1. Faculty of Humanities
Communication Strategy

2. Presenters
 Dineo Mamabolo
 Molebogeng Tladi
 Mmamosa Nchoe
 Shannon Van Geelen
Chrysalis

3. Agenda
 Client brief
 Objectives
 Target audience
 Research
 Digital competitor analysis
 Archetypes
 Positioning
 Communication strategy
 Timings and Budget
 Conclusion

4. Client Brief
 Create a communication strategy for the Faculty of Humanities at the University of
Johannesburg

5. Communication Objectives
 Create growth opportunity for the Faculty of Humanities at the University of
Johannesburg
 Build brand relevance for the Faculty of Humanities at the University of
Johannesburg
 Drive conversation and advocacy for the Faculty of Humanities at the University
of Johannesburg

6. Target audience
 Potential undergraduate students (Grade 9)
 The journey to university starts in Grade 9, where you choose the right subjects.
 Most learners choose subjects based on what they assume to be easier and hardly
ever on what they intend to study in university. This is a mistake continuously made
by many.
 Choosing subjects in grade 9 is important and helps shape your future.

7. Targeting the following 40 schools
• Alberton High School
• Allen Glen High School
• Benoni High School
• Boksburg High School
• Bracken High School
• Bryanston High School
• Edenglen High School
• Edenvale High School
• Fourways High School
• Glenvista High School
• Greenside High School
• Hyde Park High School
• Jeppe High School For
Boys
• Jeppe High School For
Girls
• King Edward VII School
• Lenasia Secondary
School
• Lowveld High School
• Marist Brothers
Linmeyer
• Mondeor High School
• National School Of The
Arts
• Northcliff High School
• Parktown Boys High
School
• Parktown Girls High
School
• Rand Girls School
• Rand Park High School
• Randfontein Secondary
School
• Reddam House
(Bedfordview)
• Saheti School
• Shree Bharat Sharda
Mandir
• Sir John Adamson H/S
• St Andrews School For
Girls
• St Benedicts College
• College (Johannesburg)
• St Martin's School
• Sunward Park High
School
• Thengwe High School
• Trinity House School
• UJ Metropolitan (Metro
Raucall
• Waterstone College
• Yeshiva College Of SA

8. Research

9. Rise of Digital in schools
 A teaching and learning programme has been to created to reduce the use of textbooks at
375 high schools would start rolling out this year, said the Gauteng department of education.
 The programme is about combining and using a range of technology like interactive
boards and mobile devices such as tablets and laptops with internet connectivity, to conduct
teaching and learning. There will be unlimited data usage from 5am to 9pm.
 Underprivileged schools will also have the opportunity to be apart of this digital evolution as
the government has purchased 17 000 tablets and 1800 interactive boards.
 This forces brands to relook at how they target scholars and in the next few years going
digital might be the only option schools offer.

10. The decline of humanities enrolments
 The Academy of Science of South Africa’s (Assaf’s) conducted a study called
“Consensus Study on the State of the Humanities in South Africa: Status,
Prospects and Strategies.” In this study there were worrying findings that the field
has been “intellectually stagnant” at universities for 15 years.
 “We’ve felt there have been a series of perceptions about the humanities that
needed clarifying—a picture than needed turning around—by means of evidence
on what’s actually happening,” he says.
 The study acknowledges from the outset its deep unhappiness over the
international trend “towards the commercialisation of knowledge”—this has
promoted a “shallow interpretation of what it is to be human in the early 21st
century” and “closed off the possibilities for a deep and fundamental critical
engagement”.
 From 1996 to 2008, funding for the humanities decreased by 13% (in real rands)
and university enrolments—excluding education, which has grown —declined on
average 2% every year

11. What UJ Humanities has to offer
 UJ has a Grade 9 Subject Choice Seminar which will help you identify the careers more
suitable for you and ensure you are well equipped to choose the right subjects.
 UJFM is a progressive community radio station that offers keen radio heads a platform to
develop their passion for the industry, with content by the student for the student.
 Varsity TV has is a media platform that allows brands to interact with +- 40000 university
students. The Varsity TV platform has an integrated approach to campaign management
because of the strategic relationship with the UJ Observer and UJ FM which are incorporated
into the campaigns.
 Community engagement is an integral part of most departments within Humanities, with
staff involved in 16 community engagement projects. These projects fall within the three pillars
of community engagement at UJ, namely: service learning, community-based research and
organised outreach.
 All of these offer great opportunities for the faculty of humanities

12. University of Johannesburg platforms

13. Primary research
 The objective stemmed from the primary research whereby we conducted a survey
to about 60 students
 Before students asked the questions they were given a short paragraph informing
them about UJ Humanities and the offerings
 We also attended the UJ open day whereby we ask a few questions

14. Question one
 Before you read the introduction, did you know what humanities was?
67%
33%
Percentage
No Yes
67% of the students did not know what humanities meant this implies a
lack of knowledge

15. Question two
 Do you know that the Humanities faculty has is own Facebook page?
47%
53%
Percentage
Yes No
Even though these students are digital natives, only 47% of students knew about the
Facebook page. This implies lack of awareness on the digital platform.

