Digital Communication for Cultural Heritage Institutions


Digital channels have become increasingly important for Cultural Heritage Organizations, in order to develop a dialogue with current and potential audiences. However, the challenge today is how to be relevant and stand out in a world where the quantity of information that everybody is exposed to is enormous. The secret lays in understanding who your target audience is and design an accurate digital strategy accordingly, by mapping channels, messages and tone of voice.

Key Take-aways

  • The major trends in the world of digital communication for Cultural Heritage Organizations
  • The 5 Ws and 1H of communication
  • Definition of buyer persona, tone of voice and user journey 
  • How to build an effective communication plan


Research Fellow at the Department of Management and Knowledge Transfer Office at Ca’ Foscari University of Venice (Italy), Marketing Director at M9 Museum of the 20th Century in Venice, Consultant in the field of Marketing & Communication, Design Thinking, and Internationalisation, Co-Founder of the storytelling platform and production boutique Creative Pois-On LLC, New York (USA). Her research interests and work focus on Entrepreneurship, Innovation, Urban Studies, Digital storytelling and Creativity as a means to develop innovative and unconventional business ideas. She was part of the team that was awarded with the Communicator Awards of Distinction in 2015 for the category “Mobile” for the creation, design, implementation of the mobile experience for a Satellite TV Service in the United Kingdom, and the Retail System Awards-Mobile Retailer of the Year in 2013 for the design, implementation and communication approach for a fashion mobile experience in the United States. A US Forbes contributor until 2020, she is the author of several articles that explore how creativity and business can work together.

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