The CEO SleepOutTM...1 2 foreword by oresti patricios 3 campaign infographic 3 acknowledgements 4 vision/purpose/strategy 5 key objectives 6 key statistics 7 raising awareness 8 coverage

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Prepared for The CEO SleepOutTM Trust by

The CEO SleepOutTM Campaign Analysis Report1 April – 28 August 2016

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2 foreword by oresti patricios3 campaign infographic3 acknowledgements4 vision/purpose/strategy5 key objectives6 key statistics7 raising awareness8 coverage in media9 the champions11 messages from participants12 companies in the media13 prominence of ceo sleepout in the media14 media advocacy of the event15 knowledge transfer of the event16 companies nominated to rise to the challenge17 the media partners18 brand ambassadors in the media19 brand ambassadors20 top contributors21 show me the money22 individual donations received by participants23 demographics24 where did you hear about the event?25 creating conversations on social media30 creating conversations - twitter32 creating conversations - facebook34 website traffic35 www.ceosleepout.co.za36 mobile app stats37 about ornico

2016 Campaign Analysis Report

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This is the second exciting year that Ornico has been involved with The CEO SleepOut™ as a Contributing Sponsor. This social movement has grown significantly in stature and in terms of what it is doing for education and society in South Africa.

All Companies, Brands and Social Change Agents, need to show a Return on Investment (ROI) and it has been truly exciting for Ornico as we could show an ROI with a world accepted methodology to illustrate outcomes derived from all the communication done by The CEO SleepOut™. And for this, Ornico and The CEO SleepOut™ won two international gold awards in 2016, beating Pope St. Francis as well as The Bill and Melinda Gates Foundation.

Ornico was honoured to prove that there can be a measurable outcome to all the communication and how that can relate back to the organisation’s goals and objectives. Measurable, actionable results which help society and this movement grow.

Social change in South Africa, and the world, must be accomplished and it so good to see this movement leading the charge. As a passionate South African I truly believe that we need to do our utmost to address societal ills and assist the underprivileged in a socially responsible way.

Ornico gets involved in many social initiatives, especially in education where this is a natural fit with our values as an organisation. The fact that the funds have been donated to three very deserving charities that helps South Africa grow by ensuring better education for its people. Education is the only true differentiator that will help eliminate unemployment, poverty and inequality.

Ornico’s purpose ensures that we provide our clients with insights to know how to grow; to grow their market share, grow their brand or grow their sales. But to be instrumental in uplifting both South Africa and the Continent means that you need to grow your employees, partners and suppliers as well.

The CEO SleepOut™ is one social movement that fits into our values and helps nudge society forward. Together with The CEO SleepOutTM we look forward to another year of nudging South Africa towards social change and better access to education.

Oresti PatriciosCEO: Ornico Group

inspiring social change

Photograph by: Yolanda van der StoepPhotograph by: Rochelle JamesPhotograph by: Kerryn Chegwidden

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Justin Bush Media Analysis (Ornico)Jessica Pretorius Graphic Design (Ornico)Mbuluma Silumbwe Social Media AnalysisThe 2016 Dream Team

SPECIAL THANKS


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Vision:The CEO SleepOutTM challenges global business leaders to sleep under the stars on one of the longest and coldest nights of the year, to raise awareness of and funds for the cause of homelessness and vulnerable communities.

Purpose:Generate substantial funds and awareness through the hosting of a premier philanthropic event which will elevate the plight of the “homeless” and make a significant impact on the designated Beneficiary partners ability to continue to service this need. Education was identified as a key enabler in the fight against homelessness in South Africa.

Strategy:Identify Champions: Stakeholder/ Partners/ Contributing Sponsors/ Friends that could target the key audience and provide the necessary endorsement.

Generate advance knowledge of the Events as well as ongoing excitement leading up to the Event.

Exposure and awareness of the Events through nomination and challenge of peers.

Accessibility to information regarding Events, as well as how to Register / Donate / Challenge.

Create visibility for Participants and Partners.

Create Events which are viewed positively by the targeted audience and public.

vision / purpose / strategy4


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Based on the analysis of the media findings as well as the figures in terms of Participants and Donations received, The CEO SleepOutTM South Africa 2016 surpassed the 2015 Event and once again became the single most successful Philanthropic Event that has been seen in South Africa.

An ambitious target of R40 million was set and although this was not achieved, the 2016 Event was still hugely successful when compared to the targets set.

With the introduction of three additional SleepOutTM Brands, namely The Sympathy SleepOutTM, Student SleepOutTM and School SleepOutTM, The CEO SleepOutTM Trust was able to increase the impact that the Event had within broader society. Although these Brands did not collect money towards the main Event, they succeeded in increasing awareness amongst all levels of society and far exceeded the targets initially set for their inaugural Events.

All non-monetary donations received during these Events were distributed to the charity / organization designated by the Participants, therefore the impact of The CEO SleepOutTM was spread throughout the country. Besides the 3 Primary Beneficiary Partners of The CEO SleepOutTM, 60 Satellite Beneficiaries were identified by the participating schools, 37 by The Sympathy SleepOutTM companies and 9 by The Student SleepOutTM Participants.

