Not Enough Money?   Not Enough Staff?   Marketing on a ......  or Patsy Cane
First, some background......... <ul><li>Independent museum, run as a charitable trust and a Social Enterprise </li></ul><u...
And there’s more............. <ul><li>Extensive programme of work based training and supported volunteering for people fro...
And a few stats.......... <ul><li>c£400k pa turnover </li></ul><ul><li>£2.3m HLF capital funding for the restoration of Ab...
We don’t get anywhere near the spend of the ‘big’ museums........
<£10k pa A drop in the ocean
What are we marketing? <ul><li>A visitor attraction </li></ul><ul><li>Events </li></ul><ul><li>Our Cafe </li></ul><ul><li>...
Our Cause <ul><li>“ The Museum of East Anglian Life is a social enterprise sharing the compelling story of East Anglian li...
<ul><li>Very broad..... </li></ul><ul><ul><li>New and repeat visitors – local and from further afield </li></ul></ul><ul><...
Our Channels............... <ul><li>Website – our ‘shop window’ </li></ul><ul><li>Social media – Facebook, Twitter, Direct...
What we don’t use......... <ul><li>Directories </li></ul><ul><li>TV </li></ul><ul><li>Direct mail </li></ul><ul><li>Agenci...
Web <ul><li>Moving away from print to on-line </li></ul><ul><li>Website managed in house using WordPress </li></ul><ul><li...
Web Review............. <ul><li>Carried out in-house using  Google Analytics </li></ul><ul><li>Findings: </li></ul><ul><ul...
Web - What it might look like...
Social Media
Press, Radio and PR <ul><li>Key element </li></ul><ul><li>‘ Free’ publicity </li></ul><ul><li>Used to market </li></ul><ul...
Print <ul><li>Museum Guide </li></ul><ul><li>Local Tourist Guides </li></ul><ul><li>One-off posters </li></ul><ul><li>Leaf...
Promotions <ul><li>Stowmarket free day </li></ul><ul><li>Season Ticket discounts </li></ul><ul><li>Group & school bookings...
Results............ <ul><li>Visitor numbers have grown 35% in 4 years </li></ul><ul><li>Season ticket numbers up 40% in 4 ...
Awards and Accreditations <ul><li>............................to name but a few! </li></ul>Winstan Bond Trophy for the Ent...
And to the future.............. <ul><li>Web redesign and continued refinement – consider search optimisation to drive traf...
<ul><li>[email_address] </li></ul><ul><li>+44 (01449) 612229 </li></ul><ul><li>www.eastanglianlife.org.uk </li></ul><ul><l...
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Not Enough Money? Not Enough Staff?

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Speaker: Patsy Cane, Visitor Services Manager, Museum of East Anglian Life

This session is for anyone who needs to achieve great marketing delivery on a
shoestring budget. Hear how the Museum of East Anglian Life has increased its visitor
numbers and successfully engaged with new audiences – and all on the tiniest
of budgets.

Published in: Business, Technology, Design
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Not Enough Money? Not Enough Staff?

