La Biblioteca María Zambrano de Roma: un caso de marketing social

Abstract

Maria Zambrano Library, belonging to Cervantes Institute in Rome, wanted to increase the use of children’s collection by 20% between November 2016 and February 2017, compared with the same period during previous year. To accomplish the goal, a social marketing task is made, focused on achieving a sustainable value exchanges with citizenship taking part of it.

It begins with an analysis of similar institutions (benchmarking) and a SWOT analysis, obtaining an accurate picture of market’s situation. First activities were initiated: a set of storytelling, which started in December 2016 and continues through 2017, supported by several communication actions using mainly social networks. Several measures are also proposed in order to improve medium term results.

Results are more than satisfactory, overcoming the objective initially proposed,