NATIONAL COUNCIL OF PROVINCES
QUESTION FOR WRITTEN REPLY
QUESTION NUMBER: 31
DATE FOR PUBLICATION: 26 FEBRUARY 2010
DATE REPLY SUBMITTED: 11 MARH 2010
Mr K A Sinclair (COPE-NC) to ask the Minister in The Presidency:
Performance Monitoring and Evaluation as well as Administration:
Whether the International Marketing Council of South Africa (IMC) has
developed a post-2010 strategy as anticipated in the Strategic Plan for
2009/10-2011/12 to address stakeholder involvement, beneficiation and a
communication framework for the next three years after the 2010 Fifa World
Cup Soccer tournament; if not, why not; if so, what are the relevant
details?
CW30E
REPLY:
Following a substantive review of the IMC during 2008, the organisation
developed a refined mandate and business methodology during 2009 whereby
the organisation takes the Brand South Africa messaging to market through,
and in association with, its key stakeholders, namely Government (national
and provincial), Business (corporate and SMME), and Civil Society.
Consequently Stakeholder management and engagement is now at the very
centre of the IMCâs business model which can be euphemistically described
as McKinsey (the creation of strategic marketing and communication
concepts/ideas) meets MacDonaldâs (through a form of voluntary /
inspirational franchise).
This model of working through others has been further entrenched by the
approval by the Cabinet in November 2009 of one international marketing
logo to be used by all South African stakeholders when marketing the
country or its constituent parts globally. The programme to achieve
alignment and buy-in to this principle is underway currently and the
ultimate outcome will be a greater global âshare of voiceâ and greater
unity and alignment of communication and messaging. It is believed that the
concept of âOne Logo-One Nationâ will help provide a strong foundation upon
which to increase South Africaâs global competitiveness.
In terms of strategic direction for Brand South Africa we are at the cusp
of the countryâs next defining moment with the hosting of the 2010 World
Cup. The rolling 3 year Strategic Plan for the IMC acknowledges the
significance of this moment of truth and proof and in addition to the
organisationâs normal work programme (event leverage, media management ,
activations etc) has created two distinct phases within the current
planning period.
Phase 1, which has been running for the last 12 months and which runs
through July 2010, is driven by the core intent of mobilising the nation to
deliver the worldâs first âfull-colourâ World Cup and in so doing creating
the platform and springboard for Phase 2 â the âre-positioningâ of South
Africa as a globally competitive Nation Brand with a compelling value
proposition. It is intended that Phase 2 be launched domestically before
the end of August 2010 with the international launch following in September
taking advantage of South Africaâs presence at the World Expo in Shanghai.
The new positioning and value proposition will be underpinned by the
countryâs constitution and national objectives, and the IMC will work very
closely with major government stakeholders (for example the Presidency,
GCIS, DIRCO, DTI, Arts & Culture, Sports, SA Tourism etc), as well as
business and civil society, in developing the positioning. Also, the
process to develop a national vision for the country will be closely
followed so that the brand positioning reflects this.
The communication strategy, framework and messaging is aligned to this
overall phasing approach with the underlying principles of the value
proposition already being âseededâ into the countryâs messaging. This
principle, and the concept of stakeholder partnerships, have recently been
piloted very successfully through the âTeam South Africa at WEF Davosâ
project, where government and business were united behind a common
communications framework. (A separate analysis of the Davos Project will be
available by 31 March 2010 if required)
In conclusion, the IMC is on track with regards to its strategic and
implementational responsibilities in terms of building the reputation of
the South African Nation Brand. Its 3 year Strategic Plan for 2010-13
builds on this and continues to promote collaboration between relevant role
players to ensure consistent marketing and promotion of the country.
Paul Bannister â Acting CEO of the International Marketing Council
END