Strengths

•Advantages•Knowledge gained•Resources•Quality, reputation

Opportunities

•Partnerships•Development•Funding•Marketing

Threats•.Obstacles•Attitude of staff and volunteers•Ability to respond to feedback

Weaknesses

•Disadvantages•Gaps in planning•Timescales

SWOT ANALYSISMuseum Development East MidlandsMystery Shopper Programme

Strengths

•Engagement of young people and families•Feedback and evidence•Link to accreditation•Independent and objective•Funded•Sharing good practice•Young volunteers•Skills development

Opportunities

•Ongoing engagement with CYP•Links to funding applications and other strategies•Marketing and social media•Links to school coursework and curriculum•Action planning•Networking•Collection development

Threats

•Possible negative attitude of staff / volunteers•Ability to implement change•Non-recruitment of mystery shopper teams•No / low take up by museums•Safeguarding

Weaknesses

•Challenging timescales?•Working with young people already engaged?•Incentives for young people•Appropriate age groups

OverviewSWOT ANALYSIS

Engagement

An opportunity for museums to engage CYP in a meaningful way and build relationships.

Feedback

Independent, unbiased feedback from ‘hard to reach’ target audience.

Accreditation

Users and their experience

Funded

No financial input required from museums to participate

Sharing

A chance to work in partnership with other museums, schools etc.

CYP Benefits

Young people gain skills and make a contribution to community

StrengthsSWOT ANALYSIS

Timescales

Ensuring enough time for recruitment and delivery each year

‘Usual Suspects’

Engaging new audiences and harder to reach young people

Incentives

What’s in it for the young people?

Age groups

Adapt plans to include CYP aged 5-10, 11-15 and 16-19

WeaknessesSWOT ANALYSIS

Sustain

Maintaining links with young people (volunteering opportunities).

Links

Funding applications, L.A. strategies and agendas.

Marketing

Using feedback to inform social media and publicity etc.

Networks

Sharing good practice – collaborating with teachers.

Relationships

Connections with older young people and schools.

The 3 R’s

Recruit, refresh and rebrand.

OpportunitiesSWOT ANALYSIS

Workforce

Challenge to long-standing staff and vols.

Priorities

Mystery Shopper clashes with other strategies / projects.

Safeguarding

Health and safety concerns of young people on site.

Change

Can’t act on recommendations. Letting down young people.

Recruitment

Shoppers and museums do not take part in project.

ThreatsSWOT ANALYSIS