A partnership approach v/ V. Roy
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Transcript of A partnership approach v/ V. Roy
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Audience Development A partnership approach
USUS KonferansenKristiansand 11 May 2011
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Contents
Audience Development priorities• Segmentation for audience development• Case studies
– Arts Nation– The Big Picture
• Successful partnerships• Main challenges • Q&A
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Audience Development
Two main priorities:• Retention : deepen relationship with
current audiences /customers • Growth : gain new audiences/customers
Audience Development Initiatives = Retention + Growth
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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 live
• In 2005 this figure was 15%
Source Ipsos MORI, Base: c.2,000 GB adults in 2001 and 2005
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Step by step approach to Audience Development Initiatives
Partnerships formed
Shared aims and targets formulated
Target segments/market identified
Key messages
Activity formulated
Measure and control mechanisms put in place
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Step by step approach to Audience Development Initiatives
Partnerships formedShared aims and targets formulated
------Target segments/market identified
Key messagesActivity formulated
Measure and control mechanisms put in place
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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• Enables more precise targetting and tailored marketing
communications• Geo – demographic models like Mosaic GB and ACORN
also adopted by arts organisations
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“Arts Audiences Insight was commissioned to see if we could identify distinct arts consumer types in England today.”
Arts Audience Insight
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“We hope that this would enable us to analyse how the current arts provision in England meets the needs of different groups; where there might be untapped demand for greater engagement with the arts; and how different kinds of arts experiences can be designed and communicated in different ways to appeal to different groups.”
- Caroline Bunting, Head of Research Arts Council England
Arts Audience Insight
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Urban arts eclectic 5%
Some engagement
Not currently engaged
Highly engaged
participate onlyattend &
may also participate
Traditional culture vultures 4%
Fun, fashion and friends 18%
Mature explorers 11%
Dinner and a show 20%
Bedroom DJs 3%
Family & community focused 11%
Mid-life hobbyists 4%
Retired arts and crafts 3%
Time-poor dreamers 7%
A quiet pint with the match 8%
Older and home-bound 6%
Limited means, nothing fancy 2%
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High Medium Low
Lo
wM
ediu
mH
igh
Level of engagement
Social status
Positioning the segments
Dinner and a show
Retired arts and crafts
Older and home-bound
Time-poor dreamers
Limited means,
nothing fancy
A quiet pint with the match
Fun, fashion and friends
Mature explorers
Family and community
focused
Mid-life hobbyists
Bedroom DJs
Traditional culture vultures
Urban arts
eclectic
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Dinner and a Show 20% of English adults
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.
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Family and Community Focussed 11% of English adults
Typically in their 30s and 40s, with a strong sense of community and family. Having built a comfortable nest with their moderate financial 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.
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Mid life Hobbyists4% of English adults
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.
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Arts Nation West Midlands • Partners:
Large scale arts providers, shopping centres, local authorities
• Aims:Testing new engagement approaches for the three segmentsPrompt attenders to make more visits in a 12 month period
• Segments: Dinner and a Show, Family and Community Focussed and Midlife Hobbyists
www.artsnationwestmidlands.co.uk
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Arts Nation West Midlands: Activities
Activities: • Programmed activity included a new festival,
theatre productions, exhibitions about local people and areas
• Marketing tools included treasure trails, competitions, art café in shopping centre, projections on empty shop units
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Arts Nation West Midlands: Features• Localised in nature• Local knowledge of partners used through out
the programme• Capacity development of organisations
involved• New commissions for target groups• Emphasis of quality rather than quantity• Key messages delivered through programming
and marketing• Signposting of cultural activities
in the region
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The Big Picture
• Partners:Arts providers, local businesses, regional travel company, regional press, shopping centres
• Aims:Engage low socio economic groups in art activitiesNumerical target set
• Segments: C1 to E social grade, i.e. junior managerial to unemployed
inthebigpicture.wordpress.com
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The Big Picture
Activities: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
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The Big Picture: Features
• Region wide approach• Very accessible artform chosen - photography• Key messages around local pride, common goal,
sharing, showing off creativity• Tiered approach to delivery of activity• Time bound activity with count down to world
record attempt• Emphasis on quantity• Large scale media involvement
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Partnerships can be formed of..
• Cultural providers: Building and non building based, heritage organisations• Community groups and artists • Businesses: local and national• Tourism authorities and associated suppliers • Local authorities:Arts and culture, regeneration, community care• National strategic bodies
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Partnerships that work
• Shared priorities and common goals• Clear lines of communication• Leadership • Understanding of benefits and shortcomings
of the activity or project• Conflict resolution mechanisms• Respect for differences among partners• Adequate resources
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Key challenges
• Finding a common language among partners• Good understanding of roles and
responsibility • Keeping momentum of activities• Sustained involvement of the key decision
makers• Measuring success and impacts• Failed targeting of activities and messages
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Vishalakshi Roy
earthen [email protected]
All images and project content copyright Audiences Central