The Kaelo Group credentials June 2011

1. Kaelo Group Credentials
2011
We build reputations and brands
through relevant Community
Engagement

2. A background to our business
• The Kaelo Group is the leading Community Engagement Organisation operating in Sub-
Saharan Africa – South and East Africa.
• Established in 2000, the company has established core competencies in
• Engagement through Corporate Social Responsibility
• Engagement through sponsorship properties
• Engagement through corporate brand platforms
• Our passion is providing our clients with comprehensive full service support in effectively
developing, executing and measuring their marketing strategies.
• We currently employ around 50 full time staff and various contracted staff for project
activations as required.

3. BEE credentials & financial Management
• The Group is a Level 2 BEE provider
• We have a 125% supplier recognition
• Managing project budgets from R100,000 to R200 million, we take project financial
management seriously
• The Kaelo Group has two full time CA’s, and a team of accounts staff ensuring that all
budgets, invoicing, procurement, cash flow, spending and collections are managed
firmly for both our clients and our organisation
• When working with Kaelo, expect to see and meet our CA’s as an integral part of the
team – working directly with our clients financial team to maximise delivery against
budgets in often tight time-frames.

4. Kaelo is a Tswana word for guidance and upliftment.
It captures the essence of the African proverb –
“As you grow, pull others up.”

5. Our promise to grow through
COMMUNITY ENGAGEMENT
Targeting and understanding a group of Tangibly connecting brands/organisations
like-minded individuals with a common with communities so as to create a
passion or purpose conversation and dialogue – listening
and feedback.
We do this through our unique We do this through
experience, research insights, communication & publishing,
stakeholder understanding and broadcast and activations,
database management. monitoring and measurement

6. OUR SERVICES
Strategy
Every project begins with sound strategic planning. We have an
experienced team to guide you through strategy and process.
Implementation
We have implementation specialists in communications and
publishing, activations & hospitality and broadcast production –
both within South Africa and on the continent.
Measurement
The Group offering is supported with a dedicated research
company (Repucom SA) who work closely with strategy to
provide insights and to ensure that projects and programmes are
measured and monitored.
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7. Kaelo Group companies
Core delivery agency – Implementation agency Research and monitoring agency –
including – providing community providing global monitoring and
communications, engagement services research measurements
publishing, broadcast, through Africa
activation & hospitality
divisions

8. Group structure for delivery
Monitoring,&
Repucom
Measurement
CSI & Social
Development
Strategy & Communication
Planning & Publishing
Hospitality & Sponsorship &
Kaelo Kaelo Engage Rights
Activations
Group Management
Broadcast &
Finance & Production
Corporate & Brand
Admin
Marketing
Kaelo Engage African project
Africa delivery
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9. CSI AND SOCIAL DEVELOPMENT
MARKETING
“The pessimist sees difficulty in every opportunity. The
optimist sees the opportunity in every difficulty.”
-Winston Churchill
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10. What we are known for
in CSI
Kaelo Stories of Hope
• Conceptualised in 2005 as a TV Show - now a
full multimedia social communication
platform showcasing CSI projects and impact
around the country.
• This R20 million annual project includes a
published book, a dedicated web site,
communication and social media dialogue,
think tank workshops and annual
conference.
• Kaelo has covered more than 450 stories
with more than 50 companies in South
Africa.
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11. CSR Strategic Consulting
• Using the Kaelo CARES model, we guide our
clients through a step by step strategic process to
determine what CSI has been happening (in the C
business, in the industry and globally), aligning
this to their business, conducting a gap analysis
to determine what is needed, and then designing S A
an implementation plan to support a positive
reputation. Kaelo Cares Model ™
• Compliance with King III Chapter 1, the global
AA1000 CSI standards, the GRI global reporting
standards and DTI Codes of Good Practice are
integral to the approach. E R

12. Other broadcasting projects & activations
• Lets Fix It is a hands-on action
orientated TV programme,
inspiring volunteers from Corporate
South Africa to come together to
help those in need.
• Kaelo can assist in finding and
organising a CSI event or
programme for your organisation
involving staff
• Kaelo also provide customised
social development programming
and corporate CSI AVs for clients
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13. CSI publishing and
communication
• Kaelo collates content,
organises photography,
copywriting, editing, layout,
design and printing for social
responsibility reports, books
and brochures
• In addition, we develop on-
line CSI libraries for our
clients and provide bespoke
communication strategies
and plans for CSI divisions

14. CSI monitoring &
measurement
• Conducted by our research agency Repucom SA, Kaelo is able to provide the following
research tools to clients:
1. Media monitoring – monitoring of your CSI coverage and compliance of use of
trademarks and logos and organisational mentions against projects.
2. SROI – Social Return on Investment measurements – additional financial impact from
social investment projects
3. Social Rating – a new syndicated annual survey providing a rating of charities and
social projects – allowing funders to make more informed decisions around
investment. Based on reliability, transparency, reporting, efficiency and capacity
4. Marketing and communications trends in CSI – an annual review of the trends and
insights into effective communication of projects and programmes.
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15. Some of our more recent CSI Clients

