2. The Audience Focus: Brief from ACE
Aims to support funded organisations to:
• Gain practical insight into current and potential
audiences
• Embed national approaches to collecting, sharing and
applying intelligence
• Develop deeper relationships with audiences to better
understand expectations and needs
• Support the arts to adopt practical approaches to
understanding quality of experience
3. The Audience Focus: Essence / USP
What can we do that no-one else can?
It‟s all about the aggregate:
combined intelligence to help individual
organisations, clusters, sectors, the industry see the
bigger picture
From data to action:
through application of our specialist
experience, knowledge and interventions
4. The Audience Focus: Benefits
• Who engages, how and why
• 360 view of users: as audiences, participants,
givers, online consumers
• Confidence and appetite for using audience insight
among organisations and cultural leaders
6. The Audience Focus: Adding value
How? The 3 Es…
Evidence Shared with others, make the case
Engagement Opportunities identified and exploited
Efficiency Time and effort reduced,
resources and information maximised
7. The Audience Focus: NPO stated KPIs
1. Improve systems for data capture and interpretation
2. Partnerships for data, marketing + programming
3. Extra-mural programming and outreach activity
4. Develop digital marketing function
5. Increase audience numbers
6. Reach new audiences (non-specific)
7. Reach young people
10. The framework
• Box office data-extraction
• Audience surveys
• Online analytics
• Audience panels
• Emphasis on behaviour, experience and motivation
• Comparable
• Automated
• Robust methodology and analysis
11. Audience Segmentation
Evolved from ACE Arts Audiences Insight
• Refined segments
• More accurate assignment
• Improved geographical targeting
• Based on large pool of “real” data
• More in depth support materials
12. How-to resources, support and tools
Resources
• The Guide
• Sector / artform guides
• Strategy guides
Support
• Workshops and briefings
• 1:2:1 sessions
• Facilitate collaborations
Application tools
• CRM, initiatives
16. Phased approach to development
Phase 1 Phase 2 Phase 3
Set-up
Environment Situation Dynamic
Primary On-going
Consult with
Use existing research & framework for
organisations,
information further data
set objectives
analysis collection
Adds Provides
To understand
information on regular
the cultural
motivations & reporting on
landscape
attitudes key indicators
The phases will vary depending on the type of
organisation and their starting point
17. Phased approach to development
Organisations will join on a „rolling basis‟ from 2013
Phase 1 Phase 2 Phase 3
Set-up
Environment Situation Dynamic
Primary On-going
Consult with Use existing research & framework for
organisations, information further data
set objectives analysis collection
January to March 2013 From April 2013 From Sept 2013
19. Taking part: Working in clusters
Clusters pragmatically formed, complementing existing networks
Geographic clusters
Up to 30
Focus on collaboration, differentiation
and joint audience development
Sectoral clusters
Up to 20
Focus on standards, best practice
and benchmarks; with sector body partner
Participate independently
Research framework, analysis and KPI
reporting
20. Taking part: costs
Free to NPOs / Cost to all Free to all
Cost to non-NPOs
(£500-1000)
• Set-up, support & • Bespoke reporting • How-to resources
workshops • Application tools • Sector guides
• Data framework • Individual support • Artform benchmarks
• Standard reporting; • Support for audience • Regional profiles
o Individual development • National indicators
o Regional initiatives • Segment profiles
o Sector
o Benchmarks
• Segmentation system
• CEO surgeries and
seminars
21. Key dates
• Consultation now
• Sign ups from January 2013
• Phase 1 from February 2013
• Phase 2 from April 2013
• Phase 3 from September 2013
22. What next?
1. Tell us what would be useful
2. Book time for more detailed discussion
3. Register interest your at theaudienceagency.org
4. Talk to your local office / Regional Director
Hinweis der Redaktion
The fundamental outcomes…
Following a review of anonymised NPO KPIs; 60 – 70% said top 2.
The fundamental outcomes…
The fundamental outcomes…
The fundamental outcomes…
Nb there’s an online survey to register interest for NPOs/ others as a follow-up to roadshows – we will forward on to all ACE offices for referral.