Focusing on audiences in museums has moved from being merely a useful tool to becoming a necessity in a time of austerity and competition from an increasing array of visitor attractions. Made by Isaac Hadwen, 1728. Christine Anagnos, Executive Director, AAMD Introduction Seeannual reports and accountsand reviews sections on this page, 2.4 Spending reviews The British Museum's buildings are of national importance, discover their story. The British Museum was established by an Act of Parliament in 1753 and is currently governed by the British Museum Act 1963. Marketing budgets are. <>/ExtGState<>/XObject<>/ProcSet[/PDF/Text/ImageB/ImageC/ImageI] >>/MediaBox[ 0 0 594.96 842.04] /Contents 4 0 R/Group<>/Tabs/S/StructParents 0>> The Museum's postal address is: Maybe they were raving about the addition of a secret pocket on the inside or something more abstract, like the companys commitment to sustainable materials and work practices. Harnessing the power of Audience Spectrum to map out a strategic, data-driven approach to embracing new audiences and encouraging anxious returners in South Wales's altered post-pandemic landscape. These approaches address your customers where they are most likely to appreciate the message and respond the way you want them to. Lean into word-of-mouth marketing, which many trust more than traditional advertisements. Explore the Roadmap and Animations in full, "This roadmap provides guidance on implementing a recruitment model that engages a more diverse range of people through partnership building, taster days, and group interviews. Cross artform. 16:10 - 16:55 Final thoughts on Strategy. A remarkable 52% of people* visited a museum in 2016/17 and an even greater 74% visited a heritage site. 1 0 obj How objects can reveal the social, cultural, religious, creative, economic and political history of their makers, users, owners, depositors and collectors. Please enable JavaScript in your web browser to get the best experience. Financial information relating to projected and actual income and expenditure, procurement, contracts and financial audit: 2.1 Management AgreementManagement Agreement 20162020, 2.2 Financial statements, budgets and variance reports Permission to reproduce information in the Publication Scheme does not extend to any material which is identified as being the copyright of a third party. Written feedback is preferred to ensure accurate record-keeping. Marketing tends to focus on the product. If you need any further information about the contents of the Museum's Publication Scheme or have any comments about access to Museum information, please contact the Information Manager. If considered appropriate, a final attempt will be made to provide a satisfactory response. involved in cultural marketing will be able to identify with this description. See governance sectionon this page, 5.2 Policies and procedures for the provision of services Their age profile and the mix of ages within family, school and adult groups Their socio-economic status Ethnicity Whether they are UK or overseas residents All this is not to say that a business should choose audience development over marketing or vice versa, but that they are two complementary approaches that overlap frequently. So what exactly are we trying to accomplish with audience development? xj@z The British Museum is an exempt charity under Schedule 3 to the Charities Act 2011. The PSI Regulations regulate the re-use of documents created, stored and disseminated by public institutions in the UK in the course of fulfilling their public task. Daily: 10.0017.00 (Fridays: 20.30) british museum audience development strategy. In addition, as a public cultural sector body, the Museum has the right to decline a request if it deems the intended use of the document unsuitable or inappropriate, or when the document contains culturally sensitive information. C5n5w&ko{X@:C- ;G%kL$?!_X\#|y|&lC Museum digital strategies typically center around several themes such as access, collections, web presence, visitor experience. The Museum permits (whether directly or as above described) the commercial or non-commercial re-use of certain documents created for its public task. Public enquiries and feedback records are kept for up to two years. The British Museum is unique in bringing together under one roof the cultures of the world, spanning continents and oceans. They are friends, family, members of your business network, even people you met on an online forum. The British Museum is unique in bringing together under one roof,the cultures of the world, spanning continents and oceans. Finding what brought an audience to a company can help the business market more effectively, hopefully bringing in more audience members with the insights gained. 'There are clear examples of museums reaching and connecting with their local . Find out more about our publications. Most of the British Museum Trustees are appointed by the Prime Minister through a recruitment process run by the Department for Digital, Culture, Media & Sport (DCMS). Updated on 29th May 2020, we improved the layout of the results screen and the object details. The Museum's aim is to hold a collection representative of world cultures and to ensure that the collection is housed in safety, conserved, curated, researched and exhibited. In practice examples of how our tools and techniques support cultural organisations. For staff, available on application to the Head of Finance, 2.8 Pay and grading structures If you require the information in a particular format, for example, in hard copy or electronically, this should be stated in your application. Now understanding visitors and developing those audiences are key elements to ensuring museums and heritage venues are sustainable with a long-term future If you would like to read further information on transparency, visit theDCMS website. VISUAL NARRATIVE. <>>> engaging