**CAMPAIGN STRATEGY DOCUMENT**
**Project:** The Last Archive (Debut Literary Thriller)  
**Client:** Elena Voss / Crimson Leaf Marketing  
**Document Owner:** Maya Chen, Director of Marketing Operations  
**Date:** [Current Date]  
**Status:** Final Draft

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### 1. PRODUCT SUMMARY
**The Last Archive** is Elena Voss's debut literary thriller following a disillusioned archivist who discovers encrypted letters suggesting her grandmother was a WWII resistance courier, triggering a present-day hunt for truth that puts her in the crosshairs of collectors who will kill to keep history buried. The novel combines meticulous historical research with propulsive contemporary suspense, positioning itself as *The Nightingale* meets *The Shadow of the Wind*—a book club-ready exploration of inherited trauma, female resistance, and the stories women hide to survive.

**Key Selling Points:** Dual-timeline narrative bridging 1943 occupied France and modern-day Boston; strong feminist themes around erased historical narratives; debut author with archival background lending authenticity; high "discussability" factor for book clubs.

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### 2. TARGET AUDIENCE

**PRIMARY: The "Literary Escape Seeker"**
- **Demographics:** Women, ages 28–45, urban/suburban, household income $65K–$120K
- **Platforms:** Instagram (primary), TikTok (BookTok), Goodreads, Spotify (audiobook listeners)
- **Purchasing Triggers:** Aesthetic cover appeal, "book club pick" validation, emotional resonance over pure plot, author authenticity, #TBR pile curation
- **Emotional State:** Seeking immersive escapism with intellectual substance; fatigued by doom-scrolling; craving stories of female resilience; influenced by peer recommendations over traditional advertising

**SECONDARY 1: The "Historical Purist"**
- **Demographics:** Women and men, ages 35–55, educated, library card holders
- **Platforms:** Facebook (historical fiction groups), Amazon (also-boughts), LinkedIn, email newsletters (BookBub, Goodreads)
- **Purchasing Triggers:** Historical accuracy, WWII era interest, author credentials, award potential, comparison to established authors (Kristin Hannah, Kate Quinn)
- **Emotional State:** Nostalgic but discerning; values research integrity; seeks transportive historical experience

**SECONDARY 2: The "Community Curator"**
- **Demographics:** Women, ages 30–60, book club leaders, librarians, indie booksellers
- **Platforms:** Pinterest (reading lists), email, LinkedIn, local community boards
- **Purchasing Triggers:** Discussion guide availability, author availability for virtual events, bulk discount opportunities, diverse perspectives in historical context
- **Emotional State:** Community-minded; seeking content that sparks meaningful conversation; authority-seeking (wants to be the discoverer)

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### 3. MESSAGING PILLARS
*Every piece of content must reinforce one of these three pillars:*

**Pillar 1: "The Women History Tried to Erase"**
Focus on the untold stories of female resistance fighters, the archival silence around women's wartime contributions, and the contemporary reckoning with whose stories get preserved. *Tone: Empowering, righteous, historically grounded.*

**Pillar 2: "Every Archive Holds a Secret; Every Secret Holds a Legacy"**
Emphasize the mystery element, the tactile pleasure of discovered letters, the connection between past and present, and the inherited nature of trauma and courage. *Tone: Mysterious, atmospheric, intimate.*

**Pillar 3: "When the Past Knocks, Do You Answer?"**
Highlight the suspense/thriller aspect—present-day danger, moral choices, the cost of truth. Position as page-turning entertainment with depth. *Tone: Urgent, propulsive, slightly dangerous.*

