Kaelo Group Credentials 2011

We build reputations and brands through relevant Community

Engagement

A background to our business

• The Kaelo Group is the leading Community Engagement Organisation operating in Sub-Saharan Africa – South and East Africa.

• Established in 2000, the company has established core competencies in

• Engagement through Corporate Social Responsibility

• Engagement through sponsorship properties

• Engagement through corporate brand platforms

• Our passion is providing our clients with comprehensive full service support in effectively developing, executing and measuring their marketing strategies.

• We currently employ around 50 full time staff and various contracted staff for project activations as required.

BEE credentials & financial Management

• The Group is a Level 2 BEE provider

• We have a 125% supplier recognition

• Managing project budgets from R100,000 to R200 million, we take project financial management seriously

• The Kaelo Group has two full time CA’s, and a team of accounts staff ensuring that all budgets, invoicing, procurement, cash flow, spending and collections are managed firmly for both our clients and our organisation

• When working with Kaelo, expect to see and meet our CA’s as an integral part of the team – working directly with our clients financial team to maximise delivery against budgets in often tight time-frames.

Kaelo is a Tswana word for guidance and upliftment.

It captures the essence of the African proverb –

“As you grow, pull others up.”

COMMUNITY

Targeting and understanding a group of like-minded individuals with a common

passion or purpose

ENGAGEMENT

Tangibly connecting brands/organisations with communities so as to create a

conversation and dialogue – listening and feedback.

Our promise to grow through

We do this through our unique experience, research insights,

stakeholder understanding and database management.

We do this through communication & publishing,

broadcast and activations, monitoring and measurement

OUR SERVICES

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Strategy

Every project begins with sound strategic planning. We have an experienced team to guide you through strategy and process.

Implementation

We have implementation specialists in communications and publishing, activations & hospitality and broadcast production – both within South Africa and on the continent.

Measurement

The Group offering is supported with a dedicated research company (Repucom SA) who work closely with strategy to provide insights and to ensure that projects and programmes are measured and monitored.

Kaelo Group companies

Core delivery agency – including

communications, publishing, broadcast,

activation & hospitality divisions

Implementation agency – providing community engagement services

through Africa

Research and monitoring agency – providing global monitoring and

research measurements

Group structure for delivery

Strategy & Planning

Finance & Admin

Kaelo Group

Repucom Monitoring,& Measurement

Kaelo Engage

Communication & Publishing

Hospitality & Activations

Broadcast & Production

Kaelo Engage Africa

African project delivery

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CSI & Social Development

Sponsorship & Rights

Management

Corporate & Brand Marketing

CSI AND SOCIAL DEVELOPMENT

MARKETING

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“The pessimist sees difficulty in every opportunity. The

optimist sees the opportunity in every difficulty.” -Winston Churchill

What we are known for

in CSI

Kaelo Stories of Hope

• Conceptualised in 2005 as a TV Show - now a full multimedia social communication platform showcasing CSI projects and impact around the country.

• This R20 million annual project includes a published book, a dedicated web site, communication and social media dialogue, think tank workshops and annual conference.

• Kaelo has covered more than 450 stories with more than 50 companies in South Africa.

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• Using the Kaelo CARES model, we guide our clients through a step by step strategic process to determine what CSI has been happening (in the business, in the industry and globally), aligning this to their business, conducting a gap analysis to determine what is needed, and then designing an implementation plan to support a positive reputation.

• Compliance with King III Chapter 1, the global AA1000 CSI standards, the GRI global reporting standards and DTI Codes of Good Practice are integral to the approach.

CSR Strategic Consulting

C

A

R E

S

Kaelo Cares Model ™

• Lets Fix It is a hands-on action orientated TV programme, inspiring volunteers from Corporate South Africa to come together to help those in need.

• Kaelo can assist in finding and organising a CSI event or programme for your organisation involving staff

• Kaelo also provide customised social development programming and corporate CSI AVs for clients

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Other broadcasting projects & activations

CSI publishing and

communication

• Kaelo collates content, organises photography, copywriting, editing, layout, design and printing for social responsibility reports, books and brochures

• In addition, we develop on-line CSI libraries for our clients and provide bespoke communication strategies and plans for CSI divisions

CSI monitoring &

measurement

• Conducted by our research agency Repucom SA, Kaelo is able to provide the following research tools to clients:

1. Media monitoring – monitoring of your CSI coverage and compliance of use of trademarks and logos and organisational mentions against projects.

2. SROI – Social Return on Investment measurements – additional financial impact from social investment projects

3. Social Rating – a new syndicated annual survey providing a rating of charities and social projects – allowing funders to make more informed decisions around investment. Based on reliability, transparency, reporting, efficiency and capacity

4. Marketing and communications trends in CSI – an annual review of the trends and insights into effective communication of projects and programmes.

