Toni Gonzalez | ROUTES OF MOBILITY AND INTERNATIONALISATION

"Routes of Mobility and Internationalization" is a methodology for the diagnosis, analysis and planning of the processes of mobility and internationalization of the performing arts. It includes all the phases and processes that a company, organization or professionals of the performing arts and live music must complete to successfully start their opening to new circuits.

Routes of Mobility and Internationalisation, general diagram

The application of the Routes of Mobility and Internationalisation methodology comprises a process of work in four phases. These are the following:

A - DIAGNOSIS

I'm ready for mobility?

The first step is to make an in-depth diagnosis of the offer and to recognize its strengths and weaknesses that can slow down tackling new circuits. Then you need to gather all available information on the structure of cultural systems and circuits where you wish to work and identify potential partners or clients.

Capabilities and Constraints (internal)

Projects, products and services

Talents and values

Experience

Resources

Languages

Environment Identification (external)

Partners, clients, audiences

Competitors

Artistic tendencies

Models of distribution and exhibition

Cultures and languages

Legal issues

B – OBJECTIVES AND PRIORITIES

With what and where are you going?

Identify which of your projects are your priorities for touring or mobility in other countries and which circuits are the most suitable and likely for them.

Projects, products and services

Objectives

Projects

Geographical priorities

Countries, regions, cities

C – STRATEGIC LINES

Strategies for the mobility and internationalization plan

The strategies to be followed in order to introduce the projects to the chosen circuits will be defined. They will be divided into (according to the type of project): communication, allocations and selling, financing, projects, visualization and support.

Communication

Messages

Digital marketing

Direct marketing

Direct selling

Markets and networks

Press, advertising

Global positioning

“Made in” and diplomacy

Distribution and selling

Gateways

Contacts

Agencies and managers

Sales staff

Financing

Price

Subsidies

Coproductions

New projects

Existing projects changes

New productions

Collaborations

European projects

Visibility

Trade missions

Supported performances

Cultural portals

Support

Training

Documentation

Other support

D – ACTION PLAN

List of actions

Finally, a written plan will be prepared to list each action when it needs to be completed (short, medium and long-term), who will be responsible for each element of it and the financial implications which may include different options.