PERSONAL BRANDING PORTFOLIO

Na me s: Paseka Sol o mon Kgafel a
Student Nu mber: 219098816
Pr ogra mme : Publ i c Rel ati ons Pr acti ce
Lecturer: Ms A. Toyer and Pi de
Sub ject : Per sonal Br andi ng Portfol i o
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To
From
Ms A. Toyer & Pride
Paseka Kgafela
Date 23/11/2020
Subject
Topic
Group
Public Relations Practice
Personal Branding Portfolio
A
DECLARATION: I have read, understood and agree to adhere to the code of conduct,
as published in the CPUT student diary; the study guide / practical workbook for this
course as well as the rules relating to the subject. I hereby declare that the assignments
I submit will be the product of my own efforts and thus can be classified as my own work
as specified in the assignment brief. All work that is not my own, has been accordingly
referenced and a list of references is hereby attached to this assignment. I acknowledge
that contravention of this code of conduct will result in a zero mark, or disciplinary
action.
Name and Surname: PASEKA KGAFELA Signature: P Kgafela
Date: November 23, 2020
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PERSONAL BRANDING PORTFOLIO:
TABLE OF CONTENTS
1. INTRODUCTION Page 4-5
-Introduction
-Description
-Curriculum Vitae
Page
Page
Page
2. THE PR PROGRAMME Page 6
- Defining the situation Page 6
- Objectives and Goals Page 7
- Target publics Page 8-9
- Research and Samples Page 10-11
- Organization message Page 12
- PR Activities Page 13-19
- Overall Budget Page 20
- Evaluation Page 21
3. ADDENDA Page 22
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Introduction
1.1 My name is Paseka Kgafela and I am the founding father of “By Lepapiza”
1.2 Description
I am a content creator that is very ardent. As a photographer, my goal is to capture
stories in a form of images. Photos have the power to help you relive a specific
moment in time and recall all of the emotions and details surrounding that moment.
When I work with you on a photo project, my goal is to provide you with
photographic moments. I want you to be able to look back at your photo years from
today and be able tom relive that moment in time. My organisation is aimed at every
single person/every single object that feels perfect to be captured at that specific
time.
1.3 Curriculum Vitae
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2.
2.1 Defining the situation
As an upcoming photographer, there is quite a lot work that needs to be put into it.
My brand might have not grown much in the industry, but I strive to always learn and
develop myself as a brand.
SWOT Analysis:
Strengths:
-Producing a high quality of work
-Experience within different areas of
photography
-Communicating with my clients with a
professional attitude
-Constantly on the move
Opportunities:
-Networking with the right people at
events invited to shoot at.
-Competitions can be entered
-Working with other photographers
-Personal growth
Weakness:
-Small social media following
-Need to organize exhibitions to
showcase my work
-Free photo-shoots
Threats:
-Competitive industry
-Advanced technology, meaning that
people now don’t need professional
photographers because iPhones and
other smartphones that HD camera
quality.
-Sometimes you might have work to do,
but still work for nothing.
-Weather conditions, most especially
when shooting landscapes
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2.2 Objectives and Goals
Short term:
- Shooting a destination wedding
- Upgrading the camera I use with the money earned from photo-shoots
- Learning Photoshop
- Try to create content more often, by grabbing every opportunity I came across
Medium term:
- Getting booked solely based on the quality of my work
- Create images that cause an emotional response
- Being featured by a respected source
Long term:
- My work and myself featured in a well-known South African Magazine
- Shooting alongside ‘professionals’ as their peers
- Signing big contracts with brands that are rated as the top dogs of the industry
- Having my own studio
- Having my own photo gallery to showcase my work and all the people I have
worked with
- Trendsetter
- Be rated as one of the best photographers in South Africa, if not the world
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2.3 Target Publics
Demographics:
- Our target market for our photography company are all the people across South
Africa and neighbouring countries
- All age groups
- Every race group
- All genders
Psychographics:
- Attract different individuals from all walks of life
- Sponsors
- Mostly people who have all sort of values and beliefs
- Members of the media
Stakeholder map:
BY LEPAPIZA
“The world through lenses”
INTERNAL
STAKEHOLDERS
EXTERNAL
STAKEHOLDERS
-DIRECTOR AND FOUNDER
-EMPLOYEES
-SOCIETY
-PRESS/MEDIA
-CUSTOMERS
-SPONSORS
Internal stakeholders:
Founder and Director: Paseka Kgafela
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Employees:
Graphic Designer: Miss LL Shai
