Campaign Plan by Thea, Kerry, Kait and Luke!

1. TITLE PAGE
CLIENT: 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
1

2. TABLE OF CONTENTS
Page
1. BACKGROUND AND SITUATION ANALYSIS 7
1.1 SWOT ANALYSIS 7
1.2 ANALYSIS 8
PEST
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. MESSAGES 21
KEY
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
2

3. TABLE OF CONTENTS CONTINUED
Page
18. APPENDICES 41
19. REFERENCES 53
3

4. LIST OF FIGURES
Page
Figure 1: Color Run Participants 16
Figure 2: Color Run Crowd 16
Figure 3: Runner 16
Figure 4: finisher 16
Run
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
4

5. LIST OF TABLES
Page
Table 1: Tactics 15
Table 2: Schedule 31
Table 3: Budget 37

6. 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

7. 1. BACKGROUND & SITUATION
ANALYSIS
Masifunde offers a learner development 1.1 SWOT Analysis
program in the heart of Walmer Township, Port
Elizabeth. It is a non-governmental and non- Strengths:
profit organization that provides educational Low cost of Personnel:
development for under- privileged children, and This is one of the greatest strengths of the
is relatively established within the community. It is organisation, as they receive help from exchange
important to note that education, in this sense, is students from Germany as well as some local
inclusive of the teaching of life skills in addition to contributors. The International students who
schooling. volunteer all have scholarships and thus do not
need to be paid by Masifunde. The local helpers
Masifunde was founded in 2003 by Jonas do not receive payment as the funds are used for
Schumacher, a former NMMU- exchange student. the development and success of the organisation
It is a German- South African company and instead.
most of its funding is acquired through German Location:
benefactors. Masifunde is thus a result of The learner centre is located at a convenient point
foreign intervention and registered as a Section for the respective parties to gather, especially
21 company. As an established NPO, it now for the students as it is close to their homes. This
requires backing within its immediate operating will ensure that they attend as many activities as
environment, Port Elizabeth. 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:
7

8. BACKGROUND & SITUATION ANALYSIS
Masifunde has been in operation for nine years Expand the organization to include other
and as such, is not considered a once off effort, townships in the Nelson Mandela Metropolitan
but rather an organisation that is there to stay. and replicate the positive changes being made in
Walmer Township.
Weaknesses:
Time: Threats:
The exchange students only come for one A potentially major threat to the company’s vision
semester, which can cause upset in the concrete is the easy access to local taverns and other
educational system of the students. It can cause regressive practices. It is a constant struggle for
disruption since they have to get used to an the organisation as they are competing with lack
entirely different set of staff every six months. of knowledge within, as well as rebellion of, the
Furthermore, this does not provide the exchange community.
students with enough time to grow into their Being reliant on sponsors is a threat to the
function and truly become part of the situation. organization because it is an unstable form of
Location: income and can hinder future plans.
Paradoxically, the location of the learner centre is
problematic as it can be regarded as unsafe and 1.2 PEST Analysis
could cause potential investors to avoid visiting
the centre Political
Employees are hired on an unstable basis due
Opportunities: to most of them being dependent on loans and
The Lavel’ iLanga centre that is currently in only being able to join the Masifunde team
its construction phase offers an opportunity for one semester. Furthermore, the leaders of
to expand the organisation’s reach within the the organisation are no longer afforded the
community and ability to help towards the opportunity to choose who to hire.
fulfilment of the Masifunde vision.
8

9. BACKGROUND & SITUATION ANALYSIS
Economic which engages up to 200 learners in an
Exchange rates fluctuate, making the fact that educational and interactive life skills training
most of the funds are secured overseas quite programme. These include:
detrimental to building a stable financial future. • weekly lessons
This means that if we have a secured amount • regular project work
of dollars coming in, the amount will fluctuate • study trips
depending on the existing exchange rate. • groups of specialists
Social • an annual summer camp which trains learners
Masifunde’s vision is applicable to most social holistically.
groups with a foundation of educational
betterment. The vision covers a diversity of issues To ensure a high level of academic backing within
and could thus encourage widespread support. this programme, 51 learners are sponsored with
quality education at former Model-C schools
Technological outside of the Walmer Township and are provided
Social media platforms offer a variety of ways to with one-on-one support in a daily homework
raise awareness and reach out to the community club. The other 200 learners who attend a variety
for assistance. This is already being made use of. of schools are however not disregarded as they
are still involved in other Masifunde initiatives.
1.3 Goals The final step is the systematic activation of the
learners in a peer- to-peer basis, through practical
The organization has the goal to provide the interaction with schools or in Masifunde’s
youth with the tools required to shape future community projects. As a result, the Masifunde
role models. In this way, the youth will be well programme not only educates participants with
equipped to initiate sustainable development academic and life skills, but also equips them
with ripple effect. In order to achieve this goal with the practical tools and opportunities that they
Masifunde utilizes a unique multiplier process need in order to transfer gained knowledge to
9

