Resources tagged with
Segmentation and the Whitney Museum of American Art membership scheme
Segmentation and the Whitney Museum of American Art membership scheme The Whitney Museum of American Art, New York, offers membership called ‘Curate Your Own’, in which members select one of five specialised ‘buckets’ of benefits in addition to core admission and discount benefits. For this case study Nina Simon sat down with Kristen Denner, Director ... Read more
Balancing act
Balancing Act Compton Verney used the Mosaic geo-demographic segmentation model to understand and identify the potential audiences within its catchment area. This case study is from the AMA Museums and Galleries Marketing Day 2008. Article snippet The Balancing Act — Reality Check By looking at the mosaic types which are higher within the visitor base ... Read more
Using visitor personas to target audiences more effectively
Using visitor personas to target audiences more effectively By developing audience personas, organisations can better target their marketing campaigns for specific groups of customers. Personas can also help plan and prioritise which tools to use to best reach specific visitors. The Citizens Theatre in Glasgow successfully used this approach to focus their campaigns. (This conference ... Read more
Design Thinking
Design Thinking Lisa Baxter from The Experience Business provides a comprehensive overview on design thinking — a simple five-stage applied innovation process — and how this can be used within the arts, cultural and heritage sector. Article snippet: STEP 1: Empathise This is about understanding your audiences and communities in order to better design for ... Read more
Families
Families Issue 64 / Autumn 2016 Family ties This issue of JAM welcomes families with open arms and explores how the arts, cultural and heritage sector can improve their offer for families. Jenny Daly shares the key learnings and best practice that the Family Arts Campaign has learnt since its launch in 2012. Debbie Richards ... Read more
Relevance
Relevance Issue 63 / Summer 216 The importance of being relevant This issue of JAM continues the AMA conference 2016 theme of relevance with Nina Simon reflecting on her conference keynote speech. Kevin Metchear explains how Chickenshed produced a video that captured the impact of the theatre's work while being relevant to potential supporters. The opening ... Read more
Developing audiences
Developing audiences Issue 15 / October 2004 Developing audiences – everybody’s at it and funders can’t get enough of it. But are we really sure what it is? Do we need to have a collective definition or can we simply decide within our own organisations what we believe it means? Heather Maitland writes about this very issue (page 23) and includes a list ... Read more
Membership and Friends schemes
Membership and Friends schemes Issue 19 / October 2005 In some organisations, such as Dulwich Picture Gallery (page 18), the vibrant, passionate and committed Friends organisation is warmly praised and welcomed for the contribution (financial and otherwise) it makes to the gallery. At Aldeburgh (page 8) the 2000-plus Friends of Aldeburgh Productions are recognised as the backbone ... Read more