CultureHive > Tags > experience
19th July 2013 Sara Lock

Resources tagged with "experience"

The National Gallery brings Caravaggio’s paintings to life

The National Gallery shares its experience of generating PR buzz and new audiences for its Beyond Caravaggio exhibition.

By Melissa Darby, National GalleryPublished:2017 Type: case-study


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Composers, Performers and their Audiences

How do audiences experience engagement activities, and how do they impact on experiences in concert - particularly with new work? Guildhall School of Music and Drama ran a joint research project with Britten Sinfonia to investigate. This presentation explores the research and reveals some of the findings. If you would like more information on this research, please contact Claire Bowdler at Britten Sinfonia.

Published:2014 Type: research


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Moving on from branding

The future doesn’t look bright for brands. This seminar paper blows a number of myths out of the water to persuade us that branding is not enough any more to attract and retain customers. The arts needs to be less ‘corporate’ and instead rethink how they want to deliver highly attractive products (beautiful spaces, fantastic talent, emotional experiences), which compare well to a lifeless product like a tin of beans.

Published:2014 Type: guide-toolkit


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Young people explore the arts

‘Arts Explorers: it’s a stage they’re going to’ is an Edinburgh-based project that aims to address the perception among socially excluded young people that the arts are not for them. This report summarises the project and gives recommendations for others. It concludes that young people are ready to engage in the arts provided four elements are in place: investment, interpreters, information and involvement.

Published:2014 Type: guide-toolkit


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Creating engaging brand experiences with emotion-based visitor research

This article was first published on Research Access.  It discusses how the Van Gogh Museum in Amsterdam is using the findings of a deep research exercise to move away from trying to ‘be all things to all people’.  The article makes reference to a presentation made by the Van Gogh Museum and TNS NIPO at the 2013 ESOMAR Annual Congress in Istanbul.

Published:2013 Type: article


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CRM strategy – why is a seamless customer journey so important?

Across the cultural sector, organisations are thinking about customer journeys. From the first piece of communication to their experiences of a venue, everything you do contributes to whether or not a good relationship can be created. In this article, Sarah Chambers considers customer relationship management (CRM) and what it should look like for arts and cultural organisations.

Published:2013 Type: article


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Quizoola: a 24-hour webcast and trending on Twitter

Forced Entertainment is a theatre company based in Sheffield, UK, who produces contemporary devised performances that tour worldwide. In April 2013, they performed one of their most popular pieces -  Quizoola! - continuously for 24 hours at the Barbican as part of the SPILL festival. The entire piece was streamed online via a live webcast and Twitter users were encouraged to comment on the performance and ask questions to the performers using the hashtag #Quizoola24. The performance was a huge success with many audience members remaining for the entire 24 hours.

Published:2013 Type: case-study


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Using Google+ to run a bold experiment in digital theatre

The Royal Shakespeare Company (RSC) and Google Creative Lab considered the question: “what would a play look like on the internet?” The outcome was an ambitious idea to stage A Midsummer Night’s Dream in real-time over the course of three days in June 2013.  Characters in Midsummer Night's Dreaming (#dream40) also shared snippets - photos, text updates and videos - about the story on the RSC’s Google+ page as it played out, as would happen on social media about a real life event.  

Published:2013 Type: case-study


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Tweet seats

Twitter is an important platform for Providence Performing Arts Center (PPAC) in Rhode Island, US, to raise awareness of new shows and events. This case study explains how PPAC designates special seats within the auditorium to individuals who tweet about a show whilst they are watching the performance. Tweet seats aims to help raise the profile of the venue and introduce PPAC to new audiences.

Published:2013 Type: case-study


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Random International’s Rain Room at the Barbican

In October 2012, Random International's largest and most ambitious installation - Rain Room - opened in the Barbican's Curve gallery. A 100 square metre field of falling water, Rain Room came alive through audience interaction with the thousands of falling droplets responding to audience presence and movement. This case study describes the planning, processes and outcomes of Barbican's marketing campaign, which focused on encouraging visitors to upload their own content onto social media channels.

Published:2013 Type: case-study


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Matching your product to the market

Andrew McIntyre explores marketing in terms of what a visitor might want to experience and what an arts organisation or curator might want to offer. He proposes the use of a benefits matching model to focus marketing activities on the benefits sought by the visitor and the benefits offered by the arts organisation in order to then communicate those benefits.

