CultureHive > Tags > engagement
19th July 2013 Sara Lock

Resources tagged with "engagement"

Marvellous Marketing for Story Selling

The Spark Arts for Children have developed this toolkit for creative ideas to generate interest in your library events. The toolkit has been written by Jayne Williams and Ideal Friends in libraries, neighbourhood centres, community groups with artists, writers, creators and theatre-makers.

By Jayne WilliamsPublished:2018 Type: guide-toolkit


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Changing the World through Arts and Kindness

People United is a creative laboratory and arts charity. In this report they explore how the arts can inspire kindness, community and social change. The report brings together 10 years of research around our work to show that the arts can play a practical and imaginative role in building a kinder and more caring society.

By People UnitedPublished:2018 Type: research


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Super Slow Way: talent development for socially engaged practice

Super Slow Way shares its experience of co-developing the Faculty of Social Arts Practice and the lessons it has learnt along the way.

Published:2017 Type: case-study


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Ideas Test: engaging communities in the arts

Ideas Test shares how working with Community Catalysts has changed local perceptions of art and is helping redefine it into something which is accessible, interesting and relevant.

By Ecorys UKPublished:2017 Type: case-study


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Creative Black Country: art in unusual locations

Ecorys shares Creative Black Country's experience of building non-arts partnerships with landlords and the Midland Pub Association. Discover what they learned through their successful artistic programme across seven Desi pubs.

By Ecorys UKPublished: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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Building trust and a ladder of arts engagement

Jane Wells shares how First Art's wide range of opportunities for engagement helped members of Bolsover Poetry Group transition from grassroots participants to commissioners and performers.

By Jane Wells, First ArtPublished:2017 Type: case-study


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Generation Tour: engaging families in contemporary art

Elaine Lees and Sallyanne Flemons share insight into what families want from contemporary visual art. Explore the results of Generation Tour, which aimed to attract family audiences to four contemporary art galleries in the north of England.

By Elaine Lees, Sallyanne FlemonsPublished:2017 Type: case-study


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Go See: group visits increase opportunities for arts engagement

Jane Wells shares how First Art has increased opportunities for arts engagement through group visits and subsidised tickets.

By Jane Wells, First ArtPublished:2017 Type: case-study


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Artist residency reveals culture and food as powerful ingredients for engagement

Katie Musgrove shares how basing internationally renowned Filipino artist Alwin Reamillo at Canalside Community Centre in Burnley helped engage local communities.

By Katie MusgrovePublished:2017 Type: case-study


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Active Ashfield: engaging non-arts audiences through creative partnerships

Creative People and Places project First Art shares its experience of weaving arts activities into an established non-arts event.

By Kevin Tennant, First ArtPublished:2017 Type: case-study


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The National Gallery brings Caravaggio’s paintings to life

The National Gallery shares its experience of generating PR buzz and new audiences for its Beyond Caravaggio exhibition.

By Melissa Darby, National GalleryPublished:2017 Type: case-study


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Starter Course – how to inspire people from the start

A video case study introducing Appetite's Starter Course initiative, which was designed to get groups in Stoke excited about the arts.

By AppetitePublished:2016 Type: case-study


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A Handbook for Cultural Engagement with Older Men

A collections of case studies, lessons and top tips on engaging older men in cultural activities.

By Ed WattsPublished:2016 Type: guide-toolkit


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Young people say ‘no decisions about us without us’

Gain top tips from young people about how to engage young people in the arts.

By ART31Published:2016 Type: case-study


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Made in Corby: engaging communities in the arts

Learn from Made in Corby's experience of engaging communities in the arts in this case study that focuses on approaches, successes and lessons learnt.

By Ecorys UKPublished:2016 Type: case-study


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Engaging communities in the arts

Explore Creative Barking and Dagenham's approach to community engagement in this case study, which focuses on the impact and outcomes of the programme and examines good practice and sustainability.

By Ecorys UKPublished:2016 Type: case-study


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Writer in residence at The Booth Museum

Learn how writer in residence Mick Jackson engaged people who wouldn't normally visit a natural history museum.

By Mick Jackson, Sara LockPublished:2016 Type: case-study


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Caerphilly: Rap Stars at Lewis School

Learn how Literature Wales engaged disaffected young people through rap-writing workshops.

By Literature WalesPublished:2016 Type: case-study


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Right Up Our Street: Engaging Communities in the Arts

Right Up Our Street uses a model of grassroots development, with an Arts Supporter on the ground, to connect people and drive forward creative ideas from a community team.

By Ecorys UKPublished:2016 Type: case-study


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Appetite: Engaging Communities in Arts Events

A case study exploring Appetite's Taster Menu, designed to engage and inspire local communities with generally low levels of arts engagement.

Published:2016 Type: case-study


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Understanding live stand-up comedy from an audience perspective

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

Published:2015 Type: article


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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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Art on Lorries: engaging workplace communities

Transported commissioned an artist to transform local businesses' visions of Lincolnshire into giant travelling canvases to attract local, national and international audiences.

