Safety SA

After the Carlyle Group acquired the NOSA group in 2018 and integrated Deltamune’s testing business and SAI Global’s South African operations, they approached Red Ribbon Communications to lead the rebranding of the newly expanded group, now called Safety SA.

This presented an ideal opportunity to showcase our strategic PR expertise in navigating complex corporate transitions. Our process began with a comprehensive strategic planning session, aligning Safety SA’s business objectives with a refreshed brand identity that reflected its expanded capabilities and market position. We developed a tailored marketing and communications plan that served as the cornerstone for the entire rebranding effort.

Throughout the rebranding journey, Ronelle Bester provided fractional support as the Head of Marketing. This role was integral in steering the marketing and communication strategies during a time of significant transformation for Safety SA. By leading the marketing efforts, Ronelle ensured that the brand’s enhanced capabilities were effectively communicated to both internal and external stakeholders, reinforcing its position as a market leader in South Africa’s safety sector.

Our targeted marketing approach encompassed creating new websites for each division, updating all social media channels, managing internal and external communications, producing monthly blogs and social media content, orchestrating media relations, and launching the new brand across all national branches.

By crafting a unified narrative that resonated with Safety SA’s diverse stakeholders, we ensured consistent messaging across all platforms. Our strategy focused on building brand awareness and establishing thought leadership in the safety sector, while effectively communicating the company’s expanded service offerings.

We continuously monitored and analysed outcomes, adjusting our approach to maximise impact and ROI. This agile strategy enabled us to communicate Safety SA’s enhanced value proposition, driving sustainable business growth and solidifying their position as an industry leader in South Africa’s safety training, testing, inspection, and certification sectors.