SleepOutTM...scored 7.2 out of 10 Transfer of Knowledge - 2.4 facts per media item coverage in more than 630 media items #ceosleepoutza >22 000 mentions on Twitter >40% of website

RISE TO THE CHALLENGE

A CAMPAIGN ANALYSIS REPORT1 April- 18 July 2015

Prepared for The Philanthropic Collection The CEO SleepOutTM Trust The CEO SleepOutTM

by

CEOSleepOutTM

The

KNOW HOW. TO GROW

>R26 Million donations received

14 Sympathy events held, as reported by media

Media Advocacy of the event scored 7.2 out of 10

Transfer of Knowledge - 2.4 facts per media item

coverage in more than630 media items

#ceosleepoutza>22 000 mentionson Twitter

>40% of website traffic wasthrough direct access to thewww.ceosleepout.co.za URL

of all companies nominatedon radio participated

60%

86%of participants were male

70% of all relevant media items mentioned one of the key messages (homelessness /

vulnerable)

of participantsfrom Gauteng

93%

78%prominent

The CEO SleepOut features in all relevent

media items

of mobile app users are Apple users

66.3%

39% of participants said that

they were invited to participate

of participants heard about the event on

radio

31%

DirectOrganic SearchReferralSocialEmail

31615

26838

8060

61233123

Girls & Boys Townʼs unique system of peer group self-government and “family-style” living encourages boys and girls to learn about leadership and responsibility with the guidance of adults. More than 20 000 beneficiaries are assisted by Girls & Boys Town every year with over 250 boys and girls cared for daily while the programme also strengthens community-based care within childrenʼs own homes. Girls & Boys Town further partners with 800 schools and 11 000 educators, together assisting 350 000 learners through training and supporting well-managed schools, learner retention and social and academic achievements.

Photographer: Debbie Yazbek

KEY

OBJ

ECTI

VES

KEY

STA

TIST

ICS

of target achieved98%

R25 000 000R26 054 869

TARG

ET

ACTU

AL

250246

TARG

ET

ACTU

AL


WHERE DID PARTICIPANTS FIRST HEAR ABOUT THE EVENT?

INVITATION

RADIO

REFERRAL

CHAMPION

ONLINE M

EDIA

SOCIAL MEDIA

CHALLENGED

DONOR

PRINT MEDIA

TELEVISION

WEBSITE

Value

Participants12 000 000

100

80

60

40

20

00

10 000 000

8 000 000

6 000 000

4 000 000

2 000 000

Rand

Val

ue Participants

Brand IntelligenceTM and infographicsupplied by Ornico

The 702 and Sun International CEO SleepOutTM


ContentsBuilding a better future, building a better world........

Engineering Social Change...........................................

Summary.......................................................................

Coverage in Media.......................................................

The Champions.............................................................

Companies in the Media..............................................

Companies Nominated to Rise to the Challenge........

Raising Awareness........................................................

Prominence of CEO SleepOut in the Media................

Sympathy Events..........................................................

Media Advocacy of the Event......................................

Knowledge Transfer of the Event.................................

Creating Conversations on Social Media.....................

Creating Conversations - Twitter...................................

Creating Conversations - Facebook..............................

www.ceosleepout.co.za...............................................

Website Traffic..............................................................

Mobile App Stats..........................................................

Show Me The Money...................................................

Top Contributors...........................................................

Values...........................................................................

Campaign Trends..........................................................

Where did you hear about the event?........................

Companies of Change..................................................

About Ornico................................................................

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Justin Bush Media Analysis (Ornico)Jessica Pretorius Graphic Design (Ornico)Debbie Yazbek PhotographyAMS / CIMS Mobile DataThe CEO SleepOut™ Additional Data

Special Thanks To:

The number of people affected by homelessness in the country is deplorable. As a passionate South African I truly believe that we need to do our utmost to address this societal ill and assist the underprivileged in a socially responsible way.

Ornico gets involved in many social initiatives, especially in education where this is a natural fit with our values as an organisation.

The CEO SleepOut™ was an exciting project for Ornico as the funds raised will support Girls & Boys Town to continue with their great work - while also enabling us to be a more socially responsible company.

Ornico’s purpose ensures that we provide our clients with insights to know how to grow, to grow their market share, grow their brand or grow their sales.

But to be instrumental in uplifting both South Africa and the continent means that you also need to grow your employees, partners and suppliers as well.

The CEO SleepOut™ no doubt helped CEOs to grow emotionally and enabled them to understand and empathise with those less fortunate. As a society that needs to be socially conscious this was an initiative that had that dual purpose.

I would like to thank Ali Gregg and The CEO SleepOut™ organisation for allowing us to be integrally involved in this initiative and we are looking forward to helping this great event grow from strength to strength.

Oresti Patricios CEO: OrnicoGroup

Campaign Analysis Report // OrnicoPhotographer: Debbie Yazbek

Building a better future, building a better world

1 2

The CEO SleepOutTM South Africaengineering social change

3

The CEO SleepOut™ is a global movement which sees business elite sleep under the stars on one of the longest and coldest nights of the year to raise awareness of and funds for the

homeless.

As one of the world’s premier philanthropic events it has seen thousands of business leaders in Australia, New Zealand, Canada, the United States and Britain take to the streets for a night of discomfort but for a very important cause. As a result millions of dollars have been raised globally. The CEO SleepOut™ was founded in 2006 by business leader Bernard Fehon in Sydney, Australia. Ali Gregg, founder of The Philanthropic Collection, engaged Bernhard Fehon in 2012 to extend the concept to South Africa and imported The CEO SleepOut™ concept and brand from Australia.

