mailchimp) | Newsletters (excerpts, ARC invites), Sequences (nurture to purchase), Win-back flows | Weekly + 3x during launch week | Zara |
| **Credibility** | Press (PR Newswire, book blogs like CrimeReads) | Press releases, Pitch decks to 50 outlets (podcasts, lit mags), Guest articles | Launch week + monthly follow-ups | Maya |
| **Additional: Community** | Facebook Groups/Goodreads | Discussion threads, Giveaway posts, Live readings | 2x/week | Zara |
| **Additional: Paid** | Meta Ads (targeted to BookTok lookalikes) | Video ads, Carousel retargeting | Daily during launch, bi-weekly after | Leo |

## 5. CAMPAIGN PHASES
- **Pre-Launch (2 Weeks Before Release)**: Build hype with teasers (shadowy visuals, cryptic quotes), ARC/early access offers to 500 influencers/readers via NetGalley, influencer outreach (micro-influencers 10k-50k followers on TikTok). Goal: 20% pre-order conversion from list.
- **Launch Week**: Daily posts across all channels (e.g., countdown Reels, LinkedIn live), email blast to 10k subscribers (exclusive excerpt + discount), press release distribution, $5k ad spend on Meta/TikTok. Goal: Spike awareness and 2k first-week sales.
- **Post-Launch (Weeks 2-8)**: Amplify reviews (user-generated TikToks, "review roundups" emails), community engagement (Facebook Lives, Goodreads giveaways), retargeting ads to site visitors/cart abandoners. Goal: Sustain momentum to 7k cumulative sales.
- **Long-Term (Months 3-12)**: Evergreen content (podcast tie-ins, "behind the book" series), reader community (exclusive Discord/FB group for sequels), backlist marketing (bundle with similar thrillers). Goal: 20k lifetime sales + series setup.

## 6. SUCCESS METRICS
1. **Book Sales/Pre-Orders**: Baseline: 500 (historical agency avg.); Target: 10,000 units (tracked via BookScan/Author Central).
2. **Engagement Rate**: Baseline: 2% (social avg.); Target: 5%+ (likes/shares/comments per post, via platform analytics).
3. **Email Acquisition & Open Rate**: Baseline: 1,000 new subs, 25% open; Target: 5,000 new subs, 40% open (Klaviyo dashboard).

## 7. EXECUTION TASKS
Assigning to core team: **Maya** (strategy/PR/LinkedIn), **Leo** (visuals/ads/social), **Zara** (copy/email/community).

- **Social Media Pack (30 posts: 15 IG/TT Reels, 10 Stories templates, 5 carousels)**: Leo.
- **Email Sequence (7 emails: Welcome, Teaser, ARC Invite, Launch Blast, Review Ask, Win-Back, Evergreen)**: Zara.
- **Press Release (2 versions: Launch + 1-Month Review Roundup) + Media Kit (author bio, fact sheet, hi-res assets)**: Maya.
- **Ad Copy & Creatives (10 ad variations for Meta/TikTok, incl. retargeting)**: Leo.
- **Author Bio/Media Kit Expansion (podcast one-sheet, influencer deck)**: Maya.
- **Goodreads/FB Group Content Pack (10 discussion prompts, 5 giveaways)**: Zara.
- **Influencer Outreach List (100 targets w/ personalized pitches)**: Maya.
- **Evergreen Content Bundle (5 blog posts, 3 podcast scripts)**: Zara (writing), Leo (visuals).
- **Analytics Dashboard Setup & Weekly Reports**: Maya.

**Next Steps:** Schedule kickoff call. Budget: $25k (50% ads, 30% tools/influencers, 20% production). Approve for execution? Let's drive those sales! 

—Maya