Marketing activities
Marketing was largely focused on various brand-building initiatives, as well as deploying integrated marketing communications to support various business objectives SAICA-wide.
STRATEGIC BRAND MANAGEMENT
KEY INITIATIVES
- ‘Difference makers’ positioning
IMPACT/DIFFERENCE MADE
- A primary objective was to entrench the ethos of ‘difference makers’ in the market using various touchpoints, targeting our diverse audiences, establishing a cohesive golden thread that connects all brand, marketing, and communication initiatives. This has resulted in an increased awareness, understanding and adoption of this positioning both internally and externally
KEY INITIATIVES
- Launch of the first SAICA podcast, namely SAICABiz, to promote SMPs’ expertise among SMMEs
IMPACT/DIFFERENCE MADE
- The SAICABiz platform spotlights SAICA’s small and medium practitioners (SMPs) as trusted business advisors offering tailored support and advice to SMEs. Through this initiative, we aim to bridge knowledge gaps, empowering small businesses to make informed decisions, navigate challenges, and achieve sustainable growth confidently. Additionally, we enhance the brand value of SAICA accredited practitioners by profiling them and positioning them as the go-to business experts and Difference Makers. The campaign advertising strategy included high traffic news and business media platforms such as News24, Business Tech and Google adverts, as well as social media touchpoints
KEY INITIATIVES
- SAICA’s first globally affiliated youth brand campaign
IMPACT/DIFFERENCE MADE
- SAICA launched the CAW global youth campaign with an African twist, resonating with South African youth. It aimed to position the profession as purpose-led and promote SAICA members as difference makers driving positive change. Featuring trainees and young members/associates as influencers focused on youth issues, the campaign inspired young individuals to become difference makers and future members of SAICA. Advertising on platforms such as TikTok, Instagram and Facebook, as well as student and learner portals, it garnered over 130 000 views on YouTube in two months, performing at or above industry benchmarks. Due to its success, the campaign will continue into 2024
KEY INITIATIVES
- Business Decision- makers Campaign
IMPACT/DIFFERENCE MADE
- The campaign’s objectives were to raise visibility and position the SAICA designations among business decision-makers, to drive a favourable brand net promoter score, and influence the awareness and recommendation of SAICA designations. Although we are seeing a decline in the NPS score among decision-makers, we are seeing a slight increase in the employee preference index
INTEGRATED MARKETING COMMUNICATIONS
KEY INITIATIVES
- Introduction of integrated marketing communications
IMPACT/DIFFERENCE MADE
- Integrated marketing communications (IMC), which is also referred to as integrated go-to-market (IGTM), was implemented to streamline and unify all marketing and communication efforts across SAICA. This approach aimed to maximise impact by ensuring consistent messaging across all touchpoints, ultimately creating a unique and unified SAICA brand narrative and experience. This included defining IMC, developing a strategy, mapping an end-to-end process and deploying campaigns to support brand and divisional objectives
