2 – 4 April 2014

MEDIA AND
COMMUNICATION
STRATEGY 2014
Outline
•
•
•
•
•
•
•
•
•

Objectives
Context
Target audiences
Approach
Messaging
Timing and phasing
PR Opportunities
Coll...
Objectives
•
•
•
•

To create awareness of Rotary Family Health Days
To create a robust online and media presence for Rota...
Objectives
Date and place
Services offered
Sponsors

1.

AWARENESS

What’s happening
when and where

2.

UNDERSTANDING

Wh...
Context
•

•

RFHA coordinated a successful Rotary Family Health Day event in
2013
The plan for 2014 is to consolidate the...
What did we learn?
•

•
•
•

We need a RFHA South Africa website/ blog to consolidate
content and present it in a more app...
Target Audiences
Direct
• Township residents
• LSM 4-6
• Families
• School children
• Community leaders

Indirect
• Rotary...
Approach:
Recommendations
•
•
•
•

Reuse existing artwork
Repeat what worked before
Focus on developing a user-friendly we...
Messaging
•

Primary
– Call to action: to mobilize the community to participate
– Raise awareness
– Educate

•

Secondary
...
Platforms
BOUGHT
Google
Adwords
SMS (location
finder)

OWNED

EARNED

RFFA SA Website

Blogger/
Influencer
Outreach

Socia...
Platforms
PRINT
Caxton
Citizen
Sunday Times
Community
Newspapers (WC
& EC)

TV
SABC
ETV

SOCIAL
Facebook
Twitter
You Tube
...
Content Pillars
New developments
and media coverage

RFHA PEOPLE

RFHA ACTIVITIES

RFHA IMPACT

FAMILY HEALTH DAYS

RFHA N...
Timing
PHASE

OBJECTIVES

ELEMENTS

TIMING

1. BUILD UP

Build up interest

All Media
PR

4 weeks
prior

2. EVENT

Awarene...
PR Opportunities
•
•

RFHA SA website – storytelling medium
Create news around the Spokespersons/Ambassadors
–
–
–
–

•

U...
Collateral
•
•
•
•
•
•
•
•
•
•

RFHD Factsheet, Stats and Targets
KO Key Messages
Briefing template for interviews
Press R...
Next Steps
•
•
•
•
•
•
•
•

Develop RFHA SA website
Media training
Develop updated artwork
Create and edit short video cli...
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Rfha 2014 media strategy jan ed

  1. 1. 2 – 4 April 2014 MEDIA AND COMMUNICATION STRATEGY 2014
  2. 2. Outline • • • • • • • • • Objectives Context Target audiences Approach Messaging Timing and phasing PR Opportunities Collateral Next Steps
  3. 3. Objectives • • • • To create awareness of Rotary Family Health Days To create a robust online and media presence for Rotary Family Health Days To mobilise communities to attend the 3-day RFHD’s Promote an active healthy lifestyle for all South Africans
  4. 4. Objectives Date and place Services offered Sponsors 1. AWARENESS What’s happening when and where 2. UNDERSTANDING Why it’s important Past impact Potential impact 3. CALL TO ACTION Why you should come along How you will benefit How to participate
  5. 5. Context • • RFHA coordinated a successful Rotary Family Health Day event in 2013 The plan for 2014 is to consolidate these gains
  6. 6. What did we learn? • • • • We need a RFHA South Africa website/ blog to consolidate content and present it in a more appealing way International site does not use visuals and text optimally and is not integrated with social media Difficult to update Important to pull relevant content from international site
  7. 7. Target Audiences Direct • Township residents • LSM 4-6 • Families • School children • Community leaders Indirect • Rotary – Current members – Potential members (especially younger members) • Media and influencers • Sponsors • Government and other NGOs
  8. 8. Approach: Recommendations • • • • Reuse existing artwork Repeat what worked before Focus on developing a user-friendly website Identify well known celebrity/ambassadors to represent the event and draw more appeal
  9. 9. Messaging • Primary – Call to action: to mobilize the community to participate – Raise awareness – Educate • Secondary – Promote partners and sponsors • Other considerations – General family health vs. HIV/Aids testing – Clear messaging around what is being offered – Detail about who is bringing the service is more relevant to the media and stakeholders – logos are fine on print, on radio the focus has to be on the benefit and call to action
  10. 10. Platforms BOUGHT Google Adwords SMS (location finder) OWNED EARNED RFFA SA Website Blogger/ Influencer Outreach Social Media (Facebook, Twitter, You Tube) Conversation PUBLIC SERVICE ANNOUNCEMENT PR Print Radio TV
  11. 11. Platforms PRINT Caxton Citizen Sunday Times Community Newspapers (WC & EC) TV SABC ETV SOCIAL Facebook Twitter You Tube MXIT RADIO SABC Radio YFM Primedia ONLINE RFHA SA Website
  12. 12. Content Pillars New developments and media coverage RFHA PEOPLE RFHA ACTIVITIES RFHA IMPACT FAMILY HEALTH DAYS RFHA NEWS All media Stories about the people involved All media Activities on the day All media Assessment of the day All media
  13. 13. Timing PHASE OBJECTIVES ELEMENTS TIMING 1. BUILD UP Build up interest All Media PR 4 weeks prior 2. EVENT Awareness at the time Social, TV & Radio During 3. FOLLOW UP Amplify impact build on for 2015 All Media PR 2 weeks after
  14. 14. PR Opportunities • • RFHA SA website – storytelling medium Create news around the Spokespersons/Ambassadors – – – – • Unsung heroes in the DOH Marian’s story Rotarians Celebrities/ Ambassadors/ Key influencers Using the established social media platforms to generate interest, include many voices in the conversation, and issue calls to action.
  15. 15. Collateral • • • • • • • • • • RFHD Factsheet, Stats and Targets KO Key Messages Briefing template for interviews Press Release – RFHD announcement Press Release – DoH announcement Crisis Comms Handbook – risk scenarios and holding statements Briefing Book for spokespersons Press Release – RFHD Launch Press Release – RFHD Final Outcomes Partner profiles
  16. 16. Next Steps • • • • • • • • Develop RFHA SA website Media training Develop updated artwork Create and edit short video clips for online use Coordinate with sponsors Approach media with PR angles Identify and liaise with selected ambassadors Build social platforms and communities through newsletter direct campaign

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