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BRAND SOUTH AFRICA STRATEGIC PLAN 2014-2019

BRAND SOUTH AFRICA STRATEGIC PLAN 2014-2019

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BRAND SOUTH AFRICA STRATEGIC PLAN 2014-2019

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  1. BRAND SOUTH AFRICA STRATEGIC PLAN 2014-2019

  2. TABLE OF CONTENTS • Strategic Overview • Governance and Organisational Structure • Summary: Key issues and opportunities in the broader environment • Strategic Outcomes Oriented Goals and Sub-programmes • Strategies and Implementation Plans • Strategic Marketing & Communications and Stakeholder Relations • Marketing & Communications approach and objectives • Target audiences & Stakeholder groupings • Target Markets • Resources Focus and Support • Corporate Services • Finance • MTEF Overview 2

  3. THE FUNDAMENTAL ‘WHY’ OF BRAND SA Vision To be the authority on national identity and reputation building for the benefit of South Africa and the continent. Mission To build confidence in the future of the nation by telling our inspiring South African story Purpose Ensure a sustainable future for our children Strategic Positioning Inspire and unify civil society, business, government and the media to build the reputation of South Africa, and contribute to its global competitiveness. 3

  4. OUR MANDATE To contribute to the NDP OBJECTIVES on… 1. Economic Growth & Employment 2. PositionSouth Africa in the Region and the World 3. Nation Building and Social Cohesion by undertaking coordinated INITIATIVES to… Build South Africa’s Nation Brand reputation to contribute to South Africa’s global competitiveness Inspire and instil active citizenship amongst South Africans and achieving the following OUTCOMES… • Brand and Message Alignment • by key stakeholders. 2. Pride and Patriotism and Active Citizenship amongst South Africans. 3. Positive positioning of SA as a business destination amongst target international and domestic audiences. 4. A Sustainable Organisation 1. Brand strategy development and management 4. Strengthening & deepening Stakeholder & partner relationships 2. Reputation management … through the followingSTRATEGIES 4. Insight and research management 6. Prudent financial management and control 5. Organisational Development and contribute to the following broader IMPACT… Increased International Competitiveness Improved International & Domestic Reputation Increased Social Cohesion 4

  5. BOARD GOVERNANCE STRUCTURE 5

  6. CURRENT STRUCTURE 6

  7. RESOURCING PLAN 2014/2019

  8. SUMMARY: KEY ISSUES AND OPPORTUNITIES IN THE BROADER ENVIRONMENT • SA’s National Development Plan. • SA’s position and role in the region and the world • South Africa’s relations with the BRICS nations • South Africa’s role in the AU Commission • The continued rise of Africa as growth frontier and significance of African peer markets • The regional economic integration agenda • The continued rise and importance of the global south and other developing nations [China, India, Russia, Mexico, Kenya, Nigeria] • The national infrastructure build programme • 20th year anniversary celebrations and review of progress made in the past two decades • Domestic socio-economic challenges and the need to address service delivery and social cohesion and unity These issues present in the forecast period (2014-19) key opportunities to build both the country’s international reputation in the global governance arena. Will assist in positioning SA to access new opportunities for trade, investment and related socio-economic relations across a diverse set of developing nations. The nation has a unique opportunity to revive the dream of democracy and to unify the nation behind common economic, and social development objectives. 9

  9. STRATEGIC OUTCOMES ORIENTED GOALS AND SUB-PROGRAMMES 10

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  16. STRATEGIES AND IMPLEMENTATION PLANS STRATEGIC MARKETING & COMMUNICATIONS • Brand Strategy Development • Reputation Management • Brand Insights and Performance Monitoring • Stakeholder Integration & Partnership 18

  17. MARKETING & COMMUNICATIONS APPROACH AND OBJECTIVES Target & Stakeholders Segment Market & Communications Objectives Segment Pride & Patriotism Active Citizenship General SA Public Media Domestic Civil Society Brand Alignment Business Government Reputation Management Brand SA Marketing Positive Predisposition Potential Investors Reputation Management Positive Predisposition Global Media International Reputation Management Global South Africans Pride & Patriotism Reputation Management

  18. TARGET AUDIENCES & STAKEHOLDER GROUPINGS PRIMARY SECONDARY • Government: Presidency, Department of Communications, National Planning Commission, Treasury, GCIS (including Clusters), the dti, DIRCO, DMR, DAC, DSR, South African Tourism • Decision Making Bodies – FOSAD, ICTS Cluster, Post-Cabinet Lekgotla • Board • Media • Business: Individual Corporates • Business Groupings: JSE, BUSA, BBC, BBEC, WEF, SACCI, AHI • Youth Formations • Labour groupings • Political Parties • Diplomatic Corps: SA Embassies worldwide • and Foreign representation within SA • Global South Africans (GSA) • Key Opinion Leaders (KOLs) • International offices – USA, UK, China, Brazil and Africa • Faith Based Organisations • Academia • International Trade Agencies • Friends of South Africa • Rating agencies 20

  19. TARGET MARKETS India Germany Kenya South Korea Japan France China UAE DRC Brazil Saudi Arabia Turkey Russia Ghana Nigeria UK USA Qatar Indonesia Vietnam 21

  20. CRITICAL STAKEHOLDER COLLABORATION AND RESPONSIBILITY MATRIX 22

  21. RESOURCES FOCUS AND SUPPORT The support ranges from activities focused on country initiatives, state visits, PR for the country and support for government agencies and departments. Focus on the key Strategic Programmes with positive stories and daily updates. Support for Communications Department, DIRCO, DTI, Department of Arts and Culture (DAC), GCIS, Treasury, Country/Programme Managers and Companies which are currently investing outside of the country 23

  22. BRAND ADVOCATES • Examples of SA Brand Ambassadors which still require approval by the Presidency: • Brand SA Board Members • South African advocates • Global South Africans • Campaign participants (PYP & TVC) • Global Key Opinion Leaders • National Orders Recipients • These Ambassadors will also be in countries like: USA, India, Kenya, China, Nigeria, Egypt and Germany 24

  23. CORPORATE SERVICES PROGRAMMES 25

  24. BUDGETS 2014/15 – 2018/19 26

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