Professional Documents
Culture Documents
Executive Summary
About Us
Presenting our global PR agency
Strategy
The plan for Discover Stellenbosch
The Brief
Expectations of the client
Tactics
Creative ideas of Discover Stellenbosch
Our Research
SWOT analysis, PESTLE analysis, Target Market analysis and Stakeholder analysis
Target Media
Specific media outlets to target
Timeline
The implementation of Discover Stellenbosch
Our Campaign
Presenting our Discover Stellenbosch campaign
Budget
Breakdown of the budget
About us
The Brief
The Brief
Stellenbosch 360 has called for an integrated PR campaign that finds solutions for the following objectives: o Position the town of Stellenbosch as the most inspirational destination in the world. o Improve local awareness of Stellenbosch as a benchmark town in terms of National Development Plan principles such as job creation, empowerment and entrepreneurship through tourism. o Enhance international and local awareness of Stellenbosch as: a wine and gourmet capital a superb culture and heritage destination an business and innovation hub a world-class centre of education a close neighbour of Cape Town
The Brief
o To increase tourism volumes (number of nights spent per person and number of people), especially amongst discerning tourists from selected target markets: o Current main target markets: o UK, USA, Germany, Netherlands, Belgium, France o Other focus markets for greater development (2013 2016): o Sweden, Finland, Brazil, India, China, Russia, Switzerland, Spain, Portugal, Australia, New Zealand, Italy o The proposal is to be completed with a budget of ZAR 15 million.
Research
SWOT Analysis
Strengths
o Food and Drink: - Wine route - Strong wine industry established over 300 years - Over 260 wineries - Oldest wine region and the centre of the wine industry in South Africa - Gourmet food scene and home to many high-end restaurants o History: - Second oldest and most historically preserved town in South Africa - Historical and spectacular architecture
SWOT Analysis
Strengths - Continued
o Nature and Outdoors: - Idyllic geographical location within a natural environment protected by the UNESCO World Heritage Cape Floral Region - Existing natural beauty - A number of nature reserves - An international sport and recreation location - 22 world class golf courses - Warm climate o Culture and Education: - Music and art are deeply embedded in Stellenbosch society - Proximity to Cape Town and Cape Town Film Studios - Educational institutions: 20.000 students at the university - Stellenbosch University is a top research institution in Africa and a top business school - An internationally recognised educational centre and sports location
SWOT Analysis
Strengths - Continued
o Economy: - Business and innovation hub - Technologically advanced(Technology Park) - Thriving tourism industry - Fast developing economy - International business meeting point and host to diverse events - Home to a multitude of companies o Other: - Appeals well to an older age group - It will host the coming Cape Town World Design Capital event in 2014
SWOT Analysis
Weaknesses
o Stellenbosch: - Only marketed at an older age group - Limited budget for target markets (18 countries) - University information appears on second page on a Google search (Stellenbosch) - Only one member in Google+ Stellenbosch community - Tourism management inefficiencies/ Lack of direction - The population is primarily Afrikaans speaking (70%) with English (10%) and Xhosa (20%) speaking minorities - No own website for the town, only for the university and the municipality - Lack of collaboration between stakeholders - Lack of implemented innovation (collective collaboration) within the scheme of city branding
SWOT Analysis
Weaknesses - Continued
- Lack of transferable city identity (how to showcase strengths in connection to the African continent) - Lack of funding/slowing economy - Lack of collaboration between municipality, town council, university, tourism bureau and large corporations - Infrastructure (e.g. not enough hotels; weak transportation infrastructure) - Difficulties in drawing and retaining tourism capital o Relationship Stellenbosch - South Africa - Government regulations mean that the town is developing slowly in the tourism industry - Close to Cape Town (tourists more likely to stay there) - Lack of funding to support the tourism industry
SWOT Analysis
Weaknesses - Continued
o South Africa in general: - Unequal and divided society - Social issues such as corruption, criminality, community differences, poverty, unemployment - Economy is unsustainably resource intensive - Public Health system cant meet demand or sustain quality - Public services are uneven and often of poor quality.
