Page 157 - KGR 2020-21 Annual Report

MARKETING

RESULTS

KPI 1 | GLOBALLY RECOGNISED DESTINATION

Whilst two world class hospitality brands conduct due diligence on investing and operating within Karingani,
the marketing team continue to develop messaging and narratives to position Karingani as a best-in-class land
rehabilitation, conservation management and tourism destination.

An integral part of the Karingani market positioning is a focus on sustainable development and community
partnerships. Xinghana Community Lodge, a partnership with the Cubo community, is currently being marketed
prior to the lodge’s proposed opening of December 2020. This lodge will provide staff training opportunities,
the ability to showcase Karingani’s rehabilitation and conservation work and benchmark sustainable construction
techniques.

KPI 2 | GLOBAL MARKET AWARENESS

We are engaged with various foundations and NGO organisations such as Peace Parks Foundation, the Bedari
Foundation, Endangered Wildlife Trust, African Community and Conservation Foundation and Tusk, whom we
consider as global influencers in the conservation world. These relationships provide Karingani with a platform to
share lessons learned and engage in open dialogue with the conservation community for the purposes of expanding
our global messaging.

SOCIAL MEDIA

Social media connects people. It can be used on an international level to keep followers up to date, educate
investors and the public about Karingani’s work and goals, promote collaboration, and connect audiences that
are traditionally stove-piped and geographically dispersed. Engaging with others on social media puts a face to
Karingani - expanding the outreach capabilities. This report period is the first report period where we have focused
on developing this capacity within Karingani and the progress is reflected below:

During the reporting period, 162 posts were made to the Karingani social media platforms on Instagram and
Facebook. The Karingani Instagram account gained 982 new followers for a total of 1,063 followers and the Facebook
page gained new 358 followers for a total of 466 followers during the reporting period.

It is the intent to further develop our social media presence and will be done in line with a data collection mindset
where we record the resolution of posts categorising posts as wildlife, community, Kurhula Community Farm, security,
etc and keeping data on which posts receive more engagements as well as gathering more analytical data on our
followers’ demographics and interests. We aim to identify and invite social media influencers to Karingani to further
expand Karingani’s reach online.

KPI 3 | MODEL SUSTAINABLE DEVELOPMENT

A One Planet Gap Analysis and audit was undertaken in February 2020 which continues to inform the management
team of prioritisation and application of Karingani’s commitment to sustainable development. Karingani continues to
work with One Planet digitizing project data collection aiding Karingani’s sustainability reporting.

NATURAL CAPITAL, SOCIAL IMP A CT & SUSTAINABLE DEVEL OPMENT PROGRESS REPORT 2020 C3 | 154