# Campaign Strategy Document: "Echoes of the Forgotten"

**Prepared by: Maya, Director of Marketing Operations**  
**Date: [Current Date]**  
**Campaign Overview:** This strategy outlines a comprehensive 12-month marketing campaign for *Echoes of the Forgotten*, a debut psychological thriller by bestselling author Elena Voss. 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
*Echoes of the Forgotten* is a pulse-pounding psychological thriller following a young archaeologist who unearths a family curse that blurs the line between past traumas and present-day paranoia. Key selling points: Unputdownable twists that rival Gillian Flynn, emotional depth exploring grief and redemption, and a diverse cast resonating with modern readers seeking smart, suspenseful escapism. Perfect for BookTok virality with its atmospheric visuals and shareable "mind-blown" moments.

## 2. TARGET AUDIENCE
**Primary: BookTok Enthusiasts (Women 25-40)**  
- Platforms: TikTok, Instagram (Reels/Stories).  
- Purchasing triggers: Viral #BookTok reviews, teaser clips, ARC giveaways.  
- Emotional state: Seeking thrilling escapism from daily stress, craving "one more chapter" addiction.

**Secondary 1: Professional Women Readers (Women 35-50)**  
- Platforms: LinkedIn, Facebook Groups, Email newsletters.  
- Purchasing triggers: Author interviews, "books for busy moms" recommendations, bestseller list buzz.  
- Emotional state: Yearning for intellectual stimulation and emotional catharsis amid career/family demands.

**Secondary 2: Thriller Collectors (Men/Women 30-55)**  
- Platforms: Goodreads, Reddit (r/books, r/thrillerbooks), Amazon reviews.  
- Purchasing triggers: Limited-edition covers, signed copies, series potential hints.  
- Emotional state: Hunting for hidden gems to add to personal libraries, excited by plot complexity.

## 3. MESSAGING PILLARS
Every piece of content must reinforce **exactly these 3 core messages**:  
1. **Unravel the Unthinkable**: Mind-bending twists that will leave you questioning everything.  
2. **Echoes That Haunt**: Deep emotional resonance with buried secrets and personal redemption.  
3. **Your Next Obsession**: Addictive page-turner perfect for late-night binges and BookTok shares.

## 4. CHANNEL PLAN
| Channel | Platform | Content Type | Frequency | Owner Agent |
|---------|----------|--------------|-----------|-------------|
| **Visual/Social** | Instagram/TikTok | Reels (teasers, ARC unboxings, mood boards), Stories (polls/Q&A), static posts (quotes/graphics) | 5x/week (3 TikTok, 2 IG) | Zara (Content Creator) |
| **Professional** | LinkedIn | Author thought leadership posts, book excerpts as "leadership lessons from thrillers," carousel ads | 3x/week | Maya (Operations Lead) |
| **Email** | Klaviyo/Mailchimp (warm list: 5K subscribers) | Newsletters (teasers, exclusive chapters), nurture sequences, sales blasts | Weekly + 2 blasts/phase | Leo (Email Specialist) |
| **Press** | PR Newswire, book blogs (e.g., CrimeReads), podcasts | Press releases, media kits, guest articles | 1-2/month | Maya |
| **Additional: Paid Ads** | Meta Ads (IG/FB), TikTok Ads, Amazon Sponsored | Video ads, retargeting carousels, lookalike audiences | Daily during Launch/Post-Launch | Zara |
| **Additional: Community** | Goodreads/Reddit | Giveaways, AMAs, review threads | Bi-weekly | Leo |

## 5. CAMPAIGN PHASES
- **Pre-Launch (2 weeks before):** Build hype with teaser Reels/Stories (e.g., "What if your family's past isn't buried?"), ARC/early access offers to 50 influencers (BookTokers 10K+ followers), email nurture sequence to warm list, initial press outreach for features. Goal: 10K impressions, 500 sign-ups.
- **Launch Week:** Daily posts across all channels (e.g., countdown Lives), full email blast to 5K list + purchased cold list, press release distribution, $5K ad spend on TikTok/Meta for top-of-funnel traffic. Goal: 50K impressions, 1K sales Day 1.
- **Post-Launch (Weeks 2-8):** Amplify reader reviews (user-generated Reels), community engagement (Reddit AMAs, IG Lives with author), retargeting ads to cart abandoners/site visitors. Goal: Sustain 500 sales/week.
- **Long-Term (Months 3-12):** Evergreen content (podcast episodes, "behind the book" blogs), reader community (private FB group, monthly newsletters), backlist marketing (bundle with author's prior works). Goal: 20% monthly repeat sales, series buildup.

## 6. SUCCESS METRICS
1. **Sales Conversions**: Baseline: 0 (pre-launch). Target: 10K units sold in first 3 months (track via BookScan/Amazon KDP).  
2. **Engagement Rate**: Baseline: 2% (historical campaigns). Target: 8% avg. across social (likes/shares/comments via native analytics).  
3. **Email Open/Click Rate**: Baseline: 25%/3%. Target: 40%/10% (Klaviyo dashboard), driving 20% of total sales.

## 7. EXECUTION TASKS
- **Social Media Pack (20 Reels, 15 static posts, 10 Stories templates)**: Zara  
- **Email Sequence (Pre-launch nurture x3, Launch blast, Post-launch review request x4, Long-term monthly x6)**: Leo  
- **Press Release (Launch + 2 follow-ups)**: Maya  
- **Ad Copy (10 video scripts, 15 carousel/static variants)**: Zara  
- **Author Bio/Media Kit (PDF with hi-res images, Q&A, fact sheet)**: Maya  
- **Influencer Outreach List (50 BookTokers + tracking sheet)**: Maya  
- **Review Amplification Toolkit (Quote graphics, UGC repost guidelines)**: Leo  
- **Evergreen Content Bundle (5 blog posts, 3 podcast pitches)**: Zara  
- **Analytics Dashboard Setup (Google Analytics + Klaviyo integration)**: Maya  

**Next Steps:** Schedule kickoff call with Leo & Zara. Approve budget by EOD. Questions? Reply here. Let's make *Echoes* a bestseller! 🚀