CASE STUDIES

PHASE 2: DRIVE TICKETS SALES

Promote GovTech 2015 ticket sales

Strategic Intent – Create a call to action
•  Drive ‘Subscription’ for the 2015 event

ADVOCACY AdvAoBDrcVaacOnyCd AACYd avAnoNdc D a IcNy T ENSITY % of customers Importantly - don’t stop the
SUBSCRIPTION who repurchase the brand / event engagement once the ‘sale’ is
and / or ‘sell’ the brand / event on made Engage before, during after
TRIAL % of customers the event – create ambassadors
CONSIDERATION who purchase the brand / event
% of customers
AWARENESS who trial the brand / event
% of customers
who consider the brand / eveny
% of customers
who know of the brand / event

PHASE 2: DRIVE TICKETS SALES

The opportunity is to give potential delegates the opportunity to ‘celebrate’

Motivate potential delegates to buy tickets (early) – add incentive / strong call to action
•  For example:

•  Enroll early and stand a chance to win 1 of 10 Samsung XXX (Sponsored by Samsung)
•  Enroll early enjoy a 15% early bird discount

•  Build back in celebrating 10 years of delivery

Change the messaging focus from ‘Celebrating 10 years of Delivery’ to ‘book early and celebrate’
•  Buy and (potentially) win / save etc
•  Support with information / reasons to attend – Who & What

•  10 years of Delivery becomes the supporting message

Phase II Part I: Book early and celebrate

PHASE 2: DRIVE LAST MINUTE TICKET SALES

The opportunity is to give potential delegates the opportunity to ‘celebrate’

Motivate potential delegates to buy tickets (early) – add incentive / strong call to action
•  For example:

•  Enroll early and stand a chance to win 1 of 10 Samsung XXX (Sponsored by Samsung)
•  Enroll early enjoy a 15% early bird discount

•  Build back in celebrating 10 years of delivery

Change the messaging focus from ‘book early and celebrate’ to ‘Last chance / Don’t miss out
•  Limited no of seats left
•  Support with information / reasons to attend – Who & What

•  10 years of Delivery becomes the supporting message

Phase II Part II: Last Chance / Don’t miss out

PHASE 3: BUILD ADVOCACY

Further build the GovTech brand / event

Strategic Intent – Build advocates during and post the 2015 event through ongoing engagements
•  Drive ‘Advocacy’ and ‘earn’ future ticket sales

ADVOCACY AdBvrAoaDcVnacOdyC AACdY avAnoNd cD IaNcTEyNSITY % of customers The magic of online media is
SUBSCRIPTION who repurchase the brand / event not what happens online,
and / or ‘sell’ the brand / event on but what happens outside of it
TRIAL % of customers because of it
CONSIDERATION who purchase the brand / event
% of customers
AWARENESS who trial the brand / event
% of customers
who consider the brand / eveny
% of customers
who know of the brand / event

THE COMMUNICATION STRATEGY IN SUMMARY

Build the brands to drive ticket sales

Use Traditional ATL Media to drive stakeholders to Digital Elements
•  Drive engagement before, during and after the event

PHASE I PHASE II PHASE III
Build the Brand Drive Sales Build Advocacy

BROAD- INFLUENCER NATIVE
BASED, ENGAGEMENT! CONTENT!

ATL! ATL •  Bloggers

MEDIA! •  IG’ers


Build awareness & Part I: Call to action with Engage with •  PRINT

Consideration incentives Delegates before •  RADIO

during & after the •  OOH

What. Where. When Part II: Last minute drive event towards winning •  PR

their future support
Support with reasons to www!
attend: Who & What
BEHAVIOUR!

GovTech 2015 – Celebrating 10 years of Delivery

DIRECT ! DEMOGRAPIC!
RESPONSE!

