Global PR Proposal 27th May 2013

Executive Summary
About Us
Presenting our global PR agency

Strategy
The plan for Discover Stellenbosch

The Brief
Expectations of the client

Tactics
Creative ideas of Discover Stellenbosch

Our Research
SWOT analysis, PESTLE analysis, Target Market analysis and Stakeholder analysis

Target Media
Specific media outlets to target

Timeline
The implementation of Discover Stellenbosch

Our Campaign
Presenting our Discover Stellenbosch campaign

Budget
Breakdown of the budget

About us

Leier Worldwide - About Us

We are a leading global PR agency with offices all around the world. Leier means leader in South Afrikaan and represents our companys ethos and culture, as we position ourselves as leaders in innovative and creative campaigns. We have created a global network of talented communications professionals who work towards a shared vision that serves the interests of our clients and their stakeholders. This then translates into the achievement of specific project objectives, which consider the different cultural dimensions.

Leier Worldwide Meet Our Team

UK Office - Caragh ODonnell - Toni Pitchfork

Italy Office - Marta Mattei - Marija Petreska - Sara Piccinato

Germany Office - Martin Becker

Portugal Office - Leandro Contreras - Madalena Morais

Leier Worldwide Meet Our Team

Australian Office - Hayley Ashburner - Kirsty Large - Danni Warner New Zealand Office - Kuljeet Grewal - Zureena Habib Rahiman

Indian Office - Barkha Khettry

South African Office - Dalton Cyster - Jody-Leigh Nel

Leier Worldwide Meet Our Team

Spanish Office - Elena De Juan - Sofi Miro-Sans American Office - Juliet Albin - Shana Auguste - Elena Barker - Donovan Birch Jr. - Chelsey Cartwright - Tanya Flink - Taylor Smith - Sheryl-Ann Thomas

UAE Office - Hamda Jumaa - Maryam Al Neaimi

The Brief

The Brief
Stellenbosch 360 has called for an integrated PR campaign that finds solutions for the following objectives: o Position the town of Stellenbosch as the most inspirational destination in the world. o Improve local awareness of Stellenbosch as a benchmark town in terms of National Development Plan principles such as job creation, empowerment and entrepreneurship through tourism. o Enhance international and local awareness of Stellenbosch as: a wine and gourmet capital a superb culture and heritage destination an business and innovation hub a world-class centre of education a close neighbour of Cape Town

The Brief
o To increase tourism volumes (number of nights spent per person and number of people), especially amongst discerning tourists from selected target markets: o Current main target markets: o UK, USA, Germany, Netherlands, Belgium, France o Other focus markets for greater development (2013 2016): o Sweden, Finland, Brazil, India, China, Russia, Switzerland, Spain, Portugal, Australia, New Zealand, Italy o The proposal is to be completed with a budget of ZAR 15 million.

Research

SWOT Analysis
Strengths
o Food and Drink: - Wine route - Strong wine industry established over 300 years - Over 260 wineries - Oldest wine region and the centre of the wine industry in South Africa - Gourmet food scene and home to many high-end restaurants o History: - Second oldest and most historically preserved town in South Africa - Historical and spectacular architecture

SWOT Analysis
Strengths - Continued
o Nature and Outdoors: - Idyllic geographical location within a natural environment protected by the UNESCO World Heritage Cape Floral Region - Existing natural beauty - A number of nature reserves - An international sport and recreation location - 22 world class golf courses - Warm climate o Culture and Education: - Music and art are deeply embedded in Stellenbosch society - Proximity to Cape Town and Cape Town Film Studios - Educational institutions: 20.000 students at the university - Stellenbosch University is a top research institution in Africa and a top business school - An internationally recognised educational centre and sports location

SWOT Analysis
Strengths - Continued
o Economy: - Business and innovation hub - Technologically advanced(Technology Park) - Thriving tourism industry - Fast developing economy - International business meeting point and host to diverse events - Home to a multitude of companies o Other: - Appeals well to an older age group - It will host the coming Cape Town World Design Capital event in 2014

SWOT Analysis
Weaknesses
o Stellenbosch: - Only marketed at an older age group - Limited budget for target markets (18 countries) - University information appears on second page on a Google search (Stellenbosch) - Only one member in Google+ Stellenbosch community - Tourism management inefficiencies/ Lack of direction - The population is primarily Afrikaans speaking (70%) with English (10%) and Xhosa (20%) speaking minorities - No own website for the town, only for the university and the municipality - Lack of collaboration between stakeholders - Lack of implemented innovation (collective collaboration) within the scheme of city branding

SWOT Analysis
Weaknesses - Continued
- Lack of transferable city identity (how to showcase strengths in connection to the African continent) - Lack of funding/slowing economy - Lack of collaboration between municipality, town council, university, tourism bureau and large corporations - Infrastructure (e.g. not enough hotels; weak transportation infrastructure) - Difficulties in drawing and retaining tourism capital o Relationship Stellenbosch - South Africa - Government regulations mean that the town is developing slowly in the tourism industry - Close to Cape Town (tourists more likely to stay there) - Lack of funding to support the tourism industry

SWOT Analysis
Weaknesses - Continued
o South Africa in general: - Unequal and divided society - Social issues such as corruption, criminality, community differences, poverty, unemployment - Economy is unsustainably resource intensive - Public Health system cant meet demand or sustain quality - Public services are uneven and often of poor quality.

SWOT Analysis
Opportunities
o Outdoor and Nature: - Further growth in adventure tourism - Water activities - Less than half an hour drive to the sea - Flying club
o Culture: - Art festivals (music and dance) - Theatre- Indigenous drama - Food and drink festival Film festival Cheese festival Four day wine festival in the winter Busy nightlife during university term time - Exotic and historic flair - Proximity to Cape Town which is urban, so Stellenbosch can seem like a getaway town - Small town with a city feel

SWOT Analysis
Opportunities - Continued
o Tourism: - Establish a cultural/historical connection between (potential) tourists and Stellenbosch - Meeting-point between East and West - Niche market for destination vacations - Tourism as a key industry for creating jobs and encouraging economic growth
o Economy: - Business tourism - Triggering local investment - Member of the Commonwealth - Increased international investment from China in Africa - Encouraging strong leadership to work together to solve problems - Expansion of the job market from the bottom up via increased tourism development

