The Civici Musei di Udine comprise a rich cultural network that reflects the city’s identity, offering insight into the history, art and traditions of the region through four main venues: the Musei del Castello, Casa Cavazzini (Museo d’Arte Moderna e Contemporanea), the Museo Friulano di Storia Naturale and the Museo Etnografico del Friuli. Spread across several venues throughout the city, this rich and diverse cultural heritage offers a broad and complementary programme, capable of engaging audiences of all ages, interests, backgrounds and reasons for visiting.
A new strategy bringing together public institutions, a shared vision for development and new partnerships for Udine’s civic museum network
The Project
Why?
Making the most of such a complex system requires more than promoting its individual sites effectively. It also means strengthening their connections with the city and fostering meaningful engagement with audiences, as well as with cultural and tourism stakeholders. BAM! is supporting this process with an approach that combines analysis, strategy and audience development, helping Udine Musei identify needs, opportunities and potential for future development.
How?
The project with Udine Musei is structured in two complementary phases. The first is a consultation phase involving workshops and interviews with museum staff and key stakeholders, alongside an analysis of the museum network’s context and positioning based on a review of existing audience data and target markets. The second phase focuses on the development of a strategic plan and is divided as follows:
- an enabling strategy that addresses the structural issues identified during the analysis and establishes the tools needed to implement an effective public engagement strategy;
- an audience strategy that identifies priority target groups and sets out the key areas of work to focus on in the near future.
The strategic plan serves as a key tool not only for implementing concrete actions across exhibition programming, communication, public engagement, partnerships and audience development, but also for strengthening the museum network’s relevance and impact within the local context and among its stakeholders.
Resources
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