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.

In 2019 we analysed the skills that the sector recruit against, and the skills that people need for their personal development. 

From this we developed the Audience Focused Pillars, to 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.

The Audience Focused Pillars help identify the skills and knowledge needed to achieve your objectives. They can be used as a guide to shape areas of focus for your training and development. You can find supporting resources in AMAculturehive, or the Service Provider Hub.

Pillars icon

Understanding Audiences

Metrics & Data
Audience Behaviour
Research

Connecting with Audiences

Platforms & Tools
Marketing Planning
Content Creation
Websites that Work

Growing Audiences

Audience Development & Strategy
Increasing reach
Increasing engagement / income
Outreach & Collaboration

Audience Focused Organisations

Core Skills
Business Planning
Teams, Management and Culture

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.


People in an art gallery

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

Person working on a laptop with their phone n hand

An audience with their hands raised


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