BACKGROUNDACCORDING to a 2007 study commissioned by the South African Book Development Council (SABDC) into thereading and book reading habits of adult South Africans - only 14% of South Africans are avid book readers, anda mere 5% of parents read to their children.TOP REASONS listed for these dire statistics are: the high price of books in South Africa, lack of libraries, bookstoo difficult to read, issues of language, lack of time, reading perceived as boring and finally, no coordinatedefforts to promote reading in South Africa.IN RESPONSE, National Book Week (NBW) was launched in 2010 by The SABDC, in association with theDepartment of Arts and Culture, to encourage reading and writing among South Africans and to find innovativeways to strengthen industry initiatives, develop skills and increase book sales, particularly by South African andAfrican authors.NATIONAL BOOK WEEK has become a priority in the Department of Arts and Culture’s strategic plan. This is amajor achievement after just one year. We are confident however, that with consistent efforts, National BookWeek will become the most important vehicle to get more people reading in South Africa.After conducting an open tender process, The SABDC appointed On- Point PR to assist with Publicity andPromotion of National Book Week. This report outlines the Strategies, Tactics, Implementation and Results ofour collective efforts for National Book Week 2011 and is to be used as a planning tool for NBW 2012.
EXECUTIVE SUMMARYThe main objectives for National Book Week 2011 were TRADITIONAL MEDIAreflected in the RFP as follows: To (Re) Introduce National Book Week to the general public To encourage reading of books among South Africans. To strengthen industry initiatives. To increase book sales, in particular by South African and African authorsIN RESPONSE to the above objectives, On-Point PR SOCIAL MEDIA via AMBASSADORSdeveloped a 3-phase communication and publicity plan aimedat 1) popularising National Book Week within the Printing andPublishing industry, 2) using ambassadors to endorse andpopularise the campaign in the social networking environmentand, 3) using broadcast partnerships - to the general publicSUCCESS: National Book Week 2011 was considered a majorsuccess with strong support from the industry, 18 activeAuthors and Celebrity Ambassadors, extremely interactivesocial network platforms Facebook and Twitter, Broadcastpartnerships with SABC 1 & Metro FM (over R3-million inmedia value), and finally Corporate partnership with ACSA(airport activations), all resulting in over 6000 parents andchildren attending the 3-day event at Museum Africa inNewtown, Johannesburg, and generating over R13m worth offree Publicity.
R7,000,000.00 Media Value R6,000,000.00 R5,000,000.00 14% R4,000,000.00 Print R3,000,000.00 20% Radio R2,000,000.00 66% Television R1,000,000.00 R0.00 Media Value PR Value Partners COST RETURN Media Support Achieved – Over R13 million Public Relations Budget - Under R100k Media Reach – Over 20m Social Media Impressions – Over 50 000 Social Media Reach – Over 150 000 Attendance – Over 6000 TELEVISION Books Collected – Over 5000 RADIOPRINT Magazines News - National Live in Studio Inserts Mentions Interviews Live Reads Mentions