MARKETING AND COMMUNICATION REPORT A YEAR IN REVIEW: OCT 2008 - OCT 2009
MARKETING AND COMMUNICATION REPORT A YEAR IN REVIEW: OCT 2008 - OCT 2009 CORPORATE IDENTITY
01
ELECTRONIC MEDIA
13
BUSINESS STATIONERY BRANDING INTERNAL DOCUMENT COVERS
WEBSITE PRESENTATIONS DVD
MARKETING COLLATERAL 21 BROCHURES LEAFLETS HARVEST FESTIVAL
ADVERTISING
39
OTHER
51
MEDIA RELATIONS
59
MAGAZINES ADVERTISING NEWSPAPER ADVERTISING
GIFT BAGS CORPORATE FOLDERS ANNUAL REPORT
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
AUTHORITY TO ACCELERATE
COMMITTED COMPASSION
GROWTH CATALYST
Partnership with other entities Proper synergy - HIPPs not out of joint Collaboration to beat common enemy: poverty Mobilisation and unification of players and resources Co-ordination and channeling of capital Interface public and private Leadership: compacting, integrating, consolidating Efficient communication None of us can do it alone
Environmental sensitivity for true sustainability Attentive and responsive A better life for people Development is culture sensitive Not just for us but for generations to come Measurable difference
Power Mandated vehicle for integrated rural development The muscles to influence high-level decisions Caliber Towards poverty: fearless Able to take action Big brother of accelerated HIPPs
Development initiative Innovation Stimulation to close trade gaps Fresh answers to tough challenges Energetic 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: • Positively influencing AsgiSA EC’s stakeholders; • Continuously maintaining a positive (balanced) profile for AsgiSA EC; and • Building trust, establish dialogue and mutual understanding amongst the stakeholders. The tactical approach employed to AsgiSA EC’s communication channels is based on four pillars: • • • •
Prioritising stakeholders with influence; Ramping up communication on the projects in order to demonstrate Asgisa EC’s catalytic ability; Creating a knowledge on Mzimvubu and Leveraging the natural beauty and cultural richness of the area.
corporate identity
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BUSINESS STATIONERY BRANDING INTERNAL DOCUMENT COVERS
A YEAR IN REVIEW ..... 02
BUSINESS CARDS
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BUSINESS STATIONERY
COMPLIMENT SLIP
LETTERHEAD
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A4 AND A5 NOTEPAD
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BUSINESS STATIONERY
RECEIPT BOOK
LEAVE FORM
SUPPLIER REGISTRATION FORM
MEMORANDUM
A YEAR IN REVIEW ..... 06
FLYING BANNERS
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BRANDING
RETRACTABLE BANNERS
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INCEPTION REPORT
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FINANCE & INVESTMENT SUBMISSION
INTERNAL DOCUMENT COVERS
POLICIES AND PROCEDURES
PROJECT ADMINISTRATION
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electronic media
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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.
1 April 2009 - 30 September 2009 Comparing to: Site Visits 900
900
450
450
1 -30 Apr 09
1 - 31 May 09
1 - 30 June 09
1 - 31 July 09
1 - 31 Aug 09
1 - 30 Sep 09
WEBSITE PRESENTATIONS DVD
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.
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WEBSITE
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WEBSITE
A YEAR IN REVIEW ..... 16
PRESENTATIONS
GENERIC PPT PRESENTATION 17 ..... A YEAR IN REVIEW
DVD
VIDEO & DOCUMENTARY A YEAR IN REVIEW ..... 18
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marketing collateral
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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. .......................................................................................................................... The integrated cropping programme, livestock and partnership double-sided leaflets were developed and also translated into Xhosa. ..........................................................................................................................
BROCHURES LEAFLETS HARVEST FESTIVAL
Material was produced for harvest festivals. These included print advertising, printed and electronic invites and programmes.
