Action:

Branding:

• The Marketing and Branding Policy was finalised and implemented.
• The South African trademark registration of the WOSM and SCOUTS South Africa brand was done.  It took more than 5 years to get the final registrations done.
• There is an increase in members requesting assistance with using the brand, which is a good sign both of adoption and compliance.
• During this period we managed to negotiation the usage of the SCOUTS South Africa National Identity brand royalty free within specific conditions.  This allows for more widespread use of the NIB.
• Havas Advertising agency developed a promotional look and feel brand for SSA pro bono.  This portrays the rugged, adventure feel of Scouting.
• The Brand manual was developed with the assistance of the WSB and updated with the promotional brand elements.
• A Marketing Toolkit was developed and put on the national website.  This toolkit includes posters, certificates, peer-to-peer cards, invitations, PowerPoint templates, Z-folders, “This is Scouting” booklet and hall signage.
• Branded Marketing material was produced for the national office and all regional teams.  The national office material had to be remade as it was lent out to three of the national teams who used it, but unfortunately did not take care of it.  A new policy on using it is in place going forward.
• In 2013, purple SCOUTS South Africa branded clothing was introduced to assist with getting the brand out.  This range has been expanded and is proving to be both popular and a good income for the retail arm as well.

Communication

• A marketing blue print was established as well as a Communication strategy at the start of the project.  The strategy is now outdated.
• A Communication plan was drafted but is proving cumbersome.  Assistance is needed to finalise this development step.  Two way communication is not effective under the model.  This was highlighted at the Growth seminar and we will register on the Service model for further support.
• Microsoft through its NGO Programme has granted SSA licensing for its online Office 365 email system, with us having started with 250 seat licenses (we can apply for more, when we require them). National and regional teams and staff have been assigned email addresses.  See Systems.
• The development of SSA monthly announcements based on WSB model has been implemented and adopted.
• Managing the info@scouts.org.za information centre/emails.
• Social media training was conducted by Georgetown University students reading Masters in Leadership in August 2018.  They have unfortunately used a programme that has a cost associated to it and we are working with them to get it transferred to Moodle.
• PR Manager and CEO were interviewed by Annie Wearer from WSB regarding Social media in 2018 and we are using the learnings for our implementation as well.

Websites

• Fast and Remarkable did the wireframe development for the national website.  The national website was launched on 1 May 2014.  It is constantly being updated with new material and content.
• Specific pages for events, projects or campaigns are being developed and rolled out as needed.
• We worked with Not Norm on the wireframes for the Regional websites, which were workshopped with regional representatives.  Regional websites were developed and then populated by staff and German volunteers in the national office.  Eight of the 10 regional websites have been launched. The 2 outstanding have not yet provided the information that is needed for the websites.  The German volunteers in the office are working with the regions on the outstanding websites.
• Each group registered on the national census has a landing page on the regional websites.  These landing pages give groups the possibilities to create galleries, add blog posts, create Group calendars and share general information.
• A comprehensive user manual was compiled for the regional websites.
• A Scout Wiki was developed that contains all the resources for the Scout members.  This wiki also allows others to give input into the resources.

Advertisement/Campaigns

• The most successful campaign was the online “Learn it Young; Remember it forever”.  It was done by Not Norm and Velocity Films.  They won 2 international awards for the advertisement.  SSA only had to pay for the 3 young actors that were used.  All other services were done pro bono. There is now 5.9m views.  No money was spent on the marketing of the video.  The advertising agency was amazed with the result as 100,000 views were the target.  Unfortunately the production house only signed the actors for online use and by South Africa.  We have tried to amend this as many other Scout Organisations have asked us if they could use it.  The Production house has closed down and we are struggling to get hold of the correct people to assist.
• An annual marketing/media plan is used.
• The Child Friendly App was launched in June 2017 in South Africa and SSA receives free advertisement.
• Billboard campaign done by DDB Advertising campaign.  In April 2017 a billboard was built by Scouts in a popular Bike park in the middle of Johannesburg.
• The adult Recruitment campaign spoken about in Adult Resources were developed with the assistance of TBWA/Hunt/Lascaris and launched by the marketing team.
• As the organisation was changing it was decided to elect a Chief Scout that had some profile and an adventurer.  On the profiling side this initiative did assist.
• The office was in an old house and it was decided that we need to modernise and move to formal offices. With this project we moved into retail space and branded all the windows.  This replacement worked brilliantly.  We were on a main bus and taxi rank and had many new people asking about scouting.  To cut costs we moved to a Scout hall, but this is not good for PR and showing we are young vibrant organisation and rather look like we are past our sell by date.  The Chief Scout has engaged with a corporate to consider hosting us rent free in some of their buildings in Cape Town and Johannesburg and it currently looks highly likely on a busy Main Road again.
• Advertisement in June 2018 Fishing magazine in line with the Adult Recruitment Campaign: Get hooked pro bono.
• An article in a leading business magazine for November 2018.

Public Relations

• SSA has enjoyed regional and national coverage on television and radio with some examples from the last 2 years:
  • 2018:
    • Hectic Nine 9 has launched a younger version programme and Cubs were invited to appear in September 2018.
  • 2017:
    • SABC2’s flagship Youth programme Hectic Nine 9 featured Scouting in the month of September 2017 with regards to recognising indigenous and alien vegetation and poisonous and edible plants. Scouts from various Scout Groups in the Western Cape took part in the show.
    • On a breakfast television show on one of the main channels in South Africa an interview was held with the Western Cape Kontiki Team.
    • A television shoot was done in Mafikeng with the Regional Commissioner and North West Scouts with the UK Channel 5 to feature on Extreme Railway Journeys with Chris Tarrant.
    • A Scout was interviewed on television for the work he does on Epilepsy awareness.  He started his own NPO at the age of 14 and said Scouting taught him to give back.
    • Radio interviews were held in February and March 2017 in the Western Cape.
    • In June 2017 Dr Hausberger was interviewed in Johannesburg on a “Crack the Code” show.
    • Two Cubs were interviewed on radio about the work they did for collection for the Knysna Fire victims in June 2017 in the Western Cape.
• My Scout Hero 2016 finalised: Lunga Nqini from EC won the honour
• My Scouting Hero 2017: a mother daughter team from Limpopo won the prize – Zabi and Nkulu Mabusa from Limpopo
• For four years in a row SSA could market our organisation for free at the Nedbank Golf Challenge in the North West – it is the biggest Golfing event in South Africa.

Outputs:

• Trademarks registered in South Africa
• National website
• 8 Regional websites finalised
• Marketing toolkit for regions and groups on website, including:
  • Posters
  • Pull-up banners
  • Tear drop banners
  • This is Scouting booklet
  • Magnetic car stickers
  • PowerPoint templates
  • Hall signage
• Marketing material produced for national and regions
• “Learn it young, remember it forever” advertisement
• Billboard campaign
• Marketing blueprint
• SSA Marketing/Media plan
• Get hooked advertisement
• Purple branded clothing in shop