Museums at Nightmarketing tips for   volunteers  Rosie Clarke   Culture24
Welcome!• Who are you?• What’s the best thing about being involved  with Victorian Nights?• Your hopes for this morning?
Marketing outcomes•   Storytelling•   Develop skills, confidence•   Legacy of resources•   Good PR for venues•   Attract v...
Culture24
Content
Campaigns
The Museums at Night story• French culture ministry• Campaign for Museums• Culture24 since 2009
2011 festival stats•   169 towns and cities•   352 venues•   467 events•   100,000+ visitors•   £1.1 million media coverag...
North Norfolk Museums at Night• “Failing forwards” philosophy• What’s worked well in the past?• What would you change in f...
Target audience• Who are they?• Where are they, in real life and online?• How can you reach them?
Marketing channels• Product – event description, press release,  images• Traditional media – print & broadcast• Online cov...
Event description•   Creative copywriting•   Why should people come out to your event?•   Collection objects / highlights ...
Writing a press release•   WWWWWH•   Quote curator / funder / celeb endorsement•   2 pages max in body of email•   Images•...
What makes a good image?• People / cute kids having a good time,  engaging with collections• Get parents’ permission• Crea...
Sending a press release• Find out deadlines• Contact details (print = news, listings,  features editors; broadcast = produ...
What’s your angle?• Local media want a local angle• Journalists look for human interest – any  descendants of local Victor...
Extra tips• Set up a photocall• Create a competition with newspaper• Invite picture editor to send photographer  on the ni...
Radio interviews•   Key points - soundbites•   Facts in front of you•   Drink water!•   Next step, listeners should …
Online coverage• Your own website / blog• Telling stories, drawing people in, news  updates• Immediacy: type what you’d sa...
Social media• Communicate directly, anyone can read• Simple, authentic, human voice• Track what’s being said about you, re...
Tools•   Google Alerts – save search•   Storify / Archivist to save Tweets•   Facebook page stats•   Blog – time on site, ...
Using Twitter•   Short news updates, creating buzz•   Connect with other museums / people•   Local news, pics - @PooleMuse...
Facebook• Think why you want a Facebook page• Where are your target audience?• Do you have time?• Can create events, invit...
Many more• YouTube channel – calls to action,  subscribe – long-tail content• Flickr – tag and share photos• LinkedIn• Fou...
Email newsletters• Separate, targeted messages to public,  teachers, Friends of museum• Seasonal highlights, upcoming even...
Email signup• On your website – homepage, About,  Contact• In person at venue• Signup sheet at external events• Email sign...
Your print publicity• Posters• Flyers• BBC History Magazine Guide to Museums  at Night
Where to display print publicity• Venue – café, entrance, back of toilet doors• Community noticeboards• Shops, cafes, libr...
In person• Good experiences recommended, bad  experiences shared widely (TripAdvisor)• Welcome in venue• Outreach – school...
Any questions?
Thanks very much!rosie@culture24.org.uk01273 623336www.museumsatnight.org.ukhttp://museumsatnight.wordpress.com@museumsatn...
Rosie Clarke Culture24 on marketing for museum volunteers
Rosie Clarke Culture24 on marketing for museum volunteers
Rosie Clarke Culture24 on marketing for museum volunteers
Rosie Clarke Culture24 on marketing for museum volunteers
Rosie Clarke Culture24 on marketing for museum volunteers
Rosie Clarke Culture24 on marketing for museum volunteers
Rosie Clarke Culture24 on marketing for museum volunteers
Rosie Clarke Culture24 on marketing for museum volunteers
Rosie Clarke Culture24 on marketing for museum volunteers
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Rosie Clarke Culture24 on marketing for museum volunteers

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Presentation given during a marketing training session for Victorian Nights North Norfolk volunteers by Rosie Clarke, Museums at Night Marketing Coordinator at Culture24.

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  • I’m Rosie, marketing coordinator for M at N festival 3 yrs. Also studying PG Dip in mktg. Best thing – making a difference: helping venues, solving problems, meeting people, success Hopes – improve PR toolkit
  • Whether through photo, video, text – tell a story, because you have a great one!
  • Small charity Brighton 10 people Connect people to culture
  • Positive stories about museums, galleries, libraries, archives, heritage sites etc, with related events – note widget
  • Network
  • Update – map, opening hours, facilities, events, exhibitions, educational resources Build apps eg NCT, Sustrans Datasharing with range of partners inc BBC Things To Do Resource search e.g. National Curriculum KS2 History
  • Me, Nick, 2 interns, lots of help and support, PR coordinator – rounds up events by theme, issues targeted press releases.
  • Event hasn’t happened yet, must establish what it’ll be like. Product at this stage = event description, press release, images Your own online coverage and blogger outreach E-newsletters free!
  • Food, drink, café, views Avoid social embarrassment – yes, this is for people like me PR team slice and dice, respond to journalist requests
  • The media need new content every day – always looking for stories. Make it more likely yours will get picked up. Who’s available for interview?
  • In focus No backs of heads OK to photograph art? Flickr – yours, ours Reuse on blog, social media
  • Weekly papers usually 2 weeks ahead, broadcast 1 week Pick producers of local shows feat local contact
  • Eg music found in museum archive Ask your volunteers – photos? Make sure interviews end with line about festival, link to website
  • E.g. SS Great Britain jelly kids. Have someone available for interview! Prizes e.g. meal in your café / local restaurant, gifts from shop, Volunteers / media students
  • Pre-recorded / live That’s a great question … Bite tongue
  • Audiences build slowly – keep at it!
  • Numbers? Engagement? Conversion into visits?
  • Start a personal account, have a play around
  • Conversation starters remarkable e.g. Movember
  • Rosie Clarke Culture24 on marketing for museum volunteers

