INDEXAttiyah Kara 201380924

Fezile Dhlamini 201210931

Shumiera Karriem 201313361

Stewart Parsonson 920304514

Mduduzi Mohlala 201233147

BRIEF BREAKDOWN

The Good Sport Trust has given Ubie Inc. the mandate of crafting a bold and

impactful, innovative, insightful and authentic channel strategy that will ensure that

their communicative objectives in South Africa are consumed effectively utilising

strategic platforms.

RESEARCHWe have taken a qualitative research approach to better understand the business

challenge posed so that we will be able to produce and integrated channel strategy that will reintroduce the Goodsport brand as well as give it a purpose that the stakeholders will be able to resonate with, using questionnaires, surveys and

interviews as our methods.

Quantitative methods were also used to gather data with conducting unfocused groups that were a lot less formal so we could gather qualitative and quantitative

data.

PRIMARY RESEARCH

WITH THEMUnfocus groups:

Melissa Kent (9)

Ryan Daniels (10)

John Meredith (11)

Nomsa Thondo (12)

Sizkolo Thondo (13)

BE THEM Privileged

Mohammed Seedat (10)

Kirsten Risselman (9)

Katie Ahlborry (13)

Middle class

Lamiah Wadee (11)

Jean – Marc Bayers (13)

Darren James (10)

Underprivileged

Tevern Peterse (10)

Bongi Masipani (9)

Dean Spykerman (11)

ABOUT THEMKiara Peterse (38)

Zanele Masipani (40)

Johan Spykerman (42)

Ameera Wadee (38)

Daniel Bayers (40)

Bilal Seedat (37)

Anthony Risselman (38)

George Ahlborry (42)

Salma Kent (37)

Tenielle Daniels (40)

Alaina Meredith (42)

Tsehpo Thondo (39)

SECONDARY RESEARCHhttp://www.goodsport.org.za/

https://twitter.com/goodsporttrust

https://www.facebook.com/TheGoodsportTrust

http://trendwatching.com/trends/10-african-consumer-trends-for-2015/#slide-9

http://trendwatching.com/trends/10-african-consumer-trends-for-2015/#slid-13

http://www.adweek.com/socialtimes/social-marketing-trends-2015/504145

http://www.unicef.org/southafrica/media_3440.html

http://b-strong.co.za/supersport-let%E2%80%99s-play

http://kemptonexpress.co.za/43368/lets-play-initiative-launched/

http://onstrategyhq.com

http://tedrubin.com/buildingcustomer-relationships-with-branded-story-telling/

http://www.businessnewsdaily.com/2821-consumers-relationships-braqnds.html

http://www.strategynewmedia.com/why-is-branding-important

http://www.un.org/wcm/webdav/site/sport/shared/sport/SDP%20IWG/Chapter6_SportandPeace.pdfh

http://www.goodsport.org.za/http://www.supersport.com

http://www.bizcommunity.com

http://www.bizcommunity.com/Article/196/627/99761.html

http://www.bizcommunity.com/Article/196/437/99886.html

http://www.mediaupdate.co.za/News/Article/72993/Ackermans-to-launch-its-most-ambitious-CSI-project-to-date

http://www.mediaupdate.co.za/News/Article/71112/SA-Taxi-launches-its-own-CSI-division-the-SA-Taxi-Foundation

http://www.mediaupdate.co.za/News/Article/59482/MiWay-launches-CSI-initiative-opens-education-doors-for-students

http://www.mediaupdate.co.za/News/Article/59447/CSI-driven-company-Black-Cherrie-Management-launches-with-a-bang

http://www.bizcommunity.com/Article/196/454/76941.html

www.pinterest.com

www.slideshare.net

http://www.mediaupdate.co.za/marketing/59684/hollard-unveils-its-latest-corporate-identity-and-brand-campaign

http://www.un-spider.org/BeijingConference2015

https://www.quora.com/What-is-the-difference-between-a-feature-phone-and-smart-phone

KEY FINDINGS AND INSIGHT ● Key finding: Children Not all children participate in physical activity

