Museums Marketing
Strategy for Wales
Audience Development and Marketing Strategy
for Museums in Wales 2013 - 2016
Draft Final
Appendices
Contents
A.
Commission Brief
B.
Interviewees and staff at Wrexham CBC
C.
National Museum Strategy Steering Group members
D.
Selected list of published documents consulted
E.
List of potential partner organisations
F.
National initiatives, programmes and events
G.
Sources and Resources
Museum Marketing Strategy for Wales. Appendices Final Draft April 2013
Appendix A
TENDER BRIEF FOR DELIVERY OF AN AUDIENCE DEVELOPMENT AND
MARKETING STRATEGY FOR WELSH MUSEUMS
PROJECT BRIEF
1
Introduction
1.1
Museums in Wales are seeking to appoint an external company to develop a
clear and sustainable audience development and marketing strategy for
museums in Wales for the period 2013 – 2016.
1.2
Following the ongoing successful delivery of the all Wales Libraries Marketing
project, Wrexham County Borough Council has been selected by CyMAL:
Museums, Archives and Libraries Wales, Welsh Government to receive a
grant to procure and appoint the company to develop this overarching
national strategic plan for the marketing of museums in Wales. The
marketing team based at Wrexham CBC will then implement and deliver the
strategy and plan.
1.3
CyMAL: Museums, Archives and Libraries Wales is a policy division of the
Welsh Government, based in Aberystwyth. CyMAL is responsible for
developing policy for museums, archives and libraries in Wales and
advising the Minister for Housing, Regeneration and Heritage.
http://cymru.gov.uk/topics/cultureandsport/museumsarchiveslibraries/cy
mal/?lang=en
2
Museums Strategy for Wales
An overarching Museums Strategy for Wales was produced for the period
2010 – 2015. This strategy outlines the issues facing museums in Wales and
identifies the areas that need to be addressed. Sections of this strategy deal
with audience development and promotion of the cultural life of Wales and
outline steps that need to be taken in order to deliver a more focused
strategy for marketing.
In order to get a comprehensive picture of the museums community in Wales
it is essential that any project tender bidders read and digest this strategy.
http://cymru.gov.uk/topics/cultureandsport/museumsarchiveslibraries/cy
mal/museums/strategy/?lang=en
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2.1
The museum community in Wales is made up of different sectors and
operated by many organisations with different governance structures. The
Welsh Government does not directly operate museums but works closely
with the sector supporting their efforts to develop services for the public.
Accredited museums are run by a variety of organisations as outlined below:

Local Authority museums hold most of the collections and employ many
of the paid staff.

Independent museums are made up of voluntary trusts (including the
National Trust), regimental and university museums.

Amgueddfa Cymru – National Museum Wales is an independent
chartered body and a registered charity which receives its principal
funding through Welsh Government and operates seven national
museums across Wales.

The Federation for Museums and Galleries of Wales is the organisation
for all museum workers, both paid and voluntary in Wales. It exists to
promote good practice in the museums and galleries across the country
and to provide a forum for discussion of museum issues affecting
members.
The Federation has produced an advocacy strategy 2011 - 2014. The
strategy is a document that will guide the advocacy work the Federation
carries out on behalf of its members.
The museums marketing strategy will need to recognise and be
complementary to the work of the federation.
http://welshmuseumsfederation.org/
Around 46% of independent museums in Wales receive no annual revenue
support from a local authority and many are run by volunteers. Museums
often concentrate on specific areas or subjects. Wales is rich in museums
that collect and display social history; there are museums covering transport,
maritime history, and industrial history and galleries that collect and display
art.
2.2
Museums must market themselves to convince the public to make a visit.
54% of museums have a marketing budget, but those that exist are not
substantial and few museums employ dedicated marketing staff. Individual
museums often work closely with local media but there is no published
evidence of how effective this is.
Joint marketing can offer significant economies of scale, however marketing
opportunities will only be effective is museums participate and collect
evidence of their effects. All museums must identify opportunities to take
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part in and support collaborative marketing initiatives, celebrate success and
make the most of joint marketing campaigns.
2.3
The Marketing Strategy and Plan should be an overarching framework, taking
a holistic approach. Each different museum sector can then be identified and
how they can take advantage of the marketing strategy should be detailed.
3
All-Wales Marketing
3.1
From June 2012, the marketing team in Wrexham were commissioned to
deliver marketing and audience development work for both museums and
archives in addition to the ongoing library marketing work (see below).
The museums marketing strategy must take into account the potential for
cross-domain working with the libraries and archives sectors.
The museums marketing strategy should also bear in mind the issues of
delivering all marketing materials and campaigns bilingually.
3.2
Libraries Marketing Strategy
The marketing team based at Wrexham have been successfully delivering the
all Wales marketing strategy and audience development work for Welsh
libraries since 2005.
Libraries Inspire supports effective and efficient service delivery at national,
regional and local levels. To download a copy of the framework, please click
on the link:
Libraries Inspire: The strategic development framework for Welsh libraries
2012-16
Welsh libraries’ marketing strategies (2006-11 and 2011-16) and annual
implementation plans have been instrumental in driving the activities that
have been undertaken by the marketing team – from staff training to annual
publicity campaigns, national press releases to targeted membership drives.
To download a copy of the current strategy, please click on the link:
Welsh Libraries National Marketing Strategy 2012-16
3.3
Archives Marketing Strategy
‘Archives for the 21st Century’ offers a strategic vision for the archives sector.
It re-asserts the vital importance of archives as the gateway to our common
heritage, and reflects on their relevance in a digital age.
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The National Marketing Strategy 2011-2014, with its accompanying
Implementation Plan, is a response to Archives for the 21st Century. It seeks
to help position archives to realise their true potential in Wales and to fulfil
the vision for archives. It will underpin future audience development work for
the archive domain in Wales. To download a copy of the strategy and plan
please visit:
http://wales.gov.uk/topics/cultureandsport/museumsarchiveslibraries/cy
mal/archives/archives21stcentury
4
Peoples Collection Wales
The People’s Collection Wales (PCW) website is dedicated to the story of
Wales and its people and is free to use. It is a place to discover, learn and
contribute your story of Wales alongside stories and content provided by
other people and organisations. People’s Collection Wales represents an
innovative approach to collecting, interpreting and discussing Wales’s cultural
heritage in an online environment.
People’s Collection Wales is delivered by a partnership led by three national
cultural and heritage bodies:



Amgueddfa Cymru-National Museum Wales
National Library of Wales
Royal Commission on the Ancient and Historical Monuments of Wales.
Many accredited museums have a website but quality and content vary and
few provide access to collections information.
The marketing strategy for museums should take full advantage of this
website to promote their collections online as an integral part of Wales’
cultural life and the opportunities for cross domain marketing that it offers to
both archives and libraries should be referenced.
5
Objectives of the Project
5.1
The marketing team are seeking to appoint an external company to develop a
clear and sustainable audience development and marketing strategy for
museums in Wales for the period 2013 – 2016.
5.2
The Marketing Strategy and Plan should be an overarching framework, taking
a holistic approach. Each different museum sector can then be identified and
how they can take advantage of the marketing strategy should be detailed.
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5.3
A key requirement of the strategy will be to drive visits to Welsh museums
bearing in mind variations in marketing resources across the sector regarding
budgets and specialist marketing staff. We are keen to explore the potential
for collaborative marketing initiatives that offer significant economies of
scale.
5.4
Staff should also be included in any research to ensure they feel part of the
process and will then be encouraged to take ownership of the final strategy.
6
Scope of the Project - Research
6.1
The Marketing Strategy and Plan must provide a robust basis for future
marketing activities and cover the following areas:
Situational Analysis
 PEST analysis (Political/Legal, Economic, Socio-Cultural,
Technological);
 The Market – market size, growth rates and trends
 Competition
 Collaborators / Partnerships
Audiences
 Existing and potential new audiences, attitudes and perceptions of
museums through secondary and primary research sources (desk
research, quantitative research, qualitative research)
The Sector
 Consultation with sector and stakeholders
 Profile of the three sectors within the Welsh museum community
 Current marketing objectives
SWOT Analysis
 Based on the situational analysis, audiences analysis and the sector
Marketing Objectives
 Set relevant marketing objectives as a result of the marketing audit
and SWOT analysis
Marketing Strategy
 Target Audiences
 Key Messages
 Promotional Mix
Evaluation
 Setting KPIs and criteria for evaluating the results of the marketing
strategy.
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6.2
The outcome of any market research should be to:



identify key issues within the current museums offer
explore the needs of principal target audiences
shape the strategic priorities for ongoing marketing and communications
7
Outcomes
7.1
Once clear objectives have been identified, informed by the data gathered
through market research, the Marketing Strategy must identify key themes
for museum audience development activities in Wales. The principal
outcomes of this work are to obtain:





clear positioning of museums through analysis of their markets and
stakeholders
clear messages about museums, targeted to key audiences
balance between national and local marketing identifying what will add
value to existing work
a picture of how the this strategy meets local and Welsh Government
priorities
an overview of sector wide issues and events such as Museums Night,
Doors Open, the Big Draw, etc
7.2
The Marketing Strategy must identify the market segments the museums will
target in order to meet its objectives. This should include how these targets
break down; what their current perceptions of museums are; and what
elements of the museums ‘offer’ are particularly relevant to them. The
identified targets must also be prioritised.
7.3
The Marketing Strategy should identify the specific requirements of the
audience segments to achieve the marketing objectives – including what
messages need to be communicated and what channels will be most
effective for doing so. This must be realistic and sustainable in order to meet
the short and medium term objectives.
7.4
The Marketing Strategy should be summarised in a Marketing Plan which sets
out the steps needed to implement the strategy and includes timescales. The
Marketing Plan must also include how progress towards meeting the
objectives will be monitored and evaluated, and systems to report and
communicate accordingly.
7.5
The Marketing Strategy and Plan will be the blueprint for future marketing
activities and must have the agreement and full support of key stakeholders.
Therefore the draft documents must be subject to an additional consultation
exercise with key stakeholders before a final version is completed.
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8
Management of Project
The selected company would be required to report to and attend meetings
with the Marketing Project Officers and the Museums Steering Group as
necessary and to present the final strategy and plan to the steering group
and other key stakeholders upon completion.
The Tenderer may carry out the whole study with their own resources or
assemble a team with appropriate skills and experience. In either case, the
appointed Tenderer will be responsible for the contribution and performance
of the whole team.
All research papers, reports and illustrative materials will be passed to the
Client together with the copyright on all documents and illustrations. The
Client will make due acknowledgement to the Tenderer in any publications of
material resulting from this project.
9
Translation
The final Marketing strategy will be available in both English and Welsh
however the Welsh translation will be organised by the Marketing Project
Officers therefore translation costs do not need to be included in the
quotation.
Once translated, the Marketing Officers will print several copies and upload
to various websites e.g. librarywales.org and CyMAL websites for staff and
public to access.
10.
Deliverables
We require the following deliverables:


