FESTIVE SEASON SAVINGS CAMPAIGN 4 November - 10 December 2009

MEDIA COVERAGE REPORT

IntroductionSimeka TWS Communications was approached by the South African Savings Institute to provide media relations services for the Institute’s Festive Season Savings Campaign.

The annual campaign, which began in 2007 and is conducted between November and December, was aimed at encouraging the South African public to adopt a responsible spending approach during the festive season. With the theme Spend Wisely, New Year Ahead, the campaign also seeks to encourage forward thinking in the area of personal financial management.

The campaign was run in partnership with African Bank, the Financial Services Board, the Industrial Development Corporation, the National Credit Regulator, the North West Provincial Treasury and Provincial Offices of Consumer Protection.

Campaign Objectives

• To raise awareness about/ inculcate a culture of saving during and beyond the festive season

• To guide consumers on how to avoid unnecessary expenditure, so as to better meet the obligations that follow immediately after the festive season e.g. school requirements

• To compliment/consolidate previous messages by the Institute during the July Savings Month e.g. the Teach Children to Save and the Tertiary Institutions Savings Campaign

Key Messages• Spend wisely and learn to resist temptation

• It is cheaper to save for consumption than to buy on credit

• Save and ensure that expenditure does not exceed income

• If you didn’t save, don’t borrow to spend

• Do not get swayed by festive season priorities

• Avoid buying in impulse, resist the SALE signs

• Analyse and understand the “end of year promotion” credit agreements that you enter into

Target Media

• Mainstream publications

• Business publications

• Electronic media

• Online publications

Approach

A briefing session was held between SASI CEO Elizabeth Lwanga- Nanziri and some representatives from Simeka TWS in order to communicate the objectives and outcomes of the campaign. In preparation for the launch and other media interactions, the following tasks were carried out:

• Creating a comprehensive media list

• Identifying key media in which to position interviews

• Inviting and handling the RSVPs of the media

• Writing and editing press releases

Launch Event

The following media attended the launch• SABC radio• E.TV News• Kaya FM• Fin 24• Daily Sun• SA Banker

Interviews were conducted with the following people:

SASI Deputy Chairman Dr Sheshi Kaniki• E.TV News• SABC Radio

Launch EventMedia interviews continued …

• Summit TV• Radio 2000

Peter Setou - Senior Manager: Education & Strategy, National Credit Regulator

• SABC Radio

Elizabeth Lwanga-Nanziri – CEO of SASI• e.TV News• Classic FM• SABC Television• Mpower FM

Achieved Media CoverageOn the day of the launch event, the press release was disseminated to the media database. The following media covered the campaign:

Date Station Topic04 November 2009 Radio 2000 Festive Season Campaign launch

04 November 2009 Lotus FM Festive Season Campaign launch

04 November 2009 5FM Festive Season Campaign launch

04 November 2009 Good Hope FM Festive Season Campaign launch

04 November 2009 Munghana Lonene Festive Season Campaign launch

04 November 2009 E.News Channel Festive Season Campaign launch

04 November 2009 Jozi FM Festive Season Campaign launch

Media Coverage04 November 2009 Jacaranda FM Festive Season Campaign launch

05 November 2009 Umhlobo Wenene FM Financial Literacy

11 November 2009 Lotus FM Warning against wasteful expenditure

28 November 2009 E.News Channel Discussion on the importance of saving

29 November 2009 E.News Channel Discussion on the importance of saving

01 December 2009 E.News Channel Discussion on the importance of saving

02 December 2009 E.News Channel Discussion on the importance of saving

02 December 2009 KFM SASI’s financial literacy campaign

03 December 2009 KFM SASI’s financial literacy campaign

Value of Media CoverageThe value of all coverage by several media is as follows:

Medium Value of Coverage

Television R 1, 366,400.03

Print R 260,280.95

Online R 116,339.45

Radio R 70,052.00

Total R 1,813,072.43

Station Program Date Headline AVE Region

5FM News@ 14:00 04-Nov IDC assists companies affected by the recession - New R 5,292.00 REGIONAL

e.News General News 04-Nov Calls for South Africans to save - Update R 18,500.00 NATIONAL

e.News General News 04-Nov Calls for South Africans to save - New R 2,666.67 NATIONAL

e.News News Night 04-Nov Calls for South Africans to save - New R 34,500.00 NATIONAL

e.News News Night 04-Nov South African Savings Institute campaign - New R 114,600.00 NATIONAL

e.News Inside Out 28-Nov The importance of saving - Continue R 67,166.67 NATIONAL

e.News Inside Out 28-Nov The importance of saving - Continue R 88,166.67 NATIONAL

e.News Inside Out 28-Nov The importance of saving - New R 79,166.67 NATIONAL

e.News Inside Out 29-Nov The importance of saving - Repeat R 67,166.67 NATIONAL

e.News Inside Out 29-Nov The importance of saving - Repeat R 88,166.67 NATIONAL

e.News Inside Out 29-Nov The importance of saving - Repeat R 79,166.67 NATIONAL

e.News Inside Out 01-Dec The importance of saving - Repeat R 94,266.67 NATIONAL

e.News Inside Out 01-Dec The importance of saving - Repeat R 123,433.33 NATIONAL

e.News Inside Out 01-Dec The importance of saving - Repeat R 111,066.67 NATIONAL

e.News Inside Out 02-Dec The importance of saving - Repeat R 94,266.67 NATIONAL

e.News Inside Out 02-Dec The importance of saving - Repeat R 123,433.33 NATIONAL

e.News Inside Out 02-Dec The importance of saving - Repeat R 111,066.67 NATIONAL

Good Hope FM News@ 14:00 04-Nov Industrial Development Corporation - New R 2,900.00 REGIONAL

