LIBERIA TO THE WORLD
KIGALI EDITION
1. INTRODUCTION
This strategic plan outlines the core framework, execution pathways, and implementation tactics we will
use as the Communication, Media & PR Strategist to ensure the Liberia to the World Festival is
widely seen, deeply felt, and proudly remembered. The approach integrates modern marketing, media
planning, donor visibility, brand storytelling, and cultural excellence.
2. STRATEGIC GOALS
Goal Area
Objective
Awareness
Position the festival as a premier Liberian diaspora event in East Africa
Engagement
Activate our community via digital, media, and grassroots interaction
Trust & Partnerships
Build strong relationships with donors, sponsors, and media platforms
Identity & Representation Highlight Liberian culture with pride and global relevance
Documentation & Legacy Capture and report festival impact for future growth and funding
3. STRATEGY FRAMEWORK
A. Brand Positioning & Narrative
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Tagline: “Where the Lonestar Meets the Thousand Hills”
Brand Voice: Celebratory, bold, pan-African, youth-driven, community-rooted
Core Messages:
o Liberia is global. Liberia is proud.
o This is not just an event — it’s a movement.
o We are the culture. We are the story.
B. Marketing Rollout Plan
PHASE 1: Pre-Hype (April–May 2025)
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Launch teaser video: “Something Big is Coming to Kigali”
Publish branded countdown posts (socials & WhatsApp status)
Build mailing list of students, Liberians in East Africa, diaspora groups
PHASE 2: Awareness & Conversion (June–Mid July 2025)
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Launch ticket sales, vendor registration, and sponsor pitch decks
Paid ads (Facebook, Instagram, TikTok): Targeting Liberia, Rwanda, Uganda, Kenya
WhatsApp broadcast groups for students and influencers
School visits (flyers, micro-events)
PHASE 3: Event Week Activation (July 20–27)
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Livestreams, real-time coverage, IG takeovers by headliners
Daily photo/video dumps, highlight reels, Instagram polls
On-site branded photobooths + QR codes for social tags
PHASE 4: Post-Event Legacy (July 28–Aug 15)
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“Thank You” graphics, testimonial videos, festival after-movie
Release digital impact report for partners and media
Begin interest sign-ups for the 2026 edition
C. Content & Social Media Strategy
Platform
Content Type
Frequency
Instagram Reels, countdowns, performer spotlights, testimonials Daily (July)
Facebook Live videos, community posts, media announcements 3x per week
TikTok
Challenges (#LTWChallenge), dances, before/after clips 3x per week
WhatsApp Posters, daily stories, broadcast list updates
Daily (targeted)
Email
Newsletters to partners, vendors, performers
Biweekly
D. Fundraising, Donor & Sponsor Engagement Strategy
1. Sponsorship Pitch Deck:
o Tiers: Gold, Silver, Bronze (each with visibility packages)
o Value Proposition: Market to 1,000+ diaspora and African youth
o ROI: Recognition, branding, media mentions, on-site activations
2. Donor Communications:
o Email and WhatsApp updates pre-, during-, and post-event
o “Partner Spotlights” on social media
o On-site branded booths or banners
3. Reporting Tools:
o Sponsor Visibility Matrix (logo placement, mentions)
o Post-event report with KPIs, photos, testimonials, media clippings
E. Influencer & Media Engagement Strategy
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Influencer Strategy
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Partner with 10+ micro/mid-level influencers (Liberian, Rwandan, pan-African)
Assign specific roles: Live coverage, reels, pre-event shout-outs
Provide branded hashtags, merch, and access
Media Partnerships
o Pitch interviews and features to: Kigali Today, RBA, New Dawn Liberia, BBC Africa
o Book radio/TV spots 2 weeks before the event
o Distribute digital press kit (festival background, images, bios, contacts)
F. Creative & Merchandise Strategy
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Festival branding pack: Logos, templates, color codes, signage
Merchandise: T-shirts, caps, lappas, wristbands
Merchandise visibility: Pre-sale online, on-site sales booths
G. Documentation & Impact Reporting
Channel
Method
Photography Daily folders by time/event category
Videography Short reels, teaser clips, and 3-min after-movie
Testimonials Recorded interviews with attendees, vendors, organizers
Impact Report PDF/online report with stats, stories, media, and photos
4. KPIs & MEASUREMENT
Category
Target
Physical Attendance
1,000+
Social Media Reach
100,000+ cumulative views/impressions
Media Coverage
10+ radio, TV, and online features
Partner Satisfaction
90%+ visibility deliverables met
Merchandise Sales
At least 200 units
Post-Event Report Delivery Within 10 days of event conclusion
5. TEAM & RESOURCES REQUIRED
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Content Creation Team: 2 graphic designers, 2 video editors
Social Media Managers: 2 platform leads (IG/TikTok)
Photographers/Videographers: 4 (including drone operator)
Press & Influencer Liaison
Booth/Activation Coordinator