1. AMEC International Communication Effectiveness Awards 2017
Museum of London
questions to

2. Museum of London Integrated Evaluation Framework
Appendix 1
Reach more people
Become better known
Stretch thinking
Engage every school child
Stand on our own two feet
Generate 1,1,60 mainstream media articles
Reach 85% of UK adults
40% of coverage to feature a key message
Generate coverage in at least 9 ‘tier 1’ media titles
Raise awareness of the Museum of London
Raise awareness of the planned relocation
Increase visitor numbers
Cultural connoisseurs
London insiders
Day trippers
Self developers
Experience seekers
Learning families
Kids first families
Convey reasons for Museum's relocation an positive impact of the move in proactive content
Ensure press releases and comms activity convey Museum's brand values and exhibition dates
Increase engagement channels
Show cost efficiency by determining cost of reach
Targeted press releases to key media
Engagement with target national journalists
Promote Museum’s values, launch dates of exhibitions
Advertising campaign
Set up content and tracking on website
Benchmark awareness of Museum’s relocation via survey
1,063 mainstream articles against 1,140 target
72% of UK adults reached against 85% target
77% of each of the seven audience segments reached
74% of coverage featured key message against target of 40%
12 top ‘tier 1’ media titles featured coverage against a target of 9
Cost per1,000 people reached = £0.49
Social media engagement increased by 60% year on year from 4,626 posts to 7,365
Awareness of the relocation increased from 34% to 47%
Support for the relocation amongst those aware increased from 39% to 49%
Visitor number increased year on year from 237,175 to 256,643
Strong correlations between social media coverage and visitor numbers
Cost per thousand visitors = £72
Membership targets met
Increase in ticket sales
Increase in donations to Museum
Visitor retention
Increased understanding of demographic targeting
Comms team able to demonstrate cost effectiveness of reaching and raising awareness of the target audiences and in driving visitors

3. Key insight and KPI tracking against targets
Appendix 2
Key insight and KPI tracking against targets
KPI tracking is incorporated in the report. This enables the client to monitor how far objectives are met over time and identify new opportunities.
Reach analysis is customised - based on coverage mentioning Museum of London Docklands specifically. This enables the Museum to identify the extent to which key audiences have been reached.

4. Correlations between media coverage and visitor numbers
Appendix 3
Correlations between media coverage and visitor numbers
Social and mainstream conversation is tracked against data supplied by the Museum – visitor numbers for each of its sites.
Data Analysts
Head of FAs
Freelance Analysts

5. Survey data showing awareness and support for the relocation
Appendix 4
Survey data showing awareness and support for the relocation
Survey data filtered to all respondents and further focused on ‘yes’ respondents. This enables the Museum to adapt its comms strategy, according to different demographics.