[10 minute long read]

One of the main questions I get asked when supporting cultural organisations like museums, galleries, archives and libraries is ‘how do I market to schools?’. The nub of this question usually refers to the promotional aspect of the marketing mix rather than anything else: the organisation has already developed a product offer and needs to tell schools about it. But to be successful (whatever that means to you) you have to take a few steps back, return to the definition of marketing and go beyond simply communication.