CultureHive > Tags > attendance
19th July 2013 Sara Lock

Resources tagged with "attendance"

Understanding live stand-up comedy from an audience perspective

In 2011 Dr Sharon Lockyer and her colleague Lynn Myers at Brunel University, undertook research into understanding live stand-up comedy from an audience perspective. The project consisted of both an online survey and a series of semi-structured qualitative interviews with stand-up comedy audiences. In this article Dr Lockyer reports on the five main themes that were identified in the semi-structured interview responses. This article was first published in JAM (Journal of Arts Marketing) in January 2014.

Published:2015 Type: article


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Dance Touring Partnership – Overview of Research into Contemporary Dance

A benchmarking document created by Heather Maitland on behalf of the Dance Touring Partnership. This research overview focuses primarily on research reports written between 1995 and 2005 into the behaviour and attitudes of attenders of dance styles that the researchers have categorised as ‘contemporary’.

Published:2015 Type: research


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Dance Touring Partnership – Research into Audiences for Dance Summary Report

Beth Aplin and Heather Maitland carried out research on dance audiences at Dance Touring Partnership tour venues over two years and three tours. This is the summary of their findings.

Published:2015 Type: research


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Dance Touring Partnership Box Office Analysis 2013–2015

Dance Touring Partnership produced four tours over 2013-15, under Arts Council England’s Strategic Touring Fund. This report brings together the results of analysis of the bookers for these tours, based on box office records. This report was compiled by The Audience Agency on behalf of Dance Touring Partnership.

Published:2015 Type: research


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Using a leisure pass system to break down barriers to audience attendance

Peter Bary from the Brussels based cultural marketing organisation Cultuurnet Vlaanderen outlines their recent success with ‘Uitpas’ a leisure pass system that aims to break down barriers for infrequent cultural audiences. The user friendly leisure pass works on a credit saving system and offers cultural ‘trials’ and discounts for less advantaged audiences. The project was launched after in-depth research and data analysis was carried out over several years and this case study provides an overview behind some of the science behind the thinking and recent results.

Published:2014 Type: case-study


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Arts Attendance in Ireland 2012-2013

Arts Audiences works within Ireland to build knowledge and expertise within the arts about audiences through a range of initiatives and training courses. Arts Audiences is funded by The Arts Council/ An Chomairle Ealaoin and is a partnership initiative of The Arts Council and Temple Bar Cultural Trust. The annual Arts Attendance in Ireland report for contains vital information on audiences for the arts in Ireland, by region and by artform to inform arts organisations in their planning and marketing. The report is drawn from the Target Group Index -details of which can be found in the report itself and produced …

Published:2014 Type: research


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How can a community based dance company be successful in the 21st century

In this white paper Ballet Memphis and National Arts Strategies (USA) share the findings of the initial stage of fact finding work that set out to ‘reinvent’ Ballet Memphis by ‘building bridges to new communities and planning a variety of sustainable scenarios for the future business model’.  It gives a fascinating insight into the questions Ballet Memphis posed to a large number of community stakeholders and arts partners. This work was supported by the Andrew W. Mellon Foundation and jointly authored by Dorothy Gunther Pugh, Founder and CEO of Ballet Memphis and Russell Willis Taylor President.

Published:2013 Type: case-study


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The challenges of attracting new attenders

Two case studies describe projects to attract new attenders. The first involving Northern Ballet Theatre and Leeds Grand Theatre highlights the importance of producing good quality data. The second project involving MacRobert Arts Centre, Stirling and Sunderland Empire describes their aim to attract young new attenders and concludes that monitoring and evaluation must be build into the project planning.

Published:2013 Type: case-study


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Developing youth audiences: Is it worth it?

How do we address the under-representation of under 26 year olds in our audiences? The first article debunks 13 myths about youth arts attendance, including ‘Young people don’t have any money’ and suggests that efforts to attract ‘young people’ might be a waste of resources; the second and third articles describe successful schemes at the National Theatre, Warwick Arts Centre and Milton Keynes Theatre which encouraged young people to become regular theatre-goers.

Published:2013 Type: article


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Developing apps to raise awareness and drive exhibition attendance

A case study following the development of the Museum of London's iPhone and iPad app to coincide with their Dickens and London exhibition. Explains the background to the project, the objectives behind creating an app, the process of building the app, and the outcomes. Discover what the museum discovered around app pricing and driving footfall to physical locations with a digital campaign.

