Virseker F27 Marketing Tracker

Power Score

2.6

Baseline 2.4 · F27 target 8.0

Top of Mind

6.4%

Baseline 6% · 3–5yr target 30%

YoY Sales Growth

+10.8%

Baseline +10% · F27 target +15%

Active Book

35 120

Baseline 34.8k · target 40k (17.9k Direct / 17.2k Affinity)

Active book — trend to 40k monthly, demo

Leads vs target monthly, demo

Core KPIs YTD vs target

KPI	YTD	Status
Gross Sales	+2.7%	on track
Active Book (decline → growth)	+0.61%	growing
P-Factor	−0.66%	watch
Power Score	2.6 → 3.0	improving
NBx %	−4.87%	action needed
EBx %	+9.97%	ahead

What's happening now July 2026

Item	Type	Status
Embedded cashback	Product	Live 1 Jul
New media strategy in market	Media	Live 1 Jul
Brand foundations research	Brand	Concluding Jul
RSG Kultuur Karavaan / Taalmakers	Campaign	1 Jul – 24 Sep
Hond se Gedagtes campaign	Campaign	On air
Liefde by die Dam — JHB	Event	1 Aug
Communication strategy	Brand	Kicks off Aug
New brand campaign	Campaign	Go-live Oct

VISION

Every Afrikaans speaker is proud of their cultural group, and actively chooses and recommends Virseker.

BRAND PURPOSE

Om die beste eienskappe van die Afrikaner uit te leef, te ondersteun en te bevorder.

Emotional — jobs to be done

1. Grow awareness through smart media buying

Clarity of brand story & purpose. New media strategy live 1 Jul; brand foundations → comms strategy → new brand campaign (Oct).

2. Every touchpoint written for Afrikaans customers

CI 2.0, tonality update, customer journey mapping, clear language — no jargon, no uncommon Afrikaans terms.

Functional — jobs to be done

3. Critical focus on Digital

WhatsApp sales & service, website UX/language/SEO/AI-readiness audits, app expansion, buy-online funnel, cracking YouTube & TikTok.

4. Innovate Product & Offering

Embedded cashback (live), Multirisk address (Dec 26), safety features, partner loyalty benefits (AIG, LBDD, Akademia, Hennies, LekkeSlaap…).

Penetration

Drive penetration of Virseker among insured Afrikaners. Traditional media focused on Afrikaans-only channels, stations and suburbs to avoid wastage.

Cultivate Partnerships

Entrench Virseker authentically in consumers' everyday lives — Noordvaal, Liefde by die Dam, Kultuur Karavaan, Afrikaans is Groot, community & retail.

Retention

Retain the great quality consumers we already have — loyalty benefits, CVM partnerships, monthly partner vouchers to the customer base.

Market reach & opportunity insured Afrikaans market — demo estimates, replace with BHT / market-sizing data

Virseker active book vs estimated insured Afrikaans-speaking households (±1.13m — a third of the insured market per strategy). Penetration ±3.1%.

Headroom by region. Gauteng is the Y1–2 battleground (dominate Pretoria); Western Cape is the Y3–5 expansion play.

Y1–2

Dominate Pretoria

Prove the concept · grab rightful share +

Y3–5

Western Cape

Move the concept · win suburb by suburb

Y5+

Paarl & beyond

Keep growing CPT northern suburbs

Key enabler

Buurt vir Buurt

Sport · Music · Culture — deeply entrenched in community

F27 annual plan Jul 2026 – Jun 2027

■ Sport (dark teal) · Music (teal) · Culture (olive) · Competition (coral) · Brand campaign (khaki) · Always-on (light)

Key dates

Milestone	Date	Status
New media strategy in market	1 Jul 26	Live
RSG Kultuur Karavaan / Taalmakers	1 Jul – 24 Sep	Live
Liefde by die Dam — JHB	1 Aug 26	Upcoming
Communication strategy concludes	Sep 26	Planned
New brand campaign go-live	Oct 26	Planned
Liefde by die Dam — CPT	7 Nov 26	Planned
Afrikaans is Groot	20–29 Nov 26	Planned
Multirisk address product	Dec 26	Planned
Kar Komp (Mazda) — all channels	Jan–Feb 27	Planned
Noordvaal season kick-off (Passie Y2)	Mar 27	Planned