In 2015 the movement was officially launched in South Africa with The CEO SleepOut™ aspiring to ignite a new wave of philanthropy in South Africa to drive social change to assist with one of the country’s most pressing problems – vulnerable children and homeless youth. In-depth research revealed Girls & Boys Town as the ideal beneficiary partner for 2015 because of its mission in serving disadvantaged children and youth in four key areas identified by The CEO SleepOut™: shelter, nutrition, education and healthcare, with Community later added as the fifth pillar.

Girls & Boys Town’s unique system of peer group self-government and “family-style” living encourages boys and girls to learn about leadership and responsibility with the guidance of adults. More than 20 000 beneficiaries are assisted by Girls & Boys Town every year with over 250 boys and girls cared for daily while the programme also strengthens community-based care within children’s own homes. Girls & Boys Town further partners with 800 schools and 11 000 educators, together assisting 350 000 learners through training and supporting well-managed schools, learner retention and social and academic achievements.

Campaign Analysis Report // Ornico

Photographer: Debbie Yazbek 4

The CEO SleepOut™ earmarked Thursday, 18 June 2015 for the big night out and Gwen Lane, alongside the Johannesburg Stock Exchange in Sandton, Johannesburg, would play host to CEOs and business leaders, giving them the opportunity to experience life on the streets, meet with Girls & Boys Town alumni and youth leaders but most importantly, to raise awareness and funds to drive social change.

Very clear objectives were set for this event:

• Collect R25 000 000,00 donations• Get 250 CEOs and business leaders from the C-suite to participate at R100 000,00 each• Improve the visibility and awareness of the homelessness and vulnerable children landscape in the media and society in general.

Two hundred forty-six CEOs and business leaders eventually participated in The CEO SleepOut™ —an evening in which the temperature dropped to -3ºC. The business elite and decision-makers were challenged to reveal their character, compassion and grit by donating R100 000 to be part of an organised experience of sleeping on a cold pavement for just one night, with only a sleeping bag and cardboard floor-covering. In doing so, The Philantrophic Collection’s Ali Gregg believes they became powerful agents of change to drive social innovation in their own circles of influence.

By 18 August 2015 it was announced that a record-breaking R26,054,869 had been collected, as revealed by auditors BDO SA, appointed Stakeholder Accounting Partners to The CEO SleepOut™ and The CEO SleepOut™ Trust (The Trust). It is the largest sum ever raised by a single South African charity event, while worldwide it is the largest amount of funds raised for any inaugural event. Sydney hosted their 10th event this year and Johannesburg raised more than Sydney in year one – despite the weakened exchange rate.

OrnicoGroup, a friend of The CEO SleepOut™, volunteered its professional monitoring and measurement services to The CEO SleepOut™ with the aim to evaluate the effectiveness of the event and media conversations around the event. This report aims to tell the brand and media story around South Africa’s first ever The CEO SleepOut™ and how it turned out to be the most successful fundraising event in South African history.

In Summary


5

The CEO SleepOutTM South Africa was the single most successful charitable event that has been seen in South Africa. The donations received exceeded the initial target of R25 000 000 which many sceptics initially felt was a very ambitious objective. Although the number of participating CEO’s and business leaders was marginally below the target of 250 participants, the generosity of certain participants ensured that the overall fundraising target was achieved.

Blue Label Telecoms CEO Brett Levy took the number 1 individual position with a staggering R540 000 donated. Increasing the conversation regarding the plight of the “Homeless” and “Vulnerable” was visible in 70% of the coverage, therefore one of the CEO SleepOut’s main objectives was achieved.

The event was bound to have its critics - however sentiment towards the event was overwhelmingly positive in 74% of all media items analysed. Girls & Boys Town was able to achieve great exposure with over 57% of all media items making mention of the charitable organization. Social media was further effectively used to raise the level of awareness regarding the event as well as some of the key messages.

The #ceosleepoutza received in excess of 22 000 mentions. The website was accessed by over 50 000 users and proved to be an effective tool for disseminating information to the public as well as a portal for registering participation and donations. It also boosted visibility for the various partners and companies who had agreed to participate in the event.

6

KEY

OBJ

ECTI

VES


Donations

R25 000 000R26 054 869

TARG

ET

ACTU

AL

Participants

250246

TARG

ET

ACTU

AL


Event Coverage

(# Articles)

Coverage of Key Message(% Articles)

Sentiment of CEO SleepOut

(% Positive)

Boys & Girls Town Coverage

(%Articles)Overall 634 70 74 57

Print 91 80 68 58Broadcast 244 65 82 52

Online 299 72 69 60

Sessions

Users29 374 89%

72 690

50 116

69%

42%

New Users

Bounce Rate

CREATING CONVERSATIONS

Twitter Mentions Sentiment (Positive & Neutral)


Online provided the most coverage with 299 items, followed by Broadcast (244) and Print (91). Radio featured the vast majority of the 244 Broadcast items, with TV contributing only 14 inserts (5%).

The media launch of The CEO SleepOut™ on Tuesday, 14 April 2015, saw decent media coverage with 59 items appearing - Online contributing 63% of this coverage. The only time during the campaign that coverage exceeded this was the week of the actual event (261) as well as the week after the event (80).

63% of coverage analysed featured during these 3 weeks, with 41% during the week of the event. The sentiment of the coverage during the measured period was overwhelmingly positive (74%), with a small proportion of negative coverage (4%) appearing just after the event.

Radio 702 was the single biggest source of coverage with 151 items (24%) of which over 80% contained positive sentiments in support of The CEO SleepOut™. Print had proportionally higher negative coverage with 9% containing negative sentiments towards the event.

A large proportion of the critical coverage was from community publications where the same article was published in several different publications, eg. Sandton Chronicle, Midrand Reporter and others.

