Jambo Africa Online, SAUL MOLOBI, profiles the Chief Executive Officer: Brandhill Africa Foundation NPC , Tshepo Molobi, about her charity golf events that – which includes the latest inaugural Sekhukhune District Mayoral Charity golf – which empower indigent families and vulnerable sections of our communities…
Having produced a number of charity golf days in Mpumalanga, KwaZulu-Natal, Gauteng and Limpopo, Brandhill Africa Foundation decided to launch a golf brand in Limpopo’s Sekhukhune district. The choice of this district was motivated by the company’s historical ties to the district. These include the Deputy Chairperson (Non Executive) of the Foundation, Lebogang Nkadimeng, who comes from here; an assistant project manager, Mathapelo Nkadimeng also from here, who came in as part of the Foundation’s youth development programme two years ago and has since developed into a seasoned event and promotions manager; and the Foundation’s founding directors who have previously, during their diplomatic posting to Italy, attempted with the support of the late soccer supremo, Thomas Madigage, to get Inter Milan, Italy’s top team, to establish their community development initiative, Inter Campus, here in the district – unfortunately the soccer legend passed on two months before the envisaged launch in a freak vehicle accident returning from a preparatory meeting with the district municipality.
Brandhill Africa Foundation then approached the Mayoral Office in the Sekhukhune District Municipality to endorse the event. The company was motivated by the fact that this district, which used to be a nodal point of development, deserved to be supported particularly in the midst of COVID-19 that continues to ravage families, render children into orphans and plunge families into financial distress as many have lost their livelihoods. Despite the district’s richness in mineral endowments, data shows that of the 1 194,307 population, a total of 689 310 people lived in poverty in 2019 and the outbreak of the COVID-19 pandemic has undoubtedly worsened this. The intervention was inspired by Kathy Calvin who mused about philanthropy: “Giving is not just about making a donation. It is about making a difference.”
Contextualising this initiative within the framework of responding to President Cyril Ramaphosa’s clarion call of “Thuma Mina”, the district’s first citizen as the Executive Mayor of Sekhukhune District Municipality, Cllr Keamotseng Stanley Ramaila, decided to come onboard by mobilising social partners to assist indigent families impacted by the pandemic. He was humbled by this effort, that didn’t request any financial injection from the municipality, which was intended to benefit the indigent family or families to be identified by the municipality. The event was also meant to promote a variety of tourism attractions, the natural and cultural heritage resources of Sekhukhune.
The immediate benefit accruing was for the event to be branded as the Sekhukhune District Mayoral Charity Golf. Furthermore, although the district municipality wasn’t going to put any money into the event, it was entitled to full branding rights. The district municipality was to nominate the beneficiary of some of the proceeds raised, and the district’s Executive Mayor was to officiate in the hand-over of the benefit to the nominated family. The district municipality was to be afforded the chance to extend complimentary invitations to some of their key stakeholders while mindful of the nature of the event. The date was set by the office of the Executive Mayor for 29 October 20201 at the Groblersdal Golf Club in the district’s capital city.
Since this was Brandhill Africa Foundation’s initiative, the company carried the entire risks to the event and thus the district municipality carried no risk – except that universally in such cases, the endorsing partner has to be confident that the project manager was to succeed in executing the event successfully since their brand reputation was at risk.
Brandhill Africa Foundation ran against time, drawing from their traditional networks, picky-bagging on their strong brand equity, and worked hard to organise the event under the challenging conditions. The immense respect that the stakeholders have for the municipality as a reliable and credible service delivery agent did contribute immensely to the success of this event. It goes without saying that corporates police their brand reputations and they wouldn’t want to be identified with controversial entities, so it was easy for them to choose to be identified with the district brand even if they purchased a mere four-ball.
The event happened as planned. Although the majority of the 101 golfers emanated from Johannesburg, there were also a number golfers from other provinces – namely, North West, Mpumalanga, Kwa-Zulu Natal and the host province, Limpopo.
Besides the standard four-ball fee of R3000, we also pursued corporate sponsorships. The highest sponsorship was secured from Motshwanelo IT Cosultant. Then there were also other corporate companies that couldn’t be left out – such as Black Aloe Waterfront Resorts which sponsored the apparels; Old Mutual sponsored the building material for the house to be built for the beneficiary family; Iwise; Coca-Cola Beverages Africa (CCBA); Lepelle Northern Water; Lethabo Exploration; Dalila’s Cigars; MCC Security and Projects; Spar Groblersdal; and Marwa Moleke Tradings.
The prize giving dinner wouldn’t be as successful as it was without auctioneer Mr Tobbie Mostert from Off Course Promotions and Spar Groblersdal which donated a wheelbarrow full of alcohol beverages.
Out of the 101 players who enjoyed this beautiful game, 18 were females and 83 male.