16. Question three
 Would you like to know more about the Faculty of Humanities
41%
59%
Percentage
Yes No
59% of student did not want to know more about the faculty of humanities, implying
there is a lack of enthusiasm about the faculty.

17. Question 4
 Which department(s) interests you the most?
 Reaching students through Film and Television could be a way forward

18. The annual UJ open day
 Informal conversations were held at the high school open day on the 28th of July 2015.
 Our experience at the open day consisted of witnessing busloads of students from two
schools
 These students continued to ask about social work and did not show that much interest in
the Faculty of Humanities
 When asked why, the revert was that they did not know what humanities was about or the
offerings
 Majority of the students were first generation pupils hoping to participate in tertiary
education through a bursary

19. Digital Competitor Analysis

20. Wits University
Wits University currently has
designated Twitter & Facebook
accounts. 688 less Facebook
likes and 310 less Twitter
followers than UJ Humanities

21. UNISA
UNISA has no
designated Twitter
account for College of
Human Science.
1 781 less Facebook
likes than UJ
Humanities

22. University of Pretoria
 University of Pretoria
The University of Pretoria does not have any designated accounts on Twitter or
Facebook

23. Archetypes

24. Archetypes
 Archetypes were developed in order to understand
the audiences
 Here we look at their demographics, how they think,
their living environment, all things that influence
their decisions
 The two archetypes are: Struggle star and Discount
socialite

25. Archetypes
We have done extensive research on:
 the now project by the Consumer Insight Industry
 As well as trends on Bizcommunity
 The Waggener and Edstrom Workshops
 All in hopes of gathering information about our audience in order to find a
communication strategy that will cater for their needs

26. Why research the audience extensively?
Ed Mayer was a giant in the direct mail and direct marketing world. Throughout
his career, he worked tirelessly to promote the industry and educate others.
This is his model:
 40 percent of success depends on targeting the right audience (mailing list),
 40 percent depends on the offer you make to that audience (incentive to buy) and
 20 percent depends on the creative execution (copy, design, colour, paper stock,
format, etc.)

27. Discount socialite

28. Vox Pop

29. Discount Socialites
• We went to a good school
and grew up in a middle
class/wealthy family
• Family pressures us to
continue the families
social status
• For now we are here to
discover our niche and
enjoy life.
• Ooh and we love to take
selfies

30. Demographics
 LMS: 7 to 10
 Age:18 to 30
 All races
 Suburban/Urban area
 Tertiary education

31. Perceptual Modes
 Here and now / short attention span
 What’s in it for me (no payoff = no proposition)
 Easily bored / loses interest (impatient with detail)
 Likes to be intrigued / provoked by brands e.g. pop-up stores

32. Motivational Cues
 Immediate gratification
 Must be appealing
 Legendary potential
 To the point flashy and boldness
 Simple language and attracted to the imagery

33. Key Online Spaces
 Any form of social media (twitter, Instagram, snapchat)
 Gather information from those platforms
 Their lives are displayed online
 Basically a massive social footprint

34. Key Offline Spaces
 Television(popular channels such as Vuzu/MTV)
 Radio (5FM)
 Word of mouth (Friends)
 Social events (Clubs/Festival )

35. Brand Engagement Model
Fun-loving
Creative
Free-spirted
EnergisedInnovative
Self-
expressive
ONLINE

36. Struggle Star

37. Vox Pop

38. • We come from humble
beginnings
• Ambition to rise above
our current
environment.
• Our life choices are
always geared toward
future success
Struggle stars

39. Demographics
 Both male and female youths, between the ages of 18-25
 LSM 4-7, black, colored, Indian, suburban/ township,
 Tertiary studies

40. Perceptual Mode
 Directed/focused/intense/ connected.
 Make choices based on brand characteristics
 Focused on result orientated brands that set the trends in originality
 This directly stems in their confidence in their own evaluative powers/thinking

