Marketing Plan

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FARM Rio – Digital Marketing Plan 2023

FARM Rio – Digital Marketing Plan 2023 Melanie Blanco Nunes MAR4733 Marketing Tactical 2023 Plan - FARM Rio December 9, 2023 Instructor: Carla Rivera Table of Contents

FARM Rio – Digital Marketing Plan 2023 Immerse Yourself in the Tropical Brilliance of FARM Rio: Where Fashion Meets Exuberance 3 Get ready to inject some sunshine and vibrancy into your wardrobe with FARM Rio, a clothing brand that captures the essence of Brazilian joy. Imagine swirling maxi dresses adorned with bold floral prints, playful jumpsuits bursting with color, and breezy blouses that whisper of tropical breezes. This is the world of FARM Rio, where fashion is an expression of happiness, confidence, and a zest for life. 3 Known for its commitment to environmental and social responsibility, FarmRio has carved a niche in the fashion industry by combining style with a conscience. In this tactical short-term marketing plan, we will outline key strategies to enhance brand visibility, engage the target audience, and drive immediate sales for FarmRio. 3 What does Qualifies FARM Rio? 3 What does makes FARM Rio different? 3 FARM Rio's Digital Exposure: A Vibrant Symphony 4 FARM Rio explodes with color and energy not only in its fashion but also in its digital presence. The brand has cultivated a strong online community, captivating audiences worldwide with its vibrant spirit and infectious joy. FARM Rio's own e-commerce website, select retailers worldwide and brick-and-mortar stores. 4 Benefits to Site Visitors: 4 Marketing Recommendations 5 Strategies to tackle: 5 Costs: 6 Benefits: 7 Measurement and Tracking: 7 Objectives and Strategies 8 Objective 1: Increase TikTok and Instagram Reels Engagement 8 Objective 2: Boost AR Try-On Adoption 8 Objective 3: Foster User-Generated Content (UGC) Engagement 8 Hierarchy of Objectives and Strategies for FARM Rio 9 Target Audience 11 Primary Target Audience Persona: Emma Santos 11 General Questions for Targeting FARM Rio Audience: 12 Content Creation Strategy 14 Promotion Plan for FARM Rio: 15 Promotion Plan Integration with Objectives and Strategies: 17 Timeline with Cost Structure 18 Sub-Section: Website Design and Build 18 Sub-Section: Objective 1 - Increase TikTok and Instagram Reels Engagement 18 Sub-Section: Objective 2 - Boost AR Try-On Adoption 19 Sub-Section: Objective 3 - Foster User-Generated Content (UGC) Engagement 19 Sub-Section: Promotional Efforts 19 Research-Based Justification: 19 Success Tracking Tools & Metrics 21

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FARM Rio – Digital Marketing Plan 2023 Immerse Yourself in the Tropical Brilliance of FARM Rio: Where Fashion Meets Exuberance Get ready to inject some sunshine and vibrancy into your wardrobe with FARM Rio, a clothing brand that captures the essence of Brazilian joy. Imagine swirling maxi dresses adorned with bold floral prints, playful jumpsuits bursting with color, and breezy blouses that whisper of tropical breezes. This is the world of FARM Rio, where fashion is an expression of happiness, confidence, and a zest for life. Founded in 1997 by Katia Barros and Marcello Bastos, FARM Rio has blossomed from a small beachwear shop in Rio de Janeiro to a global phenomenon. The brand's philosophy is simple yet powerful: to dress women in happiness. And that happiness is evident in every stitch, every print, and every detail. Known for its commitment to environmental and social responsibility, FarmRio has carved a niche in the fashion industry by combining style with a conscience. In this tactical short-term marketing plan, we will outline key strategies to enhance brand visibility, engage the target audience, and drive immediate sales for FarmRio. What does Qualifies FARM Rio?  Vibrant Colors and Bold Prints: FARM Rio is renowned for its exuberant use of color and eye-catching prints. From tropical florals and playful polka dots to geometric patterns and whimsical creatures, each piece is a celebration of life and individuality.  High-Quality Materials and Exquisite Craftsmanship: FARM Rio uses only the finest materials, such as silky cottons, airy linens, and luxurious silks. Every piece is meticulously crafted with an emphasis on comfort, fit, and sustainability.  Flattering Silhouettes for All Body Types : FARM Rio offers a wide range of styles to flatter every body type. Whether you're petite or plus-size, there's a FARM Rio piece waiting to make you feel confident and beautiful.  An Expression of Joy and Optimism: Beyond the aesthetics, FARM Rio represents a philosophy of joy, optimism, and embracing life to the fullest. Wearing a FARM Rio piece is like wearing a smile, and that infectious positivity is sure to brighten your day and the days of everyone around you. What does makes FARM Rio different?  The brand is committed to sustainable practices and uses eco-friendly materials and production methods whenever possible.  FARM Rio is a proud supporter of women's empowerment and works with female artisans and entrepreneurs around the world.