Sponsorship platforms gemeenskap

Platform	Pillar	F27 focus
Noordvaal	Sport	Passie 2.0, score-capture app, Voorspeller, school expansion, retail execution
Liefde by die Dam	Music	Photo destinations, crowd cams, hidden ducks, merch, partner giveaways
Kultuur Karavaan	Culture	RSG Taalmakers, town visits, Heritage Day winner live OB
Afrikaans is Groot	Music	Vending machines, Passie pre-show, in-show song, VIP area, ticket comps
Kar Komp	Competition	Mazda TVC, KykNET promo, RSG radio, influencers

Activation platforms

4

+ Boeremark & Toks & Tjops in content plan

Next event

LBDD JHB

1 Aug 26 — 24 days out

Trust — 12 years

R 130m

paid to Afrikaans education

Activation checklist

31%

14 of 45 items done — F27 to date

Event & sponsorship execution pre / at / post — from the F27 plan

1 Aug — JHB · 7 Nov — CPT. Goal: create awareness for Virseker's involvement, leverage the sponsorship for sales, leave a lasting impression. Plan repeats for both events. JHB — in progress

Pre-event

Event build-up & collaboration on digital platforms
Paid social ticket competition — sales driver
Digital event map for attendees
"Hidden ducks" hype via artists & influencers

At event

Photo moments — iconic song lyrics + LBDD branding
Branded crowd cams — kiss cam, dance cam
Partner giveaways — Lift vouchers, Flying Fish
Wristbands + bucket hats — keepsake merch
Hidden ducks prize exchange & temp tattoo station

Post-event

Car pamphlets — lyric concept pull-through
Wristband keepsake as lasting brand touchpoint
Repeat full plan for CPT — 7 Nov

RSG Taalmakers · 1 Jul – 24 Sep. Campaign launch Jul–Aug, town visits Sep, winner announced on Heritage Day with live OB at TIH offices. Live

Pre / launch

Campaign launch — generic radio ads & live reads
Teaser content on digital platforms
Entry drive build-up through August

During

On-air mentions & branded elements
Digital exposure — social & YouTube
6 live broadcasts — 4 Virseker-owned, 2 partner
September identified-town visits

Post

Heritage Day winner announcement — live OB
Retargeting of website pixel audiences
Release of video footage

20 – 29 Nov. Strategically placed branding for maximum visibility; drive engagement through activations; leverage for sales. Planned

Pre-event

Event build-up on digital — including Passie Erasmus
Ticket competition — sales driver
Hype: signed artist merch in vending machines

At event

Strategic branding placement + entrance focus
Vending machines & claw machine activation
Client VIP area + photo opportunities
Passie pre-show
In-show song — "Eendag" + bespoke AIG & Trust ad

Post-event

Vehicle flyer drops — personalised quotes on parked cars
WhatsApp comms through AIG database

Passie Y2 from Jan 27 · season kicks off Mar 27. Goal: transform Passie into a cultural icon; strengthen Noordvaal as a high-impact engagement platform. Detail firms up after Y1 season evaluation. Planning

Pre-season

Passie launches earlier — alongside athletics Jan/Feb
School visits beyond cup division
Passie character expansion + Outfit 2.0
Link Passie to Trust feel-good initiatives
Earlier Voorspeller announcement + NV website update

In season

Score-capture app rollout for schools
Personalised car quotes distributed on match days
Season 2 of Passie production launches in market
New chant + prize; stronger Voorspeller push

Post-season

Awards evening wrap-up with digital exposure
R53k Voorspeller winner + R53k top school
Expand Passie beyond schoolboy rugby

R 130m

VIRSEKER TRUST · 12 YEARS

With every premium, Virseker gives back to the Afrikaans community — education, community, sport & culture, and wellbeing. The Trust is the emotional heart of the brand story and a core F27 comms thread.

Trust initiatives — F27 comms & activation tie-ins

Initiative	Tie-in	Status
Akademia — study benefits & client discount narrative	Product benefit + comms	Push narrative
Helpende Hand Studie Fonds — beneficiary stories	Trust comms	With comms strategy
Vereeniging vir Afrikaanse Wiskunde Onderwysers	Trust comms	With comms strategy
Noordvaal — R5k school donation per broadcast game	Sponsorship	Trust approval pending
Passie school visits — plant vegetable gardens (Jan–Mar)	Sponsorship + Trust	Planned
AIG — bespoke Trust ad + "Eendag" release	Event	Nov 26
Trust comms woven into new brand campaign	Brand	Oct 26

Trust impact by pillar demo split — replace with Trust annual report data

Pillars from virseker.co.za: Onderwys, Gemeenskap, Sport & Kuns, Welstand. R130m to Afrikaans education over 12 years is the headline stat; per-pillar split shown here is illustrative until the Trust provides actuals.