Published:2013 Type: article


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How ‘The Sultan’s Elephant’ shows us the power of the arts

Helen Marriage uses ‘The Sultan’s Elephant’, performed on the streets of central London in 2006, to bring to life the importance of creating an unmissable experience and inspiring an emotional response in an audience. She argues that the fact that a million people came to watch the same thing provides a sense of how powerful the arts can be in transforming lives.

Published:2013 Type: article


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Converting supporters into 'raving fans'

This article looks at how the Baltic has increased visitor frequency by making the visitor experience an unrivalled one, aiming to convert those who might be supporters of the museum into ‘raving fans’. Claire Byers explains how technology has played its part but so too has staff training.

Published:2013 Type: article


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Measuring the intrinsic impact of the arts

With plenty of anecdotal evidence of the benefits of the arts, this is a detailed account of a study exploring how it is possible to measure how people might be changed by an arts experience. Alan Brown discusses the design of the study, data collection, the results (intellectual stimulation, spiritual value) and the implications for the arts.

Published:2013 Type: article


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Personalisation and the future of successful cultural leadership

Mixed Arts Venues (MAVs) have become increasingly visible in recent years presenting innovative programmes of independent film, digital and non digital arts, and running popular social spaces that serve local communities. A network of six MAV venues: Cornerhouse (Manchester), FACT (Liverpool), Watershed (Bristol), Broadway (Nottingham), Showroom (Sheffield) and Tyneside Cinema (Newcastle), was successfully awarded funding from the Cultural Leadership Programme to explore personalisation of audience experiences and its impact on cultural leadership. This article - the dissemination report - is part of the evaluation, and one of the outcomes of this project.      

Published:2013 Type: article


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Improving the visitor experience at cultural venues

Heather Walker draws on her work as a consultant for the Roundhouse to explore how cultural venues can improve visitor experience through a more unified approach to visitor and customer services.

By Heather WalkerPublished:2013 Type: article


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Parallels in customer attitude and behaviour between the arts and independent retail

In 2010, after seventeen years in arts marketing, Jan McTaggart opened up a greengrocer, Clementine of Broughty Ferry, with her business partner Carole Sommerville.  In just three years, Clementine has built up a loyal and varied customer base (they deal with around 78,000 customer transactions a year). In this article for CultureHive, Jan makes observations of the parallels in customer motivation and behaviour between the arts and independent retail.  She talks about customer perceptions, expectations, barriers and motivations, and some of the steps they have taken at Clementine to develop positive customer experiences.

Published:2013 Type: article


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How to start a conversation with a mass audience

Starting in April 2011, the Museum of Modern Art in New York asked its visitors to fill in notecards  "I went to MoMA and ..." to describe their experiences of the museum. With the simple tools of cards, pencils and tape to stick the cards on to the museum's lobby wall, the project turned into the museum's longest-running campaign engaging with tens of thousands of MoMA visitors and appearing in print, digital and billboards. This case study sets out the process and outcomes of the campaign.

Published:2013 Type: case-study


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Understanding disabled people as audiences

A report looking at how cultural organisations can better understand disabled people as audiences, the barriers they may face and how they access the sector. This research-based report includes data on audience behaviour, as well as an analysis of the barriers that must be overcome, such as access, and how those involved in audience development should respond. It also deals with issues of social isolation and describes ways to proactively include these audiences.

Published:2013 Type: research


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The director’s cut – key challenges for museums and galleries

Things have changed dramatically in the past 25 years in visual arts marketing and in particular how we think about our audiences. In this article the author reviews the period and provides a 'once in a lifetime' case study from Manchester City Galleries. You'll find details about what approach was taken in order to put audiences at the heart of the organisation and position the gallery at the forefront of the city's cultural life and visual arts scene.

Published:2013 Type: article


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How to strategically integrate your ticketing system

This article considers how to integrate a ticketing system into an overall marketing operation in order to sell more tickets, more effectively. You'll find case studies from Cheltenham Arts Festivals who integrated marketing and sales activity across their organisation - with no increase in budget allocation - and Historic Royal Palaces who implemented various measures such as using peak queueing times as an opportunity to pro-actively inform and welcome visitors.

