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Shared Audience Experience Report 23/24: Headline findings

Indigo CEO Katy Raines shares the headline findings from the first six months of data collection through the Indigo Share Audience Experience surveys.

Published: 2024 | Resource type: Research

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Weathering the cost-of-living storm across the UK

Research rings warning bells about the potential effects of the cost-of-living  crisis on already hard-pressed cultural organisation across the UK. Anne Torreggiani, CEO, The Audience Agency gives suggestions for how we can both brace for its impact and support our communities.

Published: 2023 | Resource type: Article

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Creating online content for fundraising

As people rapidly scroll down their screens, how do you attract attention for your fundraising ask and then convince enough people to respond and give? In this webinar recording Howard Lake shares practical tips on the kind of content that charities and arts organisations have achieved success with and what others can try on web, ... Read more

Published: 2020 | Resource type: Webinars and films

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Webinar: Social media essentials

In this Digital Heritage Lab webinar recording Annie Andoh provides an introduction to the essentials of developing a social media strategy — how to plan and create content that will help your organisation flourish on various social media platforms. With case studies for inspiration, Annie explains the strengths of the main platforms — Facebook, Twitter ... Read more

Published: 2021 | Resource type: Webinars and films

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Digital Audience Development

This webinar recording is one of four Digital Heritage Lab webinars that took place in April and May 2020 to provide free support to small and medium sized heritage organisations during the COVID-19 pandemic. In this webinar Chris Unitt looks at the digital aspects of audience development and the development of digital audiences.

Published: 2020 | Resource type: Webinars and films

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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.

Published: 2017 | Resource type: Guide/tools

Not for the likes of you Part 2

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.

Published: November 2012 | Resource type: Guide/tools

Not for the Likes of You Part 1 video still

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.

Published: November 2012 | Resource type: Guide/tools

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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.

Published: 2014 | Resource type: article


External relations – fundraisers and marketers working together

Challenges arise when multiple departments build separate relationships concurrently with the same stakeholder resulting in an organisation having varying tones of voice, and / or sending mixed or conflicting messages. This AMA conference 2014 session led by Stephen Pidgeon, fundraising consultant and visiting professor of Direct Response Fundraising at University of Plymouth, looked at how successful ... Read more

Published: 2014 | Resource type: article


Audience data for touring companies – a practical guide

February 2015: New guidance on Data Protection is coming soon and information here will be updated as soon as possible For touring companies audience data – and who has access to it – is a contentious issue. This guide is primarily for touring companies, but venue staff might find it interesting to see the arguments from ... Read more

Published: 2014 | Resource type: Guide/tools

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 ... Read more

Published: 2014 | Resource type: Guide/tools

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 ... Read more

Published: 2011 | Resource type: Research

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 ... Read more

Published: 2008 | Resource type: Case studies

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 ... Read more

Published: 2012 | Resource type: article

Orpheus – Effectively manipulating audience behaviour

For four weeks in April-May 2013, a new and fairly unknown company – Little Bulb – performed their show Orpheus at the Battersea Arts Centre’s Grand Hall. Orpheus is an unusual concept bringing together the Greek myth about Orpheus and the story of the legendary Jazz musician Django Reinhardt. In this case study, Katie Elston from the ... Read more

Published: 2013 | Resource type: Case studies

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 ... Read more

Published: 2013 | Resource type: Case studies

Six points to consider before making a marketing video

When planning a marketing video it is important to identify its target audience and marketing objectives, and to ensure content is not overshadowed by artistic expression. A distribution strategy needs to be devised and, wherever possible, outcomes measured. This comprehensive guide identifies six key points to consider when planning a marketing video to ensure the video ... Read more

Published: 2013 | Resource type: Guide/tools

How Manchester Museum uses blogs to encourage participation

The ways in which Manchester Museum shares information and engages with its visitors has changed considerably in recent years. Since its first blog was published in 2007, the number of Manchester Museum blogs has grown. In this case study, Steve Devine, new media officer at Manchester Museum, discusses how blogging allows the museum to broadcast information but more importantly ... Read more

Published: 2013 | Resource type: Case studies

David Bowie V&A flyer

‘David Bowie is’ exhibition at the V&A

This comprehensive case study explores the process and planning of a large-scale exhibition’s marketing campaign from its objectives and target audience through to a percentage breakdown of campaign costs, outcomes and recommendations.

Published: 2013 | Resource type: Case studies