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**CAMPAIGN STRATEGY DOCUMENT**
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**Project Codename:** The Last Library Launch
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**Prepared by:** Maya Chen, Director of Marketing Operations
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**Date:** [Current Date]
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**Status:** Draft for Review
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---
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### 1. PRODUCT SUMMARY
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We are marketing *The Last Library* by debut author Sarah Chen—a contemporary literary fiction novel about a millennial archivist fighting to save a historic Portland library from tech-bro gentrification. The book blends quiet, character-driven prose with urgent themes of community displacement and digital-age isolation, positioning it as the definitive "post-pandemic novel about reconnection" with strong book club appeal and crossover potential for readers who loved *The Midnight Library* and *Eleanor Oliphant.*
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---
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### 2. TARGET AUDIENCE
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**PRIMARY: The "Book Club Activist"**
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- **Demographics:** Women, ages 32-52, household income $65K-$120K, suburban/urban, college-educated
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- **Platforms:** Instagram (primary), TikTok (BookTok), Goodreads, Facebook Groups
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- **Purchasing Triggers:** Emotional resonance with community themes, aesthetic cover appeal, Oprah/book club adjacent validation, "missing person" syndrome (seeing themselves in the protagonist's isolation)
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- **Emotional State:** Nostalgic for pre-digital community spaces, anxious about neighborhood change, seeking meaningful fiction that validates their caregiving/saving instincts
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**SECONDARY A: The "Literary Professional"**
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- **Demographics:** Ages 28-45, urban professionals, publishing/adjacent industries, MFA holders, librarians/booksellers
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- **Platforms:** LinkedIn, Twitter/X (publishing community), Substack, professional Slack channels
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- **Purchasing Triggers:** Craft admiration, career validation (leadership/legacy themes), supporting debut authors, industry peer recommendations
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- **Emotional State:** Imposter syndrome management, seeking intellectual credibility in leisure reading, balancing capitalism with artistic values
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**SECONDARY B: The "Local History Preserver"**
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- **Demographics:** Ages 45-68, library donors, historical society members, active in local politics
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- **Platforms:** Facebook, Email newsletters, local news sites, print media
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- **Purchasing Triggers:** Civic pride, anti-gentrification sentiment, concrete setting familiarity, nostalgia for architectural heritage
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- **Emotional State:** Protective of physical institutions, resistant to technological disruption, seeking hopeful narratives about preservation
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---
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### 3. MESSAGING PILLARS
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**Every piece of content must reinforce one of these three pillars:**
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1. **"Spaces Hold Stories"** — Physical libraries and community hubs are irreplaceable archives of human connection; losing the building means losing the collective memory stored within its walls.
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2. **"Quiet Resistance is Still Resistance"** — Not all activism is loud; the protagonist's methodical, gentle persistence is a valid and powerful form of opposition to rapid displacement.
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3. **"Digital Connection Requires Physical Roots"** — Technology cannot replace tactile community; the novel argues for balance between digital convenience and analog intimacy.
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---
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### 4. CHANNEL PLAN
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| Platform | Content Type | Frequency | Owner Agent |
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|----------|--------------|-----------|-------------|
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| **Instagram** | Carousel quotes (aesthetic typography), Reels (shelf styling, "day in life" of archivist), Stories (polls/book club questions) | 5x/week (M/W/F/Sat/Sun) | **Zara** |
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| **TikTok** | POV videos ("Tell me you work in a library without telling me"), aesthetic mood boards, author reading snippets, trend participation | 2x/day during launch, 1x/day ongoing | **Zara** |
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| **LinkedIn** | Long-form articles on "Leadership Lessons from Librarians," professional book reviews, author career journey posts, workforce relevance themes | 2x/week (Tues/Thurs) | **Maya** |
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| **Email (Warm List)** | Nurture sequence (3-part), launch announcement, exclusive author Q&A, book club kit download | 2x/week during campaign, weekly evergreen | **Leo** |
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| **Press/PR** | Review copies to literary editors, feature pitches (local Portland media, national book sections), author interview scheduling | Pitch blitz: 20 outlets/week for 4 weeks | **Maya** |
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| **Podcasts** | Author guest spots on literary podcasts, local history shows, workplace culture series | 2-3 episodes/week during launch month | **Leo** |
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| **Goodreads** | ARC giveaways (100 copies), author Q&A in debut authors group, targeted genre advertising | Daily monitoring, weekly content drops | **Zara** |
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---
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### 5. CAMPAIGN PHASES
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**PHASE 1: PRE-LAUNCH (Weeks -2 to 0)**
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*Objective: Build anticipation, secure early reviews, establish aesthetic presence*
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- **Teaser Campaign:** "The Library is Closing" cryptic countdown on Instagram/TikTok (visuals of boarded-up buildings, vintage card catalogs) with #SaveTheLastLibrary hashtag
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- **ARC Distribution:** Mail 150 physical ARCs to BookTokkers (50), literary influencers (40), librarians (30), and podcasters (30) with branded library card bookmarks
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- **Influencer Outreach:** Personalized pitches to 20 macro-influencers (100K+ followers) in book/lifestyle space for launch week coverage
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- **Email List Warm-up:** "The Archive Opens Soon" sequence—week 1: setting inspiration photos; week 2: author meet-cute with the real library that inspired the book
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- **Pre-order Incentive:** Exclusive library tote bag for pre-orders tracked via unique landing page
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**PHASE 2: LAUNCH WEEK (Days 0-7)**
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*Objective: Maximum noise, sales conversion, media saturation*
