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Reopening Marketing Toolkit


We have developed a Marketing Toolkit, to help you with your own marketing activity.

Get in touch with Louise and Rosie from the MGS Marketing and Communications team if you have any questions that have not been addressed in this toolkit.

Top Tips For A 'No Budget' Campaign

We know that some of you will not have a designated budget for marketing. By using existing resources and planning ahead it is entirely possible to run a small marketing campaign with little or no budget. We have a separate guide with some top tips on how to run a "no budget" campaign. 

Read our top tips for a no budget campaign

Know Your Audience

The key to effective marketing is knowing your audience.

  • Who are they?
  • Where are they from?
  • What are their motivations to visit?
  • How can you reach them?

Consider what might be the barriers to your target audience(s) visiting at this time and ensure your messaging addresses this. Visitors are still looking for reassurance that museums and galleries are safe places to visit. Also be aware that your target audience’s motivations to visit will need to be constantly reviewed as consumer confidence continues to change. Keep up a dialogue with your audience, learn from them, and make sure you are in a position to address any of their issues through your messaging. 

For more information on knowing your audience:

Visit our advice guide on 'Knowing your audience' 

Digital Pathways has more information on identifying audience, including a free tool to help you gather audience insights.

Also refer to the Scottish Tourism Index reports produced by 56 Degrees Insight, which monitors the views of Scots about holidays and leisure during the COVID-19 pandemic. 

VisitScotland - Impact of COVID-19 on UK and Ireland Markets: Includes 'UK and Scotland Consumer Sentiment Tracker' and 'UK Segments During the COVID-19 pandemic'.

Marketing Planning

A marketing strategy is your overall game plan for reaching prospective customers/visitors and your marketing plan is how you are going to get there.  It’s worth creating a SWOT analysis to help you brainstorm your strengths, weaknesses, opportunities and threats, by yourself or as a team. It will help you to reflect and build on what you do well, to address what you're lacking, to minimise risks, and to take the greatest possible advantage of chances for success.

It’s also worth revisiting your marketing objectives. Do these need to change at all? Consider your visitors; have their motivations changed? Look at other museums, what are they doing?  What seems to be working?

You can then create your marketing goals, and from that your action plan (the fun stuff), that will help you achieve your objectives. Do you need to look at new communication channels to reach your audience, or do you just need to change the messaging slightly? Maybe you’ll need to do both.

Also refer to our 'Marketing Planning - where to start' advice guide, which goes into more detail around the planning stage, with some examples of templates for marketing plans that you can use. 

Where And How To Market

There are a number of different ways (or channels) you can use to communicate with your audience. During the pandemic many of us were online, as we worked from home, also using the internet to dream about places we'd like to visit when it was safe, or when we felt confident, to do so. So, on that basis, we would still recommend reaching out to your visitors and potential visitor online. It’s also cost effective and it achieves a high level of engagement.

We would also advise looking at where you might be able to piggy back onto existing campaigns or initiatives, with fellow museums in your area, or with your Destination Marketing Organisation (DMO).

You can find out more about where and how to market through our advice guide, which also highlights the key marketing channels. 

To find out how to partner with other museums, including information on Geographic Museum Forums, visit our Working Together advice guide. 

Campaign Assets and Video

We've created a promotional video to support activity around #MuseumsAreGo. The video is available for museums to use in their own promotion via Dropbox. 

The video is available in wide screen and square format to ensure compatibility with different social media channels. 

Download now

Other Resources

VisitScotland has a programme of recorded ‘Moment for Change’ webinars, that cover a range of coronavirus (COVID-19) specific information and research, as well as online training from digital skills, including enhancing your social media and making your website works for you, to customer service.

VisitScotland provide access to the UK Consumer Sentiment Tracker – Latest research into the UK and Ireland markets and how COVID-19 is impacting plans to visit Scotland. You can find the latest report here.

56 Degrees Insight is a Scotland-based research company who have been monitoring the Views of Scots about Holidays and Leisure during the COVID-19 Pandemic. Read the latest wave of findings Tourism Index Reports 

ALVA Commissioned Visitor Sentiment Research – Wave 11 Results:
The Association of Leading Visitor Attractions (ALVA) has published the results of Wave 7 of its Attractions Recovery Tracker, with key insights into how people are feeling about returning to attractions post pandemic.