Enkosi Place Communication Plan
Background
During a month-long study abroad program in Cape Town, South Africa, I had the opportunity to work in a small team to develop a communication plan for local nonprofit Enkosi place. Enkosi Place is an orphanage home to 18 children founded by Christine Booysen, a passionate mother who saw a need in her community, and is now run by her two daughters Anthea and Yolanda following her passing.
Approach
Together, my team created a cohesive brand for the organization including a logo, tagline, landing page, social media page with pre-made graphics and more to increase awareness of the nonprofit in its community. We wanted to ensure Enkosi Place was given a sustainable plan due to the limited amount of time and resources that Anthea and Yolanda had access to, so that Enkosi Place was set up for growth and success beyond our short time spent in Cape Town.
Execution
The creative direction of this campaign was decided on in collaboration with Anthea and Yolanda given that Enkosi Place is more than an organization to them, it is their life. During a discussion with the sisters, they expressed the importance of childlike wonder and motherly love which we thought were essential to bring to life in our deliverables.
Knowing that these executions are nothing without a communication plan, we felt that social media and word-of-mouth would be the best routes to go. Word-of-mouth is incredibly important in the tight-knit communities of South Africa because everyone knows everyone; when you share your story with one person it spreads like wildfire, and before you know it you have left a lasting impression on society. The rise of social media has expanded upon this notion in a virtual realm, which is why we believed it was important to build a strong, manageable platform for Enkosi Place on Facebook. We made sure to provide several additional resources and connections to the sisters based on our research to build their network and expand their pool of supporters.
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