MONTH 1 · ESTABLISH & BUILD

One organisation.
Distinct social voices.

A practical framework for the roles, platforms and brand architecture of UCSA’s national, programme, regional and site-specific accounts.

Prepared by AssistantryDraft for UCSA review21 September 2026

Working status: Account links and Instagram access flags are drawn from the UCSA information register and the links supplied for this project. Facebook permissions and technical Facebook–Instagram connections remain unverified unless explicitly stated otherwise. An unlisted Facebook URL does not mean no page exists. Colour names are recorded, but the illustrative swatches are not approved brand HEX values.

The framework

Four account types, four distinct roles

The Gap Year programme is a dedicated national programme, not a region or campsite. Sites are grouped below according to the UCSA website navigation; West Coast appears there as a separate site grouping.

01 · NATIONAL UCSA

The organisation’s mission, identity and nationwide story

↙ COMMUNICATION BRANCHES ↘

02 · GAP YEAR / JOURNEY

Dedicated programme storytelling and recruitment

03 · REGIONAL ACCOUNTS

Regional ministry, relationships and community activity · provisional scope

04 · SITE ACCOUNTS ↳

Each campsite’s experiences, facilities and booking enquiries

Content travels both ways: sites and regions supply authentic stories for national amplification; National directs audiences towards the relevant programme, region or site. No account should be required to repost everything.

01 / National

National UCSA

The master organisational voice: who UCSA is, what it does and the impact it has.

Organisation-level

Primary audience

UCSA supporters, schools, churches, learners and students, parents, partners, donors and the wider public.

Content priorities

Organisational mission, values and impact.
National announcements and important campaigns.
Selected stories from programmes, regions and sites.
People, ministry, leadership and community stories.
Clear signposts to the right UCSA programme or local account.

Intended outcome: a coherent national identity and engaged audiences who can find the right UCSA opportunity.

02 / Dedicated programme

Gap Year / Journey

A programme-focused account designed to show the experience and support informed applications.

Participant journey

Primary audience

Prospective participants, their parents or guardians, alumni and people who refer young adults to the programme.

Content priorities

Real participant life, activities and personal stories.
Programme structure, opportunities and frequently asked questions.
Practical information, application windows and next steps.
Participant or alumni testimonials shared with appropriate consent.

Intended outcome: relevant enquiries and applications from people who understand what the programme involves.

03 / Regional

Regional UCSA

Regional ministry and community communication. The precise operational role remains provisional until Pieter confirms what regional teams do beyond managing sites.

Role to validate

AudienceRegional schools, churches, learners, volunteers and communities.

JobShow distinct regional programmes, relationships, events and outreach.

AvoidBecoming a duplicate feed of National and every campsite.

PlatformsPrioritise existing Facebook and Instagram; other platforms only for a demonstrated need.

Free State / Vrystaat

Regional colour: Orange

Instagram · @ucsavcsv_vrystaat

No Facebook Page URL identified for this region in the information collected so far; Janelle reports most regional Pages exist. Correct URL and access still to confirm.