UNISA
CO M3708
ADVERTISING & PUBLIC RELATIONS
PORTFOLIO ASSIGNMENT
ADRI-ANN OOSTHUIZEN - 56308841
4TH APRIL 2022
,P a g e 1 | 32
,TABLE OF CONTENTS PAGE
1. PHASE 1: ASSESS 3
1.1 Identify the communicator 3
1.2 Identify the target audience 4
1.3 Analyse the situation and identify campaign aims 12
1.4 Summary of phase 1 15
2. PHASE 2: CREATE 16
2.1 Stipulate the communication problem or opportunity 16
2.2 SWOT analysis 16
2.3 Decide on the campaign topic 17
2.4 Communication objectives 17
2.5 The communication message 18
2.5.1 The "big idea" 18
2.5.2 Message approach 18
2.5.3 The message approach presented to the audience 18
2.5.4 Mix of communication elements 18
2.6 The media 19
2.6.1 Medium one 19
2.6.2 Medium two 19
2.6.3 Medium three 19
2.6.4 Medium four 19
2.7 The communication material 20
3. PROOF OF AUTHENTICITY 30
4. APPENDIX 31
4. SOURCES CONSULTED 32
P a g e 2 | 32
, Phase 1: Assess
1.1 Identify the communicator
The organisation I have chosen for this assignment is the Val de Vie Foundation, an
NGO run by Val de Vie Estate, a residential estate located in Paarl Western Cape. The
organisation aims to better the lives of all those who live in the Drakenstein
community. Their contact details are ,
www.valdeviefoundation.co.za , unfortunately they do not have a direct contact
number.
1.1.1 I have written a letter to the manager of the Val de Vie Foundation; correspondence
is in the appendix.
1.1.2 I was apprehensive at first to approach the organisation as I was unsure what their
attitude would be to my email, if they would even reply at all. I spent a great deal of
time drafting my email to ensure that my first impression was a good one. My aim
with my initial email was to first introduce myself, and secondly provide a
comprehensive yet short campaign proposal, which I hoped would catch their interest
1.1.3 The interaction I had with the organisation was very positive, one of the organisations
pillars of service is education, therefore they were more than willing to assist me with
my assignment and provide any guidance and information I may need to succeed. In
was a positive experience and provided me with a practical application to drafting an
application.
1.1.4 After our initial e-mail correspondence, I met with the manager for a coffee to go over
the campaign and my assignment in detail. The managing director, Simone de Wet,
provided me with valuable information and guidance to my approach of the PR
campaign. To establish a working relationship, we will have comprehensive
correspondence on a weekly basis in order to discuss campaign points, which will
allow Simone to provide guidance and any information necessary. We agreed to meet
again in a month in order for us to look over my progress. Simone has also offered to
allow me to spend some time with their marketing designers to see how campaign
material is designed and what organisations/ marketing personnel focus on when
designing marketing collateral.
P a g e 3 | 32
CO M3708
ADVERTISING & PUBLIC RELATIONS
PORTFOLIO ASSIGNMENT
ADRI-ANN OOSTHUIZEN - 56308841
4TH APRIL 2022
,P a g e 1 | 32
,TABLE OF CONTENTS PAGE
1. PHASE 1: ASSESS 3
1.1 Identify the communicator 3
1.2 Identify the target audience 4
1.3 Analyse the situation and identify campaign aims 12
1.4 Summary of phase 1 15
2. PHASE 2: CREATE 16
2.1 Stipulate the communication problem or opportunity 16
2.2 SWOT analysis 16
2.3 Decide on the campaign topic 17
2.4 Communication objectives 17
2.5 The communication message 18
2.5.1 The "big idea" 18
2.5.2 Message approach 18
2.5.3 The message approach presented to the audience 18
2.5.4 Mix of communication elements 18
2.6 The media 19
2.6.1 Medium one 19
2.6.2 Medium two 19
2.6.3 Medium three 19
2.6.4 Medium four 19
2.7 The communication material 20
3. PROOF OF AUTHENTICITY 30
4. APPENDIX 31
4. SOURCES CONSULTED 32
P a g e 2 | 32
, Phase 1: Assess
1.1 Identify the communicator
The organisation I have chosen for this assignment is the Val de Vie Foundation, an
NGO run by Val de Vie Estate, a residential estate located in Paarl Western Cape. The
organisation aims to better the lives of all those who live in the Drakenstein
community. Their contact details are ,
www.valdeviefoundation.co.za , unfortunately they do not have a direct contact
number.
1.1.1 I have written a letter to the manager of the Val de Vie Foundation; correspondence
is in the appendix.
1.1.2 I was apprehensive at first to approach the organisation as I was unsure what their
attitude would be to my email, if they would even reply at all. I spent a great deal of
time drafting my email to ensure that my first impression was a good one. My aim
with my initial email was to first introduce myself, and secondly provide a
comprehensive yet short campaign proposal, which I hoped would catch their interest
1.1.3 The interaction I had with the organisation was very positive, one of the organisations
pillars of service is education, therefore they were more than willing to assist me with
my assignment and provide any guidance and information I may need to succeed. In
was a positive experience and provided me with a practical application to drafting an
application.
1.1.4 After our initial e-mail correspondence, I met with the manager for a coffee to go over
the campaign and my assignment in detail. The managing director, Simone de Wet,
provided me with valuable information and guidance to my approach of the PR
campaign. To establish a working relationship, we will have comprehensive
correspondence on a weekly basis in order to discuss campaign points, which will
allow Simone to provide guidance and any information necessary. We agreed to meet
again in a month in order for us to look over my progress. Simone has also offered to
allow me to spend some time with their marketing designers to see how campaign
material is designed and what organisations/ marketing personnel focus on when
designing marketing collateral.
P a g e 3 | 32
