Audience analysis and communication campaign for the Museo Civico di Modena

The Museo Civico di Modena is housed in the Palazzo dei Musei, home to some of the city’s other important cultural institutions, including the Gallerie Estensi.

The Museo Civico houses archaeological, ethnological and artistic collections, spaces for educational activities, reception areas and temporary exhibitions. Recently, thanks to an agreement between the Comune di Modena and the Gallerie Estensi, a single ticket has been introduced, allowing discounted access to the collections of both cultural institutions on display at the Palazzo dei Musei.

The Museo Civico di Modena is currently experiencing a period brimming with potential, in which it is called upon to redefine its role, strengthen its identity and rebuild a new relationship with the public.

In recent years, a combination of structural factors and contingent circumstances has weakened the relationship with the local community. At the same time, recent changes have made it more challenging for visitors to orient themselves and fully grasp the scope of what the Palazzo dei Musei has to offer. Within this context, and in conjunction with the introduction of the new single ticket, there is a clear opportunity to rethink the role and presence of the Museo Civico di Modena within the building, while renewing and strengthening its connection with the local area and its residents.

Audience analysis

The Museo Civico di Modena commissioned BAM! to conduct an audience analysis by means of two different surveys: one targeting current museum visitors, and the other addressing non-visitors who nonetheless engage with other institutions and organisations operating within the Palazzo dei Musei.

Identifying the needs of the public is the first step in engaging them in a new long-term loyalty programme: the results of this analysis will form the basis on which to build and develop future programming, marketing and communication strategies.

The communication campaign

BAM! Strategie Culturali’s remit also encompasses the development of the campaign’s creative concept and a targeted communication strategy aimed at increasing awareness of the single-ticket offer across diverse audiences, from regular visitors and families to culture enthusiasts and tourists visiting Modena.

The communication campaign developed by BAM! Strategie Culturali focuses on the visitor experience at the Palazzo dei Musei, positioning it as a “Palace of Experiences”.
It is designed to be multi-thematic, as only the wide array of works and objects housed within its rooms can truly convey the richness of what visitors can discover when exploring this place.
The visuals consist of a photograph of a work or object, one for each campaign subject, chosen in collaboration with staff from the Museo Civico di Modena and the Gallerie Estensi, always accompanied by a different caption relating to it.

The text accompanying each image comprises a fixed element, “The Palazzo dei Musei”, and a variable element that changes depending on the image and the work it features, highlighting different facets that together make the Palazzo dei Musei “the palace of dreams, beauty, harmony and emotions”.

All this is naturally linked to the opportunity to enjoy these experiences with a single ticket.

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