By Vicky LeePublished:2013 Type: case-study


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The director’s cut – key challenges for museums and galleries

Things have changed dramatically in the past 25 years in visual arts marketing and in particular how we think about our audiences. In this article the author reviews the period and provides a 'once in a lifetime' case study from Manchester City Galleries. You'll find details about what approach was taken in order to put audiences at the heart of the organisation and position the gallery at the forefront of the city's cultural life and visual arts scene.

Published:2013 Type: article


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Using a business planning model for audience development

This seminar report from the AMA Museums and Galleries Marketing Day explores a proposed national framework for supporting museums, libraries and archives through a business-planning model of audience development.

Published:2013 Type: article


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New work for new audiences: an approach to audience development

Explore Welsh National Opera's approaches to reaching new audiences and delve into the evaluation of Classic FM-supported concerts in this presentation by Lucy Shorrocks and Giles Pearman.

By Lucy Shorrocks, Giles PearmanPublished:2013 Type: article


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Change for the better: developing audiences

This article includes two case studies from Tyne & Wear Museums and macrobert. Each author looks at how they made integral changes to their organisation in order to develop new and diverse audiences. From improving the overall visitor experience through to developing venue brands; and setting up youth panels through to developing a children's charter, each organisation outlines their approaches to changing for the better.

Published:2013 Type: case-study


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A holistic approach to developing new and diverse audiences

Kerry Michael explores Theatre Royal, Stratford East's holistic approach to audience development in this report from the AMA conference 2005.

By Kerry MichaelPublished:2013 Type: article


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‘Not for the likes of you’ success stories

Discover the success stories of the 'Not for the Likes of You' initiative, as ten organisations share how they changed their overall positioning and messaging to remove barriers to attendance and participation.

By Morton SmythPublished:2013 Type: case-study


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New Audiences programme: a review

The purpose of the New Audiences programme was to encourage as many people as possible to participate in and benefit from the arts in England. The programme ran between 1998 and 2003 with a total budget of £20 million. The aims of the programme included tackling barriers preventing arts attendance, increasing the range and number of people participating in the arts, and creating opportunities for people to become involved through different spaces and places. This report provides an overview of the wide range of New Audiences activity and outlines priority areas for engaging with general audiences, young people, diversity, disability, families, inclusion, rural and …

Published:2013 Type: research


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Gallery research

Results of a pilot shared survey of galleries in the South East, South West, East, East Midlands, London and Wales. Visitors to galleries were asked questions about their age, locality, frequency of attendance, art specialism and art purchasing.

Published:2013 Type: research


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Audience Research: Cornerhouse Manchester

A summary of the findings of seven pieces of audience research:  Cornerhouse Audience Profiling Report  Cornerhouse Economic Impact Summary  In-Depth Interviews with Audience Members  Market Assessment  Online Survey of Cornerhouse Website Users  On-Site Survey with Visitors to Cornerhouse Manchester  Single Spies Mystery Shopping Research The research and recommendations were used to inform Cornerhouse’s marketing and communications strategy.

Published:2013 Type: research


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Arts Engagement with older people and families

Twelve case studies of arts engagement projects working with older people and families in London. The case studies share the learning from Audiences London's Family Advocates Programme, BAC's work with non-professional older artists, a skills exchange with Building Exploratory, an architecture centre and Cubitt, a gallery and studios regarding work with older audiences, Royal Philharmonic Orchestra & Tate Britain's project working with children to explore artwork through classical music among others.

Published:2013 Type: case-study


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A tailor made approach to promoting the Edinburgh International Festival

In the year that the Edinburgh International Festival celebrated its sixtieth birthday, this presentation discussed how an understanding of audiences contributes to the development of the Festival brand, illustrating how in 60 years it has transformed a City not known for its festivals into one that attracts millions of visitors and generates over £200 million each year.

Published:2013 Type: guide-toolkit


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Discover Dance – an evaluation of a development programme

The Discover Dance programme was run by Arts About Manchester between 2005 and 2009. This evaluation provides Acorn profiles of dance attenders and a useful insight into some of the key barriers to engagement for first time attenders with the dance sector, as well as an evaluation of the development work that was undertaken.

Published:2013 Type: research


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How to implement a tiered pricing strategy

A case study on how Chicago's Lookingglass theatre weathered the recession with clever pricing.

Published:2013 Type: case-study


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Pricing strategies to encourage increased audiences at WNO

Case studies and research undertaken since the 1980s have shown that price is not the most significant barrier to arts attendance and suggests that there is scope for price increases. This article on Welsh National Opera's experience found that for current opera-goers, a decrease in price could encourage more attendances and actually increase revenue.

