MARKETING & COMMUNICATION

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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

Target Audience

• Mass Audience• Summit Delegates• International Audience

Special Audience• Youth• Women• Rural Dweller• Gauteng Residents

Programme Distribution Plan

• Introduction Phase

• Incubation Phase

• Event Phase

• Post Event Phase

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 ofForeign Affairs; GCIS, IMC and United Nations

• Establish key input committees

• South African Broadcasting Corporation Committee and State Departments Committee

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

Press Editorial Profiles – October 2001

• Media cont….

– Sowetan

– Star

– Mail and Guardian

– Cape Argus

– Daily Dispatch

– Ilanga

– Beeld

– Pretoria News

– Daily News

Series Ministerial Forum – National Departments (ND)

• ObjectiveIn order to promote mass awareness and startunpacking agenda issues on WSSD, relevant ministerswould be interviewed and documentaries on their workwould be screened to illustrate in a practical way application of Sustainable Development

• Media Target– Television– Radio– Editorial reviews

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 protectioncomponent

– Agriculture and Land Affairs (T. Didiza) on environmentalprotection component

– Health (M. Shabalala-Msimang) on poverty alliviation component

Series Ministerial Forum – National Departments (ND)

• Relevant Ministers cont…

– Public Entrerprise (J. Radebe) on economic developmentcomponent

– Labour (M. Mdladlana) on poverty alleviation component

– Trade and Industry (A. Erwin) on economic developmentcomponent

– Post, Telecommunications and Broadcasting (I. Matsepe-Cassaburi)on economic development component

– Finance (T. Manuel) on economic development component

Series Ministerial Forum – National Departments (ND)

• Relevant Ministers cont…

– Foreign Affairs (N. Dlamini-Zuma) on economic developmentcomponent

– Mineral and Energy Affairs (P. Mlambo-Ngcuka) on economicdevelopment component

– Transport (D. Omar) on economic development component

– Education (K. Asmal) on social development component

– Housing (S. Mthembi-Mahanyele) on social development component

Incubation Phase

• Declare Year of Sustainable Development – January 2002

• Launch Cradle of Humankind Campaign – March 2002

• Launch SAPO Special Stamps to commemorate Year ofWSSD – February 2002

• Launch Education / Schools Programme – February 2002

• Launch advertising – March 2002– Television– Radio

Incubation Phase cont…

• Launch South African Airways Plan – March 2002

• Launch Television documentary series – April 2002– SABC TV– e.tv

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/September 2002

• Phase in Airport Décor Plan – July/August/September 2002

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

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

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

Post Event Phase

• Thank You Campaign

• Summit Book for Delegates

• E-Mail letters to Delegates and Feedback survey

• Launch National Strategy on Sustainable Development