SASKATCHEWAN ELOCUTION & DEBATE ASSOCIATION
SEDA [Saskatchewan Elocution & Debate Association] is a non-profit organization who provides debate and speech programming for youth across Saskatchewan.
Over the summer of 2021, I was employed as one of two Marketing Coordinators.
The goal was to help the organization reestablish their brand’s identity and presence – both online and in the community. I helped to conceptualize, plan and design marketing and branding materials, along with other creative content for web and print purposes.
I built several design templates, formed a branding guide, developed social media communication strategies including a cross-platform marketing campaign, and helped to identify potential partnerships with community organizations and businesses.
To make sure all marketing materials conveyed the right message to the right audience, we started out by conducting some relative market and user research. This meant performing a brief website audit, reviewing the current Instagram and Facebook Insights, and evaluating the Google Analytics.
After forming an analysis of our research, we broke down the marketing goals, the scope of work, and the timeline, and we categorized the target audience into three parts; Primary, Secondary and Tertiary.
We wanted to reposition the brand in a way that spoke directly to an individual’s instinctual curiosity – that drive to always question. Mainly, there was a need for emphasis on public discourse, perspectives and critical thinking.
It was important that these elements were to be fully implemented before the new season began, so to help kickstart the new direction, we built a cross-platform campaign called “Express Yourself” which would lead up to the release of a video advertisement of SEDA.
The theme of “Express Yourself” was a brand-evolution concept where we expanded on their current slogan Words Are Powerful. The theme would encompass and express the value of Words, Ideas, Mentors, Communities and Youth – all of which are of great importance to SEDA.
Our brand evolution suggested a more contemporary, accessible and creative side to the organization, one that aimed to improve community outreach and overall awareness of SEDA; all while showing consistency through the usage of all graphics, copy, and colours. We designed weekly content to be posted on Facebook and Instagram using themed graphics, copy and hashtags for posts and stories.
The overall rebranding and the “Express Yourself” Campaign resulted in an increase of:
+200% Accounts Engaged
+6.8% New Followers
+2250% Content Interactions