GOVTECH DELEGATE SURVEY

•  Conducted by Flash Marketing survey assistants
•  The survey questions focused on the following areas:

–  Delegate demographics
–  Attendance of past and future GovTechs
–  Branding and media visibility of GovTech event
–  Event content evaluation

•  A total of 215 surveys were collected during the event.
•  This sample size allows statistically relevant conclusions to be drawn.
•  The survey questions with 2014 and 2013 data points were compared

for year on year movements.

DELEGATE DEMOGRAPHICS

Industry Sector Represented

40% Educa<on ICT Industry Local Govt Media Na<onal Govt Other Prov Govt SOE
35% 7% 37% 7% 3% 13% 8% 17% 7%
30% 5% 29% 8% 5% 23% 8% 19% 4%
25%
20%
15%
10%

5%
0%

2015
2014

•  ICT, National and Provincial Govt majority of attendees
•  Decline of National and ICT delegates must be investigated further.
•  Decline in Provincial delegates not statistically significant.
•  Education and SOE increase as per strategy from 2014

•  More effort required on Local Govt

EVENT ATTENDANCE Attending Future GovTechs

•  High delegate return rates No Yes
consistent with 2014 – 97%

•  Increasing percentage of
delegates attending each
years event supports high
delegate return rate.

Attendence at Previous Govtechs

35,00%
30,00%
25,00%
20,00%
15,00%
10,00%

5,00%
0,00%

2008 2009 2010 2011 2012 2013 2014

MEDIA VISIBILITY Media No<ng

•  Email, Online and Word of Mouth continue to 42315000000%%%%%% Airport Email Interne Other Outdo Print Radio TV Ad Word
dominate media noting levels. Ad of
Screen t or Ad 6% Mouth
•  Outdoor showed slight increase due to 3% 3% 30%
longer flighting periods 2015 2% 41% 25% 17% 4% 5%
2014 2% 37% 19% 12% 0% 0% 3% 24%
•  Print demonstrated a significant increase in 2013 1% 26% 31% 23% 1%
noting levels and can be ascribed to longer 1% 12% 21%
flighting periods to 2014
2015 2014 2013
•  Sunday Times continues to dominate the
noting on print titles but a decline in noting Print Title No<ng
levels year on year is evident.
60% Did not The Other City Press Business Financial
•  The increase in noting levels across all other 50% see any Sunday Day Mail
titles year on year can be ascribed to the 40% Times
increased investment. 30%
20% 25%
•  This increase demonstrates the elasticity of 10%
print – increased investment will result in 22%
increased noting levels. 0%
42%
•  The concern continues to be the high levels
of delegates that did not see any print ads.

2015 44% 16% 14% 9% 4%
2014 54% 1%
2013 9% 9% 5%

32% 10% 16%

ONLINE MEDIA VISIBILITY Online Ad Noting

•  IT Web continues to demonstrate the highest 60% Didn’t See It My Broadband
noting level compared to My Broadband. 50%
40%
•  Year or year changes are very slight 30%
demonstrating stability in the audiences of 20%
these platforms. 10%

•  The high levels of delegates not seeing Online 0%
Ads would suggest a need to consider
alternative platforms for Online Ads. IT Web

•  Social media was dominated by high noting 2015 2014
levels on Facebook with moderate noting
levels on Twitter. Social Media Noting

•  There is also very high numbers of delegates
who did not see social media ads thus
suggesting need for longer campaigns or
alternative platforms

Twitter Facebook Didn’t See It

EVENT INFORMATION AND SUGGESTIONS

•  Event information rated positively Was the Brochure and
•  94% found the brochure and program informative Programme Informative
•  Steady increase from 2014
•  Further insights required on changes made each year 100% No Yes 2015
80% 6% 94% 2014
to build on this momentum 60% 15% 85% 2013
40% 31% 69%
•  On province to host next GovTech overwhelming 20%
support for Gauteng was received. 0%

•  At 8% there is evidence of fatigue in delegates in the 2015
Kzn. This is further supported by the high numbers of 2014
delegates who have attended multiple events in the 2013
recent years.
Which Province Should
•  There is also significant support for consideration of Host The Next GovTech
other provinces as well.
8,49% 4,25% 8,02%
6,13% 13,21%