Jacaranda 94.2

News@12:00 (Afr) 05-Nov South African Savings Institute - New R 5,292.00 REGIONAL

Jozi FM News@ 08:00 05-Nov 2009 Festive Season Campaign - New R 3,393.87 REGIONAL

Kfm News@ 18:00 02-Dec South African Savings Institute - New R 6,093.93 REGIONAL

Kfm News@ 08:00 03-Dec South African Savings Institute - New R 8,995.20 REGIONAL

Lotus FM News@ 14:00 04-Nov IDC assists companies affected by the recession - New R 1,421.00 REGIONAL

Station Program Date Headline AVE Reach

Lotus FM Newsbreak 11-NovConsumers bodies warn against wasteful

spending - New R 5,396.00 REGIONAL

Munghana Lonene News@ 16:00 04-Nov Company liquidation during recession - New R 1,296.00 REGIONAL

Munghana Lonene News@ 17:00 04-Nov Company liquidation during recession - Continue R 1,701.00 REGIONAL

Radio 2000 The Gig 04-NovSavings Institute festive season campaign -

Continue R 14,014.00 REGIONAL

Radio 2000 The Gig 04-Nov Savings Institute festive season campaign - New R 1,144.00 REGIONAL

SABC 2

News@ 19:30 (Sotho) – Sat. 28-Nov Consumers warned against extravagance - New R 69,600.00 NATIONAL

Umhlobo Wenene Current Affairs 05-Nov Financial literacy - New R 13,115.00 REGIONAL

Total AVE R 1,436,454.03

Publication Date Headline AVE

FIN24.CO.ZA 05-Nov Count your Yuletide pennies R23,765.68

SUPERMARKET.CO.ZA 10-NovSpend Wisely ? it should be a mean and lean Christmas

for SA consumers R 10,739.96

FANEWS.CO.ZA 10-NovSpend Wisely ? It should be a mean and lean Christmas

for SA consumers R 22,991.22

FANEWS.CO.ZA 27-Nov Resist credit this festive season R 16,101.05

CAPEARGUS.CO.ZA 30-Nov The fraudsters are Christmas shopping, too R 7,590.24

CAPETIMES.CO.ZA 30-Nov The fraudsters are Christmas shopping, too R 7,590.24

DAILYNEWS.CO.ZA 30-Nov The fraudsters are Christmas shopping, too R 6,298.56

IOL.CO.ZA 30-Nov The fraudsters are Christmas shopping, too R 9,026.58

PRETORIANEWS.CO.ZA 30-Nov The fraudsters are Christmas shopping, too R 6,298.56

THEPOST.CO.ZA 30-Nov The fraudsters are Christmas shopping, too R 6,298.56

THESTAR.CO.ZA 30-Nov The fraudsters are Christmas shopping, too R 8,881.92

THESTAR.CO.ZA 30-Nov Warning: the fraudsters are Christmas shopping, too R 8,224.00

TIOS.CO.ZA 30-Nov The fraudsters are Christmas shopping, too R 6,298.56

Total AVE R 116,339.45

Print Media

Publication Date Headline AVE Reach

DAILY SUN, Money 10-Nov Stop festive debt R72,780.17 National

DAILY NEWS 11-NovExpert warns to continue tightening up on spending R 9,310.92 Regional

KNYSNA PLETT HERALD 12-NovSpend Wisely- It should be a mean and lean Christmas for SA consumers R 1,900.94 Community

LOWVELDER/LAEVELDER 13-Nov Spend wisely during the festive season R 5,687.00 Community

SOUTH CAPE FORUM 13-Nov Spend wisely this season R 1,563.31 Community

CAPE ARGUS 18-NovInterest rate cut is 'no excuse to go on a spending spree' R10,469.31 Regional

VOLKSRUST RECORDER 20-NovSpend Wisely - It should be a mean and lean Christmas for SA Consumers R 1,785.78 Community

WITNESS WEEKEND 21-Nov Consumers, heed pitfalls of festive spending R 1,696.71 Regional

POLOKWANE EXPRESS 25-Nov Spend wisely this season R 3,078.18 Community

BRITS POST 27-Nov Spend wisely during the festive season R 5,146.58 Community

CAPE TIMES 30-Nov Phishers out to make merry with your cash R25,441.07 Regional

DAILY NEWS 30-Nov Fraudsters are Christmas shopping too R24,902.33 Regional

PRETORIA NEWS 30-Nov Warning on fraudsters e-mail scam R 6,783.00 Regional

SOWETAN 08-Dec Pay off your debts now and start saving money R35,294.40 Regional

STAR 30-NovWarning: the fraudsters are Christmas shopping, too R54,841.25 Regional

Total AVE R260,280.95

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