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Museum of the Order of St John- Strategic Sales and Marketing events plan
ASSIGNMENT
As the UK head office for St John’s Ambulance, the Museum of the Order of St John (MOSJ) is one of London’s most historic venues dating back to the 12th Century. Located in Clerkenwell the Director of Priory & International Affairs sought our advice to undertake an independent audit and market appraisal on the ‘event space’ including both St John’s Gate as well as the Priory Church in St John’s Square. As part of a ‘Ten-year masterplan’ MOSJ’s Board required our input and suggestions on how a future capital expenditure programme should be allocated which could deliver the best return on their investment.
During this 12 day assignment we reviewed the following:-
- Gained a deeper understanding of financial revenues, processes and sales procedures by interviewing staff both collectively and on a one-to-one basis.
- Engaged with a number of preferred Caterers to establish what position if any they had in their thinking when placing events at this iconic venue, including their ideas on how museum ‘access’ and kitchen space at St John’s Gate could be improved.
- Reviewed the current marketing activity, budget allocation and how this expenditure could be proportioned more effectively in the future.
- Evaluate the commercial viability of opening a ‘Café’ which required contacting a number of leading event/public Caterers who currently operate a number of similar sized Museums Café’s in greater London
Output and Results
In conclusion and following our report submission we came up with a number of recommendations which included amongst others that the Marketing budget should be re-allocated to areas of the events business which could deliver the greatest return from that investment.
We also suggested a closer collaboration with their preferred caterers with a joint structured social media campaign which in the long term could increase additional income and finally due to the immense competition of ‘coffee shops’ within close proximity of St John’s Gate, we suggested that this space could be used for an alternative income stream for the benefit of the Museum visitors.