WITS BUSINESS SCHOOL PHASE II

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WITS BUSINESS SCHOOL PHASE II
A CHILLIBUSH PRESENTATION MAY 2007
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NEW FACES
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• As Creative Director of ChilliBush, Nick
  consolidates an impressive career. This includes
  a five-year stint as a commercials director,
  preceded by a rewarding career as an
  award-winning creative director at a number of
  leading Johannesburg agencies. Nick has a fresh
  outlook and is extremely passionate about his
  work.

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• Kwaneles passion for client service is enhanced
  by his marketing degree and experience as a
  strategic copywriter and market researcher. A
  creative flair, combined with a strong sense of
  attention to detail and understanding of the
  local market, make him the ideal client service
  professional.

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• With an extensive background in PR and marketing,
  Richard saw the potential of electronic marketing
  and started ChilliBush-partner, Electric
  Fire. The company has offices in London,
  Johannesburg and Cape Town and serves a cross
  section of organisations nationwide. 

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RECAP OF THE BRIEF
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(No Transcript)
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MEDIA RECOMMENDATION
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WHEN WE LAST MET
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WE IDENTIFIED SOURCES OF GROWTH
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BUT
What good is a model without practical
application and a growth segment that has not
been quantified?
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IF WE BELIEVE
that being ranked the best MBA programme will
add kudos to the Brand (School) the EDP, then
we should consider part of the MBA marcomms.
investment as an investment in the School the
EDP.
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BUDGET ALLOCATION PROPOSAL

• MBA PROGRAMME
• Upweight to 20 of annual media budget
• Borrow from Brand EDP budgets

• EXEC. DEV. PROG.
• Down-weight to 80 of annual media budget
• Leverage MBA equity

• BRAND (SCHOOL)
• Down-weight to 0 of annual media budget
• Integrate Brand into MBA marcomms.

R2 million
R8.5 million
R0 million
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MBA PROGRAMME

• WHAT CAN MARCOMMS. DO?
• Attract quality applicants
• Provide an equity platform for the EDP

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QUANTIFYING GROWTH
More ladies
Younger
Less experience
More colour
More entrepreneurs
JD BPT 06
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MARKET CONSTRUCT
Urban Gauteng 6.3 million
I want to get to the very top of my career and
It is important to
continue learning throughout your life I regard
my work as a career rather than as a job 1 million
Age 25-44 550 000
Female 280 000
Male 270 000
Black 220 000
WCI 57 600
Core
Growth
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MEDIA OBJECTIVES
Reach 70 of potential market 194 320
Convert 2 to action
Serious Consideration 3 886
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PRACTICAL APPLICATION OF THE MODEL
PHASES OF PURCHASE DECISION-MAKING
EmotionalInvolvement
RationalInvolvement
Continuously after purchase
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MBA MEDIA MIX
PHASES OF PURCHASE DECISION-MAKING
Low Attention
High Attention
Focused
Latent Attention
Evaluation
Trade Magazines
Course content online
W. of Mouth
MBA Rankings
48-sheet Citilites
Targeted mailers
WBS magazine
Street pole ads
Website
Alumni endorsement
Business Times
Speaker programme
RADIO ONLINE TO PLAY A ROLE ACROSS THE PHASES
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MBA MEDIA MIX
PHASES OF PURCHASE DECISION-MAKING
Low Attention
High Attention
Focused
Latent Attention
Evaluation
Trade magazines
Course content online
W. of Mouth
MBA Rankings
48-sheet Citilites
Targeted mailers
WBS magazine
Street pole ads
Website
Alumni endorsement
Business Times
Brand messages
MBA rankings
Enrolment message
Speaker programme
RADIO ONLINE TO PLAY A ROLE ACROSS THE PHASES
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TO MARKET RADIO

• Highveld Stereo Radio 702 Kaya FM (highest
  penetration into media target market)
• Combo rates on Highveld Stereo Radio 702
• Two-week bursts preceding MBA enrolment (p/t
  f/t)
• One-week bursts delivering brand be challenged
  (MBA) communication
• One-week tactical announcement bursts (e.g. MBA
  rankings results)
• Prioritise morning drive leverage at work
  mindset
• Avoid off-peak spot buys negligible incremental
  reach builder
• Aim to achieve continuity to maintain top-of-mind
  awareness

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DELIVERABLES RADIO

• 2 x 2-week bursts driving p/t f/t enrolment
• 1 x 1-week burst announcing MBA rankings (pending
  result)
• 3 x 1-week bursts in hiatus periods to deliver
  brand communication
• Reach 252 000 people
• Average frequency 14.66
• of spots per week 15
• Campaign cost R616 635

