The topic of the thesis was the creation of a digital strategy and the dissemination of the results of the Re/Forma Viva project on the Instagram profile of the Božidar Jakca Gallery.
In the theoretical part, we presented in more detail the field of marketing, the concept of marketing strategy, digital strategy, the current involvement of digital strategy in museum institutions and a presentation of the functioning of the social media Instagram. This is a set of expertise that was necessary for further creation. In the experimental part, we combined expertise and design knowledge to develop a digital strategy targeted on the chosen social network. In the initial steps of the experimental work, we introduced the Božidar Jakc Gallery, their wishes and the design of the publishing plan. The central part describes the implementation approaches for the selection of photo material, the composition of the text, the design approaches for the logo design and the integration of the thematic strands (project presentation, restoration, photogrammetry, 3D printing, jewellery design) into thematic strands ready to be published on the social media Instagram.
The aim was to determine whether the guidelines covered, as presented in literature and manuals, provide relevant and effective results suitable for further use in digital strategy. The methodology used included measuring interactions with Instagram Insights, weekly review of the effects of posting with a gallery representative, and ongoing modification of approaches and design work according to trends in post trends.
The results showed that the research questions asked mostly needed to be refuted, especially where the guidelines used from the literature did not work. The design part was successful, but the marketing part showed the need to build on or explore more thoroughly the effectiveness of the interactions.
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