Increasing visitor numbers
CLIENT: THE UNIVERSITY OF LIVERPOOL
The University of Liverpool asked us to help them increase visitor numbers to their world-class museums and galleries on campus. We developed an audience development strategy to do just that.
Images with thanks to The University of Liverpool / McCoy Wynne
The University of Liverpool is the original red brick university.
We inspired more people to visit the wonderful arts and heritage collections on campus.
The context
The University’s cultural venues stand at the heart of the campus, with heritage collections including scientific, medical, and natural history artefacts. There is also an annual calendar of exhibitions, events, and a range of activities for children and young people. However, the University felt that their cultural venues were hidden gems, and wanted to increase the number of visitors from across the campus, local communities, and visitors to the city.
What we did
The University of Liverpool commissioned Really Good Things to work with its cultural venues – The Victoria Gallery & Museum, and the Garstang Museum of Archaeology – to gain a better understanding of current visitor profiles, and to identify ways to reach new audiences.
We approached the challenge by:
Reviewing existing visitor and audience data
Conducting interviews with visitors and staff to understand experiences
Benchmarking against other Liverpool cultural venues
Digging deep into nationwide audience data
Delivering a report with a series of recommendations focused on brand, marketing strategy, positioning and messaging, processes, and visitor experience
Really Good Things is a specialist strategy and communications consultancy working with public-sector organisations and charities, including universities and NHS Trusts. Talk to us about how we can amplify what you do.
