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 aims 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 includes research discovery, consultation, audience mission development, and strategy delivery. CAO will first review existing audience data, participation levels, tourism trends, and industry best practices, and build case studies of comparator organisations.
Through workshops and small-group interviews, CAO will collaborate closely with RMG staff to understand the organisation’s needs and align on the desired impact on audiences. This collaborative process aims to shape a practical, cohesive plan that applies seamlessly across all sites
While the work is ongoing, the action plan 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.