27

Strategy Campaign 2
Schedule and Examples

Date and Time: December 12th, 2024 at 5:00 pm

Platform: Facebook
Tactic/Content Type: Post
Caption:
Bring a friend or family member into the store to receive a 20% off
discount of all kitchenware appliances anytime between December
15th-24th just in time for the Holidays! Great quality gifts for a great
price! #SpreadFairness #FairTradeChristmas
Description of Visual/Alt Text:
Graphic showing off some kitchenware appliances with a smiling
family in the background and a big “20% off” displayed
Intention of Post:
The goal is to bring in more customers and encourage them to buy
gifts from TTV just in time for the holidays. The hope is that the gift
receivers will love the TTV products and tell others about it.
 28

Strategy Campaign 2
Schedule and Examples

Date and Time: January 1st, 2025 at 12:00 pm

Platform: Instagram

Tactic/Content Type: Story Poll

Caption:
“New Year Same Fight” header. Share your
answer to your own Instagram story and tag TTV
@villages_harrisonburg for a 10% discount on
your in-store purchases between 1/2/25 - 1/8/25

Description of Visual/Alt Text:

Instagram poll listing 4 or 5 “New Year’s
Resolutions” all involved around what you will
do in 2025 to make a change.

Intention of Post:
The goal of this poll is to get consumers to
reflect on how they can make a difference in the
community, which reflects positively on the TTV
brand
 29

Strategy Campaign 2
Schedule and Examples

Date and Time: Every Friday during January 10th-February 7th,

2025 at 10:00 am
Platform: Facebook and Instagram
Tactic/Content Type: Post
Caption:
Fair Trade Friday! This Friday’s product spotlight is earrings! Share
this post to your story to receive 15% off all earrings! But hurry, this
offer only runs today (date) for 24 hours! Come see us! #FTF
Description of Visual/Alt Text:
“Fair Trade Friday” written on graphic showcasing a certain product
each week with a CTA to repost on your story to receive 15% off
that product being spotlighted
Intention of Post:
Intention of this post is to raise awareness of TTV and showcase one
particular product being sold with a slight discount to encourage
conversions. This can also lead to an easy series to maintain every
Friday for TTV.
 30

Strategy Campaign 2
Schedule and Examples

Date and Time: February 4th, 2025 at 5:00 pm

Platform: Instagram
Tactic/Content Type: Post
Caption:
Repost this, follow Ten Thousand Villages on Instagram, and tag
your loved one in the comments for a chance to win this basket for
Valentine’s Day! #LoveIsInTheFair #ValentinesDay
Description of Visual/Alt Text:
Picture of a basket of chocolates and a piece of jewelry that will be
given away to one lucky winner meant to give to your loved one
for Valentine’s Day

Intention of Post:
The intention of this post is to drive more traffic to TTV’s Instagram
and to increase awareness and conversations about their brand
 31
Strategy Campaign 3
Increase sales and revenue from
Marketing Goal
social media by 15%

Customers both young and middle-aged who

Target Market are newer to TTV and are interested in
learning more about them and their mission

Buyer’s Journey Stage Conversion

The campaign will involve interactive posts,

such as an Instagram poll to increase
Description of Campaign
engagement. There will also be links to the
TTV website, Facebook, and Instagram.

Duration of Campaign December 2024 - May 2025

Support the fair-trade industry by

Campaign Message
buying from locally owned stores.

The tone is fun and energetic, which will help

Tone draw consumers in and motivate them to
learn more about TTV and their mission.

#fairtradefun, #learnmore, #ttvharrisonburg,

Hashtags Used
#fairtrade, #fairtradefree, #fairtradeproducts
 32

Strategy Campaign 3, Cont.

There will be contests for

discounts which will draw in
How to Make Audience Care
newer customers. Polls will also
help increase engagement.

Resources Required Canva or Adobe Cloud

People or Organizations Graphic designers for social

Needed media and store employees

Roughly $500 for Canva Pro for a

Estimated Costs year, a video editor, and analytic
platform
 33

Strategy Campaign 3
Schedule and Examples

Date and Time: December 5th, 2024 at 5:00 pm

Platform: Instagram
Tactic/Content Type: Post
Caption:
The post will encourage people to tag their friends in the comments
to be entered in a Christmas giveaway.
Description of Visual/Alt Text:
The visual of the post will show whatever the giveaway is for, likely
a basket containing some products/gift cards.
Intention of Post:
The goal of this post is to both give back to the Harrisonburg and
TTV community, while also spreading the reach of the business by
encouraging people to tag their friends.
 34

Strategy Campaign 3
Schedule and Examples

Date and Time: January 28th - February 4th, 2025 at 3:00 pm

Platform: Instagram
Tactic/Content Type: Story Poll
Caption:
Question posted as an Instagram story as a poll

Description of Visual/Alt Text:

This post will have a poll on it asking a trivia question about fair trade
and/or TTV each day.

