This presentation is about the process of developing an Audience Development Strategy I used for the Philharmonia Orchestra's bid for Strategic Touring Funds from Arts Council England. The bid has been submitted - the decision date is not yet arrived. However, we learned a lot about large-scale, partnership-led audience development strategies, which we think useful to others. This is about 'what we learned so far', as presented to the Touring Exhibitions Group's Marketing Place on Cardiff, April 2013.
Rachel EscottAudience Development ConsultantCreative Communications
ACE STRATEGIC TOURING FUND BIDPhilharmonia Orchestra’si-Orchestra TourThe Audience Development Approach
About the project◊ Bid just submitted - not yet decided!◊ Point of view (mainly) of touring company◊ Audio-visual-digital installation tour with performances◊ World-class orchestra, offers national and international touring,residencies, education and community work◊ Leader in digital adaptations of musical assets: The Orchestra App;Re-Rite and Universe of Sound installations◊ Re-using/ re-working assets to make available in area of lowprovision◊ South West - strong amateur music tradition but few high quality,professional classical music concerts and small audience base
What we learned◊ Don’t make assumptions about the population you’re touring to - dotheresearch◊ ONS (Census 2011); Area Profile Reports; Arts Audiences Insights;Mosaic/ Acorn …◊ But also TALK TO PEOPLE!◊ Audience development relies on relationships. Relationships taketime.Relationships with audiences but also local partners◊ Recognise the value of what local partners can contribute◊ Need someone to hold it all together - negotiator, co-ordinator◊ Share skills, knowledge, contacts - assume you’re all in it for the longterm
What else we learned◊ Marketing is not audience development◊ In many organisations, marketing staff don’t have time, resources orhinterland for audience development◊ PO is experienced in effective marketing but less so in AD – hencebringing in a specialist to work on these aspects.◊ Works best as a collaboration between marketing, education,community engagement and programming specialists/ skills◊ Substantial time and resource investment needed - has to be a solid,strategic imperative for the organisation to want to do it◊ Know your product and how it could be used for AD - seed ideas togenerate enthusiasm, invite potential partners to view
From other projects◊ Sliding scale from marketing <> audience development◊ One tour/ ‘product’ could have bookings at different points on thescale◊ Be clear about your relationship for each booking: commercialtransaction / testing water for future / previous venue partner andfamiliar audiences◊ http://audiencesontour.com◊ Share data on previous audiences and how the show appeals to them◊ Know your product and how it could be used for AD - seed ideas togenerate enthusiasm
Rachel EscottAudience Development ConsultantCreative CommunicationsRachel@developaudiences.co.uk 07752 900 950www.developaudiences.co.uk