Marketing Strategy – C-Tex – Instagram


Instagram has over 500 million active users, less competition and more engaged audience than most social media networks including Facebook and Twitter. This means businesses can market their target audience without spending lots of money. Using Instagram to market c-tex could make a huge positive impact in making their products more known.

C-tex’s competitors, EVS, have no social media to promote their products, therefore if C-tex stick to my marketing plan they could gain an upper hand by promoting their company through social media. The next platform I have been looking at is Instagram.

What are the main goals I will be setting for c-tex’s Instagram?

  • Gaining followers – 100 in the first two weeks
  • Growing brand awareness – To target audience, brands and regular people
  • Company/audience interaction – Talking directly to audience, brands and regular people through the ‘comments section’ feature on each c-tex post

Using the SMART method will be important to incorporate each goal in the Instagram posts to stick to the goals I have set. The posts will be  Smart, Measurable, Attainable, Realistic and Timely.

Record data regularly 

As part of the SMART process, ‘Measurable’ is one very important factor.  Measuring the date, total follows, type of post time and engagement would let me see if the strategy is working. To measure the data I would create spreadsheets on a regular basis to record the data. See picture below to see an example;

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 Recording data (

Using this method will let me see what is working, what isn’t working and what I should change in order for the Instagram account to grow.


Using Instagram to show our ‘Friendly Business’ concept

‘A friendly business who are modern and changing the textile industry’. This concept can be used throughout all social media platforms for c-tex, not only just Instagram.

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Brainstorm ideas

Key factors to build c-tex’s Instagram style

  • Natural lighting
  • Filters – The chosen ones will be warm/inviting filters
  • Rule of thirds
  • Product shots
  • Friendly/inviting shots

Timing the posts to gain more views

According to coschedule, the best time to post on Instagram is 11am with an average of 139.8 and at second best comes 10am with an average of 84. Posting in the morning will be the most important time to target as many people as possible when posting on Instagram for c-tex.

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The best time to publish your Instagram posts  (


CoSchedule. 2017. How To Use Instagram For Business: The Ultimate Guide – CoSchedule. [ONLINE] Available at: [Accessed 29 January 2017].

Hootsuite. 2017. Social Media Marketing Tips | Hootsuite Blog. [ONLINE] Available at: [Accessed 29 January 2017].

Sendible Insights. 2017. 7 Tips for Using Instagram for Business – Sendible Insights. [ONLINE] Available at: [Accessed 29 January 2017].


C-Tex shoot reflection

A complication of the shoot was that when we arrived, there was no functional rolling machine to film with c-tex’s equipment attached to it as it had been sold the day before. This wasn’t our fault as it was made clear to the clients that this was the main area we would be filming. We have arranged to film the missing shots of the equipment on Wednesday which will then complete our video.

As project manager I felt it was important to attend the shoot to give my opinion but also as I have a lot of experience on film shoots. I also have experience on a film shoot for Hillary’s blinds when I did work experience for VPoint TV, which was also a textiles based corporate/promotional video. See video below:

The shoot went well and we got a great amount of usable shots, we also followed the shot-list appropriately but couldn’t do them in order as the clients wanted us to film the machine in a different area first. Luckily, it worked out for us and we got the shots we needed anyway.

I ended up doing most of the filming which wasn’t as planned. The person who was meant to be filming was busy with the client within the first half of the shoot, so I used my initiative and filmed. I was being assertive throughout to encourage the individuals to stick to their job roles but this wasn’t the case most of the time. Here are some images of me at the shoot, filming the sales video:

I feel that my experience helped the group to get the best out of the film shoot, even if it wasn’t my job to film. I believe I should get the credit for co-ordination and camera operation within the project shoot as I had to some what take over the job role.

Project Management – Trello

How would I project manage a creative team if it wasn’t a university project?

Throughout the C-Tex project I have used Facebook and meetings within the library to communicate to the students. For example, I used the group feature and chat feature to communicate to the team as a whole and personally (see references for previous blog posts).

“Trello is a collaboration tool that organises your projects into boards. In one glance, Trello tells you what’s being worked on, who’s working on what, and where something is in a process” (

If I was assigned the Project Manager role within a future project, I would definitely consider using Trello to organise a team and a project. I have had feedback from my tutor about using Facebook and he agreed that it was perfectly fine within a university project, but for future references it is important for me to be aware of what programmes/websites are out there to keep organised as a project manager.

I have set up a Trello account to use in the future to ensure organisation:

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Trello. 2017. What is Trello? – Trello Help. [ONLINE] Available at: [Accessed 26 January 2017].

Design Journal. 2017. Challenges being Project Manager for Project 3 – Design Journal. [ONLINE] Available at: [Accessed 26 January 2017].

Design Journal. 2017. Project Management – Meetings – Design Journal. [ONLINE] Available at: [Accessed 26 January 2017].

