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

**Campaign Overview**  
**Book Title:** Whispers in the Dark  
**Author:** Alex Thorne  
**Genre:** Psychological Thriller  
**Release Date:** [Insert Date, e.g., October 15, 2024]  
**Agency:** Crimson Leaf Marketing (Book Marketing Agency)  
**Prepared by:** Maya, Director of Marketing Operations  
**Objective:** Drive 10,000+ first-week sales, build 50K social followers, and establish author as thriller genre staple.

## 1. PRODUCT SUMMARY
"Whispers in the Dark" is a pulse-pounding psychological thriller following a grieving therapist who uncovers a web of lies in her small town, blending domestic suspense with shocking revelations. Key selling points: Unputdownable twists reminiscent of *Gone Girl* and *The Silent Patient*, deeply relatable characters grappling with betrayal and revenge, and a fast-paced narrative perfect for late-night binge-reading that leaves readers questioning everyone around them.

## 2. TARGET AUDIENCE
**Primary: Thriller Enthusiast Women (70% budget allocation)**  
- Age: 25-45  
- Platforms: Instagram, TikTok (BookTok), Goodreads  
- Purchasing Triggers: Viral BookTok recs, teaser trailers, "if you love X" comparisons  
- Emotional State: Thrill-seeking, stressed from daily life, craving escapism and adrenaline rushes  

**Secondary 1: Book Club Readers (20% allocation)**  
- Age: 35-55  
- Platforms: Facebook Groups, Goodreads, Email newsletters  
- Purchasing Triggers: Group discussions, "read with me" challenges, author AMAs  
- Emotional State: Socially connected, curious, seeking intellectual stimulation and debate fodder  

**Secondary 2: Professional Commuters (10% allocation)**  
- Age: 30-50  
- Platforms: LinkedIn, Podcasts (Audible integration)  
- Purchasing Triggers: Quick audiobook recs, "page-turner for busy schedules" pitches  
- Emotional State: Overworked, seeking high-stakes distraction for commutes or downtime  

## 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 your trust."  
2. **Relatable Betrayal:** "In every shadow hides a secret—yours or someone you love."  
3. **Mind-Bending Payoff:** "Not every whisper is a lie... until it is."

## 4. CHANNEL PLAN
| Channel | Platform | Content Type | Frequency | Owner Agent |
|---------|----------|--------------|-----------|-------------|
| **Visual/Social** | Instagram & TikTok | Reels (book teasers, plot hints, author reads), Stories (polls/Q&A), Carousel quotes | Daily (Launch Week); 5x/week ongoing | Zara (Visual Content Specialist) |
| **Professional** | LinkedIn | Thought-leadership posts (thriller tropes analysis), Author interviews, Pro tips for writers | 3x/week | Leo (Content Strategist) |
| **Warm List** | Email (Klaviyo/Mailchimp) | Newsletters, ARC requests, exclusive excerpts, sales funnels | Weekly + 3 blasts (Launch Week) | Maya |
| **Credibility** | Press (PR Newswire, BookBub, genre blogs) | Press releases, media kits, guest articles | 1x pre-launch, 2x post-launch | Maya |
| **Community (Added)** | Goodreads & Facebook Groups | Giveaways, reviews amplification, discussion threads | 2x/week | Leo |
| **Paid (Added)** | Meta Ads & BookBub Deals | Retargeting ads, sponsored BookTok posts | Continuous, $5K/month budget | Zara |

## 5. CAMPAIGN PHASES
**Pre-Launch (2 Weeks Before Release – Build Hype)**  
- Teasers: Moody visuals/quotes on IG/TikTok (Zara).  
- ARC/Early Access Offers: Email to 5K warm list + Goodreads giveaways (Maya/Leo).  
- Influencer Outreach: 50 BookTok/Instagram influencers (10K+ followers) for ARCs (Leo).  

**Launch Week (Day 0-7 – Maximize Sales Spike)**  
- Daily posts across all channels reinforcing pillars.  
- Email blast to full list with 20% discount code.  
- Press release to 100+ outlets (NYT Books, Thriller blogs).  
- $2K ad spend on Meta/BookBub for top-of-funnel traffic.  

**Post-Launch (Weeks 2-8 – Sustain Momentum)**  
- Reviews amplification: Share 5-star quotes, run "review & win" contests.  
- Community engagement: Live author Q&As on IG/TikTok, Facebook group takeovers.  
- Retargeting ads to site visitors/cart abandoners.  

**Long-Term (Months 3-12 – Evergreen Growth)**  
- Evergreen content: "Behind the Twists" blog series (LinkedIn/Goodreads).  
- Reader community: Exclusive Discord/FB group for fans.  
- Backlist marketing: Bundle with author's prior thrillers, holiday promotions.  

## 6. SUCCESS METRICS
| KPI | Baseline | Target | Measurement Tool |
|-----|----------|--------|------------------|
| **Book Sales** | 500 (pre-campaign avg.) | 15,000 (first 30 days) | Amazon KDP / Publisher dashboard |
| **Social Engagement Rate** | 2% (current IG/TikTok) | 8% (likes/shares/views) | Platform analytics + Google Analytics |
| **Email Open/Click Rate** | 22% / 3% | 35% / 8% | Klaviyo reports |

## 7. EXECUTION TASKS
**Social Media Pack (IG/TikTok/LinkedIn templates):** Zara  
**Email Sequence (5-email nurture: Teaser → ARC → Launch → Review → Upsell):** Maya  
**Press Release (2 versions: Launch + Post-Launch):** Maya  
**Ad Copy (10 variants for Meta/BookBub):** Zara  
**Author Bio/Media Kit (PDF with headshots, Q&A, endorsements):** Leo  
**Influencer Outreach List & Tracker (50 contacts):** Leo  
**Goodreads/FB Group Content Calendar (20 posts):** Leo  
**ARC Distribution (500 copies via BookFunnel):** Maya  
**Review Amplification Graphics (20 quote cards):** Zara  
**Evergreen Blog Series (6 articles):** Leo  
**Community Setup (Discord invites, FB group rules):** Maya  

**Next Steps:** Schedule kickoff call with Leo & Zara. Budget: $25K total. Approve by EOD for Pre-Launch start.  

**Signed,**  
Maya  
Director of Marketing Operations  
Crimson Leaf Marketing