Project Report. Introduction

Transcription

1 Prject Reprt Client Suth African Institute f Savings Fr attentin Elias Masilela & Mmakgshi Phetla-Lekhethe Perid under review May August 2008 Media releases issued (#) 3 Media cverage achieved (#) R Straight AVE* vs PR value** R vs R Return n Investment (ROI) vs Hurs 102 Running cverage ttal fr 2008 R (straight AVE) *AVE: Advertising Value Equivalency **The PR industry multiplies the advertising rate r AVE by anything between three t ten times (fr editrial credibility). At Merpa Cmmunicatins we believe a 3x factr is apprpriate. Intrductin Merpa Cmmunicatins was cntacted by Citi, an existing client f Merpa s; during May t participate in a cnference call fr a prject called Teach Children t Save (TCTS). 1

2 As part f the American Bankers Assciatin Educatin Fundatin s (ABAEF) planned rll-ut f the TCTS initiative in Suth Africa, Public Relatins and Media Relatins were ging t be requirement fr the successful executin f the initiative. It was at this pint Citi recmmended using Merpa Cmmunicatins, as they were already wrking fr Citi n a retainer basis, and culd assist. Over the fllwing weeks, Merpa participated in a number f internatinal cnference calls befre being asked t prepare a strategy. It was nly nce this strategy was presented and reviewed by the internatinal cnference call participants, and the first TCTS task-team meeting, that Merpa realised the enrmity f the prject at hand. At this pint, Merpa recmmended t the TCTS task-team that the PR requirements fr the prject wuld have t be funded under a separate fee as the high-level f cmmunicatins required by the prject wuld detract frm ther Citi activities under their retainer. Merpa was als cntacted by the Suth African Savings Institute t run a cncurrent awareness plan fr the mnth f July. All effrts fr Savings Mnth and TCTS were linked where pssible due t the prjects, althugh running separately, were clsely linked. Overview f activities: 2

3 During Savings Mnth 2008 and the TCTS campaign, Merpa carried ut the fllwing activities: 1. Pre-launch Strategic input Merpa was invlved in the initial internatinal cnference calls with ABAEF, peratin Hpe, Citi, Banking Assciatin Suth Africa and Suth African Savings Institute. The intent was t gain an understanding f the prject and the PR requirements. Merpa drafted a PR strategy which encmpassed activities befre, during Savings Mnth and after the launch f the Teach Children t Save (TCTS) initiative. This strategy was presented t the members f the internatinal cnference call and brainstrmed, befre being presented t the members f the Suth African task-team. Merpa attended weekly task-team meetings t give cmmunicatins input and advice befre the launch n 4 July Merpa met with the Banking Assciatin s PR agency, Fleishman Hillard, t ensure all media effrts were dvetailed. 3

4 Media relatins Merpa develped a cmprehensive media list f natinal, reginal, lcal and cmmunity media. The media encmpassed print, bradcast (radi and televisin) and nline presence. Merpa invited media t attend the launch f Savings Mnth at the IDC n 4 July Merpa drafted and facilitated the apprval f the press release fr the launch. Merpa prepared ne-page prfiles fr the elected spkespeple Elias Masilela and Cas Cvadia. Merpa prepared printed and digital press packs fr the media attending the launch: Press release Prfile & phtgraph: Cas Cvadia, Banking Assciatin Suth Africa Prfile & phtgraph: Elias Masilela, Suth African Savings Institute TCTS launch vide Lessn plans TCTS Gal Statement List f participating banks Merpa liaised with the media relatins cntact at the Treasury fr media invitatins and invlvement. Merpa managed all RSVPs with the media and frwarded cnfirmatins t the event crdinatrs f 4 July. 4

