Village d'artisans de Lomé - marketing plan development
- Gabriel Grela Mesa
- Feb 1, 2021
- 2 min read
Updated: Feb 4
Technical and Analytical Skills: Data Collection and Analysis, Diagnostic and Needs Assessment
Project Management and Coordination: Project Planning, Budgeting, and Implementation
Team and Leadership Skills: Promote Teamwork, Leadership and Decision-Making
Communication and Interpersonal Skills: Cross-Cultural Competence
Strategic and Operational Skills: Strategic Planning, Resource Mobilization
Technical and Digital Skills: Digital Literacy
Innovation and Adaptability: Creative Problem-Solving, Adaptability and Resilience
In 2020, I was honored to be selected as a beneficiary of the Professional Development Fellowship (PDF) program by the U.S. Department of State’s Family Liaison Office (GTM/FLO). This opportunity allowed me to attend a virtual training course at Sotheby’s Institute of Art, where I gained valuable insights into the risks and challenges of the commercial art world. During my time in Togo, I built strong relationships with the artists at the Lomé Artisans Market, not only as a customer but also as a trusted member of their community. Together, we explored ways to increase visibility and attract more international customers through a collaborative marketing plan.
The COVID-19 pandemic brought unprecedented challenges, including border closures, curfews, and a sharp decline in tourism, which severely impacted the market. Despite these difficulties, we held meetings with market leaders to address these issues and develop strategies to mitigate the negative effects. Our proposals included creating promotional videos for each of the 20 stores (featuring wood sculptures, clothing, accessories, paintings, jewelry, ceramics, and more), organizing small-scale workshops to generate income, and establishing a dedicated Facebook page for the market to showcase store information, events, and services.
Although my unexpected evacuation in April 2021 cut our plans short, we successfully produced two promotional videos and hosted a painting workshop led by one of the market’s artists, which was attended by prominent members of the expatriate community. These efforts highlighted the resilience and creativity of the artisans, laying the groundwork for future initiatives to support their work and expand their reach.
First artist outreach
Second artist outreach
Advertising brochure for the art workshop
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