HOW WE CREATE VALUE

building brand equity

Key initiatives to create value in 2023

Communication activities

The focus for 2023 was two-fold: increasing member value by enhancing member communication, as well as ongoing media and stakeholder management to increase relevance and reputation.

This was done by:

  • Showcasing thought leadership
  • Intentionally and consistently driving the positioning of ‘difference makers’ and telling positive, inspirational, and ethical stories about the Institute and its members
  • Demonstrating market leadership
  • Focusing on national imperatives and socio-economic relevance
  • Advocating in the public interest, and
  • Showcasing accountability

SAICA’s proactive media engagement resulted in positive media exposure to the advertising value equivalent (AVE) of R67,3 million and a decline in total negative media exposure. Only 4,8% (vs 5,3% in 2022) of SAICA’s total exposure was negative due to allegations against a small number of SAICA members.

From a member communication perspective, SAICA streamlined and revamped its member communication, which has positively resulted in reduced frequency and increased engagement. To ensure continued relevance, member communication was aligned to the corporate strategy pillars to increase members’ trust in their institute as well as continue with trust restoration in the interest of the public.

THE INTEGRATED COMMUNICATION PLAN IN A NUTSHELL

MEMBER PROFILING

KEY INITIATIVES
  • Member profiles published in external media
IMPACT/DIFFERENCE MADE
  • Underpinned by our ethos of ‘difference makers’, SAICA seeks to showcase the good work of our members by profiling them externally (see equivalent advertising value noted above)

THOUGHT LEADERSHIP

KEY INITIATIVES
  • Showcasing our staff and members as thought leadership externally
IMPACT/DIFFERENCE MADE
  • SAICA published 87 thought leadership articles externally, which achieved 157 media exposures to the advertising value equivalent (AVE) of R9,5 million

TRUST LEADERSHIP AND SHOWCASING ACCOUNTABILITY

KEY INITIATIVES
  • Showcasing the work of SAICA’s disciplinary and legal team to ensure members who bring the profession into disrepute are held to account
IMPACT/DIFFERENCE MADE
  • SAICA was the first organisation to hold a member to account that was mentioned in the Zondo Commission reports SAICA engages with the media regularly regarding our disciplinary processes and how we ensure that we follow a fair, legal process for the benefit of all SAICA’s trust leadership media exposures amounted to 181 exposures to the advertising value equivalent (AVE) of R10,9 million

NATIONAL IMPERATIVES

KEY INITIATIVES
  • The impact of our professional development, Thuthuka, and exams teams cannot be overstated
IMPACT/DIFFERENCE MADE
  • SAICA’s national imperatives achieved 144 media exposures to the advertising value equivalent (AVE) of R5,8 million. In addition, SAICA published a Sustainable Development Goals Impact Report which showcases the work our members do to ensure a sustained future for all. (The full report can be viewed here)

ADVOCATING IN THE PUBLIC INTEREST

KEY INITIATIVES
  • Communications support for our technical teams who work daily with the government and industry bodies to ensure a better South Africa for all
IMPACT/DIFFERENCE MADE
  • The work of SAICA’s technical team was showcased in the media and achieved 363 media exposures to the advertising value equivalent (AVE) of R16,3 million

MEMBER EMAIL COMMUNICATION

KEY INITIATIVES
  • Revamped the member email communication to send fewer emails with more concise, clear content to drive member engagement
IMPACT/DIFFERENCE MADE
  • The new approach aims to refer members directly to the website for all relevant content while sending fewer emails to ensure optimal engagement
MARKETING ACTIVITIES

Drop us a Message