Thursday, 27th November 2014
It was to me not only a memorable year, but it turned out to be a spectacular one! PAFSA, invited Brother early on to be fully engaged in the International year of the Secretary and Admin Assistant (IYOTSA) , and having accepted this opportunity, planning immediately began to assess how best Brother could engage with this very important market.
IYOTSA, organised from South Africa by PAFSA, had close to 40 countries involved in having 2014 as the year to celebrate the secretarial Profession. This was a very ambitious task, but PAFSA was to pull it off with much clamour and aplomb.
It started by us attending the network events organised by PAFSA and there we had occasion to see this market first hand and assess what they enjoyed, liked and needed.
Discussions were held then how to best maximise on Brothers involvement at the crucial events in September, signalling the annual PA Summit and the PA of the Year® Award. This, taking place, on national Secretaries Day, was earmarked as the most important event of the year for the secretarial market as it would be engaging the attention of all secretarial associations of the world.
Secretaries Day saw 220 PAs gather at Emperors Convention Centre and Brother (distributed by Kemtek) presence was dominant every step of the way.
After the morning’s educational sessions with top speakers, the delegates formed a human logo spelling the word IYOTSA, this was achieved in under 7 minutes, and had not been rehearsed.
At the Gala lunch, featuring MC Darren Maule, the six finalist of the PA of the Year 2014 were introduced, and the winner was announced after dessert. Brother offered prizes and again had a dominant present at the lunch venue. PAFSA’s media and social media played a key role also in ensuring that Brother kept top of mind.
We have established a clear rapport with South Africa’s top PAs and we will endeavour to build on this relationship with them.
Dictum Publishers (Pty) Ltd
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