Impact Communication Agency

GoodSport Trust Channel Strategy Presentation09 October 2015

PRESENTERS

Neo Lendy Moloko201302339

Khotlello Mooka 201014963

Lusanda Khanyile 201304312

Ashley Shaibu201303475

Boitumelo Modise201304289

AGENDA

1. Introduction

2. Situation Analysis

3. Target Audience

4. Objectives

5. Concept

6. Media Strategy

7. Implementation

8. Creative Campaign

9. Budget and Timing

10.Conclusion

INTRODUCTION

BRIEF

To create a channel strategy in an attempt to change people’s attitudes about movement, which will create sustainability and lead them to transfer skills to the community and get people moving.

PRIMARY RESEARCH

About Them

With Them

BeThem

Clinical Psychologist (Ms. De Atouguia): Children are no longer moving because they are required to stay still in class with limited movement. Children that move too much often diagnosed with ADHD.Parents: Sanelisiwe Mankune(40), Fikile Nhlapo(38)

Fella Mokoena (31)

01 September 2015

Unfocused Groups:

Tumikikani (13)Simelwe (12)Enathi (13)Naledi (8)Dineo (13)Kamogelo (9)

Fella Mokoena (31)Sanelisiwe Mankune (40)Fikile Nhlapo (38)Violet Mangwane (27)

Clinical Psychologist: Dr De Atouguia❖ The psychologist pointed out that children don’t move because they are

restricted to their desks all day long.❖ The schools in the townships are only focused on educating the children

academically without the physical element.❖ The parents that have been interviewed and that we have engaged with have

explained how fitness plays a huge factor in their lives.

❖ Parents want their children to be active and if them being active from a young age, they really want to be part of the programme.

SECONDARY RESEARCHhttp://goo.gl/SQ6NIg (The Smile foundation)

http://goo.gl/GCvsDY (Millward Brown)

http://goo.gl/X3FVTB (Ernst and Young)

www.clover.co.za

www.twitter.co.za

www.facebook.co.za

pic 4 print ad (https://goo.gl/vJdCId)

www.sportsreaction.gov.za

Bernd Schmitt (Experiential Marketing)

www.scorefoundation.org.in

www.trendwatching.com

www.pinterest.com

Marketing Communication: An intergrated approach (Koekermoer, L)

SARAD

CLIENT

BUSINESS CHALLENGE

An ongoing challenge in South African communities involves the lack of Physical Education and sports in children. This results in poor cognitive development in children which counters development delay and children become slow learners in terms of language, strategy, conceptualization and reasoning. Therefore cognitive development can be achieved through movement and promoting movement in communities will be accomplished by the using the expansionist strategy.

SITUATIONAL ANALYSIS

❖ The venue for the kick off of the campaign was the Tshwane Events Centre.

❖ Participants ranged from children to adults and the elderly. The activities were aerobics, tai-chi, volleyball, tug-of-war, sack races, hula hoop and the spinning wheel.

www.sportsandrecreation.gov.za

❖ National Recreation Day is a project that is created by the Department of Sports and Recreation.

❖ It was declared that the event would be held every first Saturday in October.

❖ Good Sport can benefit from this opportunity by having a co-optition with the Department of Sports and Recreation.

❖ This means that Good Sport will now participate in the National Recreation Day by offering physical exercises that are focused on cognitive development.

❖ This type of action will become a sustainable co-option for Good Sport.

www.sportsandrecreation.gov.za

TRENDS

1.UBIQUITOUS SCREENS

Demand for content to seamlessly follow the viewer wherever they go

Triggering content experiences based on viewer's location

From traditional screens to gadgets e.g. watches, glasses etc

EY 6 TRENDS THAT WILL CHANGE THE TV INDUSTRY

More screens mean more opportunity for ad impression provided the experience is carefully calibrated and tuned for a multi screen lifestyle.

Can take advantage of this via TV ads with hashtags and promoted tweets using that same hashtags

This puts less pressure on real-time "meshing" of TV and a second screen, as brands can also target these audiences at other potentially less distracting times.

Hundreds of millions of post-status consumers will care less about what they or buy have and more about what they can do or create.