The revenue generated from Old Mutual and other corporate sponsors will be contributed towards the intended beneficiary, the Nzabe family in Zaaiplaas village under the Ellias Motsoaledi Local Municipality. Brandhill Africa founder, Tshepo, serves as the caretaker of the revenue generated and will advice on the disbursement of the funds.
“Our assessment as Brandhill Africa Foundation is that considering several threats to executing an exceptional event,” says Tshepo oozing with confidence, “the charity golf day was successful. The first factor was that this was an inaugural event and suffered the universal birth pangs of launching a new brand with limited resources – both financial and in terms of time constraints. Although the Sekhukhune District Municipality was brand positioned as the event’s co-custodian, it didn’t contribute any funding to comply with the prescripts of the Municipal Finance Management Act (MFMA). Secondly, the obvious time constraints in organising this event. Thirdly, the sensitive political environment linked to the elections period as many potential sponsors weren’t keen to be misperceived as supporting one political party over others during electioneering and this further limited the capacity for us to generate revenue. The number of non-paying guests of the district municipality also put a dent on our revenue generation ability.”
The co-branding between Brandhill Africa Foundation and Sekhukhune District Municipality has benefited the latter in more ways than one. “The event has emerged as a brand that with time its equity will increase drastically premised on the success of this inaugural event. We look forward to growing it over the years. The event has enhanced Sekhukhune as a tourism destination of choice – as golfers booked accommodation in the district. Research has shown that golfers often make return visits to a place on holiday with their families once they have developed affinity for a place where they played golf.
Golf is a business networking platform. “There may be business opportunities to accrue from this event in future as a business networking platform because golfers are business executives, and captains of the industry in their own right, so the event may have planted seeds of business interest in the area in them. Since this was a charity golf day, the indigent family nominated by the district municipality to benefit by having a house built for them, and the community at large, will always attach the house to the Sekhukhune District Municipality brand and the brands of the corporate sponsors. Without any doubt, the municipality will continue earning a political mileage out of this house and the business community (especially tourism facilities) for many decades to come.”
A consummate marketer
Tshepo has a long history in the marketing and communications industry. She registered a company, Seventh Question Marketing and Communications, in 2006 based in Limpopo and the company launched two district newspapers – namely, the Waterberg News and the Capricorn News. These publications were supported by Limpopo’s Department of Local Government and Human Settlements, Capricorn District Municipality, the Waterberg District Municipality and Mogalakwena Municipality through advertising as they bridged the lack digital and information divide between government and communities. The two newspapers were highly successful.
Then from there in 2009 she moved to Pretoria where she also branched into event management and media relations providing services to the Sedibeng District Municipality. She was contracted as an agency to profile the Executive Mayor, Cllr. Mahole Mofokeng. She did this by arranging media interviews for him with various radio stations like Kaya FM, Lesedi FM and local community radio stations. The highlight of this campaign included the Executive Mayor being featured on the Justice Malala’s show on eNCA and SABC’s “Morning Live Show”. She also opened and managed social media accounts for the Executive Mayor.
Her company also project managed the inaugural Sedibeng District’s Mayoral Awards in 2012. She featured the premier songstress, Zahara, on the programme, and the renowned broadcaster, Bob Mabena, directed the programme.
Even before starting her own company she worked as a promotions agent for a number of companies promoting products in-stores and outdoor media campaigns.
In 2012 her husband was appointed a Consul-General of South Africa to Milan and they had to accompany him to Italy as a family. That meant she was no longer allowed to do business since she was receiving an allowance from government as an accompanying spouse. She’s back after spending four and a half years. Besides pursuing her academic studies through UNISA, she also performed her mandatory work as an accompanying spouse.
While in Italy she performed a number of duties in support of the South African Consulate-General that included hosting ministerial delegations and dignitaries. This gave her experience of protocol services and etiquette. It also honed her event management competencies. She has also attended official meetings/ceremonies where her husband was invited. During her spare time, she also supported civil society organisations including NGOs that cared for underprivileged communities in Africa.
By the way in order to sharpen her skills she has completed a number of marketing programmes through UNISA – and these included a Programme in International Marketing, Programme in Marketing Management and Advanced Programme in Marketing Management. She’s now a third year student in B.A. marketing and Communications at the AAA School of Advertising. Marketing is key because she believes all good communications and public relations are based on good marketing principles – she indeed adds value to any project she undertakes. With her international experience garnered in Italy (and also her extensive travelling to other countries), her clients are bound to benefit from her expertise.
Back in South Africa on 30 June 2016, with the experience of celebrating culture, arts and heritage garnered in Europe and north America, she broadened the strategic reach of 7th Question Marketing and Communications to undertake educational tours and excursions for high schools to national museums and tourism facilities. Brandhill Africa provides her with the opportunity to establish and deepen inter-cultural links between Africa and the other continents.
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For more information, please visit https://www.brandhillafrica.com, email tshepo.molobi@brandhillafrica.com or call +27 11 759 4297
