Performance results – Outcomes
At 31 March 2012
Outcome 1: Brand Alignment by Stakeholders
As per approved Business Plan
Outcome Measure
Brand (look and feel)
compliance by stakeholders
Alignment in terms of
positioning
Annual Performance. Variance explanations and plans
for the next Quarter/Financial Year
Baseline
Annual
Tool for measuring
Actual 2010/11
Target 2011/12
Actual Target
Brand compliance audit
Audit tool not
developed.
Develop audit tool
Tender process
finalised, but not
awarded.
Target not met. Awaiting the award of tender
Content tracking around value
proposition and messaging
pillars
Audit tool not
developed.
Develop audit tool
Tender process
finalised, but not
awarded.
Target not met. Awaiting the award of tender
Baseline
Annual
Actual 2010/11
Target 2011/12
Actual Target
Outcome 2: Increased Pride and Patriotism
As per approved Business Plan
Outcome Measure
Tool for measuring
Annual Performance. Variance explanations and plans
for the next Quarter/Financial Year
Pride levels
Domestic tracker
75%
90%
87%
Target not achieved. However, the score is a significant
improvement on the previous financial year’s
Commitment levels
Domestic tracker
n/a
71%
79%
Target exceeded
Social cohesion
National perceptions audit
n/a
72%
Annual target
Audit is not completed as wave 2 is due end-August 2012
Active citizenship
National perceptions audit
n/a
72%
Annual target
Audit is not completed as wave 2 is due end-August 2012
Outcome 3: Articulation and contextualisation of SA Policy that impact factors of competitiveness
As per approved Business Plan
Outcome Measure
Awareness of SA policy
positions by target audiences
Baseline
Tool for measuring
Thrive (Business Elite study)
Actual 2010/11
Tool and baseline
not established
Awareness by stakeholders of
Specific questions within
Tool and baseline
how SA policy positions impact stakeholder satisfaction survey not established
SA competitiveness
Annual
Annual Performance. Variance explanations and plans
for the next Quarter/Financial Year
Target 2011/12
Actual Target
- Baseline
- Presentations to stakeholders
- Select policies targets by Dec 2011
Thrive survey
completed, baseline
set
Stakeholder presentations and set policy target not
achieved
Select policies targets by Nov 2011
Policy targets were
not set as the survey
was not conducted.
Policy targets not achieved
The survey was not conducted
Brand South Africa
79
Performance results – Outcomes
At 31 March 2012
Outcome 4a: Positively changed perceptions about SA within international target audiences
As per approved Business Plan
Annual
Annual Performance. Variance explanations
and plans for the next Quarter/Financial Year
Outcome Measure
Tool for measuring
Actual 2010/11
Target 2011/12
Actual Target
Reputation ranking
Media Reputation Index
50,28
55
60
Global Citizens survey
Audit tool not developed.
Develop audit tool
Tender process finalised,
but not awarded.
Field work underway.
Project Thrive survey
Put out tender to deliver on
Project Thrive
Project Thrive survey
Thrive survey completed,
baseline set
Target met.
Brazil
6,2
6,4
6,2
Not achieved
China
5,8
6,0
5,0
Not achieved
France
4,2
4,2
3,1
Not achieved
Germany
4,2
4,2
6,3
Achieved
India
8,0
8,0
7,3
Not achieved
UK
7,3
7,3
4,2
Not achieved
USA
3,2
3,6
3,9
Achieved
Russia
n/a
tbc
0,4
Baseline set
Familiarity
Spain
80
Baseline
Project Thrive survey
Key drivers are positive coverage on HIV/Aids five-year
plan, SA/Lonza partnership, SKA and BRIC/SA reporting.
