Projects
Here are some various reports I have done regarding Origami for Good's social media and advertising campaign.
Brand Audit Analysis
In my Brand Audit analysis, I look at Origami for Good's mission as an organization and its competitors. Started by a teen in Texas, their mission aims to spread creativity and joy among people like patients, soldiers, and the elderly through the art of Origami. Since being founded, they have had multiple chapters around the U.S and the globe, cementing their place as a worldwide cause. They are super active on Instagram mainly, and aim to create a community that appreciates and includes all. Some of their competitors do very similar things, such as Origami APlus, Origami Canada, and The Wishing Crane project.
See my full report here.
Crisis Communication Plan
In my social media crisis communication plan, I outline what the organization should do in the case of any social media crisis, whether it be controversial posts by members or affiliates, mistakes in shipping and delivering, or posts that may be considered insensitive to groups of people. Our strategy consists of fully owning up to mistakes, activating a response team to create a response that acknowledges them, creating plans to make sure a scenario like this never happens again, and finally trying to atone for those mistakes. Being proactive in situations like this is incredibly important because it shows that you are actively trying to make up for the mistakes that were made, and shows people that your organization can be trusted. Keeping up with our values of joy, positivity, and creativity, owning up to mistakes, creating plans to avoid making those mistakes in the future, and making up for those mistakes provides trust and is fundamental to our goals of spreading creativity and appreciation.
See the entire plan here.
Budgeting Plan
This budget, shown on the right, is designed to give both flexibility to any chapters that need assistance and the main organization some control over money needs. Taking into account items like paper, graphics, and social media advertisements is needed in order to be able to actually run the organization. Graphic design apps like Canva Pro are used to be able to put funds back into creating posts, and being able to utilize social media managers and events to create more outreach will help us in the long run to secure support from both volunteers and donations. This budget invests in both outreach and workflow, and will help our already pretty large presence grow even further.
Performance Reporting
Our campaign's success utilizes certain KPIs that provide insightful analytics and track the impact that we've had. Using engagement rate on both social media and application forms, views, and likes on Instagram posts and reels can give us important information we could use to improve our performance on social media. Utilizing form fill-outs and applications can give the organization a gauge on how interested people are in working for them, which they can then tailor to be able to see if adding new things can get more responses. Using likes and views as metrics can give the organization a way of seeing how well certain posts or videos do, such as if the more liked posts are more interesting in ways that other posts aren't, or if certain videos are just more interesting than others. Looking at these metrics can give a good gauge of how well the social media is doing, which we can use to maximize resources and further improve on our mission.
See the entire performance report here.
Content Calendar
The month-long content calendar is designed to ensure that OFG continues to be an organization that knows what its audience wants. With a couple of posts a week to make sure there isn't overposting and maybe one or two reels a week as well, it will make sure the algorithm is healthy enough to allow for a post or video to go viral. Every post is designed with accessibility in mind, and with vibrant colors that attract, people are more inclined to further check out the details, which could lead to more engagement and shares. By offering diverse content, like tutorials and shoutouts, to reposting events from other chapters, the calendar will build a stronger community, a more supportive online audience, and ensure that people who support the organization are heard.
See an entire month of posting here.
Platform-Specific Content Creation & Ad design
Some of our platform-specific content, as well as our ad design, aim to foster an authentic connection and try to catch your eye. With warm, vibrant colors and messages that can resonate with people, creating these interactions through art can facilitate real feelings and emotions. As Instagram is our main social media, being able to post eye-appealing and informative content will help us grow a community that appreciates similar things to us. Utilizing similar concepts for our ad design, targeting the youth to contribute to something good through art they have done before and messages that appeal to the emotion allows us to connect with people we may never have thought of, and is critical into making our organization accessible to everyone.
