REQUEST FOR A U.S. SPEAKER ON CULTURAL MARKETING

UNCLAS LIMA 005328 SIPDIS STATE FOR ECA/P/C (MKOUROUPAS/MMACLEAN/GKUBAITIS),ECA/PE/C/CU (LMELLA),INFO WHA/PDA (MDCONNERS/GADAMS/SLEBENS),WHA/PD (GGALLEGOS),WHA/AND (JMONSERRAT) E.O.12958: N/A TAGS: OIIP PE SUBJECT: REQUEST FOR A U.S. SPEAKER ON CULTURAL MARKETING ¶1. Program description: Since 2002, Post has sponsored a series of training programs for Peruvian museum personnel under the Memorandum of Understanding (MOU) between the U.S. and the GOP to protect and promote Peruvian cultural patrimony. PAS would like to request your support in identifying two museum experts to give two, one-week courses on cultural marketing in the provincial city of Chiclayo. The courses would be co- sponsored by the Binational Center in Chiclayo and supported by the National Institute for Culture (INC). The course topic is the result of a nationwide PAS coordinated survey on museum needs, where marketing was the most demanded subject. ¶2. Time frame: May 19-27 and August 25-September 2. FY06 3Q and 4Q; (2 travel days and 7 working days.) ¶3. Program Objectives: -- Support the MOU to promote and protect Peruvian cultural patrimony. -- Encourage mutual understanding between Peruvian museum personnel and their American counterpart(s), -- Introduce museum personnel to the concept of cultural marketing, -- Explain the advantages of managing culture with a marketing approach, -- Provide cultural marketing techniques to help under-funded museums generate additional income, -- Help museum personnel to draft specific marketing plans for their institutions, -- Provide examples of institutions in the U.S. that have used marketing approaches to help raise funds for the conservation of museum collections. ¶4. MPP goal: Economic Growth and Development. Additionally, this program strongly supports the MOU on Cultural Patrimony protection, signed between the governments of Peru and the U.S. in 1997 and renewed until 2007. ¶5. Justification: This program strongly supports Post's efforts to provide museum personnel with the appropriate techniques to improve the conditions of Peruvian cultural patrimony. Moreover, the course promotes the use of open market strategies in cultural institutions predominantly administered with public funds. ¶6. Audience: 20 museum personnel from institutions throughout the country. ¶7. Proposed topics to be discussed by panelist and type of event: Course would include lectures and visits to museums to discuss on- site cultural marketing techniques to be improved in Peru. Before starting each session, instructors would visit a few museums in Lima, Chiclayo and Trujillo to get a better perspective of the reality of Peruvian museums. In the time period between the two sessions, the participants would be required to carry out a cultural marketing project for the instructors' evaluation and advice, using the knowledge gained in the first session. Instructors must introduce participants to the principles of cultural marketing and its utility in the museum world. ¶8. Speaker requirement: Post requests two Spanish-speaking museum professionals with great expertise in cultural marketing. ¶9. Supporting materials: Instructors should coordinate directly with Post regarding bibliographical material, handouts and video needed for the course. All participants will receive a course pack specially designed by the instructors. ¶10. Funding: Post will fund program. ¶10. Name of Program Officer and contact information: Program Officer is ACAO Abigail Gonzalez, office phone (51-1) 618-2634, fax 434-1299 or 434-0100. Program coordinator is Vanessa Wagner de Reyna, 618-2080. Thanks and regards. STRUBLE