5 Merpa advised the task-team against hlding a press cnference based n lw numbers and advice received frm Merpa s senir management. Merpa issued the apprved embarged media release and cntents f the press pack t Sunday media. Merpa set up and drafted briefing dcuments fr the fllwing media interviews: CNBC Africa, SABC 3 1, SABC 1 Kids News. Media training & spkespersn briefing Merpa prepared Q&A which related t Savings Mnth, TCTS and the invlved parties. This was t ensure a unified message and quick reference t tricky, r detailed, questins frm the media. Merpa met with the SASI spkespeple, Elias Masilela and Mmakgishi Phetla-Lekhethe, n 3 July t ensure all issued cvered in the drafted Q&A were understd and that messages were develped fr the initiative. Merpa s media training manager, Grace Belger, gave basic training guidelines fr dealing with the media in a variety f instances. Fllwing the briefing meeting, the answers t the Q&A were updated and issued t the members f the task-team, including Cas Cvadia as he had been unable t attend the briefing sessin. 5

6 2. During launch Media relatins Merpa delivered all press packs t the launch venue n 4 July Merpa greeted all media wh arrived and issued them with a press pack. Merpa ushered media t the surprise press cnference venue. Merpa ensured all bradcast media wh attended the launch received cmment frm the spkespeple. The media included: SABC News Ecnmics Desk SABC 3 News Daily Sun City Press SABC 1 Kids News Merpa issued the apprved press release t the defined list f media and respnded t media queries fr additinal infrmatin and phtgraphy. Merpa issued a cpy f the TCTS launch vide t the prducer f SABC 1 Kids News. 6

7 Merpa attended the fllwing media interviews tgether with the prject s spkespeple: SABC 3 1 and CNBC Africa. 3. Pst Launch Media relatins Merpa drafted briefing dcuments fr, and attended, the fllwing media interviews: 07/07 SABC Africa 08/07 SABC 1 Kids News 09/07 - SA-FM with Eric M 17/07 Kaya FM 23/07 SABC Internatinal Merpa cntinued t respnd t media queries fr additinal infrmatin and cmment. Spkespeple briefing Merpa updated the Q&A dcument based n questins asked in the media interviews and reissued the dcument. Press cuttings Merpa mnitred press cverage where pssible as n press cutting service was in place. 7

8 Merpa develped a spreadsheet detailing the cverage received. Merpa ensured a cpy f the SABC 3 News at 1 insert, and a cpy f the Engineering News vide was made 4. Teach Children t Save available t Banking Assciatin Suth Africa. In preparatin Merpa drafted the TCTS numbers release and facilitated the apprval prcess frm the task-team. Merpa advised the task-team that the final numbers reached by TCTS wuld be drpped int the release n Mnday, 28 July. These numbers wuld have t be sent t Merpa by 12h00 n the Mnday in rder t meet the deadlines f the daily media. At the task-team meeting held n 17 July and 23 July, Merpa requested the final list f schls being visited by TCTS. Cmmunity media were invited t attend a lessn at ne f their lcal schls. The list f schls was, hwever, received late and incmplete n 24 July. This severely impacted the ability f Merpa t secure media fr the varius schls. The nly media wh were cnfirmed at late ntice was Beeld wh attended Fairways Primary s lessn; and Daily Sun, City Press and Sake Rapprt wh attended in Diepslt. Merpa drafted a phtgraphic release frm which was distributed t all members f the task-team fr use at the schls. 8

9 Merpa issued the updated spkespersn Q&A and Media Ds & Dn ts t all task-team members fr distributin t their vlunteers wh wuld perhaps be interacting with media. On the day Merpa attended the launch in Diepslt, and ensured all media representatives were allcated t a classrm. Merpa als tk phtgraphs f all the classes during lessn time. Fllw-up Althugh Merpa had requested a summary f the final numbers fr the media release by 12h00, final numbers were nly received arund 16h00, despite frequent requests and reminders. This delay caused the press release t be issued t media just after 16h30, which impacted pssible cverage pprtunities. Merpa is still respnding t requests frm cmmunity media fr phtgraphs frm lcal schls. Merpa cntacted all televisin media wh had previusly interviewed the prject s spkespeple fr fllw-up / review interviews. Media interviews were scheduled with: 04/08 SABC 1 Kids News 9

