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The Performing Artist’s Audience Workbook

An audience workbook for performing artists written by Lisa Baxter, The Experience Business and beautifully illustrated by Philippe Brasseur. Designed by Creative Scotland. Supported by The National Lottery through Creative Scotland. Created to inform the ‘audience benefit’ element of Creative Scotland’s Touring Fund application its uses aren’t limited to just that. It can be used in many ways and ... Read more


Published: 2020 | Resource type: Guide/tools

The Ansoff Matrix

The Ansoff Matrix is a strategic planning tool that can be used as a framework for devising strategies for audience development. In this video, Cath Hume explains how this useful tool can can be used to prioritise and develop the strategy sets identified in your SWOT and TOWS analysis.


Published: 2018 | Resource type: Webinars and films

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Audience Persona Template

This new template created by Thrive will help you identify your ideal audiences


Published: 2018 | Resource type: Guide/tools

Thrive Audience Development Guide

The thrive audience development guide is for any organisation or freelancer in arts, culture, or heritage who wants to increase their audiences.


Published: 2018 | Resource type: Guide/tools

Effective Audience Development Planning

The Audience Agency supports you through Audience Development Planning with this downloadable guide.


Published: 2017 | Resource type: Guide/tools

The Audience Agency

Guide to audience development planning

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


Published: 2015 | Resource type: Guide/tools

Key issues and opportunities facing audience development practitioners

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


Published: 2013 | Resource type: article

Using a business planning model for audience development

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


Published: 2013 | Resource type: article

New work for new audiences resource screen shot

New work for new audiences: an approach to audience development

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


Published: 2005 | Resource type: article

Creating an audience development strategy for a consortium-led tour

Learn how the Philharmonia Orchestra prepared their audience development bid to Arts Council England’s Strategic Touring Fund.  Find out what was learned about the process, even before the success of the application was determined.


Published: 2013 | Resource type: Guide/tools

Audience Development Toolkit screen grab

Audience development toolkit

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


Published: 2001 | Resource type: Guide/tools

Navigating difference front cover

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.


Published: 2006 | Resource type: article

Thinking Big logo

Thinking BIG! A guide to strategic marketing planning

Master marketing strategy with this in-depth guide to writing and using strategic marketing plans for arts and cultural organisations.


Published: 2010 | Resource type: Guide/tools