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PR and the public museum: How can PR activities attract wider audiences for public museums in Sofia?

Kalina Petkova KU 1163468

Personal Research Project (BSM 704)

Course: Managing in the Creative Economy Supervisor: Dr. Christopher Kronenberg

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Table of contents

1. Introduction p.5 1.1. Public museums in Sofia and their visibility p.5 1.2. Public museums in Sofia and current issues p. 5-6 2. Literature review p.7 2.1. The museum as an experience and the marketing approach p. 7-8 2.2. PR for museums and the importance of communicating to wider audiences p. 8-9 2.3. Museums and the museum market in Sofia p. 10 2.4. Planning and implementing a PR campaign p.10-14 2.4.1. Social media and the public museum p.14 2.4.2. Social media, social objects and the museum p.14 3. Research objectives and time-frame for the project p.15 4. Methodology p.16-18 4.1. National Institute of Statistics: The demographic profile of the consumers of cultural offerings p. 18 4.2. Case study 1: The Night of Galleries and Museums in Plovdiv p. 19 4.3. Case study 2: A comparative web-monitoring of selected PR campaigns at 5 major public museums in Sofia p.19-22 4.4. Online survey p. 23 5. Results and analysis p. 24 5.1. Case study 1: The Night of Galleries and Museums in Plovdiv p. 24-26 5.2. Case study 2: A web-monitoring of PR campaigns at 5 major public museums in Sofia p.26-27 5.3. Online survey p.27-28 6. Conclusions p. 28 7. Limitations and restrictions to the research p.29 8. Proposal for a PR campaign. Museum Fever 2013: Explore,Learn,Share! p.29 8.1. Rationale and planning p.29 8.1.1. Segmentation and targeting p.29-30 8.1.2. Aims, objectives and tactics of the campaign p.31-32 8.1.3. The name of the campaign p.32 8.1.4. Key Messages p.32 8.2. Implementation p.32 8.2.1. Resources p.32 8.2.2. Estimated costs and time frame for the campaign p.32 8.3. Measurement, Evaluation and Results p.33 Reference list p.37-38 Bibliography p. 39-40 Appendices p.40-61

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Abstract Public museums have an essential role in the preservation and exhibition of cultural heritage, being one of the central venues where the cultural policy of a country manifests itself and where a vast percentage of the general public encounters cultural production for the very first time. According to the Ministry of Culture of Bulgaria, there is a significant number of publicly funded museums in Sofia – 31 in total, including publicly funded galleries and museum-houses, which makes the capital to the city with the most public museums in the country. On this background, It is then clear, that public museums have a central role, not only within national cultural policy, but within the urban cultural landscape of Sofia. This paper emphasizes on the role of communication practices and public relations in arts and cultural organizations nowadays. The main project objective yet is to point at the importance and potential of public museums in Sofia, as places designated to the preservation and exhibition of cultural heritage and outline the present issues faced by the sector on a national and local level. Finally, the aim is to propose practicable and realistic communication activities, which would engage the community and raise the profile of public museums in Sofia.

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Acknowledgements I would like to express my gratitude for the support and help from my supervisor on this project – Dr. Christopher Kronenberg, who always knew how to encourage me and give me a good advice and ideas on how to improve my work. I would also like to especially thank the MACE course leader – Dr. Catherine Morel, who has been an inspiration for me throughout my studies at Kingston University and have taught me how to „connect the dots”, when it comes to creativity and innovation.

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1. Introduction Public museums have an essential role in the preservation and exhibition of cultural heritage, being one of the central venues where the cultural policy of a country manifests itself and where a vast percentage of the general public encounters cultural production for the very first time. As Anne Rondelet (2012a) puts it: Public museums, in comparison to private ones, are providers of a public service. As part of this service former are accountable to the state, but at the same time interact with different stakeholders, such as sponsors, donors, tax payers and visitors. A study on cultural participation in the EU-27 member countries, conducted by Eurostat in 2007 shows that museum visits in the EU are still rather an elitist activity (Eurostat, 2007, p.135), reserved to a majority of „highly qualified” and educated individuals (Rondelet, 2012a). In this sense, public museums, who are positioned at the intersection of high-culture and populism, by representing cultural heritage on one hand and fulfilling a welfare role of educating the general public, on the other, are facing the challenge to transmit the cultural content they are exhibiting in an accessible, understandable and attractive manner. The purpose of this project is to emphasize on the role of communication practices and public relations in arts and cultural organizations nowadays and the benefits for latter. The main objective yet is to point at the importance and potential of public museums in Sofia, as places designated to the preservation and exhibition of cultural heritage and outline the present issues faced by the sector on a national and local level. In the same vein, the aim of this paper is to propose practicable and realistic communication activities, which would engage the community and raise the profile of publicly funded museums in Sofia.

