Regional Archaeological Museum "A. Salinas"

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Description

Event:

n.a.

Target group:

• Non-public • Young users (post-compulsory students)

Purposes:

• Communicating heritage through a communication campaign based on the use of social networks • Create an active and participative social community • Intercepting the youngest user group

European initiative reference:

n.a.

Info

Italy

Space Needed: Medium

Activity:

The Museo Archeologico Regionale 'A. Salinas' represents one of the most important testimonies of Sicilian history. It houses exhibits ranging from prehistory to the Middle Ages.

Contact

091 611 6805 museo.archeo.salinas@regione.sicilia.it

Website

Strengths

Ability to intercept a young audience
Low technology investment cost
Increase in online visitors following the Covid-19 Pandemic
Ability to provide a wider range of services on the web (digital catalogue, online archives, etc.)

Weaknesses

Lack of direct website management. For example, state museums may not have direct control over their own website, which is managed instead by other institutional bodies.
Lack of personnel specialised in social media management and/or cultural web marketing strategies.
Costs for hiring or training specific professionals:
Possible increase of the digital divide in low digitally literate population groups.

Digital Solutions

Social media (see “useful links”):

Facebook
Instagram
Twitter
Pinterest
YouTube
Google+

Methodology

To start a marketing campaign, a prior research phase is necessary to get to know your audience better. At this point, you can plan the campaign and design the content, which must be published on an ongoing basis. Once the campaign has started, it will be sufficient to analyse its progress in order to make any changes to optimise the results.

Resources needed and start-up costs

Social media manager: 500/1.000 euros per month

Possible low cost solution

To avoid contracting a social media manager, the development and management of the content to be published on social media can be handled by yourself. There are several free apps that can help, such as Metricool (for management) and Canva (for the graphic part of the content).

Transferable innovative principles and methods

1. Communicating the museum's heritage through social networks

"Closed for restoration, open for vocation" became the slogan with which the museum started to relaunch itself during its 7-year closure. The museum thus launched a massive social communication campaign with the aim of reaching a larger number of users and creating an active and participative online community.

2. Bringing younger audiences closer to the museum by exploiting a precise cultural web marketing strategy

The social communication campaign made it possible to intercept a younger audience and to bring them closer to the world of cultural heritage. The main objective is their loyalty and the creation of a sense of belonging to their territory.