A holistic approach to developing new and diverse audiences
Kerry Michael explores Theatre Royal, Stratford East’s holistic approach to audience development in this report from the AMA conference 2005.
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Creating audience advocates: a case study
Over the last ten years, the Science Museum has used audience advocates on its exhibition, events and website projects. This has been to ensure that the needs, wants and expectations of its audiences are taken into account at all stages of a project and that the end product is one that is engaging and accessible to those visitors it … Read more
Branding: a working guide
According to a paper called The New Rules of Branding, Building Stronger Brands Faster, the average retail lifecycle of a brand fell from twelve years in the 1970s to five years in the 1990s. In this article you’ll find two case studies from Laban which outline how and why they had to review their existing brand – firstly … Read more
New Audiences programme: a review
The purpose of the New Audiences programme was to encourage as many people as possible to participate in and benefit from the arts in England. The programme ran between 1998 and 2003 with a total budget of £20 million. The aims of the programme included tackling barriers preventing arts attendance, increasing the range and number of people participating … Read more
‘Not for the likes of you’ success stories
Discover the success stories of the ‘Not for the Likes of You’ initiative, as ten organisations share how they changed their overall positioning and messaging to remove barriers to attendance and participation.
Using ‘balanced database’ as a way to implement strategic CRM
As we now have to achieve more with less – and prove what we’re doing is effective – it’s more urgent than ever to get a customer relationship strategy in place. So argues Helen Dunnett in this article about ‘balanced database’ – an intensive training programme by Purple Seven that provides software, training and marketing … Read more
Approaches in subscription scheme design
Subscription schemes encourage customers to buy a number of tickets for a package of events and thereby attend more frequently than they otherwise might have done. In this article, the author asks why they have not achieved the same popularity in the UK as across the Atlantic, and looks at the experience of the CIty of Birmingham … Read more
How Visit London can help you reach more visitors
This factsheet explains the advice and support that Visit London offers in order to reach more visitors. You’ll find links to further free online resources, information about partnership opportunities, marketing and PR campaign ideas, and details of how to get listed on the Visit London website. There’s also a handy top tips section for developing … Read more
The impact of culture on the northwest economy
Demonstrating the economic impact of culture has become increasingly more important. This study examines how culture is an integral part of the whole economic renaissance strategy to enhance growth and wealth across the northwest. You’ll find facts and figures along with supporting case studies to demonstrate the impact of the creative industries, regeneration, arts, museums, … Read more
How to segment cultural tourists
Discover various ways that you can segment cultural tourists and explore motivational trends in cultural tourism in this handy factsheet from Audiences London.