5

Coverage in Media

Photographer: Debbie Yazbek 8N

umber of Articles

April

LAUNCH

EVENT

13 20 27 04 11 18 25 01 08 15 22 29 06 13

300

250

200

150

100

50

0May June July

Negative

Neutral

Positive

Sentiment of Coverage

200

150

100

50

0April

13 20 27 04 11 18 25 01 08 15 22 29 06 13May June July


7

The commitment and endorsement of the event by the two main Title Partners, 702 and Sun International, was evident throughout the campaign. 51% of all coverage contained reference to either one or both Title Partners. 702 was most mentioned (99%), while Sun International was featured in 86% of these media items.

Broadcast content had the lowest mention of the Title partners by the presenters (31%), with most opting to refer to the event as “The CEO SleepOutTM” or just the “SleepOutTM”. With the majority of coverage featured on 702, it was maybe not deemed necessary to repeat the title sponsors during their conversations.

Bruce Whitfield’s The Money Show featured the most Broadcast coverage (55%), however he only mentioned the Title Partners 28% of the time.

The John Robbie Show, which came second in terms of coverage (18%), however managed to mention the Title partners 51% of the time. It was also an imperative that the awareness of the beneficiary of the fund raising (Girls & Boys Town) be top of mind for potential participants and the public. Over 57% of all media items contained a mention of Girls & Boys Town, with a representative being mentioned in 17% of this coverage.

Girls & Boys Town CEO Lee Loynes had the highest representation in these articles (75%). The CEO SleepOutTM was mentioned in all items, however The Philanthropic Collection’s Ali Gregg received limited mentions in the coverage. This was the intention as The CEO SleepOut™ globally does not have a face behind the brand.

The Champions

9


Online Broadcast Print Total

Total # of media items 299 244 91 634

Title Partners 192 76 57 325702 191 73 57 321

Sun International 169 62 49 280



CEO Sleepout 299 244 91 634Ali Gregg 0 2 1 3



Girls & Boys Town 181 127 53 361Lee Loynes 31 6 10 47

Vincent Bones 0 7 7 14

Luyanda Majija 1 0 1 2

10

Champion Media Coverage


Apart from the two Title Partners, other prominent partners and sponsors contributed their expertise, experience, products and services to the campaign.

In relation to the Title and Beneficiary Partners, the coverage obtained by the other Champions was minimal, with only the Influencers category achieving coverage in more than 10% of the media items.

Online contained 84% of these mentions, with the main feature being The CEO SleepOut™ founder, Bernard Fehon, and Vinnies SleepOut – Australia, with 8% coverage in all media items.

Stakeholder Partners Adams & Adams and BDO increased their coverage by updating their respective Facebook pages during the campaign and through mentions in a variety of online sources.

For Contributing Sponsors, Virgin Atlantic, and Friends, Lead SA, were the only organisations to receive any significant coverage (17). Lead SA’s Yusuf Abramjee (@Abramjee) was however the second most active unique Twitter author by volume of tweets over the analysed period.

The Champions


11


Total # of media items 299 244 91 634 % of Total

Stakeholder Partners 45 6 2 53 8%Contributing Sponsors 17 6 4 27 4%

Friends 11 3 3 17 3%

Influencers 62 5 7 74 12%

Stakeholder Partner

Contributing Sponsors

Friends Influencers

Adams & Adams AMS Bastion Graphics Australia - The Vinnies CEO Sleepout

BDO ASSA Abloy Caxton Printing Canada - The Covenant House Sleep Out: Exec Edition

CNBC Africa Boogertman & Partners Creative Media Space New Zealand - The Lifewise Big Sleepout

Institute of Directors Compass Group Eyethu Events United Kingdom - The CEO Sleepout UK

Mpowered Europcar Ginami United States - The Covenant House Sleep Out: Exec Edition

Nedbank Infiniti Homeless Talk Ambassadors

Proudly South African Ironmongery Warehouse Infrastructure Photos Bernard Fehon - International Good-will Ambassador

The City Of Jo’burg KFC LEAD SA Lesley Sedibi - SA Goodwill Ambassador

The Ethics Monitor Sandton Tourism Association Life Count Pat Pillai - SA Goodwill Ambassador

Stuttafords Van Lines LifeCo UnLtd SEAL - International Goodwill Ambassador

Virgin Atlantic LIT Creations Yusuf Abramjee - SA Goodwill Ambassador

Vodacom Ministry of Illusions

Ornico

Sandton Central Management District

Sandton Chronicle

Tribal Fish

12


Companies in the Media

0

Primedia - Roger Jardine

Johannesburg Mayor - Parks Tau

702 - Bruce WhitfieldSun International - Graeme Stephens

Primedia - Terry Volkwyn

MBSA - Arno vd Merwe

Lonmin - Ben Magara

VWSA - Thomas Schaefer

Adams & Adams - Gerard du PlessisCity Lodge - Clifford Ross

5 10 15 20

Top 10 Online Mentions

0

Barclays - Maria Ramos

KFC - Doug Smart

Shell SA - Bonang MohaleMomentum Retail - Frank Magwegwe

Gauteng Premier - David MakhuraPurple Capital - Mark Barnes

Discovery - Adrian GoreBlue Label Telecoms - Brett Levy

Ass. for Savings & Investments SA - Leon CampherAlexander Forbes - Edward Kieswetter

1 2 3 4 5 6 7 8

Top 10 Broadcast Mentions

0

Johannesburg Mayor - Parks Tau

Gauteng Premier - David Makhura

Flamingo Casinos - Peter Guthrie

MMI Holdings - Nicolaas Kruger

IQ Business - Adam Craker

VWSA - Thomas Schaefer

SA Rope Access - Fabian Grenz

Primedia - Roger Jardine

MBSA - Arno vd Merwe

702 - Bruce Whitfield

2 4 6 8 10

Top 10 Print Mentions

13

The CEO SleepOut™ provided an ideal platform for participating companies to increase their media coverage through their commitment and endorsement of the event. The Title Partners were among the Top 5 most mentioned companies but interestingly enough representatives from Local and Provincial Government also occupied spaces in the Top 5.


