2024 Fall/Spring

MKTG 410 Social Media

Marketing Professor Brooke
Rhodes
Section 2, Group 3

Strategic Social
Media Marketing
Plan Proposal
Ten Thousand Villages

Lizz Cook, Joshua Kline, Sean

Created By:
Landchino, Avery Odell, & Alyssa Polito
 Proposal - 2024
Contents

Meet The Team....................................................................................................................................... 1

Executive Summary................................................................................................................................ 2
Company & Industry Overview................................................................................................................ 3
Social Media Audit................................................................................................................................... 4
SWOT Analysis........................................................................................................................................ 8
Start, Stop, Continue Model..................................................................................................................... 9
Social Media Goals & Objectives............................................................................................................ 10
Target Persona #1.................................................................................................................................. 11
Target Persona #2.................................................................................................................................. 12
Social Media Platforms........................................................................................................................... 13
Strategy Campaign #1 Paid Media......................................................................................................... 14
Strategy Campaign #1 Schedule............................................................................................................ 15
Strategy Campaign #1 Post Examples................................................................................................... 16
Strategy Campaign #2 Earned Media..................................................................................................... 18
Strategy Campaign #2 Schedule............................................................................................................ 20
Strategy Campaign #2 Post Examples................................................................................................... 22
Strategy Campaign #3 Owned Media..................................................................................................... 24
Strategy Campaign #3 Schedule............................................................................................................ 26
Strategy Campaign #3 Post Examples................................................................................................... 27
 Proposal - 2024
Contents

2024 Content Calendar........................................................................................................................... 29

Brand Guide............................................................................................................................................ 31
Brand Voice............................................................................................................................................. 32
Implementation Platform Specific Tactics and Tools............................................................................... 33
Content Development.............................................................................................................................. 35
Organizational Chart................................................................................................................................ 36
Organizational Chart Role Responsibilities.............................................................................................. 37
Monitoring, Tracking, Measuring, and Evaluating.................................................................................... 38
Budget...................................................................................................................................................... 40
Bibliography.............................................................................................................................................. 41
Meet The Team
Lizz Cook
Hi, my name is Lizz Cook, I’m a marketing major with a digital marketing concentration
and a computer information systems (CIS) minor. At JMU, I have been involved with
and served in leadership positions for the College of Business Student Diversity
Council, Phi Chi Theta Business Fraternity, and Christian Student Fellowship. In my
free time you can catch me working out, playing video games, skateboarding, and
painting.

Joshua Kline
I’m a senor digital marketing major with a passion for data anlytics
specifically. I love to be outdoors, which includes running, hiking, and
backpacking. I’m president of the Club XC & Track at JMU which
takes up most of my free time.

Sean Landicho
Hi, my names Sean, I’m a marketing major with a digital marketing
concentration. At JMU, I am apart of the Alpha Sigma Phi fraternity
and help facilitate philanthropic outreach. In my free time I enjoy
reading history, philosophy, and spending quality time with friends.

Avery Odell
Hi, my name is Avery Odell and I am a marketing major with a digital
marketing concentration. On campus I am involved in Boarderline Ski
and Snowboard Club and intramural soccer. I love to stay active,
whether that be exercising, staying up to date with world events,
cooking new recipes, trying new restaurants, and hanging out with
friends.

Alyssa Polito
Hi, my name is Alyssa and I am a senior marketing major with a
concentration in digital marketing. I am originally from Bloomingdale,
New Jersey, but attend college at James Madison University. At school,
I am involved in my sorority, Sigma Sigma Sigma, where last term I
acted as Vice President. In my free time I enjoy reading and hanging
with friends!

1
Executive Summary
Ten Thousand Villages’ target audience is focused on middle-age
women who are characterized for their awareness of sustainability and
environmental friendly consumerism. Our clients love being outside and
invest research into brands they buy from. Our secondary audience is
geared towards college students at JMU who want to shop locally. To
gain attraction to these consumers, TTV will implement multiple social
media campaigns and giveaways on Instagram, Pinterest, and Facebook.

Our social media marketing plan will accomplish four things:

increase brand awareness by 20% in the next 6 months
increase revenue by 15% in the next 6 months
increase engagement by 15% on all social media through
campaigns
spread awareness about the benefits of fair trade through our
accounts

With our social media, TTV will implement campaigns like

#FairTadeFridays which explain the benefits of fair trade as well as the
people who buy from us. Our giveaways will also help increase
engagement on Facebook and Instagram.

