Presenter: Harry Matolong Project Manager: Advocacy and Marketing

1. MLO Advocacy and Marketing Strategies 18 May 2018 Presenter: Harry Matolong Project Manager: Advocacy and Marketing (Mzansi Libraries On-Line) E-mail:harry.matolong@nlsa.ac.za Tel: 012 401 9704 Mobile: 0605645669

2. Rationale of the MLO Project: • Major gaps in public access to information and communications technology (ICT) still exist between urban, rural, and geographically-remote areas. • The MLO Project is focuses on: • Locating appropriate technologies for accessing information • Identifying new services for community development • Enhanced resources and physical spaces • Trainingpublic users and staff • Increased Funding for public libraries

3. MZANSI LIBRARIES ON-LINE PROJECT MISSION The Mzansi Libraries On-Line (MLO) Project is an initiative of the National Library of South Africa (NLSA) to empower South African communities through free access to information, by providing ICT equipment and Internet access to public libraries. The MLO Project in collaboration with the Department of Arts and Culture and the Provincial Library Services provide technology to enhance free access to information to communities and/ users at 667 public libraries across South Africa.

4. MLO Benefits to Users and Communities: • The “Library Promise” • Increased access to ICT particularly by children, youth, the unemployed, women, the elderly and people living with disabilities, especially the visually impaired. • Increased social and economic benefits through access to health, education and economic information. • Enhanced skills and capacity among library staff for improved service delivery to their communities. • A sustainable public library sector that will continue to meet the needs of the community into the future.

5. SECURING RELEVANCE FOR PUBLIC LIBRARIES: The project will also serve as a strong advocacy initiative that will contribute to consolidating further government support for recognition of the essential role of libraries in developing an informed nation in South Africa. It will also contribute to the realization of the Sustainable Development Goals (SDG’s) and the National Development Plan 2030 which is focussed on eliminating poverty and reducing inequality

6. THE MLO ADVOCACY AND MARKETING STRUCTURE

7. OBJECTIVE 1 – FOR ADVOCACY Raise awareness of the new information technology services at pilot libraries. The following are strategies and tactics that will be used for the different target audiences, to raise awareness of the new information technology services at the pilot libraries.

8. OBJECTIVE 2 Attract new users and increase the number of existing users at district and Public libraries and the frequency of visits. The following are strategies and tactics that will be used to attract new users and to increase the frequency and number of existing users that visit district and public libraries to access ICT services: • Strategy: • Create a “buzz” about the new ICT services in public libraries through special events and outreach activities • Tactics: • Organize Launch Events at participating libraries • Presentations at meetings of Provincial LIS • Showcase achievements at Library Week Events

9. OBJECTIVE 3 Increase the perceived value of public libraries with the new ICT services among all target audiences. The following are strategies and tactics that will be used with different target audiences to help increase the perceived value of public libraries with the new ICT services that are being offered through the Pilot Libraries Project: • Strategies: • Create a story bank for the Pilot Projectto help personalise and demonstrate the value and impact of access to ICT services on people’s lives. • Tactics • Collect at least one compelling impact story from each public library in each province, district, and community which is participating in the MLO Project. • Publication dedicated to stories of change

10. OBJECTIVE 4 Increase support from decision makers at the national, provincial, district, and community level for providing ongoing access to ICT services in public libraries. The following are strategies and tactics that will be used with different target audiences to increase the support from decision makers at all levels to provide ongoing access to ICT services in public libraries during and after the Pilot Libraries Project has ended: • Strategy: • Build and strengthen relationships between district and PL staff and the key decision makers in their local communities who have the authority over policies and funding for public libraries. • Tactics: • Identify the key decision makers at each level and create a mini-outreach plan for each. • Invite decision makers to LIS an events.

12. ADVOCACY AND MARKETING OBJECTIVES: Create Awareness and Excitement to attract new users Encourage participation to better the lives of users Enhance quality of services Share and Communicate good stories Facilitate support from decision makers

13. ADVOCACY AND MARKETING MESSAGING: Libraries are community assets Libraries develop and empower communities Libraries offer access to technology for free Share and communicate good stories

14. MARKETING AND ADVOCACY ACTIVITIES: • NLSA/ BCX Internship Programme: • In the 1st phase - 65 unemployed youth with post-matric ICT qualifications were recruited and up-skilled to serve as ICT facilitators at 27 MLO Pilot Libraries. • In the 2nd phase – 200 unemployed youth (including youth living with disabilities) with post-matric ICT qualifications were recruited and up-skilled through an internship programme to assist with ICT facilitation at the respective Provincial Library services. • The Graduation event was used to market the successes of the MLO objectives and outcomes

15. NLSA/ Lulaway Job Readiness Programme: • Interns graduating from the initial phase of the NLSA/ BCX Graduate Internship Programme have been deployed to facilitate Job Readiness Programmes for unemployed people at the libraries where they were assigned. • The NLSA/ Lulaway Job Readiness Project was officially launched by the Gauteng MEC for Sports, Arts and Culture at the Sharpeville Library on 12 September 2017

16. Provincial launch of MLO in Gauteng Province: Ekurhuleni The MLO Project in Gauteng, was officially launched by the MMC for Sports, Arts and Culture in Ekurhuleni – on 19 September 2017. The event was linked by video feed between three participating libraries: Germiston, Tsakani and Winnie Mandela public libraries

17. INTERNATIONAL ADVOCACY PROGRAMME: The NLSA/ MLO Project is part of the national team deploying the International Advocacy programme in South Africa As part of the road show, MLO is presenting an advocacy training programme in collaboration with LIASA to all provinces/ Branches At this stage, only the Western Cape Province did not schedule their session

18. Key Milestones and Performance Indicators The following is an outline of key milestones and performance indicators for the Advocacy and Marketing Strategic Plan.

20. THANK YOU