Lonmin (16) Adams & Adams (14) KFC (14)MBSA (13)Barclays (12)

Primedia (37)Johannesburg Mayor (28)Sun International (26)Gauteng Premier (22)702 (22)

The top 5 positions (total coverage across all media)

The next 5 were all corporate participants:

14


The strategy of nominating or challenging companies to participate was extremely effective in increasing participation with just over 60 % of the companies nominated on the various Radio shows being confirmed as participants in the event. Based on the coverage analysed, 39% of all Radio coverage contained “Nominations”.

The Money Show (Bruce Whitfield) on Radio 702 was the most prolific with 73% of all analysed nominations happening on this show. On average two companies were nominated on air by a company who had already committed to participate.

Based on the broadcast coverage at least 79 separate organisations or companies were nominated and challenged to participate, with certain companies receiving multiple nominations from different participants.

The companies most mentioned in the nominations included:

Cell C – Jose Dos Santos (4 nominations)MMI Holdings – Nicolaas Kruger (4 nominations)

Eight of the Top 10 nominated companies eventually participated in The CEO SleepOut™ while 60% of companies where nominated multiple times.

In addition to these direct nominations there were also many instances where participants did not publicly mention specific companies or CEO’s, but rather challenged their various industries at large.

Companies Nominated to Rise to the Challenge

Photographer: Debbie Yazbek15

Top 10 Companies Nominated(number of mentions)

Participated

Nominated But Did Not Participate

Cell CJose Dos Santos

MMINicolaas Kruger

Missing LinkRich Mulholland

Hewlett PackardThebalt Busson

SanlamIan Kirk

VodacomShameel Joosub

Alexander ForbesDeon Viljoen

AmplatsChris Griffiths

4 4 4 3

2233

16

2 companies (with 3 nominations each) in the Top 10 did not participate


A key objective of The CEO SleepOut™ was to raise the level of awareness regarding “homelessness” and the “vulnerable” as well as Corporate Social Responsibility (CSI) as a whole.

Overall 70% of all media items contained reference to at least one of these topics, with Print having the highest proportion of coverage (80%). Broadcast had the highest reference to CSI (23%) which is a result of many participants interviewed seeing their participation as part of their overall CSI initiatives.

Evidence of Commitment to and Endorsement of the event was necessary to maintain the level of awareness and encourage participation. Two thirds of all media items in the coverage either contained a “commitment” to participate or an “endorsement” of the event.

Radio, with its one on one interview strategy, had the highest incidence of Commitment (77%) and Endorsement (91%) from companies featured.

Raising Awareness

Media Total Articles Commitmentto Event

Endorsementof Event

Overall 634 69% 77%

Print 91 49% 69%

Broadcast 244 77% 91%

Online 239 68% 68%

Key Message Awareness

Key Message Online

70%

55%

15%

72%

60%

12%

65%

45%

21%

80%75%

5%

Broadcast Print

Total Homelessness CSI

17

A mention of the CEO SleepOutTM was considered Prominent if it was contained in the first two paragraphs of an article (print or online) or a leading section of a broadcast item or alternatively if The CEO SleepOut™ was mentioned three times overall.

A Passing mention would be if it was only referenced once or twice in a report.

The CEO SleepOut™ actually featured prominently in 78% of all media items analysed, which assisted in keeping the campaign top of mind.

Prominence of CEO SleepOutin the Media

Broadcast Print Online

25%

75%

29%

71%

16%

84%

PassingProminent


18


The CEO SleepOut™ concept was certainly adopted with great enthusiasm by South Africans and the media analysis identified 14 separate companies and schools which held their own “SleepOut’sTM” on or around the same date as the official event. “Sympathy” events received coverage in 12% of the media items analysed, with Auckland Park Preparatory receiving 18% of these mentions, closely followed by Sage Pastel and King David School.

Employees of several participating companies held “SleepOutsTM” in support of their senior management who participated in the main event.

School “SleepOutsTM” mostly focused on raising the awareness of its pupils with regards to the plight of the homeless and vulnerable.

Vicky Hyland, a Grade 5 teacher at Auckland Park Preparatory, challenged her class to sleep out in school corridors on Friday, 19 June. To enter each pupil had to donate a blanket. Hyland said she and her class felt inspired by The CEO SleepOut™ as well as Sandra Braude’s book “Mpho’s Search”, a story about a boy searching for his father who works on the gold mines.

Donations of blankets and food where collected and either provided to Girls & Boys Town or a worthy cause in the area. Besides Flamingo Casino, which received multiple mentions in the various regional editions of the New Age newspaper (6) most Print and Online coverage for Sympathy events featured in community media.

Sympathy Eventsa positive spinoff


19

Sympathy Events Total Media Items

Online Broadcast Print

Total Mentions 78 37 21 20

Auckland Park Preparatory 14 4 7 3

Sage Pastel 13 10 2 1

King David 12 7 2 3

Flaming Casino 8 1 0 7

Carnival City 7 6 0 1

IQ Business 7 1 6 0

Grand West Casino 6 3 3 0

Sun City 3 1 0 2

Fairways Primary 2 1 0 1

Business Connexion 2 1 1 0

Sibaya Casino 1 0 0 1

John Du Toit Motors - Nissan (Lichtenburg) 1 0 0 1

Logan Lovell 1 1 0 0

Meropa Casino 1 1 0 0

20


Media Advocacy of the Event

In order to maintain and increase awareness of the event, it was crucial that the media remained advocates of The CEO SleepOut™ through their reporting. An Advocacy score (maximum rating being 10) was assigned to each media item based on the following criteria:

• Prominence of The CEO SleepOut™ mention• Inclusion of the Key message• Title Partners included• Focus of article• Commitment to / Endorsement of the event

On average all coverage had an Advocacy score of 7,2 - with Broadcast the highest (7,6) followed by Online (7,3) and Print (6,1).

