Your SlideShare is downloading. ×
0
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 t...
The main aim of the Library of Artium is to become a model documentary centre for contemporary art.
<ul><li>The Library is open to the public and has been designed for researchers and users interested in the world of art a...
28 reading places 584 linear metres of shelving 3 computers with Internet access 4 video readers
Typology of the bibliographical collection
<ul><li>The main objective of the marketing process is to satisfy the needs of our customers. </li></ul><ul><li>Steps to b...
INTERNAL ANALYSIS Analysis of human resources Capabilities Weaknesses Satisfaction of the people who work in this centre A...
EXTERNAL ANALYSIS Study the opportunities and threats present in the environment. Establish alliances with similar institu...
ANALYSIS OF USERS We need to determine the characteristics of our users  We need to know what they expect of our centre  W...
User segments <ul><li>Museum personnel  </li></ul><ul><li>History of art and fine arts students </li></ul><ul><li>Museum e...
The aims of maintaining relations with users include: <ul><li>Adapt the contents of the Library to the information needs o...
MARKETING ACTIONS AND STRATEGY The basic objective is to adapt our internal factors to external factors in order to obtain...
Extension or modification of products and services. Improvement in the quality or characteristics of our services. Rationa...
<ul><li>Digital contents. </li></ul><ul><li>Virtual services. </li></ul><ul><li>Programmes of activities. </li></ul>PRODUC...
Digital contents   <ul><li>Digitised physical material </li></ul><ul><li>Own production of digital material </li></ul><ul>...
Digitised physical material <ul><li>Brochures published by Artium </li></ul><ul><li>Articles in the press concerning the m...
Brochures published by Artium
 
Newspaper articles
 
Magazine articles
 
Posters
 
Own digital production Objectives: contribute to a greater understanding and comprehension of contemporary art.  <ul><li>P...
Documentary dossiers <ul><li>Objectives: </li></ul><ul><ul><li>Documenting the Library’s activities programmes. </li></ul>...
Structure of artist dossiers : Artist His/her life Historical context … At Artium His/her work Resources Biography Exhibit...
Example of a dossier concerning an artist
Exhibition dossier Exhibition Artists Texts Newspaper articles  Their life Their work In the exhibition …  At Artium Resou...
Example of an exhibition dossier
Film dossier Film dossier Technical details Synopsis Cinematographic context Filming Main characters Director Resources Bi...
Example of a film dossier
VIRTUAL RESOURCES <ul><li>OPAC  http :// biblioteca.artium.org / indexexterno.html </li></ul><ul><li>Inter-library loans. ...
Web resources <ul><li>Objectives: </li></ul><ul><ul><li>Become a model web site for artistic and cultural information. </l...
Products and services Programme of activities Objective:  our aim is to develop this Centre as a dynamic organisation and ...
Programme of monthly activities Discover other collections  About the cinema  Collecting documents concerning…  Make an ap...
Cultural dissemination activities programme Meetings of Contemporary Art Documentation Centres Artium research grant into ...
Communication <ul><li>Objectives: </li></ul><ul><li>Achieve fluent, direct and continuous communications with users. </li>...
Communication Corporate image This corporate image incorporates the project towards which the library and the corporate st...
Communication activities <ul><li>Promotional campaigns. </li></ul><ul><li>Establishing alliances. </li></ul><ul><li>The me...
Communication activities Promotional campaigns <ul><li>Publication of information brochures about the library.  </li></ul>...
Communication activities Establishing alliances Relations with academic and cultural institutions.  The Library has taken ...
Communication activities The media It is essential for the media to  provide information on and give accounts of the diffe...
Evaluation of the marketing process   The systematic evaluation of the programmes defined here,  represent an essential to...
Evaluation of the marketing process   Objectives:  by evaluating the marketing process, this Centre  ensures user satisfac...
Conclusion   Based on user opinion surveys  it can be seen that  their level  of  satisfaction  is increasing in line  wit...
 
Upcoming SlideShare
Loading in...5
×

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

1,031

Published on

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

Published in: Economy & Finance, Education
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
1,031
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
38
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