Intention of Post:
Raise awareness about fair trade and why its important to support it
 35

Strategy Campaign 3
Schedule and Examples

Date and Time: March 5th, 2025 at 4:00 pm

Platform: Facebook
Tactic/Content Type: Post and RSVP
Caption:
Join us March 12th for a Pizza and Games Night! Prizes will be
handed out to the winners. Bring your friends and family for this
special event! Admission is only $10 per person. #TTVGameNight
Description of Visual/Alt Text:
Event posted on Facebook announcing a pizza party and game
night to bring members of the community together.
Intention of Post:
Help raise awareness about TTV and bring the community together
 36

Strategy Campaign 3
Schedule and Examples

Date and Time: April 6th, 2025 at 2:00 pm

Platform: Instagram
Tactic/Content Type: Post
Caption:
The caption of the post will outline the terms and dates of the sale,
including price and what products qualify.
Description of Visual/Alt Text:
The visual of the post will advertise the “Spring has Sprung” sale,
where items such as outdoor products and accessories will be
discounted.
Intention of Post:
This post's purpose is to advertise the sale that TTV would have
which encourages people to come in and buy spring and outdoor
items as warmer weather arrives.
 37

Strategy Campaign 3
Schedule and Examples

Date and Time: May 5th, 2025 at 12:00 pm

Platform: Instagram
Tactic/Content Type: Post
Caption:
The post will explain to viewers that there is a TTV pop-up shop on
the JMU campus between 1-6 pm.
Description of Visual/Alt Text:
The visual of the post will show both where at JMU the pop-up
shop is, as well as what kind of products are at the shop.

Intention of Post:
By creating and posting a pop-up shop on the JMU campus, it will
expose a larger portion of the JMU community to TTV and
encourage them to come back.
 Overview of 2024-25 38

Content Calendar

Our content calendar consists of 3 campaigns to be run by Ten Thousand

Villages, in collaboration with the evergreen content we created to be posted
throughout the year at any time.
The following describes each campaign:

Campaign 1 - Campaign will include reposts of videos about fair trade

information and original content through infographics about fair trade
information. The posts will be mostly informative as the target audience will
be the older demographic (35-70). Original videos made by employees that
describe fair trade processes, employees will also take comments on posts
and make videos answering the questions will be made. Campaign’s
message is to inspire consumers to learn more about Fair Trade through TTV.
It runs from June to October 31st, 2024.

Campaign 2 - Campaign will include organic content revolved around the

message of the act of giving and the impact one person can have, just like
your voice on an issue. Campaign’s target is Gen Z and college aged kids.
Photos and Videos will feature normal people/or students sharing and giving
away items, showing the impact it can have. It runs from November 2024 to
February 14th, 2025.

Campaign 3 - Campaign will involve a lot of interactive posts, such as polls

on their Instagram stories or posts that have you comment on the post to
engage the audience. There will also be link clicks to their website and some
QR codes that take them to contests. The campaign’s target audience is
customers who are newer to TTV and interested in learning more about their
mission and the campaign’s message is to support the fair-trade industry by
buying from locally owned stores (TTV) and supporting locally owned
businesses. It runs from December 2024 to May 2025.
 39
Brand Voice and Guide

Logos
1. 2.

3.

Textures

Wicker Stitched Wooden

 40

Brand Voice and Guide

Primary Colors

#c02f1c #ffffff #252525

Secondary Colors

#9bb8bd #b54638 #cbaa83

Fonts
Header: Edmondsans (Size 90-110)
Subheaders: Edmondsans (Size 50-70)
Body: Edmondsans (Size 30-50)
Text Color
Dark or Colored Background: White Text
White or Light Background: Black/Gray Text
 41

Brand Voice and Guide

Voice and Tone

Friendly: Fair trade is about equal treatment and
mutually beneficial relationships. We want to make
sure that our customers feel welcomed and valued,
just like the artisans that we work with.

Passionate: Caring about people and the planet

is what separates Ten Thousand Villages from our
competitors. We want to express our dedication
and passion to our mission with every piece of
media that we release as it is a reflection of our
brand.

