Advertising and Public Relations Portfolio Essay

1.Write a report on experience with regards to come uping the brass instrument First forgather was via teleph ch group Aion where I set up an interview time with Mr. Solly Khuthama. The tinct was very positive and he was substantiating and understanding with the need for this campaign. once at the Tumelo Childrens denture, I met with Miss Mpho who was alike very facilitatory with richly answering whole my questions slightly the governing body, as easy as professional.How did the makeup respond to the requestThey were both very positive and looked before to the finished chatcampaign. Any pronounceation I needed was full provided by means of open conference channels.Establishing a working relationship with the judicatureIt was influenced in the interview that all further communication would be done telephonically and via e-mails between either Mr. Solly or Miss Mpho. As all questions were answered during the interview period, only the letters to and from the organ isation, as required, were to be followed up on. divert refer to concomitant A and C. delineateing the communicator for the campaignThe communicators of Tumelo Childrens al-Qaida ar both Mr Solly and Miss Mpho on behalf of the entire organisation as Mr. Solly is the tetrad-in-hand and Miss Mpho is the admin clerk/receptionist and they both oversee the entire zip of the centre.1.2 Identify the aim audience(According to Integrated Organisational Communication text book, 2013459)1.2.1 problem narrative for the researchTo establish financial pay and wage hike aw atomic number 18ness nearly the Tumelo al-Qaida for the mentally incapacitate Children.1.2.2 Sub-problemsa) To develop aw beness amongst probable sponsors in capital of second Africa who ar affair owners. It contributes to solving the main problem as most of the business in capital of South Africa do non make love almost this organisation and ho function non assist without both previous companionship o f its call for.b) To find out out the potential business owners need (in the Pretoria area) and communication expectations of the organisation- if volition to deal with Tumelo habitation for the mentally disabled Children.This entrust inspection and repair wreak the main problem as when the businesses pay back all the selective information just approximately the home, then further steps can be buzz offn to ascertain that all funding and support offered is calld as desired.c) To indoctrinate potential donors in the Pretoria area through the subroutine of different medias about the Tumelo Home for the mentally handicap Children. This depart contribute positively collect to increased consciousness through a larger media coverage than previously, and inform the potential Pretoria donors about the organisation in its entirety.1.2.3 enquiry questionsa) Research question 1What is the current awareness of the Tumelo Home for the mentally handicap Children, with Pre toria base business owners?b) Research question 2If instinctive to deal with the Tumelo Home for the mentally wound Children, what would the potential business owners inevitably be?c) Research question 3What media could be employ to educate potential donors about the Tumelo Home for the Mentally wound Children?1.2.4 Unit of digestSince the focus of the communication campaign is on business owners in the Pretoria area, the unit of analysis go out be on these individuals, as they leave be the buzz offrs of the questionnaires.1.2.5 Population(s)The target population identified for this study is of various Pretoria based businesses, speckle the accessible population is only the business owners that turn back to meet up to take the questionnaire.1.2.6 Sampling proceduresRandom sampling questionnaires were direct out to various business owners via online methods, much(prenominal) as Facebook and e-mails, as intimately(p)spring as telephonically through references given by employees, in a hide sectional manner of industry.1.2.7 Methodology and measuring instrumentQuantitative methodological analysis is employ as it much focused on the quantity of answers instead than the quality of the answers received. The measuring instrument used are questionnaires which answer peculiar(prenominal) questions of the desired target audience that are easy to complete and non-confusing. delight see APPENDIX B for questionnaire.Percentages of companies voluntary to support a non-profit organisation 5 of the 9 participants indicated go awayingness to consider supporting (if to a greater extent information could be obtained), going a total of 35.7% pass oning.Awareness of Tumelo Home for the Mentally incapacitate Children 85% had indeed non heard of this home, leaving 14.3% (2 persons) having prior knowledge before the questionnaire.Information heardThe first person indicated that the information previously heard was abstract, while the former(a) said that th e information shared about the home sounded negative as the children need so much still. select communication culture medium100% stated E-mail as their preferent communication medium.Preferred media medium transport note for the preferred mediumM each participants chose more than one option with preferred media mediums. 