illustrations by Romina Mancuso

©illustrations by Romina Mancuso
About ICOM
The International Council of Museums (ICOM) is the only
international organization that represents museums and
museum professionals. Since 1946, ICOM has assisted
members of the museum community in their mission to
preserve, conserve and share cultural heritage. ICOM also
works with institutional partners to achieve its objectives.
ICOM is governed in an inclusive and hierarchical manner, on
an international level. The organisation gathers almost 30,000
members and is made up of National Committees, which represent 137 countries
and territories, and International Committees, which gather experts in museum specialties
worldwide. ICOM sets standards of excellence for museums in design, management and
collections organization. The ICOM Code of Ethics for Museums is reference work in the global
museum community. ICOM carries out its international missions thanks to international
mandates in association with partners such as UNESCO, INTERPOL and the World Customs
Organization (WCO) The ICOM Secretariat is situated at UNESCO House, Paris, France.
ICOM in brief:
• Created in 1946 by and for museum professionals.
• A unique network of almost 30,000 members and museum professionals who represent
the global museum community.
• A diplomatic forum made up of experts from 137 countries and territories to respond to the
challenges museums face worldwide.
• A consultative status with the United Nations Economic and Social Council.
• 117 National Committees and 31 International Committees dedicated to various museum
specialties.
• A leading force in ethical matters.
•
One of the founding members of the International Committee of the Blue Shield (ICBS).
• A Public Interest Organisation.
• 3 official languages: English, French and Spanish.
ICOM MPR is an international subcommittee of the international museums organization ICOM.
ICOM MPR is composed of museum professionals working in marketing, communications and
development (fundraising).
ICOM MPR Board Members
President: Marjo-Riitta Saloniemi - Tampere, Finlandia
Vice President: Romina Mancuso - Palermo, Italia
Secretary: Caroll Ann Scott - Londra, Inghilterra
Treasurer: Simona Jurackova - Brno, Repubblica Ceca
Board member: Ellen Semb - Oslo, Norvegia
Board member: Elena Petrova - Yasnaya Polyana, Russia
Board member: Mieke Renders - Bruge, Belgio
Board member: Damon Monzavi - Iran
Board member: Maria Julia Estefania Chelini - San Paolo, Brasile
Board member: QiQi Qian - Pechino, Cina
Conference Program
Sunday, September 9th
15.00
18.00
Registration of the participants in Piazza Borsa Hotel Lobby
Welcome party for delegates and speakers at Palazzo Mirto,
words of welcome by local authorities
Monday, September 10th
STERI - Sala delle Capriate
8.30
Registration of the participants
9.00
Words of welcome by Roberto Lagalla, Rector of Palermo University,
and Mario G. Giacomarra, Head of the Arts and Philosophy Faculty, Palermo University
9.30
Welcome to the conference: Marjo-Ritta Saloniemi, MPR Chair
Marjo-Ritta Saloniemi introduces Alberto Garlandini President ICOM Italy.
Romina Mancuso MPR Vice Chair thanks Alberto Garlandini and
acknowledges sponsors support and introduces the structure of the
conference.
10.10
coffee break
10.30
Introduction to Keynote 1: Carol Scott, MPR Secretary
Keynote 1 - Creating marketing campaigns that work
Hannah Paramore
11.30
12.00
Session 1 - Indicators of success: measures for marketing campaigns
Introduction: Simona Juračková, MPR Treasurer
Paper 1: Defining marketing success based on audience insight.
Meghan Curran, Vice President Marketing, Shedd Aquarium - Chicago, USA.
Paper 2: Successful Museum Marketing: Why schools come back.
Jan Sas, Senior Lecturer Visitor Studies, Reinwardt Academy - Amsterdam, Netherlands.
12.30
lunch
14.30
Session 1 cont.- Indicators of success: measures for marketing campaigns
Paper 3: How to double the number of visitors in six years.
Kathrine Daniloff, Head of Communications, Norsk Teknisk Museum - Oslo, Norway.
15.00
Paper 4: Diversification and Communication Effectiveness.
Tatiana Pchelianskaia, Chief Specialist for Museum Development Ekaterina Teriukova, Deputy Director of the Research Affairs, State Museum of the History of Religion - Saint-Petersburg, Russia.
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15.30
Introduction to Keynote 2: Carol Scott, MPR Secretary
Keynote 2 - Critical commentary: how critics measure success
Sara Selwood
17.30
Cocktail hosted by Francesco Cascio, President of ARS (Sicilian Regional Parliament) and guided tour of Palazzo Reale and
Cappella Palatina
Tuesday, September 11th
MIMAP, INTERNATIONAL PUPPET MUSEUM A. PASQUALINO
9 - 12.00 Workshop 1 - Using social media to communicate creatively
Facilitator: Hannah Paramore
GALLERIA ABATELLIS , Sala del Trionfo della Morte
9 - 12.00 Workshop 2 - Looking from the outside in:
understanding the critic’s perspective
Facilitator: Sara Selwood
12.30Lunch
13.30
Guided tour of Galleria Abatellis
STERI - Sala delle Capriate
Session 2 - Using the web as an effective marketing tool
Intoduction: Ellen Semb, MPR Committee Member
14.30
Paper 1: Building an Interactive Communications Platform:
A Case Study from the Metropolitan Museum of Art.
