Presentation title goes here.

Partners for Possibility

Communications Strategy

21 August 2012

Recap on Brief Objectives

Situational Analysis:

- Trends shaping CSI in SA

- Trends shaping Business Agenda

Marketing is Dead!

Movement Marketing

Social Capital Needs

Communication Strategy next steps

Agenda...

Brief Objective: Engage identified stakeholder groups?...

Heads of Leadership Development

•To highlight the role of the programme in leadership development i.e. tangible leadership development that delivers results aligned to a socio-economic impact agenda

• To highlight the role of the programme in leadership development i.e. tangible leadership development vs. theoretical leadership development as typically administered by business schools and other similar institutions

Desired Outcome: - To secure [block] funding- Support for the programme

CEO’s

• To highlight the role of the programme in leadership development i.e. tangible leadership development that delivers results aligned to a socio-economic impact agenda

•To highlight the importance of having a proper leadership foundation (and therefore the merit of implementing this programme)•… key phrase to remember “ Principals are the heart of change”

Desired Outcome: - To secure [block] funding- Support for the programme

CSI Managers

• To highlight the role of the programme in leadership development i.e. tangible leadership development that delivers results aligned to a socio-economic impact agenda

•To highlight the importance of having a proper leadership foundation (and therefore the merit of implementing this programme) before allocating funds to other CSI specific initiatives … key phrase to remember “ Principals are the heart of change”

• To highlight the role of the programme in leadership development i.e. tangible leadership development vs. theoretical leadership development as typically administered by business schools and other similar institutions

Desired Outcome:- To secure seed funding with the view of unlocking block funding -Support for the programme

Citizens and SMME Business Leaders

• To expose this group to the value of the programme in relation to “improving living standards”

•To highlight the importance of having a proper leadership foundation (and therefore the merit of implementing this programme) … key phrase to remember “ Principals are the heart of change”

•To highlight the role of the programme in leadership development i.e. tangible leadership development vs. theoretical leadership development as typically administered by business schools and other similar institutions

Desired Outcome: - To secure seed funding- Support for the programme

Situational Analysis

Trends shaping CSI in South Africa

CSI gains traction as key driver in building a sustainable business vs. a reputation management tool i.e. Social Impact Development

Increased pressure to measure CSI initiatives – business & social impact.Increased value placed on CSI against the backdrop of declining CSI budgets. Focus on CSI initiatives that have an effect on core business.Increase in funding for environmental & job creation initiatives.Education initiatives still a priority but are evaluated in relation to the business’ needs i.e.

focus on future skills that the business will require vs. funding education initiatives in general.

Trends shaping the Business Agenda

Human capital - developing ‘future fit’ employees & talent investment for future growthInnovation through unconventional partnerships (new inspiration & capabilities)Addressing sustainability (environmental & social) as part of business strategy

Communication Strategy – Marketing is dead!

Advertising, public relations, branding and corporate communications — is dead!!

First, buyers (of services and products) are no longer paying much attention

Second, in today's increasingly social media-infused environment, traditional marketing and sales not only doesn't work so well, it doesn't make sense.

Third, CEOs have lost all patience

Communication Strategy – Movement Marketing

Find your customer influencers.

Customer Influencers: The people who influence your target audience

Find and cultivate customer influencers and give them something great to talk about

Engage them in two-way communication

Help them build social capital, - helps them build their affiliation networks, increase their reputation and give them access to new knowledge —all of which your customer influencers crave.

Get your customer advocates involved in the solution you provide

INFLUENCERS

INFLUENCERS

SOCIAL CAPITAL SOCIAL CAPITAL

Social Capital Needs: Across stakeholder groups?...

Heads of Leadership Development-Enabling a collaborative, communicative, creative & flexible workforce i.e. Future Fit

CEO’s- Delivering sustainable[and comparable to core business] economic value via Social Impact Programmes -Human capital development(current & future) positioned to deliver a competitive advantage- Drive partnerships that foster innovation

CSI Managers-Delivering ROI via corporate investments inSocial Impact Programmes-To be viewed as Strategic Decision Makers

Citizens and SMME Business Leaders-Contribution toward improving Living Standard across communities-Community Development and Upliftment

Capitalise on the trend toward Allocentric Demandi.e. people are beginning to value nature, the future, society, one another and their own sense of purpose and

well-being, much more than ever before."

Your movement should…

Communication Strategy – Recommended Steps

Overarching Message: Activating Socio-Economic Impact via

Partner-4-Possibility

Identify Customer InfluencersDevelop engagement campaigns that

speak to social capital needs- Messaging should be supported by research data

Initiate two-way communication across multiple touchpoints … leveraging social media- Dedicate resources to this- Craft tailored messaging – TELL STORIES!! INSPIRE a MOVEMENT

Get your customer advocates involved in the solution you provide-Identify advocates within your customer influence group - Get them involved in developing communication solutions

INFLUENCERS

INFLUENCERS

SOCIAL CAPITAL SOCIAL CAPITAL

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