Paisley Museum Re-imagined


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Intro / Brief

Paisley Museum is being transformed into a world-class destination to retell the inspirational stories of Paisley, its heritage and its pattern, helping attract new visitors and footfall to the town. A recently registered Scottish charitable trust, Paisley Museum Reimagined Ltd (PMR), is responsible for raising £5 million for the redevelopment of the Museum through a traditional ‘big gift’ campaign through engagement with individuals and grant makers.

Founded as a place of learning at the heart of the town – the building and collections have a remarkable history. This fundraising will preserve all of that for the generations to come, while showcasing the town’s globally-significant story like never before.

Radiator was chosen to develop an online presence specifically to resonate emotionally with PMR's target audience – encapsulating the vision and values of the broader museum project and driving awareness and donations. This is crucial for a charitable brand identity, with emotion being the main driver in individual charitable support.  

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Online brand positioning for a local & national audience

As with all relationships, we kicked off with Brand Discovery to grasp the brand values & vision to ensure these attributes were woven through this new online presence.

For PMR, the established brand values centred on: ‘risk taking & bold’, ‘radical and challenging’, ‘democratic & open’, ‘socially sustainable’, ‘relevant & unique’.

With PMR’s brand identity already in place, our designers grasped the positioning & meaning to ensure that the striking red and black from the cinquefoils of Paisley’s crest and circular motif, representative pf traditional weaving patterns flow naturally through the user interface designs.

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Knowing PMR’s most important users & how to convert them to funders 

Our visitor persona brand & archetype exercise guarantees a human-focused UX approach and confirmed the following groupings:

  • General interpretative audience:  families with children, early year’s children, formal learning, young people & sensory impaired groups - looking for a learning experience, which is engaging, inspiring & accessible
  • High Net worth individuals: who do not make large financial investments without thorough due diligence
  • Trusts & Foundations: who collaboratively decided whether to approve a funding application

All user groups were recognised through the ‘Everyman’ archetype with their sense of belonging & connection to others. A further common thread was the need for all to feel complete confidence that their donation has gone to a charity who will use their money to deliver something of tangible benefit.

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Key selling messages to resonate & inspire

With the online value proposition and visitor archetypes down, our usability experts could get to work on key selling messaging to capture the attention & imagination of potential donors –

  • We developed a series of rallying calls to those with a love of culture, art, learning & community engagement - to help PMR Breathe new life into Paisley Museum, allowing it to showcase its extraordinary world class collection in new & exciting ways
  • Set the connection between funders’ ability to help redevelop the tired underperforming building, the creation of an innovative community hub, which will reinvigorate Paisley’s town centre for local buddies & visitors
  • Underpinning this is an assurance to audiences that PMR will allocate all funds transparently & effectively 

User-focused UX & journeys

  • During the design and UX phases, it was recognised as central to conversions to take users on a journey: from the town’s past to its future, enabling users to buy into the project and ultimately make a donation to the campaign as well as offering the opportunity to show many amazing pieces of art to promote the story of the town and the importance of the museum
  • We worked collaboratively with PMR’s 8-strong stakeholder group on a visually impactful website which present Paisley’s past, present and future and serving as a platform for the Museum planning and redevelopment updates

WordPress website management - driving engagement & donations

  • Renfrewshire Council who manage the Museum and funding project stipulated that the site was to be built on the WordPress Open Source platform, in line with their other sites -
  • WordPress allows our team complete flexibility from a design, UX and build perspective - meaning we could work collaboratively with PMR on a rich, image-led design aligned to their striking branding - as well as plan and implement the custom integration with their Donation CRM platform: eTapestry 
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Third party integration to process online donations

  • With donations a key conversion driver, our WordPress experts had to factor in integration with PMR’s chosen CRM system, eTapestry from the start to handle one-off and regular donations as well as streamlining communications, and donor data into one fundraising and CRM solution
  • Our team developed a custom integration which meant information was supplied directly from the website to the CRM platform, supporting a seamless user journey, maximising donation conversions and reducing admin overheads
  • eTapestry also helps PMR cultivate lifelong relationships and raise more money with analytics-driven insight into supporters’ financial, demographic, behavioural, and lifestyle characteristics 
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“It was a pleasure to work with the team at Radiator on this project and we’re very happy with the finished product. It’s highly-attractive visually, but also a very accessible and functional website to navigate, which was important to us – we must ‘sell the story’ but also make it as simple as possible for donors to engage with us. The design-and-build process was truly collaborative and the enthusiasm for the project from everyone at Radiator really shone through – again, this is reflected in the quality of the website and results.”

Graeme McLatchie, Senior Marketing Officer, Renfrewshire Council, Aug 2021


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