Plano de marketing para o acervo fotográfico do Departamento de Arquivo Geral da Universidade Federal de Santa Maria
Autor(a) principal: | |
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Data de Publicação: | 2012 |
Tipo de documento: | Dissertação |
Idioma: | por |
Título da fonte: | Manancial - Repositório Digital da UFSM |
Texto Completo: | http://repositorio.ufsm.br/handle/1/11001 |
Resumo: | The photographic heritage of the General Archive Department (DAG) of the Federal University of Santa Maria (UFSM) is located on the ground floor of the Rectory in University City/Santa Maria. This collection has a large number of photographs that record the history of the first university founded in the city that was not the state capital, thus constituting an important source of scientific research and information. This study aims to develop a marketing plan to disseminate these photographs to the academic community. The DAG collection of has, approximately, 85.130 images on flexible negatives, which were produced between 1958 and 2002, and closed its production in the last year, giving way to digital photography, which are recorded on optical disks (CD), a total of 88 CDs, containing about three thousand images produced between 1998 to 2009. The search for information in the collection is made through an updated database, which was developed with the Microsoft Office Acces program. It is being implemented a new software for searching, called ICA-AtoM, a multilingual application for easy searching, covering the web environment and totally based on the International Standard for Describing Archives - ISAD(G), which structure is covered by the Brasilian Standard for Archival Description (NOBRADE). The researcher who comes to see the photographic collection must fill out a form containing basic identification information, however, as the marketing plan was established, a new form called Registration Data of the DAG Collection Photo Researchers was adopted, as a way to receive feedback of the information when needed. Based on information obtained from the researchers registration forms of the year 2005 to 2010, it was possible to see that the main research group consists of academics from the Media, Archival Science, History and Architecture and Urbanism courses. It can be best explored potential users, in other words, those who do not yet use the collection for reference, but may use it, they are: ordinary citizens, professionals who use this material as a raw material in their routine and virtual users. Once the collection is located at an Federal University, it doesn t intend to generate profits, so the marketing plan will focus on quality service to these two types of users. Thus, marketing strategies have been established in order to educational, cultural, editorial spread and with the use of computer resources. In this context, the marketing plan was formed from the redefinition of the information, adding new activities, along with those applied prior to the drafting of this project, employing tactics that are best suited to this type of collection. It is observed that there are many marketing strategies that can be deployed, most are accessible, low cost and easy applicable. |
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Plano de marketing para o acervo fotográfico do Departamento de Arquivo Geral da Universidade Federal de Santa MariaMarketing plan for the photographic collection of the Federal University of Santa Maria General Archive DepartmentPatrimônio fotográficoPlano de marketingFotografiasArquivologiaPhotographic heritageMarketing planPhotosArchival scienceCNPQ::CIENCIAS HUMANAS::HISTORIAThe photographic heritage of the General Archive Department (DAG) of the Federal University of Santa Maria (UFSM) is located on the ground floor of the Rectory in University City/Santa Maria. This collection has a large number of photographs that record the history of the first university founded in the city that was not the state capital, thus constituting an important source of scientific research and information. This study aims to develop a marketing plan to disseminate these photographs to the academic community. The DAG collection of has, approximately, 85.130 images on flexible negatives, which were produced between 1958 and 2002, and closed its production in the last year, giving way to digital photography, which are recorded