FARM Rio – Digital Marketing Plan 2023  The brand is not just about clothing – it's about creating a community of like- minded individuals who embrace joy, inclusivity, and a love for life. FARM Rio's Digital Exposure: A Vibrant Symphony FARM Rio explodes with color and energy not only in its fashion but also in its digital presence. The brand has cultivated a strong online community, captivating audiences worldwide with its vibrant spirit and infectious joy. FARM Rio's own e-commerce website, select retailers worldwide and brick-and-mortar stores. Dominating the Social Media Landscape:  Instagram : With over 2.5 million followers, Instagram is FARM Rio's social media powerhouse. The brand's feed is a visual feast, showcasing its latest collections, behind-the-scenes glimpses, and user-generated content.  Facebook : FARM Rio boasts a loyal Facebook following exceeding 1 million users. The brand utilizes this platform to share news, announcements, captivating videos, and engage in lively discussions with its community.  TikTok : Embracing the short-form video trend, FARM Rio has amassed over 100,000 followers on TikTok. The platform allows the brand to showcase its playful side with trendy dance challenges, user-generated content, and quick glimpses into the FARM Rio world. FARM Rio collaborates with a diverse range of influencers, from fashion bloggers and celebrities to artists and entrepreneurs. These partnerships allow the brand to reach new audiences and gain valuable insights into customer preferences. It actively fosters a sense of community on its social media platforms. The brand encourages user-generated content through engaging hashtags and contests, celebrating its customers as brand ambassadors. This interactive approach strengthens customer loyalty and builds a strong emotional connection with the brand. FARM Rio's website is a vibrant extension of its brand identity. The user-friendly interface makes browsing and shopping a seamless experience. High-quality product images, detailed descriptions, and multiple shipping options ensure a positive customer journey. Benefits to Site Visitors:  FARM Rio's website offers a wide range of products, from dresses and skirts to tops and bottoms.  The website is easy to navigate and shop, with clear product descriptions and high-quality images.

FARM Rio – Digital Marketing Plan 2023  FARM Rio offers a variety of shipping and return options, making it easy for customers to get their purchases.  The website also features a blog with styling tips, fashion trends, and behind-the- scenes content. Embracing Sustainability: FARM Rio's digital platform highlights its commitment to sustainability. The brand regularly shares information about its eco-friendly initiatives, such as using recycled materials and supporting local artisans. This transparency resonates with customers who are increasingly conscious of the environmental impact of their purchases. Going Beyond Social Media: While social media remains a key focus, FARM Rio also utilizes other digital channels to reach its audience. The brand has a successful YouTube channel featuring engaging videos, a blog with style tips and inspiration, and a newsletter delivering exclusive offers and updates. Marketing Recommendations  FARM Rio should continue to invest in social media marketing, as this is a great way to reach its target audience and showcase its products in a visually appealing way.  The brand could also partner with influencers and fashion bloggers to generate buzz and awareness for its products.  FARM Rio could also run targeted advertising campaigns on social media and search engines. Strategies to tackle: a. Embrace TikTok and Short-Form Video Content:  Leverage the popularity of short-form video content on TikTok to showcase FarmRio's vibrant designs. Collaborate with TikTok influencers and create engaging, shareable content to increase brand visibility among younger audiences. b. Sustainability Showcase on Instagram Reels:

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FARM Rio – Digital Marketing Plan 2023  Utilize Instagram Reels to highlight FarmRio's commitment to sustainability. Create visually appealing, informative short videos showcasing eco-friendly practices, sourcing, and the positive impact of choosing sustainable fashion. c. Augmented Reality (AR) Try-On Experiences:  Implement AR technology on the website and mobile app to allow users to virtually try on FarmRio's clothing items. This interactive and immersive experience enhances the online shopping journey, reducing hesitation and increasing conversion rates. d. Inclusive Marketing with User-Generated Content:  Launch inclusive marketing campaigns encouraging customers to share their FarmRio looks on social media. Feature user-generated content on the official website and social channels to build a sense of community and inclusivity. e. Personalized Email Campaigns:  Enhance the email marketing strategy by incorporating personalized recommendations based on customer preferences and browsing history. Implement dynamic content that adapts to individual interests, increasing the likelihood of conversion.  Costs: a. Influencer Collaborations:  Allocate a budget for influencer collaborations on TikTok and Instagram Reels. Costs may vary based on the influencers' reach and engagement rates. b. AR Technology Implementation:  Invest in augmented reality technology for the website and mobile app. Costs will include development, integration, and ongoing maintenance. c. User-Generated Content Campaign:  Allocate resources for a user-generated content campaign, including incentives for customers to share their FarmRio experiences. This may involve giveaways, discounts, or exclusive access to new collections.