and involving the widest possible audience. Better target specific visitors (e.g. Engagement. Explore the collection See all. Read the Museum's Code of Good Research Practice. The Trustees of the British Museum. Artists may share their creations and techniques, while health gurus show off their recipes. Keywords: Media convergence, museum, cultural and creative . Every brands audience has some characteristics in common after all, each person chose that brand for a reason, right? Please complete these forms carefully and provide as much detail as you can. If you're dissatisfied with the response you have received from the Museum regarding a request to re-use a document, or the conditions applied to such re-use, you may submit a formal appeal. Our priorities. Further improvements to the sort order are still required because the sorting filters don't all work as expected, for example, by Museum number. The production of exhibition and collection-based, educational, scholarly, conservation, archaeological, laboratory, research and other documents related to the collection: whether directly; through partnerships with museums, art galleries, research, educational or cultural establishments or communities, nationally and internationally; or through Museum-associated companies or third parties. See annual reports and accounts sectionon this page,and theBritish Museum Management Agreement with DCMS, 3.4Visitor figures and audience researchAvailable via DCMS website If you need any further information about the re-use of British Museum documents under the Public Sector Information Directive, please contact us here:permissions@britishmuseum.org. Accordingly, we recommend that queries and communications be sent to the Museum electronically, however, it remains possible that we may take longer than usual to respond, and may not at present have the ability to address the full range of Museum issues. An audience plan allows a company or brand to capture the attention of a specific target group (Waltl, 2006). The British Museum, The Audience Agency and National Heritage Lottery Fund came together perfectly as three national organisations keen to share good learning, particularly around recruitment and diversification. Please enable JavaScript in your web browser to get the best experience. The British Museum He gained his PhD in Art History at the University of Bonn in 1993 after studying in Berlin, Rome and Paris. It aims to increase participants' skills and expertise in developing digital strategies and engaging new and existing audiences. Audience development can sometimes seem like a nebulous concept. Additional information available from Learning and Audience Department. News. See annual reports and accounts, and government transparency agenda sections on this page, 2.13 Internal financial regulations 6 0 obj It is located in the Bloomsbury district of the borough of Camden. We are always looking for talented people to join us. Please refer to our Terms of usefor information about reproducing images. Leaving the impressions your business makes up to chance can be messy at best, disastrous at worst. This position will play a key role in supporting the museum's commitment to creating . See governance sectionon this page, 5.3 Policies and procedures for the recruitment and employment of staff Part of the benefit of building a community is that you create connections between people, meeting your audience on a more granular level. The new Collection online is here. Information about the services we currently provide including leaflets, guidance and newsletters produced: 7.1 Information about the collection and related research material, including catalogues Featured content: Collaborate with your audience by having them submit real photos or reviews of them using your product. Different sectors in our community have faced specific challenges over recent years. Audience Extension vs Audience Enrichment, How to Increase Your Campaign Conversion Rates with Audience Optimizer. This will be the ability to start your search by looking through the classification and metadata structures for people, objects and places. As Director General of one of the foremost museums of the world, he led on the development of significant international exhibitions and research projects across the world as well as in Germany; he has also overseen several major building projects and renovations to the State Art Collection's estate in Dresden. Weve learned from day one how essential collaboration is, and it applies to everything from departmental cooperation to audience interaction. They are making efforts to reflect diverse experiences and perspectives, and create spaces that are . Phone: +44 (0)20 7323 8241 M1 M2 M3 M4 M5 . Download the Museums Audience Report here. Many museums have evolved, through sporadic acquisitions and the generous bequests of benefactors, to hold a diverse range of objects, often housed in older heritage buildings. Another piece of data a business can gather from these posts is targeting data. The Museum's research is underpinned by our strategy and follows the Museum's Code of Good Research Practice. Drawing of the King's Library at the British Museum, in 1880. If you have difficulty in identifying the precise information you require, or difficulty in making the application in writing, Museum staff will be pleased to help. In the future, when they want to promote user-generated content, they can target this audience segment more appropriately with the knowledge that they are likely to participate. Users can contact you and shop in a plethora of different ways. As part of the UK government commitment to transparency, the British Museum is making available information about its structure, pay and expenditure. A full statistical appendix is available to accompany the report. Marketing relies on traditional advertising costs, including