3708 ass 02

Topics: High school, Tertiary education, Education Pages: 21 (3922 words) Published: January 18, 2015
COM3708

Assignment 03, Semester 02

Name: S T Ahmod
Student number: 41536991
Unique Number: 882173

Declaration
I, Shaguftha Thabasum Ahmod hereby declare that this is my own and personal work, except where the work(s) or publications of others have been acknowledged by means of reference techniques.

I have read and understood Tutorial Letter CMNALLE/301 regarding technical and presentation requirements, referencing and plagiarism.

Signature:
Name:S T Ahmod
Student number: 41536991
Date:2nd September 2014
Witness:

TABLE OF CONTENTS
PAGE
INTRODUCTION 4
1 PHASE ONE: ASSES 4
1.1 Identifying the communicator 4 1.2 Identify the target audience 5
1.3 Situation analysis and campaign aims 10
2 PHASE TWO: CREATE 12
2.1 Stipulate the communication problem or opportunities 12 2.2 Define strength, weakness, opportunities and threats 13 2.3 Campaign topic 14
2.4 Strategic communication objectives 14
2.5 Communication message 15
2.6 Media selected 16
2.7 Communication material 17
2.8 Proof of authenticity: the evaluation of the planning 17 of the campaign by the organisation
SOURCES CONSULTED 18
ADDENDUM A 19 ADDENDUM B 20
ADDENDUM C21
ADDENDUM D 22

1 INTRODUCTION
This portfolio assignment entails the planning of a real integrated communication campaign which is developed for a local school, Bonella Secondary School.
This project comprises only two phases out of the four integrated communication campaign phases that are mentioned by Barker and Angelopulo (section 13.5)

1. Phase one: Assess
1.1 Identify the communicator
1.1.1The communicator of this campaign is a local school
Bonella secondary school, Mayville, Durban
Tel: 031 – 261 6363Fax:031 – 261 4933
1.1.2Letter to the manager of the organisation (please see addendum A) 1.1.3My experience in approaching the organisation
My experience in approaching the organisation was of a very positive nature. The principal of the school very warmly welcomed my proposal by gathering fellow educators at the school to be a part of our discussion. All educators at the Bonella Secondary school understood the importance of the campaign, and communicated that the idea was infact what they were in pursuit of and will be sure to make a difference in the community. 1.1.4The organisations response to my proposal

The organisations response to my proposal was speedy and effective. I received a telephone call from the secretary of the school informing me, that the principal is in positive agreement with my proposal and that the proposal has the ability to go further. 1.1.5Establishing a relationship with the organisation

I was able to establish an excellent relationship with the organisation. I managed to make an arrangement, where I would report to the principal of the school if need arises for general information from the school, and hold a weekly meeting with the committee appointed by the principal. Both the principal and the committee have respected and maintained our relationship on a professional level. 1.1.6The communicator for the campaign

The communicator who will initiate the integrated communication campaign will be the organisation as a whole, being Bonella Secondary School. The main objective of the school is to improve academic performance, motivate and monitor learner’s behaviour; to develop and create strong, well groomed future leaders and lead them into the right direction. 1.2Identify the target audience

1.2.1 Students in 11th and the 12th Grade are not motivated...
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