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- **Social Blitz:** Daily TikToks showing "The First Chapter" read-aloud, IG Lives with author at real library location, Reels of unboxing pre-order packages
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- **Email Blast:** "It's Here" announcement with direct buy links, exclusive Spotify playlist (songs mentioned in book), downloadable book club guide
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- **Press Release:** Distributed to 50 outlets focusing on "Fiction Meets Activism" angle; localize for Portland media with author hometown hook
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- **Paid Advertising:** $5K budget split between Instagram Stories (click-to-buy), BookBub Featured Deal, and Amazon lockscreen ads targeting comparable authors
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- **Launch Event:** Hybrid virtual/in-person event at partner independent bookstore with livestream to Instagram/Facebook
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**PHASE 3: POST-LAUNCH SUSTAIN (Weeks 2-8)**
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*Objective: Review amplification, community building, maintaining momentum*
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- **Review Harvesting:** Daily monitoring of Goodreads/Amazon; screenshot positive reviews for social proof graphics; respond to critical reviews professionally
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- **Community Engagement:** Weekly virtual book clubs hosted via Zoom (promoted via Eventbrite); user-generated content campaign #MyLibraryStory encouraging followers to share photos of their local libraries
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- **Retargeting Ads:** Facebook/Instagram carousel ads targeting website visitors who didn't purchase; Amazon DSP ads for comparable book buyers
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- **Mid-Campaign Email:** "Are You Team Preservation or Team Progress?"—divisive poll content driving engagement and segmenting list for future personalization
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- **Podcast Tour:** Author completes 15-20 podcast interviews discussing gentrification, library science, and debut author anxiety
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**PHASE 4: LONG-TERM EVERGREEN (Months 3-12)**
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*Objective: Backlist building, reader community ownership, sustainable sales*
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- **Evergreen Content:** Monthly blog posts on "Libraries Around the World" series, tying book themes to real-world preservation efforts; SEO optimization for "books about libraries" and "literary fiction about community"
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- **Reader Community:** Launch "The Card Catalog"—monthly Substack newsletter (separate from sales funnel) featuring author essays, reader spotlights, and library advocacy news
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- **Backlist Marketing:** Bundle promotion with author's future works; holiday gift guide pitching (Mother's Day, Christmas); library system bulk sales outreach
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- **Seasonal Campaigns:** "Banned Books Week" tie-in (September) highlighting themes of censorship vs. preservation; National Library Week (April) charity partnership donating 10% of sales to ALA
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---
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### 6. SUCCESS METRICS
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| KPI | Baseline | Target | Measurement Method |
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|-----|----------|--------|-------------------|
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| **Pre-Order/First Month Sales** | 0 (debut) | 3,000 units | Nielsen BookScan + Amazon + Indie tracker dashboard |
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| **Social Engagement Rate** | 2.1% (current account avg) | 6.5% | Platform-native analytics (IG/TikTok) aggregated weekly |
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| **Earned Media Placements** | 0 | 15 features | Tracking sheet counting reviews in Tier 1 (NYT, WaPo, NPR), Tier 2 (Bustle, LitHub, local Portland press), and BookTok viral hits (100K+ views) |
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**Secondary Tracking:** Email open rate target >25%, click-through rate >4%; Goodreads "want to read" additions target 10,000; Podcast download attribution target 5,000 unique listeners.
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---
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### 7. EXECUTION TASKS & ASSIGNMENTS
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**MAYA (Director of Marketing Operations):**
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- Write and distribute press release (Launch Week)
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- Secure and coordinate 3 local Portland TV/radio interviews (Pre-Launch)
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- Draft LinkedIn thought leadership series: "What Archivists Teach Us About Marketing" (4 posts, Pre-Launch through Launch Week)
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- Negotiate BookBub Featured Deal and Amazon advertising contracts (Pre-Launch)
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- Create campaign analytics dashboard and weekly reporting structure (Ongoing)
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- Author media training and talking points document (Pre-Launch)
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**LEO (Copywriter/Content Strategist):**
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- Write 3-part email nurture sequence (Pre-Launch)
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- Draft launch announcement email and "Did You Finish It?" follow-up sequence (Launch Week)
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- Write podcast interview prep sheet and sample Q&A for 5 target shows (Pre-Launch)
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- Create book club discussion guide (PDF, 12 pages) (Pre-Launch)
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- Write ad copy variations for Facebook/Amazon campaigns (5 headlines, 3 body copies, Launch Week)
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- Author bio and 3 versions of media kit (long/short/one-sheet) (Pre-Launch)
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**ZARA (Visual Content Creator/Social Media Manager):**
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- Design Instagram aesthetic template pack (15 templates: quotes, reviews, countdowns, questions) (Pre-Launch)
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- Film and edit 20 TikTok videos (10 teasers, 10 launch week) (Pre-Launch/Launch Week)
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- Create "Unboxing" experience design for pre-order mailers (Pre-Launch)
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- Execute ARC mailer packaging and shipping coordination (Pre-Launch)
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- Daily social listening and engagement (responding to comments, sharing UGC) (Ongoing)
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- Design Goodreads giveaway graphics and Amazon A+ Content layouts (Pre-Launch)
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**CROSS-FUNCTIONAL COLLABORATION:**
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- All three agents meet weekly for "Campaign Huddle" (Tuesdays, 10 AM)
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- Shared asset folder: "Last Library Campaign 2024" (Google Drive)
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- Deadline: All Pre-Launch assets due 7 days before Week -2
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---
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**Approval Status:** Pending review from Publishing Director
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**Next Steps:** Budget confirmation for paid advertising ($8K total proposed) and ARC printing (150 units)
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