6 of the 14 participants indicated that they would prefer the website as a media medium, yet as the Tumelo Home for the Mentally injure Children has a website already, I changed their selection to a theme attendizing as I wishing to create broader knowledge through media mediums not yet explored before.1.2.9 Audience segmentationDemographics was provided for as one question asked for the web site of the lodge, as the questionnaire was particular(prenominal)ally aimed at the Pretoria area, yet provision was provided for different areas. Another question was to find out whether or not the company would be willing to invest in the Tumelo Home for the Mentall y incapacitate Children, to know the percentages that the communication campaign should be aimed at, and what their specific demand would be for this to occur.1.2.10 Self-reflection(a) I discovered that the Tumelo Home for the Mentally Handicapped Children inadequacys coverage as most of the audience members had never heard of them before. (b) The extent that I predicted the results was a surprise as I believed that other forms of media mediums would be chosen, yet were not. (c) It was worthwhile in exculpateing the research as now the communication campaign autobus knows that there is a dire need of this awareness campaign and what media to use to get the word out as indicated by personal preferences of the haphazard audiences. (d) The research could influence the way in which this communication campaign is intend due to the results indicating an exact percentage of awareness in which demographic areas, as well as showing that while the communications manager would prefe r to use a Twitter handle for example, the audience prefers Facebook as an online agent of trade.Page 81.3 Analyse the situation and identify campaign aims1.3.1 diachronic review and forecastThe historical background of Tumelo Home for the Mentally Handicapped Children the home was subject in 1996 by Dr. Moses and Mrs. Orina Thindisa when Mr. Moses saw the galore(postnominal) arduousies go about by the parents and families of these disable children. Driven by a love for the children in need, the adroitness was open in bone Park, Midrand. While it was originally opened as a centre for the children during daytime working hours, many of the parents cast out their children and were never heard from a straighten out, leaving the two founders in a difficult situation, yet they persevered and the home operates on a 24 hour origination ever since. It now houses 32 children from which about seventy per cent are either orphaned, abandoned and previously treat. Since this is the ol d home for children with special needs, the delay list contains around 250 applicants, coming from further afield than Ivory Park. Tumelo Home for the Mentally Handicapped Childrens forecast is to therefore gain adequacy funds to expand the home to cater for the many needs of so many special children that still need the attention, facilities and activities that they do not receive unless admitted.1.3.2 Social, political and economical environment(a) The social environment is very supportive on the home as the confederation volunteers, looks after the security of the facility and helps out when possible. (b) The political environment affects the home as the Tumelo Home for the Mentally Handicapped Children is funded by grants from the government currently. Parents of the children residing within the homes walls are asked to pay R500.00- which is given to them by the government as childrens grants. (c) The economic environment does affect Tumelo Home for the Mentally Handicapp ed Children as bruskage of chisels results in that some of the parents neglect to pay their fee and rather use the government grants for themselves, leaving the home at a loss, whilst facing solid food and other cost increases.1.3.3 CompetitorsTumelo Home for the Mentally Handicapped Children does not fetch any competitors and slang children from afar as Alexandria and Soweto needing space due to this lack of competition.1.3.4 Describe the constitution and its cultureTumelo Home for the Mentally Handicapped Children is super clean and the interior is cheerful and bright. It is clearly a place well taken care of and the caretakers truly have a travelion for the upbeat of the children. Culturally, the community has committed to the centre and looks out for the security of the grounds, are fixing volunteers and help out where they can, leaving an impression that this facility is very family and community orientated. Please refer to APPENDIXES D, E, F, G, H, I, J, K, L, and M for photographs of the organisation.1.3.5 Identify one-third issues based on the research results and situation analysis that are relevant for the campaign (a) there is not broad awareness about Tumelo Home for the Mentally Handicapped Children, leaving the home in dire need of financial sponsorship with no feasible way of gaining it. (b) Businesses that are recreateed in supporting a non-profit organisation all indicated that they required more information about the organisation to investigate whether or not it is worth while. (c) Local media coverage does not extend out the community, leaving the Tumelo Home for the Mentally Handicapped Children as another non-profit organisation that hardly anyone pays attention to. 1.3.6 Three broad planetary aims for the campaign(a) The first phase of this communication campaign would therefore be to bring out awareness about the Tumelo Home for the Mentally Handicapped Children. fourth dimension frame throughout the campaign- April 2013 to December 2013.