Library Marketing Efforts in the Eastern Cape Paper presented by Robert J Pearce National Library Pretoria 9-10 May 201

1. Library Marketing Efforts in the Eastern CapePaper presented by Robert J PearceNational Library Pretoria 9-10 May 2013 Robert Pearce (Mr) Director: Library & Information Services Nelson Mandela Metropolitan University

2. INTRODUCTION To the Organizers Thanks for the Invitation When I was requested by the Organizers to talk about Public Library Marketing Efforts in the EasternCape, I decided to widen the topic and include all types of Libraries, namely Public, University, Special and School Libraries. I wrote to the Librarians thus: Dear Colleagues Do you have any information about Marketing efforts in your Libraries, please forward it to me. Short Paradigm: • Eastern Cape as a Developing Society • Eastern Cape Libraries: Public and Community Libraries Academic and Special Libraries, SA Library for the Blind in Grahamstown. • Library Marketing Strategies and Milestone Plans • Marketing Budgets • Any other information Could I please have this information by 17 April 2013 enabling me to write the Paper? Regards Robert

3. RESPONSES Only One Public Library one University Library (NMMU Library and Information Services-obviously) responded. I decided to look at the Eastern Cape Libraries websites enable me to establish how they Market their Libraries. More on this later

4. OUTLINE OF THIS PAPER • Introduction • Developing v/s Developed Societies and the Library and Information Services Needs of the Inhabitants • Eastern Cape as a Developing Society • Marketing of Libraries • Aspects of Marketing environment in Developing Societies • 21stCentury Marketing Strategies and Techniques • Eastern Cape Libraries and Marketing • Nelson Mandela Bay Metropolitan • Umtata • Bisho • Fort Hare University • Walter Sisulu University • South African Library for the Blind • Eastern Cape Museums • Eastern Cape Provincial Government • Nelson Mandela Metropolitan University • LIASA Eastern Cape Marketing efforts • Strategic Plan • PAGLIC • Way Forward • Examples of Online Marketing: LIASA Limpopo • More 21st Century Marketing Strategies: 3rd Industry Symposium • Bibliography

5. * Developing Societies and their Library and Information needs Developing societies (also referred to as developing communities, developing countries, less developed countries, rural societies and Third World countries) usually have many of the following characteristics: • The economic conditions (such as income and economic growth) and the infrastructure (transport, housing and hospitals) are poor; • the agricultural population is large; • the social conditions (for example human nutrition) are poor; • infant mortality is high; • literacy is low; • technological skills are low but technological dependence is high. • There is a high population growth. • Most of the inhabitants are peasants; • the ethnic/cultural variety is wide; • and the behaviour is traditional. • On the political front, the political stability is low and the government is authoritarian or military (Barke & O'Hare 1991:5).

6. What needs do developing societies (or their inhabitants) have? Kotze (1980:22), Van Zijl (1987:142), Johnstone (1988:45-54) and Bristow (1992:72) state the following: • educational; • economical; • legal; • political; • cultural; • social; • psychological; • spiritual; • physiological (food); • housing; • health; • literacy; • libraries and information centres; • networks; infrastructure; • and ways and means to eradicate poverty, hunger, disease, unemployment and illiteracy.

7. The information needs of the inhabitants can be: • needs for development and for functioning in a developed world (Tsebe 1985:125); • needs related to personal existence; • survival information needs; • helping information needs (ie information that inhabitants need to exercise civic and political rights); • leisure information; • and information which would help them to adapt to social and cultural change (Kaniki 1995:15).

8. In contrast, developed societies (also called urban settlements, westernized countries, more developed countries and First World countries) generally have the following characteristics as stated by Barke & O'Hare (1991:5): • The economic conditions and infrastructure are good; • the agricultural population is small; • the social conditions are good; • infant mortality is low; • literacy is high; • technological skills are high and technological dependence low. • There is a low rate of population growth. • Most of the inhabitants are living in industrial areas; • the ethnic/cultural variety is small, and the behaviour is modern. • On the political front, the political stability is high and the government is democratic or socialist

