THE BRIEF
CETA
Woman in construction
The Construction Sector Education and Training Authority (CETA) faced a huge challenge of the participation of women in the construction industry in South Africa, laying the foundation for women of the next generation.
To highlight the importance of inclusion of women in the construction industry ecosystem
- Create intellectual connection about the nexus between women participation in the construction industry, country’s infrastructure development and economic imperatives.
- Build platform for sustainable dialogues and action, increase awareness.
- Developed new branding which included a new logo, brand guidelines, and clear messaging.
- Linked to the brand architecture development and management, a social media campaign was structured and executed with a focus on stimulating online discussion.
- Rolled out the new brand through advertising, social media, public relations and e -marketing.
- Began updating CETA stakeholder data base.
- In our strategic approach, radio airtime served as a dual-purpose channel: a conduit for advertising upcoming events and a platform for disseminating reported news. This two-way strategy aimed to maximize our reach and impact.
- To safeguard the reputation of CETA, we diligently monitored both print and electronic media channels. Proactively addressing issues raised in the media landscape was a pivotal component of our strategy, with the overarching goal of minimizing any potential reputational damage.
- Aligned with our brand architecture development and management, we executed a robust social media campaign. This campaign was intricately designed to foster online discussions and amplify the promotion of the Colloquium—an integral element of our broader marketing objectives.
- In tandem with these initiatives, we undertook the development of the CETA corporate identity manual. This manual serves as a comprehensive guide, ensuring a cohesive and consistent brand representation across all touchpoints.
- The orchestrated series of activations not only provided platforms for engaging discussions but also facilitated the cultivation of shared insights and priorities. Furthermore, these activations solicited advisory input and recommendations, shaping focused and actionable strategies for all stakeholders involved. Additionally, this approach identified and supported existing initiatives that held promise for collaboration and scaling—underscoring our commitment to fostering mutually beneficial partnerships and opportunities.