Our audience and market development training enables arts organisations to develop and grow their audiences. Organisations learn how to:
The audience development seminar will explore how organisations can engage with audiences to become more relevant and connected to their communities.
What does it mean to be an audience focused organisation? How can we put digital at the heart of everything we do? What does this mean for programmers, audiences and arts leaders?
Speakers will share their insight and case studies for effective audience segmentation, digital engagement with audiences and returns on developing a digital culture. Visits to websites using mobile devices have increased by 116% between 2012 and 2013*. Digital is no longer an ‘optional extra’ it’s ‘mission-critical’ and this one-day event will investigate ways forward.
* Optimiser benchmarking research 2013
People involved in programming or digital marketing or in leadership positions. Priority will be given to staff from organisations in the Toi Tōtara Haemata or the Toi Uru Kahikatea investment programmes.
The programme for the day will be announced in April 2014. For more information contact firstname.lastname@example.org
Back by popular demand is our series of six free one-hour webinars designed to help organisations to understand and use best practice in their online marketing. Participants are kept up-to-date with the latest ideas and trends without having to leave their desk. Vicki Allpress Hill from The Audience Connection will present the webinars, along with guest presenters.
“I have taken something from every webinar and implemented it.”
Optimise webinar attendee 2013
Organisation leaders, managers, marketers and audience development and communications staff. Priority will be given to staff from organisations in the Toi Tōtara Haemata or Toi Uru Kahikatea programmes.
Except for the first webinar, the webinars take place on the fourth Wednesday of each month between 10.30 and 11.30am.
To register for the webinars please contact email@example.com.
Sign up to Insights – the newsletter that supports the Creative New Zealand online marketing capability programme, Optimise.
Culture Segments consultancies will help arts organisations to maintain, diversify and grow their audiences by building their expertise in applying market research data.
The consultancies are based on the Culture Segments New Zealand system and led by specialist arts consultancy Morris Hargreaves McIntyre. Participants are provided with an in-depth look at how their audiences behave. They learn how to engage more deeply and successfully with them by developing segmented communications.
The consultancies will consist of:
Marketing staff and audience development specialists wanting to implement Culture Segments or who are already using them. Other staff can attend if there is a whole-of-organisation approach to audience development. This initiative is open to applications from organisations in the Toi Tōtara Haemata or Toi Uru Kahikatea investment programmes.
“I can see how implementing Culture Segments is going to help us target our messaging in the right way to the right people, thus enabling us to be more effective in our marketing.”
Culture Segments workshop participant 2013
Creative New Zealand commissioned Morris Hargreaves McIntyre to develop Culture Segments for the New Zealand arts sector in 2011. Using data from the Audience Atlas New Zealand 2011 it is an international, sector-specific segmentation system for arts, culture and heritage organisations.
Optimiser is a benchmarking project which allows arts marketers to compare the success of their online marketing with other New Zealand arts organisations.
Online marketing data has been collected since March 2012 from 38 participating organisations from a range of artforms and locations. This is the first time that sector-wide benchmarks relevant to New Zealand arts organisations have been made available.
“The Optimiser Benchmarking Programme is a really important part of the puzzle for us, it is vital for giving us context to our online results.”
Optimiser participant 2013
We will announce the key results from this research over the next few months. The project is led by senior arts marketing consultants Vicki Allpress Hill of The Audience Connection and Tim Roberts of ARTS Australia.
For more information contact firstname.lastname@example.org.