Institute for Youth Development KULT held the eighth NGO MeetUp on the topic of Promotion and Marketing – Challenges and Successes. The recommendations that follow in the rest of the text were created in a conversation with dr. Sanela Tunović, director of PR agency Via Media, Bernard Pavlinović, art director of Triptih Sarajevo agency, and Almira Panjet, freelance journalist.
- Passion, focus and continuity are the foundations of successful promotion
Dedication and persistence in promoting a specific issue that non-governmental organizations deal with, even when they have limited resources, are a recipe for success. Therefore, passion and focus stand out as indispensable elements in the promotion of the work of non-governmental organizations . Successful campaigns are created by teams that share deep convictions in what they do and never give up on their goals. Even when the project ends, the organization should continue to promote the values and beliefs it stands for. It is crucial for the organization to maintain continuity in informing the public about a certain problem in order to maintain focus on its goals, and to gradually change public awareness and facilitate future successes in work on subsequent projects.
- Use inspiration from different sources to create an effective promotion!
Inspiration for organization promotion can be found in various sources such as target group analysis, research, trend monitoring, etc. Through careful planning and focus on targeted strategies, organizations can effectively promote their goals. It is important that the promotion reflects the authenticity and values of the organization in order to be relevant and attractive to the target audience. Even in situations where resources are limited, organizations have the ability to use creative strategies for promotion. This includes activities such as using social media as an inexpensive and effective tool, free marketing platforms such as blogs, and creating partnerships with other organizations or individuals to expand influence and reach new audiences.
- A slightly different design
The graphic design of the campaign is certainly at the heart of the promotion. Campaign graphics should be simple, but effective in supporting the organization’s main messages. In most cases, design is the first thing that will attract the public to pay attention to an organization’s campaign. Although inspiration can be sought in the environment and by following existing trends, it is important to achieve uniqueness and do something that others have not done. Campaigns that deviate from the “standard” have a higher chance of being noticed compared to those that move within the boundaries of established promotion patterns. Bombastic, fun, humorous or provocatively designed promotional materials can make the campaign noticed, which will ensure that the message we want to send is better placed and accepted by the public.
- In order to effectively send a message, it is necessary to pay attention to the harmony in the design
The combination of colors, letters and graphics that represent the message sent to the public should be carefully executed in order to achieve harmony and effectively convey the message of the organization. It is important to pay attention to details such as fonts, proportions and arrangement of elements in order to achieve the desired aesthetic and communicative effect. Communication of the theme should be consistent and clear throughout all design elements so that the audience can more easily identify with the organization’s message. Consistency in the design of all materials that communicate a certain topic will help create better recognition and a clear message .
- The choice of tools can be crucial for good visibility
Organizations that have limited resources should not design promotional materials in e.g. to Word. If they want to create promotional materials for digital media, organizations can use applications like Canva, but if it’s about materials that need to be printed, it’s not recommended because it’s about different graphic standards . In this case, the organization is advised to find an expert who will volunteer to help in the creation of promotional material. If this is not possible, it is recommended for the organization to use other methods for promotion, such as photos and personal, positive, user stories.
- Social networks are a powerful tool for increasing the visibility of an organization
Social networks are a powerful tool for spreading information and increasing visibility. Trends like video content, interactive stories and influencer marketing can increase an organization’s visibility on social media. Using relevant hashtags , posting regularly and engaging the audience are key factors in achieving better visibility . Given that they are inherently interactive, social networks are an excellent space for two-way communication with the public . When an organization becomes recognizable, the media begin to follow its posts and share the information they find on the organizations’ social network profiles.
- Build an emotional connection with your audience
Through the life stories of beneficiaries who have been helped by the projects, organizations can communicate their mission, values and impact on the community in a way that will deeply touch people, which will build an emotional connection between the organization and the audience. Using authentic stories that illustrate the successes, challenges and impact of projects, not just the successes of activities, can result in a strong connection with the audience.
- Connecting with the famous strengthens the organization’s visibility
Cooperation with publicly known persons can have a significant impact on the promotion of the organization. However, it is important to maintain authenticity and integrity in the process. Connecting with famous people can bring greater visibility and support, but it is important that this cooperation reflects the values and goals of the organization. Long-term cooperation with famous people can result in strengthening the organization’s brand and increasing community support. When choosing a famous person to work with, it is important to research their background, attitudes and beliefs to avoid negative consequences. It is necessary to find a person who shares the same beliefs as the organization and who will authentically represent its values because this will increase the understanding and support of the audience. It is important to keep in mind that cooperation with famous people carries certain risks, such as potential opposing views or negative reactions from the public.
- Clarity and accessibility come at a price
Functional design should not only effectively communicate the organization’s message, but also ensure that the information is easily understood and accessible to the audience. In order to achieve maximum effectiveness and visibility, it is crucial to ensure that the design is adapted to the target audience and communication channel .
When creating a design, it’s important to avoid text overload to avoid overwhelming your audience with information. Tricks like using clear and short messages and including visual elements that highlight key information help create a clear and attractive design. Using graphics instead of text can make the message even easier to understand, especially when dealing with complex concepts or statistics.
- Adapt the design to the target audience
Adapting the design to the target audience plays a key role in its effectiveness. Different demographics may have different preferences and information consumption habits, so it’s important to understand your audience and adjust your design to capture their attention and interest. For example, younger audiences may prefer dynamic and interactive elements, while older audiences may value simplicity and transparency more.
- Send “live stories” to the media
The key secret of successful communication with the media lies in continuous and clear information , but also in offering interesting and relevant content. Proactively connecting with the media and providing additional information can be crucial for ensuring greater media coverage. The organization should be ready to respond to their inquiries, provide additional information and comments in order to ensure the best possible media presence and positive representation of the organization.
Source: mladi.org