Please note: At the time of the report (19 October 2016) R20 198 982 from 2016 Pledges had been banked by The CEO SleepOutTM Trust

ADDITIONAL FOR 2016School SleepOutTM = 25 schools

Sympathy SleepOutTM = 25 companiesStudent SleepOutTM = none







key objectives

Raise R40 million 250 Participating CEO’s

(Including 250 Managers / 250 Students / 250 Scholars)

#4Leaders4Change

Raise exposure and awareness

of the plight of the “Homeless” and “Vulnerable”

as well as “Education”

Increased exposure and awareness of the Beneficiary Partners

Regional media coverage

and participation in the Events

THE CEO SLEEPOUTTM OBJECTIVES

2015 2016TARGET ACTUAL TARGET ACTUAL

CEO PARTICIPANTS 250 246 250 167

AMOUNT PLEDGED R25 000 000 R26 054 869 R40 000 000 R30 318 912SYMPATHY SLEEPOUTTM* None 10 25 44

SCHOOL SLEEPOUTTM* None 4 25 65

STUDENT SLEEPOUTTM None None None 9

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Coverage of The CEO SleepOutTM and its Satellite Events (The Sympathy SleepOutTM / Student SleepOutTM and School SleepOutTM) increased by 42% when compared to the 2015 Event. Print (225%) and Online (54%) increased substantially, which was as a direct result of coverage from the designated Media Partners. Although broadcast decreased (40%), the various broadcast media partners also played a dual role of increasing the online presence of the Events.

Increasing the conversation regarding the plight of the “Homeless” and “Vulnerable” as well as “Education” as an enabler of social change, was visible in 80% of the coverage, therefore one of The CEO SleepOutTM’s main objectives was achieved.

The positive coverage (83%) for the Events exceeded the 74% achieved last year. However, negative coverage increased significantly to 77 items (9%), with the main contributor being the impact and resulting fallout of the students protesting against the high cost of living at residences in the area. Over 50% of the negative items were linked to the student protest with “student shot in the face” being one of the main headlines. The negative social media backlash was significant on the night of the Event, which was highlighted in multiple articles by a social media agency (25AM).

Although there were three Primary Beneficiaries identified for the 2016 Event, only 19% of the media items made mention of them. This was far lower than the previous years Beneficiary (Boys & Girls Town), who also continued to receive coverage during the current analysis period.

#ceosleepoutza received in excess of 30 000 mentions over the analysis period, and although it was an effective tool to raise the level of awareness regarding the Event, it was overrun by negative sentiment on the night of the Event.

Similar to 2015, the website was accessed by almost 50 000 users and was an important medium especially for the new Brands to provide information as well as facilitate registration and donations.

key statistics

KEY STATISTICS 2015 2016EVENT COVERAGE # OF MEDIA ITEMS # OF MEDIA ITEMS

Overall 634 903

Print 91 296

Broadcast 244 146

Online 299 461

COVERAGE OF KEY MESSAGE % OF MEDIA ITEMS % OF MEDIA ITEMSOverall 70 80

Print 80 78

Broadcast 65 79

Online 72 82

SENTIMENT OF CEO SLEEPOUTTM % POSITIVE % POSITIVEOverall 74 83

Print 68 89

Broadcast 82 75

Online 69 82

BENEFICIARY COVERAGE % OF MEDIA ITEMS (GBT)

% OF MEDIA ITEMS (ASHA/COLUMBA/STEVE BIKO)

Overall 57 19

Print 58 13

Broadcast 52 17

Online 60 23

SATELLITE SLEEPOUTTM COVERAGE (SYMPATHY/SCHOOL/STUDENT)

% OF MEDIA ITEMS

Overall 43

Print 65

Broadcast 18

Online 38

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With the introduction of 3 new Brands , namely The Sympathy SleepOutTM, Student SleepOutTM and School SleepOutTM, it was important for these Brands to achieve traction in the media.

Of the 903 media items pertaining to The CEO SleepOutTM 43% contained at least one mention of one of the new Brands. Print (49%) media and online (45%) were the main sources for this coverage.

The School SleepOutTM was mentioned in over 75% of coverage dealing with the new Events. Over 50% of these media items main focus was on The School SleepOutTM which can be attributed to the Caxton Group being the designated Media Partner.

Although 184 items mentioned The Sympathy SleepOutTM, only 32% identified The Sympathy SleepOutTM as the main focus of the article.

Education was identified as an important driver in helping alleviate homelessness, therefore raising the level of awareness for this topic was a key objective of the campaign.

Overall 80% of all The CEO SleepOutTM media items contained reference to at least one of these topics (Homelessness / Education). The prevalence of the key messages was higher when we look at media items that also mentioned one of the new SleepOutTM Brands.

Coverage of Companies / Schools and CEO’s that endorsed the Event and / or committed to participate is an important element of the campaign as it provides credibility to the message. 85% of all media items contained an endorsement of the Event, while 59% of all media items showed evidence of a commitment to participate in one of the Events.