    1. 1. Museums at Nightmarketing tips for volunteers Rosie Clarke Culture24
    2. 2. Welcome!• Who are you?• What’s the best thing about being involved with Victorian Nights?• Your hopes for this morning?
    3. 3. Marketing outcomes• Storytelling• Develop skills, confidence• Legacy of resources• Good PR for venues• Attract visitors• Give visitors great experience – WOM• Audience development
    4. 4. Culture24
    5. 5. Content
    6. 6. Campaigns
    7. 7. The Museums at Night story• French culture ministry• Campaign for Museums• Culture24 since 2009
    8. 8. 2011 festival stats• 169 towns and cities• 352 venues• 467 events• 100,000+ visitors• £1.1 million media coverage (AVE)• 94% of venues would take part again
    9. 9. North Norfolk Museums at Night• “Failing forwards” philosophy• What’s worked well in the past?• What would you change in future?
    10. 10. Target audience• Who are they?• Where are they, in real life and online?• How can you reach them?
    11. 11. Marketing channels• Product – event description, press release, images• Traditional media – print & broadcast• Online coverage• Email newsletters• Your own printed publicity• In person
    12. 12. Event description• Creative copywriting• Why should people come out to your event?• Collection objects / highlights / extras• Night time atmosphere?• Sensory descriptions – not just sight
    13. 13. Writing a press release• WWWWWH• Quote curator / funder / celeb endorsement• 2 pages max in body of email• Images• Notes to Editors• Named contact – respond quickly!
    14. 14. What makes a good image?• People / cute kids having a good time, engaging with collections• Get parents’ permission• Create a night-time atmosphere• Print quality – over 300 dpi, A5 size, minimum 2MB• Filename, caption – title, venue, photographer, (c), date
    15. 15. Sending a press release• Find out deadlines• Contact details (print = news, listings, features editors; broadcast = producers)• Follow-up phonecall
    16. 16. What’s your angle?• Local media want a local angle• Journalists look for human interest – any descendants of local Victorians?• Topical – link to a historical event, personality or anniversary
    17. 17. Extra tips• Set up a photocall• Create a competition with newspaper• Invite picture editor to send photographer on the night• Take your own photos, visitor vox pops
    18. 18. Radio interviews• Key points - soundbites• Facts in front of you• Drink water!• Next step, listeners should …
    19. 19. Online coverage• Your own website / blog• Telling stories, drawing people in, news updates• Immediacy: type what you’d say out loud• I want your guest blog posts! http://museumsatnight.wordpress.com - include call to action and link back
    20. 20. Social media• Communicate directly, anyone can read• Simple, authentic, human voice• Track what’s being said about you, respond openly• Connect with local community, interest groups• What does success look like?
    21. 21. Tools• Google Alerts – save search• Storify / Archivist to save Tweets• Facebook page stats• Blog – time on site, where next?• Don’t forget to take baseline measurements!
    22. 22. Using Twitter• Short news updates, creating buzz• Connect with other museums / people• Local news, pics - @PooleMuseum• Answer questions• @MuseumsAtNight we’ll RT• #MatN2012
    23. 23. Facebook• Think why you want a Facebook page• Where are your target audience?• Do you have time?• Can create events, invite friends, they invite friends• Share stories
    24. 24. Many more• YouTube channel – calls to action, subscribe – long-tail content• Flickr – tag and share photos• LinkedIn• Foursquare
    25. 25. Email newsletters• Separate, targeted messages to public, teachers, Friends of museum• Seasonal highlights, upcoming events• Deepen relationship – perks e.g. launch invitations, competitions• Cheap / free• Tone of voice
    26. 26. Email signup• On your website – homepage, About, Contact• In person at venue• Signup sheet at external events• Email signature
    27. 27. Your print publicity• Posters• Flyers• BBC History Magazine Guide to Museums at Night
    28. 28. Where to display print publicity• Venue – café, entrance, back of toilet doors• Community noticeboards• Shops, cafes, libraries, churches, community centres• TICs• Hotel information packs• Other arts / heritage venues
    29. 29. In person• Good experiences recommended, bad experiences shared widely (TripAdvisor)• Welcome in venue• Outreach – school visits• Conversation starters – costume• Influencers – taxi drivers, bloggers, forums
    30. 30. Any questions?
    31. 31. Thanks very much!rosie@culture24.org.uk01273 623336www.museumsatnight.org.ukhttp://museumsatnight.wordpress.com@museumsatnighthttp://uk.linkedin.com/in/rosieclarke@rosieclarke

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