Developing a marketing strategy or audience development strategy that supports your business plan and overall organisational goals.

Strategies are based on thorough research and take account of your resources, budgets, timescales and skill levels. The resulting plan includes appropriate tactics, budgets and methods of evaluation. Strategy icon

Development typically includes desk-based research, site visits, a facilitated workshop with key people to gather input and ensure buy-in and interviews and conversations with key stakeholders.

It is intended to be a working document that will guide activities and be used as a regular reference tool.

Project experience includes:

  • undertaking a marketing audit and developing a marketing strategy for Jane Austen’s House in Hampshire;
  • writing a marketing strategy for the 2nd Air Division Memorial Library which was being redeveloped and reopening as the American Library;
  • producing a marketing plan and audience development strategy with a team of consultants for Cambridge Museum of Technology, as part of the museum’s Heritage Lottery Fund Stage 2 bid;
  • creating a marketing strategy for the Museum of Cambridge;
  • undertaking a marketing audit for Tunbridge Wells Museum & Art Gallery;
  • developing a marketing strategy and action plan for Great Malvern: Route to the Hills;
  • developing a marketing strategy for The Norris Museum in Cambridgeshire;
  • creating a marketing strategy and action plan for the Museum of Zoology, Cambridge for their Heritage Lottery Fund supported redevelopment project.

Jen Harris, marketing manager, Jane Austen’s House:

“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.”