BUILDING

BRAND EQUITY

BUILDING BRAND EQUITY

Building the reputation of SAICA and the profession

Key initiatives to create value in 2022

COMMUNICATION ACTIVITIES

INITIATIVES

  • The trust reconstruction plan, which focuses primarily on rebuilding trust, has facilitated an increase in media exposure for SAICA, which has a positive impact on the reputation of the CA(SA) profession, the designation, and SAICA itself

IMPACT / DIFFERENCE MADE

  • Positive exposure generated by SAICA grew by 31,8% from 1 395 in 2021 to 1 829 exposures in 2022. This figure is 12 times more exposure than our nearest competitor and five times more than all of SAICA´s main competitors collectively
  • The exposure achieved included topics in the following major categories:
    • Trust Leadership – 124
    • Member Profiles – 458
    • Thought Leadership – 271
    • Standards division topics (for example Tax, Public Sector, Audit and Assurance and Corporate Reporting) – 410
  • Significant reach in promoting the value of CAs(SA) to the marketplace in commercial media has been achieved
  • Negative publicity in 2022 amounted to 92 exposures, representing a mere 5% of all exposure generated by the Brand division
INITIATIVES
 
  • During 2022, the Brand division dealt with the reputation fallout from the challenges experienced with the APC examination written in December 2021

IMPACT / DIFFERENCE MADE
 
  • SAICA was able to effectively counteract the negative publicity caused by the crisis with 31 positive media exposures, compared to only five negative APC exposures
INITIATIVES
 
  • To keep members continually informed of SAICA initiatives and activities for the benefit of members

IMPACT / DIFFERENCE MADE
 
  • There were 541 (2021 – 501) bulk emails to members, which elicited 78% member satisfaction with SAICA’s email communication as per the SAICA Professional Health Index (PHI) surveys

MARKETING ACTIVITIES

INITIATIVES

 

  • The CA(SA) designation was extensively promoted on business channels via the Difference Makers concept, using digital, TV, print and interviews on Business Day TV, Moneyweb, Financial Mail and Daily Maverick, SAFM as well as social media, focusing primarily on member profiles
  • The AGA(SA) and AT(SA) designations were also promoted primarily using digital exposure in the Mail and Guardian, Business Brief, BizNews, LinkedIn and Google adverts
  • SAICA marketing initiatives promote the value of all three of SAICA’s designations based on their respective brand architecture to ensure brand differentiation between the designations


IMPACT / DIFFERENCE MADE

 

  • CA Trust Index among business decision-makers: 83%
  • The CA Admiration Index: 70%
  • 711 individuals became new AGAs(SA)
  • 78 individuals became new ATs(SA)
  • The overall awareness of the AGA(SA) designation is currently at 53% and the AT(SA) designation at 36% among business decision-makers
  • The SAICA Youth Promotion Campaign reached 13 353 schools in 2022
  • SAICA attracted 9 932 new entrants into the CA(SA) academic route in universities in 2022

Further promotional initiatives to drive the relevance of the CA(SA) profession with trainees, members and external stakeholders include:

  • Unite4Mzansi – two videos launched
  • Courageous Conversations – three events, 349 attendees (rating 4,61/5)
  • Trainee Tuesdays – one event (rating 4,83/5)
  • Trainee Mythbusters
  • Trainee Trailblazers Summit
  • Leaderex Convention − 4 879 delegates
  • Sponsorship and media coverage of the Wits University Accounting Department’s Amazon expedition

DIGITAL COMMUNICATION AND PUBLISHING

INITIATIVES

  • The Digital Communication and Publishing unit implements SAICA’s social media activities and website content and publishes Accountancy SA magazine
  • Annual SAICA Top-35-under 35 event and Top 35 Alumnus events in four venues, including one in London, UK
  • Top 35-under-35 Awards event 2022

IMPACT / DIFFERENCE MADE

  • SAICA’s social media engagement with dedicated followers grew on average by 11,2% in 2022 across key social media channels
  • The satisfaction levels of members with the digital media of SAICA in 2022 were as follows:
    • Accountancy SA
      • Accountancy SA magazine currently has a distribution of 58 620 digital readers and publishes some 100 pages of value per issue to members in 11 issues per annum
    • Member satisfaction: 83%
    • Social Media
      • Member satisfaction: 74%
    • SAICA website
      • 58% − The new
        SAICA content website still has to be used with the legacy transactional website and this negatively affected member ratings. The Ushintsho project delivery will address this challenge
    • Annual SAICA Top-35-under 35 event and Top 35 Alumnus events in four venues, including one in London, UK attracted significnt engagement and acclaim from young members with 914 attendees (rating 4,73/5)
    • The Top 35-under-35 Awards event 2022 had 306 attendees (rating 4,72/5)

SAICA’s social media engagement with dedicated followers grew on average by 11,2% across the key social media channels:

SAICA TWITTER

  • DEC 2021: 37 433
  • DEC 2022: 39 449
  • GROWTH: 5,39%

SAICA linkedin

  • DEC 2021: 84 581
  • DEC 2022: 94 095
  • GROWTH: 11,24%

SAICA FACEBOOK

  • DEC 2021:53 702
  • DEC 2022: 57 395
  • GROWTH: 6,87%

SAICA YOUTUBE

  • DEC 2021: 627 645
  • DEC 2022: 763 586
  • GROWTH: 21,65%

A further key feature of the unit is the management of the annual SAICA Top 35-under-35 event as well as the Top 35 Alumnus events, which attracted significant engagement as well as acclaim from young members.

