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**CAMPAIGN STRATEGY DOCUMENT**
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**Client:** Crimson Leaf Marketing – Book Division
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**Campaign:** "The Salt Archive" by Elena Voss – Debut Literary Fiction Launch
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**Strategist:** Leo, Senior Campaign Strategist
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**Document Date:** [Current Date]
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**Campaign Window:** 90 Days (Pre-launch through Launch Week + Sustain)
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---
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## OBJECTIVE
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Generate 2,500 verified pre-orders across all formats (hardcover, ebook, audio) within 90 days while securing 150+ NetGalley/Goodreads reviews with an average rating of 4.0+ stars to ensure Amazon algorithmic momentum and indie bookstore handselling traction by Day 90.
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---
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## TARGET AUDIENCE
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**Primary Segment:**
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- **Demographics:** Women aged 28-42, urban/coastal residing, household income $55k-$95k
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- **Platform:** Heavy TikTok (BookTok) users (daily 45+ min), Instagram secondary, Goodreads active list-makers
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- **Emotional State:** "Climate anxiety with hope" – readers seeking literary processing of environmental grief without dystopian nihilism; nostalgia for physical media/archival objects
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- **Buying Stage:** Awareness-to-Consideration; follows book influencers for TBR curation, pre-orders based on aesthetic packaging and "keeper" shelf appeal
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**Key Insight:**
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They need to see the book as a *tactile artifact* before they buy—visual proof that the physical object matches the atmospheric interior world. They require permission to prioritize "slow reading" of climate themes through Instagrammable moments (unboxing, shelf styling) rather than guilt-inducing news consumption.
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---
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## TACTICAL PLAN
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**PHASE 1: ARC Seeding & Authority Building (Days 1-30)**
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- **STEP:** Launch NetGalley listing with custom "Archivist Badge" request questions (filters for reviewers with 80%+ feedback ratio and >500 Goodreads followers); simultaneously upload to Edelweiss+ with exclusive "Curator's Notes" PDF attachment
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- **OWNER:** Agency (Crimson Leaf)
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- **TIMELINE:** Day 1-3
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- **TOOL/PLATFORM:** NetGalley ($599 listing), Edelweiss+ (free via publisher login), Google Forms (qualifying questions)
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- **STEP:** Deploy "Artifact Box" physical mailer to 50 micro-influencers (10k-50k followers) containing galley, custom tea blend ("Coastal Fog"), and vintage library card with handwritten note from author
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- **OWNER:** Agency coordinates; Author handwrites 50 cards
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- **TIMELINE:** Day 5-10 (arrive by Day 14)
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- **TOOL/PLATFORM:** BookFunnel (digital ARC backup), Pirate Ship (USPS postage), Later.com (content scheduling)
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- **STEP:** Establish Goodreads Giveaway (100 print copies) targeting users who shelved *Station Eleven*, *The Overstory*, and *Braiding Sweetgrass*
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- **OWNER:** Agency
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- **TIMELINE:** Day 15-45 (30-day giveaway window)
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- **TOOL/PLATFORM:** Goodreads Giveaway Program ($119 entry fee)
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**PHASE 2: Pre-Order Conversion Engine (Days 31-60)**
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- **STEP:** Launch "Deleted Archives" email funnel—lead magnet is 1,500-word cut chapter (The Flood of '87) delivered via BookFunnel; sequence includes 5 emails (Welcome → Author Q&A → Playlist → Pre-order reminder x2)
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- **OWNER:** Agency writes copy; Author approves voice; VA manages MailerLite automation
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- **TIMELINE:** Day 31 (funnel live), Day 35 (first ad traffic)
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- **TOOL/PLATFORM:** BookFunnel (delivery), MailerLite (email), Meta Business Manager (lead gen ads targeting "literary fiction" + "sustainability")
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- **STEP:** Execute "Indie Bookstore Takeover"—secure 20 indie stores for "Salt Archive Display" featuring vintage card catalog aesthetic; provide sell sheet and 1-minute TikTok script for store accounts to use
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- **OWNER:** Agency outreach; Author provides video intro
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- **TIMELINE:** Day 45-60 (displays up by Day 60)
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- **TOOL/PLATFORM:** Bookshop.org affiliate links, Canva Pro (display templates), Loom (video recording)
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**PHASE 3: Launch Velocity & Sustain (Days 61-90)**
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- **STEP:** "Archive Drop" TikTok campaign—3 sponsored posts with BookTok creators using the "Unboxing + First Line Read" format; creators must use #SaltArchive and link in bio via Linktree
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- **OWNER:** Agency negotiates contracts; Creators produce content
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- **TIMELINE:** Days 61, 68, 75
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- **TOOL/PLATFORM:** TikTok Creator Marketplace (contracting), Linktree (tracking links), Bitly (click analytics)
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- **STEP:** Podcast blitz—10 shows in 14 days targeting "Moments" (literary interview), "Climate One" (environmental), and "What Should I Read Next" (book recommendation); provide host with custom "Archival Question" prompts
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- **OWNER:** Agency books; Author records via Riverside.fm
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- **TIMELINE:** Days 65-79
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- **TOOL/PLATFORM:** Riverside.fm (recording), Chartable (tracking), Podchaser (review generation)
