MARKETING

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MARKETING COMMUNICATIONS
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Background
Vision WOW WORLD (The state of being impressed)
Mission Statement Mobilise mass awareness seek
public support unpack agenda issues and WOW the
world
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Target Audience

• Mass Audience
• Summit Delegates
• International Audience
• Special Audience
• Youth
• Women
• Rural Dweller
• Gauteng Residents

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Programme Distribution Plan

• Introduction Phase
• Incubation Phase
• Event Phase
• Post Event Phase

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Key Strategic Isuues

• Declare Year 2002 the YEAR OF SUSTAINABLE
  DEVELOPMENT
• Ensure integrated approach with South African
  Tourism
• Department of Environmental Affairs and Tourism
  Department of
• Foreign Affairs GCIS, IMC and United Nations
• Establish key input committees
• South African Broadcasting Corporation Committee
  and State
• Departments Committee

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Introduction Phase Activities October 2001
December 2001

• Press Editorial Profiles (October 2001)
• Objectives
• To introduce World Summit on Sustainable
  Development
• (WSSD) 2002 and Sustainable Development to the
  public
• To introduce JOWSCO to public
• Media (Minimum 2 pages)
• Sunday Times
• Sunday Tribune
• City Press
• Rapport

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Press Editorial Profiles October 2001

• Media cont.
• Sowetan
• Star
• Mail and Guardian
• Cape Argus
• Daily Dispatch
• Ilanga
• Beeld
• Pretoria News
• Daily News

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Series Ministerial Forum National Departments
(ND)

• Objective
• In order to promote mass awareness and start
• unpacking agenda issues on WSSD, relevant
  ministers
• would be interviewed and documentaries on their
  work
• would be screened to illustrate in a practical
  way
• application of Sustainable Development
• Media Target
• Television
• Radio
• Editorial reviews

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Series Ministerial Forum National Departments
(ND)

• Relevant Ministers
• Water Affairs and Forestry (R. Kasrils) on
  environmental protection
• component
• Environmental Affairs and Tourism (V. Moosa) on
  environmental protection
• component
• Agriculture and Land Affairs (T. Didiza) on
  environmental
• protection component
• Health (M. Shabalala-Msimang) on poverty
  alliviation component

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Series Ministerial Forum National Departments
(ND)

• Relevant Ministers cont
• Public Entrerprise (J. Radebe) on economic
  development
• component
• Labour (M. Mdladlana) on poverty alleviation
  component
• Trade and Industry (A. Erwin) on economic
  development
• component
• Post, Telecommunications and Broadcasting (I.
  Matsepe-Cassaburi)
• on economic development component
• Finance (T. Manuel) on economic development
  component

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Series Ministerial Forum National Departments
(ND)

• Relevant Ministers cont
• Foreign Affairs (N. Dlamini-Zuma) on economic
  development
• component
• Mineral and Energy Affairs (P. Mlambo-Ngcuka) on
  economic
• development component
• Transport (D. Omar) on economic development
  component
• Education (K. Asmal) on social development
  component
• Housing (S. Mthembi-Mahanyele) on social
  development component

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Incubation Phase

• Declare Year of Sustainable Development January
  2002
• Launch Cradle of Humankind Campaign March 2002
• Launch SAPO Special Stamps to commemorate Year of
• WSSD February 2002
• Launch Education / Schools Programme February
  2002
• Launch advertising March 2002
• Television
• Radio

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Incubation Phase cont

• Launch South African Airways Plan March 2002
• Launch Television documentary series April 2002
• SABC TV
• e.tv

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Incubation Phase cont

• Unpack Agenda Programme April/May/June 2002
• Jakarta Sessions on Agenda
• Agenda debates on TV and Radio
• Interview high profile personalities TV and
  Radio
• TV series on Agenda Issues SABC TV and e.tv
• Launch bus advertising June/July/August/Septembe
  r 2002
• Phase in Airport Décor Plan July/August/Septembe
  r 2002

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Incubation Phase cont

• Launch Clean our Environment campaign
  July/August 2002
• Launch rubbish bin campaign July/August 2002
• Phase in Shopping Centres Décor Plan
  July/August/September 2002
• Phase in WOW Screen Plan July/August/September
  2002
• Vodacom Screens
• MTN Screens
• Cell C Screens
• Banks ATM Screens
• Phone Cards

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Incubation Phase cont

• Launch Freeway and Venue Décor Plans
  July/August/September
• Launch WSSD 2002 Song July/August 2002
• Launch Youth and Rural Roadshows with Arts Alive
  
• August/September 2002

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Event Phase

• Implement Opening Ceremony
• Implement Social Events Plan
• Implement Media Centre Management Plan
• Implement Special Publications Plan
• Summit Magazine
• Summit Newspaper
• Book and video on South Africa
• Closing Ceremony

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Post Event Phase

• Thank You Campaign
• Summit Book for Delegates
• E-Mail letters to Delegates and Feedback survey
• Launch National Strategy on Sustainable
  Development