Typically in their 30s and 40s, Family and community focused have built a comfortable nest with their moderate financial means, and their priorities lie with their children, connecting with the local community and holding on to their cultural roots. Their interests lie squarely with their immediate surroundings and understanding people like themselves.

Engaging with Family and community focused

Their attendance is currently infrequent - this may be due to a lack of opportunity (eg carnivals only being held once a year) or as a result of their busy lives. Strategies for engaging with this segment need to tackle both issues. They could tap into their key drivers of family and community, or their curiosity about other people's lives - particularly those in their locality or from similar backgrounds. More frequent staging of festivals and carnivals may also draw in this group.

Positioning arts opportunities as fun for all, an educational opportunity for children or a chance to socialise with others in their local area may be the most successful strategy. Participatory arts for the family might also appeal. Keeping activities free of charge or low cost would help to reduce the perceived financial risk of getting involved, and incorporating games or competitions into the marketing of events and activities could stimulate interest from this group.

Communicating about opportunities through local networks, for example by distributing information through community associations and displaying materials in community venues, could be effective. The language used to describe the opportunities should be approachable, with the tone of communications inclusive - for all ages and all walks of life.

Find out more about Family and community focused.

Download the Family and community focused toolkit.