PRISA PRISM AWARDS
CATEGORY
CONSULTANCY
CLIENT
PROJECT
DATE
CONTACT
PR Worx
:
:
:
:
:
:
Event Management
PR Worx
Anglo American Platinum Limited
PlatAfrica Jewellery Design Awards 2011
20 January 2012
Madelain Roscher
madelain@prworx.co.za
011 896 1818
www.prworx.co.za
2012 PRISA PRISM Awards Entry
1
TABLE OF CONTENTS:
1.
Overview ................................................................................................................ 3
2.
Statement of Problem............................................................................................ 3
3.
Statement of Opportunity ..................................................................................... 3
4.
Geographical Area.................................................................................................. 4
5.
Research ................................................................................................................. 4
6.
Planning.................................................................................................................. 4
6.1 The Audiences ................................................................................................. 4
6.2 Key message formulation ................................................................................ 5
6.3 Vehicles ........................................................................................................... 5
6.4 Objectives, Measurable Criteria and Evaluation ............................................. 6
7. Execution................................................................................................................ 8
8.
Evaluation ............................................................................................................ 16
9.
Conclusion ............................................................................................................ 16
Addendum A – Letter of Endorsement ........................................................................ 17
Addendum B – PESTLE matric grid............................................................................... 18
Addendum C – Guest feedback ................................................................................... 19
Addendum D – Key message accuracy ........................................................................ 27
PR Worx
2012 PRISA PRISM Awards Entry
2
1. Overview
PlatAfrica, the Oscars of the jewellery industry, hosted by Anglo American Platinum
Limited (Platinum) annually, celebrates and rewards the most talented professional
and student jewellery designers in South Africa.
A comprehensive communications plan ensured that all target audiences were kept
informed about the event, award winners, and what Platinum is doing within the
jewellery industry.
The PlatAfrica Jewellery Design Awards was so successful, that a decision has been
taken to host it again in 2012, where it was previously decided that 2011 would be
the final year.
View of the stage and ramp at PlatAfrica 2011. Large LCD screens in ornate frames on each side of the
stage ensured that regardless of where guests sat they were able to see what was happening on stage
2. Statement of Problem
Even though PlatAfrica has been seen as the ultimate recognition in jewellery design
for over twelve years, the client felt that all they were getting out of the event was a
“costly party”.
3. Statement of Opportunity
PR Worx won the tender to create, manage, and implement PlatAfrica 2011. Instead
of just planning a ‘party’, we incorporated a strong element of PR into the overall
eventing plan, ensuring that PlatAfrica was celebrated amongst its invited guests, its
employees, and across broad spectrum of media.
PR Worx
2012 PRISA PRISM Awards Entry
3
4. Geographical Area
The focus of the campaign was nationwide, as PlatAfrica receives design entries from
students and professionals across South Africa. The event was held at Arena Royale,
and guests were flown to Johannesburg and accommodated to ensure their
attendance.
Arena Royale in Fourways provided the perfect venue for PlatAfrica 2011
5. Research
Research included detailed briefs, involvement and buy-in from Platinum’s
executives, judges’ interviews, previous eventing activities analysis, informal
discussions with unions and community leaders, informal media surveys, coverage
and content audits, safety- and JOC evaluations, and a PESTLE risk matrix grid.
See Addendum B for PESTLE examples.
6. Planning
6.1 The Audiences
Audience
Primary:
Secondary:
PR Worx
Description
Invited guests:
All entrants
Judges
Anglo American
executives
Sponsors
Key media
Government
Non-invited media
 Broadcast
 Print
 Online
 Social
Desired actions
Attend the event and have a
positive event experience.
Attract the attention and
attendance of those who did
not attend previously i.e.
government and students.
Stimulate media interest in
PlatAfrica and Anglo American.
Through the coverage
generated, the public would
2012 PRISA PRISM Awards Entry
4
General public
also be informed of the
company’s commitment to the
jewellery design industry.
6.2 Key message formulation
a. Key messages communicated:
Anglo American Platinum supports local design talent
PlatAfrica continues to set the benchmark in jewellery design
Platinum jewellery equates to romance
A key component of PlatAfrica is the celebration and support of local talent. Here, one of our
winners, Absalom Khumalo from Durban University of Technology, receives his award in the
student category.
