SANBI: SOUTH AFRICAN NATIONAL BIODIVERSITY INSTITUTE
MARKETING AND COMMUNICATIONS

P.Tsotso Sehoole

CONTENTS

Background

         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.

 

STRA TEGIES

         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.