41. Motivational Cues
 Looking for brands that test limits (originality)
 Brands that prove its superiority
 Brands that appeal to success, motivation, abundance and achieving
 Aspirational brands

42. Key online space
 Always one to keep up with trends or create trends, the struggle star has quite the
social media footprint
 These platforms are an extension of the Struggle Star ambition

43. Key offline spaces
 Television (Mzansi Magic, Channel O, Vuzu)
 Prints (Destiny magazine, Truelove magazine, Soccer Laduma)
 Word of mouth
 Radio (YFM, Metro FM, Power FM)
 Social events (Maboneng/Braamfontein)

44. Unique and
relevant value
Avoid being
perceived as a
'low-cost'
alternative
Aspirational
Special
experience
regardless of
price
Options
Space to grow
with brand
Brand Engagement Model

45. Did You Know?

46. Positioning the brand

47. Brand Positioning Statement
Go boldly into the future
As people talk and share their stories it will create a ripple effect

48. Manifesto
Different backgrounds
Different experience
Different engagement
One diverse University

49. UJ Brand Engagement Model (BEM)
Unique and
relevant value
Aspirational
Special
experience
Options
Space to grow
with brand
Fun-loving
Creative Energised
Innovative
Self-expressive
ONLINE

50. Communication Strategy

51. Storytelling
 Throughout the extensive research on the profiles we aim to
target, one thing that excites both profiles is storytelling
 Authenticity, transparency, narrative, content, collaborative,
etc.
 People don't have 30 seconds to be interrupted - but they always
have 30 seconds to hear a great story
 In order to friend your consumer, you need to share too
 Your values, your history, your craft, your 'family'
 Brands will stop faking stories of fictitious founders or
embellishing the narrative
 It's time for the rawness of real life

52. Why should we tell stories?
 It is a way for the brand to stand out from other brands
 Creates engagement
 Relative and top of mind

53. Humanities on the go
“Go boldly into the future ”
Communication
Tasks
Channels
Communication
Theme
Radio & Digital
Target Market
TV and Schools Digital and Activation
We want to inform the
scholars about the faculty
in order for them to have
knowledge about tertiary
education
We want to ensure
that when interest rises
, the consumer has
platforms as reference
A mix of reach and
consistent presence to
drive general awareness
as well as top of mind
awareness.
Approach
Struggle star and discount socialite
Growth Opportunity
Drive Conversion and
Advocacy
Build Product
Relevance

54. Concept 1
 School television (School TV) and the Humanities campaign
 It is almost like a car dealership campaign whereby the person who sells the most cars at the end of
each month stands to win a prize
 In this case the school with the most amount of students at the faculty of humanities stall at the
open day stands the chance to win a prize of R10 000 for the school
 This requires informing students about the faculty of humanities at the University of Johannesburg
through school TV on interactive board in the classrooms
 Join the UJ open day and come to the Faculty of Humanities stall and you could have the
opportunity to have 5 seconds of fame… This will be discussed in concept 3

55. Stories about UJ and Brand Values
 Engage with the audiences emotions
 Motive them to act
 Easy to talk about
 Memorable

56. UJ community engagement
 Community engagement is an integral
part of most departments within
Humanities, with staff involved in 16
community engagement projects. These
projects fall within the three pillars of
community engagement at UJ, namely:
service learning, community-based
research and organised outreach.
 Projects included youth development
programmes; pro bono family therapy;
social work first-year internship
programmes; and involvement with
organisations such as Worldvision.

57. Varsity TV and UJ Community

58. Growth opportunity
Media Objective What?
Expose
We recommend a series of generic
ads to explain each department
that will be continuously played
during LO class hours on
interactive boards. Key aspects
about each department need to
be launched and maintained.
Generate mass reach and
frequency in the school
environments and
a programme just for high
school students
Why School TV?
•Create an awareness driver amongst our key audiences with highest reach potential
•Good channel to build the faculty of Humanities image and to build a connection with the
students due to visual element
How?
Expose

59. Concept 2
 UJ Hums Alumni speak to schools about their experience at UJ and their story of how they
got there
 Every month a guest speaker will go to a school
 Digital Activations at schools in and around Johannesburg through an automated hashtag
printing Kiosk  #UJ_Humanities
 This shall assist in getting your consumers to talk about the brand. It creates an incentive
for the students to promote UJ humanities and the guest speaker on twitter.
 As a result #UJ_Humanities can become a trending hashtag on Twitter in stead of paying for
SEOs