FARM Rio – Digital Marketing Plan 2023 d. Email Marketing Tools:  Invest in advanced email marketing tools that enable personalization and dynamic content. Consider the cost of software licenses or subscriptions. Benefits: a. Increased Brand Engagement:  TikTok and Instagram Reels collaborations will boost brand engagement, reaching a younger demographic and increasing social media following. b. Enhanced Customer Experience:  AR try-on experiences provide customers with a unique and interactive shopping journey, reducing returns and increasing overall satisfaction. c. Community Building:  User-generated content campaigns foster a sense of community around the brand, encouraging customer loyalty and advocacy. d. Higher Conversion Rates:  Personalized email campaigns can lead to higher conversion rates as customers receive tailored recommendations aligned with their preferences. Measurement and Tracking: a. Social Media Metrics:  Track engagement metrics on TikTok and Instagram Reels, including likes, shares, and comments. b. AR Try-On Usage:  Monitor the adoption and usage of the AR try-on feature to gauge its effectiveness in enhancing the customer experience.

FARM Rio – Digital Marketing Plan 2023 c. User-Generated Content Impact:  Measure the success of the user-generated content campaign through the increase in social mentions, tagged photos, and overall engagement. d. Email Marketing Performance:  Analyze key email marketing metrics, such as open rates, click-through rates, and conversion rates, to assess the impact of personalized campaigns. By adapting to these digital marketing strategies aligned with 2023 social trends, FarmRio can strengthen its brand presence, connect with a wider audience, and maintain a competitive edge in the retail landscape. Regular analysis and optimization will be essential to ensuring the ongoing success of these initiatives. Objectives and Strategies Objective 1: Increase TikTok and Instagram Reels Engagement  Specific: Achieve a 50% increase in engagement metrics (likes, shares, comments) on TikTok and Instagram Reels within the next three months.  Measurable: Track engagement metrics using social media analytics tools.  Achievable: Collaborate with influencers to create compelling content and leverage popular trends.  Realistic: Given the popularity of short-form video content, a 50% increase is achievable.  Time-bound: Start measuring from the launch of the influencer collaborations and continue monitoring for three months. Objective 2: Boost AR Try-On Adoption  Specific: Achieve a 30% increase in the usage of the AR try-on feature on the website within the next two months.  Measurable: Monitor the percentage of users utilizing the AR try-on feature through website analytics.

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FARM Rio – Digital Marketing Plan 2023  Achievable: Promote the feature through targeted marketing and on-site banners.  Realistic: A 30% increase is realistic with effective promotion and user education.  Time-bound: Begin measuring AR try-on adoption two weeks after its implementation and continue tracking for two months. Objective 3: Foster User-Generated Content (UGC) Engagement  Specific: Generate a 25% increase in user-generated content (photos and mentions) featuring FarmRio within the next four months.  Measurable: Track the number of tagged photos and brand mentions on social media platforms.  Achievable: Launch a UGC campaign with attractive incentives and promote through social media.  Realistic: A 25% increase is attainable with the right incentives and engagement strategies.  Time-bound: Begin measuring UGC engagement one month after campaign launch and continue for four months.  Hierarchy of Objectives and Strategies for FARM Rio Overall Goal : Increase brand awareness, engagement, and sales. Objective 1: Increase TikTok and Instagram Reels Engagement  Target : Increase engagement metrics (likes, shares, comments) by 50% within 3 months.  Strategies : o Influencer Collaborations: Partner with relevant influencers to create engaging short-form video content featuring FarmRio products and sustainability messaging.

FARM Rio – Digital Marketing Plan 2023 o Leveraging Trends : Utilize popular trends and challenges to gain visibility and attract a wider audience. o Engaging Content: Focus on creating high-quality, visually appealing content that resonates with the target demographic.  Metrics : Track engagement metrics through social media analytics tools. Objective 2: Boost AR Try-On Adoption  Target : Increase AR try-on feature usage on the website by 30% within 2 months.  Strategies: o Targeted Promotion: Employ on-site banners, email campaigns, and social media posts to raise awareness and encourage users to try the feature. o User Education: Provide clear instructions and tutorials on using the AR try-on feature effectively. o Highlight Benefits: Emphasize the benefits of AR try-on, such as improved fit confidence and a more personalized shopping experience.  Metrics : Monitor AR try-on usage percentage through website analytics. Objective 3: Foster User-Generated Content (UGC) Engagement  Target : Generate a 25% increase in UGC (photos and mentions) featuring FarmRio within 4 months.  Strategies: o User-Generated Content Campaign : Launch a campaign with attractive incentives, encouraging customers to share their experiences using FarmRio products on social media. o Hashtag Strategy : Create unique campaign hashtags to track and promote user-generated content. o Social Proof : Highlight user-generated content on the website and social media platforms to build trust and encourage participation.  Metrics : Track the number of tagged photos and brand mentions on social media platforms. Rationale:

FARM Rio – Digital Marketing Plan 2023  Short-form video content popularity: Aligns with the target demographic's preferences and offers a dynamic way to showcase FarmRio's products and values.  AR try-on enhances the online shopping experience: Addresses fit concerns and provides a more personalized customer journey.  User-generated content builds community and authenticity: Leveraging social proof increases brand trust and engagement. Timeline :  Objective 1: 3 months  Objective 2: 2 months  Objective 3: 4 months Overall, this Hierarchy of Objectives and Strategies provides a roadmap for FARM Rio to achieve its growth goals by leveraging popular trends, improving the shopping experience, and fostering a vibrant community around its brand.

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FARM Rio – Digital Marketing Plan 2023

FARM Rio – Digital Marketing Plan 2023 Target Audience Primary Target Audience Persona: Emma Santos Background : Emma Santos is a 28-year-old marketing professional residing in an urban setting. She is passionate about sustainable living, global cultures, and staying on- trend with the latest fashion. Emma holds a bachelor's degree in marketing and has been working in the industry for five years. She actively engages with social and environmental issues, making conscious choices in her daily life, including her fashion selections. Demographics :  Age: 28  Gender: Female  Occupation: Marketing Professional  Location: Urban setting  Income: Middle to high-income range  Education: Bachelor’s degree in marketing Psychographics:  Values: Emma places a high value on sustainability and ethical practices, seeking brands that share her commitment to environmental responsibility.  Interests: She is deeply interested in global cultures, frequently exploring different cuisines, traditions, and fashion trends from around the world.  Lifestyle: Emma leads an active lifestyle, balancing her career, social life, and passion for sustainable living. She enjoys attending eco-conscious events, supporting local artisans, and staying informed about current fashion trends.

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FARM Rio – Digital Marketing Plan 2023 Challenges : Emma faces the challenge of finding stylish and unique fashion pieces that align with her sustainability values. Traditional fashion often falls short in meeting her criteria for eco-friendly sourcing and ethical production. Goals :  Emma aims to express her individuality through her fashion choices while staying true to her commitment to sustainability.  She seeks a brand that not only aligns with her values but also provides a sense of connection to global cultures. Shopping Behavior:  Emma prefers online shopping for its convenience but occasionally enjoys exploring local boutiques that align with her values.  She actively engages with brands on social media platforms, seeking inspiration and staying updated on the latest fashion releases. How FarmRio Meets Emma's Needs: FarmRio's commitment to sustainability, vibrant designs inspired by Brazilian culture, and ethical production practices resonate with Emma. The website's curated collection aligns with her values, offering a solution to the challenge of finding eco-friendly fashion that reflects her unique style. Emma sees FarmRio as a brand that not only fulfills her fashion needs but also provides a sense of community and shared values. General Questions for Targeting FARM Rio Audience: a. Who is the target audience for this website?  The primary target audience for FarmRio's website is fashion-conscious individuals who value sustainability and unique, culturally inspired designs. This includes environmentally conscious consumers, trendsetters, and those seeking a connection to the vibrant Brazilian lifestyle. b. What is the psychographic composition of the target audience(s)?  The psychographic composition of the target audience involves individuals who are:  Environmentally conscious and prioritize sustainable practices.

FARM Rio – Digital Marketing Plan 2023  Fashion enthusiasts who appreciate unique and vibrant designs.  Socially aware and value brands with a commitment to ethical standards. c. What is the demographic composition of the target audience(s)?  The demographic composition includes:  Age: 18-45, primarily millennials and young adults.  Gender: Both men and women with a slight emphasis on females.  Income: Middle to high-income earners with disposable income for fashion purchases.  Education: Varied educational backgrounds with an interest in global cultures. d. If you have more than one target audience, choose one primary audience to focus on for the rest of this assignment.  The primary audience for the rest of this assignment will be environmentally conscious female millennials aged 25-35. e. How did you identify that target audience? What factors did you use to aid in the selection process?  Factors considered in the selection process:  Market research on sustainable fashion preferences.  Analysis of customer data and purchase patterns.  Social media engagement and followers demographics.  Trends in the fashion industry and cultural influences. f. What problem will your selected company websites solve for the primary target audience? (If one exists.)

