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PHM Audience Development Strategy - Coggle Diagram
PHM Audience Development Strategy
What is the purpose of the strategy?
Strategy that sets out how PHM will meet the needs of existing and potential audiences. Providing a framework for how we will develop ongoing relationships with our audiences, that include aspects to our activity; marketing, programming, collections development, events, customer care etc..
Audiences include everyone that connects/engages with us; visitors to museum, guest to events, visitors to online activity, school groups, community partners etc...
To inform and underpin other strategies / policies; collections policy, programming strategy, commercial strategy, main galleries re-development
a route-map for change. It is a practical blueprint for growing audiences, increasing reach, building deeper relationships and doing those things to the best of our abilities and resources, through the combined effort of our colleagues and stakeholders.
It is a forward-looking statement of intent and key to delivering public purpose, to staying relevant and resilient.
What data will inform the strategy?
MHM report from March 2018
Audience Finder report (22-23)
GMCA resident data / demographics
Visitor surveys /comments
Visitor observations
Example successful campaigns & projects that have helped develop audiences
PHM visit data over last 3 - 5years
External environment (culture/museums/Manchester/region/UK
Internal environment (financial position/ambition/workforce/major project)
Social media analysis
CRM data
Event client feedback
website/pages usage data
Community partners experiences/feedback/evaluation
Who do we need to develop strategy?
Comms & Marketing team
Paula :star:
Project lead (Core audiences & Comms/PR)
Misha
Social Media strategy lead
Daisy
Website development lead
Fido PR
PR development lead
VE team
SVE lead? :star:
Onsite customer journey lead
SLT
Becky :star:
SLT lead - quality of project & embedding into organisation strategy/delivery
Aine
Quality assurance for business clients & patrons needs
Jenny
Quality assurance for meeting engagement needs /outcomes
Chrissy
Quality Assurance for onsite high level customer service
Programming & Engagement team
Michael :star:
Project lead (priority audiences & engagement)
Lisa/Learning Officer :star:
Formal learning /Y People development plan
Business development
Sarah
Client relationship development plan
Community partners
Critical friends
Visitors
Feeback & testing
EDI rep :star:
Ensure supports EDI plans & carry out Impact assessment
Trustee lead
Champion & challenge
Collections
Sam or Simon (1 as rep)
Assurance for Collections development to link to Audience development
Conservation
Kloe/Jenny
Client feedback / Sector relationship
Key partners/contractors
Open Kitchen
Arts Council
GMCA
What does the strategy need to include?
'As is'- our audiences we are reaching today
How the strategy supports deliver of PHM Mission, aims & objectives (audiences, engagement, profile & resilience)
Audience segmentation we will use & why
Thinking long-term – considering stepping stones, goals and long term achievements
Splitting audience development into two categories: existing audience and potential audience
Outline of what success looks like
How we plan to evaluate and monitor our progress & tools we may need
How we will meet aims of major funders; ACE & GMCA
Outcomes we want to achieve and possible products/outputs that will help us realise them.
How will we carry out the development of the strategy?
Project team :star:
Series of 'sprints' April - June
Community & key partners
sprint attendees, emails, meetings, surveys from mid April
PHM Staff
Workshop & consultation via email and team meetings from mid April?