# Campaign Strategy Document: "Echoes of the Forgotten" by Elena Voss

## 1. PRODUCT SUMMARY
"Echoes of the Forgotten" is a gripping psychological thriller debut novel by Elena Voss, following a neuroscientist unraveling a decades-old conspiracy in a remote coastal town shrouded in fog and secrets. Key selling points: Heart-pounding plot twists that redefining "unputdownable," richly atmospheric prose evoking Gillian Flynn vibes, and a flawed yet fiercely relatable female protagonist whose journey explores memory, betrayal, and redemption. Perfect for fans of "The Silent Patient" seeking edge-of-your-seat suspense with emotional depth.

## 2. TARGET AUDIENCE
**Primary: BookTok Enthusiasts (Core Spend Focus)**  
- Age range: 18-35 (mostly women).  
- Platforms: TikTok, Instagram (Reels/Stories/BookTok).  
- Purchasing triggers: Viral #BookTok recommendations, teaser clips, ARC reviews from influencers.  
- Emotional state: Craving escapism from daily stress, thrill-seeking for "just one more chapter" addiction.

**Secondary 1: Professional Women Readers**  
- Age range: 35-55.  
- Platforms: LinkedIn, Email, Facebook Groups.  
- Purchasing triggers: Author spotlights, work-life balance book recs, limited-time discounts.  
- Emotional state: Seeking intellectual stimulation and empowerment amid busy careers/family life.

**Secondary 2: Thriller Aficionados**  
- Age range: 25-50 (balanced gender).  
- Platforms: Goodreads, Twitter/X, Reddit (r/books, r/thrillerbooks).  
- Purchasing triggers: Peer reviews, "if you like this" lists, bestseller alerts.  
- Emotional state: Hungry for high-stakes narratives to fuel late-night reading binges.

## 3. MESSAGING PILLARS
Every piece of content must reinforce **exactly these 3 core messages**:  
1. **Unravel the Unforgettable**: Dive into twists that haunt your dreams long after the final page.  
2. **Echoes That Bind**: A story of memory's shadows where every secret revealed changes everything.  
3. **Her Fight, Your Thrill**: Root for a heroine's unbreakable spirit in a world of deception.

## 4. CHANNEL PLAN
| Channel | Platform | Content Type | Frequency | Owner Agent |
|---------|----------|--------------|-----------|-------------|
| **Visual/Social** | Instagram & TikTok | Reels (book teasers, plot hints, author Q&A), Stories (polls/ARC unboxings), Carousel posts (quotes + aesthetics) | Daily Stories; 5x/week posts/Reels | Zara |
| **Professional** | LinkedIn | Long-form posts (author insights, "books for leaders" themes), Video interviews, Infographics on thriller tropes | 3x/week | Leo |
| **Warm List** | Email (via Klaviyo/Mailchimp) | Newsletters (exclusive excerpts), Sequences (nurture drips), Promos (ARC sign-ups/discounts) | Bi-weekly newsletters; 1x/week during launch | Maya |
| **Credibility** | Press (PR Newswire, HARO, BookBub) | Press releases, Pitch decks to outlets (e.g., CrimeReads, Book Riot), Guest articles | Launch week + 1x/month post-launch | Maya |
| **Community (Added)** | Goodreads & Reddit | Reviews amplification, AMAs, Giveaways | 2x/week engagement | Leo |
| **Paid (Added)** | Meta Ads (IG/FB) & TikTok Ads | Video ads (teaser trailers), Carousel retargeting | $5K budget; Continuous from pre-launch | Zara |

## 5. CAMPAIGN PHASES
- **Pre-Launch (2 Weeks Before Release)**: Build hype with teaser Reels/Stories (foggy visuals, cryptic quotes), ARC/early access offers via email sign-ups and BookSirens, influencer outreach (20 micro-influencers on TikTok, 10 on IG). Goal: 5K email subscribers, 50 ARC reviews.
- **Launch Week**: Daily posts/Reels across IG/TikTok/LinkedIn, full email blast to warm list, press release distribution, launch-day ads ($2K spend) targeting BookTok lookalikes. Live IG/TikTok author event.
- **Post-Launch (Weeks 2-8)**: Amplify reader reviews (user-generated Reels, Goodreads quotes), community engagement (Reddit AMAs, email Q&A), retargeting ads to site visitors/cart abandoners. Weekly "fan spotlights."
- **Long-Term (Months 3-12)**: Evergreen content (podcast appearances, "behind the book" blogs), reader community (private FB group/Discord), backlist marketing (bundle with similar thrillers). Quarterly email recaps tying to sequels.

## 6. SUCCESS METRICS
1. **Book Sales**: Baseline: 0 (pre-launch). Target: 10K units sold in first 3 months (tracked via Amazon KDP/BookScan).
2. **Engagement Rate**: Baseline: 1-2% (industry avg). Target: 5%+ on social (likes/comments/shares per post, tracked via native analytics).
3. **Email Metrics**: Baseline: 20% open rate. Target: 35% open/5% click-through (tracked via ESP dashboard); 2K new subscribers.

## 7. EXECUTION TASKS
- **Social Media Pack (IG/TikTok/LinkedIn)**: 50 Reels/templates, 30 carousels, 20 Stories packs (all reinforcing pillars). *Assigned: Zara*
- **Email Sequence**: 8-email nurture drip (welcome, teasers, launch blast, review requests, post-launch upsell). *Assigned: Maya*
- **Press Release**: 2 versions (launch + 1-month review roundup), pitch list (50 outlets). *Assigned: Maya*
- **Ad Copy & Creatives**: 10 ad variations (Meta/TikTok), A/B test headlines/images. *Assigned: Zara*
- **Author Bio/Media Kit**: Branded PDF (bio, headshots, Q&A, endorsements). *Assigned: Leo*
- **Influencer Outreach Pack**: 20 personalized pitches, ARC fulfillment tracker. *Assigned: Zara*
- **Review Amplification Kit**: Graphics/templates for Goodreads/Amazon pulls, user shoutouts. *Assigned: Leo*
- **Evergreen Content Bundle**: 12 blog posts/podcast scripts, community guidelines. *Assigned: Leo*
- **Analytics Dashboard**: Weekly KPI reports (Google Sheets/Data Studio). *Assigned: Maya*

**Prepared by: Maya, Director of Marketing Operations**  
**Approval Needed: Chair**  
**Budget Estimate: $15K (Ads $7K, Tools/Influencers $5K, ARCs $3K)**  
**Timeline: Pre-Launch Starts [Insert Date - 2 Weeks to Release]**