Bath Preservation Trust

Developed distinct strategies for two heritage venues within the same organisation – building The Gallery from zero followers to 149% growth in six months, and introducing video content for The Herschel Museum that achieved record-breaking engagement (9k+ views, 120+ engagements per Reel).

Bath Preservation Trust came to me needing to fill a temporary resource gap across two of their museum social accounts. Each venue had distinct challenges and required different strategic approaches.

The Gallery at No.1 Royal Crescent was launching its digital presence and needed to establish itself as a destination in its own right, separate from the main museum. It needed a strong content foundation to build an audience from scratch.

The Herschel Museum had an existing audience but had never created strategic video content. They wanted to bring their history and stories to life online in a way that felt fresh and accessible – something the curators and community were excited about, but they didn't have the expertise to execute.

The task: develop distinct strategies for each venue, prove the concept with initial content, and show what was possible.

The Strategy

The Gallery: Building a Destination from Zero

I created a social media strategy and content calendars that focused on behind-the-scenes storytelling and education around their exhibitions. The key insight was repositioning the account to feel like a destination in its own right – not an add-on to the main museum, but a place people wanted to follow and visit.

I developed a content strategy that highlighted the gallery's unique exhibitions, the stories behind the art, and the experience of visiting. The focus was on education and engagement designed to make followers feel like they were part of something exclusive.

The Herschel Museum: Introducing Video for Storytelling

For The Herschel Museum, the challenge was different. They had an audience, but they weren't using the medium that was driving engagement everywhere else: video. I developed a quarterly content plan centered on Reels and short-form storytelling.

I worked directly with curators and the Bath Astronomers to identify compelling stories – moments from the museum's history, astronomical discoveries, behind-the-scenes insights – and created content that made these accessible and engaging online.

Executing Across Both Venues

While developing these strategies, I also created the initial content for both venues to demonstrate what the approach could deliver. I helped the team prove the concept so they could see the results and continue the work themselves.

The Results

The Gallery

• 149% follower growth in first six months (launched from 200)

• 8,600+ views in the first 30 days of new content launch

The Herschel Museum

• Record-breaking video engagement for the museum

• Top-performing Reel: 9,000+ views and 80+ engagements

• Second top Reel: 4,000+ views and 120+ engagements

What the Client Said

"Betsy is a content-generating machine! She helped us to plug a temporary resource gap at a very busy time for the Herschel Museum by creating a series of videos for social media, in the process boosting our engagement and supporting follower growth. Her experience, creativity and eye for detail meant that we could confidently leave the creation process in her hands from ideation to production, trusting that the output would be excellent – which it was. I look forward to working with Betsy again and would recommend her work to anyone seeking support with social media.

What does this mean for your wellness or heritage destination? Different venues, different audiences, different challenges = different strategies.

Too many social media approaches are one-size-fits-all. I came in and recognised that The Gallery needed a launch strategy (building from zero) while The Herschel Museum needed a content format shift (introducing video). I developed distinct approaches for each, executed them to prove the concept, and delivered measurable results.

The 63% follower growth for The Gallery and the record-breaking video engagement for The Herschel Museum were the result of understanding what each venue needed and building a strategy around that.

Handling multiple brands under one umbrella means creating clarity about what each audience needs and developing the strategy and execution to back it up and bring it to life.

If you’re considering outsourcing your social media or marketing strategy, please get in touch to understand how I can help.

Example content from @herschelmuseum