21st Century Visitor Attraction Programme: Open for Applications

August 13, 2020

We are delighted to be launching the second round of our ‘21st Century Visitor Attraction’ programme in partnership with the Arts Marketing Association.

This is an intensive 4-month programme for museums designed to help your organisation become more audience-focused, resilient and successful. Working with experienced trainers, each museum will take a whole-organisation approach to refreshing or creating their audience strategy – identifying their purpose, clarifying their brand identity, understanding their visitors and developing an audience-focused approach. You can view the full programme brochure and outline here.

“We just wanted to say a huge thank you, we can’t express enough how much inspiration, confidence and excitement has been generated at our organisation as a result of this programme” Previous Participant

Who is the Programme For?

To be eligible for this programme you:

  • Need to be an Accredited Museum or working towards Accreditation
  • Have completed the MDEM Organisational Health Check
  • Can be open or closed due to Covid-19
  • For both staff led and volunteer run museums

This programme is aimed at museums who wish to prioritise the development of their brand and purpose and focus on how this translates into a specific visitor offer. It is aimed at museums that have the capacity and are willing to dedicate time and resources to improving their brand, audience data capture and marketing.

You don’t need to have dedicated marketing staff, or in house audience development expertise to apply. However, you do need to have a nominated member of staff to lead the programme at your museum, alongside full organisational buy in. The programme will work best when the governing body is signed up to developing in this area, as well as the museum leadership whom will at times be required to attend programme sessions.

We expect this programme to need at least 8 days of allocated staff time over the 6 months to be successful. This does not need to be from one person, but can be spread over a number of roles. This includes attendance at meetings, but also time back at the museum to enact action plans and deliver in-house workshops.

The programme has been transformational for us as an organisation since the first session” Previous Participant

How the programme works:

  • 7 x 3hr online training sessions – cross-team approach

We will hold 7 x 3hr online training sessions focused on a range of areas. At each of these sessions you will be encouraged to bring 2 or more team members to ensure the whole team is benefitting from the experience and is on board with the programme.

  • Practical application and coaching

Following each of these days you will implement activity within your organisation and after each online session you will have 2hrs of coaching with one of the trainers to troubleshoot challenges and support your progress.

  • Tailored approach

Only 6 museums will be taking part in this programme ensuring that the experience is tailored to the needs of your organisation.


Museums coming through this programme will have:

  • An agreed cause supported by the whole organisation
  • The understanding of what it means to be an audience-focused organisation
  • A clear brand identity to inform your future work
  • Enhanced ability to plan, execute and analyse audience data
  • A more informed understanding of their audiences
  • The tools to build a marketing strategy
  • Enhanced influencing and negotiation skills
  • Change management skills

How to apply:

To apply to join this programme you will need to complete and return the Expression of Interest Form by the 4th September 2020 to sarah.hartshorne@leics.gov.uk. We expect this to be a competitive process and will inform all applicants if they have been successful by the 11th September.

Please note: You must be an Accredited Museum and have submitted your Organisational Health Review at the time of applying.

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