10. BACKGROUND & SITUATION ANALYSIS
their peers and into their community. Elizabeth. As such, the organisation needs to
host a public relations campaign to maintain its
1.4 Place in Industry favoured reputation in Port Elizabeth.
Masifunde enjoys a great reputation in Port Donations
Elizabeth. Since the Organization works
exclusively in Walmer Township it is best known Income (Donations)
throughout this proximate region, as well as in • Mitgliedsbeiträge – 4.477 Euro (approx. R44
Nelson Mandela Metropolitan University, where 770)
most of the Volunteers are recruited. The German • Donations for organizational purposes –
roots of the organization and a partnership 1.279 Euro (approx. R12 790)
with Johannes Gutenberg University in Mainz, • Donations for Project work in South Africa –
Germany, contribute to a sufficient amount 78.497 Euro (approx. R784 970)
of volunteers. Regular Fund-raising Events in • Einmalspenden – 54.986 Euro (approx. R549
Germany also raise awareness for Masifunde’s 86)
mission. In 2010 donations reached a record • Project: Youth thinks future“ German funds –
high of 139 240.28 Euros (approximately R1 118.130 Euro (approx. R1 181 300)
392 403). The organization managed to stay
self-sufficient, keeping the operational costs low Total – 257.370 Euro (approx. R2 573 700)
and continuously developing new programs
to attract new donors. Very few organizations Costs
managed to develop a support system in Walmer • Organizational Costs Germany – 4.052 Euro
Township, which contributes to rare competition in (approx. R40 520)
Masifunde’s specific field. • Project work Germany – 279 Euro (approx. R2
However, it is important to note that Masifunde 790)
does still compete with all charities in Port • Project work South Africa – 6.586 Euro
10

11. BACKGROUND & SITUATION ANALYSIS
(approx. R 65 860) dependent on donations, a positive brand
• Other expenses – 1.300 Euro (approx. R 13 image is necessary. Any negativity around the
000) organization could not only cost them their
• Project: “Youth thinks future” Germany – reputation, but their funding as well.
119.121 Euro (approx. R1 191.21) As such, our Campaign aims to reinforce the
initiative and positivity surrounding Masifunde, as
Total – 251.338 Euro (approx. R 251 338 Rand) well as communicating the new developments in
the organization.
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
11

12. 2. CAMPAIGN GOALS &
OBJECTIVES
2.1 Campaign Goals partnerships between Masifunde and South
African organisations, with at least three
2.1.1 Increase awareness of the Masifunde new partnerships gained over a six month
organisation within the Nelson Mandela period from May 2012 to October 2012.
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
12

13. 3.
3.1
STRATEGY & TACTICS
Establish a positive Masifunde brand do feature stories on Masifunde and the
image amongst the community of “Here Comes the Sun” campaign during
Nelson andela Bay, which includes the
M May and June of 2012. The publications
campaign slogan, “Here Comes the Sun.” that will be approached include: The
In this way, awareness will also be raised. Herald, Die Burger, Fly Piggy Fly, PE
Express.
3.2 Use a variety of methods and activations to
raise funds for the organization. 3.1.3 Approach local media encouraging them
to add Masifunde to their charity slots.
3.3 Create a community of benefactors
centred around Masifunde so that the 3.2.1 Host civvies days at various
campaign establishes a platform for Primary Schools charging each pupil
continued support and development. R5. Participants will be informed about
Masifunde’s “Here Comes the Sun”
3.1.1 Host Facebook competitions, through campaign and promotional material
the existing Masifunde page, to increase will be sent home to the parents.
the number of users in order to transform Industrial Theatre productions will be
the Facebook group into a database presented at participating schools the week
through which the Nelson Mandela before the Civvies Days take place in order
Bay community can be reached. Prizes to reinforce the campaign messages.
will be sponsored for the competitions
from various Nelson Mandela The schools that are going to be approached
Metropolitan Bay organizations. include:
These competitions will run through • Charlo Primary School
May and June of 2012. • Claredon Park Primary School
• Collegiate Girls Primary School
3.1.2 Send out pitch letters to local media to • Grey Boys Primary School
13

