CultureHive > Tags > audience development
19th July 2013 Sara Lock

Resources tagged with "audience development"

Human Centered Design

Find out how Derby Museums  have developed a co-production approach using Human-Centred Design Methodology to work together with their stakeholders, listening to, understanding and responding to their collective needs.

By Derby MuseumsPublished:2018 Type: guide-toolkit


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The impact of the ADA on Hull Truck Theatre

Ruth Puckering, Director of Communications, talked to CultureHive Editor Hannah Mason about the ripple effect that taking part in the Audience Diversity Academy has had at Hull Truck Theatre.

By Ruth PuckeringPublished:2018 Type: case-study


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Knowing and Growing Your Audience

Knowing and Growing your Audience is a new Prosper resource from Julie Aldridge helping you to develop a practical and strategic approach to audience development. The guide was adapted from a Prosper webinar delivered as part of Creative United's Prosper programme.

By Julie AldridgePublished:2018 Type: guide-toolkit


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Go and See Programme with Cultural Spring and bait

This Cultural Spring and bait Case Study share their Creative People and Places (CPP) programme working to raise participation in arts and culture on South Tyneside and Wearside.

By Rob LawsonPublished:2018 Type: case-study


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Circuit at Tate – Test Risk Change

Young People, Youth Organisations and Galleries: Working as Allies to Spark Change This national programme saw ten galleries work in partnership with youth sector organisations to create opportunities for a more diverse range of young people to engage with art in galleries.

By TatePublished:2017 Type: case-study


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Creative People and Places: End of Year 3 Evaluation Report

Discover the lessons learned from Creative People and Places and spark your thinking about how to engage those in your community who are least engaged in the arts.

By Ecorys UKPublished:2017 Type: research


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An audience-led approach to programming and marketing

Nikki Locke, Head of East Durham Creates, shares some practical examples of how they've tested different approaches and put the needs of their audiences first.

By Creative People and Places NetworkPublished:2017 Type: guide-toolkit


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Extending reach with technology

This case study by Bob Harlow, published by The Wallace Foundation, explores Seattle Opera's multipronged experiment to deepen relationships and reach new audiences.

By The Wallace FoundationPublished:2017 Type: case-study


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Thriving arts organisations, thriving arts

The Wallace Foundation explores some of the challenges in the U.S. that are making audience-building a complicated enterprise.

By The Wallace FoundationPublished:2017 Type: article


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The Road to Results: effective practices for building arts audiences

Explore the practices that have enabled ten organisations in the U.S. to build audiences for the arts. This publication was written by Bob Harlow and published by The Wallace Foundation.

By The Wallace FoundationPublished:2017 Type: guide-toolkit


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Ballet Austin: expanding audiences for unfamiliar works

This article by Andrew Decker, published by The Wallace Foundation, explores the steps Ballet Austin has taken to expand its audiences for unfamiliar works.

By The Wallace FoundationPublished:2017 Type: case-study


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Repositioning Liverpool Arab Arts Festival results in audience growth

Rachael Biggs from Nonconform describes how they repositioned the UK's longest running and biggest annual celebration of Arab arts and culture.

By Rachael Biggs, NonconformPublished:2017 Type: case-study


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The MAC, Belfast, reduces the fear of the unfamiliar for children with autism spectrum disorder

Melissa McMinn shares how developing MACtile tours has helped the MAC welcome children with autism spectrum disorder (ASD).

By Melissa McMinn, The MAC, BelfastPublished:2017 Type: case-study


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The Knife of Dawn achieves 45% black, Asian and minority ethnic audience for opera

Composer Hannah Kendall shares how taking positive action helped attract a wider audience to opera.

By Hannah KendallPublished:2017 Type: case-study


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Not for the Likes of You – Part 2 (training video)

This training video is based on the Action Research project Not for the likes of you, which carried out a study of 32 cultural organisations that have successfully become accessible to a wider audience by changing their overall positioning and message.

By Mel LarsenPublished:2016 Type: guide-toolkit


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Not for the Likes of You – Part 1 (training video)

This on demand training video is based on the Action Research project Not for the likes of you, which carried out a study of 32 cultural organisations that have successfully become accessible to a wider audience. Part 1 focuses on what you can do internally to attract a broader audience.

By Mel LarsenPublished:2016 Type: guide-toolkit


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20 Quick Fixes (training video)

Are you responsible for getting your organisation noticed by the outside world but have a million other things to do? This training video will give you 20 top tips to help you make your life more manageable by focusing on the marketing and communication tools that work.

By Heather MaitlandPublished:2016 Type: guide-toolkit


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60% of Leap into Live Music! audience from least engaged postcodes

Liverpool Philharmonic shares its experience of building relationships with audiences from disadvantaged groups through the Leap into Live Music! programme.

By Liverpool PhilharmonicPublished:2016 Type: case-study


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Urban Playground: involving audiences

The Urban Playground Team share their experience of involving audiences in the creative process and building positive relationships with funders.

By The Urban Playground TeamPublished:2016 Type: case-study


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AMA Conference 2015 Keynote Collection

Stay curious, embrace diversity and respond to audience needs with help from this collection of inspiring keynotes.

By Nija Dalal, Kate FeldPublished:2016 Type: article


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Developing Classical Music Audiences in Lancashire

A case study exploring Lancashire Classical Music Collaboration's ground-breaking partnership project between Halle, Royal Liverpool Philharmonic, Manchester Camerata orchestra, Preston Guild Hall, Blackburn King George's Hall and the Muni in Colne funded by Arts Council England.

Published:2016 Type: case-study


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A contemporary music concert for children

In this JAM article Malgorzata Zamorska evaluates the success of the concert Kwartludium in Wonderland in opening a door to contemporary music for children.

By Malgorzata ZamorskaPublished:2015 Type: article


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Transported: arts engagement in rural Lincolnshire

Transported is a Creative People and Places project funded by Arts Council England. This document describes the projects that Transported is currently working on to help raise levels of arts engagement in rural Lincolnshire.

Published:2015 Type: case-study


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On Your Doorstep

In 2014 Transported’s On Your Doorstep project asked people in Boston Borough and South Holland to nominate public spaces which they felt were in need of creative enhancement or improvement. Working with the nominators, Transported have commissioned appropriate and exciting artwork to breathe new life into public spaces.

Published:2015 Type: case-study


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Transported Empty Shops Report

Transported is a strategic, community-focused programme that aims to get more people in Boston Borough and South Holland enjoying and participating in arts activities. This report on Transported's Empty Shops project explains how empty shops were utilised as pop up arts spaces in August 2013.

Published:2015 Type: case-study


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iOrchestra

This case study explores the key success factors and learning outcomes of Philharmonia Orchestra's successful audience development project, iOrchestra. Discover how a mixture of digital installations, interactive stations and live concerts were used to reach audiences whose engagement with top quality orchestral music was low or non-existent.

Published:2015 Type: case-study


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Setting up a department for Planned Giving

Learn all about how the Museum of Modern Art has successfully established a strategic department for fundraising to harness the untapped potential for Planned Giving and ensure the Museum's stability and future success.

Published:2015 Type: case-study


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Continuously experimenting at the Eden Project

At the Eden Project they 'flex' the product to meet their various visitor profile needs. They take risks with this policy of flexing the product and inventing new things. Andy Jasper from the Eden Project gave a keynote presentation exploring this policy and how they evaluate and make decisions based on that.