● Most underprivileged schools do not have sporting equipment

● Physical development greatly affects cognitive development

● People are not aware of the goodsport trust

● Goodsport trust lacks communication

● Not actively online

CONSTRAINTS

Lack of support from government

Foreign NGO

Creating a unique selling point

Private funding

OBJECTIVES

Start a movement around movement –AWARENESS CAMPAIGN

Everyone is welcome to be a part of the GoodSport movement –NATIONAL

AWARENESS CAMPAIGN

EXISTING CREATIVE

Development of children's physical and cognitive ability through various exercises

and sports programmes

The 20 degree South Run

TIMING

MARCH 2016 - NOVEMBER 2016

BUDGET ALLOCATION AND PARAMETERSMedia

Marketing material

Logistics

Sports Equipment & Infrastructure

DIRECTION OF MEDIA PLAN

INDEXBrief Breakdown

Situational Analysis

Target Audience

Objectives

Concept

Media Strategy

Creative Campaign

Budget & Timing

Summary

ENVIRONMENTAL ANALYSIS CURRENT TRENDS:

• Digitally empowered consumer

• Heart on sleeves

• Currency of change

• Post demographic imperatives

• Benevolent brands

ENVIRONMENTAL ANALYSIS

PESTI FACTORS

Political: Government subsidies

Economic: Funds, sponsors (Hollard)

Social: Aids, Poverty, Education and crime.

Technological: Digitization

ENVIRONMENTAL ANALYSIS

MEDIA NEEDS AND FACTORS:

Let’s Play- Supersport: Three phase campaign

Media used : TV

Radio

Print

Social Media

Internet

ENVIRONMENTAL ANALYSISSA MEDIA SCENE

Facebook bridges SA gender divide:

• Most popular social network

• Mobile users : 22%

Visual content drives social media SA:

• Visual platforms

• Visual revolution (Videos)

MARKET ANALYSISMARKET TRENDS

1. Rise of content marketing

2. Augmented reality

3. Transparency will become the most important tool of marketing

4. Videos are being used more and more

5. Going Mobile all the way

MARKET ANALYSISMARKET INSIGHT

• Families would only invest themselves into the child’s future if they are not paying for it - lower income households.

• Children don’t believe they can achieve their sporting dreams because of their circumstances

• Children in crime ridden areas are influenced by drugs and gangs from an early age, leading to potentially uneducated juvenile delinquents who are detrimental to society.

STAGE OF MARKET Four stages:

1) Survival

2) Quality

3) Convenience

4) Customization

BRAND ANALYSISOWNERSHIP ELEMENTS/ASSETS

Labour (Community Building) Sports and Educational Programs

Building Community Sports Centres

Sporting Equipment School Database Funding

BRAND ANALYSIS

WHO ARE THEY:

The Goodsport Trust is leading the way in sustainable athletic, coach, infrastructure and facility

development. It is a non-profit organisation whose role is to support and assist existing sporting and

government structures. [F1]

BRAND ANALYSIS

WHAT THEY ARE ABOUT

We provide a sustainable and robust model that addresses physical education and all tiers of sport, with

an infrastructure that establishes links between school, club and provincial level sport.

BRAND ANALYSISWHAT THEY PLAN TO DO

Goodsport is determined to lead sport development and unlock athletic potential within individuals equipping them with the knowledge and confidence to take part at whatever level they wish.

BRAND STATE Mona Pretorius @MonaPretorius (Nov 5)

1630 on PEFM87,6 benefits of strength

training for women @BiogenSA @reeboksa

@RocktapeSA @GoodsportTrust

@CrossFitECX #healthywomen

Hannah Louise Green @HL_Green (Oct 18

Byker, England) Going for a run in

my @GoodsportTrust Volunteer t-

shirt from 2012 makes me miss

them all and South Africa so

much!!

Phil Dooley @PhillDooley 19 Jul 2014

Just completed 67mins of Burpees! Raising

funds for kids in need. @CrossFitTokai10

@goodsporttrust #goodsport #B4B

Lee-Ann Dawson @DawsonLeeann Nov 6

Interns Ben and Keilan visiting Boniface one

of the Goodsport coaches, in Grabouw -

such an inspiring man. @GoodsportTrust

#ADC

BRAND CONSUMPTION: TWITTERGood objectives but bad communication

BRAND CONSUMPTION: FACEBOOK

BRAND CONSUMPTION MAP

Grabouw

Ukhanyo Primary in Masi

Namibia

Botswana

West Coast of Africa

Ukhanyo Primary Cape Town

Bay Primary School Fischoek Cape Town

BRAND ANALYSISMEDIA

Facebook and Twitter not being used effectively

Implement YouTube Channel

Links between all 3 platforms(Facebook, Twitter and Instagram)

All social media must be linked to influencers in order to remain authentic

Hire a Social Media Manager - Community Manager

Use an influencer such as Crime By Design.

