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Campaign Plan by Thea, Kerry, Kait and Luke!
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1
TITLE PAGECLIENT: MASIFUNDE
TIME PERIOD COVERED BY CAMPAIGN: NINE (9) MONTHS
TASK GROUP: EVENTS TEAM 1
GROUP MEMBERS:
BUCKLE, THEA (209006387)
BUTT, KERRY (210229802)
CRAIN, KAITLYN (210064455)
IRLAM, LUKE (210138572)
LMC 318: PUBLIC RELATIONS AND CORPORATE COMMUNICATIONS
DR. B.M WRIGHT AND MS. B. MANGOLOTHI
I UNDERSTAND THAT PLAGIARISM IS THE PRESENTATION OF SOMEONE ELSE’S IDEAS AS MY OWN.
THESE IDEAS OR WORDS CAN COME FROM A CLASS MATE, AN EX-STUDENT, AN ENCYCLOPAEDIA,
BOOK, JOURNAL, MAGAZINE, NEWSPAPER, THE INTERNET, OR EVEN A PAMPHLET. WHEN I HAVE
CONSULTED SUCH SOURCES, THEY HAVE BEEN CAREFULLY AND FULLY ACKNOWLEDGED, BOTH IN
MY ASSIGNMENT, AND ON MY REFERENCE PAGE. I HAVE NOT PLAGIARISED IN THIS ASSIGNMENT.
I UNDERSTAND THAT IF I AM FOUND TO HAVE COMMITTED PLAGIARISM, I WILL HAVE TO FACE
DISCIPLINARY ACTION.
BUCKLE, THEA ......................................................
BUTT, KERRY ..........................................................
CRAIN, KAITLYN .....................................................
IRLAM, LUKE ..........................................................
DATE: 26 APRIL 2012
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TABLE OF CONTENTS Page
1. BACKGROUND AND SITUATION ANALYSIS 7
1.1 SWOT ANALYSIS 7
1.2 PEST ANALYSIS 8
1.3 GOALS 9
1.4 PLACE IN INDUSTRY 10
2. CAMPAIGN GOALS AND OBJECTIVES 12
2.1 CAMPAIGN GOALS 12
2.2 OBJECTIVES 12
3. STRATEGY AND TACTICS 13
4. COMMUNICATION METHODS 18
4.1 TRADITIONAL MEDIA RELATIONS 18
4.2 PROMOTION AND EVENTS 18
4.3 SOCIAL MEDIA 18
4.4 WORD-OF-MOUTH 18
5. AUDIENCES 19
5.1 PRIMARY AUDIENCE 19
5.2 SECONDARY AUDIENCE 19
6. KEY MESSAGES 21
7. CAMPAIGN CONCEPT 22
8. MARKETING STRATEGY 24
9. CAMPAIGN FOCUS 26
10. SCHEDULE 27
11. CONSULTATION PROCESS 32
12. ORGANISATIONAL CONSIDERATIONS 33
13. STRATEGIC CONSIDERATIONS 34
14. LONG-TERM CONSIDERATIONS 36
15. BUDGET 37
16. EVALUATION 39
17. CONCLUSION 40
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Page
18. APPENDICES 41
19. REFERENCES 53
TABLE OF CONTENTS CONTINUED
4
LIST OF FIGURES Page
Figure 1: Color Run Participants 16
Figure 2: Color Run Crowd 16
Figure 3: Runner 16
Figure 4: Run finisher 16
Figure 5: Finishing Festival 16
Figure 6: Layered rainbow cake 17
Figure 7: Beverages 17
Figure 8: Balloons 17
Figure 9: Rainbow fruit skewers 17
Figure 10: Cupcake with rainbow topping 17
Figure 11: Rainbow flower arrangement 17
Figure 12: Mature couple 20
Figure 13: Young family 20
Figure 14: Primary School children 20
Figure 15: Highschool students 20
Figure 16: Young adults 20
LIST OF TABLES Page
Table 1: Tactics 15
Table 2: Schedule 31
Table 3: Budget 37
APPENDICES Page
APPENDICE 1: Script for Radio Advertisement 41
APPENDICE 2: Rainbow Civvies Day Event Plan 42
APPENDICE 3: Rainbow Run Event Plan 44
APPENDICE 4: Design for Sponsored Rainbow Run T-shirts 47
APPENDICE 5: Rainbow Run Feather Banners 48
APPENDICE 6: Spring Tea Event Plan 49
APPENDICE 7: “Lucjy Balloons” 52
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1.BACKGROUND & SITUATION ANALYSIS
Masifunde offers a learner development
program in the heart of Walmer Township, Port
Elizabeth. It is a non-governmental and non-
profit organization that provides educational
development for under- privileged children, and
is relatively established within the community. It is
important to note that education, in this sense, is
inclusive of the teaching of life skills in addition to
schooling.
Masifunde was founded in 2003 by Jonas
Schumacher, a former NMMU- exchange student.
It is a German- South African company and
most of its funding is acquired through German
benefactors. Masifunde is thus a result of
foreign intervention and registered as a Section
21 company. As an established NPO, it now
requires backing within its immediate operating
environment, Port Elizabeth.
1.1 SWOT Analysis
Strengths:
Low cost of Personnel:
This is one of the greatest strengths of the
organisation, as they receive help from exchange
students from Germany as well as some local
contributors. The International students who
volunteer all have scholarships and thus do not
need to be paid by Masifunde. The local helpers
do not receive payment as the funds are used for
the development and success of the organisation
instead.
Location:
The learner centre is located at a convenient point
for the respective parties to gather, especially
for the students as it is close to their homes. This
will ensure that they attend as many activities as
possible without being held back by transportation
problems.
International Backing:
Masifunde is currently supported by German
funding and has thus far managed to continue
and expand on operations without depleting its
monetary resources.
Established:
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BACKGROUND & SITUATION ANALYSIS
BACKGROUND & SITUATION ANALYSIS
Masifunde has been in operation for nine years
and as such, is not considered a once off effort,
but rather an organisation that is there to stay.
Weaknesses:
Time:
The exchange students only come for one
semester, which can cause upset in the concrete
educational system of the students. It can cause
disruption since they have to get used to an
entirely different set of staff every six months.
Furthermore, this does not provide the exchange
students with enough time to grow into their
function and truly become part of the situation.