9. The needs of the inhabitants of developed societies are mostly similar to those of the inhabitants of developing societies if one compares the following needs as stated by Jordaan, Jordaan and Nieuwoudt (1979:791), Kotze (1980:22) and Van Zijl (1987:142). These needs include: physiological needs; psychological needs; spiritual needs; security needs; the need to belong and be accepted; self-esteem needs; educational needs; the need for self-actualization; economic needs; cultural and recreational needs; and the need for information. • According to Hodowanec (1979:219) the information needs of the economically advantaged (i.e. inhabitants of developed societies) range from "leisure interest, through factual type of information required to meet everyday needs, to occupational and/or research information needs

10. EASTERN CAPE AS A DEVELOPING SOCIETY Some articles:National survey casts East Cape in dismal light, 04 May 2012 Brian Hayward THE Eastern Cape has received prominent mention in the latest countrywide survey of households, released yesterday by Statistics SA – but for all the wrong reasons. According to the Stats SA General Household Survey 2011, conducted from July to September, the province has the: • Most grant beneficiaries; • Most households without flush toilets; • Worst piped-water access;

11. Highest number of children not attending school because "education is useless”; • Most pupils who receive hidings at school; • Second-highest number of households relying solely on social grants for survival; and • Second-highest number of households without a phone. • The province has the dubious distinction of having the highest incidence countrywide of corporal punishment at its schools, indicated by pupils surveyed at home by researchers. • "Corporal punishment was most common in the Eastern Cape [30.2%], KwaZulu-Natal [22.5%] and Free State [22.1%], and least likely to occur in the Western Cape where it was reported for only 3.7% of learners,” the report said.

12. The Eastern Cape had the second-highest number of pupils attending no-fee schools (71.8%), after Limpopo (89.7%).The percentage of pupils who reported they paid no tuition fees had increased from 0.7% in 2002 to 55.6% last year. • Of children in the province not attending any educational institution, 18.3% of those surveyed said the main reason was that "education is useless”. • This contrasted with 2% of Limpopo children and 6.9% of children countrywide who gave this as a reason.The Eastern Cape also had the highest number of grant beneficiaries per household. • "Individuals in the Eastern Cape [38.5%], Limpopo [38.1%] and Northern Cape [37.7%] are most likely to be grant beneficiaries,” the report said.

13. "More than half of households in Limpopo [58.9%], Eastern Cape [56.7%] and Northern Cape [55.7%] received at least one grant compared to 28.5% of households in Gauteng and 37% in the Western Cape.” • The Eastern Cape came out tops for poor access to water. • "Although 89.5% of South African households had access to piped water in 2011, only 74.8% of Eastern Cape households enjoyed such access. • "This does, however, represent a substantial improvement over 2002 when only 56.8% of households in this province had access to piped water.” • The province was also ahead for the number of households without flush toilets, with 17% of households surveyed relying on the bucket system. The national average was 5.7%.

14. Eastern Cape households were the second most likely to survive solely off social grants (57.3%), after Limpopo (59.1%). In comparison, more than two-thirds of households surveyed in the Western Cape and Gauteng lived off salaries rather than grants. • Telecommunications were a problem, the report stated, with 16% of Eastern Cape households unlikely to have access to either cellular or landline services – second after Limpopo (19.3%) and an above the national average of 9%. • The province also received mention for still having a high number of households that relied on wood and paraffin for cooking (36%), while the national average of electrified households had risen from 76.8% in 2002 to 82.7%. • Rhodes University’s Public Service Accountability Monitor (PSAM) said it was not surprised at the findings. "They are further evidence of a province mired in political turmoil and factionalism, which severely undermines service delivery and the constitutional rights of the province’s people,” PSAM media and advocacy head Derek Luyt said.

15. MARKETING OF LIBRARIES Traditional marketing methods • Marketing is the underlying philosophy that an organization should be customer-orientated and that its staff should work together to achieve this focus (Adcock et al 1993:367). • Kotler and Armstrong (1989:5) state that:[m]arketing is a social managerial process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others. • Marketing functions include activities such as advertising, sales, merchandising, research, product development, distribution and customer services (Adcock et al 1993:9).