2016 EVENT COVERAGE

ADDITIONAL BRAND

COVERAGE (SYMPATHY/SCHOOL/

STUDENT)

THE SCHOOL

SLEEPOUTTM

THE SYMPATHY SLEEPOUTTM

THE STUDENT

SLEEPOUTTM

OVERALL 903 391 295 184 95

ONLINE 461 174 135 94 59

PRINT 296 191 149 67 29

BROADCAST 146 26 11 23 7

raising awareness

0

20

40

60

8080%

100% 96%87%100

KEY MESSAGE AWARENESS

The CEO SleepOutTM

The Student SleepOutTM

The Sympathy SleepOutTM

The School SleepOutTM

SOURCECOMMITMENT TO

PARTICIPATE - MEDIA ITEMS TOTAL MEDIA ITEMS % OF TOTALONLINE 272 461 59%

NEWSPAPER 153 283 54%

RADIO 82 119 69%

TV 18 27 67%

MAGAZINE 10 13 77%

GRAND TOTAL 535 903 59%

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The media coverage followed a similar trend to 2015, with over 50% of the media items occurring during the month of the Event (July 2016). The sentiment of the coverage during the measured period was overwhelmingly positive (83%), however the proportion of negative coverage more than doubled (9%), with the majority of these items appearing in the media between the 28th -31st of July (73%).

Jacaranda FM was the single biggest source of coverage with 121 items (13%), with an approximate 50:50 split between their broadcast and online coverage.

The Caxton Group dominated overall coverage with The CEO SleepOutTM and Satellite Events being covered in 416 media items, which accounted for 46% of all analysed media.

CliffCentral was the main broadcast Media Partner for The Sympathy SleepOutTM and was the 6th highest ranked source of The CEO SleepOutTM coverage with 24 media items spread across online and broadcast. In terms of The Sympathy SleepOutTM they were the single biggest source of mentions (18). 0

100

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April May June July August

Negative

Neutral

Positive

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coverage in media

LAUNCH022

168 174

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April May June July August

EVEN

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The main Title Partner was Sun International, whose commitment and endorsement of the Event was evident throughout the campaign.

60% of all coverage contained reference to Sun International, which was an improvement when compared to 2015 (44%)

Broadcast again had the lowest mention of the Title Partner by the Presenters (34%), with most opting to just refer to the Event as The CEO SleepoutTM or SleepOutTM.

With 3 Primary Beneficiaries nominated in 2016, the coverage was far less prominent than in 2015. Only 19% of media coverage contained mention of at least one of the Beneficiaries (compared to 57% in 2015). The focus of these three organisations is education, which is seen as crucial in the fight against homelessness. It is interesting to note that the Beneficiary from 2015, Girls and Boys Town, continued to receive coverage with over 30 articles making mention of them.

2016 saw a marked increase in the coverage of The CEO SleepOutTM Trust, with many items quoting both Ali Gregg and Darren Olivier. Overall 19% of all media items contained at least one of the Trustees, with both Darren and Ali receiving similar coverage across all media channels. There were a few instances where either no Trustee was mentioned or both were mentioned in the same item.

the champions

2016 EVENT COVERAGE

2016 BENEFICIARY COVERAGE

ASHA TRUSTCOLUMBA

LEADERSHIPSTEVE BIKO

FOUNDATION

OVERALL 903 19% 18% 17% 17%

ONLINE 461 23% 23% 21% 21%

PRINT 296 13% 13% 13% 12%

BROADCAST 146 17% 14% 13% 14%

2015 EVENT COVERAGE

2016 EVENT COVERAGE

SUN INTERNATIONAL COVERAGE

% OF ALL MEDIA ITEMS ANALYSED

OVERALL 634 903 544 60%

ONLINE 299 461 302 66%

BROADCAST 244 146 50 34%

PRINT 91 296 192 65%

THE CEO SLEEPOUTTM

TRUST MENTIONSDARREN OLIVIER ALI GREGG OTHER

OVERALL 168 82 77 9

ONLINE 88 45 38 5

PRINT 62 28 32 2

BROADCAST 18 9 7 2

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The CEO SleepOutTM relies on the sponsorships of many Champions to ensure the success of the Event.

Sun International as the Title Partner received the majority of the coverage in the media, however there were a few other Champions that received mentions during the analysis period.

Of the Stakeholder Partners, IQ Business (70), Brand SA (25), BDO (21) and Adams & Adams (11) were mentioned in various media items. IQ Business’s Adam Craker was prominent in most of their articles often addressing the social impact of The CEO SleepOutTM, while Mark Stewart was the main representative for BDO with a lot of their coverage dealing with the #4leaders4change and who they would be taking to the bridge. Brand SA and their Chief Executive (Kingsley Makhubela) received coverage for their hosting of the Library of Hope.