14. STRATEGY & TACTICS
• Harvest Primary School to reach the community. Another Facebook
• Lorraine Primary School competition will be held, which will use the
• Mount Pleasant Primary School link of the Rainbow Run event and
• Rowallan Park Primary School require entrants to share it on their
• St. Dominic’s Priory Primary School walls. In this way, awareness of Masifunde
• Summerwood Primary School and the specific event will be raised. The
• Sunridge Primary School Masifunde Rainbow Run will become an
• Theodor Herzl Primary School annual event in the Nelson Mandela Bay
• Victoria Park Primary School community, and will increase its popularity
• Westering Primary School each year. In this way continued financial
support and awareness for Masifunde is
guaranteed.
3.2.2 In order to appeal to High School and
University students, as well as families, 3.2.3 A Spring Tea will be held in September
a Rainbow Run will be held in the Nelson to appeal to the older audiences. Through
Mandela Metropolitan area. the Spring Tea, we will raise money
Firstly, Algoa FM will be approached by selling tickets, selling art by the
to become a partner with regards Masifunde children, raffles and donations.
to the Rainbow Run, which will consider
ably lessen the risks of the activation. 3.3.1 Awareness created through the events
Secondly, Pick ‘n Pay will also be ap will inspire corporations which are a part
proached to join the cause. Having these of the Nelson Mandela Metropolitan
corporations as partners will also create community. These include the schools
a shared onus of the proceedings and that are approached for the Civvies Day
preparation required for the Rainbow Run. and the corporate teams entered into the
For the Rainbow Run, the existing database Rainbow Run.
of Facebook members will be used
14

15. STRATEGY & TACTICS
TABLE 1: Tactics
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
15

16. Top, from left to right: Figure 1: Color Run participants and a crowd (Figure 2) get ready for the run
Middle left: Figure 3: Runner being ‘blasted’ with colour
Middle right: Figure 4: A run finisher
Bottom: Figure 5: The “Finishing Festival”

17. 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

18. 4. COMMUNICATION METHODS
4.1 Traditional Media Relations: of the campaign; or required to wear plain
white in which case paint will be splashed on
• Press Release in May with an aerial view them. The paint is non- toxic and water based
Rainbow picture of the children from which will wash away with the rain.
Masifunde and details about the “Here Comes • A Spring Tea will further reinforce the key
the Sun” campaign messages by appealing to an older age
• Radio interviews at Algoa FM with members group, in a traditional and classy way.
from the Masifunde organisation to create
awareness of the Masifunde initiative 4.3 Social media:
• Feature articles on Masifunde at the beginning
of the campaign in order to increase • Host competitions on the existing Facebook
awareness page to attract more members.
• Advertising space in local Newspapers and • Use this database to advertise the Colour Run
magazines and Spring Tea. This will be done through
hosting more competitions that requires
4.2 Promotions and events: participants to share the event link on their
News Feed.
• Civvies day at the various schools in Nelson
Mandela Bay. We could charge every child a 4.4 Word- of- mouth:
minimum of R5 as a donation to the charity.
This will spark media interest and raise • The entire LMC 318 class will speak to their
awareness and funds. contacts about Masifunde, which will inspire
• Host a Rainbow Run prior to the Spring Tea to word- of- mouth advertising. This will then
raise awareness and funds. There will be an cause exponential growth of awareness of
entrance fee applicable to all entrants. The Masifunde within the Nelson Mandela Bay
participants are either required to wear the community.
colours of the rainbow to reinforce the theme
18

19. 5. AUDIENCES
For this campaign, we have identified the in validating the messages we wish to share
following target audiences: with the youth. The participation of parents and
teachers is imperative in facilitating articulation of
5.1 Primary Audience the key messages of this campaign to the youth.
Primarily this campaign will be aimed at males 5.2 Secondary Audience
and females who:
• children, teenagers and young adults.
• are 26 years or older • school pupils between the ages of 7 and
• have a Living Standards Measure (LSM) 18-years-old who are currently enrolled in
between 8 and 10 High either Primary or High schools with Nelson
• live in Nelson Mandela Bay. Mandela Bay
• are middle to upper class earners who are • students or school-leavers between the ages of
permanently employed, or who are business 19 and 25 years old.
owners.
• are financially capable and therefore This audience creates the possibility to conduct
ostensibly more willing to participate in fund- fund-raising events that require minimal monetary
raising activities. investment but which will therefore benefit by the
volume of people within this audience. Thus,
Within this audience, individuals who are this campaign will drive a sense of communal
especially valuable are business owners, teachers responsibility, showing younger people how their
and parents. Business owners are valuable involvement, no matter how small, can make a
to a campaign of this nature in terms of their difference in the lives of others.
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,
19

20. 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).

