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Sonia Sin Villanova has been working in culture the last sixteen years, she is Head of Communication and Sponsorship at Zaragoza Cultural, a public enterprise of Zaragoza City Council. She coordinates the work with the audience, manages the data and promotes the tools for transforming the organization and design the strategy to change. At the beginning, she started working on Audience Development due to her participation in Adeste Project at the Deusto University in 2014 and now is the Zaragoza Cultural Project Manager in Adeste+.

Her biggest challenge is to adapt the successful Audience Development Plan (ADP) done in the Auditorium (classical concerts) to the community culture programmes that Zaragoza City Council is supporting. In this sense, she firmly believes that the Administration responsibility is to democratise culture and to make culture more democratic. This process is complicated, but also passionate and is being done through the analytical strategy.

In this role, she is in charge of establishing and overseeing an analytics program to work with the public in the cultural sector of the city. These include email marketing, social media channels, marketing Intelligence and CRM, traditional advertising, and educational multimedia, both online and offline.

She graduated in Journalism (1993-1997, Universitat Autònoma de Barcelona) and in Political Science (1999-2004, Universidad Nacional a Distancia). She has additional studies in Sponsorship and Patronage in cultural institutions, in Marketing and Communication Strategy and Social Media.

Between 1997 and 2002 she worked as a journalist in mass media (radio, television and newspapers) in cultural and political sections. In 2002 she joined the Communication Department of Zaragoza Cultural where she worked in Strategic Communication. From 2009 to 2012, she worked for the candidacy of Zaragoza to the European Capital of Culture 2016 to plan the communication strategy.

Zaragoza Cultural is an example of how a European project, Adeste, has a direct influence on the management of an organization. Now, Zaragoza has an Audience Development Plan for the entire city and, even, a brand has been created, with a graphic identity included.

But Zaragoza has gone further, and in addition to the initial ideas of cultural democratization facilitating the access of all of citizens to culture, it is completing the integration of its Audience Development Plan though community culture programmes, the aim of making the more democratic culture. It is the culture of the "common good", main idea in the current cultural politic: the participation and access work together and where the leading roles are the people. Money comes from the Administration but citizens decide what to do with.

From de ADP designed in 2015, the analytical strategy comes to define in detail what data will be necessary, how to obtain it, treat it and turn it into knowledge. Zaragoza face the challenge of approximating metrics that help us evaluate the social impact of cultural political policies beyond their results in terms of audience in a more theoretical and innovative part of the project.

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