Published:2015 Type: case-study


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Engaging Communities 'On Your Doorstep'

By being flexible and adapting its project to suit the community, Transported built up trust and engaged local people in arts activity at Fenside Community Centre.

Published:2015 Type: case-study


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The Light Ships: Engaging village communities

By harnessing the energy of Church Wardens, Transported successfully connected with village communities and developed arts activity that cast churches in a different light.

Published:2015 Type: case-study


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Developing new audiences for libraries

Transported is a Creative People and Places funded programme that aims to get more people in Boston Borough and South Holland enjoying and participating in arts activities. This project set out to explore libraries as community hubs that offer opportunities beyond ordinary library use.

Published:2015 Type: case-study


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Policies for the people

The Cultural Commissioning Programme is a three-year programme running from July 2013 to June 2016, funded by Arts Council England.The programme works to help the arts and cultural sector engage in public sector commissioning and to enable public service commissioners to increase their awareness of the potential for arts and cultural organisations to deliver their outcomes. In this article, Project Manager Jessica Harris considers the question: what would our public services look like if we used wellbeing evidence to inform policy-making?  This article was originally published by Arts Professional.

Published:2015 Type: article


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A Place of Constant Surprises – The making of a community play

Hannahs at Seale-Hayne, a charity in South Devon, was opened in 2010 as an innovative solution to the lack of appropriate facilities for people with disabilities once they reach adulthood. Working with guests, visitors and staff, a ground-breaking piece of new theatre was created telling the stories of the people at Hannahs at Seale-Hayne. Through creative workshops and one-to-one interviews, a final draft of the play with the working title A Place of Constant Surprises was produced. This evaluation report looks at the processes and benefits gained from this project as well as exploring the potential implications for this and future projects.

Published:2015 Type: case-study


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Dance Touring Partnership Box Office Analysis 2013–2015

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

Published:2015 Type: research


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Latino New South: case study in innovation and adaptive capacity

This US-based case study looks at the collaborative work of three organizations - Levine Museum of the New South, the Atlanta History Center, and the Birmingham Civil Rights Institute - and their shared innovation project, Latino New South. Latino New South was a project incubated through EmcArts.org's Innovation Labs for Museums programme. It is an innovative effort towards improving three cultural organisation's capacities for integrating Southern Latino communities through stakeholder engagement, community building and programming.

Published:2015 Type: case-study


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Cart before the horse for CRM?

When thinking and talking about a CRM strategy don't just focus on the IT implementation that is the customer database technology. A clear understanding of customer journeys and how a customer interacts with your organisation will help you align your internal business processes and CRM strategy with these interactions.

Published:2015 Type: article


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Pop Up Shops Handbook

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 guide written on behalf of Transported by Dan Thompson of the Empty Shops Network, explains how to use empty shops as an effective arts space.

Published:2015 Type: guide-toolkit


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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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Tracking your audiences online engagement

This resource will help you understand why tracking your audience’s online motivations is important and give you practical suggestions about how you can use online surveys effectively to explore these motivations within a logical research orientated methodology. This is one of ten digital guides commissioned by The Audience Agency from Culture24 as part of Audience Finder, the national big data and benchmarking programme for the cultural sector in England.

By Culture24Published:2015 Type: guide-toolkit


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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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Sound Investment: Making fundraising accessible

Discover how Birmingham Contemporary Music Group launched the pioneering audience development and fundraising scheme, Sound Investment, to raise funds for their new work.

By Naomi DavenportPublished:2015 Type: case-study


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The arts and the digital dividend

Sir Peter Bazalgette sets out Arts Council England's vision for the future of innovation in arts production, digital distribution, sales, marketing and fundraising.

Published:2014 Type: article


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Creating affordable, innovative and engaging digital campaigns

Discover how to create audience-focused and creative-focused digital campaigns. This resource considers a number of projects, including BBC Radio 3's strategic approach to Twitter and Tumblr, and the Royal Shakespeare Company's myShakespeare project.

Published:2014 Type: case-study


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Turn branding failures into successes

From logo redesigns to product extension, this e-book explores six brands that have made a major OOPS, six other brands that get a ‘WHOOP WHOOP’ for their work well done, and how all of this can be applied to the arts.

By National Arts Marketing Project (NAMP), Americans for the ArtsPublished:2014 Type: guide-toolkit


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Growing arts and cultural participation and partnerships in regional communities

This case study from Queensland, Australia outlines how the Cultural Precinct has engaged with regional communities in recent years. Queensland’s Cultural Precinct has a strong presence in regional communities across the state, through touring programmes and exhibitions, artist workshops and residencies, performance simulcasts, collections loans, virtual access to collections, digital engagement projects, research and internships. These activities grow regional participation in arts and culture and support professional development of artists and arts and cultural workers. Some of the major ways the institutions at the Cultural Precinct have engaged with regional communities in recent years are outlined.

Published:2014 Type: case-study


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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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Helping schools focus on improving skills in language, reading and writing

Launched in November 2011 the Ant Club has been developed by the Booktrust to provide resources to support the development of children’s language, reading and writing during the early years and infant phases of education in schools.  There are currently 1,192 schools taking part. This report presents the findings from the evaluation of The Ant Club intervention that took place from 2012 to 2013.