Building the reputation of SAICA and the profession

Key initiatives to create value in 2022

COMMUNICATION ACTIVITIES

INITIATIVES

  • The trust reconstruction plan, which focuses primarily on rebuilding trust, has facilitated an increase in media exposure for SAICA, which has a positive impact on the reputation of the CA(SA) profession, the designation, and SAICA itself

IMPACT / DIFFERENCE MADE

  • Positive exposure generated by SAICA grew by 31,8% from 1 395 in 2021 to 1 829 exposures in 2022. This figure is 12 times more exposure than our nearest competitor and five times more than all of SAICA´s main competitors collectively
  • The exposure achieved included topics in the following major categories:
    • Trust Leadership – 124
    • Member Profiles – 458
    • Thought Leadership – 271
    • Standards division topics (for example Tax, Public Sector, Audit and Assurance and Corporate Reporting) – 410
  • Significant reach in promoting the value of CAs(SA) to the marketplace in commercial media has been achieved
  • Negative publicity in 2022 amounted to 92 exposures, representing a mere 5% of all exposure generated by the Brand division
INITIATIVES
 
  • During 2022, the Brand division dealt with the reputation fallout from the challenges experienced with the APC examination written in December 2021

IMPACT / DIFFERENCE MADE
 
  • SAICA was able to effectively counteract the negative publicity caused by the crisis with 31 positive media exposures, compared to only five negative APC exposures
INITIATIVES
 
  • To keep members continually informed of SAICA initiatives and activities for the benefit of members

IMPACT / DIFFERENCE MADE
 
  • There were 541 (2021 – 501) bulk emails to members, which elicited 78% member satisfaction with SAICA’s email communication as per the SAICA Professional Health Index (PHI) surveys

MARKETING ACTIVITIES

INITIATIVES

 

  • The CA(SA) designation was extensively promoted on business channels via the Difference Makers concept, using digital, TV, print and interviews on Business Day TV, Moneyweb, Financial Mail and Daily Maverick, SAFM as well as social media, focusing primarily on member profiles
  • The AGA(SA) and AT(SA) designations were also promoted primarily using digital exposure in the Mail and Guardian, Business Brief, BizNews, LinkedIn and Google adverts
  • SAICA marketing initiatives promote the value of all three of SAICA’s designations based on their respective brand architecture to ensure brand differentiation between the designations


IMPACT / DIFFERENCE MADE

 

  • CA Trust Index among business decision-makers: 83%
  • The CA Admiration Index: 70%
  • 711 individuals became new AGAs(SA)
  • 78 individuals became new ATs(SA)
  • The overall awareness of the AGA(SA) designation is currently at 53% and the AT(SA) designation at 36% among business decision-makers
  • The SAICA Youth Promotion Campaign reached 13 353 schools in 2022
  • SAICA attracted 9 932 new entrants into the CA(SA) academic route in universities in 2022

Further promotional initiatives to drive the relevance of the CA(SA) profession with trainees, members and external stakeholders include:

  • Unite4Mzansi – two videos launched
  • Courageous Conversations – three events, 349 attendees (rating 4,61/5)
  • Trainee Tuesdays – one event (rating 4,83/5)
  • Trainee Mythbusters
  • Trainee Trailblazers Summit
  • Leaderex Convention − 4 879 delegates
  • Sponsorship and media coverage of the Wits University Accounting Department’s Amazon expedition

DIGITAL COMMUNICATION AND PUBLISHING

INITIATIVES

  • The Digital Communication and Publishing unit implements SAICA’s social media activities and website content and publishes Accountancy SA magazine
  • Annual SAICA Top-35-under 35 event and Top 35 Alumnus events in four venues, including one in London, UK
  • Top 35-under-35 Awards event 2022

IMPACT / DIFFERENCE MADE

  • SAICA’s social media engagement with dedicated followers grew on average by 11,2% in 2022 across key social media channels
  • The satisfaction levels of members with the digital media of SAICA in 2022 were as follows:
    • Accountancy SA
      • Accountancy SA magazine currently has a distribution of 58 620 digital readers and publishes some 100 pages of value per issue to members in 11 issues per annum
    • Member satisfaction: 83%
    • Social Media
      • Member satisfaction: 74%
    • SAICA website
      • 58% − The new
        SAICA content website still has to be used with the legacy transactional website and this negatively affected member ratings. The Ushintsho project delivery will address this challenge
    • Annual SAICA Top-35-under 35 event and Top 35 Alumnus events in four venues, including one in London, UK attracted significnt engagement and acclaim from young members with 914 attendees (rating 4,73/5)
    • The Top 35-under-35 Awards event 2022 had 306 attendees (rating 4,72/5)

