Transmashholding (TMH) is the fourth-largest locomotive manufacturer globally and the largest in Russia and the CIS. In 2018, TMH entered the South African market by acquiring DCD Rolling Stock, establishing TMH Africa amid a challenging rail sector landscape marked by corruption scandals.
The African Storyteller was engaged to enhance TMH’s strategic communications and stakeholder management, focusing on:
- Brand Positioning – Position TMH Africa as a strategic partner in the rail sector and engage with government leaders.
- Stakeholder Relations – Manage relationships with key stakeholders, including government, media, and industry organizations.
- Media Presence – Build TMH Africa’s media presence and highlight its milestones and technical capabilities.
- Rebranding – Oversee the rebranding of DCD Rolling Stock to TMH Africa and create marketing materials.
- Official Launch – Manage the formal launch event, securing attendance from high-level stakeholders and government officials.
- Employer Branding – Manage employee communications to ensure morale and facilitate the transition to the new employer.
These efforts aimed to establish TMH Africa as a credible player in the South African rail sector.
- B) Positioning Gilead in South Africa and Beyond
Gilead Sciences is a biopharmaceutical enterprise dedicated to the research and development of antiviral medications for the treatment of HIV/AIDS, tuberculosis, cancer, hepatitis B and C, influenza, and COVID-19.
In 2018, the organization engaged The African Storyteller to formulate a Government Relations and Brand Positioning Strategy designed to enhance its visibility and influence within South Africa and other African markets.
The primary objectives of this strategy included:
– Establishing brand leadership in social advocacy concerning chronic diseases.
– Cultivating relationships with health ministers and utilizing media channels to improve access to healthcare.
– Collaborating with subject matter experts to advocate for increased governmental investment in health initiatives.
The outcome included:
- Government Relationship Management – Developing robust connections with governmental bodies.
- Sponsorship Opportunities Management- Securing partnerships that align with the organization’s core values and objectives.
- Leveraging Subject Matter Experts – Identifying and collaborating with relevant experts for media engagements.
- Advertisement Placement Management – Creating advertorial content for health awareness days that align with the brand’s mission and values.
- 2019 AFCON Soccer Sponsorship Activation – Capitalizing on Gilead’s sponsorship of the Africa Cup of Nations (AFCON) to increase awareness of hepatitis B and C during the tournament held in Egypt, in conjunction with strategic media partnerships across various African countries, including South Africa, Ghana, Nigeria, Kenya, and Tanzania.
