This document outlines a marketing campaign for SouthAfrica.co.za, an educational website providing content about South Africa's heritage in 11 official languages. The campaign aims to reach 1 million learners through interactive presentations at schools and promoting the website. It will use various channels like social media, radio, flyers and competitions to raise awareness among learners, parents, teachers and businesses. The goal is to educate youth and promote social cohesion through accessible information showcasing South Africa's culture, history and nature.

3. Purpose
● Promoting our collective South African heritage
● To allow every young person to easily access credible information about
South Africa in their home language

4. Objectives
● To showcase South Africa’s heritage
● To raise awareness of the website as an educational tool among more
learners, teachers and parents in South Africa
● To develop a sense of pride in our heritage among youth
● To promote social cohesion and cultural awareness

5. Programme Concept
● Insightful and interactive storytelling session covering a specific topic or
theme
● Presented visually with well-researched facts and exceptionally high quality
images
● Delivered in short (40 min) sessions
● Delivered in any of South Africa’s 11 official languages
● Targeted at youth across South Africa
● Group size up to 100 pupils

6. Example of Key Topics Covered
● Our people - icons that helped to shape our democracy and society at large
such as Nelson Mandela, Albertina Sisulu and Peter Magubane
● Natural heritage - including wildlife, birdlife marine life and our World Heritage
Sites
● Culture - the unique cultures and customs of various cultural groups in South
Africa
● Art - unique South Africa and specifically African-inspired art
● Places - from Johannesburg to Joubertina. All the cities, town and villages in
South Africa and what makes them special

7. Benefits
● An informative, interactive and visual lesson on an educational topic related to
South Africa’s heritage in their own language
● Access to a home language educational resource for academic projects and
continuous learning
● A resource that is easily accessible on all devices, from a feature phone to a
desktop computer
● A classroom learning aid that can visualise our heritage with credible, factual
content

8. Cost
● There is no cost to the learner or the school to participate
● All we require from the school is a suitable venue (hall or large classroom)
and electricity
● We provide the rest (projector, screen, sound, etc.)

9. How to Get Involved
● As a learner, you can nominate your school to be visited as part of the
roadshow
● Learners from across the country can also enter the Feed a Mind Competition
● As a parent, you can encourage your child to visit the site regularly to learn
about our nation’s cultural and natural heritage, history, art, places and much
more.
● Anyone who wants to sponsor a child or a school can do so by visiting the
sponsor page on southafrica.co.za
● Businesses can also sponsor schools in their area

10. Southafrica.co.za as an educational tool
● Factual content that can be used for educational purposes
● School projects
● An educational aid for teachers
● Visual with high quality images that accompany the factual information

11. What to Expect from the Platform
● Content categories: people, places, culture, heritage, history, nature, industry
and human interest
● Accurate content written by top authors and journalists
● High quality images from top photographers
● Content in all 11 official languages
● Latest technology - loading time is less than two seconds, optimised for all
devices but built for mobile first

12. Marketing Campaign Plan

13. Marketing Campaign Idea
Who will this campaign benefit the most?
As a parent, I want to educate my child so that they can reach their true potential.
As a teacher, I need all the resources at my disposal to keep learners enthusiastic
and interested in learning.
Project description:
The project aims to reach 1 million children with interesting and relevant
educational content through a series of [presentations] that also shows
them how to access the content online at southafrica.co.za.

14. Marketing Campaign Audience
Who is this campaign intended to reach?
● School learners
● Parents
● Teachers
Description of our target market persona
● Learners: School going children between the ages of [12-16] with an interest
in growing their general knowledge.
● Parents: Parents with a keen interest in their child's education and future.
● Teachers: Teachers who are looking for additional resources that can assist
them in educating learners [classroom and projects].

