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INSPIRING MARKETING IN LEARNING

Sue Wilkinson
Director, Learning, Access and the Regions
MLA

Phase One Education Programme – Renaissance in the Regions

• Run September to December 2003
• 36 museums involved
• 936 teachers + 22,000 children
• 3 Questionnaires: teachers, key stage 1 and 2 and key stage 3 and 4
• Based round GLOs
• Piloted in the summer and changed following piloting
• Focus groups with 68 teachers

Headline Results

28% increase in the number of school children visiting Phase 1 Hubs
45% of the teachers visiting those Phase One Hubs are doing so for the first time
73% of the teachers believe that their pupils are learning new subject specific facts thanks to their museum visit
94% of teachers attending a museum activity see it directly linking to the National Curriculum.
46% of the visits were made by schools located in wards which fell into the 20% most deprived wards in England.
• Creativity, inspiration and enjoyment is the key outcomes for teachers (81%)
• Leads to increase in knowledge and understanding (72%)
• 94% Key Stage 2 children felt they had learnt new things
• 58% Key Stage 3 children think a museum visit makes school work more inspiring
• Teachers highly satisfied with the provision made especially for them by museums
• BUT
• Not confident that, at a general level, museums could provide the facilities and services that their pupils required.
• Especially the case where pupils had special educational and physical needs

Renaissance in Regions

• 70 million over 3 years
• 9 Regional museum Hubs
• 9 Strategic cross domain regional agencies
• Museum development fund
• Positive Action traineeships

2 PSA Targets

• Increase number of contacts between children and regional hub museums by 25% by 2005/6
• Attract additional 500,000 visits to regional museums by new users predominantly from social classes C2 D E and ethnic minorities by the end of 2005/6
• 8 Priority areas for action
• Covers care, management and interpretation of collections, workforce development and standards as well as access, outreach and learning
• 10 million top sliced for work with schools
• 2.2 million contributed by DfES

EPDPs

• Focus of 2003/4 research
• Establish what teachers and pupils want
• Match this against LEA priorities and wider regional needs
• Identify what can be delivered through existing funding
• Identify what would need to be in place to deliver a comprehensive service to schools

Headline Results

• Under representation of KS3 and 4
• Not locked in to curriculum provision properly
• Transport issues
• Difficulties of visiting – risk assessment curriculum pressures etc
• Rural issues
• Out of school and family learning and role they have in delivering attainment
• Significant gaps –

– special schools
– children with disabilities
– gifted and talented

NexSteps

• SR 2004 bid submitted to Treasury
• Lots of evidence of impact and of need
• Summary of the EPDPs being developed
• Help shape joint DCMS/DfES museum education strategy
• Defines a comprehensive service to schools
• Sets out what needs to be done

Back to Conference Summary
Summaries of our recent conferences

 

March 2006
Branding and Innovation in Marketing A challenging day at The Sage (.pdf )
September 2005
The Pleasures and Pressures of Income Generation Conference
(.pdf )
March 2005
A Shapshot of Past Forward Marketing to Cultural Visitors
(.pdf)
September 2004
Proof of the Pudding, Research and Evaluation in Marketing (.pdf 700k)
March 2004
Inspiring Marketing in Learning – Merseyside Maritime Museum Liverpool
September 2003
Media Matters – at The British Museum
October 2002
Cultural Tourism Getting Your Share
– at Thinktank Birmingham
March 2002
Free for All Marketing Challenges for 2002 - at the Royal College of Physicians.
November 2001
Get Wise on the Web - New Media Marketing Report
- Manchester
The full proceedings of these conferences are available as a printed report.
Please send a cheque for £15 made out to the Campaign for Museums, 35-37
Grosvenor Gardens,
London SW1W OBX,
for each copy requested.
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