tentree: Planting for the Future

In December 2019, the digital marketing manager of Tentree International Inc. (tentree), an eco-friendly clothing company located in Vancouver, Canada, sat down to write a comprehensive marketing plan for 2020. Tentree’s most successful year to date, 2019, had included an Earth Week campaign that had gone viral and resulted in a massive spike in consumer awareness. The company had gained 400,000 Instagram followers and seen its website traffic increase by 200 per cent over the single week. However, this increased visibility was not matched by a similar increase in sales. Beyond a $20,000 increase above regular sales levels, there had been no tangible financial benefit to the Earth Week campaign. The marketing manager’s goal was to increase sales from $32 million to $43 million while still maintaining a healthy profit margin. With an advertising budget of $5 million, he had to create a marketing plan focused on tentree’s distribution and promotion strategy that would translate its newfound brand equity into a tangible increase in sales.