Published:2014 Type: research


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Using reading challenges to engage with adults

The Reading Agency's Six Book Challenge takes place every year in libraries, colleges, workplaces and prisons and invites participants to choose six reads, review them, and enter prize draws. This article describes how jobseeker Paul Bennett, 55, who went back to college in Warrington to improve his English skills, completed the Six Book Challenge with the hope of winning a prize draw for Rugby League World Cup 2013 tickets.

Published:2014 Type: article


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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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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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Ground-breaking brands

At Wolff Olins they ‘do brand’ and in a nutshell they believe that brand is not the organisation's name, logo, slogan, advertising campaign or marketing activities. At its simplest they believe that brand is: 1. Your purpose – why you exist in the world 2. The way that all your different stakeholders experience that Owen Hughes shared with AMA conference 2013 delegates how they work with a wide range of clients with the aim to work with them to reinvent and transform what they do and redefine the markets that they operate in – really to ‘change the game’.

Published:2014 Type: article


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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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Anti Apathy: Engaging and exercising choice

What makes so many people in the UK dismissive about politics to the point where only about 50% intend to vote in the next election. Is it apathy or is it an issue of trust? This short paper introduces Anti Apathy, a cultural campaign designed to connect the politically drained and disengaged citizens with key issues of our times. In practice, that means recognising that you have a choice and it can affect your life enormously.

Published:2014 Type: guide-toolkit


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Young people explore the arts

‘Arts Explorers: it’s a stage they’re going to’ is an Edinburgh-based project that aims to address the perception among socially excluded young people that the arts are not for them. This report summarises the project and gives recommendations for others. It concludes that young people are ready to engage in the arts provided four elements are in place: investment, interpreters, information and involvement.

Published:2014 Type: guide-toolkit


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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 to involve your target audience in the development of a marketing campaign

This social marketing case study has been shared by the National Social Marketing Centre and demonstrates how you can successfully involve your target audience in the development of behaviour change related communications.  NHS Stockport wanted to increase the number of people accessing local smoking cessation services.  A marketing initiative ‘lose the fags’ was launched that involved successful local partnerships and led to an increase in quits and quit attempts. The campaign was underpinned by research and a segmentation study that helped the social marketing team understand the key barriers and attitudes towards smoking cessation services.  Community consultation workshops led to …

Published:2014 Type: case-study


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Promotional products drive action

This short article from Promotional Marketing was first published in January 2013 and shares top-line findings from research commissioned by the British Promotional Merchandise Commission.  So if you’re not sure how effective promotional products are in comparison to other channels of customer engagement, this is worth a quick read.

Published:2014 Type: article


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Improving children and young people's engagement with libraries

The Evolve Project is a US-based open collaborative platform that aims to change the way people see libraries. In this case study, Brian Pichman describes how The Evolve Project improved young library users’ engagement with the library’s children’s space by changing its design and putting in new technology and programming that encourages them to learn and interact in different ways.

Published:2014 Type: case-study


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Creating engaging brand experiences with emotion-based visitor research

This article was first published on Research Access.  It discusses how the Van Gogh Museum in Amsterdam is using the findings of a deep research exercise to move away from trying to ‘be all things to all people’.  The article makes reference to a presentation made by the Van Gogh Museum and TNS NIPO at the 2013 ESOMAR Annual Congress in Istanbul.

Published:2013 Type: article


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Breaking down the barriers to arts in schools

‘All Our Futures’, the government report into creative and cultural education, put forward a case for more integrated arts activities in schools. In this keynote speech we are urged to change our conceptions of ‘culture’ and ‘art’ – as the arts is often regarded as a remote and separate activity, something that exists outside the other areas of our life.

Published:2013 Type: article


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Where can museums find young people?

This factsheet explains how cultural institutions such as museums, galleries and heritage sites can locate and attract young people to take part in Kids in Museums Takeover Day. It is useful in general for cultural organisations who want to know where to find young people ahead of a special event.

Published:2013 Type: guide-toolkit


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Kids in Museums Takeover Day report 2012

Following the success of the 2011 event, children were again put in charge of museums, galleries and heritage sites across the UK for a whole day in 2012. This report looks at how these cultural institutions attracted young people to take part, and what the participants – both children and museums – got out of it. Featured case studies include Birmingham's ThinkTank science museum, Pitt Rivers Museum in Oxford and the Geffrye Museum in London.

Published:2013 Type: case-study


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Kids in Museums Takeover Day report 2011

Children were put in charge of museums, galleries and heritage sites across the UK for a whole day in 2011. This report looks at how these cultural institutions attracted young people to take part, and what the participants - both children and museums - got out of it. It features six case studies, including Tyne and Wear Archives & Museums, the People's History Museum in Manchester, and the Horniman Museum in London.

Published:2013 Type: case-study


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A guide to creating great brands from the inside out

This guide explores how an organisation can translate their brand into employee behaviour. It answers two key questions: how does an organisation keep their brand promise and how can it develop an employer brand.

