Sustaining an audience development campaign can only be done once the framework has been designed and tested as Audience Diversity Academy Fellow, Emilie Wiseman explains.
Last time I wrote about our experiments as part of the Audience Diversity Academy, we had just appointed two key ambassadors to help us reach out to young people aged 16-25, refugee communities and people from Afro-Caribbean heritage. We were embarking on our experiments and focussing our efforts on very targeted activity and personalised approaches to key groups local to the venue for the show: Ovalhouse in the Oval/Brixton area of London. This type of activity was also supported by targeted invitations on social media.
Our objective was to ensure that at least 30% of our audience was booking tickets following those approaches. Refugees were offered free tickets while young people and people from Afro-Caribbean heritage were offered heavily discounted tickets (£5 against a standard ticket price of £15). As ever, our audience engagement commitment needed to be balanced with our financial targets and although we were hoping to sustain the offer across the two week run of the show at Ovalhouse, we could only offer it for the first four shows. In a way, this enabled us to focus our attention and resources.
We also offered free meals and workshop options in a bid to further incentivise attendance from our target audience groups.
These ambassadors were so well connected that they enabled us to reach out to key target groups.
We were all very excited by the offer we had at our disposal and the amazing ambassadors we had managed to contract for the show. These ambassadors were so well connected that they enabled us to reach out to key target groups. A special push was done for the press night and we feel that this was the most successful night. A local group of refugees who had recently made their way from Calais came to the press night as well as young people from a local poet group.
We’re currently gathering the venue’s box office reports and our feedback cards to see how we’ve done against our targets but simple observation at the first three performances indicate that we have probably reached some of our targets. The response to the show on social media also seems to support this.
This is all very hopeful but the real challenge will be to sustain this work throughout the tour and outside London in particular, where we are less connected to local communities.