Laura Crossley: Top tips for Museums at Night clusters

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Heritage and Audience Development Consultant Laura Crossley shares her recommendations for getting local heritage organisations to work together to plan and market a joint programme of events: a Museums at Night festival
"cluster". This includes three case studies from the Norfolk area.

Published in: Marketing, Business, Technology
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Laura Crossley: Top tips for Museums at Night clusters

  1. 1. Museums at Night Clusters Laura Crossley Freelance Heritage and Audience Development Consultant
  2. 2. Norwich 2010 • Aim: Bring together and collectively promote 5 venues • Audience: Families and adults • Events: Art, tours, sleepover • Marketing: Flyer, website, venues • Organisation: Venues • Budget: Small
  3. 3. Sheringham 2011 • Aim: Create a partnership between 3 small cultural venues. • Audience: Families, first-time visitors • Events: Pirate-themed • Marketing: Poster, venue websites • Organisation: Venues • Budget: Very, very, very small
  4. 4. Cromer, Sheringham and Wells-next-the-Sea 2012 • Aim: Bring together 9 diverse cultural venues; attract first-time local visitors • Audience: Families • Events: Victorian-themed • Marketing: Leaflet, website, venues, social media • Organisation: Co-ordinator and venues • Budget: HUGE
  5. 5. Victorian Nights • • • • Why North Norfolk? Victorian theme The benefits of funding What we achieved: – Lots of visitors, particularly target audience – Future repeat visitors – Income generation – Huge marketing reach – Improved partnerships
  6. 6. Benefits of Clusters • Improves your offer • Creates a buzz • More opportunities for media coverage • Reach your target audience • Increased local support for venues • Improved local partnerships • Brings together diverse venues • Great way to pool resources
  7. 7. Challenges of Clusters • • • • • • Funding Sustained funding Lack of buy-in Sustaining motivation and focus Lack of staff resource Time issues
  8. 8. Tips for Developing a Cracking Cluster • • • • • • • • • What’s in it for us? Don’t just think ‘museum’ Target, target, target I love themes Think simple Is it affordable for our audience? Beware clashes Leave enough time Keep it going!
  9. 9. Questions? Laura Crossley Freelance Heritage and Audience Development Consultant lfcrossley@yahoo.co.uk www.lauracrossley.com

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