COMPETITOR ANALYSIS: MAP

STRENGTH

Organisation mission and VisionHuman Resources and Human capability

Experience at a grassroots Level in the Cape areaSolid foundation in the Cape that will allow for expansion

WEAKNESSES

Lack of fundingGaps in co-ordinationLack of differentiation

No social influencers/brand ambassadorsNo relationships with public or private sectors

Weak relationship with government and Good Sport stakeholders

OPPORTUNITIES

Gaining Governmental fundingSupport via public CSI initiatives

Communication channels through agency and media owner Pro-bono work

Niche positioning will allow Good Sport unprecedented awareness

THREATS

Governmental bureaucracy or lack of political willLack of interest at a community and funding level

Lack of funding causing sustainability issuesShare of wallet becoming smaller due to constricting

economySecurity issues at schools or townships

BRAND NAME SLOGAN LOGOScore Changing lives through sport

Altus Sport Life’s a ball

Sporting Chance Stay in the game

Lets Play Siyadlala

The Sports Trust Enhancing Education through Sport

COMPETITOR ANALYSIS Points of Parity

The competitors and Good Sport all use sport as a

vehicle to drive social change

They all convey the same generic message

Brand identity is all relatively similar to that of Good

Sport

All use the same imagery of poor underprivileged

children

Good Sport and its competitors have very similar target

audiences

Points of difference

The Competitors have greater brand equity

They all have a sustainable flow of funding from public

and private sector

All have a national footprint

CONSUMER ANALYSIS

Motivations Fun, learning, socialization and general welfare

Opportunities Sport’s days, ‘Let’s play’ collaboration, School

holidays, Primary school

after cares.

Trends Mobile technology, applications for smart phone,

social media

campaigns, online activity

TARGET MARKET

The name given to our selected Primary Target Market is:

“Guardians of the future”

These are children aged 6-12

Our secondary Target Market consists of Parents

CONSUMER INSIGHT

“Children’s greatest influencers are the guardians who guide their learning

experience, their peers and personal heroes.”

Action in reaction to insights > create opportunity for kids to realize and achieve

their dreams.

Build affinity and understanding with careful communication to consumer for the

value that GS will effect in the long run.

Parents, Teachers, Siblings, Peers all participants of learning

WHO DO WE WANT TO REACH

Children and their Guardians.

Caregivers

TARGET MARKETDEMOGRAPHICS

Privileged Middle class Underprivileged

Mohammed Seedat (10) Jean – Marc Bayers(13) Bongi Masipani(9)

Kirsten Risselman(9) Darren James(10) Dean Spykerman(11)

Katie Ahlborry(13) Lamiah Wadee(11) Tevern Peterse(10)

TARGET MARKET

Psychographics

Needs: Mentoring, teacher student relationship, attention

Dislikes: Indoors, unable to participate, embarrassment

Attitudes: Warm, Unbiased, Sincere

Schools: Private, Semi-private and Government

Interests: School, reading, playstation

Age: 6 - 13

Likes: Playing, soccer, swimming, cricket, outdoors, competing, socialising in a group

Race: Black, White, Indian, Mixed Race, Asian

TARGET MARKET PROFILE

A DAY IN THE LIFE OF

Underprivileged family: Public transport, cost effective shopping, poverty

Middle Class Family: Personal transport, access to brand shopping, healthy lifestyle

Privileged family: Personal cars, affluent living standards, well travelled

BEHAVIOURSGUARDIANS OF THE FUTURE ARE:

• Playful

• Hopeful

• Cheerful

• Curious

• Insatiable

MEDIA CONSUMPTION Radio

Mornings A.M. between 07:00 - 08:00 on the way to school on 94.7/ Kfm and Talk Radio 702/ 567 cape talk

Afternoons P.M. between 13:00 - 14:00 on the way home from school on 94.7/Kfm and talk radio 702/ 567 cape talk