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9. Proposal for a PR campaign. Museum Fever 2013: Explore,Learn, Share!

9.1. Rationale and planning:

Public museums in Sofia are recognised as an important venue for the preservation of cultural heritage, along with their educational and well-fare function (Ministry of Culture, 2009, art. 11/ see point 2.3.). Yet, a small number of the respondents in the online survey - 04.76%, which was conducted in June 2012 among the local population of Sofia, acknowledge museums as a venue for socializing and new contacts (see Appendix, Table, p.). In addition, museums in in Bulgaria are less and less considered as an alternative to other spare-time activities (Gavrilova, 2009). According to Gavrilova , one of the main reasons for latter is the competition against the mass culture and more precisely reality TV, soaps and the „chalga”-movement (2009). Additionally, public museums need to stand out and differentiate themselves from other cultural offerings (Sogno-Lalloz, 2000). In terms of the levels of cultural participation and production among the Bulgarian population, a statistical report published by Eurostat in 2011 shows, that former are exceptionally low (in terms of the number of visits of heritage sites, cinema screenings, performances, number of books read, etc.) , compared to the other member-states of the European Union (Eurostat, 2011, p.9). The European Night of Museums, celebrated yearly and Europe-wide, has been held in Sofia as the Night of Galleries and Museums, in the month of May for the past 8 years (Dnevnik, 2012). It has had significant success in raising the level of awareness and attracting a high number of visitors – with more than 30.000 brochures distributed and 20.000 web-site clicks in 2012, according to the statements of the organizers themselves (see Appendix, screenshot). Unfortunately, the interest generated by the Night of Galleries and Museums, as a one-off initiative is not sustainable, in terms of having a long-term positive impact on the visitors numbers, which becomes evident from the published statistics of the museum visits for 2010 and 2011 (NSI, 2010a / NSI, 2011b). A further factor influencing cultural participation on a local and national level is the rise in the rate of unemployment (12,4%) and particularly among young people under 25 – at 29,6 % for June 2012 (Eurostat cited in: Ivanova, 2012). In addition, a report published by Eurostat, shows that the household spendings for culture in Bulgaria have one of the lowest levels - less than 3 % per household, compared to the rest of the European Union (Eurostat, 2011, p.9). On the other hand, is to note, that the climate and institutional support for cultural initiatives in Sofia is rather favourable with Sofia’s preparation as a candidate for European Capital of Culture 2019. Yet, the insufficient funding for activities at public museums on a national level makes it vital for public museums to generate income through ticket sales, sponsorships and special events (see point 2.3.). As already mentioned, there is some evidence, that public museums are still perceived as venues for education and high-culture establishments and less as a pass-time activity. It has also been discussed earlier in this paper, that public museums need to become more appealing to a wider range of visitors, in order to be

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able to sustain their well-fare function. An essential element of this role is to make wider and relevant audiences aware of the fact, that they can spend their free time at the museum, instead of with other activities (such as cinema, going to the theatre or even staying at home). Internationally, the technological developments in the museum sector, point at the potential of social media and digital devices for arts and cultural organizations (see point 2.4.1 and 2.4.2). Nevertheless, it was found, that public museums in Sofia make less or no use of digital platforms and social media (see point 2.1.). A national survey, conducted by Marketlinks among 1204 respondents in 2011 shows, that the percentage of people, owning smartphones in Bulgaria has gone up by 150 % and is expected to keep rising, with the main target-group (68 % of the survey participants) being in the age of 19-34 (Marketlinks, 2011). It has also been found, that the users of smartphones are rather male (70 %) with or aiming at a higher standard of living and interested in culture and entertainment (Marketlinks, 2011). In the same vein, the three biggest mobile providers in Bulgaria report a rise in the purchase of tablets and smartphones for 2011, accompanied by an increased use of mobile internet services (Georgiev, A., 2012). As the technological infrastructure at public museums in Sofia does not yet allow to create more interactive experiences for visitors (NSI, 2011b), personal digital devices and networks should be considered for the implementation of PR activities in this cultura sector.