The only other Partners to receive notable coverage were the founder of the Vinnies CEO Sleepout in Australia - Bernard Fehon (45 Influencer) and Ornico (25 Friend). Bernard’s visit to one of the Beneficiaries was covered in the media and his name was mentioned in syndicated articles by Caxton. Ornico’s CEO Oresti Patricios was interviewed regarding the role that Ornico played in the 2015 Event as well as their subsequent International Award for the report generated for The 2015 CEO SleepOutTM.

the championsSTAKEHOLDER

PARTNERSAMBASSADORS CONTRIBUTING

SPONSORSFRIENDS

Adams&Adams Adam McCarthy AIG Afroip

BDO Ashraf Garda Attacq Assa Abloy

Brand South Africa Carolyn Steyn Brand South Africa Australia Business Council South Africa

IQ Business Kevin Ritchie Ciro Battalion Events

Nedbank Leanne Manas Elliott Mobility Bidvest Protea Coin

INFLUENCERS Panyaza Lesufi Makro Boogertman & Partners

Australia - The Vinnies CEO Sleepout

Thuli Madonsela Play Your Part Cardboard World

Bernard Fehon Yusuf Abramjee Qantas Community Hours SACanada - The Covenant House Sleepout - Executive Edition

Yvonne Chaka Chaka Tsebo Solutions Group

Decor D Zign

New Zealand - The Lifewise Big SleepOut

Vodacom Design Simplified

United Kingdom - The CEO SleepOut UK

Empathy 1 World

United States - The Covenant House Sleepout - Executive Edition

Eyethu Events

ER24Glasshouse Communication Management

JMPD

Know My Life

CHA

MPI

ON

SHA

RE

OF

CO

VERA

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600 544

12449 25 9

500

400

300

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0

SunInternational

Stakeholder

Influencer

Friend

ContributingSponsor

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The word clouds are an aggregate graphic representation that details the most prominent and frequent words that appeared within the total number of responses given by the Participants.

messages from participants

STUDENT SLEEPOUTTM

WHY ARE YOU AN AGENT OF CHANGE?

SCHOOL SLEEPOUTTM

WHY ARE YOU RISING TO THE CHALLENGE?

SYMPATHY SLEEPOUTTM

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It is interesting to note that the nominated Brand Ambassadors for the Event appeared in the Top 5 most mentioned organisations/ companies. The EFF protest that took place on the same night piggybacked on the popularity of The CEO SleepOutTM and managed to garner a lot of coverage. Although this had a negative impact on the coverage of the Event, it was however temporary as it only appeared in the media the night of the Event and for a few days afterwards.

The impact of the previous years Event could also be seen in the extensive coverage given to Debbie Yazbeck and the release of her book “Empathy”. Similarly, Girls and Boys Town received a lot of coverage during the analysis period.

Caxton, who were the main source of media coverage, used their various channels to detail their involvement in the Event with Jaco Koekemoer being the most prevalent Spokesperson.

companies in the media

TOP 10 MOST MENTIONED ORGANISATIONS

# OF MEDIA ITEMS

Sun International 205

IQ Business 70

Caxton 69

Shell 58

Brand Ambassadors 50

Gauteng Premier 48

EFF 46

Photographer 41

Beaulieu College 35

Girls & Boys Town 31

TOP 10 REPRESENTATIVES ORGANISATION # OF MEDIA ITEMSGraeme Stephens Sun International 196

Adam Craker IQ Business 69

Bonang Mohale Shell 58

Jaco Koekemoer Caxton 52

David Makhura Gauteng Premier 47

Yusuf Abramjee Brand Ambassador 41

Debbie Yazbek Photographer 41

Lee Lyones Girls & Boys Town 31

Danielle Miekle Beaulieu College 27

Brett Levy Blue Label Telecoms 27

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The CEO SleepOutTM 2016 through its extensive coverage across all platforms provided an ideal platform for participating companies to increase their media coverage through their commitment and endorsement of the Event. Sun International as the Title Partner was by far the most mentioned organization in the media items analysed, with their CEO Graeme Stephens appearing in 96% of their coverage.


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A mention of The CEO SleepOutTM would be seen as Prominent, if it was contained in the first two paragraphs of an article for print or online or leading section of a broadcast or alternatively if The CEO SleepOutTM was mentioned 3 times overall. A passing mention would be if it was only referenced once or twice in a report.

There was a 10% increase in prominence when compared to the media coverage from 2015, with The 2016 CEO SleepOutTM featuring prominently in 88% of all articles analysed.

prominence of the ceo sleepouttm in the media

PRINT

71% 82%

29% 18%

2015 2016

Passing Prominent

ONLINE

75% 92%

25% 8%2015 2016

Passing Prominent

BROADCAST

84% 88%

16% 12%2015 2016

Passing Prominent

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media advocacy of the event

In order to maintain and increase awareness of the Event, it was crucial that the media remained Advocates of the Event through their reporting.

An Advocacy score was assigned to each article based on the following criteria:

Prominence of The CEO SleepOutTM mentionInclusion of the Key MessageTitle Partner includedFocus of articleCommitment to / Endorsement of the Event

On average all coverage had an Advocacy score of 8.1 (max 10), with Online the highest (8.4) followed by Broadcast (8.2) and Print (7.6). It is encouraging to see that the media advocacy for 2016 was higher than the 2015 average (7.2)

All media trended downwards after the Event, however it must be noted that broadcast only had 1 media item in August.