paying for space think Facebook ads or Google, as well as print options and the costs of creating the ad. 3rd quarter You can view marketing as a more direct, one-off approach, sharing the product with the right people, while audience development is more about getting people talking about your brand as a whole. The Museum's governance policies and principles regulate the proceedings of the Board, and facilitate the exercise of its functions in pursuit of the Museum's planned objectives. A significant difference between the two lies in pricing. The distribution of those documents: whether in printed, filmed, digital or any other format or media; and whether directly or through partnerships with museums, art galleries, research, educational or cultural establishments nationally or internationally; or through Museum-associated companies; or through third parties commercially or non-commercially. It's not yet possible todistinguish between different curator's comments. Should you be dissatisfied with the outcome of the second review, you may seek independent review from the Information Commissioner. Last entry: 16.00(Fridays: 19.30). Audience development is about creating and being involved in a community, either by location or by your audience. Main entrance tothe British Museum. Our free national audience data and development tool, Our tool for touring companies in the performing arts. Harnessing the power of Audience Spectrum to map out a strategic, data-driven approach to embracing new audiences and encouraging anxious returners in South Wales's altered post-pandemic landscape. Share, disseminate and advocate for the programmes approach and practical guidance resources throughout the sector. Provide sector-wide oversight of the challenges, practices and key conversations surrounding audience and employee diversification initiatives. who responded saying that the M's social media strategy is currently under development and thus, yet unpublished; also, the Museum makes use . Discover the breadth of our research, the wide range of related publications, and learn about our research studentships. R1 R2 R3 R4 R5 These can add up quickly. The audience development part of your marketing is making sure you're creating products your audience is asking for, while acting as a resource to those consumers - completely free of charge. The majority of consumers 63% expect personalization to be a standard of service, and 53% feel a brand recognizes them individually when they get exclusive offers. $.' Individual museums can use this national benchmark as a comparator for their own findings using Audience Finder dashboard analytics, as well as comparing to population data and other cultural organisations by region. In building relationships, you create a direct connection to the customer, endearing them and improving their perception of your business. Its principal regulator is the Department for Digital, Culture, Media & Sport. plum blossom jasper benefits. Applications are welcomed regardless of gender, age, marital status, disability, religion, ethnic origin, political opinion, sexual orientation, or whether or not you have dependents. Creating and promoting content is a necessary step in growing an audience and building your brand, but if no one is around to engage with it, it can fall flat. If you're dissatisfied with the outcome of the first review, you can request for your complaint to be reviewed by the Museum's legal department. Whatever method you choose for implementing audience development, Lotame tools can help you do it. british museum audience development strategymybethel portal login. This interaction can improve customer loyalty and retention, making them more likely to remain customers and purchase your product. On completion, participants will have increased their confidence in using digital tools and channels effectively, developed a national peer support network and experienced first-hand best practice from UK experts. Most people. Corporate and social outreach partnerships: If you know your audience supports specific organizations, look into partnering with them. Changing cultural participation patterns through the pandemic and beyond. See annual reports and accounts sectionon this page, 6.2 Disclosure logs Based on the research results, this paper provides suggestions on marketing strategies for practitioners in the museum CACI and provides a research foundation for the study of media convergence in this field. % Marketing materials can be highly targeted, reaching potential customers on a personalized basis and addressing individual needs. Find out about the work of the Museum collection, research departments and the research facilities available. The promotion and provision of access to the Museum's collection and exhibitions: in the Museum; on loan, in partnership with other museums, art galleries, research, educational or cultural establishments or communities, nationally and internationally; and in all and any media formats. When you build relationships, you create connections. Doing so can help you improve customer satisfaction and help you market to them more effectively. Our data and development toolkit lets you share, compare and apply audience insight. The Museum has a job family pay structure. Appointments are made on merit, following a fair and transparent process. The Audience Agency is passionate about the arts and culture sector being for and of everyone and recognises why that requires everybody working in the sector to be reflective of everybody beyond it. Authorisation to reproduce such material must be obtained from the copyright holders concerned. It had an 18% increase in visitors due to the opening of its Islands development . There is no one measurement of how much your audience has developed, and it covers many different ideas. Sharing data, cross-promoting and other forms of cooperation