"We understand the complex business of Transnet. Because it's a vast organisation with new energy, a developmental mandate and a clear strategy of consolidated change, it presents great opportunities for internal communication, on a multitude of levels and platforms," says Bulelwa Mtsali, editorial director for Mikateko and one of its founders.
The client has 55 000 employees, whose positions range from train maintenance to executive management. The internal communications programme uses a variety of audience appropriate media and language to engage with the diverse workforce.
With a monthly print run of 33 000, One Magazine is Transnet's largest internal channel and, under the agency's management, has won recognition within the publishing industry. In the 2011 South African Forum Publishers Awards (SAFPA), it was awarded First Runner-Up for Excellence in Design and Most Improved Magazine and Second Runner-Up for Best External Magazine and Best Magazine Cover.
The account includes multiple brand extensions, which utilise digital, broadsheet, newsletter, magazine and even calendars to communicate clearly. Key to the underlying media strategy is successfully segmenting the different audiences.
