This workshop seeks to provide responses for the most urgent question: what the future will look like for the funding of the cultural field given the serious economical crisis we are experiencing? Few responses happen to be useful at a macroeconomical level or simply at the level of the day-to-day activities of organizations. This particularly critic scene compels cultural operators and organizations to urgently find their own and effective strategy towards economic sustainability, as a result of a careful scrutiny of their own functioning and projects and of the environment where they operate, taking into account a whole complexity of tools and ways of collecting funds through the private markets – individuals, business, foundations.
A workshop enabling operators and cultural organizations to further their strategies and tools in order to develop their activities through e-business, social and professional networks and mobile and viral marketing. This workshop is aimed at providing tools for planning an integrated digital strategy using the new generation of digital marketing 1.0 (database marketing) and specially 2.0: the use of appropriate and effective tools of social media marketing can reinforce the presence of the brand in the network and to build its own reputation on web.
A didactic workshop on the development of cultural planning, where experts and teachers together with a group of cultural operators will discuss the new strategies and methods used to conceive and design projects for the cultural field in a changing environment. This didactic methodology has been introduced and successfully tested in the last edition of the Advanced Training Course for Cultural Project Managers organised by Fondazione Fitzcarraldo and, in this particular case, it will be adapted to the general scenario and to that the local one. The main objectives of this workshop are to improve the knowledge and skills of the participants in the typical techniques of project management and at the same time to test new models for analysis, reporting and intervention on the projects.
Planning does not help to predict the future, but to produce sensible choices in the present. Strategic planning is becoming crucial in an increasingly dynamic and turbulent context: lifestyles and people's cultural consumption are evolving, technology and communication systems are changing and the same thing happens with the conditions for economic sustainability, day-to-day management and development of new projects.
The marketing plan can then be used as a work process that helps to better understand your organization, contexts and markets in which it moves.
As part of the workshop we address the three stages of planning: analysis, strategy and implementation. We work on the main models used in the analysis (PEST, SWOC, map of the capital and stakeholder analysis), we address the issue of defining and measuring objectives and talk about targeting and niche marketing. Will also be discussing the main tools for cultural communication with special attention to new tools for promotion and involvement (web 2.0 and social networks).
E-business, social networking, mobile and viral marketing: the new technologies influence the last frontiers of marketing. The workshop is aimed at providing tools for planning an integrated digital strategy using the new opportunities of Web 2.0. The appropriate and effective use of social media marketing can boost an organization's image and reputation on the network, as well as to provide a better contact with the public and new communication possibilities.
This workshop seeks to provide responses for the most urgent question: what the future will look like for the funding of the cultural field given the serious economical crisis we are experiencing? Few responses happen to be useful at a macroeconomical level or simply at the level of the day-to-day activities of organizations. This particularly critic scene compels cultural operators and organizations to urgently find their own and effective strategy towards economic sustainability, as a result of a careful scrutiny of their own functioning and projects and of the environment where they operate, taking into account a whole complexity of tools and ways of collecting funds through the private markets – individuals, business, foundations.
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Fondazione Fitzcarraldo, via Aosta 8, 10152 Torino. Tel +39 011 5099317, fax +39 011 503361 Privacy Policy
Mestre, Italy, 24th-25th March 2011
A workshop enabling operators and cultural organizations to further their strategies and tools in order to develop their activities through e-business, social and professional networks and mobile and viral marketing. This workshop is aimed at providing tools for planning an integrated digital strategy using the new generation of digital marketing 1.0 (database marketing) and specially 2.0: the use of appropriate and effective tools of social media marketing can reinforce the presence of the brand in the network and to build its own reputation on web.