Arthur Cohen, Chief Executive Officer LaPlaca Cohen - New York, USA.
Intoduction to Arthur Cohen: Marjo-Ritta Saloniemi, MPR Chair
14.50
Paper 2: Networking messages and getting the most
out of the web marketing.
Piia Laita, Head of Communications, PR and Marketing, Kiasma Museum of
Contemporary Art - Helsinki, Finland.
15.10
Paper 3: The web as a base and platform for the institutions
own media channel.
Tore Danielsson, Communicator, Riksutstallningar Swedish Exhibition Agency - Visby, Sweden.
15.30
Paper 4: In the net of the story-telling museum.
Elzbieta Grygiel, Senior Specialist for socialcommunication, Wilanow Palce
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Museum - Warsaw, Poland.
15.50
Paper 5: Real or virtual: a clicks and mortar strategy of
museum marketing via social media.
Joy Chih-Ning Hsin, Assistant Professor ,Graduate Institute of Museum
Studies Fu Jen Catholic University, Taiwan.
16.10
coffee break
16.30
Session 3: Working with the media on marketing campaigns
Introduction: Mieke Renders, MPR Committee Member
Paper 1: Working with the media to raise awareness for
museum and historic documents: the case of Museu Imperial
Barbara Skaba, Journalist at Museu Imperial, Brazilian Institute of
Museums - Petropolis, Brazil.
16.50
Paper 2: Facing the future - working with media on artMUSE.
Irena Ruzin, Program Director and Marketing manager Institute and
Museum - Bitola, R. Macedonia. Co-author: Hristova Liljana, Director,
17.10
Institute and Museum - Bitola, R. Macedonia;
Paper 3: Mediatization of Culture: Queuing up for Museums.
Evrim Dogan, Project Coordinator, Beyoglu Memory Research Center -Istanbul, Turkey and Evinc Dogan, PhD Student IMT Institute for
Advanced Studies – Lucca, Italy.
17.30
ICOM-MPR Business meeting
18.00
Private visit to the Museo Diocesano di Monreale and meeting with
Maricetta Di Natale, Director OADI “Maria Accascina” for a multimedial museum comunication
Wednesday, 12th September
14.00 Free time and Optional Study Tours
Departure to Agrigento, Valle dei Templi Archaeological Park
16.00 Arrival in Agrigento, at the Regional Archaeological Museum “P. Griffo”
Words of welcome by local authorities
Presentations about Ideas and Practices of creative
communication in the Valle dei Templi sites
17,00 Tour around Valle dei Templi
19,30
Farewell Party
5
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Keynote 1: Creating marketing campaigns that work.
Five Levels, Five Filters and the Four Stages of Relationships
Abstract: The way we communicate has fundamentally changed. This change, brought
on by technology, has given the consumer more choice and control than ever and has
changed the place museums fill in their lives. How can you define your position in the
four major phases of your relationships? How do you know where you fit?
Abraham Maslow’s Hierarchy of Needs is a tool we can use to examine the products
and services people use at different stages of their lives. Knowing where museums
fit in this construct can help you understand consumer’s expectations and guide your
positioning.
The concept of the Five Filters is applied to the development of your brand and
becomes a guiding principle for all marketing materials.
The principles of the sales cycle help you target media vehicles, events and
programs appropriately to maximize and cultivate relationships including a focus
on social media and how it moves audiences.
Hannah Paramore, President of Paramore, the digital agency, will explore the
levels of our lives, the filters we use to define ourselves, and the stages of the
relationship between museums and their visitors.
6
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Keynote 2: Critical commentary - how critics measure the success of museum exhibition.
Sara Selwood, who has been both an evaluator and critic, considers whether critics
measure the success of museum exhibitions, or whether this might be something that
they contribute to.
How exhibitions look to outsiders and whether they enhance or diminish their
institutions’ reputationdepends on who they’re intended for and how well they
communicate any intended messages. But whereas an evaluator will judge the
effectiveness of an exhibition, the critic’s approach is less specific: the evaluator is
likely to work to a prescribed framework, but the critic will have a personal agenda.
Whereas the evaluator will consider whether an exhibition delivers on its stated aims,
the critic is more likely to ask whether those aimswere justified in the first place.
One critic recently described his work as providing “a brutal expression of opinion
that some may find arbitrary”. He insists that “this is the right way to review new
art… The truth is, we feel this stuff in our bones”. Others defend criticism as a better
informed and less intuitive: If the critic is to have any influence at all on the making
of exhibitions” …he must be able to explain why it has touched him so… and why
it has the ability to touch his readers as well”. So, the ability to justify judgments,
rather than just proffer opinions, may be what distinguishes the critic from the
enthusiastic blogger.
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In cooperation with
Assemblea Regionale
Siciliana
Consulate General of the
United States - Naples, Italy
Hosting partner
Sponsorship
ICOM MPR
www.mpr.icom.museum
Conference organizer: SERVIZITALIA soc. coop.
via Salvatore Puglisi, 15 - 90143 Palerma - Italy
tel. +39 091 6250453 - fax +39 091 303150
www.servizitalia.it
Regione Siciliana
Assessorato
BB.CC.IS