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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"

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 range of arts organisations that reflect our cultural context, as well as international arts organisations. The conversation will be focused on four key strands:

  1. The Very Social Network. Turning likes into loves and followers into advocates
  2. Deeper databases. From the humble mailing list to Customer Relationship Management (CRM)
  3. Collaborate Now! The incredible power of sharing our audience data
  4. Supporting Acts. Growing your own members, donors and volunteers

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. We welcome suggestions for speakers, case studies and content. Please email grace.sinclair@creativenz.govt.nz

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


Christchurch – venue TBC

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

View presentations and resources from The Big Conversaion 2015
View presentations from The Big Conversation 2014

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.

Managing social media activity in a busy organisation - Wednesday 25 November 2015

Going mobile: what does that really mean? – Wednesday 30 March, 2016

Creating and curating digital content to engage audiences - Wednesday 25 May 2016

Conversation Starters

Join 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.

Insights from analytics - 17 February 2016 (Wed)

Video platforms - 20 April 2016 (Wed)

Twitter techniques – 22 June 2016 (Wed)

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 2013-14 data

  • website visits overall have remained static
  • social media traffic to websites continues to grow
  • mobile and tablet visits to websites have increased by 80%
  • mobile visits have increased and desktop visits have decreased for every participant
  • average Facebook Likes as at 31 July 2014 were 5,000+
  • average Twitter following per participant has increased by more than a third
  • the sector has been slow to maximise the use of video
  • audiences are increasing their use of YouTube.

Since March 2012 we have been collecting online marketing data from arts organisations working in a range of artforms and locations.  This year we welcome The New Zealand Symphony Orchestra, The New Zealand Dance Company, Atamira Dance Company, Touch Compass, and The Basement as new participants. This is the first project to collect sector-wide benchmarks relevant to New Zealand arts organisations.

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