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1. Executive Summary PAGE 3

1.1 Background of client: Panasonic Asia Pacific PAGE 4

1.2 Situation Analysis PAGE 5 - 7

1.3 Review past campaigns PAGE 7 - 8

1.4 Panasonic SWOT Analysis PAGE 9 - 10

1.5 Singapore PEST Analysis PAGE 11

1.6 Stakeholders of Panasonic PAGE 12

1.7 Target Audience PAGE 13

2. Proposed Corporate Campaign PAGE 14 - 23

2.1 Objectives PAGE 14

2.2 Strategies PAGE 14

2.3 Tactics PAGE 15 - 19

2.3.1 Awareness Posters PAGE 15

2.3.2 Corporate Ad vertisements on the Internet PAGE 15 - 16

2.3.3 ³Colour Me Sonic´ Band Competition PAGE 16 - 17

2.3.4 Concert for a Cause Sponsored by Panasonic PAGE 17 - 19

2.4 Budget PAGE 20

2.5 Timeline PAGE 21

2.6 Evaluation PAGE 22 - 23

Reference list PAGE 24

Appendix

  


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Panasonic¶s current issues and problems have led us to come up with a proposal to improve
their current situation. The current problems Panasonic faces are a lack of awareness of
their Panasonic and its eco ideas for life slogan and its products which are environmentally
friendly. Thus, we have come up with a proposal which may help solve Panasonic¶s
problems.

The proposal will consist of a situation analysis of Panasonic and Singapore. This analysis
will help us identify the strategy and tactics that can be used in our proposed campaign.

The main purpose of the campaign is to create awareness of Panasonic¶s ³eco ideas´ to the
selected stakeholders and build Panasonic¶s brand as a top of mind brand. The selected
stakeholders are youths and young adults who we believe are the next generation of adults.
Thus, the campaign will revolve around a series of event and youth -related social media
involving music. Music has been chosen as a medium t o reach out to youths and young
adults as it generates a lot of interest.

The campaign is called ³Colour Me Sonic´ This campaign has an element of music and also
a slight tinge of Panasonic in it which will enable stakeholders to relate this campaign to th e
company, Panasonic. Using music as a medium, we have proposed a series of events
which will raise awareness of Panasonic eco ideas.

The campaign stretches over four months which is an acceptable period of time to raise
awareness of Panasonic. During th e first two months of the campaign traditional media will
be used to inform and attract the stakeholders about the upcoming events that have been
laid out in the next two months. After which, the events that will be launched will be the heart
of the whole campaign as it will attract youths and young adults which are the selected
audience. In addition to that, Panasonic¶s eco ideas can be translated through the event.

This event will use corporate social philanthropy as a means to raise awareness on
Panasonic¶s brand slogan. By associating Panasonic with something vibrant and youthful
such as a concert, it stands to boost its brand image in the minds of youths.

The proposal will also include a rough estimation of the budget and a thoroughly planned
timeline of the campaign. Last but not least, the campaign will be evaluated base on Jim
Macnamara macro model of evaluation.

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In the Asia Pacific region, Panasonic has a long standing presence beginning from its first
factory in Thailand in 1961. It has a wide range of products from digital audio -visual to home
appliances and even business solutions products. In 2003, Panasonic was adopted as the
unified global brand to replace National, backed by the new brand slogan ³Panasonic ideas
for life´

Panasonic Asia Pacific has 48 manufacturing sites in seven countries in the region, which is
a key hub for Panasonic's global production activities. Based in Singapore, Panasonic's Asia
Pacific headquarters also promotes environm ental conservation initiatives and encourages
the adoption of environment -friendly products through public eco -awareness campaigns
designed for each country in the region. On a broader scale, Panasonic Asia Pacific has
specific goals to reduce its regional carbon dioxide emissions footprint in support of
Panasonic's global eco initiatives.

Panasonic Asia Pacific¶s µeco ideas¶ declaration is part of Panasonic¶s corporate wide eco
strategy to design environmental sustainability initiatives into the business and operational
processes with the goal of business profitability without compromising the environment.

