Owned, Earned & Paid Assets

Owned, Earned and Paid assets refers to the three groups of media assets we look to leverage as part of our efforts to distribute the right message to a suitable audience, at the right time. We understand that each interaction serves as a touchpoint where the first introduction between the user and Wavumbuzi starts, growing over time, culminating in a favourable brand perception and ultimately user loyalty.

Owned

Referred to as all assets that Wavumbuzi owns. It’s ours, and Wavumbuzi controls what we communicate and how this communication is packaged. Any conversations that start from our own assets are driven by the Wavumbuzi brand - such as promotional content or information about the challenge. On owned channels, Wavumbuzi can execute all communication elements without the help of external partners.

Earned

Earned Media describes the attention (word-of-mouth) we receive from sources outside of our immediate control. These are channels that develop as we build relationships with our Network Partners, stakeholders and key beneficiaries. Arguably the most difficult assets to attain, consider it a third-party endorsement we nurture that is based on the trust, commitment and favourable experience we’ve shown from previous success.

Paid

Being campaign driven (during a short period of time), paid channels refers to tactics we use to receive additional media exposure on a platform or channel that isn’t owned by us. It’s the most practical method to reach new, potentially untapped audiences. These are mostly applicable to targeted advertising campaigns on Facebook and Google or making use of 3rd-party platforms to execute direct marketing campaigns using email or SMS.

More detail on how we leverage each of the above listed channels can be found in the Channel Strategy section of this playbook.

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