Jewellery Council of South Africa

2014 Communications Strategy

Content • Who is Click Management? • Our approach • Who is the Jewellery Council of South Africa?• Central question• Objectives • Target market • As – is analysis • Phased approach

– Phase 1 – Phase 2– Phase 3

• Tactics • Budget and timelines

What makes us different • Click Management aims to understand the clients objectives and target market, from this we deduce

the best communications strategy to suit the brand. • What distinguishes us is our strong consideration of digital and social media public relations

Our approachAction

Step A Identification of the client – who are they and what do they stand for?

Step B Identification if the central question – what keeps our client up at night? Identification of the objectives – what, how and when are we trying to achieve our goals? Identification of target market – who are our clients trying to attract and why?

Step C Phase 1 – build the foundation

Step D Phase 2 – communication plan and implementation

Step E Phase 3 – monitor and report to ensure ROI is optimised

Phased approach

Phase2Phase1

Phase 2

Phase 3

Foundation

Launch

Implementation and growth

Phase 4 - Reporting

Central question

How do we as the Jewellery Council of South Africa encourage excitement about the brand, solicit brand loyalty and create hype and awareness about the Jewellex expo that takes place in August 2014, to the relevant members and target market

Objectives• Create brand awareness amongst mass market • Create brand affinity and loyalty amongst members • Have the general public understand the importance of shopping at a Jewellery Council of South

Africa member retail store • Create an ongoing relationship with members and target market • Membership growth • Create and Implement Jewellex tactical PR activities • Digital application

Jewellery Council of South Africa

Pros • Large membership • Substantial membership offerings • Heritage • Jewellex

Cons• Lack of awareness • Lack of communication with members • Lack of digital presence• Jewellex seems to be losing steam

Brand perception

• Although tweets and online article may be a bit outdated, there is a positive sentiment amongst the industry professionals.

• Those associated are very proud of the association

Digital presence

• Google search resulted in two web addresses. The website pages (besides home) were inactive.

• Small FB presence but good content that can be redesigned.

• Two YouTube videos

Target market

Relevant media/Mass Members Non-members and decision makers

Public Relations/Jewellex

Social Media/Digital comms New business

Insights • Public relations for your brand• Digital communications • Social Media • Social Media Influencers• Sponsored events

Public Relations • Public relations is about communicating positive messages to audiences that matter to the

organisation• Public relations helps to build awareness of the company name, in addition to its operations, the

products and services it sells, its opinions on industry issues and its values. • By openly communicating with key audiences, such as customers, employees, potential employees,

the local community and industry leaders, the business starts to establish crucial relationships for the ultimate success of the company.

Digital communications• Effective digital communication is the ability to create persuasive communications in different media,

be it websites, video, audio, text, or animated multimedia.• It is important to have the following digital communication platforms fully optimised:

– Website – E-mailers – Electronic newsletters – Search Engine Optimisation and Marketing (SEO/SEM)– Digital advertising – Social Media

Infographic approach • People have a short attention span • Information overload • Easy to understand • Reading retention • More engaging • People love to share infographics

Social Media statsFacebook: 9.4-million active usersTwitter: 5.5-million usersLinkedIn: 2.7-million registered usersInstagram: 680 000 active users

Social Media Benefits of Social Media

Brand recognition Community Repeat exposureAuthorityInfluence Website trafficAhead of the curveCompetitive advantage Big wins

Social media influencers • Engaging consumers can be difficult, expensive, timely, and very un-rewarding. • Adopting influencers creates a more trusted and credible form of content for a brand.• Conversion rates are higher when friends refer friends.• Earned media lasts.• Influencers may range from celebrities, bloggers or digital natives

Sponsored events• Sponsorship of events that are attractive to your target audience is one of the most effective ways of

communicating to your customers.• By utilizing this type of marketing activity, not only are you obtaining credibility but you are building

on your brand awareness to a wider audience and fast.• Every event sponsor is looking to achieve the widest possible exposure through all channels.

Tactics• Public relations• Website content management • Emailer member communication• Social Media management • Digital influencer management • Event creation, conceptualisation and coordination

Public Relations • Click Management will send out two press releases per month to the relevant media. The release and media list

will be sent to the client for approval before the information is shared. Click Management will track the process and report on the coverage value.

