Kaelo Stories of Hope2012: Season 7

Mid-way Sponsor Report

October 2012

Report notes• This is a mid-way report for Kaelo Stories of Hope Season 7, prepared for our

sponsors.• The objective of the report is to provide some information on the performance

on the programme so far and to provide insight into the second half season for planning purposes.

• A final report will be provided in January 2013 on the entire series for our sponsors.

• All audience figures and profiles have been obtained from TAMS (3 July-28 August 2012, Analog), All Adults aged 4+, excluding guests

TV series26 Part over

6 months

Book

Social Media

PublicityWeb-site

Breakfast Dialogues

Reporting on all Stories of Hope platforms:

4

Television Series

5

Running order – Season 7• Segment 1 (8 minutes)

– Opening graphics– Coming up in the show – snippets from upcoming stories

– Project 1 – sector, why, where, results• Ad break – Segment 2 (8 minutes)

– Project 1 learning, needs and contact information – Project 2 – sector, why, where, results

• Ad break – Segment 3 (7 minutes) – Project 2 learning, needs and contact information

– Project 3 – quick insight and call to action– Catch us next week (throw forward)

– Closing credits

6

Episode content: July and August 2012

Ep. Insert 1 Sector Insert 2 Sector TX Date

1 BHP 1: Meyerton Education Telkom 1: Rally to Read Education 03-Jul

2 BHP 2: Sci Bono Education Ernst & Young: African Leadership Academy Education 10-Jul

3 BHP 3: Dreamfields Sport/Education BCX: Rural schools programme Education 17-Jul

4 BHP 4: Ethembeni Clinic Health Cotlands OVC 24-Jul

10 BHP 5: Ongoye Forest Environment Telkom ICT project Education 04-Sep

13 BHP 6: SandminesSustainable Community Development

Standard Bank Adopt a School Education 25-Sep

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Overview of content • Season 7 boasts a new format and updated fresh look and feel for the show

• For the first nine episodes, an overall good spread of content was achieved

• Due to the timing of shoots and client briefs, the first three episodes were predominantly

about education which is not ideal. From episode 4 a greater variety in content and

subject matter was achieved, and ideally this is what we strive for in the project.

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New look and feel for Season 7

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Supporting of other NGO’s and new projects:• Kaelo Engage were able to showcase four NGO projects in this period as part of

its CSI commitment including

1. Cotlands (for whom Kaelo are the pro-bono PR agency)

2. MAD Charity

3. Wheels of Change skate-boarding academy – a very different approach to

community and youth development

4. Rustenburg skills project – a unique skills project in a troubled area

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Production Team report • The production team is operating at maximum capacity!• Biggest challenges remain getting good written briefs, 6 weeks before air-date• Research and pre-production is taking quite a bit of time – but has been very

thorough and the scripts have been interesting and resulted in good shoot days and good messaging in final content

• On-location filming – client involvement has been overwhelming at times – we are always grateful for input

• If you’d like to use Joel Zuma for any of your CSI events (at a fee) – let us know• Thank-you to all clients for support with fast turn-around and delivery times in

post-production• All clients should have copies of their episodes transmitted to date. If you don’t

please let us know.

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National events which put the spotlight on social development & social equity

• Government ran a Social Cohesion Summit on 4-5 July• National Arts Festival in Grahamstown was held • It was Madiba Day on 18 July • Sport development was in the news due to the Paralympic and Olympic Games • The Lonmin Marikana issue raised debate around community development vs.

living wages by mining companies

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Lead sponsor 30 second commercials – the following were aired during the shows

Episode Sponsor Date

1 BHP Billiton 3 July

2 Telkom 10 July

3 BHP Billiton 17 July

4 Telkom 24 July

5 BHP Billiton 31 July

6 Telkom 7 Aug

7 BHP Billiton 14 Aug

8 Telkom 21 Aug

9 BHP Billiton 28 Aug

NOTE: Other sponsors are welcome to also place ads into the two ad breaks in the show. Should you wish to do this, we would be happy to broker a good deal with e.tv on rates.

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Episode viewership – the average audience for the first 9 episodes was 822,619 viewers.

Ep 1 Jly 3 Ep 2 Jly 10 Ep 3 Jly 17 Ep 4 Jly 24 Ep 5 Jly 31 Ep 6 Aug 7 Ep 7 Aug 14 Ep 8 Aug 21 Ep 9 Aug 28

1215727

886725 871589

690896 663062 686838846038 850124

692573

Ave Audience

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The launch episode was very well viewed (as expected). Share of audience then declined to an average 9% level.