Location:
Paradoxically, the location of the learner centre is
problematic as it can be regarded as unsafe and
could cause potential investors to avoid visiting
the centre
Opportunities:
The Lavel’ iLanga centre that is currently in
its construction phase offers an opportunity
to expand the organisation’s reach within the
community and ability to help towards the
fulfilment of the Masifunde vision.
Expand the organization to include other
townships in the Nelson Mandela Metropolitan
and replicate the positive changes being made in
Walmer Township.
Threats:
A potentially major threat to the company’s vision
is the easy access to local taverns and other
regressive practices. It is a constant struggle for
the organisation as they are competing with lack
of knowledge within, as well as rebellion of, the
community.
Being reliant on sponsors is a threat to the
organization because it is an unstable form of
income and can hinder future plans.
1.2 PEST Analysis
Political
Employees are hired on an unstable basis due
to most of them being dependent on loans and
only being able to join the Masifunde team
for one semester. Furthermore, the leaders of
the organisation are no longer afforded the
opportunity to choose who to hire.
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Economic
Exchange rates fluctuate, making the fact that
most of the funds are secured overseas quite
detrimental to building a stable financial future.
This means that if we have a secured amount
of dollars coming in, the amount will fluctuate
depending on the existing exchange rate.
Social
Masifunde’s vision is applicable to most social
groups with a foundation of educational
betterment. The vision covers a diversity of issues
and could thus encourage widespread support.
Technological
Social media platforms offer a variety of ways to
raise awareness and reach out to the community
for assistance. This is already being made use of.
1.3 Goals
The organization has the goal to provide the
youth with the tools required to shape future
role models. In this way, the youth will be well
equipped to initiate sustainable development
with ripple effect. In order to achieve this goal
Masifunde utilizes a unique multiplier process
which engages up to 200 learners in an
educational and interactive life skills training
programme. These include:
• weekly lessons
• regular project work
• study trips
• groups of specialists
• an annual summer camp which trains learners
holistically.
To ensure a high level of academic backing within
this programme, 51 learners are sponsored with
quality education at former Model-C schools
outside of the Walmer Township and are provided
with one-on-one support in a daily homework
club. The other 200 learners who attend a variety
of schools are however not disregarded as they
are still involved in other Masifunde initiatives.
The final step is the systematic activation of the
learners in a peer- to-peer basis, through practical
interaction with schools or in Masifunde’s
community projects. As a result, the Masifunde
programme not only educates participants with
academic and life skills, but also equips them
with the practical tools and opportunities that they
need in order to transfer gained knowledge to
BACKGROUND & SITUATION ANALYSIS
10
their peers and into their community.
1.4 Place in Industry
Masifunde enjoys a great reputation in Port
Elizabeth. Since the Organization works
exclusively in Walmer Township it is best known
throughout this proximate region, as well as in
Nelson Mandela Metropolitan University, where
most of the Volunteers are recruited. The German
roots of the organization and a partnership
with Johannes Gutenberg University in Mainz,
Germany, contribute to a sufficient amount
of volunteers. Regular Fund-raising Events in
Germany also raise awareness for Masifunde’s
mission. In 2010 donations reached a record
high of 139 240.28 Euros (approximately R1
392 403). The organization managed to stay
self-sufficient, keeping the operational costs low
and continuously developing new programs
to attract new donors. Very few organizations
managed to develop a support system in Walmer
Township, which contributes to rare competition in
Masifunde’s specific field.
However, it is important to note that Masifunde
does still compete with all charities in Port
Elizabeth. As such, the organisation needs to
host a public relations campaign to maintain its
favoured reputation in Port Elizabeth.
Donations
Income (Donations)
• Mitgliedsbeiträge – 4.477 Euro (approx. R44
770)
• Donations for organizational purposes –
1.279 Euro (approx. R12 790)
• Donations for Project work in South Africa –
78.497 Euro (approx. R784 970)
• Einmalspenden – 54.986 Euro (approx. R549
86)
• Project: Youth thinks future“ German funds –
118.130 Euro (approx. R1 181 300)
Total – 257.370 Euro (approx. R2 573 700)
Costs
• Organizational Costs Germany – 4.052 Euro
(approx. R40 520)
• Project work Germany – 279 Euro (approx. R2
790)
• Project work South Africa – 6.586 Euro
BACKGROUND & SITUATION ANALYSIS
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(approx. R 65 860)
• Other expenses – 1.300 Euro (approx. R 13
000)
• Project: “Youth thinks future” Germany –
119.121 Euro (approx. R1 191.21)
Total – 251.338 Euro (approx. R 251 338 Rand)
Secured Donors
With its unique programs Masifunde currently
identifies two assured contributors:
1) Project specific donations
2) Patenschaften
Currently, these donors exist internationally. One
of the main focus points of the campaign is to
shift the donor list to include more South African
contributors.
Opportunity
The opportunity for a communication campaign
lies in the nature of the organization. Being a non-
profit and non- government organization means
that Masifunde’s name and key messages have
to be continually reinforced in the public’s mind.
Due to the fact that Masifunde is completely
BACKGROUND & SITUATION ANALYSIS
dependent on donations, a positive brand
image is necessary. Any negativity around the
organization could not only cost them their
reputation, but their funding as well.
As such, our Campaign aims to reinforce the
initiative and positivity surrounding Masifunde, as
well as communicating the new developments in
the organization.
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CAMPAIGN GOALS &OBJECTIVES
2.1 Campaign Goals
2.1.1 Increase awareness of the Masifunde
organisation within the Nelson Mandela
Metropolitan area.
2.1.2 Raise a sufficient amount funds for
Masifunde
2.1.3 Create partnerships between Masifunde
and appropriate benefactors.
2.2 Objectives
2.2.1 Increase awareness of Masifunde from 9%
to 20% over a 5 month time period, from
May 2012 to September 2012.
2.2.2 Raise a total of R37 000 for Masifunde in
the following ways:
a) Raise R20 000 through the Spring Tea,
which will take place in September 2012
b) Raise R10 000 through the Civvies days,
which will take place in July 2012 and will
include schools willing to participate.
c) Raise R7 000 through the Masifunde
Rainbow Run, which will be held in August
2012.
2.2.3 Reinforce and foster appropriate
partnerships between Masifunde and South
African organisations, with at least three
new partnerships gained over a six month
period from May 2012 to October 2012.
2.