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### 4. CHANNEL PLAN

| Platform | Content Type | Frequency | Owner Agent | Strategic Role |
|----------|--------------|-----------|-------------|----------------|
| **Instagram** | Carousel excerpts, aesthetic flat lays ("archive aesthetic"), Reels with text overlays, Stories polls | 5x/week (Feed) + Daily Stories | **Zara** | Visual discovery and TBR curation |
| **TikTok** | Unboxing videos, "POV: You're finding the letter," trend audio with dramatic excerpts, Author "Day in the Life" (archivist research) | 3x/week | **Zara** | Viral discovery and BookTok credibility |
| **LinkedIn** | Publishing industry insights, "From Archive to Bestseller" author career journey, historical research methodology articles | 2x/week | **Maya** | Professional credibility and B2B (bookseller/library) outreach |
| **Email (Warm List)** | Segmented newsletters: Early access, Behind-the-scenes research, Book club launch, Last chance pre-order | Weekly during campaign; Bi-weekly long-term | **Maya** | Conversion and community retention |
| **Press/PR** | Reviews (trade and consumer), author interviews, bylined articles on archival silence in women's history | Pitch phase: 4 weeks pre-launch; Follow as secured | **Leo** | Third-party validation and authority |
| **Goodreads** | Giveaway (100 copies), Author Q&A in historical fiction groups, "Ask Me Anything" on research | 2x/week engagement + Giveaway period | **Maya** | Core reader community building |
| **Podcast Guesting** | Literary fiction podcasts, history podcasts, writing craft shows | 3–4 episodes (Launch window) | **Leo** | Deep-dive audience connection |
| **Pinterest** | Reading list pins, "Books like The Nightingale" mood boards, Book club aesthetic | 3x/week | **Zara** | Long-tail discovery and planning mindset |

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### 5. CAMPAIGN PHASES

**PHASE 1: PRE-LAUNCH (Weeks -2 to 0)**
*Objective: Build anticipation, secure early advocates, drive pre-orders*

- **Teaser Campaign:** "Secret Archive" landing page with encrypted message reveal (unlock excerpt by sharing email)
- **ARC Distribution:** Mail 150 physical ARCs to micro-influencers (10K–100K followers) in BookTok/Bookstagram with "Archive Box" unboxing experience (aged paper, wax seal, tea)
- **Influencer Seeding:** Secure 20 "sneak peek" agreements with historical fiction BookTubers for launch week content
- **Email Sequence:** "The Discovery" (3-part series introducing the mystery)
- **Paid Social:** Teaser ads targeting lookalike audiences of similar authors (Kate Morton, Kristin Hannah)
- **Assets:** Countdown graphics, "If you liked X, you'll love The Last Archive" comparison cards

**PHASE 2: LAUNCH WEEK (Week 1)**
*Objective: Maximum visibility, sales velocity, bestseller list consideration*

- **Daily Social Blitz:** Instagram/TikTok daily countdown with different pillar focus each day (Mon: History, Tue: Mystery, Wed: Family, Thu: Launch Day, Fri: Reviews)
- **Virtual Launch Event:** Livestream reading + Q&A with historical photo presentation (hosted on Instagram Live + Zoom for email list)
- **Email Blast:** "It's here" launch announcement with exclusive author note PDF bonus for week-one buyers
- **Press Release:** Distribution to 500+ trade and consumer outlets; targeted pitch to 25 top-tier historical fiction reviewers
- **Paid Ads:** Full-funnel activation (Awareness: Video views; Consideration: Carousel excerpts; Conversion: Amazon/Bookshop direct)
- **Community Activation:** Goodreads giveaway winner announcement; Reddit AMA in r/books and r/historicalfiction

**PHASE 3: POST-LAUNCH (Weeks 2–8)**
*Objective: Sustain momentum, leverage social proof, expand reach*

- **Review Amplification:** Quote card graphics from early reviews; "Real readers reacting" TikTok compilation
- **Book Club Push:** Release official discussion guide (PDF); offer virtual author visits for clubs ordering 10+ copies
- **Retargeting Campaign:** Ads to website visitors who didn't purchase; abandoned cart recovery emails
- **User-Generated Content:** #MyHiddenHistory campaign inviting readers to share family artifacts/stories (prize: signed copy + archival preservation kit)
- **Secondary Press:** Local newspaper features (author hometown + setting locations); library trade publications
- **Content Refresh:** "Deleted scenes" from manuscript; research photos that didn't make the book