10 08/08 etv Sunrise Merpa will cntinue t mnitr and track press cverage until the end f August

11 In summary Other and Administratin Cnference calls: 6 May 14 May 27 May 4 June 10 June Taskteam meetings: 12 June 26 June 10 July 17 July 23 July Media interactins: 11

12 4 July SABC 3 1: Interview with Mmakgshi Phetla-Lekhethe 4 July CNBC Africa: Interview with Elias Masilela and Cas Cvadia 7 July SABC Africa: Interview with Elias Masilela and Cas Cvadia 8 July SABC 1 Kids News: Interview with Mmakgshi Phetla-Lekhethe 23 July SABC Internatinal: Interview with Mmakgshi Phetla-Lekhethe 3 August SABC 1 Kids News: Interview with Elias Masilela 8 August etv Sunrise: Interview with Mmakgshi Phetla-Lekhethe Other 24 June Meeting with SASI re publicity arund Savings Mnth 3 July TCTS spkespersn briefing with Elias Masilela and Mmakgshi Phetla-Lekhethe 4 July Launch f Savings Mnth at the IDC 14 July Meeting with Mbali frm Fleishman-Hillard re PR arund Banking Assciatin 25 July TCTS in Diepslt 12

13 Media Releases 4 July Savings Mnth t prmte financial literacy 17 July Yur Savings, yur future 28 July Savings message reaches nearly yung minds Challenges Final list f schls Final numbers Press mnitring 13

14 Press cverage Date Type f Publicatin Headline Surce Value media 04-Jul Online Mail & Guardian Suth Africans warned ver pr savings culture Jurnalist R Jul Online Changing SA s saving psyche Merpa R Jul Online Engineering News Savings mnth t prmte financial literacy Merpa R Jul Online SABC News Natinal Treasury t launch Savings Mnth campaign Other R Jul Radi Gd Hpe News item: Natinal treasury DG speaks at launch f Savings Merpa R Mnth 04-Jul Radi SA-Fm News item: Natinal treasury DG speaks at launch f Savings Merpa Mnth 04-Jul Radi Heart Fm News item: Natinal treasury DG speaks at launch f Savings Merpa R Mnth 04-Jul Radi Ltus Fm News item: Natinal treasury DG speaks at launch f Savings Merpa Mnth 04-Jul Radi Jacaranda Fm News item: Launch f Savings Mnth and TCTS Merpa R Jul Radi SA-Fm News item: Savings statistics Merpa 04-Jul Radi 94.7 Highveld Stere News item: SASI analysis f SA savings culture, Savings Mnth Merpa R and TCTS 04-Jul Radi Phalaphala News item: Natinal treasury DG speaks at launch f Savings Merpa Mnth 04-Jul Radi Mungana Lnene News item: Natinal treasury DG speaks at launch f Savings Merpa Mnth 04-Jul Radi Thbela News item: Natinal treasury DG speaks at launch f Savings Merpa 14