Published:2014 Type: article


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Balancing act: earned income vs. public service

Explore how Channel 4 juggles the demands of delivering public service content and balancing commercial needs in this report of Jonathan Allan's keynote at AMA conference 2013.

By Jonathan AllanPublished:2014 Type: article


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Brands that connect, inspire action and change behaviour

In this report from AMA conference 2013, Owen Hughes from Wolff Olins outlines why Wolff Olins believe that action will become as powerful as currency in the new economic landscape.

By Owen HughesPublished:2014 Type: article


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Visions for the future: Rebuilding the Everyman

Discover how the Everyman Theatre razed and rebuilt their much-loved venue into a RIBA-prize winning building, while maintaining and growing their audiences. This is a transcript of the closing keynote from the AMA conference 2013.

Published:2014 Type: guide-toolkit


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Guide to audience development planning

This essential guide explains what an audience development plan is, why you need one, and how to go about putting a plan together.

By Anne Torreggiani, Pamela PfrommerPublished:2014 Type: guide-toolkit


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Engaging library service users in the arts

Transported is a strategic, community-focused programme which aims to get more people in Boston Borough and South Holland enjoying and participating in arts activities. In 2013, as part of its Open Book project working with the Lincolnshire County Council Library Service, Transported commissioned Pestiferous to create a site specific piece of theatre that would tour eight libraries in Boston Borough and South Holland. The piece - The Librarians - engaged library services users in the arts whilst drawing in new audiences into the libraries.

Published:2014 Type: case-study


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Composers, Performers and their Audiences

How do audiences experience engagement activities, and how do they impact on experiences in concert - particularly with new work? Guildhall School of Music and Drama ran a joint research project with Britten Sinfonia to investigate. This presentation explores the research and reveals some of the findings. If you would like more information on this research, please contact Claire Bowdler at Britten Sinfonia.

Published:2014 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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Cross border collaborative audience development project

This resource by Etre Associazione, a network of Italian performing arts companies, offers an outline of a cross border collaborative audience development project that is due to commence in 2015, involving theatre companies and audiences from Scotland, Catalonia, Flanders and Lombardy. The project will focus on developing a young audience (under 25) and will involve co-creation techniques. It aims to investigate and question the notion of ‘borders’ between countries or between different cultures co-existing. This project was the idea of Etre Associazione audience development intern, Erica Bernardi, supervised by Etre Director, Fabio Ferretti.

Published:2014 Type: case-study


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Producing a ‘theatre in the home’ festival

Luoghi Comuni 2011 - “Teatro In Casa” was the third festival organised by Etre Associazione, a network of Italian performing arts companies.  The 2011 festival took place in Como and was focused on the long-standing Italian tradition of ‘theatre in the home’. This case study outlines the key objectives and activities of the festival together with the outcomes that came with producing a festival based solely on theatre in the home. It was written by audience development intern Erica Bernardi, supervised by Etre Director, Fabio Ferretti.  More information is available at http://www.dionisi.tv/etre.html.

Published:2014 Type: case-study


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Key ingredients for successful community engagement

Cynthia Patterson, Programming, Artist Services and Judith Rhedin, Assistant Director, Campus and Community Engagement of Texas Performing Arts share their thoughts on successful community engagement.  They outline the work of the Campus & Community Engagement Team at the University of Texas based arts centre.  This resource outlines some of the audience development challenges (and benefits) of being a university-based performing arts organisation.   

Published:2014 Type: case-study


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Innovate, motivate and captivate audiences

This guide was developed by the US nonprofit National Arts Marketing Project - a programme of Americans for the Arts, and is full of innovative case studies and fresh, bold ideas to boost audience development and revenue. Inviting naked cyclists into a museum to find new audiences? Bringing art to the local laundromat to promote community dialogues? Bringing random strangers together to interpret permanent collection pieces? These concepts may seem bold, but for the Santa Cruz Museum of Art and History, the Laundromat Project, and the Portland Art Museum, weird strategies like these have fostered an organisational culture that draws …

Published:2014 Type: guide-toolkit


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Key issues and opportunities facing audience development practitioners

Shoshana Fanizza of US consultancy Audience Development Specialists (ADS) thinks ahead to 2014 and outlines her advice for the year ahead which take on board the key issues and opportunities she feels face audience development practitioners in the US. This short article has been adapted from the ADS blog and was originally posted in 2013.

Published:2014 Type: article


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Connecting with communities outside the arts

Shoshana Fanizza of US consultancy Audience Development Specialists (ADS) considers the importance of creating programmes to connect with communities that link up with what’s already getting their attention in the world outside the arts. This short article has been adapted from the ADS blog and was originally posted in 2013.

Published:2014 Type: article


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Getting your supporters to invest in newly commissioned works

Birmingham Contemporary Music Group (BCMG) is one of Europe’s leading ensembles - performing new and 20th century music, and regularly commissioning new works from living composers from the UK and abroad.  Over 20 years ago the BCMG launched its 'Sound Investment' scheme that allows people to invest in the commissioning costs of new work. Since 1991 £300,000 has been raised supporting over 65 Sound Investment premieres. This case study describes the process and benefits of participating in the Sound Investment scheme.

Published:2014 Type: case-study


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Engaging with rural communities to develop new audiences

When I Was A Rat toured to The Courtyard Arts Centre in Hereford in 2013, two family-based circus skills workshops were organised by The Coutyard at Moccas Village Hall and Kingsland Village Hall. The Courtyard's marketing team had identified these two villages as being in areas of low engagement with the venue. The workshops linked well with the physical theatre, musical and dramatic elements of I Was A Rat and aimed to engage with a new audience. The Courtyard has minimal local competition for arts audiences but it has to tackle the challenge of rural Herefordshire’s scattered population.  

Published:2014 Type: case-study


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A guide for use and understanding of appropriate language

Graeae is the UK’s foremost disabled-led theatre company. Its audiences include Deaf, disabled and non-disabled people. This guide provides some basic guidelines for use of language and being confident with using language around disability. Appropriate use of language helps demonstrate that an organisation is committed to providing a welcoming environment and is the first step to ensuring good customer service for disabled patrons.

Published:2014 Type: guide-toolkit


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Village and community reps: social media – but in the real world

Lincoln Drill Hall is a thriving arts centre based in the heart of Lincoln servicing the city, county and beyond. In this case study, Gavin Street, Drill Hall's Marketing Manager, desribes how the venue has recruited a team of volunteer village and community reps to help spread the word about Drill Hall in their village or community. The volunteers meet at Drill Hall every six to eight weeks to discuss forthcoming events and issues; and bring comments and ideas back from their communities. The volunteers are Drill Hall's real-life version of social media.

Published:2014 Type: case-study


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How to promote live music

Generator is recognised as the UK’s leading music development agency and, among other projects, it runs Mapped Out, a development programme for emerging live music promoters. Generator has set up a touring network and supports promoters with practical audience development and marketing.  Bob Allan organises Generator's programme of advice sessions, master classes, training courses, seminars, conferences and showcases for UK talent. In this guide he provides the do's and don'ts of promoting live music in rural areas.

Published:2014 Type: guide-toolkit


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Touring to rural venues

Orchestras Live is a national music charity that takes professional orchestras to rural venues to enable as many people as possible to experience live world class orchestral music. Each year they work with over 60 promoter partners, ranging from professionally run arts centres to voluntary music groups presenting music in community halls and churches. Based on Orchestras Live's experience, this guide provides bullet point tips to consider when touring to rural venues.

