can you diversify your audience without losing your existing core andrew gilruth - wct

Can you diversify your audience without losing

your existing core?

IoF Supporter Care and Stewardship ConferenceICO Conference CentreFriday 21st September

Countryside Lovers

(2,374,000)

Field Sports Enthusiasts(1,093,000)

Trust Members(TGI: 29,000

Actual: 22,000)

Duplication(123,000)

• Support for a name change may be much higher than anticipated

• External recognition of change may take longer than envisaged

• Make sure you have sufficient budget to accommodate the wider audience

• If you find that you are “watering down” existing printed and online content to “accommodate” the broadening you may have taken the wrong route

• Market research should give you the clear direction of travel

• Prepare yourself for relentless scrutiny of that research

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Click icon to add picture

New Strategic Plan

• Game conservation as a force for good for conservation

• conservation through wise use• three, reasonably distinct, phases of work:

 – Research ecology & biology of game

species.– Broadening other species, habitats and

flora & wildlife friendly farming.– wider biodiversity consequences of

game management.

• If your aims are clear, the majority will stick with you all the way

• A vocal minority may voice concerns; did they before?

Performance 2007-2011

SubscriptionsNo. of subscriptions - Jan 2007 21,599No. of subscriptions - Dec 2011

18,597

Growth - 14%

• 80:20

• Some say you should spend the vast majority of your time preparing the ground

• I would put it higher