By HomePublished:2013 Type: guide-toolkit


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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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The library that borrowed from the public

This Marketing Society Scotland (2013) paper outlines an award winning campaign from the National library of Scotland (NLS) and Frame.  NLS is the world’s leading centre for the study of Scotland and the Scots. In the summer of 2012, a campaign that explored the story of cinema-going in Scotland over the past 120 years attracted 40,000 visitors, despite the competition of the Edinburgh summer festivals. Read about how a highly successful integrated campaign was developed and how a simple competition on Facebook resulted in 2,000 people engaging creatively to come up with their own movie poster headline to promote the …

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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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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The role creative technology and art can play within curriculum-based learning

FACT (Foundation for Art and Creative Technology) is the UK's leading media arts centre, based in Liverpool. This case study describes how FACTs milestone project 'Flunstellas' took digital technology into the classroom and embedded it within curriculum-based learning. Working with Year 7 and 8 students from Weatherhead Media Arts College and emerging artist, Neil Winterburn, Flunstellas explored the future of learning. The end result of this highly collaborative process was Charlie, a large-scale installation in the FACT atrium as part of the Knowledge Lives Everywhere exhibition.

Published:2013 Type: case-study


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Developing older people's digital literacy through creative engagement

FACT (Foundation for Art and Creative Technology) is the UK's leading media arts centre based in Liverpool. Can you hear me? I can see you! was FACT’s year-long programme working with residents of Sheltered Housing across Liverpool, Wigan and Warrington. Supported by the Baring Foundation, the programme set out to build the digital literacy of the older people aged 55 to 95  through creative engagement with artists and resulted in an exhibition of prototype communication devices that were developed with the residents.

Published:2013 Type: case-study


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England’s adult population: a segmentation of arts audiences

Catherine Bunting describes research which breaks down the adult population in England into distinct segments based on whether and how often people attend and participate in the arts. She shows how the segments differ in terms of demographics, attitudes, behaviour, lifestyles and aspirations and how arts organisations might (or might not) engage with each group.

Published:2013 Type: article


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Seven ways to be more audience/visitor-focused

Gerri Morris audience demands that arts marketers need a better understanding of the needs, attitudes and motivations of existing and potential audiences and visitors. She introduces a diagnostic tool, '7 Pillars of Audience Focus', that can also be used as a planning tool.

Published:2013 Type: article


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How a ground-breaking campaign changed Scottish women’s behaviour

This non-arts case study demonstrates how an innovative behaviour change campaign from the Scottish Government and The Leith Agency led to a 50% increase in women acting early on the symptoms of breast cancer by going to the doctor.  In an advertising first, the campaign boldly used images of real women’s breasts with visible signs of breast cancer.  This Marketing Society Scotland paper takes you through the stages of the campaign from the initial insight gathering phase (unearthing a complacency among women after breast screening and a lack of awareness of symptoms beyond lumps) through to strategy development and campaign …

Published: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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Blockbuster exhibition marketing campaign: Lichtenstein at Tate Modern 2013

Spring 2013 was a busy and competitive period within London's exhibition calendar and the Tate Modern's Lichtenstein retrospective was on for a relatively short time. This case study plots the objectives, key elements and outcomes of the marketing campaign behind this blockbuster exhibition. The campaign strategy concentrated on building awareness among Tate Modern's core audiences to generate excitement and anticipation and to create a sense of urgency not to miss the exhibition before it closed.  

Published:2013 Type: case-study


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Change for the better: developing audiences

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

Published:2013 Type: case-study


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A holistic approach to developing new and diverse audiences

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

By Kerry MichaelPublished:2013 Type: article


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‘Not for the likes of you’ success stories

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

By Morton SmythPublished:2013 Type: case-study


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New Audiences programme: a review

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

Published:2013 Type: research


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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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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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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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Community Engagement Terms and Definitions

Whether targeting community organisations, local authorities or preparing a funding bid, knowing the right language will make a difference. This guide supports understanding of community engagement terms and definitions.  

Published:2013 Type: guide-toolkit


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Arts Engagement with older people and families

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

Published:2013 Type: case-study


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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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Creating an app to increase engagement and grow audiences

The London Orchestral Marketing Consortium worked with developer Kodime to create an app, Student Pulse, which combined paperless ticketing, a loyalty scheme, social sharing functions and geolocation services. By looking at the motivations and attendance patterns of their target audience - students - the consortium worked out what was needed for an effective app. This case study describes the development process from both the marketers' and the developers' perspectives.

Published:2013 Type: case-study


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How arts and cultural organisations can work with schools

A report exploring how arts and cultural organisations can work with schools. It focuses on: the type and nature of work taking place; key criteria for schools in working with arts organisations; art form priorities and provision for schools; communication between arts organisations and schools; the challenges and barriers facing schools in accessing provision; funding, spend and value for money. The Working with Schools research project aimed to inform the development of future programmes of work and this report makes suggestions for possible developments. These are presented in the wider context, drawing on findings and recommendations as set out in relevant regional and national documents.

