Strategy

I create marketing strategies and audience development plans that provide a clear approach and framework with actionable recommendations.

Strategies help organisations find and connect with audiences, and support their goals such as resilience, income generation and diversifying audiences.

I delve into organisations, asking questions and undertaking research. I work in partnership with their teams to ensure their ideas and expertise are captured, and there is internal buy-in.

The resulting strategy is insight-driven, pragmatic and tailored to your organisation to support your overall mission.

“Christina was a delight to deal with from start to finish and she has been brilliant at scaling the scope of her work to suit our small charity. The marketing audit and strategy work she completed for us has been of great value to Jane Austen’s House at a pivotal time for the organisation. Christina’s insights and suggestions have fed directly into the development of a design and build brief for our new website and her marketing plan has provided the Museum’s marketing team with a clear direction of travel.”

Jen Harris, Marketing Manager, Jane Austen’s House

Jane Austen's House

I worked with Jane Austen’s House in Hampshire on a marketing and communications strategy project.

This involved undertaking a thorough marketing audit; competitor analysis; workshops with staff to develop the organisation’s positioning, map the customer journey and plan social media content; and the development of a marketing strategy for the Museum.

Association of Independent Museums (AIM)

I developed a guide on Successful Marketing for Museums for the Association of Independent Museums.

It forms part of AIM’s series of Success Guides, which provide the latest expert guidance on key areas of museum practice.

AIM Success Guides are particularly useful for museums that don’t have specialist staff and for new museums.

My guide aims to demystify marketing for small and medium-sized museums, providing an overview of what marketing is and a helpful framework for developing a strategy and action plan.

“Christina was a brilliant consultant to work with. Totally professional, calm and efficient at all times, I really felt that we were in safe hands. Christina produced a fantastic analysis of our current marketing situation, and provided us with some practical, achievable goals. She really understood that we were a small organisation with few resources, so would need to make every penny count. Not only this, but Christina has brilliant contacts - photographers, designers, writers - all of whom were a delight to work with and brought some real skills and expertise to our project. I would highly recommend working with Christina and wouldn't hesitate for a moment to work with her again.”

Annie Davis, Transition Project Officer, Museum of Cambridge

Museum of Cambridge

I developed a marketing strategy for this independent museum.

The work included running a workshop for staff, volunteers and trustees looking at the museum’s Unique Selling Points, its target audiences and visitor journey mapping; and developing an online marketing training module for volunteers.

I also undertook a digital marketing project to provide a sprint injection of digital marketing which built on the success of the marketing strategy.

American Library

I developed a marketing strategy to support the Library’s relaunch and subsequent audience engagement, after a redevelopment project which saw The 2nd Air Division Memorial Library rebranded as American Library.

This built on my audience research work and included a workshop looking at the organisation’s values, personality and Unique Selling Points, as well as a content planning workshop with staff and trustees.