Ep 1 Jly 3 Ep 2 Jly 10 Ep 3 Jly 17 Ep 4 Jly 24 Ep 5 Jly 31 Ep 6 Aug 7 Ep 7 Aug 14 Ep 8 Aug 21 Ep 9 Aug 28

14.4

9.5 9.78.6 7.9 7.1

9.6 108.2

15

12 12 12 1211 11

15

11

% Share of Audience Ave Minutes viewed

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25” promos for the show are placed weekly by e.tv – usually from a Sunday to the Tuesday.

Promo placement definitely impacts on audience numbers.

Ep 1 Jly 3 Ep 2 Jly 10 Ep 3 Jly 17 Ep 4 Jly 24 Ep 5 Jly 31 Ep 6 Aug 7 Ep 7 Aug 14 Ep 8 Aug 21 Ep 9 Aug 28

1215727

886725871589

690896 663062686838

846038850124

692573R 495,300

R 98,100 R 151,650R 38,700

R 73,350R 167,950 R 212,400 R 169,200

R 87,750

Ave Audience Promo value

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e.tv Promo schedule Episode 1 to 9 Ep. Dates No of spots

booked Value of air-time for 25” spot Prime Time spots

(between 6 and 10 pm)

1 29 Jun – 3 July 37 495,300 5

2 8 – 10 July 17 98,100 0

3 15 – 17 July 11 151,650 1

4 24 July only 4 38,700 0

5 29 - 31 July 17 73,350 1

6 5 – 7 Aug 27 167,950 2

7 12 – 14 Aug 27 212,400 0

8 19 – 21 Aug 23 169,200 2

9 26 – 28 Aug 16 87,750 1

179 R1,494,000 12

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KSOH is up against stiff competition in this time slotKaelo Stories of Hope is competing against long-established soapies on SABC 1 (The Bold & the Beautiful) and SABC 3 (Days of our Lives). The show does draw viewers later in the show from SABC 2.

16:40 16:44 16:48 16:52 16:56 17:00 17:04 17:08 17:12 17:16 17:20 17:24 17:29 17:33 17:37 17:41 17:45 17:49 17:53 17:57 18:01 18:05 18:09 18:13 18:17 18:210

1,000,000

2,000,000

3,000,000

4,000,000

KSOH SABC 1 SABC 2 SABC 3

Audi

ence

Siswati News increasing SABC 1’s market share by 11.6

percentage points followed by The Bold & the Beautiful

Days of Our Lives on SABC 3

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The Olympics and July & August viewing• During the period, the global event of the Olympics played out – 27 July to the

12th of August. • This included schedule and viewing changes on SABC during the period on all 3

channels as well as a major drive and pull of viewership to the DSTV platform with ever-increasing Compact subscriber numbers.

• Etv are investigating this drop in viewership on the channel• In addition, normal viewing patterns for weekday evenings were certainly altered

over this time period. • It was also the July school holidays – which may also account for the higher levels

of youth viewership for the show over this time • August 7 was a day of snow in Gauteng - unusual weather!

LSM 4 LSM 5 LSM 6 LSM 7 LSM 8 LSM 9 LSM 10

2012 0.13343969347159

3

0.22644220746023

7

0.29482740487241

2

0.15204186068735

0.06834602619478

31

0.10434265316555

8

0.02056015414806

69

5.0%

15.0%

25.0%

35.0%

More than half (52%) of our viewers are in the LSM 5 and 6 groups

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Viewership profile – 39% are aged 25 to 29 with more women and significant % of children and

older viewers enjoy the show.

Fe-male56%

Male44%

0-1417%

15-2414%

25-3419%

35-4920%

50+30%

E. Cape6% Free State

11%

Gauteng21%

KZN12%

Limpopo17%

Mpumalanga3%

N. West7%

N. Cape3%

W. Cape19%

Source: TAMS (3 July-28 August 2012, Analog)All 4+, excluding guests

Geographic spread of viewers is expected (Gauteng, W Cape, KZN) but also good viewership from Limpopo and the Free State is noted for the

show.

Online and Digital communications

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Weekly e-mailer• Prepared each week based on the

content of the show• Sent to our database of more than

2000 contacts in the CSI industry • This list is made up of CSI

managers, journalists and media owners, advertising agencies, media buying companies, PR professionals and various industry managers.

• Sent to our sponsor contacts to forward to staff internally – is this working for you?