Ads live now

9

across 6 channels

Month spend to date

R 412k

of R 993k July plan

Leads this month

1 043

target 1 180 88%

Blended CPL

R 395

target ≤ R 452 −13%

Creative thumbnails are placeholders — with connectors (Meta, Google, DStv/broadcast logs) live creatives and stats sync automatically.

F27 media budget

R 10.54m

planned spend

Spent YTD

R 0.41m

3.9% of plan · on pace

Non-media F27

R 18.41m

incl. Noordvaal R7.2m

Largest channel

OOH 31%

R 3.30m · Pretoria focus

F27 planned spend by channel

Monthly phasing R, planned

Channel lines from F27 media plan

Channel / line	Flighting	F27 planned	% of plan
TV — Retail BAU + T&Ts KykNET sponsorship	Monthly BAU · Apr 26 – Feb 27	R 2 682 068	25%
OOH — monthly BAU (PTA)	Always on	R 3 300 001	31%
Radio — Bakgat RSG + Twak Praat podcast	Sep–Nov 26 · Jul 26 – Jun 27	R 1 160 000	11%
Kar Komp (Mazda) — TVC, KykNET, RSG, influencers	Jan–Feb 27	R 1 150 000	11%
Digital / social awareness — Meta + influencers	Monthly BAU	R 1 100 000	10%
YouTube awareness	Monthly BAU	R 600 000	6%
Premium publishers / print — incl. Die Papier	Monthly BAU	R 550 000	5%
Total		R 10 542 069	100%

Media-strategy target mix (per recommended split): OOH 44% · YouTube 15% · TV 13% · Radio 10% · Print 10% · Social + influencers 8%. Non-media F27: R 18 405 132 (Noordvaal sponsorship R 5.2m, activation R 2.0m, other non-media R 11.2m).

Sites live

12

Pretoria — eastern suburbs focus

Monthly spend

R 275k

31% of media plan — largest channel

Est. monthly impacts

3.8m

demo estimate

Artwork in market

2

1 more scheduled (Kar Komp, Jan)

Site map click a marker for site & artwork detail

Strategy: dominate Pretoria first — suburb-by-suburb, Afrikaans suburbs only to avoid wastage. Site list and artwork sync from the media owner's flighting reports once connected.

Hond se Gedagtes live

96-SHEET

Wat dink jou hond régtig? — Virseker weet.

8 of 12 sites · live since 1 Jul · billboard + gantry formats

Brand — Jou Taal live

STREET POLE

Versekering in jou taal.

4 of 12 sites · street pole series · always-on brand layer

Kar Komp teaser scheduled

DIGITAL

Wen 'n Mazda. Jan – Feb 2027.

Takes over digital sites Jan–Feb 27 · artwork in production

Site list demo — replace with media owner flighting data

Site	Suburb	Format	Artwork live	Flighting	Impacts / month

TV commercials

5

3 live · 2 in production

TV budget F27

R 2.68m

Retail BAU + KykNET sponsorship

Radio properties

4

2 live · RSG + Twak Praat

Radio budget F27

R 1.16m

Bakgat R800k · podcast R360k

Television Afrikaans channels only — KykNET, KykNET & Kie, VIA

Retail BAU — "Kontak ons NOU" Live

KykNETKykNET & KieVIA

Length	30s
Flighting	Monthly BAU — all F27
Spots this month	46
Est. reach	2.1m

Brand / Trust — Musiek Live

KykNET

Length	30s
Flighting	Rotational — brand layer
Spots this month	18
Est. reach	840k