SOURCE # OF MEDIA ITEMS

ADVOCACY SCORE


ADVOCACY SCORE


ADVOCACY SCORE

ONLINE 461 8.4 PRINT 296 7.6 BROADCAST 146 8.2Jacaranda FM 59 9.8 The Star 22 8.1 Jacaranda FM 62 9.2

North Eastern Tribune 23 8.2 Midrand Reporter 13 8.1 CliffCentral 14 8.9

Look Local 19 8.5 Rosebank Killarney Gazette 12 7.3 ENCA 12 8.1

City Buzz 18 8.1 North Eastern Tribune 12 8.3 Radio 702 10 3.0

Rosebank Killarney Gazette 18 8.1 Fourways Review 11 8.0 SAFM 10 7.9

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This table shows the Top 5 sources per media based on volume of mentions, with their average advocacy score across all their media items.

MEDIA ADVOCACY

2April May June July August

4

6

8

10

Print BroadcastOnline Average


knowledge transfer of the eventIn order to achieve the objectives, it was crucial that the targeted audience receives as much information “knowledge” as possible in order to make an informed decision.

Each article was evaluated for the inclusion of the following 8 facts surrounding the Event:

Raise R40 million250 CEO’s Each CEO to contribute R160 000Beneficiaries: The Asha Trust / Columba Leadership / The Steve Biko FoundationTitle Partners: Sun InternationalDate of event: 28 July 2016Where: The Nelson Mandela BridgeAmbassadors: Bernard Fehon + Brand Ambassadors

91% (2015 = 88%) of all coverage contained at least 1 of the facts above.

There was a slight increase in the average number of facts (2.5) which where included in all coverage (2015 = 2.4), with Print averaging the highest at 2,9. The launch months of April and May were the highest, with all 3 mediums experiencing downward trends there after.

SOURCE AVERAGE # OF FACTS SOURCE AVERAGE # OF FACTS SOURCE AVERAGE # OF FACTSONLINE 2.7 PRINT 2.4 BROADCAST 2.3CNBC Africa 7.0 Saturday Star 5.0 CNBC Africa 7.0

Randburg Sun 5.0 Accountancy SA 4.0 SABC 2 5.0

Roodepoort Northsider 5.0 The Bulletin 4.0 Voice of the Cape 3.5

Engineering News 5.0 Springs Advertiser 3.7 Channel Africa 3.5

Brakpan Herald 4.3 Bedfordview Edenvale News 3.7 East Coast Radio 3.5

TRANSFER OF KNOWLEDGE

0April May June July August

0.5

1.0

1.5

2.0

2.5

3.0

3.5

4.0

Print BroadcastOnline Average

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This table shows the Top 5 media sources based on the average number of facts included in their coverage.


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companies nominated to rise to the challenge Of the 74 media items that contained nominations or challenges to

participate, radio was the most prominent medium. Jacaranda FM carried the most media items containing nominations (59), with 34 items on radio and 25 online.

The Times publication also carried advertorials in which certain company CEO’s challenged another CEO to participate in the Event.

Based on the broadcast coverage at least 69 separate organisations /companies were nominated / challenged to participate, with certain companies receiving multiple nominations from different Participants.

Companies most mentioned in the coverage included PWC (5); Natsure / Pentravel / Tourvest / EOH (4)

40% of the Top 10 mentioned companies participated. Of the 69 companies nominated in media items, 41% participated

The strategy of publicizing nominations in the media was less effective than in 2015, where at least 60 % of the companies nominated on the various radio shows were confirmed as participants in the Event.

TOP 10 COMPANIES CHALLENGEDCOMPANY # OF MENTIONS PARTICIPATED

PWC 5 YesNatsure 4 NoPentravel 4 NoTourvest 4 NoEOH 4 NoStandard Bank 3 YesAnchor Capital 3 NoBidvest Travel 3 NoCanadian High Commissioner 3 YesWebhelp 3 Yes

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the media partnersThe dominant medium of coverage from the media partners was online with 347 media items, followed by print (245) and broadcast (91).

The Caxton Group was the dominant media partner for The CEO SleepOutTM with over 46% of all media items coming from their titles. Their online websites accounted for 57% of their coverage, while 43% of media items were contained in their print publications.

Jacaranda as the main source of broadcast coverage (62 items) used The Complimentary Breakfast and The Martin Bester Drive shows as the main advocates for the Event. Similar to Caxton, most coverage was duplicated across their website (59 items) which enabled them to increase their reach.

The Independent Group had 83 media items regarding The CEO SleepOutTM, with 28% of their coverage being carried by The Star.

CliffCentral used Brent Lindeque’s show “The Good Stuff” as the main driver of information regarding The CEO SleepOutTM. Interviews were conducted with various parties, including:

Sun International - Zoleka Skweyiya (Title Sponsor)IQ Business - Adam Craker (Stakeholder Partner)ASHA Trust - Deidre Caulwell (Beneficiary)Columba Leadership - Rob Taylor (Beneficiary)

Over 50 % of the non media partner coverage (Other) was from various online sources.

MEDIA SOURCES

Other

Caxton

Jacaranda

The Star & Independent

CliffCentral

eNCA

TMG

416

223

121

83

24 20 16

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During the analysis period over 75% of all coverage which mentioned The CEO SleepOutTM was carried by the designated Media Partners


brand ambassadors in the media

19% of media items contained a mention of at least one Ambassador for The CEO SleepOutTM.

