CultureHive > Case Study > The essentials of audience development for achieving diversity
22nd April 2013 Sara Lock

The essentials of audience development for achieving diversity

By: Hardish Virk

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.

Social marketing / (new) audience development
Social marketing is an approach which
• Uses ‘non-traditional’ methods of marketing
• Is based on understanding the community of people you are targeting, taking into account their needs and social and cultural backgrounds
• Involves tailoring a (social) marketing/audience development action plan in relation to that understanding so that those communities can be turned into audiences
Social marketing is necessary because we have a responsibility to make our work accessible and standard or received ways of marketing have frequently not been successful in
delivering audience diversity.

| Published:2013

Smart tags: word of mouth sustainability research relationship programme press print participants partnership media insight groups funding engage engagement diversity audience development audiences audit attitudes access

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