Published:2014 Type: guide-toolkit


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Getting big audiences for contemporary classical music

Kroumata is a full-time chamber orchestra based in Sweden. Its mission is to perform contemporary music and promote the work of Sweden’s living composers wherever possible. This case study discusses how Kromata developed its audience and started to lead the way in contemporary classical music.

Published:2014 Type: case-study


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Developing audiences for contemporary art in the Inner and Outer Hebrides

Atlas Arts develops audiences for contemporary art in the Inner and Outer Hebrides with a team of just two people.  Working without a venue, the artists Atlas Arts commission work in different ways but all of them make connections with the contemporary world around them, tapping into the unique qualities of the local, rural area.  This case study includes three examples of how Atlas Arts uses projects to connect with local community issues and supports cultural tourism; working locally to raise the area's profile nationally and internationally.

Published:2014 Type: case-study


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Delivering game-changing impact – engaging and developing audiences

AMA conference 2013 looked at how we develop audiences now and how we might do it in the future. How can we engage a wider audience and engage them more deeply? How can we recognize and meet different people’s different needs – and give individuals the kinds of experiences and outcomes they look to us for? How can we build broader, wider, deeper relationships in order that we also meet our organisation’s own artistic, social and financial objectives? Jo Taylor's opening keynote looked back through the years of political history and the arts and set the theme for the conference.

Published:2014 Type: article


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Arts marketing and audience development – what’s the difference?

Explore what audience development and marketing really mean and how they differ in this transcript from Ivan Wadeson's session at the 10th AMA conference.

By Ivan WadesonPublished:2014 Type: guide-toolkit


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Social marketing: engaging diverse communities

A ‘social marketing’ approach uses non-traditional methods of marketing based on understanding culturally diverse communities. This guide focuses on three key elements of this type of audience development: research (making use of publicly available information); tools/methodologies (use of print, direct mail and PR/media); and sustainability (long-term relationships and partnerships).

Published:2014 Type: guide-toolkit


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Engaging your audience to make good habits stick

Coppafeel! is a charity on a mission to stamp out late detection and mis-diagnosis of breast cancer. With a clear vision, a unique brand and a strong understanding of its target audience Coppafeel! has become a prominent organisation effectively reaching out to young people across the UK. During this AMA conference 2013 session Coppafeel! explained how they engage their audience and plan effective, award-winning marketing campaigns.

Published:2014 Type: case-study


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Using Culture Segments to understand the New Zealand arts, culture and heritage audiences

This research undertaken in 2011 by Morris Hargreaves McIntyre on behalf of Creative New Zealand, uses two sector specific products Audience Atlas and Culture Segments to identify and understand arts, culture and heritage audiences in New Zealand. The research is designed to help arts, culture and heritage organisations to target, reach and engage with new audiences and meet their needs more effectively.

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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Raising awareness of mainstream arts among ethnic minorities

This report examines the findings of a qualitative research project examining ethnic minority attitudes to the arts. Focusing on the experiences of the Hudawi Cultural Centre and Lawrence Batley Theatre, both in Huddersfield, it looks at the triggers and barriers to attendance. It concludes that to raise awareness of mainstream arts, a strategic partnership is key, including a community outreach strategy and joint programming.

Published:2013 Type: research


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Right up our street: audience development in Birmingham

The population of Birmingham has a significantly higher percentage of South Asian residents as well as a higher African Caribbean population. This report summarises how Birmingham Arts Marketing’s audience development project demonstrated to The Rep, one of the arts venues involved, the importance of talking and listening and being ready to make changes.

Published:2013 Type: research


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A cultural ambassadors scheme: does it work?

The CBSO launched a Cultural Ambassadors scheme to persuade committed audience members to attract new audience members by using pyramid selling, personal contacts and peer-to-peer selling. This report details the objectives, the planning and running of the scheme and the results and lessons learnt.

Published:2013 Type: research


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Sharing audiences

This article was first published in Arts Professional in 2012 and is about a one-year collaboration between the Royal Academy of Dramatic Arts (RADA) public cinema - The Screen @ RADA  - and Curzon Cinemas. The launch of RADA's new cinema gave the Academy a great opportunity to attract new audiences, and in Curzon Cinemas they found the perfect organisation to collaborate with to encourage film fans to try a new cinematic experience.

Published:2013 Type: article


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Lessons in live streaming from National Theatre Wales

Bradley Manning, the young US soldier who was convicted of releasing the largest set of classified documents ever leaked to the public, spent his early years in west Wales. In 2013 the National Theatre Wales’ (NTW) production The Radicalisation of Bradley Manning, toured around Wales before appearing at the Edinburgh Fringe. Early on in the production process the decision was taken to live stream each performance, as a result over 6,500 audience members watched the Bradley Manning live stream from 1,269 cities in 103 countries.

Published:2013 Type: case-study


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Lates at the Science Museum

This case study explores the objectives, processes and outcomes of the Science Museum's Lates - a regular late night opening for adults-only. Lates aims to attract a young adult audience into the museum to engage with its collections and an average of 3,500 visitors attend these late night openings. Lates is not marketed in the traditional sense instead it relies upon social media, the museum's website and free press.

Published:2013 Type: case-study


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Getting personal with print and design

While we have refined our targeting methods to almost scientific levels, take a look at print in many arts organisations and what is most striking is that we are still quite conservative when it comes to acknowledging our customer base.

Published:2013 Type: case-study


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Keys to developing vital links across communities

Engaging ordinary people into meaningful dialogue with culture is quite a challenge. Changing attitudes, removing barriers and developing significant cultural links demand time, money and commitment. Ros Fry advocates strong partnerships and face-to-face dialogue as the key.

Published:2013 Type: case-study


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Welsh National Opera in Birmingham

Welsh National Opera (WNO) is based in Cardiff but tours throughout the UK with over 50% of their funding coming from England. Birmingham is of particular importance to WNO – their 'home in England' - and it has a strategic emphasis on everything they do. As a touring company one of their challenges is to feel owned by audiences in the cities they perform in – to have an impact and a place.

Published:2013 Type: case-study


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Five steps to embracing culture change

A culture change has been evolving largely as a result of demographic shifts, globalisation and technology – which is transforming the way people create, consume, commune and communicate. Diane Ragsdale finds out how arts organisations might adapt to this culture change.

Published:2013 Type: article


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Generating audiences, regenerating arts and cultural organisations

‘Community Engagement’ in the public sector is often driven by a reforming government agenda and is meant to be a two-way process, with organisations benefiting from the imagination and energy of local citizens. Anne Torreggiani finds out that the extra dimension we have in the cultural sector is that what we have to offer is personally fulfilling and, frankly, more fun. It is about people’s creativity and learning, not just their involvement as well-behaved citizens.

Published:2013 Type: case-study


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Interculturalism – the meeting place of different cultures

Shabnam Shabazi of Pan Arts looks at the notion of interculturalism and explains how they see the arts as the most effective tool for building bridges, celebrating and overcoming differences as well as seeking out similarities so often neglected.

Published:2013 Type: article


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Ideas for growing a Muslim audience for the arts

Naz Koser takes a look at growing a Muslim audience for the arts and how that could mean greater investment in the arts, increased audience attendance, better understanding of a community that often feels ghettoised, helping to dispel stereotypes and inspire a more creative society.