Published:2013 Type: article


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Don't let your visitor down at the door: reviewing the visitor experience

As cultural marketers we know that achieving a positive visitor experience is crucial for developing positive word of mouth, raising satisfaction levels and encouraging repeat visits. This article outlines how to ensure that your visitor’s experience lives up to expectation. It explains how the effectiveness and consistency of your building’s branding, public areas, signage and visitor welcome can make or break a visit. You'll find extensive examples from visitor experience work with Tate Britain, Tate Modern, the National Gallery and the V&A.

Published:2013 Type: article


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Arts Engagement with older people and families

Twelve case studies of arts engagement projects working with older people and families in London. The case studies share the learning from Audiences London's Family Advocates Programme, BAC's work with non-professional older artists, a skills exchange with Building Exploratory, an architecture centre and Cubitt, a gallery and studios regarding work with older audiences, Royal Philharmonic Orchestra & Tate Britain's project working with children to explore artwork through classical music among others.

Published:2013 Type: case-study


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Access for blind and partially sighted people at museums, galleries and heritage sites

A report based on research with blind people and cultural organisations to discover how museums, galleries and heritage organisations can best match the requirements of blind and partially-sighted visitors. The report, funded by the Paul Hamlyn Foundation, identifies the issues which most affect the experience of this audience and suggests ways in which potential barriers may be removed.

Published:2013 Type: guide-toolkit


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Touring a concert for young children to rural areas

This report looks at the Lullaby Concerts, a touring project which aims to bring inspirational first experiences of live orchestral music to young children, parents, and carers, particularly in underserved rural areas.

By Orchestras LivePublished:2013 Type: case-study


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Encouraging digital access to culture

Gives guidance to decision makers in the cultural sector on increasing public digital access to cultural institutions. It encourages rapid deployment of digital techniques where they will do good, by engaging more people, raising the quality of experiences, and saving money. Includes sections on organisational strategy and leadership, organisational culture, the building blocks of digital projects and services, and 10 essential steps to take towards digital engagement with the arts.

Published:2013 Type: guide-toolkit


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Impacts of a live performance

Assessing the Intrinsic Impacts of a Live Performance is an effort to define and measure how audiences are  transformed by a live performance. The study’s research design consisted of a pair of questionnaires – one administered in-venue just prior to curtain, and the other sent home with the respondent and mailed back. The first questionnaire collected information about the audiences’ mental and emotional preparedness for the performance. The second questionnaire, investigated a range of reactions to the specific performance, including captivation, intellectual stimulation, emotional resonance, spiritual value, aesthetic growth and social bonding.

Published:2013 Type: research


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Performing arts survey about motivation

A large scale survey of Toronto’s creative performing arts companies about motivations to attend and what helps them connect more deeply with the work they see on stage.

By Alan BrownPublished:2013 Type: research


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Audience engagement and relevance in the 21st century

Exploring Interactivity and Personalisation, this article argues that arts organisations must become more relevant to emerging audiences or risk becoming obsolete.

By Morris Hargreaves McIntyre, Creative NZPublished:2013 Type: article


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The impacts of an immersive learning programme at Imperial War Museum

The study reviewed the immersive and experiential learning programme for young people – Their Past Your Future (TPYF). It evaluated how direct engagement with people, places and objects impacted on a personal and societal level, and how it enhanced knowledge for young people and educational institutions. It also explored impacts on the Imperial War Museum itself.

Published:2013 Type: research


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Using new technologies to transform engagement, creativity and programming

This seminar looks at how putting new technology at the heart of redevelopment transformed a traditional arts centre into a media centre. Watershed Arts Centre in Bristol went through a dramatic process of digital innovation, research and workshops over a 2 year period to develop a new way to work more collaboratively with audiences, participants and practitioners. This approach led to new working practices around providing an experience rather than just making a product.

Published:2013 Type: case-study


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Building confidence in a gallery’s family friendly offer

Alongside a capital programme and the accompanying new creative approaches to programming, the Herbert Art Gallery and Museum retains a commitment to its family friendly offer. Communicating the right information through clear channels prior to visits was seen as a priority, especially online, and resulted in new interactive content. The welcome on site was also developed alongside amenities and tactile and hands-on experiences throughout the galleries. The gallery recognised that by building trust in its family offer, families will visit without every detail pre-planned for their visit.