Published:2013 Type: research


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Touring a concert for young children to rural areas

This report looks at the Lullaby Concerts, a touring project which aims to bring inspirational first experiences of live orchestral music to young children, parents, and carers, particularly in underserved rural areas.

By Orchestras LivePublished:2013 Type: case-study


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Encouraging older people to engage with culture

This report details the results from a project to increase engagement with the arts and culture among older people in Manchester. The scheme targeted 'gatekeepers' and turned them into ambassadors for culture at 15 venues around the city, including arts centres, theatres, museums and galleries. The resource introduces the Valuing Older People: Culture Champions scheme, and the context within which it was developed, and reviews the role of the Culture Champions and their networks. It also reviews the events organised as part of the scheme and the impact they had on the success of the scheme itself. It examines how suitable provision for older …

Published:2013 Type: research


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Open licensing and mobile tools to encourage engagement with art

Describes how a group of Danish art galleries joined forces to develop a shared mobile platform based on open content. The case study explores the collaborative process and the benefits of cross-institution collaboration when developing an in-gallery mobile tool designed to encourage greater engagement. It also looks at the adoption of open licences such as the Creative Commons model for helping making culture free, encouraging the public to share and reuse it in new ways.

Published:2013 Type: case-study


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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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Engaging young people with public libraries through live events

This case study examines how innovation helped to engage and develop the low library-using 14-25 age group (and other library non-users) with public libraries through a programme of the best new emerging live music supported by associated creative workshops and training opportunities.  The project actively supported the NEET (not in employment, education or training) agenda in a contemporary way, engaging hard-to-reach groups in deprived communities with youth-led volunteering, educational and social opportunities.

Published:2013 Type: case-study


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Our Creative Talent – the voluntary and amateur arts in England

An in-depth study of voluntary and amateur arts groups and informal adult learning in the arts in England. Commissioned by DCMS and Arts Council England to improve the knowledge base on the voluntary and amateur arts sector in England, it is the first of its kind on a national scale and represents the first step towards developing a comprehensive understanding of a very complex sector.

Published:2013 Type: research


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"Not for the likes of you" – how to reach a broader audience

Explore how a cultural organisation can become accessible to a broad general audience by changing its overall positioning and message, rather than just by implementing targeted audience development schemes or projects.

By Maddy Morton, Seamus Smyth, Mel Larsen, Debbie BaynePublished:2013 Type: research


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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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Creating life-long relationships with museum visitors

An insight into how The Natural History Museum aims to create life-long relationships with its visitors which rely on them being connected with all aspects of the Museum's work.  For an organisation that has 40 different logos and a complex structure, this is no easy task, and this case study shows you how it can be achieved, and how the 'magic' happens.

Published:2013 Type: case-study


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Encouraging digital access to culture

Gives guidance to decision makers in the cultural sector on increasing public digital access to cultural institutions. It encourages rapid deployment of digital techniques where they will do good, by engaging more people, raising the quality of experiences, and saving money. Includes sections on organisational strategy and leadership, organisational culture, the building blocks of digital projects and services, and 10 essential steps to take towards digital engagement with the arts.

Published:2013 Type: guide-toolkit


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How and why businesses in and around Manchester are using Twitter

This guide shows how businesses use Twitter to market themselves and their work in Manchester, one of the most active Twitter communities in the country.  With clear illustrations of what the data on usage actually means, this analysis can help you to make sure you're staying one step ahead of your competitors when using Twitter.

Published:2013 Type: guide-toolkit


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Discover Dance – an evaluation of a development programme

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

Published:2013 Type: research


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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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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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Positive arts-based activities for young people

This leaflet presents case studies from across three events three one-day events staged by ACE and the Museums, Libraries and Archives Council in July 2009, to increase understanding of how the arts and culture can help deliver positive activities for young people. They provide good practice examples of how the arts and culture can contribute to positive outcomes for young people, how different council departments and agencies can work together and how to demonstrate the impact on young people. These are useful ideas for audience engagement, outreach and community audience development teams.

Published:2013 Type: case-study


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Assessment of projects to engage audiences

This report takes stock of audience engagement activities. To help make sense of this rapidly developing landscape, an 'Arc of Engagement' model is proposed to aid in understanding the stages through which audience members pass in constructing unique experiences around a shared work of art. Drawing from audience studies in the dance, theatre and classical music fields, six diverse audience typologies are described in terms of their engagement preferences and current practice in engaging audiences and visitors is illustrated through 11 brief case studies.

