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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? <ul><li>In the UK, widening access to culture is central to the national government agen...
Why do we work together as a Hub? <ul><li>Renaissance in the Regions set up to address issues such as declining attendance...
Our audience targets <ul><li>Increase visit numbers </li></ul><ul><li>Attract a more diverse audience, more representative...
Understanding our visitors <ul><li>Share existing knowledge </li></ul><ul><li>Meet quarterly to discuss and analyse </li><...
North West Museums Hub Visitor Segments Segmentation by Morris Hargreaves MacIntyre www.lateralthinkers.com Illustrations ...
Family visitor? Yes Social Spiritual/ Emotional No Yes Intellectual Motivation? No Specialist? Kids First Families Learnin...
Third Spacers <ul><li>“ I come here to de-stress.” </li></ul>
Sensualists <ul><li>“ I want to feel free.” </li></ul>
Self Developers <ul><li>“ The writing tells you a lot more than just the painting.” </li></ul>
Building relationships with Self Developers <ul><li>The right messages </li></ul><ul><li>The right products </li></ul>
 
Manchester: A cultural destination?
Raising the Game  <ul><li>Northwest Regional Development Agency matched Renaissance Hub Funding </li></ul><ul><li>£3millio...
Manchester Museums Consortium
Raising the Game <ul><li>Investing in programming </li></ul><ul><li>Working with partners to create seasonal itineraries  ...
Summer 2009 Campaign <ul><li>Audience Segment: Cosmopolitans, Short breakers </li></ul>
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? <ul><li>Initial campaign too internally focused (on us and our funders) than on to...
What have we achieved so far? <ul><li>Innovative project  </li></ul><ul><li>Working team now in place </li></ul><ul><li>Cl...
What have we achieved so far? <ul><li>Directors and external stakeholders on board –selling to project at advocacy level <...
A work in progress…
<ul><li>Please get in touch…. </li></ul><ul><li>Kim Gowland </li></ul><ul><li>[email_address] </li></ul><ul><li>Jane Wilco...
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Working together to develop relationships with audiences and stakeholders

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Manchester Art Gallery's Kim Gowland and Jane Wilcox presented a paper on identifying and building audiences at the recent Museums Australia conference in Newcastle last month. The presentation titled outlines how the gallery worked with the UK government and the North West Museum Hub to attract under represented audiences. For more, go to www.collectionsaustralia.net/publisher/outreach

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Working together to develop relationships with audiences and stakeholders

  1. 1. Working together to develop relationships with audiences and stakeholders A convergence model for museums and galleries
  2. 2. Manchester Art Gallery
  3. 3. The North West Museums Hub
  4. 4. Why do we work together as a Hub? <ul><li>In the UK, widening access to culture is central to the national government agenda </li></ul><ul><li>Government research into regional museums identified common problems such as declining visitor numbers </li></ul><ul><li>It also identified sections of the population that were under represented in museum visitors </li></ul>
  5. 5. Why do we work together as a Hub? <ul><li>Renaissance in the Regions set up to address issues such as declining attendance with new funding </li></ul><ul><li>We share this RinR funding and work together with Hub partners towards common targets </li></ul>
  6. 6. Our audience targets <ul><li>Increase visit numbers </li></ul><ul><li>Attract a more diverse audience, more representative of the UK population </li></ul><ul><li>Key target groups include : </li></ul><ul><ul><li>those from lower income households </li></ul></ul><ul><ul><li>black and minority ethnic people </li></ul></ul><ul><ul><li>disabled people </li></ul></ul>
  7. 7. Understanding our visitors <ul><li>Share existing knowledge </li></ul><ul><li>Meet quarterly to discuss and analyse </li></ul><ul><li>Online group to share information, issues and insights </li></ul><ul><li>Jointly commission new research </li></ul>
  8. 8. North West Museums Hub Visitor Segments Segmentation by Morris Hargreaves MacIntyre www.lateralthinkers.com Illustrations by Paul Loudon
  9. 9. 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?
  10. 10. Third Spacers <ul><li>“ I come here to de-stress.” </li></ul>
  11. 11. Sensualists <ul><li>“ I want to feel free.” </li></ul>
  12. 12. Self Developers <ul><li>“ The writing tells you a lot more than just the painting.” </li></ul>
  13. 13. Building relationships with Self Developers <ul><li>The right messages </li></ul><ul><li>The right products </li></ul>
  14. 15. Manchester: A cultural destination?
  15. 16. Raising the Game <ul><li>Northwest Regional Development Agency matched Renaissance Hub Funding </li></ul><ul><li>£3million investment over three years for Northwest’s museums and galleries </li></ul><ul><li>£1million for Manchester’s museums and galleries </li></ul><ul><li>Increase cultural tourism </li></ul><ul><li>Create joined up cultural experiences </li></ul><ul><li>Change perceptions of Manchester as a cultural destination </li></ul><ul><li>Help to make a real economic impact </li></ul>
  16. 17. Manchester Museums Consortium
  17. 18. Raising the Game <ul><li>Investing in programming </li></ul><ul><li>Working with partners to create seasonal itineraries </li></ul><ul><li>Collaborative marketing with </li></ul><ul><li>a focus on online and PR </li></ul><ul><li>Working together to </li></ul><ul><li>understand tourist audiences </li></ul>
  18. 19. Summer 2009 Campaign <ul><li>Audience Segment: Cosmopolitans, Short breakers </li></ul>
  19. 20. Summer 2009 Campaign Lead Event: JS Bach/Zaha Hadid Architects Manchester International Festival / Manchester Art Gallery
  20. 21. Summer 2009 Campaign Partner events: Manchester Hermit / Manchester Museum State of the Art / Urbis
  21. 22. Summer 2009 Campaign
  22. 23. What has the Consortium learned so far? <ul><li>Initial campaign too internally focused (on us and our funders) than on tourists </li></ul><ul><li>Collaborating can be hard work! </li></ul>A delicate operation…
  23. 24. What have we achieved so far? <ul><li>Innovative project </li></ul><ul><li>Working team now in place </li></ul><ul><li>Clarified new focus </li></ul><ul><li>New itineraries about to be launched </li></ul><ul><li>Building key relationships in the sector </li></ul><ul><li>Involved staff at all levels including front-line </li></ul>
  24. 25. What have we achieved so far? <ul><li>Directors and external stakeholders on board –selling to project at advocacy level </li></ul>
  25. 26. A work in progress…
  26. 27. <ul><li>Please get in touch…. </li></ul><ul><li>Kim Gowland </li></ul><ul><li>[email_address] </li></ul><ul><li>Jane Wilcox </li></ul><ul><li>[email_address] </li></ul>

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