This document discusses audience development strategies through partnerships. It outlines two main priorities for audience development: retention of current audiences and growth of new audiences. It discusses segmentation of audiences to identify distinct types to target. Case studies on the Arts Nation and Big Picture projects are provided that partnered with various organizations to engage specific audience segments through localized programming and marketing. Successful partnerships require shared goals, clear communication, leadership, and understanding roles. Key challenges can include finding common language among partners and sustaining momentum of activities.

1. Audience Development A partnership approachUSUS KonferansenKristiansand 11 May 2011

2. Contents Audience Development prioritiesSegmentation for audience developmentCase studiesArts NationThe Big PictureSuccessful partnershipsMain challenges Q&A

3. Audience DevelopmentTwo main priorities:Retention : deepen relationship with current audiences /customers Growth : gain new audiences/customersAudience Development Initiatives = Retention + Growth

4. How important is it to people?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 liveIn 2005 this figure was 15%Source Ipsos MORI, Base: c.2,000 GB adults in 2001 and 2005

5. Step by step approach to Audience Development Initiatives Partnerships formedShared aims and targets formulatedTarget segments/market identifiedKey messagesActivity formulatedMeasure and control mechanisms put in place

6. Step by step approach to Audience Development Initiatives Partnerships formedShared aims and targets formulated------Target segments/market identifiedKey messagesActivity formulatedMeasure and control mechanisms put in place

7. Market segmentation An established market research technique that breaks down a given market/group of people into distinct consumer ‘types’Identifies shared wants and needs

8. Enables more precise targetting and tailored marketing communications

9. Geo – demographic models like Mosaic GB and ACORN also adopted by arts organisations “Arts Audiences Insight was commissioned to see if we could identify distinct arts consumer typesin England today.”Arts Audience Insight

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.”- Caroline Bunting, Head of Research Arts Council EnglandArts Audience Insight

11. Highly engagedSome engagementNot currently engagedUrban arts eclectic 5%Traditional culture vultures 4%Fun, fashion and friends 18%Bedroom DJs 3%participate onlyMid-life hobbyists 4%Mature explorers 11%attend & may also participateRetired arts and crafts 3%Dinner and a show 20%Family & community focused 11%Time-poor dreamers 7%Older and home-bound 6%Limited means, nothing fancy 2%A quiet pint with the match 8%

12. Positioning the segmentsLevel of engagementUrban arts eclecticTraditional culture vulturesHighMature explorersRetired arts and craftsBedroom DJsFun, fashion and friendsMediumMid-life hobbyistsFamily and community focusedDinner and a showA quiet pint with the matchOlder and home-boundTime-poor dreamersLimited means, nothing fancyLowSocial statusHighLowMedium

13. Dinner and a Show 20% of English adultsDinner 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.

14. Family and Community Focussed 11% of English adultsTypically 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.

15. Mid life Hobbyists4% of English adultsIn 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.

16. Arts Nation West MidlandsPartners: Large scale arts providers, shopping centres, local authoritiesAims: Testing new engagement approaches for the three segments Prompt attenders to make more visits in a 12 month periodSegments: Dinner and a Show, Family and Community Focussed and Midlife Hobbyists www.artsnationwestmidlands.co.uk

17. Arts Nation West Midlands: ActivitiesActivities: Programmed activity included a new festival, theatre productions, exhibitions about local people and areasMarketing tools included treasure trails, competitions, art café in shopping centre, projections on empty shop units

21. Arts Nation West Midlands: FeaturesLocalised in natureLocal knowledge of partners used through out the programmeCapacity development of organisations involvedNew commissions for target groupsEmphasis of quality rather than quantityKey messages delivered through programmingand marketingSignposting of cultural activities in the region

22. The Big PicturePartners: Arts providers, local businesses, regional travel company, regional press, shopping centresAims: Engage low socio economic groups in art activities Numerical target setSegments: C1 to E social grade, i.e. junior managerial to unemployed inthebigpicture.wordpress.com

23. The Big PictureActivities:Workshops at shopping centres, museums and heritage buildingsRoadshows in town centresPhotography exhibitions at galleriesRegional competition with collection points in shops and museumsGuinness Book of World Record for largest photo mosaic

28. The Big Picture: FeaturesRegion wide approachVery accessible artformchosen - photographyKey messages around local pride, common goal, sharing, showing off creativityTieredapproach to delivery of activityTime bound activity with count down to world record attemptEmphasis on quantityLarge scale media involvement

29. Partnerships can be formed of.. Cultural providers: Building and non building based, heritage organisationsCommunity groups and artists Businesses: local and nationalTourism authorities and associated suppliers Local authorities: Arts and culture, regeneration, community careNational strategic bodies

30. Partnerships that work Shared priorities and common goalsClear lines of communicationLeadership Understanding of benefits and shortcomingsof the activity or projectConflict resolution mechanismsRespect for differences among partnersAdequate resources

31. Key challengesFinding a common language among partnersGood understanding of rolesand responsibilityKeeping momentumof activitiesSustained involvement of the key decision makersMeasuring success and impactsFailed targeting of activities and messages

32. Vishalakshi Royearthen lampv.roy@earthenlamp.comAll images and project content copyright Audiences Central