SWOT Analysis
Opportunities
o Outdoor and Nature: - Further growth in adventure tourism - Water activities - Less than half an hour drive to the sea - Flying club
o Culture: - Art festivals (music and dance) - Theatre- Indigenous drama - Food and drink festival Film festival Cheese festival Four day wine festival in the winter Busy nightlife during university term time - Exotic and historic flair - Proximity to Cape Town which is urban, so Stellenbosch can seem like a getaway town - Small town with a city feel
SWOT Analysis
Opportunities - Continued
o Tourism: - Establish a cultural/historical connection between (potential) tourists and Stellenbosch - Meeting-point between East and West - Niche market for destination vacations - Tourism as a key industry for creating jobs and encouraging economic growth
o Economy: - Business tourism - Triggering local investment - Member of the Commonwealth - Increased international investment from China in Africa - Encouraging strong leadership to work together to solve problems - Expansion of the job market from the bottom up via increased tourism development
SWOT Analysis
Opportunities - Continued
o Other: - Sustainability Institute - Building bridges via exceptional secondary education initiatives - Promoting active citizenship to strengthen development, accountability and democracy - Improving the quality of education, skills development, innovation, health care, public transport and other public services to create social opportunities
- 776 followers on Twitter - Increase SEO of key websites - Shopping (Jewellery, African silk, food market)
SWOT Analysis
Threats
o South Africa in general: - Negative news stories (i.e. media coverage of Oscar Pistorius) - South Africa perceived as a dangerous country - Difficult to travel to for many (long flight, transfers, immunisations) - Still facing inequalities o Stellenbosch: - The notion of being a town rather than a city - Failed tourism initiatives - The old age of the town makes it difficult to renovate to account for new incoming tourists
SWOT Analysis
Threats - Continued
o Competitors: - Tourist prefer going to Cape Town - Cape Town offers many similar strengths to Stellenbosch - Cape Town was voted as the number one tourist destination in the world -Cape Town carries out strong PR activity - Competition with other provinces to meet National Plan standards o Other: - Crisis in the western world: fall of international investment and a drop of tourism - Lack of international projects after the World Cup - infrastructure (and investment) could drop away
PESTLE Analysis
Political
o The Democratic Alliance is the ruling party in Stellenbosch and the Western Cape region o On a national stage they are the opposition party o The South African fiscal scene has been characterised by a steady and gradual reduction of the fiscal autonomy of subnational governments o South Africa has become more centralised, thus strengthening the de facto erosion of the federal state. o South Africas past struggle against apartheid has working towards their constitutional beliefs of a non-racial, non-sexist democratic society where all people have equal rights
PESTLE Analysis
Economical
o Defined by the World Bank as an upper middle-income country" o Success in reforming its economic policies reflected in GDP figures - 62 quarters of uninterrupted economic growth between 1993 and 2007, when GDP rose by 5.1% o The total value of economic activity is 4bn ZAR per annum, at a growth rate of over 4% o Sectors experiencing strong growth include finance and business, trade, transport and communication
o Financial and business services contribute the largest share to the economy followed by o Economy transformed. Originally based on manufacturing, together these sectors agricultural activities, to service related contribute over half of the economic value niche sectors like finance, business and tourism
PESTLE Analysis
Social
o The average age in Stellenbosch is higher than the national average o 2% of population without any education, 40% with primary, 30% secondary, 20% grade 12 and 6% with higher qualifications o 40.4% correspond to the group of 15 to 34 years, 30.5% correspond to the group that goes around 35 to 64 years o Gender ratios are 50.8% female and 49.2% male o Afrikaans is the predominant language in the municipal area as 70% of the population have indicated that this is their first language
PESTLE Analysis
Technological
o The first municipality in the continent that offers free Wireless Internet Access o The city is home to a Technopark, a focused science park o IBM Opened its first Software Centre of Excellence at the Stellenbosch University in 2012
o Committed with developing green tech; For e.g., Stellenbosch Biomass Technologies aims to make biofuels commercially viable for o Stellenbosch University offers companies South Africa free access to its intellectual property vault to encourage more companies to o Stellenbosch Sustainable Innovation Network: commercialize Stellenbosch research project creating awareness of the importance and the opportunities of developing strategies based in sustainable development
PESTLE Analysis
Legal
o South Africa has a progressive legal framework o Legislation governing commerce, labour and maritime issues is strong o Laws on competition policy, copyright, patents, trademarks and disputes conform to international norm o Problems with Press freedom. South Africa is ranked No. 52 on a press freedom index
PESTLE Analysis
Environmental
o Lack of Water - 10% of South Africas rainfall is available as surface water o Renewable Energy - Partially due to the low price of coal in South Africa, there has been little incentive for government funding or private support for renewable energy sources
Stakeholder Analysis
Stakeholder Analysis
Local Community:
Their influence is not as powerful as the government, however it is important to engage with the community and be aware of possible environmental or social issues. o Environment o Residents o Non Governmental Organizations o Lobby Groups
Stakeholder Analysis
Industries and Businesses:
We have to observe them closely as we must ensure that through our tactics we establish close partnerships with them. o Technopark Stellenbosch o Local Businesses Many of them focus on culinary and the wine industry o Employees
Education:
They will be a key stakeholder as we implement our strategies. o Stellenbosch University Has 10 faculties, including Engineering, Commerce, Science and Arts with an enrolment of about 25,000 o Although the official language of the university is Afrikaans, most postgraduate courses are presented in English.
