# Campaign Strategy Document: "Whispers in the Dark" Book Launch

## 1. PRODUCT SUMMARY
"Whispers in the Dark" is a debut psychological thriller by Alex Rivera, following a grieving therapist who uncovers a web of secrets in her small town that mirror her own buried trauma. Key selling points: Heart-pounding suspense with jaw-dropping twists reminiscent of *Gone Girl*, a deeply relatable protagonist driving emotional investment, and a fast-paced narrative perfect for one-sitting reads that linger long after the final page.

## 2. TARGET AUDIENCE
**Primary: Thriller Enthusiast Women (BookTok/Bookstagram users)**  
- Age range: 25-45  
- Platforms: Instagram, TikTok (BookTok), Goodreads  
- Purchasing triggers: Viral TikTok reviews, teaser reels, ARC offers from influencers  
- Emotional state: Seeking escapism from daily stress, craving adrenaline rushes and emotional catharsis  

**Secondary 1: Professional Book Lovers (Career-focused readers)**  
- Age range: 30-50  
- Platforms: LinkedIn, Twitter/X, Amazon reviews  
- Purchasing triggers: Author interviews, "books for busy pros" recommendations, bestseller lists  
- Emotional state: Ambitious yet overwhelmed, desiring quick, intellectually stimulating downtime reads  

**Secondary 2: Book Club Members**  
- Age range: 35-60  
- Platforms: Facebook Groups, Email newsletters, Nextdoor  
- Purchasing triggers: Group discussion prompts, "perfect for book clubs" endorsements  
- Emotional state: Socially connected, looking for stories that spark deep conversations and empathy  

## 3. MESSAGING PILLARS
Every piece of content must reinforce **exactly these 3 core messages**:  
1. **Unputdownable Suspense**: "You won't sleep until the last page."  
2. **Twists That Shatter Reality**: "One whisper changes everything you thought you knew."  
3. **Emotional Resonance**: "A thriller that haunts your heart, not just your mind."  

## 4. CHANNEL PLAN
| Channel | Platform | Content Type | Frequency | Owner Agent |
|---------|----------|--------------|-----------|-------------|
| **Visual Social** | Instagram/TikTok | Reels (book teasers, plot hints, author Q&A), Stories (polls, countdowns), Carousel posts (quotes + visuals) | 5x/week (3 Reels, daily Stories) | Zara |
| **Professional Networking** | LinkedIn | Long-form posts (author journey, thriller writing tips), Video interviews, Reposts of reviews | 3x/week | Leo |
| **Warm Audience Nurturing** | Email (Klaviyo/Mailchimp) | Newsletters (exclusive excerpts, ARC sign-ups), Automated sequences (welcome + retargeting) | Weekly blasts + 3x automated | Maya |
| **Credibility Building** | Press (PR Newswire, BookBub, genre blogs) | Press releases, Media kits, Guest articles/pitches | Launch + 2x post-launch | Maya |
| **Community/Amplification (Additional)** | Twitter/X & Goodreads | Thread teases, Review threads, Giveaways | 4x/week | Zara |
| **Paid Amplification (Additional)** | Facebook/Instagram Ads, Amazon Ads | Retargeting carousel ads, Lookalike audience video ads | Daily during Launch Week, then 3x/week | Leo |

## 5. CAMPAIGN PHASES
- **Pre-Launch (2 weeks before release)**: Build hype with teaser Reels/Stories (e.g., shadowy visuals + pillar quotes), ARC/early access offers via Email + Goodreads giveaways (50 ARCs to micro-influencers), initial influencer outreach (20 BookTokers with 10k+ followers). Goal: 5k email sign-ups, 10k social impressions.  
- **Launch Week**: Daily posts across all channels (e.g., live author Q&A on IG), full Email blast to warm list + cold ads, Press release distribution + BookBub Featured Deal, launch-day ad spend ($2k). Goal: 1k first-week sales.  
- **Post-Launch (Weeks 2-8)**: Amplify reader reviews (share UGC on social), Community engagement (IG Lives, Twitter Spaces for discussions), Retargeting ads to site visitors/cart abandoners. Goal: Sustain 500 sales/week, 20% engagement rate.  
- **Long-Term (Months 3-12)**: Evergreen content (e.g., "Why thrillers heal" blog/LinkedIn series), Reader community (private FB Group, monthly Email book club), Backlist marketing (bundle with similar titles). Goal: 10k total sales, nurture for sequels.  

## 6. SUCCESS METRICS
1. **Book Sales**: Baseline (0 pre-launch) → Target: 15k units in first 3 months (tracked via Amazon KDP + BookScan).  
2. **Engagement Rate**: Baseline (industry avg 2%) → Target: 8% across social (likes/comments/shares per post, via native analytics).  
3. **Email Open/Conversion Rate**: Baseline (20% open, 2% click) → Target: 35% open, 10% to sales (Klaviyo dashboard).  

## 7. EXECUTION TASKS
- **Social Media Pack (30 posts: 15 IG/TikTok Reels, 10 Carousels, 5 Stories templates)**: Zara  
- **Email Sequence (7 emails: Welcome, Teaser, ARC signup, Launch blast, Review request, Retarget, Evergreen nurture)**: Maya  
- **Press Release (2 versions: Launch + 1-month review roundup) + Media Kit (author bio, fact sheet, high-res assets)**: Maya  
- **Ad Copy + Creatives (10 ad variants for FB/IG/Amazon, including video hooks)**: Leo  
- **Author Bio/Media Kit Expansion (1-pager bio, headshots, interview Q&A)**: Leo  
- **Influencer Outreach List + Tracking Sheet (50 contacts, DM templates, follow-up)**: Zara  
- **Review Amplification Toolkit (UGC repost templates, Goodreads bot prompts)**: Zara  
- **Community Content Calendar (Long-term: 12 months of posts/Emails)**: Maya  
- **Analytics Dashboard Setup (Google Sheets linking all tools)**: Maya  
- **Launch Live Event Script (IG Live/Twitter Space)**: Leo  

**Approval Workflow**: Maya reviews all assets pre-scheduling. Total budget: $10k (50% ads, 30% influencers, 20% tools/PR). Launch Date: [Insert Date, e.g., Oct 15]. Questions? Ping me! – Maya, Director of Marketing Operations