6.3 Vehicles
Corporate spokespeople and winners
Media releases
PlatAfrica 2011 Awards Ceremony
Selected one-on-one interviews
Media event attendance
Exclusive media partnership
Internal campaign using staff
PR Worx
2012 PRISA PRISM Awards Entry
5
6.4 Objectives, Measurable Criteria and Evaluation
Objectives
Create awareness of
PlatAfrica among key
target audiences
Measurable criteria for
success
Attract at least 200
guests, including:
Sponsors
Government
Professional entries
Student entries
Selected media only

1 print

1 broadcast

1 industry
Host an upmarket
event
Obtain at least 85%
positive feedback from
guests
Visibly recognise
entrants by
showcasing their
design talents
Create innovative
displays to showcase
jewellery
PR Worx
2012 PRISA PRISM Awards Entry
Evaluation / Actual
successes
Event was attended by
280 guests (up 47%
from previous years),
including:
All sponsors executives
attended i.e. Anglo
American Platinum,
Johnson Matthey, Metal
Concentrators
Government i.e.
Department of Mineral
Resources (never
attended before)
25 professional entries
93 student entries, from
0 attendance previous
years
Achieved as outlines

Media24

Top Billing

SA Jewellery
News
Received an overall
positive rating of 91% in
terms of guest
feedback. (See
Addendum C.)
Created such a
successful PlatAfrica
2011 event, that plans
to cancel any future
awards were discarded.
PlatAfrica 2012 will be
held again this year.
Achieved through:
 22 installation
models
 Poster displays
 Ramp models
 Multimedia
6
Inform stakeholders of
Platinum’s role in
jewellery design and
training
Generate a minimum
of:
 20 positive online
articles
 1 positive broadcast
piece
 3 positive press
articles
Exceeded expectation
by 200%
 38 positive online
articles
 3 positive broadcast
piece
 6 positive press
articles
Use PlatAfrica to
promote Anglo
American’s
commitment to
support local jewellery
designers and the use
of platinum
Generate accurate
messaging, through
measurement of
content against ideal
topics
 Produce a 70% key
messaging accuracy
Exceeded target by 15%
 Received 85%
accuracy in key
message
dissemination. (See
attached addendum
D)
Secure
a
partnership
One exclusive media
partner
Secured one media
partner to cover
television, print and
online.
 Exclusive
agreement was
signed with Top
Billing.
 Previous PlatAfrica
events did not
achieve this
deliverable.
Generated R4, 845,298
worth of coverage (AVE
1:1), which exceeded
the actual event cost by
R3, 166,627.49 or 289%.
PR Worx generated an
ROI of 2 354%.
Internal competition to
find PlatAfrica models
Poster campaigns
Emailers
Editorial with selected
models in company
literature
media
Generate
maximum
return on investment
(ROI) for the event
through positive media
exposure
Generate positive
media coverage to
cover the cost of the
event (R1,678,670-12)
Educate Platinum
employees about
PlatAfrica
Implement a basic
internal
communications
campaign
PR Worx
2012 PRISA PRISM Awards Entry
7
7. Execution:
Difficulties encountered
During the planning phase, various venues were proposed but not accepted due to
security risks pertaining to the jewellery. This delayed the invitation process but was
resolved four weeks prior to the function, leaving enough time for execution.
Invitations
Guests received electronic invitations, reflecting the theme of Platinum Romance
and RSVP’d on our online system.
All guests received electronic invites, designed to the evening’s theme of Platinum Romance
PR Worx
2012 PRISA PRISM Awards Entry
8
After receiving their invites, guests were able to use PR Worx’s online RSVP system to indicate
their attendance and any other pertinent event information such as dietary requirements and
accommodation needs.
Guests were also couriered pewter reminder scrolls, one week prior to the event in order to
further heighten their excitement
PR Worx
2012 PRISA PRISM Awards Entry
9
Welcome
Upon their arrival, guests received welcome drinks, table number cards for ease of
reference, and had their photograph taken to commemorate the evening.
