Thought Leadership

A strategy for the effective positioning of the NEF brand in the market lacked key attributes in previous years’ submission of this strategy and the NEF was tasked to apply our efforts to these final aspects of a robust Marketing and Communications Strategy. This target was a necessity despite the ongoing neutral and positive coverage that the NEF had been enjoying in the media, as it would set out the strategic key messages that would need to be continuously relayed in these coverage opportunities in order to effectively and positively position the NEF brand in the public’s perception.

The performance of the Marketing and Communications activities of the NEF can best be measured against the level of media coverage it enjoyed over the year and the level of public engagements, which resulted in participation in more than 30 key public events.

Overall, the NEF obtained coverage in 206 articles and corporate mentions amounting to an average of 20 articles per month, which were largely a positive endorsement (58%) or neutral (38%).

In order to effectively manage the key messages that were being delivered at these interventions and in the media, work commenced on the conclusion of the Marketing and Communications Strategy under the direct leadership of the Executive and which ultimately led to its approval by the Board in April 2009.

The Brand Audit undertaken in the latter part of the year points to the need to position the NEF as a thought leader in economic transformation. This includes the implementation of key anchor projects such as the development of a post-graduate module on BB-BEE with business schools, drawing on the considerable intellectual capital which the NEF has developed as a result of its mandate.

Other opportunities, linked to the need to optimise advertising and media coverage, include the inauguration of regular public roundtables in order for the NEF to lead public discourse on Economic Empowerment and transformation, and to entrench BB-BEE at the centre of the national agenda.