Agile PR collaborated with Matt Hollands Design to develop a brand, marketing and communications strategy for Tiverton Museum. We worked with the museum’s committed small team and dedicated trustees.
Tiverton Museum of Mid Devon Life was developed by enthusiastic volunteers to house a collection of amazing artefacts unearthed in and around Tiverton.
Run by a small team of employees and committed group of volunteers, the museum has an excellent reputation amongst visitors and the community, including rave reviews on Trip Advisor.
The museum won a Heritage Lottery Fund Resilient Heritage grant, for a project ‘Attracting Audiences; Securing our Future’.
Part of this grant award involved developing an audience development plan, which in turn highlighted a requirement for brand development, identifying the museum’s unique selling points and brand proposition, as well as a fresh look at marketing activity.
Agile PR collaborated with Matt Hollands Design to win a competitive tender for marketing and brand strategy for the museum.
The project kicked off with brand strategy workshops to identify the museum’s USP as well as clarify the museum’s organisation objectives and purpose.
This led onto a marketing audit to review existing activity and brand representation, with recommendations on how to address or improve brand touchpoints both inside and outside the museum.
Clear objective setting for marketing and communications, in line with the museum’s business and development plan. For example, working closely with the museum director and team, we developed objectives around growing memberships as well as month-by-month visitor numbers.
A marketing and communications strategy built upon findings from the separately commissioned Audience Development Plan, in particular playing on audience personas. We developed four key personas to bring to life the different types of visitor to the museum, from Tabitha the mum-of-four to grandmother Sue.
A clear recommendation was to develop a new website and adopt a “digital first” approach to marketing – recognising that the museum’s core audiences transact and plan their leisure activity online.
The entire project used an Agile approach, building in close collaboration wherever possible with staff and volunteers, with Rachel and Matt sharing their knowledge to upskill the team and add capacity. Rachel led -in-house Agile project management training to support marketing workflow within the team.
- A refreshed brand identity for Tiverton Museum
- An integrated marketing strategy and plan, complete with evaluation methodology to enable the team to implement marketing and communications activity in-house
- Recommendations and a brief to re-commission a website to enable a “digital first” approach to attracting visitors.
- Recommendations and brief to re-design printed and display materials for the museum
- A set of commissioned photography to reflect the refreshed brand identity
Rachel and Matt went on to deliver copy and graphic design for implementing marketing materials including:
- A cohesive visitor leaflet and map to enable visitors to enjoy the museum and navigate its fascinating exhibits, using the newly commissioned photography
- A dedicated membership and corporate membership leaflet
“We really enjoyed working with Agile PR on the development of our marketing plan and rebranding exercise. Rachel and Matt were selected through a competitive tender process and impressed us with their level of experience, their understanding of the museum, and their engaging and realistic approach.
“We’ve been very pleased with the new plan, the new logo and branding materials which were developed by Matt, and the extra mile that Rachel went to in order to help us commission a professional photographer for our new brand identity. Our small team particularly benefitted from Rachel’s project management training which has really helped us to manage the marketing process within the team (and which we’ve also applied to other areas of our work!) We would be very pleased to work with Agile PR again!”