9.1.1. Segmentation and targeting It has been found, that young people in the age of 25-34 is the largest group of „consumers” of cultural production, taking into account the number of theatre, concert, festival, cinema and cultural heritage visits (see Appendices, Graph) and particularly interested in the topic of public museums (Online survey, 2012). A further finding is that the target group of 18-34 year-olds consider museums as preservation and education venues and see a need for improvement in the communications practices (Online survey, 2012). Additionally, a large part of 18 to 34 year-olds in Bulgaria are active users of different mobile devices (see point 9.1) and use digital platforms to inform themselves about events (Online survey, 2012). From the research, carried out in the frame of this project, it was found, that some of the major public museums in Sofia have implemented campaigns to attract families and school children and put to less efforts towards the audience of young students or professionals (see point 5.2.) . Yet, as it was outlined in the previous paragraph and in point 9.1., it is this target-group of 18-34 year-olds, which is savvy about the internet , has access to a wide range of personal mobile devices and is actively participating in cultural activities. In this sense, the group of 18 to 34-aged, as the main users of digital devices and social platforms and particularly interested in culture, deserve to be paid more attention by public museums from a communication perspective.

9.1.2. Aims, objectives and tactics of the campaign

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Aim 1: Raise the profile of public museums in Sofia among the target group of 18-34 year-olds, in advance of the annual European Night of Galleries and Museums in Sofia 2013 Objective 1: Generate greater awareness on the Night of Galleries and Museums Sofia 2013 among the target group, by 25 % by May 2013 Tactics 1: Embargoed, in-depth interview with the spokes person of the campaign with a leading magazine read by the target group Tactics 2: Distribution of a press-release, announcing the start of the campaign sent to journalists working for relevant online media – distribution date to coincide with the publishing date of the in-depth interview in the magazine. Tactics 3: Target and approach influential bloggers, writing on culture and museum-related topics, asking them to endorse the campaign. Tactics 4: Approach the Mayor of Sofia to write an endorsement for the campaign and express the institutional support for the initiative as part of Sofia’s application for European Capital of Culture 2019 Tactics 5: Approach the initiators of the European Night of Galleries and Museums and ask them to endorse it Tactics 6: Contact all public museums in Sofia and ask them to announce the campaign on their existent profile pages on social media platforms Objective 2: Generate greater awareness of the activities at public museums among the target-group by 25 % by May 2013 Tactics 1: Create a twitter, facebook and foursquare profiles for the Night of Galleries and Museums in Sofia and post relevant content on them aimed at engaging individuals within the target group. Tactics 2: Create a blog for the Night of Galleries and Museums in Sofia and link it to the official web-site and all other social media profiles. Post regularly relevant content on the Museum Fever 2013 campaign. Aim 2: Encourage the participation in museum activities by the chosen target group, both on and -offline Objective 1: Increase the number of yearly museum visits (compared to 2011) among the target-group, by 25 % by December 2013 Tactics 1: Within the scope of the campaign, designate every first Friday as Museum Fever – Friday Night with longer museum opening hours and free admission. Encourage public museums to participate by informing the organizers of the Night of Galleries and Museums about their current events. According to the internal resources (staff, current exhibition, etc), the list of museums can vary from month by month. The Museum Fever events are to be uploaded on a monthly basis on the blog of the Night of Galleries and Museums Sofia. Tactics 2: Encourage museum-visitors to tag themselves on foursquare, create their own museum route or simply tip for a certain museum and share it with their facebook and twitter friends. Once a month pick 1 winner with the most check-ins at museums and reward him with a V.I.P pass for himself and a friend for the Night of Galleries and Museums in Mai 2013. Objective 2: Encourage the participation on museum-related topics by getting a minimum of 1000 followers on twitter, 1000 fans on the facebook page, …. hits/day on the blog of the Night of Galleries and Museums Sofia 2013, by May 2013

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Tactics 1: Introduce the hash-tag #MuseumFeverSofia and encourage people to tweet about their experience at the museum Tactics 2: Announce a weekly twitter competition for the best museum-related tweet. The participants can use additional materials such as photos, videos and audio material and use the hash-tag #MuseumFeverSofia, tweeting to the profile of the Night of Galleries and Museums. Announce 1 winner on a weekly basis and publish the tweets on the web-site, blog of the Night of Galleries and Museums Sofia. The winners are to be selected by the online community, via a voting-pole. Tactics 3: Tweet regularly and on topics, which are interesting and relevant for the target-group Tactics 4: Post regular updates on the facebook and blog of the initiative, with interesting events at museums and photos from the monthly Museum Fever Nights.

