Contents

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Chapter 12 A proposed SIS Communications Strategy
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1 The chapter at a glance

2 Background

3 Mood analysis

4 Key strategic issues

5 Situational analysis: Where we are at the moment
5.1 Critical issues

6 A vision for communications: Where we want to be

7 The way forward

8 Stakeholder identification

9 Components of a solution

10 The foundation: Proposed communication structures and systems
10.1 The National Communications Office
10.2 Provincial communication
10.3 Local communication
10.4 Structures to continually improve client service
10.4.1 Research Unit
10.4.2 Client walk-in centres
10.4.3 National Call Centre
10.5 Data management

11 Supporting pillars
11.1 Branding
11.1.1 The SIS lead organisation logo
11.1.2 The brand strategy
11.1.3 The value proposition
11.1.4 The SIS brand position
11.1.5 Brand drivers
11.1.6 Brand essence
11.1.7 SIS messaging
11.1.8 Core messaging
11.1.9 Product and service message
11.1.10 Managing brand touch points
11.2 The communications mix
11.2.1 Formal communication
11.2.2 Informal communication
11.2.3 Communication tools
11.2.4 Public relations and media
11.2.5 Advertising
11.2.6 Below the line
11.2.7 Direct marketing
11.2.8 Internal communications
11.2.9 Sponsorship, events and face-to-face marketing
11.2.10 Budget
11.3 Capacity development and management
11.3.1 Capacity within the Research Unit
11.3.2 Capacity within the National Call Centre
11.3.3 Capacity within walk-in centres
11.3.4 Capacity within the National Communications Office
11.3.5 Staffing requirements
11.3.6 Staffing budget

12 Broad implementation: The first steps

12.1 Ensuring internal buy-in
12.1.1 Project sponsor and project custodians
12.1.2 National and provincial departments within the economic cluster responsible for land reform
12.1.2 Local municipality and district municipality departments
12.2 Implementation plan