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3.3.1 Establish a positive Masifunde brand
image amongst the community of
Nelson Mandela Bay, which includes the
campaign slogan, “Here Comes the Sun.”
In this way, awareness will also be raised.
3.2 Use a variety of methods and activations to
raise funds for the organization.
3.3 Create a community of benefactors
centred around Masifunde so that the
campaign establishes a platform for
continued support and development.
3.1.1 Host Facebook competitions, through
the existing Masifunde page, to increase
the number of users in order to transform
the Facebook group into a database
through which the Nelson Mandela
Bay community can be reached. Prizes
will be sponsored for the competitions
from various Nelson Mandela
Metropolitan Bay organizations.
These competitions will run through
May and June of 2012.
3.1.2 Send out pitch letters to local media to
do feature stories on Masifunde and the
“Here Comes the Sun” campaign during
May and June of 2012. The publications
that will be approached include: The
Herald, Die Burger, Fly Piggy Fly, PE
Express.
3.1.3 Approach local media encouraging them
to add Masifunde to their charity slots.
3.2.1 Host civvies days at various
Primary Schools charging each pupil
R5. Participants will be informed about
Masifunde’s “Here Comes the Sun”
campaign and promotional material
will be sent home to the parents.
Industrial Theatre productions will be
presented at participating schools the week
before the Civvies Days take place in order
to reinforce the campaign messages.
The schools that are going to be approached
include:
• CharloPrimarySchool
• ClaredonParkPrimarySchool
• CollegiateGirlsPrimarySchool
• GreyBoysPrimarySchool
STRATEGY & TACTICS
14
• HarvestPrimarySchool
• LorrainePrimarySchool
• MountPleasantPrimarySchool
• RowallanParkPrimarySchool
• St.Dominic’sPrioryPrimarySchool
• SummerwoodPrimarySchool
• SunridgePrimarySchool
• TheodorHerzlPrimarySchool
• VictoriaParkPrimarySchool
• WesteringPrimarySchool
3.2.2 In order to appeal to High School and
University students, as well as families,
a Rainbow Run will be held in the Nelson
Mandela Metropolitan area.
Firstly, Algoa FM will be approached
to become a partner with regards
to the Rainbow Run, which will consider
ably lessen the risks of the activation.
Secondly, Pick ‘n Pay will also be ap
proached to join the cause. Having these
corporations as partners will also create
a shared onus of the proceedings and
preparation required for the Rainbow Run.
For the Rainbow Run, the existing database
of Facebook members will be used
to reach the community. Another Facebook
competition will be held, which will use the
link of the Rainbow Run event and
require entrants to share it on their
walls. In this way, awareness of Masifunde
and the specific event will be raised. The
Masifunde Rainbow Run will become an
annual event in the Nelson Mandela Bay
community, and will increase its popularity
each year. In this way continued financial
support and awareness for Masifunde is
guaranteed.
3.2.3 A Spring Tea will be held in September
to appeal to the older audiences. Through
the Spring Tea, we will raise money
by selling tickets, selling art by the
Masifunde children, raffles and donations.
3.3.1 Awareness created through the events
will inspire corporations which are a part
of the Nelson Mandela Metropolitan
community. These include the schools
that are approached for the Civvies Day
and the corporate teams entered into the
Rainbow Run.
STRATEGY & TACTICS
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TACTIC TASK GROUP AUDIENCE
Facebook competition Digital Team Primary and secondary
Press release Print Media Relations Primary
Radio interviews and advertising Broadcast Media Primary and secondary
Feature articles Print Media Relations Primary
Advertising Sales and sponsorship Primary and secondary
Civvies Day Event Planning Primary
Rainbow Run Event Planning Primary and secondary
Spring Tea Event Planning Primary
STRATEGY & TACTICS
TABLE 1: Tactics
Top, from left to right: Figure 1: Color Run participants and a crowd (Figure 2) get ready for the runMiddle left: Figure 3: Runner being ‘blasted’ with colourMiddle right: Figure 4: A run finisherBottom: Figure 5: The “Finishing Festival”
Clockwise from left: Figure 6: Layered Rainbow Cake. Figure 7: Beverages in the colours of the rainbow. Figure 8: Rainbow balloons. Figure 9: Rainbow fruit skewers. Figure 10: Cupcake with rainbow topping. Figure 11: Rainbow flower arrangement
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COMMUNICATION METHODS
4.1 Traditional Media Relations:
• Press Release in May with an aerial view
Rainbow picture of the children from
Masifunde and details about the “Here Comes
the Sun” campaign
• Radio interviews at Algoa FM with members
from the Masifunde organisation to create
awareness of the Masifunde initiative
• Feature articles on Masifunde at the beginning
of the campaign in order to increase
awareness
• Advertising space in local Newspapers and
magazines
4.2 Promotions and events:
• Civvies day at the various schools in Nelson
Mandela Bay. We could charge every child a
minimum of R5 as a donation to the charity.
This will spark media interest and raise
awareness and funds.
• Host a Rainbow Run prior to the Spring Tea to
raise awareness and funds. There will be an
entrance fee applicable to all entrants. The
participants are either required to wear the
colours of the rainbow to reinforce the theme
of the campaign; or required to wear plain
white in which case paint will be splashed on
them. The paint is non- toxic and water based
which will wash away with the rain.
• A Spring Tea will further reinforce the key
messages by appealing to an older age
group, in a traditional and classy way.
4.3 Social media:
• Host competitions on the existing Facebook
page to attract more members.
• Use this database to advertise the Colour Run
and Spring Tea. This will be done through
hosting more competitions that requires
participants to share the event link on their
News Feed.
4.4 Word- of- mouth:
• The entire LMC 318 class will speak to their
contacts about Masifunde, which will inspire
word- of- mouth advertising. This will then
cause exponential growth of awareness of
Masifunde within the Nelson Mandela Bay
community.
4.
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AUDIENCES
For this campaign, we have identified the
following target audiences:
5.1 Primary Audience
Primarily this campaign will be aimed at males
and females who:
• are 26 years or older
• have a Living Standards Measure (LSM)
between 8 and 10 High
• live in Nelson Mandela Bay.
• are middle to upper class earners who are
permanently employed, or who are business
owners.
• are financially capable and therefore
ostensibly more willing to participate in fund-
raising activities.
