Govtech 2017_01

Report 2017

STATS | FEEDBACK | RECOMMENDATIONS GOVTECH 2017 _ REPORT

OVERALL BACKGROUND

GovTech is a conference held by SITA, whereby • The editorial tone used was supposed to be • We started by Researching about the
the Government can engage with the public lively, simple and concrete to be able attract conference and understanding the needs
sector and identify problems and seek solutions the attention of the targeted media audience as of the client from this event.
in areas where they can collaborate and improve well as the general audience.
the use of ICT for better service delivery. The • The Strategy we built was based on the
GovTech conference is a strategic forum which • Conceptualise and design all materials. foundations of the brand which then
SITA can leverage to collaborate with key • Manage and execute production of all developed the communications plan.
stakeholders to move closer towards aligning to
the government programme of action which is collateral and print. • During the ‘Design’ phase we created
aimed at meeting promises made to the Citizens; the marketing & communication elements
thereby better fulfilling its core mandate. In order to deliver; the below were the identified to build the brand.
Flash Marketing was commissioned by SITA to categories of communication to reach the
provide marketing services and branding of the attendees: • Upon ‘Implementation’ we managed the
GovTech 2017 conference. process and roll out the marketing
• Online media, tv and radio collateral
THE CLIENT BRIEF • Social media (Facebook, LinkedIn, Twitter)
• GovTech App and survey • Once all the above processes are done
The brief received from SITA to direct the rollout • Event branding we ‘Evaluated’, where we constantly
envisioned for the conference was for Flash measured the efficacy of the strategy and
Marketing to execute the below: FLASH MARKETING EXECUTION STRATEGY the design elements while we harvested
feedback and results.
• Conceptualisation of communication Staying intune with our methodology
strategies, so that identified target audience to deliver our sterling work we built GOVTECH 2017 _ REPORT
could be reached and be a part of the GovTech a concise plan of action, and broke
2017 conference. it into manageable processes:

METHODOLOGY

GOVTECH 2017 _ METHODOLOGY

OUR METHODOLOGY

What makes us unique is that we follow our universally developed methodology and
customise it to suit all our clients requirements. Whether we are developing a simple newsletter,

or a comprehensive campaign, we ensure that our methodology guides us in the process.

OUR METHODOLOGY

We follow a set 5 step process in delivering our cohesive ATL, BTL AND TTL marketing and communication service offering.
This ensures we deliver turnkey integrated and measurable solutions for all of our clients.

• We start by Researching where we are at. Strategy Evaluation
We immerse ourselves in you business
Research Implementation
• In ‘Strategy’ we build the foundations of the
brand and develop the communications plan Design

• In ‘Design’ we create the marketing &
communication elements to build the brand

• In ‘Implementation’ we manage the process
and roll out the marketing collateral

• In ‘Evaluation’ we constantly test the efficacy
of the strategy and the design elements

RESEARCH

We start by Researching where we are at. required to paint a clear picture of what and who We start by
We immerse ourselves in you business. ‘we’ are up against. This insight and Researching
understanding will provide the necessary where we
PHASE 1: AS-IS ANALYSIS direction to develop a relevant and differentiated are at.
positioning strategy for the brand. We immerse
A deep-dive into perceptions of the organisation ourselves in
‘as-it-currently-is’. The ‘Climate Check’ will unpack 4 key your business.
components:
This would typically include:
• Context: What are the dynamics and
• Analys is of current and historical business, influences on and within the category?
marketing and brand plans, collateral and
activities. • Analys is of existing research and • Customers: Who are the key stakeholders,
or research with key customers what are their needs, behaviours and beliefs?

• KeyPersonnel Interviews • Competition: Who are the key players, what
• ‘Discovery Workshop ’with key stake holders are their engagement strategies?
• Regional site visits
• Client brand: Where are we now versus where
PHASE 2: CLIMATE CHECK we could / should go?

An in-depth understanding of the category is

RESEARCH Models COMPETITOR
CUSTOMER
Process CLIMATE CHECK
CONTEXT
INTERVIEWS
DESKTOP RESEARCH CLIENT BRAND

WORKSHOP

Combined with the ‘As-is Analysis’ the holistic insight of the ‘Climate Check’ this ‘Research’ will serve to inform the direction of
the ‘Brand Strategy’ and the ‘Communication Strategy’.

STRATEGY

In ‘Strategy’ we build the foundations of the • Define the Brand Positioning to articulate the In ‘Strategy’
brand and develop the communications plan. uniqueness of the brand strategy. ‘Who’ are we build the
we? ‘What’ do we stand for? ‘Why’ are we in foundations of
PHASE 1: BRAND STRATEGY business? What is our brand idea? the brand and
develop the
Define a relevant, credible and distinctive brand • Write the Brand Story, to bring the Brand communications
strategy that will support the businesses Positioning to life. plan.
objectives, inform marketing decisions and
positively impact client experience. PHASE 2: COMMUNICATION STRATEGY

The Brand Strategy will include the following Go to market communications plan – key
key components: engagement touch-points for key
stakeholders
• Business challenge / objectives
• Customer Segmentation and Key Drivers. • Internal. Empower staff to understand, live and
• Define the Brand Vision and Mission ensuring deliver the brand proposition

that the developed brand strategy is aligned to • External. How, what, where, when and why
the business objectives for optimal credibility. to take the ‘brand proposition’ to the market.
• Identify the Brand Personality which will serve In day to day business in marketing and in
as the foundation for communications’ Look communications
and Feel, Tone and Manner and the Brand
Values. • Includes a full media strategy and media plan
• Media buying follows in the ‘Implimentation’

phase

STRATEGY

Process

• Interviews
• Workshops
• Desktop Research

Models

BRAND PURPOSE BRAND POSITIONING ENGAGEMENT PLAN ROLL OUT PLAN

?why BRAND Passive CAMPAIGN ENGAGEMENT Active Q1 Q2 Q3 Q4
ESSENCE 2016 / 2017 2016 / 2017
how CHARACTER & Move people from 2016 / 2017 2016 / 2017
what PERSONALITY action to a way of life
EMOTIONAL BENEFITS
Credential Target and meet Provincial Department and Municipal Heads
FUNCTIONAL BENEFITS Website X times per annum
Print
Print Always on Website Content

Emotive Move people from Functional Social
intent to action summit

Building meaning Meal Monthly Blog-like publishing functionality on Website.
and connection Breakfast Weekly Blogs – Feeds on Twiaer and LinkedIn. Influencers and Advocates

Attention Interest Desire Action Satisfaction Advocacy

The ‘Brand Strategy’ and the ‘Communication Strategy’ are then bought to life in the ‘Design’ phase

DESIGN

In ‘Design’ we create the communication In ‘Design’
elements required to build the brand & business. we create the communication
Design and ideate creative content – gain elements required to
approval and then produce finished artwork. build the brand & business.

Typically ‘Design’ includes the following key
components:

• Visual identity
• Pay-off line
• ATL elements
• Online elements
• BTL elements
• Events & Activations
• Produce finished artwork

Process :

• Strategically led

Models:

NA
Once the creative elements are approved we
go into the ‘Implementation’ Phase.

IMPLEMENTATION

In ‘Implementation’ we manage the process and In ‘Implementation’
roll out the marketing collateral. we manage the process
and roll out
Detailed project management and dedicated the marketing collateral.
account management. Typically ‘Implementation’
includes the following key components:

• Dedicated Account Management Team
• Overseeing and managing Strategy, Media

Buying, Creative and Production teams
• Ensuring the timeous roll-out of all

communication elements
• Media relations

Process :

• Strategically led