branding commsstrategy 29-06-2011

8/6/2019 Branding CommsStrategy 29-06-2011

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B R A N D C O N S U L T A N C Y & D E S I G N P T Y L T D

B R A N D C O M M U N I C A T I O N S S T R A T E G Y

A N D I M P L E M E N T A T I O N P L A N P R O P O S A L

N O R T H W E S T T R A N S P O R T I N V E S T M E N T S


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DN O R T H W E S T STAR ( P T Y ) L TN S

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Brand implementation is the process of physically changing all brand identity touchpoints. Mainly this istriggered by a merger, acquisition, or repositioning that results in the corporate brand identity need-ing to be changed. For midsize and large organizations this is a complex process. Many stakeholders areinvolved, internally as well as externally. Internally, for example,

- The Work Concerns Communications,

- Procurement,- And Facilities Management;

- Externally It Involves Suppliers,

- Agencies, Etc.

Implementation

When you implement a new visual identity, or optimise the current one, you face an extensive project that is hard to administer. We provide custom made capacity and expertisein brand and visual identity implementation.

With our own methodology in which all steps are meticulously secured and with which we execute the best plan for each brand carrier.

Your visual identity gets maximal visibility with optimal management conditions and budget.

1. What is brand implementation ?


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Blue Apple Tree Brand Consultancy & Design propose to project manage the implementing and managing visual identities of NTI in aspace of 24 months. It will work with the organization and also sub-contract other suppliers as part of a team to deliver the new identity thatis consistently applied within the necessary time and to the appropriate cost.

Visual identity audit

A Visual Identity Audit is a detailed study of all brand identity carriers. All manifestations of the visual identity are measured against the corporate guidelines. BlueApple Tree will propose a plan on quality control and production standards as in the official CI manual. It will make sure that all sub-contracted suppliers adhere tothose standards.

Preparation for visual identity change

When preparing for identity change, it is important to understand the size and scale of the task at hand. This information is essential for Blue Apple Tree in order to prepare accuratetime, cost and manpower scenarios for implementing the change. At the heart of this type of project is a detailed inventory of brand carriers including current identity and quality, quantity,types, locations, management responsibilities, internal management network, suppliers, ownership, current inventory and importance to customers. An identity change is a great opportunity toamend or improve the visual identity management approach.

Cost assessment

The three main considerations for an identity change are cost, time and quality. Using information gathered in the preparation phase, Blue Apple Tree will prepare detailed cost assessments based on cus-tomer impact, existing operational function, least disruption to primary process and prioritization.

Supplier selection and tendering

Suppliers are essential to the short and long term success of any project. Blue Apple Tree will source and recommend the most appropriate suppliers to match the requirements of the project.

Project management of launch and transition

A successful launch of a new identity lies with a strong project management. Using experience gained from many previous transition projects, Blue Apple Tree will drive the process to a timely and on-budgetconclusion. Our commitment to the holistic visual impression ensures that internal and external stakeholders experience a coordinated and well managed transition.

Visual identity management

Visual Identity Management is central to what we do. Blue Apple Tree provide ongoing consultancy, advice, support and manpower to ensure that the performance of the visual identity (delivered via the brand

carriers) is giving brand owner a powerful return in terms of customer impression and brand value.

Evaluation and assessment

It is often easy to demonstrate non-compliance and inconsistent delivery of a visual identi ty. It is harder to understand why this is the case and make a plan for putting it right. Blue Apple Tree use its experienceand the proprietary diagnostic tools that it has developed, to measure the performance of the current management approach againstthe ambitions of the management team. Where deficiencies occur, we set out a methodical and practical approach to deliver improve-ment.

2.Overview


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3.The Visual Identity Management Cycleflow chart


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4.The Visual Identity Management Cycleflow chart Rational

Creation

1

Review creative decisions regarding colour, materials and contextAssess implications of creative choices on short and long termimplementation and long term management capabilities

Preparation

2

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5

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Assess the current brand carriers for diversityand condition and implications for change

Prepare cost scenarios based on alternative transition strategies

Project manage the implementation of the newidentity across all brand carriers

Introduce appropriate management processes toensure that the significant investment made in implementation

is protected and the brand delivers a consistent and powerfulvisual impression

Assess the visual idenity as it is seen bycustomers.

