What does it mean to live in poverty? Do you know? I didn’t really know what it truly meant till I heard about Villa Corintios. Villa Corintios is an extremely poor community located in the outskirts of lima. Around 200 people live with limited access to clean water, no electricity, roads nor schools. It is shocking to see how there’s so many people living in so unfair conditions and can’t do anything about it. This semester in the IA we will be working on marketing for NGO and I have decided together with Belen and Ines to focus on the Villa Corintios project. This is a project started by Rafael Moya in order to provide the people of Villa Corintios with a more comfortable and sustainable living environment (Sustainable urbanization) by remodeling the area and giving them a chance to live in better circumstances. Therefore, what we will be doing is market this project to the lima community in order to obtain donations and be able to fund the project. What makes me so passionate about this that it’s the first time something like this happens in Peru. No one else has attempted to remodel Villa Corintios or other shantytowns to this extent. The project overall did not have an image for the audience, meaning there was no specific name for the project or logo. Therefore, it was clear that we would have to start from scratch. We started by conducting research about audience segmentation, marketing strategies and a needs assessment. Although, it wasn't easy to learn about this terms and apply them to our project we were able to start the process with a good base of knowledge. Once we knew where we were heading we had to develop the name and logo. Do you have any idea how hard it is to come up with a name that exactly represents the project and is catchy at the same time? I cannot stress enough how important it is to achieve both of these things successfully because this is what people will associate the project with. Finally, ecomunidad was the name we came up with after a long brainstorm of words that relate to Villa Corintios. We figured that this name encaptured what the project is about: “eco..” refers to ecosystem since we are trying to develop a sustainable habitat, economy because it is economically sustainable and “...munidad” refers to community. Now, the logo is another thing. This is a process in which we are in right now, we are no graphic designers so we are in the process of developing it. In a few days we will be visiting the community and have a nice insight of the area. We will be there in order to film and get some footage for the upcoming video, stay tuned.
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