Marketing & Communication workshop in Norway
liveARCH in Norway From the beginning, Norway had some suggestions to how to proceed, based on experience from other EU projects. The proposal was to strengthen each partners marketing, and create a marketing strategy for the project. This theme has also much to do with the Scottish theme of the dialogue with visitors. Acquiring information about visitors can be vital for marketing, and strategic communication. Information was gathered in 2007 about how the different partners were marketing themselves, to establish insight in the different levels of the 8 partners and how to prepare the workshop during the 4th liveARCH meeting (NO '08). The 4th liveARCH meeting March 3rd - 7th, 2008 was considered of very high quality, with instructive marketing presentations and exposure to the Norwegian partner museum and experience. Participants appreciated seeing the juxtaposition of artefacts and replicas in the museum within the context of a reconstruction, and also the interpretative signs inside and outside. The three-day workshop was excellent, with highly qualified experts, giving both theoretical background and possibility for practice. The partners received training in marketing, did practical exercises that would provide better production of marketing plans for each partner, foster collaboration among partner museums when implementing marketing activities in practice after project ends.
   
Name Lofotr Viking Museum
Country Norway
Marketing & Communication
Themes

Training workshop:
Marketing & Communication

Coordination:
Lofotr Viking Museum, Norway
Description
A training workshop with external specialists, followed by discussions. The workshop should be preceded by visitor surveys and should consult with their current marketing strategists.

The objectives
▪   The objective is to raise awareness about marketing and communication strategies and to discuss ways of improving partner marketing and joint marketing of living history and raise the image of living history, both among the general public and among academic institutions.
We need to learn to know our public better, based on facts and figures. Data gathered at the different partners must be comparable and investigated jointly;
▪   To market living history museums as places where all people can access the shared European heritage;
▪   We need to offer the public enhanced access to the shared cultural history of Europe by meeting living people (re enactors) presenting historic knowledge in reconstructed environments of the period. Our visitors are both day tourists and school children. Living History and education are the most important possibilities to create understanding for Europe for many years to come and to prevent national egoisms from flourishing.
Therefore we need in this workshop learn to know our public better and how to address them.

Involvement of the co-organisers
The co-organisers will each participate actively and one will be organising this workshop.

Target group
The Marketing and Communication staff and the management of the co-organisers.

Indicative timetable
Collecting data in a comparable format: from 2006 onwards until the end of the project. The workshop will take place in March 2008.

Expected results
▪   A better understanding of our public and their wishes and needs. A comparable view across Europe. The programmes offered to the public will be more tailored to their interests, therefore the public will be more satisfied and will probably return more often to the living history museums;
▪   The establishment of a competence network;
▪   A written report will be edited by the Lofotr Museum and published accordingly.