CostEvaluation

AuditAnd Revision

Implementation

Management


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O W N E D B Y T H E N O R T H WE ST STAR ( P T Y ) L T DA M E M B E R O F T H E N T I GROU PR O U PO R T H W E ST TA R ( P T Y ) L T D I S A M E M B E R O F T H E N T I G


5. Brand rollout

Introduction to new brand document

Key themes and messages document

Visual guidelines document

Intranet: Q & A section specific to the branding

2 months

The consultant will tour all the depotAnd introduce the new identity to all

Staff and the ways to handle it.

1 Internal Launch

Advertising: print, radio, online

Key themes scripts

Press releases

Newsletter

Website: Q & A section specific to

the branding

Stationery

Business cards

Letterheads

Envelopes

A6 Note card and envelopes

Mailing labels

Fax forms

Invoices

Forms

2 External Launch Phase 1

Annual report

Brochures

E-mails and E-newsletters

Giveaways

Holiday greetings

Powerpoint

Seminar materials

Signage

Tradeshow booth and materials

Trade publications

Buses : magnetic logos are a temporary solution

Videos

Mystery Bus Campaing

Investor relation materials



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DN OR T H W E S T STAR ( P T Y ) L TN S

6. Brand Mix



The Brand Launch rollout Communications Strategy will utilise a wide variety of methods to deliver its objectives. BlueApple Tree will use their expertise and knowledge to select the most appropriate and effective channels and will take animaginative and lateral approach to activities and campaigns. The execution of activity will always be underpinned by both athorough knowledge of the subject area and, in the competitive area of marketing NTI, an understanding of what NTI competitors aredoing, and considering communications from the customer perspective. Blue Apple Tree will also prioritise the perceived marketingrequirements of NTI and ensure a coherent and consistent promotion of NTI and the CEO`s priorities.

6.1 Media Relations

Good media relations is critical to NTI. The media provides the Agency with the opportunity to communicate information about its activities to the generalpublic through regional and national media as well as to specific stakeholder groups through specialist trade and industry publications. As an increasingnumber of projects reach delivery stage, good communications with key delivery partners will be critical to ensure recognition of NTIs contribution and increasedtime will be spent on partnership media relations. Regional media coverage will continue to be a priority to generate coverage of NTI policy on key issues. NTI will alsocontinue to promote its achievement through targeted regional media campaigns and in-depth feature pieces.

6.2 Stakeholder Relations

Building and maintaining a strong relationship with Provincial Government MPs, Municipalities and other decision-makers at the local and national level is a priority for NTI . Stakeholder relations will communi-cate with parliamentary representatives for the Northwest, local authority leaders, and senior staff both in local authorities and in Tshwane Metro

Official

Launch

Event MediaCoverage

outline

NTI official Launch Event , August 2011

NTI will launch the new Identity to public in August 2011. Media relations will form a key part of the communications strategy to ensure that key messages will be com-municated effectively. By working with Provincial Radio Station Motsweding FM in ensuring that the launch event gets more coverage.Coverage in print media will be looked into, especially on (1) FM Financial Mail Magazine (CEO`s profile) (2) CEO Magazine (Corporate Social Responsiblity ManagerManager Profile), Pretoria News (Launch event article write up), Daily Sun (article write up) all these mediums will be used to Echo a strong message across all titles.

Launch

of stakeholder

Publication

NTI Stakeholder Publication , July 2011

NTI will launch a stakeholder publication in July. The publication will include write ups from key figures in NTI , Northwest provincial government, on the relationshipbetween NTI and the regional municiplaities. The purpose of the newsletter is to influence the various government stakeholders on regional and provincial policy issues.and engage with the senior-level officials of both public and private partners in the region. The launch in July will featur high-profile executives of NTI .

