Abstract:

When considering municipal culture institutions from a public service point of view, it should be remembered that the needs of the population are infinite and that no cultural program is capable of satisfying all the segments which exist. Faced with limited municipal budgets, seeking private sector finance is very often the only alternative way of improving and expanding the public cultural offer available to the citizens. This article explains the conceptual model that the Cultural Department of Barcelona City Council has used to develop its strategy to capture private sector funding for its cultural programs. The basis of the model is the existing cultural program, evaluated in terns of its communication characteristics for the sponsoring company. This allows a segmentation of the firms potentially interested in cultural sponsoring to be made. In addition, the most attractive associated benefit packages for each situation type can be designed. The second part of the model explains the development of the communication plan used to capture the potential sponsor market with its new focus on specialised offers.