on optical disks (CD), a total of 88 CDs, containing about three thousand images produced between 1998 to 2009. The search for information in the collection is made through an updated database, which was developed with the Microsoft Office Acces program. It is being implemented a new software for searching, called ICA-AtoM, a multilingual application for easy searching, covering the web environment and totally based on the International Standard for Describing Archives - ISAD(G), which structure is covered by the Brasilian Standard for Archival Description (NOBRADE). The researcher who comes to see the photographic collection must fill out a form containing basic identification information, however, as the marketing plan was established, a new form called Registration Data of the DAG Collection Photo Researchers was adopted, as a way to receive feedback of the information when needed. Based on information obtained from the researchers registration forms of the year 2005 to 2010, it was possible to see that the main research group consists of academics from the Media, Archival Science, History and Architecture and Urbanism courses. It can be best explored potential users, in other words, those who do not yet use the collection for reference, but may use it, they are: ordinary citizens, professionals who use this material as a raw material in their routine and virtual users. Once the collection is located at an Federal University, it doesn t intend to generate profits, so the marketing plan will focus on quality service to these two types of users. Thus, marketing strategies have been established in order to educational, cultural, editorial spread and with the use of computer resources. In this context, the marketing plan was formed from the redefinition of the information, adding new activities, along with those applied prior to the drafting of this project, employing tactics that are best suited to this type of collection. It is observed that there are many marketing strategies that can be deployed, most are accessible, low cost and easy applicable.O patrimônio fotográfico do Departamento de Arquivo Geral (DAG) da Universidade Federal de Santa Maria (UFSM) está localizado no térreo do prédio da Reitoria, na cidade Universitária/Santa Maria. Esse acervo possui grande número de fotografias que registram a história da primeira universidade fundada em cidade que não fosse capital de Estado, constituindo, assim, uma importante fonte de pesquisa científica e de informação. O presente estudo tem como meta elaborar um plano de marketing a fim de difundir estas fotografias frente à comunidade acadêmica. O acervo do DAG é formado por, aproximadamente, 85.130 imagens em negativos flexíveis, que foram produzidos entre os anos de 1958 e 2002, sendo encerrada sua produção nesse último ano, dando espaço à fotografia digital, as quais são gravadas em discos ópticos (CD), existindo um total de 88 CDs, contendo aproximadamente três mil imagens produzidas entre os anos de 1998 até 2009. A busca por informações no acervo é feita através de um banco de dados atualizado, que foi desenvolvido com o programa Microsoft Office Acces. Atualmente já esta sendo implantado um novo software para a busca, chamado ICA-AtoM, sendo um aplicativo multilíngue de fácil procura, que abrange o ambiente web e totalmente baseado na Norma Internacional para Descrição de Arquivos ISAD(G), cuja estrutura está contemplada pela Norma Brasileira de Descrição Arquivística (NOBRADE). O pesquisador que chega para consultar o acervo fotográfico deve preencher uma ficha, contendo informações básicas de identificação, porém, conforme o plano de marketing estabelecido foi adotado uma nova ficha chamada Dados Cadastrais dos Pesquisadores do Acervo Fotográfico do DAG, pois esta, melhor ajudará a fazer um feedback das informações quando forem necessários. Com base nas informações obtidas nas fichas cadastrais dos pesquisadores do ano de 2005 a 2010, pode-se constatar que o principal grupo de pesquisadores é composto pelos acadêmicos dos cursos de Comunicação Social, Arquivologia, História e Arquitetura e Urbanismo. Podendo ser explorado melhor os usuários potenciais, ou seja, aqueles que ainda não utilizam do acervo para consulta, mas que podem vir a utilizá-lo, sendo eles: cidadãos comuns, profissionais que utilizam desse material como matéria-prima na sua rotina e usuários virtuais. Por o