Rosie Clarke introduces Culture24, Museums at Night and an event marketing masterclass for small museums

• Current free promotional opportunities from Culture24

• Museums at Night festival

• Successful event marketing

• Clustering support activity

What is Culture24?

Non-profit core-funded by Arts Council England to support the cultural sector to reach audiences across digital platforms.

4 main areas of work:

• Publishing• Data aggregation and sharing (6500 organisations)• Museums at Night festival• Action Research and knowledge development – Let’s Get Real

Handout: how to update your venue record, add event and exhibition

listings

show.me.uk

VanGoYourself.com

Activity Superstore cultural gift experiences

Action Research and Let’s Get Real

Brief taster of Culture24’s projects –website links and contacts are on handout.

Please get in touch: we’re here to help!

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Growth of venues & events 2009-14

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Events

Every year, more venues take part

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Growth of visitors 2009-14

“We toured the RAF exhibits at a relaxed pace with a drink in hand; it was great to have no crowds and music on. We watched a woman perform WWII era songs and competed in a paper aeroplane-throwing competition!”

Popular with the public

What makes an after-hours event special and different for visitors?

• Convenient – discover heritage on the doorstep• Magical atmosphere• Chance to try something different

Three main audiences

Fun, fashion, friends – social, wine or cocktails, vintage

Family audiences

Fans and special interest groups

Why take part?

• National public-facing PR campaign raising the profile of all museums. Punch above your weight!

• Chance to trial a different offer, reach a new audience

• Low barrier to entry – re-use assets, double-brand events

• Work in partnership

• Helpful resources – 6 years of case studies on the blog, downloadable templates

• Income generation

• Culture24 offers event ideas, promotional opportunities e.g. Reading Agency authors

Culture24 Campaigns Team

Top tips

• Get everyone on board – Friends, young people’s groups etc

• Register in time for deadlines to get into brochure• Compare notes locally to share resources, avoid

clashes• Read our email newsletters for new offers• Don’t start with a sleepover!

What could you do for an exciting after-hours event?

How to get publicity and attract your target audience

• Audience focus• Creative copywriting• Press releases • Photography case study• Print• Online tools• Social media• Keeping the audience – email newsletters

Target audience

• Who are they?

• Where are they, in real life and online?

• How can you reach them?

Creative copywriting

• Creative copywriting

• Why should people come out to your event?

• Collection objects / highlights / extras

• Night time atmosphere?

• Sensory descriptions – not just sight

• USP

• “This is for people like me”

Writing a press release

• WWWWWH

• Quote curator / funder / celeb endorsement

• 2 pages max in body of email

• Images

• Who’s available for interview?

• Notes to Editors

• Named contact – respond quickly!

Sending a press release

• Find out deadlines

– Weekly papers 2 weeks ahead

– Broadcast 1 week

• Contact details (print = news, listings, features editors; broadcast = producers)

• Follow-up phonecall

What’s your angle?

• Local media want a local angle

• Journalists look for human interest – any descendants of local Victorians?

• Topical – link to a historical event, personality or anniversary

• Make sure interviews end with link to website

You can feature on Culture24!

Three types of content:

1) Picture story

2) Curator’s Choice

3) News story for a specific audience

Key themes: Art, History, Archaeology, Military history, Transport and industry, Victorians, Georgians, Literary history

Case study –Jerwood Gallery

nude flashmob stunt

People bring objects to life!

How an image is used and re-used

Why is this image so

great?

What makes a good image?

• Target audience / cute kids having a good time, engaging with collections

• Get parents’ permission

• Create a night-time atmosphere

• Print quality – over 300 dpi, A5 size, minimum 2MB

• Filename, caption – title, venue, photographer, (c), date

Extra tips

• Set up a photocall

• Create a competition with newspaper – prizes could be items from your shop, meal in cafe

• Invite picture editor to send photographer on the night

• Take your own photos, visitor vox pops – and re-use them!

Online coverage

• Your own website / blog

• Telling stories, drawing people in, news updates

• Immediacy: type what you’d say out loud

• I want your guest blog posts!

http://museumsatnight.wordpress.com

- include call to action and link back

Social media

• Communicate directly, anyone can read

• Simple, authentic, human voice

• Track what’s being said about you, respond openly – but ephemeral

• Connect with local community, interest groups

• What does success look like?– Numbers?

– Engagement?

– Repeat visits?

Tools

• Storify

• Facebook and Twitter analytics

• YouTube / Vine

• Google Analytics – referrers? Conversions?

• Don’t forget to take baseline measurements!

Email newsletters

• Separate, targeted messages to public, teachers, Friends of museum

• Seasonal highlights, upcoming events

• Deepen relationship – perks e.g. launch invitations, competitions

• Cheap / free

• Tone of voice

Problems and solutions cluster activity

Split into groups

Each share a problem

Everyone shares a helpful suggestion

Feedback:

Useful suggestions?Contacts?

Partnerships?

Any questions?

Thanks very much!

Rosie Clarke

[email protected]

@museumsatnight

http://museumsatnight.wordpress.com