BACKGROUND

ACCORDING 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 SUMMARY

The main objectives for National Book Week 2011 were

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

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.

TRADITIONAL MEDIA

SOCIAL MEDIA via AMBASSADORS

R0.00

R1,000,000.00

R2,000,000.00

R3,000,000.00

R4,000,000.00

R5,000,000.00

R6,000,000.00

R7,000,000.00

Media Value PR Value Partners

14%

20%

66%

Media Value

Print

Radio

Television

Magazines News - National Live in Studio Inserts Mentions Interviews Live Reads Mentions

PR

INT

TE

LE

VIS

ION

RA

DIO

RETURN Media Support Achieved – Over R13 million

Media Reach – Over 20m

Social Media Impressions – Over 50 000

Social Media Reach – Over 150 000

Attendance – Over 6000

Books Collected – Over 5000

COST Public Relations Budget - Under R100k

SOCIAL MEDIA ACHIEVED

CORE MARKET

OVERVIEW