SANBI: SOUTH AFRICAN NATIONAL BIODIVERSITY INSTITUTE
MARKETING AND
COMMUNICATIONS
P.Tsotso Sehoole
CONTENTS
·
Purpose
·
Three-year target objectives
·
Strategies
·
Conclusion
BACKGROUND
The South African National Biodiversity
Institute has been in existence in its early forms as far back as 1858.
However, the science of study of fauna and flora has been an integral part of
humanity since humankind came to being.
SANBI has enjoyed support and patronage mainly from the white section of the
population albeit also, not on a bigger scale.
The institute is the main state organ tasked with the responsibility of marine
and biodiversity management, facilitating conservation, sustainable development
of living resources and human wellm being.
It has become imperative to expose the use of the facilities to all for the
different benefits ranging from leisure to scientific information.
PURPOSE
From consultation sessions and information acquired from various SANBI
documents, the strategy was developed to carry out the following functions:
·
Marketing and communication of all SANBI activities locally and
internationally
·
Strong media liaison and lobbying
·
Promotion of SANBI facilities and services
·
Implement specific segment target market strategies to attracting the HDI
to utilise the SANBI facilities
·
Further increase the footfall into the National Botanical Gardens
THREE YEAR TARGET OBJECTIVES
The following are three-year aggressive yet achievable objectives:
·
Establish a strong SANSI brand
·
Achieve a 50% increase in footfall / visitor in the seven (7) national
botanical gardens (excluding Kirstenbosch)
·
Achieve a 5% income increase generated through donations, sponsorships,
gate-takings and sales.
·
Profile SANBI facilities and services. Place special emphasis on points
of differentiation. Illustrate SANBI's successes quantified through number of
projects and also expresse.d in qualitative terms.
·
Promote SANBI's superior value for money facilities illustrating
proximity, entry fees and other inclusive benefits.
·
Promote public awareness of SANBI's role in scientific research.
·
Distribution through free mass communication media, media buying,
advertising, meetings, presentations and exhibitions
·
Public Relations activities, continuously interact with target audiences
through functions (launches, cocktails, outings etc.), media releases,
newsletters and other print material, SANBI website, exhibitions, distribution
of collateral and promotional gifts
·
Pursue on collaborative marketing forging synergies with provincial and
local authorities and para-statals.
CONCLUSION
This strategy seeks to:
·
Position the SANBI brand,
·
Expand the use of the SANBI facilities and services,
·
Create public awareness of SANBI's role in scientific bio-diversity
management
·
Purposefully introduce historically disadvantaged communities into the
gardens, and
·
Increase revenue.