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WHY?
PHASES OF PURCHASE DECISION-MAKING
Low Attention
High Attention
Focused
Latent Attention
Evaluation
Trade magazines
Course content online
W. of Mouth
Street presence
MBA Rankings
48-sheet Citilites
Targeted mailers
WBS magazine
Street pole ads
Website
Alumni endorsement
Business Times
Directional signage
Speaker programme
RADIO ONLINE TO PLAY A ROLE ACROSS THE PHASES
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TO MARKET LATENCY MEDIA

• Street pole ads in vicinity of WBS for tactical
  messaging directional signage
• 48-sheet Citilites in key catchment suburbs for
  street presence
• Rotate creative messaging fortnightly to maintain
  interest levels
• Use rotational matrix to deliver incremental
  reach
• Deliver brand be challenged messaging

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DELIVERABLES LATENCY MEDIA

• 20 x street pole ads in WBS vicinity
• 6-month campaign to coincide with enrolment
  activity on Radio
• Cost R60 000
• 5 x 48-sheet Citilites positioned on primary JHB
  arterial roads
• Jan Smuts Ave, William Nichol Dr, Bryanston Dr,
  Rivonia Rd, Sandton Dr, Oxford Rd, Witkoppen
  Rd, Republic Rd, etc.
• Sites and creative to be rotated fortnightly
• 6-month campaign
• Cost R600 000

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WHY?
PHASES OF PURCHASE DECISION-MAKING
Low Attention
High Attention
Focused
Latent Attention
Evaluation
Trade magazines
Course content online
W. of Mouth
MBA Rankings
48-sheet Citilites
Targeted mailers
WBS magazine
Connect with Alumni
Street pole ads
Website
Alumni endorsement
Business Times
Broaden proposition
Electronic mailers
RADIO ONLINE TO PLAY A ROLE ACROSS THE PHASES
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TO MARKET EXPLORATION MEDIA

• Continue to advertise in WBS magazine to connect
  with Alumni
• Maintain relationship with Business Times
  (front-page solus) to broaden reach into
  business-minded market segment
• Deliver be challenged benefits (MBA) messaging

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DELIVERABLES EXPLORATION MEDIA

• 5 x front page solus insertions in Business Times
• Coincide with f/t and p/t enrolment bursts (2
  inserts per burst)
• Coincide with MBA rankings announcement (1
  insert)
• Reach 185 000 people
• Average frequency 4.22
• Campaign cost R250 000

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WHY?
PHASES OF PURCHASE DECISION-MAKING
Low Attention
High Attention
Focused
Latent Attention
Evaluation
Targeted contact
Trade magazines
Course content online
W. of Mouth
Electronic Printed
MBA Rankings
48-sheet Citilites
Targeted mailers
WBS magazine
Street pole ads
Website
Alumni endorsement
Interactivity transactional (?)
Business Times
Speaker programme
Direct marketing
RADIO ONLINE TO PLAY A ROLE ACROSS THE PHASES
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TO MARKET CONSIDERATION MEDIA

• Introduce core mix of trade publications to
  connect with executives in professions that
  traditionally have the highest propensity to
  enrol in an MBA programme
• Financial Mail
• Accountancy SA
• Engineering News
• SA Journal of Marketing

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TO MARKET CONSIDERATION MEDIA

• Deliver targeted e-mailers to online newsletter
  subscribers
• Fin 24
• News 24
• IOL
• BD Online
• Career Junction
• Post printed mailers to WBS Alumni (traditional
  direct mail) insert printed mailers into WBS
  magazine
• Distribute printed leaflets at Distinguished
  Speakers Forums

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DELIVERABLES CONSIDERATION MEDIA

• FPFC insertions into selected trade magazines
• Financial Mail 3 insertions
• Accountancy SA 6 insertions
• Engineering News 6 insertions
• SA Journal of Marketing 6 insertions
• Assume 1 reader per copy
• Reach 149 000 people
• Average frequency 5.48
• Campaign cost R227 000
• Mailer campaign
• 200 000 e-mailers _at_ 50c R100 000
• 20 000 print mailers _at_ R2 R 40 000

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WHY?
PHASES OF PURCHASE DECISION-MAKING
Low Attention
High Attention
Focused
Latent Attention
Evaluation
Integrate with online activity, and all other
media
Trade magazines
Course content online
W. of Mouth
MBA Rankings
48-sheet Citilites
Targeted mailers
WBS magazine
Street pole ads
Website
Alumni endorsement
Business Times
Speaker programme
RADIO ONLINE TO PLAY A ROLE ACROSS THE PHASES
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TO MARKET ACTION MEDIA