SAICA’s social media engagement with dedicated followers grew on average by 11,2% across the key social media channels:

SAICA TWITTER

  • DEC 2021: 37 433
  • DEC 2022: 39 449
  • GROWTH: 5,39%

SAICA linkedin

  • DEC 2021: 84 581
  • DEC 2022: 94 095
  • GROWTH: 11,24%

SAICA FACEBOOK

  • DEC 2021:53 702
  • DEC 2022: 57 395
  • GROWTH: 6,87%

SAICA YOUTUBE

  • DEC 2021: 627 645
  • DEC 2022: 763 586
  • GROWTH: 21,65%

A further key feature of the unit is the management of the annual SAICA Top 35-under-35 event as well as the Top 35 Alumnus events, which attracted significant engagement as well as acclaim from young members.

COMMERCIAL INITIATIVES

INITIATIVES

 

  • Sponsorship was acquired for the following initiatives:
    • Top 35-under-35 events
    • Chairman’s Difference Makers Awards
    • SAICA Economic Conference
    • Cloud in Practice Conference
    • Finance Leaders Conference


INITIATIVES

  • Revenue generated from sponsorship amounted to R9 million, from R8,2 million in 2021

COMMERCIAL INITIATIVES

INITIATIVES

 

  • Sponsorship was acquired for the following initiatives:
    • Top 35-under-35 events
    • Chairman’s Difference Makers Awards
    • SAICA Economic Conference
    • Cloud in Practice Conference
    • Finance Leaders Conference


INITIATIVES

  • Revenue generated from sponsorship amounted to R9 million, from R8,2 million in 2021

SEMINARS AND EVENTS DELIVERY

FOCUS AREAS INITIATIVES IMPACT / DIFFERENCE MADE
Hosting of seminars and events
  • A total of 149 events were delivered on behalf of the SAICA business units, made up as follows:
FORMAT
NUMBER
ATTENDEES
RATING
National webcasts
132
40 328
4,46/5
Face to face
17
2 092
4,47/5
TOTAL
149
42 420
4,46/5
The overall rating of the organisation of events by attendees was 4,46/5 and the rating by the internal event champions was 4,06/5, which represents exceptional delivery performance by the Events Delivery team despite significant challenges with internal IT challenges which impacted bookings by members

Other salient points related to events delivery were:
  • 15 out 17 events (88%) held face to face were free of charge
  • 53 out 121 (43%) webcasts were free of charge
  • Of the total of 557 CPD hours offered to members, 186,5 hours (33%) were free of charge
  • A new business model in 2022 ensured events delivered in 2022 achieved a breakeven budget
High-profile events include:
  • Chairman’s Difference Makers Awards
  • Difference Makers Economic Conference
  • Thuthuka 20-year celebrations
  • Finance Leaders Conference

  • 173 attendees(rating 4,54/5)
  • 302 attendees (rating 4,75/5)
  • 797 attendees
  • 350 attendees (rating 4,6/5) 1 300 webcast views

CONCLUSION

The SAICA Brand division contributed significantly to the achievement of the SAICA strategic pillars, including member value, relevance and reputation, as well as the sustainability of the organisation.

SEMINARS AND EVENTS DELIVERY

FOCUS AREAS INITIATIVES IMPACT / DIFFERENCE MADE
Hosting of seminars and events
  • A total of 149 events were delivered on behalf of the SAICA business units, made up as follows:
FORMAT
NUMBER
ATTENDEES
RATING
National webcasts
132
40 328
4,46/5
Face to face
17
2 092
4,47/5
TOTAL
149
42 420
4,46/5
The overall rating of the organisation of events by attendees was 4,46/5 and the rating by the internal event champions was 4,06/5, which represents exceptional delivery performance by the Events Delivery team despite significant challenges with internal IT challenges which impacted bookings by members

Other salient points related to events delivery were:
  • 15 out 17 events (88%) held face to face were free of charge
  • 53 out 121 (43%) webcasts were free of charge
  • Of the total of 557 CPD hours offered to members, 186,5 hours (33%) were free of charge
  • A new business model in 2022 ensured events delivered in 2022 achieved a breakeven budget
High-profile events include:
  • Chairman’s Difference Makers Awards
  • Difference Makers Economic Conference
  • Thuthuka 20-year celebrations
  • Finance Leaders Conference

  • 173 attendees(rating 4,54/5)
  • 302 attendees (rating 4,75/5)
  • 797 attendees
  • 350 attendees (rating 4,6/5) 1 300 webcast views

CONCLUSION

The SAICA Brand division contributed significantly to the achievement of the SAICA strategic pillars, including member value, relevance and reputation, as well as the sustainability of the organisation.

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SAICA Integrated Report 2022.
All Rights Reserved.

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SAICA Integrated Report 2022. All Rights Reserved.

Site Links

Site Links

Head Office