FARM Rio – Digital Marketing Plan 2023  The primary problem FarmRio's website addresses for environmentally conscious female millennials is the challenge of finding sustainable and culturally inspired fashion that aligns with their values and unique style preferences. g. What benefit does your selected company website’s provide the primary target audience?  FarmRio's website provides the primary target audience with the following benefits:  Access to a curated collection of sustainable and culturally inspired fashion.  A seamless and visually appealing shopping experience.  An opportunity to align their fashion choices with ethical and eco-friendly practices.  Engagement with a brand that shares their values and provides a sense of community. Content Creation Strategy a. Types of Content: 1. Articles and Blog Posts: 2. Videos and Tutorials: 3. Social Media Posts (Instagram, TikTok): 4. Infographics: 5. Interviews and Behind-the-Scenes: b. Explanation for Each Type: 1. Articles and Blog Posts:

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FARM Rio – Digital Marketing Plan 2023  Why: To provide in-depth information on sustainable fashion trends, the inspiration behind FarmRio's collections, and eco-friendly lifestyle tips.  Content: Articles will cover topics such as the impact of sustainable fashion, behind-the-scenes looks at the design process, and guides on styling sustainable outfits.  Tonality: Informative and inspirational, using a conversational tone.  Length: 800-1,200 words. 2. Videos and Tutorials:  Why: Visual content to showcase new collections, styling tips, and tutorials on sustainable practices.  Content: Video lookbooks, styling guides, and tutorials on eco-conscious living.  Tonality: Playful and engaging, fostering a connection with the audience.  Length: 3-5 minutes. 3. Social Media Posts (Instagram, TikTok):  Why: Quick, visually appealing content to keep the audience engaged and informed about new arrivals, promotions, and sustainability initiatives.  Content: Snippets of behind-the-scenes, short styling videos, and user- generated content features.  Tonality: Playful and vibrant, using first-person and second-person engagement.  Length: Varies (15 seconds to 1 minute). 4. Infographics:  Why: Condensed information on the environmental impact of fashion choices, sustainable fashion facts, and FarmRio's eco-friendly practices.

FARM Rio – Digital Marketing Plan 2023  Content: Visual representation of data, statistics, and tips in a shareable format.  Tonality: Informative and concise.  Length: 1 image, but with visually impactful and easily digestible information. 5. Interviews and Behind-the-Scenes:  Why: To humanize the brand and provide insights into the people behind FarmRio, their commitment to sustainability, and the production process.  Content: Interviews with designers, artisans, and features on sustainable practices in the fashion industry.  Tonality: Authentic and sincere, using a mix of first-person and third- person narratives.  Length: 5-7 minutes for video interviews, 800-1,000 words for written features. c. Unique Value Proposition for Each Content Type:  Articles and Blog Posts: FarmRio's articles provide in-depth insights into sustainable fashion, connecting readers with the brand's ethos.  Videos and Tutorials: Visual content showcases the vibrancy of FarmRio's designs and educates the audience on sustainable fashion practices.  Social Media Posts: Engaging posts keep the audience updated on the latest trends and create a sense of community around the brand.  Infographics: Condensed information communicates FarmRio's commitment to sustainability in a visually appealing and shareable format.  Interviews and Behind-the-Scenes: Humanizes the brand, offering a deeper connection to FarmRio's values and the people contributing to its success. d. Tone and Addressing the Audience:  Tone: Playful, vibrant, and informative.

FARM Rio – Digital Marketing Plan 2023  Addressing the Audience: Primarily first-person and second person to create a personal connection. e. Content Length:  Tailored to each type:  Articles: 800-1,200 words  Videos: 3-5 minutes  Social Media Posts: Varies (15 seconds to 1 minute)  Infographics: 1 image  Interviews: 5-7 minutes (video), 800-1,000 words (written)

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FARM Rio – Digital Marketing Plan 2023 Promotion Plan for FARM Rio: a. Getting the Website in Front of the Primary Target Audience:  Utilize influencer marketing with sustainability advocates and fashion enthusiasts.  Collaborate with eco-conscious lifestyle bloggers for sponsored content.  Leverage partnerships with sustainable fashion communities and forums. b. Promotion Channels:  Social media platforms (Instagram, TikTok, Pinterest).

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FARM Rio – Digital Marketing Plan 2023  Sustainable lifestyle blogs and online magazines.  Collaboration with eco-friendly and sustainable living websites.  Email newsletters to FarmRio's existing customer base. c. Traditional or Online Advertising:  Primarily online advertising to align with the digital presence of the target audience.  Display advertising on relevant websites and blogs.  Limited traditional advertising in sustainable lifestyle magazines or event sponsorships. d. Social Media Promotion:  Engage in regular posting schedules on Instagram, TikTok, and Pinterest.  Utilize Instagram and TikTok influencers for product showcases and reviews.  Run social media contests to encourage user-generated content and increase brand visibility. e. Keywords for SEO:  Identify and integrate relevant keywords related to sustainable fashion, unique designs, and Brazilian culture.  Optimize meta tags, product descriptions, and blog content with targeted keywords. f. Paid Search for Website Traffic:  Utilize paid search campaigns on Google Ads to target specific keywords.  Allocate budget for sponsored posts on search engine result pages. g. Google AdWords Utilization:

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FARM Rio – Digital Marketing Plan 2023  Yes, recommend the use of Google AdWords.  Why: Google AdWords provides targeted visibility, allowing FarmRio to reach potential customers actively searching for sustainable fashion. It enables precise targeting and measurable results. h. Online Networking Sites (LinkedIn):  While LinkedIn is not the primary platform for FarmRio's target audience, it can be utilized for B2B partnerships and collaborations with sustainable fashion organizations.  Share relevant blog content and achievements in sustainable practices on the company's LinkedIn page. i. Collection of Visitor Email Addresses:  Yes, recommend collecting email addresses.  How: Implement a pop-up or banner on the website offering a discount or exclusive content in exchange for email sign-ups.  Use them to send regular newsletters, exclusive offers, and updates on new collections.  Employ personalized email campaigns to nurture leads and encourage repeat purchases. Promotion Plan Integration with Objectives and Strategies:  Objective 1: Increase TikTok and Instagram Reels Engagement  Promotion: Influencer collaborations and sponsored content on TikTok and Instagram.  Keywords: Trending sustainable fashion, vibrant designs, Brazilian culture.

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FARM Rio – Digital Marketing Plan 2023  Paid Search: Google Ads campaign targeting related fashion trends and sustainable keywords.  Objective 2: Boost AR Try-On Adoption  Promotion: Video tutorials showcasing AR try-on features on social media.  Keywords: Virtual try-on, sustainable fashion technology.  Paid Search: Google Ads for virtual try-on and sustainable fashion.  Objective 3: Foster User-Generated Content (UGC) Engagement  Promotion: Social media contests, collaborations with bloggers.  Keywords: Sustainable fashion inspiration, share your FarmRio look.  Paid Search: Google Ads for sustainable fashion trends and style inspiration. Monitoring and Optimization:  Regularly monitor website analytics, social media engagement, and advertising performance.  Adjust strategies based on the effectiveness of each channel.  A/B testing for ad creatives and email campaigns to optimize performance.  Stay updated with industry trends and adjust the promotion plan accordingly. Timeline with Cost Structure Sub-Section: Website Design and Build

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FARM Rio – Digital Marketing Plan 2023 Task Duration Start Date End Date Cost Estimate Recurring Cost Website Design Conceptualization 2 weeks 01/15/2023 01/29/2023 $8,000 No Website Development 8 weeks 02/01/2023 03/31/2023 $30,000 No Testing and Debugging 3 weeks 04/01/2023 04/21/2023 $5,000 No Website Go-Live - 04/24/2023 - - - Sub-Section: Objective 1 - Increase TikTok and Instagram Reels Engagement Task Duration Start Date End Date Cost Estimate Recurring Cost Influencer Collaboration Planning 2 weeks 04/01/2023 04/14/2023 $4,000 No Influencer Content Creation Ongoing 04/15/2023 - $20,000/month Yes TikTok and Instagram Reels Posts Ongoing 04/15/2023 - - -

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FARM Rio – Digital Marketing Plan 2023 Sub-Section: Objective 2 - Boost AR Try-On Adoption Task Duration Start Date End Date Cost Estimate Recurring Cost AR Try-On Tutorial Production 6 weeks 02/15/2023 03/31/2023 $10,000 No On-Site Banner Implementation 2 weeks 04/01/2023 04/14/2023 $3,000 No Sub-Section: Objective 3 - Foster User-Generated Content (UGC) Engagement Task Duration Start Date End Date Cost Estimate Recurring Cost UGC Campaign Planning 4 weeks 03/01/2023 03/28/2023 $7,000 No UGC Contest Launch Ongoing 04/01/2023 - $5,000/month Yes Sub-Section: Promotional Efforts

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FARM Rio – Digital Marketing Plan 2023 Task Duration Start Date End Date Cost Estimate Recurring Cost Google Ads Campaign Setup 4 weeks 04/01/2023 04/28/2023 $8,000 No Social Media Contests Ongoing 05/01/2023 - $5,000/month Yes Email Marketing Campaigns Ongoing 04/24/2023 - $8,000/month Yes Total Estimated Cost: $145,000 Note: Costs are estimates and may vary based on specific vendor agreements, influencer fees, and advertising rates. Recurring costs are specified for ongoing efforts, such as social media management, influencer marketing, and email marketing. Research-Based Justification: Website Design and Build:  Research: Based on market analysis, a visually appealing and user-friendly website is crucial for attracting and retaining customers in the highly competitive online fashion market.  Cost Justification: The estimated costs for design and development align with industry standards for creating a responsive and aesthetically pleasing e- commerce platform. The investment ensures a seamless user experience and showcases FarmRio's unique brand identity. Objective 1 - Increase TikTok and Instagram Reels Engagement:  Research: Social media platforms, especially TikTok and Instagram Reels, are dominant channels for reaching FarmRio's target audience, particularly millennials and Gen Z.