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---
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## CONTENT REQUIREMENTS
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1. **NetGalley/Edelweiss+ Press Release**
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- Format: PDF + HTML email body
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- Count: 250 words + 3 comp titles
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- Platform: NetGalley backend
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- Writer: Agency copywriter
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2. **"Artifact Unboxing" BookTok Script Template (3 variations)**
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- Format: 15-30 second vertical video scripts with shot list
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- Count: 45-60 seconds spoken + B-roll cues
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- Platform: TikTok/Reels
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- Writer: Agency (influencer adapts to voice)
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3. **Email Funnel: "The Deleted Archives"**
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- Format: 5-email sequence (plain text aesthetic, typewriter font headers)
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- Count: 200-400 words per email
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- Platform: MailerLite
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- Writer: Agency (subject lines A/B tested)
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4. **Podcast One-Sheet**
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- Format: Single-page PDF (8.5x11)
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- Count: 150-word hook, 5 sample questions, author photo
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- Platform: Email attachment to producers
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- Writer: Agency
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5. **Indie Bookstore Sell Sheet**
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- Format: 11x17 poster + 5x7 handout card
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- Count: 75 words hook, 3 blurbs, ISBN/ordering info
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- Platform: Physical print at stores
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- Writer: Agency
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6. **Instagram Carousel: "How to Read Like an Archivist"**
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- Format: 5-slide carousel (aesthetic: aged paper, tea stains)
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- Count: 25 words per slide max
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- Platform: Instagram/Facebook
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- Writer: Agency designer + copy team
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---
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## SUCCESS METRICS
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**KPI 1: Pre-Order Velocity**
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- **Measurement:** Amazon Author Central dashboard + Bookshop.org affiliate reports + IngramSpark pre-order data (consolidated weekly in Google Sheets)
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- **Baseline:** 0 units (Day 1)
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- **90-Day Target:** 2,500 units (2,000 hardcover, 400 ebook, 100 audio)
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**KPI 2: Review Acquisition Rate**
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- **Measurement:** NetGalley "Feedback Rate %" + Goodreads rating count (tracked via Goodreads API dashboard)
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- **Baseline:** 0 reviews (Day 1)
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- **90-Day Target:** 150+ reviews across platforms with 4.0+ average star rating (minimum 100 on Goodreads, 50 on Amazon)
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**KPI 3: TikTok Engagement Efficiency**
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- **Measurement:** Total engaged users (likes + saves + shares) ÷ Total reach x 100; tracked via TikTok Analytics and Creator Marketplace reports
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- **Baseline:** 0% (Day 1)
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- **90-Day Target:** 8.5%+ engagement rate on sponsored content (industry average: 4.5%; literary fiction premium target: 8%+)
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---
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## RISK & MITIGATION
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**Risk 1: TikTok Algorithm Suppression of Book Content**
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Due to platform volatility and potential shadow-banning of "promotional" content, organic reach could drop below 2% by Week 6.
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**Mitigation:** Diversify 40% of video budget to Instagram Reels simultaneously using identical creative assets to ensure platform redundancy if TikTok throttles reach.
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**Risk 2: Supply Chain Print Delay**
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Offset printing delays could push hardcover availability past Day 90, killing pre-order momentum.
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**Mitigation:** Confirm with IngramSpark print-on-demand backup option by Day 30 for immediate fulfillment if offset stock delays; communicate transparently via email funnel if delays occur, offering ebook/audio substitution with hardcover "ship when ready" option.
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---
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## BUDGET ESTIMATE
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**Range:** $12,500 – $18,000
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**Breakdown:**
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- NetGalley/Edelweiss+ listings & digital infrastructure: $1,200
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- "Artifact Box" physical mailers (50 units @ $45/unit): $2,250
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- Influencer fees (3 macro, 10 micro): $4,000 – $7,000
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- Meta/TikTok ad spend (lead gen + traffic): $3,000 – $5,000
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- Podcast production/editing support: $1,500
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- Design assets (Canva Pro, custom graphics): $550
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- Contingency (10%): $1,250 – $1,800
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**Single Biggest Cost Driver:**
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**Influencer fees and content licensing** (particularly the 3 sponsored BookTok posts requiring usage rights for repurposing in Meta ads), representing 35-40% of total budget.
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