Shoo-Foo has been on the market since 2007. When we launched the company, our goal was to help introduce bamboo textile into the home linens market. Today, Shoo-Foo advertises a small collection of eco sustainable home textile products online. We are in the process of growing our products line and re-positioning the brand as the go-to brand for natural fibers at home.

We want students to help us develop a digital marketing strategy to grow and engage our target market. We’d like to know how we can maximize different channels and what will work best for us.

The main questions we’d like students to help us answer are the following:

• How should we promote our company?
• Are we targeting the right audience? If not, which audience should we be engaging?
• What social media channels should we utilize?
• What types of content should we share on social media channels?
• How should we tell Shoo-Foo's story better in order to reach and engage our audience?

GUIDELINES: Developing a 6-Month Social Media Calendar for Shoo-Foo Eco Home Linens

Objective: The objective of this project is to create a comprehensive 6-month social media calendar. The social media calendar should effectively engage the target audience, promote the brand’s values and products, and drive traffic to the business's website.

Research and Analysis :

• Conduct market research to understand the target audience, including their demographics, interests, and online behavior.
• Analyze competitors' social media strategies to identify strengths, weaknesses, opportunities, and threats.
• Research current trends and best practices in eco-friendly products marketing and forest conservation campaigns.

Content Strategy :

• Develop a content strategy aligned with Shoo-Foo’s brand values, focusing on eco sustainability and forest protection.
• Define key messaging themes and content pillars that resonate with the target audience.
• Determine the appropriate tone of voice and style for social media communication.

Content Creation:

• Create a pool of engaging and visually appealing content, including images, videos, infographics, and written posts.
• Ensure that all content adheres to the brand’s messaging and aligns with the content strategy.
• Utilize user-generated content, testimonials, and product showcases to enhance authenticity.

Social Media Calendar Creation:

• Map out a 6-month social media calendar, detailing the timing, frequency, and type of content to be posted on each platform.
• Incorporate relevant observances, holidays, and environmental awareness events into the calendar.
• Balance promotional content with informative and engaging posts to maintain audience interest.

Final deliverables can come in the form of a report and/or presentation.