The website creativetourist.com began as a collaborative digital marketing campaign for the Manchester Museums Consortium – nine of the large museums and galleries in Manchester city centre and The Quays. It now averages 50,000 unique hits a month from a highly engaged and loyal cultural readership, and has broadened its remit to promote cultural activities across … Read more
London’s Horniman Museum and Gardens has a very visible and varied social media presence, posting a wide variety of content to multiple platforms. In this case study, Adrian Murphy, digital media manager at the museum, explains how a digital team of just two people manages this prolific social media activity.
The ways in which Manchester Museum shares information and engages with its visitors has changed considerably in recent years. Since its first blog was published in 2007, the number of Manchester Museum blogs has grown. In this case study, Steve Devine, new media officer at Manchester Museum, discusses how blogging allows the museum to broadcast information but more importantly … Read more
Heritage retailing has come a long way in the past few years as museums and galleries rely more heavily on their commercial income streams to bolster budgets. In this article, Michael Richards explores the different marketing methods that can be used to drive traffic to the museum and gallery shop and increase overall profitability, whilst … Read more
Following a six month closure for redevelopment, the Imperial War Museum (IWM) re-opened HMS Belfast in May 2012. The re-launch campaign was a great opportunity for the IWM to build a marketing strategy to meet the ongoing challenge to increase awareness of HMS Belfast as a must-see visitor attraction. This case study describes how this … Read more
Starting in April 2011, the Museum of Modern Art in New York asked its visitors to fill in notecards “I went to MoMA and …” to describe their experiences of the museum. With the simple tools of cards, pencils and tape to stick the cards on to the museum’s lobby wall, the project turned into … Read more
This comprehensive case study explores the process and planning of a large-scale exhibition’s marketing campaign from its objectives and target audience through to a percentage breakdown of campaign costs, outcomes and recommendations.
A case study following the development of the Museum of London’s iPhone and iPad app to coincide with their Dickens and London exhibition. Explains the background to the project, the objectives behind creating an app, the process of building the app, and the outcomes. Discover what the museum discovered around app pricing and driving footfall … Read more
This seminar report from the AMA Museums and Galleries Marketing Day explores a proposed national framework for supporting museums, libraries and archives through a business-planning model of audience development.
Empowering and motivating staff is key to internal audience development and brand communication. The author of this article describes the challenges of building commitment amongst staff and highlights his points through a relevant and practical case study from Tyne and Wear Museums. He argues that organisations must ensure efficient communication occurs across all levels, that … Read more