21. 6. KEY MESSAGES
For this campaign we have developed three teenagers about their responsibility as future
key messages that will allow for the successful leaders to actively participate in uplifting their
communication of Masifunde’s core values. community.
• “Here comes the Sun” • “Masifunde is a non-
governmental and non-
The campaign is focussed with communicating profit organisation”
the ways in which Masifunde intends to create
a brighter future. The quality education and It is important to impart this message with all
life-skills which are provided for members of the audiences in order to establish an awareness of
under-privileged youth is done so with the aim Masifunde as an organisation which has invested
that the skills they learn will help to transform and interest in an aspect of the community which does
uplift those around them. In doing so, Masifunde not benefit the organisation members financially,
functions to develop a better-equipped community but is rather concerned with using gained
within Walmer Township which will, undoubtedly, resources for the benefit of others.
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
21

22. 7. CAMPAIGN CONCEPT
For this Masifunde campaign, we propose the for Masifunde, we have ascribed a characteristic
slogan “Here comes the Sun”, a translation of the organisation to each colour of the rainbow,
of Lavel i’Langa, alongside the theme of the offering the opportunity of this campaign to
rainbow. This is an effort to unify the campaign articulate not only the existing success of the
with Masifunde because of the Lavel i’Langa organisation, but to further communicate
centre currently under construction in the Walmer Masifunde’s potential in creating a brighter future
Township. Lavel i’Langa is also an engrained for the local youth with the continued involvement
philosophy of positivity within the organisation. of the community.
Throughout this campaign, we hope to raise • Red – a passion for providing guidance to
funds within the Nelson Mandela Bay society those who not only need, but deserve it
while instilling a sense of community. Thus, we
wish to incorporate the majority of the community • Orange – helping young people to transform
in various activities that will allow the theme to not only themselves, but to encourage the
serve its purpose of inseminating the fundamental transformation of their peers and fellow
goals of Masifunde, therefore driving community community members
members to prolong their involvement in the
Masifunde initiative. The combination of the sun • Yellow – the energy employed by the
and the rainbow characterises the relationship this organisation’s staff and volunteers in making
campaign intends to create between Masifunde Masifunde a success
and the Nelson Mandela Bay community. The
rainbow is the first sign that the sun is emerging, • Green – providing a foundation that endorses
making it appropriate to liken Masifunde to the growth
rainbow as the organisation takes steps towards
ensuring a brighter future for members of the • Blue – giving the youth the tools they need to
Walmer Township community. create stability
In accordance with the metaphor of the rainbow
22

23. CAMPAIGN CONCEPT
• 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.
23

24. 8. MARKETING STRATEGY
The campaign incorporates three separate well as young working adults and families,
events which make it imperative that marketing will be marketed through various media
is successful. The events must be linked to one including:
another, as well as the overall campaign, despite • social media
a need for unique marketing in reaching the • radio
relevant audience for each event. • newspaper advertorials.
8.1 The Rainbow Civvies Day will be marketed 8.2.1 Twitter, Facebook and other social media
directly to the primary schools. sites will be used to market the Rainbow
Run due to its popularity and dynamic
8.1 1 each school will be contacted directly so ability.
that the campaign can be explained, as
well as the school’s role within the 8.2.2 Ideally, Algoa FM, a proposed partner,
campaign. will promote the event on air and relate
it to Masifunde. This will not only promote
8.1.2 Once the schools have obliged, an the event but also create awareness of the
Industrial Theatre will be performed at Masifunde organisation.
the participating schools to reinforce the
message of the campaign 8.3 The Spring Tea is aimed at our primary
target audience.
8.1.3 The presentation will explain the
campaign, the Masifunde organisation as 8.3.1 Algoa FM will be utilised to promote
well as the benefits that will come from the the Spring Tea. The broadcasts should
Civvies Day. be aired in the mornings, lunch time and
in the evenings.
8.2 The Rainbow Run, which appeals to High
School students and University students as
24