Published:2013 Type: case-study


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Understanding cultural diversity before developing your audience

If we start from the premise that we as human beings are all culturally diverse, then it is easier to relate to the notion of cultural diversity as we all have different values, lifestyles, beliefs and traditions. More interestingly, what do we have in common?

Published:2013 Type: article


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CRM strategy – why is a seamless customer journey so important?

Across the cultural sector, organisations are thinking about customer journeys. From the first piece of communication to their experiences of a venue, everything you do contributes to whether or not a good relationship can be created. In this article, Sarah Chambers considers customer relationship management (CRM) and what it should look like for arts and cultural organisations.

Published:2013 Type: article


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Targeting new and younger audiences with an integrated marketing campaign

Would your organisation like to see an increase of almost 75% visitors and an influx of younger audiences? This Marketing Society Scotland (2013) paper outlines how Matthews Marketing helped the Robert Burns Birthplace Museum (RBBM) achieve just that, one year on from its opening in 2011.

By Matthews MarketingPublished:2013 Type: case-study


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Quizoola: a 24-hour webcast and trending on Twitter

Forced Entertainment is a theatre company based in Sheffield, UK, who produces contemporary devised performances that tour worldwide. In April 2013, they performed one of their most popular pieces -  Quizoola! - continuously for 24 hours at the Barbican as part of the SPILL festival. The entire piece was streamed online via a live webcast and Twitter users were encouraged to comment on the performance and ask questions to the performers using the hashtag #Quizoola24. The performance was a huge success with many audience members remaining for the entire 24 hours.

Published:2013 Type: case-study


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Targeting the growing retired audience

A case study about study days led by theatre professionals for older people in partnership with the University of the Third Age. Workshops on topics as varied as playwriting, directing, costume and make-up have proved very popular with this older age group.

Published:2013 Type: case-study


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19th Century artforms at the dawn of the 21st

Throughout the last century, the pinnacle of the performing arts was generally considered to be the big lyric forms which dominated the 19th: opera, ballet and orchestral music. But is it a given that these will continue to occupy the same position? Many question that premise, concerned that the large, permanent organisations which have been considered necessary to perform this work on the stage or in the pit are becoming increasingly difficult to sustain.

Published:2013 Type: article


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Effective search engine optimisation and online visibility for arts organisations

The Globe is a rural arts venue based in the town of Hay-on-Wye in Powys. It’s used for live music, theatre, art exhibitions, community groups, debates, workshops and as a general cafe/restaurant. Since relaunching its website, improving its search engine optimisation, user experience and digital marketing practices, the Globe has seen a dramatic change in its online presence. This case study describes the ways in which the Globe improved its online visibility.

Published:2013 Type: case-study


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Finding an authentic voice with Tumblr

In August 2013 the Museum of Modern Art (MoMA) in New York launched ‘MoMA Teens’ - teens.moma.org - a Tumblr blog that aims to introduce more teenagers to the world of MoMA. Two months after launch the blog already had 2,500 followers. The day-to-day management of the blog is undertaken by ‘teen editors’ who have built up a relationship with MoMA through its classes and courses.

Published:2013 Type: case-study


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Using CRM to support artistic risk

Many arts organisations, especially those driven by artistic rather than social objectives, are unashamedly product-led. Of course, there are exceptions to this approach, but often, marketing departments are concerned with promoting work that has been developed separately from the audience it ultimately aims to attract.

Published:2013 Type: article


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Questions & Dancers: Making new work for young people

The Questions & Dancers project offered emerging choreographers the chance to work with young people in the making of new work whilst engaging dance experience to young audiences. The project was created for eight to eleven year-old children and their families and presented by The Place, Sadler’s Wells and Company of Angels. This case study describes the process of how the connection between the artists and children was maintained during the creative process, and how the young audiences were asked to share their thoughts on the final performances. 

By Tim WoodPublished:2013 Type: case-study


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Using technology to develop audience relationships

In this article Martin Vogel examines how technology can authentically serve the purposes of an arts organisation. He looks at the importance of developing a technology strategy for audience relationships that takes into account an organisation’s resources and priorities.

Published:2013 Type: article


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A potted history of arts marketing

A history of arts marketing going back to the 1970s and the lack of any marketing activity, through to the creation of marketing departments and consortia, to the present day’s audience development agencies. Followed by an exploration of how arts marketing strategies can use the Ansoff matrix (new and existing markets and products) and how Maslow’s hierarchy of needs can help our understanding of what motivates people to become arts attenders.

Published:2013 Type: article


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Using a blend of techniques to market family shows

Oxford Playhouse presents and produces a wide range of live performances including tours of its own shows under the banner of Playhouse Plays Out (PPO), an on-going series of off-site productions and events which happen at surprising and unusual locations across the county. This case study describes how digital, guerilla and viral marketing techniques were used to promote the PPO production of Bicycle Boy. Aimed at 5-to-8-year-olds, Bicycle Boy ran for 12 performances in May 2013 in a specially converted garage just half a mile from Oxford Playhouse.

By Richard MatthewsPublished:2013 Type: case-study


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Canterbury Festival on audience development

Canterbury Festival is an annual international arts festival that runs for two weeks every October. As well as programming national and international performance during those two weeks, the Festival strives to maintain a year-round presence by supporting new projects and the wider arts scene in East Kent. This case study describes how the Festival's Prosper project raised awareness through supporting experimentation and collaboration to widen the Festival’s engagement within the cultural sector in the region.

Published:2013 Type: case-study


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Hidden Treasures: the Collections Trust's UK-wide museum initiative

Collections Trust is an independent organisation that works with museums, libraries and galleries to help them improve the management of their collections. For the past two years, Collections Trust has organised a campaign called Hidden Treasures aimed at engaging the public with museum and gallery collections. This case study outlines the process, objectives and outcomes of the Hidden Treasures campaign, which is a good example of a successful nationwide campaign with multiple stakeholders and challenges.

Published:2013 Type: case-study


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Understanding disabled people as audiences

A report looking at how cultural organisations can better understand disabled people as audiences, the barriers they may face and how they access the sector. This research-based report includes data on audience behaviour, as well as an analysis of the barriers that must be overcome, such as access, and how those involved in audience development should respond. It also deals with issues of social isolation and describes ways to proactively include these audiences.

Published:2013 Type: research


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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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Using e-marketing to collect data and build relationships

It's fairly straightforward to collect data from audiences if you're a ticketed organisation, but how do you go about communicating with audiences if you're a non-ticketed venue? In this article the author explores how to use your website and e-mail campaigns to collect valuable data on attenders and potential attenders without the need for a ticketing system. You'll find ideas for e-marketing to really get to know your customers, find out who they are, what they’re interested in, which events/exhibitions they’re attending, which they would like to attend and what they really think about your organisation.

Published: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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Brand marketing and your internal audience

We often talk about external audience development but what about internal audience development? This article addresses an area which it claims is not thought about very often and is the most critical part of the customer journey and brand experience - the people who deliver it. The author argues that the job of the marketer is to translate what is being communicated externally, to those who have to deliver internally - therefore ensuring the brand promise is translated into a favourable brand experience.

Published:2013 Type: guide-toolkit


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Creating audience advocates: a case study

Over the last ten years, the Science Museum has used audience advocates on its exhibition, events and website projects. This has been to ensure that the needs, wants and expectations of its audiences are taken into account at all stages of a project and that the end product is one that is engaging and accessible to those visitors it was developed for. In this case study you'll find a discussion about the role of the audience advocate as a trainer and advisor to the rest of the museum, the impact their work has had, and how they have made staff more audience-focussed.