11.
National Marketing Strategy for Museums in Wales 2013-16 to
include key recommendations taking into account all the research
documents mentioned in this brief
Final strategy to be supplied in word and .pdf formats
Timescales
The initial draft of the Museums Marketing Strategy 2013-2016 is required by
31st January 2013.
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The draft will be circulated to staff and key stakeholders for comments. Any
relevant comments will be incorporated into the draft document.
The final strategy report is required by 31st March 2013.
12.
Requirements of Quote/Budget
An estimate of costs is required for the work – please provide a full
breakdown.
In order to make an informed decision please include the following with your
quote:
-
Relevant experience of company / staff who would be working on project
An outline of how you would approach the work
Examples of previous relevant work
The quotation is required by 31st October 2012 by email (contact details
below).
The outline budget for this work is £20,000.00
13.
Further Information
Please find attached the draft Terms and Conditions. Wrexham County
Borough Council will expect to contract with the appointed Marketing
Consultancy on this basis.
Useful links to online documents, some of which are mentioned in the brief:
14.

www.wales.gov.uk/cymal - CyMAL website which has the museums
strategy along with information about museums in Wales

http://www.culture24.org.uk/places+to+go/museums+at+night Culture 24 website which includes information about the Museums at
Night campaign

http://opendoorsdays.org.uk/

http://welshmuseumsfederation.org/index.php?page=advocacystrategy&hl=en_US - The Welsh Museums Federation Advocacy Strategy
that may also prove useful as background
Contact Information
Marketing Project Officers - Jane Purdie /Nicola Williams
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Wrexham County Borough Council
16 Lord Street
Wrexham LL11 1LG
Tel: 01978 298861 / 298862
jane.purdie@wrexham.gov.uk / nicola.williams@wrexham.gov.uk
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Appendix B
Interviewees and staff at Wrexham CBC
Creative Cultures worked closely with the Marketing Team at Wrexham CBC during
the production of the Marketing Strategy for Museum in Wales and would like to
thank the three team members, Jane Purdie,(Libraries Inspire) Marketing Project
Officer Bethan Richards, Marketing Assistant and Nicola Williams, Project
Marketing Officer.
The Creative Cultures team conducted forty one interviews with a wide range of
stakeholders in Wales and with officers from comparator organisations and UK-wide
bodies as part of the project research and consultation. The following people are
thanked for their time and contributions:
Gill Berntson, Head of Tourism Marketing, Visit Wales
Ceri Black, Head of Learning, Amgueddfa Cymru
Gemma Bowker, Marketing and Publicity Officer, Robert Owen Museum, Newtown,
Powys
Claire Browne, Museum Development Manager, Museum Development East
Midlands – East Midlands Museums Service
Julie Bush, Volunteer Coordinator, Wales Council for Voluntary Action
Peter Cole, Regional Strategy Director, Capital Region Tourism Partnership
Dewi Davies, Regional Strategy Director, Tourism Partnership North Wales
Gary Davies, Regional Strategy Director, Tourism Partnership, South West Wales
Maurice Davies, Head of Policy and Communications, Museums Association
Charlotte Dootson, Marketing Manager, York Museums Trust
Lorraine Elliott, Events and Marketing Officer, Erddig, Wrexham (National Trust)
Stephanie Evans, Consultancy Manager National Trust SE Wales
June Francois, Head of Marketing, Amgueddfa Cymru and with responsibility for
marketing for the People’s Collection Wales (two interviews)
Kerstin Glasow, Senior Marketing Manager, The Arts Fund
Peter Gomer, Internal Policy Adviser, Leisure, Culture and Tourism, Welsh Local
Government Association
Dr Carolyn Graves-Brown, Curator, Egypt Centre, Swansea University
Roy Haley, Chair of Trustees, Llandudno Museum
Sarah Hartman, Press and Media Team, Cardiff Council
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Hazel Hawarden, Culture and Heritage Manager, Wrexham CBC
Judith Ingram, Head of Policy and Planning, Amgueddfa Cymru
Mitzi Jones, Marketing Manager, National Trust Wales
John Marjoram, Development Officer, Federation of Museums and Art Galleries of
Wales
Kevin Mason, as the Welsh representative of the Association of Independent
Museums
Morrigan Mason, Deputy Director, Bodelwyddan Castle Trust
Susan Perry, Audience Development Officer (Marketing & Customer Research),
Wrexham CBC
Liz Pugh, Director CARAD, Rhyader Museum, Powys
Dee Reynolds, Regional Strategy Director, Tourism Partnership Mid Wales
Victoria Rogers, Museum Officer - Head of Collections and Learning Team, The
Cardiff Story Museum
Mark Richards, Deputy Director General and Director of Operations, Amgueddfa
Cymru
Esther Roberts, Curator, Gwynedd (Bangor)
Daniel Sheen, Facilities Manager, Narberth Museum
Rachel Silverson, Curator, Firing Line, Museum of the Welsh Soldier, Cardiff Castle
Laura Simms, Marketing Officer, Glyn Vivian Gallery, Swansea
Kathy Talbot, Honorary Curator, Tenby Museum and Art Gallery
Karen Teasdale, Learning and Access Officer, Wrexham CBC
Patricia Layzell Ward, volunteer, Porthmadog Maritime Museum
Annette Wells, Museums Officer (Public Access), Newport Museum and Art Gallery
Nicola Williams, Project Marketing Officer, Wrexham CBC
Samantha Williams, Heritage Manager, Denbighshire County Council
Chris Wright, Operations Manager, Greenfield Valley Museum, Flintshire
Creative Cultures would also like to thank all those who gave us their insightful and
very helpful responses to the consultation draft of this strategy circulated for
comment in March 2013.
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Appendix C
Museums Strategy for Wales Steering Group
The Museums Strategy for Wales Steering Group also acted as the steering group
for the production of this audience development and marketing strategy and
implementation plan and their meeting held in Cardiff on 21February 2013 included a
presentation from Creative Cultures.
The following organisations are represented on the Group:







Amgueddfa Cymru – National Museum Wales (AC-NMW)
CyMAL: Museums Archives and Libraries Wales (CyMAL)
Federation of Museums and Art Galleries of Wales (FMGW)
Museums Association (MA)
National Trust (NT)
Wales Council for Voluntary Action (WCVA)
Welsh Local Government Association (WLGA)
Group members in 2012-13 were:
David Anderson (AC-NW/ MA Liaison)
Julie Bush (WCVA)
Peter Gomer (WLGA)
Liz Green (NT)
Velma Hather (CyMAL)
Jane Henderson (FMGW and conservation in Wales)
Judith Ingram (AC-NW Strategy Delivery)
Lesley-Anne Kerr (CyMAL)
Mark Richards (AC-NW CyMAL Liaison)
Rachael Rogers (Federation)
Carol Whittaker (CyMAL)
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Appendix D
Select list of published documents consulted
Amgueddfa Cymru – National Museum Wales.
Qualitative non-visitor research report, November 2008
Visitor Profile Study, October 2009
Audience Wales with Audiences UK and Audience London. Survey for Arts
Council Wales. Visual Arts Benchmark Pilot Project. Comparative data summary
report, 2011
Booker and Hopkins Associates. The marketing mix for museums and leisure
attractions, 2001
BritainThinks. Public perceptions and attitudes to the purposes of museums in
society: a report prepared by BritainThinks for the Museums Association, 2013.
CyMAL
Museums Strategy for Wales 2010-2015. CyMAL, 2010
Spotlight on Museums, 2006. CyMAL, 2007 . Survey data was also consulted
from the 2011 survey abstract, with permission of CyMAL
Visit Wales. 2011 Visitor Survey Tabulations. Beaufort Research, November
2011
Wales Omnibus Museums,Beaufort Research,November 2012
Why do we have it? A significance and process template. CyMAL, 2013.
Federation of Museums and Art Galleries of Wales.
Advocacy strategy 2011-2014
Delivering the Museums Strategy for Wales. Rachael Lovering and Sarah
Loveday for the Federation, March 2012
Museums Association.
Love Museums documents , 2010
Museums 2020 – discussion document, 2012.
Paul Hamlyn Foundation. Whose cake is it anyway? A collaborative investigation
into engagement and participation in 12 museums and galleries in the UK. Summary
report by Bernadette Lynch for the Foundation, c2012.
People’s Collection Wales.
Marketing strategy, 2011-2014
Stakeholder communications plan for Casglaid y Werin Cymru – People’s
Collection Wales, 2011-12. Draft document.
QA Research. ‘Out of school’ trips research. A national report from QA Research,
March 2008
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Welsh Assembly Government. Wales Population, a demographic overview. WAG,
2010
Welsh Local Government Association. WLGA manifesto for National Assembly
elections 2011-2016: responding to the challenge. WLGA, March 2011.
Paul Williams. A modern approach to marketing, October 2009, Tourism Insights
website
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Appendix E
List of potential partner organisations
A ROBUST INFRASTRUCTURE
The museum sector in Wales is represented and supported by a robust infrastructure
of organisations providing professional leadership, funding opportunities, networks
and online resources for sharing and developing expertise. Bodies funded by the
Welsh Government, including CyMAL, Amgueddfa Cymru, Arts Council Wales,
Cadw, Visit Wales and the four Regional Tourism Partnerships, as well as Walesbased membership organisations such as the Federation of Museums and Art
Galleries of Wales, should all be regarded as key potential partners for the national
marketing team as they lead on delivery against this three-year audience
development and marketing strategy.
Beyond Wales, there is a much wider network of support for Welsh museums and the
staff and volunteers who work in them: the UK-wide Museums Association and
Association of Independent Museums, the Collections Trust and, listed on the Trust’s
Collections Link website, a host of Specialist Subject Networks (SSNs) such as the
Group for Education in Museums (GEM) and the Social History Curators Group1.
Outside the museum, heritage and tourism sectors, the national marketing team will
be looking to take advice from and, where appropriate, build mutually beneficial
working partnerships with organisations such as the Wales Council for Voluntary
Action, Cardiff University and Futurelearn and the national and regional media.
SOME KEY POTENTIAL PARTNER ORGANISATIONS
Museum sector:
CyMAL
http://new.wales.gov.uk/topics/cultureandsport/museumsarchiveslibraries/cym
al/?lang=en
The Welsh Government division CyMAL provides policy advice to the Minister for
Culture and Sport, and delivers development funding, training, advice and support to
the sector. From October 2007, CyMAL also assumed responsibility for the
sponsorship of Amgueddfa Cymru and the National Library of Wales. CyMAL is
leading on delivery of the Museums Strategy for Wales and will be responsible for
overseeing the successful implementation of this audience development and
marketing strategy. CyMAL is committed to identifying sources of demographic
information and communicating these to museums during 2013-2014. CyMAL’s
annual Innovation and Development grant stream for museums, archives and
libraries offers funding for projects that widen access to collections and engage with
communities – including audience development and market research.
1
See: http://www.collectionslink.org.uk/collaborate/subject-specialist-networks
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Federation of Museums and Art Galleries of Wales
www.welshmuseumsfederation.org
The Federation is generally recognised as the leading advocacy organisation working
specifically for museums in Wales and the people who work in them. A volunteer-run
membership organisation with committee posts filled by people working in or with
museums in Wales, the Federation occasionally employs consultants for specific
project work and liaises closely with CyMAL. The organisation is a trusted supplier of
training, networking and skills sharing opportunities. An important new section on its
website, ‘Rhannu: knowledge sharing amongst Welsh Museums’, is currently
accessible to both members and non-members and offers museum colleagues the
opportunity to seek and provide advice, publish and share resources.
A key partner in rolling out the Museums Strategy for Wales, the Federation has led
on the development of, and brokered input from Amgueddfa Cymru into, a Welsh
museums advocacy strategy and toolkit. The Federation offers a Small Grants
Scheme to its members (in 2013-2014 grants to a maximum of £5000, co-funded by
the Welsh Government).
Amgueddfa Cymru: National Museum Wales
www.museumwales.ac.uk
Amgueddfa Cymru is the country’s major museum service with six sites across the
south and one in the north. Spotlight data from the 2011 survey2 showed that in the
preceding 4 years 73% of responding museums from the wider sector had benefited
from Amgueddfa Cymru’s services and support, include training, advice, and
exhibitions – up by 17% since 2006. 36% had had items on loan from Amgueddfa
Cymru’s collections - spread across 19 of Wales’ 22 local authority areas - many as
part of the ‘Sharing Treasures’ initiative.
Amgueddfa Cymru’s marketing, PR and communications team have staff members
at all seven of the national museum sites. Staff from the team regularly offer advice
and some support to colleagues from the wider sector who are involved in
Amgueddfa Cymru partnership projects such as the ‘Sharing Treasures’ loans
programme. Some of the Amgueddfa Cymru team have posted their contact details
on the Federation’s Rhannu ‘sharing expertise’ pages and regularly offer speakers to
Federation and other training sessions, conferences and seminars on marketing,
advocacy and related topics. The Advocacy and Policy Coordinator Officer in
particular contributed to development of the Federation’s advocacy resources.
The Museums Strategy for Wales recommends that: Amgueddfa Cymru should take
a lead role in developing partnerships and sharing skills across Wales.
Museums Association
www.museumsassociation.org
The Museums Association (MA) is a UK-wide membership organisation representing
museums and galleries and the people who work in them. It offers advocacy to
Government, leadership on developing UK wide initiatives and development
opportunities and services including professional qualifications. The MA is governed
by a board drawn from across the UK museum sector and employs a small
professional staff team. The MA is currently giving high focus to developing an
understanding of public perceptions of museums and to advocacy and profile raising
2
Spotlight on Museums, 2011, CyMAL, 2013
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for the sector as a whole. It commissioned a series of public attitudes research focus
groups (including one in Cardiff) early in 2013.3
The Museums Strategy for Wales encouraged museums to make use of the MA’s
‘Love Museums’ advocacy resources developed as an outcomes from a series of
workshops run in 2010. During 2013 the MA intends to update and rationalise online
member / non-member access to these resources.
The Association of Independent Museums (AIM)
www.aim-museums.co.uk
AIM represents the interests of and provides targeted information and support to
museums that operate independently of local authority and national government
funding. At a strategic level, it seeks to provide a strong voice in support of AIM
members and museums generally. AIM’s governing Council is drawn from its
membership and it employs one professional Administrator. AIM encourages its
members to work collaboratively, especially at a local level, and to develop wider
partnerships. Online it offers a range of resources including evidence based
advocacy materials, toolkits for impact evaluation and a series of relevant focus
papers. AIM offers its members grants for sustainability, which could include
marketing research and development.
Wider cultural and heritage sector:
Arts Council of Wales
www.artswales.org.uk
The Arts Council of Wales (ACW) promotes and develops the arts in Wales on behalf
of the Welsh Government. It also distributes funding from the UK National Lottery
and seeks to raise additional money to support and develop arts organisations and
public access to them from a variety of public and private sector sources. ACW works
with Welsh museums that have fine art collections and a number of these have
already benefited from very well regarded ACW sponsored marketing and audience
development training and audience research initiatives, delivered by Audiences
Wales (see below).
Cadw
http://cadw.wales.gov.uk/?lang=en
Cadw (meaning ‘to keep’ or ‘protect’) is the Welsh Government’s historic environment
service working for an accessible and well-protected historic environment for Wales.
Among its key objectives is to help people understand and care about their history.
National Trust
http://www.nationaltrust.org.uk/visit/places/find-a-place-tovisit/?findPlace=wales
Operating as a charity completely independent of Government, NT relies for income
on membership fees, donations and legacies, and revenue raised from its
commercial operations. NT’s remit is to protect and open to the public over 350
historic houses, gardens and ancient monuments and to look after large stretches of
3
Public perceptions of and attitudes to the purposes of museums in society: A report
prepared by BritainThinks for Museums Association, Britain Thinks, Museums Association,
2013
http://www.museumsassociation.org/news/03042013-public-attitudes-researchpublished?utm_source=ma&utm_medium=email&utm_campaign=03042013
.
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the natural and farmed landscape, archaeological remains and villages. In Wales, NT
manages only twenty pay-to-enter sites, including nine buildings with museum
collections, but manages 1/5th of the whole Welsh coastline, as well as iconic sites
inland.
In ‘National Trust Partner’ a currently one-off ‘new venture’ in the London region, NT
is collaborating with and helping to publicise ten small, independent heritage
attractions and museums. The Partnership aims to ‘bring enhanced benefits to NT
members’ (charging museums offer a 50% discount),’ helping to provide increased
opportunities to explore our rich and diverse heritage.’
Tourism Sector:
Visit Wales
www.visitwales.co.uk
Visit Wales is the Welsh Government’s tourism team within the Department of
Business, Enterprise, Technology and Science. Visit Wales sees museums as
supporting key themes within its marketing activity in public relations and work with
the travel trade. Visit Wales is keen to work closely with the museum sector and
regards Amgueddfa Cymru in particular as a valued partner. Visit Wales administers
the Visitor Attraction Quality Assurance Service Cymru for Museums, an extension of
the visitor and user standards already reached for Museum Accreditation, CyMAL
covers the cost for all fully Accredited museums in Wales to participate.
Regional Tourism Partnerships
CAPITAL REGION TOURISM: www.capitalregiontourism.org
TOURISM PARTNERSHIP NORTH WALES: www.tpnw.org
TOURISM PARTNERSHIP MID WALES: www.tpmw.co.uk
SOUTH WEST WALES TOURISM PARTNERSHIP: www.swwtp.co.uk
The four Regional Tourism Partnerships were set up in 2002 to cover North, Mid,
South West and South East Wales. Their principal role is to lead the implementation
