, DPR3702-24-S1 Assignment 2 due 19 April
SECTION A: Public Relations in the arts, leisure, and entertainment industry
Introduction [5 Marks]
1.1 Develop a public relations plan for the Cape Town International Jazz Festival the plan
should include four elements, namely research, objectives, programming, and evaluation.
For more information on the heritage site visit:
https://www.capetownjazzfest.com/
Please do not contact the organisation.
Developing a public relations plan for the Cape Town International Jazz Festival entails the
following elements:
1. Research:
- Analyse past festival data, including attendance numbers and audience demographics.
- Conduct surveys or focus groups to understand the preferences and interests of potential
attendees.
- Explore media outlets and platforms to identify strategic communication channels for
promotion.
2. Objectives
- Increase festival attendance by 20% compared to the previous year to drive revenue and
enhance the festival experience.
- Enhance brand awareness among younger audiences through targeted marketing
campaigns and engaging content.
3. Programming
- Lineup: Curate a diverse lineup of jazz artists appealing to a wide range of musical tastes
and demographics.
- Workshops: Offer interactive workshops and educational sessions to provide added
value to attendees.
- Cultural Activities: Incorporate cultural elements such as art exhibitions, food stalls, and
traditional performances to enrich the festival experience.
- Digital Strategy: Develop a strong online presence through social media campaigns,
influencer partnerships, and engaging content to reach a broader audience.
- Sponsorships: Secure strategic partnerships with sponsors to enhance the festival's
offerings and visibility.
- Ticketing: Implement a user-friendly ticketing system with various pricing options to
cater to different audience segments and increase accessibility.
SECTION A: Public Relations in the arts, leisure, and entertainment industry
Introduction [5 Marks]
1.1 Develop a public relations plan for the Cape Town International Jazz Festival the plan
should include four elements, namely research, objectives, programming, and evaluation.
For more information on the heritage site visit:
https://www.capetownjazzfest.com/
Please do not contact the organisation.
Developing a public relations plan for the Cape Town International Jazz Festival entails the
following elements:
1. Research:
- Analyse past festival data, including attendance numbers and audience demographics.
- Conduct surveys or focus groups to understand the preferences and interests of potential
attendees.
- Explore media outlets and platforms to identify strategic communication channels for
promotion.
2. Objectives
- Increase festival attendance by 20% compared to the previous year to drive revenue and
enhance the festival experience.
- Enhance brand awareness among younger audiences through targeted marketing
campaigns and engaging content.
3. Programming
- Lineup: Curate a diverse lineup of jazz artists appealing to a wide range of musical tastes
and demographics.
- Workshops: Offer interactive workshops and educational sessions to provide added
value to attendees.
- Cultural Activities: Incorporate cultural elements such as art exhibitions, food stalls, and
traditional performances to enrich the festival experience.
- Digital Strategy: Develop a strong online presence through social media campaigns,
influencer partnerships, and engaging content to reach a broader audience.
- Sponsorships: Secure strategic partnerships with sponsors to enhance the festival's
offerings and visibility.
- Ticketing: Implement a user-friendly ticketing system with various pricing options to
cater to different audience segments and increase accessibility.
