AsgiSA_Marketing and Communication Report_October 08/09

MARKETING AND COMMUNICATION REPORTA YEAR IN REVIEW: OCT 2008 - OCT 2009

MARKETING AND COMMUNICATION REPORTA YEAR IN REVIEW: OCT 2008 - OCT 2009

CORPORATE IDENTITY 01 BUSINESS STATIONERY BRANDING INTERNAL DOCUMENT COVERS

ELECTRONIC MEDIA 13 WEBSITE PRESENTATIONS DVD

MARKETING COLLATERAL 21 BROCHURES LEAFLETS HARVEST FESTIVAL

ADVERTISING 39 MAGAZINES ADVERTISING NEWSPAPER ADVERTISING

OTHER 51 GIFT BAGS CORPORATE FOLDERS ANNUAL REPORT

MEDIA RELATIONS 59 TOTAL MEDIA COVERAGE PRINT BROADCAST ONLINE

ASGISA EASTERN CAPE (EC) MANDATE: Facilitate, co-ordinate and implement high impact priority projects (HIPPs) which are aligned with the Eastern Cape’s Provincial Growth and Development Plan (PDGP) and located within rural economic development zones.

VISION : The organisation visualises “a vibrant and sustainable rural economy that improves livelihoods and unlocks the dormant potential of the land and the people of the Eastern Cape”.

MISSION : Through partnerships, high level and focused integration and coordination, AsgiSA Eastern Cape plays a direct and catalytic role in building a sustainable and modern, rural-based economy, primarily through agrarian reform.

EXECUTIVE SUMMARY: The AsgiSA EC brand is informed by the mandate of the organisation and its catalytic role for rural development in the former Transkei.

Facilitating, co-ordinating and implementing high impact priority projects (HIPPs) in the former Transkei is captured by the organisation’s brand values synchronised execution, authority to accelerate, committed compassion, and growth catalyst:

SYNCHRONISED EXECUTION Partnership with other entitiesProper synergy - HIPPs not out of jointCollaboration to beat common enemy: povertyMobilisation and unification of players and resourcesCo-ordination and channeling of capitalInterface public and privateLeadership: compacting, integrating, consolidatingEfficient communicationNone of us can do it alone

COMMITTED COMPASSIONEnvironmental sensitivity for true sustainabilityAttentive and responsiveA better life for peopleDevelopment is culture sensitiveNot just for us but for generations to comeMeasurable difference

AUTHORITY TO ACCELERATEPowerMandated vehicle for integrated rural developmentThe muscles to influence high-level decisionsCaliberTowards poverty: fearlessAble to take actionBig brother of accelerated HIPPs

GROWTH CATALYSTDevelopment initiativeInnovationStimulation to close trade gapsFresh answers to tough challengesEnergetic and proactive

Principle and approach for communication AsgiSA EC’s communication is regarded as an intrinsic value for the organisation, and therefore plays a significant role in achieving the three stated objectives in the AsgiSA EC communication strategy:

• PositivelyinfluencingAsgiSAEC’sstakeholders;• Continuouslymaintainingapositive(balanced)profileforAsgiSAEC;and• Buildingtrust,establishdialogueandmutualunderstandingamongstthestakeholders.

The tactical approach employed to AsgiSA EC’s communication channels is based on four pillars:

• Prioritisingstakeholderswithinfluence;• RampingupcommunicationontheprojectsinordertodemonstrateAsgisaEC’scatalyticability;• CreatingaknowledgeonMzimvubuand• Leveragingthenaturalbeautyandculturalrichnessofthearea.

corporate identity

01 ..... A YEAR IN REVIEW

BUSINESS STATIONERYBRANDING

INTERNAL DOCUMENT COVERS

A YEAR IN REVIEW ..... 02

BUSINESS CARDS


BUSINESS STATIONERY

LETTERHEAD

COMPLIMENT SLIP


A4 AND A5 NOTEPAD


BUSINESS STATIONERY

SUPPLIER REGISTRATION FORM

MEMORANDUM

RECEIPT BOOK

LEAVE FORM


FLYING BANNERS


BRANDING

RETRACTABLE BANNERS


INCEPTION REPORT FINANCE & INVESTMENT SUBMISSION


INTERNAL DOCUMENT COVERS

POLICIES AND PROCEDURES PROJECT ADMINISTRATION


electronic media


WEBSITEPRESENTATIONS

DVD

The AsgiSA EC website received 3,441 visits during the period April to September 2009. 1,422 (42%) visitors were absolutely unique visitors.

