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Do we have a strategy for developing new audiences and for reaching more diverse groups of participants?
What new audiences/participants would we like to reach? Why?
What success have we had at reaching new audiences?
How are we communicating with them, and how should we communicate with them?
Is there an appropriate fit between the art that we make or present and the audience/participants we seek to reach?
Do we know what the barriers to participation are and how to remove them?
Are we selling our work successfully to presenters and co-producers?
Have we considered the possibilities that digital media provide for reaching new audiences?
We have a good understanding of audiences/participants that we would like to reach and have developed approaches for communicating with them.
We know the promoters/presenters/curators that are active in our field and how best to approach them.
The AMA is the national umbrella body for arts marketers and audience development workers, with a membership of around 1,900. It offers professional development opportunities, publications and networking. Parts of the site are available to members only, while some content, including downloadable material, is offered free.
The AMA publishes a number of books including 'Thinking Big', 'This Way Up' and 'The Marketing Manual'. However, they are only available to members, and detailed information about the publications is held behind the subscription wall on the site. The AMA also publishes a monthly members' magazine called JAM (Journal of Arts Marketing).
Audience Data UK (ADUK) provides guidance and clarification on collecting, processing, analysing and interpreting audience data gathered from box offices, visitor surveys or other research projects. It is supported by all the arts councils of the UK. Many of its resources are available free to download, while others are password protected and may be linked to training courses run by the organisation.
ADUK offers for free download a wide range of audience development, marketing and research reports by well-known practitioners and consultants. These include some editions of the AMA's journal JAM (normally available only to AMA members) and research commissioned by audience development agencies and funders. Subjects include growing audiences, writing research briefs and artform classifiers.
Mission Models Money is an independent, sector-led initiative addressing the challenges faced by individual arts and cultural organisations and their funders in developing mission-led, organisationally and financially resilient businesses. It aims to test ideas for responding and adapting to the numerous and complex trends affecting non-profit distributing arts and cultural organisations.
'Mission Unaccomplished': MMM offers a freely downloadable provocation document on the place of education and learning in our national and regional performing arts and cultural organisations.
NESTA (the National Endowment for Science, Technology and the Arts) is a Non-Departmental Public Body, accountable to Parliament and funded by means of a 300m endowment to foster innovation in tackling the country's social and economic challenges. It works in partnership with private and third sector organisations.
NESTA is undertaking a research project entitled Age Unlimited, examining ways in which the UK can prepare itself to deal with an ageing society. It is launching a programme aimed at creating sustained personal wellbeing older people.
http://www.nesta.org.uk/assets/features/uk_unprepared_for_ageing_nesta_launches_new_progra
The 'Innovation in Arts and Cultural Organisations' interim report (December 2009) by Hasan Bakhshi and David Throsby, explores the meaning of familiar business concepts such as competitive advantage, product development, business models etc., from the point of view of arts organisations. It draws heavily on experimental case studies of the National Theatre and Tate.
Third Sector Foresight is a National Council for Voluntary Organisations website, offering strategic insight and planning tools for the UK voluntary and community sector, including key drivers influencing the sector.
The Third Sector Foresight list of key drovers includes a section on technology, which includes information relevant to reaching and attracting new audiences, including: Access to the internet; Digital exclusion; Ease of publishing online; Ease of reaching niche groups; Online communities; Interactive websites; Empowered consumers/information society.
