Mansfield Museum
Re-brand and Launch of New Gallery

Objectives
To brand and launch a new environment-based gallery to local families, and in doing so promote the museum as a family destination within new communities.

Strategy
Having reviewed the objectives and utilising the results of existing surveys to users and non-users within our target group, we recommended a full re-branding exercise to coincide with the launch of the new gallery.

The re-brand would reflect our diverse client-base, attracting new audiences without alienating our existing and loyal visitors.

With a new Mansfield Museum brand under our belt, a strategy involving individually branding three core facilities and then a continued programme of cross-selling, was developed.

One of the three was the new gallery branded ‘XplorActive’ – as well as developing its brand, an introductory leaflet, promotional posters and launch week giveaways were required.

Execution
Four new brands were developed, and XplorActive launched with an introductory booklet and promotional posters.

 The phased development of a full suite of material followed, including a customer feedback mechanism to ensure we can effectively evaluate progress.

• Mansfield Museum

• Escapes – Art & Exhibition Galleries

• XplorActive

• Learning Journeys – education programmes

Evaluation

Qualitative feedback indicates that our branding of XplorActive and re-brand of the Museum’s core services were a success. Staff involvement through development stages ensured that the Museum’s own team was behind the changes – and increased footfall has further encouraged internal support.