Blog post 1:

BLOG POST 1:

Introduction:

In January 2020, The assistant Secretary to The Ambassador of the Embassy of the Republic of Liberia to the UK, Ms. Wreh initiated a community project called The Next Generation of Liberia. It was created in hope of helping to re-connect the Liberian youth in the UK with Liberian culture, history, learn more about Liberia’s climate and biodiversity, as well as provide opportunities to form lasting friendships among participants and the Liberian community and its students. In addition, there will be opportunities to join organised visits to Liberia for the youth to share their knowledge and experiences with Liberians and to learn from each other. However, due to the pandemic there were delays in launching the project, I was brought on board in April 2022 as a social media intern to help launch The Next Generation of Liberia website and to be in charge of the social media campaigns’ advertising and marketing. 

Research into non-profit organisations' use of social media and marketing

My next step involved making a research into non-profit organisations' use of social media and marketing strategies. According to Charlesworth (2014), non-profit organisations can particularly benefit from the use of digital mediums as the internet remains an extremely cost-effective way to promote products and services. Cone (2010) stated that many non-profit organisations have noticed growth in audience engagement through the building of brands used commonly by commercial businesses. Cone emphasised that this process creates long term loyalty and deeper relationships with a community of supporters if applied with care and consistency. An effective non-profit brand clearly communicates what the ‘organisation stands for’ to their audience and attaches meaning to their brand, which is core to their identity.

Milde and Yawson (2017) suggested that effective social media use of sites such as Facebook and other online mediums can facilitate communication between non- profit organisations and like-minded consumers through the creation of posts, messaging, and groups. Social media when used effectively should communicate non-profit values, missions, and efforts to expand their base of supporters through meaningful discussions.

Hankinson (2000) claims that the name, logo, websites and printed materials can communicate charitable brand’s values effectively. Chen (2019) suggested that cause related advertisements generate empathy and sympathetic responses from viewers, which can create a sense of urgency to support a specific cause or to purchase products in support of charitable causes.

Existing Market Research:

Marketing and social media use plays an important part for non-profit organisations’ campaigns in spreading awareness of their cause, to inspire potential supporters, reach new donors and to help recruit volunteers. There are several steps which are essential whilst creating a successful marketing  plan, such as:

A) Setting out clear goals

B) Understanding the audience

C)  Creating key messages, logos, brand

D) Devise marketing strategies

E) Critically evaluating marketing strategies and performance

Market Research for The New Generation of Liberia:

A) Goals: 

1. Create and post content to educate youth in the UK about Liberian Heritage, history, culture, climate, biodiversity.

2. Help the youth to develop connection with Liberia, help them to want to re-connect by posting fun facts and content.       

3. Post and encourage the youth to attend in-person activities and meetings to build lasting friendships

4. Increase traffic to the social media by posting daily initially, until the launch of the Website and then once or twice a week.

5. Increase awareness of the need to Donate school supplies the youth in the UK no longer use, to help young people in Liberia who are less fortunate than themselves.      

 

B) Understanding the Audience:      

1. Youth born in the UK to Liberian parents

(Reach target audience through Instagram, sign-up sheets at events, emails, leaflets, website.)

2. Youth born in Liberia who moved to the UK (same as above)

3. Parents and other relatives with connections to Liberia

(Extend reach through additional media/marketing techniques such as through: Facebook, existing email connections, leaflets, website, re-posting on The Embassy's main social media in order to reach a larger audience)

4. Target Liberian government representatives and Embassy officials.

(Reaching the audience through official invitations to events via social media and a website)

5. Potential donors

(Creating tags and lists of donors to send marketing messages)