# Campaign Strategy Document: "Echoes of the Forgotten"

**Campaign Overview**  
**Book Title:** *Echoes of the Forgotten* by debut author Elena Vasquez  
**Genre:** Psychological Thriller  
**Release Date:** October 15, 2024  
**Agency:** Crimson Leaf Marketing  
**Prepared by:** Maya, Director of Marketing Operations  
**Objective:** Drive 10,000+ first-week sales through multi-channel buzz, leveraging BookTok virality, professional endorsements, and direct reader nurturing.

## 1. PRODUCT SUMMARY
*Echoes of the Forgotten* is a riveting psychological thriller following a young archaeologist who unearths a century-old family secret that unravels her reality. Key selling points: Unputdownable twists reminiscent of *Gone Girl* meets *The Silent Patient*, a deeply relatable protagonist grappling with betrayal and identity, and a fast-paced narrative perfect for one-sitting reads that linger emotionally.

## 2. TARGET AUDIENCE
**Primary: BookTok Enthusiasts (Women seeking escapism)**  
- Age range: 25-40  
- Platforms: TikTok, Instagram  
- Purchasing triggers: Viral #BookTok videos, "If you like X, read this" recs, FOMO from ARCs  
- Emotional state: Stressed from daily life, craving thrilling distraction and "what happens next?" highs  

**Secondary 1: Book Club Readers (Community-focused women)**  
- Age range: 35-55  
- Platforms: Facebook Groups, Goodreads, Email  
- Purchasing triggers: Discussion prompts, member votes, "perfect for October reads" themes  
- Emotional state: Seeking connection, intellectual stimulation, and shareable stories  

**Secondary 2: Professional Commuters (Busy urban readers)**  
- Age range: 30-50  
- Platforms: LinkedIn, Podcasts (Audible tie-in)  
- Purchasing triggers: Quick recommendations from influencers, "thriller for your commute" ads  
- Emotional state: Overworked, desiring high-stakes mental breaks without commitment.

## 3. MESSAGING PILLARS
Every piece of content must reinforce **exactly these 3 core messages**:  
1. **Unputdownable Suspense:** "One twist will hook you; the next will shatter everything."  
2. **Emotional Depth:** "A story that digs into the secrets we bury—and the ones that bury us."  
3. **Must-Read Escape:** "Perfect for fans of mind-bending thrillers that demand to be shared."

## 4. CHANNEL PLAN
| Channel | Platform | Content Type | Frequency | Owner Agent |
|---------|----------|--------------|-----------|-------------|
| **Visual/Social** | Instagram/TikTok | Reels (30s teasers, author reads), Stories (polls/ARCs), Carousel quotes | Daily (Launch Week); 4x/week ongoing | Leo (Visual Creative Lead) |
| **Professional** | LinkedIn | Long-form posts (author insights), Video interviews, Endorsement shares | 3x/week | Maya |
| **Warm List** | Email (Klaviyo/Mailchimp) | Newsletters, Sequences (teasers to reviews) | Weekly + 3 blasts (Launch) | Zara (Email Specialist) |
| **Credibility** | Press (PR Newswire, BookBub, LitHub) | Press releases, Pitch decks to outlets (NYT Books, CrimeReads) | 1 pre-launch + Launch + 2 post | Maya |
| **Additional: Community** | Goodreads/Facebook Groups | Giveaways, Q&A threads, Review amplification | 2x/week | Zara |
| **Additional: Paid** | Facebook/Instagram Ads | Retargeting carousels, Lookalike audiences | Continuous (budget: $5k/mo) | Leo |

## 5. CAMPAIGN PHASES
**Pre-Launch (Sept 29 - Oct 13: 2 weeks)**  
- Teasers: Moody visuals/quotes on IG/TikTok (Leo).  
- ARC/early access offers: Email to 5k warm list + 50 influencers (Zara/Maya).  
- Influencer outreach: 100 BookTok/Goodreads micro-influencers (gifting + contracts).  

**Launch Week (Oct 14-20)**  
- Daily posts across all channels reinforcing pillars.  
- Email blast to full list (Zara).  
- Press release distribution + paid ads kickoff ($2k spend).  
- Live author IG/TikTok sessions (Leo).  

**Post-Launch (Weeks 2-8: Oct 21 - Dec 9)**  
- Reviews amplification: Share top quotes/reviews on social (Leo).  
- Community engagement: Goodreads giveaways, FB group AMAs (Zara).  
- Retargeting ads to site visitors/cart abandoners (Leo).  

**Long-Term (Months 3-12: Jan 2025+)**  
- Evergreen content: "Behind the twists" blog/LinkedIn series (Maya).  
- Reader community: Private FB group, monthly newsletters (Zara).  
- Backlist marketing: Bundle with author's prior works or similar thrillers.

## 6. SUCCESS METRICS
| KPI | Baseline | Target | Measurement Tool |
|-----|----------|--------|------------------|
| **Book Sales** | 0 (pre-launch) | 10,000 units (first 30 days) | Publisher dashboard (Amazon KDP, BookScan) |
| **Social Engagement Rate** | 2% (agency avg) | 8% (likes/shares/views) | Instagram/TikTok Insights |
| **Email Open-to-Sale Conversion** | 20% open rate | 35% open rate + 5% conversion | Klaviyo analytics |

## 7. EXECUTION TASKS
**Assigned to: Maya (Strategy/Professional), Leo (Visuals/Social), Zara (Email/Community)**  

- **Social Media Pack (IG/TikTok templates: 20 Reels, 50 Stories, 30 Carousels)** → Leo  
- **Email Sequence (7 emails: Teaser → ARC → Launch → Review → Upsell)** → Zara  
- **Press Release (3 versions: Pre, Launch, Post)** → Maya  
- **Ad Copy/Creatives (10 ad sets for FB/IG retargeting)** → Leo  
- **Author Bio/Media Kit (PDF with headshots, Q&A, endorsements)** → Maya  
- **Influencer Outreach List + Contracts (100 targets)** → Zara  
- **Goodreads/FB Giveaway Posts (5 campaigns)** → Zara  
- **LinkedIn Content Calendar (24 posts + 4 videos)** → Maya  
- **Review Amplification Graphics (50 quote cards)** → Leo  
- **Evergreen Blog Series (6 articles: "Thriller Tips")** → Maya  
- **Analytics Dashboard Setup + Weekly Reports** → Maya  

**Total Budget Estimate:** $25,000 (Ads $10k, Influencers $5k, Tools $2k, Misc $8k).  
**Next Steps:** Team kickoff call tomorrow. Approve for execution? - Maya