Seven cultural institutions from Plovdiv are already working on a new entrepreneurial plan developed under the Norwegian program

25.04.2024

The Municipality of Plovdiv implements project No. BGCULTURE-1.001-0016 “The cultural heritage of Plovdiv, presented in revitalized, restored and renovated places”, under the Program “Cultural entrepreneurship, heritage and cooperation” in the amount of BGN 804,616, financed by the FM of the EEA 2014- 2021. It includes 7 cultural institutions – City Art Gallery, Regional History Museum, Regional Archaeological Museum, Regional Ethnographic Museum, Regional Natural History Museum, Ivan Vazov National Library and OI “Ancient Plovdiv”. The implementation period is 22 months. The partner of Plovdiv municipality is Cross-Cultural Introduction AS (CC-Intro AS) from Norway. Its aim is to improve the management and presentation of the cultural heritage of Plovdiv by revitalizing, restoring and renovating spaces, as well as to promote cultural entrepreneurship in the cultural institutes involved in the project. The implemented activities stimulate a wider interest in cultural heritage and include: renovation and revitalization of premises; purchase of showcases for the permanent exhibitions and equipment for interactive presentation of the exhibits; development of a mobile application – a type of quest game, including an audio guide, which presents the buildings, halls and part of the exhibits of the cultural institutes in an intriguing way for the visitors. In connection with the implementation of one of the main goals of the project, an “Entrepreneurial plan for presenting the cultural heritage and attracting new audiences” was developed.

The business plan is a strategic (long-term) document that will be used as a tool offering solutions for the development of cultural institutions in Plovdiv. The document developed by the contractor is more than 300 pages long and is divided into several main parts: analysis, marketing, envisaged activities and expected results.

The prepared entrepreneurial plan formulates the necessary tools and approaches that, on the one hand, meet the needs of potential users and their access to the cultural heritage of Plovdiv, and on the other hand, offers a marketing strategy to increase the income from the services provided and increase the number of visits to the cultural institutes . The purpose of the developed document is to serve as a starting point for targeted targeting of the exact audience of cultural organizations and, by applying the tools and methods outlined in the document, to lead to high attendance and engagement of the public to the cultural product and content. A significant place in the entrepreneurial plan is also assigned to the successful marketing and media presence of the mobile application developed under the project.

As a result, the external and internal environment for cultural institutions was examined in maximum detail. The current state of the internal environment of cultural institutions has been studied with particular attention and depth, both documented and on the spot. The strategic emphases on which the entrepreneurial plan focuses are:

• Entrepreneurial toolkit in the management of cultural institutions. Optimal development of human resources and qualification.

• Entrepreneurial toolkit for improving the material environment of cultural institutions. Decisive modernization of the material base and fund repositories in the institutions.

• Entrepreneurial toolkit for optimization of existing and development of new marketing, information, restoration and digital resources used by institutions.

• Overcoming the imperfections of the regulatory framework in harmony and compliance with the high requirements and expectations of modern society.

A marketing strategy with formulated goals, activities and channels was developed to ensure the sustainable implementation of the project goals in the next five years, namely an increase in visitors to cultural institutes by 20% and an increase in revenues by 10%. The proposed activities, their implementation plan and timeline are described in detail, as well as expected results, including estimated target values ​​for increasing site visits on an annual basis, estimated target values ​​for increasing revenue and others.

The prepared entrepreneurial plan offers cultural institutions different types of entrepreneurial tools, applicable to each institute independently. Some of the entrepreneurial tools can be developed jointly between cultural institutes.

In the process of developing the entrepreneurial plan, the Norwegian partner Cross-Cultural Introduction AS, included in the project, has monitoring functions regarding the proposed solutions and activities. The team of Cross-Cultural Introduction AS got to know Plovdiv’s cultural institutes thoroughly during several visits and held workshops. The experts, based on their expertise and experience, as well as the possibility of transfer of know-how from the donor countries, gave recommendations and suggestions regarding the formulated pre-final document, thereby guaranteeing the preparation of a maximally effective and expedient document to serve as a tool to attract more audiences.

57 total views, no views today