About the project

Framlingham Castle, a 900-year-old historic site in Suffolk, was looking to enhance the visitor experience. As part of this initiative, English Heritage appointed Alix Slater Consultancy & Training to develop an Audience Development Plan to inform future engagement strategies and capital improvements.

The consultancy's role

The consultancy worked closely with the Framlingham Castle team to develop and implement a comprehensive consultation plan, combining desk-based research, visitor interviews and on-site teacher consultation. This approach revealed demand for activities and learning resources catering to home-school families and children with additional needs, highlighting a previously under-served audience.

In addition to direct visitor feedback, the consultancy conducted an analysis of local competition, evaluating how Framlingham Castle could differentiate itself and strengthen its visitor offer. These insights shaped the Audience Development Plan, which the Framlingham Castle team were going to use to develop their strategic plans.

The castle is a significant heritage site in Suffolk, recognised for its role in Ed Sheeran's music video for "Castle on the Hill", further cementing its cultural relevance and appeal to visitors.