Cambridge Museum Of Technology

Cambridge Museum of Technology Aerial Photo

Leveraging Visual Content To Increase Ticket Sales & Voluteers

Leveraging Visual Content For More Ticket Sales

From 2016 – 2019 the Museum had undertaken a multi-year refurbishment with the support of the Heritage Lottery Fund, Historic England, Architectural Heritage Fund, private donors, and Museum volunteers.

With Covid-19 closing down museums for most of 2020/21, Cambridge Museum of Technology needed another way to connect with its audiences as part of the Museum’s strategy to promote the museum as a destination for:

• family days-out
• neighborhood community groups
• education specialists
• international tourists

and an event-hire location for organisations.

The museum commissioned The Willcox Collective to:

• keep the Museum’s brand visible during lockdowns by reaching new, online audiences
• create engaging and modern content tailored to its audience strategy
• encourage ticket sales through paid and organic digital content.

A significant part of the content we created for the Museum was focused on filming to help them create a wider range of digital resources for their visitors and their social platforms.
Aerial Photography of Cambridge Museum of Technology by The Willcox Collective

Creating Engaging Digital Content

With the brief in hand, we worked closely with the Museum, providing the following range of services:

– Project Management Services – supporting their team to deliver against their brief
– Photography – for individual projects, but also to create a portfolio of social media content
– Videography – both long-form and shorts
– Drone Stills and Video

As well as creating generalised material for use as a bank of resources, we worked on several specific projects with specific aims for the Museum, including:

– Documenting specific events such as the museum’s 50th anniversary celebration weekend or their ‘Back in steam’ test day before it opened to the public
– A long form documentary piece, with repurposed ‘social media shorts’ to help raise the museum’s profile and keep their brand visible.
– Creating a sunrise and sunset time lapse in front of the main chimney
– Woking on their Volunteer Recruitment drive, creating a range of video interviews with existing museum volunteers sharing their stories.
– A range of virtual tours, including an online 360-degree tour of the museum

How The Content Portfolio We Created Is Being Used

A large aim of the project was to create a content bank of museum specific resources for staff to access and use in both internal and external projects and in both their ongoing digital and print presence. They currently use regularly it for a wide range of purposes including, but not limited to:

– Social media content across all their platforms
– In online paid ad campaigns
– Museum marketing campaigns including digital and print
– Educational Resources
Aerial Photography of Cambridge Museum of Technology by The Willcox Collective

The Results

The project was a huge success, enabling the museum to reach new audiences. Some highlights include:

– A dramatic increase in their organic audience reach with thousands of unique viewers over the year.
– A tenfold increase in their average social media engagement rate through their short-form video content.
– Over 2000 hours of video consumption across multiple platforms
– A modern, consistent, on-brand bank of resources that is accessed and used regularly by staff.
– Videography by The Willcox Collective has generated thousands of hours of video engagement on the museum’s online platform, and enabled thousands of museum visitors to “explore a different side of Cambridge”

Video content by The Willcox Collective exceeds typical online-engagement levels by ten-fold.

Event promotions created with video and photo content by The Willcox Collective have generated double-digit click-through rates to the museum’s online ticketing at very efficient cost-per-click rates, contributing significantly to the success of visitor numbers at the museum’s Steam Days in 2022.

Client Feedback:

“The Willcox Collective enables the museum to connect more deeply with our established audiences of neighborhood communities, educators, industrial enthusiasts, and tourists, by providing unique photography and video from previously unobtainable angles and perspectives, thereby fulfilling the museum’s mission to explore a different side of Cambridge: its industrial heritage.

The Willcox Collective digital content also enables the museum to reach new audiences – locally, nationally, and internationally – and ensures that the museum’s exhibits are presented in the most accessible way to our audiences, wherever they are: in-person or online.”

Nick Plaister, Marketing Manager, Cambridge Museum of Technology

Aerial Photography of Cambridge Museum of Technology by The Willcox Collective
Social Channels

Follow The Willcox Collective Journey across your socials

Our social channels are filled with all sorts of fun-filled, thought-provoking content that is simply not to be missed. We love documenting everything we are doing and think that you will too.

Click the links here to follow us on all of our inspiring adventures and find out more about the creative things we do on a daily basis.

Latest News

Get Up to Date with The Willcox Collective

Here you will find a range of News Articles, Reports and more. Click the button below to find more posts by The Willcox Collective.

Our Projects

Our Projects Give People a Platform To Speak Up.

We give individuals a platform to shine and show how amazing they are. Our project work gives us scope to explore topics in a creative way, encapsulate our brand values and communicate peoples stories.

Get in touch

We take the pain and frustration away from creating visual content

It’s not about our house style, it’s about what you need – book in a chat so we can begin this adventure together. 

We have your back, we understand how to achieve your goals, and create engaging content, with an experience like no other.

Get in touch with us to see how we can help!