How to write a marketing plan

About this event

This session will provide a marketing plan framework which can be adapted and scaled up or down to suit individual museums. This will help with deciding how to prioritise and focus limited marketing budgets and time. The session will also explore campaign planning, choosing audiences and segmentation, tips on how to evaluate marketing to optimise activity, and inclusive and accessible marketing.

Learning Objectives

Participants will be able to:

· Apply a marketing plan framework to their own organisation

· Prioritise marketing activity based on organisational need, budget and capacity

· Apply accessible and inclusive marketing techniques

The event will be delivered via Zoom using a range of exercises and interactive features including Chat and Breakout Rooms, and will include a short break. Participants are encouraged to ask questions and actively participate in discussion. If you have any concerns about accessibility or usability for these features please contact enquiries@mdmidlands.org.uk

This event supports the Arts Council England Inclusivity and Relevance Investment Principle

About the trainer

Christina Lister is a marketing and audience development consultant with 22 years’ experience in agency, in-house and consultancy roles, specialising in working with museums, heritage sites and cultural venues. Christina undertakes audits, consultation, and research; develops strategies; and runs training, all of which supports organisations’ resilience, growth and sustainability.

She has worked with a huge range of museums, heritage sites and arts organisations across the country, including volunteer-run and smaller organisations, local authority-run organisations, larger museums and sector support organisations.

Christina has written AIM’s Success Guide on Marketing and has written Marketing Strategy for Museums, a book published by Routledge in 2023. She is a member of the Arts Marketing Association and Visitor Studies Group, a Trustee of Kids in Museums and a School Governor.

Who should attend?

This training is aimed at staff, volunteers and trustees who are involved in developing marketing and audience development plans.

Maximum two delegates per organisation. Priority will be given to delegates from non-NPO and non-National museums in the Midlands which are Accredited or officially Working Towards Accreditation.

This event is fully funded through Arts Council England and is free to attend for those working in or with eligible museums in the Midlands.

Please note: We require you to complete the full booking form in order to confirm your eligibility for the session. The main booking form questions will appear after you have been through the 'check out' process. If you do not complete this form we will be in contact and reserve the right to cancel your ticket if we do not receive a response.

Accessibility

This event will be auto-captioned through Zoom. If you would benefit from any other form of access support, including live captioning, please answer ‘yes’ to the access requirements question on the booking form and email the MDM team as early as possible stating the support you require.

All participants will receive an email containing a Zoom link to the training prior to the event. The email will be sent to the email address used for booking. If you have not received an email the day before the event please contact us.

View the MDM Accessibility Statement

Important Information

https://mdmidlands.org.uk/code-of-conduct

https://mdmidlands.org.uk/booking-terms-and-conditions

Contact Us

If you need any further information or would like to speak to a member of the team please contact us:

Enquiries@mdmidlands.org.uk

077102 86559