62% of visitors logged in directly to the AsgiSA EC website, 35% were routed from search engines and 3% from referring sites.

The visitors came from 19 countries. South Africa remains at the top of the list (3,318 visits), and Brazil (26), Germany (17), Norway (17), United States (15) and the United Kingdom (11).

The graph below shows a steady increase of visitors to the AsgiSA EC website.

The increase in visits can be attributed partly to the development of a web database and the search engine optimisation (SEO) process.

The AsgiSA EC web database was uploaded to the AsgiSA EC website and comprises of stakeholder contact information including emails used for the distribution of regular stakeholder web alerts with news and updates on projects.

The SEO process involved two steps: 1. Analysing key words to find the best suitable keywords that describe the essence of who and what AsgiSA EC is and does. Also, an evaluation of the links of websites that connect to the AsgiSA EC website and those links and keywords of similar organisations was done as part of this process. 2. Optimisation, which involves creating links to and from various websites was done and this is an ongoing process.

........................................................................................................................................

A four-minute documentary on the maize harvest festival was produced. A seven-minute documentary of the AsgiSA EC agriculture programme (cropping and livestock) is currently under production.

1 April 2009 - 30 September 2009Comparing to: Site

1 -30 Apr 09

900 900

Visits

450 450

1 - 31 May 09 1 - 30 June 09 1 - 31 July 09 1 - 31 Aug 09 1 - 30 Sep 09


WEBSITE


PRESENTATIONS

GENERIC PPT PRESENTATION


DVD

VIDEO & DOCUMENTARY


marketing collateral


BROCHURESLEAFLETS

HARVEST FESTIVAL

The A5 brochure which gives an overview of the organisation and its programmes and the A4 brochure on the HIPPs were developed and also translated into Xhosa.

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The integrated cropping programme, livestock and partnership double-sided leaflets were developed and also translated into Xhosa.

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Material was produced for harvest festivals. These included print advertising, printed and electronic invites and programmes.


A4 OVERVIEW BROCHURE


BROCHURES


A4 FORESTRY BROCHURE


BROCHURES


A4 LIVESTOCK LEAFLET


LEAFLETS

A4 PARTNERSHIPS LEAFLET


A4 REPORT ON ACTIVITIES BROCHURE


BROCHURES


A4 INTEGRATED CROPPING LEAFLET


BROCHURES

A4 RURAL CLUSTERS BROCHURE


HARVEST FESTIVAL PRINT INVITATION


HARVEST FESTIVAL

HARVEST FESTIVALPOSTER HARVEST FESTIVAL NEWSPAPER ADVERTS

HARVEST FESTIVAL ELECTRONIC INVITATION


advertising


MAGAZINENEWSPAPER

The investment promotion advert was produced and placed in the following publications: JSE, Sawubona, Business Hi-Lite and Eastern Cape Business News 2009/2010 edition. The placement in Business Hi-Lite is part of an annual contract for the period February 2008 to March 2009.

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Other adverts produced were on forestry, partnership and community participation. The forestry advert was placed in the September edition of Business Hi-Lite.

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A Xhosa advert with a special focus on women participation in AsgiSA EC programmes was developed for the Rural Women Empowerment magazine.

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Make it Yours TV advertAsgiSA EC invested close to R900k (R879k) into the “Make it Yours” campaign which comprised 42 inserts (with the AsgiSA EC logo) on SABC2 and e-News during May and June. This TV campaign, aimed at creating awareness of the Eastern Cape tourism and investment potential, was flighted a total of 154 times (SABC 1&2, DSTV and e-News).

This campaign was supported by print advertising in six publications Sawubona, Indwe, Skyways, Madiba Action, Business Day Sport and Equinox and a website, www.makeityours.co.za.

This site carries the TV ad and has direct links to the various sponsors, i.e. ECDC, AsgiSA EC and Eastern Cape Tourism Board.

These sponsors have contributed well over R5, 8 million from which AsgiSA EC has benefited. This figure does not include AsgiSA EC’s contribution.

........................................................................................................................................

Radio advertising A 30-second radio advert was produced in August 2009 and flighted on UCR and Umhlobo Wenene fm. The messaging focused on how the AsgiSA EC integrating cropping programme is improving people’s lives in the former Transkei.


