Campaigns

I develop and deliver marketing and communications which will make an impact, deliver measurable results, and create value.

Campaigns can relate to broadening audiences, driving visits, building and nurturing relationships, increasing engagement, raising awareness, changing perceptions or re-defining and cementing positioning.

They will include appropriate methods such as media relations, social media, event management, email marketing, SEO and stakeholder relations.

Campaigns are based on a clear set of agreed objectives and include ongoing measurement and end-of-project evaluation.

Art Fund

I undertook a six-month project as Interim Head of Youth Marketing at Art Fund, with responsibility for their Student Art Pass and Teacher Art Pass products. This involved multi-channel national marketing campaigns to drive brand growth and membership recruitment, managing paid search and social, PR, experiential and influencer agencies. And to drive retention, extensive membership survey development and analysis, as well as partnership development and email marketing to drive retention. The role also involved budget management and reforecasting, line management and recruitment, and reporting results to the senior management team.

Museum Freelance

I co-founded and co-ran the Museum Freelance network, and had responsibility for marketing and communications, growing a community from scratch to 2,500 freelancers and consultants working with museums, galleries, libraries, heritage sites and archives. Highlights included:

selling out all four in-person training courses we ran
organising three annual conferences in London and Manchester
running the sector’s first extensive survey on freelancers, and lobbying sector organisations to take note, leading to a mention of the research in the House of Lords by Lord Stevenson
securing and distributing a £30,000 hardship fund for freelancers during the Covid-19 pandemic.

A collage of images from Museum Freelance activities including conference delegates and a presenter and slides from presentations.

A girl balancing in a large ring in a medieval church building — Image: Circus workshop at The Oak Circus Centre, St Michael Coslany, Norwich, by David Kirkham

Norwich Historic Churches Trust

I created and delivered a wide-reaching marketing campaign for the first ever Flintspiration – Norwich’s medieval churches weekend – for the Norwich Historic Churches Trust, funded by the Heritage Lottery Fund.

Working with graphic designer Anne Reekie, the campaign involved the development of a logo and visual identity for the festival, and a range of online and offline free and paid-for communication channels. 48 pieces of media coverage were achieved.

An average of 64% of the ca. 5,000 visitors were first-time visitors to at least one festival venue.

“Her work was agreed by the project team to have been of the highest professional standard: imaginative, insightful, and highly effective; and fundamental in drawing a large audience onto the streets of Norwich for an event being run for the first time. […] I couldn’t recommend Christina highly enough. Working with her on Flintspiration I found her to be totally professional, insightful and creative, and her work to be highly effective in what we needed it to do.”

Neil Blunt, vice chair, Norwich Historic Churches Trust

North Norfolk Stories Festival

I delivered a marketing campaign to promote the North Norfolk Stories Festival that ran for two years and involved 20 museums, libraries, heritage sites and cultural venues.

This included social media (organic and paid-for); leaflets; banners; posters; magazine, website and radio adverts; media relations; and stakeholder relations.

96% of visitors came as a result of marketing activity, and 40% were new visitors to the venue they attended.

A man on an old boat on the Norfolk Broads — Image: Museum of the Broads

“Dynamic, knowledgeable, approachable and always willing to ‘go that extra mile’, Christina is the first person I turn to when looking for someone to deliver PR, marketing and audience development services for cultural-sector projects.”

Dr. Laura Crossley, Project Manager, North Norfolk Stories

A female dancer mirroring the dance moves of a young boy — Image: ENSEMBLE Dance Co’s Still in the City workshop

ENSEMBLE Dance Co

I worked with ENSEMBLE Dance Co on two projects. For Still in the City, a series of improvised and interactive dance performances aimed at 0-4 year olds and their families, I promoted opportunities for professional dancers and children to take part in the project, and then promoted a series of performances in theatres and libraries across Norfolk.

I also worked on the premiere of Home Solo, a performance that weaves together contemporary dance with spoken word and original live music and song. This involved promoting a series of outreach and research events, running a focus group to inform marketing, and promoting the premiere.

81% of survey respondents at the premiere had not been to a performance by ENSEMBLE before and 12% hadn’t seen contemporary dance before.

“Having Christina work with us on 2016 project Still in the City was a breath of fresh air, she is clear, professional and inspiring. As an independent artist I am used to doing comms for my own work; having Christina on the team was like a weight being lifted and she was so able to fit into the creative vision.it is, the way you tell your story online can make all the difference.”

Hayley Matthews, artistic director, ENSEMBLE Dance Co