15. Crowdfunding/Online Giving - Campaign Idea
Who will this campaign benefit the most?
As a [small] business, I want to contribute to educating our youth because they
are my future employees. We don’t have a massive budget, but can afford
reasonable contributions.
As an individual [parent], I want to give something back that contributes to the
future of our nation. I don’t have much to give, but can afford reasonable
contributions.
Project description:
The project aims to reach 1 million children with interesting and relevant
educational content at a minimal cost of R1 per learner.

16. Crowdfunding/online giving Campaign Audience
Who is this campaign intended to reach?
● Parents
● Businesses
Description of our target market persona
● Parents: Parents with a keen interest in their child's education and future who
want to give something to help underprivileged schools.
● Businesses: Businesses [small and medium sized] that want to support the
education of young people by making smaller,
but meaningful contributions.

17. Campaign Goal:
To reach 1 million learners with SACOZA content in
1 year

18. Talking Points: Teachers / Schools / Parents
Why will our audience care? What’s in it for them?
● Speaking point #1: An educational resource/tool
● Speaking point #2: Can assist in school projects
● Speaking point #3: Unique content on history, nature, culture and art

19. Talking Points: Roadshow Campaign
Why will our audience care? What’s in it for them?
● Speaking point #1: Educational content presented at your school
● Speaking point #2: Interactive and fun live audio visual presentations
● Speaking point #3: Delivered by youth for youth
● Speaking point #4: Factual and relevant (age appropriate)

20. Channel Selection: Learners, Parents & Teachers
Where will this campaign reach our audience?
● Channel #1: Social Media
● Channel #2: Radio
● Channel #3: Television (interviews)
● Channel #4: Flyer distribution at roadshows
● Channel #5: School circulars
● Channel #6: Competition
● Channel #7: Posters
● Channel #5: NGOs who work in schools

21. Social Media
● Social media channels
(Facebook, Twitter, Instagram)
used to promote the roadshows
and create hype around the
campaign
● Use own social media channels
● Target other relevant
groups/pages (teachers groups,
school pages etc.)
● Goal: Drive traffic to the campaign
page on southafrica.oc.za
Radio
● Use radio to reach a national audience
● Make us of SACOZA translators for
interviews
● Raise awareness about the
programmme
○ Nominate your school
○ Enter the competition
○ Drive traffic to campaign page on
southafrica.co.za

22. Television
● Target specific stations and
programmes for non-advertising
airtime
● Interviews on relevant
programmes
● Target both adult and kids
programmes (each with their own
age appropriate messaging)
Flyers
● Print flyers for distribution at
roadshows
● Carefully designed to show parents
how to access the site
● Also contains details on the
competition
● Flyers to be translated

23. School Circulars
● Distribute a short article on the
programme and competition to
schools for publication in school
circulars
● Contains details on accessing
content and promoting the
competition
Competition
● Exact format to be decided
● Aimed at creating hype around the
programme
● Learners are tasked with finding
specific content on the site

24. Posters
● To be distributed to key locations
around schools
● Convenience shops, tuck shops,
spaza shops, etc.
● Contains details of the competition
NGO’s working in
schools
● Target NGOs that work in schools
already
● Provide them with an information
pack that they can share with
principals or teachers

25. Goal + Measurement:
Number of school reached with roadshows: Goal = 5,000
Number of learners reached at roadshows: Goal = 1,000,000
Number of learners signed up as SACOSA members: Goal = 500,000
Number of qualified pageviews: Goal = 5,000,000

26. Marketing Campaign Timeline
The project timeline can be accessed here

27. Integrated Promotional
Campaign Collaterral
● Posters
● Flyers
● Social Media

28. Promoting to Parents
and Teachers

29. Promoting for
Partners

30. Promoting to
Students

35. Resources + Budget:
What kind of resources do we need to complete the campaign?
● People:
● Tools:
● Time:
● Budget:

36. Brought to you by SouthAfrica.co.za

37. www.siyabona.com
SouthAfrica.co.za is a Wholly-owned Subsidiary of