9.1.3. The name of the campaign: The name of the campaign Museum Fever: Explore, Learn, Share aims to encourage more young people to visit and discover the museum on a frequent basis and share their experiences with friends and family. The main theme „Мuseum Fever” evolves around the museum visit as a captivating and engaging activity. The verbs Explore, Learn and Share emphasize on the different aspects of public museums, which are of interest for the target group.

9.1.4. Key Messages: The key messages of the campaign are formulated in accordance to three subtopics of exploration, learning and sharing Key Message 1: Explore Sofia’s rich cultural heritage by discovering its museums Key Message 2: Learn and be inspired by your museum visit and get unexpected angles and ideas Key message 3: Share your museum experience with friends and family

9.2. Implementation 9.2.1. Resources

The campaign is to be implemented with the support of the Municipality of Sofia, as part of Sofia’s application for European Cultural Capital, under the supervision and lead of the French Institute Sofia and their inhouse PR practitioner, as traditional organizers of the Night of Galleries and Museums Sofia. The social media profiles are to be maintained by interns, who can be engaged by the organizers on a 3 month-internship-scheme.

9.2.2. Estimated costs: The expected costs for the campaign are as follows:

- Creation of social-media profiles - Free - Creation of a blog with a unique design – approximately Euro, - 500

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- Maintenance of the social-media profiles, the blog and web-site of the Night of Galleries and Museums 2013 - Free (internship schemes)

- Museum Fever – Friday Night event (internal costs for the museums for overtime work or free, if engaging unpaid volunteer staff)

The costs for the campaign are to be kept low through the internship scheme, which is to be introduced and led by the French Institute Sofia, for the duration of the campaign. The overtime work of the staff at the single museums should not be an issue in financial and logistical terms, as each museum can decide, whether to participate in the monthly Museum Fever Nights or not, according to its staffing resources and exhibitions.

9.2.3. Time-frame: The campaign is to be implemented in the frame of a three-month period, taking place in the months of February until April 2013.

9.3. Measurement, Evaluation and Results The outcomes from the campaign are to be measured in various ways. The level of general awareness and specifically among the target group is to be evaluated on the basis of:

- a repeated online survey among 100 respondents, after the end of the campaign

- a monitoring of the overall press-coverage - blog visitors - facebook fans and twitter followers - number of web-site visits to the web-page of the Night of Galleries and

Museums Sofia 2013

Attitudes and perceptions of public museums in Sofia are to be monitored with the help of the repeated online survey among 100 respondents, after the end of the campaign.

The effect on the number of museum visits will be measured at the end of the calendar year, on the basis of the results published by the National Statistics Institute. Additionally, the number of museum visits of the Night of Galleries and Museums Sofia 2013 will be compared to the numbers from the previous year.

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Reference list

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Eurostat (2011) Cultural statistics. 2011 edition. Available at: http://epp.eurostat.ec.europa.eu/cache/ITY_OFFPUB/KS-32-10-374/EN/KS-32-10-374-EN.PDF. Accessed: 04.09.2012 at 17:20 h European Night of Galleries and Museums (2012) European Night of Glalleries and Museums Sofia 2012. Available at: http://nuitdesmusees.culture.fr/. Accessed: 29.08.2012 at 10:38 h Free Sofia Tour (2012) Sofia Events Calendar January-June 2012. Available at: http://freesofiatour.com/blog/wp-content/uploads/2012/01/Events-calendar_2012-Sofia.pdf. Accessed: 26.08.2012 at 10:31 h Gürel, E. & Kavak, B. (2010) A conceptual model for public relations in museums. European Journal of Marketing, 44(1/2), pp.42-65. Available at: http://www.emeraldinsight.com/10.1108/03090561011008600. Accessed: 06.03.2012, at 11.30 h

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Gavrilova, Dessislava (2009) Culture as an outsider (BG) Politiki, (09/09). Available at: http://politiki.bg/?cy=153&lang=1&a0i=223415&a0m=readInternal&a0p_id=570. Accessed: 23.07.2012 at 11 h