The week of the launch had the highest scores with all media averaging over 9, while the week of the actual event saw all media averaging just over 7.

Both Print and Online trended downwards in the weeks following the event, which indicated that The CEO SleepOut™ was no longer being actively advocated in these channels.

21

Advocacy Scores10

8

6

4

2

0

13 April

20 April

27 April

04 May

11 May

18 May

25 May

01 June

08 June

15 June

22 June

29 June

06 July

13 July

PrintBroadcastOnlineAverage


Print Average Score # of media itemsSandton Chronicle 6.9 8The Star 5.7 6Rosebank Killarney Gazette 5.5 4Sunday Times - Business Times 4.3 3Business Day 5.3 3

Broadcast Average Score # of media itemsRadio 702 7.5 151Cape Talk 7.7 70CNBC Africa 9.0 7Highveld Stereo 7.8 5ANN7 8.7 3

Online Average Score # of media itemsSandton Chronicle 8.3 10CNBC Africa 8.4 7Midrand Reporter 8.4 7North Eastern Reporter 8.9 7FAnews 8.9 7

22


In order to achieve The CEO SleepOut™ objectives it was crucial that the targeted audience received as much information “knowledge” as possible in order to make an informed decision.

Each media item was evaluated for the inclusion of the following eight key points surrounding the event:

• Goal 1: Raise R25 000 000

• Goal 2: The participation of 250 CEOs or C-suite leaders

• Goal 3: Each CEO to pledge R100 000

• Beneficiary: Girls & Boys Town

• Title Partners: 702 / Sun International

• Date of the event: Thursday, 18 June 2015

• The venue: Gwen Lane / Sandton

• Australian Founder: Bernard Fehon

88% of all coverage contained at least 1 of the key points above.

On average 2,4 facts where included in all coverage, with Print media averaging the highest at 2,9. For Print media the highest week for knowledge transfer (averaging 6,6 facts) was the week before the event (8 June 2015) while the week of the launch averaged 5 key points per article.

Knowledge Transfer of the Event


23

Print Average # of Facts

Broadcast Average # of Facts

Online Average # of Facts

New Age- Western Cape 7 kykNET 6 TechCentral 7Diamond Field Advertiser 6 SABC3 5 Longevitylive 7Tame Times - Boksburg/Benoni 5 RSG 4 Pretoria News 6Saturday Citizen - Business 5 Business Day TV 4 BizCommunity 6Go and Express 5 ANN7 3.7 Sandton Central 6

24Top 5 Media Sources based on Average # of Facts

13 April

20 April

27 April

04 May

11 May

18 May

25 May

01 June

08 June

15 June

22 June

29 June

06 July

13 July

876

54

3210

Transfer of Knowledge

Print Broadcast Online Average


Creating Conversations via Social Media

A total of 29 374 posts were tracked between 1 April 2015 to 18 July 2015. Similar to traditional media activity, social media content peaked during the week of The CEO SleepOut™ event.

78% of mentions were for the designated South Africa CEO SleepOut hashtag.

Radio 702 , in conjunction with their presenters (Bruce Whitfield & John Robbie) dominated with the most Twitter handle mentions. Sun International came in 6th with their @millionthrills handle.

25k

20k

15k

10k

5k

016 16 161 1 1

April 2015 May 2015 June 2015 July 2015

Total Volume

Most frequently mentioned hashtags22,000+

3,200+

1,700+

710+

420+

340+

290

220+

210+

150+

#ceosleepoutza

#ceosleepout

#theceosleepoutza

#risetothechallenge

#homelessness

#sympathysleepout

#nmgcharitychallenge

#leadsa

#mikesleepsout

#southafrica

Most frequently mentioned Twitter handles2,500+

1.600+

1,000+

930+

720+

660+

570+

520+

210+450+

420+

@radio702

@sleepoutza

@lead_za

@brucebusiness

@ceosleepoutza

@millionthrills

@abramjee

@girlsboystown

@ceosleepout

@702johnrobbie

25 26

A word cloud is an aggregate graphic representation that details the most prominent and frequent words that appeared within the total number of posts over a stipulated date range. This is a very effective way of deter-mining what people are talking about across multiple posts. For the stipu-lated date range; apart from generic words like ‘#theceosleepoutza’ or ‘@sleepoutza’ some of the more prom-inent words include: ‘@radio702’ ‘@proudlysa’ ‘#risetothechallenge’ ‘homeless’ and ‘support’.

2.5k

2.0k

1.5k

1.0k

0.5k

12am 1am 2am 3am 4am 5am 6am 7am 8am 9am 10am 11am 12pm 1pm 2pm 3pm 4pm 5pm 6pm 7pm 8pm 9pm 10pm 11pm

Aggr

egat

e Vo

lum

e

Time of Day

Sunday Monday Tuesday Wednesday Thursday Friday Saturday

15k

10k

5k

Day of the Week

Aggr

egat

e Vo

lum

e The most active time period for Facebook / Twitter engagement throughout the week was Thursday. This was driven by the exponential increase in volume on the day of the event (Thursday 18 June 2015).

Facebook/Twitter engagement is more or less consistently spread across the day; with peaks of engagement between 5pm-9pm.


