Date post: | 19-Jun-2015 |
Category: |
Technology |
Upload: | artium-vitoria |
View: | 754 times |
Download: | 3 times |
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.
AC
TIO
NS
•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.