Portfolio Showcase Video
The Campaign
The main idea behind this campaign includes the goal of getting new members and volunteers to join as well as keeping those who are already involved happy with the cause that the organisation is promoting. Another aspect of this campaign would be having a theme for a certain amount of time (ideally a month or two weeks) where the students would get to engage with real-life scenarios where they would need to have a grasp on the English language to deal with it. Some examples of this would be: shopping, housing and maintenance, transport, education, financial issues and more. The reason behind me choosing this type of campaign is that Welcome to English already has created a booklet and had multiple sessions centered around the NHS and healthcare – I thought that continuing this and expanding on this would be greatly beneficial for the organisation as well as the members.
This campaign not only is meant to bring in new students and volunteers – it is also meant to benefit the community that is already involved with Welcome to English. One way in which I have tried to achieve this is through making the omnichannel steps pertain to the different stages of involvement – for the yet-unaware audience, it is the leaflet and the website as well as the social media posts. For those who joined recently, the organisation would add them as a member of the website and the e-mail listing in order to keep them updated on what is happening. As for those who are deeply involved and those who have been there for a long period of time, it is receiving certain benefits such as getting stickers or merchandise.
The target audience for this campaign includes adults in between the ages of 21-65 who have recently moved to England and require support with learning the language in order to complete daily tasks that require the knowledge of the language. The main goal of this campaign is to find the target audience and successfully offer support to them, as well as raising funds and donations for refugees who are struggling with funds.
1. Branding identity
Link to the Brand Guideline PDF:
http://lamot-2023.hulldesign.co.uk/wp-content/uploads/2025/01/welcome-to-english-branding-compressed.pdf
The branding of the non-profit organisation is intertwined with all of the other aspects of the campaign, therefore it could be argued as the most crucial part. One way in which the branding could be portrayed to an audience who doesn’t know the brand yet is through brand styling guidelines. I have created a brand guideline document for Welcome to English for the purpose of compiling all of the elements which make the identity of this organisation unique to itself.
The Welcome to English logo is rather simple in order to allow for it to be modified and used for multiple purposes without it clashing with the other elements of design and being over-cluttered. At first, I envisioned that the logo should be more complicated to allow for more ideas to be expressed however I changed my mind as I thought that altering some elements (the direction of the 3D shape, the colour, etc.) when context calls for it would make more sense.
2. Social media presence
When it comes to the social media presence of Welcome to English, I have decided to keep it contained to two platforms – Facebook and Instagram. The reason behind this decision is that those platforms have some of the largest userbases and are more media-based, therefore it is likely that most of the joining members would have an account on either of them. Also, those platforms are often associated with the purpose of keeping up with new updates and events, therefore I thought it was the logical solution. The content that is posted would be slightly altered to the constraints of each platform, however it would be mostly similar in order to not alienate those who don’t want to make an account on one of these social media platforms.
I have also created a short video that would be posted on Instagram to promote the event of gift giving – I have followed the branding guidelines to create this as well as adding lively animations to make the image come to life.
3. E-commerce
Usually, some NPOs have an e-commerce page on their website in order to gain funds to allow them to maintain the organisation. However, in the case of Welcome to English, this non-profit organisation is funded by the government therefore they do not rely on an external shop feature. One way in which I have tried to still incorporate the e-commerce feature whilst still keeping to the brand values is through deciding that the funds from the merchandise would be contributions and donations towards those who are struggling.
I have selected a few types of merchandise that would be sold on the Welcome to English website: t-shirts for volunteers; custom t-shirts with phrases in different languages; stationery such as notebooks and ballpoint pens, and custom stickers and pins for those who attend the sessions. The pen has an alternative version of the Welcome to English logo, and it is positioned above the stylus, symbolizing the written word turning into spoken word (or vice versa). I did not follow the typical design choice of placing the company name horizontally on the pen because I wanted to emphasize the playful nature of the brand instead of the typical elegance. The bookmark is very simple and that is due to the fact that I did not want to add too much to it so that it is still functional. The main point of this bookmark is to encourage people to read and write down words they do not know so they can learn and remember them.
4. Multi-channel Marketing
The type of marketing strategy that I have decied to employ for Welcome to English is the omni-channel strategy. I feel like it is more fitting than multi-channel because there is more fluidity between each stage of the user journey. Also, it could be easier for the members to keep up to date with the organisation if they kept the channels updated in a consistent manner. This might seem like it would be difficult to organize for a smaller organisation however there are services which can help with updating everything at once, such as for example Mailchimp and news widgets that are seen on some websites and update whenever the organisation posts on social media. This would allow for more people to discover the organisation through the variety of channels rather than isolating all activities to one channel.
When it comes to environmental advertising, I thought it would be fitting to have a poster at a bus stop that is meant to help anyone who forgets the words for buying a ticket. One issue that I had with executing this idea is that I was not sure how to facilitate a circumstance where someone doesn’t know any English, therefore they wouldn’t know the poster was meant to help them.
Another form of environmental advertising for this campaign would be having signs on the street promoting this English language learning service. These signs would also be placed where the sessions take place so that the interested to-be-member would not get lost as they might not recognize all of the locations of Hull yet as they are newcomers. It is important to ensure that those signs can be seen from a distance clearly, therefore I made sure to include the signature vivid colours as the background to draw the attention of the viewers.
5. Online web branding
The website re-design of Welcome to English has been improved in order to fit the campaign better and to further integrate it into the omnichannel strategy. The main changes that I have committed to include the addition of textures to the elements and images – the reason behind this addition is to make the website look less flat and more skeuomorphic. I have also made changes to the websites after creating the graphics for the other parts of the campaign, which helped fully establish the image of the organisation and apply it to the website without it feeling like it lacks something.
References
Welcome to English (2024) Welcome to English. Available online: https://www.welcometoenglish.org/ [Accessed 3/1/2025].
Welcome to English (2024) Welcome to English. Available online: https://www.welcometoenglish.org/gallery [Accessed 3/1/2025].
Welcome to English (2022) Welcome to English CIC – Kingston upon Hull. Facebook. Available at: https://www.facebook.com/EnglishinHull [Accessed 3/1/2025].
Mr Mockup (2024) Free horizontal label mockup. Available online: https://mrmockup.com/free-horizontal-label-mockup/ [Accessed 3/1/2025].
Mr Mockup (2024) Free Xmas box with ribbon mockups. Available online: https://mrmockup.com/free-xmas-box-with-ribbon-mockups/ [Accessed 3/1/2025].
Mr Mockup (2024) Women holding book mockup. Available online: https://mrmockup.com/women-holding-book-mockup/ [Accessed 3/1/2025].
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