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Roland Berger's crowdsourcing visitor strategy at Rijskmuseum


Munich, Amsterdam: Roland Berger Strategy Consultants is helping Amsterdam's renowned Rijksmuseum to develop an innovative new visitor strategy ahead of its reopening in 2013.

The museum hopes to attract 1.5 million visitors per year when it opens its doors after ten years of renovations. Roland Berger will help it meet that target by first inviting students to devise fresh ideas for attracting more visitors using the crowdsourcing platform Battle of Concepts. The best ideas will then be refined in workshops and combined to form a strategic proposal.

"Due to the lengthy building work and the limited possibilities for temporary exhibitions, we have become less visible to the Dutch public," explains Wim Pijbes, director of the Rijksmuseum. "The reopening is the ideal opportunity for us to reposition the museum." The aim of the strategy is to boost the number of visitors to the museum, which hosts major Dutch artworks from the middle ages to the 20th century, from 900,000 at present to at least 1.5 million per year.

Roland Berger is employing an innovative three pronged approach. First, students will be asked to come up with an innovative concept for how the Rijksmuseum can create a broad group of loyal visitors, using the Battle of Concepts platform. The winning concepts will then be specified in detail for each target group during a student workshop. The third and final step involves Roland Berger combining all the input and going into more depth to produce a comprehensive strategic proposal.

"This project uses an innovative way of generating ideas," says Alexander Belderok, Partner at Roland Berger in Amsterdam. "In the fairly conservative museum sector, this strategy involves a fascinating element: the brainstorming sessions with students could lead to surprising results."

"Our goals are certainly ambitious, but not unrealistic," says Pijbes. "We think we can achieve very good results through our collaboration with Roland Berger. In addition, the idea of getting students actively involved is in line with the history of our museum. We have always enjoyed being a source of inspiration for students."

The Rijksmuseum's collection includes work by Jan Steen, Frans Hals, Vermeer and Rembrandt.

Students can submit their ideas by January 29, 2012 at

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