Creation of a marketing and audience development plan for the Silk Museum and Old Sunday School.

I was commissioned to work alongside the staff and volunteer teams to create a marketing and audience development plan which would strategically map out how the organisation could reach new audiences.

This was the first time the team had taken part in a structured audience development planning process – which included a series of workshops and meetings to consider objectives, existing and potential audiences, stakeholders and competitiors, strategic options and tactical actions.


Macclesfield Silk Museum follows the journey of silk from cocoon to loom. It houses exhibitions from their collections including: the properties of silk, design and education, Macclesfield’s diverse textile industries, workers’ lives, Macclesfield silk during the war and historic machinery and looms. They also host artist residencies and special exhibitions.

The Old Sunday School shares the history of the building, local archeaology and hosts temporary exhibitions.