The Wardlaw Museum (formerly known as MUSA), one of the St Andrews University’s museums, has gone through a period of expansion.
It planned four new thematic galleries on its ground-breaking research and global impact, showcasing its extraordinary art, history, science and natural history collections. The Museum re-opening was delayed by the global pandemic, but now open, the new galleries will be complemented by an exciting programme of temporary exhibitions, with interactive experiences for all ages. With a beautiful sea view from the terrace and garden, the Museum is a major new cultural space for St Andrews.
The in-house management team wanted to work with an external marketer with experience in related projects in St. Andrews and tourism and got in touch with us. It was a truly collaborative approach, shaping and developing the marketing strategy and plan together with the in-house team for both the launch and the 12 months thereafter. This collaborative approach is one we would always welcome with organisations looking for external input.
An in-depth plan was created covering deliverable actions and bringing clarity to the museum’s proposition to engage long-standing and would-be visitors. The plan laid out steps covering embedding systems and process, evolving the brand, defining target audiences and the right marketing channels for them, developing the website and digital marketing, building in-house marketing capability and more.
The in-house team are actioning the plan and this exciting and revitalised cultural venue is now warmly embraced by its many visitors.
Image courtesy of Wardlaw Museum.