City media
Editorial, homepage placements and contextual content reach SME owners before active insurance intent.
Strategic partnership proposal · Johannesburg foundation
Turn Protect What Built You into a measurable SME acquisition journey.
Reach SMEs earlier. Identify real businesses. Create qualified insurance opportunities.
Explore the opportunityOld Mutual Insure × Joburg.co.za
“If something stopped your business trading tomorrow, how quickly could you recover?”
THE PROPOSITION IN ONE SENTENCE
Joburg.co.za helps Old Mutual Insure reach Johannesburg SMEs, identify the businesses behind that engagement, nurture interested owners and route qualified, consenting opportunities to Old Mutual Insure and its approved brokers.
01Earlier access to SMEsReach owners before they actively search for insurance.
02Identifiable demandConvert anonymous exposure into verified business relationships.
03Qualified opportunitiesNurture, score and route consented businesses to the appropriate broker.
01 · THE OPPORTUNITY
Reach SMEs before they start looking for insurance.
SME owners focus on customers, cash flow and keeping the doors open. Insurance often becomes urgent only after disruption.
Old Mutual Insure already owns a relevant message: Protect What Built You. Joburg.co.za can extend it beyond awareness—giving SME owners a useful reason to identify their businesses, improve visibility and consider resilience.
15,000food and drink businesses already ingested
±150,000businesses targeted for ingestion over 12 months
±3 millionSMEs operating across South Africa
The opportunity starts with a large, structured business universe. Qualification only begins when an owner engages and the required consent is obtained.
02 · HOW IT WORKS
A simple journey for the SME.
A measurable pipeline for Old Mutual Insure.
01Reach
02Identify
03Nurture
04Qualify
05Connect
06Measure
Reach the market, identify the business, nurture the owner, qualify consented demand, connect the right broker and measure the outcome. Detailed MQL and SQL thresholds are defined later in the operating model.
03 · TOP-OF-FUNNEL EXPOSURE
Start with relevance,
not a quote form.
Activate Protect What Built You through the channels and local networks where Johannesburg’s business owners already engage.
Direct audiences
Email, social and targeted vendor outreach carry Protect What Built You into Johannesburg’s business community.
Local networks
Mall, precinct and business-network partnerships introduce the programme where SMEs already trade.
EditorialWebsiteEmailSocialPaid mediaVendor outreach
04 · THE VALUE EXCHANGE
Give SMEs a reason to participate.
Get found. Strengthen your local presence. Understand whether your business could recover from disruption.
1Find your businessSearch for or add your Joburg.co.za profile.
2Claim and improve itVerify details and strengthen local discoverability.
3Check resilienceComplete a short, educational readiness check.
4Choose what happens nextAccess guidance or request a no-obligation review.
05 · WHY JOBURG.CO.ZA
More than media.
A local business identification layer.
Conventional media can generate impressions and clicks. Joburg.co.za can connect campaign engagement to the business behind it.
- City-level consumer and SME audiences
- Searchable local business listings
- Claim and verification journeys
- Category and location context
- Content, email and social distribution
- Consent, CRM routing and measurement
06 · LEAD QUALIFICATION
Not every lead is
sales-ready.
Businesses remain records or engaged participants until their fit, intent and consent meet the agreed qualification threshold.
01MQLThe owner is identified and shows meaningful intent—such as claiming a listing, completing profile data or engaging with resilience content.Score against engagement, fit and data completeness.
02SQLThe business meets agreed fit criteria and explicitly consents to an insurance conversation.Validate decision-maker, need, timing and contactability.
03OpportunityOld Mutual Insure or an approved broker accepts the lead and begins discovery, advice or quotation.Track acceptance, stage and commercial outcome.
07 · BROKER ENABLEMENT
Route each qualified SME to the right human.
Participating Old Mutual Insure brokers serving Johannesburg can be loaded onto the platform and mapped by location, sector, expertise and capacity.
1Discoverable networkApproved broker profiles create a transparent local service layer.
2Rules-based assignmentSQLs can be routed by geography, industry, risk profile or agreed allocation rules.
3Closed-loop reportingLead acceptance and pipeline outcomes flow back into shared reporting.
4Broker-led adviceAll regulated advice, needs analysis and quotations remain with Old Mutual Insure and its authorised brokers.
08 · DEFINED SCOPE
Four connected workstreams.
Business foundation
Structure, categorise and enrich the Johannesburg business universe, beginning with 15,000 food and drink records.
SME activation
Campaign exposure, listing claims and a clear commercial value exchange for participating businesses.
Nurture & qualification
Resilience education, lifecycle stages, consent, automated nurture and fit-plus-intent scoring.
Broker-enabled conversion
Approved broker onboarding, compliant routing, CRM handover and closed-loop outcome reporting.
Scope boundaryJoburg.co.za and Velocity support media, identification, enrichment, nurture, scoring and routing. Old Mutual Insure and authorised brokers retain responsibility for product suitability, regulated advice, quotations and policy conversion.
09 · MEASUREMENT
Measure the full journey,
not only impressions.
A shared reporting framework connects the addressable business universe, media performance, SME participation and downstream commercial outcomes.
01Business universeBusinesses ingested, categorised and contactable
02EngagementCampaign reach, content engagement and listing activity
03MQLsIdentified owners showing meaningful business or resilience intent
04SQLsConsented, scored businesses meeting agreed qualification criteria
05OpportunitiesAccepted leads routed to Old Mutual Insure or an appropriate broker
06OutcomesReviews, quotations, policies and pipeline value reported back
10 · NEXT STEP
Agree the operating model, then cost the right foundation.
We propose one scope-definition session across marketing, alternative channels, commercial insurance, broker distribution and compliance. A phased commercial proposal will follow the agreed model.
Define the foundation