An insight into the three key elements of audience development – research, tools/methodologies and sustainability, along with practical tips drawn from 15 years’ experience of running diversity development programmes, and clear channels to enable you to embed audience development across the organisation, achieving a vital sense of ownership across all departments.
Social marketing / (new) audience development
Social marketing is an approach which
• Uses ‘non-traditional’ methods of marketing
• Is based on understanding the community of people you are targeting, taking into account their needs and social and cultural backgrounds
• Involves tailoring a (social) marketing/audience development action plan in relation to that understanding so that those communities can be turned into audiences
Social marketing is necessary because we have a responsibility to make our work accessible and standard or received ways of marketing have frequently not been successful in
delivering audience diversity.