16. SPONSORSHIP AND COMMERCIAL
PROPERTY RIGHTS MANAGEMENT
“Sponsorship works when it's a total partnership between
organizations who care about the fans and the community. When
you can create greater awareness of the brand, and at the same
time make it fun for the fans, your employees and contribute to
the community, everybody wins.”
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17. What we are known for
in sponsorship
For our strategic and measured
approach to the discipline
• Kaelo are known for our strategic
approach to sponsorship and property
rights management
• Our clients include the Comrades
Marathon, Two Oceans Marathon, Royal
Bafokeng Sports and SA Fashion Week.
• We were the activations agency for the
Hyundai 2010 FIFA World Cup programme
and were the implementation agency for
the MTN 2010 FIFA World Cup Hospitality
programme – managing over 25,000
guests.
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18. Our sponsorship services
Rights Contract Image Fan Engagement
Holder Engagement Engagement Engagement Measures
Sponsorship Marketing plan Activation plan Sponsorship
Property evaluation and Reporting
Agreement Objective setting Pre event
sourcing; relevance - Brand portrayal During event Brand enhancement
Shared asset KPA’s
image, audience, location, Perception shift
Responsibilities Creative approach Post event
investment, term Financial shift
Event & Broadcast Strategy & concepts VIP & stakeholder
Broadcast elements Media hosting Return on Objectives
Fan commitment Documentation
Sponsor Procurement, negotiation, legal contracting, creative marketing & branding, event
activation resource, reporting
Strong 4 Way Relationship Management
Rights Holder + Sponsor + Broadcaster + implementation team
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19. Our global activation & hospitality affiliates
Activation and hospitality
• Sponsorships must be activated for return
• Ideally a 1:1 spend for regional properties and more than
1:4 for global property activation
• Kaelo deliver a relevant activation of brand experience to
engage the fan – pre, during and post event
• We use both traditional experiential platforms, social
media and promotional competition ideas to drive
engagement
• Experience is measured and fan and hosted guest
feedback captured
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20. Publishing & communication
• Let us capture a record of your
sponsorship journey as a published
book or DVD legacy as a timeless
record of investment and return as we
have for Hyundai and the Royal
Bafokeng Sports.
• We’re also great at creating interactive
promotions and ideas around
sponsorship events to drive greater
engagement and conversations with
your communities.
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21. AFP Customised sponsored television
production
• Advertiser Funded Programming (AFP) is one of our major areas of expertise.
• We can conceptualise and create a television series around a subject which has appeal to
your audience community and is something which broadcasters would accept for their
audience – from a 13 part soapie, to a reality adventure show, to a studio based behind
the scenes magazine programme as well as documentary specials
• Our relationship with SABC, e.tv and DStv allow us to understand the scheduling demands,
the audience interests and to negotiate for prime funded programming time, with promos
and billboards for client promotion
• If you have in-depth content to share and are looking for a more meaningful way to
engage an audience – consider AFP.
This AFP was one of Kaelo’s first TV shows.
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22. Sponsorship monitoring
& measurement
• Conducted by our research agency Repucom SA, Kaelo is able to provide the following
research tools to clients:
1. Media and exposure monitoring – monitoring of your sponsorship coverage and
compliance of use of trademarks and logos and organisational mentions against
contractual obligations using Radiuss technology™
2. Sponsorship Valuations – We have valued in excess of 55 of South Africa’s prime
sponsorship properties
3. On-line management tools for reporting and monitoring sponsorship performance
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23. Some of our more recent Sponsorship Clients & Properties

24. Our implementation work in Africa
• We have worked in East Africa on a
number of sponsorship related
projects.
• We are able to source properties and
projects for marketing leverage in
these markets.
• Kaelo has an on-the-ground network
to assist in activation, filming and
reporting on projects in-country.

25. CORPORATE BRAND COMMUNITY
ENGAGEMENT – STAFF AND STAKEHOLDERS
"A brand that captures your mind gains behaviour.
A brand that captures your heart gains commitment."

