FONDAZIONE BURRI STRATEGIC PLAN
For the elective course in Economics and Art Market: Promotion of Cultural Industries, that I took during my second year at university, I decided to work on Fondazione Burri.
First, I described its current state, tracing its history and its development over the years and reporting some objective numerical data of public domain. Then I formulated the vision, understood as a broad, global and idealistic expression of the organisation's values, ideas and dreams for the future. I also formulated the mission, which expresses a more specific direction for Fondazione Burri's activities, clarifying its role in a concise manner. Then I analysed the context where the Fondazione operates, focusing on art trends and challenges from both an international and an Italian perspective, proposing comparisons with competitors such as Fondazione Museo Pino Pascali, Fondazione Piero Manzoni, Fondazione Merz and Fondació Antoni Tàpies. I assessed Fondazione Burri's internal strengths and weaknesses and the external opportunities and threats from the context where it is located.
Lastly, I thought of a cultural strategy with specific goals: firstly, strengthening the bond with the local area and supporting the growth of young artists through the Burri Prize, then consolidating the relationship with schools thanks to the Material Workshops, attracting the younger generations by organising a Summer Camp, and finally strengthening the community around the Fondazione thanks to a Membership Programme. The cultural strategy is accompanied by the marketing and communication strategy, that includes a website makeover, an increased use and care of social media pages, a newsletter, the use of SEM, the creation of adv in independent trade magazines both offline and online and the creation of a podcast titled Matter Speaks.