Arrival décor and showcase
The venue provided a variety of rooms where guests could enjoy the appetising
canapés, network, and take in the amazing jewellery designs on installation models.
Installation models were situated on plinths as living art, allowing guests to interact with the
jewellery on display
Outfits were secured from Malcolm Kluk, Vesselina, C2, and Thula Sindi.
Arena Royale’s burlesque type artworks were covered with A0 photographs of the
jewellery pieces on display.
PR Worx
2012 PRISA PRISM Awards Entry
10
In order to cover up the venue’s burlesque
photographs, A0 posters of the competing jewellery
pieces were designed and hung up behind models
Each model had a framed plinth
card next to them, to indicate what
they were wearing and from which
designer
Background entertainment included pianist, Rocco de Villiers and Electro Muse,
stationed on different levels.
Décor
Décor was also aligned to the theme of Platinum Romance, with crystal candelabras,
red rose centre pieces, as well as table numbers in silver ornate frames.
The stage was washed in the Anglo American blue, with two large silver baroque LCD
screens on either side of the stage.
PR Worx
2012 PRISA PRISM Awards Entry
11
All décor not only reflected the theme of Platinum Romance but was also a throwback to old style
glamour.
All event collateral from menus and programmes, bathroom and exit signage through to guest name
cards and seating chart reflected Platinum Romance
Event Proceedings
MCs, Ursula Chikane and Michael Mol, were scripted according to the theme,
including their own rendition of Elizabeth Barrett Browning’s How Do I Love Thee
poem, which added some additional comic relief.
MCs, Ursula and Michael (far left), ensured that the programme kept guests entertained,
Culinary
DelightsNicolau (middle), Platinum’s CEO, made sure everyone was welcomed
whilst Neville
including this year’s lifetime achievement recipient, Sandy Wood (far right)
PR Worx
2012 PRISA PRISM Awards Entry
12
Guests did not only feast their eyes on the exquisite jewellery pieces but there was
plenty to tantalise their taste buds as well. The sit down banquet menu certainly
catered to even the most selective palate.
Entertainment
Guests were treated to variety gastronomic delights
Entertainment included love poems by our mime, a fiery tango, and some of South
Africa’s finest musical talents i.e. the Rainbow Tenors, Veronique, Tapelo Mafokeng
and Craig Urbani.
From romantic love songs to classics and even a few Louis Armstrong hits, there was something
in the entertainment repertoire for every guest
Jewellery Showcase
The awards ceremony included models that showcased all the winning designs down
the runway, as well as through the crowd as a final walk.
All winners received custom certificates, depicting their winning piece. Their details
and winning pieces appeared on the screens, highlighting their masterpieces again.
PR Worx
2012 PRISA PRISM Awards Entry
13
Models took to the ramp to showcase the winning design pieces, offering guests once again the
opportunity to view the pieces up close
Winners were called onto stage where they received their certificates, while the multimedia
presentation in the background showed photographs of their designs
After-Party
With the formalities over, the after party was hosted by Gavin ‘Vin’ Deysel, celebrity
DJ…and no one really wanted to head home.
Guests partied long into the night, thanks to the musical stylings of Vin
PR Worx
2012 PRISA PRISM Awards Entry
14
Departure
As guests departed, each received a romantic swag bag containing their framed
photographs and high-end goodies as an appreciation gift.
Each swag bag contained a dance lesson voucher, champagne, chocolate, aromatherapy candles
and incense set, a high end magazine, pamper bath products as well as their photo.
Internal campaign
Employee competitions were managed and the top ‘models’ selected to showcase
the jewellery to their colleagues, highlighting each employee’s contribution to the
final product.
Our beautiful internal campaign models, all Platinum employees
PR Worx
2012 PRISA PRISM Awards Entry
15
Media
A full media campaign was implemented; including pre- and post-event coverage,
with coverage exceeded the eventing costs by 289%.
Some of the media coverage garnered
8. Evaluation:
See point 6.4 on page 6.
9. Conclusion:
PR Worx and the client believe that not only did we deliver a world-class event, but
through integrated communications activities, we exceeded their expectations and
our own deliverables. PR Worx is worthy of a gold award in the Event Management
category.