Published:2013 Type: case-study


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Getting in on the act: how to create opportunities for active participation

People are engaging in the arts in increasingly active and expressive ways. Arts organisations are examining this seismic shift toward a participatory arts culture and figuring out how to adapt in new and creative ways. This report looks to deepen understanding of these changes and spotlights exciting examples of participatory arts practices. The researchers investigated active arts participation across the arts sector in the United States, United Kingdom and Australia. The report helps address many of the concerns that arts organisations may have in embracing participatory arts practices and illuminates the various trends in the field that are responsible for this shift. This report also presents the …

Published:2013 Type: research


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Veterans Reunited education learning programme at Imperial War Museum

This study evaluated a major learning programme, and assessed how the exhibition and wider programme delivered engagement, innovative formal and informal (including digital) learning opportunities, personal development, diversity of audience, intergenerational interaction, and new perspectives. Societal impacts and legacies were identified, with clear recommendations including: evaluation and partnership delivery models; involving young people; harnessing the power of intergenerational learning, and promotion of resources. The Veterans Reunited Programme spanned generations to commemorate the Second World War, and reached over 11 million people.

Published:2013 Type: research


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Audience engagement and relevance in the 21st century

Exploring Interactivity and Personalisation, this article argues that arts organisations must become more relevant to emerging audiences or risk becoming obsolete.

By Morris Hargreaves McIntyre, Creative NZPublished:2013 Type: article


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Visitor behaviour and engagement in the museums and heritage sector

This document brings together a vast body of research and experience to demonstrate how research can develop museums’ and galleries’ ambitions, vision, models and methodologies to enable a much more meaningful measure of impact and value.

By Morris Hargreaves McIntyrePublished:2013 Type: guide-toolkit


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The impacts of an immersive learning programme at Imperial War Museum

The study reviewed the immersive and experiential learning programme for young people – Their Past Your Future (TPYF). It evaluated how direct engagement with people, places and objects impacted on a personal and societal level, and how it enhanced knowledge for young people and educational institutions. It also explored impacts on the Imperial War Museum itself.

Published:2013 Type: research


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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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Who visits the Baltic Centre for Contemporary Art and why

The audience profiling study provided primary data through interview-led exit surveys to gain a deeper understanding of visitors, who they are, their motivations and attitudes. The profiling examined reasons for visiting, marketing reach, exhibition awareness and engagement, and visitor satisfaction. The insights informed recommendations for how Baltic could deepen engagement and improve the offer, and provided comparative data when set against other regional/national museums or art galleries.

Published:2013 Type: research


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Taking Part Survey audience patterns, behaviour and barriers

This analysis of data from the Taking Part Survey explores how people attend the arts and the socio-demographic factors that have an impact on that attendance.

By Catherine Bunting, Emily Keaney, Anni Oskala, Tak Wing Chan, John Goldthorpe, Arts Council EnglandPublished: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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Using digital media to develop artistic content and public engagement

This document looks at how new technology and social media can be used in the development, production and marketing of the arts. How can digital media help innovation in artistic content and audience or visitor engagement? We see how online strategies are changing and how the use of Flickr, YouTube, Facebook, etc. enable us to engage with communities and considers how digital media might help us to innovate with regard to both artistic content and audience or visitor engagement.

Published:2013 Type: case-study


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How to optimise audience engagement online

Build a closer and stronger relationship with your audience with tips from this presentation by Vicki Allpress Hill.

By Vicki Allpress HillPublished:2013 Type: guide-toolkit


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Developing a digital theatre

This document looks at how National Theatre Wales was founded in 2008 to create a theatre which is exciting and relevant to people throughout Wales and to be a theatre without walls. It provides an insight into the key considerations behind this development, including the fact that there are few national theatre institutions known for their digital offering and that cultural organisations should be about building creative communities, with a new approach to branding and identity that embraces ideas of community.

Published:2013 Type: case-study


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Artistic engagement and citizenship

This article discusses how we can use the arts to meet the challenges of today’s society and, in so doing, set the agenda for a debate that encompasses the arts, education, and politics, using the way that children engage with art as it's starting point. It argues that our challenge is to extend creative engagement beyond childhood saying that not only can artistic production be an effective medium of citizenship, but our creative output, past and present, also represents a common resource from which we, as citizens, can draw. It poses the question; might it not be that artistic engagement has significant potential and value as a more …

Published:2013 Type: article


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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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Volunteer Engagement

Case study looking at engaging volunteers for National Parks. The aim of the project was to ensure long term and sustainable engagement between new audiences and National Parks. The project recruited volunteer champions who were given personal development plans, training and given specific activities to carry out. Benefits for the champions were clearly outlined. Learning from the project is described.  

Published:2013 Type: case-study


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International comparisons on engagement with sport and culture

Ever wondered what the participation figures for sport and culture are like outside Great Britain?  How do we compare with Scandinavia? How does education across Europe affect participation levels?  This report outlines some of the key data gathered across Europe, highlighting where Great Britain does well, and where we might perhaps learn about engagement from our neighbours.

Published:2013 Type: research


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How Birmingham Contemporary Music Group delivers a family friendly offer

BCMG created a family friendly policy that in turn enabled the organisation to strategically enhance its family and youth oriented programming. Out-of-school creative participatory workshops for young people conclude with sharing opportunities for parents and friends. Families are offered front row seats at concerts, and have a specially designed concert programme with specially briefed stewards, more audience participation (before, during and after the performance), more flexible ticketing and a range of other innovations.

