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Working together to develop relationships with audiences and stakeholders

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collectionsaustralia
collectionsaustralia

Manchester Art Gallery's Kim Gowland and Jane Wilcox presented a paper on identifying and building audiences at the recent Museums Australia conference in Newcastle last month. The presentation titled outlines how the gallery worked with the UK government and the North West Museum Hub to attract under represented audiences. For more, go to www.collectionsaustralia.net/publisher/outreach

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Working together to develop relationships with audiences and stakeholders A convergence model for museums and galleries
Manchester Art Gallery
The North West Museums Hub
Why do we work together as a Hub? ,[object Object],[object Object],[object Object]
Why do we work together as a Hub? ,[object Object],[object Object]
Our audience targets ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Understanding our visitors ,[object Object],[object Object],[object Object],[object Object]
North West Museums Hub Visitor Segments Segmentation by Morris Hargreaves MacIntyre www.lateralthinkers.com Illustrations by Paul Loudon
Family visitor? Yes Social Spiritual/ Emotional No Yes Intellectual Motivation? No Specialist? Kids First Families Learning Families Siteseers Third Spacers Self Developers Experts Sensualists Aficionados Motivation? Intellectual Specialist? No Yes Social 1st time Been before Frequency?
Third Spacers ,[object Object]
Sensualists ,[object Object]
Self Developers ,[object Object]
Building relationships with Self Developers ,[object Object],[object Object]
 
Manchester: A cultural destination?
Raising the Game ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Manchester Museums Consortium
Raising the Game ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Summer 2009 Campaign ,[object Object]
Summer 2009 Campaign Lead Event: JS Bach/Zaha Hadid Architects Manchester International Festival / Manchester Art Gallery
Summer 2009 Campaign Partner events: Manchester Hermit / Manchester Museum State of the Art / Urbis
Summer 2009 Campaign
What has the Consortium learned so far? ,[object Object],[object Object],A delicate operation…
What have we achieved so far? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
What have we achieved so far? ,[object Object]
A work in progress…
[object Object],[object Object],[object Object],[object Object],[object Object]

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Working together to develop relationships with audiences and stakeholders

Editor's Notes

  1. Good morning everyone. My name is Kim Gowland and I’m Principal Manager for Audience Development at Manchester City Galleries, and this is my colleague Jane Wilcox who is our Marketing Manager. Jane and I are delighted to be here in Australia and we really look forward to finding out more about your museums and galleries and how they compare to ours in the UK. We’d like to say a big thank you to Debbie Abraham from Lake Macquarie City Art Gallery for inviting us. Jane and I work primarily for Manchester Art Gallery, which is Manchester City Galleries flagship venue. (Some of you met Sara) We’ll be talking today about two quite different projects in which we are working together with museums and gallery partners to build relationships with audiences and stakeholders. Jane will talk to you about a regional project to grow and widen audiences and I will talk about a Manchester focused project aimed at building tourism audiences. As with all the presentations, this will be available online or we USB sticks with lots more information saved for those of you who are interested. I’ll now pass you on to Jane who will talk to you about our regional audience development programme Renaissance in the Regions.