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. ACTIONS

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.