INVESTMENT PROMOTION ADVERT


MAGAZINE ADVERTISING

OR TAMBO CONFERENCE MAGAZINE ADVERT


FORESTRY ADVERT



RURAL DEVELOPMENT ADVERT


BKCOB HI-LITE ADVERTORIAL



BKCOB HI-LITE COVER

MAKE IT YOURS PRINT CAMPAIGN

PRINT CAMPAIGN


NEWSPAPER ADVERTISING

TENDER AND NOTICE ADVERTS


other


GIFT BAGSCORPORATE FOLDERS

ANNUAL REPORT


PROMOTIONAL GIFT BAGS


GIFT BAGS & CORPORATE FOLDERS

CORPORATE FOLDER


2008/2009 ANNUAL REPORT - PUBLISHED SEPTEMBER 2009


ANNUAL REPORT


media relations


MEDIA COVERAGEPRINT

BROADCASTONLINE

Media coverageThe media relations programme involved a number of activities such as developing and distributing media releases to target media, hosting media on trips to AsgiSA EC projects and facilitating telephonic and face-to-face interviews with the CEO.

Ongoing relationship building with target media has also been instrumental to the exposure received by AsgiSA EC during this period.

Media coverage from these activities generated R1, 5 million AVE (Advertising value equivalent: the rand value of exposure received from print, broadcast and online media).

Pitch Engine, an online media release distribution channel, has been utilised for the distribution of the latest forestry media release. This channel, utilised by global media houses, has been employed as a means to extend the reach of AsgiSA EC stories beyond the traditional media outlets. The forestry media release which was uploaded on the Pitch Engine website http://www.pitchengine.com/ has received 132 page views.


DATE MEDIA NAME HEADLINE PG NO. AVE CIRCULATION

16-Oct-09 FARMERS WEEKLY Low-biodiversity areas earmarked for forestry 21 R 7,736.54 14 572.00

16-Oct-09 FARMERS WEEKLY 1 of 2 | Transkei maize no easy task 34 R 19,989.15 14 572.00

16-Oct-09 FARMERS WEEKLY 2 of 2 | ‘To get to the farmers and have a deal, 35 R 8,624.95 14 572.00

04-Oct-09 SUNDAY TIMES, Business Times Big shake-up coming for Eastern Cape agencies 6 R 46,561.62 504 175.00

01-Oct-09 SAKE 24 (Burger Oos Kaap) Instrument help bosbougrond identifiseer 12 R 24,222.64 15 185.00

28-Sep-09 HERALD (Morning Final), Business 15 R 14,926.50 23 884.00

1-Sep-09 LEADERSHIP 1 of 2 | AsgiSA Eastern Cape 76 R 29,052.40 8 762.00

1-Sep-09 LEADERSHIP 2 of 2 | In partnerships with other South African corporations. 77 R 20,960.44 8 762.00

30-Aug-09 SUNDAY TIMES, Business Times Axe falls on Mbekis people in Eastern Cape programme 3 R 52,556.68 504 175.00

28-Aug-09 EAST GRIQUALAND FEVER Minister hears farmers pleas for help 11 R 2,108.21 9 830.00

18-Aug-09 SAKE 24 (Burger Oos Kaap) Landbouvreugde in Oos-Kaap oor oeste met Asgisa-hulp 11 R 9 746.05 15 185.00

30-Jul-09 EASTERN CAPE TODAY Rural community benefits from agriculture project 13 R 10,383.33 35 000.00

24-Jul-09 MTHATHA FEVER No more hunger for Amampondomise 8 R 4,376.58 59 853.00

16-Jul-09 EASTERN CAPE TODAY Celebrations as Qumbu harvests 3 R 2,200.00 35 000.00

14-Jul-09 DAILY DISPATCH Bhisho agency gives rural 9 R 3,610.00 31 195.00

12-Jul-09 SUNDAY TIMES, Business Times Careers AsgiSA 10 R 4,796.05 504 175.00

1-Jul-09 WOOD & TIMBER TIMES SOUTHERN AFRICA 1 of 2 | Forestry South Africa’s 2009 AGM 5 R 19 741.29 3 966.00

1-Jul-09 WOOD & TIMBER TIMES SOUTHERN AFRICA 2 of 2 | FSJ& chairperson plots the way forward 6 R 19 188.83 3 966.00

26-Jun-09 SAKE 24 (Burger Oos Kaap) Asgisa Oos-Kaap nou deel van die www 17 R 5 699.44 15 185.00

22-Jun-09 DAILY DISPATCH Eastern Cape business can grow if supported 13 R 5 715.83 31 195.00

29-May-09 FARMERS WEEKLY Eastern Cape to get 100 000ha of plantations 14 R 7,551.46 14 572.00

29-May-09 REP, THE Youths to receive production training 8 R 3,146.40 5 106.00

24-Apr-09 ISOLOMZI FEVER Signed, then sealed now delivered 1 R 15,150.34 19 749.00