  1. 1. Not Enough Money?  Not Enough Staff?  Marketing on a ...... or Patsy Cane
  2. 2. First, some background......... <ul><li>Independent museum, run as a charitable trust and a Social Enterprise </li></ul><ul><li>Open air rural museum and visitor attraction </li></ul><ul><li>Celebrating East Anglia’s rural past and traditions </li></ul><ul><li>15 historic buildings and over 40k artefacts, including working Steam Traction Engines </li></ul><ul><li>Events programme including May Day Celebrations, Beer Festival, Traditional Music Day, and Bonfire Night Celebrations </li></ul><ul><li>Venue for cultural events </li></ul><ul><li>Small animals, rare breed livestock and heavy horses, small scale working farm </li></ul><ul><li>Nature trail and conservation areas </li></ul>
  3. 3. And there’s more............. <ul><li>Extensive programme of work based training and supported volunteering for people from disadvantaged backgrounds </li></ul><ul><li>Educational programme </li></ul><ul><li>Leisure Learning courses </li></ul><ul><li>Traditional skills and crafts demonstration programmes </li></ul><ul><li>Horticulture retailing </li></ul><ul><li>Thriving on-site Café and gift shop </li></ul>
  4. 4. And a few stats.......... <ul><li>c£400k pa turnover </li></ul><ul><li>£2.3m HLF capital funding for the restoration of Abbot’s Hall </li></ul><ul><li>12 permanent + 7 seasonal staff </li></ul><ul><li>c30k visitors pa </li></ul><ul><li>100+ volunteers </li></ul><ul><li>80 acre site </li></ul>
  5. 5. We don’t get anywhere near the spend of the ‘big’ museums........
  6. 6. <£10k pa A drop in the ocean
  7. 7. What are we marketing? <ul><li>A visitor attraction </li></ul><ul><li>Events </li></ul><ul><li>Our Cafe </li></ul><ul><li>Our training and leisure courses </li></ul><ul><li>Our retail activities </li></ul><ul><li>Our social enterprise activities </li></ul><ul><li>Volunteering </li></ul>....Our ethos and philosophy
  8. 8. Our Cause <ul><li>“ The Museum of East Anglian Life is a social enterprise sharing the compelling story of East Anglian lives through historic buildings, collections and landscape. We aim to enrich people’s lives, encouraging enjoyment, learning and participation through our public programmes, training and volunteering schemes. </li></ul><ul><li>The museum is a space for people to be active, learn new things, look at the world differently, make friends and give something back.” </li></ul>
  9. 9. <ul><li>Very broad..... </li></ul><ul><ul><li>New and repeat visitors – local and from further afield </li></ul></ul><ul><ul><li>Potential volunteers </li></ul></ul><ul><ul><li>Potential and existing funders, donors and business partners </li></ul></ul><ul><ul><li>Potential service users </li></ul></ul>And our target market?
  10. 10. Our Channels............... <ul><li>Website – our ‘shop window’ </li></ul><ul><li>Social media – Facebook, Twitter, Director’s blog </li></ul><ul><li>Destination Marketing Organisations </li></ul><ul><li>Affinity Relationships – i.e. Tourism Officers at district level </li></ul><ul><li>Press, radio and PR/Advocacy </li></ul><ul><li>Print – leaflets, posters etc </li></ul><ul><li>Tourist Information Centres </li></ul><ul><li>Tourism websites - links </li></ul><ul><li>Outdoor – promotional boards </li></ul><ul><li>Promotions & offers </li></ul><ul><li>..........and anything that’s free! </li></ul>
  11. 11. What we don’t use......... <ul><li>Directories </li></ul><ul><li>TV </li></ul><ul><li>Direct mail </li></ul><ul><li>Agencies </li></ul>..........and anything that’s expensive!
  12. 12. Web <ul><li>Moving away from print to on-line </li></ul><ul><li>Website managed in house using WordPress </li></ul><ul><li>Very low cost </li></ul><ul><li>Staff encouraged to provide content – but a challenge to keep up to date </li></ul><ul><li>Continuous news posts – rolling banner with images </li></ul><ul><li>All departments/functions have their own pages </li></ul><ul><li>Tries to cover all the bases & all audiences – has become confusing </li></ul><ul><li>So recent Web review carried out....... </li></ul>