SWOT Analysis
Opportunities - Continued
o Other: - Sustainability Institute - Building bridges via exceptional secondary education initiatives - Promoting active citizenship to strengthen development, accountability and democracy - Improving the quality of education, skills development, innovation, health care, public transport and other public services to create social opportunities
- 776 followers on Twitter - Increase SEO of key websites - Shopping (Jewellery, African silk, food market)

SWOT Analysis
Threats
o South Africa in general: - Negative news stories (i.e. media coverage of Oscar Pistorius) - South Africa perceived as a dangerous country - Difficult to travel to for many (long flight, transfers, immunisations) - Still facing inequalities o Stellenbosch: - The notion of being a town rather than a city - Failed tourism initiatives - The old age of the town makes it difficult to renovate to account for new incoming tourists

SWOT Analysis
Threats - Continued
o Competitors: - Tourist prefer going to Cape Town - Cape Town offers many similar strengths to Stellenbosch - Cape Town was voted as the number one tourist destination in the world -Cape Town carries out strong PR activity - Competition with other provinces to meet National Plan standards o Other: - Crisis in the western world: fall of international investment and a drop of tourism - Lack of international projects after the World Cup - infrastructure (and investment) could drop away

PESTLE Analysis
Political
o The Democratic Alliance is the ruling party in Stellenbosch and the Western Cape region o On a national stage they are the opposition party o The South African fiscal scene has been characterised by a steady and gradual reduction of the fiscal autonomy of subnational governments o South Africa has become more centralised, thus strengthening the de facto erosion of the federal state. o South Africas past struggle against apartheid has working towards their constitutional beliefs of a non-racial, non-sexist democratic society where all people have equal rights

PESTLE Analysis
Economical
o Defined by the World Bank as an upper middle-income country" o Success in reforming its economic policies reflected in GDP figures - 62 quarters of uninterrupted economic growth between 1993 and 2007, when GDP rose by 5.1% o The total value of economic activity is 4bn ZAR per annum, at a growth rate of over 4% o Sectors experiencing strong growth include finance and business, trade, transport and communication

o Financial and business services contribute the largest share to the economy followed by o Economy transformed. Originally based on manufacturing, together these sectors agricultural activities, to service related contribute over half of the economic value niche sectors like finance, business and tourism

PESTLE Analysis
Social
o The average age in Stellenbosch is higher than the national average o 2% of population without any education, 40% with primary, 30% secondary, 20% grade 12 and 6% with higher qualifications o 40.4% correspond to the group of 15 to 34 years, 30.5% correspond to the group that goes around 35 to 64 years o Gender ratios are 50.8% female and 49.2% male o Afrikaans is the predominant language in the municipal area as 70% of the population have indicated that this is their first language

PESTLE Analysis
Technological
o The first municipality in the continent that offers free Wireless Internet Access o The city is home to a Technopark, a focused science park o IBM Opened its first Software Centre of Excellence at the Stellenbosch University in 2012

o Committed with developing green tech; For e.g., Stellenbosch Biomass Technologies aims to make biofuels commercially viable for o Stellenbosch University offers companies South Africa free access to its intellectual property vault to encourage more companies to o Stellenbosch Sustainable Innovation Network: commercialize Stellenbosch research project creating awareness of the importance and the opportunities of developing strategies based in sustainable development

PESTLE Analysis
Legal
o South Africa has a progressive legal framework o Legislation governing commerce, labour and maritime issues is strong o Laws on competition policy, copyright, patents, trademarks and disputes conform to international norm o Problems with Press freedom. South Africa is ranked No. 52 on a press freedom index

PESTLE Analysis
Environmental
o Lack of Water - 10% of South Africas rainfall is available as surface water o Renewable Energy - Partially due to the low price of coal in South Africa, there has been little incentive for government funding or private support for renewable energy sources

Stakeholder Analysis

Stakeholder Analysis
Local Community:
Their influence is not as powerful as the government, however it is important to engage with the community and be aware of possible environmental or social issues. o Environment o Residents o Non Governmental Organizations o Lobby Groups

Government and Politicians:

Need to be managed closely because of their influence in business regulations and public policies. o Chambers of Commerce (ICC and the Cape Chamber of Commerce) o South Africa National Assembly and Ministries o Public Sector o Intergovernmental Organizations (Commonwealth, African Union, NEPAD...) o Stellenbosch Town Council o Stellenbosch Municipality o Associations

Stakeholder Analysis
Industries and Businesses:
We have to observe them closely as we must ensure that through our tactics we establish close partnerships with them. o Technopark Stellenbosch o Local Businesses Many of them focus on culinary and the wine industry o Employees

Education:
They will be a key stakeholder as we implement our strategies. o Stellenbosch University Has 10 faculties, including Engineering, Commerce, Science and Arts with an enrolment of about 25,000 o Although the official language of the university is Afrikaans, most postgraduate courses are presented in English.

Stakeholder Analysis
Tourism:
It is necessary to establish a close relation with them and ensure that they are aware of our key messages. o International Tourist Market o Domestic Tourist Market o Stellenbosch Tourism Bureau o Tourism Offices o Stellenbosch 360 o Travel Agents and Suppliers o Hospitality o Food and Beverage o Transport services (Air, Land) o Places of tourism interest

Stakeholders
Media
We depend on them as our key message will be communicated through its channels. o 36 daily and weekly urban newspapers in the country 29 in English, four in Afrikaans, two in Zulu and one in Xhosa. o South Africa owns a strong and stable magazine industry with an estimated 280 locally-published titles available o There are four free-to-air terrestrial television channels in South Africa: South African Broadcasting Corporations SABC 1, SABC 2 and SABC 3 and e.tv o Radio has always been South Africa's main broadcast medium. Just like television, the industry is regulated by the Independent Communications Authority of South Africa (ICASA)

Target Market Analysis

Main target markets Secondary target markets

Target Market Analysis - USA

o US travelers travelled to Africa mostly in June o Top leisure travel activities for U.S. domestic travelers were visiting relatives, shopping, visiting friends, ne dining and beaches o Visiting friends and family is the single biggest reason Americans travel during the holidays - visits account for 53% of all Thanksgiving long-distance trips and 43% of long-distance trips during Christmas/New Years o Direct spending on business travel by domestic and international travelers, including expenditures on meetings, events and incentive programs (ME&I), totaled $249 billion in 2011