of four regional tourism strategies, which seek to improve the competitive
performance of tourism. The RTPs work in partnership with Visit Wales, local
authorities, tourism businesses and other organisations to undertake a range of
marketing, product investment and business support activities on behalf of the
tourism industry. They are keen for museums to engage more proactively with their
work. They manage devolved budgets from Visit Wales and are able to provide some
support funding for initiatives that ally with the product or skills improvement areas
prioritised by their strategies.
Welsh Association of Visitor Attractions
At the time of writing WAVA is currently developing its policies and work following
reorganisation. It is a potential future partner for the marketing of museums.
Contact:
Steve Bristow - Chair WAVA
Managing Director
GreenWood Forest Park
sbristow@greenwoodforestpark.co.uk
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Skills development, learning and volunteering:
Audiences Wales
www.audienceswales.co.uk
A not-for-profit company, Audiences Wales is one of twelve specialist arts marketing
and audience development agencies in the UK and is dedicated to increasing access
to the arts and cultural sector in Wales. It aims to provide strategic and tactical
marketing support, services and expertise to enable arts organisations to build
beneficial relationships with current and future audiences. Through a range of tactical
and strategic marketing services it aims to support the business performance of arts
organisations and help them to understand and reach audiences, and to encourage
greater levels of engagement in the arts in Wales for professional, amateur or
community based arts organisations and artists.
With ACW funding, during 2011-2012 Audiences Wales delivered a well-received
series of ‘Arts Marketing Essentials’ training workshops (materials from which are
now available online) and joined forces with Audiences UK to deliver an audience
survey and benchmarking project for the visual arts in Wales. Twelve museums and
galleries across Wales took part in the pilot project. The experience of running the
pilot project and the feedback from the galleries informed the development of a larger
research project in 2012. The results from this project will be available in spring 2013.
The Wales Council for Voluntary Action
www.wcva.org.uk
WCVA is a membership organisation open to voluntary organisations, statutory
bodies, private companies and individuals. It represents and campaigns for voluntary
organisations, volunteers and communities. WCVA is keen to increase the number
and diversity of people volunteering in ways which benefit the individual, organisation
and the community. It is represented on the Museums Strategy for Wales Steering
Group. WCVA works with County Voluntary Councils and Volunteer Centres in
Wales.
Creative & Cultural Skills
www.ccskills.org.uk
Creative & Cultural Skills is licensed as a Sector Skills Council by the UK Secretary
of State for Business and work across England, Northern Ireland, Scotland and
Wales. Cited as a potential partner by the Museums Strategy for Wales, Creative &
Cultural Skills works with partners across Wales through its Skills Academy to
support the sector with skills and training. Its work in Wales includes: supporting the
creative sector to take on apprentices; providing information, advice and guidance for
creative careers; providing research and analysis in to the skills needs of the
industry; and supporting the creative sector to set the standards for high-quality work
in the industry.
Cardiff University and Futurelearn
http://futurelearn.com/
Futurelearn is a multi-institutional platform for free, open, online courses. It aims to
increase access to higher education for students in the UK and around the world by
offering a diverse range of high quality courses through a single website. A private
company majority owned by the Open University, Futurelearn is partnered with the
British Library and 17 UK universities including Cardiff University. It aims to build on
the OU’s unparalleled expertise in delivering distance learning and in pioneering
open education.
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Appendix F
National initiatives, programmes and events
This list was compiled in spring 2013. It describes a number of the regular festivals
and events that aim to broaden public engagement with heritage and culture and that
invite and support participation by museums of all sizes. It also points to some
upcoming, one-off commemorations and notes both current and longer term funding
streams, initiatives and partnerships that offer opportunities for museums to raise
their profile and reach new audiences.
REGULAR AND OCCASIONAL PROGRAMMES AND EVENTS:
Adult Learners Week (annually - May)
NIACE aims to encourage all adults to engage in learning of all kinds and runs a
number of high profile campaigns to raise the demand for learning and skills in
England and to celebrate outstanding learning achievements. NIACE’s Adult
Learners' Week is the UK's largest and longest running learning campaign. Held
each May, it encourages thousands of adults to give learning a go.
See: http://www.niace.org.uk/campaigns-events/campaigns/adult-learners-week
Ask a Curator / Ask a Curator Day
Ask a Curator was developed by the UK based arts marketing agency Sumo on the
premise that museums and galleries house not only fascinating collections, but also
leading experts who love to share their passion for art, history and science. Ask a
Curator brings experts from participating museums together to share their knowledge
through video answers to the public’s questions, taking viewers behind the scenes in
museums and galleries around the globe. It is possible to browse questions, discover
museums and galleries and ask questions online. So far, there have been two Twitter
based Ask a Curator Day days (2010 + Sep 2012)
It is free for museums and galleries to join Ask a Curator: email Jim
Richardson:jim.@sumodesign.co.uk
See: http://www.askacurator.com/about.html
Big Draw: Campaign for drawing (annually – October)
The Big Draw is the world’s biggest celebration of drawing. It has grown into a
month-long festival throughout October. Every year hundreds of thousands of people
join in Big Draw events run by partners in national and regional museums and
galleries, schools, community centres, libraries, art clubs and village halls.
See: http://www.campaignfordrawing.org/bigdraw/
Black History Month (annually – October)
Black History Month has been celebrated in the UK for over 25 years honouring the
achievements, culture, and the history of black people. Every year throughout
October museums, schools, libraries, groups and organisations host events and get
involved with the celebration of black history.
See: http://www.blackhistorymonth.org.uk/
For information on BHM in Wales see: http://www.blackhistorymonth.org.uk/#/bhmwales/4567605674
Children’s Art Day (summer)
Run by Engage, Children's Art Day is a UK-wide programme encouraging children,
young people, families and teachers to engage with the visual arts. Organisers
across the UK received support to devise, run and publicise their participatory
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events. The event did not take place in 2012 as Engage were unable to secure
sufficient funding, but is working to secure funding to run the event in Summer 2013.
See: http://www.engage.org/projects/childrensartday.aspx
Climate Week (annually – March)
Climate Week is a national occasion that offers an annual renewal of our ambition
and confidence to combat climate change. It is for everyone wanting to do their bit to
protect our planet and create a secure future. Climate Week aims to shine a spotlight
on the many positive steps already being taken in workplaces and communities
across Britain. Thousands of businesses, charities, schools, councils and others ran
events during Climate Week on 12-18 March 2012. They showed what can be
achieved, shared ideas and encouraged thousands more to act during the rest of the
year. Climate Week has support from every part of society – from the Prime Minister
to Paul McCartney, the NHS to the Met Office, Girlguiding UK to the CBI, the Big
Lottery Fund to the National Association of Head Teachers.
See: http://www.climateweek.com/about-us/
LGBT history month (annually – February)
Lesbian Gay Bisexual Trans History Month takes place every year in February. It
celebrates the lives and achievements of the LGBT community. LGBT History Month
is a time when we can explore and share some hidden aspects of our country’s past,
both recent and remote.
See: http://lgbthistorymonth.org.uk/about/support-us/
Museums at Night (annually – May)
Museums at Night is an annual UK-wide festival which seeks to encourage visitors
into museums, galleries and heritage sites by throwing the doors open after hours
and putting on special evening events. The campaign is core funded by Arts Council
England, with extra funding from Grants for the Arts to support the Connect10
competition. Coordinated by non-profit cultural publishing organisation Culture24,
Museums at Night is an opportunity for the cultural and heritage sector to come
together around a single, simple campaign that is attractive to venues, audiences
and the media.
See: http://museumsatnight.wordpress.com/about-museums-at-night/
See also ‘Late Night Events’ – a series of Museums Association ‘Museums Practice’
articles exploring the logistics of holding late night events – covering marketing,
staffing, evaluation and costs (available to MA members only via online log-in):
http://www.museumsassociation.org/museum-practice/late-nightevents?utm_source=ma&utm_medium=email&utm_campaign=mp14122012
Festival of British Archaeology (formerly National Archaeology Week) (annually –
July)
Coordinated by the Council for British Archaeology, the aim of this annual
fortnight-long event is to encourage everyone, and especially young people and their
families, to visit sites of archaeological / historical interest or museums, heritage and
resource centres, to see archaeology in action and to take part in activities on-site. It
is made up of hundreds of events across the UK. The festival grew out of National
Archaeology Week in 2009 to reflect the huge growth of the event in recent years.
See: http://festival.britarch.ac.uk/
[Wales] Open Doors (annually – September)
Open Doors Days celebrate the architecture and heritage of Wales. Part of European
Heritage Days, it offers free access to a variety of buildings, heritage sites, and
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events of all kinds each September. Where sites normally charge, admission is free.
Sites normally open for free offer special opportunities such as behind the scenes
tours and exhibitions.
See: www.civictrustwales.org/open.html
Parliament Week (annually – November)
Parliament Week is a national initiative that aims to help people engage with
parliamentary democracy in the UK. Usually runs in November. Parliament Week
highlights the work and history of the UK Parliament, how it is relevant to UK
citizens and how members of the public can get involved in the democratic process.
See: http://www.parliament.uk/education/special-events-andprogrammes/parliament-week-and-schools/
UK Disability History Month (annually – November / December)
UKDHM is an annual event creating a platform to focus on the history of disabled
people’s struggle for equality and human rights.
See: http://ukdisabilityhistorymonth.com/what_is_/
World Book Day (annually - March)
A good opportunity for museums with libraries and / or bookshops, World Book Day
is designated by UNESCO as a worldwide celebration of books and reading, and
marked in over 100 countries all over the world. The main aim in the UK and Ireland
is to encourage children to explore the pleasures of books and reading by providing
them with the opportunity to have a book of their own. With sponsorship from
National Book Tokens Ltd, publishers and booksellers, more than 14 million book
vouchers are sent to children and young people under 18. They take their voucher to
a participating local bookseller and pick one of eight free books – or get £1 off any
book or audio book costing over £2.99. There is considerable publicity on blogs, in
newspapers, on TV and in schools, libraries and bookshops.
See: http://www.worldbookday.com/contactus/
See: http://www.worldbookday.com/world-book-day-wales/ for information about
WBD in Wales
ONE-OFF COMMEMORATIONS
Dylan Thomas 100 (2014)
Led by the Welsh Government, Arts Council of Wales and local authority partners,
Dylan Thomas 100 is a celebration of the life, work and legacy of one of Wales’s
most important and revered writers. 2014 is the centenary of Thomas’ birth in
Swansea. In the run up to 2014 and during the year itself funding partners will be
investing in a year-long programme of activity. The programme of events – large and
small, international and local – will highlight the artistic, cultural, educational and
commercial opportunities that such a unique celebration can offer. Events will be
based around four themes based on Dylan Thomas’ works.
 Between the Covers of Books (Education and Learning);
 To Wales in My Arms (Tourism);
 Sailed and Set Dazzling (International), and;
