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Contents Financial Year 2010/2011 Mandate Nation Brand Our Approach Desired Outcomes of IMC Work Highlights Country Brand Performance Brand Strategy Development ... – PowerPoint PPT presentation

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Title: Contents


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Contents
  • Financial Year 2010/2011
  • Mandate
  • Nation Brand
  • Our Approach
  • Desired Outcomes of IMC Work
  • Highlights
  • Country Brand Performance
  • Brand Strategy Development and Management
  • Brand Alignment By Stakeholders
  • Increased Pride And Patriotism
  • Reputation Management

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The IMCs mandate is derived from the National
Mandate
National priorities
GDP growth, job creation, poverty alleviation,
social cohesion, National Vision for South Africa
Vision 2030
Desired impact/ Strategic Objectives
Increased international competitiveness
Improved international reputation
Increased brand equity
Vision
South Africa acknowledged as a Top 20 Nation
Brand and a Top 30 Nation in the Global
Competitive Index by 2020
International mandate
To build South Africas Nation Brand reputation
in order to improve South Africas global
competitiveness
Domestic mandate
Build Pride Patriotism amongst South Africans
and contribute to social cohesion and nation
brand ambassadorship
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Our Approach
BRAND SOUTH AFRICA
SPORTS AND RECREATION
ARTS AND CULTURE
INTERNATIONAL RELATIONS
TRADE AND INVESTMENT
TOURISM
Addition
Current Sub - brands
Addition
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Outcomes to Achieve the IMC Mandate
  • Brand alignment by stakeholders
  • Ensuring all partners across government, the
    private sector and civil society are aligned
    behind the nation brand in terms of corporate
    identity, messaging and imaging, as well as
    behaviours and values.
  • Increased pride and patriotism among South
    Africans
  • Alignment of behaviour to brand values to
    entrench a South African-ness to further unite
    and mobilise the nation.
  • Positively changed perceptions about South Africa
    among target audiences
  • Influencing global perceptions about South
    Africa by shaping a positive narrative about the
    country.
  • Articulated and contextualised South African
    policy
  • Informing target audiences of South African
    policies impacting factors of competitiveness and
    nation brand reputation.
  • Increased economies of scale and scope
  • Working with partners to leverage each others
    resources to extend reach and impact in a
    cost-effective manner.
  • A sustainable organisation
  • Implementation of governance, compliance and
    risk management systems to ensure the
    organisation is able to respond to its political,
    economic, social and environmental demands.

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Highlights
  • Reconstituted Board of Trustees
  • Board implementation of revised mandate and
    business model
  • Revision of country management model and focus
    markets
  • Implementation of a stakeholder driven brand
    alignment and positioning approach
  • Increased accountability and development of
    measurable strategic interventions
  • 2010 FIFA World Cup Mobilisations Campaigns
  • Leveraging the 2010 FIFA World Cup Legacy
  • Brand Valuation placed SA at 34th overall, with
    Value of 135billion.
  • Improved reputation according to March 2011 BBC
    Poll 2nd highest positive perceptions
  • Rating of South Africas influence in the world
    rose from 35 to 42

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Country Brand Performance - Impacts
Performance measure 2010/11 Target Actual Variance Explanation
Anholt Gfk Roper Nation Brand Index 30 37 2. SA fell 2 places in 2010 from position 35 in 2009
WEF Global Competitiveness Index 42 54 2. SA fell 9 places in 2010 from position 45 in 2009
Media Reputation Index 55 50.3 Slightly below target but falling within the acceptable/ good range for the measure
Brand Equity No target. New measure 135billion Positive valuation. SA ranked 34th globally.
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Brand Strategy Development and Management
  • Articulating and implementing brand positioning,
  • Training and engagement programme for
    stakeholders and partners.
  • Creating structured digital platforms to align to
    a single brand.
  • Online brand experience
  • Online marketers portal
  • Providing marketing messaging frameworks
  • Pride and patriotism mobilisation campaigns

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Reputation Management
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Media Reputation Index
  • The monitoring and analysis of major publications
    across 37 countries internationally
  • Amount of coverage and the rating of coverage
    namely positive, negative or neutral.
  • The chart below shows the tracking of South
    Africas reputation in the media across these
    countries from January 2008 to December 2010

Average 50
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Reputation Management
Positively Changed Perceptions about South Africa
among target audiences
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Leveraging Events - Media Branding
  • WEF DAVOS
  • Shanghai Expo , China
  • Brand Africa Forum
  • Global Forum, co-hosted with the dti
  • Support for state visits and International Trade
    Initiatives (ITIs)
  • Russia
  • India
  • DRC
  • Brazil

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Brand South Africa Online
  • Brand South Africa publishes five different
    websites, each with a specific function and
    clearly identified target audience. These are

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Brand South Africa Digital Presence Traffic
overview
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Country Reports USA
  • Team South Africa approach to promoting South
    Africa in the American market.
  • Roundtables discussions for with fund managers
    and private equity investors
  • Support for inbound visits by Government
    Business leaders
  • Media Programme
  • FIFA World Cup 2010 Activations in LA, New York
    (Times Square), Washington DC

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Country Reports UK
  • Integration of the Global South Africans network
    in most brand and Team South Africa activity.
  • Focused on coordinating
  • brand messaging for monthly key events held at
    South Africa House
  • Media Programme
  • Investor and Fund Manager Roundtables
  • FIFA World Cup 2010 Activations

