arts audiences: insight workshop and toolkit launch · • letter from 17 year old student •...
TRANSCRIPT
Arts Audiences: Insight
Workshop and Toolkit Launch
The Storey Creative Industries Centre
22 March 2012
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What is segmentation?
Segmentation divides customers (and potential
customers) into groups that are likely to share similar
interests, similar needs, or behave in a similar way.
It allows organisations to tailor their offer and their
communications to relevant and interested audiences.
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Segmentation models
• ACORN
• MOSAIC
• Arts Audiences:
Insight
• Segmentation by
common factor
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Exercise
How do you segment your audiences now?
Please discuss in groups
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Arts Audiences: Insight
• English population
• Segments by engagement with the arts
• Based on data from Taking Part survey and Target
Group Index
• 13 segments• Highly engaged
• Some engagement
• Not currently engaged
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The Segments
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Relating Arts Audiences: Insight to Key
Performance Indicators
“All NPOs should be looking to extend their reach and
encourage engagement amongst the 66% of the
population as defined by the ‘some engagement’
segments in our Arts Audiences Insight segmentation.”
ACE KPI Guidance for NPOs
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How does Arts Audiences: Insight
profiling work?
• Use area profiling – identify potential audiences in
your catchment area
• Collect postcodes – profile your own audience
visitors
• Compare to see potential for development
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Area profiling
Area: Drive-Time, Whitehaven, 15.0 minutes
Base: England
% of area % of base Index*
Profile population population av=100
Segment profile
Segments
1 Urban Arts Eclectic 1,286 2.9 4.5 63
2 Traditional Culture Vultures 1,216 2.7 3.8 71
3 Fun, Fashion and Friends 7,732 17.2 18.3 94
4 Mature Explorers 3,649 8.1 10.5 77
5 Dinner and a Show 8,907 19.8 19.8 100
6 Family & Community Focused 5,362 11.9 11.2 107
7 Bedroom DJs 1,065 2.4 2.5 94
8 Mid Life Hobbyists 2,415 5.4 4.3 125
9 Retired Arts and Crafts 1,486 3.3 2.8 119
10 Time Poor Dreamers 2,777 6.2 6.7 93
11 A Quiet Pint with the Match 4,891 10.9 7.8 140
12 Older and Home-Bound 3,085 6.9 5.5 124
13 Limited Means, Nothing Fancy 1,009 2.2 2.3 98
Total population (16+): 44,880
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Case Study – Contact TheatreAr ts Au d ie n ce s I n s ig h t P r o f i l e o f Pe r fo r m a n ce Ca te g o r ySa m p le = 4 5 6 9A r ts Au d i e n ce s I n s ig h t Se g m e n t % o fPe r fo r m a n ceC a te g o r yb o o ke rp o s t c o d e s % o f4 5 M i n u te D r iv e t i m e P o p u l a t i o n I n d e xH ig h ly En g a g e dU r b a n a r ts e c l e c t i c 6. 5 3 . 7 17 6Tr a d i t i o n a l c u l t u r e v u l t u r e s 4. 2 3 . 0 1 37So m e En g a g e m e n tF u n, fa s h i o n a n d fr ie n d s 1 9 . 1 1 8. 0 1 0 6M a t u r e e x p l o r e r s 9 . 8 9 . 9 9 9D i n n e r a n d a s h o w 1 9 . 1 1 9 . 7 9 7F a m i l y a n d c o m m u n i t y f o c u s e d 9 . 6 9 . 5 1 0 0Be d r o o m D J s 3 . 4 2 . 8 1 2 2M i d- l i fe h o b b y i s ts 3 . 8 4. 2 9 0Re t i r e d a r ts a n d c r a f ts 2 . 0 3 . 1 6 5No t Cu r r e n t ly En g a g e dT i m e - p o o r d r e a m e r s 7 . 2 7 . 6 9 6Aq u ie t p i n t w i t h t h e m a t c h 8. 5 1 0. 1 84O l de r a n d h o m e - b o u n d 4. 9 6. 3 7 7L i m i te d m e a n s , n o t h i n g fa n c y 2 . 0 2 . 2 9 1
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Family and community focused
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Family and community focused
Demographics
• typically parents – two-fifths are aged 25–44 and they are more
likely than average to have children in the household, with
almost a quarter having two or more children
• higher than average proportion – a quarter – live in rural areas
• typically moderate means, with an average income, education
and occupational profile
• higher than average proportion – over a tenth – are from ethnic
minority backgrounds
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Family and community focused
Leisure
• Juggling work and family commitments
• Leisure and “wind down” time might include:
• TV
• books
• friends for dinner
• cycle ride
• run
• sports or social club
• cinema
• stately homes and theme parks
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Family and community focused
Arts
• Infrequent arts attendance (once or twice a year)
• Family friendly events
• Carnivals most popular
• Also, might attend musicals, pantomimes, plays, craft exhibitions and culturally specific events (e.g. Mela)
• Attend for fun and to spend time with friends and family – not to expand horizons
• Unlikely to take part in creative activities (minority engage in textile crafts, paintings or drawing)
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Why engage with Family and community
focused?
• One of larger AA:I segments with some arts engagement – 9%
English adult population
• Families - influencing arts engagement at a young age and
engage with carers/extended family
• Opportunity to build longer term relationships with a community
through umbrella organisations, volunteer networks and special
interest groups
• Opportunity to engage with rural communities
• BME audiences
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Dinner and a show
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Dinner and a show
Demographics
• about the same proportion of women as men
• most are aged 25– 64
• includes married and single people, with two-thirds having no children living in the household
• most are working and a third feel they are comfortably off
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Dinner and a show
Leisure
• Main interest – mainstream/pop music
• Spending time with friends and family and socialising both online and offline.
