Tuesday, May 16, 2017

West Yorkshire Local Authority Museum Partnership Audience Development Commission

Commissioned by Wakefield Council Museums Service on behalf of West Yorkshire Local Authority Museums Partnership [WYLAMP]

We are looking for an experienced audience development specialist to develop and test a programme of promotional activity working across the WYLAMP group with the aim of sharing expertise and increasing visitor figures.
WYLAMP is a partnership between the five West Yorkshire Local Authority museum services to share best practice, encourage collaborative working and promote the value and benefits of Local Authority museums.  The partnership includes Bradford; Calderdale; Kirklees; Leeds and Wakefield.
Starting Conversations Research
In 2016 WYLAMP commissioned some audience development research that investigated what motivated people to visit and then recommend our venues.
A new level of insight into visitor behaviour revealed the building blocks of recommendation, and suggested ways to use these for development. The study describes how a recommendation is formed by many factors; by a great visit; and within that, by something that we don’t always think so much about – the ability to fit into people’s lives. In addition, there are quite separate social factors: the motivations for making any recommendation.
The research suggested that the goal is to ‘start conversations’, with and between visitors. Conversations help museums engage visitors, and reach the depth that museums want to achieve, but it is also a key benefit of museum visiting. Starting conversations also pays back in more visitors: for the WYLAMP group, the majority (around 70%) of its visitors will be attracted in this way, through recommendation, or positive word of mouth.
The ‘Starting Conversations’ report contained eighteen recommendations for action.  As part of Wakefield Museums Arts Council Resilience Round Two project we have secured funding to develop and test some audience development approaches based on the Starting Conversations recommendations.
Purpose of the Work
The purpose of the work is to develop a set of practical audience development approaches that can be used by the WYLAMP group to:
  • Increase visitor figures
  • Share expertise
  • Use existing audience development resources effectively and efficiently
  • Develop and encourage cross-over visits
  • Work in partnership with audience development and marketing staff across WYLAMP to develop and test mutually beneficial audience development approaches based on the ‘Starting Conversations’ recommendations.
  • Evaluation of test approaches.
  • Preparation of ‘how to guides’ to ensure a workable and practical legacy of the project.
  • Report of findings, summary,  recommendations to be prepared
  • Presentation of findings to WYLAMP
A fee of no more than £9500 (plus VAT if applicable) payable on receipt of an invoice and paid in instalments as agreed.    This includes all costs for delivery of test projects.
Jun 17
Jul 17
Aug 17
Sept 17
Oct 17
Nov 17
Dec 17
Jan 18
Feb 18
Mar 18
Selection process
Familiarisation and set up
Develop programme of activity
Test and review approaches
Evaluation, ‘how to guides’ and final report
How to apply?
To apply for this commission please send the following information to mayaharrison@wakefield.gov.uk by 12 noon on Thursday 15 June 2017:
  • Outline of how you propose to carry out the project including  a timeline
  • Budget outline for delivering the work
  • Details of your experience delivering similar projects
  • Details of two referees for work you have completed recently

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