TV between 14:00 - 15:00

MEDIA CONSUMPTION TV

TV Shows: Terrestrial Channels-

SABC 2 Skeem Saam (Weekdays) 15:00SABC 1 Yotv (Weekdays) 15:00Etv Glumpers (Thursday) 15:30SABC 1 Stumbo Stomp (Tuesday) 16:30SABC 3 Saturday Movies (Saturday)Etv WWE Wrestling (Sundays) 17:00

Satellite Disney XD Phineas and FerbDisney Jnr Jake and the Neverland Pirates

MEDIA CONSUMPTIONSocial Media: Twitter and Facebook

Twitter consumption times:

09:40 12:45 17:45

Facebook consumption times:

08:45 13:30 18:15

TARGET MARKET SEGMENTS

Primary school children

Foster children

Orphans

Single parent children

Child athletes

POSSIBLE SECONDARY TARGET MARKET

GAURDIANS

Kiara Peterse (38) Preschool teacher

Zanele Masipani (40) Housewife

Johan Spykerma (42) Packer

Ameera Wadee (38) Sales consultant

Daniel Bayers (40) Engineer

Bilal Seedat (37) Accountant

Anthony Risselman (38) IT Administrator

George Ahlborry (42) Medical wrapper

Salma Kent (37) Personal Assistant

Tenielle Daniels (40) Lecturer

Alaina Meredith (42) Lawyer

Tshepo Thondo (39) Mechanic

MARKETING OBJECTIVES

The Good Sport Marketing Objective is to build a sustainable base of investors that will allow for the expansion and growth in market share that will give Good Sport the platform to expand nationally within South Africa. This will allow Good

Sport to start a social movement, with sport being the vehicle to deliver that movement.

MARKETING COMMUNICATION OBJECTIVES

The Good Sport Communication Objectives are to increase market share within the Sports related NGO sector, by making use of a concentrated and concerted

awareness campaign, coupled with an attitudinal change campaign, centred around targeting the above mentioned target audience

MEDIA OBJECTIVES

Good Sports Trust aims to reach 60% of children aged 6 - 13 , by means of an awareness strategy and an attitudinal change campaign, by the 21st of August

2016.

CONCEPT

A two phase approach

Phase 1- Awareness

Phase 2- Attitudinal Change

PHASE 1: AWARENESS

Through social media channels and traditional media (print, radio)

Encourage everyday people to do sports events dressed as superheroes.

Park run in a superhero outfit or Critical Mass in a superhero outfit and then share

it on Social Media with the hashtag

#beagoodsport or #beahero or #MarvelAtOurAvengers

Good Sport ambassadors will also run events to raise awareness and funds for

good sport. eg: 2 Oceans and Comrades

Phase 1 Awareness (Alternative)

Through social media channels (FB, Instagram and twitter) and traditional

channels (print, radio)

Highlight the origins and humble beginnings of our ambassadors and encourage

kids to participate in Good Sports projects.

Because through participation anything is achievable, even greatness

#striveforgretaness

PHASE 2: ATTITUDINAL CHANGE

Once awareness and excitement has been generated through the awareness campaign and

#socialsuperhero, an event will be held in Johannesburg and Cape Town simultaneously

This event will see children competing in teams in physical and cognitive challenges.

The events will be Superhero themed and more specifically Avengers themed, in order to

broaden the appeal to our target market.

Kids will again be encouraged to come dressed as their favourite superhero to compete

PHASE 2: ATTITUDINAL CHANGE (ALTERNATIVE)

Once awareness and excitement has been generated through the awareness campaign and

#striveforgreatness, the roadshow concept will be held at various Western Cape secondary

schools. This event will see children competing in teams in physical and cognitive

challenges and striving to achieve greatness in their own sphere.

CONCEPT

The Goodsport: Guardians Of The Future Camp

Games: Mine field, Tug Of War, Archery, Human Knot

Sports: Soccer, Cricket, Netball

(Weekend summer/winter camp)

- outdoor tents, hero talks

CONCEPT#striveforgreatness

Marketing will be centered around well known sports stars Natalie du Toit and Bryan Habana, as Good Sports Avengers. Sharing their stories on their path to greatness.

Communication will be about the journey it took for them to reach the pinnacle of their careers. Outdoor advertising, Radio, Television, Social Media and the Internet.