• Eating out – fast food or pub restaurants
• Social drinkers, pubs/bars
• Theme parks and zoos/safari parks
• Theatre
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Dinner and a show
Arts
• Attending arts events is an infrequent or special occasion
• Low participation in artistic activities
• Most likely to attend music events, specifically live music
• Some attend theatre
• Low levels of interest in other types of arts events
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Why engage with Dinner and a show?
• The biggest AA:I segment – 20% of English adult population
• Both urban and rural
• Already attend some arts events occasionally – propensity to
build upon
• Broad range of ages and life stages
• Many comfortably off
• Many lead active, social lives – confident and able consumers
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Workshop
Create a collage representing the lifestyles, interests,
and demographics of members of the Dinner and a
show or Family and community focused segments.
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Lunch
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Toolkits - The Engagement Cycle
Deliver
Understand
Identify
Plan
Audit
Evaluate
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Family and
community
focused
toolkit
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Family and community focused toolkit
4 key reasons for engagement with the arts:
• Social motivation
• Community involvement
• Spending time with children
• Spending time without children
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Family and community focused toolkit
4 primary drivers/barriers affecting the segment’s
willingness to engage with the arts:
• Arts forms, programme, activity
• Price
• Timing
• Place
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Family and community focused toolkit
4 secondary drivers/barriers affecting the segment’s
willingness to engage with the arts:
• Promotion
• People
• Processes
• Physical evidence
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Family and community focused case
studies
Pilot projects with:
The Bowes Museum (Barnard Castle, County Durham)
Berwick Film & Media Arts Festival (Northumberland)
The Maltings Theatre & Cinema (Northumberland)
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Bowes Museum
Objectives
• To develop relationship with the local community and find out more about their
characteristics and motivations with particular emphasis on F&CF segment
• Recruit Bowes ambassadors to be part of a F&CF panel which will engage long
term with the Museum
Tactics
• F&CF event – including free pass to the Museum, tour by actors, refreshments
followed by presentation and customer circle style consultation by two qualitative
researchers
• Purchase map showing hot spots for F&CF near to Barnard Castle
• Direct mail using new style F&CF flyer to recruit participants
• Recruitment of F&CF panel
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Bowes Museum – Key Successes
• Depth of qualitative research
• Enjoyment of the event, changed
perceptions
• Segment members recruited for
community panel
• Action plan proforma in toolkit
worked well
• Consolidated knowledge of
segmentation and AA:I
• Strengthened relationship with,
and understanding of, ACE The Bowes Museum, Image: Caroline Greener
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The Maltings Theatre & Cinema
Berwick-upon-Tweed Film & Media Arts Festival
Objectives
The Maltings:
• Encourgage first time F&CF attenders to Hairy Maclary live on stage and family friendly Hamlet by RSC
Berwick Film and Media Arts Festival:
• Develop F&CF audiences for moving image art
• Increase active participation among young audiences
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The Maltings Theatre & Cinema
Berwick-upon-Tweed Film & Media Arts Festival
Tactics
• Identified higher density areas of segment through map, purchased mailing list for joint mailing
• Letter from 17 year old student
• Hairy Maclary – billed as intro to theatre for the whole family and timed after school.
• Family friendly Hamlet billed as perfect 70min intro
• Letter highlighted variety of family friendly Festival activities
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Key SuccessesThe Maltings Theatre & Cinema
Berwick-upon-Tweed Film & Media Arts Festival
• Timing of Hairy Maclary
• First time bookers for Hairy Maclary and Hamlet
• More tickets purchased online than usual
• Attendance at the Festival by audiences members
targeted by the mail out.
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Dinner
and a
show
toolkit
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Dinner and a show toolkit
1 primary reason for engaging with the arts:
• To see a specific event or performer
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Dinner and a show toolkit
3 secondary reasons for engagement and expectations:
• A memorable and special experience
• A social experience
• A high quality experience in every aspect
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Dinner and a show toolkit
4 key decision making factors and barriers to attendance:
• Price is important for unfamiliar events
• Prominent marketing
• Online experience
• Perception of quality
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Dinner and a show case studies
Pilot projects with:
The Lowry (Salford Quays)
Warrington Museum & Art Gallery and Pyramid and
Parr Hall (Warrington)
Grundy Art Gallery (Blackpool)
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The Lowry
Objective
• To attract The Lowry’s existing Dinner and a show audience to contemporary dance performances by Rambert
Tactics
• Significant ticket offer (£21 tickets for £7.50)
• 25% off in restaurant
• Specific flyer created
• Flyer mailed to people in D&S dominant postcodes
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The Lowry – Key learning
• 82 tickets sold (value of £772.50) - possible to target
Dinner and a show for contemporary dance with the
right offer
• 76 restaurant bookings
Rambert Dance Company
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Grundy Art Gallery
Key aim
• To attract the
Dinner and a show
segment to the
‘Mass
Photography:
Blackpool through
the camera’
exhibition
Tactics
• Online and social
media focus
• Press advertising
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Grundy Art Gallery – Key findings
• Blog site – over 6000 views
• Facebook –
• 141 “likes” (wide range of ages 25-55+)
• 16,888 post views
• 77 post feedbacks
• 110 competition sign ups, 84 newsletter subscription
• biggest proportion via Facebook ad campaign
• 21% Dinner and a show
• Increased visitor figures following launch of online
campaign
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Audit exercise
Please use the template and maps, and work in pairs to
discuss and document your own organisation’s ability to
meet the needs of the two segments.
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Final feedback and discussion
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Contact
Catherine Bradley
Head of Evidence and Engagement
Helen Mark
Research Manager