TIE Case Study - Andrew Connolly (BBH London & The Kasiisi Project)

TIE CASE STUDY THE KASIISI PROJECT

WHY I APPLIED FOR TIE TIE came along at the right time for me. I’d been working at BBH for nearly two years and was looking for a new challenge within the agency. The idea of spending a month working in a dierent country for a good cause was very appealing.

Education has played a huge role in my life. I went to a state school in Manchester and I was the only one for a few years to make it to Cambridge.

Going there changed my life. Not only did I learn a lot, but I also developed a network of friends and mentors that still play a big part in my life today.

Given how I have benefited from a good education, the idea of helping to improve the standard of education in Ugandan schools resonated with me.

PROJECT OVERVIEW

and health education programs, so that they can learn unhindered by hunger an sickness; an appreciation of what makes their environment so special, and a passio for conserving it despite the inconvenience of crop raiding and often dangerou animals.

The Kasiisi Project are an educational NGO in Uganda. They work with 14 schools in the Kibale National Park area, raising the standard of education and awareness of conservation. Their ultimate goal is to secure the conservation of chimpanzees within Kibale for future generations.

My TIE project focused upon marketing the Project’s guesthouse to foreign tourists, in order to help make their activities self-sustainable for the future.

MY FUNDRAISING I used education as inspiration for my fundraising and hosted BBH’s version of University Challenge.

I recruited some of the best (and most sporting) brains from across the agency for our teams and asked people to submit questions.

I charge £5 for tickets and raised a good chunk of my £1000 target. What’s more is that we had a great evening and exposed some truly shocking levels of knowledge.

WHAT WE DID During my four weeks in Uganda I worked with the NGO team and individuals at BBH to create a compelling proposition for the guesthouse.

We conducted market research of the local tourism industry, found a unique space in the market and created a brand identity.

We then used that brand to create a website and a marketing plan for the future.

GUESTHOUSE BRAND IDENTITY

GUESTHOUSE WEBSITE

GUESTHOUSE MARKETING PLAN As well as creating a brand and basic marketing materials I felt it was important to leave the team with a plan for the future.

So I created a basic marketing plan for the team to follow for the next six months. It covered all the basics about establishing an online and oine marketing presence, as well as details on how to attract the target market.

HOW I THINK IT WENT My time in Uganda was an amazing experience. I expected some kind of professional development but I was surprised by how much I’ve personally got out of my time here too.

Professionally, I feel more confident as a leader and I think we produced some solid work for the NGO that will hopefully serve them well for the future.

Personally, I’ve worked with a great team of people, visited some stunning places and gained a real insight into Ugandan culture. I feel like I’m going back to the UK with a lot of energy and ideas that I don’t think I would have had, if it weren’t for this experience.