 High Hill and Green Fuse Events – which are intended to structure and
inspire festival activity.
See: http://wales.gov.uk/topics/cultureandsport/arts/dylanthomas100/?lang=en
First World War Centenary
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The 2014-2018 Centenary of the First World War will be marked worldwide. The First
World War Centenary Partnership is a network of over 850 local, regional, national and
international cultural and educational organisations led by IWM (Imperial War Museums).
Together, they will present a vibrant global programme of cultural events and activities,
and digital platforms which will enable millions of people across the world to discover
more about life in the First World War.
Being a member of the Partnership gives each of the participant organisations a stronger
collective voice, visibility through the First World War Centenary brand and website,
access to a wealth of expertise and resources and the opportunity to promote our events
through a centenary calendar on 1914.org.
See: http://www.1914.org/centenary/ and http://www.1914.org/partners/
The Welsh experience of World War One
This national project, led by the National Library of Wales in partnership with the
libraries, special collections and archives, of Wales is aiming to reveal the hidden
history of World War One as it affected all aspects of Welsh life, language and
culture. The digital collection will be available online and People’s Collection Wales, a
project partner, is inviting the public to become a part of the project by bringing their
materials along to one of a series of events where staff will be on hand to scan
letters, photographs, certificates, postcards, diaries and any other documents or
memorabilia.
http://cymruww1.llgc.org.uk/category/ww1-commemoration/
SOME REGULAR ANNUAL AWARDS AND PRIZES:
Award schemes provide great potential for raising awareness of the broad range of
work that museums do and the impact it has on the communities they serve.
Clore Award for Learning
Funded by the Clore Duffield Foundation and administered by The Art Fund, the
Clore Award celebrates quality museum and gallery learning with children and young
people (from early years up to the age of 25) in any setting, in or out of school or
college. It recognises achievements in learning programmes which develop the skills,
knowledge, values and enjoyment of the participants.
See: http://www.artfund.org/what-we-do/clore-award-for-learning
Collections Trust Awards
Two awards are presented each year by the Collections Trust. Launched in 2012, the
CT Awards aim to attract the maximum number of nominations, encourage the best
possible practice, and recognise and celebrate outstanding work in the collections
community. Applications are welcomed from arts and cultural organisations in the
UK.
 The Collections Practice Award celebrates projects that demonstrate the
application of innovative practice to improve the sustainability and use of
collections in arts and cultural organisations including museums, archives,
libraries and galleries.
 The Collections on a Budget Award celebrates successful projects undertaken by
organisations with a turnover of less than £500K.
 New in 2013, the Participatory Practice Award will highlight an exceptional
example of how participatory practice has benefited a museum by enhancing
its relationships with its users.
See: http://www.collectionslink.org.uk/openculture2013/ct-awards
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The Family Friendly Museum Award
The annual Telegraph Family Friendly Museum Award, run with the charity Kids in
Museums, aims to celebrate museums that enthral children of all ages. Anyone can
make a nomination – families, children, curators, volunteers, museum professionals.
See: http://kidsinmuseums.org.uk/awards/ and
www.telegraph.co.uk/museumsawards
Museums and Heritage Awards for Excellence
The Museums + Heritage Awards for Excellence offer every museum the opportunity
to enter - regardless of size or budget. The Awards are open to museums, galleries,
cultural and heritage visitor attractions. Entries from outside contractors and suppliers
are also welcomed but where the entry relates to a specific attraction. Categories for
the 2013 awards (entries closed February 2013) were:
 Customer Service Award - sponsored by BDRC Continental market research
consultancy
 Marketing Campaign
 Permanent Exhibition
 Temporary or Touring Exhibition
 Educational Initiative
 Sustainability Award - sponsored by PLB heritage and design consultancy
 Project on a Limited Budget
 Innovations Award
 Trading & Enterprise - the Winstan Bond Trophy in association with AIM
 International Award
 Restoration & Conservation
See: http://www.museumsandheritage.com/show/awards/awards-homepage
Museum of the Year
The prize celebrates museums and galleries all across the UK - annually awarding
one outstanding winner £100,000 and the title Museum of the Year. The Museum
Prize Trust was set up in 2001 to create a major annual prize for museums and
galleries in the UK. Between 2003 and 2008 the Calouste Gulbenkian Foundation
was the principal funder. The Arts Fund has sponsored the prize since 2009.
See: http://www.artfund.org/what-we-do/museum-of-the-year
NIACE Inspire award
NIACE Dysgu Cymru invites nominations for outstanding tutors and learners from
further education, higher education, the workplace or the community. Tutors may
work in essential skills, vocational qualifications, languages, online through e-tutoring
and / or in a voluntary capacity as a mentor. Learners can be studying any subject
from Archaeology to Welsh. Overall Learner and Tutor of the Year Awards will be
announced at the end of the ceremony.
See: http://www.niacedc.org.uk/
Wales Volunteer of the Year 2013.
Wales Volunteer of the Year aims to reward the dedicated individuals and voluntary
groups that go the extra mile to improve their communities and the lives of those
around them. It’s a chance to show these remarkable people just how appreciated
they are. The 2013 awards offered five nomination categories: Adult; Young person
(under 25); Green volunteer; Trustee; Group
See: http://www.wcva.org.uk/what-we-do/awards/wales-volunteer-of-the-year-awards
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OTHER RECENT AND CURRENT PROGRAMMES AND INITIATIVES
Changing Cultures (Feb-April 2013)
In February 2013 the Minister for Housing, Regeneration and Heritage, Huw Lewis
AM, pledged an additional £150,000 to help museums, libraries and archives in
Wales adopt and enhance initiatives to help eradicate child poverty. This additional
funding is earmarked for work that will widen access and participation. Changing
Cultures will encourage services to review and improve their approach to delivering
services for young people, particularly in areas of need, and will fund activities which
demonstrate the change that is needed to encourage participation by our poorest
families and their children. It will also help support agencies and the cultural sector to
work even better together.
See:
http://wales.gov.uk/topics/cultureandsport/changingcultures/programmeofevents/?lan
g=en
Festival of Welsh History for 2015
In December 2012, Housing, Regeneration and Heritage Minister Huw Lewis
launched the All-Wales Heritage interpretation. The plan aims to ensure that stories
about Welsh heritage are told well and in ways which are engaging and stimulating
and to make meaningful connections between heritage sites so visitors are
encouraged to stay longer and visit more sites across the country. The Minister also
announced proposals to develop a Festival of Welsh History for 2015. The festival,
which will take place at numerous locations across Wales over a two or three week
period, will provide an opportunity for heritage bodies across Wales to celebrate and
showcase our history for Welsh residents and visitors.
The action plan forms part of the Historic Environment Strategy which was launched
by the Minister in November 2012 and which aims to promote the public’s
understanding and enjoyment of Wales’s historic environment. Plans for a pan-Wales
Interpretation Plan also feature in the Programme for Government.
More information about pan-Wales interpretation can be found at:
http://cadw.wales.gov.uk/interpretation/?lang=en
The Professionals: Sign up to recruit Skilled Volunteers
The UK volunteering and learning charity Community Service Volunteers (CSV) is
running a major initiative funded by the Social Action Fund and called The
Professionals. This encourages people to share their skills, not just their time. Here
are just a few of the examples of ways professional volunteers have made a
difference in their local communities:
 A volunteer who was highly skilled with databases was placed within a local
museum, helping to maintain their records.
 An experienced archivist volunteered to uncover and organise a large number of
historic documents that had been collected by a cultural village hall.
 An evaluation manager for a major UK charity met with a social enterprise in
order to help plan appropriate monitoring and evaluation processes.
Whether in need of a volunteer who will connect with the public, or one who will
assist with your museum’s administration or marketing, see:
http://www.csv.org.uk/?display=volunteering
Children’s University
The Children's University aims to promote social mobility by providing high quality
out-of-school-hours activities to children aged 7 to 14 (and 5 and 6 year olds with
their families) and engaging the wider communities as learning partners in this
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process. Participation is voluntary and it is intentionally something other than school with a different feel, different activities and often a different location, peer group and
staff. CU’s ambition is to raise aspirations, boost achievement and foster a love of
learning. It aims particularly to reach children and young people facing socioeconomic disadvantage through the targeting of grants to, and the promotion of
activities in, areas of deprivation.
CU ‘Learning Destinations’ provide high quality learning activities and experiences
with a 'wow' factor. A Learning Destination can range from a museum to a farm or
from an airport to a university as long as the learning activity connects with which is
linked to actual university course provision - as exemplified
on www.ucas.ac.uk/students/coursesearch/.
See: http://www.childrensuniversity.co.uk/about-us/
The Welsh Baccalaureate
The Welsh Baccalaureate is delivered by schools, colleges and training providers
across Wales. It aims to suit the diverse needs of young people, by giving broader
experiences than traditional learning programmes. The Welsh Baccalaureate
Qualification structure is based on the Foundation, Intermediate and Advanced
levels. The qualification at each level is studied alongside a range of appropriate
academic and vocational qualifications.
Museums have joined with other providers to list organisations and websites which
provide excellent sources of information, ideas and resources for the Welsh Bac.
See: http://www.wbq.org.uk/eng/wbq-home-2010/wbq_2010_home/wbquseful_organisations.htm
OTHER OPPORTUNITIES FOR NATIONAL PARTICIPATION / PROFILE
RAISING:
Offer free admission to the Art Fund’s National Art Pass holders.
See: http://www.artfund.org/nationalartpass2?gclid=CL7ck6Tj9LUCFUTItAodkUAAiw
Offer free admission to Young Archaeologists Club Pass holders:
See: http://www.yac-uk.org//
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Appendix G
Sources and resources
There is a wealth of online material aimed at supporting both Welsh and UK wide
museums to develop their skills and refresh their approach to museum marketing,
advocacy, visitor data analysis, audience segmentation, the use of new media and
inclusive approaches to audience development – including working with young
people. This list was compiled (and all links were live) in spring 2013 and is
presented in three sections by alphabetical listing of the source organisation.
MARKETING, AUDIENCE DEVELOPMENT AND ADVOCACY
ASSOCIATION OF INDEPENDENT MUSEUMS (AIM)
AIM‘s website offers targeted resources including statistics to support advocacy,
toolkits for impact evaluation and a series of relevant focus papers:
http://www.aim-museums.co.uk/content/research_papers/
Economic Impact Paper Toolkit
This toolkit provides AIM members with a straightforward approach to help
museums in estimating the impact they might have on their local economy:
http://www.aim-museums.co.uk/downloads/4548406d-dd71-11e1-bdfc001999b209eb.pdf
Economic Value of the Independent Museum Sector: Executive
Summary
AIM commissioned DC Research to make a study of the economic value that
can be attributed to the independent museum sector. The resulting study
supports advocacy work by AIM at a national level on behalf of the sector,
and by individual and small groups of independent museums at the local and
regional levels:
http://www.aim-museums.co.uk/downloads/23c296c0-dd71-11e1-bdfc001999b209eb.pdf
The Economic Value of the Independent Museum Sector, DC Research,
AIM, 2010
Full report: http://www.aim-museums.co.uk/downloads/2cef984a-dd70-11e1bdfc-001999b209eb.pdf
and: http://www.aimmuseums.co.uk/content/aim_research_study_gazetteer_of_advice/
Focus Papers
AIM FOCUS is a series of free to download information papers:

Creating and Implementing Forward Plans (358 Kb)

Designing and Implementing Visitor Research (569 Kb)

Exploiting the Potential of the Social Web (643 Kb)

Exploiting the Potential of the Social Web (Welsh
Language version) (647 Kb)

Retail Guidelines for Small Museums (794 Kb)

Venue and Location Hire

Working with Volunteers - an introduction to good
practice (1234Kb)
http://www.aim-museums.co.uk/content/focus_papers/
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ARTS MARKETING ASSOCIATION
The Arts Marketing Association (AMA) is the professional development organisation
for arts marketers and audience development professionals. AMA members are arts
professionals with a passion for bringing arts and audiences together.
www.a-m-a.co.uk
CultureHive
CultureHive is a free online knowledge hub full of the latest thinking and
innovation in cultural marketing and audience development. With content
sourced from the UK and internationally, and a comprehensive search
function, from late spring 2013 it will signpost to ideas, knowledge, case
studies and inspiration to help arts and heritage organisations reach and
engage more audiences, more often.
CultureHive aims to show how good marketing practice is applied and help
its users to:
 keep up to date with the latest thinking, trends and developments,
 find answers to particular marketing and audience development
challenges,
 identify tried-and-tested solutions that have worked for other
organisations,
 learn new techniques and tools for reaching and developing your
audiences,
 save money and time by instantly accessing a wealth of resources all
in one place, anywhere, anytime.
Created and managed by the Arts Marketing Association, funded by Arts
Council England's Audience Focus strategic fund and delivered in partnership
with The Audience Agency, CultureHive is part of a project to provide a
national service to collate, share, train and implement best practice in arts
marketing and audience development.
http://www.a-m-a.co.uk/page.aspx?id=160
ARTS COUNCIL ENGLAND
Website includes toolkits on various aspects of the arts including:
Visual Arts Sector Toolkit for Collecting Audience Data: Executive summary, ABL
Cultural Consulting, 2008, Arts Council England
http://www.artscouncil.org.uk/advice-and-guidance/toolkits/
AUDIENCES WALES – LEARNING ON DEMAND
Audiences Wales ‘Learning On Demand’ resources are aimed at people new to arts
marketing who want to learn at their own pace or need something on hand when
working on marketing projects. Audiences Wales’ Chief Executive, Nick Beasley,
says: “Audiences Wales is committed to providing expert marketing support and
learning opportunities for all organisations and individuals working in the arts. We
recognise that it is not always possible to attend a course and sometimes we need
the information to hand when working on a particular project. Our new Learning On
Demand resources are designed to help you get to grips with a particular subject at
your own pace.”
Published in 2012, the first two guides are ‘An Introduction to Marketing and Publicity’
and ‘Design and Print’. Both are available for free download and offer an overview of
each key area with major theories explained, a glossary of terms, and practical tips to
support learning and skills development. The Learning On Demand resources have
been produced by Audiences Wales with funding from the Arts Council of Wales.
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www.audienceswales.co.uk
http://www.audienceswales.co.uk/public/main.cfm?m1=c_14&m2=e_0&m3=e_0&m4
=e_0
As well as Audiences Wales’ own guidance notes and training resources this site
recommends and provides links to other relevant marketing support sites:
Audiences UK
Arts Marketing Association
Chartered Institute of Marketing
Chartered Institute of Public Relations
Taking Part in the Arts
Maximise
CULTURE24 / MUSEUMS AT NIGHT
www.weareculture24.org.uk
Culture24 is a non-profit, digital cultural publishing organisation that aims to support
the cultural sector in reaching online audiences. Its public facing website
www.culture24.org.uk provides news and listings, with a children’s version ‘Show
Me’ at www.show.me.uk. Culture24 leads Museums at Night
www.museumsatnight.org.uk, the UK’s annual festival of late night openings in
museums, galleries and other cultural venues.
Making the most of the media, Museums at Night PR Toolkit, Museums at
Night, 2012:
http://museumsatnight.wordpress.com/2012/04/24/get-the-museums-at-night2012-pr-toolkit/
How to evaluate success online
Culture24 has worked collaboratively to lead action research projects with a
range of cultural sector organisations to help them define and measure their
success online. The first phase culminated in the 2011 ‘Let’s Get Real’ report
and findings. The frankness of this report and its openness to speak about the
failure in the sector to really capture the attention of online audiences was
met with a very positive reaction. Further analytic tools have been developed
for free download:
http://weareculture24.org.uk/projects/action-research/
Social media metrics toolkit - a framework suggesting ways to make
use of your social media metrics.
Social media tools comparison – a comparison of the tools
identified during the project that can be used to track
different social media channels.
Google Analytics health checklist - how to check your own GA setup.
Basic user segments and Advanced user segments - these are the
user segments developed collaboratively as part of the project that
you can download and apply to your own GA account.
CYMAL: MUSEUMS ARCHIVES AND LIBRARIES WALES
http://new.wales.gov.uk/topics/cultureandsport/museumsarchiveslibraries/cym
al/?lang=en
Disability Portfolio - Wales Edition, CyMAL, 2005
13/09/12 These guides are designed to help museums, archives and libraries
to become more accessible to disabled people. The Wales Edition includes
Welsh contextual information and contact details for Welsh organisations. The
guides are available in Welsh and English:
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http://wales.gov.uk/topics/cultureandsport/museumsarchiveslibraries/cymal/re
sources/disabilityportfolio/?lang=en
Why do we have it? A Significance Process and Template, CyMAL, 2013
This toolkit aims to help museums, archives and libraries assess the
importance of their collections. Significance assessments can be used to help
a museum build understanding of the relevance and meaning of individual
objects and whole collections to their target audiences
The “Why do we have it? toolkit provides two basic approaches to assessing
significance.
http://new.wales.gov.uk/topics/cultureandsport/museumsarchiveslibraries/cym
al/collections/significance-template/?lang=en
For the related ‘Reviewing Significance’ model and toolkit developed by
Caroline Reed Consulting – initially for Renaissance East Midlands and
Collections Trust see:
http://www.collectionslink.org.uk/programmes/reviewing-significance/1196reviewing-significance-20
DEPARTMENT FOR MEDIA, CULTURE AND SPORT - TAKING PART
The Taking Part Survey collects data on many aspects of leisure, culture and sport in
England, as well as an in-depth range of socio-demographic information on
respondents.
See: https://www.gov.uk/government/publications/taking-part-2012-13-quarter-1statistical-release
FEDERATION OF MUSEUMS AND ART GALLERIES OF WALES
The Federation, funded by CyMAL, is developing a series of online resources to help
museums meet Museums Strategy for Wales' objectives. It includes links to partner
resources and some documents and photographs from individual museums:
http://welshmuseumsfederation.org/index.php?page=online-resources
The ‘Rhannu: knowledge sharing amongst Welsh Museums’ section of the
Federation’s website is freely accessible and offers museum workers the opportunity
to share expertise and resources:
http://welshmuseumsfederation.org/index.php?page=rhannu-knowledge-sharing
An active partner in rolling out the Museums Strategy for Wales, the Federation has
led on the development of a Welsh museums advocacy strategy and toolkit:
http://welshmuseumsfederation.org/index.php?page=advocacy
MORRIS HARGREAVES MCINTYRE
Morris Hargreaves McIntyre is a strategic research consultancy working within the
culture, heritage, leisure, media and charities sectors. Its specialism is in helping
organisations develop enhanced consumer focus, resulting in better business. Their
website provides links to a useful series of project reports:
http://www.lateralthinkers.com/reports.html
MOSAIC
Mosaic classification paints a rich picture of UK consumers in terms of their sociodemographics, lifestyles, culture and behaviour, providing an accurate and
comprehensive view of UK consumers. The latest version of mosaic classifies
consumers in the UK into one of 67 types and 15 groups”.
http://guides.business-strategies.co.uk/mosaicuk2009/html/visualisation.htm?111121
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MUSEUMS ASSOCIATION
The MA gives high focus to developing an understanding of public perceptions of
museums and to advocacy and profile raising for the sector as a whole.
Museums Practice
The MA websites ‘Museum Practice’ pages provide insightful articles and
practical guidance e.g. on ‘the value of audience research in hard times’,
August 2012 (available to MA members only via online log-in)
http://www.museumsassociation.org/museum-practice/150802012-latest-mpaudienceresearch?utm_source=ma&utm_medium=email&utm_campaign=15082012
Love Museums
The Museums Strategy for Wales encouraged museums to make use of the
MA’s ‘Love Museums’ advocacy resources developed as an outcomes from a
series of workshops run in 2010.
See: http://www.museumsassociation.org/campaigns/love-museums
and supporting material at ‘Introduction - Advocacy’ Museums Practice
articles (available to MA members only via online log-in):
http://www.museumsassociation.org/museum-practice/advocacy