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FARM Rio – Digital Marketing Plan 2023  Cost Justification: Collaborating with influencers and regularly posting engaging content ensures FarmRio's presence in spaces where the primary target audience actively seeks fashion inspiration. The costs are justified by the potential reach and engagement on these platforms. Objective 2 - Boost AR Try-On Adoption:  Research: Augmented Reality (AR) try-on experiences have become a trend in the fashion industry, enhancing the online shopping experience and reducing return rates.  Cost Justification: The investment in AR tutorial production and on-site banner implementation positions FarmRio as an innovative brand, offering customers a unique and interactive way to explore products before purchase. Objective 3 - Foster User-Generated Content (UGC) Engagement:  Research: User-generated content (UGC) has proven to build trust, increase brand loyalty, and drive organic growth in the fashion sector.  Cost Justification: Planning and launching UGC campaigns and contests encourage customers to become brand advocates, creating a community around FarmRio. The costs are justified by the potential for increased brand awareness and authentic engagement. Promotional Efforts:  Research: Paid search and social media contests are effective strategies to boost website traffic, increase visibility, and engage the target audience.  Cost Justification: Google Ads campaigns targeting specific keywords ensure FarmRio appears in relevant search results. Social media contests drive user participation and content creation. Email marketing campaigns maintain consistent communication, nurturing customer relationships. The costs align with the expected returns in terms of increased brand visibility and customer engagement. The outlined digital marketing plan combines industry-proven strategies tailored to FarmRio's specific goals and target audience. The allocated costs are justified by research-based insights, ensuring that the chosen activities align with current market trends and consumer behavior. This comprehensive approach aims to establish FarmRio as a prominent player in the sustainable fashion landscape, fostering brand loyalty and driving online sales.

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FARM Rio – Digital Marketing Plan 2023 Success Tracking Tools & Metrics a. Define Success:  Increased Website Traffic: Measure success by a significant increase in overall site visits and unique visitors.  Engagement Metrics: Assess success through metrics like time spent on the site, page views, and the percentage of returning visitors.  Conversion Rates: Track the conversion of raw inquiries into actionable outcomes, such as email sign-ups, downloads, and webinar registrations. b. Tracking Tools and Metrics: Marketing/Promotional Metrics: 1. Raw Inquiries:  Tool/Metric: Email marketing software analytics, website analytics.  Information Gathering: Automatically collected through the website and email marketing platform.  Review Frequency: Weekly for real-time insights.  Recommendation: If raw inquiries are low, assess the effectiveness of call-to-action elements and consider adjustments in messaging or incentives. 2. Awareness, Interest, and Usage:  Tool/Metric: Surveys, social media analytics, website analytics.  Information Gathering: Conduct surveys and analyze social media engagement. Use analytics tools to track website interactions.  Review Frequency: Quarterly to capture trends and sentiment shifts.  Recommendation: Adjust content strategies based on feedback. Optimize website content based on user engagement data.

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FARM Rio – Digital Marketing Plan 2023 Website Metrics: 1. Overall Site Visits:  Tool/Metric: Website analytics.  Information Gathering: Automatically collected through the website analytics platform.  Review Frequency: Daily for real-time monitoring.  Recommendation: If site visits decrease, investigate the cause, such as technical issues or a drop in promotional efforts. Adjust marketing strategies accordingly. 2. Unique Visitors:  Tool/Metric: Website analytics.  Information Gathering: Automatically collected through the website analytics platform.  Review Frequency: Weekly for trend analysis.  Recommendation: If unique visitors decline, evaluate the effectiveness of marketing channels. Optimize campaigns to attract a diverse audience. 3. Visits per Channel:  Tool/Metric: Website analytics.  Information Gathering: Automatically collected through the website analytics platform.  Review Frequency: Monthly to assess channel performance.  Recommendation: If visits from specific channels drop, reallocate resources to channels that are driving more traffic. SEO or PPC Metrics:

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FARM Rio – Digital Marketing Plan 2023 1. Traffic from Organic Search:  Tool/Metric: Google Analytics.  Information Gathering: Automatically collected through Google Analytics.  Review Frequency: Monthly for ongoing optimization.  Recommendation: If organic search traffic declines, revisit keyword strategy and on-page SEO. Consider content improvements and backlink building. 2. Cost per Conversion:  Tool/Metric: PPC platform analytics.  Information Gathering: Extracted from the PPC advertising platform.  Review Frequency: Monthly to assess advertising efficiency.  Recommendation: If cost per conversion increases, refine ad targeting, ad copy, or landing page experience. 3. PageRank:  Tool/Metric: Google PageRank (if available), backlink analysis tools.  Information Gathering: Use available online tools to check PageRank.  Review Frequency: Quarterly to track improvements.  Recommendation: Focus on building high-quality backlinks and creating valuable content to improve PageRank. 4. Keyword Ranking:  Tool/Metric: SEO analytics tools.  Information Gathering: Automatically collected through SEO tools.

