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29th May 2019 Jemma Green

Futureproofing our Audiences

Resilience / Segmentation models / Audience development

What is it about?

Resilience is something we want for our organisations and our sector, and how to make ourselves more resilient is a perpetual challenge. Well researched audience development initiatives can have great impact, but how do you embed these projects across departments and align them with other business activities? In this session, you’ll hear from Vic, Head of Communications at Traverse Theatre, and David, Director of External Affairs for Opera North, on how you can balance budgets, inventory and competing priorities alongside ambitious audience development strategies.

From devising performances that challenge audience preconceptions to segmentation models that unearth new truths on customer behaviour, Vic and David will share their strategies and learnings behind the Traverse £1 Tickets scheme and Opera North’s “Little Greats” series. You’ll hear how you can use audience development projects to encourage cross-departmental working, and use data to build audience relationships and organisational presence in areas with low levels of engagement.

In collaboration with Spektrix and the AMA

What will I gain?

— Strategies to develop successful audience development initiatives

— Insight from marketing departments who have made audience-focussed thinking an organisation-wide priority

— Examples of arts leaders using data and technology to challenge preconceptions and bring strategy to life

Who is it for?

This session will be aimed at senior delegates and leaders of organisations.

View more information on AMA conference 2019 and book your place.


Victoria Murray | Head of Communications | Traverse Theatre

Victoria leads the Traverse’s Marketing, Press and Box Office teams and focuses on strategic initiatives, brand management and audience development projects. She was previously Marketing Manager for National Theatre Live and National Theatre touring productions, and prior to this spent several years as an Account Manager at one of the UK’s leading advertising agencies. 




David Collins | Director of External Affairs | Opera North

David is Director of External Affairs for Opera North, a role that encompasses the marketing, communications and fundraising functions of the organisation. Prior to joining Opera North David was Head of Marketing at the Royal Shakespeare Company. 





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