Overview

Designing for educational, healthcare and economic development in Jamaica

The American Friends of Jamaica is a non-profit organization dedicated to supporting Jamaican charitable organizations and social initiatives that improve the lives of Jamaicans through systemic development.

AFJ’s main goals were growing their social media presence and popularizing their ongoing and upcoming donation campaigns.

Image: Instagram analytics after implementing strategy and content over three months

Brand Design
Social Media
Print Design
Editorial Design

Marketing / Graphic Design / Social Media Intern

Collaborators

Timeline

Executive Director Caron Chung
Co-Op Interns Brendan McBride, Mirsa Freed, Lauren Bough, Tyler Lohwin

June–August 2021

Role

Services

The research

I reviewed AFJ’s Instagram’s highest performing posts to determine the ongoing trends, and I researched AFJ’s local and internatioal competitors’ social media such as the United Nations, Red Cross, Peace Corps Jamaica, and Seprod Foundation.

The findings

I proposed and implemented the following strategies:

  • Post during audience’s optimal viewing hours

  • Collaborate with co-op interns to reliably source the latest news (ex. government-approved information and statistics about COVID-19)

  • Keep our tone as realistic, but hopeful and inspirational

  • End post with a call to action

  • Keep followers in loop - share progress, milestones and achievements

  • Consistently use our branded hashtags

  • Tag relevant influencers and organizations

  • Use language aligned to our Millennial and Gen-X audience

Strategy and content calendar for Instagram

I worked with the interns to created a two-month social media calendar. I proposed, designed and posted new content to further connect AFJ’s audience for their AFJ Vaccine Fund, Vaccinate Jamaica, Choose A Cause, #ThrowbackThursday, and AFJ Spring Online Auction.

#AFJVaccinationFund | 9 Posts, 1 Video, 4 Stories

Purpose: To inform audience about recent COVID-19 news, resources and vaccination fund.

#ThrowBackThursday | 3 Posts

Purpose: To showcase AFJ’s history of philanthropy, boosting credibility

#ChooseACause | 6 Posts

Purpose: To encourage donations towards AFJ’s social, educational, and health initiatives

#2021 Spring Auction #BidForGood #TravelForGood | 9 Posts, 1 Video, 4 Stories

Purpose: To encourage audience to bid on art, food, beverage and resort auction items. All proceeds go to the AFJ General Fund

#DontHesitateVaccinate #GetVaccinated | 4 Posts, 15 Stories, 12ft x 4ft, Printed Banner

Purpose: To encourage Jamaicans to get vaccinated at AFJ’s Vaccination Sites

2021 Summer Newsletter

AFJ releases a digital and printed newsletter every summer to document their commitment to effective philanthropy for the people of Jamaica. The 2021 newsletter had 10+ contributors.

After three weeks, 24-page catalog was internationally published, printed and distributed to AFJ supporters.

Print Specifications
8.5” x 11”
24 Pages
Glossy Cover
Stapled
Digital Print
20+ Infographics

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