Some years ago, the Guggenheim Museum in Bilbao was facing a series of challenges which hindered achieving its vision and meeting its objectives. Therefore, the museum needed a system of marketing strategies which allowed it to succesfully reach the set marketing objectives, as well as an implementation plan and a new proposal of internal organisation.

The analysis of the current situation allowed objectives and strategies to be set to guide marketing and communication efforts. In collaboration with the Marketing and Communication Department of the museum, a niche, targeting, and positioning strategy was designed.

Subsequently, the strategies, tactics, and actions were outlined to determine the best way to create, communicate, and sell the value of the museum.

THR also developed 4 marketing improvement proposals in the organisation structure.

A long-term strategic orientation was suggested in order to interact with a wide public and provide it with experiences.

The resulting plan included the following 4 main components:

• Analysis of the current situation: interpretation of the domestic analysis (demand, value proposition, marketing function) and of the external analysis (competitors and environment).
• Strategic marketing and communication plan: Specific marketing objectives, segmentation strategy, targeting and positioning, and determined marketing strategies.
• Tactic and action plan: designed tactics and actions for the creation, communication and distribution of value.
• Implementation plan: suggested management and organisation model and estimation of the plan's budget.