UCT Upstarts is the Vice-Chancellor’s Social Innovation Challenge. It’s a joint-initiative between UCT, the Bertha Centre for Social Innovation & Entrepreneurship and Super Stage. UCT Upstarts is igniting a ‘Student Start-up Nation’ by creating a parallel university experience – one that produces a generation of both graduates and social entrepreneurs - who solve real-world problems from campus, and launch start-up realities beyond it. UCT Upstarts is building a ‘Social Innovation Culture’ that literally does make Africa work better and is helping to create an ‘Innovation Economy’ that actually does create jobs – starting from campus!

1. THE CAMPAIGN STRATEGY –
DESIGNING A MARKETING
CAMPAIGN
UCT Upstarts, Cape Town, 12th of August 2015

2. PRIME
WEBER SHANDWICK
⟩ FOUNDED in 1998 by Carl Fredrik Sammeli and
Folke Hammarlind.
⟩ HEADQUARTER in Stockholm with 130 employees.
⟩ CROSS-DISCIPLINARY approach to communications,
recruiting from a diverse set of backgrounds – from PR,
digital and advertising, to politics, journalism, management
consulting and business intelligence.
⟩ THE WORLD’S MOST AWARDED PR agency by
Cannes Lions in the period of 2010-2015.
⟩ IN THE GLOBAL NETWORK of leading public relations
firm Weber Shandwick since 2014.
"OUR AMBITION WITH PRIME
WAS ALWAYS TO EMBRACE
CHANGE AND DISRUPT
EXISTING STRUCTURES IN THE
INDUSTRY, LEVERAGING THE
NEW POSSIBILITIES CREATED
BY DIGITAL AND SOCIAL,
AND BRINGING TOGETHER
TRADITIONALLY SEPARATE
DISCIPLINES AS MARKETING,
CORPORATE AFFAIRS,
BUSINESS INTELLIGENCE
AND SUSTAINABILITY.
AS PART OF WEBER
SHANDWICK WE NOW GET
THE OPPORTUNITY TO CREATE
INNOVATIVE CONCEPTS AND
ACTIVATION PROGRAMS IN A
BROADER GLOBAL CONTEXT."
CARL FREDRIK SAMMELI, FOUNDER OF PRIME

3. Highest ranked and most
awarded PR agency in the world.
CANNES REPORT 2010 & 2012

4. About me
⟩ Over 20 years of experience within entrepreneurship, business development, sales,
strategy, brand development, marketing and communication including public affairs
and crisis management.
⟩ Founded six of Sweden’s most lauded companies within strategy, marketing,
advertising and digital communication.
⟩ Entrepreneurial track record: two failures and seven successful investments. Top
investments gave a return on investment more than 100 times the invested capital.
⟩ Ranked by The magazine Fokus, the largest politically independent journal in Sweden
as the 85th most politically influential person in Sweden in 2014.
I love to develop both people and companies. I strongly believe in the positive
force entrepreneurship has in creating a good society. Read more at
http://en.primegroup.com/.

5. Today
⟩ The role of marketing has changed – I will tell you how (so you can use
the knowledge when you build your own companies).
⟩ I will show you some cases to learn from (that illustrate the way you can
think).
⟩ A road map and process to base your next step on.
⟩ We will go through some of your business ideas to enable you to start
to think about going to market in a very concrete way – by practically
tackling branding, marketing and sales.
⟩ Q&A.

6. Qualifiers
Drivers
Triggers
Category qualifiers
[Only critical level]
Differentiating benefit
[Focus here]
Symbols for differentiating benefit
[Communicate this]
The McKinsey Brand Model
Source: McKinsey & Company

7. Carwinism /Audi
– a brand campaign concept - based
on context and content

8. CONTENT
CONTEXT
Approach
CONCEPT

9. THE ROLE OF MARKETING
COMMUNICATION HAS CHANGED
FROM CREATING AWARENESS
THAT WILL GENERATE VALUE
TO CREATING VALUE THAT
WILL GENERATE AWARENESS.
TOM BECKMAN, EXCECUTIVE CREATIVE DIRECTOR, PRIME

10. OWNED
BOUGHT EARNED
From mass media to
mash media
CHANNEL
INTEGRATION

11. Vac from the Sea / Electrolux
– a corporate “green” brand
campaign based on stakeholder
integration
 multiple targets, multiple stakeholders and
multiple channels

12. STAKEHOLDER
INTEGRATION
The fall of brands and
rise of companies
MARKET
SOCIETY
INDUSTRY

13. Business integration…
Civil Rights Captcha
Call Tag
Scandic To Go

14. The role of marketing communication
has changed from creating awareness
that will generate value to creating
value that will generate awareness.
BUSINESS
INTEGRATION
COMSSALES
R&D

15. Creative outset
SALES
R&DOWNED
BOUGHT EARNED
STAKEHOLDER
INTEGRATION
BUSINESS
INTEGRATION
MARKET
SOCIETY
CHANNEL
INTEGRATION
INDUSTRY COMS

16. Two Key Shifts
1. From challenging someone to
challenging something
⟩ If you don’t know what you are
challenging, you don’t have a
strategy
1. A challenger narrative is much
more than a challenger positioning
⟩ A strategy is only as good as
the culture that supports it
Source: PHD & eatbigfish.

