This NEW programme aims to develop Audience Champions who will help to increase the reach and build deeper relationships between museums and their visitors.
Working in partnership with The Audience Agency this national pilot will empower individuals and organisations to develop a data-driven approach to audience development.
This is a two year programme commencing in September 2019 and completing in September 2021.
Museums must commit to attending all four training sessions and collecting audience data over a two year period when enrolling on the programme.
In year one you will be supported over a series of four training sessions where you will:
- Learn the importance of collecting information on who uses your museum and who doesn’t
- Know where to go to for existing data and insights
- Receive professional training on how to gather this information from your visitors
- Collect your own data over an extended period of time
- Receive professional training to support you in your analysis of the results
- Produce an evidence based Audience Development Plan
In year two you will use your newly acquired skills to continue to gather audience data and insights independently by fully participating in Audience Finder. As an Audience Champion you will be able to share your learning with the next cohort.
Individual session details…
Thursday 12 December – Session 3: Using visitor analysis to produce an Audience Development Plan
10am-4pm CBSO Centre, Berkley Street, Birmingham B1 2LF
During this third session we will introduce the use of segmentation as an approach to business/marketing/audience development planning. Using Audience Spectrum and MOSAIC 6 models, combined with the APR data and devising ‘audience personas’ we will help you to understand how to get into the shoes of your visitors. We will also show you how to ‘problem solve’ using the principles of user centered design as part of audience development.
Session 4: Application of data analysis and insight will take place in May/June 2020 (date and location tbc)
This programme aims to support Section 8: Understand and develop your audiences, of the Accreditation Standard, November 2018.
Priority will be given to non NPO museums who are Accredited or Working Towards Accreditation in the West Midlands region. Museums must commit to attending all four training sessions and collecting audience data over a two year period when enrolling on the programme.