This required a variety of approaches from visioning workshops for staff and board members to engaging with key internal and external stakeholders, public consultation (including with non-users off-site), audience and demographic analysis of visitors and people from the local area, detailed investigation of internal data systems, analysis of income and expenditure for specific activities and assessing buildings for future potential. We undertook detailed work on ways that the Museum could improve the visitor offer, improving its marketing and website so that information was more targeted and informative, assessing potential target audiences to help grow the visitor base and assessing the future of several specific buildings.

The strategic review culminated in a detailed report covering the following topics:

• Prioritisation - assessing the needs of the site, including reviewing the last Site Development Plan in light of audience growth expectations, and creating a framework to help the museum prioritise and make decisions with regards to new potential projects and opportunities

• Income generation – understanding current and future opportunities for commercial income generation

• Audience - undertaking a review of potential visitor growth and creating a light-audience development plan to support the Board and management team in understanding the current and future UK visitor market

• Fundraising - developing a new fundraising and development plan and viable options for the museum in terms of as yet unexplored fundraising routes, including being able to make appropriate investment in its facilities.

• Governance – evaluating the Board and the skillset of the Trustees to ensure that the right structure is in place to support the future growth of the museum.

The report provided COAM with a roadmap towards financial sustainability, a better visitor experience, and a secure future as a vital cultural institution.