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About ICOM

The International Council of Museums (ICOM) is the only international organization that represents museums and museum professionals. Since 1946, ICOM has assisted members of the museum community in their mission to preserve, conserve and share cultural heritage. ICOM also works with institutional partners to achieve its objectives. ICOM is governed in an inclusive and hierarchical manner, on an international level. The organisation gathers almost 30,000 members and is made up of National Committees, which represent 137 countries and territories, and International Committees, which gather experts in museum specialties worldwide. ICOM sets standards of excellence for museums in design, management and collections organization. The ICOM Code of Ethics for Museums is reference work in the global museum community. ICOM carries out its international missions thanks to international mandates in association with partners such as UNESCO, INTERPOL and the World Customs Organization (WCO) The ICOM Secretariat is situated at UNESCO House, Paris, France.

ICOM in brief:• Created in 1946 by and for museum professionals.• A unique network of almost 30,000 members and museum professionals who represent

the global museum community. • A diplomatic forum made up of experts from 137 countries and territories to respond to the

challenges museums face worldwide.• A consultative status with the United Nations Economic and Social Council. • 117 National Committees and 31 International Committees dedicated to various museum

specialties.• A leading force in ethical matters. • One of the founding members of the International Committee of the Blue Shield (ICBS).• A Public Interest Organisation.• 3officiallanguages:English,FrenchandSpanish.

ICOM MPR is an international subcommittee of the international museums organization ICOM. ICOM MPR is composed of museum professionals working in marketing, communications and development (fundraising).

ICOM MPR Board Members President:Marjo-RiittaSaloniemi-Tampere,FinlandiaVicePresident:RominaMancuso-Palermo,ItaliaSecretary:CarollAnnScott-Londra,InghilterraTreasurer:SimonaJurackova-Brno,RepubblicaCecaBoardmember:EllenSemb-Oslo,NorvegiaBoardmember:ElenaPetrova-YasnayaPolyana,RussiaBoardmember:MiekeRenders-Bruge,BelgioBoardmember:DamonMonzavi-IranBoardmember:MariaJuliaEstefaniaChelini-SanPaolo,BrasileBoardmember:QiQiQian-Pechino,Cina

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Conference Program

Sunday, September 9th

15.00 Registration of the participants in Piazza Borsa Hotel Lobby 18.00 Welcome party for delegates and speakers at Palazzo Mirto, words of welcome by local authorities

Monday, September 10th

STERI-SaladelleCapriate8.30 Registration of the participants

9.00 Words of welcome by Roberto Lagalla, Rector of Palermo University, and Mario G. Giacomarra, Head of the Arts and Philosophy Faculty, Palermo University

9.30 Welcome to the conference: Marjo-Ritta Saloniemi, MPR Chair Marjo-Ritta Saloniemi introduces Alberto Garlandini President ICOM Italy. Romina Mancuso MPR Vice Chair thanks Alberto Garlandini and acknowledges sponsors support and introduces the structure of the conference.

10.10 coffee break

10.30 IntroductiontoKeynote1:CarolScott,MPRSecretary Keynote1- Creating marketing campaigns that work Hannah Paramore

Session1-Indicatorsofsuccess:measuresformarketingcampaigns Introduction:SimonaJuračková,MPRTreasurer11.30 Paper1:Defining marketing success based on audience insight. Meghan Curran,VicePresidentMarketing,SheddAquarium-Chicago,USA.

12.00 Paper2:Successful Museum Marketing: Why schools come back. Jan Sas,SeniorLecturerVisitorStudies,ReinwardtAcademy-Amsterdam,Netherlands.

12.30 lunch

Session 1 cont.-Indicatorsofsuccess:measuresformarketingcampaigns 14.30 Paper3:How to double the number of visitors in six years. Kathrine Daniloff,HeadofCommunications,NorskTekniskMuseum-Oslo,Norway.