Within this audience, individuals who are
especially valuable are business owners, teachers
and parents. Business owners are valuable
to a campaign of this nature in terms of their
potentiality to financially assist various aspects,
including advertising and sponsorship for events.
Parents and teachers are a target due to their
unique influence which is useful to this campaign,
in validating the messages we wish to share
with the youth. The participation of parents and
teachers is imperative in facilitating articulation of
the key messages of this campaign to the youth.
5.2 Secondary Audience
• children, teenagers and young adults.
• school pupils between the ages of 7 and
18-years-old who are currently enrolled in
either Primary or High schools with Nelson
Mandela Bay
• students or school-leavers between the ages of
19 and 25 years old.
This audience creates the possibility to conduct
fund-raising events that require minimal monetary
investment but which will therefore benefit by the
volume of people within this audience. Thus,
this campaign will drive a sense of communal
responsibility, showing younger people how their
involvement, no matter how small, can make a
difference in the lives of others.
5.
AUDIENCES
Clockwise from left: Figure 12: Mature couple (Primary Target Audience). Figure 13: Young family (Primary Target Audi-ence). Figure 14: Primary school children (Secondary Target Audience). Figure 15: Highschool students (Secondary Target Audience). Figure 16: Young adults/school-leavers (Secondary Target Audi-ence).
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For this campaign we have developed three
key messages that will allow for the successful
communication of Masifunde’s core values.
•“Here comes the Sun”
The campaign is focussed with communicating
the ways in which Masifunde intends to create
a brighter future. The quality education and
life-skills which are provided for members of the
under-privileged youth is done so with the aim
that the skills they learn will help to transform and
uplift those around them. In doing so, Masifunde
functions to develop a better-equipped community
within Walmer Township which will, undoubtedly,
espouse positive benefits within the entire Nelson
Mandela Bay community on a long-term basis.
•“Masifunde: “Education for a brighter future”
Masifunde provides education for underprivileged
youths, but this campaign aims to further
articulate how education is essential in leaving a
positive legacy for the youth.
In addition, the involvement of the youth outside
of Walmer Township educates children and
KEY MESSAGES
teenagers about their responsibility as future
leaders to actively participate in uplifting their
community.
•“Masifunde is a non- governmental and non- profit organisation”
It is important to impart this message with all
audiences in order to establish an awareness of
Masifunde as an organisation which has invested
interest in an aspect of the community which does
not benefit the organisation members financially,
but is rather concerned with using gained
resources for the benefit of others.
6.
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CAMPAIGN CONCEPT
For this Masifunde campaign, we propose the
slogan “Here comes the Sun”, a translation
of Lavel i’Langa, alongside the theme of the
rainbow. This is an effort to unify the campaign
with Masifunde because of the Lavel i’Langa
centre currently under construction in the Walmer
Township. Lavel i’Langa is also an engrained
philosophy of positivity within the organisation.
Throughout this campaign, we hope to raise
funds within the Nelson Mandela Bay society
while instilling a sense of community. Thus, we
wish to incorporate the majority of the community
in various activities that will allow the theme to
serve its purpose of inseminating the fundamental
goals of Masifunde, therefore driving community
members to prolong their involvement in the
Masifunde initiative. The combination of the sun
and the rainbow characterises the relationship this
campaign intends to create between Masifunde
and the Nelson Mandela Bay community. The
rainbow is the first sign that the sun is emerging,
making it appropriate to liken Masifunde to the
rainbow as the organisation takes steps towards
ensuring a brighter future for members of the
Walmer Township community.
In accordance with the metaphor of the rainbow
for Masifunde, we have ascribed a characteristic
of the organisation to each colour of the rainbow,
offering the opportunity of this campaign to
articulate not only the existing success of the
organisation, but to further communicate
Masifunde’s potential in creating a brighter future
for the local youth with the continued involvement
of the community.
• Red – a passion for providing guidance to
those who not only need, but deserve it
• Orange – helping young people to transform
not only themselves, but to encourage the
transformation of their peers and fellow
community members
• Yellow – the energy employed by the
organisation’s staff and volunteers in making
Masifunde a success
• Green – providing a foundation that endorses
growth
• Blue – giving the youth the tools they need to
create stability
7.
23
• Indigo – instilling pride in a hardworking and
forward-thinking youth
• Violet – the imagination employed in the
establishment of the organisation, as well as in
maintaining it.
The proposed concept intends to motivate a
participation of the community that can be
maintained on a long-term basis as we make
Masifunde’s philosophy known throughout
the community. This will be done through the
invigorating concept of the rainbow.
CAMPAIGN CONCEPT
24
MARKETING STRATEGY
The campaign incorporates three separate
events which make it imperative that marketing
is successful. The events must be linked to one
another, as well as the overall campaign, despite
a need for unique marketing in reaching the
relevant audience for each event.
8.1 The Rainbow Civvies Day will be marketed
directly to the primary schools.
8.1 1 each school will be contacted directly so
that the campaign can be explained, as
well as the school’s role within the
campaign.
8.1.2 Once the schools have obliged, an
Industrial Theatre will be performed at
the participating schools to reinforce the
message of the campaign
8.1.3 The presentation will explain the
campaign, the Masifunde organisation as
well as the benefits that will come from the
Civvies Day.
8.2 The Rainbow Run, which appeals to High
School students and University students as
well as young working adults and families,
will be marketed through various media
including:
• social media
• radio
• newspaper advertorials.
8.2.1 Twitter, Facebook and other social media
sites will be used to market the Rainbow
Run due to its popularity and dynamic
ability.
8.2.2 Ideally, Algoa FM, a proposed partner,
will promote the event on air and relate
it to Masifunde. This will not only promote
the event but also create awareness of the
Masifunde organisation.
8.3 The Spring Tea is aimed at our primary
target audience.
8.3.1 Algoa FM will be utilised to promote
the Spring Tea. The broadcasts should
be aired in the mornings, lunch time and
in the evenings.
8.
25
8.3.2 flyers will be handed out at robots during
rush hour traffic, at strategic intersections.
8.3.3 Posters will be placed in prime shopping
centres around Nelson Mandela Bay
8.3.4 Parents at schools will be notified through
school newsletters
8.3.5 All marketing initiatives will detail the
event, its core purpose, as well as how to
get tickets for attending the event
MARKETING STRATEGY
2626
CAMPAIGN FOCUS
Masifunde is reliant on sponsorship to meet their
goals successfully. As such, financial difficulty is
the main problem that is being tackled by the
campaign.