**PHASE 4: LONG-TERM (Months 3–12)**
*Objective: Evergreen sales, backlist foundation, author brand building*

- **Evergreen Content:** SEO-optimized blog posts ("Best WWII Fiction by Women," "How to Research Family History")
- **Reader Community:** Private Facebook group "The Archive Society" for superfans; quarterly virtual coffee chats with author
- **Seasonal Campaigns:** Mother's Day push (mother-daughter story angle); Holiday gift guide positioning (Nov/Dec)
- **Backlist Preparation:** Begin positioning Elena Voss as "author to watch" for second book announcement
- **Audio Promotion:** Push audiobook (if applicable) with clips on TikTok/Instagram; targeted podcast ads
- **Award Season:** Submit for debut novel awards; leverage long-list/short-list mentions in marketing

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### 6. SUCCESS METRICS

| KPI | Baseline (Debut Comparable) | Target | Measurement Method |
|-----|---------------------------|--------|-------------------|
| **First-Month Unit Sales** | 500 copies (typical debut) | 5,000 copies | Nielsen BookScan + Publisher reports + Amazon KDP |
| **Social Engagement Rate** | 2.5% (industry average) | 6% (visual platforms) | Native analytics (Instagram Insights, TikTok Analytics) |
| **Email Launch Sequence Performance** | 22% open rate, 3% CTR | 35% open rate, 8% CTR | Mailchimp/HubSpot campaign reports |
| **Earned Media Value (EMV)** | $0 (pre-launch) | $50,000+ | Tracking links + influencer rate card valuations |

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### 7. EXECUTION TASKS & ASSIGNMENTS

**CONTENT ASSETS**

**Social Media Pack (Zara)**
- 30 Instagram feed posts (carousels, single images, Reels covers)
- 15 TikTok video concepts (scripts + filming schedule)
- 10 Pinterest graphics (mood boards, reading lists)
- Instagram Story templates for launch week countdown
- "Archive aesthetic" brand guidelines document (fonts, filters, color palette)

**Email Marketing (Maya)**
- Welcome sequence for new subscribers (5 emails: "The Discovery," "The Research," "The Women," "The Launch," "The Community")
- Launch week blast template (HTML + plain text versions)
- Abandoned cart recovery series (3 emails)
- Monthly newsletter template for long-term phase
- Segmentation strategy document (purchasers vs. prospects vs. book clubs)

**Public Relations & Influencer (Leo)**
- Press release (400 words, AP style)
- Author media kit (Bio, headshots, book specs, Q&A, story angles)
- Influencer outreach spreadsheet (100 targets, tiered by follower count)
- ARC mailer packaging design brief (coordinate with Zara on visuals)
- Podcast pitch template (customizable for 3 show types)
- Book club outreach letter (for libraries and indie stores)

**Advertising & Conversion (Maya)**
- Facebook/Instagram ad copy set (5 headlines, 5 body copies, 3 CTAs)
- Amazon Advertising keyword strategy and copy
- Landing page copy (pre-launch teaser + post-launch purchase)
- Goodreads giveaway listing copy
- Retargeting ad creative brief (for Zara to design)

**Author Support (Leo)**
- Author bio (50/100/250-word versions)
- Virtual event run-of-show document (launch party script/timing)
- Media training talking points (key messages, difficult questions prep)
- Photo shoot direction brief (author "archivist" aesthetic)

**Book Club & Community (Zara)**
- Discussion guide (10 questions + author interview insert)
- "Book Club in a Box" digital assets (invitation template, playlist, recipe pairing)
- #MyHiddenHistory campaign graphics and rules
- Reader review request card design (physical insert for books)

**Analytics & Reporting (Maya)**
- Weekly dashboard template (sales, social, email metrics)
- ROI tracking spreadsheet (ad spend vs. attributed sales)
- Influencer performance tracker (engagement rates, story saves, code redemptions)

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**APPROVAL WORKFLOW:**
- Zara submits creative assets to Maya for brand alignment review (48-hour turnaround)
- Leo submits press materials to Maya for messaging consistency check
- Maya owns final approval on all customer-facing copy and paid media spend
- Weekly sync: Mondays 10 AM (Maya, Leo, Zara) for campaign pulse check

**BUDGET ALLOCATION NOTE:** 
- 40% Paid Advertising (Maya)
- 30% Influencer/ARC Fulfillment (Leo)
- 20% Content Production/Design (Zara)
- 10% Contingency/Events (Maya)

*Document Version 1.0 – Ready for kickoff meeting.*