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25

Facebook

• This is our primary interaction with viewers and is promoted through the show

• This page was newly started for Season 7 – so we have built followers slowly over the year to over 950

• Most community interaction and feedback happens just after the show is aired

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Facebook fans are mostly from Jo’burg and aged 25 to 34, but the reach reflects the audience profile including much younger and older people who are interested in the show

Facebook reach analytics: 3 July to 28 Aug 2012

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Page Views follow episodes

Ep 1

Ep 2 Ep 3 Ep 4 Ep 6

Ep 7

Ep 8 Ep 9Ep 5

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Comments & insights from Facebook fans

Comments Note

General - this makes up 80% of the conversation

Inspirational; Keep up the good work; thank-you for showing us; touching; helps us think of how to help; shows everyone working together; encourages us not to give up; Oh wow, I'm blown away by the remarkable stories that ordinary South Africans are doing to better the less fortunate citizens out there...

Many of the comments are simply saying thank-you for an inspiring programme which is encouraging and touches people

Contacts and Information – about 15 % of postings

Looking for information on who to contact at the projects and how they can get assistance from the sponsors .

We do direct them to the web-site page for this info or give them some place to start.

5% - issues and concerns

People in need – wanting help “we need help at Sannieshof about with disabilities been taken for granted by our councillors and municipality”

These are directed back to the sponsor where possible for assistance.

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Web site• www.Kaelosa.com web page features

lead sponsors and information on upcoming shows and project information

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Media engagement &

coverage

Launch stories for Season 7

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Lead sponsor project media engagement• The key stories from our lead sponsors are written up and targeted to relevant

media to expand coverage where possible• Over the first nine episodes, we have had good success with Daily Sun and some

selected local media in and around where the projects are based• Media monitoring is being conducted, and clippings with EAV’s will be provided

with the final reports.• The next two slides give an overview of coverage for client projects from July and

August 2012 and a few examples.

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EpPress release issued by Kaelo

Engage Coverage received

1 BHP Meyerton School development Telkom Rally to Read support

Meyerton SterLimpopo Mirror, Mopani Herald, Daily Sun

2 BHP Sci-bono discovery centre Local Johannesburg media (TBC)

3 BHP support of Dreamfields Tshwane Sun: Mamelodi - BHP

4 Ethembeni Care Centre Isolezwe

10 Ongoye Forest The Witness, Daily Sun, Izwi Lomzansi Radio

13 Ba- Ga Phadima Sandmines The New Age, TNA online, Diamond Advertiser

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Breakfast Dialogues

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Breakfast Dialogues – diarise dates:• We are now currently in planning

for our 3 networking sessions this year

• The venue is to be confirmed – but is likely to be at Lilys Leaf

• We have made the sessions early – to miss the traffic and not to interfere with busy year-end schedules

• Full briefing packs and information will follow

Time Dialogue Dates

07:00 to 09:30 Tuesday 23 October

07:00 to 09:30 Thursday 15 November

07:00 to 09:30 Thursday 22 November

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Breakfast Dialogues – planning Breakfast Theme Moderator Kaelo rep to set

scene/ frame the discussion

Govt. speaker NGO speaker Corporate speaker

New trends in the measurement of CSI

McKinsey- Judy Malan

Sara Butchart NCSIR (National CSI Registrar)

Greater Capital- Reinoud Willemsen

BHP Billiton

Success stories in CSI Marketing

Journalist: Pinwell (Sowetan)/ Features Editor (City Press)

Jane Lewis Gauteng Provincial Department/ Dept. of Social Development

MAD Foundation Standard Bank

What makes a great staff volunteer strategy?

Mike Herrington Nan Jacobs Dept of Water Affairs – if no alternative is found, First Rand Group to present – Sarah C to advise on contact person

CAF SA Transnet

Just how important is CSI in reputation management (business and country)?

Reputation Institute – Dominique

Sara Butchart Department of Foreign Affairs?

Open Society Initiative – Sisonke Msimang

Telkom

Kaelo Stories of Hope Book

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Season 6 Book publishing imminentSeason 7 Book planning started• Our book for Season 6 is at the printer

and will be available at the Breakfast Dialogues

• We are currently in planning for the Season 7 book which will take on a slightly different format and approach in line with the updated show format

• Publishing date will be confirmed for the first half of 2013

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With thanks to our sponsors for their ongoing support

Insert sponsors: Standard Bank; Metropolitan; Business Connexion;

Ernest & Young; Gearhouse; ACSA

End slot SponsorsLead Sponsors

From Ep 14

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Conclusion

• All elements of Season 7 are on track and progressing well• We are working with e.tv to try in increase promos and promotion of the show to

build greater viewership numbers for the rest of the year• We will be working on the book content soon and will liaise with you on this for

approval and inputs• Please note the dates for the breakfast dialogues • We value all and any feedback from our sponsors on the response to the show

and their inserts which we would like to capture for future case studies

• If you have any suggestions or concerns, please let us know

Kaelo is a Tswana word for guidance and upliftment.

It captures the essence of the African proverb – “As you grow, pull others up.”