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CultureHive > Case Study > Creating life-long relationships with museum visitors
22nd April 2013 Sara Lock

Creating life-long relationships with museum visitors

By: Sharon Ament


An insight into how The Natural History Museum aims to create life-long relationships with its visitors which rely on them being connected with all aspects of the Museum’s work.  For an organisation that has 40 different logos and a complex structure, this is no easy task, and this case study shows you how it can be achieved, and how the ‘magic’ happens.

Sharon began by providing an outline of a couple of lesser known facts about the Natural History Museum (NHM), which has
• 70m specimens, used for scientific endeavour
• 320 scientists – working in bio-diversity
These are in addition to the familiar public-facing work which most people would recognise. The scientists are the ‘hidden secret’ of the NHM, though they are doing important work
because of the value of natural bio-diversity. There is a real cause at the heart of the NHM which is especially relevant now that environmental concerns have become noticeable for a wide range of people.

This ‘cause’ and its renewed contemporary relevance has helped to drive what the NHM has been doing in the last five years; taking a new look at the brand, the museum’s structures, its objectives, the audience segmentation and final outcomes. As a mission driven organisation, the NHM wants the public to become more engaged with the natural world and therefore to want to protect it.

Published:2013

Smart tags: visitors sustainability strategic segmentation research relationship positioning press print position museum management international insight inspiration groups framework fundraising families exhibition education engage engagement customer relationship management data communication campaign audiences behaviour artists access

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