Weskus Distrik’s strategic brand campaign to reach its target audience of potential investors and business owners is well-orchestrated and meticulously executed.
Weskus Distrik uploads a minimum of 30 posts each month, and has done so consistently for 18 months. Each post is tested against whether it speaks to one or more of the municipality’s brand values because the aim is for the audience to associate Weskus Distrik with, in their own words, SOLID (governance, compliance), ACTIVE (decisive, Laat Waai), INCLUSIVE (teamwork, culture, collaboration), and ASPIRATIONAL (innovation, growth and development).
“Some people still think that brand building is about creating perceptions, but we focus on reality, ensuring that we have supporting evidence for each of our posts. In a world where information is easily accessible, you cannot claim to be strong on governance or service delivery, as examples, if the Auditor General’s report says otherwise. And if you claim to be innovative, you must support such a promise by showcasing examples. This type of honesty and authenticity mirrors the Weskus culture, which also presents itself in Weskus Distrik’s brand tone and voice”, says CFO Dr Johan Tesselaar.
The strategic brand strategy does not include Tourism and Community as the need, dynamics and media platforms differ. There is however a crossover and collaboration between Tourism and Community Communication, and Strategic Brand Development. Apart from sharing information, the strategic brand team creates unique, compelling and often quirky ‘attraction’ shout-outs each
month.
“Our monthly strategic brand campaigns reach a significant audience of investors, corporate leaders and business owners, with a bias towards high-net-worth areas in Gauteng. Our ‘attraction’ posts can encourage them to consider Weskus as a holiday destination, or if they’re considering relocating, a thought-provoking option. The strategic brand programme exposes our audience to our record of clean governance, service delivery performance, and the natural and unique lifestyle attractions of the Weskus. It’s a compelling offer”, says Dr Tesselaar.
Dr Johan Tesselaar
Chief Financial Officer
Weskus Distrik Municipality.