-To achieve these goals, TTV will hire a JMU marketing intern to help get
these accounts to where they need to be and help the other employees
learn how social media can be beneficial to the business. Our three
campaigns that will be put into the year is a #FairTradeFriday campaign
where we shoutout our customers, an Earth Day Giveaway contest, and an
educational campaign where we will feature photos/videos about the
countires TTV’s products come from. By cmpleting these tactics, TTV will
accomplish their goals
Textbook reference pages: pg. 271-272; 297-298

T
e 2
Company &
Industry Overview
Company Overview
Ten Thousand Villages, a fair-trade company, considers people
and the planet in its business practices. As shared by the client,
the company is committed to making a positive impact in under-
resourced areas. Their page emphasizes the impact of every
purchase on people’s lives. In developing a social media
strategy for the client, it’s important to highlight their values and
the change they’re advocating for. Crafting content that
resonates with socially and environmentally conscious
consumers is crucial for achieving their goals.

Industry Overview
The fair trade industry has witnessed growth in recent years,
because of increasing consumer awareness of ethical and
sustainable practices. According to Fair Trade America there are
656 fair trade coffee farmers as of 2021. Technology has brought
the spotlight to the practices of inhumane industries. These factors
have aided the mission of Ten Thousand Villages. However, this
newfound attention is industry-wide meaning there is still plenty of
competition. In addition, there are increased costs through the
whole process of fair trade goods because there is no money
saved through exploitation. If Ten Thousand Villages focuses
strongly on the impact made, people will overlook the cons and the
competition!

3
 Social Media
Audit
There are plenty of great things in both accounts already. They have some great posts with the following:
effective images, great photo quality, and a strong call to action. The main issue is the lack of consistency. While
some posts have high quality images, others have low-definition that were clearly taken on a lower-quality
camera. The post frequency is a good rate, every post just needs to be high-quality on all the aforementioned
dimensions.

Not much user enagement is seen throughout both platforms. Posts with a strong call to action that encourage
users to comment creating more engagement. This can be tagging friends that would love the porduct, or having
giveaways for commenters

Type of
Content Topic Hashtag Sentiment Post Changes to
Platforms Followers
on Each Discussed Usage Analysis Frequency be Made
Platform

#LiveLifeFair
#fairtradeproducs Add more
same as Top: Love Every 2
Facebook 1.6k Fair-Trade #fairtradevalentines CTA to each
other day 2nd: Happy days
post
#shopwithlove

#LiveLifeFair
#fairtradeproducs Utilize
same as Top: Happy Every 2
Instagram 1338 Fair-Trade #fairtradevalentines Instagram
other day 2nd: Love days
Stories more
#shopwithlove

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5
 NEW CREATION VA
ACTIVE CHANNELS

6,876 FOLLOWERS 7.7K FOLLOWERS

326 FOLLOWERS 35 FOLLOWERS 11 SUBSCRIBERS
POSTS 1.61X PER DAY POSTS 1.667X PER
DAY

COMMUICATION OBJECTIVES
DESCRIPTION OF CONTENT

INSTA: A well rounded image is conveyed to

All channels focus primarily on the younger audience that uses Instagram

products being sold in store.

FACEBOOK: Info about the store and the
Many of the channels also products they are currently selling along with
feature videos of employees event information

trying to get their followers to PINTEREST: Sales is the main focus on

donate to their cause. New Pinterest with very little actually about
them featured.
Creation uses organic posts
instead of influencers of paid TIKTOK: A mix of content that is mostly
memes about their store to generate fun
ads. content

YOUTUBE: Convey their mission in an

informational light

TACTICS
STRENGTHS WEAKNESSES INSTA: a variety is featured, from
product images, to donation videos, to
INSTA: great product images all
INSTA: no reoccurring campaigns pictures of the store itself
around
FACEBOOK: Uses lots of text along with
FACEBOOK: Well written paragraphs, Good eye-
FACEBOOK: Lack of Hashtags and
photography, and frequent posting catching photos to get people to stop
possibly of over posting and annoying
and
users
read
PINTEREST: Great photography PINTEREST: Very product oriented with
and product display PINTEREST: No hashtag use very little text and links that take a viewer
to their website
TIKTOK: Aware of trends on the TIKTOK: lack of direction on the
platform platform with an unclear objective TIKTOK: uses the latest trending sounds to
attract the algorithm
YOUTUBE: great film quality and YOUTUBE: no hashtags or shorts
which doesn't pull new views in YOUTUBE: uses sit down storytelling
content
and narratives to bring awareness to
their mission