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Ivanova M. (2012) Eurostat reports a rise in the unemployment rate for 12,4 %. Investor.bg. Available at: http://www.investor.bg/evropa/334/a/spored-evrostat-bezraboticata-v-bylgariia-se-e-uvelichila-do-124,138190/. Accessed: 04.09.2012 at 17:10h

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Ministry of Culture (2009) Law for the Cultural Heritage. Available at: http://www.lex.bg/bg/laws/ldoc/2135623662. Accessed: 06.03.2012, at 11.30 h

Ministry of Culture of Bulgaria (2010) Proposal for a strategy for leading museums in Sofia. Available at: http://www.strategy.bg/StrategicDocuments/View.aspx?lang=bg-BG&Id=584 , Accessed: 19.04.2012 at: 16.20 h

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NSI (2011a) Museums according to the regions and types of museums - data. National Statistical Institute - Bulgaria. Available at: http://www.nsi.bg/otrasal.php?otr=24&a1=665&a2=669#cont

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http://ec.europa.eu/culture/documents/cap-part1_en.pdf Accessed: 06.03.2012, at 12.00 a.m.

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Rondelet, Anne (2012a) Tous Musées Oui… Mais Pas À Armes Égales! Accessible at: http://annerondelet.wordpress.com/2012/06/18/tous-musees-oui-mais-pas-a-armes-egales/. Accessed: 23.07.2012 at 10.35 h

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Richardson, Jim (2011) 6 Arts Marketing Trends from the UK. Available at: http://www.museumnext.org/2010/blog/art_marketing_trends.Accessed: 18.08.2012 at 09:20 h Russo, A. & Watkins, J (2008) New Literacy, New Audiences: Social Media and Cultural Institutions. EVA London Conference 2008. Available at: http://www.bcs.org/upload/pdf/ewic_eva08_paper26.pdf. Accessed: 18.08.2012 at 09:29 h Simon, Nina (2010) The Participatory Museum. Chapter 4: Social Objects. Available at: http://www.participatorymuseum.org/chapter4/. Accessed: 18.08.2012 at 10:14 h Spitzbart, W. (2004) PR for a Cultural Institution: Case-study of the Brucknerhaus, Linz 2004, N.A. Available at: www.wolfgang-winkler.at/pdf_dateien/Diplomarbeit__Spitzbart_Auszug.pdf. Open Arts Foundation (2010) Night of Museums and Galleries 2010. Available at: http://openarts.info/night-museums-galleries/. Accessed: 26.08.2012 at 09:54 Open Arts Foundation (2011) Public report. Night of Museums and Galleries – Plovdiv 2011. Available at: http://openarts.info/public-report-night-2011/. Accessed: 19.04.2012 at 11.19 h Open Arts Foundation (2011a) Press release: Night of Museums and Galleries – Plovdiv. Available at: http://openarts.info/night-of-museums-and-galleries-2011/, accessed: 09.24 h

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Open Arts Foundation (2011b) Press monitoring of the Night of Museums and Galleries – Plovdiv 2011. Available at: https://www.dropbox.com/home/Public. Accessed: 21:28 h Tallon, L. & Walker, K. (2008) Digital Technologies and the Museum Experience: Handheld Guides and Other Media. AltaMira Press. Available at: http://dx.doi.org/10.1002%2F%28ISSN%291098-237X.Accessed:05.03.2012, at 14.30 h Ries and Trout (1972) Market Segmentation and Positioning. Available at: http://www.oup.com/uk/orc/bin/9780199290437/baines_ch06.pdf Accessed: 27.08.2012 at 16:28 h UNCTAD (2004) Creative industries and development. The United Nations Conference on Trade and Development. Available at: http://www.unctad.org/en/docs/tdxibpd13_en.pdf. Accessed on: 24.07.2012, at: 15:10 h

Preliminary bibliography and reference list

Andreeva Diana (2009) The Museum Market (BG). Politiki.bg, (09), p.1. Available at: http://politiki.bg/?cy=153&lang=1&a0i=223415&a0m=readInternal&a0p_id=566. Accessed: 06.03.2012, at 11.30 h

Andreeva Diana & Tomova Bilyana (2011) Cartography of Cultural and Creative Industries in Sofia – 2011. Politiki, (10). Available at: http://politiki.bg/?cy=228&lang=2&a0i=223839&a0m=readInternal&a0p_id=931. Accessed: 06.03.2012, at 19.00 h

Bradley, Nigel (2010) Marketing Research: Tools & Techniques. Oxford University Press, 2nd edition.