PR Worx
2012 PRISA PRISM Awards Entry
16
Addendum A – Letter of Endorsement
From: Phumo, Thabisile
Sent: 20 January 2012 08:04 AM
To: 'chantal@prworx.co.za'
Subject: Re: Prisa PRISM Awards
To whom it may concern:
Anglo American’s Platinum business hereby acknowledges and gives full rights to PR Worx,
our contracted Public Relations company, to enter our Event Management campaign for the
2011 PlatAfrica Jewellery Design Awards, in the 2012 PRISA PRISM Awards.
In 2011, PR Worx drew on their considerable experience and credentials, in helping ensure
that this event was efficiently and professionally run, and that our company received
maximum and favourable media exposure.
Throughout this process, PR Worx displayed a willingness to work hard, go the extra mile,
and adapt efficiently to changing circumstances. Thus, we are highly satisfied with the results
they have achieved thus far, and continue to build on this successful working relationship in
the future.
Accordingly, we firmly maintain that they should be endorsed for any industry award that they
choose to enter.
We trust that the sterling work they have completed for the 2011 PlatAfrica Jewellery Design
Awards is worthy of a gold award.
Yours sincerely
Thabisile Phumo
Platinum Head of Corporate Communications
PR Worx
2012 PRISA PRISM Awards Entry
17
Addendum B –
matric grid
Some examples from the PESTLE matric grid are listed below:
Political
o NGO activism at the event and at operations
 Low risk, high impact
Economic
o Potential loss of platinum jewellery showcased to the value of over
R100 million
 Low risk, high impact
Social
o Media diverting attention from PlatAfrica to Anglo American’s current
litigation issues i.e. mine fatalities at Platinum sites.
 Medium risk, high impact
Technology
o The event was highly technical in presentation and associated risks
included the use of extensive grid requirements
 Medium risk, high impact
Legal
o Failure to ensure all the legalities i.e. JOC, emergency planning,
engineering and structural certificates, etc.
 Low risk, high impact
Environmental risks
o Carbon footprint of producing platinum jewellery, and hosting the
event
 Low risk, medium impact
PR Worx
2012 PRISA PRISM Awards Entry
18
Addendum C – Guest feedback
“I must compliment you that the event was absolutely stunning and all my customers are talking about how great the event
was.” Doreen Twigge, Johnson Matthey
“Thank you very much for a delightful evening. It was well organised and we enjoyed it very much.” Magda Nieman,
Magda Nieman Jewellers
“I loved the presenters this year and receiving gifts, photos, etc. made me feel like a VIP. Thank you for all your hard work and
effort.” Debbie Jean Burroughs, Akapo Jewels
“It was the best event ever.” Alice Weil, Judge
“I thought the whole event was excellent from the moment that we arrived to when we left. The food and entertainment was
first class and it was the best PlatAfrica I have been to.”
Colin Campbell, Ekurhuleni Jewellery Project
“Congratulations on executing on the wonderful Plat Africa Jewellery Design Awards 2011. The Awards were polished, and had
all the elements of a world class event, ensuring that guests were treated to a truly winning evening all round. We enjoyed
being there and felt proud of our association with Anglo American Platinum.“ Pranill Ramchander, Anglo American
“You set a new standard for the Awards evening and it would take hard work to improve on this next year.” Andrew Meyer, SA
Jewellery News
PR Worx
2012 PRISA PRISM Awards Entry
19
RSVP and REGISTRATION - PROFESSIONAL GUEST FEEDBACK
Attendee
Name
Lourens
Mare
Alice Weil
Magda
Nieman
Andrew
Meyer
Eve Maree
Melynda
Ward
Communication
with PR Worx
consultants if
queries were
made (Rate 15)
Registration
process and
consultants
upon arrival
at
PlatAfrica
Awards
(Rate 1-5)
5
Yes
Yes
N/A
5
5
Yes
Yes
5
5
4
Yes
Yes
3
4
Isikhova
5
Digital Wax
5
Metal
Concentrators
SA
5
Yes
Yes
Yes
N/A
5
N/A
5
5
Yes
No
N/A
3
5
Yes
Yes
5
5
4
Yes
Yes
N/A
4
5
Yes
Yes
N/A
5
Jewellery
Council of
South Africa
PlatAfrica
2011 Judge
Magda
Nieman
Jewellers
Ernest Blom
Stellenbosch
University
Ernest Blom
Diamonds
Gordon
Freer
World of
Platinum T/A
Nanette Nel
PR Worx
Was the
process of
submitting
your details
hassle free?
