management and marketing in the library and documentation centre of artium, basque centre museum of...

Management and marketing in the Library and Documentation Centre of Artium, Basque Centre Museum of Contemporary art

ARTIUM is a museum and culture centre engaged in the management and dissemination of modern and contemporary art through the conservation, documentation, research, interpretation and dissemination of its own art collections

The main aim of the Library of Artium is to become a model documentary centre for contemporary art.

The Library is open to the public and has been designed for researchers and users interested in the world of art and, more specifically, in contemporary art.

28 reading places

584 linear metres of shelving

3 computers with Internet access

4 video readers

Typology of the bibliographical collection

The main objective of the marketing process is to satisfy the needs of our customers.

Steps to be followed:

•Internal analysis

•Analysis of human resources

•Analysis of performance indicators

•Analysis of financial resources

•External analysis

•Analysis of users

•Market survey

•Establishing alliances

Marketing

INTERNAL ANALYSIS

Analysis of human resources

Capabilities

Weaknesses

Satisfaction of the people who work in this centre

Analysis of internal performance indicators

Processes

Services

Analysis of financial resources

EXTERNAL ANALYSIS

Study the opportunities and threats present in the environment.

Establish alliances with similar institutions.

Understand and anticipate the needs and expectations of interest groups.

Determine and take part in the technological advances being developed

Define the market and market segment in which our centre operates.

Analysis of users.

ANALYSIS OF USERS

We need to determine the characteristics of our users

We need to know what they expect of our centre

We must identify which user segments we can differentiate

User segments

•Museum personnel

•History of art and fine arts students

•Museum educators

•University teachers

•Local artists

•Artists will collaborate with the Museum

•Gallery owners

•Researchers

•The general public

The aims of maintaining relations with users include:

•Adapt the contents of the Library to the information needs of each user segment.

•Establish communications channels.

•Continuous flow of information.

•Feedback (verbal / written)

•Evaluation (questionnaires)

MARKETING ACTIONS AND STRATEGY

The basic objective is to adapt our internal factors to external factors in order to obtain the best competitive position.

Extension or modification of products and services.

Improvement in the quality or characteristics of our services.

Rationalisation of products and services.

Development of specific communications campaigns.

Selection of communications means and definition of the messages we wish to convey.

Motivation of Library personnel (through courses, conferences, etc.)

Provide Museum personnel with incentives to use the documentation centre.

Personalised contact with users.

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•Digital contents.

•Virtual services.

•Programmes of activities.

PRODUCTS AND SERVICES

Digital contents

•Digitised physical material

•Own production of digital material

•Purchase of documents in digital format

•Access to external digital materials

Products and services

Digitised physical material

•Brochures published by Artium

•Articles in the press concerning the museum

•Summaries of periodicals

•Digitisation of posters

Brochures published by Artium

Newspaper articles

Magazine articles

Posters

Own digital production

Objectives: contribute to a greater understanding and comprehension of contemporary art.

Preparation of information dossiers:

•Exhibition dossiers

•Artists dossiers

•Film and video dossiers

Documentary dossiers

Objectives:

•Documenting the Library’s activities programmes.

•Information and documentary support for the exhibitions organised by the Museum.

Structure of artist dossiers:

Artist

His/her life

Historical context

…At Artium

His/her work

Resources

Biography Exhibitions

Grants and prizes

Photography Painting

Sculpture Video art

Installations

Online resources Bibliography

… At the Library

Example of a dossier concerning an artist

Exhibition dossier

Exhibition

Artists

Texts

Newspaper articles

Their life

Their work

In the exhibition

… At Artium

Resources

Example of an exhibition dossier

Film dossier

Film dossier

Technical details Synopsis

Cinematographic context Filming

Main characters Director

Resources

Biography

Filmography

Prizes

Online resources

Bibliography

… In the library

Example of a film dossier

VIRTUAL RESOURCES

•OPAC http://biblioteca.artium.org/indexexterno.html

•Inter-library loans.

•Purchases bulletin.

•Web resources

•DSI.

•Technical documentation.

•Desiderata.

Web resources

Objectives:

•Become a model web site for artistic and cultural information.

•Offer an interactive form of communication.

Products and services

Programme of activities

Objective: our aim is to develop this Centre as a dynamic organisation and one of its main functions is to promote books and the Library.

•Monthly activities programmes.

•Cultural promotion activities programme.

Programme of monthly activities

Discover other collections

About the cinema

Collecting documents concerning…

Make an approach to contemporary dance

Cultural dissemination activities programme

Meetings of Contemporary Art Documentation Centres

Artium research grant into contemporary art documentary heritage

EditArte

Workshops

Letters for art

Communication

Objectives:

•Achieve fluent, direct and continuous communications with users.

•Achieve a higher level of involvement among users of the Centre.

•Secure a position in society as a model centre for research and the dissemination of contemporary art.

Communication

Corporate image

This corporate image incorporates the project towards which the library and the corporate strategy of our centre is oriented.

The main objective is for users to know what we have to offer and what they can find in our library.

Communication activities

•Promotional campaigns.

•Establishing alliances.

•The media.

Communication activities

Promotional campaigns

•Publication of information brochures about the library.

•Publication of brochures on the different activities organised by the library.

•Information banderole.

•Dividers.

•Guided visits.

•Book Day.

•Direct contact with users.

Communication activities

Establishing alliances

Relations with academic and cultural institutions.

The Library has taken part in a number of different conferences and workgroups in which it has publicised its information products and services.

Communication activities

The media

It is essential for the media to provide information on and give accounts of the different programmes and activities developed by this centre.

Evaluation of the marketing process

The systematic evaluation of the programmes defined here,

represent an essential tool for the management of the library

Evaluation of the marketing process

Objectives: by evaluating the marketing process, this Centre ensures user satisfaction and the maximum use of resources.

To perform the evaluation, surveys are made on the following subjects:

•User profile.

•Appropriate use of space.

•Orientation of library’s contents towards user’s needs.

•Valuation of products and services.

•Quality and interest of activities.

Conclusion

Based on user opinion surveys it can be seen that their level of satisfaction is increasing in line

with their needs and expectations.