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**CAMPAIGN STRATEGY DOCUMENT**
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**Project:** Launch Campaign – *The Cartographer's Silence* (Literary Fiction/Debut)
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**Strategist:** Leo, Senior Campaign Strategist
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**Date:** [Current Date]
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**Campaign Window:** T-90 to T+30 (Publication Date)
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---
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## OBJECTIVE
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Generate **3,000 pre-order and first-month sales units** within the 90-day campaign window, achieving Amazon category bestseller status (Top 10 in Literary Fiction) on launch day.
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---
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## TARGET AUDIENCE
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**Primary Segment:**
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Women ages 28–42, college-educated, disposable income $45k+, active on Instagram (Stories/Reels) and TikTok (BookTok), residing in US/UK/Canada suburbs/urban centers. They subscribe to 2+ book-related newsletters (*The New York Times Book Review*, *Book Riot*), purchase 6+ books annually, and currently read "upmarket book club fiction" (*Tomorrow and Tomorrow and Tomorrow*, *Lessons in Chemistry*).
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**Emotional State:** "Comfortably overwhelmed" – seeking immersive escapism that feels intellectually nutritious without requiring heavy emotional labor. They distrust algorithmic recommendations but trust "aesthetic curation" from micro-influencers (10k–50k followers).
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**Buying Stage:** Awareness → Consideration. They have not heard of the author; need permission to try an unknown writer.
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**Key Insight:**
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They need to see the book as a "status signal" object – something that looks deliberate on their Instagram Story next to coffee – paired with proof that it's already vetted by trusted tastemakers (bookstore Instagram accounts, mid-tier BookTokers). They buy the *potential* of the experience (the unboxing, the reading ritual) as much as the content.
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---
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## TACTICAL PLAN
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**PHASE 1: Infrastructure & Seeding (Days 1–30)**
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*STEP:* Deploy ARC (Advance Reader Copy) distribution via NetGalley Plus targeted list of 500 "Verified Reviewers" (95% approval rating minimum) filtered by "Literary Fiction," "Historical Fiction," and "Magical Realism" preferences.
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*OWNER:* Agency (Crimson Leaf) + Author (for personalized approval notes)
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*TIMELINE:* Day 1–5
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*TOOL:* NetGalley, Google Sheets tracker for follow-up
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*STEP:* Build "Pre-Order Incentive" landing page offering exclusive "Deleted Map Chapter" PDF + Spotify playlist curated by the author for email capture.
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*OWNER:* Agency (Web Dev)
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*TIMELINE:* Day 10
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*TOOL:* ConvertKit (landing pages), BookFunnel (PDF delivery), Shopify (digital product backend)
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*STEP:* Launch "The Cartographer's Desk" Instagram Reels series – weekly 15-second aesthetic shots of vintage maps, tea-staining techniques, and handwriting close-ups with ASMR audio, zero hard sell, purely atmospheric.
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*OWNER:* VA (Content Editor) + Author (weekly 30-min filming block)
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*TIMELINE:* Day 15–90 (weekly)
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*TOOL:* iPhone 14 Pro, CapCut (editing), Later (scheduling), Epidemic Sound (music licensing)
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**PHASE 2: Social Proof & Community (Days 31–60)**
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*STEP:* Execute "Map Swap" TikTok Challenge – send 50 physical advance copies with handwritten vintage maps to BookTok micro-influencers (15k–40k followers) with brief: "Show us where you'd hide a secret." No script required; authentic reaction videos only.
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*OWNER:* Agency (Influencer Outreach Coordinator)
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*TIMELINE:* Day 35–45 (shipping), Day 50–75 (content goes live)
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*TOOL:* Shopify (discount codes for tracking), GRIN or manual Excel CRM, Pirate Ship (USPS shipping)
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*STEP:* Facebook/Instagram Ads – Cold Traffic "Literary Lookalike" campaign targeting 1% lookalikes of *Circe* and *The Invisible Life of Addie LaRue* purchasers. Creative: Carousel of 3D book mockups in cozy reading nooks. Copy angle: "For fans of Erin Morgenstern."
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*OWNER:* Agency (Media Buyer)
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*TIMELINE:* Day 45–90
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*TOOL:* Meta Ads Manager, Canva (creative), BookBrush (3D mockups)
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*STEP:* Host Goodreads Giveaway (100 print copies) to generate "Want to Read" shelvings and algorithmic lift.
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*OWNER:* Author (shipping fulfillment) + VA (admin setup)
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*TIMELINE:* Day 50–70
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*TOOL:* Goodreads Giveaway Program (Standard Package), Stamps.com
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**PHASE 3: Conversion & Launch (Days 61–90)**
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*STEP:* Email "Countdown Sequence" to list (built from landing page) – 5-email automation: (1) Map research story, (2) Character inspiration, (3) Spotify playlist reveal, (4) "48 hours left" scarcity, (5) "It's here" launch day.
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*OWNER:* Agency (Copywriter) + Author (personalization in final email)
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*TIMELINE:* Day 75–90
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*TOOL:* ConvertKit, Grammarly Business
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*STEP:* "Local Bookstore Storm" – Coordinate with 12 indie bookstores (target: Powell's, Books Are Magic, Third Place Books) for signed bookplate distribution with pre-orders.
