Best marketing practice was developed through working closely with 7 organisations.
The seven organisations were: Canterbury Royal Museum & Art Gallery, Wycombe Museum, Guildford Museum, Museum of English Rural Life, Kent Libraries and Archive Services, Isle of Wight Libraries, and Hampshire Record Office.
Canterbury Royal Museum & Art Gallery and Guildford Museum also participated in the Arts Index MLA South East project.
Kent Libraries and Archive Services and Isle of Wight Libraries participated in the De-mystifying Marketing project.
The work with these organisations entailed using two full-day workshops to introduce and facilitate their application of the After Value marketing planning framework. The workshops were attended by teams which represented a range of functions such as business planning, service development, customer service and performance management.
The facilitation of the workshops, analysis of market intelligence and reporting back on the workshops was delivered at no cost to the participating organisations. These inputs were funded by MLA South East.
Participating organisations were asked to commit to the process in terms of the following outcomes:
- The production of a marketing plan with 12 and 24 month objectives
- The generation of learning which can be modelled and shared across the sector
Participating organisations were asked to commit to the process in terms of the following inputs:
- Identifying a senior member of staff to take a lead on the process
- Creating a team to work through the process
- Facilitating the information gathering process