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A4 OVERVIEW BROCHURE
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BROCHURES
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A4 FORESTRY BROCHURE
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BROCHURES
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A4 LIVESTOCK LEAFLET
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LEAFLETS
A4 PARTNERSHIPS LEAFLET
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A4 REPORT ON ACTIVITIES BROCHURE
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BROCHURES
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BROCHURES
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A4 INTEGRATED CROPPING LEAFLET
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BROCHURES
A4 RURAL CLUSTERS BROCHURE
A YEAR IN REVIEW ..... 34
HARVEST FESTIVAL PRINT INVITATION
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HARVEST FESTIVAL
HARVEST FESTIVAL ELECTRONIC INVITATION
HARVEST FESTIVALPOSTER
HARVEST FESTIVAL NEWSPAPER ADVERTS
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advertising
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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. ....................................................................................................................................... Other adverts produced were on forestry, partnership and community participation. The forestry advert was placed in the September edition of Business Hi-Lite. ........................................................................................................................................ A Xhosa advert with a special focus on women participation in AsgiSA EC programmes was developed for the Rural Women Empowerment magazine. ........................................................................................................................................ Make it Yours TV advert AsgiSA 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).
MAGAZINE NEWSPAPER
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.
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INVESTMENT PROMOTION ADVERT
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MAGAZINE ADVERTISING
OR TAMBO CONFERENCE MAGAZINE ADVERT
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FORESTRY ADVERT
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MAGAZINE ADVERTISING
RURAL DEVELOPMENT ADVERT
A YEAR IN REVIEW ..... 44
BKCOB HI-LITE ADVERTORIAL
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MAGAZINE ADVERTISING BKCOB HI-LITE COVER
MAKE IT YOURS PRINT CAMPAIGN
PRINT CAMPAIGN
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NEWSPAPER ADVERTISING
TENDER AND NOTICE ADVERTS A YEAR IN REVIEW ..... 48
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other
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GIFT BAGS CORPORATE FOLDERS ANNUAL REPORT
A YEAR IN REVIEW ..... 52
PROMOTIONAL GIFT BAGS
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GIFT BAGS & CORPORATE FOLDERS
CORPORATE FOLDER
A YEAR IN REVIEW ..... 54
2008/2009 ANNUAL REPORT - PUBLISHED SEPTEMBER 2009
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ANNUAL REPORT
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media relations
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Media coverage The 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.
MEDIA COVERAGE PRINT BROADCAST ONLINE
A YEAR IN REVIEW ..... 60
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
PRINT BROADCAST ONLINE GRAND TOTAL
57 14 6 77
AVE
R935,842.27 R 516,811.99 R 98,680.39 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 DATE MEDIA NAME
HEADLINE
16-Oct-09 FARMERS WEEKLY Low-biodiversity areas earmarked for forestry 16-Oct-09 FARMERS WEEKLY 1 of 2 | Transkei maize no easy task 16-Oct-09 FARMERS WEEKLY 2 of 2 | ‘To get to the farmers and have a deal, 04-Oct-09 SUNDAY TIMES, Business Times Big shake-up coming for Eastern Cape agencies 01-Oct-09 SAKE 24 (Burger Oos Kaap) Instrument help bosbougrond identifiseer 28-Sep-09 HERALD (Morning Final), Business 1-Sep-09 LEADERSHIP 1 of 2 | AsgiSA Eastern Cape 1-Sep-09 LEADERSHIP 2 of 2 | In partnerships with other South African corporations. 30-Aug-09 SUNDAY TIMES, Business Times Axe falls on Mbekis people in Eastern Cape programme 28-Aug-09 EAST GRIQUALAND FEVER Minister hears farmers pleas for help 18-Aug-09 SAKE 24 (Burger Oos Kaap) Landbouvreugde in Oos-Kaap oor oeste met Asgisa-hulp 30-Jul-09 EASTERN CAPE TODAY Rural community benefits from agriculture project 24-Jul-09 MTHATHA FEVER No more hunger for Amampondomise 16-Jul-09 EASTERN CAPE TODAY Celebrations as Qumbu harvests 14-Jul-09 DAILY DISPATCH Bhisho agency gives rural 12-Jul-09 SUNDAY TIMES, Business Times Careers AsgiSA 1-Jul-09 WOOD & TIMBER TIMES SOUTHERN AFRICA 1 of 2 | Forestry South Africa’s 2009 AGM 1-Jul-09 WOOD & TIMBER TIMES SOUTHERN AFRICA 2 of 2 | FSJ& chairperson plots the way forward 26-Jun-09 SAKE 24 (Burger Oos Kaap) Asgisa Oos-Kaap nou deel van die www 22-Jun-09 DAILY DISPATCH Eastern Cape business can grow if supported 29-May-09 FARMERS WEEKLY Eastern Cape to get 100 000ha of plantations 29-May-09 REP, THE Youths to receive production training 24-Apr-09 ISOLOMZI FEVER Signed, then sealed now delivered 15-Apr-09 BUSINESS DAY Handy push for power providers 10-Apr-09 UVO LWETHU FEVER PSJ community looks to fruit 1-Apr-09 BUSINESS HI-LITE 1 of 2 | to opportunities for business 1-Apr-09 BUSINESS HI-LITE 2 of 2 | fast 22-Mar-09 CITY PRESS, Business Huge bio-diesel investment to drive economic growth
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PG NO.