Month Press release 1 Press release 2 January Click Management association Jewellex dates February Valentines day content Current projects March News TBCApril Tax season Jewellery business in SA May International bodies JCOSA hosted events – TBC June Jewellex media announcement Jewellex infoJuly Jewellex media Save The Date Jewellex media invitation August Jewellex Jewellex coverage for the three days September Thank you CSI projects October 2015 plans 2015 events November Current projects TBCDecember TBC Well wishes

Website • Click Management will either: create a new website, or update the content on the website and

mange the process on a monthly basis

New website Content for current website

Image based Upload members images

Members and jewellery designs Upload latest jewellery designs

Previous event pictures Event pictures

Relative content explained with a graphical illustration – infographic

Information explained in graphical representation

Website’s by Click Management

• Pabi Moloi.co.za, LCV engineering and Gauteng Sport Awards.co.za are websites created and hosted by Click Management

• Click created all the elements for Pabi Moloi and LCV, this included photography and content

Emailer member communication • Click Management will assist with monthly member communication. Highlighting the latest news,

member benefits and upcoming events in a newsletter sent out twice per month. The newsletter will be based on the current JCOSA corporate identity (CI)

• The Click Management newsletter highlighted the This Girl is on Fire conference

Social Media management • Facebook • Twitter • LinkedIn • Instagram

Facebook • Facebook page logo• Facebook page cover photo • Facebook advertising to increase the

community • Consider a Facebook competition • The team will sit down to create the

appropriate content schedule 1 month in advance

• Photos and Instagram • Content from members – newsletter

JCOSA will have the support of Click Management social media elements

Twitter • Proposed handle: @jewellerySA

– Shows dominance in SA market – WE ARE JEWELLERY IN SA

• #Jewellex14 • Two posts per day and conversation with people of influence • Adopt influencers on twitter to promote events and competitions

• Twitter is about the conversation, the more we converse the greater the community and increased messaging

• Live tweeting from all hosted events • Offer tweets for members (free benefit for the first month, they would need to provide the content)

Instagram

• We may adopt this Social Media tool at a later stage. • The competition held in 2010 would be a perfect

Instagram activation where memebers and competition entrants may enter via posting a pic of their jewellery designs on Instagram and tagging #Jewellex14 or @JewellerySA

Digital influencers• A digital influencer is a celebrity, blogger or tweeter that will act as a brand ambassador for the

brand. The influencers may be determined based on target market, reach and budget. Aspirational individuals representing class and sophistication.

• Jena Dover and ProVerb both have strong brands and are simply and example of the influencers JCOSA may adopt – Press release to announce them as ambassadors – Jena and ProVerb may wear jewellery to exclusive events they attend. – MC and hosting duties

Events • Hosted events exclusive to members and business influencers.• Event format can be hosted as roundtable events where everyone engages or a hosted event with a

key note speaker addresses the audience • Events style and dates will depend of the allocated budget

• Jewellex – see separate strategy

Roundtables • Roundtables are Face to Face events are hosted JCOSA and bring together a selection of South

Africa’s decision makers to discuss, debate and share insights around a particular topic on a ‘by invitation only’ basis.

• Students may be invited to add in a CSI element

Business events • Hosted business events that allow members to engage in a relaxed environment with the key note

address being from a JCOSA representative • Click Management will source a venue and the best possible options available in terms of

partnerships to ensure the budget is optimised • Possible themes:

– The economic impact of the Jewellery industry in South Africa – How digital is changing the way we do marketing – The importance of Social Media for retail stores

Budget and timelines

Tactic Cost per hour Hours spent Total

Website content/Mailers R450 Minimum 4 R1800

Social Media setup R450 Minimum 3 R1350

Phase 1 – all elements are a once off payment

R3150 once off

TBC

Budget and timelines

Tactic Cost per hour Hours spent Total

Public relations (seeking opportunities and press release)

R650 Meeting – 4 Press release - 8Follow up - 8

R13000

Member communication R650 24 R15600Social Media content dev. R450 Graphics – 6

Content – 18 R10800

Social Media management (including monthly report)

R450 24 R10800

Digital influencers Dependant on ambassador Reporting – 4 x R450 Estimated budget R20 000

Events NA NA Based on budget

Phase 2 – Implementation. The cost are based on the monthly and would be subject to tactic approval. Final event costs are excluded

Real value of services – R70 200 per month retainer

January – December 2014

Click Management proposal • Real value of services: R50200 (excluding influencer costs)

• Discounts allotted: – 1 year relationship – Exclusivity regarding all upcoming JCOSA events relating to PR and Social Media– Option to offer assistance to members of the JCOSA

– 65% discount bringing the retainer costs to R17570

Thank you