Yusuf Abramjee was prevalent on social media during the 2015 event, and as an Ambassador for 2016, he was again very vocal in both traditional media (69 items) as well as social media with his Twitter handle the 2nd most mentioned (@abramjee )

CliffCentral was one of the designated media partners with Brent Lindeque playing an important part in getting a positive message across to the public regarding The Sympathy SleepOutTM as well as the main event via his show The Good Stuff as well as via Twitter.

Australia’s High Commissioner (Adam McCarthy) was an important advocate for the Event with coverage in over 36% of all media items that made mention of a Brand Ambassador.

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COVERAGE OF AMBASSADORS - # OF MEDIA ITEMS

The CEO SleepOutTM coverage

Ambassador coverage

171

732

AMBASSADORS # OF MEDIA ITEMSYusuf Abramjee 69

Adam McCarthy 62

Thuli Madonsela 33

Leanne Manas 30

Yvonne Chaka Chaka 22

Brent Lindeque 20

Ashraf Garda 14

Kevin Ritchie 13

Panyaza Lesufi 10

Carolyn Steyn 6

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AM

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Yusuf Abramjee

Yvonne Chaka Chaka

Ashraf Garda

MEC Panyaza Lesufi

Brent Lindeque

Thuli Madonsela

Leanne Manas

Adam McCarthy

Kevin Ritchie

Carolyn Steyn

THE

STUD

ENT

SLEE

POUT

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AM

BASS

ADO

RS Ruby Chikwari University of Cape Town

Michael Constantinides University of Witwatersrand

Vin Groovin Professional DJ

Franck Leya University of South Africa

Tshepo Motaung University of Johannesburg

THE

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AM

BASS

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Victoria Arthur Grade 12 - Kingsmead College

Shane Bassin Grade 11 - King David Linksfield

Zaid Mall Grade 12 - Tshwane Muslim School

Mpho Motjuwadi Grade 11 - Crawford Lonehill

Jack Olivier Grade 4 - Grayston Preparatory

Jesse Sim Grade 11 - Reddam House (Bedfordview)

Karen Landi Community Hours SA

brand ambassadors19


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top individual contributors

Even though the Participation Pledge Fee this year was R160 000, it was encouraging to see the number of Participants that went beyond this and raised in excess of the R160 000.

The competitiveness of some of the Participants was evident with Brett Levy of Blue Label Telecom taking the number 1 position again when it came to the Top individual contributors, while Paul Dunne from Northam Platinum maintained his 2nd position. Stephen Koseff from Investec was the only other 2015 Top 10 contributor who made the 2016 list.

TOP

10 -

INDI

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Brett Levy - Blue Label Telecom

Paul Dunne - Northam Platinum

Gavin Varejes - Richmark Holdings

Jacqui Carr - Eqstra Fleet

Stephen Koseff - Investec Bank

Dion Shango - PWC

Justin Colling - MCC Contracts

Trevor Hoole - KPMG

Sally Hutton - Webber Wentzel

Norbert Sasse - Growthpoint Properties

R633 660

R575 700

R405 065

R355 656

R350 010

R323 690

R308 893

R298 950

R280 600

R278 500

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top corporate contributors

124Companies

168Individual

participants

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2016 saw a new record in terms of the amount raised by a single company (Eqstra Holdings).

The Top 10 companies raised in excess of R5 million, which was a 9% increase when compared to the funds raised by the Top 10 companies from 2015.

The commitment of a number of companies to the Event was evident by the fact that five of the Top 10 were also on the 2015 “most generous companies” list.

RANK TOTAL COMPANY CONTRIBUTION

COMPANY NAME

1 R 1 034 404.40 Eqstra Holdings

2 R 854 140.00 Blue Label Telecoms Limited

3 R 598 829.33 Barclays Africa Group Limited

4 R 575 700.00 Northam Platinum Limited

5 R 404 065.00 Richmark Holdings

6 R 350 010.00 Investec Bank

7 R 329 000.00 Sun International

8 R 323 690.00 PWC Southern Africa

9 R 298 950.00 KPMG

10 R 280 600.00 Webber Wentzel

50% of 2016 participating companies (62 of 124), participated in 2015.


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number of individual donations received by participants

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# OF DONATIONS

RECEIVEDNAME JOB TITLE COMPANY NAME

623 Mr. Shameel Joosub Chief Executive Officer Vodacom Group Limited

577 The CEO SleepOutTM Trust The CEO SleepOutTM Trust The CEO SleepOutTM Trust

189 Mr. Dion Shango Chief Executive Officer - Southern Africa PWC Southern Africa

168 Mr. Mike Fraser President & Chief Operating Officer - South32 Africa Region South32

121 Ms. Jacqui Carr Chief Executive Officer Eqstra Fleet Management & Logistics

111 Mr. Alex Min Du Managing Director, Huawei Enterprise Business Group Huawei Technologies Africa (PTY) Ltd

90 Mr. Wahl Bartmann Chief Executive Officer Fidelity Security Group

87 Mr. Charles Russon Group Chief Operating Officer Barclays Africa Group Limited

70 Mr. Justin Colling Chief Executive Officer MCC Contracts (PTY) Ltd

65 Mr. Nazir Alli Chief Executive Officer The South African National Roads Agency SOC LimitedTOP

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demographics

The gender split of CEO’s remained consistent with 2015 with 14% of participants being female.

