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
[email protected] 623336
http://uk.linkedin.com/in/rosieclarke@rosieclarke
