This document evaluates the pilot audience development training programme delivered by AAM to a selection of museums, libraries and archives in the North West. The aim of the programme being to improve understanding of what is involved in strategic audience development, how to place it more centrally in the organisation and ensuring it’s effectiveness.
The report summarises the activity that took place and gives an overview of the process and outcomes and details the programme sessions, participation, training delivery, and the learning gained.
The sessions broadly followed our original proposal. The themes remained the same but it was necessary to take a flexible approach to the content: the degree of detail and depth varied between the clusters depending on the level of knowledge and experience in the group, the specific cross-domain mix in the group, and also the number of participants in the group – clusters with higher numbers had less time for group discussion.
We used our experience with the first cluster to inform how we worked with the other two clusters. Consequently we made some adjustments to the timings of the session components and to our explanations