Contribute to the planning and delivery of a marketing campaign in a cultural heritage organisation
Overview
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:
- research information about potential marketing opportunities from reliable sources
- maintain accurate records of marketing activity in organisational information systems
- use information from your research to contribute to the planning of a marketing campaign
- make sure your contributions are in line with the organisation's objectives for the cultural heritage in its care
- coordinate designated marketing activities within your area of responsibility to the quality required and in line with agreed deadlines
- seek help and advice from appropriate people when required
- answer enquiries from individuals or organisations about cultural heritage events, exhibitions or other aspects of the organisation that are being marketed
- collect data that can be used to accurately measure the impact of marketing activity
- draw conclusions about marketing activity that are supported by the data collected
- present clear information about conclusions and recommendations for future activity to appropriate people
Knowledge and Understanding
You need to know and understand:
- the organisation's vision, objectives, and key messages
- the importance of branding and corporate identity
- any key aspects of the cultural heritage in the care of the organisation that will impact on marketing activity
- the importance and role of marketing in the organisation including for events, exhibitions, and other aspects of the organisation
- basic research techniques and the different ways to research possible marketing opportunities
- organisational information systems and how to access and use them
- appropriate communication methods and how to communicate clearly on the telephone and in writing
- how to establish and maintain good relationships with individuals
- where to get information about quality requirements and deadlines
- when to ask for advice and support from others
- how to represent the organisation
- the types of marketing materials and techniques and when it is appropriate to use them