During 2013 the MA intends to update and rationalise online member / nonmember access to these resources.
Public perceptions research
MA commissioned consultancy Britain Thinks to conduct a series of public
attitudes research focus groups (including one in Cardiff) early in 2013.
http://www.museumsassociation.org/museums2020/11122012-what-thepublic-thinks
MUSEUMS GALLERIES SCOTLAND
The MGS ‘publications places can be searched by keyword and offer a series of
practical guidance notes on aspects of marketing:
http://www.museumsgalleriesscotland.org.uk/publications/?p=1
RENAISSANCE IN THE REGIONS 2004-2011
The Renaissance in the Regions programme of investment in English regional
museum services was initiated by the Museums Libraries Archive Council and
continues under Arts Council England. A wide range of valuable resources produced
between 2004 and 2011 by Renaissance hubs across England have been archived.
Most are now retrievable via the UK Government Archive maintained by The National
Archive at:
http://webarchive.nationalarchives.gov.uk/20130104164925/http://www.mla.gov.uk/w
hat/programmes/renaissance/regions
Some of the more helpful resources generated to support audience development,
advocacy and marketing are listed here:
RENAISSANCE EAST MIDLANDS
As part of its 2006-2008 Business Plan, the Renaissance East Midlands Partnership
created an audience development specialist panel sharing expertise from across the
museum and heritage sector in the region. A key innovative concept was that groups
of museums could gather data on audiences in a collaborative framework across an
entire region, with the purpose of identifying new audiences for their museums. They
would use the data gained to inform their service delivery to attract new users and to
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target communities absent from the known audience profile of their museums. Six
data-gathering museum “Cluster Groups” were formed to cover the entire region and
grew to include arts organisations and contemporary galleries, with support from Arts
Council England, East Midlands. Co-operation within the Cluster Groups has saved
duplication of effort and has yielded a significant, and measurable, financial saving to
the public purse as a result through shared commissioning costs:
http://emms.org.uk/museums_moving_forward/
The resources produced include:
Engaging with your audiences: Part 2 understanding your communities’
needs, REM, [2009]
‘Engaging With Your Audiences’ is a compilation of audience research for
cultural organisations. It will help you to understand the needs of different
audiences and will give you some ideas about how to encourage them to
engage with your venue:
http://emms.org.uk/swf/mmf/pdf/Community%20Engagement/2009/Engaging
%20With%20Your%20Audiences%20-%20Research%20Report.pdf
Knowing Your Audiences: Part 1: A Profile of Your Local Communities
in the East Midlands, REM, 2007
Note: If you are interested in knowing who your audiences are have a look at
the ‘Knowing How…’ template at the back of the report. This documents the
process the Northamptonshire Cluster Group undertook for stage 1 and what
time, capacity and resources the group utilised:
http://emms.org.uk/swf/mmf/pdf/Community%20Engagement/2007/Knowing%
20Your%20Audiences%20Part%201%20report.pdf
Improving links with coach operators, Focus Consultants 2010 LLP,
Renaissance East Midlands, 2010:
http://emms.org.uk/swf/mmf/pdf/Audience%20Development/2011/Improv
ing%20Links%20with%20Coach%20Operators.pdf
Virtually there: Understanding audiences for online collections
resources in the East Midlands, Morris Hargreaves McIntyre, REM, 2009:
http://emms.org.uk/swf/mmf/pdf/Digital/2009/Virtually%20There.pdf
Ancestral and literary tourism in the East Midlands, Cultural Consulting
Network and Seabridge Consulting, REM, 2008:
http://emms.org.uk/swf/mmf/pdf/Audience%20Development/2011/Ancestral%
20and%20Literary%20Tourism%20-%20Resource%20pack.pdf
Constituency advocacy letters
Draft letters to MPs e.g. Central and South Derbyshire:
http://emms.org.uk/swf/mmf/pdf/General/2010/Constituency%20letter%20%20Derbyshire%20Central%20and%20South.pdf
RENAISSANCE EAST OF ENGLAND
See:
http://www.mla.gov.uk/what/programmes/renaissance/regions/east_of_england/news
/publications
Evaluation toolkit for museum practitioners Harriet Foster, East of
England Museum Hub, 2008
http://www.mla.gov.uk/what/programmes/renaissance/regions/east_of_englan
d/news/~/media/East_of_England/Files/Hub_Evaluation_Toolkit.ashx
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RENAISSANCE NORTH EAST
http://www.mla.gov.uk/what/programmes/renaissance/regions/north_east/news
I Like Museums
I like museums is a regional marketing initiative promoting all museums in the
North East with the ultimate aim of encouraging more people to visit them:
www.ilikemuseums.com
With an online toolkit for participating museums:
http://www.ilikemuseums.com/Page/Toolkit.aspx
RENAISSANCE SOUTH EAST
http://www.mla.gov.uk/what/programmes/renaissance/regions/south_east/news/publi
cations
Tips and Resources for Museums (2011)
Tips and Resources for Museums is designed to share expertise developed
through Renaissance South East funding and activities. Museum practitioners
who were either funded by or worked on Renaissance projects give their top
ten tips on topics ranging from collections care to commercial development.
There is also a directory of further support and advice and links to useful
online resources.
http://www.mla.gov.uk/what/programmes/renaissance/regions/south_east/~/m
edia/South_East/Files/2011/Tips-and-resources-for-museums.ashx
Breaking Barriers Project
The Breaking Barriers pilot project was developed to address the basic level
of audience monitoring and understanding by many museums within the
Hampshire and Isle of Wight Region. The project aimed to increase
knowledge and skills across organisations and encourage robust data
collection methods.
http://www.mla.gov.uk/what/programmes/renaissance/regions/south_east/ne
ws/~/media/South_East/Files/2011/Breaking%20BarriersKey%20findings%20
%20recommendations.ashx
Data Collection: How To Develop Data Collection Process and Polices,
Jane Seaman, RSE, 2011
Guidelines on acquiring information on museum users and non-users.
http://www.mla.gov.uk/what/programmes/renaissance/regions/south_east/ne
ws/~/media/South_East/Files/2011/Data%20Collection%20Guidelines.ashx
RENAISSANCE LONDON
http://www.mla.gov.uk/what/programmes/renaissance/regions/london/News_and_Reso
urces/publications
Understanding and reaching audiences programme
http://www.mla.gov.uk/what/programmes/renaissance/regions/london/regional
_programme/reaching_audiences
Resources include: Understanding Audiences Factsheets
An introduction to Evaluation (PDF 48KB)
Factsheet 1 - Writing intended learning outcomes (PDF 53KB)
Generic Learning Outcomes Chart (PDF 24KB)
Factsheet 2 - Evaluation stages (PDF 45KB)
Factsheet 3 - Qualitative and quantitative data (PDF 47KB)
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Factsheet 4 - Evaluation tools: Questionnaires (PDF 51KB)
Factsheet 5 - Evaluation tools: Interviews (PDF 45KB)
Factsheet 6 - Evaluation tools: Focus groups (PDF 45KB)
Factsheet 7 - Evaluation tools: Observation & tracking (PDF
65KB)
Factsheet 8 - Evaluation tools: Collecting comments(PDF 48KB)
Factsheet 9 - Sampling (PDF 45KB)
Factsheet 10 - Analysis (PDF 47KB)
Insight: a survey of the London museums market
This report maps and describes existing and potential markets for museums
and galleries in London. It aims to assist museums in planning their audience
development, programming, target setting, fundraising and marketing
strategies with confidence. The report is based on a telephone survey of
London households commissioned by the London Museums Hub in 2008.
Although the initial motivation was to support the Hub museums’
understanding of their place in the London museum market, it quickly became
apparent that this research could be of great interest to the wider museum
sector.
http://www.mla.gov.uk/what/programmes/renaissance/regions/london/News_a
nd_Resources/~/media/London/Files/2009/Publications/ssksg-jpl.ashx
More detailed sub-regional reports show how data relating to residents in
specific borough groupings was analysed.
 North Barnet, Enfield, Haringey, Waltham Forest
 Inner East Greenwich, Hackney, Lewisham, Newham, Tower Hamlets
 Outer East Barking & Dagenham, Bexley, Havering, Redbridge
 South East Hounslow, Kingston, Merton, Richmond, Wandsworth
 West Brent, Ealing, Hammersmith & Fulham, Harrow, Hillingdon
 Central Camden, City of London, Islington, Kensington & Chelsea,
Lambeth, Southwark, Westminster
All at:
http://www.mla.gov.uk/what/programmes/renaissance/regions/london/regional
_programme/reaching_audiences
London Museums Hub Volunteer Training Bank
The London Museums Hub Volunteer Management Project works to support
museums across London with volunteer involvement. One of the needs identified
was the provision of basic training for volunteers in museums. The project has
successfully provided a programme of free training for volunteers and the training
materials developed are now available to download for museums who want to run
their own in-house training:
http://www.mla.gov.uk/what/programmes/renaissance/regions/london/News_a
nd_Resources/volunteer_training_bank
Elements relevant to audience development and marketing include:
Customer Care
This course is suitable for any volunteers who work with the general
public in person or by phone. It will help them explore the needs of a
variety of museum customers, and how these impact on their work.
There will also be a chance to look at ways of dealing with difficult
situations.
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"I'm more aware of situations that might potentially be difficult and feel
I have learnt how to deal with them" Attendee. Click on the following
links to download the training materials:

Customer Care Training Plan

Customer Care Exercise

Customer Care Presentation

Customer Care Handouts
Working Safely with Children
This course is suitable for all volunteers who work with children. It will explore
some of the legal issues around child protection, and look at ways of
identifying and reducing risks.
"I now have a good understanding of all the variables involved in child
protection" Attendee. Click on the following links to download the training
materials:
 Working Safely with Children Training Plan
 Working Safely with Children Exercise
 Working Safely with Children Presentation
 Working Safely with Children Handout
Disability Awareness
This course will tackle some of the assumptions people have about people
with disabilities. It will cover disability etiquette and language, the Disability
Discrimination Act and what it meant by 'Reasonable Adjustments', and will
look at some of the things volunteers can do to make their museums more
accessible.
"I am more confident that I can ask someone if they want any support without
offending them" Attendee. Click on the following links to download the training
materials:
 Disability Awareness Training Plan
 Disability Awareness Exercise
 Disability Awareness Presentation
 Disability Awareness Handout 1, Handout 2
RENAISSANCE YORKSHIRE
http://www.mla.gov.uk/what/programmes/renaissance/regions/yorkshire/news/publica
tions
Local Government Improvement Evidence Kit
In March 2010, Renaissance Yorkshire commissioned DC Research to
develop a Local Government Improvement Evidence Toolkit. The aim of the
study is to develop a resource for use by museum leaders to evidence the
potential impact of their service on a broad range of local government
objectives.
Local Government Improvement Evidence Toolkit, DC Research, RY,
2010:
http://www.mla.gov.uk/what/programmes/renaissance/regions/yorkshire/news
/~/media/Yorkshire/Files/Local%20Government%20Improvement%20Toolkit.
ashx
Effective Management of Intellectual Property Rights (IPR) and Cultural
Assets in Museums
The effective management of Intellectual Property Rights and of other cultural
assets, such as staff expertise, locations and facilities, are hugely important to
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museums to ensure that they can provide public access to their collections,
as well as allowing them to optimise income generation opportunities.
This series of advice sheets covers many of the basic elements which
museums need to deal with in this area of their work. They are:
Introduction (PDF)
Advice Sheet 1: Guidance on IPR in Museum Image Collections (PDF)
Advice Sheet 2: Working with Film and Television Productions at your
Museum (PDF)
Advice Sheet 3: Exploiting the Museum’s IPR and Cultural Assets for
Financial Benefit (PDF)
Advice Sheet 4: Securing IPR as Part of Good Museum Collections
Management and Documentation (PDF)
Advice Sheet 5: Further Information on Intellectual Property Rights
(PDF)
Advice Sheet 6: Reproduction Fees for Yorkshire Museum’s Images,
Including Filming Location Fees (PDF)
Advice Sheet 7: Filming Contract Template (PDF)
Advice Sheet 7: Filming Contract Template (PDF)
Advice Sheet 8: Licence for Image Licensing (PDF)
Advice Sheet 8: Licence for Image Licensing (PDF)
All at:
http://www.mla.gov.uk/what/programmes/renaissance/regions/yorkshire
/news/publications
Yorkshire’s Favourite Paintings
Yorkshire's Favourite Paintings is a project put together by a group of
museums and galleries in Yorkshire to celebrate the outstanding quality and
variety of paintings in the collections within Yorkshire, many available to view
online for the first time. The campaign aimed to get people talking about their
own favourite pictures from the collections, sharing their thoughts online and
commenting on the views of others:
www.yorkshiresfavourites.org
SHARE MUSEUMS EAST
SHARE Museums East provides a library of free museum resources; reports,
presentations, papers, sample documents and more. The marketing section includes
e.g. ‘step by step’ guides to Facebook, Tumblr and Twitter:
http://www.sharemuseumseast.org.uk/training-resources.aspx
VISIT WALES
www.visitwales.co.uk
Visitor Attraction Quality Assurance Service Cymru for Museums
VAQAS is a quality assurance scheme administered by Visit Wales. It is an
extension of the visitor and user standards already reached for Museum
Accreditation. The service provides a number of tools for attraction operators
that can be used to enhance quality and spread best practice within the
sector as well as providing a marketing edge. The service offers a consumer
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focused quality assessment helping to identify strengths and highlight
developmental areas. It does not attempt to ‘grade’ attractions but assesses
each on its own merits. Museum VAQAS Cymru is only available to fully
Accredited museums. CyMAL covers the cost for all fully Accredited local
museums in Wales to participate:
http://wales.gov.uk/topics/cultureandsport/museumsarchiveslibraries/cymal/m
useums/vaqasformuseums/?lang=en
WORKING WITH YOUNG PEOPLE
ARTS COUNCIL ENGLAND / MUSEUMS LIBRARIES ARCHIVES COUNCIL STORIES OF THE WORLD / REVISITING COLLECTIONS
As part of the London 2012 Cultural Olympiad programme Stories of the World
(SotW), museums pushed their existing work beyond schools and family
programmes to develop meaningful relationships with 14 to 24-year-olds and offer
them valuable opportunities for skills development and a real voice in how
collections are researched, understood and interpreted:
http://www.artscouncil.org.uk/what-we-do/our-priorities-2011-15/london-2012/storiesworld/methodologies/
Revisiting Collections is a methodology developed by the MLA Council and
Collections Trust between 2005 and 2008. It challenges and supports museums and
archives to involve communities in the core work of understanding, developing and
interpreting collections and was used to support more than 60 SotW museums as
they engaged over 2000 young people with their collections:
http://www.collectionslink.org.uk/programmes/revisiting-collections/1041-revisitingcollections-with-young-people-and-community-groups
http://www.collectionslink.org.uk/programmes/revisiting-collections/725-revisitingcollections-with-young-curators
BRITISH LIBRARY - CAMPAIGN! MAKE AN IMPACT
Campaign! Make an Impact is an initiative that uses history to inspire young people
into active citizenship. This is a national programme developed by the British Library
in partnership with the MLA Council and rolled out across England in 2009/11. This
cross-curricular programme uses historical campaigns to inspire and teach campaign
skills, enabling children and young people to run their own campaigns about issues
that affect them today. It’s based around a three step model and the resources are
available on the BL website:
http://www.bl.uk/learning/citizenship/campaign/campaignhome.html
RENAISSANCE EAST OF ENGLAND
http://www.mla.gov.uk/what/programmes/renaissance/regions/east_of_england/news
/publications
Engaging Young Minds
Engaging Young Minds is a developmental project to raise the profile of museums as
delivery partners with Local Authority Children and Young People’s Services.
Consultants with senior-level experience in this field were commissioned to help
broker partnerships between museum managers and Local Authority staff around key
government agendas.
Engaging young minds audit report: scoping and fact finding exercise,
Ann Shreeve, Independent Consultant, Children's Services, REoE, 2007:
Engaging Young Minds Audit Report (PDF 450KB)
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This initial audit report evidenced the need for the campaign by demonstrating
that museums aren't seen as strategic deliverers of services to children and
young people, despite their excellent record of delivery on the ground.
Dissemination report building partnerships: museums and Children and
Young People’s Services, Jenny Duke, Creative and Cultural Learning
Consultant, REoE, 2009
This brings together the key findings from the project, including methods
employed, lessons learnt and individual case studies.
Engaging Young Minds Dissemination Report (PDF 900KB)
Engage. Learn. Achieve.
A significant piece of research by the University of Leicester investigating the impact
of museum visits on the attainment of secondary school pupils. Over 700 children
took part, with over 60% achieving a higher mark for their assessed piece of work
after a museum / archive visit when compared to previous assignment marks.
Engage, learn, achieve: The impact of museum visits on the attainment
of secondary pupils in the East of England 2006-2007, Research Centre
for Museums and Galleries (RCMG) at the University of Leicester, 2007. The
full research report can be downloaded at:
http://www.le.ac.uk/museumstudies/research/rcmg.html
RENAISSANCE SOUTH EAST
http://www.mla.gov.uk/what/programmes/renaissance/regions/south_east/news/publi
cations
Museum Related Learning in the South East 2002-2010: The
achievements and findings from the South East Schools Database
Project, Shaun Romain, RSE + Strategic Commissioning Education
Programme (South East), 2011
This report provides evidence that supports museums in improving the quality
of their strategic planning and marketing activity through a better
understanding of their relationship with schools. It also provides very strong
evidence of the positive impact of a museum having a dedicated post with a
focus on learning:
http://www.mla.gov.uk/what/programmes/renaissance/regions/south_east/ne
ws/~/media/South_East/Files/2011/Museum_Related_Learning_in_the_South
_East_2002-2010.ashx
RENAISSANCE LONDON
http://www.mla.gov.uk/what/programmes/renaissance/regions/london/News_and_Re
sources/publications
Working Safely with Children
This course is suitable for all volunteers who work with children. It will explore
some of the legal issues around child protection, and look at ways of
identifying and reducing risks.
"I now have a good understanding of all the variables involved in child
protection" Attendee. Click on the following links to download the training
materials:




Working Safely with Children Training Plan
Working Safely with Children Exercise
Working Safely with Children Presentation
Working Safely with Children Handout
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RELEVANT PAPERS, ARTICLES AND PUBLICATIONS
Let’s get real: How to Evaluate Online Success?, Report from the Culture24
Action Research Project, Jane Finnis, Sebastian Chan and Rachel Clements,
Culture24, 2011
http://weareculture24.org.uk/projects/action-research/
Making a difference: the cultural impact of museums: An essay for NMDC, Sara
Selwood Associates (for National Museum Director’s Conference), 2010. Supported
by a valuable resource and reading list:
http://www.nationalmuseums.org.uk/what-we-do/contributing-society-andeconomy/cultural-impact/
Marketing and Public Relations for Museums, Galleries, Cultural and Heritage
Attractions, Ylva French and Sue Runyard, Routledge, 2011.
http://www.routledge.com/books
Marketing the V&A, Victoria and Albert Museum
Marketing a museum is the process of identifying the needs and wants of the visitor
and delivering benefits that will satisfy or enhance their experience. Marketing also
helps maximise the performance of the museum. It is a complex activity requiring
extensive creativity, planning, organisation and problem solving. These pages give a
short introduction to the way marketing is carried out at the V&A:
http://www.vam.ac.uk/content/articles/m/marketing-the-v-and-a/
A Modern Approach to Museum Marketing, Paul Williams, Oct 2009:
http://www.insights.org.uk/articleitem.aspx?title=A%20Modern%20Approach%20to%
20Museum%20Marketing
Moving Targets: engaging cultural tourists with collections and listings
content online. A Culture24 Research Report for the Europeana Awareness Project,
Sejul Malde, Culture24,[2012]
http://weareculture24.org.uk/projects/europeana-awareness/moving-targets/
MuseumsEtc
A useful catalogue of this specialist publisher’s current output is available online.
Recent titles include compilations of essays exploring the use of social media in the
museum context.
www.museumsetc.com
Public perceptions of and attitudes to the purposes of museums in society: A
report prepared by BritainThinks for Museums Association, Britain Thinks, Museums
Association, 2013
http://www.museumsassociation.org/news/03042013-public-attitudes-researchpublished?utm_source=ma&utm_medium=email&utm_campaign=03042013
Sharing evaluation: don’t re-invent the wheel, Nicky Boyd, and London Museum
Group, blog published on Audiences UK website, 21.12.2012
http://www.audiencesuk.org/blog/reinvent
Creative Cultures and Associates
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