CASE STUDIES

Role of Media

affordable Information Radio Print TV
And

Accessible broadband

Affordable and Visual Digital
accessible broadband
ideas illuminated

Advertising | Branding | Design | Strategy | Media

Key roles of selected channels

Radio & TV Brand reinforcement and high frequency

Digital Provide information and benefits of Broadband Infraco offers

Print Associate with credible industry titles / environments

Drive customers to the business website

Digital

ideas illuminated

Advertising | Branding | Design | Strategy | Media

SITA - GOVTECH

EVENT MARKETING CASE STUDY

THE BRIEF

GovTech is South Africa’s pre-eminent public sector ICT learning event and world-class platform for
collaboration, capacity building and information sharing between government and the ICT sector.
SITA commissioned Flash Marketing to develop and implement GovTech promotion/communication
strategy, as well as its event branding plan.

SITA and Flash Marketing agreed on a monitoring/evaluation mechanism of the conference
marketing and promotion efforts among delegates for purposes of improvement and change where
required. This the agency answered in the form of a survey that was conducted during the event.

 

THE SCOPE OF WORK Designs for Exhibition Stands
SITA stand
The scope of work: Registration booths
Media: Internet café
Print advertising (to drive delegate registration) Airport booth
TV advertising - production  Techno Lab
Billboards OR Tambo and Cape Town - production and placement Category partners’ stands
Digital screens at Cape Town International Airport - creation of video  
clip and media placement Marketing Collateral
Online and Social Media Conference Programme
  Social Programme and Menu
Branding
Design and production of event branding material for Durban ICC
Design, produce and place street pole signs for Durban ICC
 

INTRODUCTION GOVTECH OBJECTIVES

ABOUT GOVTECH • Effectively use GovTech as a collaboration and learning
platform to progress government’s ICT agenda.
GovTech is SITA’s pre-eminent South African ICT
conference focused on public sector ICT • Develop participants’ understanding and practical knowledge
service delivery. of current and emerging ICT issues related to the whole
of government agenda.
This year SITA’s GovTech conference is celebrating its
10th year of bringing together Government and ICT THEME
Industry on a multi-layered platform that enables -
connecting, learning, sharing and collaborating. The theme for the SITA stand at GovTech is PARTNER- CONNECT- DELIVER
GovTech underscores the State IT Agency’s
commitment to provide an ICT thought leadership LOOK AND FEEL
platform that not only showcases the latest
technologies, solutions and trends, but also brings The design concept needs to incorporate the theme PARTNER- CONNECT- DELIVER throughout the different
together diverse stakeholders across the public and areas of the stand where the services are positioned. This can be done using hanging banners (or any similar
private sectors. looking element) above each corner of the stand.

Designed “by government for government,” A graphic element is required for each panel and counter for the work stations. The graphic needs to be ICT
GovTech is a substantive, value-packed learning specific and aligned to the service that is being promoted.
opportunity strategically developed to meet the
current needs of ICT professionals and decisionmakers Floor
from all spheres of government.
It is the annual meeting place for representatives The floor graphics of the stand should flow from the motherboard with images that represent connectivity or the
from government and industry to share information, inside of a motherboard. (see attached image reference). Different bright colours should be used to bring
knowledge and professional experiences in serving attention to the design
citizens better through the use of information and
communications technologies. A fun element needs to be added onto the stand. This feature should be puzzle like and made of boxes that
The GovTech vision stack on top of each other like a puzzle. The box design should be the ICT House of Value (refer to picture). This
puzzle feature will be in the middle of the stand
A world-class ICT thought leadership platform and
South Africa’s pre-eminent public sector technology Work stations
learning event aimed at promoting knowledge
sharing and fostering dialogue among ICT role players All work stations where services will be promoted need to be branded at the top above the screen with the
who share a common interest in the transformation name of the service and on the front side of the counter with a relevant graphic image (refer to line drawings)
agenda of government. Branding is also required for the bar counter and hanging banners.

SITA Services (panels to be branded as per below)

ICT Professional advisory services | Infrastructure services | Hostig | Printing
Information security services | Flagship Programmes:

· e-services
· eperm
· epart
· eLoc
· e-event Management system
· e-Government ( SITA’s strategic involvement/ drive of e-government)

Innovation | Radio transmission (UP) | IOTvation | Procurement | Training

02 THEME
Concepts: Govtech and 10 Year
Chosen theme

Advertising | Branding | Strategy | Multimedia | Signage



Govtech THEME The Govtech 2015 icon is comprised of the elements that make up
the theme itself: We use gears to depict “DEVELOPMENT”
1.
The reason we used gears is because development is an ongoing process,
2. like gears it keeps moving. Because South Africa is a developing country we
"Connect Dots" to show development in our broadband infrastructure,
we also connect dots to symbolise the last 4 years of the SITA strategy for
GOVTECH which was to:

- Connect the people, by having them working together to do more
- Collaboration across and beyond goverment
- Innovate the people, by offering them 21st century technology
- Empower the government through technology for endless possibilities
- Now we Deliver for empowerment technology

EMPOWERMENT – Through ICT the government has made a big impact
on peoples lives, here are a few:

- Internet infrastructure in Rural and under developed areas of SA
- Cellphone towers in the bundus
- FREE wifi at schools, hospitals, clinics and so fourth

DELIVERY – This is the year SITA Govtech is celebrating the delivery of all
it has delivered through out years

An icon for delivery could be anything, from boxes, hands, trucks and so fourth,
The key is to use something that is 100% related to what is required, so in these
concepts we use hands.

