Leisure and Tourism The National Railway Museum is part of a family of museums called the Science Museum Group (SMG) that includes: Science Museum, London Museum of Science and Industry, Manchester National Railway Museum, York and Shildon National Media Museum, Bradford SMG is devoted to the history and contemporary practice of science, technology, industry, medicine and the media. Its collections in these fields are among the largest and most significant in the world. The National Railway Museum s mission is to enable people to explore the story of the railways and how they fit into that story. Visitors will gain a greater appreciation of the railways through exciting, educational and memorable galleries, online content and learning experiences that tell the story of the railways past, present and future. Content Museum map 2-3 Customer service 4 Customer Charter 5 Our offer 6 Marketing 7 Visitor segments 8 Marketing material 9-11 Job roles 12 Health and safety 13 1
Museum map Discover more about the different areas of the museum. Eating and drinking From children s lunchboxes to cream teas, visitors have a choice of where to eat: the Mallard Café, the Dining Car Restaurant, the Container Cafe or the Countess of York. Visitors bringing their own food are also welcome to use the picnic tables. Gift shops For visitors wanting to take home a souvenir, our two gift shops have unique products inspired by the collection, from railway posters to Mallard beer. It s important to have a range of pocket money items, like our best-selling children s whistle. 2
Great Hall See iconic engines like Mallard, Rocket and the Shinkansen gathered around our working turntable. Station Hall Explore a century of railway life and soak up the atmosphere in York s old goods station. Gallery See an exciting programme of temporary exhibitions from our unseen art collection. South Yard Climb aboard the Miniature Railway, have fun in the play area or enjoy a picnic in our outside space. Workshop Watch our specialist team at work keeping the collection running and looking tip-top. Warehouse Uncover the stories behind the thousands of objects on display, from dinner services to burger boxes. Learning Platform Get involved with our exciting live shows for families and educational groups. Search Engine Discover previously unseen treasures from the archives at our research and archive hub. 3
Customer service We recognise that our visitors have choices about where they go and how they spend their time. By trying to understand and address their needs, we hope to engage large and diverse audiences. To do this, we break down visitors needs into basic, safety, social and intellectual needs. The museum needs to cater for all of these needs, from the bottom of the pyramid to the top. Lifeenhancing experience Intellectual needs Talks, tours and interpretation, Little Play Station (under 5's area), Search Engine (library and archive) Social needs Friendly staff, family activities Safety needs Security, first aiders, handrails, risk assessments Basic needs Toilets, seating, lockers, heating, cafe and picnic areas, mobility scooters By looking after all of our visitors needs we aim to give them a life-enhancing experience. We want everyone to learn something from their visit and to develop: knowledge and understanding skills attitudes and values enjoyment, inspiration and creativity action, behaviour and progression To be a life-enhancing experience, learning needs to be engaging, memorable and inspiring. 4
Customer Charter Our Customer Charter provides staff with guidelines on how to deliver world-class customer service and a life-enhancing experience for all our visitors. 1. We will give our customers a warm welcome All members of staff, whatever their role, will smile and be friendly, courteous and knowledgeable. Staff will be identifiable and approachable, and will offer their help. 2. We will meet the basic needs of all our customers Customers will have easy access to clean toilets, baby-changing facilities, drinking fountains, lifts, buggy parks and cloakrooms. We will provide comfortable environmental conditions, a clean and litterfree building, and a safe, secure and accessible experience. There will be places to sit, rest and reflect. Cafés, restaurants and shops will be good value for money and offer an appropriate range. 3. We will make it easy for our visitors to find their way around Visitors will find well-planned spaces and webpages, clear signage and maps, and gallery names that make sense. Information about how to get the best out of a visit will be readily available. 4. We will encourage customer feedback, listen to it and act on it We will provide opportunities for customers to express their points of view. We will use our customer feedback to improve the service we deliver, and practise continuous improvement. 5. We will give our audiences access to our collections and exhibitions Our offer will welcome people of all generations and backgrounds. Our audiences will see themselves represented in our exhibits and programmes and on the staff; they will feel that they belong. 6. We will be accurate, reliable and clear The information we provide in the museum, on our website, in our publications and in other products will be accurate, reliable and understandable. If we are offering an opinion, we will make this clear. 7. We will make sure you can have a good time and learn something too We will work to make sure that there are no barriers to a good experience. Exhibits and galleries will be well designed and well lit; labels will make sense and be relevant; interactives will work. Our galleries and exhibitions will be designed for a social experience, in which visitors can talk, interact and share. People learn in different ways and we will recognise this in the way we develop and deliver our offer. 8. We will respect all our audiences for who they are and what they know We will not patronise or baffle them. In everything we do, such as exhibits, labels, staff interactions or websites, we accept that people have different levels of knowledge and interest and we will design what we do to make our offer as accessible as possible. 9. We will give our visitors choice and control Visitors need to have some choice about how they navigate the museum or experience an exhibition. We might suggest particular routes, but recognise that some people might want to do things their way. 10. We want all our audiences to have a life-enhancing experience with us We would like visitors to take away more than memories of an enjoyable visit. We aim to give them a light bulb moment, a sense of awe and wonder, a learning experience that is out of the ordinary and that they refer back to, an insight that helps them make sense of their world and enhances their lives. 5
