Assessing the Family Friendly campaigns led by Arts About Manchester, the report assessed not only the campaign elements (e.g. a qualitative assessment of print and information, welcome and staff, promotions) but also drew on wider research into the behavior of families in museums. Overall findings tracked marked developments in campaign performance, but recognised issues around product development alongside the campaign’s long-term potential.
Family consumer panels can be recruited from the mailing list and used to augment the monitoring and provide more information on product.
The Family Friendly logo is now used by museums and galleries (and performing arts organisations) alongside events in their own publicity. We plan that its use should carry a minimum guarantee (baby changing facilities, something to do for families, a warm welcome etc.) and this ‘kitemark’ is currently being negotiated with all museums and galleries in Greater Manchester.