In Italy, public archaeology has accelerated in recent years, thanks to a greater awareness by archaeologists of the need for dialogue with the public. More and more archaeological research projects are investing resources in the organization of initiatives aimed at involving the community, both onsite and online.
But in order to effectively assess the impact of these initiatives, it is necessary to outline a shared methodology, currently absent in Italy: there is a lack of planning, planning and critical reflection on the subject.
My work, inserted within the project of “Archaeology of the landscapes of Ravenna” of the University of Bologna, aims to identify the best communication strategies to engage the public towards historical issues-the use of social media, and to identify an effective methodology for the implementation and evaluation of public archaeology initiatives in the field of university research.
Since there was a need for planning, I decided to consider my project as a company with a product or service to bring to the market. In this case, the company must resort to the drafting of a marketing plan, a document that formalizes the analysis and the resulting marketing decisions for a given product/ market, in a certain time/space in order to achieve the objectives set.