Published:2013 Type: case-study


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Benchmarking audiences for London contemporary visual arts

Snapshot London: Visual Arts, is a visual arts benchmarking project. The Audience Agency undertook a scoping exercise to establish the amount and nature of audience data being collected and used by London contemporary visual arts organisations, and investigated the most appropriate and cost effective means of supporting these organisations in their ongoing audience research and development activities. Findings were put into practice, a framework was produced and a support system provided which enabled a wide range of galleries to collect audience data and contribute to a set of benchmarks.

Published: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 with cultural tourists: a case study from Time Out

Time Out magazine positions itself as a destination 'for intelligent, discerning consumers within a highly creative environment'. This case study demonstrates how they use their portfolio of media (magazines, website and guidebooks) to target their mantra 'know more, do more' at visitors who like to plan ahead and those who just 'turn up and see'. As well as an outline of their audience demographic and brand values, you'll find examples of their approach to targeting and developing cultural tourists, including a selection of partnership campaigns and cross-platform engagement techniques.

Published:2013 Type: case-study


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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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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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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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Community engagement case study: Wirral Community Shakespeare

Wirral Community Shakespeare was conceived as an eight month long reading project culminating in a run of free public performances of William Shakespeare’s The Winter's Tale in Birkenhead Park. This case study takes the reader through the project process - which included artistic workshops with professional and experienced amateur actors, musicians and technicians - as well as providing a series of key learning points.  

Published:2013 Type: case-study


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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 to engage with broader audiences

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

Published:2013 Type: research


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Community engagement projects

This article summarises three community engagement projects in Liverpool which aimed to use the arts to develop various different audience groups through collaboration and partnership working. The projects include 'It's not OK', Liverpool Culture Company's violence prevention education programme, the 'Four Corners' reminiscence project and 'Midsummer Dreams', a series of creative health workshops.

Published:2013 Type: case-study


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Imagine your organisation dedicated to public engagement

Following an instinctive approach to building a business and customer relationship management has helped Innocent Drinks to become a market leader.  This guide focuses on knowing what you're about and communicating that effectively, ensuring that brand buy-in and commitment to customer satisfaction are understood throughout the organisation.

Published:2013 Type: guide-toolkit


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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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How to innovate when building bridges between artists and the public

Whilst it may be daunting to try to make the most of digital technology and innovation, there are some sure fire ways to increase your impact and engagement with new audiences.  Ideas around working collaboratively, taking risks and making the best use of the tools available are given, along with building your confidence to experiment and have fun.

Published:2013 Type: guide-toolkit


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Delivering artistic excellence to capitvate and engage.

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

Published:2013 Type: guide-toolkit


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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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How to develop a diverse audience base

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

Published:2013 Type: case-study


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Creative youth consultation and participation toolkit

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

Published:2013 Type: guide-toolkit


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Finding exciting new ways to improve the reach of museum collections

As museum collections continue to grow and stores become full, many organisations have had to refocus their approach and find new ways to broaden the reach of their exhibits. These have included long-term loans, loans boxes to schools, outreach projects and the professional sharing. This report details the scale of the collections but also what museums are doing to implement innovative projects that aim to increase access.

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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A processional performance takes over Bournemouth

An article about the impact of a processional performance of Emergency Exit Arts’ Runga Rung show in Bournemouth. Programmed by Bournemouth Borough Council’s Arts Development Unit, the events chief aim was to raise the profile of good quality participatory arts work in Bournemouth and saw almost four thousand people take to the streets to enjoy the spectacle.

Published:2013 Type: case-study


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Reviewing your marketing campaign strategy

Free up time with a 'marketing health check' that will help you prioritise what works and gain the confidence to eliminate what doesn't. This guide is a transcript from an AMA Conference 2011 session.

By Sarah Gee, Kate SandersonPublished:2013 Type: guide-toolkit


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Co-creating campaigns with customers

New ways of working with visitors and audiences can help develop new, more engaging marketing ideas and solutions. Using the examples of arts ambassadors, idea generation groups and co-creation, this resource explores how arts marketers can think about their cultural marketing campaigns in a fresh way by bringing the audience on to the team.

Published:2013 Type: guide-toolkit


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Creating campaigns with your audiences and visitors

A practical toolkit for devising, creating, co-creating, delivering and managing integrated marketing campaigns to develop awareness, interest and engagement from different audiences. Learn how arts marketers can move from simply telling audiences about events, to demonstrating the value they will get from them, and involving them as active participants. With case studies and exercises to explore encouraging visitor/audience involvement in marketing campaigns.  

Published:2013 Type: guide-toolkit


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Harnessing communities to enrich online arts engagement

Discover new ways to engage audiences and visitors online between visits, and how research can give insights into why people participate on social networks. This resource highlights the benefits that engaging with people online can offer to arts and cultural organisations. It examines four ways of approaching content: consumption, interaction, curation and creation, and explores effective types of online engagement that arts marketers can apply.

