Communicating the Museum - 2008 - Conference

only available to CTM08 participants using your password and log in

14:30 - 15:30: CREATING AND IMPLEMENTING STRATEGIES
Choice of Case Studies and Surgeries - in English only

SURGERIES

BRAND CONSULTING

Speaker: Amitava Chattopadhyay, Insead
Chair: Edward Rozzo, professor at Universita Bocconi

Strategy and psychology of branding

STRATEGIC PLANNING	Speaker: Gail Lord, Lord Cultural Resources - Speaker: Kate Markert, The Walters Art Museum Chair: Pedro Martin Almendro, Fundacion Malaga	Strategic planning for museums : writing, implementing and evaluating the plan
CORPORATE STRATEGY	Speaker: Masina Frost, Tate Chair: Remi Carlioz, Antenna Audio	Effective Segmentation: A Foundation for Strategy
BLOCKBUSTER STATEGY	Speaker: Jillian Marsh, British Museum Speaker: Hannah Boulton, British Museum Chair: Alexia Boro, Peggy Guggenheim Collection	The snowball effect: Blockbuster Strategy - building and sustaining momentum for the First Emperor exhibition
ADVERTISING STRATEGY	Speaker: Ashok Adicéam, Palazzo Grassi - Speaker: Anouk Aspisi, Palazzo Grassi Chair: Joëlle Marty, Association Museum Industries	Defining and branding a new international art center in Venice

FURTHER THINKING

Speaker: Robert Jones, Wolff Olins
Chair: Damien Whitmore, Victoria and Albert Museum

Expanding possibilities

16:00-17:00: BUILDING ADVERTISING CAMPAIGNS
A new choice of Case Studies and Surgeries - in English only

CREATIVE CONTENT&	Speaker: Juan Cabral, Fallon Chair: Debra Isaac, Victoria and Albert Museum	Creative Content
BRANDING	Speaker: Robert Jones, Wolff Olins Chair: Pim Baxter, National Portrait Gallery	Brand strategies for a changing world

ADVERTISING STRATEGY	Speaker: Jennifer Francis, Royal Academy of Arts Chair: Patrick Kelly, The Art Newspaper	How to run a successful advertising campaign in 5 steps
CREATING A BRIEF	Speaker: Nigel Semmens, The National Gallery Chair: Naomi Grattan, Canadian Museums Association	The Brief: Success or failure can depend on getting this right
PUBLIC SERVICE	Speaker: Monica da Cortà Fumei, Musei Civici Veneziani Chair: Arthur Cohen, La PlacaCohen	Do we really need an advertising campaign? How to build a communication plan with no financial resources.

NEW MEDIA	Speaker: Patrick Walker, YouTube/Google Chair: Will Gompertz, Tate	How to make video work for you. Online partnerships
NEW MEDIA	Speaker: George Oates, Flickr Chair: Claire Eva, Tate	How can you get the most out of online communities

NEW MEDIA IN THE ASIAN MARKET	Speaker: Pierre Yves Lochon, Sinapses Conseils Château de Versailles Chair: Jennifer Francis, Royal Academy of Arts	How do you use the internet to reach your real and virtual visitors from Asia : the Japanese and Chinese experiences of Château de Versailles
AUDIENCE DEVELOPMENT	Speaker: Simon McQuiggan, Muse Chair: Caura Barszcz, Juristes Associés	Approaches to planning effective campaigns based on real audience insight
AUDIENCE DEVELOPMENT	Speaker: Rémi Carlioz, Antenna Audio Speaker: Matthew Petrie, Discovery Communications Chair: Nicole Newman, Somerset House Trust	The role of market research in building effective communications