## OBJECTIVE
Achieve 1,000 pre-orders for "Echoes of the Forgotten" (Eliza Hart's WWII historical fiction novel about a female resistance fighter in occupied France) via a targeted Facebook Ads pre-launch campaign, tracked through a BookFunnel pre-order page, within 90 days.

## TARGET AUDIENCE
- **Primary segment**: Women aged 35-55 in the US/UK, active on Facebook (daily users), emotionally invested in stories of female empowerment and historical resilience (fans of Kristin Hannah or Kate Quinn), in the awareness-to-consideration buying stage (browsing book recs but not yet committed).
- **Key insight**: They need to feel a visceral emotional pull from themes of courage and hidden strength—seeing relatable "what if I were her?" visuals and testimonials—to click through and pre-order as a low-risk way to support stories of unsung heroines.

## TACTICAL PLAN
- **STEP**: Set up Facebook Pixel on author's BookFunnel pre-order landing page and website for retargeting.
  - **OWNER**: Agency
  - **TIMELINE**: Day 1 (Phase 1: Setup)
  - **TOOL/PLATFORM**: Facebook Business Manager + BookFunnel
- **STEP**: Create and launch 3 ad sets: (1) interest-based (WWII history, Kristin Hannah fans), (2) lookalike audience from author's email list, (3) retargeting video viewers.
  - **OWNER**: Agency
  - **TIMELINE**: Days 2-7 (Phase 1: Launch)
  - **TOOL/PLATFORM**: Facebook Ads Manager (budget $20/day per set)
- **STEP**: Author records 30-second video testimonial reading a gripping excerpt about the protagonist's first act of defiance.
  - **OWNER**: Author
  - **TIMELINE**: Week 2 (Phase 2: Content Production)
  - **TOOL/PLATFORM**: Loom or phone camera, edited in Canva
- **STEP**: Schedule daily posts in 5 targeted Facebook Groups (e.g., "Historical Fiction Book Club," "Women of WWII History") with teaser quotes and pre-order links.
  - **OWNER**: VA
  - **TIMELINE**: Weeks 3-12 (Phase 2: Engagement), 1 post/group/day
  - **TOOL/PLATFORM**: Facebook Groups + Buffer scheduler
- **STEP**: Run A/B tests on 2 ad creatives (static image vs. video), optimizing for link clicks; scale winner to $100/day spend.
  - **OWNER**: Agency
  - **TIMELINE**: Weeks 4-12 (Phase 3: Optimization)
  - **TOOL/PLATFORM**: Facebook Ads Manager
- **STEP**: Email nurture sequence to pixel-captured leads with exclusive bonus chapter download upon pre-order.
  - **OWNER**: Agency
  - **TIMELINE**: Ongoing from Week 3 (Phase 3: Conversion)
  - **TOOL/PLATFORM**: ConvertKit + BookFunnel integration

## CONTENT REQUIREMENTS
- **Facebook Ad Copy (Headline + Primary Text)**: 25/125 words, Facebook, agency writes: "What would YOU risk for freedom? In 'Echoes of the Forgotten,' one woman's defiance changes history. Pre-order now for bonus map! [link]"
- **Static Ad Image**: 1200x628px JPEG (moody WWII-era photo of woman in shadows with book overlay), Facebook, agency designs in Canva.
- **Video Ad Creative**: 15-30 seconds MP4 (excerpt reading + resistance imagery), Facebook, author provides raw footage, agency edits in CapCut.
- **Group Post Template**: 100 words with quote from book + pre-order CTA + emoji, Facebook Groups, VA customizes from agency template.
- **Email Sequence (3 emails)**: 200 words each, ConvertKit, agency writes: Email 1 (teaser), Email 2 (author story), Email 3 (urgency + bonus).

## SUCCESS METRICS
- **Pre-Orders**: Track unique clicks/conversions via BookFunnel dashboard UTM links; baseline 0, 90-day target 1,000.
- **Cost Per Pre-Order (CPP)**: Calculate total ad spend divided by pre-orders in Facebook Ads Manager; baseline N/A, 90-day target <$3.
- **Engagement Rate**: Measure link clicks per 1,000 impressions on ads in Facebook Insights; baseline 1%, 90-day target 3%.

## RISK & MITIGATION
- **Risk 1**: Low ad relevance score due to sensitive WWII themes leading to disapprovals. **Mitigation**: Pre-test ads via Facebook's policy checker and use neutral imagery focusing on empowerment, not violence.
- **Risk 2**: Audience fatigue from repetitive creatives causing drop in click-through rates. **Mitigation**: Rotate 6+ variations weekly using dynamic creative optimization in Facebook Ads Manager.

## BUDGET ESTIMATE
$2,000-$4,500 (low/high); single biggest cost driver: Facebook ad spend ($1,500-$3,500 at $20-100/day over 90 days).