27

Creating Conversations Twitter

The top tweet came from @FrankMagwegwe which saw 390 retweets. Frank Magwegwe, Segment CEO of Momentum Retail and a participant in The CEO SleepOut™ event, was once a homeless person himself. The tweet engaged with people’s emotions which maximized engagement with social media users.

Lindi Mazibuko’s tweet which highlighted the debate between advocates and detractors of the event got a lot of traction from advocates for the event. A similar tweet was that of media personality Whackhead Simpson. Adams & Adams, one of the stakeholder partners for the event (@adams), shared a lot of content on their pages, most of it being retweets. They further participated in fundraising so that nine of their partners could take part in The CEO SleepOut™ event.

Klout scores are used to rate the influence of the various Twitter authors. The higher the Klout Score, the greater the influence of the author on Twitter. These are the authors who could also potentially have the biggest effect on one’s brand. The most influential Twitter authors talking about #CEOSleepOutZA features Thomson Reuters, The Australian and Goldman Sachs - creating significant international exposure for the event.

Some of South Africa’s recognized social media influencers also wrote about the event. Thought leaders such as Richard Simmonds and Joubert Botha as well as celebrity personalities Sizwe Dhlomo and Boity Thulo who have significant followings all contributed to the event reaching over 21 million potential impressions.

80%of Posts/Tweetsfrom Gauteng

21 MillionTotal Potential Impressions

1 275total retweets

3 896total mentions

1 584total followers

5 342total engagement

3.4%engagement rate

171total replies

28

Creating ConversationsFacebook

Posts by Type

48.3%

23.8%

28%

LinkStatusPhoto

Post Author

81.9%

18.1%

PageCommunity

Total Posts Avg. Daily Posts Post Likes Likes per Post

309 3.2 2918 9.4Comments Comments per Post Shares Shares per Post

162 0.5 602 1.9

Top Posters #

The CEO SleepOut 253Sun International 8Street Sleeper 2Ren-Form cc 2Sage Pastel Accounting 2

From Date Message Likes

The CEO SleepOut 19 June Investec Blue Label Telecoms Discovery Health SA in bed together 185Street Sleeper 02 June About to go on air for an interview with 702 to talk all things Street Sleeper and The

CEO SleepOut - can’t wait. But on the way over...98

The CEO SleepOut 19 June #GenLane Sandton Central Management District #TheCEOSleepOutZA 3am #Riseto-thechallenge

77

The CEO SleepOut 28 June R24,048,556 raised for Girls and Boys Town South Africa Mobile #app by Contribut-ing Sponsors #AffinionMobile #AMS

67

Sun International 18 June Nearly 250 CEOs arrived for The CEO SleepOut to raise funds for Girls and Boys Town South Africa and to raise awareness for the plight of the homeless

67

Top 5 - Likes per Post

From Date Message Likes

The CEO SleepOut 19 June Investec Blue Label Telecoms Discovery Health SA in bed together 24Sun International 18 June Nearly 250 CEOs arrived for The CEO SleepOut to raise funds for Girls and Boys

Town South Africa and to raise awareness for the plight of the homeless22

The CEO SleepOut 15 June Brilliant support from the construction industry: Bob van Bebber Boogertman + Partners Architects, Fernando Cardoso #Tiber Construction...

19

The CEO SleepOut 19 June #GenLane Sandton Central Management District #TheCEOSleepOutZA 3am #Riseto-thechallenge

17

The CEO SleepOut 05 June And just like that Brett Levy from Blue Label Telecoms has jumped into first place on the leader board! Try and keep up with our new app by AMS...

15

Top 5 - Shares per Post


29

www.theceosleepout.co.za

The www.theceosleepoutza.co.za website was accessed by over 50 000 users and was an effective tool for providing information to the public as well as a portal for registering participation and donations. It also was a platform to increase the visibility of the various Partners and Companies who had agreed to participate.

Overall 50 116 users visited the site of which 69% were returning visitors. The traffic on the site started an upward trend two weeks before the main event. The increase in coverage and excitement surrounding the event was evident by the number of new users that accessed the site.

The week prior to the event accounted for 14% of all sessions (9787) as well as 15% of all users (7249) accessing the site - new users accounted for 64%. The week of the event saw 45% of all sessions (32555) with 51% of all users (25574), of which 72% were new visitors.

Website Sessions

16000

14000

12000

10000

8000

6000

4000

2000

0

14 April 2015

21 April 2015

28 April 2015

05 May

201512 M

ay 2015

19 May

201526 M

ay 2015

02 June 2015

14 April 2015

09 June 2015

16 June 2015

23 June 2015

30 June 2015

07 July

201514 Ju

ly 2015

Sessions Users Page Views Pages / Session Avg. Session Duration Bounce Rate

72690 50116 226675 3.12 00:03:56 42.11%

Top Sources:11% of traffic was from Referral sites, with 8% coming from Social media, with Social having the highest Bounce Rate of 57%.

Both 702.co.za and facebook.com, each accounted for 20% of referrals from other websites.

Facebook (73%) and Twitter (18%) accounted for the majority of Social media referrals.

Top Channels:The majority of the traffic was through direct access to The CEO SleepOut URL (43%) and via Google (35%).

Website Trafficwhere did it come from?

DirectOrganic SearchReferralSocialEmail

31615

26838

8060

61233123

31615

25615

2762

2656

523110881064

963727 536

433

Photographer: Debbie Yazbek 30

Direct

facebook.com / referral

Google / organic

t.co / referral

702.co.za / referral

suninternational.com / referral

m.facebook.com / referral

girlsandboystown.org.za / referral

bing / organic

leadsa.co.za / referralother


31

Mobile App stats supplied by:


603total downloads

6793total logins

66.31% 32.25% 0.48%0.96%

30,000

25 May 02 June 10 June 18 June 26 June 04 July 12 July 20 July

22,500

15,000

7,500

0

App Activity

Apple proved to be the device of choice for the mobile audience.