Target Market Analysis - UK

o Two thirds of all British people have their holidays in July and August o Europe is the most popular destination for UK residents, accounting for 80% of visits abroad o In 2011, the UK showed little growth in their plans to travel o 95% of UK travelers plan and book their trips online o When shopping for leisure travel options, the majority of UK travelers typically use general search engines, which rank first among website categories o South Africa exports the largest fraction of their wine to the UK, followed by Germany o The top five travel destinations are the Canary Islands, Cyprus, Egypt, Tunisia and Morocco

Target Market Analysis - Germany

o In the summer Lufthansa flies from Munich to Cape Town 5 times a week o There is a website made by South Africans that provides tourist information for German readers: http://www.dein-suedafrika.de/ o Germany is South Africas second biggest trade partner (whole trade volume) there are over 600 German companies in South Africa with over 90 000 employees o Germany is one of the biggest money lenders to South Africa (development assistance)

Target Market Analysis - Netherlands

o Due to the World Cup, tourism from The Netherlands to South Africa grew 8.4% to 124,000 people overall tourism to South Africa has grown 15.1% since 2010

o The Netherlands branch of South African Tourism has launched an inspiring campaign Local Heroes Meet Local Heroes for the Dutch market
o The aim of the campaign is to promote stories about South Africas local heroes the Dutch nominated local heroes will have a chance of winning a trip to South Africa to meet South African local heroes o Also there are many South African events in the Netherlands every year regarding arts and culture

Target Market Analysis - France

o Most French nationals visit South Africa either for leisure or for business o The percentage of visitors after the FIFA World Cup rose 11% o The small decline of French arrivals to South Africa over the last two years was a result of the global economy recovering from recession o Still South Africa is continuing to invest in France to ensure France remains the strong tourism market it has always been

Target Market Analysis - Belgium

o The relationship between Belgium and South Africa was institutionalised after the Joint Commission between South Africa and the Kingdom of Belgium, which occurred in Brussels in 2006 o Belgium and South Africa are actively promoting the Kimberley process a collection of countries that aim to stop the trade in conflict diamonds and ensure that diamond purchasers were not financing violence by rebel movements and their allies, seeking to undermine legitimate governments o Both nations work together to bring action and awareness towards the issue of natural resource conflicts

Target Market Analysis Australia

o Australian visitor arrivals were up 8% on the previous year in January 2012 and industry experts remain confident Australian arrivals will remain on the same trajectory because of the strong AUD$ o In 2008, the Australian Government instituted a policy of broadening and deepening its engagement with African countries on the basis of shared interests and challenges o It is easy for Australians to relate to South Africa as a country and as a tourism destination because of similarities between the two countries: South Africa has a very rich culture of sport, food and countryside, which is synonymous with Australia o The fact that Australia is close to South Africa geographically and doesnt require a flight as long as the USA or England is another positive

Target Market Analysis Brazil

o Brazilians were least likely to see money as a vacation impediment (6%) instead choosing lack of planning as their top reason o Brazilian tourists travel very often and they tend to spend large amounts in the places they go o In 2009, the trade relationship between South Africa and Brazil accounted for 1% of South Africa's total trade and despite trade declining in 2009, its exports to Brazil grew by 3% over the 2005-2009 period o South Africa mostly exports machinery, mineral products and chemical products to Brazil while importing animal products, food and tobacco products

Target Market Analysis - China

o 38.6 million mainland Chinese citizens travelled out of China in the first half of 2012, a rise of 20% over the same period in 2011 o Chinas National Tourism Association predicts that by 2015, 100 million overseas trips will be taken by Chinese nationals o Data from 2011 has shown that 65% of Chinas outbound tourists were between 25-44 years old o Per capita spending by outbound Chinese travellers was around $1000 per trip amounting to nearly $100 billion annually o The most popular African destination was Kenya, which was closely followed by South Africa

Target Market Analysis - China

o More than 60,000 Chinese tourists visited South Africa in the first half of 2012 (a 63% increase from 2011), making China the fourth-largest source of tourists to South Africa o Africa is already a major source of natural resources for China and with African economies now some of the world's fastest growing, it's also an emerging a marketplace for Chinese-made goods o Trade between Africa and China totaled $200 billion in 2012

o South Africa and China have enjoyed 15 years of formal diplomatic relations, with this milestone set to be observed in both countries starting next year it is proposed that 2014 be the Year of South Africa in China and that 2015 be declared the Year of China in South Africa

Target Market Analysis Finland

o According to information published by Statistics Finland in 2010, a total of 11 billion was spent on tourism in 2007 in Finland. This includes the consumption expenditure of Finnish and foreign tourists. Foreign travellers accounted for 29% of total tourism consumption o Team Finland' has a representative in each country that allows for the promotion of Finland's external economic relations and country brand o Most Finnish countries in South Africa are present in at least one social media platform

Target Market Analysis India

o Between January and September last year, 79,000 tourists from India visited South Africa, an 18% increase on the statistics from 2011 o Mumbai and Delhi send the most number of tourists to South Africa in terms of volume o When it comes to spending, travelers from secondary cities Chennai, Ahmedabad, Bangalore, Hyderabad and Pune spend 15-20% more than visitors from Mumbai and Delhi o South African Tourism has been promoting its destination in India since 2005, focusing on film, fashion, sports and food and wine o In 2012, the advertising budget for South African tourism in India was increased by 50%

Target Market Analysis New Zealand

o The opening of the South African High Commission in Wellington in April 2009 was a significant step in the relationship and signaled South Africas developing interest in its linkages with New Zealand o African countries offer opportunities for increased bilateral trade and although New Zealands trade with most African nations remains modest, exports to the continent have increased steadily since 1998 o Within New Zealand, Africas profile is rising, with a substantive African population now resident in New Zealand and the beginnings of African diplomatic representation in the capital city o A significant feature of the New Zealand-South Africa relationship is sports in particular rugby and cricket rivalry

Target Market Analysis Russia

o Russia's tourism in and out has dramatically increased over the past few. Specifically its exporting has dramatically increased o In very recent times, the leaders of these two countries have agreed to tighten economic ties and trade between these countries o Strong ties in Nuclear industries

Target Market Analysis Portugal

o South Africa is considered a luxury destination by Portuguese o Even so, the South African Embassy participates every year in BTL (Lisbon Tourism Fair), the biggest travel fair taking place in Portugal o In 2011, there were 40,301 Portuguese tourists in South Africa, most of them in December o Statistics have shown that the number of Portuguese tourists travelling to South Africa until April 2012 has increased over 15.8% compared to the same period of 2011