2. INSTANT SKILLS

Reducing if not eliminating the barriers to the creation of high-quality outputTry kicking off a brainstorm

by asking how your products and services give prosumers the INSTANT SKILLS

trendwatching.com

❖ Consumers have now become prosumers and many organizations have come to realize that.

❖ Therefore, Prosumers can now create their own content and add value to the content created by the brand.

3. INTERNET OF SHARING THINGS

As more objects become connected, new ways of deriving value from them will become possible for consumers

Shared access across all channels

trendwatching.com

❖ Consumers want to be able to engage seamlessly with the brand.

❖ Hence, it is essential that brands allow consumers to be able to share content online as well as offline. This is a mistake that many brands do.

❖ Therefore Goodsport needs to create that kind of seamless interaction.

MARKET ANALYSIS

SCORE NGO❖ Score is a sports NGO that started in South Africa, but is international. Based

in other countries, such as Namibia, Zimbabwe, and the Netherlands.

❖ They values are Ubuntu, transformation, diversity and integration.

❖ Objectives is to make people be active in sports.

❖ They run 3 programs to meet their objectives

❖ 1. Cup of heros : Culmination of a process of sports skills, life skills and leadership skills, training and capacity building in schools

❖ 2. volunteer involvement programme :They get trained, get certificates and are put on a database through training course attended.

❖ 3. living sport: Long term programs for communities to engage in sports on a regular

❖ What Score does is that they have sports competitions where different regions compete against each other eg. Tembisa vs. Soweto. That has since grown and countries are now competing against each other.

www.scorefoundation.org.in

Therefore...

Score is seen as a threat for Goodsport.

Score has managed to set themselves apart and has become an international organization even though it started here in South Africa.

However, this can be an opportunity for Goodsport because they (Goodsport) can partner with Score as this NGO started exactly where Goodsport is right now.

BRAND ANALYSIS

MOVEMENT

LAZINESS

DAMAGE CONTROL

SUSTAINABILITY

PREVENTION

PROACTIVERESPONSIBILITY

COGNITIVE PATHWAYS

CONSEQUENCESFORETHOUGHT

❖ Goodsport has a very active Facebook page, they are able to communicate and engage with their target audience.

❖ However, they are not very active on their Twitter page.

❖ Goodsport struggles to fulfil their brand promise internally.

❖ The internal staff does not communicate amongst each other. It is only the CEO’s that endorse the brand passionately.

twitter.com

BRAND ESSENCE

A BRAND NEW KIND OF ME...

pinterest.com

COMPETITOR ANALYSIS

COMPETITOR ANALYSIS

The Smile Foundation together with Academic Hospitals work together to do free corrective facial reconstruction surgery and treatments for children

Ride for smiles is an event, in collaboration with momentum and 94.7, where members of each team are required to raise R1000 for the foundation

Other events include:

Iron man

Cape Town Cycle Tour Argus

Facing it

COMPETITOR MAP

www.thesmilefoundation.co.za

Smile Foundation has really leveraged social and digital media platforms. They are highly active and engaging on twitter, facebook and each and every post or tweet tells a story. It is an advantage that they have over Goodsport because they tweet to inform and engage and share the stories and journeys of their patients. They have managed to get major celebrities and brands to engage with them. They find opportunities on trending social movements such as the momentum 947 cycle

Smile Foundation is a main competitor because it is also an NGO that has a strong vision for children and their future. It qualifies as a competitor because they are established across the globe. They have partnerships and sponsorships with major companies such as KIA motors, Vodacom, SABC, Momentum health,Clinique and celebrities such as Hlubi Mboya who actively support the foundation online and offline by participating in challenges such as the The team at smile consists of

qualified medical staff. The foundation also invests in further skills development programs for medical professionals.

https://goo.gl/5t9brI

http://goo.gl/bkmTJj

Target audience

Super MaMa(25-40)39% of women are single parents in SA

Want the best out of life for their children

18 million of young citizens come from single headed homes

Present fathers at 31,1%

Good at multi-tasking

Backbone made of steel and a heart made of gold

CommittedMothers of primary school children (7-12) Source: SAIRR (2012)

https://goo.gl/XEzGzQ

Super MaMa(25-40)

OPPORTUNITY MODEL

RelevanceThe stakeholder wants something that will be relevant to them. In a sense that they will be able to use the product and also encourage their children to participate in the activities. Furthermore, the stakeholder is one person that keeps up with trends and apps. Therefore, Goodsport needs to stay relevant.

