JILLMARTIN.COM Fall Marketing Plan
Plan
Kalli – Scope of Work
Rate: $10K per month
Key Responsibilities
Schedule and coordinate one-two monthly image and video content shoot with Jill
Work with Maddie to lead creative direction for each shoot, including:
Content concepts
Shot list
Trend integration (TikTok + Reels)
Capture all image/video content during the monthly shoot
Edit and produce final deliverables optimized for platform performance
Stay on top of current social trends, formats, and audio
Ensure content feels native, engaging, and non-overproduced (UGC-style where appropriate)
Monthly Deliverables
10 short-form videos
Designed for TikTok and Instagram Reels/Ads (with overlap where applicable)
Mix of trend-driven, product-focused, and personality-led content
15 Instagram Story sets
Each set should feel cohesive (multi-frame storytelling)
Can include product highlights, behind-the-scenes, callouts, etc
Folder of all Raw Images from Shoot
Content Guidelines
Content should feel:
Authentic and personality-driven
Aligned with current TikTok and Instagram trends
Platform-native (not overly polished or traditional brand content)
Strong emphasis on:
Product storytelling
Lifestyle integration
Relatability and engagement
Cadence & Workflow
1-2 in-person shoots per month with Jill
Delivery of all content within an agreed-upon timeframe post-shoot
Open line of communication for feedback and revisions as needed
Goal
To create a consistent, high-performing content pipeline that drives engagement and conversion while evolving the brand’s presence across TikTok and Instagram.
August Back to School
Launch Month: August
Deliverables: Ecomm Shoot w/ Young Models (2)
Photoshoot/Retouching Budget: ~4K
Shoot Date: Week of August 10
Note: All of these patches are already produced
Sorority SKUs
College SKUs
New Collection Launch 1 + 2 + Plush Pants
Launch Date: Sept + Oct + Nov
Deliverables: Ecomm Shoot w/ Models, Kalli Shoot +
Video Content w/ Jill
Photoshoot/Retouching Budget: ~3K
Ecomm Shoot Date: Before Sept. 15
October
The Warrior Effect™ by Jill Martin
Launch Date: October 1
Deliverables: Kalli to shoot Content/Video w/ Jill + Lorna, Briget
Shoot Date: Mid September
Note: All of these patches are already produced
Models:
Product:
JillMartin
LornaLuft BrigetBahl
October/November
Fun Patch Collection + Mantra Collection
Launch Date: October 15, November 15
Deliverables: Ecomm Shoot w/ Models, Kalli Shoot
+ Video Content w/ Jill
Photoshoot/Retouching Budget: ~3K
Ecomm Shoot Date: End of September
Note: All of these patches are already produced
SHOOT INSPIRATION
October/November Knicks/NFL Collection
Launch Date: 2 Separate Drops
Deliverables: Ecomm Shoot w/ Models, Kalli Shoot
+ Video Content w/ Jill
Photoshoot/Retouching Budget: ~2K
Note: All of these patches are already produced Ecomm Shoot Date: Beginning of October
DECEMBER
Holiday Collection
Launch Date: December 1
Deliverables: Ecomm Shoot w/ Models, Kalli Shoot
+ Video Content w/ Jill
Photoshoot/Retouching Budget: ~2K
Note: All of these patches are a Ecomm Shoot Date: End of November/Early Dec
SHOOT INSPIRATION