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FARM Rio – Digital Marketing Plan 2023  Review Frequency: Bi-weekly for timely adjustments.  Recommendation: If keyword ranking decreases, adjust on-page optimization and content strategy to align with search engine algorithms. c. Action Plans based on Metrics:  Regular Monitoring: Continuous monitoring ensures prompt identification of issues.  Adaptation: If any metric reveals a decrease in effectiveness, adapt marketing strategies promptly.  Iterative Optimization: Regularly analyze data to make iterative improvements in content, SEO, and advertising strategies.  Feedback Utilization: Use survey feedback to enhance user experience and tailor content to audience preferences.  Success Tracking Tools & Metrics for Objectives and Promotion Strategies: Objective 1 - Increase TikTok and Instagram Reels Engagement: 1. Influencer Collaboration Metrics:  Tool/Metric: Social media analytics (TikTok, Instagram).  Information Gathering: Automatically collected through social media platforms.  Review Frequency: Bi-weekly for ongoing campaigns.  Recommendation: If engagement is low, explore alternative influencers or adjust content strategies. 2. Influencer Content Creation:  Tool/Metric: Engagement metrics on influencer platforms.

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FARM Rio – Digital Marketing Plan 2023  Information Gathering: Provided by influencers and social media analytics.  Review Frequency: Monthly for influencer performance.  Recommendation: If content doesn't resonate, collaborate with influencers to refine messaging and creative elements. 3. TikTok and Instagram Reels Posts:  Tool/Metric: Social media analytics.  Information Gathering: Automatically collected through TikTok and Instagram.  Review Frequency: Weekly for real-time insights.  Recommendation: If post engagement decreases, experiment with different content formats and posting schedules. Objective 2 - Boost AR Try-On Adoption: 1. AR Try-On Tutorial Metrics:  Tool/Metric: Video analytics, website analytics.  Information Gathering: Automatically collected through YouTube, website analytics.  Review Frequency: Monthly for ongoing video performance.  Recommendation: If tutorial views decline, enhance video promotion strategies, and consider user feedback for improvements. 2. On-Site Banner Implementation:  Tool/Metric: Click-through rates, website analytics.  Information Gathering: Collected through website analytics and banner tracking tools.

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FARM Rio – Digital Marketing Plan 2023  Review Frequency: Bi-weekly for initial adjustments, monthly thereafter.  Recommendation: If click-through rates are low, optimize banner design and placement on the website. Objective 3 - Foster User-Generated Content (UGC) Engagement: 1. UGC Campaign Metrics:  Tool/Metric: Social media analytics, hashtag tracking tools.  Information Gathering: Automatically collected through social media platforms and UGC tracking tools.  Review Frequency: Weekly for ongoing campaigns.  Recommendation: If UGC submissions decrease, incentivize participation and actively engage with contributors. 2. UGC Contest Launch:  Tool/Metric: Participation rates, social media analytics.  Information Gathering: Collected through social media platforms and contest management tools.  Review Frequency: Monthly for ongoing contests.  Recommendation: If participation is low, adjust contest mechanics, prizes, or promotion strategies. Promotional Efforts: 1. Google Ads Campaign Metrics:  Tool/Metric: Google Ads analytics.  Information Gathering: Extracted from the Google Ads platform.  Review Frequency: Weekly for ongoing campaigns.

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FARM Rio – Digital Marketing Plan 2023  Recommendation: If campaign performance declines, refine ad targeting, keywords, and ad copy. 2. Social Media Contests:  Tool/Metric: Social media analytics, contest management tools.  Information Gathering: Automatically collected through social media platforms and contest tools.  Review Frequency: Bi-weekly for ongoing contests.  Recommendation: If contest engagement drops, optimize promotional posts and explore partnerships for wider reach. 3. Email Marketing Campaigns:  Tool/Metric: Email marketing platform analytics.  Information Gathering: Automatically collected through the email marketing platform.  Review Frequency: Weekly for ongoing campaigns.  Recommendation: If email open rates decrease, A/B test subject lines and content to optimize engagement. The chosen metrics align with the specific objectives and promotion strategies, allowing for targeted analysis and adaptation. Regular reviews and adjustments based on these metrics ensure the effectiveness of each initiative, leading to the overall success of the digital marketing plan for FarmRio.

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