Our offer Talks and tours Discover more with our daily programme of talks and tours. Hear the stories behind the collection, see the turntable in action, or relax in first class as Explainers open cabs and carriages. Family activities Little Play Station is a new and exciting place for early years to explore the world of railways and learn through play. Families can also enjoy live shows at weekends and school holidays. Exhibitions The museum showcases an exciting programme of temporary exhibitions, from artwork to iconic engines. Events From theatre productions to bike stunt teams, our exciting programme of events has something for everyone. In 2014 we were awarded the Tourism Event of the Year. Rides Climb aboard the Miniature Railway, take a ride on the Road Train or experience the sounds, sights and smells of the world s fastest steam engine with the Mallard Experience simulator. Shop For visitors wanting to take home a souvenir, our two gift shops and online shop have unique products inspired by the collection. Find out more: nrmshop.co.uk School programme Join our Explainers for explosive science shows, interactive storytelling sessions and engaging workshops for all ages. Find out more: nrm.org.uk/education 6 Venue hire We are the perfect platform for corporate events, conferences and special occasions. In 2013 we were awarded Conference Venue of the Year. Find out more: nrm.org.uk/venuehire
Marketing Our Communications Team aims to increase visitor numbers and raise the museum s profile. As a national museum, we receive core funding by the government. Increasing the number of visitors is essential for meeting our visitor targets agreed with the Department for Culture Media and Sport. While entrance to the museum is free, visitor donations and purchases from the shops and cafes are also important sources of income. Raising the profile of the museum helps the Development Team to find sponsors for major projects, like the restoration of Flying Scotsman, and to raise money by licensing products and images. Promoting the museum online is playing an increasingly important role. Printed marketing material aims to drive visitors to the website. You can hear about the museum through its website, e-newsletter and social media accounts: nrm.org.uk nrm.org.uk/newsletter blog.nrm.org.uk facebook.com/nationalrailwaymuseum youtube.com/natrailwaymuseum flickr.com/groups/nationalrailwaymuseum twitter.com/railwaymuseum instagram.com/railwaymuseum Marketing campaigns are targeted at specific audience segments, in particular Positive Parent Families and Nostalgia Seekers. Visitor surveys help us to understand our different visitors, their needs, motivations and expectations. Promotional material may include: Leaflets, brochures and flyers Posters, banners and billboards Branded signage Merchandise and souvenirs Advertising boards on the Road Train Google AdWords Digital advertising, eg Visit York website Adverts in media publications, eg railway magazines Partnerships, eg Channel 5 s Monster Moves PR campaigns Visit our website to see recent press releases: nrm.org.uk/pressoffice Improving Return on Investment is also a key target. This is the amount spent on marketing in proportion to the number of visitors it generates. For example, if you spend 3000 marketing an event that attracts 6000 visitors, it has cost 50p per visitor. Visitor surveys are used to evaluate how successful a marketing campaign has been. 7
Visitor segments 8
Marketing material Compare some flyers for past events that target different visitor segments. 9
10
11
Job roles Explainers Our Learning Team includes a dedicated team of Explainers who engage our visitors. Explainer Team Leaders The Explainers are line managed by the Team Leaders. Duties Deliver a learning programme that is engaging, memorable and inspiring. This includes tours, talks, science shows, storytelling sessions and workshops. Be friendly, approachable and knowledgeable, offer help and answer visitors questions. Engage visitors with the collection. Personal qualities Skills With a wide variety of backgrounds, the Explainers include teachers, engineers and actors. Their experience, enthusiasm and teamwork help to bring the museum to life. Customer service Communication skills and the ability to engage a wide range of ages and audiences Duties Line management responsibilities, including training and managing leave. Liaise with Duty Managers about what Explainer presentations are scheduled for each day. This allows the Visitor Experience Assistants to tell visitors about what s on when they arrive. Create daily staffing rostas for Explainer presentations. These vary according to our public programme and the number of booked educational groups. Assist with the development of new presentations and learning programmes for schools. 12
Health and safety Fire and evacuation Our well-rehearsed evacuation procedures ensure visitors can safely and quickly exit the premises. First aid We have trained first aiders and two first aid rooms. All incidents are recorded. Health and safety We have written health and safety policy statements. Annual independent audits ensure we maintain high health and safety standards. The galleries are checked daily and any hazards are isolated and addressed immediately. All staff receive health and safety training. Staff also undergo a standard police check and those working directly with children undergo an Enhanced Criminal Records Bureau disclosure. Risk assessments Risk assessments are completed for all activities, events and galleries using a template like the one below. Control measures are put in place to reduce the likelihood or severity of hazards. Guidelines for teachers preparing a risk assessment for their school visit are available online: nrm.org.uk/education/nrmyork/booking-a-visit 13