Source Forum July 2010


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The presentation made at the Source Forums in July/August 2010 - to update participants on project progress.

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Source Forum July 2010

  1. 1. Update
  2. 2. <ul><ul><li>A strategic, national audience development project focused on data </li></ul></ul><ul><ul><li>Gathering consistent data across the country for the first time filling gaps in knowledge </li></ul></ul><ul><ul><li>Creating knowledge and expertise in data management and application </li></ul></ul><ul><ul><li>With the aim that organisations use market intelligence strategically across all areas of work </li></ul></ul>What is The Source?
  3. 3. <ul><ul><li>Sustainable organisations with a profound understanding of their audiences </li></ul></ul><ul><ul><li>Strong capacity and capability across the sector in audience development </li></ul></ul><ul><ul><li>Increased cross-sector collaboration </li></ul></ul>What should success look like?
  4. 4. Participants <ul><li>Adam Smith Theatre, Kirkcaldy </li></ul><ul><li>Aberdeen Music Hall, Aberdeen </li></ul><ul><li>Brunton Theatre, Musselburgh </li></ul><ul><li>Caird Hall, Dundee </li></ul><ul><li>Carnegie Hall, Dunfermline </li></ul><ul><li>Centre for Contemporary Arts, Glasgow </li></ul><ul><li>Citizens’ Theatre, Glasgow </li></ul><ul><li>City Halls, Glasgow </li></ul><ul><li>Cumbernauld Theatre, Cumbernauld </li></ul><ul><li>Dance Base, Edinburgh </li></ul><ul><li>Dundee Rep Theatre, Dundee </li></ul><ul><li>Eden Court, Inverness </li></ul><ul><li>Edinburgh Festival Fringe, Edinburgh </li></ul><ul><li>Edinburgh Festival Theatre, Edinburgh </li></ul><ul><li>Edinburgh International Book Festival, Edinburgh </li></ul><ul><li>Edinburgh Playhouse, Edinburgh </li></ul><ul><li>Filmhouse </li></ul><ul><li>Edinburgh International Film Festival, Edinburgh </li></ul><ul><li>Glasgow Royal Concert Hall, Glasgow </li></ul><ul><li>His Majesty’s Theatre, Aberdeen </li></ul><ul><li>Horsecross, Perth </li></ul><ul><li>King’s Theatre, Edinburgh </li></ul><ul><li>King’s Theatre, Glasgow </li></ul><ul><li>Lochgelly Centre, Lochgelly </li></ul><ul><li>Macrobert, Stirling </li></ul><ul><li>National Theatre of Scotland </li></ul><ul><li>Old Fruitmarket, Glasgow </li></ul><ul><li>Pitlochry Festival Theatre, Pitlochry </li></ul><ul><li>Platform, Easterhouse </li></ul><ul><li>Rothes Hall, Glenrothes </li></ul><ul><li>Royal Lyceum Theatre, Edinburgh </li></ul><ul><li>Royal Scottish National Orchestra </li></ul><ul><li>Scottish Ballet </li></ul><ul><li>Scottish Chamber Orchestra </li></ul><ul><li>Scottish Opera </li></ul><ul><li>The Arches, Glasgow </li></ul><ul><li>The Byre Theatre, St Andrews </li></ul><ul><li>The Hub, Edinburgh </li></ul><ul><li>The Lemon Tree, Aberdeen </li></ul><ul><li>The Queen’s Hall, Edinburgh </li></ul><ul><li>The Tron, Glasgow </li></ul><ul><li>Theatre Royal, Glasgow </li></ul><ul><li>Traverse Theatre, Edinburgh </li></ul><ul><li>Usher Hall, Edinburgh </li></ul><ul><li>The Booth </li></ul>
  5. 5. <ul><ul><li>DDX installation new venues </li></ul></ul><ul><ul><li>Accessed (and more!) data to create new benchmarks and individual organisation reports </li></ul></ul><ul><ul><li>Box Office Audit </li></ul></ul><ul><ul><li>Training Needs Analysis </li></ul></ul><ul><ul><li>Training and development programme </li></ul></ul><ul><ul><li>Strategic Interventions </li></ul></ul><ul><ul><li>Evaluation of the project </li></ul></ul>The Source so far…..
  6. 6. <ul><ul><li>“ The course is interesting and informative. The instructor takes time to explain and answer questions. You gain a clear overall picture of how accurate data capture is important.” </li></ul></ul><ul><ul><li>“ A really useful prompt for the importance of taking the time to analysis all the figures we spend so long collating. Helpful tips, thought provoking exercises and the opportunity to share experiences with other marketing colleagues made this a valuable experience.” </li></ul></ul><ul><ul><li>“ We typically only do in-depth analysis for our Christmas show but the course has reminded me how easy it would be to pull together a basic analysis of our other work, which would enable to look much more keenly at patterns and trends.” </li></ul></ul><ul><ul><li>“ Already created a new & improved Interests List using the macro/micro system “ </li></ul></ul>The Source Training
  7. 7. Scotland Total no’ of households in Scotland (n= 2.3 million) Note not consistent data set 2008/09 2009/10 +/- % Cust Data Capture HH 425,142 435,307 +2% Tickets Revenue £43,208,759 £45,432,101 +5% Tickets Sold 3,183,231 3,214,035 +1%
  8. 8. Regional Benchmark Areas
  9. 9. Frequency of Attendance
  10. 10. Drive time
  11. 11. Mosaic Group profile
  12. 12. Audience profile by area
  13. 13. Scottish audience profile v population
  14. 14. <ul><ul><li>Continue quarterly reports </li></ul></ul><ul><ul><li>Regular forums </li></ul></ul><ul><ul><li>More training </li></ul></ul><ul><ul><li>Working with the sector to agree standards and achieve change </li></ul></ul><ul><ul><li>Evaluation </li></ul></ul>The future
  15. 15. Thank you [email_address]