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Corinium MuseumCommercial Strategy Brief Discover the archaeology of the CotswoldsContents TOC \o "1-3" \h \z \u 1. Summary PAGEREF _Toc496871469 \h 32. Corinium Museum PAGEREF _Toc496871470 \h 33. Project Need PAGEREF _Toc496871471 \h 44. Aim PAGEREF _Toc496871472 \h 45. Corinium Museum Vision, Purpose and Aims PAGEREF _Toc496871473 \h 46. Project Specification PAGEREF _Toc496871474 \h 57. Budget and timescale PAGEREF _Toc496871475 \h 58. Fees, expenses and payment PAGEREF _Toc496871476 \h 69. Submission of project proposal PAGEREF _Toc496871477 \h 610. Contacts PAGEREF _Toc496871478 \h 61. SummaryThe Corinium Museum has been awarded funding from the Arts Council England Resilience Fund to create a commercial strategy. The strategy is part of a larger project entitled ‘Beyond Corinium’ which aims to radically transform the current museum website, create a strong museum brand identity, identify the most effective and efficient ways of maximising the existing building spaces to improve commercial capacity, and develop the workforce to enable the delivery of a new commercial strategy. To do this we will build a new Museum website making it responsive across multiple devices and incorporate e-commerce (memberships, retail, bookings), volunteer platform and dramatically improve access to our online collections. We will employ the services of a branding agency to produce an innovative striking brand; use a business and planning consultancy to produce a strategic plan for the existing building spaces; and train the existing workforce to use the new online systems for e-commerce, volunteer management, collections database, and promotion and marketing for the on-going implementation of this commercial strategy at the end of the project. The Corinium Museum has also embarked on an exciting new project entitled ‘Stone Age to Corinium – Discover the Archaeology of the Cotswolds’ and has been successful in securing support from the Heritage Lottery Fund. Stone Age to Corinium aims to create a museum that is more relevant to today’s communities, maximising on the building spaces, enhancing the visitor journey through reinterpretation and improved access, and working with new partners to produce a vibrant programme of archaeology related events and activities, which will help to make the museum more resilient and sustainable. The project will create new Stone Age, Bronze Age, Iron Age and Early Roman interactive galleries. Objects that are currently in storage will be conserved and put on display for the first time, including rare stone and bone tools, rock art, beakers and other grave goods. This will help us to write a complete history of the pre-Roman occupation of the Cotswolds.2. Corinium MuseumThe Cotswold Museum Service is managed by Sports and Leisure Management Ltd along with the Leisure Centres in Cirencester, Bourton on the Water and Chipping Campden. Together we form the Cultural and Leisure contract for the Cotswolds. The day to day running of the Corinium Museum is managed within the Community Leisure Charitable Trust. The collections and building are owned by Cotswold District Council. The Museum holds large and internationally significant collections of archaeology, social and rural history. It operates two major sites: the Corinium Museum in Cirencester and the Resource Centre (reserve collections store) at Northleach, ten miles north of Cirencester. The Service also runs a Visitor Information Centre at the Corinium Museum and the Rural Cinema Scheme. The Corinium Museum has arguably the finest and most extensive Romano-British collection relating to a town and its hinterland in the world. It holds large and internationally significant collections of archaeology, social and rural history and is recognised as a major archive of outstanding archaeological material being used by researchers from all over the world. The Corinium Museum forms the major part of the only museum service in the Cotswold District and is the focus for advice, training, and scholarship. The Museums Service is fully Accredited by Arts Council England.3. Project NeedIn the current economic climate, museums are experiencing a reduction in funding from a variety of sources and need to address issues of economic sustainability. The Corinium Museum Service recovers approximately 50% of its funding through admission charges, lifelong learning programmes, venue hire, shop retail, and Visitor Information Centre services. All of these elements will benefit greatly from a Commercial Strategy. An audit of our different public spaces available for hire and the implementation of a commercial hire strategy will ensure that the museum spaces are booked up to the maximum potential. A full programme of activity, exhibitions, workshops, meetings means more people will experience the Museum and we