21 34 35 6 12 15 76 77 3 11 11 13 8 3 9 10 5 6 17 13 14 8 1 2 3 16 17 3
AVE
CIRCULATION
R 7,736.54 R 19,989.15 R 8,624.95 R 46,561.62 R 24,222.64 R 14,926.50 R 29,052.40 R 20,960.44 R 52,556.68 R 2,108.21 R 9 746.05 R 10,383.33 R 4,376.58 R 2,200.00 R 3,610.00 R 4,796.05 R 19 741.29 R 19 188.83 R 5 699.44 R 5 715.83 R 7,551.46 R 3,146.40 R 15,150.34 R 13,975.13 R 7,832.99 R 8,126.30 R 7,348.25 R 42,345.30
14 572.00 14 572.00 14 572.00 504 175.00 15 185.00 23 884.00 8 762.00 8 762.00 504 175.00 9 830.00 15 185.00 35 000.00 59 853.00 35 000.00 31 195.00 504 175.00 3 966.00 3 966.00 15 185.00 31 195.00 14 572.00 5 106.00 19 749.00 40 025.00 19 804.00 4 000.00 4 000.00 185 145.00
MEDIA COVERAGE
PRINT DATE MEDIA NAME
HEADLINE
PG NO.
21-Mar-09 WEEKEND POST Hope grows in biofuel farming 5 20-Mar-09 FARMERS WEEKLY FARMERS WEEKLY 40 20-Mar-09 FARMERS WEEKLY 2 of 3 | FARMERS WEEKLY 39 13-Mar-09 FARMERS WEEKLY 1 of 3 | Ongeluksnek Valley 54 13-Mar-09 FARMERS WEEKLY 2 of 3 | cost of preparing the land, a serious weed problem 55 13-Mar-09 FARMERS WEEKLY 3 of 3 | new farmers 56 8-Mar-09 SUNDAY TIMES, Review Working the land, harvesting a future 5 5-Mar-09 EASTERN CAPE TODAY Major funds for food security 3 26-Feb-09 EASTERN CAPE TODAY AsgiSA lifeline for Transkei farmers 14 24-Feb-09 BUSINESS DAY Farming project aims at food security for all 2 20-Feb-09 ISOLOMZI FEVER Investors visit projects in Mnquma 3 17-Feb-09 HERALD (Morning Final), Business New leaf for old soil bites into hunger 9 25-Jan-09 SUNDAY TIMES, Business Times Careers AsgiSA 6 1-Jan-09 SUCCEED, Supplement B 1 of 2 | Economic vitality in the Eastern Cape 50 1-Jan-09 SUCCEED, Supplement B 2 of 2 | Second-economy initiatives 51 11-Dec-08 EASTERN CAPE TODAY EASTERN CAPE TODAY 13 10-Dec-08 DAILY DISPATCH, Business Turning agriculture into a way of life 9 5-Dec-08 KING WILLIAM`S TOWN MERCURY First seeds planted in R100m project 2 5-Dec-08 OUR TIMES OUR TIMES 8 5-Dec-08 REP, THE First seeds planted in R100m project 4 5-Dec-08 TALK OF THE TOWN First seeds planted in R100m project 10 4-Dec-08 EASTERN CAPE TODAY Good news for rural farmers as Agriculture begins 14 1-Dec-08 DAILY DISPATCH, Business Transkeis RlOOm agricultural pilot project underway 8 30-Nov-08 CITY PRESS, Business Bold plan to rid province of hunger 2 29-Nov-08 WEEKEND POST, Money & Finance Thousands to benefit from rural plan 13 14-Nov-08 DAILY DISPATCH, Business hi Back Office 11 31-Oct-08 DAILY DISPATCH, Business Rural upliftment requires skills 11 19-Oct-08 SUNDAY TIMES, Business Times Careers AsgiSA 13 10-Oct-08 DAILY DISPATCH, Business Vision of wealth for the Transkei 11
AVE
CIRCULATION
R 10,237.50 R 19,063.73 R 18,989.69 R 20,063.19 R 19,322.85 R 19,285.83 R 218,059.20 R 9,750.00 R 2,933.33 R 34,819.40 R 2,725.59 R 9,148.50 R 2,997.53 R 26,569.11 R 21,853.09 R 17,043.00 R 9,123.17 R 461.15 R 700.18 R 618.54 R 469.24 R 9,804.00 R 18,355.27 R 56,270.40 R 14,921.33 R 4,357.33 R 3,376.93 R 2,530.13 R 4,411.80 R 935,842.27