15-Apr-09 BUSINESS DAY Handy push for power providers 2 R 13,975.13 40 025.00

10-Apr-09 UVO LWETHU FEVER PSJ community looks to fruit 3 R 7,832.99 19 804.00

1-Apr-09 BUSINESS HI-LITE 1 of 2 | to opportunities for business 16 R 8,126.30 4 000.00

1-Apr-09 BUSINESS HI-LITE 2 of 2 | fast 17 R 7,348.25 4 000.00

22-Mar-09 CITY PRESS, Business Huge bio-diesel investment to drive economic growth 3 R 42,345.30 185 145.00

AsgiSA EC media coverage - October 2008 to September 2009

Total media coverage generated from media releases and media liaison amounted to R1,551,334.65 AVE (Advertising Value Equivalent which is the Rand value of the editorial).

MEDIA NO. OF ARTICLES/INSERTS AVE

PRINT 57 R935,842.27BROADCAST 14 R 516,811.99ONLINE 6 R 98,680.39GRAND TOTAL 77 R 1,551,334.65

The return on investment is R19.00 to every Rand invested in media relations during this period – R83,850: R1,551,334.65.

PRINT


MEDIA COVERAGE

DATE MEDIA NAME HEADLINE PG NO. AVE CIRCULATION

21-Mar-09 WEEKEND POST Hope grows in biofuel farming 5 R 10,237.50 24 878.00

20-Mar-09 FARMERS WEEKLY FARMERS WEEKLY 40 R 19,063.73 14 572.00

20-Mar-09 FARMERS WEEKLY 2 of 3 | FARMERS WEEKLY 39 R 18,989.69 14 572.00

13-Mar-09 FARMERS WEEKLY 1 of 3 | Ongeluksnek Valley 54 R 20,063.19 14 572.00

13-Mar-09 FARMERS WEEKLY 2 of 3 | cost of preparing the land, a serious weed problem 55 R 19,322.85 14 572.00

13-Mar-09 FARMERS WEEKLY 3 of 3 | new farmers 56 R 19,285.83 14 572.00

8-Mar-09 SUNDAY TIMES, Review Working the land, harvesting a future 5 R 218,059.20 504 175.00

5-Mar-09 EASTERN CAPE TODAY Major funds for food security 3 R 9,750.00 35 000.00

26-Feb-09 EASTERN CAPE TODAY AsgiSA lifeline for Transkei farmers 14 R 2,933.33 35 000.00

24-Feb-09 BUSINESS DAY Farming project aims at food security for all 2 R 34,819.40 40 025.00

20-Feb-09 ISOLOMZI FEVER Investors visit projects in Mnquma 3 R 2,725.59 19 749.00

17-Feb-09 HERALD (Morning Final), Business New leaf for old soil bites into hunger 9 R 9,148.50 23 884.00

25-Jan-09 SUNDAY TIMES, Business Times Careers AsgiSA 6 R 2,997.53 504 175.00

1-Jan-09 SUCCEED, Supplement B 1 of 2 | Economic vitality in the Eastern Cape 50 R 26,569.11 20 396.00

1-Jan-09 SUCCEED, Supplement B 2 of 2 | Second-economy initiatives 51 R 21,853.09 20 396.00

11-Dec-08 EASTERN CAPE TODAY EASTERN CAPE TODAY 13 R 17,043.00 35 000.00

10-Dec-08 DAILY DISPATCH, Business Turning agriculture into a way of life 9 R 9,123.17 31 195.00

5-Dec-08 KING WILLIAM`S TOWN MERCURY First seeds planted in R100m project 2 R 461.15 4 000.00

5-Dec-08 OUR TIMES OUR TIMES 8 R 700.18 2 939.00

5-Dec-08 REP, THE First seeds planted in R100m project 4 R 618.54 5 106.00

5-Dec-08 TALK OF THE TOWN First seeds planted in R100m project 10 R 469.24 2 712.00

4-Dec-08 EASTERN CAPE TODAY Good news for rural farmers as Agriculture begins 14 R 9,804.00 35 000.00

1-Dec-08 DAILY DISPATCH, Business Transkeis RlOOm agricultural pilot project underway 8 R 18,355.27 31 195.00

30-Nov-08 CITY PRESS, Business Bold plan to rid province of hunger 2 R 56,270.40 185 145.00

29-Nov-08 WEEKEND POST, Money & Finance Thousands to benefit from rural plan 13 R 14,921.33 24 878.00

