Media and Communication Strategy 2015

Outline

• Objectives• Context• Target audiences• Approach• Messaging• Timing and phasing• PR Opportunities• Collateral• Next Steps

Objectives

• To create awareness of Rotary Family Health Days• To maximize media coverage both online and offline.• To mobilise communities to attend the 3-day RFHD’s• Promote an active healthy lifestyle for all South Africans• To recognise the sponsors and supporter base• Align to the NDOH’s strategic plan for Health

Objectives

1.

2.

3.

AWARENESS

UNDERSTANDING

CALL TO ACTION

What’s happening when

and where

Why it’s important

Why you should come along

Date and placeServices offered

Sponsors

Past impactPotential impact

How you will benefitHow to participate

Context

• RFHA coordinated a successful Rotary Family Health Day event in 2013 and 2014

• The plan for 2015 is to consolidate these gains

What did we learn

• International and SA web sites have made great strides and we should use text optimally and integrate with social media

• Rotarians must be encouraged to post and use the various channels – real time

• A lack of knowledgeable spokes people in various language and regions• Government and Main sponsor’s media team to be more involved• Need more commitment from SABC TV and popular radio stations• Ambassadors must be involved from the start• Communication flow between steering committee and clubs were

lacking• A full time media assistant for the project• Issue with Branding position on stage needs to be taken into

consideration this year.• Identify partner spokespersons for live interviews to avoid negative

publicity.

Context

Target Audience• Direct: Primary Audience • Geography: Outreach to Urban, Informal and Rural settlements,

must be Province relevant, be more flexible in areas with a large demographic of rural areas.

• LSM 4-6 (Living Standard Measure, It divides the population into 10 LSM groups, 10 (highest) to 1 (lowest) it is a research tool used in Marketing to categorize people in the process of conducting research.

• Cultured/Traditional Value System: Religious , Importance of family, strong sense of community. Strong relationships/ Spirit of Ubuntu.

• Ascribed Status: Power based/ Kings or Chiefs, Community Leaders.• Informal Social Life: Slow means of Communication, lack of modern

technology.

Context

Target Audiences Cont.Indirect: Secondary Audience

Characteristics of Public Influencers:• Credible, help spread the word• Positive impact on social media• Respected and known for driving quality content• Engaged and devoted following1. Rotary -Motivate existing Rotarians -Potential members (especially younger members)2. Media and influencers3. Sponsors4. Government and other NGOs: Because the rural people relate closely with the community leaders/elders.

Approach: Recommendations

• Reuse and rework existing artwork• Stick to Corporate ID• Play an advocacy role with all Rotarians • Agree with DoH and MTN on use of branding• Repeat what worked before• Focus on promoting the website and other social media• Identify well known celebrity/ambassadors to represent the event

and draw more appeal• Invite DoH and MTN’s spokespeople to assist in media

engagements• Tap into the DoH and MTN’s media resources and channels to

effective reach a wider footprint• Align campaign to DoH strategy to help meet overall outreach

targets.

Messaging

• Primary• Call to action: to mobilize the community to participate

through emotionally compelling content• Raise awareness • Educate• Secondary• Promote partners and sponsors • Other considerations • General family health vs. HIV/Aids testing• Clear messaging around what is being offered• Detail about who is bringing the service is more relevant to

the media and stakeholders – logos are fine on print, on radio the focus has to be on the benefit and call to action

• Social community mobilization

Platforms

RFFA SA Website

Social Media (Facebook, Twitter,

You Tube)

OWNED

Print

BOUGHT

Google Adwords

EARNED

PR

Blogger/ Influencer Outreach

Conversation

TVRadio

SMS (location finder)

PUBLIC SERVICE ANNOUNCEMENT

Platforms Cont.

TV

SABCETV

PRINT

Caxton CitizenSunday TimesCommunity Newspapers (WC & EC)

SOCIAL

FacebookTwitterYou TubeMXITCaxton

RADIO

SABC RadioYFMPrimedia

ONLINE

RFHA SA WebsiteCaxton

Content Pillars

All media

All media

All mediaRFHA NEWS

RFHA PEOPLE

RFHA ACTIVITIES

FAM

ILY H

EA

LTH

DAYS

New developments and media coverage

Stories about the people involved

Activities on the day

All mediaRFHA IMPACT Assessment of the day

Timing

Build up interest

OBJECTIVESPHASE

1. BUILD UP

TIMING

All MediaPR

2. EVENT

3. FOLLOW UP

Awareness at the time

Amplify impact build on for 2015

Social, TV & Radio

All Media PR

2 weeks after

During

4 weeks prior

ELEMENTS

PR Opportunities

• RFHA SA website – storytelling medium• Create news around the Spokespersons/Ambassadors • Unsung heroes in the DoH, on invitation to MTN• Marion’s story• Rotarians• Celebrities/ Ambassadors/ Key influencers • Have a robust online campaign using the established social media

platforms to generate interest, include many voices in the conversation, and issue calls to action.

• Engage with all the sponsors on additional branding and PR opportunities available

• Emphasize the positive of the campaign through thought leadership/Stakeholder relationship

PR Opportunities Cont. • Use emotionally compelling content through “Shared experience” • Caxton delivers to the LSM reach through 200 newspapers linked

to their webpages. Caxton can start publications as soon as possible to enhance attendance rates and maximize on opportunity.

• Identify places where there are large mass movements within the communities so that people are able to locate the sites much easier for example: train stations or taxi ranks

• Radio stations to have the most positive roll out and high return rate for reaching these populations of high listenership. This will be pushed by all local radio DJs around their platforms to mobilize people.

• Strategy through narrative “Story” in three phrases: before, during and after the campaign. Played out in a seamless process.

• Media took kit

Collateral• Advocacy took kit to include: Key messaging, fact sheet, Q and

A, background and collateral. • RFHD Factsheet, Stats and Targets• Briefing template for interviews• Press Release – RFHD announcement, Press release document

with each stakeholder statements infused in one whole press release.

• Crisis Comms Papers – risk scenarios and holding statements• Identify all spokesperson for all partners, briefing Book for

spokespersons. • Press Release – RFHD Launch and RFHD Final Outcomes • Partner profiles• Branding Guidelines: Main Stage allocated to Rotary and

Government with main partners like MTN and SABC the rest to locate branding on the sides. Allocate Task team to monitor this.

Collateral Cont.

• Get a floor Plan for the area in Illembe District launch site venue

• Have a list of identification “names” of all people who will be featured in photographs for newspaper publishing

• Branding Guidelines: Main Stage allocated to primary partners ((NDOH, RFHA, Rotary, Pepfar (CDC and USAID) Caxton ,SABC and MTN to locate branding on the sides. Allocate Task team to monitor this.

Next Steps

• Update and Improve RFHA SA website • Media training on the 1st week of July 2015• Develop updated artwork• Create and edit short video clips for online use• Coordinate with sponsors and support partners• Approach media with PR angles• Identify and liaise with selected ambassadors• Build social platforms and communities through newsletter

direct campaign• To run a social mobilization before the event to create

awareness to popularize and sensitize the event. • Website to go live with all uploads and information that

Rotarians can have access to.

Questions & Answers

Thank You