 
: Panasonic products are available in stores such as Courts, Challenger, Harvy
Norman and some departmental stores, namely, Takashimaya, Robins on, John Little, Isetan
and BHG. Panasonic¶s products are easily within the reach of consumers as they have a
wide distribution channel.

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: Panasonic has service and repair service for their individual customers. Namely
customer care centre, express repair service which is dedicated to post purchase services.

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 Panasonic Corporation based in Osaka, Japan is a worldwide leader in the
development and manufacture of electronic products for a wide range of consumer,
business, and industrial needs. Thus the competition market is huge. There are competitors
such as Sony, Samsung, LG, Philips, Sharp, Toshiba and many other companies that caters
a wide range of products similar to Panasonic. Recently a top of mind survey was carried
out. The question ³when you think of electronic goods, which is the best brand that comes to
th
mind?´ The results were collated and Panasonic stood in the 5 position in the top of mind
survey with the top 3 being Sony, Nokia and Samsung. From this, we could infer that Sony is
the strongest competitor that Panasonic has. (Top of mind survey und er appendix)

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Panasonic products are bought by generally anyone and everyone as they
have a wide range of products that cater to the different needs. From lifestyle entertainment
needs to important business needs.

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Panasonic announc ed its first collaboration with National Environment
Agency (NEA) on a new module for NEA's Environment Champions (Schools) - the
Panasonic-NEA Environment Champions (Schools) Industry Module. The aim was to further
raise the environmental responsibility o f NEA's Environment Champions. Panasonic also
collaborates with its suppliers with intent to fulfil its CSR (Corporate Social Responsibility)
throughout its supply chain .

Under Environmentally Consciousness Management (Green Procurement), they have the

green procurement standards. Panasonic maintains stringent standards and has supplier
guidelines that are well designed . The purpose of the guideline is to ensure that the
suppliers follow it closely to fulfil Panasonic¶s CSR. Its CSR guidelines include:


 


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1. Submission of non-use warranty certificates for the specified chemical substances based on the rank
guidelines(including of nonuse of µOzone-depleting substances (excluding HCFC)¶ in manufacturing
process of materials ).
2. Presentation of Content Survey Sheets for managed substances (quantity) and input into GP -Web
3. Establishment of Chemical Substances Management System and implementati on of environmental
quality assurance system audits
4. Establishment of Environmental Management System (EMS)(Acquisition of ISO14001 certification,
environmental principles and policies, environmental management plans, product assessment,
environmental impac t assessment, education, information disclosure, rationalization of distribution)

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1. Compliance with laws and regulations concerning recycled recourses and energy efficiency
2. Nonuse of ³prohibited substances´
3. Survey of chemical substance content
4. Nonuse of µOzone-depleting substances (excluding HCFC)¶ in manufacturing process of materials.
5. Reduction in environmental impact of chemical substances, polluted air, water, soil, etc.
6. Use of recycled resources and component part s, and energy and resources conservation through
downsizing
7. Implementation of recycling -oriented design
8. Disclosure of environmental information about materials

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9. Above requirements 1 - 7 also apply to packaging materials

With the green procurement standards, Panasonic and its suppliers can work together to
achieve the ³Environmental Vision´ which states that ³Products and services are to be made
with only environmentally -conscious materials through the efficient use of ene rgy and
resources´.

c  Panasonic business vision focuses on Panasonic¶s advanced technology and

innovation that brings about a comfortable life to mankind and the environment. Panasonic
will continue to prioritize custome r satisfaction and commit to its basic management
philosophy of contributing to its society as a public entity. This can be seen through the
campaigns that Panasonic has held previous

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In the past, Panasonic has attempted to launch campaigns to focus on the eco ideas
concept. However these campaigns were sporadic. There were introduced at different time
intervals which might have confused their target audience. Moreover, their target audience
was not clearly defined in their campaigns. Thus, there was little int erest among the people
especially their stakeholders. These were the few campaigns from the previous two years:

/

20TH April 2009, Panasonic announced that it will celebrate Earth day by providing free bus
rides to raise their environmental awareness. The bus rides kicked off a drive to collect µeco
ideas¶ on what the public will commit to do to save the environment. The company created
the µeco ideas¶ bus rides to convey the m essage that the world¶s environmental issues can
only be solved with commitment from all parties, and great change can come from the
simple efforts of many. After Earth Day, the publicity buses continued to ply the roads till
June 7 to raise environmental awareness. Its stakeholders were the general public who
were bus commuters and their partners was the Singapore Bus Service (SBS).