Finance: Mr TC Mphahlele
External stakeholders:
- Customers
- Media/press
- Sponsors
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2.4 Research and Samples:
The purpose of my research is to find out, what my target market thinks about my
organization, and see whether they feel that a few things about the organization need to
be changed or not. This would help me as the Director & Founder of the organization try
and sway them to the direction that they feel comfortable in.
Questionnaire samples
Can be found in the addenda section A
Analysis and interpretation of results:
1. What is the first word that comes to your mind when you look at the logo?
- Out of the 25 people that took the survey, 17 people said that my logo
shows “Content”, 7 people said it is giving them “Photographic vibes” and
only 1 said, “Simplicity” meaning that my logo shows what my
organization is about.
2. What is By Lepapiza about?
- It got answered by 25 people, and they all chose “content creation” which
is all about my organization.
3. How do you feel about the message/slogan By Lepapiza portrays?
- 14 people chose “Happy”, 11 people decided to go with “Very happy” and
only 1 person is not happy. The 1 person that chose “Not happy” should
have specified under the others comment box, so that we can know what
it is that we are doing wrong
4. In the past 3 months, where have you seen or heard about our brand?
- 25 respondents took the question, 18 of them heard about the
organisation through their friends and families’. 16 also chose social
media, 3 people don’t remember hearing about the organization.
5. How likely are you to recommend our brand to someone you know?
- 13 chose Extremely likely
- 10 Very likely
- 2 somewhat likely
6. How likely are you to use our services again in the future?
- 14 chose Extremely likely
- 9 Very likely
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- 2 Somewhat likely
7. Do you pay enough attention to detail?
- Only 5 people answered the question. 2 said yes and 3 said sometimes
8. How would you rate the creativity of our work?
- 2 chose 25% and 2 chose 50%
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2.5 Organizations Message/Slogan
My organization’s slogan is “The world through lenses”, meaning that upon examining
the picture you find more than you ever saw when it first come into focus through your
lens, and something you never intended becomes the focal point. Our brain has fixed
our lenses only to pick up the familiar and comfortable side of things, we see things in
black and white. Looking through our personal lenses we see the world in such a way
that makes sense to us. Can you open your mind to see more than you thought was
true or can you imagine what might make you picture even better? After all, it’s your
lens that determines what you see.
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2.6 PR Activities
2.6.1 Social Media Profile Lookbook
What is going to happen?
-Social media profiles are going to be created by me to reflect what my brand “By
Lepapiza’ is about. The social media platforms that I am going to use are Instagram,
Twitter and Facebook. These accounts are going to be created so that people can know
and understand what my brand is about.
When and where is it going to happen?
-The social media accounts are going to be created on the 20 th of November 2020, in
the comfort of my home.
How will this activity take place?
-My brand is related to photography, so when posting on social media I will put
watermarks on the images that are going to be posted.
-Content will be posted on a weekly basis so that my followers can get an
understanding of what I meant by my slogan, “The world through a lens”
Budget
-There is WiFi at my home and I will use my notebook to do all of this.
Evaluation
-
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2.6.2 Visual Identity
Mood board
What is going to happen?
-My mood board will be created by me, the founder and director of my company
Where and when is it going to happen?
-The activity will take place on the 24 th of November 2020
How will the activity take place?
-Have to research images that best describe the mood a photographer always has
when they wake up.
-Look for a designing website
-Create the mood board using the images I got from my research.
Budget
ITEM:
Data
Canva
Total
COST:
R100
R199
R299
Evaluation
-A mood board has been created and is available.
Refer to Addenda
-Addendum C
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Logo
What is going to happen?
-A logo will be created by the designing team and the founder of the company.
When and where is it going to happen?
-The activity will be taking place on the 22 nd of November 2020 on my personal laptop.
A meeting will then be had on the 23 rd of November 2020 to approve the design of the
logo
How will the activity take place?
-I will be exploring different logos on google to try and understand what kind of logo