DistinctionCreating a movement, where awareness is raised through promoting physical education and sports in children. This takes into account that sports can be as much of an excluder as it also include. Therefore Goodsports is about promoting active lifestyles in children and making sure that the activities, that the children are doing are what they enjoy doing. The distinction factor , is using unique ways of getting children to move and be active.

CredibilityGoodsport is about creating a framework for physical education and sports. Its about giving South African communities the opportunity to grow and create sustainable development by uplifting infrastructure and facilities. However since there are many other NPO that support early childhood development and sports, what Goodsport offers, puts the organization ahead of other initiatives. This is because Goodsport offers other activities. Goodsport could improve and work on their digital presence.

StretchPromoting awareness on movement and physical activities by allowing Goodsport and the community to work together to achieve this. Programmes for both children and coaches so that skills and knowledge on movement, childhood development can be.

CASE STUDY: CLOVER

❖ “Clover” as a brand has managed to differentiate themselves from their competitors which are in the same product category.

❖ “Clover” has come up with a competition- “Clovers little big cook off”- This is where parents come together and cook using their own unique recipes.

❖ “Clover” is distinct in a sense that they have a variety of products under their line and they are able to sustain their differentiation.

www.clover.co.za

OBJECTIVES

MARKETING OBJECTIVE

Goodsport aims to increase participation in schools nationally by 50% thereby achieving a market share of 20% nationally by getting parents to participate and also by adding the Goodsport program at various schools. This will be achieved by using various media channels.

COMMUNICATION OBJECTIVE

Goodsport aims to reach 30% of all South African single mothers between the ages of 25 and 40 years within the parameters of the Johannesburg township. Goodsport are aiming to change their attitudes about physical activity that needs to begin at a very early age

MEDIA/CHANNEL OBJECTIVE

The campaign will aim to use an impactful strategy that will be impactful and be able to change the attitudes of the desired target audience. The campaign will have a frequency of 15% as it will run for 6 months (June-November). The campaign will be run through Johannesburg Townships. Furthermore, the campaign will be making use of both traditional media and digital media.

STRATEGIC DIRECTION(CONCEPT)

POSITIONING STATEMENT

“WIGGLE...THINK...ACHIEVE”

SLOGAN

YOUR LOVE, THEIR TOMORROW

MANIFESTOI believe in you, I believe in us, I believe in me too…

But what is most important is that we believe in each other

What is most important is that YOU believe in me Mommy I believe in the sunny skies and rainbows

You always see the silver lining You believed I CAN run even though I might stumble along the way

Mommy you teach me how to transform my fears into freedom and to be great

You made me believe that tomorrow was only minutes away after my nightmare

In my mind superheroes and angels exist, as I wake up and see one daily...

CREATIVE PLATFORM

CONCEPT DESCRIPTION

The concept behind the creative campaign is based on the relationship between mother and child. Many children have agreed that they view their single mothers as their heroes. Their mothers are everything to them. Therefore, the campaign will be based on single mothers who are active in sports and are living a healthy life. This campaign will show how single mothers encourage their children to be active in order to become better people.

CREATIVE PLATFORM

CREATIVE CAMPAIGN

MOVEMENT (TV SPOT)

MC greets the audience and introduces the eventWelcome to the Gauteng 2015 regional Spelling BEE(Round of applause from audience)

MC: contestant number 54 (Lesedi walks up to the mic)Judge: spell ARGILLACEOUSLesedi:(clears throat, takes a deep breath) A-R-G-I-L...L(silence)

Source: CNBC newsroom Monteverdi.org

Judge: spell ARGILLACEOUSLesedi:(clears throat, takes a deep breath) A-R-G-I-L...L(silence, Lesedi freezes)

A-R-G-I-L...L

(In the audience Lesedi's mom is getting nervous, and she looks at Lesedi and murmurs (lip syncs) "you can do it", she makes skipping rope gestures

Source: CNBC newsroom Monteverdi.org

Judge: Miss Lesedi we do not have all day,please finish your spelling!