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5th June 2009, Panasonic made Regional Green Declaration and announced Eco Targets
and Initiatives on World Environment Day at global launch of ³eco ideas´ experience road
show. It was to encourage a global spread of environmental activities. It launched its
inaugural µeco ideas¶ experience road show in Singapore with a declaration on its g reen
commitment in Asia Pacific to raise eco awareness, make eco -friendly products and reduce

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carbon emissions with programmes including the set up of µeco ideas¶ Factories that were
centred around eco processes. Its stakeholders were primarily the youths and their partner
was National Environment Agency (NEA)

21st November 2009, Panasonic got its children to work out at the Eco Relay . It launched its
µEco Relay¶ this year by organising nature appreciation walks for the children of their
employees. This gl obal environmental µPanasonic Eco Relay¶ campaign actively engaged
the company's employees and people from the local communities around the world to carry
out various environmental activities and commitments, as part of the company¶s
environmental initiati ves. Local communities were also involved as part of the whole
campaign in various countries where Panasonic is present. That year, the campaign focuses
on children, who will be the future significant contributors to the environment. Its
stakeholders were mostly children and children with their parents.

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In 2010, Panasonic also announced its new vision to become the number one green
innovation company in the electronics industry by 2018 (its 100th anniversary), and it¶s new
µeco ideas¶ declaration. Panasonic pledges to achieve the following by March 2013:

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Ë Increase regional sales contributed by eco products from the current 49% to 80%.
Ë Develop a Panasonic Global ECO LEARNING PROGRAM, and leverag e on the
Environment Champions (Schools) Industry Module in Singapore to enhance awareness
of environmental issues among youth and encourage them to take eco action.
Ë Utilise social media platforms to generate eco awareness and inculcate eco habits. It
launched the µMake a ChangeµCampaign, an eco advertisement design competition.
Three entries with the highest amount of votes stand to win eco -friendly TVs worth
S$3,000 each. One winning design will be used by Panasonic in an µeco ideas¶
advertising campaign.
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Ë Reduce CO2 emissions by 500,000 tonnes vs. business-as-usual level
Ë Develop four more model µeco ideas¶ factories in India, Indonesia, Vietnam and the
Philippines

(Articles of past campaigns under reference list and appendix)

 


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On October 6, Panasonic held an "Earth Lunch Hour" event, where employees at Panasonic
all around the world will spend their lunch time in an eco -friendly way, as part of the
Panasonic Eco Relay Project.
Panasonic reaches out to the employee as the employee s represent the company and by
making them practice this so they are able to understand Panasonic¶s ³Ideas for Life´
campaign deeper and hopefully are able convey the message to others. Panasonic is able to
forge strong bonds within the company and to incu lcate their eco-friendly concept to
employees

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Panasonic is a leading consumer electronics brand with a strong global presence.
Panasonic has been in the market for several years and built its name as being one of few
leading household nam es. Panasonic is an established company and has a trusted brand
name which is a widely recognised brand in producing consumer electronics and is also a
credible brand. The reputation and reliability of the Panasonic products has made it possible
for the company to market its products to a wide range of customers

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Panasonic provides a constant message throughout. Not only does Panasonic sell Eco -
Friendly products, Panasonic also aims to be the No.1 Green Innovation Company in the
Electronics Industry in 2018 which is Panasonic¶s 100th anniversary of their founding.
Panasonic spreads their message via road shows and social networking sites where
Panasonic highlights important themes, including not only global warming prevention but
also the issues of biodiversity conservation and resource depletion. For example , Eco-Ideas
is strongly supported by Panasonic to educate and, create awareness about how the earth
can be saved and also fulfil wishes.

