Cseri Miklós, Füzes Endre (szerk.): Ház és ember, A Szabadtéri Néprajzi Múzeum évkönyve 16. (Szentendre, Szabadtéri Néprajzi Múzeum, 2003)

PAÁLNÉ PATKÓ GYÖRGYI: A Szabadtéri Néprajzi Múzeum kommunikációs stratégiája és eredményei

Györgyi Patkó, Paálné COMMUNICATION STRATEGY OF THE HUNGARIAN OPEN AIR MUSEUM AND ITS ACHIEVED RESULTS The exceptionally outstanding success of the Hungarian Open Air Museum achieved in the profession during the past few years is due to the fact that the Museum's mission reached the public in an efficient way. As a result of our PR activities, we reached by 2001 a high degree of social reputation and we realised the need of a so called segmented communication, aiming at target groups for a further increase in efficiency. The essay deals with the most important elements of the communication strategy worked out in 2002 for the Hungarian Open Air Museum, further with the steps of implementation and finally presents the achievements. As a first step of the strategy, we identified the visiting groups of the Museum, and based on this, we identified the communication target groups. Wc studied, in which areas of communication could we have further opportunities. Depending on the results, we fixed middle-term objectives. We defined the implementation of segmented communication as a main objective, but a better planned PR activity, the development of Internet and the measuring of the efficiency of certain publicity tools were also among our objectives. Our activities included following: - Press-conference at the beginning of the year - Newsletter on the Internet, - Dynamic marketing to make our web-site popular We sent a DM letter to more than 2000 schools and we organised Study Tours, a presentation for more than 80 travel agencies. During the exhibition Welcome to Hungary and Travelling we got in touch with nearly 50 local and foreigner travel agencies. We launched in 2003 an internal monthly newsletter to keep our museum colleagues informed. We regard as the main result of our communication activities that the number of visitors was increased by 20 000 in 2003, and we reached a certain increasing in the use of our publicity and marketing tools. The use of Internet doubled, and it became number one of our marketing communication tools. 26% of our visitors mentioned Internet as a source of information. Following the web-site statistics, the number of our virtual visitors increased from 20 000 to 50 000 within one year.