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.
The Idea:
The theme for the World Cotton day we have is as follows:
“Cotton Good for ME, My Country and My Planet”
Now the messaging that we want to convey is the history of cotton, its advantages
and how in today’s world were overconsumption is the norm. When it comes to
clothes that we throw away after wearing 2 -3 times, these clothes made from man
made fibers do not decay easily, this is where cotton comes into picture where
cotton takes the least time among all other cloth fibers for decomposition.
Hence creating a huge impact on the environment as a whole, because the garment
industry is the second largest industry after petrochemicals and gas when it comes
to the amount of pollution to the environment.
We would like you to develop an social media marketing plan for the promotion of
The world cotton day
We would like you to work on the following points
1) Creation of content which may include but not restricted to
Facebook/Instagram posts, Messages, advertisements
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) What will be 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

3) We are also carrying out various activities on 7 th October for the World
Cotton Day
- Photography contest
- I wish I had worn cotton
- Cotton day In college
- Essay competition
- School Contact program
- Graffiti
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.