Burgess, Dr. Thomas F. (2001) A General Introduction to the design of questionnaires for survey research. University of Leeds. Available at: http://www.leeds.ac.uk/iss/documentation/top/top2.pdf . Accessed: 19.04.2012 at 18.32 h

Driscoll, Dana Lynn (2006) Creating Good Interview and Survey Questions. Available at: http://owl.english.purdue.edu/owl/resource/559/06/ Accessed: 19.04.2012 at 18.40 h

French, Ylva & Runyard, Sue (2011) Marketing and Public Relations for Museums, Galleries, Cultural and Heritage Attractions. Routledge Ltd. Available at: http://www.kingston.eblib.com/patron/FullRecord.aspx?p=710110, Accessed: 19.04.2012

Focus News (2012) The National Historic Museum is about to survey the young museum audience. Available at: http://www.focus-news.net/?id=n1644033, Accessed: 20.04.2012 at 13.33 h

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Gallery Night Plovdiv (2012) Blog. Available at: http://www.gallery-night.info/blog/ Accessed: 19.04.2012 at 16.00 h

Ganchev, Rumian (2006) Current state, issues and perspectives for museums and galleries in Bulgaria. http://mc.government.bg/images/docs/Nacsreshta-dokladG(3).doc

Gürel, E. & Kavak, B. (2010) A conceptual model for public relations in museums. European Journal of Marketing, 44(1/2), pp.42-65. Available at: http://www.emeraldinsight.com/10.1108/03090561011008600. Accessed: 06.03.2012, at 11.30 h

McQuarrie, Edward F. (2012) The Market Research Tool Box. Sage Publications.

Ministry of Culture (2009) Law for the Cultural Heritage. Available at: http://www.lex.bg/bg/laws/ldoc/2135623662. Accessed: 06.03.2012, at 11.30 h

Ministry of Culture of Bulgaria (2010) Proposal for a strategy for leading museums in Sofia. Available at: http://www.strategy.bg/StrategicDocuments/View.aspx?lang=bg-BG&Id=584 , Accessed: 19.04.2012 at: 16.20 h

Ministry of Culture of Bulgaria (2011) Project for a national strategy for the development of culture. Ministry of Culture of Bulgaria . Available at: http://mc.government.bg/files/1185_Project_Strategiq_30.11.2011.pdf. Accessed: 06.03.2012, at 18.30 h

Museums in Bulgaria (2012) Blog. Available at: http://bulgarian-museum.blogspot.co.uk/ Accessed: 19.04.2012 at 16.00 h

N.S.I. (2010b) Museums and planned activities. National Statistical Institute-Bulgaria. Available at: http://www.nsi.bg/otrasal.php?otr=24&a1=665&a2=666 . Accessed: 06.03.2012, at 11.30 h

N.S.I. (2010c) Museums according the regions. National Statistical Institute-Bulgaria. Available at: http://www.nsi.bg/otrasal.php?otr=24&a1=665&a2=669#cont Accessed: 06.03.2012, at 18.00 h

Palmer/Rae Associates (2004) European Cities and Capitals of Culture. Study Prepared for the European Commission, Brussels. http://ec.europa.eu/culture/documents/cap-part1_en.pdf Accessed: 06.03.2012, at 12.00 h

Sofia Development Association (2011) The importance of culture for the development of Europe’s regions and cities, Sofia. Available at: http://www.sofia2019.bg/sites/default/files/CoR_web.pdf. Accessed: 05.03.2012, at 14.30 h

Sogno-Lalloz Isabelle (2000) Branding Strategy for Museums and Galleries . TourismInsights. Available at:

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http://www.insights.org.uk/articleitem.aspx?title=Branding+Strategy+for+Museums+and+Galleries Accessed:0 5.03.2012, at 14.30 h

Spitzbart, W. (2004) PR for a Cultural Institution: Case-study of the Brucknerhaus, Linz 2004, N.A. Available at:

http://www.wolfgang-winkler.at/pdf_dateien/Diplomarbeit__Spitzbart_Auszug.pdf. Accessed:05.03.2012, at 14.30 h

Survey Monkey (2012) Smart Survey Design. Available at: http://s3.amazonaws.com/SurveyMonkeyFiles/SmartSurvey.pdf , Accessed: 19.04.2012 at 17.53 h