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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Approaches in subscription scheme design

Subscription schemes encourage customers to buy a number of tickets for a package of events and thereby attend more frequently than they otherwise might have done. In this article, the author asks why they have not achieved the same popularity in the UK as across the Atlantic, and looks at the experience of the CIty of Birmingham Symphony Orchestra when they newly designed a differentiated subscription package.

Published:2013 Type: article


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Using ‘balanced database’ as a way to implement strategic CRM

As we now have to achieve more with less - and prove what we're doing is effective - it's more urgent than ever to get a customer relationship strategy in place. So argues Helen Dunnett in this article about 'balanced database' - an intensive training programme by Purple Seven that provides software, training and marketing support. The aim is to increase ticket revenue, reduce wasted marketing spend and improve mailing response rates. The author describes how the programme works and demonstrates the impact through a case study at Colston Hall in Bristol.

Published:2013 Type: case-study


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Creating social impact by using new technologies

'Social by Social' is a practical guide to using new technologies to create social impact. It makes accessible the tools you need to engage a community, offer services, scale up activities and sustain projects. You'll find various case studies, toolkits, definitions and ideas including; an explanation of ‘Social by Social’ and why you should care about it, ideas for how to approach projects and make the technology work for you and a set of propositions which underpin the most successful projects.

Published:2013 Type: guide-toolkit


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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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The impact of New Audiences on visual arts projects

The New Audiences programme was a milestone in arts funding in England. It was set up by Arts Council England to encourage as many people as possible, from all backgrounds and every walk of life, to participate in and benefit from the arts. This article describes the various visual arts projects undertaken as part of this programme of work. It outlines the content and impact that a wide selection of visual arts project had on audiences, organisations and partnerships. These include Architecture Week, Slot Art, Shooting Live Artists, The Library of Babel and Love Art Later.

Published:2013 Type: case-study


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How to move audiences up the ladder of engagement

We all want to attract new audiences and encourage our current audiences to attend more frequently. This guide explains how you can move your customers up the ladder of engagement by using two techniques; test-drive and teleprompt. Described as affordable, profitable, practical and successful approaches, you'll find an outline of how to undertake each one along with case studies which demonstrate the impact they have had on audience engagement.

Published:2013 Type: guide-toolkit


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Who's going to the gallery? A case study from the Sydney Metropolitan region

In 2005 Museums & Galleries NSW found that there was little audience research undertaken by organisations within the state - and where it did occur, there was little consistent methodology. The Australia Council for the Arts funded a strategic audience evaluation and development study which took place over two years to benchmark audiences. This report provides an abridged version of the larger Sydney Metropolitan region paper and includes an overview of the audience profile across ten participating galleries.

Published:2013 Type: research


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Increasing participation in music: the Ethnic Contemporary Classical Orchestra model

This report provides an outline of the Ethnic Contemporary Classical Orchestra (ECCO) model, part of the wider programme of education delivered by Musiko Musika. ECCO aims to break down barriers to participation in high quality ensemble playing for children from diverse social and ethnic minority backgrounds. You'll find evidence collected from the ECCO projects at Kensal Rise Primary School and Stoneydown Park Primary School along with further observations from a range of different youth music ensembles and youth orchestras.

Published:2013 Type: case-study


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Building the evidence for culture and health

Organisations are more readily working in partnership to create various initiatives and approaches to improve health and well-being.  Whilst cultural organisations are committed to this there is a need to evidence the impact and efficacy of work with health sector organisations. This publication is split into three sections. The first includes a model of well-being and recommendations for evidencing the benefits of culture and health relationships. You'll also find case studies and exemplar projects from the northwest region who have undertaken evaluation to form a body of proof. The second includes advice on promoting your work, informing strategy and investment, …

Published:2013 Type: research


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How Visit London can help you reach more visitors

This factsheet explains the advice and support that Visit London offers in order to reach more visitors. You'll find links to further free online resources, information about partnership opportunities, marketing and PR campaign ideas, and details of how to get listed on the Visit London website. There's also a handy top tips section for developing cultural tourists.

Published:2013 Type: guide-toolkit


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How to segment cultural tourists

Discover various ways that you can segment cultural tourists and explore motivational trends in cultural tourism in this handy factsheet from Audiences London.

Published:2013 Type: guide-toolkit


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Cultural tourism: a glossary

This short but useful glossary provides an explanation of some of the most commonly occurring terms used within the field of cultural tourism. You'll find a list of terminology and definitions - a must for anyone who has cultural tourists as a priority audience group.

Published:2013 Type: guide-toolkit


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Using CRM to strategically develop your audiences

Helen Dunnett explores what we mean by Customer Relationship Management (CRM) and why it's not widely adapted. Using a Royal Liverpool Philharmonic Orchestra (RLPO) case study, she demonstrates the impact that segmentation and targeted campaigns can have on developing audiences.

By Helen DunnettPublished:2013 Type: article


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How to strategically grow your audience

In order to grow audiences it's important to be strategic in your approach. This article explains how a combination of marketing cycle planning and gathering the right data can help you make informed decisions about communication and marketing activity. You'll find a series of practical case studies, tools and downloads that can help you be more savvy when it comes to developing your audience base.

Published:2013 Type: article


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Selling opera: a simple message, delivered with the biggest impact

Jo Taylor found that when selling opera at Welsh National Opera (WNO) the simplest message, delivered with the biggest impact had great results without a huge price tag. This award-winning campaign achieved its objectives with a great rate of return and stood out as a creative and imaginative solution to a critical communications challenge.

Published:2013 Type: case-study


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Museums and digital engagement: a New York perspective

This research project focuses on the impact of digital culture on museum practice, and looks at how large international museums are embracing digital culture and using technology to improve their relationship with visitors. It focuses on museums in New York, and how the innovations they are leading can be built on by organisations elsewhere. It summarises key trends, including embracing contemporary culture, museums as places for experimentation by visitors, peer learning and collaboration, and the museum as a mission-lead institution. The research project was funded by the Winston Churchill Memorial Trust.

Published:2013 Type: research


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Identifying the potential: Developing theatre audiences in Wales

Report on research undertaken on how theatre audiences could be developed in Wales.  The research aimed to identify current trends in drama attendance in Wales, provide profiles of drama attenders and potential attenders, assess the approach to and correlation of programming and marketing, and identify areas of good practice and potential audience development schemes and initiatives.

Published:2013 Type: research


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Getting started with arts marketing

This guide offers a broad introduction to arts marketing, with the aim of supporting any organisation or artist working in the arts.

By Audiences WalesPublished:2013 Type: guide-toolkit


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Market research – an introduction for arts and cultural marketers

Discover when it's appropriate to carry out market research, how to get started, and how to make sure you're doing it right. This introduction to market research covers core topics including why and when to do research; approaches to market research; desk research; qualitative and quantitative research; staying within best practice guidelines; devising a research programme, and working with external market research agencies.

Published:2013 Type: guide-toolkit


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Introducing Culture Segments

Understand your audience and target them more accurately with this introductory guide to the Culture Segments sector-specific segmentation system. It explains each segment's motivations and habits, allowing you to begin applying it in your own marketing work.

By Morris Hargreaves McIntyrePublished:2013 Type: guide-toolkit


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Large-scale public arts project evaluation – RedBall UK

An evaluation and case study of a large-scale, mutlidimensional arts tour and education project. Torbay Council brought an award-winning, interventionist work of public art, RedBall UK, to the streets, enriching cultural tourists' experiences and allowing visitors to see familiar places in a new light.