Thought process: LENDING A HAND

– How SITA has enabled the government to make peoples lives easier through ICT
– Hands are used to deliver gifts/packages

So in other words the Govtech 2015 theme basically means:
"LANDING A HAND FOR EMPOWERMENT AND DELIVERY”
ideas

10 Year Celebration THEME 2.

1.

3.

Chosen THEME



03 ELECTRONIC ELEMENTS
Invite | Powerpoint | Emailer
Online Banners |Website



Electronic Invitation

Thank You

Powerpoint Presentation

1. 2. 3. 4.

Online Banners Electronic Emailer

www.govtech.co.za

Govtech 2015 Website

Govtech 2015 Website

04 ADVERTISING
Billboards | Magazine | Newspaper
Sporsonship Booklets

Advertising | Branding | Strategy | Multimedia | Signage



Advertising - Billboards

Magazine - Cover and double page spread advert Advertising | Branding | Strategy | Multimedia | Signage

Advertising - Newspaper Advert Advertising | Branding | Strategy | Multimedia | Signage

Advertising - Sponsorship Doc Advertising | Branding | Strategy | Multimedia | Signage

05 BRANDING PLAN
Outdoor branding
Indoor branding

outdoor
branding

Outdoor - Pylons Advertising | Branding | Strategy | Multimedia | Signage

Outdoor - Main ramp bollard Advertising | Branding | Strategy | Multimedia | Signage

Outdoor - Street Poles Advertising | Branding | Strategy | Multimedia | Signage

Outdoor - Welcome Banner Advertising | Branding | Strategy | Multimedia | Signage

indoor
branding



top Advertising | Branding | Strategy | Multimedia | Signage
bottom

Indoor - Main Registration Desk

Indoor - Internet Stations Advertising | Branding | Strategy | Multimedia | Signage

Indoor - Techno LAB Advertising | Branding | Strategy | Multimedia | Signage

Indoor - Pull Ups Advertising | Branding | Strategy | Multimedia | Signage

SITA STAND 6. Flagship Programmes
• e-services
BRIEF • eperm
• epart
THEME - The theme for the SITA stand at GovTech is • eLoc
PARTNER- CONNECT- DELIVER • e-event Management system
• e-Government ( SITA’s strategic involvement/
LOOK AND FEEL
drive of e-government)
The design concept needs to incorporate the theme PARTNER- 7. Innovation
CONNECT- DELIVER throughout the different areas of the stand where • Radio transmission (UP)
the services are positioned. This can be done using hanging banners • IOTvation
(or any similar looking element) above each corner of the stand. 8. Procurement
A graphic element is required for each panel and counter for the 9. Training
work stations. The graphic needs to be ICT specific and aligned to
the service that is being promoted. RATIONALE

FLOOR Advertising | Branding | Strategy | Multimedia | Signage

The floor graphics of the stand should flow from the motherboard
with images that represent connectivity or the inside of a
motherboard. (see attached image reference). Different bright
colours should be used to bring attention to the design
A fun element needs to be added onto the stand. This feature should
be puzzle like and made of boxes that stack on top of each other like
a puzzle. The box design should be the ICT House of Value (refer to
picture). This puzzle feature will be in the middle of the stand

WORK STATIONS

All work stations where services will be promoted need to be
branded at the top above the screen with the name of the service
and on the front side of the counter with a relevant graphic image
(refer to line drawings)

Branding is also required for the bar counter and hanging banners.

SITA SERVICES
(Panels to be branded as per below)

1. ICT Professional advisory services
2. Infrastructure services
3. Hosting
4. Printing
5. Information security services

Circuit board

The Sita stand design is partly circuit board lines, so we carry on with
that concept, what will make it look more awesome is how we plan
to treat the circuit board lines.

The idea is to use luminous lines that shows data transmitting from the
circuit board to the different service station, in glowing light form

The general idea here is to show the synergy Advertising | Branding | Strategy | Multimedia | Signage
betweenPARTNERING – CONNECTING – DILIVERING.