UNIVERSITEIT VANDIEVRYSTAAT UNIVERSITY OFTHEFREE STATE YUNIVESITHI YA FREISTATA

TSN O RT HW E S T T RA NS PO RT I NV E S T M E N

T H E A B S B R A N D I S W H O L L Y

O W N E D B Y T H E N O R T H W E S T S T A R ( P T Y ) L T DA M E M E B E R O F T H E N T I G R O U P

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NO RT HW E S T S T A R ( P T Y ) L TTHE N O R T H W E S TS TAR (PTY) LTD IS A MEMEBER OF THE NTI G

brand identity revamping

exercise for nti and itssubsidiaries

A

the man at the fore frontof a 38year old brand

the meaning ofthe revamped logo

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L a u n c h I s s u e 1 2 0 1 1


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6.3 Events

Events remain a popular and effective method of communicating directly with a large number of customers.NTI will continue to focus on delivering a programme of events that both educate and engage its key audience on impor-tant NTI and regional issues. The major set piece events are the benchmark, but it is important that events of all sizes aredesigned and executed to the same standard to maximise their impact.

tournaments

sports

Launch

of NTICUP

tournament

NTI cup sports tournaments special events,September 2011

NTI CUP- sports tournaments Launch September 2011Phase 1-Internal NTI CUP

NTI will be launching an internal sports cup in September 2011, this concept will be executed infernally with all the depot participating.Phase 2-External NTI CUP

NTI will be launching an external cup in the locations of its has its depots (e.g Mamalodi, Mabopane, Ga-Rangkuwa, Hamanskraal, Attridgeville and Lehlabile) at, It will

tap into the local schools market whereby all the high schools will be invited to participate in a league tournament, this will be vital in linking the NTI and its sub divisionswith the commuters as the potential target market.

6. Brand Mix


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AB S B R AND I S W H OLLY

O W N E D B Y T H E N O RTH WE ST STA R ( P T Y ) L T D

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DNO R T HW E S T STAR ( P T Y ) L TN S

Print Ad Campaignsubsidiary

ROUPORTHWESTTAR (PTY) LTD IS A M EMBER OF THE NTI G

DN OR THWEST S TAR (P TY ) LTN S

making sure that all thesupporters enjoy thier

game and arrive safe

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S T A R L I NE BR A ND I S W HO L L Y

OW NE D BYT HE N O RT HW E S T STAR ( PT Y) LT D

A M E M B E R O F T H E N T I G R OU P

Print Ad Campaignsubsidiary

TSN ORT HW E S T T R A N S P O R T I NVE S T ME N

A B S B R A N D I S WH O L L YO WN E D B Y T H E N O R T HWEST STAR ( P T Y ) LT DA M E M B ER O F T H E N T I G ROUP

LineSTAR LINE BRA N D I S WH O L L Y

O WN E D B Y T H E N O R T H WE S T STAR ( P T Y ) LT DA M E M B E R O F T H E N T I G R OU P

DROUP

N OR THWEST STAR ( P T Y ) L TNORTHWEST S TAR (PTY) LTD IS A MEMBER OF THE NTI G

part of our responsibility

as NTI is to make sure that

our commuters arrive home

safe by having well maintained

buses on the road.

Print Ad Campaignpublic safety adcorporate


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6. Brand Mix

6.4 Campaigns

NTI will only undertake advertising where it can add strategic value to other communications. NTI s approach is to identify specific messagesand audiences and then develop targeted communications around those.


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OfficialLaunch

Corporatewebsite

& intranet

NTI Corporate website and intranet, August 2011

Externalcustomers extranet website

The fastest growing element of the branding mix is media and traffic to NTI s web site will be motivated through introduction of SMS notifi-cation platforms, whereby commuters will be requested to register online for the SMS notification which will in turn notify them of their bus tripsand their bus schedules, this is targeted at the computer literate commuters, especially students.

NTI will use the e-marketing to segment its customers into those with similar interests and produces arange of specific e-newsletters to brief them on specific areas of NTI activity.

Internalstaff intranet website

The development of the staff intranet website is vital to the CEO`s office whereby he will be able to communicate with all his depot and immediate supervisors and also staffin general. General branded computer terminals will be placed in all the depots whereby all staff can access them, this is in line with the communications strategy. These terminals

will have access to staff leave forms, memorandums, employment internal applications forms, other vital forms, and also the CEO `s page where he will be addressing the internalissues.NTI will use e-media technology to streamline processes and improve efficiency, from making all its publications available on-line to using on-line registration and evaluation for all ofits staff


6. Brand Mix

6.5 E-media (Intranet & website)

Whereas e-media will be used as reactive communication method (providing content to people adept at searching the internet), it is nowan integral element of proactive marketing. As with any communications the quality of the content is key.


