Heritage for Business - Profession Jonathan Morris

1. Heritage for Business
Professor Jonathan Morris
University of Hertfordshire
27 April 2016

2. What is Heritage Hub?
Heritage: ways of connecting the
present with the past
Heritage Hub: provides UH expertise
to external organisations engaged in
heritage activities
Located UH History unit rated 1st of
all UK universities for impact of its
research beyond academia

3. Heritage for Business
• Works with businesses to realise the added value their heritage can bring to
their brand
• Designs and implements bespoke projects that draw out key elements of a
company’s heritage and mobilise them to advantage
• Combines providing specialist expertise with execution through student
employability generating benefits for all partners

4. What’s the value of heritage to business?
Heritage can convey key
propositions about:
• Authenticity
• Capability
• Ethos
• People
• Locality
“Storytelling is a powerful engagement tool both
for educating Partners, giving them a better
understanding of the business’s past, but also
for our customer marketing strategy, as it helps
us sell the brand.” Andrew Moys
Director of Communications
John Lewis Partnership

5. Heritage Workshops and Research
Workshops to explore JLP’s values
through heritage
Design projects to inform partners
about heritage
Collaborative MA and PhDs to
deepen understanding

6. Instant Oral Histories
Instant Oral Histories team, led by
Andrew Green - veteran BBC oral
history producer
Work with business and staff to
create and capture historical
evidence and memories
Archive recordings and create
outputs such as website and
videos capturing key memories
from the day

7. Social Media Projects
Working with International Cocoa Organisation
Creating heritage-led social media content
Delivered via student placements

8. 3
1
Heritage i-teams: Thinking with Students
Students work on heritage brief
provided by the company or
institution
Supported for the duration of the
project with a mentor or tutor
Recommendations fed back to the
company through a professional
presentation

9. Entrance
Fire exit
3
1
Each item will be
displayed with a label
and brief description
here
The cream and maroon colour
scheme mirrors the Victoriana feel
of the cafe, and ensures brand
consistency
Visitors can see
coffee at different
stages of
production
i teams: Museum design for Smith’s coffee

10. Designing Heritage
• Design students given professional brief with heritage background
• Cash prize award

11. Heritage Video

12. Integrated Marketing Campaign

13. Thank you
Prof Jonathan Morris
School of Humanities
j.2.morris@herts.ac.uk