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Audience and Market Development

Arts organisations can develop and grow their audiences by learning how to:

  • apply audience insight and intelligence 
  • take advantage of digital tools and online marketing. 


Analytics and Audiences

Google Analytics is a free, powerful tool you can use to measure how your website and other online channels are performing. In this new initiative The Audience Connection will run five separate organisation-wide workshops on how to get the best from Google Analytics.

Who is it for?

Priority will be given to organisations in the Toi Tōtara Haemata or the Toi Uru Kahikatea investment programmes.

When and how much?

Workshops to be held on agreed dates in:

  • May 2015
  • July 2015
  • September 2015
  • March 2016
  • May 2016

$175 plus GST per organisation

Places are limited. To receive an online application form contact grace.sinclair@creativenz.govt.nz

Applications close on 9 February 2015

The Big Conversation - Nui te Kōrero

"Ko tāu rou, ko taku rou, ka ora te iwi"

The Big Conversation took place on 16 June 2016. See videos and resources from 2016

In 2016, The Big Conversation will explore how we can build richer, deeper relationships with our audiences and across the arts sector. We will refer to New Zealand case studies and best practice from a diverse range of arts organisations that reflect our cultural context, as well as international arts organisations. The theme for The Big Conversation Nui te Kōrero 2016 is Embracing Arts, Embracing Audiences Awhi mai, Awhi atu. The conversation will be focused on three key strands:

  • Relationships between artists and audiences
  • Relationships between arts organisations and audiences
  • Relationships between arts organisations

Who is it for?

Up to 150 places are available for people in arts organisations who lead, manage, programme and market cultural product. Priority will be given to staff from organisations in the Toi Tōtara Haemata or the Toi Uru Kahikatea investment programmes.

The programme content will be tailored for people in arts organisations who lead, manage, programme and market cultural product. The full programme and conference Reader will be published in April, 2016.

When and how much?

  • 16 June 2016
  • Early bird (closes 23 May) $150 plus GST per person
  • Full price $175 plus GST per person
  • Buy tickets


Hagley Oval - South Hagley Park 63 Riccarton ave, Christchurch 8011

For further information contact grace.sinclair@creativenz.govt.nz

Optimise: online marketing video series

Our Optimise programme delivers online marketing case studies, tips and advice to your desk- free of charge.

We’re providing our new offering via a combination of in-depth webinars and short-form videos. You’ll learn how to make the best use of channels that are transforming how we engage with audiences - mobile, social and video.

The Optimise programme is led by Vicki Allpress-Hill of The Audience Connection

To register for any of the offerings below email Grace.Sinclair@creativenz.govt.nz


In a series of highly practical webinars Vicki will share with you recent real examples from arts organisations through a variety of tools and templates to inspire your thinking and to put into use. These webinars are designed to provide rich content in practically focussed sessions.

Can't make it to the live webinar? Past webinars and slides are uploaded to our YouTube channel

Creating and curating digital content to engage audiences - Tuesday 24 May 2016, 10:30am-11:30am

Conversation Starters

Watch 20 minute live panel discussions with local and international arts marketers via Google Hangouts on Air. They’ll show you how to innovate and achieve great results in mobile, social or video. We’ll analyse the Optimiser online marketing benchmarking data to identify some of the standout performers.

Twitter techniques – 10.30am - 10.50am, 29 March 2016 (Tues)

Insights into Instagram - 10.30am - 10.50am, 10 May 2016 (Tues)

Insights from analytics - 10.30am - 10.50am, 21 June 2016 (Tues)

Who are these for?

All organisation leaders, managers, marketers and audience development and communications staff.


Register online now to receive alerts and information about videos in our Optimise online marketing video series.

View previous Optimise video's on Youtube

Optimiser: online marketing benchmarking project

You can compare how well your online marketing is performing by benchmarking your results against the aggregated results of 38 other local arts organisations.  You will also be able to set realistic targets and support the case for investment in key areas of online marketing.

Key aggregated results from 2014-15 data

  • 61% of participants now have mobile responsive websites- 24% increase from the previous year
  • 33% of participant website visits now come from mobile or tablet
  • Our participants’ average email click through rate of 3.60% is higher than quoted industry averages which sit below 3%
  • Facebook use by audiences continues to grow –across all participants there was a 24% increase from 184,854 to 229,377 Facebook Likes between Years 2 and 3.
  • Across all participants with Twitter accounts, the average number of followers increased 22% to 3,350 from 2,745 the year before
  • 35% of YouTube channel views were made on mobile phone or tablet.
  • 54.5% increase in uploads of videos to YouTube by participants between Years 1 and 3
  • 50% of participants now have an Instagram channel

Since March 2012 we have been collecting online marketing data from arts organisations working in a range of artforms and locations.

The programme is a partnership between Creative New Zealand and programme leader The Audience Connection

“We see this programme as highly beneficial as it gives context to our online analytical figures. It also identifies areas of strength and weakness and helps us identify areas which may need more resource or focus in our continuing online strategy. Our initial Optimiser results have provided valuable context to our results for our sponsors and board, which is crucial when seeking future funding support for our online strategy."  Lauren Whitney, NZ International Comedy Festival

Find out more

Email grace.sinclair@creativenz.govt.nz for alerts, latest findings and case studies as they are released.

Sign up to the Optimiser blog Optimiser Presentation of Pilot results

Five things the Optimiser data tells us about engaging with audiences on social media (pdf 861KB)

Five key questions about email marketing in the New Zealand arts sector (pdf 1MB)

Development and resources : Audience and Market Development