GLAPD

Summary

Great Lakes Agency for Peace and Development (GLAPD) is a not-for-profit and charitable institution that helps African migrants and refugee families to achieve better living standards and create social cohesion in Australia. GLAPD provides social, cultural and economic services, including regional resettlement, migrant services and community development and social integration. This helps with finding education, work, housing, community integration, developing their English and arranging documents.

Brief

GLAPD faces the following challenges:

• Official social media accounts lack publicity strategies and engaging content.
• Have a small number of followers and views on social media platforms, which is a disadvantage for finding more volunteers, partners, donors, and members

The primary goal of our plan is to help GLAPD attract potential clients and partners and funders. Our communication plan aims to address this through a celebration of GLAPD’s achievements, by showcasing their programs and projects and how these have impacted the lives of past clients through digital and visual means. GLAPD hopes to build their credibility as an organisation by seeking out clients in need of their services, as well as partners who share the same ideals to fund and support their services.

Our main deliverables include visually engaging content on their platforms such as engaging Instagram posts and templates about their brand image in addition to a video about one of their services; Community Development, to show the impact and achievements GLAPD has created.

Design Process

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GLAPD's social media posts on Instagram mostly contained random photos and video shots as content and lacked brand distinction and aesthetic visual detail. Thus, our team has decided to utilise one of the brand's main colour palettes as a background to act as a border in addition to providing brand distinctions like logos, titles, graphics and hashtags to attract wider audiences and traffic to their organisation. Our team had also devised a social media calender for them to utilise in order to provide consistent content and improve their SEO and gain online traction. Moreover, as their youtube videos mostly lacked attractive thumbnails, our team decided to add distinctions such as brand colour palette, logo, service title and staff imagery in order to further visualise the brand identity and uniqueness from other content. Due to a lack of first-hand footage on GLAPD's events and actions, we have decided to utilise stock footage provided and on other media channels.

                                                               (INITIAL STORYBOARD)

We had decided to convey a sense of professionalism in terms of equipment, background-reducing software, brand introductions and social media platform links to increase better chances of initiation from stakeholders. As GLAPD has limited brand awareness, we utilised storytelling as a major component of our process where we introduced the staff, consultants, benefits and their achievements to allow audiences to connect with the organisation and its story, in addition, to conveying its credibility as a charity. For reference, we based our visuals, start and ending sequences, music orientation and shot sequencing on other informative corporation videos such as ''Algae Biofuel: Working On Alternative Energy'' by ExxonMobil