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From Vistors to Audience
Šibenik Fortresses Friends Club
Gorana Barišić Bačelić
director
Mission and Vision
Fortress of Culture Šibenik is a synonym for excellence in cultural heritage management, interpretation and events organization at national and European levels.
Fortress of Culture Šibenik is a synonym for excellence in cultural heritage management, interpretation and events organization at national and European levels.
GENERAL OBJECTIVES 2017-2021
1. Continuous and systematic research and preservation fortification heritage in
Šibenik.
2. Strengthening the platform for cultural and creative industries promotion.
3. Inciting and spreading public interest for cultural-historical heritage, its
contents and programmes.
4. Affirming the Institution's programmes in national and European contexts.
SPECIFIC OBJECTIVES 2017-2021:
1. Revitalization of parts of the fortification system still not renovated.
2. Implementation of innovative solutions for the presentation of the cultural-historical heritage of the fortification system.
3. To develop a quality, recognizable, diverse and balanced cultural and artistic programme.
4. To boost a positive image within professional and wider public.
5. Increasing the number of visits to the fortresses and use of contents and programmes.
6. Ensuring a wide range of financial sources and maintaining financial self-sustainability.
FROM DAY 1 (June 7th 2014)
BUT WHY? Feel free to come, visit and enjoy the walk
To motivate the engagements in programs
To create emotional link by education, engagement, contribution
To increase number of visits
Make members to feel as partners in business: donating, sponsoring, spreding the word and actively engaging in communication, strenghtening the positive image
A member/friend as potential partner?
OPEN WINDOWS, OPEN DOORS
STRENGTH >direct communication <
WEAKNESS >non-systematic approach towards database analysis<
OPPORTUNITY >creating new system of values in terms of CH<
THREATH > inadequate adjustment of programs, contents and means of communication<
NOW, WHAT?
> Free and unlimited access to sites
> Special programmes and events for members throughout the year
workshops
concerts
movie nights
guidance
members-only events
> Special prices for services and products
SO, HOW IT LOOKS LIKE?
SO, HOW IT LOOKS LIKE?
SO, HOW IT LOOKS LIKE?
BUT WHO? CENTRAL TARGET GROUP > locals > regardless of age, gender, education
TELL ME, HOW?
Special visual identity
Emails (welcome&thank you, expiration)
Newsletters (33 in 2018 – opening rate 31,9%)
SMS
Targeted marketing campaigns (online, offline, on-site)
TELL ME, HOW?
IS THAT ALL?
SHOW ME THE NUMBERS
Members until June 2018
Individual Family Persons
2665 782 1822
Total: 4487
OK, TELL ME HOW YOU FEEL
We are not afraid to ask
1. Koliko često posjećujete tvrđave?
Nekoliko puta godišnje 59,9 %
Mjesečno 26,8%
Jednom godišnje 7,7%
Više puta na tjedan 5,6%
OK, TELL ME HOW YOU FEEL
3. Vaš najčešći način informiranja o programima na šibenskim tvrđavama:
Newsletter Kluba prijatelja – 45,1%
Društvene mreže – 27,5%
Mediji (radio, tiskovine, Internet portali) – 19,7%
Po preporuci prijatelja – 4,9%
Promotivni materijali (letci, plakati) – 2,8%
OK, TELL ME HOW YOU FEEL
7. Zašto ste se učlanili u Klub prijatelja šibenskih tvrđava?
-Podržavam rad Tvrđave kulture Šibenik i želim doprinijeti očuvanju kulturne baštine grada Šibenika – 73,9%
-Osjećam povezanost sa šibenskim tvrđavama – 13,4%
-Isključivo zbog događanja namijenjenih Klubu prijatelja – 9,9%
-Poklonjeno mi je članstvo u Klubu prijatelja – 0,7%
OK, TELL ME HOW YOU FEEL
12. Ocijenite omjer uloženog/dobivenog članstvom u Klubu prijatelja:
neisplativo 1 - 2 – 3 - 4 -5 isplativo
1 – 1,4%
2 – 0%
3 – 5,6%
4 – 17,6%
5 – 75,4%
WE WANT TO DO IT, TOO!
1 > Determine if you are ready > Can we manage it?
2 > Structure your programme (levels & benefits)
3 > Identify your prospects and how to reach them
4 > Launch your programme & solicit members
5 > Thank your members and make them special
6 > Keep them informed
7 > Renew your members and uprgrade your contents
PLEASE, STAY IN TOUCH… THANK YOU