Target Market Analysis Spain

o 70% of Spanish have changed their travel habits since the recession choosing shorter distances and less vacation time, because they have "less budget
o Destinations chosen by the Spanish for their holidays include regional destinations, New York and central Europe o In April 2011, a delegation from the South African Agency for Innovation (Technology Innovation Agency TIA), met with the Centre for the Development of Industrial Technology (CDTI) in Madrid, signing an agreement, which involves the implementation of a bilateral program of cooperation, called "South Africa & Spain Innovating" (SASI) o 90% of Spanish people identified the Internet as one of the three most important information channels, ahead of "word of mouth", with 48%, and agencies, with 44%

Target Market Analysis Sweden

o The Swedish have one of the longest holiday averages (33 days) o Top tourism destinations for Swedish tourists are Spain, Italy and Florida o Resenaren Report A holiday in the sun is most popular with every age group. After a holiday in the sun comes a city break for women in the age group 18-29 (16%), compared to men in the same age group (3%) o For most people, being on holiday also means new experiences for their taste buds as a large majority, 78%, want to eat local food while on holiday o Just 4% want to eat just like they do back home and only 1% prefer Swedish food

Target Market Analysis Switzerland

o While tourism was a key source of Switzerland's funding in the past, the country now has the residents spend as much on travelling as they are making. However, the country has had increased tourism into the country, but decreased tourism out of the country South Africa is Switzerland's most important trading partner on the African continent. Switzerland imports precious metals, while it exports chemical, machinery and watches to South Africa. In 2007, the two countries concluded an agreement regarding scientific and technology corporation Recent statistics show the growing use of social media in Switzerland with over 50% of the population utilising some platform of social media

Our Campaign

Discover Stellenbosch
Stellenbosch is home to some of the best winemakers, food, and educators in the world! Situated a mere thirty minutes east of Cape Town in a mountainous valley along a river, its location is prime for scenic views and drawing tourists. Keeping in mind the various strengths of this city (wine, food, education, natural beauty, and a burgeoning business climate), our goal was to successfully brand Stellenbosch as a premier tourist destination for personal leisure, business, and education. In order to achieve our goal we plan to launch a fully comprehensive Marketing/PR campaign. Our campaign consists of: a launch event, heavy use of social media and the internet, working with publications, the Stellenbosch Card, business incentives, and creating relationships through the University of Stellenbosch with other institutions of higher learning.

Discover Stellenbosch Strategy

Discover Stellenbosch Strategy

In order to meet the requirements and objectives of the brief, we are splitting the Discover Stellenbosch strategy in to three subjections: o Tourism o Business o Education We believe this will focus our campaign and generate measurable results which reflect the objectives outlined by Stellenbosch 360.

Tourism Strategy
o Position Stellenbosch as an aspirational destination within the target markets outlined within the brief

o Create a framework for businesses to attract tourists and benefit from this
o Raise awareness of the many festivals and events that are held in Stellenbosch each year o Utilise social networks to increase the profile of Stellenbosch and to communicate with key stakeholders

Business Strategy
o Increase the seed capital bought to Stellenbosch o Encourage entrepreneurship in the town o Improve the local infrastructure for businesses in Stellenbosch

Education Strategy
o Raise awareness globally of the educational services available in Stellenbosch. o Showcase students talents so that potential businesses will invest in them and in Stellenbosch.

Discover Stellenbosch Tactics

Tourism Tactics

Discover Stellenbosch Website

o The website will be used to showcase the extensive social media campaign o Will have insightful videos on how people can discover Stellenbosch o It will house information on the competition, wine festival, businesses in Stellenbosch and the Stellenbosch City Card
http://daltoncyster.wix.com/stellenbosch-an-international

Tourism Competition
Goals and Objectives
o Primary goals of implementing this strategy: - To gain awareness for Stellenbosch 360 and the town in international markets including the United States, UK, Germany, Netherlands, Belgium and France - To build the companies online profile o Outcome Objectives: - To increase the international awareness of Stellenbosch and Stellenbosch 360 by 40% amongst key media outlets - To increase the companies online profile by 50% amongst key international networks

The Competition Facts

o A competition aimed at Stellenbosch 360s primary and secondary international target markets o Main target audience will include bloggers, social media savvy individuals, travel writers and video makers o Includes an all expenses paid trip to Stellenbosch for two people to immerse themselves into South African culture, with a particular focus on Stellenboschs features o The competition winners will experience the best of Stellenbosch including winery tours, accommodation, trips to cape town and the towns heritage o As a part of the trip they will be expected to maintain an online profile this will include uploading content to social media sites, blog entries and short videos about their experience.

How to Enter
o Contestants will be expected to upload a short 2-3 minute video detailing why they deserve to document Stellenboschs beauty o Contestants will then need to share the video amongst their networks to accumulate votes o Voting will be open to the public o The top 5 videos will be announced and a panel team consisting of a representative from Stellenbosch 360 will decide the final winner

What Will The Winners Do?

o Each day the winners will be assigned a task o Tasks range from wine tours, museum visits to shark diving in Cape Town

o Throughout the two weeks the winners are given time off to explore on their own or simply soak up the beauty of their surroundings
o During free time a list of recommended activities if included, incase the winners are in seek of inspiration

Why Social Media?

o This strategy relies heavily on the use of social media to communicate its objective and enhance the presence of Stellenbosch within its key target countries including the UK, United States of America, Germany, Netherlands, Belgium and France
o Social media is a growing industry that offers fast and effective ways of releasing information and communicating with many different audiences o Since most of the primary target markets account for large portions of online social medias active community, it is recommended Stellenbosch 360 use the platforms to promote the location o Additionally, social media is a cost effective advertising platform

Social Media Continued

Facebook
o Total number of Facebook users worldwide: 1.2 billion o Number of accounts in the primary target markets: - USA: 158 848 960 (world ranking 1) - UK: 31 174 580 (world ranking 7) - Netherlands: 7 593 900 (world ranking 29) - Germany 24 982 100 (world ranking 10) - Belgium 5 009 740 (world ranking 37) - France 25 355 380 ( world ranking 9)

Twitter
o Primary International target market twitter usage: - USA 140 000 000 - UK 30 000 000 - Germany 6 000 000 - France 7 000 000

Social Media Continued

Instagram and YouTube
o Instagram announced that they now have 100 million active users worldwide (onesmallplant, 2013) o YouTube is the third most used site in the world o YouTube is the perfect platform to upload a video and share it via other social media platforms o Our hope is the video will go viral and inform internationals about the competition

Media Placement For Competition

o Media kits will be available via Stellenbosch 360 website o Additionally, media kits will be tailored to the specific media outlets mentioned before o The kits will include a press release based on the festival, competition, Stellenbosch Card and business strategies

Human Resources for Competition

The human resources team will include all those responsible for ensuring the strategy is a success: Name
Annemarie Ferns

Position
CEO

Responsibility

Approve final projects. Approve the final message being sent out internationally.
Be trained and prepared to deal with media interviews, press conferences and events. Direct contact with media

Marinda Holtzhausen

Spokesperson

New Personal or Marinda Holtzhausen

Social Media Expert

Monitor and maintain Stellenbosch 360 social media platforms Monitor the content uploaded by the contestants.