The campaign will specifically be targeting the
lack of South African involvement in generating
local sponsorship. The organization is German-
South African, but receives most of the funding
from Germany even though South Africa is the
beneficiary. Based on our research, we have
hypothesized that one of the contributing factors
to the lack of involvement is low awareness
amongst the Nelson Mandela Metropolitan
audience. In this sense, awareness becomes
equally important in rectifying the organizations
financial instability.
As such, a community- wide campaign is
proposed to involve different age and LSM
groups, providing opportunities for every type of
person to get involved.
9.
27
February:Team selection takes place, with each person
assigned their roles and duties. The personnel
must be satisfied with and confirm their roles
within the campaign as well as understand what is
expected from them as individuals as well as part
of the campaign team.
March: Campaign conceptualisation and considerations
will be formed and assessed. A minimum of
three campaigns should be conceptualised and
processed according to their relativity, accuracy
and timeline.
April: Campaign selection. Here the following must
be identified: audiences, marketing options,
corporate partnerships, event locations and key
strategies. Once the appropriate options have
been identified and linked in the most effective
way, a campaign will be selected on merit and
then built on to maximise value.
May:The nature of this campaign requires that all
task groups begin the implementation process
SCHEDULEimmediately. Sponsorship plays a vital role within
this campaign, and the sponsorship team needs
to begin sourcing sponsors and partners early
on in order to ensure that we have the resources
required, as well as to allow sufficient time to
overcome obstacles. Marketing needs to begin
in May as we let the public know about the
campaign and begin to create interest leading up
to the events.
• media release to launch campaign (sent out
by 10 May)
• Facebook competition from 3 May to 30 June
• Send out pitch letters for feature stories
• obtain advertising and printing sponsorship
(secured by June 30)
• approach schools to participate in rainbow
Civvies Day during the final week of May (28
May to 1 June)
• scripting for industrial theatre production
• get in contact with American Color Run
officials to obtain permission to host event,
obtaining confirmation by 7 May
• obtain permission from Municipality as well
as surrounding businesses and residents for
Rainbow Run, to be confirmed by Thursday 31
May
• approach organisations for sponsorship for
10.
28
SCHEDULE
Rainbow Run:
- Algoa FM and Pick n Pay to co-host. Pick
n Pay would also be the registration venue
for participants
- PEP, Ackermans and Mr. Price to sponsor
t-shirts
- printing companies to sponsor printing
t-shirt design
- corn-starch for colour zones
- organisations to facilitate finishing festival
- sponsorship for print and radio
advertising to take place to begin in June
- sponsorship should be sought after
confirmation to hold event (8 May
onwards)
• approach organisations for sponsorship of the
following items for the Spring Tea:
- appetizers
- tea, coffee and other beverages
- prizes for raffles and auctions
- gifts for guests
- printing of tickets and event programs
- advertising
- venue (including tables, chairs, sound
system, cutlery etc.)
-framing of artworks
-outfits for the choir
- decor elements
- boxes and balloons for “Lucky Balloons”
June:Stakeholders must be confirmed. These include
sponsors, media and partnerships. It is imperative
that by this time all stakeholders must be
confirmed to ensure the capability of successfully
implementing the campaign. Marketing efforts
should be continued to obtain significant
opportunity to communicate the key messages of
the campaign. Marketing efforts must be ready
by the end of July to begin marketing the events in
August.
• send pitch letters for feature stories covering
the Masifunde organisation and which
highlight the relevance of the “Here Comes
the Sun” campaign
• confirm all sponsorship for the Rainbow Run
by 15 June
• confirm participating schools for Rainbow
Civvies Day by Friday 22 June
• obtain advertising and printing sponsorship
(secured by 30 June)
• continue to find willing sponsors for the Spring
Tea
• begin advertising the Rainbow Run in the
29
Nelson Mandela Bay area
• approach high schools to encourage team
participation.
• send out press releases and pitch letters for
media coverage of the event in July
- media coverage should be arranged
for after the event in order to communicate
the successful participation of local
schools.
July: Sponsorship for event items need to be confirmed
and secured during July
• Industrial theatre productions during school
assemblies for Civvies Day during the week of
16 July
• details about Rainbow Civvies Day included in
newsletter sent out to parents on Friday 20 July
• money for participating children should start
being collected from Monday 23 to Thursday
26 July
• civvies day will take place on July 27
• collection of money raised from schools
between Monday 30 and Tuesday 31 July
• continue radio and print advertising
throughout Nelson Mandela Bay for Rainbow
Run
• find and confirm Run Officials
• approach Traffic department and emergency
services to assist on the day of the event
• secure venue for Spring Tea by Monday 30
July
• confirm sponsorship for advertising the Spring
tea by Monday 23 July
August: The final details for the Rainbow Run need to
come together early in August to allow adequate
time for all task groups involved to iron out any
problems encountered leading up to the event.
Marketing for the Rainbow Run and Spring Tea
must occur simultaneously, to ensure that both
events are known throughout the community
• intensify marketing for Rainbow Run
• begin marketing for the Spring Tea
• print:
- entry forms for Rainbow Run
- registration Numbers for Rainbow Run
• open registration for Rainbow Run on
Monday 20 August. Registration will run from
Monday until Friday 24 August, depending on
response.
• secure and organise all sponsored items for
Rainbow Run by Wednesday 22 August
SCHEDULE
30
SCHEDULE
• Rainbow Run Officials to be briefed and
trained from Wednesday 22 to Friday 24
August
• commence setting up for rainbow Run on
Friday 24 August
• Masifunde Rainbow Run will happen on
Saturday 25 August
• begin advertising for Spring Tea on
Wednesday 1 August
• confirm sponsorship for all aspects of the
Spring Tea by Friday 10 August
• approach sponsors and schools who
participated in the Civvies Day and Rainbow
Run, as well as businesses who entered teams
into the run, offering them the opportunity to
buy tables at the Spring Tea on Thursday 26
August
• confirm number of guests by Wednesday 29
August
• open ticket sales for Spring Tea to public on
Friday 31 August
September: The Spring Tea is our greatest fund-raising event
within this campaign. The awareness created by
the campaign efforts leading up to the tea should
ensure that the Spring Tea is successful.