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Although Panasonic credibility is known worldwide, their large range of products offered are
without a niche. Panasonic may not be able to compete with their competitors who specialize
in certain electronic products. 

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As globalisations continues to open up new markets and eliminate barriers of doing business
Panasonic company will continue to have an opportunity of opening up new franchise in
other countries or increase their presence in the countries where they have alrea dy
established. The main opportunities lie in Asia, which has continued to witness good
economic growth. Especially in expanding consumer markets in countries such as India and
China or located new markets. 

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Panasonic may collaborate and create partnership with companies such as OCBC bank,
universities or tertiary to help spread their Eco -Friendly message and also to reach out to
other target groups.

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There is stiff competition from growing industries especially in China and India. Since
Panasonic is among the biggest electronic companies in the world, it is subject to harsh
competition, as almost all other electronic companies will be trying to adopt and outweigh it
financially. The biggest competitors of Panasonic company are Sony company, LG and
Samsung which are posing a threat to its market share.

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With the rise in cost of labour, the cost of products with then increase causing prices of
Panasonic to increase, thus, reducing the buying capacity of customers.


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There is a rising trend in Singapore to adopt eco -friendly practices and to be environmentally
friendly, so as to combat the looming environmental issues at present. Singapore¶s National
Environment Agency has launched several campaigns to help raise environmental
awareness. One of which is the Energy Efficient Singapore Campaign in 2008, which raises
awareness on climate change and strives to mitigate climate change through energy
efficiency.

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Singapore has had a strong recovery from the last economic slump. Singapore¶s economy is
estimated to have expanded by 14.7% in 2010. Moreover, there was a special year -end
growth bonus for civil servants in 2010 which is one of the most generous pay outs. All this
shows that Singaporeans are enjoying a period of prosperity and hav e more disposable
income and purchasing power.

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With global warming and other environmental threats becoming increasingly eminent, the
trend is for more eco -friendly practices and resources. There are also more NGOs such as
Singapore Environment Co uncil, Green Drinks Singapore, Explore Eco and more that are
dedicated to promoting environmental awareness and action. This means that more
Singaporeans are becoming aware of the hazards of environmental threats and are
educated about greener alternatives , and more eco-friendly practises.

  

Singapore has committed more than S$600 million to develop the Cleantech industry which
includes the clean energy sector, and the environment and water sector. The aim is to help
groom a vibrant industry ecosy stem. Singapore has also offered companies vast
opportunities to establish Research & Development partnerships with local search
institutions.

Singaporeans are also becoming more technology -savvy, with an internet penetration rate of
72.4% and with the de mand for iPhones never ceasing (Ong, 2010).

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The youth are the key secondary stakeholders of Panasonic because they are the ones who
can spread the awareness of Panasonic and its idea for life slogan, and their eco friendly
products from young. By doing so, the youth are increasing awareness for Panasonic¶s
campaign. These do not stop at the youth, it will continue when the youth turned adults, they
will spread the awareness to the future generation and it becomes a cycle.

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Investors of Panasonic are the primary stakeholders in Panasonic, because they devote time
and resources into Panasonic. Without resources or aids from their investors, Panasonic
may not be able go ahead with their campaigns or other possible plans .

By investing in Panasonic, it indicates that they support Panasonic¶s campaign in going

green, taking the step out to protect the environment. With more investors, Panasonic have
the ability and resources to enhance their campaign of going green.

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Corporate communication department of Panasonic are the key primary stakeholder in

Panasonic because they are the ones who are responsible in spreading awareness of
Panasonic¶s campaign to the public. Without proper communication tools such as websites,
newsletters, posters, and television advertisements, there will be a lack of awareness of
Panasonic and its eco ideas for life slogan, and their campaigns. This will directly affect
Panasonic in a negative way. Therefore with the suitable corporate communica tion
department who are able to portray Panasonic¶s image, message to the public, public
awareness of Panasonic¶s campaign and products.

