IMC STRATEGIC PLAN 2008 - 2010. Contents 1. Acknowledgment 2. Why nation-branding is important 3....

IMC STRATEGIC PLAN

2008 - 2010

ContentsContents

1. Acknowledgment2. Why nation-branding is important3. Achievements 2007/84. Priority Countries 5. Stakeholder Analysis6. Strategic Objectives 2008-20107. Key strategic shifts8. Campaigns9. Challenges10. Spending Plan

Why nation-branding is importantWhy nation-branding is important

Nation-branding is an important concept in today’s world.

Globalisation means that countries compete with each other for the attention, respect, and trust of investors, tourists, consumers, donors, immigrants, the media, and the government of other nations.

Therefore having a brand strategy as a country means knowing exactly what we are good at, knowing how to show the world that we have those qualities, and knowing how they add up to a whole that is unique, truthful, distinctive and attractive.

Simon Anholt

Achievements for 2007/08Achievements for 2007/08 [PMG note : photo’s have been moved][PMG note : photo’s have been moved]

Global Marketing

Advertising

• 2418 TV spots on CNBC and CNN• 100 Branded London taxis• Online advertising on CNN, Time, The Times of India, Fortune and Economist • Print advertising : Times, Fortune and Economist

Achievements for 2007/08Achievements for 2007/08 Global Marketing

• South Africa.Info web portal achieved 3.1 million page impressions & 300k unique users - highest level ever• SA Story III translated into 7 languages• 2 outbound Trade and Investment Missions to the USA and India• Launched the Global South Africans project in the USA and UK• Introduced MediaClubSouthAfrica.com

Achievements for 2007/08Achievements for 2007/08 Domestic Marketing

• Brand Essence alignment with SA Tourism , DTI and LOC • Messaging and branding alignment with the Provinces • “Moments of Pride” PR campaigns• Advertising campaign “We’ve done it before”• 2010 National Communications Partnership conference• Participated in the 60th World Newspaper Congress – Dep. President address• International Media Forum 2007• Relaunched the Brand Champion Campaign

Funds Utilised 2007/8Funds Utilised 2007/8

Total allocation = R111 millionTotal Spend = R111 million

Budget Split

Global marketing = R56.3 million (50,7%)

Domestic marketing = R30,7 million (27,7%)

Support = R24 million (21,6%)

Personnel (R 13,4 million)

Admin (R3,2 million)

Other expenses (R7 million)

All activities contributed to building the brand presence internationally, and pride and patriotism levels domestically.

Stakeholder AnalysisStakeholder Analysis

Priority CountriesPriority Countries •Aligned with DTI, DFA and SA Tourism priority markets, namely:

• China• India• US• UK/EU• Brazil• UAE• Russia• Africa (through an increased relationship with DFA and recognising African interest in the 2010 FIFA World Cup)

Strategic Objectives 2008 - 2010Strategic Objectives 2008 - 2010

International

Objective

Increase familiarityand knowledge of SA as a viable destinationfor trade and Investment

Segment Activity

Investors360 degree integrated marketing and mobilization campaign in targeted countries aligned with DTI / DFA and SA Tourism priority areas: Advertising: Flight investment themed TV commercialElectronic- continue to flight TV ad in targeted hubsOn line-Extend TV campaign to on-line media to reach broader audiencesTaxis-London- expand scopePrint- increase number of translations for SA story to include soccer loving nationsE-marketing- extend marketing of the SA Web portalsEvents- leverage international events – e.g. WEF in Davos 2009 and 2010Investment missions- collaborate with TISA and DFA on key missions


International

Objective

Global citizens

Segment Activity

Exports

Establish a global network to profile SA’s achievements and responses to challenges Facilitate thought leader engagements

Activity

Development of value propositions for the sectors – e.g. export councils, pavilions Development of generic branding and promotional material for all exhibitions Publicity campaigns to support trade and investment missions

Objective

Integrated marketing of core clusters and industries in key markets

Segment

Mobilize South Africans living abroad to market SA


International

Objective

Visitors

Segment Activity

Support key SA Tourism international campaigns: Collaboration on key projectsSupport key campaigns with promotional material

Mobilize potential tourists to put South Africa in the consideration set

Objective

Global media

Segment Activity

Establish relationships at ownership level Use country offices for proactive engagements Hosting quarterly in bound media briefing tours for targeted countries MediaClubSouthAfrica.com

