I represent COTTON AND ALLIED PRODUCTS RESEARCH FOUNDATION

(COTAAP).
We are a not-for-profit organization, working to benefit the cotton industry in
India. One of our key objectives is cotton promotion. One of our important projects
is to work with cotton farmers and empower them by introducing them with new
Agri-technologies and knowledge. This thereby helps them increase their
productivity and improve their livelihoods.

As part of a global initiative 7th October is designated as World Cotton Day. This is
particularly relevant in India as we are one of the leaders in cotton cultivation and
consumption in the world. Events have been planned worldwide to commemorate
world cotton day.
International Cotton Advisory Committee (ICAC), is coordinating with various
cotton bodies / associations worldwide to celebrate the world cotton day.
COTAAP Research Foundation is coordinating the celebrations in India.

We want to create a Social media marketing campaign for the promotion of

World Cotton day and the various events for the same.
The objective of the world cotton day – To celebrate the global importance of
cotton and Increase the preference and demand for cotton and educate key
audiences on benefits and value of cotton.
Phase 1 of the communication (Ideal start on 25 September )
A) We want to announce the World Cotton day
 World Cotton day to be celebrated on 7 th of October
 The theme “Cotton Good for Me, My Country and My Planet”
 The idea is to convey the many advantages of cotton from its qualities as a
natural fiber to many benefits people obtain from its production
,transformation, trade and consumption around the world
Phase 2 of the communication (Ideal start on 30 September )
We are announcing the various events for the World Cotton Day
1) Photography contest
a) Announcement of the photography contest
- The theme of the contest would be “( )”
- The competition is a social media photo contest where the people will post a
photograph related to the theme and post it on their Facebook and Instagram
accounts and tag Cotaap search foundation in that Post.
- The Prize Money.
b) Promotion of the photography contest
- The purpose is to reach to wide range of people and encourage them to
participate
- The messages /post/content which would be created should be posted
frequently to keep constant engagement (The frequency needs to be
discussed)
c) The day of Photography contest (7th October)
- Maximum engagement should be made on this day.
- Encouraging people with messages like : Hurry up !! Last few hours for
participating !!
d) Announcement of the winners and the posting the winning photos

2) I wish I had worn cotton

A) Announcement of the this event
- The idea of the event is that we are partnering with a radio channel whereby
a radio jockey will take live testimonials from people about benefits
wearing cotton.
- Testimonials would involve conversation about what the person is wearing
and probe into how wearing cotton is beneficial.
 - These conversations could be interspersed with comments from Industry
Leaders/ COTAAP Management.
B) Promotion of this activity integrating the content for I wish I had worn cotton
(Jingles,creative )
C) Posting the testimonials in the form of short videos or audios.
3) Panel Discussion
A) Announcement of this event
- The topic/theme of discussion and the countries participating
B) Inviting the interested participants to attend the panel discussion and the post
should be linked to the registration portal
4) Cotton day in college
A) Announcement of case study contest and the topic of the case for cotton day in
college and the post should be linked to the registration portal
B) Announcement of winners of case study contest
5) Essay Competetion
A) Announcement of the essay competition with the topic
B) Announcement of the winners of the essay competition and posting selected
essays online

We would like you to work on the following points

1) Creation of content (Messages/Posts/Videos etc) for the events which we
discussed above
2) Formulate a marketing plan in terms of
a) Which platforms would you use for promotion
(Instagram/Facebook/Linkedin pages or anything else – Specify the
names of these pages)
b) The frame work and the timeline of marketing campaign as in
 - When and what will be the first communication be provided and what
will be the probable reach of that communication
- What will be the frequency of communication (eg how often are we
going to post/send a message etc) and what is its probable impact
- How are we planning to boost these communications so as to have a
wider reach
c) Also please suggest any other ways of promoting and include that as
well in your proposal

We will discuss about these ideas with you and then have to decide which of them
can be promoted on the social media campaign and how to do it
Do let us know your thoughts to develop this activity further and how we can take
this forward.