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The power of partnerships: marketing lessons from
Museums at Night
Rosie ClarkeCampaigns Officer
Culture24
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What is Museums at Night?
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Festival growth
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PR campaign
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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
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Partnership examples
• Arts Council England• National Trust• Reading Agency • Future Shorts• Sky Arts• BBC History Magazine
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Clusters
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North Norfolk cluster
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Objectives
• Partnerships• Audience• Coordination• Legacy
- education - volunteers
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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)
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Local co-ordination
• Overview• Main point of contact• Networks• Inspiration• Budget monitoring
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Local investment• Skills training – marketing, blogging• £8,500 with local suppliers• Sheringham Community Wardrobe• Archive research
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Volunteer strengths
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Attracting visitors
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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
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The future
• Funding bid• Ambassadors• Heritage trails• Involve all of North Norfolk
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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
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Thanks very much!
www.museumsatnight.org.ukhttp://museumsatnight.wordpress.com@museumsatnight
[email protected] 623336
http://uk.linkedin.com/in/rosieclarke@rosieclarke