Despite its exquisite collections and prominent position in a popular tourist destination, the Russell-Cotes typically has not been at the top of Bournemouth’s ‘places to visit’ lists.
With a programme of internal and external stakeholder consultation, primary market research, and a detailed review of the organisation’s marketing activity, we identified some of the barriers to engagement with potential and returning visitors.
From our research and review, a simple yet ambitious vision for the Russell-Cotes’ marketing activity was born centred around becoming a much more outward-looking organisation with collaboration and partnership at its core.
With a prize of increased visitor footfall and income and an enhanced profile, our recommendations focused upon three main areas:
- Developing a clear market focus and positioning – identifying priority markets and positioning itself to resonate emotionally and meaningfully with them.
- Redistributing marketing budget and focus – a fresh approach centred around achieving more, not doing more
- Working collaboratively and in partnership with others – unlocking opportunities to widen reach
Our review and recommendations were welcomed by the team. And we were thrilled to be invited back the following year to offer a programme of mentoring to help the Museum take some of the more complex areas of recommendation forward.
(images courtesy of The Russell-Cotes)
““Russell-Cotes has an amazing offer, we can help them do more with it locally and nationally.”Taken from consultation with external partners