will be meeting our community needs and fulfilling corporate social responsibilities. The Museum’s highest income stream is through admissions and we want to see this continue to grow. The second highest income stream is through the shop. There is huge potential to optimise our commercial performance with well-designed events and targeted marketing to attract and retain audiences and improve and sustain long term financial sustainability. The Beyond Corinium project offers exciting opportunities to become more resilient enabling the museum to make a huge step-change by increasing income through an updated website capable of e-commerce, e-bookings, generating new income through corporate hire, temporary exhibitions and a vibrant programme of activity in our building spaces, whilst improving the long term sustainability of our audiences through a volunteer platform for engagement, and an enriched digital experience improving visitor satisfaction and a strong museum brand, all of which will grow and diversify our audiences. 4. AimWe aim to rejuvenate our commercial hire activity, grow visitor numbers, maximise space usage, and optimise our commercial performance. We want to create a striking brand underpinned with a clear mission, which will strengthen the Museum’s identity and enable people to align themselves more easily to the Museum and its purpose. The commercial strategy will include everything from audience research, an audit of current activity, competition analysis, and identifying opportunities for development. 5. Corinium Museum Vision, Purpose and AimsVision “To be a leading archaeology Museum that continues to evolve.”Statement on Purpose The key purpose of Cotswold Museum Service is:“To collect, preserve, and interpret collections from the Cotswold District for public engagement.”Our Values:These core values underpin everything we do as a Museum.Excellence: We strive for excellence across all areas of our service.Inclusion: We want to appeal to the widest audience possible to be intellectually, physically and economically accessible.Innovation: We want to be leading the way not following the crowds by thinking outside of the box. Engagement: We want people to have experienced the Museum though programming both in person and virtually.Preservation: We safeguard the collections for future generations because the objects make the Museum what it is.6. Project SpecificationThis project is all about the Museum’s resilience and future sustainability. The appointed business and planning consultancy will be responsible for producing a strategic plan to include the following elements:Consultation: Consult with Corinium Museum staff and stakeholders to fully understand the scope and desired outcomes from the project and agree project plan and deliverables. Current activity analysis report:Research and analyse current position with respect to commercial hire, group bookings, and events. Ascertain levels of participation, income, capacity, and room usage.Analyse local market to identify market opportunities, pricing, competition, and key issues to explore during consultation. Strategy and action plan:Develop the strategy for building commercial hire to include local market dynamics and opportunities, competitiveness, curated events and marketing plan. Maximise the use of public spaces in the building for commercial hire and programming.Produce a final strategy and action plan. 7. Budget and timescaleThe total budget for the work is ?5,000 + VAT. The budget will include consultancy, research and analysis, and final strategy and action plan. The commercial strategy must be completed by the end of March 2018. 8. Fees, expenses and paymentCompanies are invited to submit proposals for this contract up to the value of ?5,000 + VAT. Tender costs should cover all travel expenses, meetings on-site and other costs associated with the work.9. Submission of project proposalProposals to undertake the project should be submitted by 5pm on the 9th February 2018 to the Museum Director by email. Proposals will be scored against the following criteria:?The name and contact details of two referees for whom you have done similar work within the last two years.?Examples of similar projects you have undertaken.?Details of how you would address the brief in the 3 key areas: consultancy, research/ analysis, and commercial strategy. ?A timetable for fulfilling the contract including time allocated to meetings on-site and off-site.?Skills and experience of the people who will be working on the project.?Fee breakdown.?A demonstration of value for money.10. ContactsFor further information and to make a submission please contact the key contact Amanda Hart, Museum Director:Corinium MuseumPark StreetCirencesterGL7 2BXTel: 01285 655611Email: amandahart@slm-ltd.co.uk ................
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