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

  1. 1. Management and marketing in the Library and Documentation Centre of Artium, Basque Centre Museum of Contemporary art
  2. 2. 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
  3. 3. The main aim of the Library of Artium is to become a model documentary centre for contemporary art.
  4. 4. <ul><li>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. </li></ul>
  5. 5. 28 reading places 584 linear metres of shelving 3 computers with Internet access 4 video readers
  6. 6. Typology of the bibliographical collection
  7. 7. <ul><li>The main objective of the marketing process is to satisfy the needs of our customers. </li></ul><ul><li>Steps to be followed: </li></ul><ul><li>Internal analysis </li></ul><ul><ul><li>Analysis of human resources </li></ul></ul><ul><ul><li>Analysis of performance indicators </li></ul></ul><ul><ul><li>Analysis of financial resources </li></ul></ul><ul><li>External analysis </li></ul><ul><ul><li>Analysis of users </li></ul></ul><ul><ul><li>Market survey </li></ul></ul><ul><ul><li>Establishing alliances </li></ul></ul>Marketing
  8. 8. 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
  9. 9. 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.
  10. 10. 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
  11. 11. User segments <ul><li>Museum personnel </li></ul><ul><li>History of art and fine arts students </li></ul><ul><li>Museum educators </li></ul><ul><li>University teachers </li></ul><ul><li>Local artists </li></ul><ul><li>Artists will collaborate with the Museum </li></ul><ul><li>Gallery owners </li></ul><ul><li>Researchers </li></ul><ul><li>The general public </li></ul>
  12. 12. The aims of maintaining relations with users include: <ul><li>Adapt the contents of the Library to the information needs of each user segment. </li></ul><ul><li>Establish communications channels. </li></ul><ul><li>Continuous flow of information. </li></ul><ul><li>Feedback (verbal / written) </li></ul><ul><li>Evaluation (questionnaires) </li></ul>
  13. 13. MARKETING ACTIONS AND STRATEGY The basic objective is to adapt our internal factors to external factors in order to obtain the best competitive position.
  14. 14. 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
  15. 15. <ul><li>Digital contents. </li></ul><ul><li>Virtual services. </li></ul><ul><li>Programmes of activities. </li></ul>PRODUCTS AND SERVICES
  16. 16. Digital contents <ul><li>Digitised physical material </li></ul><ul><li>Own production of digital material </li></ul><ul><li>Purchase of documents in digital format </li></ul><ul><li>Access to external digital materials </li></ul>Products and services
  17. 17. Digitised physical material <ul><li>Brochures published by Artium </li></ul><ul><li>Articles in the press concerning the museum </li></ul><ul><li>Summaries of periodicals </li></ul><ul><li>Digitisation of posters </li></ul>
  18. 18. Brochures published by Artium
  19. 20. Newspaper articles
  20. 22. Magazine articles
  21. 24. Posters
  22. 26. Own digital production Objectives: contribute to a greater understanding and comprehension of contemporary art. <ul><li>Preparation of information dossiers: </li></ul><ul><ul><li>Exhibition dossiers </li></ul></ul><ul><ul><li>Artists dossiers </li></ul></ul><ul><ul><li>Film and video dossiers </li></ul></ul>
  23. 27. Documentary dossiers <ul><li>Objectives: </li></ul><ul><ul><li>Documenting the Library’s activities programmes. </li></ul></ul><ul><ul><li>Information and documentary support for the exhibitions organised by the Museum. </li></ul></ul>
  24. 28. 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
  25. 29. Example of a dossier concerning an artist
  26. 30. Exhibition dossier Exhibition Artists Texts Newspaper articles Their life Their work In the exhibition … At Artium Resources
  27. 31. Example of an exhibition dossier
  28. 32. Film dossier Film dossier Technical details Synopsis Cinematographic context Filming Main characters Director Resources Biography Filmography Prizes Online resources Bibliography … In the library
  29. 33. Example of a film dossier
  30. 34. VIRTUAL RESOURCES <ul><li>OPAC http :// biblioteca.artium.org / indexexterno.html </li></ul><ul><li>Inter-library loans. </li></ul><ul><li>Purchases bulletin. </li></ul><ul><li>Web resources </li></ul><ul><li>DSI. </li></ul><ul><li>Technical documentation. </li></ul><ul><li>Desiderata. </li></ul>
  31. 35. Web resources <ul><li>Objectives: </li></ul><ul><ul><li>Become a model web site for artistic and cultural information. </li></ul></ul><ul><ul><li>Offer an interactive form of communication. </li></ul></ul>
  32. 36. 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. <ul><li>Monthly activities programmes. </li></ul><ul><li>Cultural promotion activities programme. </li></ul>
  33. 37. Programme of monthly activities Discover other collections About the cinema Collecting documents concerning… Make an approach to contemporary dance
  34. 38. Cultural dissemination activities programme Meetings of Contemporary Art Documentation Centres Artium research grant into contemporary art documentary heritage EditArte Workshops Letters for art
  35. 39. Communication <ul><li>Objectives: </li></ul><ul><li>Achieve fluent, direct and continuous communications with users. </li></ul><ul><li>Achieve a higher level of involvement among users of the Centre. </li></ul><ul><li>Secure a position in society as a model centre for research and the dissemination of contemporary art. </li></ul>
  36. 40. 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.
  37. 41. Communication activities <ul><li>Promotional campaigns. </li></ul><ul><li>Establishing alliances. </li></ul><ul><li>The media. </li></ul>
  38. 42. Communication activities Promotional campaigns <ul><li>Publication of information brochures about the library. </li></ul><ul><li>Publication of brochures on the different activities organised by the library. </li></ul><ul><li>Information banderole. </li></ul><ul><li>Dividers. </li></ul><ul><li>Guided visits. </li></ul><ul><li>Book Day. </li></ul><ul><li>Direct contact with users. </li></ul>
  39. 43. 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.
  40. 44. 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.
  41. 45. Evaluation of the marketing process The systematic evaluation of the programmes defined here, represent an essential tool for the management of the library
  42. 46. Evaluation of the marketing process Objectives: by evaluating the marketing process, this Centre ensures user satisfaction and the maximum use of resources. <ul><li>To perform the evaluation, surveys are made on the following subjects: </li></ul><ul><ul><li>User profile. </li></ul></ul><ul><ul><li>Appropriate use of space. </li></ul></ul><ul><ul><li>Orientation of library’s contents towards user’s needs. </li></ul></ul><ul><ul><li>Valuation of products and services. </li></ul></ul><ul><ul><li>Quality and interest of activities. </li></ul></ul>
  43. 47. Conclusion Based on user opinion surveys it can be seen that their level of satisfaction is increasing in line with their needs and expectations.
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×