• Course content online
• Online application form transactionability
• Integrate website and online campaign
• Include website address/application form URL on
  all other media in the mix

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WHY?
PHASES OF PURCHASE DECISION-MAKING
Low Attention
High Attention
Focused
Latent Attention
Evaluation
Publicity
Trade magazines
Course content online
W. of Mouth
Reduce dissonance
MBA Rankings
48-sheet Citilites
Targeted mailers
WBS magazine
Street pole ads
Website
Endorsement marketing
Alumni endorsement
Business Times
Speaker programme
RADIO ONLINE TO PLAY A ROLE ACROSS THE PHASES
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TO MARKET EVALUATION MEDIA

• Publicity campaign
• Poster advertising around WBS
• Letters to high-profile Alumni
• Invite Alumni to Distinguished Speakers
  Programme, special functions, guest lectures,
  etc.

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MEDIA DELIVERABLES BUDGET SUMMARY
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MEDIA DELIVERABLES

• Radio 252 000 people
• Trade Magazines 149 000 people
• Business Times 185 000 people
• Mailers 220 000 people
• Duplicated reach 806 000 people
• Nett reach 195 000 (70.6 of target)
• It is expected that the measurable mainstream
  media in the MBA mix will reach approximately 195
  000 people in the core and growth market
  segments.
• Reach for the other channels in the mix cannot be
  accurately quantified.

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TIMING PLAN JANUARY INTAKE

• 2-week radio burst end-Jul
• Trade Magazines Jul Aug issues
• Business Times last week Jul
• 1st week Aug
• Printed Mailers Jul
• E-Mailers end-Jul

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TIMING PLAN APRIL INTAKE F/T

• 2-week radio burst end-Oct
• Trade Magazines Oct Nov issues
• Business Times last week Sep
• 1st week Oct
• Printed Mailers Oct
• E-Mailers end-Oct

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TIMING PLAN RANKING ANNOUNCEMENT

• 1-week radio burst Aug-Sep
• Business Times Aug-Sep (1 insertion)

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TIMING PLAN GENERIC MBA

• 1-week radio bursts Mar, May, Sep
• Street Pole ads May-Oct
• Trade Magazines Mar May issues
• Citilites May-Oct
• Online

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BUDGET SUMMARY

• Radio 8-weeks R616 635
• Street Pole Ads 6-months R 60 000
• Citilites 6-months R600 000
• Business Times 5 insertions R250 000
• Trade Magazines 21 insertions R227 000
• Mailers 220 000 mailers R140 000
• Online Miscellaneous R100 000
• Other media TBC R 50 000
• TOTAL R2 043 635

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DNA OF LEADERSHIP

• WHAT CAN MARCOMMS. DO?
• Attract quality applicants
• Prioritise call-to-action (impact)

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MEDIA OBJECTIVES
Assume more focused potential market 200 000
Reach 60 of potential market 120 000
Convert 0.5 to action
Serious Consideration 600
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PRACTICAL APPLICATION OF THE MODEL
PHASES OF PURCHASE DECISION-MAKING
EmotionalInvolvement
Priority
Priority
Leverage MBA equity to drive through the funnel
RationalInvolvement
Continuously after purchase
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DNA OF LEADERSHIP MEDIA MIX
PHASES OF PURCHASE DECISION-MAKING
Low Attention
High Attention
Focused
Latent Attention
Evaluation
Trade Magazines
Course content online
W. of Mouth
Targeted mailers
Website
Alumni endorsement
Business Times
Call-to-action content message
Speaker programme
RADIO ONLINE TO PLAY A ROLE ACROSS THE PHASES
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DNA OF LEADERSHIP MEDIA MIX
PHASES OF PURCHASE DECISION-MAKING
Low Attention
High Attention
Focused
Latent Attention
Evaluation
Targeted contact
Publicity
Integrate with online activity, and all other
media
Trade Magazines
Course content online
W. of Mouth
Electronic Printed
Targeted mailers
Website
Endorsement marketing
Alumni endorsement
Interactivity transactional (?)
Business Times
Optimise reach
Speaker programme
Direct marketing
RADIO ONLINE TO PLAY A ROLE ACROSS THE PHASES
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DNA OF LEADERSHIP MEDIA MIX
PHASES OF PURCHASE DECISION-MAKING
Low Attention
High Attention
Focused
Latent Attention
Evaluation
Targeted contact
Publicity
Integrate with online activity, and all other
media
Trade Magazines
Course content online
W. of Mouth
Electronic Printed
Targeted mailers
Website
Endorsement marketing
Alumni endorsement
Interactivity transactional (?)
Business Times
Optimise reach
Speaker programme
Direct marketing
RADIO ONLINE TO PLAY A ROLE ACROSS THE PHASES
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MEDIA MIX DNA OF LEADERSHIP

