Towards a Strategy for Engaging New Audiences – Gabriela Mistral Cultural Center (GAM)

In a context of profound social and cultural change, GAM set out to update its audience profiles in order to strengthen its strategies for engagement, experience, and service development. To achieve this, a collaborative project with Unit began in January 2022, aimed at building a strategic vision that would allow GAM to adapt its offerings to the country’s evolving realities.

This research process combined qualitative methodologies and strategic analysis tools, with the aim of identifying the new audiences attending GAM, understanding their needs, and exploring their relationship with the space. As a result, eight user profiles were developed, highlighting the characteristics, expectations, and motivations of those currently interacting with GAM.

Based on this analysis, a strategic vision was proposed that positions GAM as an open platform for cultural services in the city -broadening its reach and solidifying its role in the cultural landscape. This vision is supported by six strategic objectives that outline the path to enhance GAM’s offering and strengthen its connection with the community.

The study also included an analysis of international benchmarks, designed to inspire and support the development of action pathways aligned with global trends in cultural spaces. Additionally, participatory sessions were held to validate and enrich the process with the voices of diverse stakeholders.

This work represents a transformation in GAM’s relationship with its audiences, integrating new perspectives, needs, and interests to offer a more diverse and inclusive experience. With this vision, GAM reinforces its commitment to culture, establishing itself as an open and ever-evolving meeting place.