60. Beneficiary stories
 We have decided to tell stories of humanities students that have succeeded in life
 This will create the sense of the story being a testimonial
 These stories will speak to the brand being authentic

61. Success story
 Buhle “BooGz” Maseko (21), currently a YOTV
Extension 4 presenter and UJ fm sports
presenter
 A day in Buhle’s current life comprises sports
presenting on UJ fm in the morning, studying
audio and visual communication at the
University of Johannesburg during the day and
YOTV presenting in the afternoon.
 #BooGz

62. Meet BooGz

63. Twitter page = #UJ_Humanities

64. Build Brand Relevance
Brand Exposure Digital activations
Engage
Why Digital Activation?
•Students are more likely to trust eWOM more than any other source of information especially
from their peers
•These profiles are all about what is trending
Educate

65. Concept 3
 In concept 1, schools would have to get students to go to the UJ open day, a lucky
winner could stand the chance to have five seconds of fame on the radio
 The Radio Interview will be about what the student wants to study at the faculty of
humanities, interests, why the module, and how potential sponsors can contact
them

66. 5 FM
 5 FM is known as the entertainment power-
house for South African youth
 5FM delivers the most popular contemporary
music and entertainment to its listeners.
 With their finger on the pulse of global music
and content trends, 5FM gives its audience the
opportunity to be part of the energy and
dynamism of the fast changing youthful
global community

67. Drive conversation and brand advocacy
Media Focus & Objective What? How?
Engage 30 second interview on YFM & UJ
FM
Creative, impactful and
interactive insertions within
Involvement in the UJ
humanities initiatives that
align with UJ values and their
offerings.
Why Radio?
• Creates engagement and conversation with the student for impactful brand presence and
lasting impression in minds of consumers.
• Allows for engagement between consumer and brand through interactive creative.

68. Concept 4 - All rounder
 In all the concepts we want digital to be the call to action
 We want to have constant contact with the scholars through a Facebook page and
the twitter page that speaks about success stories as well as a forum whereby
students can ask question

69. Call to Action
 Go to https://www.facebook.com/UJHumanities
 Go to http://www.uj.ac.za/EN/Faculties/humanities
 Go to https://twitter.com/UJ_Humanities

70. Facebook page creation
Choose audience Set objective

71. Facebook opportunities
Promote website Create call to action

72. Social media manager
 In order to stay constantly connected with the audience UJ Humanities will need
the help of a Social media manager
 A social media manager is the individual in an organization trusted with
monitoring, contributing to, filtering, measuring and otherwise guiding the social
media presence of a brand, product, individual or corporation

73. Drive conversation and advocacy
Media Objective What? How?
Engage Drive awareness
Promote engagement
Social platform
Why digital?
•Digital marketing ideal opportunity to provide interactive engagement
•Engage with the social media platforms (Facebook, Twitter)
•Drive conversion through success stories and Q&A
•Create a social society for engagement, conversation and interaction

74. Timings and Budget

75. Flow plan

76. Sources
 Foust, J. (n.d). The 40-40-20 Rule of Marketing. Available from:
http://www.abovethefoldmag.com/?q=article/40-40-20-rule-marketing
 MacFarlane, D. (2011). Humanities ‘Stagnant’ for years. Mail and Guardian. Available from:
http://mg.co.za/article/2011-08-06-humanities-stagnant-for-years
 Marsland, L. (2015). The consumer, content and collaboration. Available from:
http://www.bizcommunity.com/Article/196/670/123309.html
 Meet Personality of the week: BUHLE ‘BooGZ’ MASEKO. (2013. Available from:
https://miggzstarsays.wordpress.com/2013/07/31/meet-personality-of-the-week-buhle-boogz-
maseko/
 Radio Rate Card. (2013). Available from:
http://www.sabc.co.za/wps/wcm/connect/7541a9004f35415b9d05fd3fdb56b4e8/SABC+Radio+Rates+
-+April+2013.pdf?MOD=AJPERES&CACHEID=7541a9004f35415b9d05fd3fdb56b4e8
 Social Media Manager. (n.d.). Available from:
http://www.payscale.com/research/ZA/Job=Social_Media_Manager/Salary
 South African classrooms go digital. (2015). Available from:
http://www.southafrica.info/services/education/digital%20classrooms-210715.htm#.VbuGpvmqqkp
 Snijder, J. 2007. CIA: Project Now Enrichment. Available from:
http://www.nowproject.co.za/Penny_Alder.pdf

77. Thank you