The National Army Museum

The National Army Museum undertook a complete review of their schools offering following significant investment from the Lottery Fund. Schoolzone analysed visitor numbers, website visitor data, Schoolzone’s own school trips research and third-party data sources to explore the effectiveness of marketing strategies. We then conducted a survey of users, lapsed users and non-users to establish the size and shape of the market as well as NAM’s position within it. In a third phase, fieldworkers visited the museum to talk to teachers, responsible adults, children and museum staff and observed workshops to help evaluate the visitor experience. These visits, combined with research forums allowed us to evaluate the offering itself, the supporting information and learning resources and marketing materials. A 20,000-word report gave extensive feedback and recommendations.