Did you know
who to contact
with queries
after receiving
your
invitation?
Company
Rating of
the
electronic
RSVP
system
from 1-5
(1=poor,
5=excellent)
2012 PRISA PRISM Awards Entry
20
SEDA Section
21
Harriet
Lamb
Total:
Percentage:
Overall
percentage:
Junocorp
4
Yes
47
94
Yes
5
10
100
9
90
4
23
92
45
90
93%
RSVP and REGISTRATION - STUDENT GUEST FEEDBACK
Attendee
Name
Company
Debbie Jean
Burroughs
Colin
Campbell
Esmarie du
Plooy
PR Worx
Akapo Jewels
Ekurhuleni
Jewellery
Project
College of
Cape Town
How would
you rate
communication
between
yourself and
PR Worx
consultants
(1=poor,
5=excellent)
If you had any
queries
regarding the
event, were
they handled
and answered
in a
professional
manner?
Did you
receive
your
invitation in
adequate
time to the
Awards
ceremony?
Upon
sending
your RSVP
to PR Worx,
were the
consultant's
friendly and
helpful?
Yes
Yes
5 Yes
5
Yes
Yes
4 Yes
5
Yes
Yes
5 Yes
5
2012 PRISA PRISM Awards Entry
Registration
process and
consultants
upon arrival
at
PlatAfrica
Awards
(Rate 1-5)
21
Durban
University of
Technology
College of
Cape Town
Magda
Abram
Nieman
Mathabatha Jewellers
Sabelo
Madondo
Claudia
Albrecht
Liz Loubser
Mariambibi
Khan
Taneka
Storm
Total:
Percentage:
Overall
percentage:
PR Worx
Stellenbosch
University
University of
Johannesburg
Tshwane
University of
Technology
No
Yes
3 Yes
4
Yes
Yes
4 Yes
4
Yes
Yes
4 Yes
4
No
No
1 No
5
Yes
Yes
4 Yes
5
Yes
Yes
5 Yes
35
78
5
42
93
2012 PRISA PRISM Awards Entry
7
78
8
89
8
89
85%
22
EVENT
Attendee Name
Lourens Mare
Alice Weil
Magda Nieman
Andrew Meyer
Eve Maree
Company
Jewellery
Council of
South Africa
PlatAfrica
2011 Judge
Magda
Nieman
Jewellers
Do you
believe the
venue was
suitable?
Did you
enjoy the
meals
that were
available
on the
menu?
Was the
entertainment
during the
event
enjoyable and
suitable?
Comments
If you went
upstairs after the
ceremony for the
'celebration
party', how
would you rate it
from 1-5?
Yes
5 Yes
Yes
Brilliant
entertainment
N/A
Yes
5 N/A
Yes
It was great
N/A
Yes
4 Yes
Yes
Melynda Ward
Isikhova
Yes
Digital Wax
Yes
Metal
Concentrators
SA
Yes
Nanette Nel
Stellenbosch
University
PR Worx
How would
you rate the
overall décor
and layout
of the venue
from 1-5
(1=poor,
5=excellent)
Yes
2012 PRISA PRISM Awards Entry
5 Yes
5 Yes
Yes
Yes
5 No
Yes
5 Yes
Yes
Best award
evening I ever
attended
The 3 Tenors
were excellent
N/A
N/A
Do you have any
further feedback
regarding the event?
