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.
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.
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