  13. 13. Web Review............. <ul><li>Carried out in-house using Google Analytics </li></ul><ul><li>Findings: </li></ul><ul><ul><li>44% bounce rate – indicates website is not encouraging users to stay on and explore </li></ul></ul><ul><ul><li>Navigation bar – users click on main item but do not use drop-downs </li></ul></ul><ul><ul><li>Some pages have 0.n% hits – does not justify them being on the navigation bar </li></ul></ul><ul><ul><li>Visits mainly from London (46%) and Ipswich (6%) with remaining (48%) spread evenly throughout SE England </li></ul></ul><ul><ul><li>Events cause spike of visits of 100 to 130% </li></ul></ul><ul><ul><li>This and most visited pages indicates: </li></ul></ul><ul><ul><ul><li>People want to know what’s happening at the museum </li></ul></ul></ul><ul><ul><ul><li>Interested in big events </li></ul></ul></ul><ul><ul><ul><li>They want to know how to get here </li></ul></ul></ul><ul><li>Changes being made: </li></ul><ul><ul><li>Graphic redesign – to make it more attractive to visitors especially young people – but still attractive to parents & grandparents </li></ul></ul><ul><ul><li>Change layout to a 3 column design </li></ul></ul><ul><ul><li>Change way navigation works </li></ul></ul><ul><ul><ul><li>Improved top of page navigation with just the most visited pages and no drop-downs – Home, What’s On?, Visit., Social Enterprise, Learn, Contact Us </li></ul></ul></ul><ul><ul><ul><li>Secondary navigation for more specialist information – Projects, Partners, Donations, Volunteering </li></ul></ul></ul><ul><ul><ul><li>More use of ‘call to action’ type words – ‘Visit’, ‘Learn’, ‘Discover’, ‘Volunteer’ </li></ul></ul></ul>
  14. 14. Web - What it might look like...
  15. 15. Social Media
  16. 16. Press, Radio and PR <ul><li>Key element </li></ul><ul><li>‘ Free’ publicity </li></ul><ul><li>Used to market </li></ul><ul><ul><li>Events </li></ul></ul><ul><ul><li>Initiatives </li></ul></ul><ul><ul><li>Programmes </li></ul></ul><ul><li>............and build advocacy </li></ul><ul><li>Have built strong relationships with local press and radio </li></ul><ul><li>Presenting at conferences </li></ul><ul><li>Stands at County Show </li></ul><ul><li>‘ Little and often’ approach to remain front of mind </li></ul>
  17. 17. Print <ul><li>Museum Guide </li></ul><ul><li>Local Tourist Guides </li></ul><ul><li>One-off posters </li></ul><ul><li>Leaflets in school book bags </li></ul><ul><li>Staff encouraged to design and produce their own – MS Publisher </li></ul><ul><li>But brand guidelines give standard ‘look and feel’ </li></ul><ul><li>Print costs kept to a minimum – tend to use local authority print service or a local companies/social enterprises </li></ul>
  18. 18. Promotions <ul><li>Stowmarket free day </li></ul><ul><li>Season Ticket discounts </li></ul><ul><li>Group & school bookings </li></ul><ul><li>Children free days </li></ul><ul><li>Half term offers </li></ul><ul><li>Coach Parties </li></ul>
  19. 19. Results............ <ul><li>Visitor numbers have grown 35% in 4 years </li></ul><ul><li>Season ticket numbers up 40% in 4 years </li></ul><ul><li>Web traffic has increased significantly </li></ul>...............and Awards!
  20. 20. Awards and Accreditations <ul><li>............................to name but a few! </li></ul>Winstan Bond Trophy for the Entrepreneurial Museum of the Year (Sponsored by the Association for Independent Museums)
  21. 21. And to the future.............. <ul><li>Web redesign and continued refinement – consider search optimisation to drive traffic </li></ul><ul><li>More effective use of social media </li></ul><ul><li>Email marketing – collecting web addresses from visitor surveys etc </li></ul><ul><li>Joining up with other local attractions/travel companies/hotels/pubs to ‘package up’ as East Anglian experience </li></ul><ul><li>Marketing opportunities from the opening of Abbots Hall in 2012 ...............Weddings? </li></ul><ul><li>Maybe this could be us one day! </li></ul>
  22. 22. <ul><li>[email_address] </li></ul><ul><li>+44 (01449) 612229 </li></ul><ul><li>www.eastanglianlife.org.uk </li></ul><ul><li>Twitter </li></ul><ul><li>MuseumEALife </li></ul><ul><li>Blog </li></ul><ul><li>http://tonybutler1.wordpress.com </li></ul>

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