(b) The second phase would then be to revamp all previous indispensable rearizement and marketing to learn that the corporate image is the same throughout in order for credible businesses to take an active interest and hopeful partnership. Time limit would be 4 months. (c) As the third and final phase of this campaign, this aim would be to do viral marketing about Tumelo Home for the Mentally Handicapped Children where all media coverage would go further afield than just locally in Ivory Park by the end of 2013.2 human body 2 CREATE2.1 Stipulate the communication problem or fortune(According to Angelopulo and Barker, 2013 461-469)2.1.1 Formulate the main communication problem or opportunity As there is not a large awareness about the Tumelo Home for the Mentally Handicapped Children, fundraising is difficult and needs to be addressed.2.1.2 The need to conduct this campaignWithout funding, the Tumelo Home for the Mentally Handicapped Children will fail, leavi ng thirty-two children disadvantaged and hundreds of other challenged children on the waiting list without hope for a better life.2.1.3 What the campaign aims to achieveTo ski lift awareness amongst Pretoria business owners that are potential sponsors and donors.2.2 Define strengths, weaknesses, opportunities, and threats 2.2.1 Describe three audience characteristicsThe audiences needs are to have an understanding of what the non-profit organisation does so that they can decide whether their company will be a suitable match.The audiences perceptions of Tumelo Home for the Mentally Handicapped Children will influence whether or not they are willing to donate based on previous knowledge. Attitudes of the audience in monetary value of donating to non-profit organisations depend on any dealing in the past with charities and how their funds was used.2.2.2 Define the needs of the audienceThe audience needs to know more about Tumelo Home for the Mentally Handicapped Children. They nee d to know what their funds will be used for specifically. They need to have an open, two-way communication channel with the organisation. They need to be constantly updated and reminded about these childrens needs through the media.2.2.3 SWOT analysisAccording to Angelopulo and Barker, (2013322), the SWOT analysis is of the organisation itself- where the strengths and weaknesses are internal factors, with external categories being the opportunities and threats. (a) StrengthsTumelo Home for the Mentally Handicapped Children has access to basic services namely electricity, water sanitation and a doctors room/surgery next door. They are amply supported by the surrounding community of Ivory Park. Their facilities contains two fully equipped dormitories, stimulation area, equipped kitchen and office, an inviting reception area, playground for the children, as well as a large hall that can be used multi-purposively.(b) WeaknessesThe home needs more physio equipment for needed stimulatio n for the children. They do not have sufficient rehabilitation and medical equipment. They need to develop an fit stimulation programme that meets the needs of the various age groups. Need a trained physiotherapist and speech therapist.(c) OpportunitiesThe facility contains a large profuse area for care-giver training for current employees as well as trainees. They can develop their service centre into a training centre for adolescent people with mental and physical disabilities.(d) ThreatsSome parents do not support their children, leaving the home struggling to cover the extra costs that should have been taken care of. As there is a low awareness level, people further afield from Ivory Park ra swear donate.(e) ProblemAs the area has no other facility to help take in these children, Tumelo Home for the Mentally Handicapped Children is the only safe place, leaving it in high demand, with too little space to accommodate such a high intake.2.3 Determine the campaign topicThe help c hildren that are abandoned, abused, orphaned and handicapped campaign will promote awareness and raise funds amongst various target audiences.2.4 Formulate strategic communication objectives2.4.1 To raise awareness through various media about Tumelo Home for the Mentally Handicapped Children throughout the campaign- April 2013 to December 2013. 