MARKETING STRATEGY 14 November 2006

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MARKETINGSTRATEGY14 November 2006

• By P. Tsotso Sehoole

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CONTENTS

• Purpose of SANBI
• Goals
• Purpose
• Positioning
• Challenges
• Three Year Targets
• Target Market Analysis
• Strategies

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GOAL

• The Directorate seeks to promote SANBI gardens
  and facilities into
• the preferred scientific, learning, useful advise
  centres as well as
• recreation / leisure destinations through using
  innovative and
• exciting approaches

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PURPOSE

• The strategy was developed to direct execution
  of the following functions
• Marketing and communication of all SANBI
  activities locally and Internationally
• Strong media liaison and lobbying
• Promotion of SANBI facilities and services
• Implementation of specific segment target market
  strategies to attract the HDIs, retain current
  users and expand to other segments of groups
  utilising the SANBI facilities

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PURPOSE

• Further increase the footfall into the National
  Botanical Gardens
• Increase revenue
• Increase awareness of the expanded mandate (which
  includes both fauna and flora) of SANBI

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POSITIONING

• SANBI is different from all other organisations
  due to the following unique elements
• Vast intellectual capital in research of fauna
  and flora
• MICE facilities in lush gardens
• Choice of eight unique national botanical
  gardens in five
• provinces
• Affordability
• Location within six major cities and two well
  established towns of
• South Africa
• Coordinated projects on biodiversity
  management
• Hands-on environmental support and solutions
  to South African
• communities

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CHALLENGES

• Identifying and managing all critical success
  factors
• Lobbying all round support of the strategy
• Appointment of personnel
• Using opportunities and platforms
• Coordinated marketing function
• Unwavering oversight to gardens and centre
  marketing efforts
• Delegation of Authority
• Transport and logistics for the HDIs
• Lobby local transport organisers to make gardens
  a destination
• Limited complementary entry tickets for taxi
  operators
• Finding proper partners (cause marketing without
  exploitation)
• Concerts
• Projects
• Budget and resources

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THREE YEAR TARGETS

• The following are three-year aggressive yet
  achievable targets
• Establish a strong SANBI brand
• Achieve a 30 increase in visitors in the use of
  SANBI facilities
• Achieve a 20 increase in income generated
  through gate-takings, sales, donations,
  sponsorships, grants and bequests.

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TARGET MARKET ANALYSIS
Objective 1 Establish a strong SANBI brand
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TARGET MARKET ANALYSIS
Objective 2 Achieve a 30 increase in visitors
in the use of SANBI facilities
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TARGET MARKET ANALYSIS
Objective 2 Achieve a 30 increase in visitors
in the use of SANBI facilities
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TARGET MARKET ANALYSIS
Objective 3 Achieve a 20 increase in income
generated through gate-takings, sales, donations,
sponsorships, grants and bequests
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STRATEGIES

• Profile SANBI facilities and services. Place
  special emphasis on points of differentiation
  (unique selling features).
• Illustrate SANBIs successes quantified through
  number of projects and also expressed in
  qualitative terms.
• Promote SANBIs superior value for money
  facilities illustrating proximity, entry fees and
  other inclusive benefits.
• Promote public awareness of SANBIs role in
  scientific research.
• Distribution through free mass communication
  media, media buying, advertising, meetings,
  presentations and exhibitions

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STRATEGIES

• Public Relations activities, continuously
  interact with target audiences through functions
  (launches, cocktails, outings etc.), media
  releases, newsletters and other print material,
  SANBI website, exhibitions, distribution of
  collateral and promotional gifts
• Pursue collaborative marketing forging synergies
  with provincial, local authorities, para-statals
  and other potential partners.
• Target specific tours and experience of SANBI
  facilities

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IMPLEMENTATION and MONITORING TOOLS
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IMPLEMENTATION and MONITORING TOOLS
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IMPLEMENTATION and MONITORING TOOLS
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IMPLEMENTATION and MONITORING TOOLS
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IMPLEMENTATION and MONITORING TOOLS
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IMPLEMENTATION and MONITORING TOOLS
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IMPLEMENTATION and MONITORING TOOLS
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IMPLEMENTATION and MONITORING TOOLS
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IMPLEMENTATION and MONITORING TOOLS
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IMPLEMENTATION and MONITORING TOOLS
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IMPLEMENTATION and MONITORING TOOLS
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IMPLEMENTATION and MONITORING TOOLS
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THANK YOU