Eureka! The National Children’s Museum – the experts in play and learning
Eureka! The National Children’s Museum appointed Northern Lights in January 2011 to help them become recognised as the leading voice on play-based learning in the UK.
We devised a strategy to influence Government policy, generate leads for paid consultancy work and attract funding for new projects. The campaign focused on usingEureka!’s expertise to develop relationships and forge partnerships predominantly using social media.
The starting point was to create a professional brand identity separate from that of the mainstream visitor attraction. Northern Lights came up with, designed, set up and got off the ground the Eureka! Experts blog, @eurekaexperts Twitter account and expert pages on theEureka! website.
Over the course of 10 months, Northern Lights
- Transferred social media knowledge into the organisation at the most senior levels
- Created a bank of over 30 expert blogs that consistently get 150 visitors a week and have been used in funding bids, emails to Government Ministers and proposals for working with academics and think tanks
- Identified an extensive network of relevant organisations and individuals in the play and learning, museums, education, Government, research, social affairs, charity and corporate sectors from theUKand around the world on Twitter – then used this to keep on top of topical issues and involveEureka!
- Built a following of 372 organisations and individuals interested inEureka!’s play and learning expertise
- Used expert content as a ‘door opener’ for relationships with the likes of Education Minister Sarah Teather, Unicef, think tank Respublica, Joseph Rowntree Foundation, the Personal Finance Education Group, London Early Years Foundation, B&Q, UK Youth Parliament, Liverpool Museums, Mumsnet and the Children’s Society
- Increased dialogue to strengthen relationships with PlayEngland, The National Children’s Bureau, the Association of Children’s Museums, the Wellcome Trust,UniversityofGloucestershireplay team, Group for Education in Museums and the Association of Science and Discovery Centres
- PositionedEureka!’s chief executive Leigh-Anne Stradeski as a commentator on children’s issues with national education, political and social affairs journalists at theBBC, The Observer, Times Educational Supplement, The Huffington Post and others
- Secured viewpoint articles in sector media including Nursery World,SENMagazine and Autism File and on the Huffington Post UK’s new ‘Impact’ section
Tangible results are now starting to be seen. Eureka! has been approached and shortlisted for a paid consultancy project as a direct result of the expertise shown through the blog. A number of other potential research projects and meetings with policy influencers are in the pipeline.