the power of partnerships: marketing lessons from museums at night by rosie clarke

The power of partnerships: marketing lessons from

Museums at Night

Rosie ClarkeCampaigns Officer

Culture24

What is Museums at Night?

Festival growth

PR campaign

Audience development

• 121,000 visitors in 2012• 34,000 new to that venue• 5,000 had never been to any arts / heritage

venue before• 94% would visit more arts / heritage venues

Partnership examples

• Arts Council England• National Trust• Reading Agency • Future Shorts• Sky Arts• BBC History Magazine

Clusters

North Norfolk cluster

Objectives

• Partnerships• Audience• Coordination• Legacy

- education - volunteers

Organisations taking part

• Sheringham and District Society (formerly Sheringham Preservation Society)

• North Norfolk Railway• Sheringham Little Theatre • Cromer Preservation Society • Cromer Museum • Wells Maltings • RNLI Henry Blogg Museum • The Mo: Sheringham Museum• Norfolk Libraries & Information Service (volunteer blogging

programme)

Local co-ordination

• Overview• Main point of contact• Networks• Inspiration• Budget monitoring

Local investment• Skills training – marketing, blogging• £8,500 with local suppliers• Sheringham Community Wardrobe• Archive research

Volunteer strengths

Attracting visitors

Audience feedback

• 3252 visitors• Engaged audience, yet 60% new to the venue• 84% learnt about Victorians• Tourists: 24% from Norwich• Marketing: success of leaflets• £50,000 secondary spend• 90% would come back

The future

• Funding bid• Ambassadors• Heritage trails• Involve all of North Norfolk

Acknowledgements

• Funders: Heritage Lottery Fund, Norfolk Museums & Archaeology Service, North Norfolk District Council

• Culture24: Nick Stockman, Beth Hogben• Local coordinator: Laura Crossley

http://www.linkedin.com/in/laurafcrossley

• Images: John Rylands Library, University of Manchester; The Culture Show; Leeds Museums & Galleries; Sunderland Art Gallery & Museum; The Late Shows; Google Maps; David Indge; Catherine Laura Ward; Nina Brown; Victorian Nights

Thanks very much!

www.museumsatnight.org.ukhttp://museumsatnight.wordpress.com@museumsatnight

rosie@culture24.org.uk01273 623336

http://uk.linkedin.com/in/rosieclarke@rosieclarke