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The two main stakeholders that we are reaching out to for our campaign are:

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They lack awareness of Panasonic¶s products and its ³eco ideas´ ways. We have
chosen to target the youths as they have been educated about being environmentally
friendly at school through subjects such as Civic and Moral Education and
Geography. Thus, taking a step fu rther to relate the environment and Panasonic
together will help raise the awareness of Panasonic as a whole and also at the same
time be aware of the need for environmental conservation. By doing so, youths will
eventually relate the environment to Panaso nic and vice versa. Also, youths are the
next generation of adults. By educating them about Panasonic and its eco ideas,
their awareness will be increased in the future . In addition, youths can also play a
part in increasing awareness in their parents when they visit road shows on a family
day (Sunday) or when they bring home brochures from school talks or excursions.
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Currently, Panasonic¶s brand is not on the top list of the top of mind survey. Thus the
need to educate adults and raise awareness about Panasonic and the services they
can offer through the eco ideas for Business -styles. They will better understand what
Panasonic can do for its company. In the working world, informa tion circulates
around fast. Through word of mouth, we can educate and inform others about
Panasonic¶s lifestyle for business. If companies like it, they can choose to adopt
Panasonic¶s ways of working within an eco friendly habit/environment.
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Panasonic has set declaration targets every year. To date, Panasonic has 5 pillars
supporting its ³Eco ideas´. They are ü
  


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stakeholders so that they will understand Panasonic¶s relation with the environment. We
hope that Panasonic can play an effective role in changing mindsets and driving
individuals to assume greater responsibility in their communitie s.

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Panasonic faces many competitors and they are lagging behind as a result of their lack
of awareness. Panasonic ranks 5 th in the electronic brand top of mind survey. We aim to
instil in the minds of our sel ected stakeholders that Panasonic is the brand to choose
when selecting electronic goods. In addition, we aim to instil the message that when
there is an environmental issue, there is Panasonic.

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To achieve our objectives, we propose the ³Colour Me Sonic´ campaign, which revolves
around a series of event and youth -related social media involving music. Music has been
chosen as a medium to reach out to youths and young adults as it generates a lot of interest
among them. The interest of music among youths can be seen through the high turnout at
music events such as ChildAid, Laneway Festival and Singfest. Moreover, y ouths and young
adults are our ambassadors of tomorrow to help Panasonic spread the ³E co´ message.

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A3 posters will be placed all around Singapore to promote green living. In the poster there
will be names of the company collaborating in this campaign and one of them will be
Panasonic. The poster is meant to create awareness about Panasonic¶s green message and
³Ideas for Life´. The main message of the poster is ³ promote green living through music´.
This message ties in with the main event of Panasonic called ³Colour Me Sonic´. It is an
event which will be further elaborated below.

In addition, the poster will also be used to attract interest of the main event ³Colour Me
Sonic´ Concert. Posters would be put up at strategic, youth-oriented places such as SCAPE,
art schools, jamming studios and the esplanade. These places are patronised by many
youths and music lovers. The posters would also include the details about the band
competition and als o the attractive prizes to be won.

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The advertisements online would have a similar concept to the posters that will be placed
around Singapore. Online advertisements would be put up on social networking sites such
as Facebook, Twitter and MySpace and also on http://soft.com.sg which is a website on
Singapore¶s latest music news. The online advertisements would educate people about the
message ³Green Is Life´ and also news and details about the upcoming ³Colour Me Soni c´
event held by Panasonic.

A blog dedicated to this new campaign can also be created to introduce it ideas and
concepts for the campaign. The blog will include news and updates of the campaign,
upcoming events, and information of its green living concept.

Interstitials can be used at music websites or environmental friendly websites. It appears on

the users screen while waiting for the content of the site to load .