• intensify advertising for event
• collect and organise sponsored items
into goodie bags for guests on Monday 3
September
• obtain framed art works before Wednesday 5
September
• Spring Tea will take place on Saturday 8
September
October: While aspects of the evaluation process will occur
throughout the months covered by the campaign,
in October evaluation will be completed by
tying all loose ends together and analysing the
campaign features overall in retrospect.
• Redistribute survey during the week of 1
October
• Collect feedback from all stakeholders
involved through conducting meetings
throughout the week of 1 October
• Conduct internal evaluation process in the
week of 8 October
• Compare outcomes of the campaign with
initial objectives
• Combine internal and external evaluation
results with one another in the form of a report
in the week of 8 October
32
11.CONSULTATION PROCESS
The nature of this campaign, as with most, is
such that a large portion of the campaign’s
success rests on the shoulders of stakeholders
who are able to contribute. These include those
both internally and externally. An open channel
of communication must exist between and within
them.
11.1 The internal contributors which form the
Public Relations Company are made up of various
teams. The teams required for this campaign are:
Event Planning Team
Print Media Relations Team
Broadcast Media Team
Digital Team
On- Campus Promotions Team
Sponsorship Team
Sales Team
11.2 External contributors are as follows:
Target Audience
Marketing partners
Established Businesses
During the planning stages of the campaign,
the internal contributors will define and map out
their specific responsibilities. This will, in turn,
appeal to the external contributors during the
implementation stage. Each internal group will
then evaluate their implementation, as well as the
campaign as a whole.
33
ORGANISATIONAL CONSIDERATIONS12.
12.1 Being situated in the Walmer Township,
one of the restrictions is that many people
do not want to visit this area.
12.2 The formal advertising campaign, which
will require air time and printing space, is
an extremely costly process. Masifunde
are unable to afford these costs and
therefore sponsorship is essential.
12.3 Financial restrictions are present in
all charities and this would mean that
everything needed for the campaign,
from advertising through to the event
would require sponsorship. Due to the
theme of our spring tea, possible sponsors
would need to be approached well in
advance as it is essential to the success of
the event to obtain all products needed in
order to have continuity at the event.
34
13.STRATEGIC CONSIDERATIONS
13.1 In terms of advertising, we may not
acquire adequate sponsorship. This
will cause a lack of awareness, which is
needed for the successful implementation
of the rest of the aspects of the campaign.
Solution: Double-up on other
advertising mediums.
13.2 Due to the nature of the events, lack
of sponsorship would be detrimental
to the execution of the overall theme.
This is because for the theme to be carried
over successfully, details are essential.
Solution: In this case we will assign more
internal groups to approach potential
sponsors. In this way we are able to
reach more organisations, increasing the
likelihood of obtaining sponsors.
13.3 Copyright laws regarding the concept of
the Rainbow Run could mean that we may
not hold an event of this nature.
Solution: To host a fun run and then
have a rainbow festival afterwards.
13.4 Sponsorship might fall-through at the last
minute.
Solution: In this case we will find out on
10 August when sponsorship is confirmed
and arrange alternative sponsors.
13.5 Disagreements could arise between
different task groups with regards to
the vision of the campaign, or more
specifically, the vision of the Spring Tea.
The various groups have been working
on their specific vision and therefore are
determined in their state of minds. The
finer details that are not predetermined
by Bianca Wright will be difficult to decide
on because everyone may want to include
their personal ideas in the final event.
Solution: We propose using an objective
mediator should the above problem
arise.
13.5 A Lack of attendance at Masifunde
35
STRATEGIC CONSIDERATIONS
Rainbow Run and the Spring Tea will mean
that less funds will be raised, and the
campaign will be deemed unsuccessful.
Solution: By confirming the amount of
guests in advance we leave adequate
time to determine the scale of the events,
as well as time to increase interest and
therefore attendance.
13.6 Our theme could be misconstrued as gay
pride, as the gay pride flag contains the
same colours that represent our campaign.
Solution: By including the organisations
name and the key messages, it clarifies
that the subject matter. In the execution
of the rainbow theme we will keep the
above in mind and therefore not portray
the colours in a way which represents the
flag.
STRATEGIC CONSIDERATIONS
36
14.1 By initiating the idea of community within
the people, we are setting the foundation
for long-term involvement.
14.2 By creating exposure among children,
who will grow to be the future adults of
the community, we are creating a database
for the future which will allow easier
access in the future. Along with this we are
instilling the idea of community
responsibility within the children.
14.3 Awareness achieved through the campaign
will not end here as word-of-mouth
advertising will occur. For example,
children will convey the details of the
civvies day to their parents, creating
awareness about Masifunde which could
result in a company using Masifunde as
the charity of choice.
14.4 Through the Civvies day principals and
teachers will become aware of Masifunde
and this awareness could relay to their
families.
14.5 In addition to the above, depending on the
success of each activity, it could become
annual events in the Masifunde calendar.
LONG-TERM CONSIDERATIONS14.
37
The budget for the “Here Comes the Sun”
campaign is made up of the three separate
events. We aim to gain 100% of the budget items
as pro bono. This includes both funding by means
of donations as well as equipment and materials
sponsorship.
• The budget for the Civvies Day will amount to
R4,700.00. This amounts to 3% of the total
budget.
• The budget for the Rainbow Run will amount
to R92,000.00. This amounts to 57% of the
total budget.
• The budget for the Spring Tea will amount to
R65,450.00. This amounts to 40% of the total
budget.
The grand total for the budget is
R162,150.00
See Table 3
BUDGET15.
38
TABLE 3: Budget
39
EVALUATION
16.1 External Evaluation
16.1.1 The survey used as the initial
research in determining awareness will
be redistributed amongst the same
audience perimeters to see where, or if,
changes in awareness have occurred. The
amount of this change, or lack thereof, will
then be analysed to determine whether or
not it has been worth the allotted money.
16.1.2 The amount of money raised from the
civvies days, the Masifunde Rainbow
Run as well as the Spring Tea will
determine the success of the campaign,
as well as the success of each activity
individually.
16.1.3 The responses of the audience to the
different aspects of the campaign at large
and events individually, could be indicated
as an evaluative measure as it will depend
on the enjoyment of the audience whether
or not the events can become annual.
16.1.3 With regards to media relations, any
publication about Masifunde or the
specific events could ensure the
success of the campaign, and would
be considered success indicators. This
is also true of the social media usage.
