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An Introduction to Creating an Audience Development Plan

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Date: Wednesday 31st January 2024

The second of three sessions delivered by Arts Marketing Association and Christina Lister exploring Audience Development. Each workshop is a stand alone event and delegates can choose to attend one or more sessions.

An audience development plan will help you reach people you’re not currently reaching and deepen your relationship with those you are. A successful plan requires intent and commitment as it’s the framework that will guide the groundwork. Understanding why it’s important, and what the guiding principles are to creating one, is your first step in the right direction.

This session will cover:

  • Why an audience development plan is important and how it can help achieve your organisation’s mission and vision
  • What is an audience development plan? And how it differs from a campaign plan
  • How to structure an audience development plan, with goals, objectives, and evaluation
  • Segmentation – what it is, types and how audience segmentation is beneficial
  • Tools to help you prioritise

About Christina Lister 

Christina is a marketing and audience development consultant, trainer and facilitator working with heritage and cultural organisations, with 21 years’ experience as a freelancer and in agency and in-house positions. Christina empowers organisations to develop and execute marketing that connects to audiences with purpose and impact.

Her experience spans museums, heritage sites, libraries, archives, and arts organisations including the Science Museum Group, Museum of London, AIM, Jane Austen’s House and the Museum of Cambridge. She is a trustee of Kids in Museums and author of the book Marketing Strategy for Museums.

Essential information

Delegates will have the opportunity to ask questions throughout each session. The training will include breakout room discussions between delegates. There will be a short midway comfort break.

Maximum two delegates per organisation. Priority will be given to delegates from non-NPO and non-National museums in the West Midlands which are Accredited or officially Working Towards Accreditation. 

These events are for delegates in the East Midlands and West Midlands. If your museum is based in the East Midlands please book via the MDEM website.


These events will be auto-captioned through Zoom. If you would benefit from any other form of access support, including live captioning, please answer ‘yes’ to the access requirements question on the booking form and email the WMMD team as early as possible stating the support you require. If you would find it beneficial for your learning and accessibility Slides can be shared around one week in advance on request.

All participants will receive an email containing a Zoom link to the training prior to the event. The email will be sent to the email address used for booking. If you have not received an email the day before the event please contact us.

The other two sessions are:

An Introduction to Creating an Audience Development Plan
Wednesday 31 January, 10am-12noon

If you can’t see the booking button, this event is fully booked. To join the waiting list please email

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