Stakeholder Analysis
Tourism:
It is necessary to establish a close relation with them and ensure that they are aware of our key messages. o International Tourist Market o Domestic Tourist Market o Stellenbosch Tourism Bureau o Tourism Offices o Stellenbosch 360 o Travel Agents and Suppliers o Hospitality o Food and Beverage o Transport services (Air, Land) o Places of tourism interest
Stakeholders
Media
We depend on them as our key message will be communicated through its channels. o 36 daily and weekly urban newspapers in the country 29 in English, four in Afrikaans, two in Zulu and one in Xhosa. o South Africa owns a strong and stable magazine industry with an estimated 280 locally-published titles available o There are four free-to-air terrestrial television channels in South Africa: South African Broadcasting Corporations SABC 1, SABC 2 and SABC 3 and e.tv o Radio has always been South Africa's main broadcast medium. Just like television, the industry is regulated by the Independent Communications Authority of South Africa (ICASA)
o The Netherlands branch of South African Tourism has launched an inspiring campaign Local Heroes Meet Local Heroes for the Dutch market
o The aim of the campaign is to promote stories about South Africas local heroes the Dutch nominated local heroes will have a chance of winning a trip to South Africa to meet South African local heroes o Also there are many South African events in the Netherlands every year regarding arts and culture
o South Africa and China have enjoyed 15 years of formal diplomatic relations, with this milestone set to be observed in both countries starting next year it is proposed that 2014 be the Year of South Africa in China and that 2015 be declared the Year of China in South Africa
Our Campaign
Discover Stellenbosch
Stellenbosch is home to some of the best winemakers, food, and educators in the world! Situated a mere thirty minutes east of Cape Town in a mountainous valley along a river, its location is prime for scenic views and drawing tourists. Keeping in mind the various strengths of this city (wine, food, education, natural beauty, and a burgeoning business climate), our goal was to successfully brand Stellenbosch as a premier tourist destination for personal leisure, business, and education. In order to achieve our goal we plan to launch a fully comprehensive Marketing/PR campaign. Our campaign consists of: a launch event, heavy use of social media and the internet, working with publications, the Stellenbosch Card, business incentives, and creating relationships through the University of Stellenbosch with other institutions of higher learning.
Tourism Strategy
o Position Stellenbosch as an aspirational destination within the target markets outlined within the brief
o Create a framework for businesses to attract tourists and benefit from this
o Raise awareness of the many festivals and events that are held in Stellenbosch each year o Utilise social networks to increase the profile of Stellenbosch and to communicate with key stakeholders
Business Strategy
o Increase the seed capital bought to Stellenbosch o Encourage entrepreneurship in the town o Improve the local infrastructure for businesses in Stellenbosch
Education Strategy
o Raise awareness globally of the educational services available in Stellenbosch. o Showcase students talents so that potential businesses will invest in them and in Stellenbosch.
Tourism Tactics
Tourism Competition
Goals and Objectives
o Primary goals of implementing this strategy: - To gain awareness for Stellenbosch 360 and the town in international markets including the United States, UK, Germany, Netherlands, Belgium and France - To build the companies online profile o Outcome Objectives: - To increase the international awareness of Stellenbosch and Stellenbosch 360 by 40% amongst key media outlets - To increase the companies online profile by 50% amongst key international networks
How to Enter
o Contestants will be expected to upload a short 2-3 minute video detailing why they deserve to document Stellenboschs beauty o Contestants will then need to share the video amongst their networks to accumulate votes o Voting will be open to the public o The top 5 videos will be announced and a panel team consisting of a representative from Stellenbosch 360 will decide the final winner
o Throughout the two weeks the winners are given time off to explore on their own or simply soak up the beauty of their surroundings
o During free time a list of recommended activities if included, incase the winners are in seek of inspiration
Twitter
o Primary International target market twitter usage: - USA 140 000 000 - UK 30 000 000 - Germany 6 000 000 - France 7 000 000
Position
CEO
Responsibility
Approve final projects. Approve the final message being sent out internationally.
Be trained and prepared to deal with media interviews, press conferences and events. Direct contact with media
Marinda Holtzhausen
Spokesperson
Monitor and maintain Stellenbosch 360 social media platforms Monitor the content uploaded by the contestants.
