Civic Museums of Verona
Developing an integrated brand and content strategy to narrate the various components of the Civic Museums of Verona System, enhance and position the IMUV brand, and focus on fundraising.
We have been pursuing this mission since 2023 with the Civic Museums of Verona: curating a narrative aimed at IMUV’s reputational growth and developing a replicable action model over time that will help the Museums increase and communicate their distinctive value.
Context
The Civic Museums of Verona form an integrated system of archaeological, ancient, modern and contemporary art, historical, and natural history museums. They operate as a centre of cultural production through a network of collaborations and initiatives in conservation, exhibitions, research activities, education, and communication, aimed at enhancing the knowledge of cultural heritage and the well-being of the community.
We aim to showcase a plural identity born from the convergence of diverse knowledge. This identity generates learning and beauty while creating safe community spaces that foster well-being and offer rich, varied cultural experiences. These core values have guided us in developing a communication strategy that organises IMUV’s various facets, presenting them individually and as part of a cohesive narrative.
Activities
- Communication strategy
- Brand strategy
- Social media strategy
- Social media management
- Web and social adv campaigns
A multi-format and multi-channel narrative ecosystem
We have implemented a multi-format and multi-channel narrative ecosystem to promote IMUV through the synergistic and integrated use of all touchpoints. Our goal is to enhance message recognisability and construct a meaningful and engaging narrative tailored to the interests of our target audiences.
In pursuit of a unified vision and a stronger, more supportive image of the city’s museums and monuments, the developed brand strategy aims to increase the sector’s significance in line with its identity: to be the window to the past where heritage is an open door to the future.
2023 – Analysis phase of industry best practices and the current web reputation of the MUV (Development of positioning and communication objectives, analysis of the communication campaigns implemented in the last three years, analysis of the current on/off-line communication channels of the system of MUV and on/off-line communication materials, benchmarking analysis with the evaluation of similar realities through comparison in terms of positioning and branding).
2024 – Definition phase of the communication strategy (Selection of communication channels, targets to be addressed on the different channels according to the objectives, development of guidelines for web and social advertising campaigns, development of guidelines for selecting creators/bloggers/experts to be hired based on the criteria of value affinity, PR strategy); development of the verbal and visual creativity of MUV to be applied to online and offline communication campaigns, social columns, videos and events; start of management of communication channels.
Brand awareness and involvement, online and offline
From digital to offline identity, the Civic Museums in Verona speak different, though always recognisable, languages in creating connections and synergies. This is an objective we have achieved starting from in-person events, with the amplification activity of the National Conference on the management of Local Authority Museums, up to the creation and launch campaign of the MY IMUV card dedicated to the residents of Verona.
