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

48
Management and marketing in the Library and Documentation Centre of Artium, Basque Centre Museum of Contemporary art

Upload: artium-vitoria

Post on 19-May-2015

1.026 views

Category:

Economy & Finance


1 download

DESCRIPTION

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

TRANSCRIPT

Page 1: Management and marketing in the Library and Documentation Centre of Artium, Basque Centre Museum of Contemporary art

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

Page 2: 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

Page 3: Management and marketing in the Library and Documentation Centre of Artium, Basque Centre Museum of Contemporary art

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

Page 4: Management and marketing in the Library and Documentation Centre of Artium, Basque Centre Museum of 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.

Page 5: Management and marketing in the Library and Documentation Centre of Artium, Basque Centre Museum of Contemporary art

28 reading places

584 linear metres of shelving

3 computers with Internet access

4 video readers

Page 6: Management and marketing in the Library and Documentation Centre of Artium, Basque Centre Museum of Contemporary art

Typology of the bibliographical collection

Page 7: Management and marketing in the Library and Documentation Centre of Artium, Basque Centre Museum of Contemporary art

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

Page 8: Management and marketing in the Library and Documentation Centre of Artium, Basque Centre Museum of Contemporary art

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

Page 9: Management and marketing in the Library and Documentation Centre of Artium, Basque Centre Museum of Contemporary art

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.

Page 10: Management and marketing in the Library and Documentation Centre of Artium, Basque Centre Museum of Contemporary art

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

Page 11: Management and marketing in the Library and Documentation Centre of Artium, Basque Centre Museum of Contemporary art

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

Page 12: Management and marketing in the Library and Documentation Centre of Artium, Basque Centre Museum of Contemporary art

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)

Page 13: Management and marketing in the Library and Documentation Centre of Artium, Basque Centre Museum of Contemporary art

MARKETING ACTIONS AND STRATEGY

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

Page 14: Management and marketing in the Library and Documentation Centre of Artium, Basque Centre Museum of Contemporary art

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.

AC

TIO

NS

Page 15: Management and marketing in the Library and Documentation Centre of Artium, Basque Centre Museum of Contemporary art

•Digital contents.

•Virtual services.

•Programmes of activities.

PRODUCTS AND SERVICES

Page 18: Management and marketing in the Library and Documentation Centre of Artium, Basque Centre Museum of Contemporary art

Brochures published by Artium

Page 19: Management and marketing in the Library and Documentation Centre of Artium, Basque Centre Museum of Contemporary art
Page 20: Management and marketing in the Library and Documentation Centre of Artium, Basque Centre Museum of Contemporary art

Newspaper articles

Page 21: Management and marketing in the Library and Documentation Centre of Artium, Basque Centre Museum of Contemporary art
Page 22: Management and marketing in the Library and Documentation Centre of Artium, Basque Centre Museum of Contemporary art

Magazine articles

Page 23: Management and marketing in the Library and Documentation Centre of Artium, Basque Centre Museum of Contemporary art
Page 24: Management and marketing in the Library and Documentation Centre of Artium, Basque Centre Museum of Contemporary art

Posters

Page 25: Management and marketing in the Library and Documentation Centre of Artium, Basque Centre Museum of Contemporary art
Page 26: Management and marketing in the Library and Documentation Centre of Artium, Basque Centre Museum of Contemporary art

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

Page 27: Management and marketing in the Library and Documentation Centre of Artium, Basque Centre Museum of Contemporary art

Documentary dossiers

Objectives:

•Documenting the Library’s activities programmes.

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

Page 28: Management and marketing in the Library and Documentation Centre of Artium, Basque Centre Museum of Contemporary art

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

Page 29: Management and marketing in the Library and Documentation Centre of Artium, Basque Centre Museum of Contemporary art

Example of a dossier concerning an artist

Page 30: Management and marketing in the Library and Documentation Centre of Artium, Basque Centre Museum of Contemporary art

Exhibition dossier

Exhibition

Artists

Texts

Newspaper articles

Their life

Their work

In the exhibition

… At Artium

Resources

Page 31: Management and marketing in the Library and Documentation Centre of Artium, Basque Centre Museum of Contemporary art

Example of an exhibition dossier

Page 32: Management and marketing in the Library and Documentation Centre of Artium, Basque Centre Museum of Contemporary art

Film dossier

Film dossier

Technical details Synopsis

Cinematographic context Filming

Main characters Director

Resources

Biography

Filmography

Prizes

Online resources

Bibliography

… In the library

Page 33: Management and marketing in the Library and Documentation Centre of Artium, Basque Centre Museum of Contemporary art

Example of a film dossier

Page 34: Management and marketing in the Library and Documentation Centre of Artium, Basque Centre Museum of Contemporary art

VIRTUAL RESOURCES

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

•Inter-library loans.

•Purchases bulletin.

•Web resources

•DSI.

•Technical documentation.

•Desiderata.

Page 35: Management and marketing in the Library and Documentation Centre of Artium, Basque Centre Museum of Contemporary art

Web resources

Objectives:

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

•Offer an interactive form of communication.

Page 36: Management and marketing in the Library and Documentation Centre of Artium, Basque Centre Museum of Contemporary art

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.

Page 37: Management and marketing in the Library and Documentation Centre of Artium, Basque Centre Museum of Contemporary art

Programme of monthly activities

Discover other collections

About the cinema

Collecting documents concerning…

Make an approach to contemporary dance

Page 38: Management and marketing in the Library and Documentation Centre of Artium, Basque Centre Museum of Contemporary art

Cultural dissemination activities programme

Meetings of Contemporary Art Documentation Centres

Artium research grant into contemporary art documentary heritage

EditArte

Workshops

Letters for art

Page 39: Management and marketing in the Library and Documentation Centre of Artium, Basque Centre Museum of Contemporary 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.

Page 40: Management and marketing in the Library and Documentation Centre of Artium, Basque Centre Museum 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.

Page 41: Management and marketing in the Library and Documentation Centre of Artium, Basque Centre Museum of Contemporary art

Communication activities

•Promotional campaigns.

•Establishing alliances.

•The media.

Page 42: Management and marketing in the Library and Documentation Centre of Artium, Basque Centre Museum of Contemporary art

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.

Page 43: Management and marketing in the Library and Documentation Centre of Artium, Basque Centre Museum of Contemporary art

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.

Page 44: Management and marketing in the Library and Documentation Centre of Artium, Basque Centre Museum of Contemporary art

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.

Page 45: Management and marketing in the Library and Documentation Centre of Artium, Basque Centre Museum of Contemporary art

Evaluation of the marketing process

The systematic evaluation of the programmes defined here,

represent an essential tool for the management of the library

Page 46: Management and marketing in the Library and Documentation Centre of Artium, Basque Centre Museum of Contemporary art

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.

Page 47: Management and marketing in the Library and Documentation Centre of Artium, Basque Centre Museum of Contemporary art

Conclusion

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

with their needs and expectations.

Page 48: Management and marketing in the Library and Documentation Centre of Artium, Basque Centre Museum of Contemporary art