acervo estar inserido numa Universidade de âmbito federal, este não tem por objetivo gerar lucros, portanto o plano de marketing terá como foco o atendimento com qualidade a esses dois tipos de usuários. Dessa maneira, foram estabelecidas estratégias de marketing com vista à difusão educativa, cultural, editorial e com a utilização de recursos disponibilizados pela informática. Nesse contexto, o plano de marketing foi constituído a partir da redefinição das informações, incorporando novas atividades, juntamente com aquelas aplicadas antes da elaboração deste projeto, empregando táticas que melhor se adaptam a esse tipo de acervo. Observa-se que existem inúmeras estratégias de marketing que podem ser implantadas; a maioria é bem acessível, sendo de baixo custo e de fácil aplicação.Universidade Federal de Santa MariaBRHistóriaUFSMPrograma de Pós-Graduação em Patrimônio CulturalBlaya Perez, Carloshttp://lattes.cnpq.br/5113270185930692Flores, Danielhttp://lattes.cnpq.br/9640543272532398Konrad, Glaucia Vieira Ramoshttp://lattes.cnpq.br/1194002753412760Machado, Marla Eveline Martins2013-06-202013-06-202012-04-09info:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfapplication/pdfMACHADO, Marla Eveline Martins. Marketing plan for the photographic collection of the Federal University of Santa Maria General Archive Department. 2012. 110 f. Dissertação (Mestrado em História) - Universidade Federal de Santa Maria, Santa Maria, 2012.http://repositorio.ufsm.br/handle/1/11001porinfo:eu-repo/semantics/openAccessreponame:Manancial - Repositório Digital da UFSMinstname:Universidade Federal de Santa Maria (UFSM)instacron:UFSM2023-06-14T14:47:01Zoai:repositorio.ufsm.br:1/11001Biblioteca Digital de Teses e Dissertaçõeshttps://repositorio.ufsm.br/ONGhttps://repositorio.ufsm.br/oai/requestatendimento.sib@ufsm.br||tedebc@gmail.comopendoar:2023-06-14T14:47:01Manancial - Repositório Digital da UFSM - Universidade Federal de Santa Maria (UFSM)false |
dc.title.none.fl_str_mv |
Plano de marketing para o acervo fotográfico do Departamento de Arquivo Geral da Universidade Federal de Santa Maria Marketing plan for the photographic collection of the Federal University of Santa Maria General Archive Department |
title |
Plano de marketing para o acervo fotográfico do Departamento de Arquivo Geral da Universidade Federal de Santa Maria |
spellingShingle |
Plano de marketing para o acervo fotográfico do Departamento de Arquivo Geral da Universidade Federal de Santa Maria Machado, Marla Eveline Martins Patrimônio fotográfico Plano de marketing Fotografias Arquivologia Photographic heritage Marketing plan Photos Archival science CNPQ::CIENCIAS HUMANAS::HISTORIA |
title_short |
Plano de marketing para o acervo fotográfico do Departamento de Arquivo Geral da Universidade Federal de Santa Maria |
title_full |
Plano de marketing para o acervo fotográfico do Departamento de Arquivo Geral da Universidade Federal de Santa Maria |
title_fullStr |
Plano de marketing para o acervo fotográfico do Departamento de Arquivo Geral da Universidade Federal de Santa Maria |
title_full_unstemmed |
Plano de marketing para o acervo fotográfico do Departamento de Arquivo Geral da Universidade Federal de Santa Maria |
title_sort |
Plano de marketing para o acervo fotográfico do Departamento de Arquivo Geral da Universidade Federal de Santa Maria |
author |
Machado, Marla Eveline Martins |
author_facet |
Machado, Marla Eveline Martins |
author_role |
author |
dc.contributor.none.fl_str_mv |
Blaya Perez, Carlos http://lattes.cnpq.br/5113270185930692 Flores, Daniel http://lattes.cnpq.br/9640543272532398 Konrad, Glaucia Vieira Ramos http://lattes.cnpq.br/1194002753412760 |
dc.contributor.author.fl_str_mv |
Machado, Marla Eveline Martins |
dc.subject.por.fl_str_mv |
Patrimônio fotográfico Plano de marketing Fotografias Arquivologia Photographic heritage Marketing plan Photos Archival science CNPQ::CIENCIAS HUMANAS::HISTORIA |
topic |
Patrimônio fotográfico Plano de marketing Fotografias Arquivologia Photographic heritage Marketing plan Photos Archival science CNPQ::CIENCIAS HUMANAS::HISTORIA |
description |