2.4.2 To educate the target audience about the needs of Tumelo Home for the Mentally Handicapped Children throughout the communication campaign running from April 2013 to December 2013.2.4.3 To raise funds for the Tumelo Home for the Mentally Handicapped Children by stretching knowledge about their needs through different communication mediums.2.5 Create the communication message2.5.1 Formulate the big ideaThe help children that are abandoned, abused, orphaned and handicappedcampaign is designed to raise awareness and increase funding for the Tumelo Home for the Mentally Handicapped Children by targeting primarily Pretoria based business own ers who can donate significantly.2.5.2 Message approachThe approach used is emotional as the Tumelo Home for the Mentally Handicapped Children are in need for care and support, and no rational reason can put a price limit on that. It will to a fault appeal to the business public relations departments as they should want their community to perceive them as giving and pity for the children of the community, which will also benefit them.2.5.3 Different ways of presenting your messageTheoretically the information produced will be emotional yet contain factual, demonstrative and tribute information about Tumelo Home for the Mentally Handicapped Children. The billboard is a short message appealing emotionally to passers-by to put themselves in the childrens place, while he Facebook advert contains factual information about the children and their need for funding. The lineup is eye- hereditary and more a demonstration on how would you feel if you had to rely on the support of others, l eaving the newspaper publicizing as testimonial of the trials set about by these children and creates awareness of their funding dilemma.2.5.4 Communication mixThe use of the homes own logo design is the most specific and best way to portray its internal communication as its marketing remains consistent in every form of media used. Billboard advertising is an excellent medium to portray an integrated internal communication of the Tumelo Home for the Mentally Handicapped Children.Page 14Facebook adverts are an online communication gibe specifically aimed at online users in a company. Posters integrate different segment of emotional aspects that appeal to people, leaving them wanting to help in any way possible. Newspaper advertisements is a traditional marketing tool that also contains a link for further information online if wanted.2.6 Select the media2.6.1 Medium one billboard(a) This medium was selected because it will reach a larger target audience subconsciously, and bus iness owners who are looking to contribute to charities will think up the billboard. (b) It contributes to internal consolidation throughReach Hundreds of people driving daily.frequency Everyday on the N1 North.Impact Passengers will read it and interest will be created, while drivers can glimpse it and hopeful awareness for afterward research to be done will result.2.6.2 Medium two Facebook advert(a) This medium was selected as many internet users have a Facebook accounts and adverts online will reach people all over the world who may pass it on to their employers seeking a non-profit organisation to donate to. (b) It contributes to internal integration throughReach Everyone online with Facebook will receive it.Frequency Every 30 minutes to pop up.Impact People will see this advert and greater awareness will be created and hopefully more interest will occur, resulting in a viral word of mouth spread over the internet, possibly reaching people who can help.2.6.3 Medium three post ers (at universities)(a) This medium was selected as many university students are encouraged to be more actively involved in the community and in charities, as well as may raise further awareness in future bewilders. Page 15(b) It contributes to internal integration throughReach tout ensemble students on campus will see it.Frequency Students to and fro from classes.Impact Students who are caring will pay attention to these posters and will further raise awareness about the home and may even help themselves.2.6.4 Medium four newspaper advertisement(a) This medium was selected as many business owners based in Pretoria read these newspapers for general knowledge about the coarse and daily issues that may influence the running of their businesses. (b) It contributes to internal integration throughReach All Sunday Times and Pretoria News newspaper readers. Frequency Every day and every Sunday.Impact Readers will gain increased awareness to enable them to enact further.2.7 Produce the communication existent(For the purpose of seeing the media activities as a whole, they will start on the next page.)Page 162.7.1 Design the four activitiesBillboardHOW WOULD YOU line up IF YOU WERE APART OF THE Tumelo Home for the Mentally Handicapped Children??? Abandoned, Abused, Orphaned, Handicapped divine service THEM, HELP YOURSELFFacebook AdvertThe Tumelo Home for the Mentally Handicapped Children is a place of asylum for disabled and abused children. They need support from the South African community to ensure that these abandoned, abused, orphaned and handicapped children carry on receiving the supportive life style they need and deserve. Help now through donating for this great cause of memory our children safe. YOU can be that difference in THEIR livesPosterTumelo Home for the Mentally Handicapped Children Awareness Campaign Fundraising for CHILDREN in need. How would YOU feel-ABANDONEDORPHENEDABUSED handicapYOU would also want a place of refugeHELP NOW- seize Mr.S olly Khuthama on (011) 261 1868Newspaper AdvertisementTumelo Home for the Mentally Handicapped Children is a non-profit organisation that is in ever constant need of support from the South African community. Will YOU be the difference in the lives of these abandoned, abused, orphaned and handicapped children?2.7.2 Explain how each activity contributes to the big idea Each media contains the phraseology help children that are abandoned, abused, orphaned and handicapped which is the big idea for this communication campaign. 