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B R A N D C O M M U N I C A T I O N S S T R A T E G Y A N D I M P L E M E N T A T I O N P L A N P R O P O S A L
PRESENTED BY BLUEAPPLETREE BRAND CONSULTANCY & DESIGN PTY LTD

1. What is brand implementation ?

Brand implementation is the process of physically changing all brand identity touchpoints. Mainly this is triggered by a merger, acquisition, or repositioning that results in the corporate brand identity needing to be changed. For midsize and large organizations this is a complex process. Many stakeholders are involved, internally as well as externally. Internally, for example, - The Work Concerns Communications, - Procurement, - And Facilities Management; - Externally It Involves Suppliers, - Agencies, Etc. Implementation When you implement a new visual identity, or optimise the current one, you face an extensive project that is hard to administer. We provide custom made capacity and expertise in brand and visual identity implementation. With our own methodology in which all steps are meticulously secured and with which we execute the best plan for each brand carrier. Your visual identity gets maximal visibility with optimal management conditions and budget.

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19

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2.Overview

Blue Apple Tree Brand Consultancy & Design propose to project manage the implementing and managing visual identities of NTI in a space of 24 months. It will work with the organization and also sub-contract other suppliers as part of a team to deliver the new identity that is consistently applied within the necessary time and to the appropriate cost.

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Visual identity audit A Visual Identity Audit is a detailed study of all brand identity carriers. All manifestations of the visual identity are measured against the corporate guidelines. Blue Apple Tree will propose a plan on quality control and production standards as in the official CI manual. It will make sure that all sub-contracted suppliers adhere to those standards. Preparation for visual identity change When preparing for identity change, it is important to understand the size and scale of the task at hand. This information is essential for Blue Apple Tree in order to prepare accurate time, cost and manpower scenarios for implementing the change. At the heart of this type of project is a detailed inventory of brand carriers including current identity and quality, quantity, types, locations, management responsibilities, internal management network, suppliers, ownership, current inventory and importance to customers. An identity change is a great opportunity to amend or improve the visual identity management approach. Cost assessment The three main considerations for an identity change are cost, time and quality. Using information gathered in the preparation phase, Blue Apple Tree will prepare detailed cost assessments based on customer impact, existing operational function, least disruption to primary process and prioritization. Supplier selection and tendering Suppliers are essential to the short and long term success of any project. Blue Apple Tree will source and recommend the most appropriate suppliers to match the requirements of the project. Project management of launch and transition A successful launch of a new identity lies with a strong project management. Using experience gained from many previous transition projects, Blue Apple Tree will drive the process to a timely and on-budget conclusion. Our commitment to the holistic visual impression ensures that internal and external stakeholders experience a coordinated and well managed transition. Visual identity management Visual Identity Management is central to what we do. Blue Apple Tree provide ongoing consultancy, advice, support and manpower to ensure that the performance of the visual identity (delivered via the brand carriers) is giving brand owner a powerful return in terms of customer impression and brand value. Evaluation and assessment It is often easy to demonstrate non-compliance and inconsistent delivery of a visual identity. It is harder to understand why this is the case and make a plan for putting it right. Blue Apple Tree use its experience and the proprietary diagnostic tools that it has developed, to measure the performance of the current management approach against the ambitions of the management team. Where deficiencies occur, we set out a methodical and practical approach to deliver improvement.

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3.The Visual Identity Management Cycle flow chart

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1
Creation

2
Preparation

6
Audit And Revision

Visual Identity Management Cycle

4
Implementation

5
Management

3
Cost Evaluation

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4.The Visual Identity Management Cycle flow chart Rational

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1
Creation

Review creative decisions regarding colour, materials and context Assess implications of creative choices on short and long term implementation and long term management capabilities

2
Preparation

Assess the current brand carriers for diversity and condition and implications for change

3
Cost Evaluation

Prepare cost scenarios based on alternative transition strategies

4
Implementation

Project manage the implementation of the new identity across all brand carriers

5
Management

Introduce appropriate management processes to ensure that the significant investment made in implementation is protected and the brand delivers a consistent and powerful visual impression

6
Audit And Revision

Assess the visual idenity as it is seen by customers.

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5. Brand rollout
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1 Internal Launch
Introduction to new brand document Key themes and messages document Visual guidelines document Intranet: Q & A section specific to the branding 2 months The consultant will tour all the depot And introduce the new identity to all Staff and the ways to handle it.

