Contribute to the planning and delivery of a marketing campaign in a cultural heritage organisation

Business Sectors (Suites): Cultural Heritage
Developed by: Creative & Cultural Skills
Approved on: 30 Mar 2022


​This standard is about helping to plan and deliver a marketing campaign in a cultural heritage organisation. Marketing campaigns may be in relation to cultural heritage events, exhibitions or other aspects of the organisation and could include social media or press campaigns, advertising or public relations. Cultural heritage organisations could be involved with one, or a mixture of, cultural heritage collections, objects, structures, sites, settings or intangible heritage.

It includes researching marketing opportunities, contributing to planning, carrying out designated activities, answering enquires and collecting and evaluating data to measure success.  

This standard is for anyone who is responsible for assisting with a marketing campaign for a cultural heritage organisation.

Performance criteria

You must be able to:

  1. ​research information about potential marketing opportunities from reliable sources
  2. maintain accurate records of marketing activity in organisational information systems
  3. use information from your research to contribute to the planning of a marketing campaign
  4. make sure your contributions are in line with the organisation's objectives for the cultural heritage in its care
  5. coordinate designated marketing activities within your area of responsibility to the quality required and in line with agreed deadlines
  6. seek help and advice from appropriate people when required
  7. answer enquiries from individuals or organisations about cultural heritage events, exhibitions or other aspects of the organisation that are being marketed
  8. collect data that can be used to accurately measure the impact of marketing activity
  9. draw conclusions about marketing activity that are supported by the data collected
  10. present clear information about conclusions and recommendations for future activity to appropriate people

Knowledge and Understanding

You need to know and understand:

  1. ​the organisation's vision, objectives, and key messages
  2. the importance of branding and corporate identity
  3. any key aspects of the cultural heritage in the care of the organisation that will impact on marketing activity
  4. the importance and role of marketing in the organisation including for events, exhibitions, and other aspects of the organisation
  5. basic research techniques and the different ways to research possible marketing opportunities
  6. organisational information systems and how to access and use them
  7. appropriate communication methods and how to communicate clearly on the telephone and in writing
  8. how to establish and maintain good relationships with individuals
  9. where to get information about quality requirements and deadlines
  10. when to ask for advice and support from others
  11. how to represent the organisation
  12. the types of marketing materials and techniques and when it is appropriate to use them


Scope Performance

Scope Knowledge





Links To Other NOS

External Links

Version Number


Indicative Review Date

30 Mar 2026





Originating Organisation

Creative and Cultural Skills

Original URN


Relevant Occupations

Archaeology and Archaeological Sciences, Artistic and Literary Occupations, Arts, Media and Publishing, Business and Finance Associate Professionals, Business Management, Conservation Associate Professionals, Crafts, Creative Arts and Design, Elementary Sales Occupations, Functional Managers, General, Leisure and Travel Service Occupations, Managers and Senior Officials, Marketing and Sales, Media and Communication, Performing Arts, Publishing and Information Services, Quality and Customer Care Managers, Sales and Related Associate Professionals

SOC Code



marketing campaign; cultural heritage; events; promotion; plan; deliver;