If you want to reach, engage or develop your audiences, you need to make sure you have the right skills, structures and processes in place.
Learning Pillars and Blocks
An Audience-Focused Approach
An audience-focused approach will make you and your arts, culture or heritage organisation more likely to succeed in reaching, engaging and growing audiences.
We’ve analysed the skills that the sector recruit against, and the skills that people need for their personal development.
The Audience Focused Pillars build on the objectives you and your organisation may be trying to achieve. Each Pillar is the sum of “Blocks” of skills and tasks. We provide training and resources to support these. We also offer a number of funded programmes and schemes to make training as affordable as possible.
The Audience Focused Pillars help identify the skills and knowledge needed to achieve your objectives:

Understanding Audiences
Connecting with Audiences
Audience Focused Organisations
Understanding Audiences:
Metrics & Data: Data & Analysis, CRM systems, Google Analytics, Social Media Analytics, Evaluation & Monitoring
Audience Behaviour: User Experience, Segmentation, Accessibility, Trends & Futureproofing
Research: Market research, Benchmarking and Sector Research.

Growing Audiences
Audience Development: Strategy, Diversity & Inclusivity
Increasing Reach: Digital Presence, and New Audiences
Increasing Engagement / Income: Audience Engagement, Fundraising, Ticketing and pricing
Outreach and Collaboration: Partnerships, Community Engagement
Connecting with Audiences
Platforms & Tools: Social media, Email, Advertising, PR, Design tools
Marketing Planning: Principles, Campaign planning and Templates.
Content Creation: Design, Digital content, Print content and collateral
Websites that Work: User experience, User journeys, and Conversion

Audience-Focused Organisations
Core Skills: Project Management, Budgeting, Wellbeing
Business Planning: Business Models, Vision and Brand, Strategy
Teams, Management & Culture: Management, Teams, Work Culture and Environment