Tallon, L. & Walker, K. (2008) Digital Technologies and the Museum Experience: Handheld Guides and Other Media. AltaMira Press. Available at: http://dx.doi.org/10.1002%2F%28ISSN%291098-237X. Accessed:05.03.2012, at 14.30 h

Tench, R. & Yeomans, L. (2011) Exploring Public Relations. Pearson Education. Available at: http://repository-intralibrary.leedsmet.ac.uk/IntraLibrary?command=open-preview&learning_object_key=i6027n45721t. Accessed:05.03.2012, at 14.30 h

Wilson, Alan (2006) Marketing Research: An integrated approach. Second edition. Pearson Education.

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APPENDICES

National Statistics Institute 1. Statistics of the number of publicly funded museums in Bulgarian, according to the cities (Sofia city and Sofia region are marked in blue)

Source: NSI, 2011a

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Demographic profile of the consumers of cultural production 1. Demographic profile of the visitors of live-performances for 2011

Source: NSI, 2011 2. Demographic profile of the visitors of cultural sightseeing sites for 2011

Source: NSI, 2011

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3. Demographic profile of cinema visitors for 2011

Source: NSI, 2011 Stereogram: Guess the exhibit!

Source: Natural History Museum Facebook Fan Page (2012) Press coverage: Fashion show at the National Archeological Museum

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1. E-zines

Source: Urban Mag, 2012 2. National Media

Source: Bulgarian National Radio, 2012 http://bnr.bg/sites/radiobulgaria/Culture/News_bg/Pages/Kulturna_hronika_220512.a

spx

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Screenshot: BG Radio announcement for Father’s Day at the National Millitary Museum

Source: BG Radio, 2012 http://tinyurl.com/ctujsv4 „Paper street” Fest press-coverage examples 1. Press coverage in print media: „Standart” newspaper

Source:

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2. Press-coverage:E-zines (Teen ViewSofia E-zines)

Source: Teen View Sofia, 2012 http://www.teenviewsofia.com/article/3310/Hartiena-ulica-prevarna-Noshtta-na-muzeite-vav-valshebstvo Press-coverage: „Burial of a Vampire” 1. Print: SEGA newspaper

Source: Sega, 2012 http://www.segabg.com/article.php?id=603515

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2. TV: NOVA TV

Source: NOVA TV, 2012 http://novanews.bg/news/view/2012/06/13/31779/%D0%90%D1%80%D1%85%D0%B5%D0%BE%D0%BB%D0%BE%D0%B7%D0%B8-%D0%BF%D0%BE%D0%BF%D0%B0%D0%B4%D0%BD%D0%B0%D1%85%D0%B0-%D0%BD%D0%B0-%D0%BF%D0%BE%D1%80%D0%B5%D0%B4%D0%B5%D0%BD-%D0%B2%D0%B0%D0%BC%D0%BF%D0%B8%D1%80/ Screen shot: Number of draft and completed online questionnaires

Source: Web Survey Creator, 2012

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Screenshot: Online survey distribution

Source: Free Sofia Tour facebook page, June 2012 https://www.facebook.com/freesofiatour

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Screenshot: Facebook fans of the Night of Museums and Galleries in Plovdiv 2012

Source: Facebook Fan Page of the Night of Museums and Galleries, accessed: 09.09.2012 at 21.25 h https://www.facebook.com/museum.night.plovdiv Twitter followers of Open Arts Foundation

Source: Twitter, 2012

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Screenshot: Number of application downloads for the Night of Museums and Galleries in Plovdiv 2011

Source: https://play.google.com/store/apps/details?id=info.gallery.night.application Screenshot: Web-site and blog visits of the Night of Museums and Galleries fort he period August-September

Source: Open Arts Foundation, Night of Gallaries and Museums – Plovdiv, Data 2011

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Screenshot 5: Ranking for the efforts of pubic museums in Sofia to advertise their program on traditional and digital media

Source: Online Survey of PR practices of public museums in Sofia, 2012 Screenshot 6: Rating of the efficiency of events such as the Night of Galleries and Museums in Sofia to attract audiences

Source: Online Survey of PR practices of public museums in Sofia, 2012

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Screenshot: Mail confirming the leaflets and web-site visits for The Night of Museums and Galleries in Sofia, for May 2012

Source: French Institute – Sofia. Contact person: Danailova, Nadezhda nadejda.danailova@institutfrancais.bg

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APPENDICES

TABLES

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Table 1: Frequency of visits and demographic profile of the museum-goers for the Night of Museums and Galleries in Plovdiv 2010

Date Age Education Sex 24.09

25.09

18 - 34г.