can help you reach the right people. Percentage of invoices paid within 5 days: 9%, Percentage of invoices paid within 30 days: 91% The British Museum was the first public national museum to cover all fields of knowledge. Information which is generated by the British Museum and included in this Publication Scheme may be reproduced for information and personal study only. The appeal should be submitted in writing and, when possible, by email topermissions@britishmuseum.org. Opens a pop-up detailing how to access wechat. and other finding aids:ResearchCollection online, 7.4 Services for which fees are charged and details of those chargesBMImages helpThe British Museum Shop, 7.5 Opportunities for volunteersVolunteer, 7.7 Publications, leaflets, booklets and newsletters If you're dissatisfied with the response you've had from the Museum in respect of a request for information you may invoke the appeals and complaints procedure. A different way to look at it is as an approach to customer retention, another marketing concept that pulls customers in and converts them to loyal repeat buyers. If this is likely to take longer, this will be communicated to you as early as possible. Successful museums are using this data to build their resilience, influence funders and form collaborative partnerships. If you have any questions regarding the re-use of documents that aren't listed under this section, please contact us atpermissions@britishmuseum.org. Museum 53 47 30 17 36 13 13 82 18 1 19 7 GM population 51 49 20 19 34 18 10 84 15 1 50 19 From the above, it can be seen that the Manchester Museum attracts an audience that is slightly more representative of the Greater Manchester overall population in terms of gender, age and ethnicity. Leading or participating in more than 30 externally funded research projects and programmes. Use our data and development toolkit to share, compare and apply audience insight. Good communication and understanding each others' goals make sure our work supports one another and we can make the most of any overlap between our audiences. The first step is to seek an internal review of the decision you have received. Youll have to word these statements carefully, however, as authenticity is essential. No other museum is responsible for collections of the same depth and breadth, beauty and significance. Increase your audience: Plenty of media campaigns build off of the features that an audience already likes about a product. Read our FAQs and if you still have a question, get in touch via our contact us form. LATEST UPDATE. Finding ways to make them repeat customers and improve brand loyalty can be extremely valuable to retaining and growing your audience base. What Bob is saying, and I completely agree with, is that your customers aren't absent from audience development. Nov 2016 - Present6 years 3 months. Research. to be a standard of service, and 53% feel a brand recognizes them individually when they get exclusive offers. Reaching your audience across channels becomes easier when you know them and their habits. Marketing: Departments must work together to be as effective as possible. Strategy of development is based on the marketing concept. See trustees sectionon this page. No. You can learn how they reach you, what they like and dont like about your product or service and much more. Case in point: think that most brands create inauthentic content, but 86% find authenticity valuable when supporting a brand. The limiTaTions of audience developmenT. On request from Information Desk developing the gardens and galleries. No. As restrictions and timelines have varied by place, so have audience responses. creating a resilient and sustainable organisation. When you contact us to request re-use of a document you may be asked to complete a form detailing the characteristics of the re-use. Download Free PDF Email enquiries: The museums range in scale from specialist to broad collections, offering uniquely different visitor experiences. Thank them when they purchase from you and show your appreciation for their business. In the future it will also be possible to search using 'not' and 'or'. Some of the exclusions to PSI are: As a public cultural sector body in the UK, the British Museum is under the scope of the Re-Use of Public Sector Information Regulations 2015. Practical guidance and insights from an experienced team of audience developers. When you know what makes your audience tick, you can use this to inform your product development and marketing efforts. xeNq On application to the Governance and Planning Manager. See annual reports and accounts, and reviews sections on this page, 3.2Internal and external reviews of the Museum's performance Museums located beyond the convenience of a city centre face the further challenge of attracting visitors who are less mobile (financially and physically) in a competitive leisure market. Retain your audience: With an existing audience, you can build deeper relationships with them that may help keep them as your customer for much longer. . self-evident that it makes business sense to start with . When booking, you will have the following options: You may find a summarised list of the categories of documents the Museum has available for re-use, as well as information on how to request them. stream For queries and comments about individual objects, please use the feedback link on each object page. As some rooms have limited capacities, delegates will need to book their sessions. British Museum, in London, comprehensive national museum with particularly outstanding holdings in archaeology and ethnography. However, our audience development strategy will have a distinctive and unifying focus that all our partners, stakeholders and the . So lets go over audience development, its relationship to marketing, key elements and goals. You can appeal to your customers more