RATIONALE
INTRODUCTION
This concept is under the influence of university of Hertfordshire which I will proudly call my clients for this year’s Black History Month, which is an obligation in creating an appealing concept to audience of the University of Hertfordshire Black History Month. The target audience of this university is the students and alum of this great institution which the University of Hertfordshire finds it as an opportunity of bonding alum and current students together to share ideas and find solutions to the necessary arguments raised in this in this year’s Black History Month. As the keynote speaker of this year’s Black history month, it is my will to make three social media mock-ups, a blog post and a video post giving you all the insight about this year’s University of Hertfordshire Black history month.
OVERALL CREATIVE STRATEGY
As I made mention in my introduction, this year’s University of Hertfordshire Black History Months main target focuses on students and alum, my social media post serves as target to draw the attention of my target audience. The world is changing; technology is ubiquitous, and it is impacting society with each fast growth it undergoes itself. Decades ago, television was the most interesting technological concept, and it changed society into something new. Currently, we see the growth via internet and social media. On the more serious note, social media is set to transform society into more fundamental manner (Heggde, Shainesh,2018). Social media is a blur of ‘likes,’ tweets, shares, post, and content (Bullas,2014). The objectives for this year’s Black history month are to bring people of race together and talk about change as the theme of this year’s history month states as ‘TIME FOR CHANGE.’ At this point, our theme is clear, and our objective is to get our target audience through our social media post and blogs to talk about change and bring people together as one big family. As the keynote speaker, the content types for this Black History Month are my three social media mock ups, blog post and a video post which serves a way of reaching out to my audience. The impact of video which tends to be the security politics, our accumulating of voice audios and videos and the ‘recommendation algorithms’ enabling video post also becomes a significance (Ranciere,2004). Even though our theme for this years Black History Month says, ‘Time for Change,’ our topic for this year is not only going to talk about change and time but it is going to stand for empowerment of the youth, gender equality, black arts and setting a goal or targets in life. These topics will be discussed on and there are special guests who are going to give us their ideas about the above-mentioned as we discuss these topics, I promise everyone of a successful Black history Month which is being welcomed by every race and most importantly our target audience. The University of Hertfordshire has a lot of help for students who would need help in setting goals, empowering their selves as future generation, and knowing more about Black art and Black culture, as Culture is about the way of life of a group of people.
COPYWRITING DECISIONS
I will be using the FAB formula for my copywriting, which stands for features, advantages, and benefits. I always call it the perfect copywriting out there. Copywriting is an extremely important part of design communication combination, whereas Copy (or text, or words) used for designing specific type of creative writing that needs the motivation of an artist and the control of a craftsperson Leilah et al (2012). I would say my copywriting method is really going to base on social media copywriting which is about crafting copy for social media to engage your audience through post on social media platforms, by using strong verbs and active language to help draw my audience attention. As I keep addressing my audience in a very polite manner and giving them all the insight about this year’s Black history month, I want to let them know the hashtag for this year’s university of Hertfordshire Black history month which I play a key role by doing all this coordination. This year’s Black history month is hashtag #hertsblackhistorymonth.
AESTHETICS AND DESIGNS PRINCIPLES MOTIVATION
All my social media post and blog post has got some colours associated with it when it comes to the design wise, it mainly speaks about the colours of Black History Month which I made it a mandatory to represent the colours of Black History Month in my post, every colour you see out there in my post has got a special meaning that I am trying to draw people’s attention to it. I know some people may wonder why I choose red, yellow, green, and black. I see designs to be the focus of arts that is why I represent the colours of what my topic is about. By representing the above-mentioned colours in my Black History Month posts, I hereby explain what the colours means, Black history month colours are also known as pan African colours. Before there was no yellow in the colours but later added under the influence of the Ethiopian flag since Ethiopia being the only African country that was not colonised due its people being so strong to conquer. Black represents the skin colour of Africans or descendent of Africa, Yellow represents the justice and equality of all humans, Green represents the rich nature of the resources in Africa and Red represent the blood shed by people of colour who fought against slavery and racism (Walubengo, Apindi, 2022).
SEO CONSIDERATIONS
SEO stands for search engine optimization is the most significant tool that marketers must push online content (Duong, 2020). Based on the search engine optimization, the question being asked about Black History Month in terms of customer behaviour is, black heroes in the United Kingdom history, history about University of Hertfordshire and black history month. Since these are all interesting topics, my audience wants answers to, I am going to make sure their questions are being answered.
THEORIES;
SOCIAL MEDIA THEORY
All content created is highly influenced by PESO framework. PESO stands for Paid, Earned, Shared and Owned. Social media is the main concept when it comes to me advertising and reaching out to my audience. It is the platform that I get most of my audience to know what I am talking about. So, I really put much focus in there to get the attention of, my target audience.
BLOG THEORY
Previous researchers have found conflicting results regarding how much the public trusts blogs. Studies have revealed that the degree of reliance on blogs emerges as the key determinant of how much faith is put into them, Thomas et al (2007). Since researchers have proven the power of blog, I deem it an honour to make this as my participating theory of getting my audience attention.
VIDEO THEORY
My video talk about how this year’s Black history month talks about collaboration and black arts. In the video aspect, you will get to know how we as an institution are welcoming our guest for this year’s Hertfordshire Black history month and giving them an insight of what to be expected.
BEHANCE PROFILE
I am putting all my work together as one single document which I am going to identify them in divisions in me be hance page. It is going to the platform where you can find all my social media mock-ups, video post and blog post and my rationale.
REFRENCE LIST
Culture Machine. (2005). Jacques Rancière (2004) The Politics of Aesthetics: The Distribution of the Sensible. [online] Available at: https://culturemachine.net/reviews/ranciere-the-politics-of-aesthetics-sayers/.
Githa Heggde and G Shainesh (2018). Social media marketing : emerging concepts and applications. Basingstoke, Hampshire: Palgrave Macmillan.
Johnson, T.J., Kaye, B.K., Bichard, S.L. and Wong, W.J. (2007). Every Blog Has Its Day: Politically-interested Internet Users’ Perceptions of Blog Credibility. Journal of Computer-Mediated Communication, 13(1), pp.100–122. doi:10.1111/j.1083-6101.2007.00388.x.
ResearchGate. (n.d.). (PDF) How Social Media Will Impact Marketing Media. [online] Available at: https://www.researchgate.net/publication/323008622_How_Social_Media_Will_Impact_Marketing_Media
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Shaw, M. (2012). Copywriting : successful writing for design, advertising, and marketing. London: Laurence King Publishing.
Walubengo, P. (2022). Black History Month colours fully explained: What do they stand for? [online] Briefly. Available at: https://briefly.co.za/95027-what-black-history-month-colours-know-history.html [Accessed 19 Dec. 2022].
www.perlego.com. (n.d.). [PDF] SEO Management by Véronique Duong | Perlego. [online] Available at: https://www.perlego.com/book/1323968/seo-management-methods-and-techniques-to-achieve-success-pdf [Accessed 19 Dec. 2022].
