Sona) Stop Being About the Nation? Hitting the Right Target Audience at the Right Time by Vusi Mona [email protected]
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APRIL 2011 A newsletter for government and public sector communicators HIGHLIGHTS When did the State of the Nation Address (SoNA) stop being about the nation? Hitting the right target audience at the right time By Vusi Mona [email protected] ne of the unpardonable sins in commun- Oication is to have the right message but miss Total TV viewership of SoNA your target audience. President Jacob Zuma understands this basic communication principle 4 500 000 4 256 000 3 961 692 PUBLIC SECTOR MARKET (probably better than some of us communica- 4 000 000 tors!). POWER 3 500 000 Cutting through the clutter In a break from tradition in February 2010, he 3 000 000 delivered the SoNA for the first time in the eve- 2 500 000 ning to give more South Africans an oppor- 2 040 000 tunity to view the proceedings and to listen to 2 000 000 the address. It is a simple logic: if the address is 1 500 000 about the nation – the target audience – then 1 000 000 the nation must be listening or watching. 500 000 And what better time than 19:00 when all 0 South Africans, especially workers, students 2009 2010 2011 and school children are at home to watch the proceedings live on television. The big screen The nation loves it. At this point, it may be ap- MEDIA BUYING venues set up in rural communities also ensure propriate to ask: when did the SoNA stop being Government makes media those communities are able to watch and lis- about the nation? We may not know exactly booking via GCIS ten to the President’s speech. The reach is big- but President Zuma has put the nation back ger and the event becomes truly national and into the State of the Nation Address. more inclusive. The lesson for public servants: put the public In 2009, when the SoNA was delivered at 11:00, back into the Public Service. e-tv viewership was 487 000 and SABC2 view- ership totalled 1,5 million. In 2010, SABC2 view- The lesson for politicians, especially those who ership at 19:00 shot up to 2,6 million and e-tv frowned on the SoNA moving to the evening: rose to 1,3 million. This year, the e-tv viewership put the citizens back into the shindig. The show was still 1,3 million while the SABC’s figures rose is bigger than you. to 2,9 million. The total number of people who have watched the SoNA since President Zuma The lesson for government communicators: assumed office increased year on year from think carefully about how, where and when to about two million in 2009, to 3,9 million in 2010 reach you target audience. RESEARCH INSIGHTS and 4,2 million in 2011. Government in touch with its * Vusi Mona is a Deputy CEO of Government people Whereas some criticised the decision to move Communications. the SoNA to the evening, results show otherwise. 1 PUBLIC SECTOR MARKET POWER Cutting through the clutter By Bua News his rare platform offers a window of opportunity for marketers looking to zone into Tthe upper end of the market. Aimed at middle and senior managers in the Public Service and the public sector in general, Public Sector Manager speaks to the largest audience of government decision-makers. It has a print run of 10 000, which is distributed among the Se- nior Management Service within the Public Service. This category of public servants collectively earn R6 billion per annum, which trans- lates into R500 million per month. They are a powerful consumer audience in their own right. And yes, they do have a taste for the finer things in life (houses, travel and holidays, cars, dining and wining, clothes, jewellery, gadgets and all the other titbits you can think of). Therefore, marketers looking at reaching this niche audience have no better platform than Public Sector Manager. Public Sector Manager, a new GCIS publication, is hot off the press and offers unmatched government marketing capabilities. As a group, they preside over a procurement budget of more than R150 billion per annum. Their procurement decisions range from acquiring technology solu- tions, legal services, performance tools, audit services, communication solutions, catering services, security, office equipment, buildings and facilities, environmental products, waste-management solutions to general products. To take advantage of these opportunities, companies and their marketers need to be smarter in how and where they reach government decision-makers. More than ever, they have to cut through the clutter and differentiate themselves toward se- nior public service managers. And more is still to come as the magazine extends its reach to middle managers in the Public Service whose collective earning power is R23 billion per annum, which is R1,9 billion per month. Add to that the magazine’s foray into the public sector in general, and you have a premier media platform for reaching the Government and public sector marketplace! Public Sector Manager readers • Male: 65% and female: 35% • 100% earn (before tax) more than R400 000 per annum • 18% earn more than R700 000 per annum Male Female • 90% fall within the LSM 8, 9 & 10 groups 65% 35% • More than 90% have either a three-year diploma or degree • SMS collectively earns R6 billion per annum • MMS collectively earns more than R23 billion per annum • Collectively presides over a procurement budget of more than R150 billion per annum. 2 ADVICE Planning a publication for your department or organisation By Dorris Simpson [email protected] QUANTITY go for your publication – your readers should “ask for it by name”. How many copies will be produced per edition? This In the case of the magazine for middle is a very important ques- and senior managers published by GCIS, tion to answer. Too many we conducted research on the title, from government store rooms two trial editions, on what would be the are overflowing with news- most preferred by the target audience. letters and magazines that cannot be distributed as The majority said they preferred Public too many were printed. Sector Manager instead of Government Quantity is also important Executive as they felt the former was to determine upfront due more inclusive, whereas they saw the lat- to its link with the method of ter as “keeping out” especially middle production and the quality managers. Interestingly though, many felt of paper that will be used. the title design of Government Executive was distinctive and characteristic. So, we FREQUENCY settled for the title Public Sector Manager utsourcingu t but gave the masthead character and Ogovernmentgo How often will the publication come out? distinction. publicationspublica is big Sometimes you may take the ambitious businessbusiness and comes route of publishing monthly. Problem. You LAYOUT AND DESIGN at a huge hu (some- discover later that you don’t have the times unnecessary) cost to the State. capacity to carry that through. A prudent This is an area where more often than not Some of us are still reeling with shock at route then might be to have considered a government publications come in short. a certain government department, which quarterly publication instead. The look and feel of a publication is often shall remain nameless, that was charged the deciding factor, whether it will be the R18 million for the production and pub- The key, however, is that despite what- talking point among readers or perfect lishing of eight editions of just one maga- ever frequency you decide works for you. fodder for the dustbin. The use of colour, zine. Make sure it is REGULAR and the publi- columns, typography, pictures and illus- cation date is PREDICTABLE. Readers get trations all contribute to the appearance Whether it’s internal staff or external audi- annoyed, and lose interest when the pub- of the publication. ences you want to talk to, you’d be wise lishing frequency is unpredictable. to consider the following long before you Research on current trends and on what can say “printer”: the target audience would like to see visually is key. After all, they say it’s your READERSHIP eyes that decide first whether a meal is delicious or not, before it even reaches Who will read the publication? Sometimes your palette! different publications are necessary for different readers. For example, what you CONCLUSION publish for management may be differ- ent from what you produce for junior and Apart from the above factors, there are lower-ranked staff. The readership has other considerations such as whether to be recognised and understood for its the publication will be free or sold at a unique characteristics and information cost; whether it will carry advertisements needs. or not; and how it will be distributed. Of course, cost is a big factor, especially if In short, the reader is king! you do not have the skills and have to TITLE outsource the entire publication to a When we analysed the Public Service as contract publisher. one of the target audiences GCIS has to At GCIS, we chose to avoid the route of reach, we did a market segmentation, “What’s in a name?”, Shakespeare once asked. That which we call a rose by any contract publishers and are putting out which clearly showed that middle and se- the magazine in-house, except for ad- nior management (levels 11 to 16) have other name would smell as sweet, right? Wrong. The name of the publication is as vertising sales and printing. We realised different needs from levels one to 10. That we could procure most publishing skills in- is why we came up with the magazine, important as the content that dwells be- tween the covers.