Published:2013 Type: case-study


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Putting audience development at the core of your organisation

Explore the differences between good audience development plans and bad in this audience development manifesto. Reviewing the data from venues in Northern Ireland, it covers why audience development is important and introduces a toolkit for developing successful long-term strategies.

By Audiences NIPublished:2013 Type: guide-toolkit


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The essentials of audience development for achieving diversity

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.

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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What is best practice in accessible marketing?

This short document summarises the main best practice principles arts marketers and audience development officers should use when preparing their marketing materials for a diverse audience. It particularly relates to physical and learning disabilities or difficulties.

By Mickey FellowesPublished:2013 Type: guide-toolkit


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Implementing an ambassador scheme for enhanced audience development

Gothenburg Symphony Orchestra case study looking at how they implemented an ambassador scheme and worked with ambassadors to grow their audiences.

Published:2013 Type: case-study


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Social media word of mouth for arts marketers

A case study from London Symphony Orchestra looking at their work on social media channels such as Facebook, Twitter, YouTube and blogs, to build great word of mouth and successful online relationships.  

Published:2013 Type: case-study


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Word of mouth blogging campaign at the V&A

A case study to show how the V&A used online word-of-mouth marketing to reach a new audience of young people (26–45 year olds), particularly those with an interest in the internet, technology and science fiction, for its Cold War Modern exhibition

Published:2013 Type: case-study


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A guide to developing audiences for classical music

Develop your classical music audiences with support from this practical guide full of research, case studies and details of successful initiatives.

By Tim BakerPublished:2013 Type: guide-toolkit


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A digest of information available on audiences in the North East

A report exploring existing research on museum and gallery audiences in the UK, with a particular emphasis on the North East. The digest includes factors informing people's decisions about leisure time, how families make the decision to visit, advance planning and incidental visiting, frequency of visits, and the barriers to attendance.

By Morris Hargreaves McIntyrePublished:2013 Type: research


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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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Museum volunteering evaluation programme

In Touch was an innovative Cultural Heritage volunteering programme delivered by Manchester Museum and Imperial War Museum North (IWM North) in partnership with Trafford College and Salford City College and funded by the Heritage Lottery Fund (HLF). The model focused on personal and skills development for a specific group of socially-excluded people who are significantly under-represented in the museum volunteer workforce. The study examined who volunteered and why, the transformative achievements of the volunteers - including personal learning, confidence, social skills and employability. It also explored the legacies of the programme and impacts on the two museums.

Published:2013 Type: research


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Changing arts audiences in the 21st century

Morris Hargreaves McIntyre detail seven pillars for arts organisations to potentially transform their audience development focus: vision-led, brand-driven, outcome-orientated, inter-disciplinary, insight-guided, interactively-engaged, and personalised.

By Morris Hargreaves McIntyrePublished:2013 Type: article


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Can a web portal develop jazz audiences?

Jazz audiences are small, fragmented and static, but with enormous potential to attract new audiences. The failure to do so is mainly due to poor sector marketing and audience development infrastructure. Research suggested that would-be attenders needed an accessible, authoritative source of information about jazz that minimised risks with cost, time or self-image. The getintojazz.com website is designed to fulfill this recommendation, and this study maps the development of the site and tests its efficacy in developing new audiences for jazz.

Published:2013 Type: guide-toolkit


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New ways of engaging audiences with historic collections through user-generated interpretation

This paper provides a short overview of the HLF-funded Pre-Raphaelite Experiment, where Manchester Art Gallery trialled new ways of engaging audiences with historic collections through user-generated interpretation. The year-long programme brought families, community groups, schools and volunteers together to re-evaluate one of the city’s highly valued but potentially insufficiently-understood cultural assets. In a significant departure to the Gallery's standard approach to interpretation, one room was transformed into an evocative environment designed to focus responses on four key Pre-Raphaelite work in a more collaborative dialogue.

Published:2013 Type: case-study


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How arts organisations in the North West addressed new ways of developing audiences

This report gathers the findings from a number of initiatives by arts organisations around the North West to develop new audiences among specific low engagement groups, including disabled people, culturally diverse groups and young people. There is also a toolkit to help arts marketers and audience development and engagement staff carry on such work themselves.

Published:2013 Type: research


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What is the impact of engagement with and attendance at arts events on children and young people – for future audience development

This report discusses findings from the Taking Part Survey in relation to children’s engagement with the arts and culture, and how this will affect – or not – their likelihood of engagement or arts attendance as an adult. Arts marketers can use the findings and implications to start discussion of how their organisation should promote audience development within less engaged communities, through children, schools and family initiatives.

Published:2013 Type: research


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Integrating revenue management with marketing and development strategies

This case study shows how Centre Theatre Group in Los Angeles, with the help of The Pricing Institute, moved from a 2-price to a 3-price house and re-zoned their ticket prices, to price for new audience development. These two examples show how Center Theatre Group has integrated revenue management with their marketing and development strategies.

Published:2013 Type: case-study


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Pricing research study: Call it a Tenner Part 1

Part 1 of the ‘Call it a Tenner’ report for Arts Council England presents a number of case studies from a wide range of arts organisations, according to the pricing strategies adopted. Lessons learned are then incorporated into an set against current pricing theories and models. The impacts cover income, new audience development, marketing tactics and loyalty.

Published:2013 Type: case-study


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London's outdoor arts in the public realm

This booklet presents the experience of 10 large arts and cultural institutions in London commissioned by ACE to undertake work in the public realm in preparation for the 2012 Olympics. They included The Barbican, The British Library, The British Museum, Exhibition Road Cultural Group, Royal Court Theatre, Royal Opera House, Sadler’s Wells, Southbank Centre, Tate and Royal National Theatre. These case studies identify opportunities and challenges of animating outdoor locations and engaging with audiences in unexpected ways, as well as clues as to how building-based arts companies can promote audience and organisational development.  

Published:2013 Type: case-study


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Learn what ‘A Night Less Ordinary’ found works in attracting young audiences to the theatre

A Night Less Ordinary was a collaborative scheme aimed at young audiences. This evaluation report reveals lessons learned about what works well in attracting and sustaining young audiences for theatre. The research looked not only at the number of free tickets given out, but at changes in attitude or organisational focus toward young audiences or good practice which could be adopted by other venues. The report covers summary of main findings, methodology, detailed findings, description of how the scheme was run and how that contributed to the level of success in audience development and marketing etc.

Published:2013 Type: research


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Building audiences through collaboration

This seminar looks at how we can build audiences, visitors and participants for the arts through collaboration and strategic working, covering four key areas: joint marketing, programming, infrastructure, and strategic development. Taking Festivals Edinburgh as a case study, it talks though developing marketing plans based on cross promotion with insight into the difficulties and challenges, the factors for success, the learning to date and how this approach can be used by others.  

Published:2013 Type: case-study


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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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Engaging schools – the style of our lives project

This report outlines the process and outcomes of The Style of Our Lives, a LIFT project with the aim of celebrating the 'theatre of the streets' as represented by individual style and dress,  that took place in Stoke Newington in 2000.  Find out whether the aims and objectives of the programme were met, how the work was evaluated, and what recommendations for future activity are made.

