from vistors to audience - Šibenske tvrđave · 2019. 3. 20. · 2. implementation of innovative...

From Vistors to Audience

Šibenik Fortresses Friends Club

Gorana Barišić Bačelić

director

gorana@tvrdjava-kulture.hr

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