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# Campaign Strategy Document: "The Whispering Shadows" by Alex Rivera
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## 1. PRODUCT SUMMARY
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"The Whispering Shadows" is a debut psychological thriller by Alex Rivera, centering on a detective haunted by auditory hallucinations that reveal a town's buried secrets. Key selling points: Heart-pounding suspense with jaw-dropping twists, deep dives into psychological trauma, and a binge-worthy plot perfect for fans of Gillian Flynn and Lisa Jewell.
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## 2. TARGET AUDIENCE
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**Primary: Thriller Enthusiasts**
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Age: 25-45
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Platforms: Instagram, TikTok, Goodreads
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Purchasing triggers: BookTok hype, new release alerts, author AMAs
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Emotional state: Thrill-seeking, craving escapism from daily stress
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**Secondary 1: BookTok Gen Z Readers**
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Age: 18-24
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Platforms: TikTok, Instagram
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Purchasing triggers: Viral videos, ARC reviews, peer recommendations
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Emotional state: Excited, FOMO-driven, community-oriented
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**Secondary 2: Professional Women Seekers**
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Age: 35-55
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Platforms: LinkedIn, Facebook, Email
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Purchasing triggers: Weekend escape reads, bestseller lists
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Emotional state: Stressed, yearning for intellectual stimulation
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## 3. MESSAGING PILLARS
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Every piece of content must reinforce these **exactly 3** core messages:
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1. **Unputdownable Twists**: "One whisper changes everything—can you guess the ending?"
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2. **Mind-Bending Psychology**: "Dive into the shadows of the human mind where secrets scream."
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3. **Must-Read for Thriller Fans**: "If you love Flynn and Jewell, this will haunt you long after the last page."
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## 4. CHANNEL PLAN
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| Channel | Platform | Content Type | Frequency | Owner Agent |
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|---------|----------|--------------|-----------|-------------|
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| Visual Social | Instagram/TikTok | Reels (book teasers, aesthetic mood boards, author Q&A), Stories (polls, countdowns), Carousel posts (quotes/excerpts) | 5x/week (3 Reels, daily Stories) | Leo |
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| Professional Networking | LinkedIn | Thought leadership posts (author's writing journey, thriller tropes), Video interviews | 2x/week | Maya |
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| Warm Audience Nurturing | Email (via Mailchimp/Klaviyo) | Newsletters (excerpts, behind-the-scenes), Automated sequences (welcome series, review requests) | Weekly blasts + 3x automated sequence | Zara |
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| Credibility Building | Press (PR Newswire, HARO, BookBub) | Press releases, Pitch decks to outlets (e.g., CrimeReads, Publishers Weekly) | Launch week + 1/month post-launch | Zara |
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| Community/Ads (Additional) | Facebook/Goodreads | Group discussions, Targeted ads (lookalikes of thriller buyers), Giveaways | 3x/week + ongoing ads | Leo |
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## 5. CAMPAIGN PHASES
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**Pre-Launch (2 weeks before):** Teasers (mysterious Reels/Stories hinting at "whispers"), ARC/early access offers via Email/Goodreads giveaways, Influencer outreach (20 micro-influencers in BookTok/thrillers, 5k-50k followers). Goal: Build anticipation, secure 50 early reviews.
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**Launch Week:** Daily posts across all channels (e.g., launch day live on IG/TikTok), Email blast to 5k warm list with 20% discount code, Press release distribution + paid BookBub feature, Launch ads ($500 budget on Meta/TikTok targeting primaries). Goal: Drive 500+ sales Week 1.
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**Post-Launch (Weeks 2-8):** Reviews amplification (share top Goodreads/Amazon reviews in carousels), Community engagement (Reddit AMAs, FB group Q&As), Retargeting ads to site visitors/cart abandoners. Goal: Sustain momentum, hit 2k total sales.
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**Long-Term (Months 3-12):** Evergreen content (timeless quote graphics, "Why this book haunts me" series), Reader community (private FB group, monthly newsletters), Backlist marketing (bundle with author's future works or comp titles). Goal: Lifetime value, 10k+ sales, newsletter growth to 10k subs.
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## 6. SUCCESS METRICS
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1. **Sales Volume**: Baseline: 100 units (pre-campaign backlist avg.); Target: 5,000 units in first 3 months (tracked via Amazon KDP/Audiobook sales dashboard).
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2. **Engagement Rate**: Baseline: 1.5% (historical social avg.); Target: 4% average across IG/TikTok/LinkedIn (likes/comments/shares per post).
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3. **Email Open/Click Rate**: Baseline: 20% open/2% click; Target: 35% open/5% click (tracked in Klaviyo, tied to conversions).
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## 7. EXECUTION TASKS
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- **Social Media Pack (20 assets: 10 Reels, 5 carousels, 5 Stories templates)**: Leo
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- **Email Sequence (5 emails: Welcome, Teaser, Launch Discount, Review Request, Evergreen)**: Zara
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- **Press Release (2 versions: Launch + Post-Launch)**: Zara
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- **Ad Copy/Creatives (10 variants for Meta/TikTok: Headlines, images, CTAs)**: Leo
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- **Author Bio/Media Kit (PDF with headshots, blurb, comps, interview Qs)**: Maya
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- **Influencer Outreach List/Scripts (20 targets + DM templates)**: Zara
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- **Review Amplification Graphics (15 shareable review quotes)**: Leo
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- **Evergreen Content Calendar (12 months of pillar-reinforcing posts)**: Maya
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- **Community Engagement Plan (FB Group setup, 10 prompt posts)**: Leo
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- **Analytics Dashboard Setup (Google Sheets linking Klaviyo/Meta/Amazon)**: Maya
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**Approval Workflow**: All tasks reviewed by Maya before publish. Budget: $5k (50% ads, 30% tools/influencers, 20% press). Timeline: Finalize doc today; Pre-Launch starts Oct 1 (assuming Oct 15 launch).
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*Prepared by Maya, Director of Marketing Operations*
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*Date: [Current Date]*
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