# Campaign Strategy Document: "Echoes of the Forgotten" Book Launch

**Campaign Overview**  
**Book Title:** *Echoes of the Forgotten* by Elena Voss  
**Genre:** Psychological Thriller  
**Release Date:** [Insert Date, e.g., October 15, 2024]  
**Agency:** Crimson Leaf Marketing  
**Prepared by:** Maya, Director of Marketing Operations  
**Objective:** Drive 10,000+ pre-orders and first-month sales through targeted multi-channel buzz, leveraging BookTok virality and professional credibility.

## 1. PRODUCT SUMMARY
*Echoes of the Forgotten* is a debut psychological thriller following a grieving historian who uncovers a decades-old conspiracy tied to her family's past, blending heart-pounding suspense with emotional depth. Key selling points: Jaw-dropping twists that rival Gillian Flynn, a relatable protagonist grappling with loss and redemption, and a fast-paced narrative perfect for one-sitting reads. At $14.99 (eBook/Paperback), it's an accessible entry into addictive literary suspense.

## 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: Thrill-seeking, FOMO-driven, craving escapism from daily stress.

**Secondary 1: Professional Women (30-50)**  
- Platforms: LinkedIn, Email newsletters.  
- Purchasing Triggers: Author interviews, "books for busy moms" recs, work-life balance escapes.  
- Emotional State: Overwhelmed, seeking empowering stories of resilience.

**Secondary 2: Mystery Book Clubs (35-60, Mixed Gender)**  
- Platforms: Facebook Groups, Goodreads.  
- Purchasing Triggers: Group reads, discussion prompts, holiday gift guides.  
- Emotional State: Socially connected, intellectually stimulated, nostalgic for plot twists.

## 3. MESSAGING PILLARS
Every piece of content must reinforce **exactly these 3 pillars**:  
1. **Unputdownable Twists**: "You won't guess the ending—until it shatters you."  
2. **Emotional Gut-Punch**: "A story of loss, secrets, and the echoes that haunt us all."  
3. **Your Next Obsession**: "The thriller that'll keep you up all night—perfect for Flynn fans."

## 4. CHANNEL PLAN
| Channel | Platform | Content Type | Frequency | Owner Agent |
|---------|----------|--------------|-----------|-------------|
| **Visual/Social** | Instagram/TikTok | Reels (teasers, ARC unboxings), Stories (polls/Q&A), Carousel posts (quotes) | 5x/week (3 TikTok, 2 IG) | Zara |
| **Professional** | LinkedIn | Long-form posts (author insights), Video interviews, Infographics (thriller tropes) | 3x/week | Leo |
| **Warm List** | Email (Klaviyo/Mailchimp) | Newsletters, Automated sequences (welcome/drip) | Bi-weekly + phase-specific blasts | Maya |
| **Credibility** | Press (PR Newswire, BookBub) | Press releases, Pitch decks to outlets (e.g., CrimeReads, Goodreads) | Launch + 2 follow-ups | Maya |
| **Additional: Community** | Goodreads/Amazon | Reviews amplification, Giveaways, Author AMAs | Ongoing, 2x/month | Leo |
| **Additional: Paid** | Facebook/Instagram Ads | Retargeting carousels, Lookalike audiences | Daily during Launch/Post-Launch | Zara |

**Budget Allocation:** 40% Visual/Paid, 25% Email, 20% LinkedIn, 10% Press, 5% Community.

## 5. CAMPAIGN PHASES
**Pre-Launch (2 Weeks Before Release):**  
Build hype with teasers (e.g., cryptic IG Reels), ARC/early access offers (100 ARCs to influencers), influencer outreach (20 micro-influencers, #BookTok focus). Goal: 2,000 email sign-ups.

**Launch Week:**  
Daily posts across all channels, email blast to full list (exclusive discount), press release distribution, launch ads ($5K spend). Live IG/TikTok author Q&A. Goal: 5,000 sales.

**Post-Launch (Weeks 2-8):**  
Amplify reviews (share 5-star quotes), community engagement (Goodreads threads, reader challenges), retargeting ads to site visitors. Goal: Sustain 1,000 sales/week.

**Long-Term (Months 3-12):**  
Evergreen content (podcast appearances, "best of 2024" roundups), reader community (private FB group), backlist marketing (bundle with author's future releases). Goal: 20% repeat buyer rate.

## 6. SUCCESS METRICS
| KPI | Baseline | Target | Measurement Tool |
|-----|----------|--------|------------------|
| **Book Sales/Pre-Orders** | 500 (historical agency avg.) | 15,000 (first 3 months) | Amazon KDP/Agency Dashboard |
| **Engagement Rate** | 2% (social avg.) | 8% (likes/shares/comments) | Instagram/TikTok Insights |
| **Email Conversion Rate** | 1.5% opens-to-sales | 5% | Klaviyo Analytics |

**Review Cadence:** Weekly during Launch/Post, monthly thereafter. Pivot if <50% to targets.

## 7. EXECUTION TASKS
**Assigned to: Maya (Ops/Email/Press), Leo (Copy/Professional), Zara (Visual/Ads)**

- **Social Media Pack (30 pieces: 15 Reels, 10 Carousels, 5 Stories templates)**: Zara  
- **Email Sequence (7 emails: Welcome, Teaser Drip, Launch Blast, Review Request, Retarget, Evergreen, Backlist Promo)**: Maya  
- **Press Release (3 versions: Launch, Review Roundup, Long-Term)**: Maya  
- **Ad Copy & Creatives (10 ad sets for FB/IG/TikTok)**: Zara  
- **Author Bio/Media Kit (PDF with headshots, Q&A, fact sheet)**: Leo  
- **LinkedIn Content Calendar (24 posts + 6 videos)**: Leo  
- **Influencer Outreach Kit (Pitch email, ARC fulfillment tracker)**: Maya  
- **Goodreads/Amazon Optimization (Listing copy, Keywords, Giveaway setup)**: Leo  
- **Review Amplification Graphics (20 quote cards)**: Zara  
- **Community Engagement Plan (FB Group rules, 12 prompts)**: Leo  
- **Evergreen Content Bundle (5 blog posts/podcasts scripts)**: Leo  

**Timeline:** All assets due 4 weeks pre-launch. Maya to oversee weekly syncs. Budget: $25K total.  

**Approval Next Steps:** Chair review → Agent kickoff. Let's make this a bestseller! 🚀