Published:2013 Type: case-study


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Subscription scheme benefits

Subscription schemes are used by major American institutions to sell theatre tickets in bulk. These schemes often act as a starting point for increasing customer loyalty – by encouraging customers to attend more frequently, it is hoped that they will eventually become a friend or a donor. Consultant Debbie Richards explains the benefits of this approach and how ticket bundles have boosted sales at Bolton Octagon, one leading regional venue.

Published:2013 Type: article


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Test drive the arts: an introduction

The ‘Test Drive the Arts’ concept is about utilising spare capacity in arts venues (which generate nil income) to give potential attenders a ‘taste’ of the product in order to stimulate repeat attendance (and thus generating income in venues where a charge is levied). This groundbreaking study evaluates performance against objectives including: targeting 25,000 new attenders; testing the concept with diverse new audiences; response and retention rates; benchmark costs; informing a national campaign; and best practice guidelines.

Published:2013 Type: research


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Opening time research for London galleries

The study, involving nine London galleries, sought to quantify and understand the evening market for galleries, providing demographic and psychographic profiling data alongside attender motivations and the relationship with daytime visits. The data also cross-referenced findings from participating venue to venue, and analysed marketing activity reach and appeal by segment, and opportunities to position galleries as more social destinations. A benefits matching model (between audience segments and galleries) emerged from the findings.

Published:2013 Type: research


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Access to contemporary visual art

Free access to museums hugely increased visitor figures but there are still correlations between socio-economic status and the likelihood of attendance at arts and cultural events and while numbers of visitors increased, their profile remained relatively static. This paper argues that school education ignores visual literacy and points out that the government's description of creative industries omits painting, sculpture or other forms of individual visual creation. It discusses new ways of measuring impact of visual art that concentrate on the individual rather than group response and discusses public value of art.

Published:2013 Type: article


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How the promotion of excellence could be a barrier to attendance

This keynote from AMA Conference 2009 poses the argument that selling the superiority instead of the diversity of the arts has not been a particularly effective strategy for developing audiences. It poses an approach to changing a culture of creating barriers that involves brokering relationships.

By Diane RagsdalePublished:2013 Type: article


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How to utilise spare capacity to stimulate repeat attendance

This report provides a summary of the Test Drive: North West audience development project which looked at how venues could increase repeat attendance using spare capacity. Using telemarketing, potential attenders where given a chance to ‘try before you buy’ with the offer of free tickets providing an opportunity to capture personal data and profile their demographics and their attendance histories. The project targeted 20,000 new attenders, and set out to test the concept with diverse audiences, measure the response and retention rates and  provide a body of evidence which could form the basis of a nationwide campaign.

Published:2013 Type: research


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Evaluation of Big Dance 2008 in Manchester and Liverpool

Big Dance took place throughout the country between 5th and 13th July 2008. It was designed as a biennial celebration of dance, celebrating the diversity, accessibility and fun of the artform. The emphasis was on inviting people to get involved: by creating unusual events in extraordinary places it encouraged sustained engagement and participation by those audiences not typically associated with dance. This assessment of three events in Big Dance took place in Manchester and Liverpool and engaged new audiences not typically associated with dance. This was undertaken through Acorn profiling and self definition through an onsite survey.  

Published:2013 Type: research


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How to run a successful Test Drive campaign

If you'd like to introduce new audiences to new programmes of work for the first time, then maybe Test Drive is the right route for you.  This simple guide outlines some of the key components of Test Drive - who it's aimed at, how it works, what the outcomes might be, and gives you a step by step plan from initial concept through to effective evaluation.

Published:2013 Type: guide-toolkit


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See It Live! An evaluation of Barclays Theatre Week

See It Live! - Barclays Theatre Week, was a celebration of live theatre across the UK, aimed at raising awareness of the range and quality of work on offer and encouraging attendance amongst first timers.  This evaluation report discusses the experience of 18 theatres taking part in the programme, investigating how they found the process, what the outcomes were, and what the learning points for the future might be.

Published:2013 Type: research


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CreativePeople Cultural Diversity and Disability Co-ordinators – an overview

Whilst the New Audiences Programme focuses on audiences, CreativePeople is about CPD at a national and cross-artform level, and the Cultural Diversity and Disability Co-orinators roles played a vital part in developing projects and supporting a network of coaches and mentors.  This report outlines some of the key evaluation findings surrounding that work.

