The MCSA was founded in 1891 and is one of only two mountain clubs in Africa which are affiliated to the world mountaineering body, the UIAA.

A project was initiated in 2008 to develop a new vision, supporting values and a clear brand strategy for the MCSA-CT section. Extensive input was obtained from both members and non-members during this process. The process was facilitated by Dee Blackie of the Business of Brands Institute. Special thanks are due to Dee Blackie and to everyone who gave of their time and contributed to this project. This is a shortened summary of the vision statement as presented at the AGM held at the end of March 2009. A copy of the AGM presentation can be obtained from Rose Ferguson at the office or the full version can be downloaded. Some of the questions asked during the insight-gathering stage include:

• What is happening in the world around us that we should be aware of and respond to?
• Who is our target audience, both now and in the future?
• What do they want from us?
• What do we have to offer them, and is it relevant and appealing?
• Who should we be partnering with to have more impact?
• What direction should we be taking, moving forward, to ensure our long-term sustainability as a club?
• How can we bring this vision to life in an inspiring and accessible way (meets, www, newsletters, etc.)?

Further insight was obtained by reviewing information available from the other sections of the MCSA, other mountaineering organisations throughout the world, as well as equipment suppliers and climbing gyms. A key insight was that the information that is currently provided by the MCSA-CT section tends to be very practical and functional, yet what drives us to climb mountains is emotional. A segmented view of our “consumers” was obtained and this includes:

• Klipspringers (youth aged 10 – 18 years)
• Rock stars (technically-proficient climbers seeking adventure)
• Families
• Mountain lovers
• Visitors / tourists
• Strategic partners (Mountain trade, Government, Landowners, NGOs, the media, etc.)

The MCSA-CT Section Vision Statement

INSIGHT

Mountains are our natural heritage, and eternal icons of exploration and challenge.

VISION

To promote the sustainable use of our mountain resources, and to facilitate access to our natural heritage in a friendly and supportive manner, through:

• Sharing expertise, and learning
• Partnering with key stakeholders
• Connecting mountain lovers to similar-minded people and to the mountains they love

• Sustainability
• Accessibility
• Partnership
• Integrity
• Learning

It is clear that the MCSA offers a great mix of functional and emotional benefits. Much of the above is intuitively known by members, but has not been so clearly expressed before. The challenge going forward is to translate the vision into a total brand experience. This includes what we say and what we do. A new IT Sub Committee is already hard at work and is busy revitalising our web page and the CT section’s e-mail communication-network and methods. The start of negotiations with Cape Nature for a possible Contract Nature Reserve at Breekkrants could be the start of a long-lasting partnership and a fresh new way of looking after our mountain land. Most of the activities of the CT section are driven by our hard-working Sub Committees. The MCSA-CT section now has a clear vision and we encourage members to get involved, be enthusiastic, have fun, and to...

Explore - Discover - Connect - Protect

Download the MCSA code of conduct

Download the Subcommittee Guideline Document