15.00 Paper4:Diversification and Communication Effectiveness. Tatiana Pchelianskaia,ChiefSpecialistforMuseumDevelopmentEkaterina Teriukova,DeputyDirectoroftheResearchAffairs,StateMuseumoftheHistoryof Religion-Saint-Petersburg,Russia.

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15.30 IntroductiontoKeynote2:CarolScott,MPRSecretary Keynote2-Critical commentary: how critics measure success Sara Selwood

17.30 Cocktail hosted by Francesco Cascio, President of ARS (Sicilian Regional Parliament) and guided tour of Palazzo Reale and Cappella Palatina

Tuesday, September 11th

MIMAP,INTERNATIONALPUPPETMUSEUMA.PASQUALINO

9-12.00 Workshop1-Using social media to communicate creatively Facilitator: Hannah Paramore

GALLERIA ABATELLIS , Sala del Trionfo della Morte

9-12.00 Workshop2- Looking from the outside in: understanding the critic’s perspective Facilitator:Sara Selwood

12.30 Lunch

13.30 Guided tour of Galleria Abatellis

STERI-SaladelleCapriate

Session2-Usingthewebasaneffectivemarketingtool Intoduction:EllenSemb,MPRCommitteeMember

14.30 Paper1: Building an Interactive Communications Platform: A Case Study from the Metropolitan Museum of Art. Arthur Cohen,ChiefExecutiveOfficerLaPlacaCohen-NewYork,USA. IntoductiontoArthurCohen:Marjo-Ritta Saloniemi, MPR Chair14.50 Paper2:Networking messages and getting the most out of the web marketing. Piia Laita, Head of Communications, PR and Marketing, Kiasma Museum of ContemporaryArt-Helsinki,Finland.

15.10 Paper3:The web as a base and platform for the institutions own media channel. Tore Danielsson,Communicator,RiksutstallningarSwedishExhibitionAgency- Visby, Sweden.

15.30 Paper4:In the net of the story-telling museum. Elzbieta Grygiel, Senior Specialist for socialcommunication, Wilanow Palce Museum-Warsaw,Poland.

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15.50 Paper5:Real or virtual: a clicks and mortar strategy of museum marketing via social media. Joy Chih-Ning Hsin, Assistant Professor ,Graduate Institute of Museum StudiesFuJenCatholicUniversity,Taiwan.

16.10 coffee break

Session3:Workingwiththemediaonmarketingcampaigns Introduction:MiekeRenders,MPRCommitteeMember16.30 Paper1:Working with the media to raise awareness for museum and historic documents: the case of Museu Imperial Barbara Skaba,JournalistatMuseuImperial,BrazilianInstituteof Museums-Petropolis,Brazil.

16.50 Paper2:Facing the future - working with media on artMUSE. Irena Ruzin,ProgramDirectorandMarketingmanagerInstituteand Museum-Bitola,R.Macedonia.Co-author:Hristova Liljana,Director, InstituteandMuseum-Bitola,R.Macedonia;

17.10 Paper3:Mediatization of Culture: Queuing up for Museums. Evrim Dogan, Project Coordinator, Beyoglu Memory Research Center -Istanbul,Turkeyand Evinc Dogan,PhDStudentIMTInstitutefor Advanced Studies – Lucca, Italy.

17.30 ICOM-MPRBusinessmeeting

18.00 PrivatevisittotheMuseoDiocesanodiMonrealeandmeetingwith MaricettaDiNatale,DirectorOADI“MariaAccascina”fora multimedial museum comunication

Wednesday, 12th September

Free time and Optional Study Tours14.00 DeparturetoAgrigento,ValledeiTempliArchaeologicalPark

16.00 ArrivalinAgrigento,attheRegionalArchaeologicalMuseum“P.Griffo” Words of welcome by local authorities Presentations about Ideas and Practices of creative communication in the Valle dei Templi sites

17,00 Tour around Valle dei Templi

19,30 Farewell Party

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Hannah Paramore U.S.A.

