laura crossley: top tips for museums at night clusters

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Museums at Night Clusters Laura Crossley Freelance Heritage and Audience Development Consultant

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Heritage and Audience Development Consultant Laura Crossley shares her recommendations for getting local heritage organisations to work together to plan and market a joint programme of events: a Museums at Night festival "cluster". This includes three case studies from the Norfolk area.

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Page 1: Laura Crossley: Top tips for Museums at Night clusters

Museums at Night Clusters

Laura CrossleyFreelance Heritage and Audience Development Consultant

Page 2: Laura Crossley: Top tips for Museums at Night clusters

Norwich 2010

• Aim: Bring together and collectively promote 5 venues

• Audience: Families and adults• Events: Art, tours, sleepover• Marketing: Flyer, website, venues• Organisation: Venues• Budget: Small

Page 3: Laura Crossley: Top tips for Museums at Night clusters

Sheringham 2011

• Aim: Create a partnership between 3 small cultural venues.

• Audience: Families, first-time visitors

• Events: Pirate-themed• Marketing: Poster, venue websites• Organisation: Venues• Budget: Very, very, very small

Page 4: Laura Crossley: Top tips for Museums at Night clusters

Cromer, Sheringham and Wells-next-the-Sea 2012

• Aim: Bring together 9 diverse cultural venues; attract first-time local visitors

• Audience: Families• Events: Victorian-themed• Marketing: Leaflet,

website, venues, social media• Organisation: Co-ordinator and venues• Budget: HUGE

Page 5: Laura Crossley: Top tips for Museums at Night clusters

Victorian Nights

• Why North Norfolk?• Victorian theme• The benefits of funding• What we achieved:– Lots of visitors, particularly target audience– Future repeat visitors– Income generation– Huge marketing reach– Improved partnerships

Page 6: Laura Crossley: Top tips for Museums at Night clusters

Benefits of Clusters

• Improves your offer• Creates a buzz• More opportunities for media

coverage• Reach your target audience• Increased local support for venues• Improved local partnerships• Brings together diverse venues• Great way to pool resources

Page 7: Laura Crossley: Top tips for Museums at Night clusters

Challenges of Clusters

• Funding• Sustained funding• Lack of buy-in• Sustaining motivation and focus• Lack of staff resource• Time issues

Page 8: Laura Crossley: Top tips for Museums at Night clusters

Tips for Developing a Cracking Cluster

• What’s in it for us?• Don’t just think ‘museum’• Target, target, target• I love themes• Think simple• Is it affordable for our audience?• Beware clashes• Leave enough time• Keep it going!

Page 9: Laura Crossley: Top tips for Museums at Night clusters

Questions?

Laura Crossley

Freelance Heritage and Audience Development Consultant

[email protected]

www.lauracrossley.com