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Education & Transformation

Welcome to the DMMA’s Knowledge Network, a group led by South Africa’s top digital professionals who aim to promote the use, understanding and development of digital in the media and marketing environment through transformation and training.

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• Develop new knowledge society.

• Build new skill-sets.

• Enhance and empower a fresh generation of media and marketing thinkers as the industry transforms to digital.

• Provide enrichment and skilling to previously disadvantaged communities (especially women).

OBJECTIVES:

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• African Youth • Women dominant• Matric candidates with intervention starting

at - Grade 9 level• University and FET college students

(including - AAA, Boston Media School, Vega School of advertising & Red and Yellow School of logic and magic)

• Existing media and marketing workforce

TARGET MARKET:

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We will set the tone for the campaign by then mounting a highly publicized promotional pledge, whereby members organisations will be asked to sign-on to support our transformation and training campaign, including:

• Identifying new talent to drive the future of digital.• Promoting digital media as a profession.• Growing the profile of black women in the sector.• Attracting a network of learners to inter-act with thought – leaders in the digital

media and marketing industry.• Sharing knowledge, fostering learning and connecting a developing industry.

Signatories will be encouraged to acknowledge their pledge by displaying their certificates in their office environs to showcase their recognition towards promoting transformation and digital training.

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OBJECTIVES:

TEN INTER-FACES ARE PROPOSED FOR CONSIDERATION:

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1. Attracting learners: Interact with high schools to raise the profile of digital media as an attractive career path.

Create awareness and position digital media as a career that includes content development, media, marketing, development, web sites, content aggregation, management systems, business systems and web design

INTER-FACE 1: 2012: GRADES 9 - 12: THE ABC OF DIGITAL: ADVISING ON DIGITAL AS A CAREER CHOICE

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• This method looks to involve the full learning triangle of parent, teacher and learner and will be aimed at Grade 9 – 12

• In year 1 we will identify a network of schools from Ekurhuleni e.g. Katlehong, Benoni, and Pretoria and Soweto in Gauteng; and two schools each in KZN and the Western Cape.

• Initially we will select girls to support gender transformation and we will instigate:

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a. Career guidance talks to learners from Grade 9 upwardsb. Parenting education: We will attend parent meetings to present digital media as a

career optionc. Learnership Programmes: It should become mandatory that DMMA members take

one/two students per year to actively share skills for two months d. DMMA Job-Shadow Week: Members will host a shadowing programme that involves

taking learners into the office for five days. Candidates will be chosen from the DMMA school network

e. Bring about discussion and awareness for the excitement of digital as a developing skill across career websites, blogs and tweets to make sure that the DMMA is associated with the up-liftment of skills, training and transformation

f. Set up a Facebook group of digital careers and people working in the industry.g. Open discussion with the likes of the National Electronic Media Institute of South

Africa (NEMISA) who train according to SETTA accredited programmes like TV and radio production, Animation and Graphic Design. The SABC offer 1.5m in bursaries to train close to 1 000 graduates a year.

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Lift interest in ITC and digital media by providing advice and information booths at university and school career days. Use these insights and responses to determine the way forward and develop learning collateral

INTER-FACE 2: CAREER DAYS

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Graduate Recruitment 2012/ 2013

South African Universities

University Career Fair Career Fair Dates

UPTA General-08th/09th May 2012 08th/09th May

WITS General Career Fair : 19th J uly; General Career Fair-04th October

19th J uly;04th October

UWC General Career Fair-3 April 3 April

UCT General Career Fair-14th August 2012 14th August

STELLENBOSCH 01st August 2012-General 01st/02nd August 2012

NORTH WEST General Career Fair-22 May; 22nd May

NW-MAFIKENG General Career Fair-18th/19th J uly 18th/19th J uly

RHODES General Career Fair- 30th J uly 30th J uly/07th August

UKZN NMMU UJ UNISA UFS

Not available

Members to host Career days to promote digital as a vocation

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• Prepare and disseminate press releases for inclusion in careers supplements each quarter - each Exco member to prepare 1 press release providing their entry angle for the sector

• Include free 3 minute Career Advice on Matrics Uploaded (SABC 1) and Switched On (Soweto TV and other community TV)

• Prepare digital media career ads for use as fillers across member media and websites.

• Include Facebook, Twitter, Bozza & MXit into the campaign dissemination mix.

INTER-FACE 3: MEDIA CAMPAIGN 2012

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• Identify DMMA members that already have a mentoring culture.

• Survey DMMA member companies to understand what form of mentorship works best in each environment.

• Devise a DMMA Mentoring Programme that includes sharing knowledge, fostering learning and connecting users and students across the industry.

• Create a mentoring workshop for learners.

INTER-FACE 4: MENTORSHIP

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1. Attract candidates via mobile, online, member sites, educational publications and programming and specifically identified schools in townships, peri-urban environments and the DOE.

2. Each member organisation to offer one internships per year. Interns to be paid.

3. Intern stipends suggested at R2 000 plus transport for first half-year and R4 000 plus transport for the second six months. Members can then offer successful trainees jobs or put their names onto a DMMA notice board.