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*OWNER:* Author (signing) + Agency (Pitching/Coordination)
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*TIMELINE:* Day 80–90
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*TOOL:* Bookshop.org Affiliate tracking, Gmail, standard mail
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*STEP:* Amazon Advertising – Sponsored Product ads targeting competitor titles (*The Starless Sea*, *The Ten Thousand Doors of January*) with automatic bidding strategy focused on "Page Reads" for KU alignment (if enrolled) or hardcover sales.
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*OWNER:* Agency (PPC Specialist)
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*TIMELINE:* Day 85–90 (launch week push)
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*TOOL:* Amazon Advertising Console, Publisher Rocket (keyword research)
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---
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## CONTENT REQUIREMENTS
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**1. "The Cartographer's Map" Reels Templates**
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- **Format:** 9:16 vertical video, 15 seconds
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- **Specs:** 1080x1920, captions burned in (Open Sans font, white with black outline), trending audio (Epidemic Sound license)
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- **Platform:** Instagram Reels, TikTok
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- **Writer:** VA (Content Editor) using CapCut templates; Author provides 5 raw video clips weekly
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**2. Email Sequence Copy (5 emails)**
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- **Format:** Plain-text style (minimal HTML), 150–200 words body, single CTA button
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- **Platform:** ConvertKit
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- **Writer:** Agency Copywriter (voice: "intimate, slightly mysterious, anti-corporate")
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**3. Amazon A+ Content (if applicable) / Website Sales Page**
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- **Format:** HTML-enhanced description, 400 words, 5 comparison charts vs. similar titles
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- **Platform:** Amazon KDP / Author Website
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- **Writer:** Agency SEO Specialist
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**4. BookTok Pitch Brief (Influencer Kit)**
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- **Format:** 1-page PDF + physical insert in ARC package
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- **Specs:** 300 words max, 3 suggested video hooks ("POV: You found a map that leads to..."), no mandatory talking points
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- **Platform:** Physical print + PDF
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- **Writer:** Agency Influencer Coordinator
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**5. Ad Creative Set (Meta)**
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- **Format:** 5 carousel images (1080x1080) + 1 video (15s, 1080x1920)
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- **Specs:** Headline under 40 characters, primary text under 125 characters (before "see more")
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- **Platform:** Instagram Feed/Stories, Facebook Feed
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- **Writer:** Agency Copywriter + Designer (Canva Pro)
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---
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## SUCCESS METRICS
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**1. Pre-Order Velocity**
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- **How to measure:** Amazon KDP Dashboard + IngramSpark sales reports + Bookshop.org affiliate data aggregated weekly in Google Data Studio
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- **Baseline:** 0 units (Day 1)
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- **90-Day Target:** 2,200 pre-orders + 800 first-month sales = 3,000 units
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**2. Email List Conversion Rate**
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- **How to measure:** (Number of pre-orders attributed to UTM links in emails / Total email list size) × 100 via ConvertKit analytics
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- **Baseline:** 0 subscribers (Day 1)
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- **90-Day Target:** 5,000 subscribers at 8% conversion rate (400 sales from email channel)
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**3. Earned Media Value (EMV) from BookTok/Instagram**
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- **How to measure:** Sum of (Views × $0.015 CPM equivalent) for all organic posts using campaign hashtag #CartographersSilence, tracked via GRIN or manual hashtag monitoring
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- **Baseline:** $0 (Day 1)
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- **90-Day Target:** $45,000 EMV (approximately 3M views across 40 influencer posts)
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---
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## RISK & MITIGATION
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**Risk 1: Low ARC review conversion (less than 30% of NetGalley recipients post reviews)**
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*Mitigation:* Implement 3-touch email follow-up sequence at Days 14, 30, and 45 post-delivery, offering a 15-minute AMA (Ask Me Anything) Zoom call with the author to the first 20 reviewers who post, creating reciprocity obligation.
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**Risk 2: Meta ad account shutdown or policy restrictions on "before/after" style book ads**
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*Mitigation:* Split budget 60/40 between Meta and BookBub Ads (CPC display) from Day 1, ensuring no single point of failure; maintain $500 "emergency testing budget" for Amazon DSP if Meta account flags.
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---
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## BUDGET ESTIMATE
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**Low Range:** $12,000
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**High Range:** $18,500
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**Biggest Cost Driver:** Influencer seeding and ARC physical production (50 influencer boxes at $45/unit including shipping + NetGalley Premium listing $599 + Goodreads Giveaway fees $1,200), comprising approximately 35% of total budget.
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**Breakdown:**
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- Influencer/Product Seeding: $4,500
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- Meta/Amazon Ads: $5,000–$8,000
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- NetGalley & Goodreads: $1,800
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- Email/Software Tools (ConvertKit, BookFunnel, Later): $400 (3 months)
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- Creative Production (Canva Pro, Epidemic Sound, mockup software): $300
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- Contingency/Bookstore Campaign: $2,000–$3,500
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