One of Cambridge Professional Academy's CIM Postgraduate Diploma in Marketing students is this year's winner of the prestigious Museums and Heritage Awards for Excellence for best Marketing Campaign.
The student, Head of Marketing and Communications for a Bristol-based heritage organisation, was studying for the CIM's highest-level qualification at the same time as developing and implementing the award-winning campaign. The qualification helped lead the team to success for a temporary marketing campaign marking a major anniversary, using a distinctive dance pose to complement a concurrent exhibition. The exhibitions took place to celebrate the epic salvage and homecoming of a historic ship and to boost visitor numbers.
A Challenging Market
The leisure sector, and particularly the museum industry, has seen a significant amount of change over recent years. Particularly due to the economic climate, visitors are becoming more demanding and increasingly looking for better value for money. This was the challenge facing the team, who needed to understand clearly how to appeal to consumers, including how different roles within the organisation respond and communicate on both a personal and business level, to achieve higher visitor levels. The student has reflected that a rapidly changing market, with different emerging themes, made communication more complex, and that the Postgraduate Diploma helped provide a more strategic approach to planning and to identifying the desired outcomes clearly.
The Campaign
The success of the campaign was achieved by working closely with a wide range of stakeholders, including the trustees, senior management and museum colleagues, ensuring that marketing and communications were integral to the project and added value. A distinctive 1970s-inspired dance pose, alongside iconic graphics, captured the essence of the 40th anniversary and was used throughout the campaign period for activities including PR, as well as to stimulate memories and act as a precursor to the main marketing drive to boost visitor attendance across various merchandise items, posters and leaflets.
The campaign's success also underlined the important role played by those who, decades earlier, took great personal and professional risk to salvage the historic ship and safeguard it for future generations.
Balancing Study and Work
Studying for the CIM Postgraduate Diploma alongside the campaign was a demanding challenge, but the student found it enormously useful in achieving a more focused approach to campaign planning and a better understanding of segmentation and design. Being able to apply the learning directly to a live, real-world campaign, rather than treating it as separate, was a particular benefit.
Support from an employer was also a key factor. The student was fortunate to have an employer who contributed towards the funding of the qualification and allowed dedicated study time, including the flexibility to start studies later in the evening after a long working day. Balancing study with family responsibilities was made easier by a supportive partner willing to take on additional family and household tasks.
Advice for Future Students
Reflecting on the experience, the student identified several factors behind studying successfully with Cambridge Professional Academy. Being honest with both oneself and one's family about the time required, and securing their full co-operation and agreement, was considered essential, as was ongoing employer support and encouragement. Planning studies and work appropriately helps ensure enough time is allocated. The student also highlighted the importance of continuing professional development and training, especially given the pace of change in the industry, and noted that attending marketing and industry-related conferences and exhibitions helps generate new ideas and keeps knowledge fresh.
How Professional Academy Supports Your Journey
Professional Academy has over 27 years of experience supporting marketers to reach the highest levels of their profession. The CIM Marketing Leadership Programme, the CIM's highest-level qualification, helps experienced marketers develop the strategic thinking demonstrated in award-winning campaigns like this one. The student reflected that they found the qualification very rewarding, that it helped them think differently and communicate better with their market, and that the tutors and staff were consistently supportive and professional. To find out more, explore the CIM Marketing Leadership Programme or speak to the qualification advice team.
