Strategic Marketing: KLM Royal Dutch Airlines New Route
In 2016 legacy carrier KLM Royal Dutch Airlines decided to extend its Amsterdam – Luanda flight with a tail-end to Windhoek. With razor thin margins in the aviation industry this was a gamble that partially rested on the Namibian public embracing the new carrier.
In close cooperation with KLM’s marketing team, we successfully launched a comprehensive print, radio and outdoor media campaign to sell the new route. We also organised a glamorous maiden flight bash for 150 VIPs at Windhoek’s international airport.
Emergo helped put the KLM brand in the market and exceed the targeted load factor for the route by a factor of 20%.
Communications 4 Development: GIZ Comms Strategy
Emergo won a tender from German Development Agency GIZ to assist the Benguela Current Commission with a communication strategy for its Marine Spatial Planning programme. This new concept seeks cooperation between users to ensure sustainable use of the ocean.
The mission was complicated by the many stakeholders, spread over different member states and ethnic groups with often conflicting agendas. In June 2017 Emergo delivered a comprehensive 4-year strategy to engage ocean users and secure buy-in for Marina Spatial Planning as a development tool.
We also produced brochures, pull-up banners and webpages in different languages and trained media in support of the strategy.
Public Relations: European Union functions
Emergo was the service provider of choice for a 2016 EU project close-out event that was split into an academic conference and a memorable gala dinner in Windhoek’s Parliament Gardens. We managed the logistics around both events, organised media coverage and invited guests, as well as managing transport and travel arrangements. Emergo designers created invites, programmes and promotional items.
The close-out function in Windhoek’s beautiful Parliament Garden was a stylish and emotional event that was attended by dignitaries and beneficiaries from all over the country. Emergo ensured the subsequent academic conference was accredited by the relevant professional bodies so participants received CPD points. The event featuring foreign keynote speakers and a photo exhibition was highly acclaimed.
Digital & Social: Chamber of Mines online marketing
We are the marketing agent of the Chamber of Mines of Namibia. Being responsible for the marketing of the annual Namibia Mining Expo and Conference for the fourth year running. In 2018, we are turning an exciting new leaf with the client taking the bold step of investing significantly in online marketing for the Chamber and it 94 members.
Having established the Chamber’s social platforms in recent years, Emergo will now extend content marketing, link-building and Pay-Per-Click services for this client to maximise the event’s scope and impact. This in addition to running all the PR around the conference and marketing the Chamber year-round.
Creative & writing: Office of the President newsletter
In early 2017 the Office of the President was looking for a new provider for its newsletter. Emergo won the contract and launched a brand-new design in April.
Apart from the design, Emergo writes and edits articles in the newsletter and works closely with the President’s advisors in selecting the right tone and content for the magazine.
We are proud to serve the nation this way and the newsletter is welcome addition to our stable of publications, which includes newsletters and annual reports for several SOEs and Government departments.
Internal Communications: Ministry of Land Reform community outreach
The Programme for Communal Land Development is a cooperation between the Ministry of Land Reform and development partners. The Programme experienced problems in conveying the necessity of land registration and compliance with the Communal Land Act by rural communities.
As part of our intervention in 2016 we trained Ministry staff on communication processes and audited the existing communication protocols and materials. We devised a field manual for communication between Ministry staff and other public-sector stakeholders and conducted workshops on effective communication. Emergo also went out into the country’s region to test the new protocols in the field.
Customer Relationship Management: CSMA
Emergo is a founding partner of Customer Service Management Africa. With the business school of the Namibia University of Science and Technology (NUST) and external partners we rolled out Namibia’s Customer Service Awards in 2015.
We also worked closely with NUST and high level private sector partners on improving customer service in Namibia.
The initiative led to a publication of the Namibian case study in the European Journal of Marketing by the business school and collaboration on a book on customer service in Africa with Emerald publishers.
Research: USAID Trade Facilitation Study
Emergo was selected as the country specialist in an assessment of trade facilitation in SADC ahead of the launch of the second phase of the USAID Trade hub in 2017.
Emergo applied qualitative and quantitative research methodologies and interviewed key respondents across many sectors.
Our report highlighted limitations in domestic trade policy as well identifying communication challenges in the WTO TFA implementation process.
Investor Support: KLM Royal Dutch Airlines
Before the successful launch of the Windhoek- Amsterdam route, there was the battle behind the scenes. Because of industry specific factors there was severe time pressure on the entry of KLM into the Namibian market before the start of the European winter schedule.
Emergo facilitated high level meetings between the client and Government officials to secure buy-in at cabinet level. We then arranged technical meetings to get the many approval processes going and accompanied this process throughout. We helped negotiate a Bilateral Air Service Agreement between the two governments and initiated a prevention of double taxation agreement between the countries.
Six months flew by from the moment of first contact to wheels down in Windhoek.