Visitor Growth Strategy

Research-led approach to a new marketing strategy

Designed and led the implementation of an entirely refreshed marketing strategy (aka Visitor Growth Strategy) in response to challenging market conditions for central London museums. Strategy developed in three parts working with best-in-class research and consultancy partners: quantitative analysis to identify market segments with strongest growth potential; focus groups in UK, USA, Germany and France to understand needs and refine messaging; media planning to identify optimum channels. Key insight was that increasing awareness will increase propensity to visit. This strategy influenced the entire marketing and communications operation from revitalised social media output to new advertising creatives and reprioritised PR targets.

Results:

• Grew peak visitors to 1 million annually

• Museum of London and Museum of London Docklands brand awareness now highest on record, even increasing 5% during 2020

• Over 4,000 media mentions generated annually with significant proportion in top tier titles