Published:2013 Type: case-study


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How museums and galleries can get their family friendly activities offer right

As one of the culminating elements of the initial Family Friendly project with museums and galleries, a conference explored experiences and insights to date and latest thinking. This included a framework for family learning, interpretation and activities for families, developing family friendly resources, cross-team working between educationalists, marketers and curators, and evaluating family resources and visitor involvement. A set of 5 key principles were defined, focusing on experience, social and physical interaction, provision across age bands and commitment to families.

Published:2013 Type: guide-toolkit


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How to work with arts ambassadors

What makes a good arts ambassador?  How useful can they be as a marketing tool for your organisation? How do you get started on recruiting ambassadors that will bring real benefits?  With top tips and words of caution, this step by step approach to promotion and development through ambassadors will offer the tools you need to generate real impact.

Published:2013 Type: guide-toolkit


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Community engagement case study: Wirral Community Shakespeare

Wirral Community Shakespeare was conceived as an eight month long reading project culminating in a run of free public performances of William Shakespeare’s The Winter's Tale in Birkenhead Park. This case study takes the reader through the project process - which included artistic workshops with professional and experienced amateur actors, musicians and technicians - as well as providing a series of key learning points.  

Published:2013 Type: case-study


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Family friendly film festival evaluation

This family friendly film festival aimed to introduce new families to cultural venues which they may not have normally visited by creating an exciting, affordable holiday experience. Running from the 30th July - 5th August 2010, comprising 52 events at 20 venues in Greater Manchester. The festival showcased films and activities across twenty different arts venues around the city and beyond.

Published:2013 Type: research


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How marketing insight can influence creative strategy

What do you get when 12 leading arts innovators get together in a room to discuss audience engagement with artistic excellence?  Answer: a thought provoking, insightful and creative view of modern programming, marketing and communication practices in the arts, where value, quality and excellence take centre stage.

Published:2013 Type: guide-toolkit


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How to be friends with your audience and your artistic director

An essential guide to learning how to speak fluent 'Artistic Director', enabling you to build a positive working relationship with the person who programmes your venue.  Respecting each others skills and experience, putting art and audiences on an equal footing, using the audience to influence programming policy and allowing real and authentic CRM practices to be developed are all discussed.

Published:2013 Type: guide-toolkit


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How to get your audiences and visitors to take greater risks

We're in danger of not listening to our audiences enough, and under-estimating what they want from our organisations.  This guide brings to the fore some of the issues around WHY we should encourage our audiences down different paths, exploding some of the myths around the dumbing down of artistic content.  See where the synergy exists between audiences and artists who want to take risks, and learn how to take your audiences and visitors on a journey to discovering new experiences.

Published:2013 Type: guide-toolkit


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Family friendly toolkit

Still widely used, this family friendly toolkit is designed to support arts organisations who want to make a commitment to families - making it easier for families to take part in the arts, as audiences and participants. Aimed at arts professionals and drawing on extensive research and interviews, it contains experiences and practical examples of good practice from many cultural organisations to help develop work for families.

Published:2013 Type: guide-toolkit


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Creative youth consultation and participation toolkit

This practical toolkit represents a snapshot of the research and profile raising work undertaken by the English National Youth Arts Network. It demonstrates how the arts can be used as a tool to consult with young people; showcasing practical examples and case studies from the cultural sector. It also signposts other useful resources for youth consultation.

Published:2013 Type: guide-toolkit


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How has the public’s relationship with the arts changed over recent years – how do we now consume the arts?

This synopsis of research by Dr Gretchen Larsen, lecturer in marketing at Bradford University School of Management, tested a framework depicting the relationship between the consumer’s self-concept, the symbolic properties of music and the consumption context. It looks at how people’s relationship with the arts has changed over time, from passive consumers to whom arts marketers presented information, to a more participatory audience, with a mixed range of motives for attending. Her work has focused on the consumption of live music, particularly at festivals and she was part of a team that gained ESRC funding to run a seminar series on ‘Rethinking Arts Marketing’  

Published:2013 Type: article


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An introduction to qualitative research

Arts marketers by undertaking qualitative market research will help to improve their understanding of their audiences and influence an organisations decision making. Learn about the tools and techniques available, advice on how to carry out the research, which method to use (for example, focus groups), the advantages of using a consultant who is a member of the market research society and an idea of the costs involved.      

