Retail company: how we plan 3 months of content in one week

The company

ModaStyle is a fashion retail company with an online presence and 3 physical stores. They have a 5-person marketing team that manages:

• Instagram (150K followers)
• Facebook (80K followers)
• TikTok (45K followers)
• Email marketing (25K subscribers)
• Corporate blog

Challenge: Plan and execute consistent content for multiple platforms without losing brand coherence.

The problem: chaotic planning

Before Polimake

• Calendars in Excel: Hard to maintain and update
• Scattered content: Images in Google Drive, videos somewhere else
• Lack of visibility: They didn't know what had been published and what was missing
• Duplication: Sometimes they published the same thing twice
• Oversights: Important content got lost in the chaos

Impact on the business

• Inconsistency: Content that didn't follow the brand strategy
• Missed opportunities: Important dates with no content prepared
• Team stress: Always scrambling to have content ready
• Low quality: Content made at the last minute

The solution: strategic planning with Polimake

1. Quarterly editorial calendar

We created a calendar in Polimake for each quarter:

Structure by campaign:

Q1 2025
├── 🎄 Christmas Campaign (Dec-Jan)
├── 💝 Valentine's Day Campaign (Feb)
├── 🌸 Spring Campaign (Mar)
└── 📅 Special events
    ├── International Women's Day
    ├── Father's Day
    └── Black Friday

Monthly view: To see the full strategy Weekly view: For day-to-day work Platform view: Instagram, TikTok, Facebook separated

Benefit: Complete visibility of the entire content strategy.

2. Organization by campaign

Each campaign has its own space:

📁 Campaign: Spring 2025
├── 📁 Concept and strategy
│   ├── brief-campana.pdf
│   ├── moodboard.jpg
│   └── objetivos-kpi.md
├── 📁 Instagram content
│   ├── Feed posts (15 posts)
│   ├── Stories (30 stories)
│   └── Reels (10 reels)
├── 📁 TikTok content
│   └── Videos (20 videos)
├── 📁 Facebook content
│   └── Posts (12 posts)
└── 📁 Assets
    ├── Product photos
    ├── Videos
    └── Graphics

Benefit: All of a campaign's content in one place.

3. Approval workflow

Each piece of content follows this flow:

📝 Creation → 🎨 Design → ✅ Marketing Review → 👔 Director Approval → 📅 Scheduled → 📤 Published

Statuses in Polimake:

• In creation: Content being developed
• Pending review: Ready for feedback
• Approved: Ready to publish
• Scheduled: Already on the calendar
• Published: Already launched

Benefit: Visibility into the status of each piece of content.

4. Content templates

We created templates for common content types:

• Instagram post: Standard structure with hashtags
• Story: Format and duration
• Reel: Script and music
• Email newsletter: Structure and CTA

Benefit: Consistency and speed in creation.

5. Library of reusable assets

We maintain a centralized library:

📁 Reusable Assets
├── 📁 Product photos
│   ├── By category
│   └── By season
├── 📁 Videos
│   ├── B-roll
│   └── Testimonials
├── 📁 Graphics
│   ├── Templates
│   └── Icons
└── 📁 Brand Assets
    ├── Logo
    ├── Colors
    └── Typography

Benefit: Content reuse, saving time and maintaining coherence.

6. Smart search

When they need to find specific content:

• "Photos of summer dresses with a white background"
• "Street style fashion videos"
• "Graphics with a spring color palette"

Semantic search finds relevant content quickly.

Quarterly planning process

Week 1: Strategy

1. Review the quarter's objectives
2. Identify the main campaigns
3. Define content themes
4. Create the structure in Polimake

Week 2: Production

1. Create campaign briefs
2. Develop moodboards
3. Produce base content
4. Organize assets

Week 3: Refinement

1. Review all the content
2. Adjust based on feedback
3. Approve the final pieces
4. Schedule them on the calendar

Week 4: Execution

1. Publish according to the calendar
2. Monitor performance
3. Adjust in real time
4. Document results

Measurable results

Metric	Before	After	Improvement
Planning time	2 weeks	1 week	50% reduction
Content published/week	8 pieces	15 pieces	87% increase
Forgotten content	5-8/month	0/month	100% eliminated
Brand consistency	60%	95%	58% improvement
Average engagement	2.5%	4.2%	68% increase
Team satisfaction	5/10	9/10	80% improvement

Key benefits

1. Complete visibility

The whole team sees what content is planned, in production, and published.

2. Efficiency

Less time searching, more time creating quality content.

3. Consistency

Every piece follows the strategy and brand guidelines.

4. Anticipation

Quarterly planning lets you prepare content ahead of time.

5. Collaboration

Feedback and approvals are centralized and contextual.

Tips for retail companies

1. Plan by campaign

Group content by seasonal or promotional campaigns.

2. Reuse assets

Build a library of assets you can reuse in different formats.

3. Maintain visual consistency

Use the same color palette, typography, and style across all platforms.

4. Schedule ahead of time

Plan at least 1 month ahead, ideally 3 months.

5. Monitor and adjust

Review which content performs best and adjust the strategy.

Conclusion

Polimake has transformed how ModaStyle plans and executes its content. They went from a chaotic, reactive process to an organized, proactive strategy.

Result: More content, better quality, higher engagement, and a happier team.

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Do you manage content for a retail company? Discover how Polimake can help you.