2 External Launch Phase 1

3 External Launch Phase 2

Advertising: print, radio, online Key themes scripts Press releases Newsletter Website: Q & A section specific to the branding Stationery Business cards Letterheads Envelopes A6 Note card and envelopes Mailing labels Fax forms Invoices Forms

Annual report Brochures E-mails and E-newsletters Giveaways Holiday greetings Powerpoint Seminar materials Signage Tradeshow booth and materials Trade publications Buses : magnetic logos are a temporary solution Videos Mystery Bus Campaing Investor relation materials
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6. Brand Mix
The Brand Launch rollout Communications Strategy will utilise a wide variety of methods to deliver its objectives. Blue Apple Tree will use their expertise and knowledge to select the most appropriate and effective channels and will take an imaginative and lateral approach to activities and campaigns. The execution of activity will always be underpinned by both a thorough knowledge of the subject area and, in the competitive area of marketing NTI, an understanding of what NTI competitors are doing, and considering communications from the customer perspective. Blue Apple Tree will also prioritise the perceived marketing requirements of NTI and ensure a coherent and consistent promotion of NTI and the CEO`s priorities.
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6.1 Media Relations Good media relations is critical to NTI. The media provides the Agency with the opportunity to communicate information about its activities to the general public through regional and national media as well as to specific stakeholder groups through specialist trade and industry publications. As an increasing number of projects reach delivery stage, good communications with key delivery partners will be critical to ensure recognition of NTIs contribution and increased time will be spent on partnership media relations. Regional media coverage will continue to be a priority to generate coverage of NTI policy on key issues. NTI will also continue to promote its achievement through targeted regional media campaigns and in-depth feature pieces. Official Launch Event Media Coverage outline NTI official Launch Event , August 2011 NTI will launch the new Identity to public in August 2011. Media relations will form a key part of the communications strategy to ensure that key messages will be com2 External Launch Phase 1 municated effectively. By working with Provincial Radio Station Motsweding FM in ensuring that the launch event gets more coverage. 3 External Magazine (CEO`s Coverage in print media will be looked into, especially on (1) FM Financial Mail Launch Phase 2 profile) (2) CEO Magazine (Corporate Social Responsiblity Manager Manager Profile), Pretoria News (Launch event article write up), Daily Sun (article write up) all these mediums will be used to Echo a strong message across all titles.

6.2 Stakeholder Relations Building and maintaining a strong relationship with Provincial Government MPs, Municipalities and other decision-makers at the local and national level is a priority for NTI . Stakeholder relations will communicate with parliamentary representatives for the Northwest, local authority leaders, and senior staff both in local authorities and in Tshwane Metro NTI Stakeholder Publication , July 2011 NTI will launch a stakeholder publication in July. The publication will include write ups from key figures in NTI , Northwest provincial government, on the relationship between NTI and the regional municiplaities. The purpose of the newsletter is to influence the various government stakeholders on regional and provincial policy issues. and engage with the senior-level officials of both public and private partners in the region. The launch in July will featur high-profile executives of NTI .

Launch of stakeholder Publication

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L a u n c h I s s u e 1 2 0 1 1

A brand identity revamping exercise for nti and its subsidiaries

the man at the fore front of a 38year old brand the meaning of the revamped logo

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UNIVERSITEIT VAN DIE VRYSTAAT UNIVERSITY OF THE FREE STATE YUNIVESITHI YA FREISTATA

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6. Brand Mix
6.3 Events Events remain a popular and effective method of communicating directly with a large number of customers. NTI will continue to focus on delivering a programme of events that both educate and engage its key audience on important NTI and regional issues. The major set piece events are the benchmark, but it is important that events of all sizes are designed and executed to the same standard to maximise their impact.
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Launch of NTI CUP tournament

NTI cup sports tournaments special events,September 2011 NTI CUP- sports tournaments Launch September 2011 Phase 1-Internal NTI CUP NTI will be launching an internal sports cup in September 2011, this concept will be executed infernally with all the depot participating. Phase 2-External NTI CUP NTI will be launching an external cup in the locations of its has its depots (e.g Mamalodi, Mabopane, Ga-Rangkuwa, Hamanskraal, Attridgeville and Lehlabile) at, It will tap into the local schools market whereby all the high schools will be invited to participate in a league tournament, this will be vital in linking the NTI and its sub divisions with the commuters as the potential target market.

ments to urna ts por s

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6. Brand Mix
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6.4 Campaigns NTI will only undertake advertising where it can add strategic value to other communications. NTI`s approach is to identify specific messages and audiences and then develop targeted communications around those.

