The document outlines a strategy plan for creating a Triton Raw Instagram account to promote the Triton Raw brand and increase sales opportunities. The objective is to raise brand awareness, press opportunities, VIP opportunities, and sales through extended content separate from the main Triton account. The target audience is males ages 18-25 who are style-conscious and interested in travel, automobiles, and fashion. Instagram is seen as a good fit for this demographic. Examples of potential posts are given that highlight products through themes like red carpet style and travel essentials. Metrics like follower count and engagement would be used to measure success and expand marketing efforts over time. Competitor research is also mentioned but kept confidential.

1. TRITON RAW INSTAGRAM
STRATEGY PLAN
Created by Raven Davis
8.4.2016

2. WHO IS THE TRITON RAW MAN?
 The Triton Raw man is from North America, and holds a strong interest
in luxury international automobiles, cool music like hip-hop, rock & roll
or alternative.
 The Triton Raw man likes to travel with his girlfriend, go to trendy bars
and hotspots, attend fancy restaurants and he always looks to make a
fashion statement when he hits the town for a night out.
 The Triton Raw man is someone who cares about their appearance,
and this includes clothes, how they wear their hair, what type of car they
drive, the kind of woman they date/marry and what type of celebrities
they pull fashion and personality inspiration from.
 Like most men, the Triton Raw man’s masculinity is very important to
him. How they carry themselves, is a reflection of who they are as a
man, how they want to be perceived by the opposite sex and other
people around them. They have incredibly high-standards when it
comes to how they live their life!

3. OBJECTIVE
 Create a Triton Raw Instagram, separate from the Triton
Instagram, bringing brand awareness, press opportunities,
VIP opportunities, and sales opportunities that allow us to
create extended content. This will raise the Triton Raw
engagement, following, and potential for future brand
partnerships, sponsorships and advertising opportunities.

4. WHO IS THE OVERALL TRITON RAW
AUDIENCE?
 Male
 American and International
 Between the age of 18-25
 Middle/Upperclassman
 Personality Type: Masculine, mature but still youthful, cares about their
personal appearance (hair, hygiene, how they walk and speak/approach
to women, all races (Black, White, Asian, Latino etc.), likes to travel,
explore new things, and stay on top of what is relevant in business,
music, automobiles, politics and technology
 Fashion Style: Cool, cutting-edge/trendy, clean cut, natural colors, biker
style, urban fashion

5. HOW DOES INSTAGRAM PLAY A ROLE IN
TRITON RAW’S BRAND AWARENESS AND
SALES OPPORTUNITIES?
 Instagram has more users that fit the Triton Raw audience demographic
and the brand image of the Triton Man, unlike the Triton audience.
 Creating Instagram content specifically for Triton Raw, allows us to
create more content without using the actual product (Celebrity
placements, thinking more creatively in terms of current trends and
events that are taking place, ex: MTV Awards etc.).

6. EXAMPLES:
 Instagram Post #1: Triton Raw’s top 5 MTV VMA red carpet looks, that
resemble the Triton Raw Man. Check out our Raw Cross sterling silver
chain in 18k white gold, and get a feel for how to match to up with
similar outfits like our VMA style choices!
 Instagram Post #2: Triton Raw’s 3 favorite places in NYC to propose to
your bride this fall. Get a sneak peak at our look book, located in our
bio, to see our various ring collection – and make this proposal a good
one!
 Instagram Post #3: The travel essentials that every Triton Raw man
needs to take an International business Trip. Get our 18k Rose Gold
Triton ring, to match these Summer travel tools!

7. EXAMPLES:
 Once we have raised a significant amount of engagement,
social media followers, and have concluded how are strategy
works best we can:
 Expand press outreach
 Expand VIP outreach
 Expand blogger and influencer activiations
 Act on extended advertising opportunities
 Act on retail marketing opportunities that is connected with
Instagram for Triton Raw (giveaways, Instagram contests
etc.)

8. WHAT ARE SOME EXAMPLES OF TOOLS WE
CAN USE TO MEASURE THE TRITON RAW
INSTAGRAM?
 UnionMetrics
 Iconosquare
 Sprout Social
 Simply Measured

9. COMPETITOR RESEARCH
 CONFIDENTIAL

10. COMPETITOR RESEARCH
 CONFIDENTIAL