Zolani Mahola

A strategy case study

2019

Artist, storyteller, African agent of change – Zolani Mahola is well known for her role as lead singer of local band Freshlyground. For corporates, events and schools seeking a speaker with a difference, Zolani Mahola offers a unique storytelling experience which encompasses gender, culture and race. Looking through the eyes of a young girl growing up in a South Africa plagued by apartheid, Zolani takes her listeners on a personal journey of struggle, liberation and success.

Challenge

 Looking to start a new career path as a storyteller and public speaker, Zolani required assistance to map out a marketing plan for her personal brand as well as suggestions for how to launch her new career path.

Solution

Seeing a client in action is the best way to start a project – and we were privileged to attend a private performance of Zolani’s storytelling offering. We saw the lead singer which we all know and love transform into a dynamic storyteller, who fearlessly shared her personal story. Following that, we started to conceptualise a holistic marketing strategy which advised practical ways to launch Zolani in the local public speaking sphere. The process included:

  • A workshop with her team
  • Benchmarks
  • A SWOT analysis (focused on strengths, weaknesses, opportunities and threats from a marketing perspective)
  • Brand values
  • Positioning statement
  • Customer segments
  • PR strategy
  • Social media guidelines & themes
  • Content plan
  • Identifying speaking opportunities

 Yellow Door was privileged to be invited to a private performance of Zolani’s storytelling offering. We saw the lead singer which we all know and love transform into a dynamic storyteller, who fearlessly shared her personal story of a young girl growing up in and apartheid stricken Port Elizabeth. It was exhilarating to be a part of the early phases of the Zolani brand development, assisting with carving the path for this inspiring, proudly South African brand.

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Team feedback

‘We thoroughly enjoyed working with Zolani to conceptualise ways for her to transition in to a new phase of her career, focusing on speaker opportunities. It’s always tempting to delve straight in and explore multiple avenues, but our approach is to be as strategic as possible, to keep things streamlined and focus on the most viable solutions.’
Emma Donovan
Co Founder & New Business Director at Yellow Door

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