Case Study: Draftfcb Social Marketing and the Public Administration Leadership and Management Academy (Palama) – Market Research for the Development of a Branding and Messaging Campaign
In July 2009, Mthente was commissioned by Draftfcb Social Marketing, on behalf of the Public Administration Leadership and Management Academy (Palama), to test a number of themed messages designed to represent Palama and convey its communication and business objectives. In accordance with the research brief, Mthente was tasked with testing the messages on a range of internal Palama employees, together with a selection of Gauteng and Cape Town urban public servants and Limpopo rural public servants.
The Public Administration Leadership and Management Academy (Palama)
was officially launched as a new government department in August 2008,
with the ultimate aim of improving performance and service delivery in
the public sector. Palama is mandated to serve as a ‘training arm’ of
government in order to ‘professionalise, build capacity and support
career advancement in the Public Service.’ The acronym Palama is itself
a Sesotho word meaning ‘Arise!’ or ‘Get on Board’, and represents ‘a
call to all Public Servants in South Africa to use the Academy to gain
better skills in the interest of better service delivery to all South
Africans.’
Draftfcb Social Marketing was charged with assisting Palama to design a communications strategy based on the development of a branding and messaging campaign that will be used to convey Palama’s communication and business objectives. To inform the campaign, Mthente’s market-based research report thus provided an account of the key themes, popular opinions and views aired by the public servants in response to the messaging.
Draftfcb Social Marketing was charged with assisting Palama to design a communications strategy based on the development of a branding and messaging campaign that will be used to convey Palama’s communication and business objectives. To inform the campaign, Mthente’s market-based research report thus provided an account of the key themes, popular opinions and views aired by the public servants in response to the messaging.