"The campaign has admittedly been in a state of flux in the past few years as we've had two interim leaders and hence no firm and consistent strategy. But now that I'm at the helm, we have set up a number of new initiatives to enhance the campaign, silence the doubters and focus on delivering monetary benefits to all our members", says Moroka.
"And the results are beginning to show: In the last year alone we have signed up 276 new members and 54 of those joined in the first three months of 2006. We have a lot of momentum behind the brand."
Moroka says that another 65 large companies have expressed interest in joining PSA and are currently obtaining internal approval from their respective executive boards.
"According to independent research, more than 80% of consumers are aware of the PSA logo and understand what it represents. Twenty three percent of consumers are actively seeking out Proudly SA products and services when they make purchases. Clearly, Proudly South African is working very well for our members," she comments.
Since the inception of the PSA Campaign, 2697 companies have been registered on the PSA database. These are segmented as follows: 1350 active, paid up members; 130 potential new members; 386 up for renewal; 495 member companies whose membership have lapsed due to the closing down of companies, and 336 members voluntary terminated their membership with PSA over the last five years.
"Membership is expected to gain further momentum as we move into our second phase which is more customer-driven, as opposed to awareness focused, and which includes a sector-based approach. The key centre of attention is to use the Proudly South African brand to unlock business value and opportunities for members."
Moroka also points to the success of the latest PSA Homegrown Awards - which recognise Proudly South African companies that have heeded the call of nation building and are committed to creating and improving opportunities for many South Africans. The Homegrown Awards, a gala event, was well-attended and enjoyed by many - further evidence of the renaissance for Proudly South African and its strong relationship with its members.
"We have embarked on a concerted drive to develop concrete and tangible benefits for all members. For example, in collaboration with the Department of Trade and Industry, PSA is enabling some members to get global exposure and gain international business experience."
Moroka also says that PSA has had promising discussions with the National Treasury in an effort to include PSA members on the preferential procurement list of Government. These negations are ongoing.
PSA has also negotiated discounted advertising rates for PSA members with some of the PSA media partners. PSA has, furthermore, negotiated with a top corporate governance institution to assist members with corporate governance related issues and provide them with the necessary training at discounted rates. "However, it should be acknowledged that it takes time for the results of the numerous high level negotiations on membership benefits undertaken by PSA to bear visible fruit".
During the past six months, the organisation has undergone major changes through re-aligning systems, processes, and procedures and re-assessing internal skills in preparation of the challenges posed by the campaign's second phase.
Moroka says that these will be followed through during the next two quarters, while a comprehensive strategic review, including the operations plan, is being undertaken and implemented.
"These measures aim to reposition the brand, to increase its marketing potential and improve the financial underpinnings of PSA. This is anticipated to provide additional dynamism and value contribution to the members.
"Member retention through the newly adopted sector approach; compliance; value-added tangible member benefits and changing consumer behaviour in favour of purchasing quality Proudly South African products and services are the primary focus areas for Phase II.
Concludes Moroa, "The PSA Board and executive management team are totally committed to firmly establish PSA as the unsurpassed symbol of South African success in business, products and services. There is adequate reason to be confident that the new and intended initiatives will contribute positively towards building PSA into an international symbol of excellence in which the entire nation can participate and be rightfully proud of."