Lesedi: (she remembers how her mother made her skip rope whenever she got a word wrong until she got it right) (She starts mimicking how she skips rope on stage and starts jumping)A-G-I-L-L-A-C-E-O-U-S

Source: reducer.net Starkinsider

Source: reduster.net

The judge then confirms that the word has been correctly spelt.

Lesedi's mom starts clapping (with a broad bright smile and tears in her eyes, whist standing)...

When you want I your child to be like Lesedi? Contact Goodsport on www.goodsport.co.za or visit their Facebook page

When you want I your child to be like Lesedi? Contact Goodsport on www.goodsport.co.za or visit their Facebook page

Schmitt

PRINT

SOLVE THE MYSTERY AT… GOLD REEF PRIMARY PRIVATE SCHOOL… 30 JULY 2016 CONTACT: +27 (0) 21 712-1511 / 1559 Schmitt

❖ The print ad will be used as a poster .

❖ The poster will be placed on poles around all major roads in the South of Johannesburg (Mondeor, Ridgeway, Aspen Hills, Meredale and Naturena)

(Act)

Schmitt

AMBIENT/ALTERNATIVE

www.pinterest.com

❖ The activation will be held at Gold Reef Primary Private School in Johannesburg as it is central to where our target audience is.

❖ The day will be filled different obstacle courses where both children and their mothers will be competing against each other.

❖ With every obstacle challenge won, each of them get to continue on to the next round.

❖ Some of the challenges will require both mother and child to work together.

❖ Once the courses are done, there will be a grand finale “The Spellathon” where they will be asked several questions, whether to identify a place or to spell the name of the place.

❖ This activation will be able to prove to parents that children need to be active in order to think clearly and creatively. When children are not active, it depletes their cognitive thought process.

(Act, Think and Relate)

Schmitt/ Koekermoer

RADIOProduct: Attitude changeDuration: 30 secondsSubject: “Clever Child:”

SFX: “Children are playing outside and singing”

CV1: Guys I need to go home now, it’s getting late and i still have homework to do

SFX: Door opens

CV1: Mommy i am home

FMV2: Okay my angel, get your books out and let me help you with your homework

CV1: No Mommy, I am fine thank you, I even know the multiples of nine by heart

FMV2: Wow my angel, that’s great my angel. How did you learn all of this so quickly?

CV1: There’s a new program at school called Goodsport and they are teaching us how to exercise so our

brains can work faster

FV1: That’s wonderful, let us see what else you can do…

ANNCR: If you want your child to efficient on their schoolk work, take part in the goodsport program,

contact us on www.goodsport.co.za or visit our facebook page

(Think and Feel)

Schmitt

❖ The radio spot will be played on Metro Fm and 5 Fm. During the breakfast shows from 6am-8am and during rush hour from 3pm and 6pm

❖ 5 FM ( LSM 6-10, it is 50% music and 50% content and English is the overall language.)

❖ Metro FM ( LSM 7-10, 50% music and 50% content, Multi-lingual and it is broadcast in Gauteng, W/Cape, E/Cape and KZN)

❖ This is because the target audience tunes in to these radio spots.

❖ Furthermore, the are the most popular radio channels in Johannesburg.

❖ Goodsport can even use these platforms in order to get people talking about it and to make them aware of it.

SARAD

DIGITALOctober 2015 - For immediate releaseSuper MaMas and super kiddies to dominate the educational obstacle course event in aid of the Goodsport Trust.

Johannesburg: The Goodsport Trust will be holding a fun educational obstacle event at Gold Reef Primary School in

Johannesburg. This event is meant for single mothers and their children living around the Johannesburg area mainly those that

reside in the southern suburbs. The day will be filled with fun exercises and obstacle courses and all the activities will begin at 9

am on November 14 with a guarantee that the day will begin on a high note with a promise of a very fun day ahead.

The obstacle courses begin with a challenge that will require great teamwork from the mothers and children. This is done so as to

enhance and strengthen the relationships between the children and their mothers and to also encourage better communication.

The motivation for the teams will be the prizes at the end of the competition, where winners will get to walk on Goodsport’s Hall of

Fame and take pictures which will be framed and given to them. They will also get the chance to be posted on Goodsport’s

website, Twitter page and Facebook page.