6
7
SWOT Analysis
STRENGTHS WEAKNESS

No current social
media content
Collaborates with calendar
other companies Doesn’t post blogs or
such as JMU Dining have an email
Frequent posting newsletter
Uses a good Doesn’t run as many
combination of promotions as
photos and videos compared to
competitors

OPPORTUNITIES THREATS

Utilize more social

media platforms Changing consumer
Differentiate posts trends
between platforms Not having a social
Create more media position can
interactive content lead to not making it
such as asking a priority and
questions in the inconsistency
captions, polls, More fair trade
giveaways companies opening
Reach a younger up in Harrisonburg
audience

8
Start, Stop, Continue
Model:
START
Utilizing new platforms such as TikTok, LinkedIn, and
Twitter
Engage with the audience in comment sections and
create more interactive content
Following a social media content calendar

STOP:
Posting the same exact content on Facebook and
Instagram
Only posting phone quality pictures
Not looking at social media analytics

CONTINUE:
Posting frequently
Giveaways and contests
Promotions and sales

9
Social Media Goals &
Objectives

10
Target Persona #1
Creative Christine represents TTV’s primary target market as being a middle aged local.
This group has a greater disposable income compared to the younger demographic and is
more willing to spend money on fair trade items. Their intention for purchasing these items
would a higher appreciation for quality as hand crafted items resonate more deeply with this
demographic. Additionally, they are more social conscious, aware of global issues, and
have more motivation for supporting artisans in developing countries.

11
Target Persona #2
Trendy Trina represents TTV’s secondary target market. While TTV is currently struggling to
attract college age students, this persona shows strategies that align with their wants and
needs. This demographic makes up a large portion of the Harrisonburg community as the city
encompasses James Madison University, Eastern Mennonite University, Bridgewater College,
and Blue Ridge Community College students. Additionally, this demographic has a strong
presence on social media, making them an ideal group for TTV to interact with online. TTV can
get this audience more engaged by incorporating tactics such as influencer sponsorship, user-
generated content, and contest.

12
Social Media Platforms

14
13
Strategy Campaign
#1 Paid Media

14
Strategy Campaign
#1 Schedule

15
Strategy Campaign #1
Post Examples
Example #1 Example #2

16
Strategy Campaign #1
Post Examples (Cont.)
Example #3

17
Strategy Campaign #2
Earned Media

18
Strategy Campaign #2
Earned Media (Cont.)

19
Strategy Campaign #2
Schedule

20
Strategy Campaign #2
Schedule (Cont.)

21
 Strategy Campaign #2
Post Examples
Example #1
Every friday we will feature a customer that has DM’d us a photo
with their favorite TTV Product. They will receive a 25% discount
coupon on any purchase.
Rules to enter:
Must have posted after the last winner and before Friday morning.
Must use @villages_harrisonburg on the post.
Demonstrate how you use the product.

#FairTrade #TTVHarrisonburg #fairtradefriday

Example #2 Example #3

Olivia is a frequent customer and we are so

happy to recognize her because of the impact she *This would be supplementary material one week
has made with every purchase. in a carousel post along with the #fairtradefriday
winner template*
#TTVHarrisonburg #FairTrade #fairtradefriday

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 Strategy Campaign #2
Post Examples (Cont.)
Example #4 Example #5

This week’s winner is Jennifer Berry! She is

another fan favorite at TTV. Her frequent handbag
purchases not only helps her look fashionable,
but helps those overseas that made the handbag
earn their fair share!
#TTVHarrisonburg #FairTrade #fairtradefriday
Congrats to Thomas Smith! We love hearing
about the happiness our products come from and
the happiness they create!
#TTVHarrisonburg #FairTrade #fairtradefriday

23
Strategy Campaign #3
Owned Media

24
Strategy Campaign #3
Owned Media (Cont.)

25
Strategy Campaign #3
Schedule

26
Strategy Campaign #3
Post Examples
Example #1

Example #2

27
Strategy Campaign #3
Post Examples (Cont.)
Example #3 Example #4

Example #5

28
2024 Content Calendar

29
2024 Content Calendar
(Cont.)

