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Megan Sian BurdettCOM3708: Advertising and Public relations
47627441
I, Megan Sian Burdett, hereby affirm that the portfolio contains my personal work, except
where work(s) or publications of others have been acknowledged by means of referencing
techniques.
I have read and understood Tutorial letter CMNALLE/301 regarding technical presentation
requirements, referencing techniques and plagiarism.
M.S Burdett
47627441
27th March 2013
Witness: Devon Barnes
Megan Burdett 1 47627441
,TABLE OF CONTENTS
1 PHASE 1: ASSESS
1.1 Identify the communicator
1.2 Identify the target audience
1.3 Analyse the situation and identify campaign aims
1.3.1 Historical review and forecast
1.3.2 Social, political and economic environment
1.3.3 Competitors
1.3.4 The organisation and its culture
1.3.5 Three communication issues
1.3.6 Three broad aims for the campaign
1.4 Summary of phase 1
2 PHASE 2: CREATE
2.1 Stipulate the communication problem or opportunity
2.2 SWOT analysis
2.3 Decide on the campaign topic
2.4 Communication objectives
2.5 The communication message
2.5.1 The "big idea"
2.5.2 Message approach
2.5.3 The message approach presented to the audience
2.5.4 Mix of communication elements
2.6 The media
2.6.1 Medium one
2.6.2 Medium two
2.6.3 Medium three
2.6.4 Medium four
2.7 The communication material
2.8 Proof of authenticity
SOURCES CONSULTED
ADDENDUM A
ADDENDUM B
Megan Burdett 2 47627441
, Phase 1: Assess
Question 1.1 Identify the communicator
1.1.1 For the purpose of this assignment I have chosen a community program very close to
my heart. The NGO that I have chosen is Vc Cares, which is a NGO program run by
Varsity College run by Amoret De Villiers, student relations coordinator intern. They
are based in Rondebosch, on the Varsity College campus and their contact details
are T: 0216855021 F: 0216853060. Belmont road, Rondebosch, Cape Town, 7700.
1.1.2 I have written an email to the organisation, which is attached within the appendix
1.1.3 When confronting the organisation via email, my first impression was that the
organisation was not willing for my help, as the email that I had sent had taken over a
week to reply. This in turn had given off a negative feeling. However as I had
received a reply I had realised that the organisation coordinator, Amoret, was off ill
and had in fact responded very well to my email requested and was more than willing
to help.
1.1.4 The organisation was very positive and excited; they were friendly and had requested
a face to face meeting.
1.1.5 The first form of contact that I had with the organisation which allowed me to start
forming a working relationship with them. The second form of protocol that I would
use would be a face-to-face meeting, with the Student relations coordinator intern,
Amoret De Villiers. Amoret heads up the entire organisation by herself and is the
person that I would be dealing with. I would like to be in contact with the organisation
every two weeks so that we could both touch bases and to show both progress and
to get the organisations input into my portfolio. When I had first contacted Vc Cares, I
had established a working relationship with them through the means of email,
telephone, face-to-face meetings and relied on the feedback and guidance of the
organisation.
1.1.6 The communicator of my campaign would be the organisation as a whole. The
reason for this is that Vc Cares does not focus on one issue such as drugs, but is
rather an organisation that gets students involved in various different community
projects. The main issue that I am addressing for my campaign is that there seems to
be a lack of participation within the organisation and they mainly rely on the help of
volunteers. My aim is to try and identify why there is a lack of participation and to
create a plan for Vc Cares so that they can use the campaign to better their
organisation.
Questions 1.2: Identify the target audience
1.2.1 The problem statement for my campaign is as follows: “Why is there little
participation within the organisation?”
Megan Burdett 3 47627441
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