OW N E D B Y T H E N O RTH WE ST STAR ( P T Y ) L T DA M E M B E R O F T H E NT I G ROU P


O W N E D B Y T H E N O R T H W E S T STA R ( P T Y ) L T DA M E M B ER O F T H E N TI G R O UPR O U PO R T H WE ST T A R ( P T Y ) L T D I S A M E M B E R O F T H E N T I G


Small Business Commercial About NBC About Absa Group

About NTI

NTIGroup

Visionand ValuesOganogramCareers

ExecutiveTeamTendersNewsroom

Publicationscsrprogramme

TSTH WE S T T R ANSP ORT I N VE S T M E NNORHome AboutNTI Our Subsidiaries OurBrand Our Fleet&Routes Contactus

NTI Group Vision and Values Oganogram Careers Executive Team Tenders NewsroomPublications Csr programme

BusDelay atJubilee Mallto Tshwane- Fri-13:01 PM

Distance Calculation

SportEvents Tours ThroughoutSouthern AfricaTours

Local ToursSocial Outings& Sight-SeeingTours

ConferenceEvents Tours

EducationalDay-Trips & Tours

GB

PL

PB

ColdPoints (DailyTrip)

PlatinumPoints (WeeklyTrip)

PrivatePoints (MonthlyTrip)

Register for Newsletter

Our Subsidiaries

NWSABS

Our Subsidiaries

starlinebrandabs brand

Our Fleet

ratesscheduleroutes

bus models

OnlineSmartCardPoints


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O W N E D B Y T H E N O RTH WE ST STA R ( P T Y ) L T DA M E MB E R O F T H E NT I G R OUPROU PO R TH W ES T TAR ( P T Y ) L T D I S A M E M B E R O F T H E N T I G

DN OR T H W E S T STAR ( P T Y ) L TN S

4.6 Design and Print

Designing, writing and producing engaging and effective collateral can help articulate NTI s purpose, direction and rationale. NTI is careful to

only produce printed material where there is a clear need for it and an identified audience. Ensuring all NTI s communication is customer focusedand is a key role of the Brand Communications. For corporate communications NTI has a strong and established house style which ensures immedi-ate recognition and association of printed material.

6. Brand Mix


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Item Description/useResponsibilities

Activity materials

Phase 2Internal18 monthson goingprocessdependingon the CEO`spriority list

Advertising: print, radio, online, Key themes scripts Press releases Newsletter Website: Q & A section specific to

the branding Stationery Business cards

Letterheads Envelopes A6 Note card and envelopes Mailing labels Fax forms Invoices Forms

2ExternalLaunchPhase1


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O WN E D B Y T H E N O R T H WE ST STAR ( P T Y ) L T DA M E MB E R O F T H E NT I G ROU P


OW N E D B Y T H E N O RTH WE ST STAR ( P T Y ) L T DA M E M B E R O F T H E N T I GROU PR OUPO R TH W ES T T AR ( P T Y ) L T D I S A M E M B E R O F T H E N T I G


1. CEO

Mr Letselela

-Approvesbudget- ApprovesConcept2. Director

Ms

Mahlutshana- Liaise withBlue Appleon time linedeliverables3. Blue Apple

CEOMr Mamabolo

-Implementthe task

7. Activity Plan


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Item Description/useResponsibili

tiesActivity materials

Phase 3Internal18 monthson goingprocessdependingon the CEO`spriority list

Annual report Brochures E-mails and E-newsletters Giveaways Holiday Cards greetings Powerpoint Seminar materials Signage (Depot signages)

Tradeshow booth and materials Trade publications Bus Branding : magnetic logos

are a temporary solution Videos Mystery Bus Campaign Investor relation materials


1. CEO

Mr Letselela

-Approvesbudget- ApprovesConcept2. Director

Ms

Mahlutshana- Liaise withBlue Appleon time linedeliverables3. Blue Apple

CEOMr Mamabolo

-Implementthe task

7. Activity Plan

branding commsstrategy 29-06-2011

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