30
 Brand Guide
Primary Colors

Secondary Colors

Header Pangram
Edmondsans The quick brown fox jumps over the lazy
Bold dog.

Subheading Pangram
Edmondsans The quick brown fox jumps over the lazy
Medium dog.

Subheading Pangram
Edmondsans The quick brown fox jumps over the lazy dog.
Regular

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 Brand Voice
Archetype
Caregiver! TTV fits the attributes within the brand (Empathetic,
Giving, Service-Orientated). TTV aids to bring awareness to
those in less developed countries by working with them to sell
their products that wouldn’t get light from where they are
from. It’s an easy test to pull up a random piece of content and
see if any of the attributes fit, and if it always does then it’s the
correct type.

Voice
Celebratory and Respectful: Ten Thousand Villages celebrates the craftsmanship
and cultural heritage of artisans worldwide. Content should mirror this tone by
showcasing the beauty of each product while highlighting the cultural
backgrounds.

Empathetic and Compassionate: As a fair trade organization, Ten Thousand

Villages is committed to creating opportunities for artisans in developing
countries. Content should convey compassion towards these artisans,
highlighting the positive impact fair trade practices have.

Ten Thousand Villages values diversity, both in the products they sell and the
communities they serve. Content should reflect this by being inclusive and
welcoming to people from all walks of life. Avoid language or imagery that could
be culturally insensitive.

32
Implementation:
Platform Specific
Tactics and Tools
Platform: Facebook
Tactics:
1. Live Events: Host live events such as virtual
artisan showcases, Q&A sessions, and
product demonstrations to engage with
followers in real-time.
2. Facebook Groups: Create a dedicated group
for fair trade enthusiasts to foster discussions,
share experiences, and build a sense of
community.
3. Paid Advertising: Utilize Facebook Ads to
promote key products, events, and
campaigns, targeting specific demographics
and interests.
4. Interactive Content: Encourage engagement
through polls, quizzes, and interactive posts
to spark conversations and increase reach.
Tools:
Facebook Insights: Monitor page
performance, audience demographics, post
reach, and engagement metrics.
Facebook Ads Manager: Track ad
performance, manage campaigns, and adjust
targeting parameters.
Social media management tools: Hootsuite
or Sprout Social for scheduling posts,
monitoring mentions, and analyzing
performance across platforms.
Platform: Instagram
Tactics:
1. High-Quality Imagery: Share visually stunning
photos and videos of products, artisans, and
behind-the-scenes processes to captivate followers.
2. Stories and Reels: Utilize Instagram Stories and
Reels to share ephemeral content, sneak peeks,
and quick tutorials, increasing engagement and
visibility.
3. User-Generated Content: Encourage followers to
share their own photos and stories featuring TTV
products, fostering a sense of community and
authenticity.
4. Hashtags and Tagging: Use relevant hashtags
and tag partners, artisans, and influencers to
expand reach and connect with like-minded
individuals.
Tools:
Instagram Insights: Track engagement metrics,
audience demographics, and content performance
directly within the Instagram app.
Third-party analytics tools: Iconosquare or Later
for more in-depth analysis of post performance,
hashtag effectiveness, and audience growth trends.
33
Implem entation:
Platform Specific Tactics
and Tools (Cont.)
Platform: YouTube Shorts
Tactics:
1. Short, Snappy Content: Keep your Shorts
concise and engaging, focusing on capturing
attention within the first few seconds.
2. Trending Topics and Challenges:
Participate in trending topics, challenges, or
viral trends relevant to your niche to increase
visibility and engagement.
3. Quick Tips and Tutorials: Share bite-sized
tips, hacks, or mini-tutorials related to your
products, industry, or expertise.
4. Behind-the-Scenes Sneak Peeks: Offer
glimpses into your creative process, product
development, or daily operations to provide
unique insights to your audience.
Tools:
YouTube Studio: Use YouTube Studio's
Shorts creation tool to easily record, edit, and
upload short-form videos directly from your
mobile device.
Video Editing Apps: Leverage mobile video
editing apps like InShot, CapCut, or Adobe
Premiere Rush to enhance your Shorts with
effects, text overlays, and music.
Hashtags: Incorporate relevant hashtags in
your Shorts' titles or descriptions to increase
discoverability and reach a wider audience.
YouTube Analytics: Monitor performance
metrics such as views, watch time, and
engagement rates in YouTube Analytics to
assess the effectiveness of your Shorts and
optimize future content.
Community Tab: Utilize the Community tab
on your YouTube channel to engage with your
audience, share updates, and promote your
Shorts to subscribers.
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 Content Development