14-Nov-08 DAILY DISPATCH, Business hi Back Office 11 R 4,357.33 31 195.00

31-Oct-08 DAILY DISPATCH, Business Rural upliftment requires skills 11 R 3,376.93 31 195.00

19-Oct-08 SUNDAY TIMES, Business Times Careers AsgiSA 13 R 2,530.13 504 175.00

10-Oct-08 DAILY DISPATCH, Business Vision of wealth for the Transkei 11 R 4,411.80 31 195.00

R 935,842.27

PRINT


DATE AUDIENCE STATION PROGRAM HEADLINE DURATION AVE

26-Aug-09 642000 SA fm PM Live Labour brokering hearings outcome - Update 0:05:35 R 18,760.00

20-Aug-09 642000 SA fm Morning Talk Asgisa Eastern Cape project - New 0:08:51 R 19,647.00

19-Aug-09 4669000 Umhlobo Wenene Vuka noMhlobo High impact priority programmes - New 0:08:39 R 73,179.00

11-Aug-09 17727000 e.TV Sunrise National Skills Development Programme - New 00:09:27 R 113,400.00

14-Jul-09 1935000 SABC 2 Morning Live Eastern Cape on agriculture - New 00:01:33 R 51,150.00

14-Jul-09 1740000 SABC 3 The World Today ECP reaping rewards - New 0:00:29 R 483.33

13-Jul-09 1740000 SABC 3 News @ 22:00 ECP reaping rewards - New 0:00:32 R 20,800.00

13-Jul-09 4545000 SABC 1 News @ 19:30 (Zulu) Agriculture aAffairs - New 0:01:51 R 207,200.00

18-Mar-09 573000 SA fm News Extra @ 08:00 Food security in SA 0:00:50 R 5,300.00

17-Mar-09 1741000 RSG News Extra @ 23:00 Biofuel debate - Repeat 0:00:32 R 352.00

17-Mar-09 1741000 RSG News Extra @ 21:00 Biofuel debate - New 0:00:33 R 363.00

17-Mar-09 881000 Algoa FM News @ 17:00 Biofuels SA - SA to become a major global competitor - New 0:00:59 R 2,576.33

25-Feb-09 1741000 RSG RSG Landbou ASGISA in the Eastern Cape - New 0:00:22 R 2,948.00

27-Nov-08 55000 Kingfisher FM News @ 15:00 ASGISA EC - food security projects - New 0:00:56 R 653.33

0:28:51 R 516,811.99

BROADCAST


MEDIA COVERAGE

03-Oct-09 TIMESLIVE.CO.ZA - TIMES LIVE http://www.timeslive.co.za/business/article136336.ece Big shake-up coming for Eastern Cape agencies R 10,252.80

29-Aug-09 TIMESLIVE.CO.ZA - TIMES LIVE http://www.thetimes.co.za/News/Article.aspx?id=1057042 Axe falls on Mbeki’s people in EC programme R 11,385.60

26-Feb-09 THEHERALD.CO.ZA - THE HERALD http://www.epherald.co.za/herald/2009/02/25/news/n20_25022009.htm EC’s mighty Mzimvubu River targeted for R 7,100.46 hydro-electric project

25-Feb-09 THEHERALD.CO.ZA - THE HERALD http://www.epherald.co.za/herald/news/n20_25022009.htm EC’s mighty Mzimvubu River targeted for R 7,100.46 hydro-electric project

30-Nov-08 FIN24.CO.ZA - FINWEEK http://www.fin24.com/articles/default/display_article.aspx?ArticleId=1... Bold plan to rid EC of hunger R 47,247.76

29-Nov-08 CITYPRESS.COM - CITY PRESS http://www.news24.com/City_Press/Finance/0,,186-246_2434728,00.html Bold plan to rid province of hunger R 15,593.31

R 98,680.39

ONLINE


Andile Ntingi (City Press) at the Zingqayi maize fields, Butterworth.

Journalists and stakeholders in Qumbu.


MEDIA COVERAGE


eastern capeMthatha: ECDC House, 7 Sissons St, Fort Gale, Mthatha 5100, t 047 501 5100 | f 047 501 5110East London: Arundel Park, Unit 2 & 3A, 12 & 14 Old Transkei Rd, Stirling, East London 5247, t 043 735 1673 | f 043 735 2679

Postnet Suite 385, Private Bag X 9063, East London 5200email: [email protected] | ww.asgisa-ec.co.za

AsgiSA_Marketing and Communication Report_October 08/09

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Transcript of AsgiSA_Marketing and Communication Report_October 08/09