25. MARKETING STRATEGY
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
25

26. 9. 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.
26
26

27. 10.
February:
SCHEDULE
immediately. Sponsorship plays a vital role within
Team selection takes place, with each person this campaign, and the sponsorship team needs
assigned their roles and duties. The personnel to begin sourcing sponsors and partners early
must be satisfied with and confirm their roles on in order to ensure that we have the resources
within the campaign as well as understand what is required, as well as to allow sufficient time to
expected from them as individuals as well as part overcome obstacles. Marketing needs to begin
of the campaign team. in May as we let the public know about the
campaign and begin to create interest leading up
March: to the events.
Campaign conceptualisation and considerations • media release to launch campaign (sent out
will be formed and assessed. A minimum of by 10 May)
three campaigns should be conceptualised and • Facebook competition from 3 May to 30 June
processed according to their relativity, accuracy • Send out pitch letters for feature stories
and timeline. • obtain advertising and printing sponsorship
(secured by June 30)
April: • approach schools to participate in rainbow
Campaign selection. Here the following must Civvies Day during the final week of May (28
be identified: audiences, marketing options, May to 1 June)
corporate partnerships, event locations and key • scripting for industrial theatre production
strategies. Once the appropriate options have • get in contact with American Color Run
been identified and linked in the most effective officials to obtain permission to host event,
way, a campaign will be selected on merit and obtaining confirmation by 7 May
then built on to maximise value. • obtain permission from Municipality as well
as surrounding businesses and residents for
May: Rainbow Run, to be confirmed by Thursday 31
The nature of this campaign requires that all May
task groups begin the implementation process • approach organisations for sponsorship for
27

28. SCHEDULE
Rainbow Run: - decor elements
- Algoa FM and Pick n Pay to co-host. Pick - boxes and balloons for “Lucky Balloons”
n Pay would also be the registration venue
for participants June:
- PEP Ackermans and Mr. Price to sponsor
, Stakeholders must be confirmed. These include
t-shirts sponsors, media and partnerships. It is imperative
- printing companies to sponsor printing that by this time all stakeholders must be
t-shirt design confirmed to ensure the capability of successfully
- corn-starch for colour zones implementing the campaign. Marketing efforts
- organisations to facilitate finishing festival should be continued to obtain significant
- sponsorship for print and radio opportunity to communicate the key messages of
advertising to take place to begin in June the campaign. Marketing efforts must be ready
- sponsorship should be sought after by the end of July to begin marketing the events in
confirmation to hold event (8 May August.
onwards) • send pitch letters for feature stories covering
• approach organisations for sponsorship of the the Masifunde organisation and which
following items for the Spring Tea: highlight the relevance of the “Here Comes
- appetizers the Sun” campaign
- tea, coffee and other beverages • confirm all sponsorship for the Rainbow Run
- prizes for raffles and auctions by 15 June
- gifts for guests • confirm participating schools for Rainbow
- printing of tickets and event programs Civvies Day by Friday 22 June
- advertising • obtain advertising and printing sponsorship
- venue (including tables, chairs, sound (secured by 30 June)
system, cutlery etc.) • continue to find willing sponsors for the Spring
-framing of artworks Tea
-outfits for the choir • begin advertising the Rainbow Run in the
28

29. SCHEDULE
Nelson Mandela Bay area • find and confirm Run Officials
• approach high schools to encourage team • approach Traffic department and emergency
participation. services to assist on the day of the event
• send out press releases and pitch letters for • secure venue for Spring Tea by Monday 30
media coverage of the event in July July
- media coverage should be arranged • confirm sponsorship for advertising the Spring
for after the event in order to communicate tea by Monday 23 July
the successful participation of local
schools. August:
The final details for the Rainbow Run need to
July: come together early in August to allow adequate
Sponsorship for event items need to be confirmed time for all task groups involved to iron out any
and secured during July problems encountered leading up to the event.
• Industrial theatre productions during school Marketing for the Rainbow Run and Spring Tea
assemblies for Civvies Day during the week of must occur simultaneously, to ensure that both
16 July events are known throughout the community
• details about Rainbow Civvies Day included in • intensify marketing for Rainbow Run
newsletter sent out to parents on Friday 20 July • begin marketing for the Spring Tea
• money for participating children should start • print:
being collected from Monday 23 to Thursday - entry forms for Rainbow Run
26 July - registration Numbers for Rainbow Run
• civvies day will take place on July 27 • open registration for Rainbow Run on
• collection of money raised from schools Monday 20 August. Registration will run from
between Monday 30 and Tuesday 31 July Monday until Friday 24 August, depending on
• continue radio and print advertising response.
throughout Nelson Mandela Bay for Rainbow • secure and organise all sponsored items for
Run Rainbow Run by Wednesday 22 August
29

