the power of partnerships: marketing lessons from museums at night by rosie clarke
DESCRIPTION
How does a weekend-long national festival attract over 120,000 visitors and achieve £3.4 million worth of publicity for the arts and heritage sector - and what could this mean for your town? Museums at Night Campaigns Officer Rosie Clarke discusses the ways a centrally coordinated campaign supports hundreds of venues to run successful after-hours events, and looks at how clusters of local organisations collaborating on programming and marketing events can attract crowds of visitors to spend time and money in museums and galleries and the surrounding area. Learn from a case study about Victorian Nights, one cluster of local Museums at Night activity in three North Norfolk towns. Presentation given by Rosie Clarke at the Culture Matters conference, Norwich, UK, November 14-16 2012.TRANSCRIPT
The power of partnerships: marketing lessons from
Museums at Night
Rosie ClarkeCampaigns Officer
Culture24
What is Museums at Night?
Festival growth
PR campaign
Audience development
• 121,000 visitors in 2012• 34,000 new to that venue• 5,000 had never been to any arts / heritage
venue before• 94% would visit more arts / heritage venues
Partnership examples
• Arts Council England• National Trust• Reading Agency • Future Shorts• Sky Arts• BBC History Magazine
Clusters
North Norfolk cluster
Objectives
• Partnerships• Audience• Coordination• Legacy
- education - volunteers
Organisations taking part
• Sheringham and District Society (formerly Sheringham Preservation Society)
• North Norfolk Railway• Sheringham Little Theatre • Cromer Preservation Society • Cromer Museum • Wells Maltings • RNLI Henry Blogg Museum • The Mo: Sheringham Museum• Norfolk Libraries & Information Service (volunteer blogging
programme)
Local co-ordination
• Overview• Main point of contact• Networks• Inspiration• Budget monitoring
Local investment• Skills training – marketing, blogging• £8,500 with local suppliers• Sheringham Community Wardrobe• Archive research
Volunteer strengths
Attracting visitors
Audience feedback
• 3252 visitors• Engaged audience, yet 60% new to the venue• 84% learnt about Victorians• Tourists: 24% from Norwich• Marketing: success of leaflets• £50,000 secondary spend• 90% would come back
The future
• Funding bid• Ambassadors• Heritage trails• Involve all of North Norfolk
Acknowledgements
• Funders: Heritage Lottery Fund, Norfolk Museums & Archaeology Service, North Norfolk District Council
• Culture24: Nick Stockman, Beth Hogben• Local coordinator: Laura Crossley
http://www.linkedin.com/in/laurafcrossley
• Images: John Rylands Library, University of Manchester; The Culture Show; Leeds Museums & Galleries; Sunderland Art Gallery & Museum; The Late Shows; Google Maps; David Indge; Catherine Laura Ward; Nina Brown; Victorian Nights
Thanks very much!
www.museumsatnight.org.ukhttp://museumsatnight.wordpress.com@museumsatnight
[email protected] 623336
http://uk.linkedin.com/in/rosieclarke@rosieclarke