Design Journal. 2017. How to lead a creative team – 5 important steps to succeed – Design Journal. [ONLINE] Available at: [Accessed 26 January 2017].

C-tex social media interaction – Marketing strategy



What is Twitter engagement?

  • Favouriting your tweet
  • Retweeting your tweet
  • Responding to your tweet
  • Mentioning you in a separate tweet
  • Clicking your link (though some marketers categorise this purely under CTR and not engagement)

Strategies for c-tex to interact with your followers:

  • Get personal

Getting personal to followers will engage them more, an example of this on Twitter would be to send them personal messages, tweet them or even send them personal videos.

  • Use hashtags

Using hashtags will enable people from all over the world to see your tweet if they type in your hashtag. This can broaden your audience and get your tweets out there.

  • Keep tweets under 110 characters

“If you are using all 140 characters in your tweet, your followers will need to edit your tweets before they can add in theirs and retweet. And, that’s not cool. People are lazy. Tweets that need extensive editing work simply get fewer retweets. Ideally, you should limit your tweets to between 80–110 characters”. (Jerry Low, 2014)

  • Tweet during daytime hours and at the weekend

Between 8am and 7pm tweets with have a 30% increase with interaction. This is because most people are using Twitter at these times and at the weekend. In this case, C-Tex-s target audience are more likely to use Twitter after work and at the weekends, but time may may because of different time zones.

  • Use strong call to action

Using the most retweeted words can get more attention to your tweets. Words such as retweet, help and follow can get your audience to interact to your tweets more because there is a call to action.

Example tweets using our friendly concept:

  • c-tex are breaking through the textile industry with new colour monitoring machines that help colour monitor your fabrics! #ctex #savingtimeandmoney
  • Competition time! Retweet and favourite to win a chance of winning one of our custom built machines worth £20,000! #ctex #competition #winmoney #dontbeshy
  • #ctex are in the process of filming a promo for our amazing new machine shaping the textile industry, check out Rob looking all friendly and happy! #promo #textiles #colourmonitoring
  • #ctex woke up this morning feeling fresh and ready to tackle monday, are you?! #ctex #mondaymotivation

Existing relevant tweets

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7 Ways to Improve Your Social Media Engagement : Social Media Examiner. 2017. 7 Ways to Improve Your Social Media Engagement : Social Media Examiner. [ONLINE] Available at: [Accessed 26 January 2017].

10 Twitter Tactics to Increase Your Engagement : Social Media Examiner. 2017. 10 Twitter Tactics to Increase Your Engagement : Social Media Examiner. [ONLINE] Available at: [Accessed 26 January 2017].

AdEspresso. 2017. 23 Strategies to Increase Your Twitter Engagement. [ONLINE] Available at: [Accessed 26 January 2017].

Project Managing – Assessing where I am

“You cannot change your destination overnight, but you can change your direction” (Jim Rohn).

How close are we to the project?

We are working to our deadlines effectively, almost all of the pre-production is complete and we are also filming tomorrow.

Is it turning out how we wanted it to? 

More than planned – we have worked on our work and concepts effectively and definitely made the right decisions due to the client also agreeing.

Are we being pushed creatively?

For me it’s more self motivation as I like the clients and want to produce quality work for them. I have been pushing the team as project manager to keep on creating creative work.

Are we up against in terms of time? 

Yes, we are always thriving to create work.

What duration is left?

Just under half of our time is left.

What percentage of the project is complete?

Around 60% and will jump to 70% after tomorrow, we are moving quickly and effectively.

How is this going to help me get a job?

Leadership skills are extrmeenly important in getting any type of job and shows you can work as a team. I will be putting this experience on my CV and will incorporate these transferable skills within my last two projects at university.

What things did I need to do improve from Project 2? 


  • Learning how to manage a creative team
  • Time management
  • Learn more about the client on a professional and friendly basis


  • Learning how to manage a creative team
  • Experimentation
  • Create several prototypes and concepts

What have I learnt from Kirby Ferguson’s ‘Nothing is original talk’?


  • It’s okay to steal other peoples ideas and re-make them in your own way – VPoint Hilary’s blinds.
  • Our video ideas may not be completely original because someone has probably already done it before, but that’s okay.
  • The most talented ‘inventors’ weren’t actually inventors.


Challenges being Project Manager for Project 3

Challenge: People not turning up to meetings.

How I overcame the challenge: When some students haven’t been able to attend the meetings, I have written down everything being said within the meetings. This is not only just to record what we have got out of the meetings, but it enabled me to tell the students what needed to be done – through our private messenger and page where we share the work that has been produced.

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Keeping the team up to date

Challenge: The client not replying to an email.