30. SCHEDULE
• Rainbow Run Officials to be briefed and • intensify advertising for event
trained from Wednesday 22 to Friday 24 • collect and organise sponsored items
August into goodie bags for guests on Monday 3
• commence setting up for rainbow Run on September
Friday 24 August • obtain framed art works before Wednesday 5
• Masifunde Rainbow Run will happen on September
Saturday 25 August • Spring Tea will take place on Saturday 8
• begin advertising for Spring Tea on September
Wednesday 1 August
• confirm sponsorship for all aspects of the
Spring Tea by Friday 10 August October:
• approach sponsors and schools who While aspects of the evaluation process will occur
participated in the Civvies Day and Rainbow throughout the months covered by the campaign,
Run, as well as businesses who entered teams in October evaluation will be completed by
into the run, offering them the opportunity to tying all loose ends together and analysing the
buy tables at the Spring Tea on Thursday 26 campaign features overall in retrospect.
August • Redistribute survey during the week of 1
• confirm number of guests by Wednesday 29 October
August • Collect feedback from all stakeholders
• open ticket sales for Spring Tea to public on involved through conducting meetings
Friday 31 August throughout the week of 1 October
• Conduct internal evaluation process in the
September: week of 8 October
The Spring Tea is our greatest fund-raising event • Compare outcomes of the campaign with
within this campaign. The awareness created by initial objectives
the campaign efforts leading up to the tea should • Combine internal and external evaluation
ensure that the Spring Tea is successful. results with one another in the form of a report
in the week of 8 October
30

31. 11. CONSULTATION PROCESS
The nature of this campaign, as with most, is their specific responsibilities. This will, in turn,
such that a large portion of the campaign’s appeal to the external contributors during the
success rests on the shoulders of stakeholders implementation stage. Each internal group will
who are able to contribute. These include those then evaluate their implementation, as well as the
both internally and externally. An open channel campaign as a whole.
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
32

32. 12. ORGANISATIONAL
CONSIDERATIONS
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.
33

33. 13. STRATEGIC
CONSIDERATIONS
13.1 In terms of advertising, we may not have a rainbow festival afterwards.
acquire adequate sponsorship. This
will cause a lack of awareness, which is 13.4 Sponsorship might fall-through at the last
needed for the successful implementation minute.
of the rest of the aspects of the campaign.
Solution: In this case we will find out on
Solution: Double-up on other 10 August when sponsorship is confirmed
advertising mediums. and arrange alternative sponsors.
13.2 Due to the nature of the events, lack 13.5 Disagreements could arise between
of sponsorship would be detrimental different task groups with regards to
to the execution of the overall theme. the vision of the campaign, or more
This is because for the theme to be carried specifically, the vision of the Spring Tea.
over successfully, details are essential. The various groups have been working
on their specific vision and therefore are
Solution: In this case we will assign more determined in their state of minds. The
internal groups to approach potential finer details that are not predetermined
sponsors. In this way we are able to by Bianca Wright will be difficult to decide
reach more organisations, increasing the on because everyone may want to include
likelihood of obtaining sponsors. their personal ideas in the final event.
13.3 Copyright laws regarding the concept of Solution: We propose using an objective
the Rainbow Run could mean that we may mediator should the above problem
not hold an event of this nature. arise.
Solution: To host a fun run and then 13.5 A Lack of attendance at Masifunde
34

34. 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.
35

35. 14. LONG-TERM
CONSIDERATIONS
14.1 By initiating the idea of community within 14.5 In addition to the above, depending on the
the people, we are setting the foundation success of each activity, it could become
for long-term involvement. annual events in the Masifunde calendar.
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.
36

36. 15. BUDGET
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
37

37. TABLE 3: Budget
38

38. 16.
16.1
EVALUATION
External Evaluation publication about Masifunde or the
specific events could ensure the
16.1.1 The survey used as the initial success of the campaign, and would
research in determining awareness will be considered success indicators. This
be redistributed amongst the same is also true of the social media usage.
audience perimeters to see where, or if, We will monitor the page before, during
changes in awareness have occurred. The and after the campaign to determine
amount of this change, or lack thereof, will the relevance of the change in activity
then be analysed to determine whether or to determine whether this activation has
not it has been worth the allotted money. been successful.
16.1.2 The amount of money raised from the 16.2 Internal Evaluation
civvies days, the Masifunde Rainbow
Run as well as the Spring Tea will 16.2.1 The success of our campaign will be
determine the success of the campaign, determined by assessing it relatively in
as well as the success of each activity comparison to the rest of LMC318. he
T
individually. amount of aspects used out of our
campaign will be directly proportional to
16.1.3 The responses of the audience to the the success achieved.
different aspects of the campaign at large
and events individually, could be indicated 16.2.2 Our groups should be evaluated in terms
as an evaluative measure as it will depend of internal group work, as well as external
on the enjoyment of the audience whether group work within the entire class.
or not the events can become annual.
16.1.3 With regards to media relations, any
39

