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Start at the Top — how to be an audience-focused organisation

Audience Development / Personas / Communication / Leadership

What is it about?

How much do you know about your audiences? Where does this intelligence sit in your organisation and how can you unlock it? Join CEO & Artistic Director, Annabel Turpin, to discover how ARC are placing audiences at the heart of their organisation.

They have been through the process of creating their own personas and now use them to inform activity across the whole organisation. This includes programming, marketing and customer service. Discover how communication with their audiences has changed. You’ll learn about the impact working with personas has had at ARC and the results of this shift in their approach.

What will I gain?

— Insight into how an arts organisation embedded audience focus at leadership level

— Understanding of the practical steps of creating and using audience personas

— Ideas on how to reshape communications with your audiences

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.


Annabel Turpin | Chief Executive & Artistic Director | ARC

Annabel Turpin is currently Chief Executive & Artistic Director of ARC in Stockton on Tees, one of the North East’s largest arts venues.  

She is a board member of Tees Valley Local Enterprise Partnership, Sunderland Culture Company and the North East Culture Partnership, where she has helped develop the region’s Case for Culture strategy.   

She co-chairs Future Arts Centres, a national network of more than 100 arts centres, committed to championing the role of arts centres within the wider cultural and community sector.  

She launched and chairs Venues North, a group of 35+ venues from across the greater North committed to helping performing artists get their work seen more widely, and also chairs the North East Artist Development Network. 

As a freelance consultant, she has undertaken work around organisational development for a range of clients, including companies, venues and local authorities, as well as mentoring and facilitation at both executive and board level.