Published:2013 Type: research


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Arts and Young People – a report on a pilot audience development programme

Arts and Young People formed an important strand of Yorkshire Arts Board's approach to the New Audiences Programme (ACE and RAB collaboration).  This report includes an introduction to the programme and its core aims and objectives, case studies on some of the activity that took place, analysis of the evaluation of that work and recommendation for future programmes.

Published:2013 Type: research


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An evaluation of 15 programmes of work with arts and disabled people

As part of its second year of activity under the New Audiences Programme, North West Arts Board worked with 15 organisations across the region to undertake action research in the area of Arts and Disabled People.  This evaluation report takes you through the process, from application through to final reporting, the key outcomes, what worked well and what didn't, and offers lessons and implications for future activity.

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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Audience development toolkit

Boost your confidence in audience development with this practical toolkit, which covers definitions and key principles and provides guidance on writing and delivering an audience development strategy.

By Louise CogmanPublished:2013 Type: guide-toolkit


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Cultural diversity and audience development

Discover arguments for focusing on cultural diversity, examples of good practice and practical advice for marketing, management and audience development in this comprehensive guide.

By Alison Edbury, Rachel Harrison, Anne Torreggiani, Ivan Wadeson, Heather MaitlandPublished:2013 Type: article


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Engaging older people with culture

Cultural organisations are considering the impact that an ageing society will have on the sector. In this useful pack you'll find resources to help you be 'bolder and wiser' in your approaches with this audience. It includes facts and figures, cultural engagement information and a list of potential partner organisations who work with older people.

Published:2013 Type: guide-toolkit


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Participation and engagement in cultural activities

What are the key drivers for participation in with heritage sites? How frequently do people engage with the museums and galleries through participation?  How can libraries deepen relationships with participants?  This analysis of findings across these four important strands of the cultural landscape offers key findings, core data and modelling to help you plan your participation engagement strategies. This document is an analysis of the Taking Part Survey.

Published:2013 Type: research


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A partnership to raise Manchester's profile and drive cultural tourism

CreativeTourist.com provides continual content of a quality that is worthy of national and international reach - something that no individual venue in Manchester could achieve along. Alex Saint looks at the press and PR success of CreativeTourist.com. Whereas in the past this joint activity might have diluted the PR impact of the individual events, working together brought critical mass, credibility, choice and excitement in the eyes of national and international critics.

Published:2013 Type: case-study


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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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Assesing the impact of folk festivals

A report highlighting the findings of a major research study that elicited responses from 4,294 adults during the summer of 2002, supported by a series of depth interviews with those working in the festivals sector, and quantitative audience data gathered from 31 festivals.  With analysis of the economic and social impacts of folk festivals, the needs of festival organisers, artistic and audience development practices, and recommendations for future development, this is a must read for anyone working in the folk music or festivals sector.

Published:2013 Type: research


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Recommended ways to work with Diaspora communities

In the cultural sector, working with international artists and culturally diverse communities has become second nature. This article outlines the value and contribution of Diaspora communities, obstacles for engagement - including stereotypes across all sectors, and how we can better understand these communities. You'll find a series of recommendations including implementing two-way communication, creating a balance between the contemporary and traditional, and revising perceptions.  

Published:2013 Type: article


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A model for volunteer engagement

This presentation offers a model for volunteer engagement in the cultural sector based 'Mosaic', a National Parks project. Describing the process of their 'volunteer champions', the author argues that elements of the model could be adapted to the cultural sector, such as recruitment and induction, personal development plans and group leader visits. The project aimed to contribute towards a long term and sustainable engagement between new audiences and National Parks.

Published:2013 Type: case-study


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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 marketing insight can influence creative strategy

What do you get when 12 leading arts innovators get together in a room to discuss audience engagement with artistic excellence?  Answer: a thought provoking, insightful and creative view of modern programming, marketing and communication practices in the arts, where value, quality and excellence take centre stage.

Published:2013 Type: guide-toolkit


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Promoting good health through the arts

This case study describes the 'Arts on Prescription goes for a Walk' programme - an innovative development of an already existing scheme. The project attracted ten adults suffering from a range of mental health issues who used natural materials found in a parkland to create temporary installations. You'll find a description of the project, alongside key evaluation findings.

Published:2013 Type: case-study


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Being here: the impact of culture on regeneration and social inclusion

This case study - held up as an example of good practice by the DCMS - shows how cultural activity can be used for regeneration and social inclusion. The 'being here' project was a four year programme of arts and cultural activities in Southend on Sea and was managed by Momentum Arts on behalf of the Borough Council and Arts Council England East. It was a multi-agency partnership project providing participatory arts activities for young people aged 11 – 25 who faced social exclusion.  

Published:2013 Type: case-study


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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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Enabling cultural diversity in Lancashire

This report provides an overview of the learning points from the Enabling Cultural Diversity – Lancashire project. This initiative sought to develop and pilot relevant audience development activity with culturally diverse communities in Blackburn, Preston and East Lancashire. The objectives included auditing the culturally diverse arts activity in the area, creating information resources such as lists and networks and undertaking collaborative marketing activity.

Published:2013 Type: research


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Creating effective partnerships between touring companies and venues

Creating effective partnerships can impact on so many levels of a business. This article considers how touring companies and venues can work more effectively together to make a real impact on audience development. The authors outline ways in which cultural marketers can build stronger partnerships, and strategically use available data to create relevant, targeted promotional communication.

Published:2013 Type: case-study


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How to reach new audiences through using creative digital opportunities

Organisations are continually looking for innovative and creative ways to engage with new audiences. This case study explores how the National Theatre reached new audiences outside of London through its NT Live project by broadcasting a series of plays in UK and international cinemas. It discusses the impact the project had on raising brand profile, the challenges in terms of promotional communication and customer relationship management, the importance of senior management buy-in and finally the opportunities that it brought for developing richer online web content.

Published:2013 Type: case-study


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An evaluation of the MLA NW pilot audience development training programme

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.

Published:2013 Type: case-study


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Understanding the trends in social media, to better use them and design for them

DK is the founder of MediaSnackers, a term used to describe what young people were doing with media. This presentation looks at how digital technologies are changing the way the public experiences the arts, and therefore how arts marketers, audience development and programmers need to respond to this to gain the attention and loyalty of audiences – particularly young people.

Published:2013 Type: guide-toolkit


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Audience analysis for the visual arts in Pennine Lancashire

This research project aimed to bring together all existing data relating to the Visual Arts offer in the Pennine Lancashire area. Collate the information available on existing audiences within the area and those who travel there to consume the visual arts offer. Identify audience development potential in terms of the types, volumes and propensities of key audience groups within the area and map the above to provide: clear recommendations on which audience groups offer greatest potential for development; and how these groups can be most effectively targeted in terms of the product offer, channels and message content.

Published:2013 Type: research


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Guidebook to arts and culture in Liverpool for community engagement workers

This guidebook was compiled as part of ‘Open City’ – Arts For Everyone in the wake of Liverpool’s City of Culture year in 2008. It lists and describes all the venues and organisations, and gives key contact names and details, and what the organisation can offer to community group. This resource is an example of partnership working for community engagement, audience engagement and building new audiences for the arts and culture.

Published:2013 Type: article


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Resources and case studies on engaging young people

To coincide with the reporting on 'A Night Less Ordinary', the ACE-funded national scheme to increase the numbers of young people attending theatre, this round-up gives brief description of and links to a range of other resources and case studies on the theme of young people’s access to the arts, from 1999 to 2010. Several of them came through the New Audiences for the Arts initiative.