Competition Budget
Product/Service
Flights Accommodation Wedge View Country House and Spa On night included in the safari Spier Hotel Acara Cape Town 4 680 ZAR 3 000 ZAR 1 362 ZAR 1 200 ZAR 3 000 ZAR http://www.wedgeview.co.za http://www.stellenboschtravel/what-todo/trips-tours/individual-tours http://www.spier.co.za http://www.acara.co.za
Cost Rand
50 000 ZAR
Source
http://www.statravel.com.au/home.htm
Competition Budget
Product/Service
Tours Robben Island Shark Diving 230 ZAR 1 350 ZAR http://www.robbenisland.org.za http://www.sharkcagediving.co.za
Cost Rand
Source
795 ZAR
375 ZAR 500 ZAR
http://www.winetram.co.za/tickets
http://www.amazink.co.za/home
Competition Budget
Product/Service
Food Additional Administrative Travel Insurance Photography Miscellaneous (Transport, Language Barriers) 5 000 ZAR 2 000 ZAR University Students 30 000 ZAR http://quote.insureandgo.com/compare
Cost Rand
20 000 ZAR
Source
Consolation Time
Total
10 000 ZAR
142 630 ZAR
Competition Timeline
The following offers a brief timeline for the competition:
July- August: competition promotion Start up of Facebook, sharing photos and competition details November 30th: Voting closes Last voting is accepted Winner is identified December 2nd: Winner announced January- February: winner expected to travel over the 19.01.2014-02.02.2014, so they can attend and promote the festival.
August- October: accepting entries Entries have had time to create their video After some have been entered, will encourage more to enter hence the long time frame
October 31st: Entry Closes Last entry is accepted on this day Voting continues
Further Recommendations
o The competition can be executed every year along with the festival o Lessons can be learnt from previous years and the competition and festival can be adapted to suit the target market and town needs.
o There is also opportunity to link to the websites of local businesses within the blogs content, this will help to raise their profiles as individual businesses, whilst collectively promoting what Stellenbosch has to offer
Stellenbosch Card
o The card provides discounts to places of interest for tourists, transport as well as shopping, dining and bars o We can diversify the card into different price ranges in order to meet more than one target market
o There will also be different Stellenbosch Cards depending on the number of days you need to use it (24-hours, 48-hours and 72-hours)
The card gives tourists: o Unlimited travel on public transport, bus and trains in the area of Stellenbosch o Links to and from the airport of Cape Town o Discounts on car rental
o Festivals (Stellenbosch Wine Festival, o Stellenbosch International Chamber Music Festival) o Other places of interest (e.g. Woodmill Lifestyle Market)
o This pass provides discounts for shopping, wine houses and wine shops and gives you the opportunity to experience wine-tasting tours, eat in local restaurants and go to bars and clubs
48 hour card
Validity Public transport City map Entry to Jonkershoek Nature Reserve Entry to 2 museums Dinner in a restaurant Shops, clubs, sport facilities and parks 3-hour wine & food tasting tour with guide Price 48 hours free free free free 30% discount 20% discount free 369 ZAR
free
221 ZAR
SCRIPT 1. ENVIRONMENT, OUTDOORS AND ADVENTURE PRE-PRODUCTION: PRODUCTION: POST-PRODUCTION: 25 000 ZAR 185 000 ZAR 74 000 ZAR
SCRIPT 2. CULTURE PRE-PRODUCTION: PRODUCTION: POST-PRODUCTION: 43 000 ZAR 123 000 ZAR 62 000 ZAR
SCRIPT 4. SPORTS PRE-PRODUCTION: PRODUCTION: POST-PRODUCTION: 43 000 ZAR 123 000 ZAR 62 000 ZAR
SCRIPT 5. EDUCATION PRE-PRODUCTION: 34 000 ZAR 62 000 ZAR PRODUCTION: 19 000 ZAR POST-PRODUCTION: Total 1 138 000 ZAR
Business Tactics
Business Budget
Expenses
Seed Capital for Top 3 winners per year Rent for office space per year Legal Fees 170 000 ZAR 240 000 ZAR 59 500 ZAR
PR Fees
Entrepreneurship Competition Marketing Two Entrepreneurship Competition and Business Marketing Campaign Administrator Salaries Two Mentor Program and Speaker Series Administrators Yearly Salaries One Social Event and Business Improvement Council Administrator Salary Rent for Innovation Center Social Event location, food, drink, marketing, etc
48 500 ZAR
5 750 ZAR 500 000 ZAR
90 000 ZAR
Business Budget
Speaker Series speaker fee, location, food, drinks, marketing, etc. 23 987 ZAR
47 975 ZAR
4 7975 ZAR 23 987 ZAR 100 000 ZAR
Business Budget
Income
o o o o Fundraising for Entrepreneurship Competition (50% goal) Entrepreneurship Registration Fee (100 ZAR) Speaker Series Ticket (50 ZAR) Social Event Ticket (50 ZAR)
Total: Will vary depending on amount fundraised and number of participants in events.