Mobile App Stats

32

What users were doing on the app

View Activity Wall

View Participant Detail

View Photo Gallery

View Participants

View Social Media

Follow Participant

Donate

33.6%

29.44%

17.43%

11.58%

5.15%

1.27%

0.82%

0.39%

0.3%

0%

View Sponsors

View Announcements

Submit Feedback

Affinion Mobile Solutions created The CEO SleepOut™ mobile application for further engagement with audiences. It was downloaded 607 times and saw 6793 logins with viewing the activity wall and participant details being the most popular activities.


33

Show Me The Money

Contributions Categories # of Companies per Category Total by Category

> R800 000 1 R 815 260.00

> R700 000 0 R 0.00

> R 600 000 1 R 656 180.00

> R500 000 1 R 568 005.00

> R 400 000 3 R 1 242 400.00

> R300 000 6 R 2 027 033.00

> R 200 000 13 R 2 929 326.00

> R 100 000 87 R 10 238 336.00

= R 100 000 68 R 6 800 000.00

< R 100 000 18 R 778 329.00

Total 198 R 26 054 869.00

Rank Total Company Contribution Company Name

1 R 815 260.00 ABSA / BARCLAYS GROUP

2 R 656 180.00 BLUE LABEL TELECOMS LIMITED

3 R 568 005.00 ADAMS & ADAMS

4 R 429 900.00 NORTHAM PLATINUM LIMITED

5 R 412 000.00 FIRSTRAND GROUP

6 R 400 500.00 INVESTEC BANK LTD

7 R 366 833.34 NISSAN

8 R 346 350.00 DISCOVERY HOLDINGS

9 R 322 130.00 MOTT MACDONALD PDNA

10 R 300 010.00 SUN INTERNATIONAL

R391 709.80 OTHER CONTRIBUTIONS DIRECTLY TO GIRLS&BOYS TOWN

Companies contributed 198

Individual participants 246

The majority of companies participating in The CEO SleepOut™ raised more than the required benchmark of R100 000 per participant. Absa / Barclays Group proved to be the biggest total contributor of funds, followed closely by Blue Label Telecoms:

34

Gauteng228 Individuals

93%

4%11 IndividualsWestern Cape 1%

2 IndividualsEastern Cape

2%4 Individuals

KwaZulu Natal

1%1 IndividualsMpumalanga

Though CEOs and business leaders from across South Africa participated the vast majority were Gauteng based.

Photographer: Debbie Yazbek Campaign Analysis Report // Ornico

35


CEO MD BOARD MEMBER

MANAGING PARTNER COO

136

46

9 9 7

34 212

14%

86%

Individual Participants

78%

13%7%

3%

BLACK - 31 INDIVIDUALS

COLOURED - 7 INDIVIDUALSINDIAN - 16 INDIVIDUALS

WHITE - 192 INDIVIDUALS

Rank Industry Individual Participants

1 BANKING & FINANCE 50

2 INFORMATION & COMMUNICATION TECHNOLOGY

29

3 LEGAL 16

4 CONSTRUCTION 13

5 HOSPITALITY & TOURISM 13

6 MINING & ENGINEERING 12

7 MANUFACTURING 11

8 ADVERTISING, ART & MEDIA 7

9 TRANSPORT & LOGISTICS 6

10 HEALTHCARE & MEDICAL 5

Referral (Where they heard about us)

Individual Participants

%

INVITATION 97 39%

RADIO 79 32%

REFERRAL 45 18%

CHAMPION 9 4%

ONLINE MEDIA 5 2%

SOCIAL MEDIA 4 2%

CHALLENGED 3 1%

DONOR 1 0.4%

PRINT MEDIA 1 0.4%

TELEVISION 1 0.4%

WEBSITE 1 0.4%

Business leaders and CEOs representing a great mix of South African demographics participated in The CEO SleepOut™. Female CEOs were certainly not perturbed to face the cold weather and discomfort of the evening.

36

Top ContributorsThe CEO SleepOut™ website also kept track of the Top 10 financial contributors. This provided additional exposure to those who had gone beyond the initial request of pledging R100 000. Participants that donated in excess of R100 000 where the main reason for the campaign eventually achieving and exceeding the target of R25 000 000.

Brett Levy of Blue Label Telecom was determined to keep Top spot on the night of the event and ensured he finished in prime position with his contribution of R540 000.

Brett Levy - Blue Label Telecom

Paul Dunne - Northam Platinum

Stephen Koseff - Investec

Mike Whitfield - Nissan

Stephen van Coller - CIB Barclays

Shameel Joosub - Vodacom

Louwtjie Nel - WBHO

Henk Spoormaker - Spoormaker

Sue Fox - Estee Lauder

Jurie Welman - CHEP Africa

540000

429900

400500

367580

366833

284914

249380

240937

228033

215000

Top 10 Leader Board

Rank # Donations Received

First Name Last Name Job Title Company Name

1 97 ASHRAF COOVADIA REPRESENTATIVE OF A GROUP OF PAEDIATRICIANS

PAWS (PAEDS ALUMNI OF WITS SCHOOL OF MEDICINE)