In terms of ethnicity, a more representative CEO demographic attended the Event with 40% non white participants vs 2015’s 22%.

The Top 2 industries represented at the Event remained consistent with 2015. It is noticeable that Government was well represented at the 2016 event.

160 1

1

1

International - 3

2

ETHNICITY

White

Black

Indian

Coloured

Asian

10145

156

1

INDUSTRY PARTICIPANTS

Information & Communication Technology 24

Banking & Finance 23

Construction 12

Government & Defence 10

Mining & Engineering 8

Advertising, Arts & Media 7

Financial Services 6

Hospitality & Tourism 6

Legal 6

Transport & Logistics 6

Individualparticipants168

14424

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where did you hear about the event?

Based on a survey conducted with the various Participants, it is evident that the invitation method was still the most effective in getting news of the Event to the relevant target market.

Interestingly, a large portion of the participants stated the first time they heard of the Event was when they were “challenged”. Jacaranda FM did carry a lot of coverage of CEO’s challenging their various peers on radio.

With the focus on various strategic media partners, the increase in print is significant, with the decrease in radio possibly being linked to a media partner not being one of the Title Sponsors.

REFERRAL (WHERE DID YOU HEAR ABOUT THE CEO SLEEPOUTTM)

2016 PARTICIPANTS

2016%

2015%

Invitation 61 36.3% 39.4%

Challenged 20 11.9% 1.2%

Radio 18 10.7% 32.1%

Other 17 10.1%

Referral 16 9.5% 18.3%

Online Media 11 6.5% 2.0%

Print Media 11 6.5% 0.4%

Social Media 7 4.2% 1.6%

Website 4 2.4% 0.4%

Television 2 1.2% 0.4%

Liberty 1 0.6% 0.0%

Donor 0.4%

Champion 3.7%

TOTAL 168 100.0% 100.0%

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creating conversations via social media

Words that appeared prominent throughout the period under review involved; @Abramjee, @ThuliMadonsela3, Mandela, bridge, homelessness, education, and people.

Both @Abramjee and @ThuliMadonsela3 where Brand Ambassadors of the Event, and they were the main contributors to positive sentiment.

‘Homeless’, ‘education’ and ‘people’ were used in conjunction with the Event, while there was a split between people seeing the Event as addressing a need for the homeless and others describing the Event as a slumber party and mockery of the homeless.

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30,102 social media mentions were collected in the period under review. The potential reach was 415,891,282. The most retweeted content was by @blak_terrorist (3.2k Followers): Let’s occupy white farms next year. We call #SleepForLand vha? (550 retweets).

The most influential tweet based on reach (Followers) was by @News24 (2m followers): “Abramjee defends CEO Sleepout” (6 retweets).

The top hashtag throughout the period was #CEOSleepOut with 21,837mentions.

TWITTER TIME TREND

MEN

TION

S

0K

2016

-04-01

2016

-05-01

2016

-05-31

2016

-06-30

2016

-07-30

2.5K

5K

7.5K

10K

26

The highest peaks in content occurred on the 28th and 29th of July with 8,263 and 8,057 mentions respectively.


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Positive mentions dominated the period under review (47.2%) followed by Negative (37.1%) mentions and neutral sentiment (15.7%) received the least coverage.

The majority of positive sentiment centred around the amount of money that was raised during the event. @BrentLindeque wrote “The @SleepOutZA has already raised over R31 million in one night. Biggest fundraising drive in Africa... ever! WOW WOW WOW #CEOSleepout2016” @ThuliMadonsela3 also wrote “Life will never be the same for those whose lives will be touched by the R31m raised through the #CEOSleepout2016”.

Negative sentiment mainly questioned the significance and authenticity of the Event. In some cases the Event was referred to as a slumber party and a mockery to the homeless.

SENTIMENT

Positive

Negative

Neutral47.2%

37.1%

15.7%

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The top hashtag for the period was #CEOSleepOut2016 with 21,837 tweets and was the official hastag of the Event. This was followed by #CeoSleepOut (1,850 tweets), which was similar to the top hashtag. This could have lead to some confusion in that users may not have known which hashtag to use.

The third top hashtag, #4leaders4change was used in 954 tweets, and was used in conversations congratulating the participants of The CEO SleepOutTM. The top performing content around this topic in terms of engagement (retweets) was a tweet by @pwc_za (12.9k followers): “Well done to all the business leaders & others who took part in the @SleepOutZA. #4leaders4change”.

The above graph shows the most frequently mentioned hashtags in posts. ‘Top Hashtags’ is a good way to discover hashtag campaigns or to determine which particular hashtags are trending at any given time.

MO

ST M

ENTIO

NED

TWEE

TERS

ceosleepout2016

ceosleepout

4leaders4change

samustrise

southafricamustrise

sympatysleepout

sleepforland

mandeladay

empathy

nelsonmandelabridge0k 5k 10k 15k 20k 25k

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Three Brand Ambassadors had the most mentioned Twitter handles, while the Top 10 also included Sun International (@millionthrills) as well as other media partners or stakeholders in the Event.