The photographic heritage of the General Archive Department (DAG) of the Federal University of Santa Maria (UFSM) is located on the ground floor of the Rectory in University City/Santa Maria. This collection has a large number of photographs that record the history of the first university founded in the city that was not the state capital, thus constituting an important source of scientific research and information. This study aims to develop a marketing plan to disseminate these photographs to the academic community. The DAG collection of has, approximately, 85.130 images on flexible negatives, which were produced between 1958 and 2002, and closed its production in the last year, giving way to digital photography, which are recorded on optical disks (CD), a total of 88 CDs, containing about three thousand images produced between 1998 to 2009. The search for information in the collection is made through an updated database, which was developed with the Microsoft Office Acces program. It is being implemented a new software for searching, called ICA-AtoM, a multilingual application for easy searching, covering the web environment and totally based on the International Standard for Describing Archives - ISAD(G), which structure is covered by the Brasilian Standard for Archival Description (NOBRADE). The researcher who comes to see the photographic collection must fill out a form containing basic identification information, however, as the marketing plan was established, a new form called Registration Data of the DAG Collection Photo Researchers was adopted, as a way to receive feedback of the information when needed. Based on information obtained from the researchers registration forms of the year 2005 to 2010, it was possible to see that the main research group consists of academics from the Media, Archival Science, History and Architecture and Urbanism courses. It can be best explored potential users, in other words, those who do not yet use the collection for reference, but may use it, they are: ordinary citizens, professionals who use this material as a raw material in their routine and virtual users. Once the collection is located at an Federal University, it doesn t intend to generate profits, so the marketing plan will focus on quality service to these two types of users. Thus, marketing strategies have been established in order to educational, cultural, editorial spread and with the use of computer resources. In this context, the marketing plan was formed from the redefinition of the information, adding new activities, along with those applied prior to the drafting of this project, employing tactics that are best suited to this type of collection. It is observed that there are many marketing strategies that can be deployed, most are accessible, low cost and easy applicable. |
publishDate |
2012 |
dc.date.none.fl_str_mv |
2012-04-09 2013-06-20 2013-06-20 |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/masterThesis |
format |
masterThesis |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
MACHADO, Marla Eveline Martins. Marketing plan for the photographic collection of the Federal University of Santa Maria General Archive Department. 2012. 110 f. Dissertação (Mestrado em História) - Universidade Federal de Santa Maria, Santa Maria, 2012. http://repositorio.ufsm.br/handle/1/11001 |
identifier_str_mv |
MACHADO, Marla Eveline Martins. Marketing plan for the photographic collection of the Federal University of Santa Maria General Archive Department. 2012. 110 f. Dissertação (Mestrado em História) - Universidade Federal de Santa Maria, Santa Maria, 2012. |
url |
http://repositorio.ufsm.br/handle/1/11001 |
dc.language.iso.fl_str_mv |
por |
language |
por |
dc.rights.driver.fl_str_mv |
info:eu-repo/semantics/openAccess |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf application/pdf |
dc.publisher.none.fl_str_mv |
Universidade Federal de Santa Maria BR História UFSM Programa de Pós-Graduação em Patrimônio Cultural |
publisher.none.fl_str_mv |
Universidade Federal de Santa Maria BR História UFSM Programa de Pós-Graduação em Patrimônio Cultural |
dc.source.none.fl_str_mv |
reponame:Manancial - Repositório Digital da UFSM instname:Universidade Federal de Santa Maria (UFSM) instacron:UFSM |
instname_str |
Universidade Federal de Santa Maria (UFSM) |
instacron_str |
UFSM |
institution |
UFSM |
reponame_str |
Manancial - Repositório Digital da UFSM |
collection |
Manancial - Repositório Digital da UFSM |
repository.name.fl_str_mv |
Manancial - Repositório Digital da UFSM - Universidade Federal de Santa Maria (UFSM) |
repository.mail.fl_str_mv |
atendimento.sib@ufsm.br||tedebc@gmail.com |
_version_ |
1805922129861935104 |