By forging meaning relationships SITA has managed to
“PARTNER”with other entities that share the same goals.
Through these partnerships SITA has managed
“CONNECT”/ or has made it easy for South Africans to
Communicate by using connectivity methods that ensure
that the network Infrastructure and broadband is on point,
in order to ”DELIVER” the best ICTsolutions that make lives of
SA citizines easiertechnology from current to the future

Govtech 2015 - Event Gallery

Govtech 2015 - Event Gallery Advertising | Branding | Strategy | Multimedia | Signage

Advertising | Branding | Strategy | Multimedia | Signage

Govtech 2015 - Event Gallery

GovTech 2015

SITA’S 10th Annual Conference
Communication Strategy

21 May 2015

THE KEY OBJECTIVES

The three core elements of the communication strategy

Build The SITA Help build the Brand Vision:
Brand “Be (seen to be) the lead ICT agency to enable public sector deliver”

Build the Build the given 2015 theme of ‘Delivery’
GovTech Event Build the fact that this is 10th Anniversary
Entrench as SA’s premier event for key stakeholders in public sector ICT

Sell Tickets to Phase I – Book early
Potential Delegates Phase II – Last chance / Don’t miss out
•  Indirectly promote the event to potential sponsors / promoters

Build the brands. Drive ticket sales

THE KEY STAKEHOLDERS

The target audience for the communication strategy

Primary Government employees involved in / with Public Sector ICT
Audience •  DGs, Deputy DGs, CIOs, CTO, Directors and other senior level leaders
•  From National, Provincial and Local Government

Secondary Private sector ICT organisations
Audience •  CEO’s, CIO’s, CFO’s (Leadership)
•  Potential sponsors / promoters

Other Media

A relatively small and very clearly defined target audience

PHASE 1: BUILD THE BRAND AND EVENT

Build GovTech 2015 - SITA’s 10th annual conference

Strategic Intent – Start with the basics:
•  Build ‘Awareness’ and ‘Consideration’ for the 2015 event

ADVOCACY AdvAoBDrcVaacOnyCd AACYd avAnoNdc D a IcNy T ENSITY % of customers Need to first create
SUBSCRIPTION who repurchase the brand / event awareness & consideration
and / or ‘sell’ the brand / event on – then drive sales
TRIAL
CONSIDERATION % of customers
who purchase the brand / event
AWARENESS
% of customers
who trial the brand / event

% of customers

who consider the brand / even

% of customers
who know of the brand / event

PHASE 1: BUILD THE BRAND AND EVENT

Build GovTech 2015 - SITA’s 10th annual conference

One common platform:
•  The given GovTech 2015 theme is “Delivery”
•  The SITA Brand Vision is all about “Enabling Delivery”

“Delivery” is proven by the fact that this is now the 10th Anniversary:
•  Simultaneous 10th Anniversary messaging helps to further build the brands

Celebrating anniversaries sends out
messages of reassurance and trust

EXAMPLES OF BUILDING BRANDS BY
CELEBRATING ANNIVERSARIES

PlayStation. 15 Years Chicken Licken. 25 Years

A special logo & special website Celebrating 25 years of soul
All game orientated Since back in the day

Remain true to the brand idea –
simply add the anniversary year

EXAMPLES OF BUILDING BRANDS BY
CELEBRATING ANNIVERSARIES

South African Airways. 75 Years Kellogg’s. 100 Years

Celebrating 75 years of memories Celebrating 100 years of good mornings

Remain true to the brand idea –
simply add the anniversary year

CELEBRATING ANNIVERSARIES

In summary…

•  Everyone likes the recognition of their (many) anniversary s….
•  Pat themselves on the back
•  Market themselves amongst industry peers
•  And promote themselves to their key customers

Anniversaries send out messages of reassurance and trust
But these messages do more to build the brand than drive sales

PHASE 1: BUILD THE BRAND AND EVENT

Build GovTech 2015 - SITA’s 10th annual conference

One common platform:
•  The given GovTech 2015 theme is “Delivery”
•  The SITA Brand Vision is all about “Enabling Delivery”

“Delivery” is proven by the fact that this is now the 10th Anniversary:
•  Simultaneous 10th Anniversary messaging helps to further build the brands

Strategic Direction for Brand Building

GovTech 2015 – Celebrating 10 years of Delivery

Inform with the basics:
What. Where. When
(As leaders in ICT the conference communications should be digitally heavy)

PHASE 1: BUILD THE BRAND AND EVENT

Broad based ATL media to drive stakeholders

to Digital platforms: BROAD- INFLUENCER NATIVE
BASED, ATL! ENGAGEMENT! CONTENT!
•  Owned platforms:
•  Bloggers

•  Website / Landing pages •  IG’ers

•  Social Media
ATL
•  FB / Twitter / YouTube etc MEDIA!

•  Earned platforms: •  PRINT

•  RADIO

•  Bloggers / Influencers etc •  OOH

•  PR


www!

BEHAVIOUR!

•  Paid platforms:

•  Banners / FB ads etc

DIRECT ! DEMOGRAPI !C
RESPONSE!

ATL takes stakeholders to Digital platforms