16. Marketing University Libraries Van Dalsen (1986:55) proposed that marketing should be used as a strategy by libraries to improve awareness of their services amongst academics. According to Van Dalsen (1986:55), the main aim of the marketing process is to achieve the aims of the organization. Since a university library is a non-profit organization, concepts such as "sales" and "merchandising" are unlikely to be included in its marketing philosophy. With regard to marketing strategies applied at university libraries the following are mostly used: • promotion; • library displays; • user education and current awareness services which, according to Thompson (1977:119), are essential in an academic library.

17. Externally, the following methods are applied: • advertising in newspapers or magazines; • publicizing on television, radio and Internet • Visual merchandising (an umbrella term embracing library displays and exhibitions) is designed to draw attention to the library's products and services (Dalton 1989:188). • The library can have permanent exhibitions in its foyer or exhibition rooms to promote the library or highlight certain of its sections and services. Visual merchandising can be organized by the library or by organizations not affiliated to the library.

18. User education (also referred to as library instruction, reader instruction or library orientation [Prytherch 1995: 665]) includes any type of library skills or awareness programmes, for example: • audio-visual programmes on the library; • library tours; • provision of literature on the library's services and activities; • visits to academic departments; and informal lectures on the library. Libraries use current awareness services to keep their users up-to-date with the latest information in their subject fields. Some examples of current awareness services are: • selective dissemination of information, • circulation of current issues of periodicals, • electronic transfer of contents pages of periodicals, • alerting bulletins, • lists of new acquisitions, • library promotion and displays and distribution of publishers' catalogues.

19. Aspects of Marketing environment in Developing Societies • As alluded to under the characteristics of Developing Societies where: literacy is low; technological skills are low but technological dependence is high, and networks and infrastructure are mostly non-existent • This is the environment that Libraries in Developing Societies are faced with daily which will severely influence their marketing efforts • Also electricity and Bandwidth Shortages will have an influence on the use of 21st Century Technology

20. -Valuable Book-Found on GOOGLE Books St. Martin's Press, 1984 - 259 pages. In this unique collection Kindra has assembled original articles on the role of marketing in development

21. 21stCentury Marketing Strategies and Techniques • Combining classic, traditional marketing methods with newer techniques made possible by the Internet and social networking media can help companies tailor their marketing strategies for success in today’s world.

22. Channel marketing strategy: Seven steps for 21st-Century success By Heather Clancy http://searchitchannel.techtarget.com/feature/Channel-marketing-strategy-Seven-steps-for-21st-Century-success • When it comes to your channel marketing strategy, the days of relying solely on word of mouth are over. • The rise of social networks and sophisticated digital marketing platforms has rewritten the channel marketing strategy rules, even for technology solution providers that still haven’t created a formal marketing plan. • Increasingly, businesses are shaping their opinions about their various technology options long before an IT services firm ever makes contact with a decision-maker.

23. The 7 steps covered are: • Step 1 Structuring your strategy • Step 2 Understanding your ecosystems • Step 3 Defining your future • Step 4 Targeting • Step 5 Proposition • Step 6 Getting new customers • Step 7 Keeping customers engaged and loyal

24. http://en.wikipedia.org/wiki/Social_media_marketing • Social media marketing refers to the process of gaining website traffic or attention through social media sites.[1][2] • Social media marketing programs usually center on efforts to create content that attracts attention and encourages readers to share it with their social networks. A corporate message spreads from user to user and presumably resonates because it appears to come from a trusted, third-party source, as opposed to the brand or company itself.[3] Hence, this form of marketing is driven by word-of-mouth, meaning it results in earned media rather than paid media.[4] • Social media is a platform that is easily accessible to anyone with internet access. Increased communication for organizations fosters brand awareness and often, improved customer service. Additionally, social media serves as a relatively inexpensive platform for organizations to implement marketing campaigns.

