Department of Economic Development and Tourism, Western Cape Government: Premier’s Enterprise Recognition Awards (PERA), Awareness and Perception Study

The Department of Economic Development and Tourism (DEDAT), Western Cape Government, through its sub-directorate: Department of Communication, commissioned research into the marketing and communication of the Premier’s Entrepreneurship Recognition Awards (PERA).

The aim of the research was to:

• assess the efficacy of advertising messaging; and
• understand the motivation of businesses in entering the competition.

PERA was established to demonstrate the powerful potential of local entrepreneurs, create role-models and promote entrepreneurial activity amongst the youth and in communities at large. The Awards have been presented for the past three years during which time the number of entries has increased each year. However, the demographic profile of entrants and winners over the years was noted as a growing concern, with few entries received from black-owned businesses and from businesses located outside the metro. The information gathered from this research will be used to improve and enhance the 2016 PERA communication campaign.