Budget
Over the duration of the project, there was a total marketing budget of R76 000. This was paid to Lunch Communications, and was to cover the costs of:


For the finale on 26 September, the Cape Town Partnership released additional funds from the total Goemarati budget of R500 000,00, originally designated for consulting fees and administration fees, to provide additional marketing funds. This gave us


The success of the final show of the series, which generated the biggest audience on Church Square, is an indication of the value of flyers and pole-posters, and the need for bigger marketing budget. Realistically, a total marketing budget of approximately R181 000 would have ensured sufficient reach.

Brand identity
Lunch Communications created a striking brand identity. The great challenge was to create an identity that could reach across multiple age, language and economic groups. This was a brand that grew in stature each month, an identity that drew attention across all markets.

The hinge factor was: the identity had these effects if it was seen. The great problem was, except for the final show, the brand had negligable street-level presence and thus insufficient reach.

Communication tools

1. The Zine
A monthly foldout magazine containing all details relating to the forthcoming shows, artist biography, related Goemarati text and images, and from May, the full product line available on the mobile vendor and online shop.

Click images to enlarge

We had originally wanted to use the Zine as a tool for mapping the city. Each Zine would have a back page map of a township, mapping out the area's attractions. We saw this as a collectable item. We did this for Mitchell's Plain and Khayelitsha, but ultimately this idea didn't work out, partly due to the difficulty of sourcing freeware maps (the available maps were too expensive for our budget).

The map idea was replaced with a monthly Goemarati shop page, marketing Cape Town titles. This was more appropriate for the project's commercial intentions. The mapping idea, however, remains a good one, that could be done in future and in conjunction with Cape Town Tourism for example.

2. Posters (see SHOWS for all the poster images)
The Zine front cover was the poster in reduced size. Each month we had 150 posters for distribution divided between the inner-city and the Cape Flats venue.

We quickly ran into an unforeseen problem: the first three month's posters were the same colour scheme, and because the essential design remained consistent while the details changed, it began impossible at first glance to distinguish between the posters. People would write off a new poster as the previous that had been left up too long.

This precipitated a slight but highly effective design change - implementing different colour schemes for each event. This gave the brand more vitality.

3. T-shirts
We had originally discussed stickers. The problem with stickers is that the brand creators and show producers have no control over how stickers are used. And they can end up being used in guerilla fashion, for example on bank doors, shop windows, electricity boxes etc, places no appropriate for such branding. The risk of damaging the brand was too high.

So instead of stickers we decided on t-shirts. This was far more effective.