INTERGRATED BRAND MARKETING PLAN FOR OPERATION PHAKAMA

About Us

OPERATION PHAKAMA  is a nongovernmental organization committed to engage the community in aspects of common interest for development of the Modimolle. Our mission is to be a catalyst for action, build community trust, and provide measurable outcomes through intentional engagement.

 Objectives

Increase brand awareness among target audiences.

Boost Community Engagement across digital platforms.

Drive Donations and Volunteer Sign-ups.

Position Our NPO as a Thought Leader in our cause space.

 Brand Identity

Mission Statement: "to engage the community in aspects of common interest for development of the Modimolle. "

Tone and Voice: Compassionate, transparent, empowering
Visual Identity:
Colors: Green and White 

Fonts: Ariel 
Tagline: "Each one helps One"

 Marketing Channels & Strategies

1. Website (Core Hub)

• Action-oriented homepage (donate, volunteer, subscribe)

• Impact stories and testimonials

• SEO blog content focused on mission-related subjects

2. Email Marketing

• Monthly impact newsletters

• Automated welcome series for new donors and subscribers
  
  
• Donor thank-you messages with personalized news

3. Social Media

Platform		Content Type	Frequency
Facebook		Event promos, success stories	3–4x/week
Instagram		Visual storytelling, reels	4x/week
LinkedIn		Thought leadership, impact reports	2x/week
Twitter/X		Live updates, advocacy, retweets	Daily

 

 

Engagement Goals: Respond to comments within 24 hours, tag partners, use cause-specific hashtags

 

4. Blog Content

• Bi-weekly blog posts on success stories, industry trends, volunteer features

• Search engine optimized with keywords like "[cause] support," "how to help [target group]"

5. Public Relations

Quarterly press releases

Pitch local media on human-interest stories

Partner with influencers/ambassadors who share your mission

Partnerships
Partner with schools, local businesses, and civic organizations

Co-host events, cross-promote on digital platforms

Metrics & Evaluation
Goal

Awareness: Website traffic, social reach: Google Analytics, Meta Insights
Engagement: Likes, comments, shares: Social dashboard (Buffer, Hootsuite)
Conversions: Donations, sign-ups: CRM, donation platform analytics
Reputation: Sentiment analysis, reviews: Google Alerts, Mention

Timeline 

July: Launch summer fundraiser campaign, blog series
August: Back-to-school supply drive (PR & social blitz)
September: Volunteer spotlight campaign, impact report
October: Fall donor appreciation week, new video series

 Last Thoughts
One unified brand marketing strategy means our nonprofit has a single, credible, and compelling presence wherever we interact with donors. When our messaging is consistent and our mission defined, we don't just grow — we have a bigger impact.

ONLINE REPUTATION MANAGEMENT STRATEGY

 OBJECTIVES 

• Increase awareness of the NGO's mission and projects 
• Build trust and credibility with stakeholders (donors, beneficiaries, and volunteers)
• Proactively manage negative feedback or misinformation
• Engage with the community and foster positive relationships 

TARGET AUDIENCE

•  Donors (individuals, corporations, foundations)
• Beneficiaries of the NGO's programs
• Volunteers and potential recruits
• General public and community partners
• Media and influencers relevant to the NGO's focus area

STRONG ONLINE PRESENCE

Website: Ensure the NGO's website is user friendly, informative and updated regularly with news, achievements and impact stories

Social media: Establish a consistent and professional presence on platforms relevant to the target audience (e.g facebook, twitter, instagram and LinkedIN)

Content creation: develop and share valuable that highlights the NGO's mission, updates, and success stories to showcase transparency and engagement.

MONITOR ONLINE REPUTATION

• Use tools like Google alerts, social mentions, and brandwatch to monitor mentions of the NGO across the web
• Regularly check review sites and social media for feedback and comments
• assign a team or individual responsible for ongoing reputation monitoring

ENGAGE WITH THE AUDIENCE

• Respond promptly and professionally to comments and messages on social media
• Acknowledge positive feedback and express gratitude
• Address negative feedback or misinformation calmly and factually, offering solutions or clarifications as needed

CRISIS MANAGEMENT PROTOCOL

• Develop a crisis communication plan that outlines steps to take in the event of a reputation treat
• Designated a spokesperson trained to handle media inquiries and public statement
• Prepare for potential scenarios by outlining responses to common issues that could rise.

HIV/AIDS POLICY

 OPERATION PHAKAMA

HIV/AIDS POLICY

EFFECTIVE DATE: 27 MAY 2025

APPROVED BY: ALFRED MAREMANE 

REVIEW DATE: 27 MAY 2026

PURPOSE 

This policy sets out the policy of OPERATION PHAKAMA regarding the prevention, care, and support of HIV/AIDS for employees, volunteers, beneficiaries, and stakeholders. The policy seeks to establish a non-discriminatory, supportive environment and comply with all applicable legislation and health laws.

SCOPE

This policy applies to: 

All staff members and volunteers

Program beneficiaries and clients 

Visitors and collaborators who enter into contact with the organization

POLICY PRINCIPLES

Non-discrimination: No individual shall be discriminated on the basis of his or her actual or perceived HIV status. 

Confidentiality: An individual's HIV status is kept confidential. it will be shared only with the informed consent of the person or per law.

Education and awareness: The organization shall provide information and education to staff and communities regarding HIV prevention, treatment, and care

Supportive environment: HIV-positive staff and client will be respected and not discriminated against or treated unfairly 

Health and safety: Universal pre-cautions to prevent occupational exposure and transmission of HIV will be followed by all staff 

RIGHTS AND RESPONSIBILITIES

Employees and volunteers

• are entitled to safe and non-discriminatory work environment
• are encouraged to participate in voluntary HIV testing and counselling
• are expected to respect the confidentiality of others

The organization 

• will not require HIV testing as condition of employment
• will provide for HIV/AIDS employees, if practical, at the recommendation of doctors
• will establish relationships with medical care providers are referral agencies for supportive care 

WORK PLACE PRACTISES 

• Universal precaution (e.g gloving, disposal of sharps) will be required
• training sessions will be conducted at least annually
• employees are entitled to take leave as needed for illness resulting from HIV under the company's medical leave policy 

MONITTORING AND EVALUATION 

The policy will be reviewed every two years

• revisions will consider comments from staff, beneficiaries and stakeholders
• violations or incidents under the policy will be investigated and handled sensitively and in confidence

COMPLIANCE

This policy complies with:

• National HIV/AIDS legal and policy frameworks
• International best practice, including ILO and WHO guidelines
• The organization's code of conduct and HR policies

ACKNOWLEDGEMENT 

All staff and volunteers will be required to read, sign and return an acknowledgement form stating compliance with this policy. 

OPERATION PHAKAMA ANNUAL EVENTS

 OPERATION PHAKAMA 

EVENT NAME	DATE	DESCRIPTION
World AIDS day awareness walks	01 December	Community walks to raise awareness on HIV/AIDS, ending at a public park with speeches, entertainment and HIV screening
Operation Phakama Gala Night	15 March	Fundraising with guest speakers, donor recognition, and auction to care programs
Youth Health Expo	20 July	Targeted to youth, this activity offers workshops, music, information boot regarding sexual health and HIV prevention
Volunteer Appreciation Day	05 October	Praise and honors all volunteers and partners with a lunch, certificates and networking session