• 1-week radio burst on Highveld Stereo, Radio 702
  and Kaya FM 3 weeks prior to enrolment deadline
  dates
• 1 x Business Times front-page solus 1 month
  prior to enrolment deadline dates
• 1 x FPFC insertion in trade magazines - 1 month
  prior to enrolment deadline date
• Printed mailers to WBS Alumni and e-mailers to
  targeted customer segments 1 month prior to
  enrolment deadline date
• Deliver call-to-action messaging

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TO MARKET DNA OF LEADERSHIP

• Radio stations 3 weeks prior (morning drive)
• Highveld Stereo, Radio 702, Kaya FM
• Business Times front-page solus 1 month prior
• Trade magazines FPFC - 1 month prior
• Financial Mail
• Accountancy SA
• Targeted e-mailers 1 month prior
• Fin 24, BD Online, Career Junction
• 100 000 e-mailers _at_ 50c
• Post printed mailers to WBS Alumni 1 month
  prior
• 10 000 print mailers _at_ R2
• Distribute printed leaflets at Distinguished
  Speakers Forums

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MEDIA DELIVERABLES

• Radio 165 000 people
• Trade Magazines 132 000 people
• Business Times 156 000 people
• Mailers 110 000 people
• Duplicated reach 563 000 people
• Nett reach 120 000 (60 of target)
• It is expected that the measurable mainstream
  media in the DNA of Leadership mix will reach
  approximately 120 000 people

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BUDGET SUMMARY (Per single programme)

• Radio 1 week R 77 079
• Business Times 1 insertion R 50 000
• Trade Magazines 2 insertions R 50 000
• Mailers 110 000 mailers R 70 000
• Online Miscellaneous R 20 000
• TOTAL R287 079

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MEDIA CHECKLIST

• Quantifiable target markets
• Clear objectives
• Measurable deliverables
• Practical application of model
• Passion

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MBA CREATIVE RECOMMENDATION
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RADIO
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MBA RADIO
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DNA FOCUS GROUP FEEDBACK
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PARTICIPANT PROFILE
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QUESTIONS ASKED

• QUESTIONS ASKED WITH REGARD TO THE DNA OF
  LEADERSHIP, EXECUTIVE EDUCATION COURSE AT WBS
• Would you take an executive education course?
• Does this course appeal to you? If so, why? If
  not, why not?
• Does this course provide enough information for
  you to ascertain whether it would be good
• for your career development?
• Is this the leadership course you would take?
• If not, what are you looking for in a leadership
  course?
• Background Information Provided WBS published
  outline

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FINDINGS

• All members of the group agreed that they would
  take an Executive Education course
• All members of the group would most likely only
  take one if their company paid for it
• All members of the group agreed that they would
  take a course in Johannesburg as they live and
  work there (i.e. not UCT) but would like to check
  out GIBS as well

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MEMBER RESPONSES

• The title DNA of Leadership implies that
  leadership is inherent not learned so why
  am I bothering with a course from a business
  school?
• The description of the course is obtuse.
•  
• This description is too academic I dont get
  it.
• This tells me nothing about what I am going to
  get out of it.
• This description is really complicated not
  clear.

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MEMBER RESPONSES

• I cannot locate myself as a candidate for this
  course? Who is this for, experienced or junior
  people?
• Am I going to be in a classroom with a bunch of
  junior execs for an entire weekendand have
  little to discuss?
• I like the fact that it will help me see my
  potential as a leader.
• Will there be case examples of great leaders
  discussed as role models?
• It sounds interesting, but I would like to know
  more about the facilitator.

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DNA FOCUS GROUP

• WHEN ASKED WHAT THEY ARE LOOKING FOR IN A
  LEADERSHIP COURSE
• I want to know how to motivate all types of
  people.
• If I can motivate others effectively, then I get
  the best of the best to work with.
• We all win if I can motivate others effectively.
• Something for senior managers or people at a
  point of leadership transition just promoted to
  a new level of responsibility and want to upgrade
  with assistance from WBS.
• Something that is not the run of the mill but has
  a real credibility factor.

