Objective & Purpose
The purpose of this media kit was to provide Step-Up Africa (SUA), with a media kit that they would be able to use to expand their brand and messaging. SUA is a non-profit organization that trains and certifies entrepreneurs in order to fight African poverty. Participants in the program are linked to a qualified mentor who helps them develop a business plan and advises them and SUA also provides funding for the participant’s start up. SUA has only been around for a couple of years and are still very small. My objective was to help provide them with a media kit that would contain the research and planning they would need in order to expand.
The Media Kit
The Media Kit I created includes a situational analysis, a press release, a feature article, content analysis, a brand guide, and a social media calendar.
Challenges
One of the biggest challenges of this media kit was that SUA is still a small organization. I initially had planned on reporting more about what SUA is doing and what their plans on for the future. However, since they are so small and in the early stages of their organization, I quickly realized I had to pivot to a different plan. Instead, I focused more heavily on what they could do spread their message and researched heavily on what other non-profits have done to successfully spread their message.
Processes
I created this media account over the course of several stages. The first stage was researching into SUA, so that meant I needed to learn everything about their organization. This helped me create the situational analysis and set the tone for what else was needed for the media kit. I then began writing the press release and feature article and met with SUA about what type of event they would like to put on in the future. They agreed that they a fun run would be effective in both raising awareness and raising money for the program’s participants. With this, I created a tentative event timeline of what they would need and how far in advance an event like this would need to be planned for. Next, I began to research more about non-profits and what type of content is most effective for non-profits to post in order to reach their audience. With this I was able to create a brand guide and a social media calendar to give to SUA.
Overview
Creating this media kit helped me better understand the purpose of them and why they can be so valuable to businesses. After spending so much time with this, I felt confident in presenting my work to SUA and that it would be valuable to them.
Insights and Takeaways
Working with SUA has helped me gain new insight into not only the importance of a media kit, but also why it is important to do your research when working with specific businesses. Understanding their organization and structure helped me understand where I was supposed to focus my research and content on.