The Audience

Read & play the audios.

TEACHER: ANAHI LOPEZ MENENDEZ

THE AUDIENCES

YOU HAVE A MISSION

It is a rock concert, where you must engagement your audience. You will achieve it consequently 9 keys. These keys can be found in the following slides, which you must answer in a word document and upload it to the brightspace platform before the session ends.

Audiences We use the word ‘audience’ as a universal term to describe people that engage with the work of arts and cultural organizations.

Understanding of the Audiences

Arts Council England definition: … activity which is undertaken specifically to meet the needs of existing and potential audiencesand to help cultural organisations to develop ongoing relationships with audiences.

AUDIENCE DEVELOPMENT

"Engagement"

We have used the “the engagement mix” to describe all the things an organisation does to engage audiences – including programme, communication etc.

An audience development plan is an explicit, suitably detailed plan for usually bringing about some kind of change and achieving a range of audience aims.An audience development plan is not then a marketing or campaign plan for a specific event.

Audience development plan

The plan – and importantly the process by which we arrive at it – is a route-map for change. It is a practical blueprint for growing audiences, increasing reach, building deeper relationships and doing those things to the best of our abilities and resources, through the combined effort of our colleagues and stakeholders

The Plan

Introduction to the Audience development plan

The main purpose of an "Audience Developmnet Plan":

• You need to create an effective audience development plan to support your business plan or organisational strategy.

• You want to review and refresh your approach and make sure it is effective and up-to-date.

• You want to develop a coherent plan for your whole programme and organisation over an extended period, rather than for a single event, exhibition or production.

• You have ambitious aims to grow or widen your audience but limited resources.

You will find this information (guide) helpful if:

A clearly articulated plan, communicated consistently across the organisation will make a huge difference to being able to grow your audiences sustainably.

What are you aiming for?

(Overview)

Planning Process(Overview)

Planning Process

Goals will probably be a mix of:+ Social+ Educational or experiential+ Reputational / creative+ Finantial

The starting point for your plan is to identify the main audience goals – implicit or explicit – in your organisation’s overall mission or purpose and other strategic plans.

Planning Step by Step

1. Mission: Setting higher audience goals

• Internal: analysis of your current activities and their success.• Current audiences: overall trends, patterns of engagement, knowledge of needs.• External: who does similar things, opportunities and threats, changing environment.• Potential audiences: location, profiles, preferences and barriers/motivations?

Start with your organisation’s own situation, working as a team to identify commonly agreed strengths and opportunities. One way of doing this is to carry out a SWOT analysis to look at different aspects of your business and how it works:

Situational Analysis

2. Analysis. Understanding situation and potential

Consider what research method will work best, common approaches include: • Booking data analysis • Web data analysis • Social media analysis • Data profiling • Quantitative survey • Qualitative • It’s important to get the right data in the right way for the right job.

Start with your organisation’s own situation, working as a team to identify commonly agreed strengths and opportunities. One way of doing this is to carry out a SWOT analysis to look at different aspects of your business and how it works:

Research Methods:

Please, raise your hand once you´ve gotten the 9 keys.

STOP!!!

The Explainer: Blue Ocean Strategy

© Chan Kim & Renée Mauborgne.

What are red and blue Oceans?

© Chan Kim & Renée Mauborgne.

© Chan Kim & Renée Mauborgne.

© Chan Kim & Renée Mauborgne.

Look for an example of a Blue Ocean Strategy in the entertainment business

Click here for the next presentation +

Second Part of the Session

We will ROCK YOU

thanks a ton!