MO

ST A

CTIV

E TW

EETE

RS

Abramjee

SleepOutZA

communityhoursa

Carolyn_Steyn

MillionThrills

AshrafGarda

jacarandafm

RedhillSchool

DarrenTOlivier

nkhathale

1097

651

208

194

146

134

114

114

111

106

MO

ST M

ENTIO

NED

TWEE

TERS

sleepoutza

abramjee

thulimadonsela3

brentlindeque

millionthrills

jacarandafm

communityhoursa

enca

ritchkev

thestar_news

7900

5316

1107

729

648

632

619

614

567

556

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creating conversations via social media - twitter

most shared positive tweets

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creating conversations via social media - facebook

most shared negative tweets

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facebook page summary

POST AUTHOR

Page Community

POST BY TYPE

Photo Link Status

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top facebook page posts

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website traffic

Top Channels

Organic (google) searches accounted for 36% of the sessions, while 29% of sessions were from users who accessed the website directly through The CEO SleepOutTM URL.

Referral websites were far more effective in 2016 in generating traffic with over 28% of sessions being from these sources.

Top Sources:

62% of all referrals originated from the d6 Communicator site which, in partnership with Liberty, was a media partner for The School SleepOutTM .

where did it come from and where did they go?

WEBSITE SESSIONS - MAIN SOURCE / MEDIUM

jacarandafm.com/referral

facebook.com/referral

t.co/referral

bing/organic

m.facebook.com/referral

secure.payu.co.za/referral

fp.d6communicator.com/referral

direct

google/organic

1%

1%

1%

2%

3%

4%

17%

29%

34%

RANK WEBSITE PAGES PAGE VIEWS %1 CEO SleepOut 33 758 16.6%

2 school.cfm 25 219 12.4%

3 participants.cfm 21 974 10.8%

4 sleepout.cfm 18 240 9.0%

5 donate.cfm 9 837 4.8%

WEBSITE SESSIONS - MAIN CHANNELS

29%

Organic Search

Direct

Referral

Social

36%28%

7%

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www.ceosleepoutza.co.zaSimilar to 2015, the website was accessed by nearly 50 000 users over the analysis period, with over 33% of users returning to the site on more than one occasion.

Due to the increase in number of The SleepOutTM Brands, users of the site had multiple pages which they could visit depending on their interest.

The traffic on the site followed a similar trend to 2015, with the majority accessing the various pages during the week of the Event. 2015 had a daily peak of approximately 14 000 sessions, while 2016 was just under 11 000 for the 28th July 2016.

Most website activity was centered around the Event with the week prior to The SleepOutTM accounting for 31% of all sessions (23562) as well as 34% of all users (16821) accessing the site. New users accounted for 65%.

WEB

SITE

SES

SIO

NS

4 000

2 000

10 594

04/1/2016 5/1/2016 6/1/2016 7/1/2016 8/1/2016

6 000

8 000

10 000

12 000

OVERALL PERFORMANCESESSIONS USERS PAGE VIEWS PAGES/SESSION AVG. SESSION BOUNCE RATE

74 821 49 635 203 167 2.72 00:02:52 52.23%

app stats

The CEO SleepOutTM app was downloaded and used by all participants on the bridge. The credits earned for doing certain tasks where loaded via the app and could then be used to purchase extra items during the Event.

Apps by Device

327308

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Ornico - An African Brand Intelligence™ Research Company

Ornico provides reputation, media, advertising and brand research across the African continent with a suite of products that includes Brand Intelligence™. By collecting and analyzing media data across many channels Ornico enables marketers and brand owners to make sense of the flood of information that occupies the media space. From editorial and advertising monitoring services, social media analytics to advanced brand research, Ornico provides a holistic and independent view of brand performance as reflected by television, radio and print media as well as social and digital media. With offices in Cape Town, Johannesburg, Lagos and Nairobi, and a partner network that spans the continent, Ornico provides brand insights and intelligence to many of Africa’s top companies and public entities.

Ornico is a prominent member of international and local bodies such as:

1. FIBEP (world’s largest professional body for media monitoring)2. AMEC (world’s largest professional body for media analysis)3. PAMRO (The Pan African Media Research Organisation)4. SAMMA (South African Media Monitoring & Measurement Association)

@ornicomediaOrnicoMediaInformation Ornico OrnicoMediawww.ornico.co.za [email protected] +27 11 884 5041

The Barcelona Principles (AMEC) listed below, provide guidelines and a framework for measuring and evaluating communication, and are therefore fundamental to Ornico’s approach to analysis:

1. Goal setting and measurement are fundamental to communication and public relations 2. Measuring communication outcomes is recommended versus only measuring outputs 3. The effect on organizational performance can and should be measured where possible 4. Measurement and evaluation can and should be measured where possible 5. AVE’s are not the value of communication 6. Social media can and should be measured consistently with other media channels 7. Measurement and evaluation should be transparent, consistent and valid.

The above principles as well as our professional memberships keep Ornico on the cutting edge of media research and enables it to provide clients with the know how to grow their business.

about ornico

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Documents

The CEO SleepOutTM...1 2 foreword by oresti patricios 3 campaign infographic 3 acknowledgements 4 vision/purpose/strategy 5 key objectives 6 key statistics 7 raising awareness 8 coverage