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Some of our more recent CSI Clients

SPONSORSHIP AND COMMERCIAL

PROPERTY RIGHTS MANAGEMENT

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“Sponsorship works when it's a total partnership between

organizations who care about the fans and the community. When

you can create greater awareness of the brand, and at the same

time make it fun for the fans, your employees and contribute to

the community, everybody wins.”

What we are known for

in sponsorship

For our strategic and measured approach to the discipline

• Kaelo are known for our strategic approach to sponsorship and property rights management

• Our clients include the Comrades Marathon, Two Oceans Marathon, Royal Bafokeng Sports and SA Fashion Week.

• We were the activations agency for the Hyundai 2010 FIFA World Cup programme and were the implementation agency for the MTN 2010 FIFA World Cup Hospitality programme – managing over 25,000 guests.

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Our sponsorship services

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Rights Holder

Sponsor

Contract Engagement

Image Engagement

Fan Engagement

Engagement Measures

Property evaluation and sourcing; relevance - image, audience, location, investment, term

Sponsorship Agreement

Shared asset KPA’s Responsibilities

Event & Broadcast

Marketing plan Objective setting Brand portrayal

Creative approach Strategy & concepts Broadcast elements

Procurement, negotiation, legal contracting, creative marketing & branding, event activation resource, reporting

Activation plan Pre event

During event Post event

VIP & stakeholder Media hosting

Fan commitment

Sponsorship Reporting

Brand enhancement Perception shift Financial shift

Return on Objectives Documentation

Strong 4 Way Relationship Management Rights Holder + Sponsor + Broadcaster + implementation team

Activation and hospitality

• Sponsorships must be activated for return

• Ideally a 1:1 spend for regional properties and more than 1:4 for global property activation

• Kaelo deliver a relevant activation of brand experience to engage the fan – pre, during and post event

• We use both traditional experiential platforms, social media and promotional competition ideas to drive engagement

• Experience is measured and fan and hosted guest feedback captured

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Our global activation & hospitality affiliates

Publishing & communication

• Let us capture a record of your sponsorship journey as a published book or DVD legacy as a timeless record of investment and return as we have for Hyundai and the Royal Bafokeng Sports.

• We’re also great at creating interactive promotions and ideas around sponsorship events to drive greater engagement and conversations with your communities.

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AFP Customised sponsored television

production

• Advertiser Funded Programming (AFP) is one of our major areas of expertise.

• We can conceptualise and create a television series around a subject which has appeal to your audience community and is something which broadcasters would accept for their audience – from a 13 part soapie, to a reality adventure show, to a studio based behind the scenes magazine programme as well as documentary specials

• Our relationship with SABC, e.tv and DStv allow us to understand the scheduling demands, the audience interests and to negotiate for prime funded programming time, with promos and billboards for client promotion

• If you have in-depth content to share and are looking for a more meaningful way to engage an audience – consider AFP.

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This AFP was one of Kaelo’s first TV shows.

Sponsorship monitoring

& measurement

• Conducted by our research agency Repucom SA, Kaelo is able to provide the following research tools to clients:

1. Media and exposure monitoring – monitoring of your sponsorship coverage and compliance of use of trademarks and logos and organisational mentions against contractual obligations using Radiuss technology™

2. Sponsorship Valuations – We have valued in excess of 55 of South Africa’s prime sponsorship properties

3. On-line management tools for reporting and monitoring sponsorship performance

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Some of our more recent Sponsorship Clients & Properties

Our implementation work in Africa

• We have worked in East Africa on a number of sponsorship related projects.

• We are able to source properties and projects for marketing leverage in these markets.

• Kaelo has an on-the-ground network to assist in activation, filming and reporting on projects in-country.

CORPORATE BRAND COMMUNITY

ENGAGEMENT – STAFF AND STAKEHOLDERS

"A brand that captures your mind gains behaviour. A brand that captures your heart gains commitment."

Strategic Marketing Consulting

• Kaelo will develop marketing, brand, communication and reputation strategies aligned to your business need - from mission, vision and values to brand essence, positioning and promises.

• Specialist strategy services include Stakeholder Engagement strategies aligned with the global standards for reporting; Crisis Communication and Issues Management.

• Kaelo offers workshop facilitation, marketing resource and budget planning and skills transfer opportunities.

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Products & Services

Innovation

Leadership

Performance Workplace

Corporate Citizenship

Governance

Seven Reputation

Drivers

One of the models we use in developing relevant strategies for our clients

Internal communications

• Our corporate brand experience in communicating with employees and stakeholders has included the development of both private and public sector communication.