15 Mnth 04-Jul Radi Thbela News item: Elias Masilela cmments n SA savings culture, Merpa Savings Mnth and TCTS 04-Jul Radi Mtsweding News item: Savings statistics and Savings Mnth Merpa 04-Jul Radi Cape Talk News item: Elias Masilela cmments n SA savings culture, Merpa R Savings Mnth and TCTS 04-Jul Radi Kaya Fm News item: SASI analysis f SA savings culture, Saving Mnth Merpa R and TCTS 04-Jul Radi 702 News item: Elias Masilela cmments n SA savings culture, Merpa R Savings Mnth and TCTS 04-Jul TV SABC 3 1: Insert with Elias Masilela & Cas Cvadia, interview Merpa R with Mmakgshi Phetla-Lekhethe 04-Jul TV CNBC Africa Business update: Interview with Elias Masilela and Cas Cvadia Merpa 04-Jul TV Summit TV News item: Launch f Savings Mnth and TCTS Merpa R Jul Online Persnal Finance Campaign t save yuth frm parent s bad habits Merpa R Jul Print Persnal Finance Campaign t save yuth frm parent s bad habits Merpa R Jul Print Weekender Mst Suth Africans set t retire in pverty Merpa R Jul Radi SA-Fm Weekend PM Live: Interview with Mmakgshi Phetla-Lekhethe Jurnalist 05-Jul Radi Ltus Fm News item: SASI analysis f SA savings cultire, Savings Mnth Merpa and TCTS 06-Jul Online BUA News Mney saving culture vital fr sustainable grwth Publicatin R Jul Print City Press Banks set aside day t teach kids t save Merpa R Jul Print Sake Rapprt Bankbase wil k help m leerders aan die spaar te kry Merpa R Jul Online Engineering News Savings mnth t prmte financial literacy Merpa R

16 07-Jul Online BizCmmunity Mney saving culture vital fr sustainable grwth Merpa R Jul Online A fcus n savings July is Suth Africa s Natinal Savings Publicatin R Mnth 07-Jul Print Business Day Suth Africans need t learn hw t save Jurnalist R Jul TV SABC Africa 180 Degrees: Interview with Elias Masilela and Cas Cvadia Merpa 08-Jul TV SABC 1 Kids News Insert n TCTS and interview with Mmakgshi Merpa R Phetla-Lekhethe 09-Jul Radi SAFM Eric M After Dark Interview with Elias Masilela n TCTS Merpa 10-Jul Online The Teacher Savings mnth t prmte financial literacy Merpa R Jul TV SABC 2 Mrning Live Panel discussin n Savings Mnth Other R Jul Online SuthAfrica.inf Teaching SA s kids hw t save Merpa R Jul Online Swetan Teaching kids hw t save Merpa R Jul Print Swetan Teaching kids hw t save Merpa R Jul Print Umhlanga Glbe Savings mnth t prmte financial literacy Merpa 15-Jul TV Summit TV Business Q&A Interview with Elias Masilela re Savings Mnth Other R Jul Print Suthern Mail Prject aims t teach children t manage mney Merpa 16-Jul Print Athlne News Prject aims t teach children t manage mney Merpa 17-Jul Radi Kaya Fm Dube Drive interviews Mmakgshi Phetla-Lekhethe abut TCTS Merpa 22-Jul TV SABC Internatinal Live interview with Mmakgshi Phetla-Lekhethe and CEO f Merpa Pst Bank Ttsie Memela- Khambula 23-Jul TV Swet TV Financial literacy fr cnsumers interview with Mmakgshi Other Phetla-Lekhethe 24-Jul Online ITI News Old Mutual Teaches learners t save fr a rainy day Other R Jul Print Weslander Yur savings, yur future Merpa 16

17 25-Jul Print Bugle News Yur savings, yur future Merpa 27-Jul Print City Press Learners taught the art f saving Merpa R Jul Print Sake Rapprt Kinders kan nit te vreg leer m te spaar nie Merpa R Jul Print Sake Rapprt Spaarkers p kritiek lae vlak Merpa R Jul Online Beeld Spaar net n druppel aan geldemmer Merpa R Jul Print Beeld Spaar net n druppel aan geldemmer Merpa R TV SABC 1 Kids News Interview with Elias Masilela n Savings Mnth and Merpa R Aug TCTS review 08- TV etv Sunrise Review f Savings Mnth and TCTS, interview with Mmakgshi- Merpa R Aug Phetla Lekhete TOTAL R

18 Hurs wrked n prject May June July August May June July August 18

19 Surce f Ttal Cverage R R R R R R Merpa Jurnalist Publicatin Other R R R 0.00 Merpa Jurnalist Publicatin Other 19

20 Placement f Ttal Cverage R R R R R R R Online Print Radi TV R R R 0.00 Online Print Radi TV Ends. 20