Strategic plan and audience development for the Musei Civici di Cividale del Friuli

Cividale del Friuli, listed as a UNESCO World Heritage Site for its exceptional Lombard history, is located on the banks of the River Natisone, in the province of Udine. With the aim of revitalising this centre of tourism and culture, bringing the public closer to the Lombard capital and improving access to cultural sites, the Comune di Cividale del Friuli has received support from the Regione Autonoma del Friuli Venezia Giulia through the programme “Contributions for improving the accessibility of museums and cultural sites”.

Thanks to regional funding, the Comune di Cividale del Friuli envisages a new role for its three civic museums as part of this strategic process for cultural promotion: the famous Monastero di Santa Maria in Valle and the Tempietto Longobardo, the Centro Internazionale Podrecca-Signorelli, which showcases the work of two playwrights who were extremely important in the history of puppet theatre, and the Galleria De Martiis, housed in the enchanting Palazzo de Nordis.
Faced with the need to understand, reach and engage its audiences, BAM! was called upon to develop a strategic plan that would capture the specific characteristics of the three museum sites, building on their strengths and addressing their weaknesses.

BAM! therefore developed a support programme for the Comune di Cividale to implement strategic Audience Development actions.

A series of strategic workshops, site visits and interviews with key stakeholders facilitated an initial phase of analysis and mapping, which was followed by an exploration of the potential and opportunities that Cividale’s civic museums might harness through the proposed strategic developments.
This important set of results enabled the BAM! team to transform the strategic guidelines into an audience development strategy, which was validated and implemented thanks to ideas that emerged from co-design activities with museum staff.
Becoming aware of the potential for development, areas for improvement and audience needs is the starting point for implementing the operational plan outlined.

Related Projects