Royal Museums Greenwich
Audience Development Strategy and Action Plan
Royal Museums Greenwich (RMG), a multi-site organisation encompassing the National Maritime Museum, Cutty Sark, the Royal Observatory and Queen's House, commissioned CAO to create an audience development action plan to ensure a unified approach to audience engagement across the RMG sites. The project has aimed to create an approach that would be shared across the entire organisation, from senior leads to volunteers and front-line teams.
CAO’s four-stage approach included research discovery, consultation, audience mission development, and strategy delivery. CAO first reviewed existing audience data, participation levels, tourism trends, and industry best practices, and built case studies of comparator organisations.
Through workshops and small-group interviews, CAO collaborated closely with RMG staff to understand the organisation’s needs and align on the desired impact on audiences. This collaborative process aimed to shape a practical, cohesive plan that applies seamlessly across all sites.
CAO continues to support RMG in the implementation of its audience development action plan which aims to put audiences at the heart of everything RMG does - encouraging repeat visits, enhancing the relevance of collections, and driving operational efficiency across the organisation.