• The communications team collate content, arrange design and distribution of newsletters, social media and computer applications designed to improve engagement levels.

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Stakeholder engagement programmes

• Generating dialogue and interest around material issues in your industry is one of Kaelo’s core strengths.

• We will identify and create a relevant database of people to engage, and then create a platform, arrange facilitators, speakers and thinkers to stimulate relevant and thought-provoking dialogue.

• We also have experience in social marketing projects to inspire behaviour change amongst communities.

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Brand development

• Our design team work with your brand identity to generate themed materials, and we also provide full corporate identity development. Logos, brochures, collateral, web-sites, social media platforms.

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Brand monitoring &

measurement

• Conducted by our research agency Repucom SA, Kaelo is able to provide the following qualitative and quantitative research tools to clients:

1. Media monitoring – monitoring of your brand coverage and compliance of use of trademarks and logos and organisational mentions against projects – in South Africa and globally.

2. Stakeholder perception audits – Insight into the thinking and perceptions of stakeholders who affect your business or industry, as benchmarks or annual studies for reporting

3. Employee surveys – on-line and face-to-face research options, using social media platforms to generate information, feedback and creative thinking from this resource

4. Customised brand research – insights and measurement metrics available

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Kaelo’s Brand engagement clients include

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OUR LEADERSHIP, VISION, MISSION

AND OUR VALUES

Kaelo’s leadership team

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Kelvin Watt, Group CEO, is the founding partner of the business

and is a hands-on driver of the business. His in-depth knowledge of

the sponsorship business over the past 20 years engaging with all of South Africa’s sporting bodies has

seen Kelvin make some great deals with a strategic insight that few others can boast. (Shareholder)

Sandile Koza, founding partner and new business driver, is Kaelo’s dynamo! Rarely in the office, Sandile is out looking for ways to ensure companies, brands and government are engaging, connecting and communicating – particularly around issues of CSI and social development. (Shareholder)

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Etienne Karsten, VP of the Repucom research company, Etienne is

passionate about monitoring and measurement in sponsorship, CSI and

corporate brand. With his team of researchers, and access to the latest

specialist technology and insights, we are able to provide the best

engagement insights in the industry for our clients .

Graeme East , Financial Director for the group, is a qualified CA and runs a tight ship from an operational and financial management perspective. With a strong financial team and a pedantic attention to detail, he’s in the front line with our clients and drives the sales targets for the group.

Sara Butchart, director of strategy for Kaelo has 20 years experience in

reputation management, CSR, broadcast and brand marketing.

Her role is to ensure all our proposals to clients have strategic

relevance to the business need and tap into the real community insight

with innovation and creativity.

Our leadership team has

almost 100 years of

collective experience and a

passion to match!

Nqoba Koza, director in relationship management comes from a strong

corporate banking background, and brings process and discipline to the business. He works predominantly

on sponsorship and corporate brand projects with his team of

relationship managers. His company responsibilities also include HR

management and BBBEE for the group.

Robyn Oakley, director in relationship management, is a qualified Chartered Accountant

passionate about the Kaelo business. Robyn manages

contracting, client service delivery and processes for our social

development and CSI projects working closely with Sandile on a day to day basis with her team of

relationship managers.

Sarah Mullins, director of the Communications and Publishing business boasts both local and international experience in effective delivery of messages in creative ways. Her team of communications experts are passionate about traditional and social media, and for relevant delivery which engages communities and builds strong reputations. (Shareholder)

John van den Aardweg, director of sponsorship, activations and events, is a qualified Attorney by trade. John oversees and manages contract negotiations on behalf of clients, as well as managing a team of relationship and engagement specialists to develop the ideal activation, event or hospitality programme for our clients.

Kaelo Group’s vision is:

“To be the pioneering Community Engagement Organisation in sub-Saharan Africa”

Kaelo Group’s mission is:

“To build strong reputations for our clients and their brands amongst specified target communities, by providing measurable integrated

engagement solutions based on sound strategic thinking.”

Our Vision and Mission

In doing business, we uphold these

values:

Enquiring and Curious As people we are always exploring and learning – looking for the next new thing

Honesty We execute all our work with integrity, and are honest and straight talking regarding issues

Delight in Delivery We strive to deliver and have a can-do attitude - we believe in providing superior service to

our clients

Resilient and Determined In the face of challenges we bounce back and try again – we don’t give up

Diversity driven Demographically in our staff, in communities and in our delivery we embrace variety

Block 9, Pinewood Office Park,

Woodmead, Gauteng,

South Africa

+27 (0) 11 563 4900

www.kaelogroup.com

Follow us @ Kaelogroup

Kaelo-Group