mimango /

first steps for a new venture

Mimango is a young startup, that wants to help local farmers in Mazunte Mexico. It focuses on festivals as a way to build fast reusable infrastructure, that helps adding value to the farmers products and connects them directly with markets without intermediaries.

problem

The young start up doen’t have a vivid idea of itself and its surroundings. It is also on the verge of figuring itself out conceptionally and visually.

impact

We conducted research regarding mimangos overall situation and redesigned the CI accordingly.

We additionally created a comprehensive explanation video, as well as specified the communication and planned a communicational strategy focusing on a new website, social media and direct marketing, thus leveraging the scarce resources of the start-up to the fullest.

touchpoints

We figured out five key interest groups. Volunteers, investors, creatives, potential team members, and co-operation partner.

learnings

a compelling website is indispensable as it appears to be a touchpoint for all interest groups
social media is critically important for creatives and volunteers in specific
gio should have direct marketing tools and leaflets in order to make a lasting impression with people she meets on different festivals.

swot - communciation

To get a better idea of what mimango should communicate to the public, a extensive swot analysis has been conducted. Four major aspects should be kept in mind going forward, in order to avoid threats.

four communication insights

use gio as a charismatic frontwoman as she ads credibility to the project, being a person from mexico, a geologist and the heart that drives it.
try to explain the concept in simple terms and help people understand the mechanics with an easy explanatory video
convince potential volunteers as they are willing to pay for an authentic experience and the opportunity to help
communicate the status of the project openly and genuinely to build trust.

rebranding

A redesign of the brand and it’s fonts was crucial as we focused on a more professional and functional appearance. We wanted to set the groundwork for a cohesive and appealing CI, that focused on the mango as the core product, but communicated the playful nature of this new venture. We therefore chose radiant and warm colors and a playful font as a complimentary.

old logo:

transition & explanation:

creating a compelling website

We wanted to use the webpage as a core element in mimangos communication, delivering to all the stakeholders needs in an intuitive fashion.

functions

prominently features the explanatory video on the home page
delivers the most important information on the status of the project
a call to action button motivates people to get in touch with gio
easily editable for gio

connecting with the people we need via social media

We try to reach special interest groups, as well as the general public. There will be a particular focus on sites like workaway, linkedin and instagram in order to attract volunteers and investors.

linkedin

Linkedin is the perfect tool to find professionals who fight for local farmers. We want to engange with a community, that values local production and ideally works in the industry themselves. We use linkedIn to push the agenda of mimango by **posting project related and topic related content.**

workaway

A lot of backpackers travel the state of oaxaca. We want to **offer** those **backpackers a purpose and a chance to connect with the local farmers.** We offer them real value by letting them get a closer impression of what the culture in oaxaca constitutes, while they help us build and prepare for the first festival cycle.

instagram

A good social media presence is a must and can be easily established by posting relevant content regularly. Instagram should be used to give **impressions** of the surrounding area, the **people behind the project**, the state of the venture, updates and **topic related content** like **new legislation and general problems** regarding local farming and festivals.

leaving a lasting impression

Gio loves to connect in person, we set out to give her the necessary direct marketing kit. A bunch of flyers that describe the venture in detail and sleek cards should do the job for her, as she engages with different creatives and promoters on festival sites.