STC-PR’s Support for Sandwell Museum Services: Boosting Visitor Numbers Through Strategic Communications and PR Campaigns

STC-PR played a key role in supporting Sandwell Museum Services in creating a buzz around their new exhibition, leading to significant increases in visitor numbers. The museum sector in Sandwell, like many other regions, was facing challenges in terms of footfall and engagement, but through a carefully tailored PR campaign, STC-PR successfully generated excitement and raised awareness of the museum’s offerings.

Strategic PR Planning & Messaging

The first step in the campaign was to develop a comprehensive PR strategy that clearly communicated the exhibition’s unique value and connected it with both local audiences and wider cultural interests. STC-PR crafted a messaging plan that highlighted the exhibition’s relevance, its ties to local history, and how it reflected the community’s heritage.

• Community Engagement: We emphasised the museum’s deep roots in the six towns of Sandwell, creating a personal connection for local audiences. The exhibition was framed as a way for residents to rediscover their local history and take pride in their heritage.
• New & Exciting Experience: The exhibition was positioned as a fresh cultural experience, not just a traditional museum display. This was communicated to attract visitors who may have previously seen museums as less dynamic.

Media Relations & Coverage

A central component of the campaign was extensive media outreach to generate awareness of the exhibition and drive footfall to the museum. STC-PR developed strong relationships with both local media and regional cultural outlets, ensuring the museum received the visibility it needed.

• Press Releases & Features: We developed compelling press releases to announce the exhibition, highlighting its unique elements, themes, and the value it would bring to the local community. We secured feature articles, interviews with curators, and profiles of key artifacts in both local and regional publications.
• Ongoing Media Outreach: We maintained consistent communication with media outlets throughout the exhibition period, ensuring continued coverage. Our efforts kept the exhibition in the public eye, which contributed to sustained interest and repeat visitors.

Monitoring & Evaluation

One of the key achievements of STC-PR’s campaign was the measurable increase in visitor numbers. Over a six-month period, Sandwell Museum Services saw a 13,500 increase in visitors, and by the end of the year, annual visitation increased by 28,000. These results were achieved through sustained media coverage, effective digital marketing, and community engagement.

Long-Term Impact

STC-PR's work not only generated a short-term increase in visitors but also laid the foundation for sustained interest in Sandwell Museum Services. The buzz created around the exhibition enhanced the museum’s reputation and positioned it as an attractive destination for future exhibitions and events. The success of this campaign also helped demonstrate the potential of strategic PR for rejuvenating interest in museums, particularly in areas where the museum sector may have been underperforming.

Through STC-PR’s efforts, Sandwell Museum Services successfully re-energized the region’s cultural landscape. Visitor numbers increased significantly, with the museum achieving:

• 13,500 additional visitors over a six-month period.
• 28,000 more visitors annually, positioning the museum as a cultural hub in the region