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Posters and Online Advertisements are used as tools to communicate Panasonic¶s eco
ideas and to advertise its main event which promotes green living. This is because our target
market is youths. Nowadays, youths are techno savvy and they frequent online websites.
Online advertisement is a suitable too l to reach out to youths who surf the web. In addition,
to reach out to those who are music lovers, advertisements placed at music related website

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will increase the reach and frequency of the advertisement. These online advertisements will
aim to have elements of music incorporated with green living with the message of ³green
living is as essential as music´.

By putting posters at popular youth hangout areas, we would be able to reach our selected
stakeholders. In addition, music to youths is essential; attracting their attention would not be
difficult.

These posters and online advertisement are used to introduce the next event will be used for
two and a half months. After which, the first campaign event will be launched .

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SCAPE

Capacity500 pax standing

Rental Rates S$2,000

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A preliminary audition would be held at SCAPE hosted by students from Temasek

Polytechnic. It would be a one day event. Out of the many participants, the judges would
pick the top 15 bands. The top 15 bands would have videos posted on our ³Colour Me
Sonic´ Facebook page where fans, friends and family can vote for their favourite band. The
top 5 bands with the most number of votes would have to battle it down at the ³Colour Me
Sonic´ event held by Panasonic at Marina Barrage. However, there is a catch to the band
competition. The bands auditioning have to compose and perform a song which relates to
green living and it should depict what saving the earth means to them.

There will be intervals during the band competition where the emcee of the event will talk
about Panasonic¶s eco ideas. In addition, winners of lucky draws will be announced at
selected intervals. These lucky draw winners would have to be participants who subscribed
to Panasonic¶s mailing system at the event. The mailing system updates people about
anything related to Panasonic. Winners of the lucky draws will also walk away with a
Panasonic voucher at any electronic goods store and a selected product.

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In order to promote the event on the day itself, there will be a distribution of balloons around
the vicinity of the area with the words ³Panasonic Ideas for life´ on it. There will also b e a
limited flow of free ice cream at the event to attract more people. Goodie bags will be given
out to people who vote at the event. The goodie bag will contain brochures about Panasonic
and green living in Singapore, ball point pen which contains a mess age at the cover, cooling
fan in case it gets too warm, and a note book made from recycling paper.

Since it is already a music themed event, the stage will be decorated with a green living
concept. A stage that is made of recycled materials and the main co lour will be green. In
addition, Panasonic¶s name and slogan will be seen everywhere as they are the organiser of
the event.

5


We have chosen SCAPE as the location for the band competition as it is known as the hot
spot for youths these days. SCAPE also supports the music scene which makes it the ideal
place for ³Colour Me Sonic´ to be held.

The reason why their song choice has to depict what the world means to them is to spread
the message on green living.

Before participating in the lucky dra w, participants would have to subscribe to Panasonic¶s
mailing system. This will create awareness of the green message and also Panasonic would
be able to keep their emails in the mailing list to mail them about Panasonic¶s upcoming
events and tips on keep ing the environment clean and green.

The stage would be decorated with recycled materials to further spread the green message.
This green concept is closely related to being environmentally friendly.

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Colour Me Sonic

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Bring Green Into Our World With Panasonic, Ideas for Life

 
Marina Barrage, Central Courtyard 

Rental Rates : S$2,100

Capacity: 1000 pax standing

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1. To raise awareness and create understanding for Panasonic¶s ³Ideas for Life´

2. To raise money for environmental Non -profit social enterprise Environmental

Challenge Organisation Singapore (ECO Singapore)

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The event, Colour Me Sonic, is a concert with a cause. The beneficiary of Colour Me Sonic
is ECO Singapore. Our target audience would be students from secondary school, tertiary
schools, School of the Arts, Nanyang Academy of Fine Arts and Laselle College. The
concert will be hosted by two students, and feature performances from local bands such as
³Electrico´ and ³A Vacant Affair´ who are popular among youths. Lastly, the top five bands
will have their final competition, so as to determine the winner. Competition winner will have
a two song set to perform.

