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Audience Development workshop

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By West Midlands Museum Development / Posted on Monday 13th November 2023

Join us for a series of three workshops, delivered by Arts Marketing Association and Christina Lister to explore Audience Development. Each workshop is a stand alone event and delegates can choose to attend one or more sessions.

About the Trainer

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.

Session one – An Introduction to Audience Data Collection
Wednesday 24 January, 10am-12noon

Understanding who your audiences are is the bedrock of being able to communicate with them in a meaningful way. It will also help you to understand who you’re not reaching, and why. This workshop will cover the basics of why and how to go about collecting data on your audiences, with an overview of different tools for collecting data.

This session will cover:

  • Why it is important and how you can use it
  • Methods of data collection
  • Best practice
  • Collecting demographic data
  • Different data collection portals and their methodologies
  • Advocating for data collection in your organisation
  • A mix of higher effort/ resource versus lighter touch and quicker methods
  • Sources of benchmarking and contextual data

Book An Introduction to Audience Data Collection

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

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

Book An Introduction to Creating an Audience Development Plan

Session three – Introduction to Online Marketing
Wednesday 7 February, 10am-12noon

What’s meant when we talk about online marketing? This workshop will clarify the different roles that your website, social media channels and your newsletters have within your overall marketing approach, and how to tailor the language and content you use for each.

This session will cover:

  • Which audiences can be found on the different platforms
  • How to match audiences and platforms
  • How to be inclusive in your language and communication
  • How to measure success and reach online
  • Ways to consider different channels, using the PESO Model – Paid, Earned, Shared, Owned media
  • Aligning your channels to your strategy

Book Introduction to Online Marketing

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.

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