does other photography companys have, so that I do not do a duplicate of what they
have.
-Different kinds of logos will be created so that we can compare then pick the one to use
for our company.
-I will compare Photoshop and Canva, then pick one that is efficient to use. This will
make my life easier when creating this logo.
Budget
ITEM:
Printing
Data
Total
COST:
R250
R150
R400
Evaluation
My logo has been designed; I got helped by my designing team (Graphic Designer) and
that everything a lot easier to create. This I will use in my social media profiles
Refer to Addenda
-Addendum D
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Biographies and Curriculum Vitae
What is going to happen?
-I will be creating biographies and CV that reflection of who the owner is, this will be
used for personal use.
When and where is this going to happen?
-These activities will be done at Home on the 26 th of November 2020
How will this activity take place?
-I will have to look into all my personal, work and educational experiences on the side
so that I can be able to create these successfully.
-Microsoft word will be used for the biographies and CANVA for the Curriculum Vitae
Budget
Item:
Internet
Total
Cost:
R100
R100
Evaluation
-The biographies and CV have be created and are going to be used for personal uses
together for business.
Refer to Addenda
-Addendum E
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2.6.3 Branding
Brochure
What is going to happen?
-A brochure is going to be created on CANVA, this brochure is going to be advertise a
photo exhibition that is going to happen
When and where is this going to happen?
-This activity will be taking place on the 27 th of November 2020, the activity will take
place at Bilboa, Camps Bay.
How will this activity take place?
-My team and I came up with ideas of how it will look like
-We then have to research on the following: Paper weight, paper type, paper
orientation, size, color, and resolution, file extensions.
-A production schedule is to be created right after the research, but during the creation
of the schedule we have to look for 3 printing companies to approach for the quotations.
-Once all is done, we have to disburse it all around so that people can get an idea on
what to expect with the happenings of the photo exhibitions.
Budget
ITEM:
Travelling (Printing company hunt)
Total
COST:
R200
R200
Evaluation
-The brochure is completed and ready to be sent out for advertising
Refer to Addenda
-Addendum F
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Vision, Mission, Objectives, Position Statement
What is going to happen?
-The following will be created by the team at By Lepapiza
When and where is it going to happen?
-The activity will take place on the 7 th of December 2020, virtually over Microsoft Teams
How will it take place?
-Discussions are going to be had, and we will create the above mentioned based on
what our company is about and beliefs in.
-Once all is put on the table, we then agree to what our Vision, Mission, Objectives,
Position Statement is and finalize
Budget
ITEM:
Data (Wifi)
Total
COST:
R699
R699
Evaluation
-Meeting is still yet to be held.
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2.6.4 Promotional items: Magazine and Advertisement
What is going to happen?
-This activity will be done by the Design with the help of the founder
When and where is it going to take place?
-The activity will take place on the 10 th of December 2020
How will the activity take place?
-For the magazine cover, an image will be taken by me at Modjadjiskloof, they were
edited on ADOBE Lightroom where I used my laptop to edit them.
-For my magazine advertisement, I will meet up with Lebogang Kgabi, a local
photographer that is also a friend to take me pictures. She will also be responsible for
the editing of the pictures on the advertisement.
Budget
ITEM:
Travelling for Lebogang
Total
COST:
R250
R250
Evaluation
-The images were taken and they looked exactly the way I envisioned.
Refer to Addenda
-Addendum G
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2.7 Overall Budget
ITEMS;
COST:
1. Printing R25 250
2. Data R350
3. WIFI R699
4. CANVA R199
5. Travelling R450
6. Lunch R250
Total R27 198
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2.8 Evaluation
-If you look at most of the activities I mentioned, about 80% is done and 20% is yet to
be done. By Lepapiza as a brand is the perfect representation of what Paseka Kgafela
is and what he is about. My brand is a new player in the field, but because I know where
I want to see my brand to become in the next coming 5 years, I will have to be patient
with the process.
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ADDENDA
ADDENDA TABLE OF CONTENTS
ADDENDA
LETTER:
A
B
C
D
E
F
DESCRIPTION:
Sample of survey
Analysis of survey
Mood Board
Logo
Curriculum vitae and
Biographies
Brochure
G
Magazine and
Advertisement
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A. SAMPLE OF SURVEY:

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B. ANALYSIS OF SURVEY:

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C. MOOD BOARD:

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D. LOGO:

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E. CURRICULUM VITAE AND BIOGRAPHIES:

SHORT B IOGR AP HY:
Paseka Kgafel a ’21 co mes fro m Pol ok wane, Li mpo po and graduated
fro m Kgapane Hi gh School wi th a Bachel ors Degree. At Kgapa ne
Hi gh School , Pas eka wa s the deput y headboy and earne d hi s spo t i n
the school ’s represen tati ve co m mi tt ee counci l . He i s currentl y a fi r st
year student at Cape Peni nsul a Uni versi ty of Technol ogy studyi ng
Publ i c Rel ati ons & Co m muni cati on Studi es. He ha s worked at
several pl aces as a pro moter and a sal esperson. He pro mo ted
musi cal festi val s na med , “#FirstFriday and Ma jor League Gardens” i n
Pol ok wane. He al so sol d l i ghts and cords for a co mpan y na med
Accel erate Group. After gradua ti on, Paseka pl ans to persuade Publ i c
Rel ati ons as a career and wor k for a pro mi nent co mpany that wi l l
hel p hi m bui l d hi s brand.
L ONG B IOG R APH Y :
As a perso n who en joys e verythi ng t hat i s rel ati ng to the publ i c.
Paseka Kgafel a has drea med of bec o mi ng a Publ i c Rel ati ons Offi cer
si nce he was 13 years ol d. Hi s l ove for medi a started then, and i t
grew more because h e gre w up i n a househol d that watch es Ne ws,
Docu mentaries and more. Paseka w as a very a cti ve chi l d during hi s
years of gro wi ng. He attended Lear skool , al so kno wn as
Dui wel skl oof Pr i mary School w here he pl ayed rugby si nce the fi r st
grade ti ll the l ast grade. He l oved i t and hi s records sho wed he wa s
good i n i t. He obtai ned a coupl e of certi fi cates, medal s and trophi es,
so me for ‘pl ayer of the season ’ and so forth. He pl ayed for the fi r st
tea m throughout hi s years i n pri mar y, fro m Bul l et ji e rugby to seni or
r ugby and was ma de captai n t wo ti mes i n a ro w fro m grade 6 to
grade 7.
During hi s grade 7 year to wards hi g h school hi s mo ther a ttended a
l ot of meeti ngs where she wa s the k eynote speaker and was a
pro mi nent speaker a nd the l ove he had for speaki ng gre w fro m there
and real i zed that rugby was not the ki nd of career he wanted to
persuade i n the future. H e i s goi ng to study any t hi ng rel ated to
publ i c speaki ng. Paseka atten ded Kgapane Hi gh School , where he
di d hi s matric and grad uated wi th a Bachel or’s degree. During the
years of hi s hi gh school years he w as mo stl y acti ve i n man y school
producti ons and school pol i ti cs. He beca me t he Depu ty Head boy
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and el ected as the me mber of the SRC were he represented th e
co mmi ttee i n school meeti ngs.
Paseka worked at fe w pl aces here h e was the pro moti ng musi cal
concerts su ch as, ‘#FirstFriday and Ma jor Le ague Gardens ’ i n 2015 -
2016. He then was a sal es person i n a co mpany na med Accel erate
Group where he sol d l i ghts i n 2017. Paseka then deci ded that he
wa s goi ng to stud y Publ i c Rel ati ons and wanted to persuade tha t as
a career. He i s no w a fi r st year stu d ent i n t he pro mi nent tech nol ogy
Uni versi ty of Cape Peni nsul a i n Cape Town , Sou th Africa s tudyi ng
Publ i c Rel ati ons and Co mmuni cati ons Studi es.
Other than bei ng a student , Pa seka i s a cook he en jo ys pl ayi ng
around the ki tchen wi th food a nd di fferent ki nds of reci pes’, h e i s a
photographer al so, so methi ng he en jo yed doi ng fro m an early age
and. He i s bi g on fa mi l y as he gre w up wi th t wo si bl i ngs, parents,
cousi ns, uncl es, aunts, ni eces, nep hews and grandparent s.
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F. BROCHURE:

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G. PROMOTIONAL ITEMS: MAGAZINE AND ADVERTISEMENT:

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