Heritage Marketing

The schools market

We mentioned this target market under demographic factors briefly, above. In many countries there are significant links between the teaching of history and the national curriculum. Heritage sites, either the physical sites themselves and/or the educational facilities they might provide, are increasingly being targeted by teachers (and vice versa) in order to provide a practical dimension to the subject or topic being studied. The majority of heritage organizations, such as the National Trust in the UK, Historic Scotland and English Heritage, claim education as a primary role for their sites in the heritage sector.

English Heritage Education has produced an extensive range of resources to support formal qualifications and also for other, more general use in schools and colleges, in the UK. These include fact sheets on 120 sites, publications on management and customer care, videos on interpretation and arranging events and other subjects, and 12 case studies on major sites providing a range of information. They also offer free educational group visits to 400 different historic sites that include opportunities to go behind the scenes and talk to curators, which the general public may not be able to do.

Local councils in conjunction with schools, and sometimes schools themselves perhaps in association with local businesses, engage in local heritage initiatives for the purposes of education. One recent example of this is a project by Bonneville Primary School in London to explore and raise awareness of the Edwardian Heritage of the school buildings as well as...

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