AMA Conference 2020

Resources tagged with audience focused



How your organisation can engage with underrepresented groups

1. Why do you need to engage with underrepresented groups? ‘Hard-to-reach’ audiences and vulnerable groups describe sections of the community that are often considered difficult to involve in the heritage sector. They have historically been underrepresented in cultural participation and find it difficult to access traditional services. Interpretations of culture and heritage have tended to … Read more

Sharing learning: Back to Ours – Back to Bransholme

In this learning case study Louise Yates from Back to Ours shares her experience of delivering a large-scale production for the community, by the community. She explains how dialogue, engagement and listening to local audiences became key.

Digital Access and Inclusion — Getting started

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 Becki Morris and Sarah Simcoe look at understanding and removing the barriers to digital inclusion; roles and responsibilities; … Read more

Culture in Lockdown. Part 2: The seven pillars of audience-focus

In the second of three think-pieces, Andrew McIntyre argues that rather than looking backwards in an effort to re-create the way we were, this crisis presents us with a unique opportunity to take a leap forwards. Here he shares The 7 Pillars of Audience-focus, a framework to help us do that.

Culture in Lockdown. Part 1: We can do digital, can we do strategy?

In this first of three Think Pieces, Andrew McIntyre, Morris Hargreaves McIntyre (MHM) argues  that the phenomenal effort we’re all putting into giving audiences access to our digital content needs to be re-framed as a series of radical experiments that can make our post-Covid organisations far more audience-focused.

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

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.