1. Broadening Reach & Appeal
Dr Nurin Veis
Tuesday 26 April 2016

2. Today
We will explore the issues of identifying audience, their needs, and ways to broaden reach and appeal - using the context of museum experience development
Examine case studies at both Scienceworks and the Mind & Body Gallery at Melbourne Museum

3. Aim
Re-examine your strengths, the customer/client and the broader context of audience need
How can we be more inclusive and more relevant?

4. Hello…..
Dr Nurin Veis

5. Case Study 1

6. A unique, innovative and playful cultural precinct where visitors of all ages can experience at first hand the magic of contemporary science and technology
A unique, innovative and playful cultural precinct where visitors of all ages can experience at first hand the magic of contemporary science and technology
It will be 25 years old in 2017 and incorporates the Pumping Station from 1897, as well as the Melbourne Planetarium and the Lightning Room
Part of the broader family of museums under Museums Victoria

7. 25 years old in 2017
Incorporates the Pumping Station from 1897, as well as the Melbourne Planetarium and the Lightning Room
Part of the broader family of museums under Museums Victoria

8. Priority Audiences Families Extending breadth of children – youth
Adults
Education
Interstate tourists

9. Visitation 490,000 – 500,000 a year Education 88,000 a year
Commercial operations
Shop, car parking, venue spaces

10. Great Explorations at Scienceworks
The Message
Great Explorations at Scienceworks
Ours is a story not just of science - we open people’s minds to the mysteries of the universe – and of our everyday lives.
It starts with a burning curiosity to understand how things work – and then take them apart with childlike fascination.
We think with our hands and relentlessly experiment, marvelling at the magic we discover.

11. Great Explorations at Scienceworks
The Message
Great Explorations at Scienceworks
We treat every day like a science expedition, a chance to explore, unearth and unveil.
We inspire creativity and innovation in everyone who explores with us.
And like all great discoveries, we’re excited about sharing our story.
Step into Scienceworks, where everyone’s invited and we can all be explorers.

12. Research and evaluations
What are their motivations?

13. Catching the Next Wave
Research your audience
What are their aspirations
for your organisation?

14. Collaborations Who else can you bring in? Government Education
University research
Business
Community
Creatives ….

15. Evolving Scienceworks
Audiences, the site, the culture, the experiences and innovative expertise

16. Case Study 2

17. What is the mind?
Exhibition opened 2007 at Melbourne Museum prompted by visitor survey

18. Priority Audiences Informed adults Education
Selected areas for children

19. Research and Evaluations
Confrontation and choice
Sophisticated experience
Uplifting experience

20. Strengths & Uniqueness
Psychiatric services collection
A blend of science, humanities and art

21. Collaborations Access to strong scientific knowledge
Access to mental health perspectives
Access to artwork relating to mental health and trauma

22. Feedback and success Highly popular Long dwell time
Long life span of exhibition
Internationally recognised
Presentation of mental health issues in a broad inclusive context

23. To consider… What is your core offer? What are your core values?
Identify audience – research them and their needs and aspirations
What can you give them?

24. To consider… Who do you have access to? – Possible partners
Test, test and test
Take risks – be prepared to throw out the orthodoxy
Be entrepreneurial