Published:2013 Type: research


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How to work with arts ambassadors

What makes a good arts ambassador?  How useful can they be as a marketing tool for your organisation? How do you get started on recruiting ambassadors that will bring real benefits?  With top tips and words of caution, this step by step approach to promotion and development through ambassadors will offer the tools you need to generate real impact.

Published:2013 Type: guide-toolkit


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Family friendly film festival evaluation

This family friendly film festival aimed to introduce new families to cultural venues which they may not have normally visited by creating an exciting, affordable holiday experience. Running from the 30th July - 5th August 2010, comprising 52 events at 20 venues in Greater Manchester. The festival showcased films and activities across twenty different arts venues around the city and beyond.

Published:2013 Type: research


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How to engage with broader audiences

Developing approaches to engage with diverse audiences, specifically disabled audiences, Black and Minority Ethnic groups and lower socio-economic groups. This study explains the motivational and functional drivers that can stimulate demand, alongside barriers to engagement and how to overcome them. A holistic organisational approach supported by a range of tactics is recommended, drawing on practical examples and case studies. These include proactive socialising, family-friendly, building partnerships and targeting investment in order to build meaningful engagement.

Published:2013 Type: research


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Delivering artistic excellence to capitvate and engage.

A strategic review highlighted the real possibility of major cuts in public funding for the arts leading up to and post the Olympic Games of 2012.  This realisation led to new targets around increasing attendances for existing product, as well as the need to identify new business opportunities.  Learn how The Cornerhouse managed to maintain its standing with existing audiences whilst at the same time learning to engage with people in different ways.

Published:2013 Type: guide-toolkit


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How the PSA3 target is used to measure under-represented groups

In this article Andrew Lewis outlines the PSA3 target set by the DCMS, used to measure under-represented groups. He looks at some of the statistical evidence which demonstrates which groups are the least represented in the arts - in terms of both attendance and participation, and reports on some of the known barriers which organisations need to address. He believes that success in increasing representation relies on work across the sector, including the partnerships built by - and between - the Arts Council, arts officers, voluntary and community art groups.    

Published:2013 Type: article


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Best practice approaches to being 'family friendly'

This research presents an audit of ‘family friendly’ work across the arts and cultural sector. It brings together key information in relation to families and ‘family friendliness’ work, examining models of best practice. You'll find a literature review of family friendliness across the cultural sector, an outline of gaps in knowledge, understanding and practice plus suggestions for developing more inclusive and accessible practice in family friendly approaches.  

Published:2013 Type: research


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Enabling diversity in Greater Manchester

This report provides an overview of learning points from the Enabling Diversity – Greater Manchester project. This initiative sought to develop and provide relevant and sustainable audience development activity with culturally diverse communities in Greater Manchester. The objectives included securing active involvement of member organisations, building market intelligence and delivering marketing activities to specifically targeted communities. 

Published:2013 Type: case-study


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How to develop a diverse audience base

This series of five case studies demonstrate different possible approaches for increasing the diversity of your audience. From the Balti Bus project at the Lawrence Batley Theatre, through to The Ramayana at Royal National Theatre London, each project approach is outlined and its effectiveness evaluated.  

Published:2013 Type: case-study


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Creative youth consultation and participation toolkit

This practical toolkit represents a snapshot of the research and profile raising work undertaken by the English National Youth Arts Network. It demonstrates how the arts can be used as a tool to consult with young people; showcasing practical examples and case studies from the cultural sector. It also signposts other useful resources for youth consultation.

Published:2013 Type: guide-toolkit


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An evaluation of Lakes Alive 2009, year one of a four-year programme of outdoor arts in Cumbria

A report and evaluation of audiences for Lakes Alive 2009, the inaugural year of Cumbria’s unique four year festival which aimed to put the county at the centre of outdoors arts nationally and to make a key contribution to the social legacy of the Cultural Olympiad. The report looks at the demographic of the estimated 75,000 people who took part in 2009 and the impacts of participation in street arts spectacles and events. The research methodology followed a traditional evaluation model, focusing on a face-to-face survey of audiences at Lakes Alive events, this laid the foundations for long term, in-depth and qualitative research …

Published:2013 Type: research


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Factors that drive arts attendance: overview of major studies

This presentation looked at a range of primary and secondary research such as the DCMS Taking Part Survey and CASE reviews of research in sports and arts. It posed the question ‘What drives arts attendance? It looks at the impact of distance from venues and concludes that proximity is significant in predicting attendance, along with ethnicity & qualifications, but that proximity is even more significant in predicting frequent attendance, other factors less so.