25. 21st Century Marketing Efforts by Library and Information Services Using Social Media and Traditional Methods • Mobile phones and other Mobile devices as Marketing tools (Cellphones; SMS messages as reminders that you have Library Fines; Books are late; books have arrived in Library=Airpac?) • Facebook • Twitter • SMS • Online LIS Webpages • Radio • Television • Newspapers • Magazines • Posters • Flyers • Bill Boards (used by Companies and promotion of sports events and music festivals

26. NMMU MARKETING Undergraduate advertising campaigns • Two undergraduate advertising campaigns were run during 2012, promoting respectively the Open Day and the closing date for undergraduate applications. The two campaigns were linked by the shared idea and theme of NMMU as the ideal place to realise career dreams. The theme also set the tone for advertisements and other forms of marketing communication media. • Although these campaigns targeted specific audiences aiming either to inform, remind or to call to action, they simultaneously increased brand awareness. • The media mix consisted of a variety of communication channels, including print media (newspapers and magazines), broadcast media (radio), electronic media (websites, web banners and video productions), social media platforms (Twitter and Facebook) and display media (billboards, posters, flyers and shopping mall exhibitions in PE, East London and George). • The campaigns were also supported by competitions and information sessions to the broader public.

27. The Open Day campaign promoted the event as the ideal opportunity for prospective students to discover all the various study options at NMMU • The annual undergraduate campaign conveyed a strong message to apply in time before the closing date of 1 August to ensure admittance to the study programme of choice. The campaign was followed by a mini advertising campaign which served as reminder of the late closing date on 5 December.

28. Advertising media mix • Student recruitment advertising included the placement of advertisements, advertorials (additional editorial content) and articles in the following media. • Frequency of placement was obviously dictated by costs and available budget.

29. Table 6: Advertising media mix Newspaper advertising: • The following newspapers were included in the media mix during advertising campaigns. • Eastern Cape: • The PE Herald – circulation 21 600 • Die Oos-Kaap Burger Jip (weekly youth supplement) – circulation 16 500 • Weekend Post (major regional weekend newspaper in EC – circulation 24 510) • Western Cape: • Die Wes-Kaap Burger – circulation 45 000 (western regions of province) • Cape Times (ad in bursary and scholarship supplement) • Kwa-Zulu Natal • The Mercury (Kwa-Zulu Natal) – leading newspaper in province; circulation of 35 000 • The Witness (Pietermaritzburg and inlands of KZN) – circulation 20000

30. Community papers: Eastern Cape: • PE Express (Port Elizabeth) – free newspaper; circulation of 90 000 • PE Express Indaba (Port Elizabeth townships) – free newspaper; circulation of 40 000 • Zithethlele (Port Elizabeth) – free English/Xhosa community newspaper hand-delivered to 20 000 commuters fortnightly in Nelson Mandela Bay) • UD News (Uitenhage, Despatch, Sundays River Valley) – free newspaper; circulation 30 000 • Mthatha Fever (Port St Johns, Mthatha, Libode, Ngqeleni, Tsolo, Qumbu and Mt Frere) – circulation 60 000; news in Xhosa and English • UvoLwethu Fever (Bizana, Flagstaff, Lusikisiki, Ntabankulu, Mount Ayliff, Mount Frere and Port St Johns – circulation 20 000; news in Xhosa and English • Isolomzi Fever (Cala, Dutywa, Butterworth, Centani, Elliotdale,Ngcobo, Tsomo, Nqamakwe, Willowvale, Cofimvaba and Elliot – circulation 20 000; news predominantly in Xhosa Note: Fever community newspapers are also Media24 community papers, similar to PE Express and UD News. • Go & Express (East London, Beacon Bay and Gonubie) – circulation 30700

31. Community papers: Western Cape: • Knysna/Plett Herald – circulation 4 300 • George Herald (weekly local community newspaper distributed in the Garden Route area; circulation19 000 per week. • Mosselbay Advertiser (weekly community newspaper covering Mosselbay area, Dana Baai, Great Brak River, Hartenbos, George and Albertinia – circulation 8 274 • The/Die Hoorn (weekly newspaper in Oudtshoorn) Limpopo: • Limpopo Mirror – targeting Thohoyandou, Louis Trichardt, Sibasa, Tshakhuma, Shayandima, Elim, Musina, Malamulele, Levubu and Giyani – circulation 10 860 Kwa-Zulu Natal: • South Coast Herald – targeting Port Shepstone area (news in English and Zulu) – circulation 18 500

32. Advertising in career guidance magazines: • Careers Unlimited (approved by the Department of Basic Education as a teachers resource guide and is use extensively by teachers as a textbook during Life Orientation classes. Distributed to all high schools throughout SA by the various DoE district offices) • The Bursary Register (This booklet provides everything you need to know about bursaries, scholarships and loans in South Africa.) • Science, Engineering & Technology Careers (free placement for Science and EBEIT faculty) • CareersSA(publication distributed at all universities’ graduate careers fairs)