At the venue, Panaso nic banners, informative posters, logos will be all around. This is to
inform the concert-goers of Panasonic and to create awareness for Panasonic Ideas for Life.
Moreover, student volunteers will be around as Panasonic representatives to educate
concert-goers about the Ideas for Life and the importance of protecting our environment.

Also, for a more laidback feel for the youths, there will not be any chairs except for V.I.P.s.
Youths are encouraged to bring picnic mats or sit on the grass patches at the M arina
Barrage, central courtyard. Tickets will be sold at a standard price of $10 each.

5


Every detail about this event, Colour Me Sonic, has been carefully chosen to link back to our
Panasonic¶s Ideas for Life Campaign.

We chose to use corpora te social philanthropy as a means to raise awareness on

Panasonic¶s brand slogan. The beneficiary of the concert will be ECO Singapore which was
founded in 2003 and aims to establish a voluntary environmental movement, by creating
opportunities for involve ment by Singaporean youths, while instilling a sense of commitment
and awareness of environmental issues and global hazards. We decided on ECO Singapore

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to benefit from the funds raised because the organization works solely with youths, who are
one of our proposed stakeholders.

The concert would help attract youths as music is a common rallying point as seen from the
record success of Childaid 2010 (Kan, 2010). The concert provides an avenue for Panasonic
to reach out to youths and spread their message. Moreover, by associating themselves with
something vibrant and youthful such as a concert, Panasonic stands to boost its brand
th
image in the min ds of youths. The location selected; Marina Barrage is the 15 reservoir of
Singapore and is the latest µgreen icon¶, as well as a lifestyle destination for people to enjoy
(Max, 2009). The central courtyard is outdoors, and will overlook the Marina Barra ge.
Moreover, it can accommodate 1000 people which is more than the targeted amount of
youths for our concert.

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Item Quantity Cost per (x) ($) Total ($)

(x)
 
 150 10 A$


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   A/$

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Rental of SCAPE 2000
Stage 250
Settings 300
Lightings 500
Props 200
staff 2 70 140
Helium Balloons 3000 1 3000
Ice Cream 1000 0.80 800
Goodie bag 800 4 3200
Miscellaneous 610
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Rental of venue 2200
Lightings 600
Stage 500
Staff 70 20 1400
Props 1000
Miscellaneous 1500
Program booklets 1050 10 10500
chairs 250 10 2500
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Booths 24000
Brochures 3000 8 500
equipment 1500
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1. Awareness Ë Posters designed Ë Posters to be Ë Posters to be

Posters confirmed replaced if replaced by
Ë Procure permission damaged more
from various venues detailed
(Schools, Scape*, posters
Esplanade, etc) to about the
put posters up concert
Ë Put up posters
2. Advertisement Ë Online Ë Blog to be Ë Update blog Ë Update
(Internet) advertisements updated Ë Update all blog
(Twitter, Facebook, regularly with Ë advertiseme Ë Update
Myspace, etc) to be latest news nts all
put up Ë Update advertis
Ë Campaign Blog to be interesting ements
designed and facts about
information to be the
consistently updated environment
Ë Interesting facts and
about the Panasonic¶s
environment to be activities with
changed regularly regards to
the
campaign
3. c
  Ë Awareness to be Ë Preliminary Ë Band

Band raised through online auditions to Competition
Competition advertisement and be held held
posters Ë Update top Ë Lucky draw
15 bands on winners
facebook, announced
twitter,
myspace,
campaign
blog

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4. c
  Ë Awareness to be Ë Top five Ë Concert

Concert raised through online winners and to be
advertisement and featured held
posters bands to
hold
rehearsals

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For the evaluation, we chose to use the Jim Macnamara macro model of evaluation.



)   5



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Beginning with the base of the pyramid; inputs, we need to evaluate our tactics which are
awareness posters, online advertising, µColour Me Sonic¶ Band Competition and the µColour
Me Sonic¶ Concert. The evaluation would be on the quality of our message pre sentation, the
appropriateness of message content and the chosen medium. We can evaluate our tactic
programs and tools through case studies, reviews and feedback so as to check if our inputs
were effective.