Sponsorship elements — broadcast only, no VOD embed

T&Ts — KykNET sponsorship Live

KykNET

Elements	Billboards + squeezebacks
Flighting	Apr 26 – Feb 27
Value	R 2.18m F27

In production — first cut expected Aug

Hond se Gedagtes — 30s TVC Production

KykNETVIA

Length	30s + 15s cutdown
Planned flighting	Sep – Dec 26
Status	Script approved

In production — Mazda comp TVC

Kar Komp — Mazda TVC Planned

KykNET promoDStv

Flighting	Jan – Feb 27
Budget	R 150k TVC + R 300k KykNET promo

Radio & audio RSG focus + podcast

30s spot — upload MP3

Kultuur Karavaan / Taalmakers — RSG Live

Elements	Generic ads, live reads, 6 live OBs
Flighting	1 Jul – 24 Sep 26
Winner announcement	Heritage Day — live OB at TIH

Host reads — episode sponsorship

Twak Praat podcast Live

Elements	Episode sponsorship + host reads
Flighting	Jul 26 – Jun 27 · R 30k/month
Listens this month	48k

Awaiting flighting — Sep start

Bakgat — RSG Sep – Nov

Budget	R 800k
Flighting	Sep – Nov 26

Kar Komp radio — Jan

Kar Komp — RSG Jan – Feb 27

Budget	R 600k
Elements	Spots + competition mechanics

Broadcast flighting F27

Publications

3

Die Papier confirmed · 2 slots TBC (Warren)

F27 print budget

R 550k

5% of media plan · R 50k/month

Insertions YTD

1

Die Papier — July issue

Next insertion

Aug

Die Papier — artwork due 25 Jul

Die Papier monthly

Full page — Hond se Gedagtes + Trust message

Format	Full page
July issue	Placed · Live
Aug artwork due	25 Jul

Premium publisher — slot A TBC

Advertorial — Virseker Trust story

Format	Advertorial
Publication	TBC — Warren
Target issue	Sep 26

Premium publisher — slot B TBC

Kar Komp launch spread

Format	DPS / half page
Publication	TBC — Warren
Target issue	Jan 27

Insertion schedule demo

Publication	Format	Issue	Artwork	Status
Die Papier	Full page	Jul 26	Hond se Gedagtes v1	Placed
Die Papier	Full page	Aug 26	Hond se Gedagtes v2	Artwork due 25 Jul
Die Papier	Full page	Sep 26	Trust / Taalmakers tie-in	Planned
Premium slot A	Advertorial	Sep 26	Trust story	Publication TBC
Premium slot B	DPS	Jan 27	Kar Komp launch	Planned

Active journeys

6

1 paused · 1 scheduled

Emails sent (month)

61 400

+8% MoM

Avg open rate

53%

benchmark 38% +15pp

Voucher redemptions

1 240

partner benefits — this month

Customer engagement journey every touchpoint written for Afrikaans customers

1

Aware

TV · radio · OOH · social · sponsorships

2

Quote

Web · call centre · WhatsApp (new)

3

Buy

Online funnel · call centre · AfriSol

4

Onboard

Welcome journey · app download

5

Serve

App · WhatsApp · after-hours community mgmt

6

Renew

Retention journey · embedded cashback · benefits

7

Advocate

Referral programme · reviews · UGC

Full journey mapping (Sales, Service, Claims, Retention, Website, App) is an F27 workstream under CI 2.0 — stages marked dark are the retention thrust focus.

Email automation journeys & flows

Journey	Trigger	Open	Click	Status
Welcome & onboarding — 4 emails + WhatsApp	New policy	64%	12.4%	Live
Renewal / retention — 3 emails	45 days pre-renewal	58%	9.1%	Live
Monthly partner voucher — full base	Monthly	51%	18.2%	Live
Cross-sell — car → home contents	90 days post-sale	44%	6.8%	Live
Quote abandon — 2 emails + SMS	Quote incomplete 24h	47%	11.5%	Live
Claims follow-up / NPS	Claim closed	61%	7.2%	Live
Win-back — 2 emails	90 days post-cancel	—	—	Paused — redesign
Pre-sale early access — AIG & LBDD tickets	Event announce	—	—	Scheduled

Email engagement trend 12 months, demo

Retention is a strategic thrust — reduction in cancellations is a hard metric for F27. Journey stats sync from the ESP once connected.