26. Strategic Marketing Consulting
• Kaelo will develop marketing, brand, Products &
communication and reputation strategies Services
aligned to your business need - from
mission, vision and values to brand Governance Innovation
essence, positioning and promises.
• Specialist strategy services include
Stakeholder Engagement strategies aligned Seven Reputation
Drivers
with the global standards for reporting;
Crisis Communication and Issues Corporate Leadership
Citizenship
Management.
• Kaelo offers workshop facilitation,
marketing resource and budget planning
and skills transfer opportunities. Workplace Performance
One of the models we use in developing relevant
strategies for our clients
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27. Internal communications
• Our corporate brand experience in
communicating with employees and
stakeholders has included the
development of both private and
public sector communication.
• The communications team collate
content, arrange design and
distribution of newsletters, social
media and computer applications
designed to improve engagement
levels.
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28. Stakeholder engagement programmes
• Generating dialogue and interest
around material issues in your
industry is one of Kaelo’s core
strengths.
• We will identify and create a relevant
database of people to engage, and
then create a platform, arrange
facilitators, speakers and thinkers to
stimulate relevant and thought-
provoking dialogue.
• We also have experience in social
marketing projects to inspire
behaviour change amongst
communities.
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29. Brand development
• Our design team work with your
brand identity to generate themed
materials, and we also provide full
corporate identity development.
Logos, brochures, collateral, web-
sites, social media platforms.
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30. Brand monitoring &
measurement
• Conducted by our research agency Repucom SA, Kaelo is able to provide the following
qualitative and quantitative research tools to clients:
1. Media monitoring – monitoring of your brand coverage and compliance of use of
trademarks and logos and organisational mentions against projects – in South Africa
and globally.
2. Stakeholder perception audits – Insight into the thinking and perceptions of
stakeholders who affect your business or industry, as benchmarks or annual studies
for reporting
3. Employee surveys – on-line and face-to-face research options, using social media
platforms to generate information, feedback and creative thinking from this resource
4. Customised brand research – insights and measurement metrics available
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31. Kaelo’s Brand engagement clients include
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32. OUR LEADERSHIP, VISION, MISSION
AND OUR VALUES

33. Kaelo’s leadership team
Sandile Koza, founding partner and Kelvin Watt, Group CEO, is the
new business driver, is Kaelo’s founding partner of the business
dynamo! Rarely in the office, and is a hands-on driver of the
Sandile is out looking for ways to business. His in-depth knowledge of
ensure companies, brands and the sponsorship business over the
government are engaging, past 20 years engaging with all of
connecting and communicating – South Africa’s sporting bodies has
particularly around issues of CSI and seen Kelvin make some great deals
social development. (Shareholder) with a strategic insight that few
others can boast. (Shareholder)
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34. Sara Butchart, director of strategy
Our leadership team has for Kaelo has 20 years experience in
reputation management, CSR,
almost 100 years of broadcast and brand marketing.
collective experience and a
Her role is to ensure all our
proposals to clients have strategic
passion to match! relevance to the business need and
tap into the real community insight
with innovation and creativity.
Graeme East , Financial Director for Etienne Karsten, VP of the Repucom
the group, is a qualified CA and runs research company, Etienne is
a tight ship from an operational and passionate about monitoring and
financial management perspective. measurement in sponsorship, CSI and
With a strong financial team and a corporate brand. With his team of
pedantic attention to detail, he’s in researchers, and access to the latest
the front line with our clients and specialist technology and insights, we
drives the sales targets for the group. are able to provide the best
engagement insights in the industry
for our clients .
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35. Sarah Mullins, director of the Nqoba Koza, director in relationship
Communications and Publishing management comes from a strong
business boasts both local and corporate banking background, and
international experience in effective brings process and discipline to the
delivery of messages in creative ways. business. He works predominantly
Her team of communications experts are on sponsorship and corporate
passionate about traditional and social brand projects with his team of
media, and for relevant delivery which relationship managers. His company
engages communities and builds strong responsibilities also include HR
reputations. (Shareholder) management and BBBEE for the
group.
John van den Aardweg, director of Robyn Oakley, director in
sponsorship, activations and events, relationship management, is a
is a qualified Attorney by trade. John qualified Chartered Accountant
oversees and manages contract passionate about the Kaelo
negotiations on behalf of clients, as business. Robyn manages
well as managing a team of contracting, client service delivery
relationship and engagement and processes for our social
specialists to develop the ideal development and CSI projects
activation, event or hospitality working closely with Sandile on a
programme for our clients. day to day basis with her team of
relationship managers.

36. Our Vision and Mission
Kaelo Group’s vision is:
“To be the pioneering Community Engagement Organisation in sub-
Saharan Africa”
Kaelo Group’s mission is:
“To build strong reputations for our clients and their brands amongst
specified target communities, by providing measurable integrated
engagement solutions based on sound strategic thinking.”

37. In doing business, we uphold these
values:
Enquiring and Curious
As people we are always exploring and learning – looking for the next new thing
Honesty
We execute all our work with integrity, and are honest and straight talking regarding issues
Delight in Delivery
We strive to deliver and have a can-do attitude - we believe in providing superior service to
our clients
Resilient and Determined
In the face of challenges we bounce back and try again – we don’t give up
Diversity driven
Demographically in our staff, in communities and in our delivery we embrace variety

38. Block 9, Pinewood Office Park,
Woodmead, Gauteng,
South Africa
+27 (0) 11 563 4900
www.kaelogroup.com
Kaelo-Group
Follow us @ Kaelogroup