Client Identification: Amachi

The client that I will be focusing on for the semester is the non-profit organization, Amachi. The facility is located at 422 Codell Dr. Lexington, KY 40509. The program all started in 1988 when a group of four people from Lexington traveled to St. Louis to attend a Christan Community Development Association meeting. The individuals were compelled by the experiences that took place at the seminar. The group decided to use their knowledge to start the Lexington Leadership Foundation and used helpful strategies from the meeting while brainstorming their own. The foundation found it necessary for the first action to begin with prayer which then leads to the birth of the prayer ministry. Soon after, a survey was taken from inner-city ministry and social service providers that revealed our city is facing issues that are not currently being addressed. An overwhelming amount of the issues involved children, the organization’s determination to better the lives of these young individuals made this organization flourish.

Amachi's current narrative works to encourage collaboration within multiple sectors of society including faith, government, and education (Amachi, 2020). Amachi believes that by engaging these diverse partners the biggest impact will be made on the city's most pressing issues that are not currently being acknowledged. Amachi Lexington Leadership foundation's goal stated on the website reads, "through Christ and the power of Holy Spirit we connect leaders, unify the body and mobilize people to transform Lexington into a city for God" (Amachi, 2020). I will be expanding on this narrative throughout my creative work although I will be focusing on the transformation of mentees after joining the organization. I want to attract young adults by showing them it is possible to make a difference in someone's life, and their own.

The website, https://www.lexlf.org/amachi-central-kentucky-1 is full of information including the organization’s history, upcoming events, and how to get involved. Amachi is active on three social media accounts, FaceBook, Instagram, and Twitter. A recent digital campaign, found on Twitter, asks for Amachi mentors to share their personal definition of what mentoring means to them to celebrate the national mentoring month. Although, the organization mostly utilizes social media platforms to update followers on upcoming events and post pictures of volunteers with their mentees. 

I chose this client because I personally know people that are involved in the program and have been able to experience first hand the positive impact this organization has on underprivileged children. Amachi’s mission is inspiring and I believe this organization's efforts to impact future success for Lexington are important for the community.

This client needs to build its digital reputation and increase its recognition within the city of Lexington in order to raise awareness of the organization. The organization could begin by improving the content on social media platforms. Amachi needs to find new, innovative advertising strategies to convey the importance of the organization and the benefits that it offers to volunteers. Amachi could benefit from using the ISC strategy of researching an audience prior to creating an advertisement in order to effectively reach the audience.

The current target audience for Amachi is anyone 19+ years of age that is will set a good example. The mentor eligibility requirements include a background check, "valid driver's license, auto insurance, and reliable transportation", and a minimum of one hour a week with your mentee for a year (Amachi, 2020). This means that the mentor must be responsible, dedicated, and caring. They prefer people to volunteer that are passionate about helping and bettering the lives of others. They also prefer individuals that are connected with their religious/ spiritual side because after all, it is a Christan based non-profit organization.

The new target audience for this organization includes Generation Z women consumers that range between the ages 20-25. This audience consists of educated individuals that are current college students or have recently graduated from a university. This audience is often looking for extracurricular activities to add to personal resumes. In fact, “⅓ of college student volunteers work with community youth service programs or educational institutions. Students tend to prefer tutoring and mentorship opportunities” (Galaxy Digital, n.d., para.10). It is proven that volunteering positively impacts a resume, “employers are 85% more likely to overlook resume flaws when the candidate’s resume includes volunteer experience” (Galaxy Digital, n.d., para. 8). This group includes individuals that are willing to donate time to local communities although they often lack education and awareness of these programs.

Gen Z consumers “rely on technology to access information, communicate with friends, and keep themselves entertained” (Choron, 2011, p. 229). This generation is technologically educated and appreciates the convenience of staying up to date with friends and making purchases at their fingertips (O’Donnell, 2011). This audience uses up to 5 different social media platforms a day (Jenkins, n.d.). Not only are they often visiting social media, but also completing online purchases. A recent study uncovered that “over 95 percent of the college-age market uses the Internet and over 91 percent of that group completes online purchases” (Forman, Lester, & Loyd, 2008, para. 1). Amachi would highly benefit from targeting older Gen Z due to their dedication to improving the community, and their resume.

References

Amachi. (2020). “About”. Amachi. Retrieved from https://www.lexlf.org/amachi-central-kentucky-1

Choron, S. (2011). Money: everything you never knew about your favorite thing to find. San Francisco, CA: Chronicle Books LLC. 

Forman, A., Lester, D., & Loyd, D. (2008). Internet shopping and buying behaviors of college students. Taylor & Fransis Online. Retrieved from https://www.tandfonline.com/doi/abs/10.1300/J396v27n02_08

Galaxy Digital. (n.d.). “Volunteer. Your health will thank you”. Galaxy digital. https://www.galaxydigital.com/blog/benefits-volunteering-college/

Jenkins, R. (n.d.). How generation Z uses technology and social Media. Retrieved from https://blog.ryan-jenkins.com/how-generation-z-uses-technology-and-social-media

O’Donnell, F. (2011). Marketing to college students - US - July 2011. Retrieved from Mintel Oxygen database, https://academic-mintel-com.ezproxy.uky.edu/display/542937/