The Royal Albert Memorial Museum (RAMM) is a defining historical cornerstone of the city of Exeter. In 2017 the RAMM wanted to promote their South West Collections Explorer, a newly developed platform that allowed museum professionals, curators, researchers and the general public to search a visual database of artifacts from museums based in the South West.
Marketing methods were required to promote the service’s benefits and encourage other institutions to sign up and add their collections – sharing knowledge and history to engage and excite users. Beyond this, promotional material targeted at more casual users of the SWCE, such as museum visitors, was needed to increase awareness of the platform.
A dual marketing approach was conceived and developed by Drive, involving both print and digital outcomes. We identified the need for a well-designed, more benefit-focussed and technically-minded website landing page that explained the proposition specifically for institutions, with community spirit at its heart. The web page would also contain a short video walk-through and would become a central point of the campaign, primarily reached through targeted digital e-shots flyers, and would extend the SWCE brand identity.
Two distinct print campaigns were also produced: an SWCE-branded flyer to direct professionals to the new landing page, and a series of posters, stickers, boards and café table-talkers positioned within the museum’s galleries to direct potential visitors to the main SWCE website. The latter used RAMM branding to maintain consistency within the museum.
To keep the feel coherent and the content relevant across all outcomes, a photoshoot was directed by Drive (featuring some familiar faces) that focused on the various user groups.