Media strategy and media engagement for Accenture in South Africa
Stone delivered a strong communication and media strategy to drive awareness and advocacy amongst clients and media, generating influence amongst stakeholders and actively supporting the business objectives and goals of Accenture in South Africa. Through extensive content generation and media engagement Accenture received almost unprecedented media coverage, which in turn led to a 7% increase in share of voice among industry competitors within 8 months.
Challenge at hand
In keeping with their theme for the year “Leading in the New”, Accenture in South Africa sought for a new innovative agency that would build a strong media profile, unlock content value from the business, and be part of one extended and integrated team.
Accenture battled a declining share of voice despite increased efforts of media engagement. The key marcomm objective given to Stone was to turn the declining share of voice around. These objectives were met through the careful implementation of Stone’s strategic communication awareness strategy.
The firm needed to leverage its reputation and leadership as the trusted advisor and premier provider of business and technology services for private and public sector clients in South Africa, whilst positioning innovation as an enabler for business transformation and outcomes.
Stone’s approach to meeting the need
The Stone team developed a marketing and communication strategy, which included a media engagement strategy, executive profiling, crisis and issues management, and overall public relations tactics to position the organisation as an industry leader. Various key messages were developed for all communication activities relevant to the various audiences to enable the following objectives:
- Enhanced brand perception and owning new applied now
- Add depth via shared priority content and examples
- Specific engagement plans to support the business and industries
- Establish Accenture and its brand as Africa’s digital accelerator
- The best place to work and thrive
- Growing a leading growth market GU
Results achieved and value added for Accenture
Due to Stone’s strategic counsel and approach to the required media and communication activities, Accenture improved in share of voice by over 7% within 8 months, through quality content creation, consistent media engagement and liaison, and using communication as a business tool.
Through careful thematic scheduling of communication activities, media and stakeholders received a continuous stream of information tailored to their specific audience.
Stone effectively mined trapped content value by placing engagement on the main business agenda, releasing media-ready content, and building the thought leadership profile of each business unit. This was to establish Accenture’s reputation at the c-suite and executive level, positioning Accenture as the expert partner of choice.