Competition Budget
Product/Service
Flights Accommodation Wedge View Country House and Spa On night included in the safari Spier Hotel Acara Cape Town 4 680 ZAR 3 000 ZAR 1 362 ZAR 1 200 ZAR 3 000 ZAR http://www.wedgeview.co.za http://www.stellenboschtravel/what-todo/trips-tours/individual-tours http://www.spier.co.za http://www.acara.co.za

Cost Rand
50 000 ZAR

Source
http://www.statravel.com.au/home.htm

Competition Budget
Product/Service
Tours Robben Island Shark Diving 230 ZAR 1 350 ZAR http://www.robbenisland.org.za http://www.sharkcagediving.co.za

Cost Rand

Source

Franschhoek Wine Tram

Amazink Live Museums

795 ZAR
375 ZAR 500 ZAR

http://www.winetram.co.za/tickets
http://www.amazink.co.za/home

Competition Budget
Product/Service
Food Additional Administrative Travel Insurance Photography Miscellaneous (Transport, Language Barriers) 5 000 ZAR 2 000 ZAR University Students 30 000 ZAR http://quote.insureandgo.com/compare

Cost Rand
20 000 ZAR

Source

Consolation Time
Total

10 000 ZAR
142 630 ZAR

Competition Timeline
The following offers a brief timeline for the competition:
July- August: competition promotion Start up of Facebook, sharing photos and competition details November 30th: Voting closes Last voting is accepted Winner is identified December 2nd: Winner announced January- February: winner expected to travel over the 19.01.2014-02.02.2014, so they can attend and promote the festival.

August- October: accepting entries Entries have had time to create their video After some have been entered, will encourage more to enter hence the long time frame
October 31st: Entry Closes Last entry is accepted on this day Voting continues

Further Recommendations
o The competition can be executed every year along with the festival o Lessons can be learnt from previous years and the competition and festival can be adapted to suit the target market and town needs.

o There is also opportunity to link to the websites of local businesses within the blogs content, this will help to raise their profiles as individual businesses, whilst collectively promoting what Stellenbosch has to offer

Discover Stellenbosch Blog

o The blog will be a platform for the competition winner to share their experiences in Stellenbosch o When the competition is over, we will get guest bloggers to post about Stellenbosch to keep the buzz alive o #MeetSouthAfrica has also used notable bloggers to help their campaign
www.discoverstellenbosch.wordpress.com

Stellenbosch Wine Expo

Current event: o Dates: January 25 February 3 o Venue: Die Braak (major public park) o Cost to attend: R120 R150 o Objective: Showcase Stellenbosch wineries, wine routes and restaurants o Sponsored by American Express Our revamp: o Use Stellenbosch Wine Expo as the launch event for Discover Stellenbosch campaign o Expand expo offerings o Obtain more sponsorships o Draw in larger numbers of domestic and international tourists o Funded through sponsorships, vendor fees, and ticket sales.

Stellenbosch Wine Expo our Revamp

The Launch - Pre-Expo o Website o Competition (trip to SA will include a visit of the festival) o Aggressively promote throughout South Africa o Promote internationally Festival o Competition (Social Media) o Use #WineExpo2014 as twitter handle o Unveil other elements of campaign o Invite various media outlets Post-Festival o Post Photos and video from Festival o Blog about festival o Social media o Media stories and exposes o Get more media outlets to visit Stellenbosch and do pieces on various aspects of the city o Drum up marketing for Stellenbosch in general o Gear for next year festival o Pursue other aspects of campaign

Stellenbosch Wine Expo our Revamp

Current Offerings: o o o o o o o o o American Express Wine and Dine American Express Winery Experiences Harvest Parade Women's Walk Lifestyle Experience Golf Competition Sunset Sounds Small Producers Market Wine Expo What we would offer additionally: o o o o o o o o o Best wine contest International winemakers section Section for wedding venues Vendor space for non-wine related businesses and tourist activities 10 day concert series Art showcase Rugby match between Stellenbosch University and Cape Town University Children events Carnival rides

Stellenbosch Wine Expo potential sponsors

o Wine Associations (Domestic and International) o Hotels o Hostels o Spas o Music Venues o The Big Four (Standard Bank, FirstRand Bank, Nedbank, & Absa Group) o o o o o o o Sanlam BMW and Nissan Canon Retailers (Domestic and International) Mobile Phone carriers Tech companies Tourist Attractions in Stellenbosch

Stellenbosch Wine Expo Building a buzz

Use celebrities from South Africa as spokespeople: o o o o Nianell- Platinum Recording Artist Bjorn Steinbach- Actor Justin Bonello - Celebrity Chef Tiaan Strauss and Toks Qqvan der Linde- Rugby Legends o Jeremy Olivier- Musician Potential Media: o Food and Wine websites and print companies o Travel websites and print companies o Max Du Preez: famous South African columnist o Jani Allan- SA columnist/broadcaster o Local newspapers/ news stations o Radio o Social media Facebook, Twitter, LinkedIn, Youtube, Vine, Instagram, Tumblr, WordPress, Google+

Stellenbosch Wine Expo Impact

o Increased tourism o Greater development o Increased external investment in Stellenbosch o Shows that Stellenbosch can put on and handle greater events, allowing them to better lobby for bigger events.

