Find out more: theaudienceagency.org/audiencefocus

1. The Audience Focus
Shaping the Arts Council England commissioned
intelligence-sharing programme

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

5. No-one says they need (more) data

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

8. The Essential Programme
Key components

9. Key components
Data-collection
Analysis
Reporting
FRAMEWORK
AUDIENCE HOW-TO
SEGMENTATION RESOURCES
Guidance
Profiling
Workshops
Monitoring
Facilitation
Benchmarking
Application tools

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

13. Key components
Data-collection ONLNE
Analysis HUB
Reporting
FRAMEWORK
AUDIENCE HOW-TO
SEGMENTATION RESOURCES
Guidance
Profiling
Workshops
Monitoring
Facilitation
Benchmarking
Application tools

14. Online hub
Available to all Log-in
• Regional profiles + mapping • Standard organisation reports
• Sectoral profiles • KPI tracking
• Artform benchmarks • Comparisons
• National indicators • Support
• Segment profiles
• How-to resources
• Case-studies
- Incremental development

15. The Audience Focus hub – example web page

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

18. Taking Part

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