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Manchester Art Gallery's Kim Gowland and Jane Wilcox presented a paper on identifying and building audiences at the recent Museums Australia conference in Newcastle last month. The presentation titled outlines how the gallery worked with the UK government and the North West Museum Hub to attract under represented audiences. For more, go to www.collectionsaustralia.net/publisher/outreach
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A convergence model for museums and galleries
Working together to develop relationships with audiences and
stakeholders
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Manchester Art Gallery
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The North West Museums Hub
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Why do we work together as a Hub?
In the UK, widening access to culture is central to the national government agenda
Government research into regional museums identified common problems such as declining visitor numbers
It also identified sections of the population that were under represented in museum visitors
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Why do we work together as a Hub?
Renaissance in the Regions set up to address issues such as declining attendance with new funding
We share this RinR funding and work together with Hub partners towards common targets
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Our audience targets
Increase visit numbers
Attract a more diverse audience, more representative of the UK population
Key target groups include :
those from lower income households
black and minority ethnic people
disabled people
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Understanding our visitors
Share existing knowledge
Meet quarterly to discuss and analyse
Online group to share information, issues and insights
Jointly commission new research
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North West Museums HubVisitor Segments
Segmentation by Morris Hargreaves MacIntyre
www.lateralthinkers.com
Illustrations by Paul Loudon
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Family visitor?
Yes
Social Intellectual
Specialist?
No Yes
Spiritual/Emotional
No Yes
Intellectual
Motivation?
No
Specialist?
Social
1st time
Beenbefor
e
Frequency?
Kids First Families
Learning Families
Siteseers Third Spacers
Self Developer
s
Experts Sensualists
Aficionados
Motivation?
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Third Spacers
“I come here tode-stress.”
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Sensualists
“I want to feel free.”
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Self Developers
“The writing tells you a lot more than just the painting.”
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Building relationships with Self Developers
The right messages
The right products
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Manchester: A cultural destination?
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Raising the Game Northwest Regional Development Agency
matched Renaissance Hub Funding £3million investment over three years for
Northwest’s museums and galleries £1million for Manchester’s museums and
galleries Increase cultural tourism Create joined up cultural experiences Change perceptions of Manchester as a
cultural destination Help to make a real economic impact
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Manchester Museums Consortium
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Raising the Game
Investing in programming Working with partners to create
seasonal itineraries Collaborative marketing with
a focus on online and PR Working together to
understand tourist audiences
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Summer 2009 CampaignAudience Segment: Cosmopolitans, Short breakers
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Summer 2009 Campaign
Lead Event: JS Bach/Zaha Hadid Architects
Manchester International Festival / Manchester Art Gallery
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Summer 2009 CampaignPartner events: Manchester Hermit / Manchester MuseumState of the Art / Urbis
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Summer 2009 Campaign
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What has the Consortium learned so far?
Initial campaign too internally focused (on us and our funders) than on tourists
Collaborating can be hard work!
A delicate operation…
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What have we achieved so far?
Innovative project Working team now in place Clarified new focus New itineraries about to be launched Building key relationships in the
sector Involved staff at all levels including
front-line
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What have we achieved so far?
Directors and external stakeholders on board –selling to project at advocacy level
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A work in progress…