39. 17. CONCLUSION
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.
40

40. APPENDICE 1
RADIO 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
41

41. APPENDICE 2
RAINBOW CIVVIES DAY EVENT PLAN
The Rainbow Civvies Day is community-wide • Claredon Park Primary School
event which aims to brighten up the local schools • Collegiate Girls Primary School
for one day as a mechanism to reinforce the • Grey Boys Primary School
campaign’s concept and theme. • Harvest Primary School
It is aimed at Primary School Children to create a • Lorraine Primary School
lasting awareness of Masifunde for the future. • Mount Pleasant Primary School
• Rowallan Park Primary School
Every child will have to pay a fee or R5 to wear • St. Dominic’s Priory Primary School
any colour from the Rainbow for a full school day. • Summerwood Primary School
• Sunridge Primary School
Objectives of this event: • Theodor Herzl Primary School
• Victoria Park Primary School
• Drive schools and school pupils to join in on • Westering Primary School
the “Here Comes the Sun” campaign
• Raise R10 000 for Masifunde Schedule for Rainbow Civvies
Day:
When approaching schools for their participation,
those in charge will be given a detailed May:
explanation of the “Here Comes the Sun” • Schools will be approached to participate in
campaign, as well as how their participation in the event in the final week of May
the event will benefit the campaign as well as • Scripting for industrial theatre production
Masifunde.
June:
The schools which will be approached to • Confirm participating schools by Friday 22
participate include, but are not restricted to: June
• Charlo Primary School • Send out press releases and pitch letters for
42

42. RAINBOW CIVVIES DAY EVENT PLAN
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
43

43. APPENDICE 3
RAINBOW RUN EVENT PLAN
The Masifunde Rainbow Run is an initiative to Participants will pay R40 to enter and will include:
add colour to the day of the Nelson Mandela Bay • A white Masifunde Rainbow Run 2012
Community. t-shirt when signing up, as well as a victory
headband upon finishing the race.
The Rainbow Run will target High School and • A bag of colour
University students as well as families and local • Children under the age of 12 can enter for
businesses. No children under the age of six will R25
be allowed to participate. Corporate and school • A goodie bag filled with sponsored items
teams are encouraged to enter as a means to
further the concept of community building. A It is preferable that the 5 kilometre fun run will
minimum of 4 team members are allowed per take place on Beach Road in Summerstrand.
team, and they are required to give themselves a Along the route we will establish 7 colour zones
name. in which run officials will “blast” runners with
the colourful cornstarch substance. As runners
High Schools that will be approached include: pass through the different colour zone, they will
• Alexander Road High School become more and more colourful. Each colour
• Collegiate Girls High School zone will have feather banners in the relevant
• DF Malherbe high School colour, and on each feather banner there will
• Grey Boys High School be the Masifunde characteristic which has been
• Pearson high School ascribed to that colour.
• St. Dominic’s Priory High School
• Theodor Herzl High School
• Victoria Park High School 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
44

44. RAINBOW RUN EVENT PLAN
as more colour for those who want more than entertainment
one bag. There will be live entertainment to 13:00 Bars open
compliment the good spirits of the day. As this 16:00 Festival closes
event encourages family participation, alcohol will 17:00 Clean up
be limited to beer and cider, as well as controlled
as to prevent underage buying and drinking of Schedule for Rainbow Run:
alcohol. The beers will be dyed in the colours of
the rainbow. May:
• Get in contact with American Color Run
Objectives of Rainbow Run: officials to obtain permission to host event,
obtaining confirmation by 7 May
• Drive the participation of 300 to 500 runners • Obtain permission from Municipality as well as
• Raise R12 000 to R20 000 surrounding businesses and residents to host
event, explaining the neutral environmental
Program for rainbow Run: impact and that rain would wash the paint
away
08:00 Closing of the road and placement • Approach organisations for sponsorship:
of officials and emergency services. - Algoa FM and Pick n Pay to co-host. Pick
As well as the opening of late n Pay would also be the registration venue
registration for participants
09:00 Late Registration ends - PEP Ackermans and Mr. Price to sponsor
,
09:30 Marshalls take their place t-shirts
Runners are summoned to starting -Printing companies to sponsor printing
point to listen to welcome speeches t-shirt design
10:00 Race begins -Corn-starch for colour zones
12:00 ‘Finishing festival’ begins, including -Organisations to facilitate finishing festival
45

