Jewellery Council of South Africa
2014 Communications Strategy
Content
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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 approach
Action
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
Phase 3
Implementation and
growth
Phase 2
Launch
Phase1
Phase2
Foundation
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
Cons
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Large membership
Substantial membership offerings
Heritage
Jewellex
Lack of awareness
Lack of communication with members
Lack of digital presence
Jewellex seems to be losing steam
Brand perception
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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outdated, there is a positive sentiment amongst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
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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
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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:
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Website
E-mailers
Electronic newsletters
Search Engine Optimisation and Marketing (SEO/SEM)
Digital advertising
Social Media
Infographic approach
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People have a short attention span
Information overload
Easy to understand
Reading retention
More engaging
People love to share infographics
Social Media
Social Media stats
Facebook: 9.4-million
active users
Twitter: 5.5-million users
LinkedIn: 2.7-million
registered users
Instagram: 680 000 active
users
Benefits of Social Media
Brand recognition
Community
Repeat exposure
Authority
Influence
Website traffic
Ahead of the curve
Competitive advantage
Big wins
Social media influencers
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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
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Public relations
Website content management
Emailer member communication
Social Media management
Digital influencer management
Event creation, conceptualisation and coordination
Public Relations
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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
TBC
April
Tax season
Jewellery business in SA
May
International bodies
JCOSA hosted events – TBC
June
Jewellex media announcement
Jewellex info
July
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
TBC
December
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
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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)
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The Click Management newsletter highlighted the
This Girl is on Fire conference
Social Media management
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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
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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
Phase 1 – all elements are a once off payment
TBC
Tactic
Cost per hour
Hours spent
Total
Website content/Mailers
R450
Minimum 4
R1800
Social Media setup
R450
Minimum 3
R1350
R3150 once off
Budget and timelines
Phase 2 – Implementation. The cost are based on the monthly and
would be subject to tactic approval. Final event costs are excluded
January – December 2014
Tactic
Cost per hour
Hours spent
Total
Public relations (seeking
opportunities and press
release)
R650
Meeting – 4
Press release - 8
Follow up - 8
R13000
Member communication
R650
24
R15600
Social 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
Real value of services – R70 200 per month retainer
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