Blog Post 2

BLOG POST 2:

C) Creating key messages, logos, brand

The key messages for the website and social media platforms:

The key messages have already been created by others working at the embassy. I believe they clearly communicate the purpose of the project and will all be included on The Next Generation website.

1. "The purpose of The Next Generation Project' is to encourage young people in the UK to discover and connect with Liberia's extensive history and culture."

2. "Develop long lasting connections and friendships".

3. "We believe this is the foundation to create a better future for Liberia. We hope this initiative provides an opportunity to increase valuable connections and a sense of belongings amongst the youth in the UK".

4. "We aim to empower The Next Generation and challenge existing narratives".

Logo Creation:

Branding activities include the creation of names, streamlines, logos. Danesi, (2006) suggests design brands have the ability to produce connotative symbols through implicit signs rather than ‘literal meanings’, which ‘can provide the greatest value’.

Original Logo

The original logo found on The Next Generation Twitter page from 2020 was in need of a re-design. I decided to create a new logo to appeal to a young generation of Liberian youth incorporating semiotic symbols.

The first re-design

The first logo I created featured young people's hands raised in the air as if celebrating and holding a Liberian Flag with the full name of the project in blue letters. The animation was supposed to symbolise unification, celebration and connection to Liberia. Including a human element into the logo design was supposed to communicate the essential values of the Next Generation Project, but also to appeal to the young people in the UK. However, the design did not appear striking enough, I felt underwhelmed by it. I decided to experiment with brighter colours in my next design.

I went on to develop 3 additional logos, which I believe communicated the project more effectively, with modern animated designs incorporating a shorter name in big font against a dark background. The feedback I received from the Embassy favoured design 4 to be the final design. The final logo features four young people wearing colourful, modern clothes. The bright green colour of the world is striking and grabs viewers' attention. The young people in design 4 are embracing each other, suggesting unity and friendship. The design is meant to create a sense of belonging and unification with Liberia to young people living in the UK or other parts of the world.

Logo Design 2

Logo Design 3

Logo Design 4 (Final)

D) Devise Marketing Strategies:

Marketing strategies include : Event marketing, Email marketing, Video Marketing, Website, Social Media, Public speaking and Content Marketing.

I list below all the marketing strategies used in The Next Generation of Liberia project.

The Next Generation Marketing Campaign:

1. In-Person Event Marketing and Public Speaking

Non-profit Event Marketing and public speaking are some of the most productive ways to connect with a local community and to raise awareness. To promote The Next Generation of Liberia, Ms. Wreh, the secretary to the Ambassador invited me to join her at the Unification of Liberia (ULOUK) event hosted in Manchester, which connects local Liberians in a community group setting, to share their concerns and questions. We were given an opportunity to showcase The Next Generation initiative to the local community. 

Preparation for ULOUK: 

To effectively market The Next Generation Project, I created a leaflet explaining the aims and objectives of the project, including an overview of future activities, the launch of the Website, Facebook and Instagram pages, calendar and a donation link. I was sent a full list of objectives and activities the secretary, which was very helpful and ensured I completed the leaflet fast. In addition, I created a sign-up sheet for participants to sign up to the program and to be sent email notifications of future events. 

ULOUK in-person event:

At the event Ms Wreh and myself spoke with fellow community members and encouraged them to signup to the program.

We spread awareness of the project and Ms Wreh, who represents young Liberians spoke passionately about the project to the young people and their families. It was a very successful event, with a high sign up rate. Following the in-person promotion of the event, I began the work on a logo, website and two social media accounts.

2. Email Marketing

Email marketing is another effective marketing tool. Through the sign up sheet, I collected email addresses from those interested in gaining further insight into The Next Generation Programme in order to compile an effective email marketing list keep our audience and donors up to date with the latest news, content and the range of activities coming up soon. I also directed potential participants to the website which provides additional information about the project and about joining the programme.

I created a sign up page which allows participants to sign up easily to the programme on the website. There is an email requirement integrated within the form which explains that additional information will be provided via email about the details and start date of the programme.

3. Nonprofit Video Marketing

Video content is one of the most popular social media marketing tools. Visual content is also an effective way to captivate audiences in an increasingly new media age by integrating short videos, which are an interactive, memorable and educational form of content monetisation on social media. I created a short teaser trailer, which I shared across all of The Next Generation's social media platforms including the website's facts about Liberia page to ensure brand consistency and synergy. I scheduled an appointment with Ms Wreh, the leader and creator of the project, to film her introducing The Next Generation of Liberia programme. The video included subtitles and featured the new logo to ensure consistency and was also displayed as the thumbnail.