Sunderland Culture is the client for this project. They bring together Sunderland's cultural assets like museums and art galleries to improve life through culture. Their mission is to make culture accessible to all in Sunderland. They have a broad target audience of people who live in or visit Sunderland. Previous campaigns include trying to become UK City of Culture and creating online content during lockdown.

1. Researching the
Client

2. Who is the client?
The client for this project is Sunderland Culture as they have asked for suitable media products from
local media content creators. Sunderland Culture brings together some of Sunderland’s most
cherished cultural assets and activities to help shine a light on Sunderland’s creative potential. They
deliver the programme in National Glass Centre and Northern Gallery for Contemporary Art,
Sunderland Museum & Winter Gardens, Arts Centre Washington and The Fire Station, as well as with
communities across the city. They are an Arts Council England National Portfolio Organisation, and
their mission is to improve life for everyone in Sunderland through culture. They have done bands,
comedians and theatre groups that aim to appeal to certain sections of their sizeable target audience.
Sunderland Culture brings together the investment of the 3 main funders of arts provision in the city,
Sunderland city Council, University of Sunderland and Music, Arts and Culture Trust into one
independent delivery model. They are a Registered Charity.
Sunderland Culture. (unknown). Sunderland Culture. [Online]. Sunderland
Culture. Last Updated: unknown. Available at:
https://sunderlandculture.org.uk/ [Accessed 27 September 2023].

3. Sunderland Culture’s previous campaigns
Sunderland Culture have been involved in a plethora of
campaigns including attempting to win the City of Culture Bid,
producing a multitude of films and performances to help raise
awareness of Sunderland’s creativeness, they did online
workshops during lock down along with other online adventures
which helped occupy families and children during that period.
Sunderland Culture. (unknown). Sunderland Culture. [Online].
Sunderland Culture. Last Updated: unknown. Available at:
https://sunderlandculture.org.uk/ [Accessed 27 September 2023].

4. Typical
Demographic and
Psychographics
For Sunderland Culture, the
typical demographics would be
any age in any background, it is
aimed at people who live or
would visit Sunderland. The
psychographics also lean
towards a broad audience as a
typical person would just be
living in Sunderland as
everyone in the area is included.

5. Psychographics
Typically, my target audience's psychographics would be
mainstreamers as due to Sunderland Culture's broad audience,
they focus on making it appealing to everyone who lives and/or
wants to visit Sunderland rather than niching down to an even
more specific audience.

6. Evaluation
Overall, researching the client has allowed me to see what has
been done through Sunderland Culture and to see the quality
standard I will have to uphold through this project. Furthermore, I
have been able to see the different styles of media Sunderland
Culture has endeavoured in and what would work with both the
target audience and Sunderland Culture's philosophies.