The education sector has never been a field for competitive marketing but it created a niche and an opportunity worth exploring for young marketer, Tanaka Obediah Newell Manjengwa.
The education sector has never been a field for competitive marketing but it created a niche and an opportunity worth exploring for young marketer, Tanaka Obediah Newell Manjengwa. Most schools do not give much attention to marketing and have rely on good reputation and referrals. Being part of the South African education system motivated Tanaka to start implementing marketing strategies for the growth and development of South African schools.
We spend a fair amount of time educating our clients what branding is all about
Tanaka is a 25-year-old founder of Newcorn Branding, a marketing consultancy aide named after his father’s business ventures - Newcorn Projects. The company specialises in conceptualisation, design, and the roll-out of high end, cost effective visual and digital communications. Newcorn Branding is structured to support small upcoming businesses in formulating marketing strategies and establishing their brand identity. He revealed that branding is misunderstood by many. “Some people think branding means coming up with a new logo or an advertisement. We spend a fair amount of time educating our clients what branding is all about as it is a crucial step in creating a visual identity for an organization,” he said
His journey began when he left Harare, Zimbabwe for Windhoek, Namibia after completing high school. His intentions were to pursue a Bachelor’s degree in Business Administration. However, he later discovered that the path was not fulfilling enough leading him to pursue hockey coaching - his favourite sport. Tanaka had always been a talented hockey player from high school where he played at the provincial and national levels. After securing a hockey portfolio at Windhoek High School in 2017, his coaching efforts saw him accompanying the school boys’ team to their first ever International tournament in Cape Town, South Africa that same year.
Growing up I wanted to be a well-known entrepreneur like my father
The trip yielded positive results as he secured a bursary and a coaching position at Reddam House Constantia, Cape Town. The Reddam House brand falls under the Inspired Education Group which holds over 64 schools across the globe. His passion for networking led him into widening his horizon by joining the professional development program of The Marketing Association of South Africa (MASA). This was when he discovered a hidden passion in marketing which he became eager to apply at his workplace. Through interaction with Reddam House administration staff and management, he sooner identified a marketing gap that he could fill. He took advantage of the bursary by enrolling with the International Graduate School of Marketing, furthering studies in marketing. “Growing up I wanted to be a well-known entrepreneur like my father and a radio personality but I guess God had a different route to those dreams,” he stated.
His accomplishments at Reddam House had him snatched by Bishops Diocesan School where he joined as a Business Studies and Economics tutor. He later re-joined Reddam House at a newly built school located in Fourways having clenched the online marketing and media portfolio. “The new campus was in need of a marketing powerhouse and this was an opportune time to make a mark and a name for myself,” he revealed. The major task was to establish the school among already known brands in the Gauteng Province. His success in marketing the academic institution revealed that he had potential to assist other organisations in various sectors establish their brands; hence for that purpose Newcorn Branding Aide was born.
Newcorn Branding has the capacity to revive brands in any sector
He believes Newcorn Branding has the capacity to revive brands in any sector. Tanaka is working towards achieving the Chartered Marketer title and is also interested in pursuing an MBA in Strategic Leadership abroad. Tanaka draws inspiration from individuals like Godfrey Dube, a seasoned Zimbabwean marketer currently sitting on the board of the Marketers Association of Zimbabwe (MAZ) and the Alumni Committee of the International Graduate School of Marketing. “He is one of the best strategic marketers in Southern Africa. He is also a close family friend. Growing up he would always say my big smile and unbearable charm would take me places. I believe him,” he revealed. Tanaka has unrelenting gratitude to Shaun Fuchs who was his Managing Director at Reddam House for his invaluable lessons in the marketing field.
You are only a success at the moment you perform a successful act, you have to continuously do it
“I believe that you are only a success at the moment you perform a successful act; you have to continuously do it in order to stay at the top and climb ladders. I am not surprised by how far I have come and the places I have been. I come from a family with politicians, accountants and well respected farmers to say the least. In my opinion Manjengwa is not only a name but a brand,” he concluded.