33. Advertising in corporate magazines (related to school market): • SA Schools Collection (printed and on-line educational guide showcasing top SA schools) • Independent Education (official magazine of Independent Schools Association of South Africa)

34. Advertising in youth magazines: • Future Guide 2013 (Rocking Future Careers Road Show supplement) • Fly Magazine Port Elizabeth (popular printed and on-line teen magazine in Port Elizabeth) • High School Buzz (on-line teen magazine)

35. Radio advertising Due to costs involved the use of broadcast media, such as radio, was limited to the two undergraduate advertising campaigns and a few interviews. Open Day advertising campaign: • Algoa FM Footprint: 846 000 listeners in Eastern Cape; 20 placements between 30 April to11 May. • UmhloboWenene Footprint: 4.8 million listeners in seven provinces, including Eastern Cape, Western Cape, Gauteng, KZN, Free State, North West, Northern Cape and Mpumalanga; 6 Live reads between 30 April and 5 May. • Eden FM Community radio station in the Klein Karoo / 200 000 listeners; 12 live reads and on-campus live broadcast during Open Day event. Undergraduate closing date campaign: • 5FM 54 ad slots of 30 seconds each. Broadcast over three weeks. • Eden FM Bi-weekly interviews. Monthly interviews on RSG Landbou (George Campus)

36. Electronic and social media: • Open Day campaign adverts on NMMU website • Dream-starter website to promote closing date campaign • Communication via NMMU Facebook and Twitter and YouTube channel

37. NMMU LIS MARKETING Examples: NMMU LIS Website Focus area • E-research – to establish an effective online research environment that supports research activity in the university and encourages collaborative research, data archiving and data sharing within NMMU and external partners Online Catalogue

38. Home • Contact us • E-Forms • Faculty librarians • FAQ • General information • Information resources • Library hours • LIS e-Resources Seminar • Services • Suggestions and comments • Training • Training sessions

39. Profile Mr Robert Pearce and Dr MamphelaRamphele at the launch of the Northern Areas People Development Initiative ("NAPDI") Mr Robert Pearce and Dr MamphelaRamphele at the launch of the Northern Areas People Development Initiative ("NAPDI") Dr Ramphele is the former Vice-Chancellor of the University of Cape Town and currently an Activist for Social Change and Development. She was the guest speaker at the launch. NMMU VC, Professor Swartz, is a patron of NAPDI NAPDI's main objectives are To be A Voice within the Community, An Enabler of community empowerment, Mobilizer of people and resources, A Catalyst for change. It’s values are based on a civil society movement promoting volunteerism in a culturally diverse and inclusive community that makes a difference.

40. Reference Manager: EndNote now available

42. Faculty Librarian Blogs as contacts with researchers and academics, students and academics Information literacies Skills training online through Infowise • Faculty Librarians • General information • FAQ • How to login from off-campus • Library hours • Mission/Vision • Rules and Code of Conduct • Service Level Agreement • Suggestions and comments •  Information Resources • Databases • Free trial databases • International repositories • Accredited journals • Library catalogue • New books • Newspapers

43. LIBRARIES IN THE EASTERN CAPE:UNIVERSITY Rhodes University Library Artillery RoadGrahamstown, Eastern Cape, 6140South Africa +27466038436; library ru.ac.za Web site:http://www.ru.ac.za/library/ Catalog URL:http://opac.seals.ac.za/search~S2 Elsewhere:lib-web-cats (Library Technology Guides) Description: Rhodes University Library is an Academic library. This library is affiliated with Rhodes University. The collection of the library contains 400,000 volumes. The library circulates 144,000 items per year. The library serves a population of 7,000 students, faculty and staff. Added by:Discus. Contacted: Not contacted. Venue ID: 70450

44. University Libraries University of Fort Hare - Contact Details University of Fort Hare Private Bag X1314 Alice, 5700. Eastern Cape, South Africa. Tel: +27 40 602 2256 ... wvw.ufh.ac.za/Cached You +1'd this publicly. Undo The University of Fort Hare is hosting a Book Launch, Prickly Pear: A social History of a plant in the Eastern Cape, on Wednesday 28 March 2012, at the Alice...

