Audience Development A partnership approach<br />USUS Konferansen<br />Kristiansand <br />11 May 2011<br />
Contents<br />	Audience Development priorities<br />Segmentation for audience development<br />Case studies<br />Arts Nati...
Audience Development<br />Two main priorities:<br />Retention : 	deepen relationship with current 			audiences /customers ...
How important is it to people?<br />In 2001, 8% of the population in Great Britain thought that having access to culture i...
Step by step approach to Audience Development Initiatives <br />Partnerships formed<br />Shared aims and targets formulate...
Step by step approach to Audience Development Initiatives <br />Partnerships formed<br />Shared aims and targets formulate...
Market segmentation <br />	An established market research technique that breaks down a given market/group of people into d...
Enables more precise targetting and tailored marketing communications
Geo – demographic models like Mosaic GB and ACORN also adopted by arts organisations</li></li></ul><li>    “Arts Audiences...
	“We hope that this would enable us to analyse how the current arts provision in England meets the needsof different group...
Highly engaged<br />Some engagement<br />Not currently engaged<br />Urban arts eclectic  5%<br />Traditional culture vultu...
Positioning the segments<br />Level of engagement<br />Urban arts eclectic<br />Traditional culture vultures<br />High<br ...
Dinner and a Show 20% of English adults<br />Dinner and a show are comfortable with what they have acquired in life. Havin...
Family and Community Focussed 11% of English adults<br />Typically in their 30s and 40s, with a strong sense of community ...
Mid life Hobbyists4% of English adults<br />In their 30s, 40s and 50s, Mid-life hobbyists are often time pressured, juggli...
Arts Nation West Midlands<br />Partners:<br />	Large scale arts providers, shopping centres, local authorities<br />Aims:<...
Arts Nation West Midlands: Activities<br />Activities: <br />Programmed activity included a new festival, theatre producti...
Arts Nation West Midlands: Features<br />Localised in nature<br />Local knowledge of partners used through out the program...
The Big Picture<br />Partners:<br />	Arts providers, local businesses, regional travel company, regional press, shopping c...
The Big Picture<br />Activities:<br />Workshops at shopping centres, museums and heritage buildings<br />Roadshows in town...
The Big Picture: Features<br />Region wide approach<br />Very accessible artformchosen - photography<br />Key messages aro...
Partnerships can be formed of.. <br />Cultural providers:  <br />Building and non building based, heritage organisations<b...
Partnerships that work <br />Shared priorities and common goals<br />Clear lines of communication<br />Leadership <br />Un...
Key challenges<br />Finding a common language among partners<br />Good understanding of rolesand responsibility<br />Keepi...
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A partnership approach v/ V. Roy

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Vishalakshi Roys presentasjon på Usus konferansen 11.mai
"Publikumsutvikling basert på partnerskap"

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A partnership approach v/ V. Roy

