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

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

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

5. 28 reading places 584 linear metres of shelving 3 computers with Internet access 4 video readers

6. Typology of the bibliographical collection

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. 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. 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

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. 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

18. Brochures published by Artium

20. Newspaper articles

22. Magazine articles

24. Posters

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

29. Example of a dossier concerning an artist

30. Exhibition dossier Exhibition Artists Texts Newspaper articles Their life Their work In the exhibition … At Artium Resources

31. Example of an exhibition dossier

32. Film dossier Film dossier Technical details Synopsis Cinematographic context Filming Main characters Director Resources Biography Filmography Prizes Online resources Bibliography … In the library

33. Example of a film dossier

37. Programme of monthly activities Discover other collections About the cinema Collecting documents concerning… Make an approach to contemporary dance

38. Cultural dissemination activities programme Meetings of Contemporary Art Documentation Centres Artium research grant into contemporary art documentary heritage EditArte Workshops Letters for art

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.

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.

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.

45. Evaluation of the marketing process The systematic evaluation of the programmes defined here, represent an essential tool for the management of the library

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.