n/a
tbc
2,7
Baseline set
Japan
n/a
tbc
1,5
Baseline set
UAE
n/a
tbc
10,2
Baseline set
Angola
n/a
tbc
4,2
Baseline set
Egypt
n/a
tbc
6,3
Baseline set
Kenya
n/a
tbc
14,2
Baseline set
Nigeria
n/a
tbc
1,6
Baseline set
DRC
n/a
tbc
tbc
Baseline not set. No market data
Zimbabwe
n/a
tbc
tbc
Baseline not set. No market data
Brand South Africa
Outcome 4b: Positively changed perceptions about SA within domestic target audiences
As per approved Business Plan
Annual Performance. Variance explanations
and plans for the next Quarter/Financial Year
Baseline
Annual
Target 2011/12
Actual Target
Outcome Measure
Tool for measuring
Actual 2010/11
4.1 Awareness of the Brand South Africa
Pillars
Tracker (domestic)
50,28
Diversity
Audit tool
not developed
Develop audit tool
84%
Domestic tracker survey will be completed end
of Q4. Result will be available in Q1 2012.
Ubuntu
Put out tender to deliver
on Project Thrive
Project Thrive survey
78%
Domestic tracker survey will be completed end
of Q4. Result will be available in Q1 2012.
Possibility
76%
76%
77%
Domestic tracker survey will be completed end
of Q4. Results will be available in Q1 2012.
Sustainability
6,2
6,4
68%
Domestic tracker survey will be completed end
of Q4. Result will be available in Q1 2012.
Innovation
5,8
6,0
65%
Domestic tracker survey will be completed end
of Q4. Result will be available in Q1 2012.
Develop baseline
Tracking tool was developed and baseline set.
4.2 Media reputation tankings (fomestic)
Media Reputation Index
Establish monitoring
Put out to tender to deliver on
mechanism and baseline
domestic and social media
Tender finalised – domestic media
Brand South Africa
81
Performance Results – Outcomes
At 31 March 2012
Outcome 5: Economies of Scale and Scope
As per approved Business Plan
Annual Performance. Variance explanations
and plans for the next Quarter/Financial Year
Baseline
Annual
Actual 2010/11
Target 2011/12
Actual Target
R1,1k (corporate)
Outcome measure
Tool for measuring
Joint funding
Funds raised as a % of total
Brand South Africa budget
R4m: (24%)
Joint govt programmes
Shanghai with Dirco
12%
(R6,4m)
Leveraging resources: Sponsorship and
partnership values over and above
Brand South Africa spend.
Costs saved as a % of total
Brand South Africa budget.
R9,3m worth of value
was secured.
R10 million
R 5 424 789
Target not met. Total annual funds raised R1,1k
Final value for CNN, TNA, Time, MDDA,
FT and SAFM is R5 424 789.
Note: R9,3m for 2010/11 fiscal: (People’s Bus Sponsorship during World Cup: R1m (DAC contribution), Breakfast with Department of Education: R 279 688,04; FT media partnership - Value of surveys: R704 000;
CNBC media partnership: R3,8m; Africa Investor media partnership: R2m and Brand Africa Summit Partnership: R1,5m)
Outcome 6: Sustainable Organisation
As per approved Business Plan
Outcome measure
Tool for measuring
Organisational sustainability
Annual Report with
complete sustainability
report
Social and environmental contribution
BEE spend
82
Brand South Africa
Annual Performance. Variance explanations
and plans for the next Quarter/Financial Year
Baseline
Annual
Actual 2010/11
Target 2011/12
Governance risk and
compliance frameworks in
place.
Governance risk
and compliance
frameworks in place.
Unqualified audit report
Unqualified audit
report
n/a
100% Compliance:
employment equity
100% Compliance:
employment equity
Not met. In the process of
developing a draft.
CSI programme
Support one CSI
project
Compliance with BEE spend
targets
Compliance with BEE
targets
Actual Target
Operational and strategic risks to be carried over
Top six strategic risks
to the new financial year period as a complete
approved by the Board.
reviewed approved strategic risk register.
risks
The finalised audited report is due at the end
of June 2012.
A draft EE plan is being developed and will be
completed in Q1 2012/13. The current statistics
show a skew towards females, focusing our
recruitment on males.
Sponsored the Vega School Target not met. Meals on Wheels,
design competition.
Ebenesar Children’s Home,
Women in Business association.
In progress to set up a
system that will monitor
and track BEE spend.
New financial system procured. SCM manager
position to be submitted for Board approval in
new financial period and position filled by Q2.