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MNAC

Web statistics report

Qualitative traffic study of the MNAC website www.mnac.cat. The objective of the project was to establish the KPI analysis appropriate for the objectives of the MNAC, delivery of qualitative and quantitative traffic projects and training of the team of the MNAC on the interpretation of the Google Analytics dashboard data. On the reports we analyzed the statistics of the website visits on a global scale, but also on specific sections of the website that were of particular interest for the MNAC managers. All the gathered information was analyzed from a practical point of view. The gathering and analysis of the data was made from a marketing and communication point of view in order to be useful when defining the future online strategy. Some of the report conclusions were integrated on the new MNAC website, which was launched in 2014.

MNAC

Blog for the MNAC

Conceptualization, design, technical production and content direction of the blog to introduce the exhibition La Maleta Mexicana, organized by the MNAC together with the ICP (International Center of Photography) of New York. Alex Espinós collaborates as a blogger and content manager. We offered this project to the MNAC as an action of innovative communication to spread the exhibition. The objective of the blog is to promote the exhibition, at the same time as to build a collaborative cultural project. All the posts will be signed by photographers, history experts, journalists and other professionals, who will also promote the exhibition. When you use content to spread and communicate on a project –content marketing-, it has many advantages, as well as being part of the communication objectives: SEO positioning and web traffic. Brand impact. Permanence, long term profitability. The exhibition ended on January the 15th, but the blog remained accessible after that date. MNAC as a promoter of online high-quality contents of the photographers and their artwork. Collaborative production and knowledge creation. Moreover, the blog is a valuable asset of the exhibition and a way to communicate the objectives of the public museum: investigation and promotion of its artwork. We thank the valuable collaboration of Ernest Alòs (El Periódico), Teresa Ferré (URV), Merche Fernández

MNAC

MNAC Gothic Stories

The web analytics project developed for the MNAC (Museum of National History of Catalonia) revealed that the web pages focused on temporal exhibitions within the website were not well positioned in SERP (Search Engine Result Pages). This is important, because temporal exhibitions and their contents are a valuable longtail traffic source that is necessary to strengthen. From there we created the microsite historiesdelgotic.mnac.cat. The website main objective was to introduce the “International Gothic Style” exhibition, from stories created upon some of the displayed paintings.