This will resonate with the target audience due to the relatability and authenticity of the communication.

CREATIVE RATIONALEKey Finding relating to competitor: GS competitors all have a generic message about sport changing lives, but it isn't personal and relatable.

Objective/Take out: GS needs to have a personalised and relatable message that children will want to listen too and follow

Tone of voice: inspirational, echoing and in unison

Single Minded Idea: Superstar sportsmen and women as heroes to the children, Habana and Du Toit hosting the Goodsport: Guardians of The Future Camp. Interacting in the games, sports and talks all weekend.

From our insight we established that children are influenced heavily by their guardians and often in difficult circumstances they are faced with the choice between choosing two paths good or evil. This is all requires one guardian in their life to steer them the right way.

We have selected the theme of heroes and avengers because it as equally fun and interesting for the kids, as well as a significant message to emphasize to them that they can be just like their favourite heroes. Leveraging already familiar faces being the popular South African sports persons being present at the events, gives each child that memorable experience and potentially that belief they can too STRIVE FOR GREATNESS.

RATIONALE

To: the Guardians of the future who want to be active, whilst having fun and learning whilst doing so

Good Sport: is the only Sport’s related NGO

That allows you to have fun, while building the blocks that will lay the foundation for future development and growth

That’s because: Good Sport has a vested interest in not only the cognitive and neurological development of the youth, but also the well-being and development of all sports in the country.

POSITIONING STATEMENT

SLOGAN

The Good Sport slogan also needs to differentiate itself from the competitors, again while still being reflective of the core brand identity. As result the slogan is

as follows:

“Strive for greatness”

CONCEPT DESCRIPTION

Goodsport Summer/Winter Camp

GAMES SPORTS TALKS EAT REST REPEAT!

MANIFESTO

Good Sport camp strives to bring out the greatness of the children of tomorrow. Through emphasis of the importance of teamwork in the GoodSport exercises, the

support and compassion for your fellow man. That they will recognize the greatness within them.

MEDIA OBJECTIVES

To take on an omnichannel approach to connecting with consumers through the use of: digital and traditional mediums.

Use #StriveForGreatness as the vessel to carry the brand into the market that it is trying to reach and create neutrality.

Create visibility and a higher profile for The Goodsport Trust with target audiences - Children.

MEDIA OBJECTIVES

Support marketing plan, which consists of collateral pieces through the use of content marketing.

Be the center of conversation that takes place online, as well as listening offline to gain perspective on their issues and then help to improve the lives of the children.

MEDIA SQUARE

Reach30%

Frequency35%

Impact20% Time

15%

CHANNEL STRATEGYOmni-channel approach

TO ADD OMNI-CHANNEL CYCLE DIAGRAM HERE

CHANNEL PLANNING

The content will be curated by Rendani

This includes content in all channels in the omni-channel strategy

Artwork to be designed by Jupiter drawing room

Activity week 1 week 2 week 3 week 4 week 5 week 6 week 7 week 8 week 9 week 10

Phase 1- Awareness

Radio

94.7

Cape Talk

Kfm

Metro FM

TV

SABC 1

SABC 2

SABC 3

Activity week 11 week 12 week 13 week 14 week 15 week 16 week 17 week 18 week 19 week 20

Phase 1- Attitudinal change

Online

Twitter

Facebook

YouTube

Mobile

SMS

USSD

Activity week 21 week 22 week 23 week 24

Phase 1- Attitudinal change

Online

Twitter

Facebook

Instagram

Print- Community Newspaper

Northcliff/Melville times

Rosebank Killarney Gazette

Kasi News

TygerBurger

IMPLEMENTATION

RADIO SPOTSFX: *cues composed classical tune “Time” by Hans Zimmer*

Man: "Son, what do you want to be when you grow up?"

Boy: "I want to be Ironman Daddy!"

Man: "Son... You can't be Ironman, superheroes don't exist."

Boy: "But Dad, you're my hero and you exist?"

Narrator: Be careful you don't limit those who look up to you because you limit yourself, Strive For Greatness. Goodsport. Nurturing young minds and bodies for a better future for all.

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TWITTER

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STREET POLE ADS

AMBIENT

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REVENUE FOR 8 MONTHS

EXPENSES FOR 8 MONTH PERIOD

THANK YOU