1. Strengths Advantages Knowledge gained Resources Quality, reputation Opportunities Partnerships Development Funding Marketing Threats.Obstacles Attitude of staff and volunteers Ability to respond to feedback Weaknesses Disadvantages Gaps in planning Timescales SWOT ANALYSIS Museum Development East Midlands Mystery Shopper Programme

2. Strengths Engagement of young people and families Feedback and evidence Link to accreditation Independent and objective Funded Sharing good practice Young volunteers Skills development Opportunities Ongoing engagement with CYP Links to funding applications and other strategies Marketing and social media Links to school coursework and curriculum Action planning Networking Collection development Threats Possible negative attitude of staff / volunteers Ability to implement change Non-recruitment of mystery shopper teams No / low take up by museums Safeguarding Weaknesses Challenging timescales? Working with young people already engaged? Incentives for young people Appropriate age groups Overview SWOT ANALYSIS

3. Engagement An opportunity for museums to engage CYP in a meaningful way and build relationships. Feedback Independent, unbiased feedback from ‘hard to reach’ target audience. Accreditation Users and their experience Funded No financial input required from museums to participate Sharing A chance to work in partnership with other museums, schools etc. CYP Benefits Young people gain skills and make a contribution to community Strengths SWOT ANALYSIS

4. Timescales Ensuring enough time for recruitment and delivery each year ‘Usual Suspects’ Engaging new audiences and harder to reach young people Incentives What’s in it for the young people? Age groups Adapt plans to include CYP aged 5- 10, 11-15 and 16-19 Weaknesses SWOT ANALYSIS

5. Sustain Maintaining links with young people (volunteering opportunities). Links Funding applications, L.A. strategies and agendas. Marketing Using feedback to inform social media and publicity etc. Networks Sharing good practice – collaborating with teachers. Relationships Connections with older young people and schools. The 3 R’s Recruit, refresh and rebrand. Opportunities SWOT ANALYSIS

6. Workforce Challenge to long- standing staff and vols. Priorities Mystery Shopper clashes with other strategies / projects. Safeguarding Health and safety concerns of young people on site. Change Can’t act on recommendations. Letting down young people. Recruitment Shoppers and museums do not take part in project. Threats SWOT ANALYSIS