45. RAINBOW RUN EVENT PLAN
-Sponsorship for print and radio - Registration Numbers
advertising to take place to begin in June • Open registration on Monday 20 August.
-Sponsorship should be sought after Registration will run from this Monday until
confirmation to hold event (8 May Friday 24 August, depending on response.
onwards) • Secure and organise all sponsored items by
Wednesday 22 August
June: • Run Officials briefed and trained from
• Confirm all sponsorship by 15 June Wednesday 22 to Friday 24 August
• Begin advertising the Rainbow Run in the • Commence setting up for event on Friday 24
Nelson Mandela Bay area August
• Approach high schools to encourage team • Masifunde Rainbow Run will happen on
participation. Saturday 25 August
• 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
46

46. APPENDICE 4
DESIGN FOR SPONSORED RAINBOW RUN
T-SHIRTS
47

47. APPENDICE 5
RAINBOW 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.
48

48. APPENDICE 6
SPRING TEA EVENT PLAN
The Spring Tea is a sophisticated event which will The event will give prizes away by means of
appeal to the primary target audience for this an American Auction, R5 Raffle and “Lucky
campaign. The Tea will take place indoors, but balloons”.
the ideal location will include a beautiful outdoor
space to allow guests to move in and out with Other activities will include a Masifunde choir
comfort and pleasure. performance, as well as a sale of professionally
framed art works done by the youth at Masifunde.
The decor for this event will incorporate a clean, Each art work will have a short paragraph
white foundation which will allow for the addition telling the story of the art work from the artist’s
of rainbow elements in a tasteful, yet also perspective.
playful manner. Sweet and savoury eats will be
available in a buffet style along with tea and other A photographer will cover the event and the
beverages. photographs will be published on the Masifunde
website, as well as the Masifunde Facebook page.
Tickets to this event will be sold for R120, but Guests will be able to access the photographs
tables will be sold to groups of people for R100 by logging onto either the official website or
a person. The event will host a maximum of 150 Facebook page.
guests.
Objective of Spring Tea:
• Raise R20 000 for Masifunde through: The programme for the Spring Tea will be as
- Ticket sales follows:
-Auction and Raffles
-Art Sale 10:30 Guests start to arrive
11:05 Guests are formally welcomed
49

49. SPRING TEA EVENT PLAN
11:15 Guests help themselves to tea and - Outfits for the choir
eats - Decor elements
11:30 American Auction - Boxes and balloons for “Lucky Balloons”
11:50 Masifunde Choir Performance
12:15 R5 Raffle June:
13:00 Lucky Balloons • Continue to find willing sponsors for the above
13:20 Introducing art sale and additional items
13:25 Art sale
14:00 Thanks to guests and sponsors July:
14:15 Hand out goodie bags • Secure venue by Monday 30 July
• Confirm sponsorship for advertising by
Monday 23 July
Schedule for Spring Tea:
August:
May: • Begin event advertising on Wednesday 1
• Approach organisations for sponsorship of the August
following: • Confirm sponsorship for all aspects by Friday
-Appetizers 10 August
- Tea, coffee and other beverages • Approach sponsors and schools who
- Prizes for raffles and auctions participated in the Civvies Day offering them
- Gifts for guests the opportunity to buy tables at the Spring Tea
- Printing of tickets and event programs on Friday 10 August
- Advertising • Open ticket sales for Spring Tea to public on
- Venue (including tables, chairs, sound Wednesday 15 August
system, cutlery etc.) • Confirm number of guests by Wednesday 29
- Framing of artworks August
50

50. SPRING TEA EVENT PLAN
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
51

51. 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.
52

52. REFERENCES
Figures 1 to 5: .756965581&refid=0
www.thecolorrun.com Figure 14:
Figure 6: i.telegraph.co.uk/multimedia/archives/
media-cache7.pinterest.com/upload/ 01551/kids_1551024c.jpg
260716265898450617_DfQwK5CV_c. Figure 15:
jpg http://photos-a.ak.fbcdn.net/hphotos-
Figure 7: ak-ash4/310273_2448105277235_
karaspartyideas.blogspot.com 2083640426_n.jpg
Figure 8: Figure 16:
media-cache5.pinterest.com/upload/ http://m.facebook.com/photo.php?fbid
985231137997217_12xpFB2G_c.jpg =10150255976800011&id=7000000
Figure 9: 10&set=a.474635275010.280028.7
pinterest.com/pin/257479303666211002 00000010&refid=0
Figure 10: Appendice 7 (images):
media-cdn1.pinterest.com/upload/ www.giverslog.com
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
53

53. H E R E
C OM E S
T H E
S U N