Exam (elaborations)
DPR1505 portfolio SEMESTER 2 2024
- Course
- Public Relations (DPR1505)
- Institution
- University Of South Africa (Unisa)
DPR1505 portfolio SEMESTER 2 2024
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TABLE OF CONTENT1. Introduction
2. The Public Relations Programme
3. PUBLIC RELATIONS PROGRAMME EVALUATION
4. PUBLIC RELATIONS PROGRAMME IMPLEMENTATION
Conclusion
References
1. Introduction
In this portfolio, I will develop a public relations programme for Capitec Bank, focusing on its
sponsorship of the 2024 Rocking the Daisies Festival. The objective is to create awareness of the
bank’s involvement in this significant cultural event and encourage attendance among existing and
prospective customers. Using the DOTMABE formula, I will outline the steps needed to effectively
communicate Capitec’s brand message and maximize the impact of the sponsorship. Each section
will include theoretical discussions and practical applications, ensuring a comprehensive approach to
this public relations initiative.
2. The Public Relations Programme
Defining the Problem
Capitec Bank faces challenges in increasing brand visibility among younger demographics,
particularly festival-goers who prioritize experiential marketing. Additionally, there is a need to
combat perceptions of being a traditional bank in a market increasingly dominated by digital
financial solutions. The sponsorship of the Rocking the Daisies Festival provides an opportunity to
redefine the bank's image and connect with a more youthful audience.
Setting the Objectives
1. Increase Brand Awareness: Achieve a 30% increase in brand recognition among festival
attendees by the end of the event.
, 2. Customer Engagement: Generate at least 5,000 new customer sign-ups at the festival
through promotional offers.
3. Social Media Engagement: Increase Capitec's social media followers by 20% through
festival-related content and engagement strategies over the festival period.
Target Groups
Primary Target Group: Young adults aged 18-35, who are festival-goers and are active on
social media platforms. They value experiences over material possessions.
Secondary Target Group: Existing Capitec customers who may be encouraged to engage
with the brand in a festive environment, enhancing customer loyalty.
Developing the Message
The core message for the campaign could be: “Experience the Rhythm of Life with Capitec at Rocking
the Daisies!” This message highlights the bank’s commitment to enhancing customer experiences
and connects with the festival's vibrant atmosphere.
Activities
On-Site Activation: Set up interactive booths at the festival offering fun activities, giveaways,
and opportunities to open accounts on-site.
Social Media Campaigns: Create engaging content featuring artists performing at the
festival, promoting hashtags like #CapitecRocks to encourage user-generated content.
Partnerships with Influencers: Collaborate with popular social media influencers who will
promote Capitec’s involvement and the festival experience.
Budget
Allocate the R1 million budget as follows:
Sponsorship Fees: R400,000
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