1. The billboards meaning to catch passers-bys attention to raise awareness for the children of Tumelo Home for the Mentally Handicapped Children. By helping them, you help yourself be a better person by societys standards. 2. The Facebook advert is aimed at creating awareness about funding needed for the Tumelo Home for the Mentally Handicapped Children and how these special children need help for the readers. 3. The poster helps raise awareness and educates viewers of the big idea through its catch phrases emboldened, catching attention to remind people of others needs other than their own. 4. The newspaper advertisement contributes to the big idea as it appeals emotionally through the catch phrase, intercommunicate people to help donate to ensure the childrens safety.2.8 Proof of legitimacyPlease refer to APPENDIX CSOURCES CONSULTEDBooksAdvertising and Public Relations. 2012. lone(prenominal) Study Guide for COM3708. Pretoria UNISA Advertising and Public Relations, COM3708, Tutorial letter 101/3/2013. Department of Communication Sciences. Pretoria UNISA Angelopulo, GC & Barker, R. (eds). 2013. Integrated organisational communication. Lansdowne Juta. CMNALLE Tutorial Letter 301/4/2013APPENDIX A affectionately Miss Mpho and Mr. Solly,I wish to confirm the telephonic conversation and the succeeding meeting that took place.During the interview which took place on Thursday, 4th April 2013, at your offices, the pursuit was agreed up on- The communication campaign will focus specifically on raising awareness about your organization and its need for urgent funding.This will be accomplished through the following proposed steps- a Your organization and where this community is situated.b Creating the proposed campaign through identifying the different key issues faced by the Tumelo Children Home. c 4x media draft versions to create public awareness of your plight.As I am a student of UNISA, I will not be implementing my research unfortunately, yet your organization will receive pic through the interviews and questionnaires I will conduct during this time, about peoples and companies awareness of your home, and its many needs associated with the care of handicapped children.You are welcome to use any of my planning and research to assist you in any way you concur fit. If you do decide to use any of my suggestions and recommendations, I would be glad if you would let me know what section/syou have used and the outc omes thence as this will help me with future work.Any photography used in this portfolio is strictly confidential and anonymous, with only the marker/s of UNISA, my internal lecturer and myself seeing them, and will in no way be used in any manner unbefitting and will be used only with your consent.Thank you again for your willingness to work together with me and the overlap of your information. I will send the finished product if you so wish.I look forward to working with you both and if you have any other questions or concerns, please do not hesitate to butt me. Please accept my grateful thanks for consenting to see me and for the time go across discussing my proposals.APPENDIX BN.P.O. 016 874The following questionnaire is specifically for the use of a UNISA portfolio about an integrated communication campaign based on the Tumelo Home for the Mentally Handicapped Children. The recorded results are completely anonymous. Please circle the shed light on option where relevant.What is your position in your company?Owner DirectorAPPENDIX CN.P.O. 016 874PBO 93001854108 April 2013To Whom It May ConcernCara GraterTumelo Home is situated in Ivory Park settlement .MIDRAND, it is a home for profound mentally and physically handicapped children, 75% of our children are either abandoned, orphaned or abused from home, at present Tumelo Home is catering for 100%, black and disadvantaged children with severe mental retardation and physical disabilities.TUMELO HOME has created 20 job opportunities to previously disadvantaged persons (amongst them is 17 women, 1 person with disability).We hereby go past the above student to use our organisation to do her school project. She is a warm person and dedicated. During our interview, she was coming up with exciting ideas and she showed initiative. We were please to have met her and are very honoured to help her, so that she can help us.As an organisation, we feel that the communication campaign will be helpful because as an NGO we need exposure and for people to know about the grade of people we are taking care of, to learn about their civilize and be able to appreciate them. So we feel like this project is going to be a great help to us.M.S. KhuthamaManager Rev. H.S. Mpshe Chairman Dr. G.M. Thindisa Dep-chairman T.M Malatji Treasurer E. shadung Secretary R. MadibogoDep-Secretary B. Matlala, M.B. Lefophana Page 25N.P.O. 016 874PBO 930018541For any further information, please do not hesitate to contact us.Yours sincerely,Mr. Solly. M .KhuthamaTUMELO HOME MANAGERM.S. KhuthamaManager Rev. H.S. Mpshe Chairman Dr. G.M. Thindisa Dep-chairman T.M Malatji Treasurer E. shadung Secretary R. MadibogoDep-Secretary B. Matlala, M.B. Lefophana Page 26APPENDIX D EAbove View of Ivory Park- MidrandBelow Close up of Ivory Park- Midrand