INTER-FACE 5: DMMA INTERNSHIPS:

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• Learners from the schools that we have visited across the provinces should be invited to spend a shadowing week at member companies.

• This will give them the opportunity to understand and consider digital media and/or marketing as a career and will help guide them in making subject choices

INTERFACE 6: DMMA JOB-SHADOWING-WEEK

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Digital course offerings are growing rapidly across digital specific institutions, FET colleges, universities, online and through in-house business programmes.

•Various courses are offered by training institutions such as iGibbs, Rhodes University, Blue Magnet Digital Solutions, Quirk, the Digital Academy, Britefire, Damelin•Look at creating association-rights with certificated institutions - this will align the DMMA to institutions who are at the forefront of training and development in the digital media and marketing space•Possibly partner with DJ Fresh Scholarship that awards top performing African students who want to get into media)

INTER-FACE 7: WORKING WITH EXISTING SERVICE PROVIDERS:

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•Run surveys to estimate a needs analysis among media, marketing, government and corporate South Africa for skills in the sector

•List the different jobs in the different digital media and marketing sectors and explain what each entails and what inherent capabilities are required

•Promote digital as a career on member sites and facebook

INTER-FACE 8: SKILLS SURVEY AND AUDIT:

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• Attract staff in legacy media to study the ABC of Digital through short courses as per the AMASA model

• Develop DMMA short course modules • Work closely with AMASA to look at building digital studies into their existing

education programmes including:

Media Management Course (with AAA) Bursary Fund Annual Workshop (media planning Amasa Text book

Their committee members also assist AAA in setting exam papers, monitoring course material and engaging top class lecturers who give freely of their time to impart their knowledge to learners.

INTER-FACE 9: TRANSFORMING AND UNDERSTANDING THE WORLD WE WORK IN: EXISTING STAFF

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Introduce annual workshops for sales, marketing and editorial staff

This will be a major step forward in understanding convergence across the industry

The DMMA learning series can include:

•Behind the scenes with digital•Understanding digital for a future career•We will help you train for your future Course audiences:Courses should be tailored to digital natives and digital Immigrants across the sector

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By establishing the DMMA Knowledge Network as a partner that stimulates and fosters learning, training and mentoring in media and marketing in an emerging economy, the organisation could set up a training NGO and apply for accreditation in the longer term.

Funding and scholarships can then be sought via international foundations such as Kellogs, Bill Gates, Harvard, Thomson Reuters etc.

INTER-FACE 10: ICT SPONSORSHIPS AND GRANTS

Outcome: A data base of 700 students each year who have inter-faced with ITC learning either through DMMA efforts, training institutions, schools, colleges or the work place. This base will provide the enlightened digital natives of tomorrow who have been trained to take digital media and marketing to the new level

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Suggestions for transformation and training working group:

SETTING UP THE WORKING GROUP:

Name Company

Zibusiso Mkhwanazi Avatar

Philani Mdingi Prefix

Tshepiso Mnisi Nedbank

Bryan Khumalo New Media Talent

iGibbs Gibs

Highway Africa J ane Duncan. Rhodes chair

DJ Fresh 5 FM

DJ Sbu Metro Fm

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We will confirm our working group soonest and finalise a project plan for the short term so we can launch to market in May.

We are presenting to the lead members of SAARF, Amasa, ACA, AMF, MMA and DMA to build network and support in setting up a transformation and training structure

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The DMMA has an exceptionally strong ability to communicate across the industry. Our members are drawn from local online publishers, creative media and digital agencies as well as corporate South Africa.

This rich membership means we can reach more than 10 million local unique browsers simply by using our membership communication base.

We will start by asking each member to contribute one idea towards transformation and training.

LAUNCH CAMPAIGN:

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• Establish an online forum where members can post their suggestions to encourage online brainstorming

• Introduce a DMMA digital planning certificate - three different levels: Basic, Proficient, Expert to up-skill media planners , creatives and sales staff

• Use content from across the various courses to get buy-in of all schools and resource providers

• White label existing content

• Consider content from Zibusiso’s book as a two week semester course

• Collate and understand what is already being produced

LAUNCH CAMPAIGN:

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• Find out the size of the industry

• Look at Old Friends Young Talent (OFYT) an initiative that wants to transform the ad industry from the bottom up.

• Establish a "Google Engage" type website where

members can find resources and study online, with an online exam to be done where they can get accreditations (and future employees can cross check accreditations).

• Schools presented for consideration include:

Bhukulani Secondary School in Soweto, Glendale Secondary School in Mitchells Plain and Masiphumelele High School in Fish Hoek

LAUNCH CAMPAIGN:

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• Start simply by launching the Transformation and Training Pledge

• Co-ordinating a data base across memberships. • Create a high visibility promotional campaign

• Prepare career guidance information for learners from Grade 9 onwards

• From this point the rest should develop organically

Conclusion:

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We ................... a member of the Digital Media and Marketing Association Pledge to promote transformation and digital growth within our Organisation and will train …… % of candidates by 2015

Signed:

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