Think you have what it takes to be part of such an amazing fun day? Then dress up as your favourite superhero and make sure

you dress your child in a mini superhero costume of your choice and come and join the movement of education and fun.more/

The event promises to be the event of the season, not only will you get to bond with your children but you will get to see the benefits of being

active since most of the courses and challenges will require you to think on your feet. This will be proven by a spellathon in the mix of the

challenges where you will be given one minute to spell a word to show that the more active you are the better and quicker your thinking abilities

are.

“Goodsport is very proud and happy to be associated with such a great event because as an organisation we always want to encourage children

to be active and move wherever they are. It is a great thing that parents are part of this event since it will prove to them why movement and

exercise is important for their children,” says Rendani Ramovha, Head: Marketing Manager, Goddsport.

Kickstart your festive with fun and educational event that will help you get to know your child better and at the same get to know what Goodsport

is all about. Visit the Goodsport trust website at www.goodsport.com for more details or get down to Gold Reef Primary school early before 9am

to register at the gate.

Remember to use the # hashtag SMSKD(Super Mamas and Super Kiddies Dominate) because we want you create memories with us. There

are various prices to be won and a hall of fame to be part of so do not miss out.

-End-

For more enquiries contact:

Media Liaison OfficerAshley Shaibu

Tel (011) 941 4130

Cell (+27) 79 246 8650

Email: ashleyshaibu@gmail.com

DIGITAL BANNER

THE GOODSPORT TRUST

BELIEVE IN TOMORROW

BUDGET

Pre-Production Post Production -Obstacle course R38000

-script development R1500 -offline edit R700 -Performers R7500

TELEVISION (Preferably sponsored)

-production Administration R2500 -online edit R700 -Television spot R475000

Production Branding and marketing -Venue hire R25000

-camera kit hire R1500 -Designs R7600 Estimated: R600 000

- camera man R1250 Radio (Preferably sponsored)

-sound Man R1100 -voice over recording artist R3500

-Director R1800 -radio slot per ad R2000

- Production Coordinator R1200 -sleeve design and print R3500

-Make up artist R1200 -

TIME FRAME

Print Movement (TV) Radio Alternative Digital

June The poster will be put up at the beginning of the month.

The tv ad will be first broadcasted mid-month of June.

The radio spot will be played 3 times every week.

The activation will take place at the school every first Saturday of every month.

The first press release will be released.

July The poster will be taken down.

It will be played throughout the day.

02 July 2016

August 06 August 2016 The second will follow

September The poster will be put back up.

03 September 2016

October 01 October 2016

November The poster will be taken down at the end of the month.

The tv spot will then stop being played.

It will be played until the 30th of November.

05 November 2016

The last one will then be released.

MEASUREMENT

Google Analytics

❖ To measure how many people have visited the Goodsport website.

Twitter Analytics

❖ To measure how many new followers gained, how many people have mentioned Goodsport and favorited/ retweet

❖ New page likes on Facebook

Milward Brown “Brands Meaningful Difference”- This will measure the equity and opportunity growth.

RAMS and TAMS to measure the frequency of the radio and tv spot.

RATIONALEUpon doing the research, an insight was derived, which was that single mothers are seen as super heroes by their children. Single mothers are able to provide love, support and care for their children and are also able to stay strong for them. Therefore, the concept behind the campaign is based on just that. Using alternative and anticipatory methods to generate buzz around single mothers who are active and are always on the move. However, sometimes the mothers are too busy that they forget to focus on their children and the importance of the children being active as well. Therefore, this leads to a decreased cognitive process development in the brain because for a cognitive process to develop properly, the child needs to be very active from a very young age. Hence we chose this direction for the campaign. This campaign will tell the story of a single mother and child in discovering the value and importance of movement from a young age. The radio stations that were chosen will easily relate to both mother and child. For the alternative, we will be working in collaboration with Goodsport to create a family fun day at a school in Johannesburg, this will be done in the aim of changing attitudes about the importance of movement whilst also involving the parents. These executions will be able to show the importance of movement and hopefully change attitudes.

CONCLUSION

1. People who are not physically active

have slower cognitive development

2. The stakeholders are single mother (25-40).

3. Change the attitude of the stakeholder around the notion of movement

4. To allow the stakeholder to fully interact with their children

5. Getting the stakeholder to interact with the brand

through transmedia

6. Goodsport achieves objectives and gets the

stakeholder excited about movement