Strategy

I create marketing strategies and audience development plans that provide a clear approach and framework with actionable recommendations.

Strategies help organisations find and connect with audiences, and support their goals such as resilience, income generation and diversifying audiences.

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.

Samuel Johnson Birthplace Museum

I worked with Samuel Johnson Birthplace Museum to create an audience development plan for the organisation. This involved analysing all existing audience data that the museum has, identifying core, target and under-represented audiences, and developing audience development goals, strategies, SMART objectives and an action plan.

“Christina Lister developed our Audience Development and Diversification Plan, and from start to finish, it was an incredibly positive and thought-provoking experience. Even under challenging time constraints, Christina made the process feel smooth and stress-free.

What stood out most was how she encouraged us to think differently, step beyond our usual assumptions, and consider new possibilities. It was eye-opening to realise how much we didn’t know about our current and potential audiences until we began working with Christina. Her approach was thoughtful, creative, and deeply engaging.

As a result, we now have a comprehensive and inspiring plan to guide us through a significant period of change. It’s practical, clear, and full of ideas we wouldn’t have reached on our own. Thanks to Christina, we’re now approaching our audience development work with greater confidence, creativity, and direction.”

Kimberley Biddle, Museums and Heritage Officer, Samuel Johnson Birthplace Museum

A brick cottage with daffodils and grass in front. — Image © Jane Austen’s House

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.

“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

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.

“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

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.

“Thanks so much for the really excellent work that you have put in to this. We really couldn’t have gotten anywhere near to this without your help. I'm delighted with everything that you have done for us.”

Michael Offord, Operations Manager, Harwich Electric Palace

The Exhibitions Group

The Touring Exhibitions Group 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.

The Group re-branded to The Exhibitions Group, which reflects the range of exhibitions support now offered by the charity and the diversity of the sector, enabling the organisation to further build its community and impact.