Working together to develop relationships with audiences and stakeholders A convergence model for museums and galleries

Manchester Art Gallery

The North West Museums Hub

Why do we work together as a Hub? In the UK, widening access to culture is central to the national government agenda Government research into regional museums identified common problems such as declining visitor numbers It also identified sections of the population that were under represented in museum visitors

In the UK, widening access to culture is central to the national government agenda

Government research into regional museums identified common problems such as declining visitor numbers

It also identified sections of the population that were under represented in museum visitors

Why do we work together as a Hub? Renaissance in the Regions set up to address issues such as declining attendance with new funding We share this RinR funding and work together with Hub partners towards common targets

Renaissance in the Regions set up to address issues such as declining attendance with new funding

We share this RinR funding and work together with Hub partners towards common targets

Our audience targets Increase visit numbers Attract a more diverse audience, more representative of the UK population Key target groups include : those from lower income households black and minority ethnic people disabled people

Increase visit numbers

Attract a more diverse audience, more representative of the UK population

Key target groups include :

those from lower income households

black and minority ethnic people

disabled people

Understanding our visitors Share existing knowledge Meet quarterly to discuss and analyse Online group to share information, issues and insights Jointly commission new research

Share existing knowledge

Meet quarterly to discuss and analyse

Online group to share information, issues and insights

Jointly commission new research

North West Museums Hub Visitor Segments Segmentation by Morris Hargreaves MacIntyre www.lateralthinkers.com Illustrations by Paul Loudon

Family visitor? Yes Social Spiritual/ Emotional No Yes Intellectual Motivation? No Specialist? Kids First Families Learning Families Siteseers Third Spacers Self Developers Experts Sensualists Aficionados Motivation? Intellectual Specialist? No Yes Social 1st time Been before Frequency?

Third Spacers “ I come here to de-stress.”

“ I come here to de-stress.”

Sensualists “ I want to feel free.”

“ I want to feel free.”

Self Developers “ The writing tells you a lot more than just the painting.”

“ The writing tells you a lot more than just the painting.”

Building relationships with Self Developers The right messages The right products

The right messages

The right products

Manchester: A cultural destination?

Raising the Game Northwest Regional Development Agency matched Renaissance Hub Funding £3million investment over three years for Northwest’s museums and galleries £1million for Manchester’s museums and galleries Increase cultural tourism Create joined up cultural experiences Change perceptions of Manchester as a cultural destination Help to make a real economic impact

Northwest Regional Development Agency matched Renaissance Hub Funding

£3million investment over three years for Northwest’s museums and galleries

£1million for Manchester’s museums and galleries

Increase cultural tourism

Create joined up cultural experiences

Change perceptions of Manchester as a cultural destination

Help to make a real economic impact

Manchester Museums Consortium

Raising the Game Investing in programming Working with partners to create seasonal itineraries Collaborative marketing with a focus on online and PR Working together to understand tourist audiences

Investing in programming

Working with partners to create seasonal itineraries

Collaborative marketing with

a focus on online and PR

Working together to

understand tourist audiences

Summer 2009 Campaign Audience Segment: Cosmopolitans, Short breakers

Audience Segment: Cosmopolitans, Short breakers

Summer 2009 Campaign Lead Event: JS Bach/Zaha Hadid Architects Manchester International Festival / Manchester Art Gallery

Summer 2009 Campaign Partner events: Manchester Hermit / Manchester Museum State of the Art / Urbis

Summer 2009 Campaign

What has the Consortium learned so far? Initial campaign too internally focused (on us and our funders) than on tourists Collaborating can be hard work! A delicate operation…

Initial campaign too internally focused (on us and our funders) than on tourists

Collaborating can be hard work!

What have we achieved so far? Innovative project Working team now in place Clarified new focus New itineraries about to be launched Building key relationships in the sector Involved staff at all levels including front-line

Innovative project

Working team now in place

Clarified new focus

New itineraries about to be launched

Building key relationships in the sector

Involved staff at all levels including front-line

What have we achieved so far? Directors and external stakeholders on board –selling to project at advocacy level

Directors and external stakeholders on board –selling to project at advocacy level

A work in progress…

Please get in touch…. Kim Gowland [email_address] Jane Wilcox [email_address]

Please get in touch….

Kim Gowland

[email_address]

Jane Wilcox

[email_address]