How I have overcame the challenge: This challenge I faced was important to overcome as it could have slowed down the process of the project which was getting permission to film. I overcame this challenge by a follow up call to the client to discuss the plans to shoot the video. After the conversation I later sent another email with all the information he needed.

Challenge: Being more exposed

How I have overcame the challenge: There are a lot of roles within my project management role and the final say has to go through me. This leaves me more exposed than others even though I have never had this job role before. I have made sure I have researched how to lead a creative team and I feel this has helped me greatly and the job role has given me a lot of experience. I have also realised it is OK not to know everything and that I am also learning too.

Challenge: I have no one to delegate to

How I have overcome the challenge: Although at times I have been overwhelmed I have been realistic throughout the project. I have tried to prioritise work and evenly distribute it within the different job roles within the project for example, giving even amounts of work to the photography, 3D, motion graphics and video team.


Project Management – Meetings


Throughout the project I have organised meetings to discuss our progress and set tasks to make sure everyone is staying consistent with their work-flow. Yesterday I assigned a number of tasks;

“Firstly more research needs to be done into how to create effective videos for each of the three (we only need to create video one however treat it as we would be making all three).

1. Video 1 location – Video Team/Project Manager
C-tex factory, University textiles room permission

2. Video 2 Pre install – location – video team/Project Manager
C-tex factory, Uni textiles room

3. Video 3 location – how to – video team
C-tex factory, Uni textiles room

4. Storyboards for each video – all teams – work together to put each job role within the storyboards:
Need to be presented in a professional way
5. Shoot schedule for Tuesday – Video team

Monday- Pick up kit

Wednesday – Go to c-tex and film shots that require Rob and Owen.

Thursday – Focus on the machine and film all of the technical aspects, Thursday film in uni room to get time lapse of the textiles environment. Consent forms will need to be filled out and scanned in.

C-tex factory:
Power sockets are available as well as extension leads. lots of space. Floor is even. Good lighting. no wires are across the floor.

Textiles room:
Power sockets are available, even floor, dull room. Space is moderate.

6. Content required from each team
Video team:

Video one: film the machine, the client looking relaxed and friendly, rough edit and final edit, time lapse of textiles environment, screen recording. technical feedback from professional editors

Video two: Footage of key elements of the machine, more detailed shots and longer screen recording. rough and final edit

Video three: Footage of key elements of the machine being put together, more detailed shots and longer screen recording showing how to set up the software. Also show usb key that is required to gain access to the software. rough and final edit

3D Team:
Video one: Create visuals to show subtle colour differences between fabrics to show the audience that the machine can pick up slight differences

Video two: pre install – plan 3d graphics (stills) of setting up the machine and placing it on the rolling machine

Video three: training – plan 3d graphics (stills) people being trained on how to use the machinery

Motion graphics team:
video one: create motion graphics for the statements I have sent you, animated logo
video two: pre install – research/storyboards/location create motion graphics for the statements I have sent you, animated logo

Video three: training – research/storyboards/location/
create motion graphics for the statements I have sent you, animated logo

video one: sales – one of you come to shoot to take action shots
video two: pre install – research how you can interpret photography within the video
video three: training – research how you can interpret photography within the video

Please remember to use the FRIENDLY CONCEPT throughout all pieces of work

3D and motion graphics could you all please have a few rough ideas created by Friday so we can sit down and and discuss which content we are going to use and which ones we are not so you can develop these ideas to their final stage”.



C-Tex sales video prototype – ‘Friendly Business Concept’

As our final chosen concept was the ‘Friendly Business Concept’ the video team put together a prototype to show c-tex how the end product would briefly look. The explanation and justifications of the chosen concept were presented to the clients in person and they liked our choice and liked the look of the prototype, which gave me clarification to carry on producing work content within the friendly business approach.

See prototype below:




Creating a marketing strategy for C-Tex

Marketing strategy
  1. a plan of action designed to promote and sell a product or service.
    “we use a number of marketing strategies to grow our business”

A marketing strategy is the base as a marketing plan, it includes a list of specific actions to successfully create a marketing strategy.  An example that relates to our university project situation (c-tex) is a low cost product that has a established attraction to customers, this could include creating a series of products to promote c-tex machinery to their target audience.

Marketing is the process of developing and communicating value to your prospects and customers. Think about every step you take to sell service and manage your customers:

  • Your knowledge of the market and your strategy to penetrate it
  • The distribution channels you use to connect with your customers
  • Your pricing strategy
  • The messages you deliver to your market
  • The look and feel of your marketing materials
  • The experience you deliver to your market and customers
  • The actions of your sales and service reps
  • All of the planning, preparation, forecasting and measurement of your investments

(List taken from


Textile World: Marketing Strategies of Garments Industry of India. 2017. Textile World: Marketing Strategies of Garments Industry of India. [ONLINE] Available at: [Accessed 17 January 2017].