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Increased Economies of Scale and Scope
  • Some of the initiatives undertaken by the IMC in
    partnership with key stakeholders include
  • Corporate initiatives with the Department of
    Education
  • Financial Times media partnership value of
    surveys
  • CNBC media partnership
  • Africa Investor media partnership
  • Brand Africa Forum partnership
  • Value of media coverage obtained through these
    collaborative initiatives in excess of R8m
  • Partnership with the DIRCO and the dti to
    ensure alignment of the South Africas exhibition
    with
  • the nation brand corporate identity R4m
  • Partnership with Man Trucks South Africa on
    Peoples Bus project, carried out as part of
  • activities to build pride and patriotism -
    sponsorship to the value of R1m

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Corporate Governance and Control
  • Internal Controls And Procedures
  •  Board Charters were reviewed and approved by the
    relevant committees. Amendments were effected to
    the Trust Deed.
  •  
  • Risk Management
  • The overall Strategic Risks amount to 19 and only
    12 were escalated to be managed by the Board of
    Trustees. The rest will still be managed by
    Management.
  • Commitments, Contingencies and legal proceedings
  • Two disciplinary enquiries involving two senior
    managers were conducted and finalised during the
    financial year. The involved officials were both
    dismissed
  • Fruitless and wasteful and irregular expenditure
  • Fruitless expenditure amounting to R751 433 was
    incurred relating to an onerous contract
    regarding a photocopier contract
  • Financial Management
  •  Due to the payoff line being halted, the IMC had
    at year end a surplus of R24 576 749.
  • Request has been submitted to National Treasury
    for roll over of surplus funds

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Performance Summary
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Performance Summary by Outcomes
Key Result Area Performance measure Tool for Measuring 2010/11 Target Actual Variance Explanation
1. Brand Alignment Brand (look and feel) compliance by stakeholders Brand Compliance Audit 100 compliance by trained stakeholders. Not achieved Tool to be developed in new financial year to monitor and manage stakeholder output.
1. Brand Alignment Alignment in terms of positioning Value proposition and messaging pillars content tracking No prior targets as there was no measure Not achieved Tool to be developed in new financial year. Monitor post training performance.
2. Increased Pride Patriotism Pride levels Domestic Tracker 85 90 Target exceeded. (2010 FIFA World Cup and Legacy Campaign Programmes)
2. Increased Pride Patriotism Commitment levels Domestic Tracker 75 71 Dropped slightly post 2010 FIFA World Cup.
2. Increased Pride Patriotism Social Cohesion National Perceptions Audit Establish Baseline 72 Target achieved.
2. Increased Pride Patriotism Active Citizenship National Perceptions Audit Establish Baseline 69 Baseline Established. Implementation in the new financial year
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Performance Summary by Outcomes
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Performance Summary by Outcomes
Key Result Area Performance measure Tool for Measuring 2010/11 Target Actual Actual
5. Economies of Scope and Scale Joint Funding Funds raised as a of total IMC budget 10 (R17m) R4million in partnerships funding raised Joint Govt Progs --Shanghai with Dirco Not enough sponsorships were secured due to economic situation.
5. Economies of Scope and Scale Leveraging Resources Sponsorship and Partnership value over and above IMC spend. Costs saved as a of total IMC budget N/A Rm worth of value obtained to date leveraged R16million in total sponsorships and value add secured No previous baseline existed. The actual for 2011 sets the baseline
6. Sustainable Organisation Organisational Sustainability as defined by King III Sustainability Dashboard (GRC, BEE, employment equity, etc) - incl financial, political, environment, /social elements TBC 90 completed. The IMC has sound governance, risk and compliance frameworks in place (see section 3 of the introduction section of this report). Staffing meets the required employment equity levels. Areas still to be addressed are the social and environmental contribution of the IMC. Organisational Sustainability as defined by King III
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FINANCIALS Financial Performance as at 31 March
2011
INCOME BUDGET ACTUAL
GCIS Transfer R170 113 000 R170 113 000
Other Income - R4 000 000
Partnership Income R1 400 000 R3 334 714
TOTAL INCOME R171 513 000 R177 447 714

Administrative expenses R5 323 097
Staff Costs R18 339 373
Marketing Costs R121 160 372
Audit Fees R901 128
Other operating expenses R8 756 332
Surplus/(deficit) on disposal of PPE R1 562
TOTAL EXPENSES R154 478 740
Surplus from operations R22 968 974
Interest Income R1 607 775
Surplus for the Year R24 576 749
Joined partnership income with DIRCO for the
Shanghai Expo The retention of surplus will cover
the change of CI/Payoff line for R10.5 and
commitments of R14m
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Looking Ahead
  • Development and launch of a new country
    positioning and country slogan/payoff line.
  • Strategic positioning of the entity within the
    Presidency.
  • Development of a Partnership Model to help
    drive SAs positioning as a leading destination
  • for business.
  • Greater stakeholder alignment and partnership
    - intergovernmental support.
  • Mobilisation of South Africans through active
    citizenship campaigns.
  • Increased international marketing in
    conjunction with key stakeholders dti. DIRCO,
  • Dept. of Sport and Recreation, Dept of Arts
    Culture, Business.
  • Support and leverage off strategic events COP
    17, Rugby World Cup, BRICS summit, WEF
  • Africa Davos.
  • Support for outbound inbound state visits.


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Thank You
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