Published:2013 Type: research


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Get to grips with what the Heritage Lottery Fund means by ‘audience development’ and how to use it in funding applications

These guidelines from the Heritage Lottery Fund explain what audience development is, why it is important to them, and why arts and cultural organisations and the people marketing and fundraising for them should take full account of the HLF’s priorities on audience development. The Guidelines then cover topics such as who takes part and who doesn’t, barriers to participation, factors driving participation, and gives a 5-step process to help museums, heritage sites and cultural organisations build audience development into what they do.

Published:2013 Type: guide-toolkit


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How has the public’s relationship with the arts changed over recent years – how do we now consume the arts?

This synopsis of research by Dr Gretchen Larsen, lecturer in marketing at Bradford University School of Management, tested a framework depicting the relationship between the consumer’s self-concept, the symbolic properties of music and the consumption context. It looks at how people’s relationship with the arts has changed over time, from passive consumers to whom arts marketers presented information, to a more participatory audience, with a mixed range of motives for attending. Her work has focused on the consumption of live music, particularly at festivals and she was part of a team that gained ESRC funding to run a seminar series on ‘Rethinking Arts Marketing’  

Published:2013 Type: article


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What influences attendance or non-attendance at heritage sites?

This investigation for English Heritage looked at what factors, such as health or access to transport, affect whether people are likely or not likely to visit heritage sites. Arts marketers and people looking to engage visitors with culture, especially outside urban locations, will learn which are the main motivating or limiting factors, including lack of facilities, exposure to heritage sites in childhood, ethnic background etc, that impact on visitor levels. Form this they can think about how to address the issues or how to communicate about their site in ways that address these barriers.

Published:2013 Type: research


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How to use research to inform marketing campaigns

Arts marketers must take into account the factors influencing consumer behaviour, to help identify strategic objectives, inform planning and to improve the relevance of marketing communications. Information is readily available for cultural organisations who want to segment their audiences, visitors and participants by lifestyle and attitude. Learn how to find out about audience attendance habits, segment audiences using ACORN, MOSAIC and geographic postcode areas, and map visitors from box office data.

Published:2013 Type: guide-toolkit


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Test drive the arts in Northern Ireland

The Test Drive the Arts project online encouraged nearly 5,000 people to attend the arts for the first time in Northern Ireland. www.testdrivetheartsni.org was the largest collaborative audience development project ever undertaken in Northern Ireland and a great success.

Published:2013 Type: case-study


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Audience engagement and development project at Tramway in Glasgow

Tramway, a major contemporary art exhibition and performance space in Glasgow, renewed, revitalised and refreshed its relationship with audiences new and old. This case study reveals how they did this with a combination of challenging and exciting programming strategies across the venue, marketing and communications output and a holistic approach to audience experience at the venue.

Published:2013 Type: case-study


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Gaining people's interest and attention

Effective marketing campaigns to capture audience interest and attention and increase attendance. Looks at the competition for people's leisure time and limited disposable income, and explores how marketing campaigns and communications can be made to stand out from the crowd. A case study of The Lowry, Manchester.

Published:2013 Type: case-study


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Moving from 'transactional' to 'relational' engagement

Case study exploring how the team at Walker Art Center interpret and deliver on the organisation's mission, in an area where most tourism is local. Discover how shifting audience expectations and behaviours influence the Walker’s relationship with the public, and how they market their venue as an attractive destination.

Published:2013 Type: case-study


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Action research on effective public engagement

Is the way we communicate about culture doing more harm than good? This report looks at a piece of research performed across ten arts organisations in Newcastle and Gateshead, which tested theories about public engagement. It focuses on the Culture Window campaign, which encouraged families to try out new arts experiences.

Published:2013 Type: case-study


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A new audience view

Case study about the The Place's journey to grow and develop new audiences through psychographic segmentation

Published:2013 Type: case-study


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Networks and marketing

Mel Larsen offers thoughts and insights on definitions and different types of networks along with case study examples and explores working with ambassadors in arts organisations.

Published:2013 Type: article


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Guide to desk researching audiences and visitor data

February 2015: New guidance on Data Protection is coming soon and information here will be updated as soon as possible This guide to desk research will help you to learn about the likes, attitudes, behaviours and attendance habits of your audience, where they come from, and how to target the people most likely to attend.

Published:2012 Type: guide-toolkit


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