Next, an evaluation of the outputs must be done. The outputs are the communication
achieved through the tactic programs. As we used internet and social -networking tools to
help advertise the main campaign events (band competition and concert), we can evaluate
the responses from our targeted audience thr ough an audience surveys whereby we survey

  


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about 100 youths and young adults to find out if the awareness of our Panasonic campaign
has reached them. Also, we can monitor the number of responses received as the facebook,
twitter, Myspace and campaign blog allow interaction between audiences and the campaign
team.

Lastly, the results stage. The objectives of the campaign were defined earlier in the report.
They are:

1. To raise awareness and create understanding for Panasonic¶s ³Ideas for Life´

2. To raise money for environmental Non -profit social enterprise Environmental

Challenge Organisation Singapore (ECO Singapore)

To analyse and evaluate results, we need to find out if the objectives have been achieved.
This can be done through quantitative research in whic h we observe and survey our target
audience to see if they have a better understanding of Panasonic¶s ³Ideas for Life´. Next, a
calculation of the profits rose from the ³Colour Me Sonic´ Concert for ECO Singapore. If the
event was a success, the profit figures would reflect it. Also, a media analysis can be used to
evaluate the results of the Panasonic campaign, such news articles about the campaign or
campaign events. If indeed our tactic programs were a success, the media would report
about it.

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5
 


nd
1. A. Gregory (2000). Planning and Managing Public Relations Campaigns 2 Edt.
Kogan Page
2. L. Kann (2010). Sixth ChildAid rings in applause and record $1.28m. The Business
Times, Singapore.
3. R. Bobbitt & R. Sullivan (1999). Developing the Public Relations Campaign: A Team
Based Approach. Pearson College Div.
4. J. Cornelissen (2004). Corporate Communications: Theory and Practis e. Sage.
5. E. W. Austin & B.E. Pinkleton (2008). Strategic Public Relations Management:
nd
Plannng and Managing Effective Communication Programs 2 Edt. Routledge.
6. Second Edition. Strategic Public Relations Management. Planning and managing
effective communication programs. Erica Weintraub Austin. Bruce E. Pinkleton 2008
7. http://www.eco-asia.info/content/sp -marina-barrage Max 2009
8. http://www.appliancist.com/refrigerators/panasonic -fridge-freezer-nr-b30fx1-xb.html
9. http://news.panasonic.net/archives/2010/0830_1438.html
10. http://latimesblogs.latimes.com/technology/2011/01/ces -panasonic-thinks-different-
about-tablets.html
11. http://www.articlesbase.com/technology -articles/panasonic -phones-different-from-
others-2404762.html#ixzz1BNcvIwrb
12. http://news.panasonic.net/archives/2010/1221_3193.html

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13. http://www2.panasonic.com/webapp/wcs/stores/servlet/prModelDetail?storeId=11301
&catalogId=13251&itemId=601501&modelNo=Content1020201
14. http://www2.panasonic.com/webapp/wcs/stores/servlet/prModelDetail?storeId=11301
&catalogId=13251&itemId=604002&modelNo=Content1102201
15. http://www.highdefdigest.com/news/show/Plasmas/CES_2011/3D_TVs/Panasonic/P
anasonic_Press_Conference_%E2%80%93_CES_2011/6109
16. http://docs.google.com/viewer?a=v&q=cache:KnjPIMzv -
Q0J:www.buzzcity.com/f/20090908_TopBrandSurveyReport.pdf+top+of+mind+surve
y+panasonic&hl=en&gl=sg&pid=bl&srcid=ADGEESilz2nQBgANU7WwKLxDcg64lFIs
EO9e44Mw0m6k1d_svJGtlb2nFaLwVD_ZX5btXNLW gOIE7vQH2jTKz7RIgoUjgfoyJ
Ow3CtEBB2vTgN0F5Kktjulfhtq5gjoxx3IFr6oXjjwF&sig=AHIEtbQhtM2a5hVykim8RcG
jVb77keB1VA