17. Approach
BUSINESS/
DIGITAL
ENIGNEERING
MARKETING
GROWTH HACKING

18. ROAD MAP™
DESTINATION LANDSCAPE ROUTE ENGINE ACCELERATION STERING
VISION
AND
OBJECTIVES
DEMAND
AND
FOCUS
STRATEGY
AND
CHANNELS
DRAMATIZATION
AND
CONCEPT
MEDIA UNITS
AND
ACTIVITIES
MEASURMENT
AND
IMPROVEMENT
Prime RoadMap™ is a cyclical process with the purpose
of ensuring that the right questions are asked, that
nothing is lost on the way and that we always draw upon
lessons learned. The aim is always that our RoadMap™
leads the way in making results for our global clients.
MARCUS WENNER, HEAD OF STRATEGY, PRIME
Mission
statement for
communication
Brand platform
Target and
measuring
Situation analysis
Target group
analysis
Communication
environment
Operator analysis
Scenario analysis
Communication
strategy
Positioning
Message platform
Channel strategy
Crisis plan
Concept
description
Communication
offer
Communication
program
Production of:
- Material for
press and
other non-
commercial
channels
- Presentations,
seminars and
other owned
media
Project mgmt. of
advertising and
events
Ongoing tactics
Measurement
Improvements

19. FINDING THE SOLUTION
IS THE EASY PART,
DEFINING THE ISSUE
IS TRULY DIFFICULT.
HIROSHI ISHII, MIT MEDIA LAB

20. AN OPENING AND
CLOSING PROCESS
GENERATING QUANTITY
TO REACH QUALITY.
INSIGHTS ON HOW
TO ENGAGE THE
TARGET IN THE ISSUE
THE RIGHT CRAFT
ESSENTIAL TO
REACH AND EFFECT.
ACTIVATION THAT
STARTS, NOT ENDS,
AT LAUNCH.
PROCESS
Creativity is the process of having original ideas
that have a value. It is a process – it’s not random.
KEN ROBINSON

21. ACTIVITY
Mission, targets,
prerequisites,
competencies
Insight creation:
Content/Context
Market/Industry/Society
OUTPUT
Start up meeting
Insights presentation
Creative brief
ACTIVITY
Creative brainstorming
Business relevance,
risk and reach potential
Creative activation
Plan: assets, arenas, actions
OUTPUT
Concept presentation
Evaluation matrix
Activation presentation
Activation plan:
Channel plan
Production plan
Media tactics
ACTIVITY
Packaging:
visually, naming
Production:
Film, Photo, Graphics,
Digital, PR etc.
Collaborations:
media, production
OUTPUT
Activity materials
Production
ACTIVITY
Contextual launch
Real time tracking of
reach and contextual
opportunities
Optimization of
activities
OUTPUT
Activation and
media relations
Real time creation
Newsjacking
Results presentation

22. 5 advice on where to start
1. Identify qualifiers, drivers and triggers (the McKinsey Brand Model)
2. Define the ”problem” carefully – spend as much on time on the problem
as the opportunities
3. Try to work with ”business integration” and build value by integrating
communication, design, societal needs, sales etc. into your
product/service and/or business and culture
4. Work through the Road Map and identify step by step your
”Destination”, ”Landscape” etc.
5. Identify a concept based on and in relation to context and content

23. Entrepreneurial learning's
1. Identify your culture and your values – stick to them and fire the people that are not
consistent to them
2. Identify the people that you love to work with and that gives you energy
3. Work harder than everybody else
4. Steal with pride
5. Look inside your company/culture and innovate also the core processes (not only
the product and services)
6. Work fast, experiment in reality and change route when it doesn't work
7. Sell, sell and sell
8. Be totally determined that you will have a success but be totally aware and humble
of all the hard work that will be needed

24. Thank you!

25. Want to get in contact?
cfs@primegroup.com
+27 (71) 2973206
https://www.webershandwick.com/who-we-are/bio/carl-fredrik-sammeli