Proactive engagement and partnerships with key media


Domestic

Objective Segment

Objective

Civil society: Individuals Groups

Segment

Activity

Build relationships with key media organisations Lobby media to support Brand SA campaigns Collaborate with media in facilitating thought leader programs

Sustain efforts to build pride and patriotism

Local media

Activity

The ”movement for good campaign” Mobilize for 2010

Proactive engagement and partnerships with key media


Domestic

Objective

Government

Segment Activity

Facilitating alignment:BrandingMedia relations, messaging, crisis communication Collaboration on key projects:Domestic campaigns2010 efforts

Co ordination of Brand South Africa domestic marketing and mobilization efforts

Objective

Corporate SAAcademia

Segment Activity

Develop partnerships for thought leader programs Establish a core pool for strategic use (advocacy and 3rd party endorsements)

Form strategic partnerships with thought leaders and key decision makers

• Integration of international and domestic messaging – one “SA story” for all • Increased allocation of resources to the East – China and India: research,

marketing plan, joint brand manager with DFA, country manager for China• In future, focus will broaden to include Africa, Russia, Brazil & Middle East• Increased focus on Domestic Mobilisation, and more collaboration with partners

to deliver active citizenship• More targeted approach to thought leader programme – small groups• Representation in thought leader bodies – account mgmt strategy • Enhanced resources for domestic media management (SA country mgr)• Development of a crisis management communications strategy with

key stakeholders

Key Strategic ShiftsKey Strategic Shifts

Single Minded MessageSingle Minded Message

CampaignsCampaigns [PMG note : photo’s have been moved][PMG note : photo’s have been moved]

International

Focus is on changing mindsets

Media Club Launch Invest in SA Investment Video

CampaignsCampaigns[PMG note : photo’s have been moved][PMG note : photo’s have been moved]

Domestic

Priority is to reinforce Patriotism, Pride and Optimism

Stories of ordinary South Africans doing extraordinary things

We’ve done it before Movement for Good

We have a big mandate and a small budget – therefore need to design activities to leverage off others (ideas, time, human resources, money)

Building and maintaining organisational capacity to fulfill objectives in the lead up to 2010 and beyond

Ability to service varied stakeholder groups and their different demands

Continued Staff development and motivation

ChallengesChallenges

Internal

ChallengesChallenges

The IMC does not “own” the brand– relies on others to deliver the brand, over whom the IMC has little or no control

IMC deals in perceptions, created by external events and media coverage e.g. SA’s competitiveness rankings, crime, electricity, perceptions of political instability, etc

IMC mandate is to market the country’s assets and achievements, and to demonstrate how it is meeting challenges

The key challenge is creating alignment of keystakeholders

- buy-in to delivering Brand SA- sponsorship/championing of the cause- common messaging- look and feel

External

3 Year Spending Plan3 Year Spending Plan

PROGRAMME % 2008/09 2009/10 2010/11

Global Marketing and Mobilisation 48.5% 67,800,368 80,221,188 85,635,438

Domestic Mobilisation 29.6% 41,312,300 54,002,933 57,773,654

Support 21.9% 30,609,332 33,066,879 35,721,909TOTAL 100% 139,722,000 167,291,000 179,131,000

GRAND TOTAL: SECTIONS 1+2+3 100.0% R139,722,000 R167,291,000 R179,131,000

NET SURPLUS 1,100,000 1,204,000 1,316,320


No.

2010 SPECIFIC PROJECTS Percentag

e 2008/9 2009/10 2010/11

1 Domestic Mobilisation 2,22% 3,100,000 3,300,000 3,300,000

2 Global Marketing 2.43% 3,400,000 11,757,000 12,800,0003 Media Club 2,15% 3,000,000 3,200,000 3,400,000

4 2010 NCP Conference 2.15% 3,000,000 3,243,000 3,500,0000.5 Tactical Projects 0.36% 500,000 500,000 2,800,000

TOTAL 2010 PROJECTS Included in the baseline allocation

9.30% R13,000,000 R22,000,000 R26,000,000

2010 Specific projects – included in baseline above


Allocation Comparison - % of Total

49%

30%

21%

52%

25%

23%

48%

27%

25%

46%

22%

34%

R139mR111mR83mR69m

THANK YOU!THANK YOU!

IMC STRATEGIC PLAN 2008 - 2010. Contents 1. Acknowledgment 2. Why nation-branding is important 3....

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