Strategy
I create marketing strategies that provide a clear approach and framework with actionable recommendations.
Marketing strategies help organisations find and connect with audiences, and support their goals such as resilience and income generation.
I delve into organisations, asking questions and undertaking research. I work in partnership with their teams to ensure their ideas and expertise are captured, and there is internal buy-in.
The resulting strategy is insight-driven, pragmatic and tailored to your organisation to support your overall mission.
Case studies
The Exhibitions Group (TEG)
TEG is a membership organisation that advocates for temporary and touring exhibitions and partnership work. I worked with the Group to develop a marketing and communications strategy, which involved undertaking stakeholder interviews, desk research, facilitating a focus group and workshops. I delivered a marketing strategy, action plan, templates and presentation, supporting the organisation to develop its membership and build on its impact.
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, lead generation activations, 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.
Jane Austen’s House
I worked with Jane Austen’s House in Hampshire on a marketing and communications strategy project. This involved undertaking a thorough marketing audit; competitor analysis; workshops with staff to develop the organisation’s positioning, map the customer journey and plan social media content; and the development of a marketing strategy for the Museum.The outcome was a shared vision statement, group principles, aims and agreement on how the group will achieve these.
Museum of Cambridge
I developed a marketing strategy for this independent museum. The work included running a workshop for staff, volunteers and trustees looking at the museum’s Unique Selling Points, its target audiences and visitor journey mapping; and developing an online marketing training module for volunteers. I also undertook a digital marketing project to provide a sprint injection of digital marketing which built on the success of the marketing strategy.
Dundee Science Centre
I developed a marketing strategy for Dundee Science Centre to support the organisation as it re-opened following a period of closure due to an ambitious redevelopment project as well as the Covid-19 pandemic. The focus was on increasing the Centre’s income and visitor engagement numbers, and diversifying the Centre’s audiences.
American Library
I developed a marketing plan for the American Library in Norwich, as it was re-branding from the Second Air Division Memorial Library. This work built on audience and non-user research I had also undertaken for the organisation.
Harwich Electric Palace
I developed a marketing strategy for Harwich Electric Palace, to provide a direction for marketing for the venue following a closure due to restoration work funded by the National Lottery Heritage Fund and the Covid-19 pandemic. Built in 1911, the Electric Palace is one of the oldest purpose-built cinemas to survive complete with its silent screen, original projection room, and beautiful ornamental frontage still relatively intact. Today it runs as a community cinema showing films and special live and music events.
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. Ca. 64% of the 5,000 visitors were first-time visitors to at least one festival venue.
Ensemble Dance Co
I worked with ENSEMBLE Dance Co on the marketing of the premiere of Home Solo, a performance that weaves together contemporary dance with spoken word and original live music and song. I promoted a series of outreach and research events, ran a focus group to inform the marketing approach, and promoted 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.
Testimonials
“Christina was a brilliant consultant to work with. Totally professional, calm and efficient at all times, I really felt that we were in safe hands. Christina produced a fantastic analysis of our current marketing situation, and provided us with some practical, achievable goals. She really understood that we were a small organisation with few resources, so would need to make every penny count.
Not only this, but Christina has brilliant contacts - photographers, designers, writers - all of whom were a delight to work with and brought some real skills and expertise to our project. I would highly recommend working with Christina and wouldn't hesitate for a moment to work with her again.”
Annie Davis, Transition Project Officer, Museum of Cambridge“Christina was a delight to deal with from start to finish and she has been brilliant at scaling the scope of her work to suit our small charity. The marketing audit and strategy work she completed for us has been of great value to Jane Austen’s House at a pivotal time for the organisation.
Christina’s insights and suggestions have fed directly into the development of a design and build brief for our new website and her marketing plan has provided the Museum’s marketing team with a clear direction of travel.”
Jen Harris, Marketing Manager, Jane Austen’s House“Christina’s 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
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marketing and audience development strategies.