Marketing the John Murray Archive (by Nat Edwards)

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A presentation by Nat Edwards, John Murray Archive Programme Manager, to Edinburgh-based library and information service providers at the ELISA (Edinburgh Library & Information Services Agency) Open Forum 15th May 2007. The Open Forum theme was "Skills to Change" and this presentation illustrated the approach of the JMA to marketing this national treasure trove.

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Marketing the John Murray Archive (by Nat Edwards)

  1. 1. THE JOHN MURRAY ARCHIVE
  2. 2. THE JOHN MURRAY ARCHIVE The Business Papers of the most important publisher of the nineteenth century Over 150,000 letters Manuscripts by Byron, Livingstone, Scott and Disraeli – to name a few The largest and most important Byron archive in the world Unique insight into the lives, loves and rivalries of some of the most prominent names in 19th century literature, th science and politics
  3. 3. THE JOHN MURRAY ARCHIVE meeting the challenge meeting the challenge Scottish Executive - £8.3 Scottish Executive - £8.3 million million Heritage Lottery Fund - Heritage Lottery Fund - £17.7 million £17.7 million Fundraising to date - £1.6 Fundraising to date - £1.6 million million Still to go - £4.9 million Still to go - £4.9 million
  4. 4. THE JOHN MURRAY ARCHIVE overcoming barriers overcoming barriers
  5. 5. THE JOHN MURRAY ARCHIVE best practice best practice
  6. 6. IT’S HARD TO BELIEVE WHEN YOU READ THINGS IN BOOKS OR HEAR ABOUT THEM. IT’S THE JOHN MURRAY ARCHIVE GOOD TO SEE THINGS FIRST market research market research YOU WOULD GET THE HAND – ITS EVIDENCE THAT FEELING OF BEING IN THE IT REALLY HAPPENED ROOM AT THAT TIME, WHETHER THEY WERE HAVING CONVERSATIONS OR DOING THEIR WRITING OR WHATEVER IF THE THINGS IN THE PAST RELATE TO YOUR LIFE AT THE MOMENT, ESPECIALLY THAT POLITICAL STUFF. THAT STRUGGLE STILL GOING ON FROM MAYBE 200 YEARS AGO, THE SAME STRUGGLE GOING I’M NOT VERY GOOD AT ON TODAY READING, SO IT WOULD NEED TO NARRATED IN SOME WAY, LIKE ANNIE MACLEOD AT LANARK
  7. 7. Mapping the JMA Audience Purposive Familiar Researching Curious Interested Discovering Unaware Vaguely Aware Learning
  8. 8. Building Development Paths Purposive Familiar Researching Curious Interested Discovering Unaware Vaguely Aware Learning
  9. 9. Creating A Service Journey Purposive Familiar Researching Reading Digital Room Resources Curious Interested Discovering Events Exhibitions Web Unaware Vaguely Aware Features Classroom Learning Resources Outreach
  10. 10. Audience Development Processes Purposive Familiar Researching Commissioning/ Volunteering Accreditation Publishing Opportunities New Work Curious Interested Discovering Design Create Engaging Opportunities Digitisation Environments For Exploration Unaware Vaguely Aware Learning Media & Partnership E-Learning Promotion Projects
  11. 11. Mapping the JMA Audience Purposive Familiar Researching Where does each target group sit in this model? Curious Interested Discovering Where do we want them to sit? Unaware Vaguely Aware Learning How does what we do help to get them there?
  12. 12. THE JOHN MURRAY ARCHIVE inspiring learning for all inspiring learning for all Enjoyment Activity Knowledge & Attitudes Skills Inspiration Behaviour & Understanding & Values Creativity Progression What is in the John Learn how to read Discover that old Experience different Encourage others to Murray Archive? nineteenth century books aren’t boring ways of engaging with visit handwriting manuscripts The life and work of Feel positive about Use the website the Murray Authors Think critically about visiting an exhibition Experiment with collections Become a Reader Life in the 19th century Feel proud about your plotlines, styles and Learn how to use an literary heritage narratives Visit your local Ideas that shaped archive museums and libraries opinions and society Value the contributions Write your own letters Develop research skills of people in the past Pursue personal study How books are Create poetry produced Try your hand at Explore how social Come back again Create your own bookbinding values have changed archive over time
  13. 13. THE JOHN MURRAY ARCHIVE The world of John Murray The world of John Murray
  14. 14. THE JOHN MURRAY ARCHIVE
  15. 15. THE JOHN MURRAY ARCHIVE partnership partnership
  16. 16. THE JOHN MURRAY ARCHIVE partnership partnership
  17. 17. THE JOHN MURRAY ARCHIVE promotion promotion
  18. 18. THE JOHN MURRAY ARCHIVE promotion promotion
  19. 19. THE JOHN MURRAY ARCHIVE promotion promotion
  20. 20. THE JOHN MURRAY ARCHIVE promotion promotion

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