Cultivate

Audience Development: Strategies, campaigns and tactics

Added on: 29th February 2008

Summary:

This toolkit aims to give you a one-stop guide to tackling your organisation's audience development needs, highlighting the must-have tools, offering information on the process and flagging up possible pitfalls. It is a big topic, so there are also handy references to more reading you can do.

There is a lot of debate about audience development, what it is and why we do it, but currently very little in the way of publications or published guidelines.

Arts organisations are defining audience development by doing it. We can learn a lot from looking at how other people do it and what they achieved. This toolkit refers to case studies which you will find elsewhere on the site, but of course there are many more on www.newaudiences.co.uk

The bottom line is we all need audiences, most of us need more audiences and believe the work we do should have a wider audience. So, above and beyond our marketing strategy, we need a plan to develop the audiences we already have and find and retain new ones.

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