6,60%

27,36%

5,66%

Cape Town KwaZuluNatal Eastern Cape Free State
Gauteng
Limpopo Mpumalanga Northwest

THE CAMPAIGN

Phase 1 – Excite media plan summary

Ac#va#on Community Digital Outdoor Radio Television
Ac#va#on
Drive A Re Yeng Digital specific Current A Re Broad reach Product
experien#al Jingle crea#on placement Yeng hording awareness Placement
educa#on Wheelchair Social Media Bus Shelters Community and
BasketBall regional radio
Touch and feel A sponsorship Access to all
Re Yeng
markets

Phase 2 – Inform media plan summary

Radio Print Television Outdoor Digital

Broad reach Broad visual High reach Current A Re App
awareness reach na#onal Yeng hording Social Media
Community Longer Bus Shelters Specific site
and regional awareness Informa#on placement
consump#on Infomercials,
radio advantage handouts
Access to all Product
Placement
markets Innova#ve
television
engagement

Phase 3 – Involve media plan summary

Radio Television Outdoor Digital Ac#va#on

Broad reach High reach Current A Re App GiL of
awareness na#onal Yeng holding Social Media Mobility
Community Bus Shelters Specific site Put A Re Yeng
and regional awareness Informa#on placement to the Test
Infomercials,
radio handouts
Access to all Product
Placement
markets Innova#ve
television
engagement

PHASE 1 : EXCITE

Excite: Build the Brand Idea

The big idea. The social idea: ‘A Better Way for All’

•  Improving the quality of peoples’ lives
•  Getting people around more quickly, efficiently and cost-effectively

–  Saving you time to do the things that are important to you
–  Saving you money - Affordable, Value
–  Not a luxury – but a necessity, a right
–  Towards addressing the apartheid legacy of spatial planning
–  Towards the future vision of Tshwane 2055

Excite – Roadshow activation

TOUCH AND FEEL THE BUS
Touch and Feel Activation: roadshow around the city with new buses in and
around the city.

1.  Radio station outside broadcast
•  Outside broadcast from the area. They will promo the roadshow 1
week prior to the event to draw audiences as well as run hype at the
event.
•  1 x A Re Yeng on-air interview

2.  Use of a Personality
•  To perform at the event
•  To run audience questions and answers about A Re Yeng
•  To give A Re Yeng endorsement

3.  Bicycle giveaway and giveaways to take place at these activations

Touch and Feel the Bus

Excite – A Re Yeng Blades Sponsorship and PR

SPONSORSHIP OF THE TSHWANE WHEELCHAIR BASKETBALL TEAM

1.  Sponsorship includes naming rights of the team: The A Re Yeng Blades to include:

a.  Televised sponsorship announcement with the Mayor
b.  Supersport coverage when the Blades play (Oct 2014 – Nov 2015)
c.  Incidental logo during televised games
d.  2 x 10” squeezebacks during games
e.  1 x Televised interview with the mayor at one of the games
f.  Wheelchair branding
g.  Full kit branding
h.  Training ground branding
i.  Full PR support from Wheelchair Basketball SA. Interview with the Mayor or representative

on SAFM, Radio 2000 and Channel Africa as well as community stations)
j.  Use of the team members for activations or advertising material

Excite – Sponsorship:

THE CAMPAIGN

Inform: Detail Service Elements

Provide functional information
•  Routes, times, fares
•  Future routes / services

•  Information will be supplied using the following platforms
–  Print
–  Digital
–  Activations
–  radio

Inform – Building the Features

Build the brand idea
1.  Drive trial and usage – in order to get bums on seats when we launch

–  Create call to action – give reasons to use the service
2.  Aggressively build awareness using ATL platforms
3.  Continuation of Wheelchair Basketball sponsorship
4.  Digital – direct lead to detailed information
5.  PR Interviews for Executive Mayor (to be driven by PR agency)