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part of our responsibility as NTI is to make sure that our commuters arrive home safe by having well maintained buses on the road.

making sure that all the supporters enjoy thier game and arrive safe
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Print Ad Campaign subsidiary

Print Ad Campaign subsidiary

Print Ad Campaign public safety ad corporate

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6. Brand Mix

6.5 E-media (Intranet & website) Whereas e-media will be used as reactive communication method (providing content to people adept at searching the internet), it is now an integral element of proactive marketing. As with any communications the quality of the content is key. NTI Corporate website and intranet, August 2011 Official Launch Corporate website & intranet

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Externalcustomers extranet website The fastest growing element of the branding mix is media and traffic to NTI`s web site will be motivated through introduction of SMS notification platforms, whereby commuters will be requested to register online for the SMS notification which will in turn notify them of their bus trips and their bus schedules, this is targeted at the computer literate commuters, especially students. NTI will use the e-marketing to segment its customers into those with similar interests and produces a range of specific e-newsletters to brief them on specific areas of NTI activity. Internalstaff intranet website The development of the staff intranet website is vital to the CEO`s office whereby he will be able to communicate with all his depot and immediate supervisors and also staff in general. General branded computer terminals will be placed in all the depots whereby all staff can access them, this is in line with the communications strategy. These terminals will have access to staff leave forms, memorandums, employment internal applications forms, other vital forms, and also the CEO `s page where he will be addressing the internal issues. NTI will use e-media technology to streamline processes and improve efficiency, from making all its publications available on-line to using on-line registration and evaluation for all of its staff

NO R T H W E S T T R A N S P O R T I N V E S T M E N T S

Home
NTI Group Publications

Small About NTI Business Commercial Our Subsidiaries

Vision and Values Csr programme Oganogram

About NBC About Absa Group Our Brand Our Fleet&Routes

Careers Executive Team Tenders

Contact us
Newsroom

Register for Newsletter Distance Calculation

Bus Delay at Jubilee Mall to Tshwane - Fri-13:01 PM

Sport Events Tours

Conference

Events Tours

Educational

Day-Trips & Tours

About NTI NTI Group Vision and Values Oganogram Careers Executive Team Tenders Newsroom Publications csr programme Our Subsidiaries NWS ABS

Throughout

Southern Africa Tours

Our Subsidiaries starline brand abs brand

Social Outings

& Sight-Seeing Tours

Our Fleet rates schedule routes bus models

Local Tours

Online Smart Card Points

GB PL PB

Cold Points (Daily Trip) Platinum Points (Weekly Trip)

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Private Points (Monthly Trip)

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6. Brand Mix

4.6 Design and Print Designing, writing and producing engaging and effective collateral can help articulate NTI`s purpose, direction and rationale. NTI is careful to only produce printed material where there is a clear need for it and an identified audience. Ensuring all NTI`s communication is customer focused and is a key role of the Brand Communications. For corporate communications NTI has a strong and established house style which ensures immediate recognition and association of printed material.

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7. Activity Plan

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Item
Activity materials

Description/use Introduction to new brand document to staff Key themes and messages document Visual guidelines document Intranet: Q & A section specific to the branding

Responsibili ties 1. CEO Mr Letselela -Approves budget - Approves Concept 2. Director Ms Mahlutshana - Liaise with Blue Apple on time line deliverables 3. Blue Apple CEO Mr Mamabolo -Implement the task

1 Internal Launch

Phase 1 Internal 8 weeks

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7. Activity Plan

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Item
Activity materials

Description/use

Responsibili ties 1. CEO Mr Letselela -Approves budget - Approves Concept 2. Director Ms Mahlutshana - Liaise with Blue Apple on time line deliverables 3. Blue Apple CEO Mr Mamabolo -Implement the task

2 External Launch Phase 1

Phase 2 Internal 18 months on going process depending on the CEO`s priority list

Advertising: print, radio, online, Key themes scripts Press releases Newsletter Website: Q & A section specific to the branding Stationery Business cards Letterheads Envelopes A6 Note card and envelopes Mailing labels Fax forms Invoices Forms

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7. Activity Plan

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Item
Activity materials

Description/use

Responsibili ties 1. CEO Mr Letselela -Approves budget - Approves Concept 2. Director Ms Mahlutshana - Liaise with Blue Apple on time line deliverables 3. Blue Apple CEO Mr Mamabolo -Implement the task

3 External Launch Phase 2

Phase 3 Internal 18 months on going process depending on the CEO`s priority list

Annual report Brochures E-mails and E-newsletters Giveaways Holiday Cards greetings Powerpoint Seminar materials Signage (Depot signages) Tradeshow booth and materials Trade publications Bus Branding : magnetic logos are a temporary solution Videos Mystery Bus Campaign Investor relation materials

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