Published:2013 Type: article


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

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

Published:2013 Type: research


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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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Understand what community engagement is and why and how arts marketers should encourage it for their organisations

This presentation explores theories and models of community engagement, plotting the path from receivers of information to participation and empowerment for audiences. The session looked at the benefits of community engagement practice in cultural organisations and proposed the optimum conditions needed to make it work. The conclusions are drawn from the ‘Generate’ research project and give top pointers to how to implement community engagement well.

Published:2013 Type: research


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Tate listen, learn and adapt to find a new way for audiences to engage digitally

This keynote provides an insight  into how Tate have listened, learned and adapted to review and redirect its online and social activity and found new and improved ways of engaging with its audience, taking them from 14,000 fans/likes to 140,000 on Facebook; and from 16,000 to 200,000 followers on Twitter. The team give an outline of how they achieved greater engagement with audiences through usability research, by building marketing campaigns with strong social media elements and using email and social networks.

Published:2013 Type: case-study


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How social media is changing behaviour

Looks at how social networks are changing the way audiences engage with arts and culture. What do we have that makes our content more interesting? How can organisations promote the experience of a physical event or performance to online audiences?

Published:2013 Type: article


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National Theatre Wales Assembly events – taking theatre and discussion into the local community

National Theatre Wales creates bold, invigorating theatre in the English language, rooted in Wales and with an international reach. Without a building of their own, in their first year they focused on creating a series of new productions, each one in a different location, many of them site specific: the Theatre Map of Wales. Being a non-building-based theatre company has enabled National Theatre Wales to focus their investment on the artistic programme and be freer and more versatile in the way they think and make theatre – the first year saw work created in taxis, nightclubs, houses, the beach and many other locations.

Published:2013 Type: case-study


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Increasing frequency of rarely-engaged arts and cultural attenders

Most arts and cultural organisations only need to increase retention and frequency rates among a small percentage of their customers for considerable financial benefit,so choosing to concentrate on the needs of just one or two segments will bring good returns on any investment in change. What Audiences London discovered about less committed audiences went beyond our assumptions, sometimes confirming them, sometimes challenging them.

Published:2013 Type: case-study


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Measuring the effectiveness of digital innovation

In order to see whether digital marketing efforts are working, cultural organisations have to measure the right things and use the right tools. This article looks at two case studies: one of a group of major UK institutions conducted by Culture 24, and another by The Powerhouse Museum in Sydney. It looks at how to choose the right tools for measuring digital engagement, and how to build analytics into the fabric of projects.

Published:2013 Type: case-study


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Encouraging social attendance

How marketing, ticketing strategies and functionality are developing to respond to the way audiences and customers now use the internet when planning their social lives. Includes information on how audience member behaviour is affected by social influence, and how organisations can use this to their benefit.

Published:2013 Type: guide-toolkit


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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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Art and audiences – a changing relationship

Based around a case study of Theatre Passe Muraille, Canada's oldest new work theatre, this explores what 'audience engagement' really is - should cultural organisations challenge themselves to reconsider the relationship they want with their communities? It considers how an organisation can engage a diverse community of people with its artistic work.

Published:2013 Type: case-study


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Organisational culture and engaging audiences

A dialogue between experienced arts professionals about how organisational culture, structure, governance and systems can be looked at to maximise audience engagement.

Published:2013 Type: article


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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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Moving from 'transactional' to 'relational' engagement

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

Published:2013 Type: case-study


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Action research on effective public engagement

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

Published:2013 Type: case-study


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Becoming an engaged organisation

The former Director General of the National Trust explains how she took the Trust  from an inward-looking, traditional membership organisation to being a highly engaged one, encouraging its members to connect and participate on many different levels.

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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Improving the audience / visitor experience in cultural and arts organisations

Boost audience satisfaction and income with tips from Lisa Baxter on how arts and cultural organisations can improve the audience experience and maximise value/income generation.

By Lisa BaxterPublished:2013 Type: guide-toolkit


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Marketers leading the way

How marketers can influence their organisations to become artistically-led, but audience focused.  'With the right approach, persuasion and energy, I have found that, as ‘audience champions’ within our organisations, we can create products, develop audience engagement and build campaigns that are marketing-led.'  

By Sally GoldsmithPublished: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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The changing role of the marketer

A transcript from a presentation at the 2010 AMA conference by Penguin Digital. The changing role of the marketer - push vs pull marketing.

Published:2012 Type: article


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Public engagement on a shoestring

Transcript of a session which took a practical approach to marketing the arts on  limited budgets, with case studies and practical examples of engaging the public in imaginative  ways.

Published:2012 Type: article


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Public engagement: to control or not control?

Transcript of a discussion on whether retaining full control of public engagement when managing community groups online is necessary.

Published:2012 Type: article


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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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The Green Guide

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

Published:2012 Type: guide-toolkit


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Effective public engagement campaigns

Report of a session looking at very practical ways of engaging with audiences, offering clear examples, and giving hope that much can be achieved on a small budget.

Published:2012 Type: case-study


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The changing role of the marketer

Transcript of a keynote presentation on the changing role of marketers focused on a spectrum of audience engagement / participation.

Published:2012 Type: article


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