•  Radio, print, television, digital

Provide func-onal info e.g. Routes, -mes, fares

1.  EMV card campaign begins (if fares are approved)
–  Press Release with information on getting an EMV Card
–  Radio interviews
–  National Sunday Media coverage
–  Campaign kicks off

2  Fares Campaign
–  Fares and route information dissemination
–  Media and outdoor activations

3  Route Campaign
–  The fares and feeders route outline in media

Inform – digital

1.  Digital, Google and .mobi placements to fulfil the following roles:
a.  Drive website engagements
b.  Create general awareness
c.  Drive consumers to find out more information on role out of system and register for updates

2.  A Re Yeng App
a) time table
b) routes
c) Fares
d) All functional information

3.  Site affinities:
a.  Niche – High affinity and page take overs
b.  Lifestyle – High affinity and dominance ROS
c.  Relevance and content targeting
d.  Social Media (FaceBook, Twitter, 2Go, We Chat, MxIt, YouTube)

PHASE 3: INVOLVE

Involve: Create Advocacy

Build relationships & loyalty
•  Demonstrate commitment and care
•  Build positive PR and rapport

–  Owned Bought and Earned media. ATL and BTL (online)

Website – owned Print – bought Any PR - earned

Involve - Build the brand idea

1.  ATL continuation – maintain awareness in the ATL space
2.  Continuation of Wheelchair Basketball sponsorship
3.  Giveaway of Wheelchairs – build goodwill using the A Re Yeng Blades
4.  Digital – direct lead to detailed information
5.  Activation – generate excitement – put A Re Yeng to the test
6.  PR Interviews for Executive Mayor

•  Radio, print, television

Involve – Gift of Mobility

1.  In collaboration with the Association for the physically disabled we will deliver
wheelchairs to those in need of but with no access to a wheelchair.

2.  The Association has lists of people who have requested a wheelchair.

3.  1 wheelchair away every week for 16 weeks using the A Re Yeng Blades and
member of the mayoral office.

4.  When the wheelchair is presented to the recipient, we record it so that we can
build content to use for PR purposes, social media and the website.

Involve – Put A Re Yeng to the test

1.  Create an activation with the citizens of Tshwane to demonstrate the efficiency of
the busses using the busses.

2.  Activation to be recorded/televised and used in the digital space using high profile
personalities and citizens to take part.

3.  Future activation concepts:
1.  The amazing race
2.  Race against the Stig (SA in Feb 2015)
3.  Top Gear test (SA in Feb 2015)
4.  Traffic testers, who gets to work faster car or bus with a voting system

4.  Full activation concept to be finalised and presented.

CREATIVE EXECUTIONS

Rationale

The concept is a 2 part creative the before the service and after the service.
The big idea is to show how A Re Yeng will improve the quality of peoples lives in the
city of Tshwane.

The first part of the concept is the “soon I can…” here we use ordinary day to day
problems that people experience and show how when the service is live they will be
able to improve their lives.

The second part is the post launch section, “now I can…” here we will use the same
people from the first part to show how they have managed to improve their quality of
life by tell people what they are now able to do because of the service.

CREATIVE 1 1 Print
•  Daily Sun
Soon I can… SOON •  Pretoria News
I •  Beeld
7 •  Pretoria Record
CAN
2

Outdoor
•  Billboards
3 •  Streetpoles

•  Flyers

•  Posters

6 5 4

Digital Television
•  GOOGLE Search •  SABC 1
•  GOOGLE Display •  SABC 2
•  News24 •  SABC 3
•  Weather24 •  DSTV Compact
•  Sport24 •  ETV
•  Women24
•  Linkedin Facebook
•  TwiSer
•  YOUTube Pre-roll





MAGAZINE ADVERTS

MAGAZINE ADVERT

TVC MOOD BOARD

TVC

•  Father at work but see reminder of daughter concert on his phone
•  Father finishes work at 5pm and needs to rush to her concert
•  Father gets stuck in traffic in the city and keeps looking at his watch
•  Father can see he is late but still stuck in traffic
•  Father gets to the school but he is too late everyone has gone.
•  Father opens the hall door the lights shine on him and the man cleaning says

you are too late
•  Father sits down holds his head with sadness and says soon I will make it to her

concert in time.