45. University Libraries Walter Sisulu University for Technology and Science www.wsu.ac.za/.../WSU_general%20_prospectus_INSIDE.pdfSimilar File Format: PDF/Adobe Acrobat - Quick View Walter Sisulu University (WSU) was established on 1 July, 2005 through the merger of the former Border Technikon, Eastern CapeTechnikon and the University of Transkei. WSU is a .....Library & Information Services. Ms W Danster - M ... www.salb.org.za/Cached- Similar

46. Other Libraries

47. NELSON MANDELA BAY MUNICIPAL LIBRARY SERVICES SERVICES: • Reading for leisure, information and education • Reference and research services • Internet and email services • Photocopy and fax facilities • Outreach and house bound services • Activities for children • Programmes and projects MARKETING EFFORTS Nelson Mandela Bay Metropolitan Municipality The NMBMM do not have a marketing budget, and since we did not have one we have recently developed a library promotional DVD that talks to all the services offered by our libraries. The DVD has been circulated at clinics and Municipal pay points and at all libraries. They play it on their TV screens daily for people to know what we offer. It is through our programmes and activities that we advertise ourselves in community radio stations and Television  of which we contact them through our municipal communication department, the little bit of funding we have is used for programmes where each library creates a programme for their community.  If funds were available It would actually be good to have these programmes  culminating into a one big event that would market libraries. We recently embraced the National Book Week  event that will be taking place for the second time in the City. Libraries are participating in the National Book Week initiative together with South African Book Development Council to provide a platform for the Nelson Mandela Bay community to promote and showcase their creative ability and also to promote access and use of reading material in a way marketing and bringing awareness to our libraries.

48. BUFFALO CITY MUNICIPAL EAST LONDON MUNICIPAL LIBRARY SERVICES East London 5200South AfricaTel. 043 705 9111

49. UMTATA MUNICIPAL LIBRARY SERVICES Umtata Public Library Owen StUmtata, 5100 Map ItSouth Africa Voice: +27 47 501 4197 The library has received images of Duncan Village in the 1980's from the Museum Human Scientist, Mr. ZukoBlauw. The images are by courtesy of The Daily Dispatch. posted by East London Museum Library @ 6:13 AM0 comments TUESDAY, NOVEMBER 08, 2005 From our files: A brief history of East London Museum

50. East London Museum The East London Museum was established in 1921 when the Mayor of East London, Captain Neale, called a meeting on July 19 to discuss the establishment of a museum in the city. A Museum Society was established. Dr. R.J. Rattray, headmaster of Selborne College and a trained botanist, was appointed as President of the Society. The Society collected money and specimens and ran a one-room museum in temporary quarters above the X.L. Tea Rooms in Oxford Street. In 1925 the Society was granted land on the Selborne Estate by the East London Municipality. The museum was officially opened on 26 September 1931. In December of that year, Miss Marjorie Courtenay-Latimer was appointed as Curator of the museum (the name of this position was changed to Director in 1945). The museum remained a one-woman museum (except for cleaners and a gardener) until 1953, when a typist-bookkeeper was appointed.By the end of the Second World War in 1945, the museum was filled with collections and displays. A new site was obtained and the nucleus of the present museum was officially opened to the public on 28 November 1950. Further extensions have subsequently been added in 1963, 1967, 1982 and 2005. Highlights of the museum's activities:The excavation of a large fossil reptile skull and skeleton: KannemeyeriaSimocephalus formerly known as KannemeyeriaWilsonii near Tarkastad between 1934 and 1936;The discovery of the coelancanth in 1938;Trace-fossil footprints found in the sandstone rock-face near Nahoon Point, in 1964.Core holdings:Natural history collections, which includes Mammalia, Malacology, Reptilia, Ornithology, Pisces and Botany.Cultural and human history collections, which includes beadwork, German Settlers, British Settlers, The Southern Nguni and the San-Bushman.Maritime history, which includes the exploration voyages, shipwrecks, salvaging and East London Harbour. posted by East London Museum Library @ 10:29 PM7 comments Monday, October 17, 2005