The Orto Botanico di Brera is a museum institution within the Università degli Studi di Milano, which forms part of Palazzo Brera. The botanical garden is involved in studying, conserving and raising awareness about its botanical and historical heritage, which is accessible and usable by citizens, visitors and the simply curious.
Getting to know and listening to visitors to improve communication and build a user-friendly offer and space
Every year, the Orto Botanico attracts a very diverse range of users: from active enthusiasts and visitors, to passers-by and the merely curious. In order to find out more about the composition and needs of its audience and consequently develop more effective communication, the institution therefore turned to BAM!
The BAM! mentoring process aims to provide the Orto Botanico team with the right tools to relaunch communication and – if necessary – revise the activities and services on offer.
To this end, BAM! analysed the Orto Botanico’s web positioning and carried out an in-depth survey of current and potential audiences, studying their relationship, perception and needs.
Foto courtesy: Orto Botanico di Brera