Business Measurement
o Number of people who enter the entrepreneurship competition o Number of people attending the networking events o The number of relationships formed with banks and which banks o Improvements made to the local area as a result of partnerships with local business formed with Stellenbosch 360
Business Timeline
Month August Expectations - Search for mentors in local business community and Stellenbosch University alumni for mentor program - Work to partner important stakeholders with one another to form Business Improvement Council - Search for mentors in local business community and Stellenbosch University alumni for mentor program - Fundraise from Stellenbosch University alumni, local business leaders, business associations, corporations, banks, and VCs to raise capital for winners and competition costs (Can continue longer if needed) - Formulate mentor program and matching process
September October
Business Timeline
Month November Expectations - Fundraise from Stellenbosch University alumni, local business leaders, business associations, corporations, banks, and VCs to raise capital for winners and competition cost (Can continue longer if needed) - Formulate mentor program and matching process - Work with interested stakeholders to form plan of execution for Business Innovation Center - Work to secure location of office space for winner of competition - Training/Orientation with Mentors - Secure Vineyard for business social event - Secure speaker and lecture location - Secure location for Innovation Center
December
Business Timeline
Month January Expectations - Secure space for competition: either at Stellenbosch University, function hall, or city hall that will be donated - Host business social event - Host speaker event - Outfit Innovation Center with Wifi, furniture, water, coffee, and snacks) - Announce competition at Wine Expo and introduce to Stellenbosch University students - Begin registration for interested participants - Begin marketing efforts to secure X amount of participants and X amount of spectators (Flyers, Social media, news articles, and word of mouth through professors & business circles) - Announce Mentor Program and Marketing (Visiting business students in class and through business events) - Allow for potential mentees to sign up (Early Feb. and Mid Feb.)
February
Business Timeline
Month March Expectations - Close registration (Mid-March) - Hold Entrepreneurship Competition (Mid-April to Early May) - Secure Bar for business social event (March, June, September) - Host Business Social event (April, July, Oct.) - Secure speaker and location (April, June, Aug., Oct.) - Host Speaker event (Mar., May, July, Sept., Nov.) - Open Innovation Center - Execute business marketing campaign (blogs, website, videos, social media, one on one meetings, blogs, radio, print, and web) - Work with Business Innovation Council to achieve their desired goals
Education Tactics
Education Currently
Student Exchange Program:
o Students are usually undergraduate but also sometimes at postgraduate level o One or two semesters on exchange o Exchange administrative fee: 5450 ZAR (per semester) o Must be nominated by their home institution o There are currently 97 institutions connected to Stellenbosch University Three types of exchange students: o Exchange are students that come as freemover students students are from institutions that have bilateral agreements with Stellenbosch University (SU) o Special Students o Affiliate students are students that come for research or internships and will not do course work
Earthmedia
A6, A5, A4,
Deliver free highest quality for the lowest possible price #1 source for printing flyers in SA. Start from R459 to R3999 (depend on the size, and number of copies)
Prices
Start from R995 to R4700 (depend on the size, and number of copies)
A4 flyers(210mm x 297mm)
3000
2000
1000
0
Education - Measurement
o Questionnaires within key educational institutions in the key markets to see if they have heard/ been offered the exchange program
o Questionnaires post presentations in universities to see if the exchange program is a possibility to them and if not, then what can we do to support the development of these
After 12 months: o Increase in numbers entering into the exchange program o An alumni club numbers
Education - Budget
Exchange program:
Product/service Organize the alumni club (done by Stellenbosch Universitys Postgraduate and International Office) Payment for one presentation Flyers (100 per Presentation) Total (per Presentation) Total for one year (with an estimated 150 presentations per year) Cost (ZAR) 0 ZAR 500 ZAR Ca. 19 ZAR Ca. 519 ZAR 77 800 ZAR
Target Media
UK: - The Telegraph Travel (National newspaper supplement) - Food and Travel Magazine (publication)
Final budget
Competition 142 630 ZAR
Website
Staff Wine Expo Stellenbosch Card Education Video costs Business Contingency fund
ADD
124 980 ZAR ADD ADD 233 400 ZAR 1 138 000 ZAR 3 651 291 ZAR 3 000 000 ZAR
Total