Published:2013 Type: guide-toolkit


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NT Live and Tate audience satisfaction study

This NESTA-conducted research encourages arts and cultural organisations to apply method and rigour to the research and development of new products (shows, online experiences etc). It draws on work with NT Live and Tate during a five-year period, and encourages cultural institutions to put the visitor or audience needs and experience at the heart of thinking about the new development, in order to capitalize on the unique strengths of the institution in their audience’s eyes.

Published:2013 Type: research


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How to demonstrate and measure the value and impact of museums and galleries

This keynote from the Museums and Galleries Marketing Day: 2010 ask the question, If our museums and galleries are to be seen as more than just a ‘good day out’, then what do we as marketers need to do to convince people outside of our venues and outside of our sector that we are a force to be reckoned with? The case studies look at partnership work in Manchester and the North West that aimed to prove the potential impact that culture can make on the economic, social, health and well-being of its communities and citizens.

Published:2013 Type: case-study


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Follow National Museums Scotland’s steps towards a new, integrated website

This case study shares the most important decisions and fact-finding steps that National Museums Scotland took, in moving from an outdated, little-used website to one that unites all five of their (real) locations, is highly interactive and connects to social media presences and has rich, engaging content for a variety of audiences.

Published:2013 Type: case-study


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How to use handheld technology well in museum and arts settings

A roundup of research into the use of handheld devices at museums and cultural venues across the world, with short case studies of some organisations’ experiences. The author also gives his top eight issues to pay attention to when creating and launching a handheld device operation, including apps, from guarding the quality of the visitor experience to defining objectives, managing expectations and building in sustainability of the product.

Published:2013 Type: guide-toolkit


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How social media is changing behaviour

Looks at how social networks are changing the way audiences engage with arts and culture. What do we have that makes our content more interesting? How can organisations promote the experience of a physical event or performance to online audiences?

Published:2013 Type: article


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How visitor expectations are changing

Insights in audience behaviour show how visitor expectations are changing, with audiences becoming more demanding, and the consequence that we need to change our strategies accordingly.

Published:2013 Type: article


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What experiences do visitors look for?

Based on research conducted on more than 10,000 visitors across 65 galleries in England and Wales, this document provides insights into what different audiences and visitor groups expect from their cultural experiences.

Published:2013 Type: research


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How cultural experiences impact audiences and visitors

Considers how people can be transformed by cultural experiences, by looking at a case study showing the process and findings of a year-long pilot study of the impacts of arts events across seven major arts organisations in Liverpool.

Published:2013 Type: case-study


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Art and audiences – a changing relationship

Based around a case study of Theatre Passe Muraille, Canada's oldest new work theatre, this explores what 'audience engagement' really is - should cultural organisations challenge themselves to reconsider the relationship they want with their communities? It considers how an organisation can engage a diverse community of people with its artistic work.

Published:2013 Type: case-study


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Engaging communities with games

Looks at how social and pervasive game concepts can be adapted for traditional organisations to make connections and engage with audiences. Play, as a theme, a way of being, and as a design tool is integral to understanding how culture will develop in the 21st century.

Published:2013 Type: article


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Moving from 'transactional' to 'relational' engagement

Case study exploring how the team at Walker Art Center interpret and deliver on the organisation's mission, in an area where most tourism is local. Discover how shifting audience expectations and behaviours influence the Walker’s relationship with the public, and how they market their venue as an attractive destination.

Published:2013 Type: case-study


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Action research on effective public engagement

Is the way we communicate about culture doing more harm than good? This report looks at a piece of research performed across ten arts organisations in Newcastle and Gateshead, which tested theories about public engagement. It focuses on the Culture Window campaign, which encouraged families to try out new arts experiences.

Published:2013 Type: case-study


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Becoming an engaged organisation

The former Director General of the National Trust explains how she took the Trust  from an inward-looking, traditional membership organisation to being a highly engaged one, encouraging its members to connect and participate on many different levels.

Published:2013 Type: case-study


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Developing audiences by bringing arts programming and arts marketing together

Jo Taylor, then Head of Marketing and Louise Miles Crust, Artistic Programme Manager – Wales Millennium Centre share their experience of the restructure of Wales Millennium Centre – bringing its arts and programming elements together.

Published:2013 Type: case-study


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Filling the disappointment gap

With less time to spare, people are going for guaranteed experiences rather than taking risks. How can we ensure they are not disappointed?

Published:2012 Type: article


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