24 878.00 14 572.00 14 572.00 14 572.00 14 572.00 14 572.00 504 175.00 35 000.00 35 000.00 40 025.00 19 749.00 23 884.00 504 175.00 20 396.00 20 396.00 35 000.00 31 195.00 4 000.00 2 939.00 5 106.00 2 712.00 35 000.00 31 195.00 185 145.00 24 878.00 31 195.00 31 195.00 504 175.00 31 195.00
A YEAR IN REVIEW ..... 62
BROADCAST DATE
AUDIENCE
STATION
PROGRAM
HEADLINE
26-Aug-09 642000 SA fm PM Live Labour brokering hearings outcome - Update 20-Aug-09 642000 SA fm Morning Talk Asgisa Eastern Cape project - New 19-Aug-09 4669000 Umhlobo Wenene Vuka noMhlobo High impact priority programmes - New 11-Aug-09 17727000 e.TV Sunrise National Skills Development Programme - New 14-Jul-09 1935000 SABC 2 Morning Live Eastern Cape on agriculture - New 14-Jul-09 1740000 SABC 3 The World Today ECP reaping rewards - New 13-Jul-09 1740000 SABC 3 News @ 22:00 ECP reaping rewards - New 13-Jul-09 4545000 SABC 1 News @ 19:30 (Zulu) Agriculture aAffairs - New 18-Mar-09 573000 SA fm News Extra @ 08:00 Food security in SA 17-Mar-09 1741000 RSG News Extra @ 23:00 Biofuel debate - Repeat 17-Mar-09 1741000 RSG News Extra @ 21:00 Biofuel debate - New 17-Mar-09 881000 Algoa FM News @ 17:00 Biofuels SA - SA to become a major global competitor - New 25-Feb-09 1741000 RSG RSG Landbou ASGISA in the Eastern Cape - New 27-Nov-08 55000 Kingfisher FM News @ 15:00 ASGISA EC - food security projects - New
63 ..... A YEAR IN REVIEW
DURATION
AVE
0:05:35 0:08:51 0:08:39 00:09:27 00:01:33 0:00:29 0:00:32 0:01:51 0:00:50 0:00:32 0:00:33 0:00:59 0:00:22 0:00:56 0:28:51
R 18,760.00 R 19,647.00 R 73,179.00 R 113,400.00 R 51,150.00 R 483.33 R 20,800.00 R 207,200.00 R 5,300.00 R 352.00 R 363.00 R 2,576.33 R 2,948.00 R 653.33 R 516,811.99
MEDIA COVERAGE
ONLINE 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 hydro-electric project
R 7,100.46
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 hydro-electric project
R 7,100.46
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
A YEAR IN REVIEW ..... 64
Andile Ntingi (City Press) at the Zingqayi maize fields, Butterworth.
Journalists and stakeholders in Qumbu.
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MEDIA COVERAGE
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MEDIA COVERAGE
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MEDIA COVERAGE
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MEDIA COVERAGE
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MEDIA COVERAGE
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MEDIA COVERAGE
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MEDIA COVERAGE
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MEDIA COVERAGE
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eastern cape Mthatha: ECDC House, 7 Sissons St, Fort Gale, Mthatha 5100, t 047 501 5100 | f 047 501 5110 East 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 5200
email: buza@asgisa-ec.co.za | ww.asgisa-ec.co.za