Partner benefits calendar monthly voucher to customer base

Month	Partner benefit	Status
Jul 26	Hennie's voucher	Sent — 51% open
Aug 26	LekkeSlaap discount voucher + LBDD JHB early access	Scheduled
Sep 26	Plato coffee voucher	Planned
Oct 26	20% discount at Old School	Planned
Nov 26	20% discount at Macron + AIG early access	Planned
Dec 26	Akademia study benefit push	Planned
Jan – Jun 27	Full-year plan from Afrikaner Daaglikse Gedrag list — one partner per category	To build

Active influencers

6

via SLAPS · 2 in negotiation

Combined following

1.46m

across IG, TikTok, YouTube, FB

Brand content (month)

14 posts

reach 892k +18%

F27 budget

R 500k

monthly BAU + campaign bursts

Reach by influencer this month, demo

Scorecard criteria from CI 2.0 influencer strategy

Criterion	What we score
Brand fit	Values alignment, tone, no conflicting sponsors
Afrikaans content	Genuine Afrikaans-first content, not translated
Audience match	Overlap with target groupings & sub-cultures
Engagement quality	Comments & saves over vanity reach
Delivery	Briefs met, deadlines, usage rights

Scores on each card are out of 5 (demo). The formal scorecard is a CI 2.0 deliverable — this page becomes its living version.

Brand content tracker demo — links go to actual posts once connected

Date	Influencer	Platform	Content	Campaign	Reach	Eng. rate
04 Jul	@die_braaiman	Instagram	Reel — "Wat dink Murphy régtig?" duet with Hond se Gedagtes	Hond se Gedagtes	148k	6.2%
03 Jul	@tannie_tok	TikTok	Skit — insurance jargon in gewone Afrikaans	Brand	210k	8.4%
01 Jul	@plaaspad	YouTube	Vlog segment — Kultuur Karavaan town visit	Kultuur Karavaan	96k	4.1%
28 Jun	@mej_musiek	Instagram	LBDD JHB ticket giveaway announcement	Liefde by die Dam	173k	7.3%
26 Jun	@bakkie_bram	Facebook	Post — veldbakkie cover story + quote link	Product	88k	3.6%
24 Jun	@die_braaiman	Instagram	Story series — Virseker Trust school donation visit	Trust	64k	5.1%

Calls taken (month)

4 680

inbound + callbacks +6% MoM

Quotes issued

1 918

41% of calls quoted

Sales (month)

312

target 320 98%

Avg premium / sale

R 1 035

target R 1 019 +2%

Calls vs sales monthly, demo

Sales by source this month

Conversion trend leads → sale %

Conversion is the red flag from F26 (37% vs 57% target). Watch this line as the new media strategy improves lead quality.

Sales & leads engine — YTD YTD, seeded from F26 actuals

Metric	Actual	Target	Var
Contacts	28 004	20 366	+38%
Leads	12 141	12 401	−2%
Gross sales	3 360	3 373	0%
Avg gross premium / sale	R 1 034,88	R 1 019,01	+2%
Cost per contact	R 452,87	R 664,05	−32%
Conversion %	36.98%	56.74%	−35%
Gross closing %	27.67%	27.20%	+2%

Facebook

118 400

followers +1.2% MoM

Instagram

24 650

followers +2.8% MoM

YouTube

15 210

subscribers +3.4% MoM

TikTok

8 420

followers +6.1% MoM · test channel

Follower growth 12 months, demo

Engagement & sentiment this month

Metric	Value	vs prev
Total engagements	42 300	+9%
Avg engagement rate	4.6%	+0.4pp
Video views (YT + Meta + TikTok)	612 000	+14%
Social sentiment (positive)	78%	+3pp
Community responses in SLA	92%	−1pp
Hello Peter rating	4.3 / 5	+0.1
Google reviews rating	4.1 / 5	0.0

Soft-metric goals from the strategy: strengthen BHT Power Score, grow followers & sentiment, Hello Peter + Google reviews.

Sessions (month)

86 200

+7% MoM

Bounce rate

58%

target < 45% focus area

Online quotes started

4 120

+11% MoM

Buy-online completion

30.1%

uplift target — key hard metric

Traffic by source 12 months, demo

Buy-online funnel this month

Digital workstreams functional theme 3

Workstream	Owner	Status
Website language audit (clarity, no jargon)	Web coordinator	In progress
Website UX audit + Friday journey walks	Web coordinator	In progress
SEO & AI-readiness (discoverability, indexing)	Agency	Q2
WhatsApp servicing + video calls (CEP)	Digital	Scoping
App — benefits, presale & voucher redemption	Digital	Q2–Q3
Buy-online funnel optimisation	Digital	In progress

Active book