Decentralisation as a marketing strategy for archival services in Zimbabwe

Abstract

Purpose Archival institutions must make their holdings and services known to the public to ensure increased usage. It is the obligation of archival institutions to adopt strategies to market their services to increase the usage of their holdings. Therefore, this study aims to assess the National Archives of Zimbabwe’s (NAZ) decentralisation drive as a strategy to market its archival services. Design/methodology/approach The multiple case study research design, which is interpretive and qualitative, was used for the study. The study used interviews, questionnaires and document review as data collection tools. The collected data were presented, analysed and discussed using the thematic data analysis approach. Findings Findings revealed that the NAZ decentralised provincial records centres were actively involved in the marketing of archival services offered by the NAZ. The study also established that the decentralised provincial records centres perform activities such as records surveys, training, oral history, issuance of brochures, guided tours and career guidance, which increase their interactions with communities they serve. The decentralised offices took advantage of these interactions to market archival services offered by the NAZ. Originality/value The study illustrated that decentralisation of archival institutions and services to the lower tiers of government is a powerful strategy for the marketing of archival services. Therefore, there is need for archival institutions to adopt or enhance the use of this strategy to increase the usage of archives.