2. BACKGROUND
ACCORDING to a 2007 study commissioned by the South African Book Development Council (SABDC) into the
reading and book reading habits of adult South Africans - only 14% of South Africans are avid book readers, and
a 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, books
too difficult to read, issues of language, lack of time, reading perceived as boring and finally, no coordinated
efforts to promote reading in South Africa.
IN RESPONSE, National Book Week (NBW) was launched in 2010 by The SABDC, in association with the
Department of Arts and Culture, to encourage reading and writing among South Africans and to find innovative
ways to strengthen industry initiatives, develop skills and increase book sales, particularly by South African and
African authors.
NATIONAL BOOK WEEK has become a priority in the Department of Arts and Culture’s strategic plan. This is a
major achievement after just one year. We are confident however, that with consistent efforts, National Book
Week 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 and
Promotion of National Book Week. This report outlines the Strategies, Tactics, Implementation and Results of
our collective efforts for National Book Week 2011 and is to be used as a planning tool for NBW 2012.
3. EXECUTIVE SUMMARY
The main objectives for National Book Week 2011 were TRADITIONAL MEDIA
reflected 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 authors
IN RESPONSE to the above objectives, On-Point PR SOCIAL MEDIA via AMBASSADORS
developed a 3-phase communication and publicity plan aimed
at 1) popularising National Book Week within the Printing and
Publishing industry, 2) using ambassadors to endorse and
popularise the campaign in the social networking environment
and, 3) using broadcast partnerships - to the general public
SUCCESS: National Book Week 2011 was considered a major
success with strong support from the industry, 18 active
Authors and Celebrity Ambassadors, extremely interactive
social network platforms Facebook and Twitter, Broadcast
partnerships with SABC 1 & Metro FM (over R3-million in
media value), and finally Corporate partnership with ACSA
(airport activations), all resulting in over 6000 parents and
children attending the 3-day event at Museum Africa in
Newtown, Johannesburg, and generating over R13m worth of
free Publicity.
4. 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
RADIO
PRINT
Magazines News - National Live in Studio Inserts Mentions Interviews Live Reads Mentions