One of the best I have
attended to date
It was the best
PlatAfrica so far
It was well organised
and we enjoyed
4 ourselves very much
You set a new standard
for awards evening and
it would take hard work
to improve on this next
year
4
5
23
Ernest Blom
Ernest Blom
Diamonds
Yes
4 Yes
Yes
N/A
Gordon Freer
World of
Platinum T/A
SEDA Section
21
Yes
4 Yes
Yes
Harriet Lamb
Junocorp
Yes
5 Yes
Yes
N/A
Debbie Jean
Burroughs
Akapo Jewels
Yes
5 No
Yes
N/A
Colin Campbell
Ekurhuleni
Jewellery
Project
Yes
5 Yes
Yes
N/A
PR Worx
2012 PRISA PRISM Awards Entry
Entertainment
was excellent
N/A
It was an improvement
on other PlatAfrica
events in that the
models and ramp were
close enough to be seen
by all
Great event - thank you
for making a plan so
that all the merit
awards got to share in
the limelight! I know it
meant a great deal to
them. Well done on a
very professional event
I loved the presenters
this year and receiving
gifts, photos, etc. made
me feel like a VIP. Thank
you for all your hard
work and effort
I thought the whole
event was excellent
from the moment that
we arrived to when we
left. The food and
entertainment was first
class and it was
probably the best
24
PlatAfrica I have been
to.
Esmarie du
Plooy
Sabelo
Madondo
PR Worx
College of
Cape Town
Durban
University of
Technology
Yes
Yes
2012 PRISA PRISM Awards Entry
5 Yes
5 Yes
Yes
Yes
Fabulous variety
of events, of a
very high
standard and very
entertaining
The extension of the
invitation to all
participating students
was much appreciated.
Most of the learners
never see the extent of
what their contribution
to competitions and the
overall effect of their
studies could have on
the jewellery industry
and the economy of our
country as a whole. All
efforts made to include
all participants are
appreciated so much
more than the sponsors,
organisers and fellow
institutions can imagine.
We thank you from the
5 bottom of our hearts.
Outstanding
I had a good time, I
4 cannot lie
25
Abram
Mathabatha
College of
Cape Town
Magda
Nieman
Jewellers
Liz Loubser
Stellenbosch
University
Claudia Albrecht
Mariambibi
Khan
Taneka Storm
Total:
Percentage:
Overall
percentage:
PR Worx
University of
Johannesburg
Tshwane
University of
Technology
Yes
5 Yes
Yes
Yes
4 Yes
Yes
N/A
Yes
4 Yes
Yes
N/A
Yes
4 Yes
Yes
Yes
19
100
5 Yes
89
94
4
It was a beautiful event,
4 well done
Yes
16
88
3
33
83
19
100
93%
2012 PRISA PRISM Awards Entry
26
Addendum D – Key message accuracy
Key messages
mentioned
Platinum
supports local
design talent
Media
Bizcommunity.com
iFashion.co.za
WidePR.com
Freepr101.com
Prlog.org
Pressexposure.com
Pubarticles.com
Buyplatinum365.com
OpenPR.com
Online PR Media
I-Newswire.com
Radio 2000 - The Experience
Radio Today
Radiotoday.podomatic.com
Basa.co.za
Songezobaleni.blogspot.com
Cct.edu.za
Cashway.com
Dut.ac.za (Durban University of
Technology)
Facebook.com (College of Cape
Town)
Durbanzone.co.za
Mediaclubsouthafrica.com
WidePR.com
Youtube.com
Pubarticles.com
FPR.com
Destinyman.com
Destinyconnect.com
Platinumtoday.co.za
Mining Weekly
MiningWeekly.com
Artsandentertainmentezine.com
Wn.com (World News)
Thegeniusblog.com
PR Worx
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
PlatAfrica continues
to set the benchmark
in jewellery design
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
Platinum
jewellery
equates to
romance
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
2012 PRISA PRISM Awards Entry
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
27
Looklocal.co.za
Silobreaker.com
Youtube.com
Swarovskihair.posterous.com
Top Billing
Topbilling.com
SA Jewellery News
Mining Mirror
Superarticledirectory.com
Newsarticleinsiders.com
Sunday Weekend Argus
True Love Shine
Fair Lady Shine
Sarie Skitter
Total:
Percentage:
Overall message percentage:
PR Worx
1
1
1
1
1
1
1
1
1
1
1
42
88
1
1
1
1
1
1
1
1
1
1
1
1
1
1
45
94
1
1
1
1
1
1
1
1
1
1
35
73
85%
2012 PRISA PRISM Awards Entry
28