COM3708
ASSIGNMENT 1 SEMESTER 2 2025
UNIQUE NO. 258697
DUE DATE: 8 SEPTEMBER 2025
,Advertising and Public Relations
Table of Contents
PHASE 1: ASSESS ..................................................................................................... 2
1.1 Identify the communicator ............................................................................... 2
1.2 Identify the target audience ............................................................................. 3
1.3 Analyse the situation ........................................................................................ 4
PHASE 2: CREATE ..................................................................................................... 5
2.1 Communication problem/opportunity ............................................................. 5
2.2 Campaign topic ................................................................................................. 6
2.3 Strategic objectives .......................................................................................... 6
2.4 Communication message ................................................................................ 7
2.5 Media selection ................................................................................................. 7
2.6 Communication materials (Drafts in Appendix C) ......................................... 7
2.7 Proof of authenticity ......................................................................................... 7
PHASE 3: TECHNICAL PRESENTATION .................................................................. 8
LIST OF SOURCES CONSULTED ............................................................................. 8
,PHASE 1: ASSESS
1.1 Identify the communicator
1.1.1 Organisation details
The Homestead Projects for Street Children
Address: 150 Strand Street, Cape Town, 8001
Tel: +27 21 419 9763
Email:
Website: www.homestead.org.za
1.1.2 Letter to the organisation (Appendix A) – requesting permission to develop a
communication campaign.
1.1.3 Report on approach experience
I approached The Homestead via email and phone. The experience was positive; staff
were receptive to the idea of an integrated communication campaign aimed at boosting
awareness and donations.
1.1.4 Organisation’s response
They welcomed the proposal and confirmed willingness to collaborate, noting that
fundraising and public awareness are ongoing challenges.
1.1.5 Working relationship
Contact person: Mr. Paul Hooper (Director)
Reporting frequency: Monthly email updates & one in-person progress meeting
per quarter.
1.1.6 Communicator
The communicator will be The Homestead as an organisation, representing its brand,
mission, and cause. This choice ensures consistent messaging and credibility.
, 1.2 Identify the target audience
1.2.1 Research problem statement
A quantitative evaluation of potential supporter levels of awareness, perceptions, and
attitudes towards The Homestead and its mission: a cross-sectional survey.
1.2.2 Sub-problems
1. Assess current levels of awareness of The Homestead among Cape Town
residents.
2. Explore perceptions of the organisation’s credibility and cause.
3. Identify preferred media channels for receiving information.
1.2.3 Research questions
1. What percentage of residents are aware of The Homestead?
2. How do residents perceive the organisation’s credibility and mission?
3. Which media channels do residents prefer for information about charitable
causes?
1.2.4 Unit of analysis
Individual residents of Cape Town.
1.2.5 Population
Target: Cape Town metropolitan residents aged 18+.
Accessible: Residents in City Bowl and Southern Suburbs.
1.2.6 Sampling
Convenience sampling – 50 respondents from public spaces and community events.
1.2.7 Methodology
Survey using a structured questionnaire (Appendix B). Questions covered
demographics, awareness, perceptions, and preferred media.
ASSIGNMENT 1 SEMESTER 2 2025
UNIQUE NO. 258697
DUE DATE: 8 SEPTEMBER 2025
,Advertising and Public Relations
Table of Contents
PHASE 1: ASSESS ..................................................................................................... 2
1.1 Identify the communicator ............................................................................... 2
1.2 Identify the target audience ............................................................................. 3
1.3 Analyse the situation ........................................................................................ 4
PHASE 2: CREATE ..................................................................................................... 5
2.1 Communication problem/opportunity ............................................................. 5
2.2 Campaign topic ................................................................................................. 6
2.3 Strategic objectives .......................................................................................... 6
2.4 Communication message ................................................................................ 7
2.5 Media selection ................................................................................................. 7
2.6 Communication materials (Drafts in Appendix C) ......................................... 7
2.7 Proof of authenticity ......................................................................................... 7
PHASE 3: TECHNICAL PRESENTATION .................................................................. 8
LIST OF SOURCES CONSULTED ............................................................................. 8
,PHASE 1: ASSESS
1.1 Identify the communicator
1.1.1 Organisation details
The Homestead Projects for Street Children
Address: 150 Strand Street, Cape Town, 8001
Tel: +27 21 419 9763
Email:
Website: www.homestead.org.za
1.1.2 Letter to the organisation (Appendix A) – requesting permission to develop a
communication campaign.
1.1.3 Report on approach experience
I approached The Homestead via email and phone. The experience was positive; staff
were receptive to the idea of an integrated communication campaign aimed at boosting
awareness and donations.
1.1.4 Organisation’s response
They welcomed the proposal and confirmed willingness to collaborate, noting that
fundraising and public awareness are ongoing challenges.
1.1.5 Working relationship
Contact person: Mr. Paul Hooper (Director)
Reporting frequency: Monthly email updates & one in-person progress meeting
per quarter.
1.1.6 Communicator
The communicator will be The Homestead as an organisation, representing its brand,
mission, and cause. This choice ensures consistent messaging and credibility.
, 1.2 Identify the target audience
1.2.1 Research problem statement
A quantitative evaluation of potential supporter levels of awareness, perceptions, and
attitudes towards The Homestead and its mission: a cross-sectional survey.
1.2.2 Sub-problems
1. Assess current levels of awareness of The Homestead among Cape Town
residents.
2. Explore perceptions of the organisation’s credibility and cause.
3. Identify preferred media channels for receiving information.
1.2.3 Research questions
1. What percentage of residents are aware of The Homestead?
2. How do residents perceive the organisation’s credibility and mission?
3. Which media channels do residents prefer for information about charitable
causes?
1.2.4 Unit of analysis
Individual residents of Cape Town.
1.2.5 Population
Target: Cape Town metropolitan residents aged 18+.
Accessible: Residents in City Bowl and Southern Suburbs.
1.2.6 Sampling
Convenience sampling – 50 respondents from public spaces and community events.
1.2.7 Methodology
Survey using a structured questionnaire (Appendix B). Questions covered
demographics, awareness, perceptions, and preferred media.