Keynote 1: Creating marketing campaigns that work. Five Levels, Five Filters and the Four Stages of Relationships

Abstract:Thewaywecommunicatehasfundamentallychanged.Thischange,broughton by technology, has given the consumer more choice and control than ever and has changedtheplacemuseumsfillintheirlives.Howcanyoudefineyourpositioninthefourmajorphasesofyourrelationships?Howdoyouknowwhereyoufit?Abraham Maslow’s Hierarchy of Needs is a tool we can use to examine the products and services people use at different stages of their lives. Knowing where museums fitinthisconstructcanhelpyouunderstandconsumer’sexpectationsandguideyourpositioning.The concept of the Five Filters is applied to the development of your brand and becomes a guiding principle for all marketing materials.The principles of the sales cycle help you target media vehicles, events and programs appropriately to maximize and cultivate relationships including a focus on social media and how it moves audiences.Hannah Paramore, President of Paramore, the digital agency, will explore the levels of our lives, the filters we use to define ourselves, and the stages of the relationship between museums and their visitors.

Hannah is

an entrepreneur and

the President of Paramore,

the digital agency based in

Nashville, Tennessee. She works with

businessesinthetra

vel,non-profit,arts

and healthcare industries including the

Frist Center for the Visual Arts, the Peabody

Essex Museum, Vanderbilt University Medical

Center and state tourism departments in

Tennessee, Ohio, and West Virginia. Hannah

has been a dynamic keynote speaker for the

Public Relations and Marketing Professional

Standing Committee at the American

Association of Museums conference.

Through plain talk about the strategy and

effectiveness of digital media and

having a social presence, Hannah

helps organizations focus

on results.

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Sara Selwood U.K.

Keynote 2: Critical commentary - how critics measure the success of museum exhibition.

Sara Selwood, who has been both an evaluator and critic, considers whether critics measure the success of museum exhibitions, or whether this might be something that they contribute to.How exhibitions look to outsiders and whether they enhance or diminish their institutions’ reputationdepends on who they’re intended for and how well they communicate any intended messages. But whereas an evaluator will judge the effectivenessofanexhibition, thecritic’sapproach is lessspecific: theevaluator islikely to work to a prescribed framework, but the critic will have a personal agenda. Whereas the evaluator will consider whether an exhibition delivers on its stated aims, thecriticismorelikelytoaskwhetherthoseaimswerejustifiedinthefirstplace.Onecriticrecentlydescribedhisworkasproviding“abrutalexpressionofopinionthatsomemayfindarbitrary”.Heinsiststhat“this istherightwaytoreviewnewart…Thetruthis,wefeelthisstuffinourbones”.Othersdefendcriticismasabetterinformedandlessintuitive:Ifthecriticistohaveanyinfluenceatallonthemakingofexhibitions”…hemustbeabletoexplainwhyithastouchedhimso…andwhyithastheabilitytotouchhisreadersaswell”.So,theabilitytojustifyjudgments,rather than just proffer opinions, may be what distinguishes the critic from the enthusiastic blogger.

Sara Selwood is an

independent cultural analyst

and Honorary Professor at both

City University and at the Institute of

Archaeology, UCL in London, UK. She has a

backgroundinfineart

,aesthetics,historyan

d

theory of art, and previously worked as an art

historian and as a curator of contemporary visual

art. A consistent theme of her work is the publics’

experiences of cultural provision – particularly

in relation to museums and galleries. Sara’s

interest in audiences’ expectations and

engagement is fundamental to the regular

reviewsthatshewrite

sforMuseumsJournal.

These draw on her previous experience

of art criticism for Arts Review,

Art Monthly and the Times

Literary Supplement.

Consulate General of theUnited States - Naples, Italy

In cooperation with

Hosting partner

Sponsorship

Regione SicilianaAssessorato

BB.CC.IS

Assemblea Regionale Siciliana

ICOM MPRwww.mpr.icom.museum

Conferenceorganizer:SERVIZITALIAsoc.coop.viaSalvatorePuglisi,15-90143Palerma-Italytel.+390916250453-fax+39091303150www.servizitalia.it