2 81 STEPHEN VAN COLLER CHIEF EXECUTIVE OFFICER CIB, BARCLAYS AFRICA GROUP

3 67 LOUWTJIE NEL CHIEF EXECUTIVE OFFICER WBHO CONSTRUCTION

4 51 ZOAIB HOOSEN MANAGING DIRECTOR MICROSOFT SOUTH AFRICA

5 47 TRAVERS HATHRILL MANAGING DIRECTOR THE BUSINESS CENTRE GROUP

6 46 JURIE WELMAN PRESIDENT CHEP AFRICA, INDIA, MIDDLE EAST

7 45 BASHIER ADAM CHIEF EXECUTIVE OFFICER NEXIA SAB&T

8 44 BRETT LEVY CHIEF EXECUTIVE OFFICER BLUE LABEL TELECOMS LIMITED

9 39 PAUL DUNNE CHIEF EXECUTIVE OFFICER NORTHAM PLATINUM LIMITED

10 37 DEAN HYDE CHIEF FINANCIAL OFFICER LOMBARD INSURANCE COMPANY

Number of Individual Donations Received by Participants



37

Values

Overall Values and Contributions from ChampionsPARTNERS|SPONSORS|FRIENDS

+/- R20 MillionFinancial Contribution

Professional Services ContributionsProduct Contributions

Event Activation ContributionsStaff/ External Supplier Value and Costs

based on the following input catagories:

38

Referral (where did you hear about us? Individual Participants

% Value of Contributions %

INVITATION 97 39% R10 031 642 39%

RADIO 78 32% R7 860 803 31%

REFERRAL 44 18% R4 835 679 19%

CHAMPION 11 4% R 951 320 4%

ONLINE MEDIA 5 2% R 501 953 2%

SOCIAL MEDIA 4 2% R 432 679 2%

CHALLENGED 3 1% R 744 200 3%

DONOR 1 0% R 107 955 0.4%PRINT MEDIA 1 0% - 0%

TELEVISION 1 0% R 96 930 0.4%

WEBSITE 1 0% R 100 000 0.4%

TOTAL 246 100% R25 663 161 100%

R 391 710 was from donations directly to Girls & Boys Town

INVITATION

RADIO

REFERRAL

CHAMPION

ONLINE M

EDIA

SOCIAL MEDIA

CHALLENGED

DONOR

PRINT MEDIA

TELEVISION

WEBSITE

Value

Participants100

80

60

40

20

0

12 000 000

0

10 000 000

8 000 000

6 000 000

4 000 000

2 000 000RA

ND

VALU

E

PARTICIPANTS

Where did youhear about the event?


Campaign Trends


total donationstwitternumber of donations number of media items

20 Apr27 Apr04 M

ay11 M

ay18 M

ay25 M

ay01 Ju

n08 Ju

n15 Ju

n22 Ju

n29 Ju

n06 Ju

l13 Ju

l20 Ju

l27 Ju

l03 Aug17 Aug

39

The data has been converted to a percentage (%) to illustrate when the most volume was encountered during the campaign, i.e. 80% of all Twitter mentions between the 13 April & 18 August, whilst 40% of all coverage in other media (Print, Online, Radio, Tv), happened during the week of the 15th June (18th June was the day of the event).

25 000

20 000

15 000

10 0005 000

0

20 Apr

13 Apr

27 Apr04 M

ay11 M

ay18 M

ay25 M

ay01 Ju

n08 Ju

n15 Ju

n22 Ju

n29 Ju

n06 Ju

l13 Ju

l

# of Tweets

300250200150100

500

20 Apr

13 Apr

27 Apr04 M

ay11 M

ay18 M

ay25 M

ay01 Ju

n08 Ju

n15 Ju

n22 Ju

n29 Ju

n06 Ju

l13 Ju

l

# of Articles/Clips

Total Donations (Rands)R10 000 000

R8 000 000

R6 000 000

R4 000 000

R2 000 000

0

20 Apr

13 Apr

27 Apr04 M

ay11 M

ay18 M

ay25 M

ay01 Ju

n08 Ju

n15 Ju

n22 Ju

n29 Ju

n06 Ju

l13 Ju

l

401 000

800

600

400

200

0

20 Apr

13 Apr

27 Apr04 M

ay11 M

ay18 M

ay25 M

ay01 Ju

n08 Ju

n15 Ju

n22 Ju

n29 Ju

n06 Ju

l13 Ju

l

# of Donations


The Companies Of Change - No Longer Business As Usual But Business At It Should Be41 42

43

Ornico provides reputation, media, advertising and brand research across the African continent with a suite of products that includes Brand Intelligence™. By collecting and analysing media data across many channels Ornico enables marketers and brand owners to make sense of the flood of information that occupies the media space.

From editorial and advertising monitoring services, social media analytics to advanced brand research, Ornico provides a holistic and independent view of brand performance as reflected by television, radio and print media as well as social and digital media.

With offices in Cape Town, Johannesburg, Lagos, Nairobi and Accra, and a partner network that spans the continent, Ornico provides brand insights and intelligence to many of Africa’s top companies and public entities.

Driven by world-leading technology and measurement standards, Ornico delivers actionable intelligence that helps brands:

• Get closer to their customers • Gauge the efficacy of their marketing and communications campaigns • Decode the marketing strategies of their competitors • Build better relationships with influencers • Independently view brand reputation

Ornico is a prominent member of international bodies such as:

• FIBEP - the world’s largest professional body for media monitoring • AMEC - the world’s largest professional body for media analysis • PAMRO - The Pan African Media Research Organisation • SAMMA - South African Media Monitoring and Measurement Association

These relationships keeps Ornico on the cutting edge of media research and enables it to provide clients with the know how to grow their brands.

Ornico - an African Brand IntelligenceTM

Research Company

Oresti Patricios (CEO: OrnicoGroup)Email: [email protected]: +27 11 884 5041Twitter: @orestaki

Tania du Plessis (Head: Client Services)Email: [email protected]: +27 11 884 5041Twitter: @ornicomedia


Documents

SleepOutTM...scored 7.2 out of 10 Transfer of Knowledge - 2.4 facts per media item coverage in more than 630 media items #ceosleepoutza >22 000 mentions on Twitter >40% of website