SOCIAL MEDIA

WORKERSLIFE

MARKETING AND
COMMUNICATION CASE STUDY

CLIENT BRIEF

Agency was tasked to create a strategy to win heads (respect) and hearts (love)…
•  To create advocates out of staff and customers
•  To build a meaningful and differentiated Brand Proposition
•  A compelling reason ‘why’ customers should choose Workerslife…
•  Internalise the Proposition
•  Empower all staff to live and deliver the proposition
•  Take the Proposition to the market
•  From day to day business to marketing to communications

OUR METHODOLOGY

We follow a set process in delivering our cohesive service offering. It ensures we deliver turnkey integrated and measurable solutions for any
of our clients.

RESEARCH STRATEGY STRATEGY

•  Who are you? RESEARCH DESIGN •  How do you get to where you should be
•  How are you unique?
•  How are you perceived? going?
•  How did you get here?
•  Where could you go? •  What is your unique promise?
•  Who are your competitors? •  How do your brands relate to each
•  What do your customers and
other?
employees value?
•  How should you manage them to
•  How are your decisions made?
•  Where is the market moving? effectively to cover the market?

•  How do you consistently invent relevant,

innovative new iBBI s?

EVALUATE EVALUATE ROLL-OUT DESIGN

•  Do Your action align with our •  What is your unique personality

promise? and how it should be
expressed visually, verbally and
•  How do you measure and behaviorally?

evaluate the effectiveness of •  How you monitor consistence
our branding efforts?
in your brand  Identity?
•  How do you support and train
ROLL-OUT
our staff to ensure
exceptionally brand delivery? •  How do you inspire our staff to deliver our brand promise?
•  How do you communicate change?
•  How do you manage our •  How do you create and own a holistic brand experience?
•  How do you communicate with your target audience?
corporate and brand identity
on an ongoing basis ?

HOW WE WORK

Our strategic approach:

01 What does today’s
environment hold?

02 Where does our brand
need to go in the future?

03 How is our brand defined
for future growth?

04 What should we
take to market?

05 How do we address all the stakeholders
and what is the strategy

INPUTS OUTPUTS

Review market trends, Desktop research & Functional benefits Key messages: Creative development.
competitor positioning and interviews with key Emotional benefits defining the most High level roll-out &
communication strategies, influencers and decision Character & personality compelling, touch-points to address
customer research. makers in the business. Values & beliefs persuasive and the different stakeholders
Brand essence engaging message and phases

ONGOING MEASUREMENT

STRATEGY DEVELOPED

TThhe berandWpoositiornkinge: rslife Brand Understanding

The inspired approach is to start from the ‘inside-out’ – to address the more difficult questions. ‘Why’ do we exist, why should
anyone care; what is our cause, our purpose, our vision?” And then go the ‘How’ and the ‘What’…

•  WHY: We care for workers
•  HOW: Created by workers for workers
•  WHAT: Trusted, affordable, simple insurance solutions

C ommunication Objectives

Build the brand to drive sales
•  Drive engagement with the brand
•  Generate leads towards sales

The Workerslife Brand Blueprint

THE CAMPAIGN

Phase 1 – Excite media plan summary

Ac$va$on Community Digital Outdoor
Ac$va$on

Amatuks Amatuks Website Branch
Launch Sponsorship Branding

Amatuks Social Media
game

ac$va$ons

Phase 2 – Inform media plan summary

Radio Ac$va$on Print Television Outdoor Digital

Broad reach Amatuks Broad visual High reach Billboards Social Media
awareness Launch reach na$onal Bus Shelters Specific site
Community Amatuks Longer Informa$on placement
and regional game awareness
ac$va$ons consump$on Infomercials, handouts
radio advantage
Access to all Product
Placement
markets Innova$ve
television
engagement