Stellenbosch Wine Expo Budget

Budget needed

Stellenbosch Card
o The card provides discounts to places of interest for tourists, transport as well as shopping, dining and bars o We can diversify the card into different price ranges in order to meet more than one target market

o There will also be different Stellenbosch Cards depending on the number of days you need to use it (24-hours, 48-hours and 72-hours)
The card gives tourists: o Unlimited travel on public transport, bus and trains in the area of Stellenbosch o Links to and from the airport of Cape Town o Discounts on car rental

Stellenbosch Card - Continued

It offers discounts off the full price at: o Museums (Stellenbosch Museum, SASOL Art Museum, Village Museum and others) o Parks (Technopark, Big Cats Park, Giraffe House, Botanical Gardens) o Nature reserves (Jan Marais Nature Reserve, Jonkershoek & Assegailbosch and others) o Sport facilities (Stellenbosch Golf Court or Coetzenburg)

o Festivals (Stellenbosch Wine Festival, o Stellenbosch International Chamber Music Festival) o Other places of interest (e.g. Woodmill Lifestyle Market)
o This pass provides discounts for shopping, wine houses and wine shops and gives you the opportunity to experience wine-tasting tours, eat in local restaurants and go to bars and clubs

Stellenbosch Card - Prices

24 hour card
Validity Public transport City map Entry to Jonkershoek Nature Reserve Entry to 1 museum Dinner in a restaurant Shops, clubs, sport facilities and parks 24 hours free free free free 30% discount 20% discount

48 hour card
Validity Public transport City map Entry to Jonkershoek Nature Reserve Entry to 2 museums Dinner in a restaurant Shops, clubs, sport facilities and parks 3-hour wine & food tasting tour with guide Price 48 hours free free free free 30% discount 20% discount free 369 ZAR

2-hour wine & food tasting tour with guide

Price

free
221 ZAR

Stellenbosch Card - Prices

72 hour card
Validity Public transport City map Entry to Jonkershoek Nature Reserve Entry to 3 museums Dinner in a restaurant Shops, clubs, sport facilities and parks 3 hour-wine & food tasting tour with guide 2-night stay in a B&B Price 72 hours free free free free 30% discount 20% discount free 50% discount 554 ZAR

Stellenbosch Card - Budget

Stellenbosch Card - Promotion

o In order to promote the Stellenbosch Card to visitors of the town, we will create partnership with tourism operators in each of the target markets, who will have branded promotional material about the card. o We will also place promotional material at the main airports in each of the target markets. o Specific media outlets will also be targeted and provide with information on the Stellenbosch Card to include in features on South Africa or budgeting on holiday for example.

Stellenbosch Card - Measurement

o The ultimate measure of the Stellenbosch Card will be the number of cards sold o We can also look at the number of businesses that sign up to the card, to offer discount to visitors of the town o By liaising with businesses signed up to the card, we can measure the increase in business they receive through visitors using the offers available through the card

Discover Stellenbosch Videos

o In order to promote the visual appearance of the city of Stellenbosch a series of short videos will be developed o These will cover the following topics: - environment - outdoors and adventure - culture and sports - gourmet and wine and - education o To minimize costs the videos should be produced by students from the faculty of visual arts of Stellenbosch University

Discover Stellenbosch Scripts

Discover Stellenbosch Scripts

Discover Stellenbosch Scripts

Discover Stellenbosch Budget

"DISCOVER STELLENBOSCH" VIDEOS. BUDGET: CONCEPTS: PRE-PRODUCTION: Casting, Locations, Filming Equipment PRODUCTION: Technical Equipment, Technical Supporting Staff, Film Set, Displacement Costs POST-PRODUCTION: Editing and Assembling, Publicity

SCRIPT 1. ENVIRONMENT, OUTDOORS AND ADVENTURE PRE-PRODUCTION: PRODUCTION: POST-PRODUCTION: 25 000 ZAR 185 000 ZAR 74 000 ZAR

SCRIPT 2. CULTURE PRE-PRODUCTION: PRODUCTION: POST-PRODUCTION: 43 000 ZAR 123 000 ZAR 62 000 ZAR

Discover Stellenbosch Budget II

SCRIPT 3. GOURMET AND WINE PRE-PRODUCTION: PRODUCTION: POST-PRODUCTION: 25 000 ZAR 184 000 ZAR 74 000 ZAR

SCRIPT 4. SPORTS PRE-PRODUCTION: PRODUCTION: POST-PRODUCTION: 43 000 ZAR 123 000 ZAR 62 000 ZAR

SCRIPT 5. EDUCATION PRE-PRODUCTION: 34 000 ZAR 62 000 ZAR PRODUCTION: 19 000 ZAR POST-PRODUCTION: Total 1 138 000 ZAR

Business Tactics

Business - Fostering Entrepreneurship

o Form relationships with major banks and venture capitalists to bring more seed capital into Stellenbosch o An entrepreneurship competition for citizens and University of Stellenbosch students, the winners receive seed capital and free office space in Stellenbosch with the agreement that headquarters be based in the town o Host networking events to promote entrepreneurs and carryout events with successful businesspeople o Create an Innovation Centre to spur collaboration o A mentoring scheme between business owners and university students

Business Attracting Businesses

In order to attract business to Stellenbosch our marketing and PR will focus on: o o o o o Large educated workforce due to University Low property tax Low cost of living Hub of Innovation due to Tech Park Strength of foreign currency

Business Business Improvement Council

o Stellenbosch 360 would actively partner with major institutions, businesses and attractions to solve some infrastructure problems o Parties involved would pool together to create a more aesthetically pleasing central business and tourism areas as well as improve parking and pedestrian access o This would allow these problems to be solved independently without waiting for Government budget allocations and Governmental process o Similar actions taken by Business Improvement Districts around the world

Business Budget
Expenses
Seed Capital for Top 3 winners per year Rent for office space per year Legal Fees 170 000 ZAR 240 000 ZAR 59 500 ZAR

PR Fees
Entrepreneurship Competition Marketing Two Entrepreneurship Competition and Business Marketing Campaign Administrator Salaries Two Mentor Program and Speaker Series Administrators Yearly Salaries One Social Event and Business Improvement Council Administrator Salary Rent for Innovation Center Social Event location, food, drink, marketing, etc

48 500 ZAR
5 750 ZAR 500 000 ZAR

180 000 ZAR

90 000 ZAR

240 000 ZAR 23 987 ZAR

Business Budget
Speaker Series speaker fee, location, food, drinks, marketing, etc. 23 987 ZAR

Innovation Center furniture

Innovation Center utilities and technology Innovation Center Food and Drink Transportation for Entrepreneurship Competition and Business Marketing Campaign Administrators

47 975 ZAR
4 7975 ZAR 23 987 ZAR 100 000 ZAR

Business Marketing Total

47 975 ZAR 3 651 291 ZAR

Business Budget
Income
o o o o Fundraising for Entrepreneurship Competition (50% goal) Entrepreneurship Registration Fee (100 ZAR) Speaker Series Ticket (50 ZAR) Social Event Ticket (50 ZAR)

Total: Will vary depending on amount fundraised and number of participants in events.

