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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 cassandra.wilson@creativenz.govt.nz

Applications close on 9 February 2015

The Big Conversation - "Don't Come, Won't Come?"

In 2015, The Big Conversation will look at how to turn non-attenders into audiences by helping you answer difficult questions.

  1. If every artform has so much untapped potential (Audience Atlas New Zealand confirms this), why can’t we tap into it?
  2. Are we as relevant as we think we are?
  3. Do we actually put people off?
  4. Is it just new marketing we need, or new programming and presentation?
  5. Is our programme too edgy and challenging or not challenging enough?
  6. Do people want to create their culture with us or consume what we offer?
  7. Is our cultural offering as rich and diverse as our population?
  8. Is digital production and distribution our biggest threat or biggest opportunity?

What will it be like?

Our pre-conference Reader lays the ground for speakers to give insights, encourage discussion and inspire lively debate. But it's not all talk. We'll share case studies with tips, tricks and practices that work.

The Big Conversation Reader 2015 (pdf 1.9MB)

Who is it for?

Up to 150 places are available for people in arts organisations who lead, manage, programme and market cultural product. You're welcome to bring more than one of your team to help start a Big Conversation in your organisation.

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

"The networking opportunities Creative New Zealand provided have been invaluable for sparking collaboration with and learning from peers in our artistic sector." Melanie Esplin, New Zealand Dance Company

When and how much?

  • 24 June 2015
  • Early bird (closed 30 May) $150 plus GST per person
  • Full price $175 plus GST per person


Mac’s Function Centre, Wellington

For further information contact cassandra.wilson@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.

This year we’re providing our new offering via 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

Conversation Starters

Join quarterly 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.

Conversation Starter dates and topics

  • Going mobile - Wednesday 25 March 2015
  • Facebook initiatives - Wednesday 1 July 2015 (date changed from 25 June) 
  • Video content - Wednesday 23 September 2015
  • Twitter techniques - Wednesday 25 November 2015
  • Insights from analytics - Wednesday 17 February 2016
  • Video platforms - Wednesday 25 May 2016

From My Desk

Online marketing tips will come direct to your desk from Vicki Allpress Hill and international experts in digital arts marketing via short bi-monthly video tutorials.

In Practice

Our video case studies and interviews with local and international arts marketers will give you examples you can learn from and apply. Complementary blogs will also have examples of best practice relevant to the New Zealand arts sector.

Who are these for?

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

How to register

Email cassandra.wilson@creativenz.govt.nz for alerts, invitations and links to videos as they’re released.

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 cassandra.wilson@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