Sincere: Ten Thousand Villages’ stores are very

intimate and inviting places that sell a multitude of
painstakingly handmade items. We need to honor
the time and effort that our produts took to make
by coming off as a brand that genuinely cares
about its customers.
 42
Platform-Specific
Tactics and Tools

Platforms and Tactics

Instagram will be used for a variety of different posts. TTV

wil be able to post giveaways, trivia, product spotlights
and more to engage a younger audience that they are
looking to break into.

Facebook will be used for similar posts, but is more geared

towards the target audence they already have been
hammering home. The middle aged class that dominates the
platform. These posts will be more informational in nature
trying to reach that middle-aged target audeince
 43
Platform-Specific
Tactics and Tools

Hootsuite: Can track up to 3 social profiles for free, while

getting metric on post performance and audience
engagement

Instagram Insights: Provided by Instagram itself, this tool

offers basic analytics on your account's performance,
including impressions, reach, and engagement metrics for
individual posts and stories.

Facebook Insights: Similar to Instagram Insights, Facebook

Insights provides analytics for your Facebook Page,
including post reach, engagement, and audience
demographics.

Google Analytics: Google Analytics can track traffic from

social media to your website, providing insights into how
your social content is driving website visits and conversions.
 44

Content Development

Developing Original Content

To approach original content effectively, Ten Thousand Villages should
first define their target audience and tailor content to resonate with their
values and interests. They should then prioritize storytelling, sharing
compelling narratives about artisans, their craft, and the impact of fair
trade. Additionally, they should leverage visual content such as photos
and videos to showcase their products and the people behind them.
Engaging with their audience by encouraging engagement on social
media and responding to comments and messages is also crucial.

Curating Content
Ten Thousand Villages can approach curated content by identifying
reputable sources that align with their values and sharing articles,
videos, and images that educate and inspire their audience about fair
trade and ethical shopping. They should ensure that the curated
content complements their brand's messaging and adds value to their
followers' experience. Engaging with the curated content by providing
thoughtful commentary or asking questions can further enhance their
social media presence and encourage meaningful discussions among
their audience.
 45

Content Development, Cont.

Managing Content
Ten Thousand Villages should approach managing content by creating
a content calendar to plan and organize their posts, ensuring a
consistent and cohesive message across all platforms. They should
also prioritize quality over quantity, focusing on creating meaningful
and engaging content that resonates with their audience. Regularly
reviewing and analyzing performance metrics can help them
understand what content performs best and refine their strategy
accordingly, ensuring continuous improvement and relevance.

Cross-Utilizing Content
Ten Thousand Villages should approach cross-utilizing content by
repurposing successful social media posts into blog articles, email
newsletters, or video content to reach a wider audience and
reinforce key messages. They can also leverage user-generated
content from social media to create engaging stories or testimonials
that showcase the community's involvement with the brand.
Additionally, they should collaborate with influencers or partner
organizations to share and cross-promote content, increasing their
reach and impact.
 46

Content Development, Cont.

Breaking Apart Content

Ten Thousand Villages can approach breaking apart content by
creating bite-sized pieces, such as short videos, infographics, or
carousel posts, to make complex information more digestible and
shareable on social media. They should also repurpose longer-form
content, such as blog posts or interviews, into shorter snippets or
quotes to tease the full content and drive traffic to their website or
other platforms. Additionally, they can use storytelling techniques to
create a series of posts that gradually unveil a larger narrative, keeping
their audience engaged over time.
 47

Organizational Structure

Social Media Campaigns will be spearheaded by the store

manager with the aid of store employees. Additionally, we
recommend the hiring of a social media employee in order to
handle the design, implementation, and tracking of social
media content.

The store manager will handle supervision and analysis of key

metrics along with the monitoring of the social media content
calendar throughout the duration of campaigns.
The social media employee will create deliverables and copy in
order to fulfill such campaigns.

Both store manager and social media employee(s) should have

access to design tools such as Canva and Adobe Cloud
Express, in order to achieve synergy throughout the process of
executing the campaign.
 48
Monitoring, Tracking,
Measuring, and Evaluating 1

Social Media Goal:

Increase Instagram following

SMART Objectives:
Increase Instagram following to 2,000 by the end of June.

