Throwing this out there as an idea. Let’s say we could create a full blown campaign with images, social post templates, email templates, website copy, downloadable assets etc for around £80 per month, would this be of interest?
So, the inspiration for this idea comes from the amazing work by ArtFund_ on The Wild Escape project thewildescape.org.uk in which 500+ Museums & Galleries are collaborating around a core concept, using, adapting and sharing campaign assets such as worksheets, activities, lesson plans and much more.
What makes the Wild Escape project special for me is that there is mass participation and collaboration from all angles. And, that got me thinking, what if we could do something like that every month?
Ok, I am not talking about something quite as grand as The Wild Escape project, I can see and appreciate the amount of planning, effort, time funds and resources that have gone into this are exhaustive – Even before you get to the activities and implementation in the Museums & Galleries.
Like I said, this was the inspiration, the application I have in mind is still using the power of collaboration, but focused more around day to day campaigns, that can be used throughout the year, replicated, iterated upon and added to – Evergreen campaigns, if you will. Here are a couple of examples:
1: There’s a day for that…
If we assume that the obvious contenders like Christmas, Easter, Mothers Day are covered. Take a look at the There’s a day for that website https://www.thereisadayforthat.com/countries/united-kingdom and you will see that there is not a week goes by in which there is not an awareness day for something or other.
Clearly not all awareness days are appropriate or relevant to Museums & Galleries, but there are quite a few that are, and some that are sector specific, for example:
- Museums at Night
This annual event takes place across the UK, with museums and galleries opening their doors after hours for special events and activities. It typically takes place in May. - Heritage Open Days
This four-day event in September celebrates England’s architecture and culture by allowing visitors free access to historic buildings and other cultural sites, including many museums and galleries. - Museums and Galleries Month
This annual event in May celebrates the UK’s museums and galleries with special exhibitions, events, and activities. - National Poetry Day
This annual event in October celebrates poetry in all its forms, and many museums and galleries will host poetry readings and other related events. - Black History Month
This annual event in October celebrates the contributions of Black people to the UK’s history and culture, and many museums and galleries will hold exhibitions and events related to Black history and culture.
It’s likely that some of the examples above will already be in your mind, if not already planned into your email, social and content calendars – But, I bet that there are a few, that you have missed…Telegraph Poll Appreciation Day, for example. I can think of a few ideas around this, but let’s save that for another time. My point is that these days happen every year. So, a campaign created for this years appreciation day could be measured and tested this year then added to and refined for next year.
2: Audience specific campaigns
Whatever you call them, personas, audiences or segments there are a number of them that are reasonably common across the sector, for example Families. Here’s are few examples that come to mind:
- Scavenger Hunt:
Create a scavenger hunt throughout the museum or gallery that families can participate in together. This can be a fun way for families to explore the exhibits while also learning about the artwork or artefacts. - Guided Tours:
Offer guided tours that are designed specifically for families with children. These tours can be interactive and engaging, and may include fun facts or trivia questions that are geared towards kids. - Art Activities:
Set up an art activity station where children can create their own works of art. This could include painting, drawing, or even sculpting with clay. Providing materials and guidance can help children feel confident and creative. - Storytelling Sessions:
Host storytelling sessions where museum staff or volunteers read stories related to the artwork or artefacts on display. - Demonstrations:
Host demonstrations or workshops where visitors can learn about the techniques or processes involved in creating the artwork or artefacts on display.
We could get more specific, and go with Frontline Families as described by the Audience Agency, from which we have a pretty solid idea of what they like, how they think and what channels we need to use to attract them etc. The Audience agency has 10 segments pretty well defined, as well as 20 sub segments, there’s no shortage of audience specific campaigns. And, like the day for that campaigns, these campaigns could be repeated, extended and iterated upon.
I could go on and on with ideas, but let’s save that for when/if this project gains momentum and move to…
Example campaign kit:
The tools and resources created for each monthly campaign would vary depending upon the chosen campaign, the intended audience, the campaign objectives and ultimately on what you, the contributors, need. For now, let’s assume that we have enough collaborators to make things happen and they have opted for the scavenger hunt campaign targeting frontline families as suggested above:
1: Campaign Assets:
From the Audience Agency research, we know that Frontline Families use social media and smartphones daily but may not have access to a home computer, so assets need to be mobile optimised. We know that “This group, of all the segments, have amongst the highest use of the internet and email and are the most likely to use Facebook every day” So, facebook should factor in the campaign assets.
Email swipe files:
Posters
Social image templates
2: Knowledge
3: Insight
Activity sheets
The main defining factor regarding what a campaign kit could include is down to the number of Museums & Galleries contributing each month. For now, let’s assume that we get enough subscribes.
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