1. Partners for Possibility
Presentation title goes
Communications Strategy here.
21 August 2012

2. Agenda...
Recap on Brief Objectives
Situational Analysis:
- Trends shaping CSI in SA
- Trends shaping Business Agenda
Marketing is Dead!
Movement Marketing
Social Capital Needs
Communication Strategy next steps

3. Brief Objective: Engage identified stakeholder groups?...
CSI Managers
Citizens
Heads and SMME Business Leaders
CEO’s of Leadership Development
• Tohighlight thegroupof the programme in
•To highlight the role of the programme in
expose this role of the programme in
highlight the role to the value of the
programme in relation toi.e. tangible
leadership development “improving
leadership development i.e. tangible living
standards” development that delivers results
leadership
leadership development that delivers results
aligned to a socio-economic impact agenda
aligned to a socio-economic impact agenda
•To highlight the importance of having a proper
•To highlight the role (and of having a merit
• To highlight the importance of having a in
leadership foundationof thetherefore theproper
•To highlight the importance programme proper
leadership development i.e.therefore the merit
foundation (and tangible
leadership foundation (and thereforekey phrase
of implementing this programme) … the merit
to remember “ Principals are the before
of implementing this programme)
of implementing this programme)heart of
leadership development vs. theoretical
•… key phrase to to other as typically initiatives
change” development CSI Principals are
leadershipfunds remember “specific
allocating
administered to remember “ Principals are the
… key phrase by business schools and other
the heart of change”
•To highlight the role of the programme in
heart of change”
similar institutions
leadership development i.e. tangible
Desired Outcome:
-•To secure development the theoretical in
leadership [block] funding programme
To highlight the role of vs.
Desired Outcome:
- Support for the programme i.e. tangible
leadership development as typically
- To secure development vs. theoretical
leadership [block] funding
administered by business schools and other
leadership development as typically
similar institutions
- Support for the programme
administered by business schools and other
Desiredinstitutions
similar Outcome:
- To secure seed funding
Desired Outcome:
- Support for the programme
- To secure seed funding with the view of
unlocking block funding
-Support for the programme

4. Situational Analysis
Trends shaping CSI in South Africa
CSI gains traction as key driver in building a sustainable business vs. a reputation management
tool i.e. Social Impact Development
Increased pressure to measure CSI initiatives – business & social impact.
Increased value placed on CSI against the backdrop of declining CSI budgets.
Focus on CSI initiatives that have an effect on core business.
Increase in funding for environmental & job creation initiatives.
Education initiatives still a priority but are evaluated in relation to the business’ needs i.e.
focus on future skills that the business will require vs. funding education initiatives in general.
Trends shaping the Business Agenda
Human capital - developing ‘future fit’ employees & talent investment for future growth
Innovation through unconventional partnerships (new inspiration & capabilities)
Addressing sustainability (environmental & social) as part of business strategy

5. Communication Strategy – Marketing is dead!
First, buyers (of services and products) are
no longer paying much attention
Second, in today's increasingly social
media-infused environment, traditional
marketing and sales not only doesn't work so
well, it doesn't make sense.
Third, CEOs have lost all patience
Advertising, public relations, branding and corporate communications — is dead!!

6. Communication Strategy – Movement Marketing
Customer Influencers: The people who
influence your target audience
INFLUENCERS Find and cultivate customer
influencers and give them something
great to talk about
Engage them in two-way
SOCIAL CAPITAL SOCIAL CAPITAL communication
Help them build social capital, - helps
them build their affiliation
networks, increase their reputation and
give them access to new knowledge —
all of which your customer influencers
INFLUENCERS
crave.
Get your customer advocates
involved in the solution you provide
Find your customer influencers.

7. Social Capital Needs: Across stakeholder groups?...
CEO’s
- Delivering sustainable[and comparable to
core business] economic value via Social
Impact Programmes
-Human capital development(current & future)
positioned to deliver a competitive advantage
- Drive partnerships that foster innovation
Heads of Leadership Development
-Enabling a
collaborative, communicative, creative &
flexible workforce i.e. Future Fit
CSI Managers
-Delivering ROI via corporate investments
inSocial Impact Programmes
-To be viewed as Strategic Decision Makers
Citizens and SMME Business Leaders
-Contribution toward improving Living
Standard across communities
-Community Development and Upliftment

8. Your movement should…
Capitalise on the trend toward Allocentric Demandi.e. people are beginning to
value nature, the future, society, one another and their own sense of purpose and
well-being, much more than ever before."

9. Communication Strategy – Recommended Steps
Identify Customer Influencers
Develop engagement campaigns that
speak to social capital needs
INFLUENCERS - Messaging should be supported by research data
Initiate two-way communication
across multiple touchpoints … leveraging
social media
- Dedicate resources to this
- Craft tailored messaging – TELL STORIES!! INSPIRE a
SOCIAL CAPITAL SOCIAL CAPITAL MOVEMENT
Get your customer advocates
involved in the solution you provide
-Identify advocates within your customer influence
group
- Get them involved in developing communication
solutions
INFLUENCERS
Overarching Message: Activating
Socio-Economic Impact via
Partner-4-Possibility

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