successfully and add value theyll truly appreciate. This means that the majority of documents the British Museum creates, stores or disseminates in order to fulfil its public task will be available for re-use. It's sponsored by the Department for Digital, Culture, Media & Sport with whom it has a Management agreement. Percentage of invoices paid within 5 days: 1%, Percentage of invoices paid within 30 days: 90%, Percentage of invoices paid within 5 days: 2%, Percentage of invoices paid within 30 days: 83%, Percentage of invoices paid within 5 days: 12%, Percentage of invoices paid within 30 days: 81%, Percentage of invoices paid within 5 days: TBC, Percentage of invoices paid within 30 days: TBC, Percentage of invoices paid within 5 days: 6%, Percentage of invoices paid within 30 days: 85%, Percentage of invoices paid within 5 days: 4%, Percentage of invoices paid within 30 days: 91%, Percentage of invoices paid within 30 days: 87%, 1st quarter Please enable JavaScript in your web browser to get the best experience. Find out about other Museum research projects on the National Archives website. Opens a pop-up detailing how to access wechat. Write to us More broadly, the report serves to illuminate how Englands amazing range of museums is able to serve such a vast cross-section of its people. On 30 November 2022 we headed to the British Museum, London to explore why, when it comes to digital, less is more. Director Sharon Ament talks about her vision for the museum. Due to current extraordinary circumstances, we wanted to launch the revamped Collection online to give you access to our fantastic upgraded online collection with all its new filters and features. stream <> 4th quarter On application to the Head of Finance, 6.4 Register of interests Only documents that are created, stored or disseminated in order to fulfil a public institution's public task are under the scope of PSI. <> See governance and Trustees sections on this page, 1.2 Organisational structure Percentage of invoices paid within 5 days: 6%, Percentage of invoices paid within 30 days: 90% 10 Nov 2022. Our passion for this project was born of understanding that direct link between having a diverse approach to who you employ, who your trainees and volunteers are, and how that flows right through to your audience. For instance, if people begin to post about a new sweatshirt from a clothing company, that company can review comments and data from these posts to see what people liked about the shirt. How objects can be best cared for in order to ensure their preservation for future generations of researchers and the general public. Requests for re-use should be submitted in writing and, when possible, via email to the addresses provided. See annual reports and accounts, and reviews sections on this page, 2.6 Financial audit reports It may not be clear how objects are being sorted. A significant piece of audience development content strategy is about getting that content seen by the right people. . C2 C3 C4 C5 C6 Following The Audience Agencys 3 year evaluation of the British Museums participation in NLHF funded Skills for the Future programme The Learning Museum, the museum commissioned us to produce a toolkit to share with the wider sector. The Museum has a 'preferred' term in all cases, but there are some other 'non-preferred' terms which are in general use elsewhere. How the 'lives' of objects from their making, use, reception, loss, collection and later use can contribute to their understanding. We aim to respond to letters within 20 working days of receipt. However you want to use it, audience development is a vital component of every business. They can reach each other and strangers on social media to talk about your brand and product. Combining evidence and expertise to explore important topics in the cultural sector. hb```f``d`220 PVe=^0}1wZkWW)3TB@&>JSMf` k6"&M We help you deliver on your artistic vision, social purpose and business resilience. You'll receive an initial response within 20 days of submission. Changing cultural participation patterns through the pandemic and beyond. View the Museum's Code of Good Research Practice. It asks you to engage with your audience and get them talking. Audience development, however, focuses on building relationships and leans into word of mouth and social media discussions. The Act establishes a right of access to all types of recorded information held by public authorities and imposes obligations on them to disclose information, subject to a range of exemptions. We'll keep you posted. We require the information to determine which conditions need to be applied and if any fees need to be charged. Beyond this, an anonymised log will be kept in the form of monthly reports and anonymised data sets. Decision making processes and records of decisions: 4.1 Minutes of senior level meetings The annual report and accounts give an overview of the Museum's activities and show how the Museum's resources are spent: Annual and biennial reviews of the Museum's work in London, in the UK and in rest of the world. Your request should include the following information: your name and address for correspondence (it can be an email address), the document you are requesting and the purpose for which you intend to re-use it. On the other hand, if they like getting reminders of things they forgot, it might be better to send these notifications after theyve abandoned an item in their cart. illustrated books. Last entry: 16.00(Fridays: 19.30). l%+~gOr-n;h2QGg bG?h@#,9rGD/P|;E&*D2 F0cs86GYA|/dr9w081@8~h3 We are recognised by UK Research & Innovation as an Independent Research Organisation (IRO), and play an active role with other IROs to promote research across Museums, Galleries, Libraries, Archives and other Heritage Organisations. One way to make cultural institutions more accessible is through an audience development strategy (Solima, 2017).