  1. 1. Audience Development A partnership approach<br />USUS Konferansen<br />Kristiansand <br />11 May 2011<br />
  2. 2. Contents<br /> Audience Development priorities<br />Segmentation for audience development<br />Case studies<br />Arts Nation<br />The Big Picture<br />Successful partnerships<br />Main challenges <br />Q&A<br />
  3. 3. Audience Development<br />Two main priorities:<br />Retention : deepen relationship with current audiences /customers <br />Growth : gain new audiences/customers<br />Audience Development Initiatives <br />= Retention + Growth <br />
  4. 4. How important is it to people?<br />In 2001, 8% of the population in Great Britain thought that having access to culture is one of the top five important things that makes somewhere a good place to live<br />In 2005 this figure was 15%<br />Source Ipsos MORI, Base: c.2,000 GB adults in 2001 and 2005<br />
  5. 5. Step by step approach to Audience Development Initiatives <br />Partnerships formed<br />Shared aims and targets formulated<br />Target segments/market identified<br />Key messages<br />Activity formulated<br />Measure and control mechanisms put in place<br />
  6. 6. Step by step approach to Audience Development Initiatives <br />Partnerships formed<br />Shared aims and targets formulated<br />------<br />Target segments/market identified<br />Key messages<br />Activity formulated<br />Measure and control mechanisms put in place<br />
  7. 7. Market segmentation <br /> An established market research technique that breaks down a given market/group of people into distinct consumer ‘types’<br /><ul><li>Identifies shared wants and needs
  8. 8. Enables more precise targetting and tailored marketing communications
  9. 9. Geo – demographic models like Mosaic GB and ACORN also adopted by arts organisations</li></li></ul><li> “Arts Audiences Insight was commissioned to see if we could identify distinct arts consumer typesin England today.”<br />Arts Audience Insight<br />
  10. 10. “We hope that this would enable us to analyse how the current arts provision in England meets the needsof different groups; where there might be untappeddemand for greater engagement with the arts; and how different kindsof arts experiences can be designed and communicated in different waysto appeal to different groups.”<br />- Caroline Bunting, Head of Research Arts Council England<br />Arts Audience Insight<br />
  11. 11. Highly engaged<br />Some engagement<br />Not currently engaged<br />Urban arts eclectic 5%<br />Traditional culture vultures 4%<br />Fun, fashion and friends 18%<br />Bedroom DJs 3%<br />participate only<br />Mid-life hobbyists 4%<br />Mature explorers 11%<br />attend & may also participate<br />Retired arts and crafts 3%<br />Dinner and a show 20%<br />Family & community focused 11%<br />Time-poor dreamers 7%<br />Older and home-bound 6%<br />Limited means, nothing fancy 2%<br />A quiet pint with the match 8%<br />
  12. 12. Positioning the segments<br />Level of engagement<br />Urban arts eclectic<br />Traditional culture vultures<br />High<br />Mature explorers<br />Retired arts and crafts<br />Bedroom DJs<br />Fun, fashion and friends<br />Medium<br />Mid-life hobbyists<br />Family and community focused<br />Dinner and a show<br />A quiet pint with the match<br />Older and home-bound<br />Time-poor dreamers<br />Limited means, nothing fancy<br />Low<br />Social status<br />High<br />Low<br />Medium<br />
  13. 13. Dinner and a Show 20% of English adults<br />Dinner and a show are comfortable with what they have acquired in life. Having progressed to a relatively high position in their work place and approaching retirement, they have accumulated sufficient wealth to enjoy the fruits of their labour.<br />
  14. 14. Family and Community Focussed 11% of English adults<br />Typically in their 30s and 40s, with a strong sense of community and family. Having built a comfortable nest with their moderatefinancial means, the Family and community focused segment’s priorities lie with their children, connecting with the local community and holding on to their cultural roots. <br />
  15. 15. Mid life Hobbyists4% of English adults<br />In their 30s, 40s and 50s, Mid-life hobbyists are often time pressured, juggling work and family commitments. They tend to spend what free time they have at home, relaxing and spending time with their family,at weekends perhaps gardening, reading, or doing DIY.<br />
  16. 16. Arts Nation West Midlands<br />Partners:<br /> Large scale arts providers, shopping centres, local authorities<br />Aims:<br /> Testing new engagement approaches for the three segments<br /> Prompt attenders to make more visits in a 12 month period<br />Segments: <br /> Dinner and a Show, Family and Community Focussed and Midlife Hobbyists <br /> www.artsnationwestmidlands.co.uk <br />
  17. 17. Arts Nation West Midlands: Activities<br />Activities: <br />Programmed activity included a new festival, theatre productions, exhibitions about local people and areas<br />Marketing tools included treasure trails, competitions, art café in shopping centre, projections on empty shop units<br />
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  21. 21. Arts Nation West Midlands: Features<br />Localised in nature<br />Local knowledge of partners used through out the programme<br />Capacity development of organisations involved<br />New commissions for target groups<br />Emphasis of quality rather than quantity<br />Key messages delivered through programmingand marketing<br />Signposting of cultural activities <br /> in the region <br />
  22. 22. The Big Picture<br />Partners:<br /> Arts providers, local businesses, regional travel company, regional press, shopping centres<br />Aims:<br /> Engage low socio economic groups in art activities<br /> Numerical target set<br />Segments: <br /> C1 to E social grade, i.e. junior managerial to unemployed <br />inthebigpicture.wordpress.com<br />
  23. 23. The Big Picture<br />Activities:<br />Workshops at shopping centres, museums and heritage buildings<br />Roadshows in town centres<br />Photography exhibitions at galleries<br />Regional competition with collection points in shops and museums<br />Guinness Book of World Record for largest photo mosaic<br />
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  28. 28. The Big Picture: Features<br />Region wide approach<br />Very accessible artformchosen - photography<br />Key messages around local pride, common goal, sharing, showing off creativity<br />Tieredapproach to delivery of activity<br />Time bound activity with count down to world record attempt<br />Emphasis on quantity<br />Large scale media involvement<br />
  29. 29. Partnerships can be formed of.. <br />Cultural providers: <br />Building and non building based, heritage organisations<br />Community groups and artists <br />Businesses: local and national<br />Tourism authorities and associated suppliers <br />Local authorities: <br />Arts and culture, regeneration, community care<br />National strategic bodies<br />
  30. 30. Partnerships that work <br />Shared priorities and common goals<br />Clear lines of communication<br />Leadership <br />Understanding of benefits and shortcomingsof the activity or project<br />Conflict resolution mechanisms<br />Respect for differences among partners<br />Adequate resources<br />
  31. 31. Key challenges<br />Finding a common language among partners<br />Good understanding of rolesand responsibility<br />Keeping momentumof activities<br />Sustained involvement of the key decision makers<br />Measuring success and impacts<br />Failed targeting of activities and messages<br />
  32. 32. Vishalakshi Roy<br />earthen lamp<br />v.roy@earthenlamp.com<br />All images and project content copyright Audiences Central<br />

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