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Festive Season Savings Campaign Media Coverage Report

Simeka TWS Communications managed media relations for the South African Savings Institute's annual Festive Season Savings Campaign. The campaign aimed to promote responsible spending and financial management during the holiday season. Key messages included "Spend wisely and learn to resist temptation" and "Save and ensure that expenditure does not exceed income." Media coverage included mainstream, business, electronic, and online publications, with interviews conducted with key campaign representatives. Achieved media coverage highlighted the importance of saving and managing finances during the festive period.

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Festive Season Savings Campaign Media Coverage Report

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  1. FESTIVE SEASON SAVINGS CAMPAIGN 4 November - 10 December 2009 MEDIA COVERAGE REPORT

  2. Introduction Simeka TWS Communications was approached by the South African Savings Institute to provide media relations services for the Institute’s Festive Season Savings Campaign. The annual campaign, which began in 2007 and is conducted between November and December, was aimed at encouraging the South African public to adopt a responsible spending approach during the festive season. With the theme Spend Wisely, New Year Ahead, the campaignalso seeks toencourage forward thinking in the area of personal financial management. The campaign was run in partnership with African Bank, the Financial Services Board, the Industrial Development Corporation, the National Credit Regulator, the North West Provincial Treasury and Provincial Offices of Consumer Protection.

  3. Campaign Objectives • To raise awareness about/ inculcate a culture of saving during and beyond the festive season • To guide consumers on how to avoid unnecessary expenditure, so as to better meet the obligations that follow immediately after the festive season e.g. school requirements • To compliment/consolidate previous messages by the Institute during the July Savings Month e.g. the Teach Children to Save and the Tertiary Institutions Savings Campaign

  4. Key Messages • Spend wisely and learn to resist temptation • It is cheaper to save for consumption than to buy on credit • Save and ensure that expenditure does not exceed income • If you didn’t save, don’t borrow to spend • Do not get swayed by festive season priorities • Avoid buying in impulse, resist the SALE signs • Analyse and understand the “end of year promotion” credit agreements that you enter into

  5. Target Media • Mainstream publications • Business publications • Electronic media • Online publications

  6. Approach A briefing session was held between SASI CEO Elizabeth Lwanga- Nanziri and some representatives from Simeka TWS in order to communicate the objectives and outcomes of the campaign. In preparation for the launch and other media interactions, the following tasks were carried out: • Creating a comprehensive media list • Identifying key media in which to position interviews • Inviting and handling the RSVPs of the media • Writing and editing press releases

  7. Launch Event The following media attended the launch • SABC radio • E.TV News • Kaya FM • Fin 24 • Daily Sun • SA Banker Interviews were conducted with the following people: SASI Deputy Chairman Dr Sheshi Kaniki • E.TV News • SABC Radio

  8. Launch Event Media interviews continued … • Summit TV • Radio 2000 Peter Setou - Senior Manager: Education & Strategy, National Credit Regulator • SABC Radio Elizabeth Lwanga-Nanziri – CEO of SASI • e.TV News • Classic FM • SABC Television • Mpower FM

  9. Achieved Media Coverage On the day of the launch event, the press release was disseminated to the media database. The following media covered the campaign:

  10. Media Coverage

  11. Value of Media Coverage The value of all coverage by several media is as follows:

  12. Print Media

  13. Media Reach

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