DATE:12/06/2023

JOB NO.: 001/RWSG/CD/O6/2023

CLIENT:

SANLAM ASSURANCE GÉNÉRALES PLC

JOB/PROJECT:

Job Title: HIRING A DIGITAL MARKETING AGENCY

Job Description: Reposition Sanlam AG on the Rwandan market.

Prepared by:

Patrick MUNEZA: Communication Officer

Approved by:

Alain NGOGA: Commercial Director

Background / Overview:

SANLAM AG PLC is the leading diversified Pan African non – banking financial services group listed on the Johannesburg and Namibian Stock Exchanges. Sanlam was established in 1918 as a life insurance company. Today, the Group has a business presence in 33 countries in Africa, as well as in Australia, India, Lebanon, Malaysia, the UK and the USA.

Since 2014, we partnered with SORAS, Société Régionale d’Assurance in Rwanda, whose value were aligned to our own – innovation, integrity and leadership being just some of them.

Since our partnership began, we have enjoyed a mutually beneficial partnership with SORAS and it has been a significant of the Sanlam growth story.

In 2019 SORAS has rebranded SANLAM AG PLC, an exercise which allowed our business in Rwanda to adopt the SANLAM brand which offers a compelling proposition that brings our customers, shareholders, and stakeholders a proven track

record of knowledge and expertise from a multinational financial services group of more than 100 years.

With a vast amount of experience in the financial industry, our mission is to offer our customers high quality products and services, and to ensure profitable and sustainable growth. At Sanlam, we value integrity, professionalism and teamwork in the way that we provide customer-centric and innovative services to all our clients.

The Brand/Product

Sanlam brighten up its motto to become “Live with confidence”, which is supported by the tagline: “It’s more than a new motto. It’s our promise to you” Sanlam intends to nurture confidence across its network and create a population that is financially stable.

Advertising / Marketing objectives

Reposition Sanlam AG brand perspective to be perceived as:

• Trustworthy
• Accessible and friendly
• Outstanding and
• Reliable.

Current consumer perception.

Sanlam acquired Soras to leverage its financial position and carry the brand to an international level.

Consumers must get familiar with the Sanlam brand.

Target audience

Mid and High end. (Owners of Insurable assets individuals and institutions)

What's the single most important thing we want to say?

“In life confidence is the game changer”

Desired consumer response.

• Position Sanlam’s brand as closer and user friendly.
• Relate their financial confidence with Sanlam AG
• Explore new areas of wealth bearing in mind that Sanlam will be with them every step of the way.
• Ensuring new investors who previously worked with Sanlam abroad to extend their experience in Rwanda.

What are the supporting rational and emotional 'reasons to act or believe?'

• Sanlam offers a positive, hopeful and inspiring perspective of life.
• The horizon of the future looks bright with Sanlam.

Mandatory elements, helpful information & insights

• Logos and brand book.

CONCEPTS to

consider

A great part of the population of the world is gathered online on different platforms. It became effortless to differentiate choices of people, to categorize them and adjust to cater for their needs.

Sanlam AG Plc intends to intentionally be present in the midst of its different current/potential customers.

Sanlam AG Plc intends to create groups of happy customers and go viral throughout ages to come.

Creative Requirement

• Create a roadmap of how Sanlam could exploit various online platforms and distinctively serve its customers (current and potential) showcasing:

1. An understanding of Sanlam’s various stakeholders and target markets
2. An ability to manage the reputation of Sanlam through its key stakeholders in government, business, customers and the media
3. An understanding of the principles of ‘thought leadership and its role in influencing brand reputation
4. The ability to align key stakeholders behind the Sanlam brand

• Social media accounts management: Create timely and relevant contents

• Increase SEO and endorsement of relevant influencers
• Suggesting and carrying campaigns designed to drive sales in the rest amount period of the year 2023.
• Media buying and management

Agency Requirements

• Provide an updated company profile
• Provide the team qualified to handle Sanlam’s brand.
• Company Registration Certificate
• Financial Clearance Certificate
• VAT Certificate

Financial requirements

• Provide financial proposal on:

1. Retainer basis and
2. Campaign basis.

Schedule

26^th  of June: Deadline proposals submissions by bidders at Sanlam HQ in sealed envelops.

27^th  of June: Inform the bidders.

30^th  of June: Presentation and negotiation of shortlisted

6^th July: Signing contract with the selected agency.