35 - 50г.

Над 50 г.

University or higher

Secondary school

Primary school or lower

Male

Female

Tot.

First time

31.2%

29.8%

33.2%

32.0%

24.0%

27.5% 37.4% 22.7%

30.8%

30.4%

30.6%

Second time

22.1%

20.4%

22.5%

21.0%

19.6%

20.6% 22.0% 31.8%

20.4%

22.2%

21.3%

Third time

18.3%

20.7%

23.1%

16.4%

15.6%

19.0% 18.5% 22.7%

20.4%

18.3%

19.3%

Fourth time

9.6%

9.4%

10.1%

8.2%

9.5%

9.5% 9.1% 18.2%

9.8%

9.3%

9.5%

Fifth time

2.1%

7.2%

4.0%

4.1%

5.0%

4.8% 3.9% 4.4%

4.2%

4.3%

Are you visiting the Night of Museums and Galleries in Plovdiv for the

Sixth time

16.7%

12.5%

6.9%

18.3%

26.3%

18.6% 9.1% 4.5%

14.2%

15.6%

14.9%

Source: Open Arts Foundation, 2010 Table 2: Own communication channels of the Night of Museums and Galleries Plovdiv http://www.gallery-night.info/ http://www.gallery-night.info/blog/ http://www.youtube.com/user/museumgallerynight http://twitter.com/museumnight http://www.flickr.com/photos/museumgallerynight http://www.facebook.com/museum.night.plovdiv

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Table 3: Communication channels used by visitors of the Night of Museums and Galleries in Plovdiv 2010

Source: Open Arts Foundation, 2012

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Table 4: Press coverage print and online Night of Museums and Galleries Plovdivd 2012

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Female Total

Female Male

Total

Male

Total

Please indicate, how often you have visited a public museum in the last 12 months

18-34 34-50 50+ 18-34

34-50

50+

1-3 times 21 14 2 37 6 2 2 10 47 3 and more times 15 4 1 20 8 4 1 13 33 Every month and more often

4 1 1 6 5 5 11

Never 4 3 2 9 2 2 1 5 14 leer 1 1 1 Total 44 22 6 72 22 8 4 34 106 18-34

18-34

Total

34-50

34-50

Total

50+

50+

Total

Total

Please indicate your educational level

Female Male Female Male Female Male

Secondary school

4 5 9 2 1 3 1 1 13

Univeristy or higher

40 17 57 20 7 27 5 4 9 93

(Leer) Total 44 22 66 22 8 30 6 4 10 106 Please indicate whether you have visited a public museum in the past 12 months and if so - the occasion (you can choose more than one answer):

Festival

Concert Special exhibition

Corporate event

Other I haven't visited

Total Checked

Totals 29 12 60 8 29 14 152

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Percentages 19.08%

7.89% 39.47%

5.26% 19.08% 9.21%

Your perception of public museums is that they are....(you can choose more than one)

Dull Elitist Unattractive Important for the preservation of cultural heritage

Interesting as a touristic attraction

Places for social contacts

Places to learn something new

Other

Totals 12 1 32 83 47 12 59 6 Percentages 4.76% 0.40% 12.70% 32.94% 18.65% 4.76% 23.41% 2.38% Please indicate, whether you visit public museums

On your own

With a friend

With the family

With an organized group

I don't visit museums

Total Answered

Totals 6 56 37 4 2 105 Percentages 5.71% 53.33% 35.24% 3.81% 1.90% Please rank the three of the following options you use the most to inform yourself about events or the program of public museums in Sofia

Ranking Position 1 2 3 Friends, family, collaeagues 29 10 22 Radio 5 1 4 TV 15 15 4 Leaflets, billboards, posters 18 18 14 Print media (newspapers, magazines)

2 4 9

Digital media (e-zines„ blogs, specialised web-sites)

22 26 14

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Social media (fb, twitter) 14 23 23 How often do you think, that events such as the Night of Galleries and Museums in Sofia should take place?

Once a year

Twice a year

Monthly There is no need of such events

Other Total Answered

Totals 11 52 39 2 2 106 Percentages 10.38% 49.06% 36.79% 1.89% 1.89%