Business Measurement
o Number of people who enter the entrepreneurship competition o Number of people attending the networking events o The number of relationships formed with banks and which banks o Improvements made to the local area as a result of partnerships with local business formed with Stellenbosch 360

Business Timeline
Month August Expectations - Search for mentors in local business community and Stellenbosch University alumni for mentor program - Work to partner important stakeholders with one another to form Business Improvement Council - Search for mentors in local business community and Stellenbosch University alumni for mentor program - Fundraise from Stellenbosch University alumni, local business leaders, business associations, corporations, banks, and VCs to raise capital for winners and competition costs (Can continue longer if needed) - Formulate mentor program and matching process

September October

Business Timeline
Month November Expectations - Fundraise from Stellenbosch University alumni, local business leaders, business associations, corporations, banks, and VCs to raise capital for winners and competition cost (Can continue longer if needed) - Formulate mentor program and matching process - Work with interested stakeholders to form plan of execution for Business Innovation Center - Work to secure location of office space for winner of competition - Training/Orientation with Mentors - Secure Vineyard for business social event - Secure speaker and lecture location - Secure location for Innovation Center

December

Business Timeline
Month January Expectations - Secure space for competition: either at Stellenbosch University, function hall, or city hall that will be donated - Host business social event - Host speaker event - Outfit Innovation Center with Wifi, furniture, water, coffee, and snacks) - Announce competition at Wine Expo and introduce to Stellenbosch University students - Begin registration for interested participants - Begin marketing efforts to secure X amount of participants and X amount of spectators (Flyers, Social media, news articles, and word of mouth through professors & business circles) - Announce Mentor Program and Marketing (Visiting business students in class and through business events) - Allow for potential mentees to sign up (Early Feb. and Mid Feb.)

February

Business Timeline
Month March Expectations - Close registration (Mid-March) - Hold Entrepreneurship Competition (Mid-April to Early May) - Secure Bar for business social event (March, June, September) - Host Business Social event (April, July, Oct.) - Secure speaker and location (April, June, Aug., Oct.) - Host Speaker event (Mar., May, July, Sept., Nov.) - Open Innovation Center - Execute business marketing campaign (blogs, website, videos, social media, one on one meetings, blogs, radio, print, and web) - Work with Business Innovation Council to achieve their desired goals

Education Tactics

Education Currently
Student Exchange Program:
o Students are usually undergraduate but also sometimes at postgraduate level o One or two semesters on exchange o Exchange administrative fee: 5450 ZAR (per semester) o Must be nominated by their home institution o There are currently 97 institutions connected to Stellenbosch University Three types of exchange students: o Exchange are students that come as freemover students students are from institutions that have bilateral agreements with Stellenbosch University (SU) o Special Students o Affiliate students are students that come for research or internships and will not do course work

Education Our suggestions

Raise awareness for the program by working with former exchange students that have been to SU. o Join former exchange students in an alumni-cub o Giving exchange students money to talk at their old schools or current universities about their experience in Stellenbosch (500 ZAR reward for every presentation) o Help those students with their presentations - By giving them brochures (for the listeners) about Stellenbosch University - By giving them an outline how to do the presentation/ a template for their presentation

Education Our suggestions II

Prices for flyers: Company Flyers sizes Offers SA flyers and business cards
A6, A5, A4,
All flyers are printed in full color High quality gloss paper

Earthmedia
A6, A5, A4,
Deliver free highest quality for the lowest possible price #1 source for printing flyers in SA. Start from R459 to R3999 (depend on the size, and number of copies)

Prices

Start from R995 to R4700 (depend on the size, and number of copies)

Education Our suggestions III

SA flyers and business cards prices in ZAR: 5000 4000 3000 2000 1000 0
x 5 000 single or double sided flyers x 15 000 single or double sided flyers

A6 flyers 148,5mm x 105mm DL flyers (210mmx 99mm) A5 flyers (148,5mm x 210mm)

A4 flyers(210mm x 297mm)

Education Our suggestions IV

Earthmedia prices in ZAR: 4000

3000
2000

A4 A5 A6 Deliver- free 1000 flyers 5000 flyers 10000

1000
0

Education - Measurement
o Questionnaires within key educational institutions in the key markets to see if they have heard/ been offered the exchange program

o Questionnaires post presentations in universities to see if the exchange program is a possibility to them and if not, then what can we do to support the development of these
After 12 months: o Increase in numbers entering into the exchange program o An alumni club numbers

Education - Budget
Exchange program:
Product/service Organize the alumni club (done by Stellenbosch Universitys Postgraduate and International Office) Payment for one presentation Flyers (100 per Presentation) Total (per Presentation) Total for one year (with an estimated 150 presentations per year) Cost (ZAR) 0 ZAR 500 ZAR Ca. 19 ZAR Ca. 519 ZAR 77 800 ZAR

Total for three years (estimated 450 presentations)

233 400 ZAR

Target Media

Media Coverage Overview

The type of coverage we intend to get in in the media: o Wine and food stories o Feature of restaurants and wineries in Stellenbosch o Interviews with key personalities in Stellenbosch Ten tips for travelling around the Western Cape o Stellenbosch as an adventure travel destination o Garner participation in the competition

Media Coverage - Global Media

The following is a list of suggested target media outlets in a variety of countries and South Africa:
Australia: - The West Australian (Print publication) - 92.9 (commercial radio station) Germany: - Die ZEIT (Print Publication) - Neon (print Publication) USA: - Travel Channel (Television) - Travel+ Leisure (Publication)

New Zealand: - The New Zealand Herald (Print Publication)

Portugal: - Briefing (Print Publication) - Marketeer (Print Publication)

UK: - The Telegraph Travel (National newspaper supplement) - Food and Travel Magazine (publication)

Media Coverage - Global Media

The following is a list of suggested target media outlets in a variety of countries and South Africa:
Italy: - Radio RTL 102.5 (Radio Station) - Turisti per caso Magazine (Print Publication) Finland: - Matkalethi Travel Magazine Switzerland: - Auf Reisen Magazine - Travelhouse Blog Online: - CNN Travel - Lonely Planet - Yahoo! Travel