We will monitor the page before, during
and after the campaign to determine
the relevance of the change in activity
to determine whether this activation has
been successful.
16.2 Internal Evaluation
16.2.1 The success of our campaign will be
determined by assessing it relatively in
comparison to the rest of LMC318. The
amount of aspects used out of our
campaign will be directly proportional to
the success achieved.
16.2.2 Our groups should be evaluated in terms
of internal group work, as well as external
group work within the entire class.
16.
40
The “Here Comes the Sun” Campaign is one
which involves much creativity, hard work and
commitment. Masifunde is an organisation which
is ever-deserving of the upmost input, which has
been strived toward throughout this campaign
proposal.
The campaign which aims to not only increase
awareness, but also increase funding and
sponsorship, shall establish a platform upon
which the relationship between Masifunde and its
stakeholders can grow.
This nine month campaign will be filled with
tension and relief, passion and success. The wish
is that the “Here Comes the Sun” campaign is
the catalyst for new advancements, through re-
establishing the Masifunde brand, so that they
may continue to reach new heights for a long time
to come.
CONCLUSION17.
41
APPENDICE 1RADIO ADVERTISEMENT TO LAUNCH CAMPAIGN
FADE IN:
The sound of THUNDER and RAIN is heard for two seconds. As it quietens the sound of two Xhosa
children is heard. A BOY(12) and a GIRL (10) are PLAYING and LAUGHING in the puddles. A FEMALE
VOICE narrates the advertisement.
GIRL (excited)
Look! It’s a rainbow!
BOY (reassuringly)
Here Comes the Sun!
FEMALE VOICE
Masifunde Learner Development is non-governmental and non-profit organisation which is educating
for a brighter future. For more information join our Facebook
page at "Masifunde Learner Development".
(beat)
Masifunde, Here Comes the Sun!
FADE OUT
42
APPENDICE 2RAINBOW CIVVIES DAY EVENT PLAN
The Rainbow Civvies Day is community-wide
event which aims to brighten up the local schools
for one day as a mechanism to reinforce the
campaign’s concept and theme.
It is aimed at Primary School Children to create a
lasting awareness of Masifunde for the future.
Every child will have to pay a fee or R5 to wear
any colour from the Rainbow for a full school day.
Objectives of this event:
• Drive schools and school pupils to join in on
the “Here Comes the Sun” campaign
• Raise R10 000 for Masifunde
When approaching schools for their participation,
those in charge will be given a detailed
explanation of the “Here Comes the Sun”
campaign, as well as how their participation in
the event will benefit the campaign as well as
Masifunde.
The schools which will be approached to
participate include, but are not restricted to:
• Charlo Primary School
• Claredon Park Primary School
• Collegiate Girls Primary School
• Grey Boys Primary School
• Harvest Primary School
• Lorraine Primary School
• Mount Pleasant Primary School
• Rowallan Park Primary School
• St. Dominic’s Priory Primary School
• Summerwood Primary School
• Sunridge Primary School
• Theodor Herzl Primary School
• Victoria Park Primary School
• Westering Primary School
Schedule for Rainbow Civvies Day:
May:
• Schools will be approached to participate in
the event in the final week of May
• Scripting for industrial theatre production
June:
• Confirm participating schools by Friday 22
June
• Send out press releases and pitch letters for
43
media coverage of the event in July
-Media coverage should be arranged
for after the event in order to communicate
the successful participation of local
schools.
July:
• Industrial theatre productions during school
assemblies on Friday 20 July
• Details about event included in newsletter sent
out to parents on Friday 20 July
• Money for participating children should start
being collected from Monday 23 to Thursday
26 July
• Civvies day will take place on July 27
• Collection of money raised from schools
between Monday 30 and Tuesday 31 July
RAINBOW CIVVIES DAY EVENT PLAN
44
APPENDICE 3RAINBOW RUN EVENT PLAN
The Masifunde Rainbow Run is an initiative to
add colour to the day of the Nelson Mandela Bay
Community.
The Rainbow Run will target High School and
University students as well as families and local
businesses. No children under the age of six will
be allowed to participate. Corporate and school
teams are encouraged to enter as a means to
further the concept of community building. A
minimum of 4 team members are allowed per
team, and they are required to give themselves a
name.
High Schools that will be approached include:
• Alexander Road High School
• Collegiate Girls High School
• DF Malherbe high School
• Grey Boys High School
• Pearson high School
• St. Dominic’s Priory High School
• Theodor Herzl High School
• Victoria Park High School
Participants will pay R40 to enter and will include:
• A white Masifunde Rainbow Run 2012
t-shirt when signing up, as well as a victory
headband upon finishing the race.
• A bag of colour
• Children under the age of 12 can enter for
R25
• A goodie bag filled with sponsored items
It is preferable that the 5 kilometre fun run will
take place on Beach Road in Summerstrand.
Along the route we will establish 7 colour zones
in which run officials will “blast” runners with
the colourful cornstarch substance. As runners
pass through the different colour zone, they will
become more and more colourful. Each colour
zone will have feather banners in the relevant
colour, and on each feather banner there will
be the Masifunde characteristic which has been
ascribed to that colour.
A ‘finishing festival’ will be hosted at the finish
line, with spectators and finishers being prompted
to launch colour every 15 minutes. The colour
festival will have refreshments for sale, as well
45
as more colour for those who want more than
one bag. There will be live entertainment to
compliment the good spirits of the day. As this
event encourages family participation, alcohol will
be limited to beer and cider, as well as controlled
as to prevent underage buying and drinking of
alcohol. The beers will be dyed in the colours of
the rainbow.
Objectives of Rainbow Run:
• Drive the participation of 300 to 500 runners
• Raise R12 000 to R20 000
Program for rainbow Run:
08:00 Closing of the road and placement
of officials and emergency services.