Curating Content:
Watch for Fair Trade Federation (FTF), Global Crafts, Fair Trade Certified, Fair Trade USA
for content to reshare on TTV’s social media channels. These sites promote fair trade
principles and practices and resources for ethical sourcing.

Managing Content:
Define specific roles and responsibilities within the TTV social media team.
Follow a content calendar to plan and organize your content schedule.
Utilize content creation tools and software such as Canva or Adobe to design graphics and
visuals.

Cross-utilizing Content:
Utilize platforms like Buffer and HubSpot to schedule and publish content across multiple
social media platforms, including YouTube, Instagram, and Facebook. They also provide
analytics tools to track performance and engagement metrics.

Break Apart Content:

Convert data, statistics, or complex concepts from blog posts or reports into visually
engaging infographics.
Employ carousels and slideshows for a seamless and engaging visual experience.
Break down longer videos into shorter snippets focusing on specific topics or segments.

More Recommendations:
Utilize hashtags, #fairtrade, #artisan, #sustainableliving, #craftsmanship, #ethicalfashion
Engage with online communities such as The Fair Trade Institute, Fairtrade Foundation, and
Fair Trade Certified.

35
Organizational Chart
STORE
MANAGER

MARKETING
MANAGER OPERATIONS ACCOUNTANT

CONTENT PRODUCER
HR

PRODUCTION
ASSISTANT

BLOG/EMAIL
MARKETING

SALES
SOCIAL MEDIA ASSOCIATE
INTERN
IT

36
Organizational Chart
Role Responsibilties
Store Manager
oversees all of store
reports to corporate
makes final decisions
Marketing Manager Operations Manager
oversees all of marketing oversees production
decisions works with corporate on
Research forecasts, trends, new products for store
and audience
develop campaigns

Accountant HR IT
oversees budgeting for deals with ethical issues outsourced from corporate
each quarter customer service deals with website issues

Content Producer Blog/Email Marketing Social Media Intern

Assistant
create content on all develop content for create video content on
social medias and newsletters social medias
website manage customer look for new trends and
create and promote ads emails/SEO produce content
help assist other
memebers of department

Production Assistant Sales Associate

assist operations work front desk
manager and marketing answer phone calls
manager to forecast sell store products to
capacity for each year customers

37
Monitoring, Tracking,
Measuring, and Evaluating

38
Monitoring, Tracking,
Measuring, and Evaluating
(Cont.)

39
Budget

40
 Bibliography
Child labor enforcement: Keeping young workers safe. DOL. (n.d.).
https://www.dol.gov/agencies/whd/data/child-
labor#:~:text=FY%202023%20Child%20Labor%20Enforcement%20Data&text=We%20found%20nearl
y%205%2C800%20children,increase%20from%20the%20previous%20year.

Coffee Impact Report - 2021. (n.d.). Fairtrade America. https://www.fairtradeamerica.org/why-

fairtrade/global-impact/reports-trends/coffee-impact-report-2021/

ChatGPT. (n.d.). https://chat.openai.com/

Iconfinder. (n.d.). Indonesia, map, country, indonesian, navigation, location icon - Download on
Iconfinder.
https://www.iconfinder.com/icons/402279/indonesia_map_country_indonesian_navigation_location_ic
on

SERRV in India, fair trade products handmade in safe & ethical conditions. (n.d.). SERRV.
https://www.serrv.org/category/india

SERRV in Indonesia, fair trade products handmade in safe & ethical conditions. (n.d.). SERRV.
https://www.serrv.org/category/indonesia

SERRV in Pakistan, fair trade products handmade in safe & ethical conditions. (n.d.). SERRV.
https://www.serrv.org/category/pakistan

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