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DNA CREATIVE RECOMMENDATION
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RADIO
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DNA RADIO
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E-MARKETING CAMPAIGN
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WEBSITE

• New look feel to reflect Be Challenged
  concept
• Call to action buttons for DNA MBA courses
  drive awareness and attention immediately off the
  home page of the Wits website
• Click through to those courses from website to
  drive awareness and option for immediate online
  booking of both courses
• MBA Forum to be held on the website as a
  networking interactive tool for enrolled
  executives, previous alumni, as well as external
  audiences and the staff faculty
• Search Engine Optimisation

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ONLINE ADVERTISING

• To complement the offline media campaign with the
  select placement of advertisements on defined
  online media Business Day/Financial Mail/IOL
  websites for example. Promotes message
  consistency and continuity in the promotion of
  the 2 courses.
• Option to use static/animated online banner Ad vs
  rich media banner Ad.
• Pay-Per-Click advertising to cancel out the
  lengthy turnaround time associated with SEO.
  Ensures brand awareness for the 2 courses begins
  immediately. Also aids in the capturing of a
  wider target audience.

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ONLINE BANNER ADVERTISEMENT
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RICH MEDIA ADVERTISEMENT
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PAY-PER-CLICK ADVERTISING
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THE IMPORTANCE OF A CLEAN DATABASE

• The database is the key to effective e-marketing
• A substantial, clean database allows for targeted
  primary and secondary marketing
• We build and maintain a clients database through
  driving traffic to their website and aggressively
  growing that database through defined e-mail
  campaigns

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DAILY E-MAIL BRANDING

• Branding electronic communication
• Use normal daily e-mails to spread awareness and
  generate interest in the DNA MBA courses
• E-mail banners click through to defined pages on
  the website, as well as opening up landing pages
  to drive online bookings of the courses

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GENERIC DAILY BANNER FOR MBA COURSE
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GENERIC DAILY BANNER FOR DNA OF LEADERSHIP COURSE
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E-MAIL MARKETING

• To ensure campaign effectiveness, the online
  e-mail distributions will match the creative look
  and feel of the offline advertising and concept
• Different content and distributions can be
  designed, sent out during the campaign to
  generate AWARENESS, INTEREST and ultimately drive
  the PURCHASING decision for both the MBA DNA
  courses
• Pre Post distributions can be done which not
  only act as an excellent customer relationship
  tool they also keep awareness high and act as a
  powerful communications mechanism

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ELECTRONIC NEWSLETTER

• Design template to reflect Be Challenged look
  feel
• Cleaner, sharper design feel
• Highlighting specific courses
• Ability to conduct research surveys polls
• Communications tool can have individual
  newsletters specific to the courses

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E-MARKETING FOR MBA COURSE

• E-mail banner distribution
• Pre-distribution
• Post-distribution

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PRE E-MAIL DISTRIBUTION
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POST E-MAIL DISTRIBUTION
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E-MARKETING FOR DNA OF LEADERSHIP COURSE

• E-mail banner distribution
• Pre-distribution
• Post-distribution
• Push-to-fill course distribution

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PRE E-MAIL DISTRIBUTION
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POST E-MAIL DISTRIBUTION
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LAST MINUTE PUSH FOR BOOKINGS
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THE IMPORTANCE OF RESULTS

• We are a results driven company.
• We can track and do detailed reports on each of
  our activities - Web analytics - SEO -
  Portal Marketing Online Media Advertising E
  mail marketing
• Our reports show you actual Rands and Cents ROI
• We work smarter

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IN SUMMARY

• Getting the website database right
• Distributing specific e-mail messages to that
  database
• The option to book courses online
• Customer-relationship marketing with pre and post
  distributions
• Driving course awareness via online advertising
  daily e-mail branding
• Generating actual bookings and turnovers
• We are a clean e-marketer and adhere strictly to
  all industry rules and regulations

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BEHIND-THE-LINE
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OBJECTIVES

• Initially to ensure buy-in of the proposed
  marketing direction
• To use the Be Challenged concept to motivate
  and unify staff
• To achieve the right amount of information-sharing
  without overkill

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RECOMMENDATION

• A monthly electronic communiqué from Professor
  Ncube to all staff
• It will be concise, light and motivating
• It will update staff in advance of certain
  events/issues (e.g. A rationale of the new
  marketing campaign before it is launched
  externally)
• It will encourage response/comment
• Ultimately it can be adapted and extended to
  target Alumni
• It will be in a HTML format so it automatically
  appears in the message box without recipients
  having to access attachments
• ChilliBush PR can assist with the compilation and
  distribution of the communiqué

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THANK YOU
WERE UP FOR THE CHALLENGE!
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CHILLI HOUSE 58 Jan Smuts
Avenue, Forest Town 27 11 646 7152
www.chillibush.co.za