Published:2013 Type: case-study


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How to improve marketing relationships between touring performing arts companies and the venues they tour to

This short article from the Independent Theatre Council gives and overview of why it is important for touring companies and performing arts venues that receive them work together on their marketing and audience development plans.

Published:2013 Type: article


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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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Learn how Compton Verney broadened and diversified the audiences to its art gallery

This case study from the AMA Museums and Galleries Marketing Day looks at why Compton Verney wanted to diversify its audiences, how they chose their target audiences (avoiding imposed definitions of ‘diversity’), and the steps they took to ‘open the doors’ for people. Compton Verney used the Mosaic geo-demographic segmentation model to understand and identify the potential audiences within its catchment area. Their actions included learning and outreach, partnerships, funding and special programming

Published:2013 Type: case-study


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Improving access to arts for audiences and artists with disabilities

This long and honest report evaluates the experience of the NorDAF projects as part of New Audiences, looking at barriers to the arts for disabled people, with Theatre Royal Newcastle, Tyne and Wear Museums, Northern Gallery of Contemporary Arts, Northern Print Studios. This case study has lessons equally on how to set up and run such projects, which arts markets may find useful in a climate of increased collaborative working.

Published:2013 Type: case-study


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Which promotional tools and communications channels work best with new audiences?

With case studies drawn from several action-research projects from the New Audiences programme, funded by Arts Council England, this round-up looks at how people have used mailing lists, special events, ambassador schemes, Test Drive the Arts, promotional samples and more to communicate with new or unengaged audiences. This resource lets you go back and find what has been tried and what worked, so you don’t reinvent the wheel.

Published:2013 Type: case-study


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Building a holistic digital marketing campaign

Provides a detailed look at the current trends in digital and social media available in 2010, with an overview of how the different elements can be used within a marketing campaign or communications strategy. This is followed by a case study which will give you an insight into their different uses within a mixed media campaign and how they can be applied to speak to different targets to deliver a holistic strategy that has engagement at its heart.

Published:2013 Type: guide-toolkit


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Success with social media

The New York Public Library (NYPL) describes how they achieved success with social media to reach new audiences and public engagement. Starting out with Twitter and Facebook, then developing a social media strategy which entailed setting SMART objectives(based on KPI's), achieving internal 'buy-in', governance model ('hub and spoke'), finding the 'right' member of staff for each social media platform (e.g. tweeting, blogging, video) and building in mechanisms to track analytics.  NYPL took part in social media week, developed a partnership with foursquare and used Socialflow to draw attention to the blogs being written by library staff.

Published:2013 Type: case-study


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Engaging audiences by trying out new things

Three case studies explore how simply trying things out in the highly-networked online world can lead to exciting new marketing campaigns and more highly engaged audiences. The article looks at social media strategies from Park Circus Films, Malmö Opera and the National Trust's MyFarm project.

Published:2013 Type: case-study


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The role of websites in audience development

Explore how your organisation's website can be put to work to help you achieve your audience development goals. Vicki Alpress Hill takes a look at developing a digital hub for your organisation and draws on examples from Sadler's Wells, Royal Opera House and Brooklyn Museum.

By Vicki Allpress HillPublished:2013 Type: article


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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 development in action – Galleries Night in Birmingham

Birmingham galleries including Ikon, The Barber Institute of Fine Arts, the RBSA and mac birmingham – have joined together to offer visitors late-night opening, free tours, complimentary drinks and the all important Art Bus. The bus provides free transport between each venue, so that attenders need not worry about parking, traffic jams or sat navs. Galleries Night has developed over time, with new venues coming on board and new marketing partnerships put in place (including being part of the Culture24 initiative Museums at Night), but the essential premise remains the same: visit several galleries in one evening, don’t worry about transport, enjoy guided tours (and a glass of wine) and, best of all, do it all for free.

Published:2013 Type: case-study


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Spending cuts – the end of audience development as we know it

As the English audience development agencies lost their regular Arts Council England funding, Local Authority organisations said they must focus on increasing earned income to make up for lost subsidy and rural touring all but disappeared, Heather Maitland asked the AMA membership for their thoughts. Were these just extreme examples or would the spending cuts mean less access to the arts?

Published:2013 Type: research


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Using action research to inform customer communications

How action research can help an organisation develop a better understanding of its visitors, broaden its audiences and explore new ways of communicating with them. Based on a case study of West Yorkshire Playhouse's recently-launched programme of audience-focused action research.

Published:2013 Type: case-study


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How participation is shaping the arts

The impact and implications of co-creation - how it is affecting the development of audiences, artists, performers and writers. Three case studies on participatory productions help to explore the theme.

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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Innovation, engagement and audience development

How Festivals Edinburgh are working with audiences, the media, digital developers and other key partners to drive product innovation and audience development. This involves an innovative approach to deepening engagement by enriching the experience for audiences while exploring the the organisation's future landscape.

Published:2013 Type: case-study


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Connecting with communities

Community engagement - learning, participation, education and outreach - is a vital way of tapping into communities around the arts. This guide explains, using case study examples from the Welsh National Opera and Museums at Night, how to better engage with communities to encourage audiences to take risks, and to get the community involved in the arts.

Published:2013 Type: guide-toolkit


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Bringing marketing and programming together

The three case studies shared in this transcript from AMA conference 2012 offer inspiration for combining marketing and programming to maximise audience engagement.  

By Matthew Lawton, William Norris, Claire HeaffordPublished:2013 Type: case-study


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Growing dance audiences at The Place

A case study focusing on growing dance audiences at The Place working with Morris Hargreaves McIntyre  (MHM) using their segmentation system; Culture Segments. Their thesis is that by engaging with Culture Segments, organisations can influence audience behaviour, rather than just monitor it. MHM would conduct a market analysis, survey and segment existing audiences, and lead a series of workshops for staff to begin audience development planning.

Published:2013 Type: case-study


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Useful audience research reports for understanding audiences and audience development

Julie Tait of Culture Sparks share her five favourite research reports about understanding audiences

Published:2013 Type: article


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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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A festival out of time

Describes the change management process undertaken at The London International Festival of Theatre, where the organisation reinvented itself as a 'festival out of time'.

Published:2013 Type: case-study


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Developing audiences by bringing arts programming and arts marketing together

Jo Taylor, then Head of Marketing and Louise Miles Crust, Artistic Programme Manager – Wales Millennium Centre share their experience of the restructure of Wales Millennium Centre – bringing its arts and programming elements together.

Published:2013 Type: case-study


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Developing audiences at Tate

Three case studies showing how Tate galleries are developing audiences and reaching new audiences.

Published:2012 Type: case-study


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Opening doors: developing culturally diverse audiences

Report on a seminar on developing culturally diverse audiences, focusing on Black and Asian audiences. The Arts Marketing Association (AMA) hosted a seminar called ‘Opening Doors’ in June 2001. With notable exceptions, the audiences of most arts organisations do not reflect the makeup of the UK population. Opening Doors focused on two objectives: 1. To help delegates understand some of the barriers that may prevent Black and Asian people from attending. 2. To equip delegates with the knowledge to create a workable plan to develop a culturally diverse audience for their organisation.

Published:2012 Type: guide-toolkit


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Mission possible

Report on a day event held by the AMA in 2007, which looked at arts organisations' mission and vision statements.

Published:2012 Type: article


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The Green Guide

Understanding and marketing to rural audiences for large- and middle-scale venues.

Published:2012 Type: guide-toolkit


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