Russia: - Argumenty i Fakty (Weekly Newspaper) - Vokrug Sveta Magazine

France: -annmah.net (travel and food blog) - Le voyage creative (blog)

Media Coverage - Global Media

The following is a list of suggested target media outlets in a variety of countries and South Africa:
Netherlands & Belgium: - Food and Travel Magazine

Media Coverage - Inflight Magazines

Each airline will be provided with an individual media kit from Stellenbosch 360 targeting their cliental. The kit will include background information, fact sheet and a press releases. Airline article pitches include features on food and wine, Reviews of restaurants and wineries and interviews with key personalities in Stellenbosch. Some of the publications we aim to target are: o o o o o o Open Skies (The Emirates magazine) Sawubona (South Africa Airways) Air France Magazine High life (British Airways) Lufthansa Magazin Virgin Airways Magazine

Discover Stellenbosch Timeline

Final timeline 2013

Final timeline 2013/2014

Final timeline 2014

Final timeline 2014

Discover Stellenbosch Budget

Final budget
Competition 142 630 ZAR

Website
Staff Wine Expo Stellenbosch Card Education Video costs Business Contingency fund

ADD
124 980 ZAR ADD ADD 233 400 ZAR 1 138 000 ZAR 3 651 291 ZAR 3 000 000 ZAR

Total

8 290 301 ZAR

Thank You For Considering Leier Worldwide

References Harvard system

Stellenbosch University (2013). Come to SU: Whats an offer? Tailored Progammes. Available at: http://www0.sun.ac.za/international/cometo-su-whats-on-offer/tailored-programmes (Accessed: 28 March 2013) Stellenbosch University (2013). Come to SU: Whats an offer? Summer School in Stellenbosch. Available at: http://www0.sun.ac.za/international/come-to-su-whats-on-offer/summer-school-in-stellenbosch (Accessed: 28 March 2013) Stellenbosch University (2013). Come to SU: Whats an offer? Research Visit "Internship". Available at: http://www0.sun.ac.za/international/come-to-su-whats-on-offer/research-visit-qinternshipq (Accessed: 28 March 2013) Stellenbosch University (2013). Come to SU: Whats an offer? Freemovers @ Stellenbosch. Available at: http://www0.sun.ac.za/international/come-to-su-whats-on-offer/qfreemoversq--stellenbosch (Accessed: 28 March 2013) Stellenbosch University (2013) Come to SU: Whats an offer? Partner Institutions. Accessed March 28, http://www0.sun.ac.za/international/come-to-su-whats-on-offer/study-abroad-on-exchange/18-study-on-exchange-partner-institutions Stellenbosch City Card (2013) Accessed on April. http://www.stellenboschinfo.net/ http://stelliesjol.com/ United Nations World Tourism Organization (2012). 2012 Tourism Highlights. Available at: http://mkt.unwto.org/sites/all/files/docpdf/unwtohighlights12enlr_1.pdf (Acessed: 16 March 2013)

References Chicago system

Stellenbosch University. 2013. Come to SU: Whats an offer? Tailored Programmes. Accessed March 28, http://www0.sun.ac.za/international/come-to-su-whats-on-offer/tailored-programmes Stellenbosch University. 2013. Come to SU: Whats an offer? Summer School in Stellenbosch. Accessed March 28, http://www0.sun.ac.za/international/come-to-su-whats-on-offer/summer-school-in-stellenbosch Stellenbosch University. 2013. Come to SU: Whats an offer? Research Visit "Internship". Accessed March 28, http://www0.sun.ac.za/international/come-to-su-whats-on-offer/research-visit-qinternshipq Stellenbosch University. 2013. Come to SU: Whats an offer? Freemovers @ Stellenbosch. Accessed March 28, http://www0.sun.ac.za/international/come-to-su-whats-on-offer/qfreemoversq--stellenbosch Stellenbosch University. 2013. Come to SU: Whats an offer? Partner Institutions. Accessed March 28, http://www0.sun.ac.za/international/come-to-su-whats-on-offer/study-abroad-on-exchange/18-study-on-exchange-partnerinstitutions Alistair Fairweather. 2013. South African Socal Media Stats. http://alistairfairweather.com/south-african-social-media-stats/ (Accessed on 28th April)

References Chicago system

Alexa. 2013. Site Info. http://www.alexa.com/siteinfo/twitter.com# (Accessed on 28th April) Department of Foreign Affairs and Trade. 2012. Australia and Africa. http://www.dfat.gov.au/geo/africa/ Department of Tourism. 2012. News. http://www.tourism.gov.za/AboutNDT/Ministry/News/Pages/Tourism-arrival-statistics.aspx Enduringwanderlust. 2013. Why Do People Travel. http://www.enduringwanderlust.com/why-do-people-travel-chart Frank Media.2013. Social Media Statistics Australia. http://frankmedia.com.au/2013/02/11/social-media-statistics-australia-january-2013/ (Accessed on 28th April)

Orchid. 2011. Twitter Statistics. http://www.marketinggum.com/twitter-statistics-2011-updated-stats/

Quora. 2010. How widespread is Twitter in Italy. http://www.quora.com/Twitter-1/How-widespread-is-Twitter-in-Italy Social Bakers. 2013. Australia Facebook Statistics. http://www.socialbakers.com/facebook-statistics/australia (Accessed on 28th April) Social Bakers. 2013. Facebook Statistics by Country. http://www.socialbakers.com/facebook-statistics/ Social Media Knowledge. 2012. Number Crunch: Twitter in Australia. http://www.smk.net.au/article/number-crunch-twitter-in-australia (Accessed on 28th April)

References Chicago system

YouTube. 2011. 'Social Media Statistics in New Zealand'. http://www.youtube.com/watch?v=l2W0v7UPnsY Stellenbosch City Card. 2013. Accessed on April. http://www.stellenboschinfo.net/ http://stelliesjol.com/ Online Printing Solutions. 2012. http://earthmedia.co.za/index.html (accessed April 29, 2013). saflyers. http://www.saflyers.co.za/index.html (accessed April 29 , 2013). United Nations World Tourism Organization (2012). 2012 Tourism Highlights. (Acessed: 16 March 2013) http://mkt.unwto.org/sites/all/files/docpdf/unwtohighlights12enlr_1.pdf