Digital audience development focuses on activities that meet the needs of existing and potential audiences, helping arts organizations build ongoing relationships. It encompasses marketing, programming, education, and the use of digital technology to enhance participation and learning. Challenges include artistic imperatives, organizational silos, and the need for effective audience engagement strategies.

1. What is digital
audience
development?

2. Hello
Chris Unitt
@ChrisUnitt
chrisunitt.co.uk
One Further
@OneFurther
onefurther.com

3. Digital Audience Development

4. The term Audience Development
describes activity which is undertaken
specifically to meet the needs of existing
and potential audiences and to help arts
[and cultural] organisations to develop
on-going relationships with audiences. It
can include aspects of marketing,
commissioning, programming, education,
customer care and distribution.

5. The term Audience Development
describes activity which is undertaken
specifically to meet the needs of existing
and potential audiences and to help arts
[and cultural] organisations to develop
on-going relationships with audiences. It
can include aspects of marketing,
commissioning, programming, education,
customer care and distribution.

6. The term Audience Development
describes activity which is undertaken
specifically to meet the needs of existing
and potential audiences and to help arts
[and cultural] organisations to develop
on-going relationships with audiences. It
can include aspects of marketing,
commissioning, programming, education,
customer care and distribution.

7. The term Audience Development
describes activity which is undertaken
specifically to meet the needs of existing
and potential audiences and to help arts
[and cultural] organisations to develop
on-going relationships with audiences. It
can include aspects of marketing,
commissioning, programming, education,
customer care and distribution.

8. The term Audience Development
describes activity which is undertaken
specifically to meet the needs of existing
and potential audiences and to help arts
[and cultural] organisations to develop
on-going relationships with audiences. It
can include aspects of marketing,
commissioning, programming, education,
customer care and distribution.

9. The term Audience Development
describes activity which is undertaken
specifically to meet the needs of existing
and potential audiences and to help arts
[and cultural] organisations to develop
on-going relationships with audiences. It
can include aspects of marketing,
commissioning, programming, education,
customer care and distribution.

10. Digital Audience Development
Using digital technology and media to
encourage arts attendance, participation
and/or learning.

11. Digital Audience Development

15. But…

17. And…

21. There’s another way…

25. Jan 2014 Apr 2014 Jul 2014 Oct 2014 Jan 2015 Apr 2015 Jul 2015 Oct 2015

26. Jan 2014 Apr 2014 Jul 2014 Oct 2014 Jan 2015 Apr 2015 Jul 2015 Oct 2015

27. Platforms as stages.

32. Beyond The Curtain
How Digital Media is
Reshaping Theatre

33. We may not have a choice. Beyond
Canada’s borders theatre companies
are taking advantage of opportunities
provided by the digital age. Canadians
can now watch the National Theatre
Live, Live from the Met and Live from
Lincoln Centre at their local cinema,
but apart from occasional exceptions,
cannot enjoy the best of what Canadian
performing arts has to offer.

34. Digital/touring.

37. Build or rent.

38. Obstacles.

39. 1. Artistic imperative
2. Organisational silos
3. Organisational priorities
4. Funding and investment
5. People and know-how

40. Tips for digital
audience
development

41. 1. No dead ends.
!
!
!
!
!

47. 1. No dead ends.
2. Capture emails.
!
!
!
!

49. 1. No dead ends.
2. Capture emails.
3. Target.
!
!
!

50. 1. No dead ends.
2. Capture emails.
3. Target.
4. Think about formats.
!
!

51. 1. No dead ends.
2. Capture emails.
3. Target.
4. Think about formats.
5. Plan long-term.
!

54. 1. No dead ends.
2. Capture emails.
3. Target.
4. Think about formats.
5. Plan long-term.
6. Work cross-organisation.

55. 1. No dead ends.
2. Capture emails.
3. Target.
4. Think about formats.
5. Plan long-term.
6. Work cross-organisation.
7. Get to know your audience.

56. Thanks!
Chris Unitt
@ChrisUnitt
chrisunitt.co.uk
One Further
@OneFurther
onefurther.com