As well as the opening of late
registration
09:00 Late Registration ends
09:30 Marshalls take their place
Runners are summoned to starting
point to listen to welcome speeches
10:00 Race begins
12:00 ‘Finishing festival’ begins, including
entertainment
13:00 Bars open
16:00 Festival closes
17:00 Clean up
Schedule for Rainbow Run:
May:
• Get in contact with American Color Run
officials to obtain permission to host event,
obtaining confirmation by 7 May
• Obtain permission from Municipality as well as
surrounding businesses and residents to host
event, explaining the neutral environmental
impact and that rain would wash the paint
away
• Approach organisations for sponsorship:
- Algoa FM and Pick n Pay to co-host. Pick
n Pay would also be the registration venue
for participants
- PEP, Ackermans and Mr. Price to sponsor
t-shirts
-Printing companies to sponsor printing
t-shirt design
-Corn-starch for colour zones
-Organisations to facilitate finishing festival
RAINBOW RUN EVENT PLAN
46
-Sponsorship for print and radio
advertising to take place to begin in June
-Sponsorship should be sought after
confirmation to hold event (8 May
onwards)
June:
• Confirm all sponsorship by 15 June
• Begin advertising the Rainbow Run in the
Nelson Mandela Bay area
• Approach high schools to encourage team
participation.
• Approach local businesses to enter their
corporate teams
July:
• Continue radio and print advertising
throughout Nelson Mandela Bay
• Find and confirm Run Officials
• Approach Traffic department and emergency
services to assist on the day of the event
August:
• Intensify advertising
• Print:
- Entry forms
- Registration Numbers
• Open registration on Monday 20 August.
Registration will run from this Monday until
Friday 24 August, depending on response.
• Secure and organise all sponsored items by
Wednesday 22 August
• Run Officials briefed and trained from
Wednesday 22 to Friday 24 August
• Commence setting up for event on Friday 24
August
• Masifunde Rainbow Run will happen on
Saturday 25 August
RAINBOW RUN EVENT PLAN
47
APPENDICE 4DESIGN FOR SPONSORED RAINBOW RUN T-SHIRTS
48
APPENDICE 5RAINBOW RUN FEATHER BANNERS
Four Banners will be placed at the colour zone corresponding to the colour of the banner.
These banners will be sponsored and will therefore also have the sponsoring company’s
corporate identity, as well as the characteristic of Masifunde.
49
APPENDICE 6SPRING TEA EVENT PLAN
The Spring Tea is a sophisticated event which will
appeal to the primary target audience for this
campaign. The Tea will take place indoors, but
the ideal location will include a beautiful outdoor
space to allow guests to move in and out with
comfort and pleasure.
The decor for this event will incorporate a clean,
white foundation which will allow for the addition
of rainbow elements in a tasteful, yet also
playful manner. Sweet and savoury eats will be
available in a buffet style along with tea and other
beverages.
Tickets to this event will be sold for R120, but
tables will be sold to groups of people for R100
a person. The event will host a maximum of 150
guests.
Objective of Spring Tea:
• Raise R20 000 for Masifunde through:
- Ticket sales
-Auction and Raffles
-Art Sale
The event will give prizes away by means of
an American Auction, R5 Raffle and “Lucky
balloons”.
Other activities will include a Masifunde choir
performance, as well as a sale of professionally
framed art works done by the youth at Masifunde.
Each art work will have a short paragraph
telling the story of the art work from the artist’s
perspective.
A photographer will cover the event and the
photographs will be published on the Masifunde
website, as well as the Masifunde Facebook page.
Guests will be able to access the photographs
by logging onto either the official website or
Facebook page.
The programme for the Spring Tea will be as
follows:
10:30 Guests start to arrive
11:05 Guests are formally welcomed
50
11:15 Guests help themselves to tea and
eats
11:30 American Auction
11:50 Masifunde Choir Performance
12:15 R5 Raffle
13:00 Lucky Balloons
13:20 Introducing art sale
13:25 Art sale
14:00 Thanks to guests and sponsors
14:15 Hand out goodie bags
Schedule for Spring Tea:
May:
• Approach organisations for sponsorship of the
following:
-Appetizers
- Tea, coffee and other beverages
- Prizes for raffles and auctions
- Gifts for guests
- Printing of tickets and event programs
- Advertising
- Venue (including tables, chairs, sound
system, cutlery etc.)
- Framing of artworks
- Outfits for the choir
- Decor elements
- Boxes and balloons for “Lucky Balloons”
June:
• Continue to find willing sponsors for the above
and additional items
July:
• Secure venue by Monday 30 July
• Confirm sponsorship for advertising by
Monday 23 July
August:
• Begin event advertising on Wednesday 1
August
• Confirm sponsorship for all aspects by Friday
10 August
• Approach sponsors and schools who
participated in the Civvies Day offering them
the opportunity to buy tables at the Spring Tea
on Friday 10 August
• Open ticket sales for Spring Tea to public on
Wednesday 15 August
• Confirm number of guests by Wednesday 29
August
SPRING TEA EVENT PLAN
51
September:
• Intensify advertising for event
• Organise sponsored items into goodie bags
for guests on Monday 3 September
• Obtain framed art works before Wednesday 5
September
SPRING TEA EVENT PLAN
52
APPENDICE 7“LUCKY BALLOONS” (SPRING TEA)
For “Lucky Balloons”, each guest will receive a
box which has a helium balloon attached by string
to the bottom of the box. When prompted, guests
will open their boxes and the balloons will pop
out. Winning boxes will be identified by orange
balloons.
53
REFERENCES
Figures 1 to 5:
www.thecolorrun.com
Figure 6:
media-cache7.pinterest.com/upload/
260716265898450617_DfQwK5CV_c.
jpg
Figure 7:
karaspartyideas.blogspot.com
Figure 8:
media-cache5.pinterest.com/upload/
985231137997217_12xpFB2G_c.jpg
Figure 9:
pinterest.com/pin/257479303666211002
Figure 10:
media-cdn1.pinterest.com/upload/
13510867601620534_aiKHacdM_c.jpg
Figure 11:
prettystuff.tumblr.com
Figure 12:
us.123rf.com/400wm/400/400/logos/
logos0904/logos090400278/4659842-
portrait-of-a-smiling-old-couple.jpg
Figure 13:
http://m.facebook.com/photo.php?fbid
=10150357373310582&id=75696558
1&set=a.10150263066645582.517565
.756965581&refid=0
Figure 14:
i.telegraph.co.uk/multimedia/archives/
01551/kids_1551024c.jpg
Figure 15:
http://photos-a.ak.fbcdn.net/hphotos-
ak-ash4/310273_2448105277235_
2083640426_n.jpg
Figure 16:
http://m.facebook.com/photo.php?fbid
=10150255976800011&id=7000000
10&set=a.474635275010.280028.7
00000010&refid=0
Appendice 7 (images):
www.giverslog.com
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