KPI’s:
Follower count

KPI Formula:
Audience Growth Rate:
(New Net Followers / Total Audience) x 100 = Growth Rate %

KPI Performance Target:

As of now the Ten Thousand Vilalges Harrisonburg Instagram
account is sitting at 1,349 followers. For this social media
goal we want to grow that account by 651 by June. This
would ultimately get TTV to a follower count total of 2,000.
 49
Monitoring, Tracking,
Measuring, and Evaluating 2

Social Media Goal:

Post for younger audience on Instagram and older audiences
on Facebook
SMART Objectives:
Increase engagement on both platforms by 50% in 3 months
KPI’s:
Likes, Comments, Shares (Average Engagement Rate)
KPI Formula:
Engagement Rate Per Post:
(Total ER per post / Total Posts = Average ER per post
*Total ER per post = likes + comments + shares*

KPI Performance Target:

As of now the Ten Thousand Vilalges Harrisonburg Instagram
Engagement is at 620 in the last 90 days. Our goal would be
to increase this 930 over the next three months. On the other
hand the Facebook is a little higher at 759. With our plan this
would increase to 1,138 over the next three months.
 50
Monitoring, Tracking,
Measuring, and Evaluating 3

Social Media Goal:

Create more interactable posts on Instagram

SMART Objectives:
1-2 times per campaign, create a post that includes a link, poll,
etc. that leads to something like a survey, blog or website.
Increase click-through rate of links to 30 people per campaign.

KPI’s:
Link clicks (Click-through-rate)

KPI Formula:
Click-Through Rate:
(Total # of clicks / Total # of impressions = CTR

KPI Performance Target:

Currently on Instagram they don’t have any links in their
posts. We want to change this to drive more traffic to the
website. Our goal is to have at least 30 people click through
the link during each campaign throughout the year.
 51
Monitoring, Tracking,
Measuring, and Evaluating 3
Social Media Goal:
Create social media-specific deals

SMART Objectives:
Once a month post a giveaway or sale based around
interaction on social media such as tagging a friend or
reposting the post.
KPI’s:
Likes, comments, tags, reposts, and shares
KPI Formula:
Engagement Rate Per Post:
(Total ER per post / Total Posts = Average ER per post
*Total ER per post = likes + comments + shares*

KPI Performance Target:

Recently on Instagram they don’t have many giveaways and
sales. We would like to increae this by posting many different
sales and giveaways on their Instagram. This will be
measured by Engagement Rate Per Post. We would like this
to increase by at least 50%. This would take the Instagram
930 for engagement because of this goal.
 52

Budget

Tools
$119.99
(Canva Pro)

Wages
(Social Media $2,400.00
Employee)

Paid Media
(Cost-per-click * $1,400.00
traffic)

Total $3,919.99
 53

Bibliography

Fairtrade America. (n.d.). 5 things people get wrong about Fairtrade.

Retrieved from https://www.fairtradeamerica.org/news-insights/5-
things-people-get-wrong-about-fairtrade/

Fairtrade International. (n.d.). What is Fairtrade? Retrieved from

https://www.fairtrade.net/about/what-is-fairtrade

Green Hummingbird. (n.d.). Facebook. Retrieved from

https://www.facebook.com/greenhummingbirdftc/

Green Hummingbird. (n.d.). Instagram. Retrieved from

https://www.instagram.com/green_hummingbird/

New Creation. (n.d.). Facebook. Retrieved from

https://www.facebook.com/newcreationva/

New Creation. (n.d.). Instagram. Retrieved from

https://www.instagram.com/newcreationva/?hl=en

Shops at Agora. (n.d.). Facebook. Retrieved from

https://www.facebook.com/shopsatagora
 54

Bibliography, Cont.

Shops at Agora. (n.d.). Instagram. Retrieved from

https://www.instagram.com/shopsatagora/

Ten Thousand Villages. (n.d.). Retrieved from

https://www.tenthousandvillages.com/

Ten Thousand Villages Harrisonburg. (n.d.). Facebook. Retrieved from

https://www.facebook.com/p/Ten-Thousand-Villages-Harrisonburg-
100063768211892/?paipv=0&eav=AfbBWGg4c-
_o1PWN9y2Gio6ctfdMC7mHEjWh_Eew8VN0sONLkRIMFWEuXqLAIa
wslVo&_rdr

University of the West of England. (n.d.). Fairtrade facts and benefits.

Retrieved from https://www.uwe.ac.uk/about/values-vision-
strategy/sustainability/fairtrade-facts-and-
benefits#:~:text=The%20Fairtrade%20system%20currently%20works,e
quality%20and%20increase%20female%20participation.

Villages Harrisonburg. (n.d.). Instagram. Retrieved from

https://www.instagram.com/villages_harrisonburg/?hl=en